nyepi holiday package: e-journal of tourism vol.7. no.1. (2020): 157-167 http://ojs.unud.ac.id/index.php/eot 157 e-issn: 2407-392x. p-issn: 2541-0857 analysis of suitability and carrying capacity of mangrove ecotourism in sedari village, karawang district wildan dhya ulhaq hidayat 1 , indah riyantini 2 , and wahyuniar pamungkas 2 1 student study program of marine sciences, faculty of fisheries and marine sciences, university of padjadjaran 2 departement study program of marine sciences, faculty of fisheries and marine sciences, university of padjadjaran corresponding author: wildandhya15@gmail.com article info received 28 november 2019 accepted 28 january 2020 available online 31 march 2020 abstract mangrove nature tourism sedari village is an ecotourism location that has the potential to be developed with natural resources that are still awake and an area of mangrove forests around 49.20 ha. however, in its management, it still does not pay attention to the principles of ecotourism regarding the suitability and carrying capacity for ecotourism. the purpose of this study is to determine the potential in the mangrove nature tourism sedari village and assess the suitability and carrying capacity. the method used in this research is survey method and descriptive quantitative analysis. the results obtained in the mangrove nature tourism sedari village there are 4 types of mangroves, namely r. mucronata, r. stylosa, s. alba and a. marina with a mangrove density of 2.055 ind / ha then found 4 types of biota and 2 species namely mullet fish, milkfish , mangrove crabs, little egrets and monitor lizards. for the tourism suitability index value obtained 73% which is included in both the category and the physical carrying capacity obtained 32,800 people / day, the real carrying capacity is 25,047 people / day and the ecological carrying capacity is 26.65 ha. ecological carrying capacity for bridge tracking tourism activities obtained by 55 people / ha and bird watching tourism activities obtained by 165 people / ha. keywords: mangrove, ecotourism suitability, ecotourism carrying capacity e-journal of tourism vol.7. no.1. (2020): 157-167 http://ojs.unud.ac.id/index.php/eot 158 e-issn: 2407-392x. p-issn: 2541-0857 introduction mangrove forests are typical ecosystems in coastal areas that have natural beauty and the environment in the form of components of the ecosystem consisting of vegetation, biota or organisms, wildlife and the surrounding environment. according to the department of forestry (1996), mangrove ecosystems have three functions such as physical functions, namely being able to protect coastlines from abrasion, biological functions, namely as a place to find food and breed for fish, shrimp, shellfish, crabs, and other marine biota, and economic functions namely as a place for aquaculture ponds, places for taking wood and tourist attractions. this dewasi, the pressure of decline in mangrove ecosystems continues to occur. based on a press release from the ministry of environment and forestry, many stated that in 2018 indonesian mangroves suffered damage of 1.81 ha (republika.co.id 01-01-2018). the decline in mangrove forests is one of them caused by anthropogenic factors or human activities (amal, 2018). utilization of mangrove ecosystems should be able to pay attention to the protection of mangrove ecosystems from damage so that their utilization can be sustainable. ecotourism is one form of utilization that emphasizes the principle of conservation. ecotourism itself is a form of tourism to natural areas which is carried out with the aim of conserving the environment and the welfare of the local community (fandeli, 2000). mangrove nature tourism in sedari village is a mangrove ecotourism located in karawang regency which has an area of about 49.20 ha of mangrove forest with a beautiful mangrove forest landscape. the condition of mangrove forests in the natural tourism of sedari mangroves is still well maintained and organisms that live in association with mangroves can still be found such as crustaceans, reptiles and birds. mangrove nature tourism in the new village of sedari stands and in its use is still less than optimal. according to wati & idajati (2017), changes in conservation areas becoming ecotourism results in a decrease in environmental quality. the decline in the quality of the ecotourism environment is caused by management that does not pay attention to the suitability and carrying capacity of the e-journal of tourism vol.7. no.1. (2020): 157-167 http://ojs.unud.ac.id/index.php/eot 159 e-issn: 2407-392x. p-issn: 2541-0857 region (hermawan, 2015) in (wati & idajati, 2017). therefore, research is needed regarding the suitability and carrying capacity of mangrove ecotourism in sedari village so that its management does not cause damage to the mangrove ecosystem itself. this study aims to determine what the potential contained in the mangrove ecotourism sedari village and assess the suitability and carrying capacity. method this research was conducted in sedari village, karawang regency, geographically located at 5 ° 59'38.41 "s and 107 ° 18'0.85" e (figure 1). determination of the station is done by purposive sampling method as many as 4 station points. the determination of the station is based on the consideration of the thickness of mangroves at each station. the method used in this research is survey method and descriptive quantitative analysis. the tools used for data collection in the field are roll meter, rapia rope, meter, global positioning system (gps), camera stationery and mangrove identification book and natural biota. research procedure preparation field observations, station determination and literature studies regarding the condition of the research location. data retrieval the data taken is mangrove thickness data, the method used is to be measured directly using a roll meter at a predetermined station. mangrove type and density data are taken using the quadrant transect method. for biota object data taken using the direct observation method. e-journal of tourism vol.7. no.1. (2020): 157-167 http://ojs.unud.ac.id/index.php/eot 160 e-issn: 2407-392x. p-issn: 2541-0857 data processing mangrove density (onrizal, 2008) density (k) = number of individuals of a type the entire plot area relative density (kr) = density of a type the diversity of species of shannon wienner (onrizal, 2008) h ’= ˗∑piln (pi) information: h’ = type diversity index ni = number of individual type i pi = ni / n n = total individuals of all types data analysis ecotourism suitability matrix calculation of suitability of ecotourism based on the formula yulianda (2007), namely: ikw = ∑ (ni / nmax ) x 100% description : ikw = tourism suitability index; ni = kei parameter value (weight x score); nmax = maximum value of a category picture 1. research location map density of all types x 100% e-journal of tourism vol.7. no.1. (2020): 157-167 http://ojs.unud.ac.id/index.php/eot 161 e-issn: 2407-392x. p-issn: 2541-0857 carrying capacity of mangrove ecotourism analysis of mangrove ecotourism carrying capacity includes physical carrying capacity, real carrying capacity and ecological carrying capacity (douglass, 1975). physical carrying capacity (pcc) pcc= a x 1 x rf b information : a = area used for tourism b = area required by a tourist to travel rf = rotation factor (rf) is the number of daily visits allowed to a location formulated by the formula rf= visiting period long visiting table 1. ecotourism suitability matrix no parameter weight s1 cateory score s2 category score s3 category score n category score 1 2 3 4 mangrove thickness (m) mangrove density (100m 2 ) mangrove type biota objects 5 4 4 3 >500 >15-20 >5 >4 species 4 4 4 4 >200-500 >10-15 3-5 3 species 3 3 3 3 50-200 5-10 1-2 2 species 2 2 2 2 >50 <5 0 1 species 1 1 1 1 e-journal of tourism vol.7. no.1. (2020): 157-167 http://ojs.unud.ac.id/index.php/eot 162 e-issn: 2407-392x. p-issn: 2541-0857 real carrying capacity (rcc) rcc= pccx100-cf1 x 100-cf2 100 100 information: rcc = real carrying capacity pcc = physical carrying capacity cf = correction factor ecological carrying capacity information : ar = area required for travel d = number of tourists a = area needs of each tourist cd = number of days used for traveling tf = recovery factor 43,560 = constants results and discussion mangrove density the density of mangroves in mangrove nature tourism in sedari village is presented in table 2. table 2. mangrove density station type tree k (ind/ha) 1 r.mucronata 400 s.alba 2 r.mucronata 855 s.alba 3 r.stylosa 480 s.alba a.marina 4 r.mucronata 320 a.marina r.mucronata total 2.055 based on the table above the types of mangroves found in mangrove nature tourism in sedari village obtained 4 types namely rhizopora mucronata, rhizopora stylosa, sonneratia alba and avicenia marina with the diversity value of mangrove species obtained h '1.1 which is included in the low category. the density of mangroves in the natural tourism of the village of sedari obtained 2,055 ind / ha. based on the standard and mangrove damage of the ministry of environment no. 201 of 2004 the density of mangroves in the natural tourism of the mangrove village of sedari is included in good condition with a very dense density. e-journal of tourism vol.7. no.1. (2020): 157-167 http://ojs.unud.ac.id/index.php/eot 163 e-issn: 2407-392x. p-issn: 2541-0857 at each observation station there is a difference in density which shows the level of adaptation patterns and human influence on the mangrove ecosystem. in the mangrove nature tourism in the village sedari mangrove species rhizopora mucronata and rhizopora stylosa are found in the area near the river. this is according to noor et al (2006), that rhizopora spp grows in groups, near river embankments and river mouths. sonneratia alba mangroves are also found near streams. according to sukardjo & sukristijono (1984). gonneratia alba colonized and was found near the mouths of rivers or near large rivers. then the types of types of avicenia marina biota objects objects of biota in the mangrove nature tourism of sedari village were found 4 species and 2 species of biota namely mangrove crab (scylla serrata), small egret (egretta garzetta) monitor lizard (varanus salvator) and fish species found 2 species namely mullet fish (valamugil engeli), fish banding (chanoschanos), mangrove crabs are often found under mangrove roots in small holes. as according to rahayu et al (2017) mangrove crabs like mangrove vegetation which has a strong mangrove root system. mangrove crabs will form small holes under the roots of mangroves as a shelter and find food. mulletfish and milkfish are commonly found in mangrove areas that have water-submerged substrates which are former semi-intensive pond management areas. mullet fish is one of the inhabitants of mangrove waters (puteri et al 2017). huang et al (2016) in puteri et al (2017) further explained that fish from the mugilidae family have a distribution in the mangrove area and these fish can live in a wide range of salinity because they can live in freshwater, brackish water and the sea. the appearance of milkfish in the mangrove area is thought to be a result of the remaining ponds. the small egret bird in the mangrove nature tourism in sedari village was found in the twig of the mangrove tree with a very large number. elfidasari and junardi (2005), the abundance of birds in an area is caused by the availability of food. mangrove nature tourism in sedari village has an area that is close to the area of fish ponds so people are not surprised that many herons are found in the area. lizards are also found in mangrove areas with water-submerged substrates. the emergence of monitor lizards is thought to originate from a river that is e-journal of tourism vol.7. no.1. (2020): 157-167 http://ojs.unud.ac.id/index.php/eot 164 e-issn: 2407-392x. p-issn: 2541-0857 adjacent to tourism the mangrove nature of sedari village. as according to byer (1999) in gumilang (2001), monitor lizards are aquatic animals that can be found in water sources such as along rivers, swamps or mangrove debts. iyai and pattiselano (2005) further explained that monitor lizards perform in swamp forests because habitat types for monitor lizards are easier to find prey. conformity analysis of mangrove nature tourism the value of the suitability index of mangrove nature tourism in sedari village can be seen in table 3. table 3. value of ikw mangrove nature tourism in sedari village based on the above table the value of tourism suitability index obtained from four stations shows that the mangrove nature tourism of sedari village is included in the category according to the ikw value of 73%. these values indicate that the mangrove nature tourism of sedari village can be developed with the potential of its resources, but in its management must pay attention to several things such as diversity of mangrove species, diversity of biota species and thickness of mangove which has a low score value. mangrove thickness is an important thing that must be considered because it has a litter-producing role for biota so that when mangrove thickness is high, the number and type of biota is also high. carrying capacity of mangrove village sedari nature tourism physical carrying capacity physical carrying capacity is a calculation to find out the number of visitors to get physical comfort while traveling. according to douglass (1975) the area required for each visitor to travel is 60 m2. so that the physical carrying capacity in the mangrove nature tourism of sedari village is 32,865 people / day. real carrying capacity real carrying capacity aims to determine the carrying capacity in real terms by using two correction factors, namely rainfall and diversity of mangrove species. these two correction factors are used because they are related to the level no research sites ikw information 1 station 1 79 % s2 (appropriate) 2 station 2 70 % s2 (appropriate) 3 station 3 76 % s2 (appropriate) 4 station 4 68 % s2 (appropriate) average 73% s2 (appropriate) e-journal of tourism vol.7. no.1. (2020): 157-167 http://ojs.unud.ac.id/index.php/eot 165 e-issn: 2407-392x. p-issn: 2541-0857 of tourist visits to mangrove nature tourism in sedari village. the real carrying capacity in mangrove nature tourism in sedari village obtained 25,124 people / day. the results of the real carrying capacity when compared to physical carrying capacity are still smaller or in other words that mangrove nature tourism in sedari village can still accommodate tourists who visit. ecological carrying capacity ecological carrying capacity is a calculation to determine the area of ecological tourist areas that can recover naturally. so by knowing the value of its ecological carrying capacity, mangrove ecosystems in the natural tourism area of mangroves in sedari village can be avoided from damage due to tourism activities. the ecological carrying capacity of 26.65 ha. mangrove nature tourism in sedari village, there are two tourism activities that can be calculated ecological carrying capacity, namely tracking bridges with an area of 1 ha and carrying capacity of 55 people / ha, then bird watching with an area of 3.35 ha and ecological carrying capacity of 165 people / ha. conclusions and suggestions conclusion ecotourism potential found in mangrove nature tourism in sedari village is 4 types of mangroves including rhizopora mucronata, rhizopora stylosa, sonneratia alba and avicenia marina with a total vegetation density of 2,055 ha. in the mangrove nature tourism area, sedari village found 4 species and 2 species of biota, namely mangrove crab (scylla serrata), little egret (egretta garzetta), monitor lizard (varanus salvator) and fish species found 2 species namely mullet fish (valamugil engeli), fish milkfish (chanos chnos). the tourism suitability index in the mangrove nature tourism area of sedari village is included in the category according to the ikw value of 73%. while the carrying capacity in the mangrove nature tourism area of desa sedari for physical carrying capacity is 32,800 people / day, the real carrying capacity is 25,047, the ecological carrying capacity is 26.65 ha. in the mangrove nature tourism, sedari village has a tourist activity that can be calculated its ecological carrying capacity, namely tracking bridges with a carrying capacity of 55 people / ha and for bird watching with a carrying capacity of 165 people / ha. e-journal of tourism vol.7. no.1. (2020): 157-167 http://ojs.unud.ac.id/index.php/eot 166 e-issn: 2407-392x. p-issn: 2541-0857 suggestion based on the results of this study further research can be done on fauna in the mangrove nature tourism of sedari village and in determining the carrying capacity of the correction factors used in this study only using biotic and abiotic factors so that in the future in determining the carrying capacity can include psychological factors of the community and visitors, social and economic factors. references amal, a. (2018). factor that influence the change of mangrove forest in south sulawesi indonesia. unm geographic journal, 97-98. departemen kehutanan dan perkebunan ri. (1996). manual silvi kultur mangrove. jakarta: pt. krisna intervisi media. douglass, w. (1975). forest recreation 2. new york: ww norton and co. pp. efidasari, d., & junardi. (2005). keragaman burung air di kawasan hutan mangroe peniti kabupaten pontianak. biodiversitas, 64-65. fandeli, c. (2000). dasar-dasar manajemen kepariwisataan alam. indonesia : yogyakarta. gumilang, r. (2001). populasi dan penyebaran biawak air asia (varanus salvator) di suaka margasatwa pulau rambut, jakarta. bogor: institut pertanian bogor. iyai, d. a., & pattiselano. (2006). diversitas dan ekologis biawak ( varanus indicus) di pulau pepaya taman nasional teluk cendrawasih, irian jaya barat. biodiversitas, 185-186. noor, y. r., khazli, m., & suryadiputra, i. (2006). panduan pengenalan mangrove di indonesia. bogor: phk/wi-ip. onrizal. (2008). teknik survey dan analisa data sumberdaya mangrove. 4-7. puteri, d., sitorus, h., & muhtadi, a. (2017). keragaman ikan di perairan ekosistem mangrove desa jaring halus kabupaten langkat, sumatera utara. jurnal jurnal ilmu perairan, pesisir dan perikanan, 148. rahayu, s., wiryanto, & sunarto. (2017). keanekaragaman kepiting biola di kawasan mangroe kabupaten purworejo jawa tengah. enviroscienteae, 72-74. republika.co.id. (2018, 01 10). kementrian lhk sebut 1.81 juta hektare mangrove rusak. retrieved from https://www.republika.co.id/berita/ ekonomi/makro/18/01/10/p2bu1r38 2-kementerian-lhk-sebut-181-juta hektare-mangrove-rusak https://www.republika.co.id/berita/ https://www.republika.co.id/berita/ e-journal of tourism vol.7. no.1. (2020): 157-167 http://ojs.unud.ac.id/index.php/eot 167 e-issn: 2407-392x. p-issn: 2541-0857 sukardjo, & sukristijono. (1984). ekosistem mangove. oseana volume ix (4), 102-115. wati, m. w., & idajati, h. (2017). identifikasi karakteristik pengelolaan ekowisata mangrove wonorejo berdasarkan prefensi stakeholder. jurnal teknik its vol 2, c575-c576. yulianda, f. (2007). ekowisata bahari sebagai alternatif pemanfaatan sumberdaya pesisir berbasis konservasi. makalah seminar sains. bogor: departemen manajemen sumberdaya peraiaran. fakultas perikanan dan ilmu kelautan. nyepi holiday package: e-journal of tourism vol.4. no.1. (2017): 13-18 http://ojs.unud.ac.id/index.php/eot 13 e-issn: 2407-392x. p-issn: 2541-0857 1effectiveness of local institutions as the basis of sustainable tourism village widhianthini bogor agriculture institute, indonesia corresponding author: wiwin_purantara@yahoo.com article info received 20 october 2016 accepted 01 march 2017 available online 31 march 2017 abstract the purpose of this study was to describe the institutional position of local water control system and pakraman as policy makers in developing sustainable tourism villages. this study was conducted in tabanan, bali. tabanan is a famous tourist village area with rice barns. analytical approach through a dynamic system combined with the scoring system. the results of the study reinforced the position of local institutions such as subak and pakraman that collaborate to determine the sustainability of tourism villages. the local institutions act as policy makers so there is no shifting balance of nature (a decrease in agricultural land or fields). this success will be realized if the role of local institutions were legitimized through local legislation and awig awig so the model of sustainable tourism village could be directed and conserved. keywords: local institutions (subak and pakraman), tourism villages, dynamical systems, provincial regulations of awig awig introduction background law number 26/2007 regarding spatial planning, explained that the purpose of spatial planning, among others, the achievement of the utilization of space qualified for: (1) create the value of human intelligence, virtues and prosperity for nation, (2) create an integrated utilization of resources, (3 ) increase the utilization of natural resources in an efficient and effective way for human, and (4) realize the function of protection space as well as preventing damage to the environment. this law explains that in order to obtain optimal results in the development of the area required the arrangement of space, which is a process that starts from the preparation of the spatial plan by allocating the spatial plan of natural and artificial resources optimally through the supervision and control of the development (the use of space) to match with the spatial plan. the role of local or indigenous communities is necessary for spatial management in a region. traditional or local community involvement in planning the development of a region or country could be realized if their position were balanced with the government. visualizing the role of local or indigenous communities in sustainable development originally started on the development of the village. rural development is the embryo of a region space arrangement. when viewed from the bali grdp contribution at current prices according to the 2010-2014 business field (in percent), the agricultural sector has decreased from time to time. in 2010 the contribution of the agriculture sector reached 18.01 percent while in 2014 decreased to 16.82 per cent (bps propinsi bali, 2014). this is because the 1 the article had been presented in the international tourism conference “promoting cultural & heritage tourism” at udayana university, 1-3 september 2016. e-journal of tourism vol.4. no.1. (2017): 13-18 http://ojs.unud.ac.id/index.php/eot 14 e-issn: 2407-392x. p-issn: 2541-0857 agricultural sector is not only related to the fulfillment of domestic consumption, but also closely related to the condition of bali tourism. agriculture is the root of balinese culture that also became a capital for tourism. trades, hotels and restaurants (thr) seem to be appear as a major contributor to the gdp of bali, although the contribution of this sector tends to fluctuate with growing tourism. in 2009, the contribution of this sector has reached 29.64 percent. this contribution increased in 2013 reached 29.89 percent (bps bali province 2014). this condition is due to the improvement in tourism in bali characterized by an increasing number of tourist arrivals, hotel occupancy rates and other economic activities. tabanan is one of the regencies in bali which has the largest rice fields (22.453 hectares) with 228 subak as well as the rice granary in bali that suffer from under threats over wetland function after badung regency. the amount of wetland function transfer in 2013 was 204 hectares more than in 2009 that only 97 hectares. this condition occurs because less land in badung and the increasingly high price of land in the district. the decline in paddy fields is also caused by declining public interest to pursue the agricultural sector apart from the result obtained that less than expected. their conversion of agricultural land (paddy fields) in bali had very serious implications for food production, which then exacerbate food security. the provincial government of bali then make a plan of sustainable development of rural tourism as a measure to overcome the conversion of agricultural land to nonagricultural (tabanan regional development planning agency, 2011). anticipation was taken due to the spatial bali that increasingly chaotic and the depletion of the space for local people to survive in their own areas. research problem development of rural tourism should implement a community-based tourism approache (local communities). in this position the community plays an important role in supporting the development of tourism. government and private sector involvement was limited to facilitating the people as the main actors for rural tourism development. in accordance with the essence of rural tourism should be initiated locally and independently by local communities. this means that the government only as a facilitator. the process of growth and development of tourist villages will depend on the community itself. community involvement can be realized in the form of provision of accommodation facilities such as homes (home stay), supplying the needs of the consumption of tourists, tour guide, local transport provision, performing arts, and others. approach to the development of ecotourism should manage their resources in order to maintain their original condition as far as possible and to abstain from traveling in sensitive areas that are easily damaged and difficult to rehabilitate (thavarasukha, 2009). his research reflects that ecotourism should promote the development of education and creation of awareness for maintaining regional ecosystems not only exploit the economic growth. ecotourism management should involve local communities in the development process, especially in the transfer of culture. this should include their participation in formulating development plans. in japan, ecotourism is not limited only to nature, but also includes travel that focuses on local lifestyles, learning about the culture and history of the place, and to support local-based industries (shikida et al., 2010). the ecotourism concept is often interpreted as a tool for the development of local communities that utilize a variety of local resources. a broader view of ecotourism will also consider environmental education and cultural exchange between urban and rural communities can be a part of ecotourism. local communities still have autonomy in planning but still monitored by the japanese government. program development of sustainable tourism villages in various countries have in common with the system implemented in bali. local communities through local institutions such as subak and pakraman granted autonomy in organizing and managing the area as one of the objects of the tourists attraction. e-journal of tourism vol.4. no.1. (2017): 13-18 http://ojs.unud.ac.id/index.php/eot 15 e-issn: 2407-392x. p-issn: 2541-0857 research objective objective of the research is to develop a sustainable model of rural tourism by incorporating elements of institutional effectiveness of subak and pakraman especially in tabanan, bali so that the sustainable tourism area can be realized. methodology the location of this research is tabanan, bali. sample for local institution effectiveness is jatiluwih village which is a world cultural heritage. location was chosen by the fact that this district has 70 percent of rural areas and extensive rice so that bali government declared the area as a tourism village, but on the other hand experienced a wetland conversion of 741 hectares over the past five years. samples are subak and pakraman board, each member of the local institutions, village officer in jatuluwih (64 samples). collection of secondary data in tabanan involving physical aspects (especially the use of land, water discharge), economy (particularly the gross regional domestic product (gdp), public revenues, and other aspects and social (population, labor force in agriculture and tourism, and other aspects). in this study, the discussion focused on the physical aspects such as land and economic aspects such as the gdp. local institution effectiveness is analyzed using a score. if the score is bigger, it can be said that the local institutions (pakraman, subak) are effective and vice versa, the smaller the resulting score the more ineffective the local institutions are. scores calculated as follows (norken 2003): (mi + 2 sdi) < x < (mi + 3 sdi) : very effective (mi + 1 sdi) < x < (mi + 2 sdi ) : effective (mi 1 sdi) < x < (mi + 1 sdi) : quite effective (mi 2 sdi) < x < (mi 1 sdi) : ineffective (mi 3 sdi) < x < (mi 2 sdi) : very ineffective wherein : mi=mean ideal = (1/2 x (ideal maximum score + ideal minimum score)) sdi = standard deviation ideal = (1/6 x (ideal maximum score – ideal minimum score) institutional considered effective if it has the purpose to be achieved, appropriate means and ability, so that the desired goals can be achieved with excellent results (paraso, 2013). pakraman and subak will not be effective by itself. both institutions require the assistance of local authorities. widhianthini (2006), mudhina (2009), and nunuk (2010) explained that the local institution effectiveness can be seen from the aspect of: institutional, human resources performance, management, and financing. the total yield of local institution effectiveness for subak, pakraman, incorporated in the simulation of dynamic systems. in this study conducted a simulation for 21 years (from 2009-2030). dynamic system is a representation of the behavior of a system which has an interdependent relationship and changes with time. it can be said that dynamic system feedback (feedback structure) is interrelated and heading towards equilibrium. in this stage, previously determined factors that affecting and affected by the results of the survey (sterman, 2000). in this study, the effectiveness will be associated with physical systems, economic systems, social systems and institutions using powersim studio 10 software. results and discussion barlowe (1978) also explains that the demand for land is generally affected by two types of demand, direct demand and derived demand. direct demand has meant that the land serves for consumption or housing. direct demand can definitely give benefits. in derived demand, the increased population growth will lead to a high demand for land as a place to produce goods and services or economic activities. increased demand for land will continueand limited the land availability. this condition is said to be a land use or land conversion. the case of land conversion that occurs in tabanan started peaking since the district launched tourism as a sector in the region. local institution system affecting the model of sustainable tourism village. the level of effectiveness in the jatiluwih subak is 82.66 percent. the effectiveness of pakraman in the village is 90.36 percent, while the level e-journal of tourism vol.4. no.1. (2017): 13-18 http://ojs.unud.ac.id/index.php/eot 16 e-issn: 2407-392x. p-issn: 2541-0857 of effectiveness of official village was 83.3 percent. figure 1. model of local-based sustainable tourism village the simulation results showed that only 3.21 per cent decline in the paddy field for 21 years. the decline in the sacred area at the end of 2030 is quite low, which is 1.26 per cent of institutional elements of desa jatiluwih. table 1 simulation of land use in tabanan regency, with the local institution elements (ha) year paddy field housing green space sacred area other buildings 2009 22,465. 6,047. 12,582. 4,603. 18,440 2010 22,456. 6,052. 12,584. 4,599 19,331 2015 22,045. 16,717 10,167. 4,563 28,146 2020 21,836. 18,084 9,094 4,550 29,533 2025 21,765 18,593 8,761 4,546 30,017 2030 21,744. 18,748 8,668 4,544 30,157 source: data analysis (2014) figure 2 graph simulation of land use in tabanan the shrine is the area around the temple that should be kept its purity status as defined in pura parisadha bhisama holiness hindu dharma indonesia center (phdip) 1994. the shrine area is also a protected area by the local government. tabanan bali society maintain the sanctity and preservation of the sacred area so the possibility of decreasing is low. the loss of sacred area normally beacause of the expansion of rural infrastructure, such as roads, community halls, or subak halls. different cases will be seen if the local institution elements (subak and pakraman) were not involved in sustainable tourism villages, there will be a decrease in wetland that is higher than the previous case. in table 2 shows that the decline in land by 15 percent in 21 years. these conditions will be experienced also in sacred area, where changes in sacred area were 7.05 percent. table 2. simulation of land use in tabanan, without local institution elements (ha) year paddy field housing green space sacred area other buildings 2009 22,465 6,047 12,582. 4,603 18,440 2010 21,149 6,404 11,855 4,332 20,452 2015 19,659 18,525 9,067 4,069 30,066 2020 19,343 20,149 8,055 4,030 31,547 2025 19,192 20,791 7,725 4,008 32,064 2030 19,074 21,051 7,604 3,986 32,214 source: data analysis (2014) figure 3 graph simulation of land use in tabanan without inserting local institution elements the results of the simulation model of the economic subsystem to the gdp showed an increase by incorporating elements of local institutions. the value of gdp in 2013 around rp 6.5 trillion. if seen from the simulation results, the value of gdp the tabanan in 2030 is rp 8.8 trillion. those results were caused by sub model sosial dan kelembagaan sub model fisik sub model ekonomi pdrb bantuan_ pemerintah fsarpddk sarana lpd fpdrb tk_pariwisata tk_pariwisata tk_pertanian sarana_dan_ prasarana_ pariwisata aksesibilitas_ jalan_ ke_ sawah l_ls l_permukiman total_pengunaan _lahan angkatan_kerja angkatan_kerja fted flp_pend fal te_desa ted_subak ted_pakraman penduduk penduduk per_lr fwis wisatawan pendapatan_ masyarakat debit produksi_sawah bangunan_lain bangunan_lain kawasan_suci rth permukiman permukiman sawah f_bl f_rth f_ks lal f_lp f_ls fsnj luas_lahan luas_lahan luas_lahan lahan_yang_dapat _digunakan fraksi_konsumsi _air konsumsi_air fte_pakraman ftpddk f_landrent_sawah fsar produktivitas_ sawah pajak_lahan_ sawah nilai_jual_lahan _sawah air_larian fpend_masy fap pengangguran tingkat_pendidikan sarana_pendidikan landrent_sawah rasio_lahan_ terbangun f_penggunanaan _lahan f_penggunanaan _lahan fte_subak fak pertumbuhan_tk _pariwisata pertumbuhan_ tk_pertanian ftkpt ftkpr fpm a_kem penduduk_miskin a_kel kematiankelahiran l_ks l_rth l_bl 0 10000 20000 30000 40000 2009 2010 2015 2020 2025 2030 l u a s la h a n ( h a ) tahun sawah perumahan rth kawasan suci bangunan lain 0 5000 10000 15000 20000 25000 30000 35000 2009 2010 2015 2020 2025 2030 l u a s la h a n ( h a ) tahun sawah perumahan rth kawasan suci bangunan lain e-journal of tourism vol.4. no.1. (2017): 13-18 http://ojs.unud.ac.id/index.php/eot 17 e-issn: 2407-392x. p-issn: 2541-0857 the increase in people's income from time to time in line with the development of tourism villages. figure 4 graph simulation results grdp in tabanan by incorporating elements of local institutions based on simulation results proved that a model of sustainable tourism villages implementing institutional involvement of local subak and pakraman as policy makers (as a subject). sustainable tourism is tourism with local institutions such as subak and pakraman have their position as a basis for the development of a region with tri hita karana as its fundamental philoshophy. conclusion local institutions especially subak and pakraman still exist today with the norms of tri hita karana as a social institution to regulate their relationship with natural resources. both became legitimate power on the management of sustainable tourism village (next to water resource management at the community level). model of sustainable tourism is tourism models that incorporate elements of local institutions subak and pakraman as policy makers directly in each step of the development of the region. by incorporating elements of the local institution, agricultural land can still survive and the natural balance is maintained. recommendations strengthening the role of local institutions pakraman and subak as a planner of sustainable tourism policies need to be implemented in the regional regulation and awig awig so that the position of the local institutions legitimacy will be recognized. with strengthening this legitimacy in a regional regulation and awig awig, transactions of agricultural land as an asset for tourism can be sustained, considering the tabanan that is known by its rice barns nickname. references (bps) badan pusat statistik propinsi bali (2014) bali dalam angka 2013. denpasar: bps. barlowe, r. (1978) land resource economic. michigan state university,: printice. mudhina (2009) strategi pemberdayaan subak di daerah pengaliran sungai (dps) tukad unda. udayana university. nunuk (2010) partisipasi subak dalam operasi dan pemeliharaan jaringan irigasi pada daerah irigasi mambal di kabupaten badung. udayana university. paraso, a. (2013) efektivitas badan permusyawaratan desa dalam penyelenggaraan pengawasan pemerintahan di desa sereh (suatu studi di desa sereh kecamatan lirung kabupaten kepulauan talaud. available at: https://ejournal.unsrat.ac.id/index.php/ jurnaleksekutif/article/view/2693. (accessed: 13 february 2014). shikida, a., yoda, m., kino, a. and morishige, m. (2010) „tourism relationship model and intermediary for sustainable tourism management: case study of the kiritappu wetland trust in hamanaka, hokkaido‟, tourism and hospitality research. sage publications, 10(2), pp. 105– 115. sterman, j. (2000) business dynamics: system thinking and modeling for a complex world. singapore: the mcgraw hill companies. 0 5000000 10000000 2 0 0 9 2 0 1 0 2 0 1 5 2 0 2 0 2 0 2 5 2 0 3 0p d r b ( x 1 j u ta r u p ia h ) tahun pdrb e-journal of tourism vol.4. no.1. (2017): 13-18 http://ojs.unud.ac.id/index.php/eot 18 e-issn: 2407-392x. p-issn: 2541-0857 thavarasukha, v. (2009) „ecotourism case studies in thailand. chapter twentyseven‟, in. thailand. widhianthini (2006) pembangunan daerah dengan pendekatan perencanaan partisipatif (revisi). rural development pioner project (propinsi bali), kerjasama antara consulting service for small scale irrigation management project (iii) dengan jurusan sosial ekonomi pertanian fakultas pertanian universitas udayana. nyepi holiday package: e-journal of tourism vol.4. no.2. (2017): 71-77 http://ojs.unud.ac.id/index.php/eot 71 e-issn: 2407-392x. p-issn: 2541-0857 1 a comparison study of tangible and intangible culture as commercialisation process of tourism village in yogyakarta lucia asdra rudwiarti, anna pudianti and vincentia reni vitasurya architecture department, universitas atma jaya yogyakarta yogyakarta, indonesia corresponding author: lucia@mail.uajy.ac.id article info received 05 october 2016 accepted 17 august 2017 available online 25 august 2017 abstract the paper is an empirical study examining the tangible and intangible culture of rural tourism with a focus on rural transformation from daily local into commercial behaviour due to presence of tourism activities. it explores the process of commercialization of tangible and intangible culture. the case studies of brayut and pentingsari rural tourism village are studied through observation and interviews of physical and non-physical transformation with community members and the rural tourism manager. both villages are the unique growing tourist village in yogyakarta, but brayut has a potential asset of maintained condition traditional javanese house in whereas pentingsari has an attractive natural of green village with the local cultural heritage. the qualitative empirical research study was applied to explore the transformation of cultural meaning by the locals before and after commercialization process. firstly, the study reviewed the original tangible and intangible culture before transformation. secondly, changes in cultural functions and meaning are analyzed in the current situation caused by its transforming into commercial activities. by examining the comparison of tangible and intangible culture in the commercializing process is built to understand the relationships between the two and the quality of its transformation. keywords: tourism village, traditional javanese house, commercialisation of space introduction background culture is the way of life in relation with the beliefs, customs, language, cuisine, music, and arts, and other manifestations of human achievement regarded collectively in a particular group of people at a particular time. in the context of tourism, the culture-based tourism has been known as the part of effortt to enhance livelihoods of such communities (ahebwa, aporu and nyakaana, 2016) without vanishing the lifestyle of the people, their art, architecture, religion, and other elements that identified their way of life. cultural-based tourism widely applied in rural areas with the aim to intensify the rural livelihoods, so several studies focusing on the development of the rural economy, such as the problem of village absorption of the tourism program (royo-vela, 2009), the marketing model of cultural-rural tourism (ahimsa-putra, 2011), and behavior towards external intervention to develop sustainable tourist village (samanpour, 2012). access to capital assets in form of natural, physical, financial, human, and social can enhance the construction of community's livelihoods (ahebwa, aporu and nyakaana, 2016). 1 the article had been presented in the international tourism conference “promoting cultural & heritage tourism” at udayana university, 1-3 september 2016. mailto:lucia@mail.uajy.ac.id e-journal of tourism vol.4. no.2. (2017): 71-77 http://ojs.unud.ac.id/index.php/eot 72 e-issn: 2407-392x. p-issn: 2541-0857 research objective this study aims to show the role of cultural-based tourism in the process of commercialisation especially in rural area from both tangible and intangible culture itself. as ahimsa-putra said that there is an ecconomic response during the transformation of the rural area because of the tourism activity called the process of commercialisation. the meaning of commercialisation process in this study is the transformation process of community to enable penetrate and benefit from the tourism value chain. literature review previous study related to research topic hwang, stewart and ko (2012) and pudianti (2013) have been studied brayut rural tourism focusing on economic response. he categorized two type of commerciallysation process which are called cultural commercialisation, and spacial commersialisation. several studies have been conducted in pentingsari focusing on various issues. most of the studies is in tourism management and economic point of view. among others the most recent study by van deursen and raaphorst (2014) found that transforming the physical of their house to be a homestay is the biggest form of participation (83%). the author dit not focus on how people transformed their house but only on the way people followed the process on change by their participation. another study was done by pudianti, syahbana and suprapti (2014) who has interested in analyzing the concept of self conservation in pentingsari. this study focussed on how villagers defend themselves from external influences which are not in favor of environmental sustainability. this study focuses on how villagers defend themselves from external influences which are not in favor of environmental sustainability, but the scope of this study is at the level of the rural area as a whole and not on the details of the settlement component in micro level. but on the topic of cultural tourism the most recent studies has been done such as ahebwa, aporu and nyakaana (2016), liu (2006), van-deursen and raaphorst (2014) and pudianti, syahbana and suprapti (2016) focusing on the relation between it with the sustainable cultural heritage management and the role of community participation. differ from the previous studies of cultural tourism point of view, this study focussing on the quality of cultural asset itself which consists of tangible and intangible culture. yogyakarta is the second highest of urbanization in indonesia after jakarta. yogyakarta is well-known as the cultural city, and the center of javanese culture. this city represents the local context in developing the concept of livability in traditional milieu (herawati et al., 2014; royo-vela, 2009). brayut and pentingsari are villages in north of yogyakarta (fig 1.), but brayut is located about 20 km from yogyakarta while pentingsari is 32 km from yogyakarta city. along with the development of brayut region into a tourist village, any physical changes occur mainly in the settlement, but the traditional house, however until now are still preserved. besides this tourist village has a traditional building types of the most complete traditional houses that are unspoiled and still retained its authenticity is leased. on the other hand pentingsari is located on the slopes of mount merapi. pentigsari is in an isolated area with limited access to the village, but has an attractive natural of green village with the local cultural heritage. based on those uniqueness of brayut and pentingsari, the cases are valuable to be analyzed as case study reseach. methodology research location research was undertaken in pentingsari and brayut village yogyakarta, see figure 1. e-journal of tourism vol.4. no.2. (2017): 71-77 http://ojs.unud.ac.id/index.php/eot 73 e-issn: 2407-392x. p-issn: 2541-0857 figure 1. location of study area data analysis the strategy of this research is using a case study research by pudianti (2013) that the the unique phenomenon on the rural development in a success case, 2) its capacity to explain causal links, 3) the development of cultural tourism theory, 4) the used of multiple source evidence. brayut and pentingsari are taken as case studies since theirs special case which describe the pasion of the commercialization process, from the side of transformation itself and also the role of the community participation in keeping the traditional context of their villages, as samanpour (2012) said that the traditional context is superior in terms of encouraging public participation. this study is using the case study research with two case studies which are complementary and enriching in terms of tangible and intangible culture. the case study research is a mix-method research (yin, 2013), but to explore the role of tangible and intable cultural tourism in the commercialisation process which is an unconsciousness action of community, the qualitative empirical should be emphasized. firstly, the study reviewed the original tangible and intangible culture before and after commercialisation process. secondly, changes in cultural functions and meaning are analyzed in the current situation caused by its transforming into commercial activities. by examining the comparison of tangible and intangible culture in the commercializing process is built to understand the relationships between the two and the quality of its transformation. results and discussion brayut tourist village is one of the tourist village in sleman district who rely on daily aspects of history and traditional life of the villagers. the long history behind the formation of this village produced many traditional buildings primarily to residential residents. prosperity of the villagers as well as the proximity to the circles of monarchy power of yogyakarta at that time resulted in community who have the kind of home that "classy" in that age, such as the type of joglo house (usually owned by highest class of community), houses of limasan with different kinds of variations (usually owned by the merchants and rich peasants), and kampung style (usually owned by the commoners and laborers). the three types of traditional houses are some of the well-preserved because it is still inhabited by the villagers. along with the development of brayut region into a tourist village, any physical changes occur mainly in the house the traditional house, however until now are still preserved. this tourist village has a traditional building types of the most complete traditional houses that are unspoiled and still retained its authenticity. most of them leased for the tourist accommodation, see table 1. table 1. tangible and intangible culture of brayut village no before commercialisation after commercialisation tangible intangible tangible intangible 1 gamelan tradisional musical instrument play traditional musics to support tradisional ceremonies gamelan tradisional musical instrument less interest of traditional musics by the young people. it could be encouraged through the need of tourism activities play tradisional musics to support tourism e-journal of tourism vol.4. no.2. (2017): 71-77 http://ojs.unud.ac.id/index.php/eot 74 e-issn: 2407-392x. p-issn: 2541-0857 education and workshop of playing tradisional musics to support tourism tradisional dances to support tradisional ceremonies less interest of the young people learning tradisional dances. it could be encouraged through the need of tourism activities tradisional dance to support tourism education and workshop of tradisional dances to support tourism 2 original tradisional house the use of house in tradisional layout for the daily life additional rooms for tourist or fungsional change of original rooms part of the house for daily life of the owner, other part for tourist activities pendopo the use of house during the traditionnal ceremonies pendopo as tourist meeting room simulation of tradition held for tourist experience 3 paddy's field the tradition of farming paddy's field the tradition of farming harvest ceremony harvest ceremony the tradition of farming and harvest ceremony as tourist attraction 4 village landscape the social activities of the village village landscape the social activities of the village merti bumi ceremony clean and merti bumi ceremony as the take care of the earth tourism attraction sunset and sunrise scenery from the village as tourism attraction some houses have changes associated with the need to provide accommodation for tourists who visit, partly due to the changes that are perceived by the modernization synonymous with modern materials and building materials such as ceramic, concrete roof tiles, aluminum frames. this change will certainly result in changes in the identity of rural areas that are synonymous with traditional elements. changes in the traditional tourist village identity will directly impact the interest of tourists, so the element of public awareness to preserve the traditional aspect is especially at their house becomes an important thing that should be on the lookout for the preservation of the tourist village. the changes in the spatial brayut village may include several elements important space in the context of the concept of traditional javanese house. therefore, these changes need to be identified with tanggible dan intangible of the culture. fig. 2 tangible culture of brayut village after commercialization e-journal of tourism vol.4. no.2. (2017): 71-77 http://ojs.unud.ac.id/index.php/eot 75 e-issn: 2407-392x. p-issn: 2541-0857 form of cultural commercialization is not only happening in the local art, but encompass all sectors of daily activities, such as traditional house, local tradition of farming, local ceremonies, environment protection of local wisdom and other creative crafts are often the target of the tourists. the presence of tourists at a ceremony or ritual harvest celebration, ceremony of birth, marriage, and death, opens the opportunities for the manager (service provider travel, government, and tour operators) and local communities to dig the commercial benefits. it change the main of tradisional principle such as the private area turned into public or semi public, the sacred ceremonial being changed into public performance, but almost all of the tangible culture is not changed although the intangible culture transforms in different meaning. figure 3. tangible culture of pentingsari village after commercialization cultural tourism continues to grow and culture has been seen as different meaning. the process of cultural tourism and the resulting huge domino effect in various fields provides an extra income for the community, especially the host. the presence of foreigners has an impact on the fulfillment of the facilities to be paid (accommodation, amenitas, transportation, facilities, and other services), including the willingness to pay the desired attractions. if earlier the various rites and craft products are only used for personal tradition with a special meaning and function of private matter, then the presence of tourists has added commercial value of the product and cultural attractions. various changes continue to be pursued in the cultural tourism business in order to make adjustments to the resource in order to meet travelers' expectations. of course, the development of this innovation positively contribute to the development of infrastructure, accommodation, services, transportation and accessibility to the natural environment and social environment of human culture. table 2. tangible and intangible culture of pentingsari village n o before commercialisation after commercialisation tangible intangible tangible intangible 1 gamelan tradisiona l musical instrumen t play traditional musics to support tradisional ceremonies gamelan tradision al musical instrume nt less interest of traditional musics by the young people. it could be encourage d through the need of tourism activities play tradisional musics to support tourism education and workshop of playing tradisional musics to support tourism tradisional dances to support less interest of the young e-journal of tourism vol.4. no.2. (2017): 71-77 http://ojs.unud.ac.id/index.php/eot 76 e-issn: 2407-392x. p-issn: 2541-0857 tradisional ceremonies people learning tradisional dances. it could be encourage d through the need of tourism activities tradisional dance to support tourism 2 tradision al house the use of house in tradisional layout for the daily life addition al rooms for tourist or fungsion al change of original rooms daily life of the owner and tourist mix together the use of house during the traditionna l ceremonies new meeting room simulation of tradition held for tourist experience 3 paddy's field and farm the tradition of farming paddy's field and farm the tradition of farming harvest ceremony harvest ceremony the tradition of farming and harvest ceremony as tourist attraction 4 village landscape the social activities of the village village landscap e the social activities of the village, tourist join in the merti bumi ceremony clean and take care of the earth merti bumi ceremony as the tourism attraction village shaded by trees protecting green environme nt village shaded by trees green environme nt as the uniq tourism attraction tradisional waste manageme nt tradisional waste manageme nt to be shared for the tourist making tradisional toys (wayang rumput) or recycle craft material for tourist attraction craft from recycle materials as a unique souvenirs making traditional food from local ingredients fake cultural attraction or production, modification culture, and cultural tourisfication encourage culture to be "object spectacle". it means that travelers who watch the cultural performance is often seen as the most influential the subject. in the end it would also affect the value of space as a form of architecture. the space was originally sacred or social functioning only as a part of the traditions eventually turned into a commercial commodity. therefore, the greatest impact to be considered is the effect of intangible culture, because the quality of culture is identified from the meaning of tangible. conclusion pentingsari case shows that intangible culture formed in many different form as the response of the commercialization, but it was not happened in brayut. the reason is because pentingsari introduces local wisdom in preserving green village as an intangible culture, but brayut has traditional house as major attractions which identified as tangible culture. acknowledgment this paper is the result of research conducted with funding from the slamet rijadi foundation through the university of atma jaya yogyakarta research grant scheme conducted in fiscal year 2015-2016. e-journal of tourism vol.4. no.2. (2017): 71-77 http://ojs.unud.ac.id/index.php/eot 77 e-issn: 2407-392x. p-issn: 2541-0857 references ahebwa, w. m., aporu, j. p. and nyakaana, j. b. (2016) „bridging community livelihoods and cultural conservation through tourism: case study of kabaka heritage trail in uganda‟, tourism and hospitality research. sage publications sage uk: london, england, 16(2), pp. 103–115. ahimsa-putra, h. s. (2011) „rural tourism and economic response: case of brayut village, sleman, yogyakarta (pariwisata di desa dan respon ekonomi: kasus duusun brayut di sleman, yogyakarta‟, patrawidya, 12(4), pp. 635–660. van deursen, r. e. and raaphorst, w. f. (2014) „proud to be dogon: an exploration of the local perspective on cultural tourism and cultural heritage management in dogon country, mali‟, tourism and hospitality research. sage publications sage uk: london, england, 14(1–2), pp. 67–80. herawati, a., purwaningsih, a., pudianti, a. and surya, r. v. (2014) „rural tourism community empowerment based on local resources for improving community welfare: case on pentingsari village, yogyakarta, indonesia‟, review of integrative business and economics research. society of interdisciplinary business research, 3(2), p. 88. hwang, d., stewart, w. p. and ko, d. (2012) „community behavior and sustainable rural tourism development‟, journal of travel research. sage publications sage ca: los angeles, ca, 51(3), pp. 328–341. liu, a. (2006) „tourism in rural areas: kedah, malaysia‟, tourism management. elsevier, 27(5), pp. 878–889. pudianti, a. (2013) „livable extended urban spaces through rural tourism sustainable concept, a case study of yogyakarta‟, in internasional workshop on livable cities: proceeding livability at affordability (iwlc 2013). penang, malaysia, pp. 66–73. pudianti, a., syahbana, j. a. and suprapti, a. (2014) „physical transformation of residential into commercial residential in rural tourism of pentingsari, sleman yogyakarta, indonesia‟, in proceeding rural research and planning group (rrpg 52014). malaysia, pp. 42–51. pudianti, a., syahbana, j. a. and suprapti, a. (2016) „role of culture in rural transformation in manding village, bantul yogyakarta, indonesia‟, procedia-social and behavioral sciences. elsevier, 227, pp. 458–464. royo-vela, m. (2009) „rural-cultural excursion conceptualization: a local tourism marketing management model based on tourist destination image measurement‟, tourism management. elsevier, 30(3), pp. 419–428. samanpour, f. (2012) „enhancing quality of traditional built environment: towards a convenient model of decision making in traditional milieu‟, international transaction journal of engineering, management, & applied sciences & technologies, 3(3), pp. 227–244. yin, r. k. (2013) case study research: design and methods. sage publications. nyepi holiday package: e-journal of tourism vol.3. no.2. (2016): 96-119 http://ojs.unud.ac.id/index.php/eot 96 e-issn: 2407-392x. p-issn: 2541-0857 the role of cultural values in motivating the competencies of hindu balinese human resources in tourism to gain manager level positions in rated hotels in bali sulistyawati doctorate program in tourism universitas udayana corresponding author: prof.sulistyawati@yahoo.com article info received 20 march 2016 accepted 30 august 2016 available online 15 september 2016 abstract in response to the new era of the asean economic community (aec) since year 2015 – bali, as the primary gateway of indonesian tourism, must improve the quality of hindu balinese human resources in tourism (hb hrt). winata (2014: 6) explained that adat istiadat (customs and traditions) is one of the cause for their low commitment in their job, as hb hrt often take leave due to adat obligations. therefore, one of the impact, as in the case of a hotel in kuta, is that hotels often avoid recruiting hb hrt. hence, issue to be discussed in this study is to understand the role of balinese cultural values as a potential and as an obstacle in hbhrt’s competency to achieve managerial positions in star-rated hotels in bali. the research will use a concurrent triangulation method on data collected through interviews and questionaires.while sampling will be done with purposive sampling method on star-rated hotels located in sanur, kuta and nusa dua. finally, the data analysis will be carried out by referring to motivation theory (mcclelland, 1976), competency theory (spencer and spencer, 1993), value orientations theory (kluckhohn and strodtbeck, 1961), through a descriptive interpretative qualitative approach as well as a quantitative approach based on principal component analysis (pca) statistics. the research results will show that based on the data, hb hrt have good set of competencies, and these good competencies are inseparable from their background of balinese cultural values (bcv), mainly derived from hindu culture and religion. as part of upholding their culture, a hb hrt is a person with pawongan concept of harmonious relationship between human beings indicated by 79.1% people with tresna (love), the parhyangan concept of harmonious relationship between human beings and god indicated by 75% people engaging in dharma yatra pilgrimages and study, and the palemahan concept of harmonious relationship between human beings and nature indicated by 69.8% people valuing bali shanti (a peaceful bali). on the other hand the obstacles in occupying manager positions in starrated hotels in bali are mostly due to internal factors – namely, their own personal motives which are often based on erroneous understandings of bcv. therefore, in order to increase the spiritual e-journal of tourism vol.3. no.2. (2016): 96-119 http://ojs.unud.ac.id/index.php/eot 97 e-issn: 2407-392x. p-issn: 2541-0857 quotient (sq) of hb hrt in achieving managerial positions, the strategy will be through career development with motivation programs while redefining their balinese cultural values to give positive impact to their living standard, to the company, to the environment, and to god. keywords: hindu human resources, motivation, manager position, rated hotels, bali introduction bali, as the primary gateway of indonesian tourism, is growing rapidly. this rapid development of tourism on the island has become a magnet for job seekers from local, from other indonesia provinces, and even from overseas, who have their eyes set on strategic positions in bali tourism industry. the activation of the asean economic community (aec) has imposed greater challenge in tourism human resources market for balinese. in facing this challenge, bali must improve the quality of its hindu balinese tourism human resources (hb hrt). therefore, strengthening the competencies of hb hrt is a prioritiy in order to increase their competiveness. competencies must be mastered by hb hrt if they aspire to compete for top manager positions in star-rated hotels in bali. this is certainly an irony for bali tourism given the fact that the majority of hotels in bali employ foreign human resources for the top manager positions. the reason is mainly because foreign hr has proven record of their competencies and because they have stronger commitment than hb hrt. hence, hotels prefer foreign tourism hr for manager positions rather than hb hrt. according to spencer and spencer (1993:9), competent people are those who possess motives, knowledge, skills, a self-concept, and traits in accordance with the job requirements to actively participate in the work place. in respond to the increasing number of foreign workers occupying strategic positions in bali tourism industry, balinese people must dare to undergo a change of mindset about their customary and religious practices and make greater effort to improve the competencies of hb hrt. hindu balinese tourism human resources must play an active role to become leaders or managers, so that they do not merely occupy operational level positions without having any share in the decision-making process of a company. for this, hb hrt are required to have strong motivation for achievement in order to compete for a strategic role in the company where they work. motivation is a very important aspect for hb hrt because with strong motivation for achievement they can reach higher level of productivity and can demonstrate their accomplishments to be able to compete in obtaining a strategic position in the company; namely a top manager post in a star-rated hotel in bali. given the above, this study will further explore the role of cultural values in shaping the competencies of hindu balinese tourism human resources to achieve manager level positions in star-rated hotels in bali. specifically, as described in the introduction and based on theoretical and empirical ideas, this paper will explore and explain about the role of balinese cultural values as a potential and as an obstacle in hbhrt’s competency to achieve managerial positions in star-rated hotels in bali. literature review a simple fundamental understanding of competency is an ability or adroitness (syah, 2000: 229). spencer and spencer (1993: 9-11) suggested that there are five types of competency characteristics, which are: (a) motives; (b) traits; (c) self-concept; (d) knowledge, and (e) skills. pelly (1994: 1) added that each human resource should e-journal of tourism vol.3. no.2. (2016): 96-119 http://ojs.unud.ac.id/index.php/eot 116 e-issn: 2407-392x. p-issn: 2541-0857 possess competencies – these being abilities or adroitness which illustrates a person’s qualifications or capabilities. motivation is an important force for a person to improve their competence. motivation originates from the latin word movere meaning an impulse, desire, cause, or reason for someone to do something. according to manullang 1982:150), motivation provides employees passion to work; in other words, it stimulates human resources to optimize their competencies. mcclelland (1976, see also robbins, 2001: 173) put forth achievement motivation theory which asserts that human beings essentially have an ability to excel beyond others. this theory has an assumption that the need for achievement is different and is distinguishable from other types of needs. according to mccelland, there are three types of human needs, which are the need for achievement, need for power, and need for affiliation. there are a number of cultural values in the human society which are interrelated in such a way that they appear as a system. this system is a guideline for the ideal concept of any culture which influences the direction and orientation of community living. anthropology experts, kluckhohn and strodtbeck (1961) explained that any culture consists of five basic human problems for determining value orientations, namely: 1) the character of human nature; 2) human beings relationship to the nature environment; 3) human beings sense of space and time; 4) the modality of human activity; and 5) the nature of human beings relationship to other people. methodology a concurrent triangulation design will be used to collect both qualitative and quantitative data through in-depth interviews with twenty-three informants and distribution of questionnaires to 182 respondents. all results will be analyzed with descriptive interpretative method through principal component analysis (pca) statistics. the data sampling with purposive sampling technique on informant and sample selections have lead to: three, four, or five-star hotels that are strategically located in dense tourism areas and easily accessible. the sampling location will limited to three wellknown tourist areas in bali, which are sanur in the denpasar municipality as well as kuta and nusa dua in the badung regency. the role of balinese cultural values as a potential and as an obstacle in hbhrt’s competency to achieve managerial positions in star-rated hotels in bali hb hrt have good competencies. results from the interviews conducted with twentythree informants occupying managerial positions in star-rated hotels in bali, based on the five types of competency characteristics according to spencer and spencer, (1993: 911), show that more than 50% agree that hb hrt are competent in their self-concept, knowledge, and skills. these three competency characteristics are considered the key sets of competences for managerial positions. therefore, hb hrt are supposed to be able to occupy manager positions in starrated hotels in bali. the good competencies that hb hrt possess are inseparable from their balinese cultural values derived from bali hindu cultural and religious concepts. result of the quantitative analysis about hb hrt based on cultural variables, shows that most hb hrt firmly uphold the pawongan concept of harmonious relationship between human beings evidenced by a weight factor of 94.3%. this is followed by a 92.6% weight factor for the parhyangan concept of harmonious relationship between human beings and god and then an 87.9% factor for the palemahan concept of harmonious relationship between human beings and nature. hb hrt tend to care most for pawongan – harmonious relationships between human beings indicated by 79.1% agreeing to the importance of tresna (love) and always serving with smile. the second strongest cultural value for hb hrt is parhyangan – the harmonious relationship between human beings and god indicated by 75% engaging in dharma yatra pilgrimages and study of nature. hb hrt selfconcept always adheres to dharma yatra or value of integrity. by upholding such value, hb hrt completely avoid any dishonesty in competition to achieve successful career, rather, they believe that learning to advance e-journal of tourism vol.3. no.2. (2016): 96-119 http://ojs.unud.ac.id/index.php/eot 117 e-issn: 2407-392x. p-issn: 2541-0857 their knowledge to achieve such success is a form of worships to god. the third strongest cultural variable for hb hrt is palemahan – the harmonious relationship between human beings and nature, indicated by 69.8% valuing bali shanti (a peaceful bali). this is evidenced by high hb hrt preference for peaceful work environment where all people feel calm and happy to complete their respective tasks without conflicts, or in simple term, bali shanti (a peaceful bali), which eventually affects hb hrt’s motivation. so, based on the description of these cultural variables, a hb hrt is a person who feels tresna (love), shows friendliness, engages in dharma yatralikes to study, and aspires to create bali shanti (a peaceful bali). these balinese cultural values influences hb hrt’s competencies to be good and distinctive, making it an outstanding quality of hb hrt to able to occupy the position of manager in star-rated hotels in bali. however, there are still some hb hrt that have a different way of understanding and application of balinese cultural values, fundamentally affects their competency and impedes their work performance, stopping them in achieving managerial positions in their work place. this is mostly influenced from the physical, social, cultural, and educational environment of their place of origin during their childhood as well as the low exposure of the economies of tourism industry. these factors cause differences in the orientation toward cultural values, which affects their approach of decision-making. these variations in the orientation toward cultural values of hb hrt can be classified into three types: immutable, transitional, or mutable in relation to the five basic problems of human beings according to the theory of kluckhohn and strodtbeck (1961) described as follows: 1. the first problem concerning the character of human nature of hb hrt in some cases there are some hb hrt who are influenced by conservative cultural values karma phala, punarbhawa (reincarnation) and the tembang song phrase of ede ngaden awak bisa, depang anake ngadanin – meaning one should always be humble in this life, a misunderstanding about the cultural values which influence attitudes and insights of decision-making process in their work. this misunderstanding leads to the perception that life is bad (conservative), work only adds to a series of reincarnation (punarbawa / samsara) and the power as a leader can prevent one from achieving nirvana, so that the tembang song phrase of ede ngaden awak bisa is interpreted as there is no need for competition. this interpretation translates to hb hrt having humble personality, not showing off despite of having good leadership skills, and not participating in the competition to occupy the manager position. this nocompetion and no-show off value indicator have popular response from hb hrt with a weight value 68%. however, there are some hb hrt who have the understanding that life is bad but can transform into good karma (cultural transition), so they have the motivation and passion in working to improve the economic conditions. strong response to indicators to do good job and work optimally got a weight value of 70.7%, as well as indicators of doing work with all the ability has weight value of 64.5%. there are also many hb hrt that interpret that this life is good (cultural progressive), need to work enthusiastically with high creativity to perform well, to improve their skills, and have high innovating initiative in their profession. indicators of the ability to create and innovate have a strong response with a weight value 82.80%. 2. the second problem concerning the relationship of human beings to the nature and environment hb hrt believe that nature is magnificent, an essential proof of god’s power and grace in which human must submit to and respect (conservative culture), this is seen from the strong response to indicators of dharma yatra culture (pilgrimage and learn from nature) with a weight of 75%. some hb hrt like to seek harmony from the nature (transition), so they strongly respond to cultural concepts of karma phala with a weight of 73.7% and asih (feeling of love towards nature) with a weight of 68.9%. however, there are also hb hrt who see nature as a mystery to be solved and to be ruled over as a gift from the god to mankind (progressive), by responding to the strong cultural concept of dharma karya with a e-journal of tourism vol.3. no.2. (2016): 96-119 http://ojs.unud.ac.id/index.php/eot 118 e-issn: 2407-392x. p-issn: 2541-0857 weight of 73.4%. these three point of views can be seen from the way hb hrt interact with his natural and work environment, in which one or more will be applied appropriately to create the working environment with local talent that is based on the concept of tri hita karana. 3. the third problem concerning human beings sense of space and time one of hb hrt’s personalities is to uphold the importance of the ancient culture value (conservative) as an orientation with strong values of patience and persistence. these hb hrt with such personality are usually diligent workers who respond strongly to work with a smile (tresna) indicator with a weight of 79.1 %, work responsibly (cucud) indicator with a weight of 75%, and the concept of ngayah culture with a weight of 56.9%. on the other hand, some hb hrt focus on the present (transition) during their effort to achieve success, these people are usually very resilient in work, they respond strongly to the concept of jemet culture with a weight of 67.6%. some other hb hrt look far into the future (progressive), select personal progress as their achievement, diligently fulfilling themselves with adding insights through education and training. they strongly respond to three indicators: 1. jengah culture (increasing knowledge, skills, experience and insight to advance) with a weight of 70.2%, 2. karang awake tandurin culture (hone themselves) with a weight of 68.4%, and 3. the cultural concept of dharma karya (work ethic and high creativity) with a weight value of 73.4%. 4. the fourth problem concerning work and work productivity some of hb hrt are still very conservative in their view of work, for them it is merely an attempt for survival (survival), so they are less interested in hard work, evidenced by the lack of response to the indicator 'working for unmet needs' with weight of 45.2%. but other hb hrt embrace transition culture who considers 'hard work to get status, position, accession of power as a measure of achievement', thus reaching the manager's position as a powerful symbol of high status. can be seen from the strong response to the indicators of cucud culture with a weight value of 75%, the concept of karma phala with a weight of 73.7%, and cultural concepts jemet 67.6%. however, most hb hrt‘s orientation is progressive culture, working towards the highest achievement, work to produce work results, not the status, lacking care for the manager position (weak motivational power). but when given such managerial task, they will perform successfully (do not want the competition). such hb hrt strongly responds to dharma karya culture (work ethic high creativity) indicated by 73.4% weight value. 5. the fifth problem concerning the nature of human relationship to others some of hb hrt who emphasize on the importance of vertical relationships prefer to refrain themselves from expressing their personal opinion (koh ngomong), seen from the strong response to indicators of de cara goake ngadanin iba culturedo not like to boast and the tembang song phrase ofede ngaden awak bisa, depang anake ngadanin– meaning that one should always be humble in this life with a weight of 74.1%. but there are also some of hb hrt who prefer to emphasize on horizontal relationships (collateral) between individuals. which can be seen from the strong response to the indicators of tat twam asi culture with a weight value of 74.1% followed asta brata culture with a weight value of 71.8% and supported by sagilik saguluk salulung sebayantaka culture (united either in safety or in danger) with a weight value of 71.5%. another group of hb hrt believes in individual self-reliance, so their leadership style will be authoritarian. it relates to strong response of asta brata culture with a weight value of 71.8%, followed by karang awake tandurin culture indicator (hone themselves) with a weight value of 68.4%, and jemet culture with a weight of 67.6%, while polos culture (honest and forthright) has a weight of 61.2%. all of which coresponde to strong response of dharma karya culture (work ethic with high creativity) indicated by 73.4%, and cultural concept of tri kaya parisudha (thoughts, words and actions that must be purified in order to be good and right) with a weight of 67.5%. e-journal of tourism vol.3. no.2. (2016): 96-119 http://ojs.unud.ac.id/index.php/eot 119 e-issn: 2407-392x. p-issn: 2541-0857 conclusions and recommendations the conclusions of this study, indicates that hb hrt are equipped with good competences, they are capable of working and occupying managerial position at star-rated hotels in bali. these good competences are inseparable from their bcv background which is derived from the concepts of hindu balinese culture with the accurate understanding and interpretation. with such unique qualities, most hb hrt has comparable competence and even superior in comparison to human resources from out of bali, foreign or local. hb hrt’s bcv will be able to improve cuq and sq as a stimulus for the growth of soq, aq, cq, and xq that are based for hb hrt’s lq. however, a wrong interpretation of the bcv, specifically about leaders controlling power can translate to low cuq and sq about the importance of the manager's position for some hb hrt. a special strategy is required to convince hb hrt about the importance of manager positon for hb hrt by strengthening its cuq and sq. one approach is to give motivational programs for career development through internal development, such as programs to align the understanding of the role of leadership in their bcv, as contributing factor towards the improvement of living standard, the company's betterment, and the surrounding environment, ultimately fulfilling god’s mission for human beings. based on this conclusion, we can derive a general theory that with the five criteria of competence specified earlier, together with the accurate and positive understanding of the bcv, there are prospective hb hrt for managerial positions who will continuously adapt and integrate balinese culture value and hindu religious value with the values of tourism, in the development paradigm of cultural tourism in bali. with this theory, bali will be able to produce hb hrt that has high cuq and sq, broad-minded, and thoughtful to the dynamic needs of the balinese modern people, which will finally lead to new sets of intelligence as part of growing intelligence of leadership (lq) hb hrt in the tourism field, especially star-rated hotels in bali. references kluckhohn, f. r. and strodtbeck, f. l. (1961) variation in values orientation:a theory tested in five culture. evanston, illinois: row, peterson and co. manullang, m. (1982) manajemen dan personalia. cetakan ketiga. jakarta: aksara baru. pelly, u. (1994) teori – teori sosial budaya, proyek pembinaan dan peningkatan mutu tenaga kependidikan. direktorat jenderal pendidikan tinggi dan kebudayaan. robbins, s. p. (2001) organizational behavior, 9th ed. upper saddle river new jersey: prentice hall international. spencer, l. m. and spencer, s. m. (1993) competence work: model for superior performance. new york: john wiley and sons, inc. syah, m. (2000) psikologi pendidikan dengan pendekatan baru. bandung: pt remaja rosdakarya. nyepi holiday package: e-journal of tourism vol.6. no.1. (2019): 130-138 http://ojs.unud.ac.id/index.php/eot 130 e-issn: 2407-392x. p-issn: 2541-0857 the effects of "search engine optimization" on marketing of diving companies in bali iola astried karisma¹, i nyoman darma putra², and agung suryawan wiranatha² ¹master student in tourism program, udayana university bali 2 centre of excellent in tourism, udayana university bali corresponding author: iola.karism@gmail.com article info received 28 february 2019 accepted 18 march 2019 available online 31 march 2019 abstract the strategic location of the island of bali which is surrounded by sea has a great potential for people in bali to establish a diving company. some diving companies in bali have made various strategies to compete offering diving tour packages. marketing through the internet is the best way that most diving companies in bali have recently taken. however, to be able to compete with other similar companies on the internet, the website must be easily accessible to internet users, i.e. by appearing on the first page of the google search engine. seo or search engine optimization is an internet marketing strategy that serves to increase website visibility by targeting certain keywords. the use of seo can have a positive impact on increasing online sales, increasing website visibility and brand awareness on the internet. this study aims to analyze the extent to which seo techniques have a positive impact on the marketing of diving tourism in bali through the internet, using quantitative descriptive methods. the research was conducted in three selected companies, namely bali diving, atlantis dune, and scuba adventure. the results of the study showed that diving companies in bali have obtained all the positive impacts of seo. these impacts were increasing website visibility, brand awareness, and sales. keywords: diving in bali, internet marketing, seo, bali tourism. introduction background the beauty of the beach of bali island has great potential for developing business in the field of marine tourism, especially diving operator. each diving spot in bali presents its own uniqueness to explore, such as the manta ray center in nusa penida, underwater garden in pemuteran, and ship wreck spots in amed and tulamben (asia web direct, 2018). mailto:iola.karism@gmail.com e-journal of tourism vol.6. no.1. (2019): 130-138 http://ojs.unud.ac.id/index.php/eot 131 e-issn: 2407-392x. p-issn: 2541-0857 the potential of diving tourism in bali island can actually be developed in almost all regencies. the big contribution is also given by the island of bali in an effort to increase indonesia's foreign exchange, with most of its income coming from the marine tourism sector, especially diving and snorkeling activities (hidayah, sunarti and hakim, 2017). according to wiranatha, suryawardani, bendesa, & antara (2016), the level of satisfaction of foreign tourists in diving activities in bali were mostly satisfied, ranging between 78.5% and 95.6%. the highest level of satisfaction was dive guides (95.6%) and the lowest was accessibility to the diving sites (78.5%). the magnitude of the diving business potential in bali raises several foreign and local companies that compete to offer diving tour packages in bali. internet marketing is the most effective way chosen by several diving companies in bali to compete in marketing diving tourism packages. seo or search engine optimization is one of the internet marketing strategies that recently began to be popular in the community, as well as in the field of diving tourism. seo strategies are able to help several websites of diving companies in bali appear on the first page of the google search engine, so as to be able to compete offering diving packages via the internet. seo is a website optimization strategy by the creation of content and using certain keywords so that websites can be easily found on search engine pages (rahman, 2015). the use of seo can have a positive impact on the company, especially in increasing website visibility, brand awareness, and sales of company products. according to the ranking of the diving websites on the google page, there are three diving companies that always succeed in occupying the first page of the google search engine, with keywords 'dive in bali' and 'diving in bali'. the three companies are adventure scuba diving, atlantis dune, and bali diving. through these companies, samples were taken to prove the positive impact of seo utilization on the diving tourism business competition in bali through the internet and to find out which of the most influential impacts for each diving company. currently there is still little research on the impact of seo utilization on the diving business so that this research is expected to be able to add references to research on seo in the tourism sector. methodology theories the theory of internet marketing was used in this research. according to wong (2010), internet marketing is a series of activities carried out by a e-journal of tourism vol.6. no.1. (2019): 130-138 http://ojs.unud.ac.id/index.php/eot 132 e-issn: 2407-392x. p-issn: 2541-0857 company to market a product or service using the internet. internet marketing provides convenience both in terms of time efficiency, costs, and geographical boundaries of a region. the growth of internet users in each country is also the basis for the formation of internet marketing ideas in various fields, including diving businesses in bali. one of internet marketing startegy that is used by the diving companies is seo strategy. seo stands for search engine optimization, which is one of the internet marketing strategies by optimizing the quality of the website, so that the website can be easily found by information seekers on the search engine pages (rahman, 2015). according to hakim (2011) seo strategies can be divided into 2, namely on-page optimization and off-page optimization. on-page technique is a technique used to optimize website elements, namely title tags, description tags, urls, and page content. on-page techniques differ from off-page optimization techniques, namely optimization techniques outside the website elements. off-page techniques are usually in the form of spreading links in the form of social media publications, blogs, and threads in online forums. seo strategies can provide several positive effects, namely increasing website visibility on the internet, increasing brand awareness, and selling products (alam, 2015 in satibi, suharyono, & abdillah, 2017). the three positive effects of seo are then used as variables in this study, where each variable consists of 2 to 4 indicators. brand awareness variable according to homburg, klarmann, & schmitt (2010) can be divided into 4 parts, namely top of mind, brand recall, brand recognition, and brand knowledge. furthermore, according to joubert, garg, & pellissier (2004), an increase in sales can be seen from the company's financial profitability. variables for increasing website visibility can be measured from global rank and ranking on serp. indicators of increasing website visibility can be checked online and periodically using the seo checking tool, namely alexa.com research methods the research uses descriptive quantitative method, by conducting a survey directly into the field using documentation studies, questionnaires and interview guidelines. questionnaires were distributed to consumers of the diving companies and made to measure the brand awareness level variables. the interview guide was used to interview the companies e-journal of tourism vol.6. no.1. (2019): 130-138 http://ojs.unud.ac.id/index.php/eot 133 e-issn: 2407-392x. p-issn: 2541-0857 to measure the success of product sales. checking the quality of the website was also carried out every day for a month to determine the development of the websites' visibility after using seo. all variables were measured in order to answer research questions, namely what are the effects of seo utilization on the competition of diving businesses in bali, as well as the most influential effects for each diving company. the data obtained were then described descriptively, presented in the form of graphs and tables, and tested for its validity and reliability so that it is feasible to be used as research data. results and discussion all diving companies, namely adventure scuba diving, atlantis dune, and bali diving have used on-page seo and off-page optimization strategies. offpage optimization techniques are shown through the number of backlinks or the dissemination of website information through social media, blogs, and online forums. bali diving has around 52 backlinks, atlantis dune 107 backlinks, and adventure scuba diving has the smallest number of backlinks, as many as 7 backlinks every month. furthermore, the on-page seo technique is demonstrated through the creation of website elements that match the keywords of diving company products, namely the keywords 'diving in bali' and 'dive in bali'. the use of keywords in website elements can be elaborated as follows: table 1. use of keywords on website elements of the diving companies domain www.atlanti s-balidiving.com www.balid iving.com www.adven ture-scubadiving.com meta title full pack bali dive trip | scuba dive bali | atlantis bali diving bali diving; padi diving courses, scuba diving bali adventure scuba diving bali meta descript ion diving in bali with total ease to enjoy sighting of exotic marine life. explore best scuba dive bali spot with atlantis international bali, padi certified, tripadvisor 5 starred. take our bali diving holiday package for all level of divers from 1.620k/pax. full equipment. free pickup. multilingual guide. book now. bali diving is one of bali’s longest established , internation ally accredited dive centers located in sanur, bali. try dive, courses, fun diving, snorkeling . a small company with a big personality! adventure scuba diving bali is a padi dive centre based in seminyak, bali. body content scuba dive bali is an unforgettable experience and dune welcome to bali diving – bali diving is beginner or first time – not sure about scuba diving but e-journal of tourism vol.6. no.1. (2019): 130-138 http://ojs.unud.ac.id/index.php/eot 134 e-issn: 2407-392x. p-issn: 2541-0857 atlantis international bali invites you to discover the incredible marine life of indonesia...... one of bali’s longest established , internation ally accredited padi dive center....... want to try? how about the padi discover scuba diving program, come blow some bubbles with a professional instructor..... .. source: moz.com (2018) the table above shows that atlantis dune, bali diving and adventure scuba diving have arranged the content and elements of their websites in such a way by using words that are relevant to the keywords "diving in bali" and "dive in bali". the frequency of repetition of the words "dive", "diving" and "bali" on page content, url, meta title and description can have a positive effect on the ranking of the website on the google search engine page which automatically increases the number of visitors. from table 1, bali diving looks most detailed in arranging keywords in website elements. conversely, scuba diving adventure seems to be at the least that optimizing the elements of its website by using the keywords "dive in bali" and "diving in bali". increasing website visibility the use of the keywords "diving in bali" and "dive in bali" on the website can signal to google that the atlantis dune website, bali diving, and adventure scuba diving have the right website content to be recommended to internet users who are looking for website content information. spreading links through social media, articles, blogs and online forums on topics and the use of the right keywords can attract the attention of internet users. the use of seo to compile the website content of atlantis dune, bali diving, and adventure scuba diving is the right way to attract prospective customers who use google.com as a tool to search for information about diving in bali. information about diving in bali; the higher the ranking of the company's website, the greater the possibility of a website to be visited by prospective buyers. to find out the effect of seo on increasing the ranking of websites on the google page, it was checked every day for a month, from the 1st to the 30th of august 2018. the checking of the ranking of websites was performed manually, namely by searching for information about diving in bali on the google.com page, use the keyword "diving in bali". the ranking of the websites of atlantis dune, bali diving, and scuba diving adventure on the google search engine can be presented as follows: e-journal of tourism vol.6. no.1. (2019): 130-138 http://ojs.unud.ac.id/index.php/eot 135 e-issn: 2407-392x. p-issn: 2541-0857 figure 1. ranking of websites of adventure scuba diving, atlantis dune, and bali diving on google pages with the keyword "diving in bali" source: smallseotools.com (2018) figure 1 shows that atlantis dune and bali diving have been ranked quite well on the google search engine page. both had static graphics until the end of august 2018. unlike the two competitors, adventure scuba diving experienced the most obvious ups and downs, until it declined to the second page. if it is viewed from the use of on-page and offpage optimization techniques, adventure scuba diving was indeed still far behind when compared to atlantis dune and bali diving. nevertheless, the global ranking of the three diving companies based on the number of visitors to each website is not too much different. the highest number of visitors is obtained by atlantis dune. this is estimated to be caused by the number of backlinks that are disseminated through blog posts, social media, online forums, and others. atlantis dune is known to be balanced in using on-page and off-page seo techniques. although the ranking on the bali diving search engine page is superior because it has good website content, atlantis dune has more visitors than bali diving, because it spreads more links on blogs, articles, online forums, and social media. this then relates to the strong increase in brand awareness resulting from the spread of links on the internet. figure 2. website global ranking of adventure scuba diving, atlantis dune, and bali diving on google pages with keywords "dive in bali" source: alexa.com (2018) increasing brand awareness each respondent of bali diving, adventure scuba diving, and atlantis 0 5 10 15 20 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 serp keyword "diving in bali" adventure scuba diving atlantis bali diving bali diving 1.000.000 2.000.000 3.000.000 4.000.000 5.000.000 6.000.000 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 global rank development adventure scuba diving atlantis bali diving bali diving e-journal of tourism vol.6. no.1. (2019): 130-138 http://ojs.unud.ac.id/index.php/eot 136 e-issn: 2407-392x. p-issn: 2541-0857 dune was given questionnaires regarding brand awareness that was measured using a likert scale. the questionnaire was distributed to a total of 90 respondents, where the total respondents were divided equally to the 3 diving companies studied. thus, each company allowed us to distribute questionnaires to 30 of their consumers who have purchased diving packages. the following is a summary of the results of a total assessment of 90 consumers of bali diving, adventure scuba diving, and atlantis dune. table 2. results of the brand awareness questionnaires co mp any indic ator 1 2 3 4 5 tot al sco re ind ex val ue cate gory bali div ing top of mind 1 2 11 14 2 104 69.3 % high adv entu re scu ba top of mind 2 3 12 9 4 100 66.6 % high atla ntis dun e top of mind 0 1 6 14 9 121 80.6 % very high table 2 shows that atlantis dune has a brand awareness level with the highest value category. the use of atlantis dune off-page seo techniques is so powerful that it influences brand awareness on the internet. bali diving, which is ranked the highest one on the google page, is also fairly high in brand awareness on the internet. likewise with adventure scuba diving, although the adventure scuba diving website occupies the lowest position on google pages compared to others. this is because the three companies are still on the first page of google, so the level of brand awareness among the three companies is not much different. increasing product sales the use of seo not only has an impact on increasing website visibility and brand awareness, but also increasing online sales. from the results of interviews with each company, it was obtained the estimated data of the number of online consumers in 2017. the data is explained in table 3. table 3. average number of consumers of bali diving, atlantis dune, and adventure scuba diving in 2017 year 2017 bali diving adventure scuba diving atlantis dune average number of consumers per month 100 77 99 increased number of consumers per month 5.2% 4.0% 4.5% e-journal of tourism vol.6. no.1. (2019): 130-138 http://ojs.unud.ac.id/index.php/eot 137 e-issn: 2407-392x. p-issn: 2541-0857 each diving company has experienced an increase in sales in accordance with the intensity of the use of seo techniques. bali diving consumers increased by 5.2% per month, adventure scuba diving increased by 4.0% per month, and atlantis dune consumers increased by 4.5% per month. it can be concluded that bali diving, adventure scuba diving and atlantis dune have experienced the increasead of the number of consumers who buy the company's diving packages every month during period 2017. the average number of consumers per month of the three companies is quite high, namely 100 persons for bali diving, 77 persons for adventure scuba diving, and 99 persons for atlantis dune. an increase in the number of consumers per month can automatically affect the level of corporate income from previous months. conclusions and suggestion from the results above, it can be concluded that the use of seo has a positive impact on bali diving, atlantis dune, and adventure scuba diving, as examples of diving companies that use seo. with maximum application of seo techniques, the three diving companies have always managed to appear on the first page of google and compete to introduce brands and to sell diving packages through the internet. thus the maximum utilization of seo techniques has a positive effect on increasing website visibility on google pages, increasing brand awareness, and increasing sales. all positive impacts are related to each other. the higher the website's visibility, i.e. the ranking of the website on the google pages, the higher the brand awareness. the more brand awareness on the internet, the more influential the increase in the number of consumers and online sales. the use of seo can be concluded as one of the internet marketing strategies that can help companies to grow rapidly through the internet. the research also recommends that: (1) academic researchers should do further studies about seo by taking examples of other types of companies in the field of tourism, such as hotels, restaurants and etc. this example can later be used as another reference regarding the use of seo techniques as an online marketing strategy in the field of tourism. (2) local people who want to develop business in the field of tourism, in order to be able to compete with foreign companies, it is better to use seo techniques in offering their services through the internet. e-journal of tourism vol.6. no.1. (2019): 130-138 http://ojs.unud.ac.id/index.php/eot 138 e-issn: 2407-392x. p-issn: 2541-0857 acknowledgment the author would like to thank prof. dr. i nyoman darma putra, m. litt. as the first supervisor and dr. ir. a.a.p. agung suryawan wiranatha, m.sc. as the second supervisor for their guidance and time given during the research process. the author is also grateful to the three examiners, namely prof. dr. i made antara, ms., gde indra bhaskara, m.sc., ph.d., and dr. i wayan suardana, sst.par., m. par for the input and guidance given. references asia web direct (2018) 5 best dive sites in bali – where to go scuba diving in bali. available at: http://www.baliindonesia.com/magazine/5-bestdive-site.htm (accessed: 12 june 2018). hakim, a. w. (2011) trik pintar seo untuk blog (smart seo tricks for blogs). jakarta: pt. elex media komputindo. hidayah, a., sunarti, s. and hakim, l. (2017) ‘potensi dan pengembangan objek wisata bahari tulamben, kabupaten karangasem, bali’, jurnal administrasi bisnis, 50(2), pp. 93–98. homburg, c., klarmann, m. and schmitt, j. (2010) ‘brand awareness in business markets: when is it related to firm performance?’, international journal of research in marketing. elsevier, 27(3), pp. 201–212. joubert, r. j. o., garg, a. k. and pellissier, r. (2004) ‘measuring business performance: a case study’, southern african business review. sabinet, 8(1), pp. 7–21. rahman, s. (2015) kitab sakti seo – cara mudah menjadikan website no.1 di google (smart seo tricks easy ways to make website number 1 on google). jakarta: pt. elex media komputindo. satibi, a. f., suharyono, s. and abdillah, y. (2017) ‘analisis pemanfaatan search engine optimization dalam meningkatkan penjualan produk ukm di pasar internasional (studi kasus pada cv. ayung sportindo)’, jurnal administrasi bisnis, 50(6), pp. 96–105. wiranatha, a. s. et al. (2016) ‘model of foreign tourist’s loyalty on marine tourism to visit bali’, international journal of multidiciplinary education research, 5(3), pp. 1–16. wong, j. (2010) internet marketing for beginners. jakarta: pt. elex media komputindo. nyepi holiday package: e-journal of tourism vol.3. no.2. (2016): 81-87 http://ojs.unud.ac.id/index.php/eot 81 e-issn: 2407-392x. p-issn: 2541-0857 the influence of services quality to domestic tourists’ loyalty through domestic tourists’ satisfaction at mount bromo tourism in east java indonesia rizki amelia¹ and santi palupi² 1 burapha university, chonburi, thailand and graduate school trisakti institute of tourism, jakarta, indonesia 2 podomoro university, jakarta, indonesia corresponding author: rizqiamelia13@gmail.com article info received 20 march 2016 accepted 30 august 2016 available online 15 september 2016 abstract this study was aimed to analyze the influence of quality of tour services to domestic tourists’ loyalty at mount bromo east java. the number of respondents were 100 domestic tourists who have visited mount bromo at least 2 times. three variables were used namely, quality of service as an independent variable, satisfaction as an intervening variable, and loyalty as the dependent variable. path analysis was used to analyze the data. the results showed that: i) quality of tour services significantly influenced satisfaction of domestic tourists at mount bromo, ii) quality of tour services also significantly influenced domestic tourists’ loyalty, and iii) customers satisfaction significantly influenced domestic tourists’ loyalty at mount bromo. the results indicated that there were positive perception of domestic tourists on the quality of tour services, satisfaction and loyalty at mount bromo. keywords: quality of services, domestic tourists, satisfaction, loyalty introduction services sector today has seen a dramatic increase compared to the previous decade. this is evident from the sector's contribution to the world economy has now dominate about two-thirds. in europe, for example, this sector has contributed as much as 60% of gdp,while in indonesia reached almost 30%. contributions can be seen in terms of profit and its ability to absorb most of the energy supply work (lupiyoadi, 2006, p. 2). for example, one of the services sector in indonesia that developed is the tourism industry which has provided contribute to improving the economy in indonesia. as one of the industry's most popular and biggest in the world grows quickly and even in many countries including indonesia, tourism have become the leading sectors (non-oil) in a growing economy in order to contribute in improving the performance of the structure of the economy, in this case include expanding employment opportunities, improving local revenue (pad), an increase in foreign exchange earnings and investments. tourism in indonesia has been regarded as one of the important economic sector. in fact, this sector is expected to become the number one foreign exchange earner. the contribution increases with increasing the amount of travelers who come to visit tourist place contained and dispersed in indonesia. data world tourism organization (wto), shows that visits of the average receipts mailto:rizqiamelia13@gmail.com e-journal of tourism vol.3. no.2. (2016): 81-87 http://ojs.unud.ac.id/index.php/eot 82 e-issn: 2407-392x. p-issn: 2541-0857 visit tourists, indonesia is on the top ranks of the 10 largest countries. the most important factor in enhancement number of tourists is the provision of infrastructure and transport qualified to expand access, in addition to policy implementation rational price on the management of services supporting tourism, either public and private acts as a support of increasing success traveler confidence in the products of tourism services (taroepratjeka, 2000). indonesia is made up of thousands of islands spread extends from the west end to the east end, is profitable. aside from scattered islands separated by many straits, indonesia is also famous for its many beautiful place landscape and contains a lot of historical value, it is a lot invite the tourists (both foreign tourists and domestic tourists)for a visit. from year to year the number of tourists is increasing, especially during this current development, the indonesian tourism is being excited and encouraged to occupy the position of one of "the big seven" foreign exchange. efforts to increase the tourist flow in order to do maturely to improve service quality and address the various problems encountered in this field. if this is not done then the increase will harm indonesia, because tourists are not satisfied with theservices rendered and cause damage to the image of indonesian tourism. east java is a province in the eastern part of java island, indonesia. east java province has 229 islands with a land area of 47130.15 km2 and a sea area of 110,764.28 km2. this region stretches between 111 ° 0 'e 114 ° 4' bt and 7 ° 12 'ls 8 ° 48' south latitude. east java is one of the potential tourist destinations, almost every regency / city has an attractive tourist destination. tourist destination in east java includes cultural tourism, historical tourism and nature. east java is also one part of the tourism development plan national is one of the areas with tourism potential is extraordinary when compared to the surrounding provinces. bromo tourism area lies at an altitude of 2,300 meters above sea surface with an area of 5,290 hectares, and is flanked by four counties partsof the provincial government of east java, which is malang, probolinggo, pasuruan and lumajang. there are four entrances to reach the area bromo, the village cemorolawang (probolinggo), village wonokitri (pasuruan), village ngadas tumpang (malang), and village burno (lumajang). bromo as one of the attractions located in east java which is part of the bromo tengger semeru national park. famous with the caldera or crater sea of sand and exotic, and views sunrise (bromo sunrise tour) very beautiful that can be enjoyed by tourists at mount penanjakan. the tengger caldera in administration governments there in probolinggo. the nearby village of caldera tengger is cemorolawang. quality of service is vital for companies, especially for companies that sell services such as industrial tourism. therefore, managers should be able to get information accurate information on tourist satisfaction so that managers can adopt policiesto develop strategies to improve and enhance the quality services. customer satisfaction is the key to the success of a company, it was given by satisfied consumers, then consumers will be loyal. earned consumer loyalty for their konmbinasi of satisfaction and complaint. satisfaction is feeling happy or disappointed someone who emerged after comparing the performance (yield) of products considered against the expected performance (kotler & keller, 2007, p. 177). consumer satisfaction as the fulfillment of pleasure. understanding customer satisfaction in loyalty research conceptualized as a comprehensive evaluation of consumer experiences with service providers, not just the satisfaction rating based on specific transactions e-journal of tourism vol.3. no.2. (2016): 81-87 http://ojs.unud.ac.id/index.php/eot 83 e-issn: 2407-392x. p-issn: 2541-0857 (oliver, 1999; moliner et al., 2007; han and back, 2008). according to oliver and desarbo (1988) satisfaction is the comparison of performance with expectations, but according to oliver (1999) definition is based on what has been done by the consumer rather than on psychological meaning therefore oliver (1999) defines satisfaction as the fulfillment of pleasure. sense of satisfaction in loyalty research conceptualized as a comprehensive evaluation of consumer experiences with service providers, not just the satisfaction rating based on specific transactions (hennig‐thurau and klee, 1997; gwinner, gremler and bitner, 1998; gustafsson and jhonson, 2000; harris and goode, 2004). customer loyalty is also very important to maintain survival of business activities. customer faithful is that they are very satisfied with the products and specific services, so as to have the enthusiasm to introduce it to anyone they know. then on the next stage of loyal customers it will expand the loyalty on other products made in the same manufacturer. kotler (2003) states that loyalty is the customer who makes a purchase with increasing the percentage of a particular company rather than another company. camarero (2007) declare loyalty is the result of activities involving interaction and repetitive purchases of consumers. experts agree loyalty is an integral part of doing business. related to this, experts are trying hard to find a precise definition of customer loyalty and the factors that lead to customer loyalty. better understanding of consumer loyalty, will help the company to follow up various issues related to loyalty. perceived service quality is a determinant of loyalty and commitment (gounaris, stathakopoulos and athanassopoulos, 2003). customers satisfaction effect on loyalty, so that it can said that the development of quality of service for fulfillment travelers will ultimately boils down to loyalty. the statement also supported by the results of research bloemer, de ruyter and peeters (1998) shows that directly affect service quality and not direct loyalty through satisfaction. lupiyoadi (2013, p. 91) also states that "the basis for a real loyalty lies in customer satisfaction, where quality of service into the main input. customers who are highly satisfiedor even those who enjoyed the service tends to be a loyal supporter company". build loyalty is a strategic policy for the companybecause companies view customer loyalty, which is part of the the company's strategy in the face of competitors and connecting companies with the market (consumers). loyalty is needed as an element in competitive marketing strategy. in particular in the face of conditions an increasingly competitive market, companies often realize the future their customer loyalty. research objectives: the objectives of this study were to analyze influence of quality of tour services to domestic tourists’ satisfaction at mount bromo, to analyze influence of quality of tour services to domestic tourists’ loyalty at mount bromo and to analyze influence of domestic tourists’ satisfaction to domestic tourists’ loyalty at mount bromo. methodology research was undertaken at mount bromo east java. the number of respondents were 100 domestic tourists who have visited mount bromo at least 2 times. three variables were used namely, quality of service as an independent variable, satisfaction as an intervening variable, and loyalty as the dependent variable. data were collected by survey method by using questionnaires and deepth interview. path analysis was used to analyze the data. e-journal of tourism vol.3. no.2. (2016): 81-87 http://ojs.unud.ac.id/index.php/eot 84 e-issn: 2407-392x. p-issn: 2541-0857 validity test validity test aims to determine the extent of the validity of the data obtained from the questionnaire. test the validity as a measurement in this study, using the product moment correlation of pearson's, that is by correlating each question with a total score, then the correlation results are compared with the number of critical significance level of 5%, using the formula, (prayitno, 2010). measurements conducted by examining the validity of the significance level of productpearson's moment. a variable is said to be valid, if the variable provides significant value <5%.       2 222        yynxxn yxxyn r where: r = the correlation coefficient, x = score questions, y = total score, n = number of samples. reliabilty test reliability test is used to test the ability of a result relatively consistent measurements when the measurement is repeated twice or more (prayitno, 2010:75). reliability concentrate on the problem of measurement accuracy and the result. in other words, the reliability shows how much control measures on the same subject. tests measuring tool constraints in using research tools reliability method of alpha (α) is the method of cronbach (prayitno, 2010:75). measurement is done by testing the reliability statistics cronbachalpha. a variable is said to be reliable if these variables gives cronbach alpha values > 0.60.  rk kr 11   where: α = coefficient of reliability, r = the average correlation coefficient between variables, k = number of independent variables in the equation. path analysis before the path analysis, the data obtained from the questionnaire needin the first test normality with normality test. normality test data conducted to determine whether the data obtained normal distribution or no. normality test conducted on samples was done by using the kolmogorov-smirnov test to establish the degree of confidence (α)by 5%. this test is performed on each variable with the proviso that if individually each variable to meet the assumptions of normality, then simultaneously these variables can also be found to comply with the assumptions normality (prayitno, 2010:71). testing criterias with a view scale kolmogorovsmirnov test are; 1. if the significance of > 0.05 means normally distributed 2. if significance <0.05 means not normally distributed model path analysis were used in this studycan be described in structural equation as follows; sat = 110   qs ...................................... (equation 1) loy = 2210   satqs ....................... (equation 2) where: qs = quality of service loy = loyalty, sat = satisfaction, 21  = confounding variables. ttest testing the t-test was used to determine the effect of quality travel services to loyalty through satisfaction of tourists in places bromo tourism. the formula is:  bise bi t  where: t = test significant correlation number, bi = regression coefficient, se (bi) = standard error of the correlation coefficient. e-journal of tourism vol.3. no.2. (2016): 81-87 http://ojs.unud.ac.id/index.php/eot 85 e-issn: 2407-392x. p-issn: 2541-0857 results and discussion most of respondents were ranged between 17-25 years, followed by 26-34 years. most of them were male. from education, the results showed that most of respondents were senior high school followed by diploma and bachelor. from job experience, most of them were students, followed by servants and private employees. most of respondents have visited bromo 2-3 times during the period of 2011-2016, followed by 4 -5 times and 6-7 times. validity test showed that alpha cronbach coefficient were 0.731, 0.720, and 0.700 (> 0.60) indicated that the data obtained were reliable. results of path aanalyses showed that the probability value or significance for each variable is greater than 0.05, so it can be stated that the data were normally distributed, see table 1. table 1 path analysis results based on the path coefficients in table 1, the equation that can be formed as follows; sat = -0,419 + 0,693 qs + ε1. loy = 0.849 + 0.503 qs + 0.374 sat + ε2 qs influence sat significantly affect the views from the sig (0,000) <0,05. qs affect the sat can be seen from the coefficient of determination (r²) or beta coefficient (β) of the table can be seen β = 0,693 so that β = 0,693² = 0,480 it can be concluded that the qs affect the sat amounted to 48.0%. qs significantly affect loy seen from the value sig (0,000) <0,05. qs strength directly affects loy can be seen from β(coefficient beta) is 0,503² = 0,253 thus directly affect qs influence loy amounted to 25.3%. sat significantly affect loy sig <0,05 and directly sat affect loy = 0,374² = 0,140 thus sat affecting loy amounted 25,3%. effect of sat outside the qs is equal to 100 – 48,0% = 52%. effect of qs against loy through sat = 13.2% as well as sat influence on loy through qs by 13.2%., whereas the effect of qs totally against loy = 25,3 + 13,2 = 38,5%. sat influence in total against loy = 14,0 + 13,2 = 27,2%. the power of qs & sat affect loy total was 38,5 +27,2 = 65.7%. received loy influence from the outside in addition to qs & sat amounted to 100 65.7 = 34,3%. the comparison between qs and the sat in terms of strength loy influence can be seen from the t value, because the value t value qs  loy (0,574) & sat  loy (3,995) qs in influencing loy, means that the strength of loy was greater than sat. the results of path analysis which is to determine the quality of service and intervening variables, namely the satisfaction of tourists, as well as the dependent variable tourists’ loyalty showed as follows : a. effect of quality of service to the satisfaction of tourists variable quality of service to customers satisfaction obtained valuet > tablet (9.521> 1.984) and significance 0.000 <0.05. then ho is rejected and ha accepted, which means there is a significant influence on satisfaction of service quality rating; e-journal of tourism vol.3. no.2. (2016): 81-87 http://ojs.unud.ac.id/index.php/eot 86 e-issn: 2407-392x. p-issn: 2541-0857 b. the influence of the quality of service to the loyalty of travelers variable quality of service to travelers loyalty obtained valuet > tablet (5.754> 1.984) and significance 0.000 <0.05. then ho is rejected and ha accepted, which means no significant effect on loyalty service quality rating; c. the influence of satisfaction on loyalty rating variable traveler satisfaction on loyalty rating obtained valuet > tablet (3.995> 1.984) and significance 0.000 <0.05. then ho is rejected and ha accepted, which means no significant effect on loyalty traveler satisfaction rating; d. influence of other variables apart from x to z = √1 – r, = √1 0.693, = √0,307, = 0.554 or 55.4% e. influence of other variables apart from x to y = √1 – r, = √1 0.503, = √0,497, = 0.704 or 70.4% from the table 1 can be seen that the path coefficient were as follows: a. qs  sat = 0,693² = 0,480 (r²) b. qs  loy = 0,503² = 0,253 (r²) c. sat  loy = 0,374² = 0,140 (r²)  the direct effect between variable = r² = coefficient of beta² effect of a variable if influenced by other variables (qs & sat) to loy was: a. qs to loy through sat = 0,503 x 0,693 x 0,374 = 0,132 b. sat to loy through qs = 0,379 x 0,693 x 0,503 = 0,132 effect of total variable exsogen with other endogen variables = direct effects + influence through other exogenous variables, were as follows: a. effect of qs to loy total = 0,253 + 0,132 = 0,385 b. sat influence to loy total = 0,140 + 0,132 = 0,272 the results indicated that the quality of service of bromo tourism in east java were quite reliable in providing convenience for tourists. they provide a friendly greeting and informing tourist sites and a safe parking location for tourists. the results also showed that admission price was relatively affordable which was only rp. 27,500 person. in addition, the quality of services were good with the information given by the officer when they ask about the location or existing panoramas. lastly, satisfaction services perceived by the domestic tourists was also good at the mount bromo. conclusion the quality of tour services significantly influenced domestic tourists’ satisfaction, the quality of service also significantly influenced domestic tourists’ loyalty and domestic tourists’ satisfaction significantly influenced domestic tourists’ loyalty at mount bromo east java. the results indicated that there were positive perception of domestic tourists on the quality of tour services, satisfaction and loyalty at mount bromo. suggestion for the future research further research need to be focused especially on how management of tourism at mount bromo in east java pay more attention and improve the quality of service to provide better facilities and services. limitations of research research was not undertekan based on the varieties of seasons, such as low season and peak season. so that, it would be better if the research was also analyzed based of these variaties of seasons. e-journal of tourism vol.3. no.2. 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(2020): 16-26 http://ojs.unud.ac.id/index.php/eot 16 e-issn: 2407-392x. p-issn: 2541-0857 the roles of farmers in the development of belimbing village agrotourism and its effect on satisfaction and loyalty of tourists ni nyoman widari1, i gusti ayu oka suryawardani2, i ketut rantau1 and agung suryawan wiranatha2 1agribusiness study program, faculty of agriculture, udayana university 2centre of excellence in tourism, udayana university corresponding author: komangwidari4@gmail.com article info received 30 november 2019 accepted 30 january 2020 available online 01 march 2020 abstract belimbing village agrotourism is an agriculture-based sustainable agrotourism that has extensive terraced rice fields and stretches with a variety of natural potential around. development of belimbing village agrotourism is a tourism activity without changing the use and damage of agricultural land and can help the economy of the community in belimbing village. this study aims to determine the effect of farmers' knowledge, farmers' skills and farmers' attitudes on the satisfaction of belimbing village agrotourism, the effect of tourists’ satisfaction on visitor loyalty visiting belimbing village agrotourism and belimbing village agrotourism contribution to the welfare of the community in belimbing village. data analysis method used is quantitative and qualitative analysis methods. the population in this study were farmers in belimbing village agrotourism and tourists visiting belimbing village agrotourism using 60 respondents, 30 people for farmers and 30 people for tourists. the model was designed using a smart pls-based structural equation modeling (sem) approach that was analyzed using a computer. the results showed that farmers' knowledge had a significant influence on tourists’ satisfaction (p = 0.031). farmer skills have a significant influence on tourist satisfaction (p = 0.024). farmer's attitude has a significant effect on tourist satisfaction (p = 0,000). tourist satisfaction has a significant effect on tourist loyalty (p = 0,000). the contribution of the belimbing village agrotourism in terms of economy, environment and social has a positive impact on the welfare of the community in the belimbing village. based on the results of the study, it is hoped that the belimbing village agrotourism can maintain and improve farmers' knowledge, farmers' skills and farmers' attitudes, so that visiting tourists are satisfied and generate tourist loyalty to visit again. keywords: role of farmers, agrotourism development, tourists’ satisfaction, tourists’ loyalty e-journal of tourism vol.7. no.1. (2020): 16-26 http://ojs.unud.ac.id/index.php/eot 17 e-issn: 2407-392x. p-issn: 2541-0857 introduction indonesia is an agrarian country where the majority of the population works as farmers and has extensive land and biodiversity. the agricultural sector contributes greatly to the economy of the indonesian population such as providing employment and a source of income for the majority of indonesian people. however, the progress of development in the indonesian agriculture sector until now has not been able to show satisfactory results when viewed from the level of welfare of farmers and their contribution to national income. the decline in the agricultural sector in bali is increasingly felt since the rapid development of the tourism sector as a mainstay sector to advance the economy of the balinese people, but some of these benefits come out of the economic system in the form of tourism leakage. to minimize leakage suggested by suryawardani, et.al. (2016) by utilizing local potential in developing businesses that support the development of bali tourism without damaging nature and agriculture. agriculture-based tourism such as agrotourism is one of the efforts to develop natural potential that can be used as a source of income for the community. belimbing village agrotourism is one of agriculture-based agrotourism that provides comfortable rural nature and has attractive and exotic tourism potential. agrotourism development in belimbing village is tourism activities without converting land use and damaging agricultural land. this village has vast terraced rice fields and a variety of natural potentials that are around agrotourism such as waterfalls that attract tourists to visit so that it becomes a benefit to generate large revenues for the agrotourism. sustainable agrotourism in belimbing village is also one of the agrotourism that utilizes natural resources optimally according to carrying capacity so that it does not cause environmental damage, respects the socio-culture of the local community, and ensures sustainable economic benefits thereby increasing the welfare of local people. based on the description above, research on the role of farmers in the development of the belimbing village agrotourism and its influence on tourists’ satisfaction and loyalty is important to find out the extent of the farmers' capacity in developing and managing belimbing village agrotourism so that it has implications for tourists’ satisfaction and loyalty. e-journal of tourism vol.7. no.1. (2020): 16-26 http://ojs.unud.ac.id/index.php/eot 18 e-issn: 2407-392x. p-issn: 2541-0857 formulation of the problems based on the background description above, the formulation of the problems are as follows: 1. what is the effect of knowledge, skills and attitudes of farmers on the satisfaction of belimbing village agrotourism tourists? 2. what is the effect of tourists’ satisfaction on visitor loyalty visiting the belimbing village agrotourism? 3. what is the contribution of the belimbing village agrotourism to the welfare of the community in the belimbing village? research purposes the purpose of this research is to analyze: 1. the influence of farmers' knowledge, skills and attitudes on the satisfaction of belimbing village agrotourism tourists 2. the influence of tourists’ satisfaction on visitor loyalty visiting the belimbing village agrotourism. 3. contribution of belimbing village agrotourism to the welfare of the community in belimbing village. methods research location and time this research was carried out in belimbing village agrotourism, located in belimbing village, pupuan sub-district, tabanan regency from june to august 2019. the research began from the process of data collection until completion. data types and sources the type of research data consisted of qualitative data consisting of an overview of the belimbing village agrotourism and the organizational structure of the belimbing village agrotourism management agency and quantitative data which included the number of farmers who played a role in the development of the belimbing village agrotourism, the number of tourists visiting the belimbing village agrotourism, area, type and the number of facilities available, the characteristics of farmers and tourists and the answers to the questionnaire statements obtained from tourists. data sources used in this study were obtained from primary data sourced from direct respondents and secondary data not sourced from respondents. e-journal of tourism vol.7. no.1. (2020): 16-26 http://ojs.unud.ac.id/index.php/eot 19 e-issn: 2407-392x. p-issn: 2541-0857 method of collecting data data collection methods include observation, interviews using questionnaires and documentation as well as library research such as books, literature, scientific publications aimed at enrichment and data analysis. population and sample the research sampling is based on the requirements of the smart-pls analysis in which the requirements for the number of samples are between 30 to 100. the number of research samples is 60 respondents with the consideration that the number has met the minimum requirements in the analysis using sem with the smart-pls program. the sampling technique is done by accidental sampling technique that is the technique of determining samples based on chance. sampling of respondents was done by 30 people for farmers and 30 people for tourists to the belimbing village agrotourism. research variables the variables used in this study are latent variables consisting of exogenous latent variables symbolized by x and endogenous latent variables symbolized by y. exogenous latent variables are influencing variables while endogenous variables are the affected variables. the number of latent variables in this study was 5 variables, consisting of 3 exogenous latent variables and 2 endogenous variables. exogenous latent variables are farmer knowledge denoted by (pp), farmer skills (kp) and farmer's attitude (sp), while endogenous latent variables namely tourists’ satisfaction are denoted by (kw) and loyalty by (ly). data analysis method a) descriptive analysis in this research, descriptive analysis is used to identify the characteristics of tourists and farmers. descriptive analysis uses frequency tables, namely the presentation of data and information in the form of simple tables / figures with the help of the microsoft excel for windows program to interpret the results of respondents' answers. b) validity and reliability test the quality of the questionnaire in this study will be tested using the validity and reliability test by looking at the outer loading value in the analysis of structural equation models with the smart-pls program. c) evaluation of the measurement model (outer model) and evaluation of the structural model (inner model) e-journal of tourism vol.7. no.1. (2020): 16-26 http://ojs.unud.ac.id/index.php/eot 20 e-issn: 2407-392x. p-issn: 2541-0857 table 2.1 pls assessment criteria no. criteria explanation evaluation of structural models 1 r2 for endogeno us latent variables the r2 results for endogenous latent variables in the structural model indicate that the model is good, moderate, and weak. 2 2 2 estimated path coefficien t the estimated value for the path relationship in the structural model must be significant. this significant value can be obtained by the bootstrapping procedure that also produces a t-value. evaluation of reflexive measurement models 1 loading factor (lf) the loading factor (lf) value must be> 0.7 2 composit e reliability composite reliability measures internal consistency and its value must be> 0.6 3 average variance extracted (ave) the average variance extracted (ave) value must be> 0.5 4 discrimin ant validity the square root value of ave must be> correlation value between latent variables 5 cross loading another measure of discriminant validity. it is expected that each indicator block has a higher loading value for each latent variable measured, compared to the indicator for other latent variables source: chin (1998, in ghozali 2014) results and discussion validity and reliability test 1. validity test a) convergent validity convergent validity is an evaluation that is seen based on the correlation between the reflexive indicator score and the latent variable score. convergent validity test is done by looking at the loading factor value of each indicator against latent variables. according to chin in suryawardani, 2018 the value of loading factors from 0.6 to 0.7 can still be accepted provided that the indicator is not the only indicator in the latent variable. the results showed that all factor-loading values for each indicator showed values above 0.7. this means that all indicators are valid and feasible to use because they meet the criteria for convergent validity. b) discriminant validity discriminant validity testing is carried out to ensure that each concept of each latent variable is different from other variables, by seeing the value of cross loading above 0.70 and the ave value of each variable has a value above 0.5 (ghozali, 2014). the results showed that the five latent variables had cross loading values above 0.70 and ave above 0.5. this means that the discriminant validity test shows that all variables used in the study are said to be good or valid. 2. reliability test reliability testing can be done by looking at the cronbach alpha value and the reliability value of each contract. variables are said to have high reliability if the cronbach alpha value exceeds 0.7 e-journal of tourism vol.7. no.1. (2020): 16-26 http://ojs.unud.ac.id/index.php/eot 21 e-issn: 2407-392x. p-issn: 2541-0857 and the composite reliability value is 0.70. the results showed that all constructs measured in this study had a cronbach's alpha value of all constructs 0.7 and composite reliability> 0.70 so it could be said that all constructs were reliable or all indicators were correctly represented constructs that were built. analysis of structural equation models confirmatory analysis in this study is intended to draw inference about the knowledge, skills and attitudes of farmers to tourists’ satisfaction and form visitor loyalty, which is modeled through a structural equation model (sem) involving 5 latent variables, namely farmers 'knowledge reflected by 10 indicators, farmers' skills by 9 indicators, farmers' attitudes by 12 indicators, tourists' satisfaction by 10 indicators, and loyalty by 4 indicators. based on the model framework and hypotheses, the specification of structural equation models can be seen in figure 5.1. figure 3.1 structural equation modeling output of the role of farmers in belimbing village agrotourism development and its effect on tourists' satisfaction and loyalty results of analysis of measurement models (outer models) analysis of the measurement model or outer model is a model to see the relationship between latent variables and their constituent indicators (suryawardani, 2018). on indicators that are reflexive, estimator values can be seen from the outer loading value. the significance of this relationship is obtained through the bootstrapping process. in this study, using 3 exogenous variables, namely farmers' knowledge, farmers' skills and farmers' attitudes. of the three variables that have the highest value, namely the attitudes of farmers, followed by the skills of farmers and the lowest is the knowledge of farmers while in endogenous variables there are 2 e-journal of tourism vol.7. no.1. (2020): 16-26 http://ojs.unud.ac.id/index.php/eot 22 e-issn: 2407-392x. p-issn: 2541-0857 latent variables namely tourists' satisfaction and loyalty. a) measurement model test results (outer model) on farmers' knowledge variable the output of the measurement model on the attitude variable reflected by 12 indicators can be seen in table 3.1. table 3.1output measurement model of farmers' knowledge code outer loading standard error t-statistic pp.9 0.958 0.022 44.421 ** pp.4 0.938 0.034 27.794 ** pp.8 0.910 0.031 29.121 ** pp.2 0.910 0.059 15.427 ** pp.6 0.908 0.056 16.254 ** pp.3 0.892 0.043 20.714 ** pp.10 0.883 0.063 14.061 ** pp.1 0.865 0.040 21.392 ** pp.5 0.856 0.099 8,645 ** pp.7 0.824 0.091 9.910 ** source: processed from primary data in 2019 b) measurement model test results (outer model) on farmers' skill variable the output of the measurement model on the farmers' skills variable reflected by 9 indicators which can be seen in table 3.2. table 3.2 output measurement model of farmers' skills code outer loading standard of error tstatistics kp.8 0.972 0.013 76.234 ** kp.7 0.963 0.022 44.715 ** kp.5 0.961 0.018 52.470 ** kp.2 0.956 0.019 49.307 ** kp.4 0.954 0.024 39.577 ** kp.3 0.938 0.039 24.173 ** kp.9 0.931 0.033 28.601 ** kp.1 0.906 0.040 22.810 ** kp.6 0.767 0.149 5.157 ** source: processed from primary data in 2019 c) measurement model test results (outer model) on farmers' attitude variable the output of the measurement model on the farmers' knowledge variable reflected by 10 indicators can be seen in table 3.3. table 3.3 output measurement model of farmers' attitude code outer loading standard of error t-statistic sp.2 0.971 0.012 78.593 ** sp.4 0.960 0.016 58.245 ** sp.12 0.957 0.020 48.053 ** sp.3 0.952 0.025 37.884 ** sp.9 0.949 0.029 32.631 ** sp.10 0.939 0.031 30.365 ** sp.8 0.938 0.026 35.899 ** sp.6 0.938 0.025 38.183 ** sp.1 0.929 0.032 28.601 ** sp.5 0.957 0.040 22.953 ** sp.7 0.925 0.031 29.828 ** sp.11 0.896 0.044 20.460 ** source: processed from primary data in 2019 e-journal of tourism vol.7. no.1. (2020): 16-26 http://ojs.unud.ac.id/index.php/eot 23 e-issn: 2407-392x. p-issn: 2541-0857 d) measurement model test results (outer model) on tourists' satisfaction variables output of the measurement model on tourists' satisfaction variable reflected by 10 indicators can be seen in table 3.4 table 3.4 output measurement model of tourists' satisfaction code outer loading standard of error tstatistics kw.9 0.980 0.011 86.256 ** kw.6 0.978 0.014 70.134 ** kw.2 0.969 0.019 50.020 ** kw.10 0.968 0.022 43.079 ** kw.4 0.955 0.032 29.984 ** kw.3 0.955 0.023 41.384 ** kw.7 0.935 0.034 27.534 ** kw.8 0.922 0.043 21.284 ** kw.5 0.915 0.034 27.241 ** kw.1 0.894 0.049 18.426 ** source: processed from primary data in 2019 e) measurement model test results (outer model) on tourists' loyalty variables output of the measurement model on visitor loyalty variables reflected by 4 indicators can be seen in table 3.5. table 3.5 output model measurement of tourists' loyalty code outer loading standard of error tstatistics ly.2 0.973 0.013 74.001 ** ly.1 0.971 0.017 55.701 ** ly.3 0.964 0.016 59.524 ** ly.4 0.945 0.033 29.026 ** source: processed from primary data in 2019 results of structural model analysis (inner model) structural model analysis or inner model is used to see the relationship between variables that have the aim to test the relationship between one variable with another variable, both direct and indirect effects. the amount of direct effect with indirect effect is the total effect of exogenous variables on endogenous variables. 1. direct influence between variables the test results of the direct influence of exogenous latent variables on endogenous variables indicate that the structural equation model that has been built is feasible to be used to test hypotheses in research. the complete significance test at the 5% level can be seen in table 3.6. table 3.6 the direct effect of exogenous latent on endogenous latent in the inner model hypo thesis exogeno us variable s endoge nous variabl es origi nal samp le standard deviation t stat istic p valu es h1 farmers' knowled ge → tourists' satisfact ion 0.215 0.100 2.15 8 0.03 1* h2 farmers' skills → tourists' satisfact ion 0.268 0.118 2.26 7 0.02 4* h3 farmers' attitude → tourists' satisfact ion 0.519 0.088 5.91 7 0.00 0** h4 tourists' satisfacti on → tourists' loyalty 0.990 0.003 339. 432 0.00 0** source: processed from primary data in 2019 e-journal of tourism vol.7. no.1. (2020): 16-26 http://ojs.unud.ac.id/index.php/eot 24 e-issn: 2407-392x. p-issn: 2541-0857 2. the indirect effect of exogenous variables on endogenous variables the direct effect of the variable with a significant relationship according to the explanation in table 3.7, there are also several paths in which an exogenous variable has an indirect effect on the corresponding endogenous variable through mediation of other latent variables. effects that are more indirect can be seen in table 3.7. table 3.7 the indirect effect of exogenous latent on endogenous latent in the inner model exoge nous varia bles mediati on variabl e endo genou s varia bles origi nal sampl e stand ard devia tion t. stat istic s p val ues farme rs' know ledge → tourists' satisfact ion → touris ts' loyalt y 0.265 0.112 2.36 9 0.01 8 keter ampil an petani → tourists' satisfact ion → touris ts' loyalt y 0.213 0.094 2.26 0 0.02 4 sikap petani → tourists' satisfact ion → touris ts' loyalt y 0.514 0.091 5.63 3 0.00 0 source: processed from primary data in 2019 contribution of belimbing village agrotourism to community welfare the development of the belimbing village agrotourism is expected to contribute to the welfare of the surrounding community. so far, revenue has been obtained through agrotourism activities such as parking fees and tracking and cycling retribution around the belimbing village agrotourism area. belimbing village agrotourism also provides accommodations such as villas and restaurants that prioritize the community in belimbing village as workers or employees. absorption of labor for the surrounding community has greatly helped to reduce unemployment rates in the belimbing village. conclusions and suggestions conclusions based on the analysis of the data that has been done, the following conclusions can be drawn: 1) the influence of farmers' knowledge, skills and attitudes on tourists’ satisfaction: a. farmers' knowledge has a significant effect on the satisfaction of belimbing village agrotourism tourists. b. farmers' skills have a significant effect on satisfaction c. the attitude of the farmers has a significant effect on e-journal of tourism vol.7. no.1. (2020): 16-26 http://ojs.unud.ac.id/index.php/eot 25 e-issn: 2407-392x. p-issn: 2541-0857 tourists' satisfaction at the belimbing village agrotourism. 2) tourists' satisfaction has a significant effect on tourists' loyalty in the belimbing village agrotourism. 3) belimbing village agrotourism contributes to farm family income through distribution of tracking tickets, cycling and parking, is environmentally maintained and sustainable without damaging agricultural land and does not cause negative effects on the environment and the creation of good relations between management bodies, village heads and local governments, and between farmers with agrotourism tourists. suggestions based on data analysis and conclusions that have been presented previously, this study proposes a number of suggestions as consideration for improving belimbing village agrotourism, namely: 1) for the belimbing village agrotourism, the results of the study showed that the variable of farmers' knowledge had the least influence on tourists’ satisfaction, followed by the farmers’ skills variable, then the farmers’ attitude variable that had the highest influence, the farmers' skills and attitude in the belimbing village agrotourism need to be maintained and one of them is to improve farmers' knowledge, one of which is the knowledge of farmers in promoting the belimbing village agrotourism through social media so that it is better known among foreign and domestic tourists. 2) for further researchers, research should be carried out by developing research variables or adding indicators as measurements according to the conditions in the field and use different analysis tools. acknowledgments the preparation of this thesis is inseparable from the guidance, assistance, and support from various parties, so that on this occasion i would like to express my gratitude to the belimbing village agrotourism management agency for giving permission, facilities and assistance throughout the research process and thank farmers and tourists' respondents for their time. i also thank the undergraduate thesis e-journal of tourism vol.7. no.1. (2020): 16-26 http://ojs.unud.ac.id/index.php/eot 26 e-issn: 2407-392x. p-issn: 2541-0857 supervisor who has given me guidance so that the e-journal can be completed in a timely manner. references bungin, b.2011. “quantitative research methodology ". second edition.jakarta: kencana. ghozali, i. 2014. structural equation modeling alternative methods with partial least square applications. semarang: diponegoro university publisher suryawardani, i g.a.o., and a.s wiranatha.2018. evaluation of marketing strategy of sanur village festival based on tourists’ behaviour. global stochastics analysis (gsa) volume 5 number 8 (2018), page 65-72. muk publication, issn 2248-94444. suryawardani, i.g.a.o., i k.g. bendesa, m. antara, d. nursetyohasi, and a.s. wiranatha.2016. implementation of social accounting matrix in calculating tourism leakage of accommodation in bali. internatinal journal of business and economic research, volume 14 number 12 (2016), page 9377-9405. serial publications pvt., ltd. new delhi india. issn: 0972-7302. nyepi holiday package: e-journal of tourism vol.5. no.1. (2018): 46-53 http://ojs.unud.ac.id/index.php/eot 46 e-issn: 2407-392x. p-issn: 2541-0857 analysis of village tourism development in sawahan, trenggalek regency, indonesia: a sustainable livelihood approach rita parmawati 1 , yusup saktiawan 2 , ferik antyo agus wibowo 1 , and agung sih kurnianto 3 1 postgraduate, brawijaya university, malang 2 widyagama husada health education academy, malang 3 faculty of public health, bakti indonesia university, cluring, banyuwangi corresponding author: ritaparmawati1990@gmail.com article info received 02 november 2017 accepted 14 march 2018 available online 30 march 2018 abstract sustainable approach takes into consideration on five aspects in the development of the model, i.e., social, natural, human, physical, and economic. this study aims to find out the development of tourism village based on sustainable livelihood approach. the study was conducted on julyaugust, 2017 in sawahan village, watulimo subdistrict, trenggalek regency, east java province. the assumption is that the sustainable livelihood process has been running in the village. five types of assets have been observed namely natural, human, financial, social, and physical. quantitative and qualitative analysis were used to analyses data and information. regression analysis on testing partial and simultaneous hypotheses were undertaken. the results showed that natural and social assets become the main factors in supporting the development of sustainable livelihood in sawahan village. although it affects as minor condition, the financial, physical, and human asset can significantly influence when in the same condition. keywords : asset, livelihood, sustainable, and sawahan introduction background tourism is one of the important industrial sectors and has great potential and opportunities to be developed. the development of tourism in developing countries, including indonesia, is expected to help equalize economic opportunities and hamper villagers to migrate to the city. the development of tourism is also expected to improve economy condition. it can improve the welfare of the surrounding community (evita, sirtha and sunartha, 2012). the development of tourism in indonesia in recent years has entered into a new form. the new trend of tourism development in indonesia is rural based tourism model (triambodo and damanik, 2015). the development of rural tourism in indonesia began to emerge in 2007, when the indonesian government launched the visit indonesia program as a promotion effort. from the number of existing villages, as many as 1,902 villages have the potential to be developed as rural tourism that can be developed as a tourist attraction to be visited by tourists, both of foreign and domestic. in 2012 the government built 978 villages through the village development program (suarthana et al., 2015). meanwhile, the target of tourism in 2019 amounted to 20 million foreign tourists. of that number, it is expected that visit the rural tourism as much as 2 million foreign tourists and urban tourism as much as 2.5 million (sundaryani, 2017). mailto:ritaparmawati1990@gmail.com e-journal of tourism vol.5. no.1. (2018): 46-53 http://ojs.unud.ac.id/index.php/eot 47 e-issn: 2407-392x. p-issn: 2541-0857 sustainable approach in trenggalek regency, east java province lays on five aspects in the development of the model, i.e., social, natural, human, physical, and economic. this study aims to find out the development of tourism village based on sustainable livelihood approach. the assumption is that the sustainable livelihood process has been running in the village. five types of assets have been observed namely natural, human, financial, social, and physical. research objective this study aims to find out the development of tourism village based on sustainable livelihood approach in sawahan village on five types of assets namely natural, human, financial, social, and physical. literature review the development of tourist village is strongly influenced by the institutional aspect, the object and the tourist attraction, as well as the means of tourism infrastructure (damayanti, soeaidy and ribawanto, 2014). this is due to the three aspects of the development of the tourist village has an important role in improving the service and quality of tourism products. in the institutional development, the need for proper initial planning in determining the proposed programs or activities, especially on the tourism awareness group (kelompok sadar wisata) in order to be able to improve the knowledge and skills through the programs (damayanti, soeaidy and ribawanto, 2014; prafitri and damayanti, 2016). the importance of the role of the tourism sector requires all stakeholders to develop this sector sustainably (dangi and jamal, 2016). tourism also has a negative impact on destinations, local communities, the natural environment, and the economy. sustainable approach is an approach that takes into consideration five aspects in the development of the model, ie social, natural, human, physical, and economic aspects. these five aspects are an important component in supporting the success of tourism (parmawati et al., 2012; suarthana et al., 2015; dangi and jamal, 2016). methodology research location and data collection this research was conducted in sawahan village, watulimo subdistrict, trenggalek regency, east java province. the study was conducted from july to august, 2017. site selection is based on the consideration that sawahan village has implemented community-based tourism (cbt), where the community is selfsustainingly trying to build, manage, and monitor the existing tourist attraction through the duren sari tourism awareness group. the assumption is that the sustainable livelihood process has been running in the village. five types of assets were observed, namely natural asset, human asset, financial asset, social asset, and physical asset. each asset has a different topic of question: i) natural asset (x1) = availability of natural resources and disaster threats, ii) human asset (x2) = knowledge level, community skills in work, language, and health condition, iii) financial asset (x3) = level of productivity and property ownership, iv) social asset (x4) = involvement of tourism, culture, and social life, and v) physical asset (x5) = existence of infrastructure and life support facilities. figure 1. map of study site. mark : dark grey = trenggalek regency; black = sawahan village, a rural tourism area e-journal of tourism vol.5. no.1. (2018): 46-53 http://ojs.unud.ac.id/index.php/eot 48 e-issn: 2407-392x. p-issn: 2541-0857 the analysis unit of the respondent is household, male and female, age minimum 20 years, and already working. this study uses the same as 5 to 10 times the number of variable manifest as indicators. this study uses 10 indicators, so the number of respondents is 10x6 = 60 respondents. indicators of this research are tourism village and five assets. secondary data obtained from the tourism and culture departement, planning, research, and development agency, watulimo district office, and sawahan village office. data analysis regression analysis on testing partial and simultaneous hypotheses were undertaken. kolmogorov-smirnov normality test was used to determine whether the standardized residuals studied were normally distributed. the multicollinearity test was performed using the variance inflation factor (vif) value. the analysis also used the assumption of homocedasticity (glejser test) to determine the range of residual values is constant. autocorrelation was undertaken based on durbin watson test to determine correlation between variables (augusty, 2006). result and discussion kolmogorov-smirnov normality test based on the error normality test with kolmogorov-smirnov, obtained p value of 0.778 which is greater than the value of α (0.05) (accept h0) which can be concluded that the error spread normally so that the assumption of normality is confirmed. table 1 . result of one-sample kolmogorovsmirnov test one-sample kolmogorov-smirnov test unstandardized residual n 19 normal parameters a,b mean ,0000000 std. deviation 1,11163499 most extreme differences absolute ,151 positive ,134 negative -,151 kolmogorov-smirnov z ,659 asymp. sig. (2-tailed) ,778 a. test distribution is normal. b. calculated from data. multicollinearity test multicollinearity is a near-perfect linear correlation between two or more predictor variables. multicollinearity test is used to test whether in the regression model that formed there is perfect correlation or not on predictor variables. the multicollinearity free test is performed using the variance inflation factor (vif) value. based on vif values all predictor variables (x1, x2, x3 and x4) have vif value <10, then the h0 hypothesis is accepted: there is no multicollinearity between independent variables so that non-multicolinearity assumption is accepted. table 2. result of multikolinieritas test model collinearity statistics tolerance vif 1 (constant) x1 ,630 1,588 x2 ,441 2,269 x3 ,561 1,782 x4 ,619 1,616 homocedasticity assumption homocedasticity means that the variety of residual values is constant (fixed). testing of homocedasticity assumption can be done by glejser test. based on the results, it is known that the value of p predictors x1, x2, x3 and x4 is greater than α (0.05), then the h0 hypothesis is accepted: error has a constant (homogeneous) variable so that nonmulticolinearity assumption is met. table 3. result of homocedasticity test model unstandardized coefficients standardi zed coefficie nts t-test sig. b std. error beta 1 (cons tant) -14,179 7,311 -1,939 ,073 x1 ,259 ,135 ,551 1,919 ,076 x2 -,154 ,082 -,648 -1,888 ,080 x3 ,120 ,079 ,460 1,511 ,153 x4 ,194 ,112 ,503 1,736 ,105 e-journal of tourism vol.5. no.1. (2018): 46-53 http://ojs.unud.ac.id/index.php/eot 49 e-issn: 2407-392x. p-issn: 2541-0857 non autocorrelation assumption autocorrelation is a correlation between a variable value with the same variable in one or more previous lags. the test was performed by using durbin watson test. durbin watson (d) value was 2,110 and durbin watson table with k = 5, n = 30, α = 0.05 (5%) obtained dl value of 0.8588 and du of 1.8482. table 4. result of non-autocorrelation test durbin watson criteria mark less than 0.8588 autocorrelation present 0.85881.8482 no conclusion 1.8482– 2.1518 autocorrelation not present 2.1518 – 3.1412 no conclusion lebih dari 2.1518 autocorrelation present based on the decision criteria, durbin watson (d) 2.115 is between du and (4-du) or 1.8482 and 2.1518 in the table, the decision taken is to receive h0, ie no autocorrelation between errors so that non-autocorrelation assumptions are confirmed. according to the result of classical assumption test, it is known that the research data has fulfilled all assumptions, so further regression analysis can be done. simultaneous test results testing the significance of parameters simultaneously used to determine the effect of predictor variables contained in the regression model to the response variable as a whole or together (see table 5). testing of significance simultaneously is done using f test. based on the test of significance of parameters simultaneously known p value obtained less than α (0.05), it is decided to accept h0 which means that human, financial, social and physical assets together influencing the development of sustainable livelihood in sawahan village. human, financial, social and physical assets are interrelated and become a consideration for the development of a sustainable livelihood. table 5. significance parameters for simultaneous test anova a model sum of square s df me an squ are f sig. 1 regres sion 28,915 4 7,2 29 4,550 ,015 b residu al 22,243 14 1,5 89 total 51,158 18 a. dependent variable: y b. predictors: (constant), x4, x3, x1, x2 partial test results testing the significance of the parameters of the regression model partially used to determine the influence of each predictor variable to the response variable. testing is done using t test statistic. based on the result of the test of significance of individual parameters, it is known that the 2 nd regression (second reduction model) obtained from less than α (0.05), it is decided to accept h0, which means that the variable of finance asset, social asset and physical asset significantly influence the development of sustainable livelihood approach of rural tourism in sawahan village. table 6. partial test results model unstandardized coefficients t test sig. b std. error 1 (consta nt) 18,247 14,640 1,246 ,233 x1 -,142 ,270 -,523 ,609 x2 -,544 ,164 -3,325 ,005 x3 ,310 ,159 1,953 ,071 x4 ,353 ,224 1,574 ,138 2 (consta nt) 11,289 5,987 1,886 ,079 x2 -,586 ,140 -4,196 ,001 x3 ,336 ,147 2,281 ,038 x4 ,418 ,181 2,310 ,036 conformity testing model from the analysis results obtained r square value of 0.565, meaning that the contribution of data to the model formed by e-journal of tourism vol.5. no.1. (2018): 46-53 http://ojs.unud.ac.id/index.php/eot 50 e-issn: 2407-392x. p-issn: 2541-0857 56.5% and the rest of 43.5% influenced by other variables outside the study. formation of regression model as a description of asset development a. full regression model regression model acquired : y = 18.247– 0.142x1 – 0.544x2 + 0.310 x3 + 0.353 x5 + y = 18.247– 0.142 human asset – 0.544 financial asset + 0.310 social asset + 0.353 physical asset+ b. first regression reduction model regression model acquired : y = 11.289– 0.586 x2 + 0.336 x3 + 0.418 x4 + y = 11.289– 0.586 financial asset + 0.336 social asset+ 0.418 physical asset+ based on the model b, it is known that the regression coefficient of financial asset predictor variable is -0.586, that is, if other predictor variables are fixed and financial asset increases by 1 unit. this illustrates the development of a sustainable livelihood in sawahan village decreased by 58.6%. the regression coefficient of social asset predictor variable is 0.336. this illustrates another predictor variable of fixed value and social asset increased by 1 unit, or the development of sustainable livelihood-based tourism village in sawahan village increased by 33.6%. the regression coefficient of physical asset predictor variable is 0.418. this explains if other predictor variables are fixed and physical asset increases by 1 unit, so the development of sustainable-livelihood in sawahan increased by 41.8%. the regression model shows the actual position and influence of the observed assets. independently with the assumption of other asset is fixed, financial asset will actually reduce the development of sustainable livelihood in sawahan village by 58.6%. this illustrates the early work of the sawahan community who are closely related to their property in the form of livestock and land. the absence of tourism developments will soon make them return to their old jobs as farmers, and not to sustainable livelihood. social asset illustrates the positive trend, which if assumed other asset stability, it will have a positive effect on sustaibale livelihood of 33.6%. in addition, the same condition is illustrated by the physical asset model, which will affect 41.8% increase in sustainable livelihood. social life also greatly influences the sustainability of tourism in the context of the rural tourism (figure 2). in addition to being a tourist attraction, social structure becomes part in the management of rural tourism conducted in the sawahan village. the social structure is known to be an original part of a rural tourism, as happened in wae rebo village, flores (louis, 2015), kampung naga, tasikmalaya (qodariah and armiyati, 2013). therefore, sustainable livelihood must rely on the social assets within the village itself. although not a major influence, but other asset parameters also have a considerable influence together. the value of the test of parameter significance (tables 5 & 6) indicates a correlation between human, financial, social, and physical assets that occurs jointly. this correlation shows the modalities are interrelated and become a consideration in the development of sustainable livelihood in sawahan village. human resources have a great influence on the development of a tourism. this asset is related to human ability and intelligence in understanding and facing problems in seeing tourism, both in social structure, conservation, and business (qodariah and armiyati, 2013; putri, soemarno and hakim, 2015; haryati et al., 2016). the value of financial and physical assets in the village of sawahan became a supporting factor. most societies have possessions that contribute greatly to their economies, such as livestock and land. in addition, village infrastructure has been developed adequately. infrastructure generally supports the growth and development of tourism. variable mapping based on the variable mapping (figure 2), a preference of natural and social assets influences the sustainability of a tourist village. sawahan village natural resources are considered quite complete and have the strength to survive as a tourist attraction. e-journal of tourism vol.5. no.1. (2018): 46-53 http://ojs.unud.ac.id/index.php/eot 51 e-issn: 2407-392x. p-issn: 2541-0857 these resources are beaches, seas, and forests. very little impact of natural disasters also enlarge the value of natural asset as the main carrying capacity of sustainable livelihood. community support in the formation of tourist villages has a major impact on sustainable livelihood. public confidence in the potential of ecotourism as an employment opportunity is also very supportive of sustainable livelihood. this is greater than any other assets, such as a financial asset, in which one of the shares is ownership of property, whether in the form of land or livestock. it also illustrates that tourism opens new opportunities as the main job, replacing other conventional workers in sawahan village. figure 2. mapping of sustainable livelihood on the five assets in the village sawahan. sawahan village becomes a figure of a developing tourist village. the tourist village has a special display that will depict a tourism focus, eg religious village tours, ancient villages with custom architecture, villages with agriculture areas, or villages with social life forms perhaps the only one in the world (veselinović, ševarlić and todorović, 2007; louis, 2015; meidiana, surjono and saputra, 2015). objectively, the selected assets have illustrated the form of sustainable livelihood in sawahan village, where based on the r square value, it has been shown that 56.5% indicates a real effect. nature, in this case is the view of the shape of the earth and the ecosystem in it is the main asset of a tourism-based scenery or ecotourism and support the lifes of people in it (de wit et al., 2009; brandl et al., 2017). nature damage is a part that must be avoided to maintain the sustainability of a tourism. a tourism development can reach a saturation point, where the peak of tourist arrivals that are not followed by conservation awareness will degrade the process back to a minimum. this process can be induced by environmental biophysical changes and inadequate facilities. peak visits that exceed the comfort limit will soon induce a decrease in tourist traffic (prasetyowati, harahab and soemarno, 2014; perkins and debbage, 2016). sawahan village describes an early awareness of this problem. variable mapping (figure 2) shows the community has understood the importance of natural asset in a sustainable tourism. this evidence provides a good foundation for management that is oriented towards nature and human development, and not to profit (putri, soemarno and hakim, 2015). the same fact has been proven that tourism management, which is focused on saving nature, will support the sustainability of ecosystems, community employment, and visits (putri, soemarno and hakim, 2015; haryati et al., 2016). conclusion natural and social asset become the main factors in supporting the development of sustainable livelihood in sawahan village. although it affects as minor condition, the financial, physical, and human asset can significantly influence when in the same condition. acknowledgement authors thank to sawahan village chief for research permission and his assistance in the field. authors also thank to tourism awareness group duren sari for a warm assistance during the field, including data collection and sharing. references augusty, f. 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(2018): 54-61 http://ojs.unud.ac.id/index.php/eot 54 e-issn: 2407-392x. p-issn: 2541-0857 the multiplier effect of buying local gastronomy: case of sundanesse restaurant d. turgarini 1 , muhammad baiquni 2 , e. harmayani 3 1 university education of indonesia bandung 2,3 university of gadjah mada corresponding author: dewiturgarini@upi.edu article info received 05 january 2018 accepted 14 march 2018 available online 30 march 2018 abstract bandung is one of the cities in indonesia which has a gastronomic diversity represents sundanese culture as its original inhabitants. this capital city of west java province has a lot of culture, history, and archeologyicons that are nuanced sunda, and colonial. therefore, the city can be said as the city of heritage landmark (heritage-city), and gastronomical attractions can be integrated as gastro-city. currently the local food of sundanese has many variants but the level of attractiveness of the food is still considered insufficient. research was designed to find a decent meal variant proposed as a superior food; and find out what food variants as the main attraction of the city as well as to assess multiplier effect of buying local gastronomy. both are expected to answer a question of what is base for the economic development of bandung as gastro city. it is also interesting to find out the multiplier effect of buying local gastronomy especially in sundanese restaurant. the method used is descriptive exploratory study, also conducted professional assessment. data collecting technique were observation, interviews, and examination of documents. data was analysed using descriptive exploratory approach. the results showed that the sundanese have a tourist attraction with the potential of the existence of 74 species featured menu consisting of appertizer, maincourse, dessert and drink as trademark. the food appeared in 24 ceremonies as a vibrant cultural event in the life cycle of sunda tribe who live in the city of bandung. the tourists also can enjoy a diverse featured menu in the 145 sundanese restaurant in bandung city. the value of the multiplier effect of tourist expenditure during the year amounting to 1,286 times that of the developing tourist spending. keywords: gastronomy, sundanese, restaurant, multiplier effect, tourist attractions introduction background the tourism industry is one of the largest industries in the world with the global economic contribution, reaching nearly seven trillion dollars in 2013. the direct economic impact of the industry, including accommodation, transportation, entertainment and attractions, is around 2.2 trillion us dollars. major cities in the world are utilizing its assets to attract foreign exchange from tourists to visit the region. the situation of the global tourism also showed that about 30% of there venues derived from gastronomic tours, mailto:dewiturgarini@upi.edu e-journal of tourism vol.5. no.1. (2018): 54-61 http://ojs.unud.ac.id/index.php/eot 55 e-issn: 2407-392x. p-issn: 2541-0857 40% of tourist expenditure is food and drinks, and 50% of revenue comes from the restaurant rating (unwto, 2012; ministry of tourism, 2015). currently, there is a demand in the food tourism is becoming an important sector of the tourism industry. in recent years, the food has gained recognition from the government, business, and academia as an integral part of the tourism product. an understanding of the food was also shifted from simply a product differentiator for tourism destinations (distinctive competitiveness). local food is an important element that can help to create new experiences for tourists and increase the attractiveness of the destination. consumption of food turned out to be an integral aspect of the experience traveled, not just a matter of taste and presentation, but also by a sense of enjoying the place. it can almost be said of all to eat. local food is a fundamental component of the destination attributes, add rich attractions and the overall travel experience (symons, 1999). this is what makes food become an important constituent of the production and consumption of tourism. when you see the following definitions, it seems undeniable that the food can be a tourist attraction, i.e. (i) journey in which there is an appreciation and local or regional food consumed, (ii) travel with the main purpose of enjoying food, and drinks as a travel experience or to attend a specific culinary activities such as cooking schools, visit the places of production of food or drink, folk market, or enjoy the food at various places that provide them (taste trail), and (iii) the unique experience of eating and drinking thus it is clear that the food is not only a travel category in tourism but also an opportunity for destinations and the industry to gain competitive side. surely culinary tourism can improve its competitiveness, must be supported by the resources eternal, it is difficult to be imitated and replaced (porter, 1985; prahalad and hamel, 1990; barney, 1991; peteraf, 1993; grant, 1999; barney, wright and ketchen jr, 2001). objectives of the study the objectives of this study are: 1. develop priority sundanese foods featured in bandung city. 2. describe bandung as a gastronomi city 3. explain the multiplier effect to the purchase of sundanese food to people in bandung city. literature review local gastronomy as tourism attraction the multiplier effect is the amount of local economic activity that is triggered by the purchase of anyone item (swenson, 2009). community economics tells us that the more money circulates in a defined region, and the faster itcirculates, the more income, wealth and jobs it creates (shuman and hoffer, 2007). therefore, the development of tourist attractions is needed to create it. one being to be excellent for indonesia is a local gastronomy development as a tourist attraction. multiplier effect leri (2011) cites manacika (2010) states that the multiplier effect of tourism is based on relationships forming various sectors of the economy are interrelated, and dependent on the local economy. therefore, any change in the level of tourist spending, as one of the sectors forming the economy, will affect the industrial goods, and services. every tourist spending affect the level of expenditure (output), value added, wages/ salaries, employment (employment), the receptionstate (government revenue), and the balance of payments. the ratio change any of the above variables to changes in final demand (in this case the expenditure by tourists) called the multiplier or multiplier. e-journal of tourism vol.5. no.1. (2018): 54-61 http://ojs.unud.ac.id/index.php/eot 56 e-issn: 2407-392x. p-issn: 2541-0857 according glasson (1990), the multiplier effect is an activity that can spur the emergence of other activities. based on this theory can be explained that the tourism industry will drive other industries as supporters. the main component of the tourism industry is a major tourist attraction in the form of destinations and tourist attractions, hotels, restaurants and local transport. while supporting components, include industries in the fields of transport, food, and beverages, banking,or even manufacturing. everything can be driven from the tourism industry. every dollar spent rupiah or tourists are not going to stop at one point, but will continue to spin even going up to the sectors glance look shave nothing to do with the tourism sector. according yoeti (2008) the successful development of tourism as an industry can be seen from how the influence of us dollars spent 1 rating to the local economy. one thing to keep in mind that multiplication (turn – over or multiplier effect) that occur are not the same, but vary from one sectorto another. leri (2011) illustrates the rating for a destination's doing various expenditures (consumption), such as for accommodation, food, and beverage, travel, see the cultural attractions, purchase souvenirs and others. this expenditure will be "captured" by sectors of the economy, so it into income sectors of the economy. this is called a direct effect (direct effects) expenditure by tourists. however, the increase in income sector sof the economy increased the demand input derived from the output of other economic sectors such as agriculture, industry, handicraft industry, transportation, and soon. thus, the increase in in come sectors of the economy will drive increased productivity sectors of the economy. increased output of the economic sectors of production will further increase the remuneration of factors of production used in the production process, thus increasing the income owners of production factors. furthermore, the increase in income of factors will drive increased revenue owners of production factors, namely household, sand companies.this is called indirect effects (indirect effects) expenditure by tourists. the increase in household in come or the community will encouragepublic consumption, further encourages other people's income increase, and expand employment opportunities. this is called the effects driven (induced effects) of tourist expenditure. indirect effects, and induced effects are called secondary effects,and multiplier effects (multiplier effects) rating measures the total effects (directs plus secondary) resulting from additional tourist spending. increased production activities of economic sectors related directly or indirectly to tourism will create, and expand employment. this is called the link age creation of employment opportunities (employment linkages). furthermore, it will increase the remuneration of factors of production used in the production process, thus increasing the income owners of production factors. more simply, the multiplier effect is illustrated as follows: source: mazidah, nugroho and bathara (2016) customer supplier employee good and service (lodging, restaurant, transportation, e-journal of tourism vol.5. no.1. (2018): 54-61 http://ojs.unud.ac.id/index.php/eot 57 e-issn: 2407-392x. p-issn: 2541-0857 spending visitors or tourists will be utilized by service providers, workers, and investors to develop their business. telfer and sharpley (2008) illustrated the multiplier effect as follows. from the above explanation, the multiplier effect of tourism can be regarded as money in the development of local communities as a result of the spending by tourists. the larger the ratio of money circulating in the community the greater the value of the multiplier. end users of goods and services is domestic tourism, ie domestic tourists, workers, civil servants, businessmen, farmers, ranchers and so on. similarly, government spending is considered as the enduser. methodology the methods used to inventory the impact of tourism on the local economy is to conduct field observation and desk study. desk study conducted by using a variety of secondary data obtained statistical data. the use of photos is done as a way to strengthen the narrative do. inventory carried out on various professions and business activities arising from the site. to calculate the multiplier effect was undertaken by calculating the coefficient of multiplier effect of tourism which is formulated as follows; k  a 1 1  bc mark : k = konstansta income multiplier (keysnesian local income multiplier) a = percentage of the initial tourist spending b = the percentage of business revenue (layer 1) which is spent locally economic c = the percentage of supplier revenue and salaries is spent locally economic local keysnesian income multiplier values have the following criteria: 1. if the values are less than or equal to zero (<0), then the tourist site has not been able to provide economic impact on tourism activities. 2. if the values are between zero and one (0 <x <1), then the tourist site still has a value of low economic impact. 3. if the values are greater than or equal to one (> 1), then the tourist sites have been able to provide economic impact on tourism activities. multiplier score resulted by drafting the proportion of spending by tourists in destinations during one year. this proportion is based on observations and interviews with travelers. the calculations of these travelers’ proportions determine spending patterns in each destination.value multiplied by the proportion of the total amount spent by tourists during the year.this value is the value of the direct effect or spending layer 1. in direct effects are calculated based on the proportion of expenditure on layer1, and based on the forecasts pending needs of businesses in layer 1. the result of the calculation is the value of the in direct effect. calculations performed multiplier effect until this stage. tails are not included in the calculation because the amount is very small and its distributionis very broad. the study was conducted in one wellknown restaurant sunda in bandung, namely bancakan at trunojoyo street no. 62 bandung, west java, indonesia. the study was conducted for 2 weeks on september 2016. result and discussion profile top five sundanesse gastronomy type of main sundanese gastronomy can be seen in the table 1. table 1. main sundanese gastronomy no sundanese menu type uniqueness time to eat 1 ayam goreng laja (gala ngal fried chic ken) main course the fried chicken has authentic flavor from delicious aroma grated galangal, shallots, garlic and turmeric. lunch and dinner e-journal of tourism vol.5. no.1. (2018): 54-61 http://ojs.unud.ac.id/index.php/eot 58 e-issn: 2407-392x. p-issn: 2541-0857 2 colenak dessert unique from aroma and taste of fermented cassava grilled and sprinkled with brown sugar syrup, grated coconut and slices of jackfruit. lunch and dinner 3 surabi dessert this cake made of rice flour dough, coconut milk, salt baked in a mold round unanimous soil. this cake then after being cooked then sprinkling oncom or brown sugar syrup. breakf ast, lunch and dinner 4 bajigur beverage sundanese traditional drink made from coconut milk and brown sugar solution and served with fruit kolang kaling from sap tree breakf ast, lunch and dinner 5 tutug oncom complet e menu tutug oncom is typical sundanese food is rice mixed oncom and flavored with onion, garlic and kencur. aroma oncom made from soy or nuts mixed pulp cassava flour then fermented. then other unique aroma is of kaemfria galanga. lunch and dinner source : data procesed, 2017 restaurants in bandung was growth, as shown by the presence of sundanese restaurant, restaurant with indonesian menu from 34 other provinces, as well as foreign restaurant. based on the research results through the study of literature, observation, interviews and expert meeting, there was founded the amount of growth sundanese restaurant, other indonesian, and foreign restaurant tables created by researchers as a data culinary tourism, especially in the future. the spread of restaurants in the city is currently in central bandung was the highest concentration of growth. this is evident from the results of observations and interviews conducted during the three months since the month of december 2016 until april 2017, the researchers found the presence of 990 restaurants in the city. this can be seen in the following table: table 2. distribution of sundanese, other indonesian and foreign restaurant in 2017 source : data procesed 2015-2017 based on the findings obtained from the data contained 145 sundanese restaurant. this is a restaurant that serves food and drinks typical sundanese as native of bandung city. while the existence of restaurant from 33 other provinces in indonesia, amounted to 517 restaurants. the growth was recorded presence of foreign restaurants totaled 438 units restaurant. it is clear that the growth of sundanese restaurant only 13.2 %, than other indonesian restaurant 47 %, and the foreign restaurants 39.8 %. therefore necessary to develop a quality restaurant sunda restaurant featuring a menu of food and drinks as native restaurant in bandung city. in detail the deployment of five restaurants in bandung city region, can be seen in the following table: table 3. the growt of sundanese, indonesian and foreign restaurant in bandung city in 2017 source : data processed 2015-2017 0 50 100 150 200 250 300 sundanese restaurant other indonesian restaurant foreign restaurant sundanese restaurant other indonesia restaurant e-journal of tourism vol.5. no.1. (2018): 54-61 http://ojs.unud.ac.id/index.php/eot 59 e-issn: 2407-392x. p-issn: 2541-0857 the results showed first in the north bandung region totaling 380 restaurants, consisting of 26 restaurants sunda, 170 restaurants indonesia, and 184 foreign restaurants. both the restaurant and food businesses in the central bandung region, amounting to 404, consisting of 76 restaurants sunda, 268 restaurants indonesia, and 170 international restaurants. all three restaurants and food businesses in the south bandung region, which is amounts to 107, consisting of 15 restaurants sunda, 26 restaurants indonesia, and 66 international restaurants. fourth restaurants and food businesses in the west bandung region, amounting to 19, consisting of 4 restaurants sunda, 10 restaurants indonesia, and 5 restaurants abroad. last restaurants and food businesses in the east bandung region which is numbered 80, consisting of 24 restaurants sunda, 43 restaurants indonesia, 13 restaurants abroad. the growth of the highest restaurant in the city of central bandung amounting 404 restaurants, and the lowest was in west bandung with the number of restaurants 19. then based on the findings of the field is also known that the restaurant was already registered and listed in bandung tourism office, and organization of hotels and restaurants, and cafes and restaurants association in bandung city in 2014 amounted to 154 restaurants (15.6 %) that are a fraction of the 990 restaurants located in five regions mentioned above. there for restaurant industry in bandung city must make awarenes to developed their standar was being made of indonesian goverment to achieved the national and internastional standard of restaurant operation. this is very important to make an excellent service to the tourist, and make bandung city as destination of gastronomy tourism in indonesia. multiplier effect of sundanese gastronomy direct effect direct effect are the benefits felt by the local community in the form of income received by the restaurant. the resulting economic effects, measured from the restaurant overall spending for capital needs and consumption. some of the assumptions used to establish the direct impact of tourist expenditures as follows; 1. number of sundanese restaurants are 26 restaurant 2. visitors average restaurant every day is 250 people 3. any tourists spend an average of rp. 200.000, each visit 4. spending by foreign tourists and domestic tourists are considered equal 5. benchmarking spending on the direct impact has been proportionally based on interviews and field observation spending patterns sundanese restaurants in bandung consist of expenditures for salaries / wages, income, raw materials, taxes and rents and other overhead. the result of the calculation of expenditure shows that the direct effect of this distribution figures obtained for 0.408, which means that as much as 40.8% percent of the money received outstanding restaurant sunda back in the community. this value is relatively low and therefore the component of profit, tax and overhead that did not circulate (leakage). indirect effect indirect effects are the benefits felt by the local community in the form of income received by the beneficiary communities i of restaurants. the resulting economic effect, covering a larger area than the immediate effects. some of the assumptions used to establish the impact of indirect expenditures rating as follows. 1. revenue community of people who enjoy spending the direct effect is rp. 105.477 billion. 2. spending on these indirect effects dikatagori in two types of expenditures are for capital goods and for consumption induced effect indirect spending patterns consist of expenditures for working capital and expenditures for consumption. results count of distribution of expenditure layer 2 shows the value of 0.546, this means that as many as 54.6% of expenditures layer of the recirculated in the community. induced effects that occur are spending the results obtained from the spending phase ii. this effect occurs is spending beneficiaries of the spending phase e-journal of tourism vol.5. no.1. (2018): 54-61 http://ojs.unud.ac.id/index.php/eot 60 e-issn: 2407-392x. p-issn: 2541-0857 ii to beneficiaries in the phase iii and beyond. this follower effect is a primary sector such as farmers, ranchers, home industries, and so on. at this stage in restaurant spending more is because relatively little. multiplier effect multiplier effect was calculated by counting direct effect, and indirect effects that occur at the destination. count keysnesian local income multiplier that uses components of direct and indirect effects. by using the value of the direct and indirect effects of the above it can be seen the value of the multiplier as follows. table 3. source of multiplier effect n o impact item value el value etl1 value etl2 me i tourist expenditure 1 ii destination i expenditure 0,408 ii destination ii expenditure 0,647 total value 1 0,408 0,647 1,2 86 note: * multiplier value is obtained count of ratio income multiplier formula. from the table it can be seen that the value of the multiplier effect of tourist expenditure during the year amounting to 1,286 times that of the developing tourist spending. the amount of money is a result of the development expenditure in the sundanese restaurant in bandung. income multiplier is generally an additional measure of income (income, payroll, and benefits) in the economy as a result of an increase in tourist expenditure. thus the sundanese restaurant in the city of bandung contributed rp. 135.6 per year towards the development of bandung as a city of gastronomy. conclusion it can be concluded that: 1. food featured bandung as gastrocity dominated by full food and beverage 2. the number of sundanese restaurants in bandung shows some optimistic 3. the restaurant sunda in bandung contributed rp. 135.6 per year towards the development of bandung as a city of gastronomy references barney, j. (1991) ‘firm resources and sustained competitive advantage’, journal of management. sage publications sage ca: thousand oaks, ca, 17(1), pp. 99–120. barney, j., wright, m. and ketchen jr, d. j. (2001) ‘the resource-based view of the firm: ten years after 1991’. elsevier. glasson, j. (1990) pengantar perencanaan regional. jakarta: lpfe-ui. grant, r. m. (1999) ‘the resource-based theory of competitive advantage: implications for strategy formulation’, in knowledge and strategy. elsevier, pp. 3– 23. leri, i. a. a. (2011) ‘dampak pengeluaran, wisatawan terhadap perkembangan sektor ekonomi di provinsi bali’. denpasar. program magister program studi kajian pariwisata program pascasarjana universitas udaya denpasar, tidak dipublikasikan. manacika, i. k. (2010) dampak pariwisata terhadap permintaan output sektor pertanian di provinsi bali. universitas udayana. mazidah, n., nugroho, f. and bathara, l. (2016) ‘the multiplier effect of the gandoriah beach marine tourism to the coastal community of kelurahan pasir, central pariaman district, pariaman city west sumatra province’, jurnal online mahasiswa (jom) bidang perikanan dan ilmu kelautan, 3(2), pp. 1–12. ministry of tourism (2015) rencana srategis kementerian pariwisata 2015-2019. jakarta: kementerian pariwisata. peteraf, m. a. (1993) ‘the cornerstones of competitive advantage: a resource‐based view’, strategic management journal. wiley online library, 14(3), pp. 179– 191. e-journal of tourism vol.5. no.1. (2018): 54-61 http://ojs.unud.ac.id/index.php/eot 61 e-issn: 2407-392x. p-issn: 2541-0857 porter, m. (1985) competitive advantage: creating and sustaining superior performance. new york: ny: free press. prahalad, c. k. and hamel, g. (1990) ‘the core competence of the corporation.’, harvard business review. harvard business school publication corp., 68(3), pp. 79–91. shuman, m. and hoffer, d. 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(2018): 1-8 http://ojs.unud.ac.id/index.php/eot 1 e-issn: 2407-392x. p-issn: 2541-0857 brand loyalty at chain hotel in denpasar i made bayu wisnawa, i made antara and i komang gede bendesa doctorate program in tourism universitas udayana corresponding author: bayu.wisnawa@triatma-mapindo.ac.id article info received 20 january 2018 accepted 12 march 2018 available online 30 march 2018 abstract purposes of this research are: (i) to find out the influence of brand image toward customer satisfaction (ii) to find out the influence of customer satisfaction toward brand loyalty (iii) to find out the influence of brand image toward brand loyalty and (iv) to find out the role of customer satisfaction as a mediating variable between brand image and brand loyalty. structural equation modelling (sem) was developed to answer the research problems. the number of respondent was 150 which was collected through offline and online self-administered questionnaire. there were 13 indicators used to measure each construct. the results show that (i) brand image positively and significanly influence customer satisfaction, (ii) customer satisfaction positively and significantly influenced brand loyalty, (iii) brand image did not influence brand loyalty, and (iv) customer satisfaction did not mediate the relationship between brand image toward brand loyalty. keywords : brand image, customer satisfaction, brand loyalty introduction background hotel is an accomodation facility that plays important role in tourism. without it, tourists will experience difficulty in enjoying their vacation. at the hotel, tourists might stay up to 24 hours per day, therefore, accomodation service and food and beverage service should be available with quality service that is able to meet the needs and desires of tourists. hotel is also a place for tourists to be able to neutralize all the inconveniences gained during the vacation. it might be possible that all of the complaints that tourists get during the vacation will be reduced if they get a satisfactory service from the hotel (lo, 2010). therefore, a hotel also has an important role in maintaining and improving the image of tourist destinations. bali as an international tourist destination requires the availability of quality hotels. tourist growth that tends to increase over the last decade after the 2 nd bali bomb incident has prompted investors' intention to invest in the hospitality business sector. as the result, the growth of hotels and accommodation facilities in bali, especially in the southern regions of bali (badung regency and denpasar city) is increasing. moreover, the investors are not only aiming to develop the hospitality business, but also more likely in the property business. the growth rate of hotels that exceed the growth rate of tourists visitation to bali causes a tight competition for hotel businesses. the competition is not only head to head, but it is already beyond the limit of reasonableness. star hotels do not only compete among the same star hotels class, but also compete among different star hotels e-journal of tourism vol.5. no.1. (2018): 1-8 http://ojs.unud.ac.id/index.php/eot 2 e-issn: 2407-392x. p-issn: 2541-0857 classes, and even the non star hotels. this is worsen by the development of online marketing system that offers a wide range of ease, choice and even a loyalty program that attracts tourists. table 1. occupancy rate of star-rated hotels room in bali 2012 to 2016 no ye ar occupancy rate (%) five stars four stars three stars all stars hotels 1 20 12 64.13 63.21 62.07 62.25 2 20 13 61.91 60.68 58.59 59.85 3 20 14 61.46 61.83 58.67 60.31 4 20 15 62.95 62.37 55.12 60.48 5 20 16 64.38 66.54 55.13 61.86 average 62.97 62.92 57.92 60.95 source : bali central bureau of statistics, 2017 the table 1 illustrates the condition of the star hotels competition. this competition causes the occupancy rate of star hotels’ room to decrease in 2012 by 62.25% to 59.85% in 2013. then it increased until 2016, but it was not able to reach figures such as in 2012. currently, hotels and accommodation facilities are not only located around main streets, but have entered the residential area of denpasar city. in general, to strengthen the position of competition in accommodation services, some hotels join in a management group which is often called as chain hotel. this efforts tend to maintain market, save marketing costs and ease in the market penetration. there are quite a number of chain hotels in denpasar, such as amaris, haris, golden tulip, puri saron, inna, and pop. those chain hotels have their own uniqueness and different market segments. chain hotels in denpasar have a higher ability to compete than the individual hotel. inna group hotel in denpasar city, which consists of inna bali heritage hotel, inna grand bali beach hotel, and inna sindhu beach hotel, also experienced pressure due to the competition. this can be seen from the occupancy rate of rooms in the range of 50.00% to 60.00% in the period of 2012 to 2016. when this condition is if left unchecked, then it will certainly affect the development of this government-run company. the circumstances described above illustrate the increase of the intense competition level faced by the inna group hotel in denpasar. inna hotel manager has to make improvements in hotel management. there are many things that can be done to survive in the very tight competitive situation. one of the strategic efforts is to realize customer loyalty through brand (brand loyalty). brand loyalty is a condition in which the customers (in this case are tourists or guests) who stay at the hotel have (i) a good knowledge on the products offered by the hotel, (ii) good experiences that affect the emotions / feelings of the customers , (iii) a tendency to stay at the hotel on any occasion, and (iv) made product purchases (staying), recomended to their colleagues to stay at the hotel and even defended the hotel if there is a negative perception about the hotel. brand loyalty is a multi-dimensional concept. the main constructs in shaping brand loyalty are brand image and customer satisfaction. nevertheless there are many other dimensions that construct brand loyalty, such as switching cost, switching behavior, investment size, brand awareness and others. theoretically, the study on brand loyalty still needs to be developed, since among the researchers, there is still no agreement reached related to the concept of brand loyalty (suhartanto, 2011). empirically, the high level of competition has lowered brand loyalty at inna group hotel in denpasar. this can be seen from the level of the hotel occupancy which is below the standard and the stagnant growth of the repeater guests which tend to decline over the last five years. this condition cannot be separated from the behavior of tourists who tend to try new competitor hotels that offer loyalty program which attracts customers. brand image has an important role in shaping customer loyalty toward the brand. a unique and good brand image will have its e-journal of tourism vol.5. no.1. (2018): 1-8 http://ojs.unud.ac.id/index.php/eot 3 e-issn: 2407-392x. p-issn: 2541-0857 own value in the minds of customers. the hotel industry is in need of a brand image (wu, 2014), in which the service element, which is a distinguishable competition element, is considered as almost identical in terms of performance, price, and availability. unfortunately, most of the brand image researches are done on manufactured products, and in the retail context, and very few in service firms especially in the hospitality sector. empirically, the brand image of the inna group hotel is generally identical to a cheap brand, strategic location, standard facilities and tends to have an old hotel image. therefore, expanding the brand loyalty model by including brand image in the service context is a must. the inclusion of brand image into brand loyalty does not only increase model prediction power (kotler, bowen and makens, 2010), but it also provides a better understanding on the factors that motivate guest loyalty in the hospitality industry (wisnawa, 2011). customer satisfaction is a condition in which there is a similarity or an excess between perceived service and expected service (oliver, 1980; gundersen, heide and olsson, 1996). satisfied customers will tend to be loyal. in addition, customer satisfaction will strengthen the prediction of brand loyalty model (mcquitty, finn and wiley, 2000). empirically, the customer satisfaction at inna group hotel in denpasar are vary, some are satisfied, some are not. based on the documentation results on trip advisor website, customer satisfaction is achieved through the friendly service, the strategic location and the competitive price. dissatisfaction of the customers is mostly due to the condition of the hotel’s facilities that are outdated and dusty. in addition, the old equipments often cause operational problems, for example is the inability of the hotel to provide hot water for bathing for 24 hours. research objectives purposes of this research are: 1. to find out the influence of brand image and customer satisfaction at inna group hotel in denpasar city. 2. to find out the influence of customer satisfaction and loyalty at inna group hotel in denpasar city. 3. to find out the influence of brand image and brand loyalty at inna group hotel in denpasar city. 4. to find out the role of customer satisfaction in mediating the relationship between brand image and brand loyalty at inna group hotel in denpasar city. literature review researches on brand loyalty are still being developed to date. this is because there is no agreement from academicians on the concept of brand loyalty. some groups see loyalty from a behavioral point of view, others see loyalty from the standpoint of attitude, (pedersen and nysveen, 2001). furthermore, there are those that combine attitude and behavior which is also called as composite point of view. anyone who sees brand loyalty as a multi-dimensional model that combines the customer's inner dimensions (cognitive, affective, conative and behavioral) (back and parks, 2003), and from the outside of the customer’s dimensions in form of hotel management efforts to achieve customer loyalty, such as: service quality, brand image, brand awareness, customer satisfaction, perceived value, perceived risk, quality alternative, investment size, etc. other researcher mahasuweerachai (2012) conducted a study on the relationship between service quality, brand extensions, brand reputation, perceived image, perceived risk in forming brand loyalty in star hotels in the united states. the findings of the study indicated that there was a positive and significant influence of all those variables toward brand loyalty. the higher the reputation, the image, the quality of service in a hotel brand, then the higher the customer loyalty. however, the above study is inconsistent with research by noor (2014) and shahroudi and naimi (2014) where the brand image had no real influence on brand loyalty. the differences of the results of those previous researches show that it is necessary to do further research on both variables. hypotheses based on the above description, the hypothesis of the research are as follows: e-journal of tourism vol.5. no.1. (2018): 1-8 http://ojs.unud.ac.id/index.php/eot 4 e-issn: 2407-392x. p-issn: 2541-0857 1. brand image has a positive and significant influence to customer satisfaction at inna group hotel in denpasar city. 2. customer satisfaction has a positive and significant influence to brand loyalty at inna group hotel in denpasar city. 3. brand image has a positive and significant influence to brand loyalty at inna group hotel in denpasar city. 4. customer satisfaction mediates the relationship between brand image and brand loyalty at inna group hotel in denpasar city methodology this research is a quantitative research using structural equation modelling (sem) with the help of amos 22.0 computer program. the samples used were 150 respondents using purposive sampling method, in which the respondent had stayed at least once at the hotel. the samples were eligible, because the requirement of sem analysis with maximum likelihood (ml) is at least 200 samples (ferdinand and manajemen, 2000; hair, robert and david, 2006; ghozali, 2014). the were 13 indicators used, thus, the minimum sample was 5 times of the indicators that was 65 and above the maximum sample that was 10 times of the indicators that was 130. technique of collecting data by using questionnaire which was distributed online and offline for three months from april to july 2017. the validity and reliability tests were performed before the questionnaire was distributed online, then it was followed by analysing data using sem (ghozali, 2014). the phases of sem analysis were as follows: (i) developing of the model based on the theory, (ii) developing path diagrams and structural equations., (iii) selecting the input matrix type and the proposed model estimation, (iv) assessing the structural model identification, (v) assessing the performance of goodness of fit, and (vi) interpreting and modifying the model. results and discussion this section describes the results of validity and reliability test, respondent profile, customers’ behaviors in hotel, descriptive research variable, result of data analysis using sem, hypothesis testing, and then proceed with discussion of of the research results. results of validity and reliability before the questionnaire was distributed online and offline, the validity and reliability tests were tested first by 30 respondents. the test results showed that the instruments were valid with the correlation between items in the overall variables were above 0.3. instruments were declared valid if the alpha-cronbach value of each variable was above 0.6 as in appendix 1 (validity and reliability tests results). furthermore, the questionnaire was distributed online and offline. the offline’s responrate was very low, out of the 200 distributed questionnaires, there was only 15% returned which was 30 questionnaires. there were 185 respondents who filled the questionnaire, but there were only 150 questionnaires which were answered fully and valid to be analyzed further. characteristics of respondents the respondents’ profiles in this research were mostly (i) men (89%), (ii) age in the range of 26 to 35 years old (37.30%), (iii) originating from indonesia (48.70%), (iv) working as private employees (32.00%), (v) having income > 25 million per month (29.30%), (vi) spending 5 10 million during vacation (34.70%), (vii) having a vacation purpose (59.30%), (vii) staying for 1-3 nights (53.30%), and (viii) it was the second stay (82.00%). . results of sem analysis evaluation of normality, outlier, multicolinearity and singularity output of amos 22.0 shows that the critical values of kurtoisis of all indicators were in the range of ± 2.58 which indicates that all of the data which were used in this research were normally distributed. mahalanobis distance value compared to chisquare value with significance level of 0.001, degree of freedom of 15 or χ2 (13: 0.001) = 27.688 which indicates that there was no multivariate outlier in this research. multicollinearity and singularity can be detected by the determinant of a covariant e-journal of tourism vol.5. no.1. (2018): 1-8 http://ojs.unud.ac.id/index.php/eot 5 e-issn: 2407-392x. p-issn: 2541-0857 matrix which is equal to zero (ghozali, 2014). the results show that the value of the covariance matrix was 0.001. structural equation model can be seen in the figure below. figure 1. structural equation model of brand loyalty at chain hotel in denpasar results of the full model can be seen in table 2. all of the rquirements for the fit model such as chi-square χ 2 , gfi, agfi, tli, pnfi and pgf are fulfil the requirement of fit model meaning that the model is fit which indicates that developed confirmatory model of this reseacrh can be accepted which can explain relationship between variable used in this research. table 2. goodness of fit index no goodness of fit index cut of value result information 1 chi-square χ 2 expected to be small 46.681 good 2 significance ≥ 0.05 0.527 good 3 gfi ≥ 0.90 0.955 good 4 agfi ≥ 0.90 0.914 good 5 tli ≥ 0.95 1.002 good 6 pnfi 0.60 – 0.90 0.591 good 7 pgfi 0 1 0.504 good source : result of data analysis, 2017 hypothesis testing table 3. parameter estimation the results show that the first hypothesis which says that brand image has a positive and significant influence toward customer satisfaction was proven by the significance value of 0.000 with direct influence value of 0.733. this is in accordance with suhartanto (2011) and wisnawa (2011). the second hypothesis, which says that customer satisfaction has a positive and significant influence toward brand loyalty was proven by the significance value of 0.000 with direct influence value of 0.732. this research is in line with suhartanto (2011); kuo (2012); johnson (2013); timmerman (2013); almsallam (2015); jraisat et al. (2015); martínez (2015); tabaku and zerellari (2015). the third hypothesis which says that brand image has a positive and significant influence toward brand loyalty was not proven by the significance value of 0.297. this is not in accordance with the suhartanto (2011) and wisnawa (2011). this research supports the research results of noor (2014) and shahroudi and naimi (2014) in which the brand image has no real influence toward brand loyalty. e-journal of tourism vol.5. no.1. (2018): 1-8 http://ojs.unud.ac.id/index.php/eot 6 e-issn: 2407-392x. p-issn: 2541-0857 the fourth hypothesis which says that customer satisfaction mediates the relationship between brand image toward brand loyalty was not proven by using sobel test which showed that the t-count was 1.1901 which was smaller than t-table (0.05: 150) = 1.976. discussion brand image has a positive and significant influence toward customer satisfaction. this indicates that the management of inna group hotel in denpasar should be able to create hotel’s image as a comfortable place (with the highest loading factor = 0.805) to improve customer satisfaction, thus, the customers will not regret in taking decision to stay at the hotel (highest loading factor = 0.862). however, the managers still have to pay attention to the reputation of the hotel, and the luxury and uniqueness image of the hotel. by increasing brand image, customer satisfaction will surely increase. the effort of creating hotel’s image as a comfortable place to stay can be done by improving the quality of service, especially on tangible aspects. the facilities of inna group hotel in denpasar, which are out of date will certainly disrupt the operational of the hotel. similarly, the renovations of the building should not eliminate the uniqueness of the hotel as a historical hotel. customer satisfaction has a positive and significant influence toward brand loyalty, this means that if the customer satisfaction increases, then customer loyalty toward the brand will also increase. thus, customers will prefer to stay at the hotel than to stay at other hotels. the hotel manager has to be able to convince the customers that their decision to stay at inna group hotel in denpasar is the right decision (highest loading factor = 0.862). this can be done by giving a serious attention to the guest complaints. every guest complaint should be responded to and handled as soon as possible. similarly, customers’ expectations must be met. if guests book a double room, it should be upon check-in that it is realized. similarly, special guests’ requests at check-in should also be met. statistically, brand image does not have a significant and positive influence toward brand loyalty. nevertheless, the manager should still pay attention to the image of the hotel, because it will influence customer satisfaction because customer satisfaction will influence brand loyalty. this means that the brand image has an indirect influence toward the brand loyalty. when the manager has considered all of the variables mentioned above, it is expected that customers will stay longer at the hotel, spend more money and be loyal to stay again on the next visit. conclusion brand image has a positive and significant influence toward customer satisfaction, in which customer satisfaction has a positive and significant influence toward brand loyalty but does not mediate the relationship between brand image and brand loyalty. implications this research reinforces previous researches, which tested the influence of brand image and customer satisfaction toward brand loyalty, with the result that these two exogenous variables had a positive and real influence toward brand loyalty. practically, this research is expected to give a thought contribution for accommodation entrepreneurs in making loyalty program by paying attention to the indicators of each variable used in this research. suggestions for further research it is suggested that a hotel manager should pay attention to hotel’s comfort in improving the image of the hotel (brand image), so that customers will feel satisfied and confident that the decision to stay at the hotel is the correct choice. thus, the customers will recommend the hotel to their friends. limitation this research is limited in testing the relationship of the variables that make up brand loyalty, which only uses brand image and customer satisfaction. future research is expected to test using many more relationships e-journal of tourism vol.5. no.1. (2018): 1-8 http://ojs.unud.ac.id/index.php/eot 7 e-issn: 2407-392x. p-issn: 2541-0857 with the addition of variable trust, switching cost, investment size which are more relevant to hotel’s competition trend which is increasing tight nowadays. similarly, future research should not only use star hotels as the object, but it should be more clustered, thus, the discussion between variables will be more specific and in accordance to customers’ characteristics and hotels’ characteristics. reference al-msallam, s. (2015) ‘customer satisfaction and brand loyalty in the hotel industry’, european scientific journal. back, k.-j. and parks, s. c. (2003) ‘a brand loyalty model involving cognitive, affective, and conative brand loyalty and customer satisfaction’, journal of hospitality & tourism research. sage publications sage ca: thousand oaks, ca, 27(4), pp. 419–435. ferdinand, a. and manajemen, s. e. m. d. p. 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(2019): 269-280 http://ojs.unud.ac.id/index.php/eot 269 e-issn: 2407-392x. p-issn: 2541-0857 wellness tourism in puncak west java indonesia area sri pujiastuti bogor institute of tourism, bogor indonesia corresponding author: sripujiast29@gmail.com article info received 30 july 2019 accepted 07 september 2019 available online 30 september 2019 abstract wellness tourism is one of the attractions that has become a trend both in indonesia and in the world, in addition to providing business opportunities and can also have a positive impact on health and fitness that have not been managed optimally. the area that has the potential of wellness tourism is in puncak area which is found in west java, especially in the ptp nusantara viii gunung mas area, which has a tea plantation as well as a spring in it. the distance that is not too far from the capital city of jakarta, makes this area a tourist destination for escape or relaxation from routine activity. this study uses a descriptive qualitative approach where data collection uses in-depth interviews, documentation and review literature from various sources and where the results obtained are presented thoroughly to get a complete picture of the potential of wellness tourism in the peak regions. the results obtained in this study are that the management and regulation of wellness tourism are felt appropriate to be developed in this area, due to the natural potential possessed in accordance with the background or motivation of tourists who come to this area. in addition, wellness tourism that is based on nature and managed jointly with the local community will contribute positively to the improvement of the economy of the surrounding community and environmental preservation that will be maintained over time. keywords: wellness tourism, puncak area introduction background the progress of a technology makes people's lifestyles unhealthy because everything is facilitated by technology, start from getting up from sleep and getting back to sleep almost all activities related to technology. it made our routine activity become unhealthy lifestyles, many people do activities for wellness to get out of the fatigue of routine daily activities. wellness tourism has now become a lifestyle and according to the global e-journal of tourism vol.6. no.2. (2019): 269-280 http://ojs.unud.ac.id/index.php/eot 270 e-issn: 2407-392x. p-issn: 2541-0857 wellness economy, predicts that by 2015, a wellness lifestyle will reach a market of around $ 118.8 trillion which will concentrate on north america, asia and europe, more details can be seen below. figure 1. life style wellness source: global wellness institute, 2015 based on the diagram above, it can be seen that more and more people are aware of the importance of wellness tourism, it is clear as illustrated by the diagram above asia pacific revenue in the field of wellness tourism reaches a figure of over $ 41 billion and indonesia has reached $ 922.9 in 2016 and also this is not just a good for health but it also turns out to be a promising business because it generates substantial income both for stake holder and for the country. regarding the tourism and leisure industry, the seniortargeted market provides superior and innovative business opportunities for service and products within the traditional tourism and leisure industry ( (szmigin; carrigan , 2001; feng, hsiang chang; hsiou, hsiang liu; kaung, hwa chen, 2013). indonesia especially west java which is gunung mas accordance with the requirements on location and environment can be create as wellness tourism and with state holder corporation for sustainable development, so that the target and the results will be maximal, then this will be a promising income as a good business, because until now its consumers already exist and revenue in the wellness field has been proven based on data the author got in 2016. figure 2. data on the number of visitors to gunung mas source of regency tourism office bogor, 2017 refers to diagram above, it can be seen that the number of visitors experienced an increase and decrease in 2012 and 2014 and experienced another increase in 2015 and a slight decrease in 2016. but with this data proves that there are still many visitors who come to enjoy the gunung mas , gunung mas is one of 0 200.000 400.000 600.000 800.000 2016 2015 2014 2013 2012 europe ($29b) asia-pacific ($41b) mid,eastn.africa ($0.5b) africa ($0,1b) latin america caribbean ($0,4b) n.america ($48b) e-journal of tourism vol.6. no.2. (2019): 269-280 http://ojs.unud.ac.id/index.php/eot 271 e-issn: 2407-392x. p-issn: 2541-0857 the leading tourist attractions, especially in the tea plantation sector which is a natural tourism that has the potential to be developed. and it has become the current trend to be able to live healthy and fit. bogor puncak area is one of the areas that become the magnet of the capital city residents and the surrounding community to visit, although to reach this location will be faced with extraordinary congestion, but does not ignite the spirit of visitors not to stop and enjoy the fresh air in the gunung mas, the more visitors who come to the location will automatically have a positive impact on the surrounding population, because it can provide better income. location of gunung mas, can be reached within 45 minutes until 1(one) hour from jakarta. gunung mas puncak tea plantation is one of the largest tea plantations in west java, established in 1910 and is one of the business units of pt. perkebunan nusantara viii, whose management is under a state-owned enterprise (bumn). gunung mas agro tourism is one of the tourist attractions in the puncak area. tourist attractions can be divided into 3 (three) parts, namely: 1). nature is a tourist attraction of the creation of god almighty which is in the form of a natural state of flora and fauna. 2). culture is an attraction of special interest tours such as hunting, mountain climbing, caves, industry and crafts, shopping places, fast water rivers, places of worship, places of pilgrimage and others. 3). man made is a tourist attraction created by human beings in the form of museums, historical relics, art and culture, agro tourism, hunting tours, nature adventure tours, recreational parks and entertainment complexes gunung mas puncak combines between culture and man made, culture because there is a ciburial spring that comes from nature, man maid because the gunung mas is the result of human work in the form of agro tourism. according to data from the bogor regency tourism office, the number of visitors coming to puncak, especially gunung mas, is not stable, it up and down. based on data above the tourist attraction of gunung mas until now still in demand to be visited by tourists both domestic tourists and foreign tourists. judging from the location, gunung mas puncak is very appropriate when used as a fitness tour. based on the explanation above, it can be concluded as follows: (i). is gunung mas puncak has the potential to be used as a wellness touriam, (ii). can it have an economic impact on the e-journal of tourism vol.6. no.2. (2019): 269-280 http://ojs.unud.ac.id/index.php/eot 272 e-issn: 2407-392x. p-issn: 2541-0857 surrounding population (iii). what the government can provide to support gunung mas puncak is a potential for wellness tourism research objectives this study aims to find out whether gunung mas puncak has the potential to be developed into a wellness tourism and whether it has an economic impact on the surrounding population and the role and support of the government to make gunung mas puncak a potential for wellness tourism. literature review wellness tourism wellness can be defined as the balanced state of body, spirit and mind, including such holistic aspects and dimensions as self-responsibility, physical fitness/beauty care, healthy nutrition, relaxation, mental activity and environmental sensitivity as fundamental constitutional elements ( (kulezyeki, luck, rodrigues, & kastenholz, 2010) refer to the theory above it clearly mention in wellness there is 7(seven) element who support each other for wellness tourism. without those element, we couldn’t say it potential for wellness tourism development. physical fitness/beauty care in several study it refers to one hiking exercise, hiking tones muscles, contributes to loss of weight, reduction of stress, improvement of both sleep and mental alertness ( (hansmann et al., herzog et al, aurea, elisabeth, & and apolonia, 2010). gunung mas is the appropriate place for hiking because they have mountain tea for tea walk guide by tour guide, actually the environment and the view is one of tourist attraction, but they have problem with infrastructure who supported in wellness tourism and to fix it and develop still on discussion because it quite expensive that’s way, need corroboration with stake holder, infrastructure is one the most important for tourism destination to attract, visitor to come, good infrastructure especially in walking trails will create memorable experience indirect, additionally , walking trails are infra-structures that are less expensive to develop than alternative wellness facilities, e.g. spas, and more appropriate to be integrated in the rural tourism context, also given the possibility of combining within the hiking experience culture and nature experience ( (rodrigues et al., 2010) wellness tourism has become a trend lately, most people from big city looking something different for refreshment and also good environment with fresh air on it and most of them want to have e-journal of tourism vol.6. no.2. (2019): 269-280 http://ojs.unud.ac.id/index.php/eot 273 e-issn: 2407-392x. p-issn: 2541-0857 refreshment outside from their busy daily activity wellness tourism is all about the happiness and from the happiness we can create quality of live. wellness includes various related concepts, such as wellbeing, happiness, quality of live, holistic practice, and perceptual (adam, ; kaung, hsiou, & feng, 2013). the most important in wellness is to made quality of live start from mind, body, health, relaxation ending with happiness. same opinion mention from (messerli & oyama, 2004) “viewed wellness as a way of live to create a healthy body, soul and mind through acquired knowledge and positive intervention. same opinion with (smith and, boulay, & dr.m.hritz, 2012), definition of wellness tourism, this study specifically defined wellness tourism as travel for the purpose of health on one or more of the six wellness dimensions; physical, social, intellectual, emotional, psychological, and spiritual. recently, other studies have focused on escapism, how travel may benefit an individual’s psychological wellness by relaxing at the beach, a spa or mountain areas ( (pechlaner & & bachvarov &, 2006); (boulay & hritz, 2012). because most of visitor travel focused on escapism to relax axing by visit tourism destination such as mountain to full fill what they need. motivation factor are internally driven travelers travel because the destination it self has attribute that meet their need. push and pull factors have traditional been used to examine relationships between motivation and destination choices ( (crompton, 1979); (boulay & hritz, 2012). destination will be chosen by visitor because there is motivation from tourism attraction. methodology research location and time this research is located at agrowisata gunung mas puncak. this study use a descriptive qualitative data include: information, location, opinions, ideas, expression, impression and criticism that come from citizen and community surrounding puncak area especially agrowisa gunung mas. data collecting primary data are derived from the community and visitor gunung mas while secondary data are geatherd through the study of literature and other previous studies. in this research using data collection techniques as follows: 1. observation, direct observation to the location looking information related with wellness tourism based on dimension e-journal of tourism vol.6. no.2. (2019): 269-280 http://ojs.unud.ac.id/index.php/eot 274 e-issn: 2407-392x. p-issn: 2541-0857 2. in-depth interviews based on guidelines interview with visitors, management and community of agrowisata gunung mas. through this interview we will get deeper information and in detail 3. document, based on document in photos and video 4. literature, from theory and the result of previous research and writing which can be use for this research based on any kind of reference related data analysis the technique used to analyze the data is a descriptive qualitative analysis, that is all the collected data is analyzed and searched the threads with the theories provided so as to presented and draw conclusions based on the observation so it could become wellness tourism results interviews were conducted to 30 informants at different times with the following explanation, gunung mas puncak area has the potential to be developed, this is stated by several interviews that the interview writer, and is visited by many visitors because of seeing in terms of natural conditions and fresh air, which cannot be possessed by other tourist attractions, refers to “additionally , walking trails are infra-structures that are less expensive to develop than alternative wellness facilities, e.g. spas, and more appropriate to be integrated in the rural tourism context, also given the possibility of combining within the hiking experience culture and nature experience “( (rodrigues et al., 2010)because only gunung mas agro tourism has a good natural culture so that its natural potential is far more prominent than the tourism others, who are around this is the same like theory “wellness can be defined as the balanced state of body, spirit and mind, including such holistic aspects and dimensions as self-responsibility, physical fitness/beauty care, healthy nutrition, relaxation, mental activity and environmental sensitivity as fundamental constitutional elements” ( (kulezyeki, luck, rodrigues, & kastenholz, 2010) to attract tourists who visit, then in addition to the mountains of tea, look for other potential that can attract tourists, but still express what is already in nature today and one of the tourist attractions that can be developed for the time being, which many contain properties for body freshness. water that comes out of the soil as a spring, contains many properties, especially for the freshness of the body, e-journal of tourism vol.6. no.2. (2019): 269-280 http://ojs.unud.ac.id/index.php/eot 275 e-issn: 2407-392x. p-issn: 2541-0857 because it is a factor that many visitors come to enjoy the fresh spring, springs that come out of the ground have good health benefits and also the water can be drunk directly without having to be cooked first, development must be supported by the department of tourism, on condition that it does not damage nature and the development must have a positive impact on the surrounding community, especially affecting the economy and regional income. based on the results of interviews from several information, it can be said that the the gunung mas agro tourism area can directly affect the body's freshness. the facilities that exist in the tourist attraction, are still very simple, need a lot of renovation so that the visitors who come can feel the comfort in traveling, lack of facilities. the success of a tourist area depends very much on the facilities owned by tourist destinations, the facilities that have been owned to date are still very minimal, therefore, visitors those who arrived were still few, up and down the percentage, and for the time being the visitors who arrived, many came during the weekends on saturday and sunday, new facilities or additions from existing ones are very important, so it can develop according to current tourism development. based on the above interview it is clear that, facilities are very important in a tourist attraction, besides being able to attract tourists to come to visit, it can also provide an unforgettable experience by visitors, and is expected to attract tourists, then the income of the people around them can increase. facilities are very important in a tourist attraction besides being able to attract tourists to come to visit, it can also provide an unforgettable experience by visitors, and is expected to attract tourists, then the income of the people around them can increase. access to the location, is one of the considerations of visitors to come to visit and also will be problematic to the development of the attraction, so that access to the location is not difficult for visitors, observation result data based on the observations that the author has done so far it can be concluded as follows: a. attractions the tourism potential that can be developed is the ciburial spring swimming pool, and the spring pool itself, so in that location 3 ponds were built, the first was the ciburial spring pool where everything e-journal of tourism vol.6. no.2. (2019): 269-280 http://ojs.unud.ac.id/index.php/eot 276 e-issn: 2407-392x. p-issn: 2541-0857 was still natural, the pond was still made of soil and no changes could be made. because it will reduce its attractiveness, the second pool is specifically for children where the pool has a touch of man-made, so the beauty has disappeared, and the last is the pool for adults with the same model as the children's pool only the depth is different, and if there is development, it will focus on pool number two and number three, because only the pool that can be developed or enlarged, because the current conditions, the size is still very small is less large, not comparable with visitors. because the pool comes from a spring, that's what has been the main attraction for visitors, to try it, while the number one pool is not used for swimming because it is the main pool and at the same time the pool irrigates the number two and number three pools. in addition to springs, the paragliding landing attraction is one of the attractions that can be enjoyed by visitors and also visitors can enjoy the beautiful panorama of the vast and green tea mountains plus the cool air. the tourist attraction is in accordance with attraction theory based on cooper (2000), "attraction or attraction is the main product of a destination. attractions related to what to see and what to do. what tourists can see and do in the destination. attractions can be in the form of beauty and uniqueness of nature, local culture, heritage of historical buildings, and artificial attractions such as games and entertainment facilities. " based on this theory, attractions are tourist attractions in which there is something unique that attracts visitors. and these attractions can actually be combined with several existing attractions, such as making tour packages in which there are paragliding, tea walks and ciburial springs so that they become a single unit, and of course will increase income for all parties that exist both the manager and the surrounding community b. accessibility still with the same theory, cooper (2000), according to cooper's accessibility such as local transportation and the existence of a terminal, based on observations, the location of the ciburial spring located in the southern tugu can be reached by public transportation using public transportation 02 (bogor cisarua) or can also use a mini cab with bogor cipanas route or when using a bus with the bogor bandung route. in addition to public transport can be taken also by using e-journal of tourism vol.6. no.2. (2019): 269-280 http://ojs.unud.ac.id/index.php/eot 277 e-issn: 2407-392x. p-issn: 2541-0857 private vehicles both two-wheeled and four-wheeled vehicles. c. amenitas according to cooper (2000) amenitas such as the availability of accommodation, restaurants, and travel agents while according to middleton (2001): "amenitas or facilities in which there are akomoodasi, restaurant, transportation, activities, facilities, and services in which discuss the rental of equipment" and the current one at mata ciburial, only provides swimming equipment such as tire rental at a price of rp.5,000 / tire, for restaurants not available until now, for food only relying on street vendors, and before selling must be recorded first by the manager, and traders are required to pay a levy of rp. 15,000 per month, in addition there are 5 gazebos, 2 canopies, 2 toilets that become one with flushing after swimming, and there are 4 trash cans with a fairly large size, and provided a tricycle rental for rp. 15,000, the mosque is located close to the ciburial spring and the parking area is divided into 3 points, namely, the first drop is close to the spring pool, the second point is above the plant, and the third point is above which is adjacent to the paragliding landing location. discussion potential ciburial spring is a fitness tour based on observation the development of the ciburial spring potential as a tourist has fulfilled the 3a aspect. based on cooper (2000), a benchmark for developing a tourism destination can be seen from the 3a aspect which consists of attraction, accessibility and amenity. with more management, ciburial springs can develop optimally. ciburial spring as a health tourism in bogor regency based on 3a aspects including: a. accessibility accessibility is a very important factor in the development of ciburial spring tourism attractions. the main accessibility to the ciburial spring is in accordance with the accessibility theory according to cooper (2000),"accessibility or accessibility is a means and infrastructure to get to a destination." based on this theory, accessibility is a very important aspect to bring tourism to these destinations. and for now access to the location can be reached by using a variety of means of transportation, two-wheeled vehicles, four-wheeled vehicles, and public transportation, public transportation with the direction of cisarua bogor or using the bus with the aim to cipanas or e-journal of tourism vol.6. no.2. (2019): 269-280 http://ojs.unud.ac.id/index.php/eot 278 e-issn: 2407-392x. p-issn: 2541-0857 cianjur and the latter can use l -300 special transports from bogor go to cianjur, so all access can be used, as needed. and for hospitals the location is not far from the ciburial spring b. amenities the atmosphere in the ciburial spring corresponds to cooper's (2000) theory, "facilities or amenities are all supporting facilities that can meet the needs and desires of tourist while in tourist destinations." based on this theory, amenitas is the main support for tourists to get appropriate services when traveling. here are some of the facilities in the ciburial spring, namely parking lots, pondopo, canopy, public toilets, sign boards, information posts, security posts and places to wash after swimming. c. attraction tourism potential that can be developed in the ciburial spring, the spring itself, the properties of water from the spring is very good for health and fitness, a green and cool natural panorama coupled with paragliding sports activities. it can be developed into a fitness tour, its position is in the middle of nature and will be the only spa that is located in the immediate nature, so the effect of fitness will be felt immediately, during the treatment until it is complete. and also the use of tea products for spa ingredients which can be used for scrubs or for scrubs and can also be consumed as one of the best herbal drinks for health, especially green tea. the tourist attraction is in accordance with attraction theory based on cooper (2000), "attraction or attraction is the main product of a destination. attractions related to what to see and what to do. what tourists can see and do in the destination. attractions can be in the form of beauty and uniqueness of nature, local culture, heritage of historical buildings, and artificial attractions such as games and entertainment facilities. " based on this theory, attractions are tourist attractions in which there is something unique that attracts visitors. conclution based on the analysis and discussion, it can be concluded that: 1. visitors who come to gunung mas agro tourism especially the ciburial spring, tugu selatan village, until now have experienced a decline due to many other tourist attractions that grow whose position e-journal of tourism vol.6. no.2. (2019): 269-280 http://ojs.unud.ac.id/index.php/eot 279 e-issn: 2407-392x. p-issn: 2541-0857 is along the road to the top, and in addition due to the location gunung mas, which has to go through several traffic jams. 2. after observing and analyzing and also adjusting to the existing theories, the development of the ciburial spring, with the natural conditions, and seeing the uniqueness that its competitors do not have in the location of the 5km to 15km radius, suitable development is tourism development fitness / wellness tourism which currently has become a world trend and also in indonesia, because in addition to having a good impact on health, and also from the economic side can increase the income of managers and surrounding communities, the development uses the 3a theory issued by kotler (attraction, access, amenities). acknowledgement the author like to thank the for bogor school of tourism (stp bogor), who has given assistance in the form of finance, the author also thanked to the trisakti school of touism (stp trisakti) who giving the opportunity to the author as a student of stp trisakti postgraduate from to do field research at gunung mas puncak area reference rodrigues, a., kastenholz, e., & rodrigues, a. (2010). hiking as a wellness activity-an exploratory study of hiking tourist in portugal, 333. kulezyeki, luck, rodrigues, a., & kastenholz, e. (2010). hiking as a welless activity-an exploratory study of hiking tourists in portugal, 333. messerli, a., & oyama, y. (2004). health and wellness tourism-global. travel & tourism analyst. szmigin; carrigan , 2001; feng, hsiang chang; hsiou, hsiang liu; kaung, hwa chen. (2013). hansmann et al., 2., herzog et al, 1., aurea, r., elisabeth, k., & and apolonia, r. (2010). hiking as a wellness activity-an exploratory study of hiking tourist in portugal, 335. rodrigues et al., 2. (2010). hiking as a wellness activity-an exploratory study of hiking tourists in portugal, 335. adam, t. 2., ; kaung, h., hsiou, h., & feng, h. (2013). essential customer service factors and segmentation of older visitors within wellness tourism based on hot springs hotels, 123. smith and, k., boulay, r., & dr.m.hritz, n. (2012). achieving wellness through tourism; comparing international and u.s. travelers. e-journal of tourism vol.6. no.2. (2019): 269-280 http://ojs.unud.ac.id/index.php/eot 280 e-issn: 2407-392x. p-issn: 2541-0857 pechlaner &, f., & bachvarov &, p. (2006). boulay, r., & hritz, d. (2012). achievng wellness throught tourism:comparing international and u.s. travelers. crompton. (1979). boulay, r., & hritz, d. (2012). achieving wellness through tourism: comparing international and u.s. travelers. nyepi holiday package: e-journal of tourism vol.4. no.2. (2017): 85-93 http://ojs.unud.ac.id/index.php/eot 85 e-issn: 2407-392x. p-issn: 2541-0857 1 the implementation of tri hita karana on the world heritage of taman ayun and tirta empul temples as tourist attractions in bali i wayan ardika universitas udayana corresponding author: ardika52@yahoo.co.id article info received 20 september 2016 accepted 2 july 2017 available online 18 august 2017 abstract cultural landscape of bali province has been determined by unesco as world heritage list in 29 june 2012. the outstanding universal value of the cultural landscape of bali province is based on tri hita karana which is basically deal with harmony and balance between religous, social, and environment. the cultural landscape of bali province consists of several temples in association with subak include: ulun danu batur temple, tirta empul temple and several archaeological sites along the pakerisan river, taman ayun temple, and subak of catur angga of batukaru temple. ulun danu batur, tirta empul, and taman ayun temples are considered as the sources of water for several subaks in the southern bali. this paper will describe the implementation of tri hita karana philosopy in relation to the temple of taman ayun and tirta empul as parts of world heritage list and tourist attractions in bali. it should be noted that tri hita karana philosopy is also the basis of cultural tourism program in bali. in other words, the outstanding universal value of the cultural landscape of bali province is in line with cultural tourism program which is based on tri hita karana. the philosopy of tri hita karana has been implemented at taman ayun and tirta empul temples as tourist attractions in bali. however, touristification or commodification has occurred in relation to religious aspects. for instance, tourists are allowed to enter the temple at taman ayun without wearing balinese costumes, and tourists are permitted to enter the the most sacred yard or jeroan at tirta empul although restriction for tourists is implemented. social aspects of tri hita karana have been neglected at taman ayun and tirta empul. information concerning the functions of shrines (palinggih), ceremonies, history as well as local guides are not available at both temples. the environment surrounding of both temples have been managed properly, however toilets and rubbish bins need to be improved and put on the right places at tirta empul. the philosopy of tri hita karana need to be implemented properly in order to gain harmony and balance between religious, social, and environment on the world heritage sites of taman ayun and tirta empul temples as tourist attractions in bali. keywords: tri hita karana, taman ayun, tirta empul, world heritage 1 the article had been presented in the international tourism conference “promoting cultural & heritage tourism” at udayana university, 1-3 september 2016. e-journal of tourism vol.4. no.2. (2017): 85-93 http://ojs.unud.ac.id/index.php/eot 86 e-issn: 2407-392x. p-issn: 2541-0857 introduction background the cultural landscape of bali province was determined by unesco as world heritage list in 29 june 2012, which is based on the philosophy of tri hita karana. the outstanding universal value of the philosophy of tri hita karana is harmony and balance between religous, social, and environment. unesco introduces new concepts of living heritage such as „cultural landscape‟ in 1992, and intangible heritage in 2003. the world heritage committee defines the cultural landscape as „cultural properties that represent the combined works of nature and man. they are illustration of the evolution of human society and settlement over time, under the influence of the physical constraints and successive social, economic and cultural force, both external and internal (yamashita, 2013) there are several temples which are associated with subaks that have been determined as world heritage sites include ulun danu temple in bangli regency, tirta empul temple and some archaeological sites along the pakerisan river in gianyar regency, taman ayun temple at mengwi in badung regency, and catur angga of batukaru temples in tabanan regency. these temples are considered as sources of water for several subaks in gianyar, badung, and tabanan regencies (lansing, 2012). this paper focuses on the implementation of tri hita karana at taman ayun and tirta empul temples which are also functioned as tourist attractions in bali. how religious (parhyangan), social (pawongan), and environment (palemahan) aspects of tri hita karana are implemented at taman ayun and tirta empul temples. it should be noted that the regulation of bali‟s government on tourism is also based on tri hita karana. in other words, the outstanding universal value of cultural landscape of bali province is similar to the cultural tourism regulation of bali province namely tri hita karana. research objectives: objective of the research are to understanding implementation of three aspects of tri hita karana in managing the taman ayun and tirta empul temples as tourist attractions. literature review taman ayun temple taman ayun is the royal temple of the kingdom of mengwi. the temple was built in 1634 by a chinese architect ing khang choew, during the reign of i gusti agung putu the king of mengwi who removed his palace from balahayu (belayu) to mengwi. the king of mengwi asked ing khang cheow to build a temple in a beautiful garden. pura taman ayun literary means a temple which is built in the beautiful garden (ardika, dhana and setiawan, 2015). the temple was abandoned by royal family of mengwi in 1890 during the war between the kingdons of mengwi and badung. upon the return of royal family in 1911, the temple ground was restored and returned to their original function. the earthquake in 1917, caused the collapse of several structures, and nearly 40 desa adat (village customary) as well as the subak batan badung made restoration to the temple (lansing, 2012; chheang, 2011; picard, 2006; picard, 2008). the taman ayun temple is located in a hilly place surrounded by pond or river in the eastern, southern,and western parts of the site. there is a bridge connecting the entrance of the temple to the road in the southern part of the site. the ground plan of the temple of taman ayun looks similar to the angkor one. the ground plan of the temple reprensenting the mount of mahameru surrounding by the sea in the hindu mythology. apart from the royal family temple of mengwi, taman ayun is also functioned as subak temple. several rites or ceremonies were normally held at the temple for subak purposes such as: the holy water from the lakes were kept in the shrines at taman ayun temple. blessing ceremony of the mountain gods and other fertilty gods as well as the ancestors of the royal family is held at taman ayun temple, and then the holy water is distributed to twenty subaks around mengwi. e-journal of tourism vol.4. no.2. (2017): 85-93 http://ojs.unud.ac.id/index.php/eot 87 e-issn: 2407-392x. p-issn: 2541-0857 the nangluk merana (pest control) ceremony is also held at taman ayun temple. the king of mengwi traditionally lead the ceremony, even today the prince of mengwi continous to perform this function. the taman ayun temple is also the chief water temple of the subak batan badung. the subak batan badung utilized the water from the temple‟s large moat, and shares responsibility for the temple with the royal family of mengwi. tirta empul temple tirta empul is one of the subak temple along the pakerisan river system. the springs at tirta empul becomes source of water for subaks of pulagan and kumba in gianyar regency. the inscription of manukaya dated to saka 882 or 960 ad described king chandra bhaya singha warmadewa maintained the springs or holy water (thirta) at air mpul (goris, 1954; kempers, 1991: 157; ardika, dhana and setiawan, 2015). the words thirta di air mpul which were stated in the inscription still exist today as the name of the temple namely tirta empul. methodology this is a qaulitative research in which several informants and 60 respondents of domestic and foreign tourists were interviewed accidentally during the survey. observation, interview, and questionnaires were distributed for data collection. data analyses were utilized through decriptive interpretation. the result of this research indicates that three aspects of tri hita karana namely religious, social, and environtment have been implemented in managing the taman ayun and tirta empul temples as tourist attractions. however, the label or branding of world heritage sites has not signicantly increased the number of tourists visiting taman ayun and tirta empul temples yet. it should also be noted that the foreign and national tourists have not known the outstanding values of tri hita karana yet. it seems that world heritage sites in bali need to be promoted for tourist attraction. results and discussion taman ayun temple the temple of taman ayun is one of tourist destinations in bali. this research was conducted in 2015, or three years after the temple has been determined as world heritage list. 30 respondents, consisting of 15 foreign and 15 local or domestic tourists were determined accidentally during this research. the character of foreign respondents namely 9 women and 6 men. their ages can be divided into four categories; 15-29 years old (5 person or 33,33%); 30-44 years old ( 1 person or 6,67%); 45-59 years old (5 person or 33,33%); and more than 60 years old (4 person or 26,67%). their occupations include: businessmen, medical doctor, students, and others professions. the domestic respondents consist of 3 men (20%), and 12 women (80%). their ages of domestic respondents: 15-29 years old (9 persons or 60%); 30-44 years old (3 person or 20%); 45-59 years old (3 persons or 20%0). there is no domestic tourist more than 60 years old. their occupations include: businessmen, teachers, and students. on the basis of the ages of foreign respondents can be categorized as mature or senior tourists who tend to visit religious site or temple. all of foreign respondents (100%) visited taman ayun for the first time. it is not known whether they will come back to visit the temple in the future. the number of tourists visited taman ayu between 20102014 is shown in table 1. tabel 1. the number of tourists visited taman ayun in last five years years foreign tourists domestic tourists total 2014 245.940 83.751 329.691 2013 205.525 76.376 281.901 2012*) 111.574 62.058 173.632 2011 235.511 120.574 356.085 2010 256.442 148.278 404.720 source: department of tourism, badung regency e-journal of tourism vol.4. no.2. (2017): 85-93 http://ojs.unud.ac.id/index.php/eot 88 e-issn: 2407-392x. p-issn: 2541-0857 on the basis of tabel 1, the number of tourists visited taman ayun in the year of 2012 was decreasing when the temple was determined as world heritage list. in the year 2013 up to 2014, after taman ayun has been determined as world heritage site the number of tourists are visiting the temple increased continously. however, the number of tourists was still lower compare to the year 2010 which is 404.720 persons. this indicates that the label or branding of world heritage site for taman ayun has not significantly increased the number of tourists visit the temple as a tourist attraction. in relation with the implementation of tri hita karana namely religious, social, and environment aspects at taman ayun can be described as follows. the religious aspect (parhyangan) of the temple is kept strictly. tourist are not allowed to enter the third yard or the inner yard of the temple. the inner yard or the third yard is considered as the most secret part of the emple, because the shrines and ceremony is normally held in this place. however, tourists can observe and take photograp of the shrines from outside the temple‟s wall (see figure 1 ). figure 1. tourists at taman ayun temple as far as the religious aspect at taman ayun is concerened, tourists are allowed to visit the temple without wearing balinese customes (figure 2). this phenomena can be said as a paradox. there is a regulation in bali that tourists and tourist guides should be wearing traditional balinese customes when they visit the temple. according to picard (1996) this paradox can be assumed as “touristic culture”. the ideology behind this paradox must be commercialism. figure 2. tourists are not wearing balinese custom visiting taman ayun temple the social aspect (pawongan) of tri hita karana is the relationship between people and other people. since taman ayun as a tourist destination, information and services to the visitors which represent human relation become critically important. several signeds are available for the tourist guidance at the temple of taman ayun (figure 3). however, the booklet or a general information concerning the temple of taman ayun is in indonesian language. there is no booklet or e-journal of tourism vol.4. no.2. (2017): 85-93 http://ojs.unud.ac.id/index.php/eot 89 e-issn: 2407-392x. p-issn: 2541-0857 information in english or other foreign languages are available in the front desk of the temple. this condition will make inconvenient for tourists who visit the temple by himself/herself without buying a package tour or unaccomponied by guide. in addition, there is no local guide available at the temple to provide information to the tourists. figure 3. signeds at taman ayun temple in relation with the environment aspect or palemahan of tri hita karana, the gardens in the eastern and northern sides of the temple as well as the vendors in the front gate of the temple are well managed. tourist buses are not allowed to park on the street in the front or in the south of the temple (figure 4). there are several cleaners and garderners work at taman ayun to keep green and clean of the temple. toilets and wantilan (arena for cockfighting) have been restored after taman ayun determined as world heritage site. in terms of the environment surrounding the taman ayun is well managed. however, several vendors are complaining for relocation program because buyers and tourists are difficult to get access to their location. this phenomena must be solved by the autority as soon as possible in order to gain sustainable tourism development at taman ayun. it seeems that no one is marginalized by the development of world heritage management, especially the local community. the local community should get benefit from tourism development which is based on cultural hertiage. figure 4. rubbish bins and garderners at taman ayun temple figure 5. street management in the front of the taman ayun and vendors along the pedestrian toward the temple e-journal of tourism vol.4. no.2. (2017): 85-93 http://ojs.unud.ac.id/index.php/eot 90 e-issn: 2407-392x. p-issn: 2541-0857 tirta empul temple the temple of tirta empul is also a tourist destination at gianyar regency. in the last five years between 2010 and 2014, the number of tourists visited the temple can be seen in table 2 as follows. table 2. the number of tourists visited tirta empul temple years foreign tourists domestic tourists total 2014 285.617 158.267 443.884 2013 243.459 202.043 445.502 2012*) 272.142 189.535 461.677 2011 188.787 177.591 366.378 2010 198.641 146.604 345.245 source. department of tourism, gianyar regency tabel 2 indicates that the number of tourists visited the temple were fluctuating in the last five years between 2010 and 2014. the number of tourists visited tirta empul were declining after the site has been determined as world heritage site. thirty respondents were determined accidentally during the survey at tirta empul, fifteen were foreigners and another fifteen were local tourists. there are four categories of respondents in terms of their ages namely: (1) 15-29 years, (2) 30-44 years, (3) 45-59 years, and (4) more than 60 years. two respondents (13,33%) of foreign tourists in the category of 15-29 years. six respondents (40%) which are 30-44 years old. two respondents (13,33%) in the category of 45-59 years old, and five respondents (33,34%) in the category more than 60 years old. in terms of gender the foreign respondents consist of four men and eleven women. their occupations include entrepreneurs, teachers, medical doctors, student, pensioners, and shop keepers. 73% of foreign tourists bought package tours to the temple or destination, (6,67%) knew the site through friend, 6,67% through book, and 13,33% through internet. the domestic (local and national) respondents can be classified as follows: the category of 15-29 years old three respondents (20%), 30-44 years old six respondents (40%), and 45-59 years six respondents (40%). no domestic respondent are older than 60 years old. most foreign and domestic respondents do not understand that the temple has been determined as world heritage site which is based on the philosophy of tri hita karana. unlike taman ayun, every tourist who visited tirta empul temple must wear balinese customes. sarong and scarf are provided for tourists at the entrance of the temple (see figure 6). figure 6. sarung and scarf are provided at the entrance of tirta empul temple tourists who visit tirta empul must wear the balinese customes in order to keep the holyness of the temple. however, tourists at tirta empul are allowed to enter the third yard or the most sacred part of the temple (see figure 7). this phenomena is totally different comparing to the situation at taman ayun where tourists are forbidden to enter the third yard of the temple itself. only certain area of the inner yard or the third yard of the temple is restricted for the tourists at tirta empul temple (see figure 7). picard (1996) states this paradox as touristification. there is exception for tourists who allow to enter in the most e-journal of tourism vol.4. no.2. (2017): 85-93 http://ojs.unud.ac.id/index.php/eot 91 e-issn: 2407-392x. p-issn: 2541-0857 sacred place of the temple. the idiology behind this phenomena might have been commercialization. it is the religious aspect of tri hita karana that being practised at the tirta empul temple. figure 7. tourists took photograp for themself and forbidden notice at the inner yard of tirta empul temple the social aspect (pawongan) of tri hita karana at the temple of tirta empul were represented by providing services and informations to the tourists. as already noticed, sarong and scarf were provided to the tourists when they visit the temple. signeds or information notices are also provided to the tourists. in addition, tourists who are willing to purify themselves at the holy springs of the temple are welcome (see figure 8). there is a myth that the holy springs were created by god of indra to prevent his followers from the poison which were produced by king mayadanawa. not only the local people but also foreign tourists took part for melukat or purification ceremony. the tourists brought their offerings and wore the balinese customes for this ceremony. this behavior represent “cultural tourists” namely tourists who respect and practice local tradition. it should be noticed that tourists complaining the fees and condition of toilets and the places for changing clothes after they have had purification ceremony. the toilet fees seem too commercial for the tourists and the condition of the toilets is under international standar. figure 8. tourists take ques and practice melukat or purification ceremony at tirta empul the environment aspect (palemahan) of tri hita karana at the temple of tirta empul has been managed properly. pedestarian were created that caused easier for visitors to observe the temple. the wantilan pavilion was restored and fish pond was maintained as additional tourist attraction (see fig. 9). figure 9. pedestarian around the temple and the fish pond at tirta empul e-journal of tourism vol.4. no.2. (2017): 85-93 http://ojs.unud.ac.id/index.php/eot 92 e-issn: 2407-392x. p-issn: 2541-0857 discussion taman ayun and tirta empul have been determined as world heritage sites. cultural heritage is contested and negotiated in the interplay of local, national and global spaces (yamashita, 2013). the phylosopy of tri hita karana is the outstanding universal values or local wisdom of the balinese people should be understood by national and foreign tourists. as already noted that the majority of national and foreign tourists have not understood yet the outstanding universal values of tri hita karana. it seems that the tourism authority of the government of bali and the managements of both taman ayun and tirta empul should promote the phylosopy of tri hita karan to tourists and travel agents in order to increase the number of tourists visit those temples. the number of tourists visited taman ayun and tirta empul after the temples have been determined as world heritage sites do not increase significantly (see table 1 and 2). similar case also occurred at borobudur. the number of foreign tourists visited borobudur in 2014 was 250.000 person. the minister of tourism of indonesian government stated that borobudur should gain 2 million tourists. the angkor wat temple was visited by 2.1 million foreign tourists in 2015 in comparison to the old city of lijang in china the situation is quite different. according to the tourism board of lijiang city, 1.06 million tourists visited the old town in 1996, one year before the world heritage designation, which rose to 4.33 million in 2007. in 2012 the number of visitor amounted to 16 million. most of them are chinese domestic tourists. in terms of tourism development, the old town seems quite successful, and the effects of world heritage considerable (yamashita, 2013). many writers criticise the effects of world heritage designation from the viewpoint of lijiang‟s local community. they write, „lijiang does not need world heritage.‟ through the increase in number of tourists, the river water, which had supported the live of the local people, is now polluted. traditional houses in the old town have been transformed into souvenir shops, restaurants or guesthouses. the naxi people who live in the old town have moved out, and han chinese have moved in to run the shops. as of 2007, naxi residents ran only 98 of 379 guesthouses in the old town, while 281 were run by non naxi, mostly han chinese. in other word, that the old town of lijiang today exists for the tourists rather than the naxi (yamashita, 2013). it is interesting to note that the govenment of bali developed cultural tourism policy. the cultural tourism which promotes the cultural identity of a local population as a tourist attraction (picard, 2008). the impacts of tourism industry on bali were understood as a threat of cultural pollution. to prevent such a fatal outcome, the balinese authorities devised a policy of cultural tourism which was intended to develop tourism without debasing balinese culture, by using culture to attract tourists while fostering culture through the revenue generated by tourism (picard, 2008). the use of taman ayun and tirta empul temples as tourist attractions in bali have had some impacts on the religious, social, and environment aspects. there are restriction or limitation of access for tourists to visit taman ayun and tirta empul in order to keep the holyness of the temples. however, by allowing tourists without wearing balines customes to enter the taman ayun temple, and tourists freely visit the inner yard of the tirta empul. this is known as touristification process. in other words, the sacredness of the temples of taman ayun and tirta empul appear to be declining due to tourism industry. this phenomena should be solved by negotiating and adopting local values by tourists in order to maintain the sacredness or religious aspect the temples. (yamashita, 2013) states that the central issue of world cultural heritage has given the interplay of local, national and global interests is who will make use of heritage site for whom, and for what purpose. the priority should be given to the local agents in cultural resources management. cultural resources should be utilised primarily for local benefit, national and international agents should only be collaborators in the exploitation of cultural resources, not the main beneficiaries. it is clear that world heritage designations should be used primarily for the e-journal of tourism vol.4. no.2. (2017): 85-93 http://ojs.unud.ac.id/index.php/eot 93 e-issn: 2407-392x. p-issn: 2541-0857 benefit of the local communities where world heritage sites are located, contributing to their happiness (yamashita, 2013). in relation to tourism industry, tourism was accussed of corrupting balinese culture, desacralisation of temples and the profanation of religious ceremonies, the monetisation of social relations and the weakening of communal ties, or else the relaxing of moral standards and the rise of mercantile attitudes. the issue was about what could be presented and marketed to the tourists. in this case, culture was being designed as product (picard, 2008). as world heritage sites, taman ayun and tirta empul are no longer the exclusive property of the balinese alone. both temples become the main attraction for the tourists as brand image of tourist destination. according to picard (picard, 2008) culture or the balinese temples had become for capital, which they could exploit for a profit. it seems that one could speak of „touristic culture‟ once the balinese came to confuse these two uses of their culture, when that by which the tourists identified them became that they identified themselves – that is, when the imperatives of the touristic promotion of their culture informed the considerations that their motivation will preserve it, to the extent that the balinese ended up taking the branding image of their tourist product for the maker of their cultural identity. indeed as soon as a society offers itself for sale on a market, as soon as it attemps to enhance its appeal to the eyes of foreign visitors, then it is the very consiousness that society has of itself which is being effected. in this respect, the local people are not passive objects of the tourist gaze (urry, 1990), but active subjects who construct representations of their culture to attract tourists (picard, 2008). conclusion the designation of world heritage sites of taman ayun and tirta empul has not significantly increase the number of tourists visiting the temples yet. the outstanding values of tri hita karana namely harmony and balance between religious (parhyangan), social (pawongan), and environment (palemahan) aspects should be promoted and maintained for the benefit of local people. contestation and negotiation in local, national, and international levels should be conducted totaman ayun and tirta empul as world heritage sites. taman ayun and tirta empul as cultural identity of the balinese should be preserved and served as capital for the tourists. in this case, world heritage sites should give beneficial for the local and the tourists as well. references ardika, i. w., dhana, i. n. and setiawan, i. k. (2015) implementasi tri hita karana dalam pengelolaan warisan budaya dunia sebagai daya tarik pariwisata di bali. denpasar. universitas udayana. chheang, v. (2011) „angkor heritage tourism and tourist perceptions.‟, tourismos, 6(2). lansing, j. s. (2012) guide to bali’s unesco world heritage. unesco. picard, m. (1996) bali. cultural tourism and touristic culture. archipelago press. picard, m. (2006) bali: pariwisata budaya dan budaya pariwisata. kepustakaan populer gramedia. picard, m. (2008) „balinese identity as tourist attraction: fromcultural tourism‟(pariwisata budaya) tobali erect‟(ajeg bali)‟, tourist studies. sage publications sage uk: london, england, 8(2), pp. 155–173. yamashita, s. (2013) „the balinese subak as world cultural heritage: in the context of tourism‟, jurnal kajian bali (journal of bali studies), 3(2). nyepi holiday package: e-journal of tourism vol.7. no.1. (2020): 88-100 http://ojs.unud.ac.id/index.php/eot 88 e-issn: 2407-392x. p-issn: 2541-0857 coffee tourism: from home products to attractions vincent sylvester leewellyn and santi palupi hotel business program, podomoro university corresponding author: vinsyl1303@gmail.com article info received 28 february 2020 accepted 01 march 2020 available online 31 march 2020 abstract the development of rural destinations is currently one of the strategies to increase the level of welfare for the community. indonesia, besides having natural resources, also has others potential resources such as culture, ethnicity, local languages, and many more. those potentials can be further developed as rural destinations. this research reaches the exploratory stage to find out what is potential, excellence and what must be done in order to become a rural destination. a qualitative approach is used in this study with head village in sukadana along with community leaders and organizational groups such as youth organization, kompepar (the driving force for tourism), bumdes (village-owned enterprises), etc. the result of this research finds out the potential resources that already exist in sukadana like natural resources (cikondang waterfall, gunung padang site and tea plantation) and human made – not originally designed to attract tourists and also suggest the activities that will improve the attractions. the conclusion finds that the village community still need more improvement in knowledges and skills about rural destinations, and also the local government is still not realized yet for sukadana village potential resources to be a rural destination. keywords: coffee, tourism, attractions, rural destination introduction tourism is one the considerations in improving the economy in many countries. with the increasing number of tourists, economic growth in tourism destinations can be increased. indonesia has natural resources, culture, ethnicity, local languages, which is a potential in developing tourism and the economy. the data from the international coffee organization (ico), shows that indonesia is the fourth largest coffee producer in 2018. brazil is still the largest coffee producer in the world, followed by vietnam and colombia. coffee production has not only become the source of revenues, like export, but also can be developed into a unique and interesting tourism that can be developed into tourist destination through e-journal of tourism vol.7. no.1. (2020): 88-100 http://ojs.unud.ac.id/index.php/eot 89 e-issn: 2407-392x. p-issn: 2541-0857 the rural surrounding coffee producers. the other way to develop a rural into tourist destination is to make the potential into attractions that can bring tourists, which is certainly supported by adequate facilities. this research is useful to improve the socio-economic community through the development of resources that are owned to provide added values for increasing the economy for communities. the interesting in this study is the history of coffee in indonesia during the dutch colonial era. rooseboom (2014) stated that it began in 1616 where indonesia was still in dutch colonialism. at that time, coffee merchants wanted to monopolize coffee, where the seeds of fertile or living plants were not allowed to be exported out of the arabian peninsula. pieter van den broecke, merchant and administrator of the netherlands east india company (voc – vereenigde oostindische compagnie), managed to bring coffee plants from mocha, yemen and brought them to the netherlands. however, one of the difficulties is netherlands is not suitable for large-scale cultivation because of the climate. therefore in 1696, the voc succeeded in sending live coffee plants to batavia (now jakarta) to be planted on java. where 10 years later, the voc brought coffee beans from batavia to amsterdam to be planted in the hortus, one of the oldest botanical gardens in europe. (lasmiyati, 2015) around the 1700s, the voc required residents in the batavia and mountainous regions of west java (parahyangan) and the local governments (regents) to be obliged to send coffee beans in accordance with the contracts imposed by the voc. the regents should ensure that people plant coffee, maintains plantations and provide coffee in good quality. according to breman (2014), in 1726, the voc became the largest coffee distributor, from which half to third quarter of the coffee trade in the world came. the majority was from cianjur region. aria wiratanu iii, at that time who served as regent of cianjur i, produced and contributed the most coffee in the regions, which greatly benefited the voc (suriadinigrat, 1982). based on the history above, it can be seen that coffee plantations in indonesia experienced rapid progress in the dutch colonial era, and the highest quality coffee producing regions were in the cianjur area. coffee as one of the attractions in rural destinations, can include history, e-journal of tourism vol.7. no.1. (2020): 88-100 http://ojs.unud.ac.id/index.php/eot 90 e-issn: 2407-392x. p-issn: 2541-0857 processes, and traditions as well as the ways to enjoy coffee from each of the characteristics of the area. the development of rural destinations in this study is the development of coffee farming-based tourism, conducted in sukadana village, campaka district, cianjur regency, indonesia. picture 1. history of coffee is grown in indonesia during dutch colonial era literature review developed countries see tourism as the fastest-growing industry nowadays, according to bishop (2014), these countries see the advantages by make tourism as a priority of the development strategy. tourism industry has the potential to be able to have a positive and negative impact on development and the environment. the positive impact that can occur in the region is to increase the economy, while the negative impacts that occur due to the number of tourists are cultural shifts, waste/pollution/waste produced increased and also there will be many social problems that arise. the problems that arise need to be handled properly so that they cannot be addressed and overcome along with the development of tourism. united nations world tourism organization (unwto), focuses on the tourism development to improve the economy. there are several studies that have shown that tourist attraction is very necessary in understanding the elements that encourage people to travel (formica, 2002). the attraction of tourist destination, if there is more factors can meet the needs of tourists, that can be considered attractive and more tourists will come to these destinations. tourist attractions are potential tourism that can be possessed by destinations, where the attractions can make tourists enjoy their vacation more. these attractions can cover all forms of natural and human-made resources, including culture, heritage, history, architecture, traditional arts, food, music, and craft that can attract tourists (walshheron, 1990; crouch & ritchie, 1999; goeldner & ritchie, 2003) e-journal of tourism vol.7. no.1. (2020): 88-100 http://ojs.unud.ac.id/index.php/eot 91 e-issn: 2407-392x. p-issn: 2541-0857 attractions that can also attract tourist are attractions that can involve tourists actively in these activities, for example when we talk about coffee attractions, tourist can do some activities such as picking coffee cherries, then processing the cherries to separate from cherries and seeds, then the roasting process of the coffee beans. the attraction that can be interactive is the process of making a coffee drinks which will be taught and shown in the process and how to enjoy coffee traditionally. according to swarbrooke (1995), states that there are four categories in the development of coffee attractions, including: a. natural attractions, such as the area of coffee plantations, landscapes, natural resources around such as waterfall and many more. b. human made – not originally designed to attract tourists, such as building houses in a coffee plantation area that is used for various activities in processing coffee plants c. human made and purpose built to attract tourist, like a coffee museum (which can explain history), traditional methods of enjoy the coffee, and many more d. festivals and special events, such as coffee festival, coffee competition, and harvesting traditional coffee the concern and attraction in coffee is the area of coffee plantations because the coffee beans are still traditionally processed. the nature and layout of the coffee plantations as well as the surrounding area will be an attraction which bring distinctive character of the coffee produced there. petit (2007) states that in ethiopia, one of the important aspects to keep and promote the heritage and culture is the traditional coffee making ceremony. methodology this study utilized a qualitative descriptive method to study and describe the potentials, existing problems, and the subjective potentials that exists in the community in the rural that can make the development succeed. this method is also used because it will include observations about environmental conditions, interactions that occur in the community, activities of coffee farmers, existing local wisdom and can determine the extent of community acceptance in the changes that occur in the process of developing the rural destination. e-journal of tourism vol.7. no.1. (2020): 88-100 http://ojs.unud.ac.id/index.php/eot 92 e-issn: 2407-392x. p-issn: 2541-0857 the sampling technique was purposive sampling technique. selected samples taken to have important roles in determining the development of rural destinations, as well as the stakeholders in the area, which consist of rural officials, community leaders, youth leaders, academics, tourists, community and local government. the data collection technique was focus group discussion (fgd), which aims at finding out the aspirations and needs of the community in developing rural tourism. the fgd is conduct with village head along with the community leaders and organizational groups such as youth organization, kompepar (the driving force for tourism), bumdes (village-owned enterprises), etc. results the location of the study took place in sukadana village, campaka district, cianjur regency, indonesia. this is an area of around 1,313 hectares, with population of 5,908 people, consisting of 2,977 men and 2,931 women, mostly farmers. rainfall ranges from 1,500 – 2,000 mm/year. it is located 900 – 1,100 meters above sea level and the temperature ranges from 19 – 28 degree celcius. the humidity averages 65%/year. sukadana village borders on other villages such as giri mukti village in the north, campaka village in the south, sukajadi village in the east and wangunjaya village in the west. there are some natural resources that can be enjoyed around the campaka sub-district such as gunung padang site, cikondang waterfall and gunung campaka tea plantation. sukadana village is an agricultural area where most of this area is filled with green plains, with the main livelihoods being farmers, farm laborers. for natural products, sukadana village produces several agricultutal products, such as coffee, tea, banana, chili, tomato, tubers, avocado, edamame and many more. sukadana village head, campaka sub-district, cianjur regency, mr. karmawan, said that the agricultural products are very diverse, it depends on the market demand. however, they are currently focusing on coffee, which after being explored more deeply, the history shown that cianjur was the best and the biggest producer of coffee in the dutch colonial period. sukadana village has started running arabica coffee plantations since 2012. already 6 years now, their production has almost reached 125 tons. in this 2019, 180,000 trees will be planted, in e-journal of tourism vol.7. no.1. (2020): 88-100 http://ojs.unud.ac.id/index.php/eot 93 e-issn: 2407-392x. p-issn: 2541-0857 which the 71,000 trees will be from the rural budget and the remaining will be paid by from west java province. the interesting thing from the taste of coffee from sukadana, that the arabica coffee that produced has an orange (citrus) aroma. this aroma makes the characteristic of sukadana coffee. the coffee tree planting system is planted through intercropping along with orange trees and banana trees. according to the village head and the residents, this makes the sukadana coffee has a distinctive aroma of orange (citrus). there are more than 600 farmers that manage more than 200 hectares of arabica coffee plantations in sukadana. after the coffee harvested, will be accommodated by gapoktan (combined farmers group). this fact shows that the development of rural destination in sukadana focus on coffee tourism. the economic conditions in sukadana are very dependent on the products that sold to wholesaler, which causes very low selling price. for the example like greenbean of coffee are sold around 2 – 4 usd per kilogram, depending on the quality grade produced. being a rural destination, open the opportunities to improve the economy of the communities in sukadana. this is because it can open access for direct marketing the high quality of arabica coffee to consumers or tourists. table 1. overview of the conditions of the sukadana village valuation items sukadana village geographical a. total area ± 1,313 hectares b. located at an altitude 900 – 1,100 meters above sea level c. the temperature is 19-28 degrees celsius d. humidity level ± 65%/year demographic a. total population 5,908 people, that divided into 2,977 men and 2,931 women b. there are ±215 families who own agricultural land from 628 farm families c. there are ±344 families who own plantation land from 744 family plantations economy a. the majority of livelihoods are farmers and ranchers b. agricultural products are corn, beans, tubers, chilies, tomatoes, eggplants, oranges, avocados, bananas, papaya, etc. c. plantation products are coffee, tea, cloves, pepper and nutmeg d. livestock products are cattle, buffalo, free-range chicken, goats, and sheep e. agricultural and livestock products are sold to middlemen/wholesaler and entrepreneurs f. there are also employees of private companies and civil servants g. gold mining sociocultural a. pencak silat infrastructure a. there are 6 maternal and child health services dan 1 health center b. electricity available c. there are 1 paud (early childhood education programs), e-journal of tourism vol.7. no.1. (2020): 88-100 http://ojs.unud.ac.id/index.php/eot 94 e-issn: 2407-392x. p-issn: 2541-0857 4 elementary school, 1 junior high school, and 3 islamic boarding schools d. there are already fine roads in the residential areas. but the road to go to tourist attractions such as cikondang waterfall and tea plantation is still rocky road potensi tempat wisata a. gunung padang site b. cikondang waterfall c. campaka tea plantation based on the table above shows sufficient conditions and potential to be developed as a rural destination. the plan to develop rural destinations is one strategy to increase community income. being the rural destination, sukadana will be known by others area that produce coffee which has a distinctive aroma of orange (citrus) discussion and conclusion discussion and implications the development of coffee-based rural destination can also believe to create a balance of the environment, socioculture and economy in the community. the balance of the environment will certainly avoid the occurrence of the conversion of agricultural land. the balance of socio-cultural factors, it can enhance the role and cooperation between communities due to having one common goal, developing a rural destination. against economic factors, it will increase the economy from several sector such as agricultural products, tourist attraction packages, and homestay. rural destinations as a form of integration between accommodation, attractions and supporting facilities presented in one unit. this requires the desire and commitment of all levels of society that exist in developing the rural destination. according to abdillah (2016) development of tourism destinations significantly affected the level of community involvement. its means that development of destination needs to gather all level of society to involve in development. according to swarbrooke (1995), states that there are four categories in the development of attractions, such as natural attractions, human made – not originally designed to attract tourists, human made – purpose built to attract tourists, and festival / special events. if viewed from the condition of sukadana, it is very possible to develop attractions, such as: 1. natural attractions e-journal of tourism vol.7. no.1. (2020): 88-100 http://ojs.unud.ac.id/index.php/eot 95 e-issn: 2407-392x. p-issn: 2541-0857 sukadana has several natural attractions such as cikondang waterfall and gunung padang site. a. cikondang waterfall cikondang waterfall is known as the little niagara and has height of 50 meters. cikondang waterfall is not a form of original spring, but from the end of a river that falls from a large cliff. the shape cikondang waterfall is similar to niagara falls, it’s just smaller. the condition of cikondang waterfall can be a tourist attraction. it’s just that there needs to be attention from the local government to be able to provide supporting facilities such as public bathrooms, or adequate trash bins. b. gunung padang site the gunung padang site is a hill located in karyamukti village, campaka district, cianjur regency, west java. bukit padang has 300 steps. it has an area of about 4,000 meters with an altitude of 885 meters above sea level. the gunung padang site has a lot of menhirs and dakon stones from andesite which contain high iron content. this site has five terraces that make it even more attractive. this is usually used for worship and pilgrimage. on the first terrace, it is thought to be a performing arts scene with serimpi dance. on this terrace there are also gong stones and gamelan stones that are pitched when hit. the first terrace is also called pamuka lawang (opening door), characterized by two stones that stand in a position like a door. on the second terrace, there is a granarys stone, a stone sitting and a stone of view to mount gede pangrango. on the third terrace, called the crown of the world, on the fourth terrace, there is a stone with kujang carvings. on the fifth terrace is called a throne. there is a throne stone which is a place where prabu siliwangi relaxes when meditating or calming down. the name gunung padang, taken from the words padang in javanese and sundanese means light. when we stand from mount padang, we can see the e-journal of tourism vol.7. no.1. (2020): 88-100 http://ojs.unud.ac.id/index.php/eot 96 e-issn: 2407-392x. p-issn: 2541-0857 city of sukabumi, cianjur cipanas, and bandung. the orientation of the direction from mount padang is facing gunung gede. in 2014, gunung padang was made the president's national cultural reserve. 2. human made – not originally designed to attract tourists a. gunung campaka tea plantation this plantation is located in campaka village, campaka district, cianjur regency with an altitude of 900 1,200 meters above sea level. with an average temperature of 24-27 degrees celsius and has an area of around 765 hectares. b. coffee farm sukadana village has around 200 hectares of coffee plantation land which in the future will continue to be developed. c. coffee processing facilities sukadana village already has a location to process coffee fruit that has been picked from the plantation. equipment owned by sukadana such as pulping machine, grader (coffee bean sorting machine), roasting machine and grinder 3. human made – purpose built to attract tourists sukadana does not yet have attractions that are specifically made to attract tourists. the attractions that can be made by sukadana related to plantations are as follows: a. the coffee processing process, this can be started from the process of picking coffee fruit directly from the coffee plantation, then proceed with the processing of coffee such as putting coffee fruit into pulping machine which functions in separating fruit from coffee beans, drying the coffee beans in a traditional way such as drying seeds outdoor coffee, then sorting coffee beans in terms of the size and quality of coffee beans, roasting the coffee beans to the desired level, and the process of making coffee drinks that can be enjoyed afterwards b. the coffee museum, can make a kind of storyline, where according to history cianjur is the largest and best coffeee-journal of tourism vol.7. no.1. (2020): 88-100 http://ojs.unud.ac.id/index.php/eot 97 e-issn: 2407-392x. p-issn: 2541-0857 producing region in indonesia and even throughout the world during the dutch colonial era voc. this can be started from the collection of images and evidence that can be packaged in such a way that can attract tourists. c. homestay program, where this program allows tourists to feel the living and living conditions the same as the natives in sukadana. where it will be very interesting because tourists must be able to follow the original work of the host of each homestay, such as farmers, breeders, etc 4. festival and special events sukadana does not yet have a festival or special events to attract tourists. it has already begun to be planned for making events related to the potential possessed such as: a. the manual brewing competition, sukadana can make the manual brewing competition locally and nationally, b. coffee festival, which invites the area around sukadana to be able to introduce the characteristics of each region. this can increase awareness of coffee business people to be able to reintroduce history which states the best quality is in the cianjur area. c. coffee harvesting traditional, can be packaged for traditional coffee harvesting activities for tourists. where the processing process is traditional without using a machine. looking at some of the above, it can be seen that sukadana is very feasible in being a rural destinations, where there is wealth and beauty of nature, the potential of the community can be developed to tourism awareness and from the infrastructure side it already good and can be improved even more. this is one of the factors that causes satisfaction and loyalty of tourists. based on study of amelia and palupi (2016) customers satisfaction significantly influenced domestic tourists’ loyalty. conclusion from the research process that has been carried out, there are several things that can be concluded, it is expected: e-journal of tourism vol.7. no.1. (2020): 88-100 http://ojs.unud.ac.id/index.php/eot 98 e-issn: 2407-392x. p-issn: 2541-0857 1. the people in sukadana are very open to rural destinations development programs. this was indicated by the village head and the organization to be able to attend the training and guidance provided. it also needs to be strengthened by the desire and commitment in developing sukadana into a rural destination. 2. the potential possessed by sukadana is very huge in being a rural destination, including: a. has abundant natural wealth for agricultural products such as coffee, tea, banana, bulbs tubes, chili, tomatoes, avocados, and many more, b. has natural attractions, such as cikondang waterfall, tea plantation and especially the gunung padang site. the natural superiority has not been organized and managed in tourism development. there must be an effort and awareness with the whole community if they want to make sukadana a rural destination. 3. stakeholders in this case the government does not yet fully know and understand in supporting the development plan of sukadana to become a rural destination. 4. the village community is not ready to become a tourism organizer. this will be supported by holding several trainings related to the development of rural destinations, such as the introduction of the world of tourism, attraction building, homestay management, ways of behaving and communicating to tourists, etc. there needs to be a strong desire and joint commitment in developing into a rural destination. limitation of this study and suggestions for future study 1. this research is only conducted from january to march 2019. 2. this study only looks at the potential and problems that exist in sukadana in the process of developing rural destinations. 3. further research can begin to carry out training and progress in rural destinations development programs, and see the development of community competencies in sukadana. 4. further research can also analyze several factors such as destination e-journal of tourism vol.7. no.1. (2020): 88-100 http://ojs.unud.ac.id/index.php/eot 99 e-issn: 2407-392x. p-issn: 2541-0857 attractions, destination support services, people-related factors and destination attractiveness measures. 5. do further research on the origins of the taste and aroma of sukadana coffee. references abdillah, fitri. (2016). local community involvement and quality of life in tourism destination development: case of coastal tourism in west java, indonesia. e-journal of tourism vol.3 no.2. pp. 130-139 amelia, rizki and santi palupi. (2016). the influence of services quality to domestic tourists’ loyalty through domestic tourists’ satisfaction at mount bromo tourism in east java indonesia. e journal of tourism vol.3. no.2. 8187 breman, jan (2014). keuntungan kolonial dari kerja paksa, sistem perdagangan dari tanam paksa kopi di jawa 1720-1870. jakarta: pustaka obor indonesia bishop, m. l. 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(1995). the development and management of visitor attractions. oxford: butterworth heinemann. vengesayi, sebastian, et al. (2009). tourism destination attractiveness: attractions, facilities, and people as predictors. tourism analysis, vol.14, 6221-636. doi: 10.3727/108354209x125979 walsh-heron, j. (1990). management of visitor attractions and events. englewood cliffs, nj: prentice-hall. yılmaz, b., acar-tek, n., & sözlü, s. (2017). turkish cultural heritage: a cup of coffee. journal of ethnic foods, 4(4), 213220.doi:10.1016/j.jef.2017.11.003 e-journal of tourism vol.7. no.1. (2020): 126-137 http://ojs.unud.ac.id/index.php/eot 126 e-issn: 2407-392x. p-issn: 2541-0857 analysis of perceived factors affecting tourist satisfaction in mountain tourism: a study in mount papandayan, indonesia afina putri vindiana, santi novani, lidia mayangsari, and dini turipanam alamanda school of business and management, bandung institute of technology corresponding author: afina_putri@sbm-itb.ac.id article info received 02 january 2020 accepted 18 march 2020 available online 31 march 2020 abstract although the mountain is a popular tourist destination, research regarding mountain tourism is still limited. over the years, researches on tourist satisfaction covered a more general context of tourism, without specifically analyzing mountain tourism. therefore, this research aims to investigates factors influencing tourists‘ satisfaction on mountain tourism, with mount papandayan, garut regency, west java, indonesia, as a case. eleven variables regarding tourist satisfaction were derived from several interviews with mount papandayan‘s management staff and 30 tourists that were hiking and camping on mount papandayan. a sample of 100 respondents, who were the mount papandayan‘s tourists that had been hiking and camping, completed questionnaires. exploratory factor analysis (efa) and confirmatory factor analysis (cfa) was used to analyze the data. the results show that there are three factors that affect tourist‘s satisfaction in mountain tourism, which are ‗infrastructure and facilities‘, ‗natural resources‘, and ‗mountain area‘s atmosphere‘, while cfa validated the model fit. the results also indicated a significant relationship between the three factors. this research provides an opportunity for broader research opportunities in mountain tourism, especially in tropical countries. keywords : mountain tourism, satisfaction, efa, cfa. introduction background mountain is one of the most popular tourist destinations, with its beautiful view and atmosphere. having the mountainous region as a tourist destination is important to create sustainable development for an area where resources are limited (messerli & ives, 1997). other than that, once a mountain is set as a tourist destination, there will be beneficial actions done such as environmental protection in order to e-journal of tourism vol.7. no.1. (2020): 126-137 http://ojs.unud.ac.id/index.php/eot 127 e-issn: 2407-392x. p-issn: 2541-0857 preserve the authenticity of the destination. according to unwto, tourism in the mountainous area is called ‗mountain tourism‘, and it offers typical activities according to the environment of the mountain. this means the activities offered in tropical countries are different to those offered in subtropical countries. however, there is an ongoing problem between mountain tourism in subtropical and tropical countries. tourists nowadays seem to favor snow-related activities which are only found in mountain tourism in subtropical countries, leaving tourism activities in tropical mountain unpopular (fredman & heberlein, 2003). indonesia, as one of the tropical countries, lies in the legendary area called ―the ring of fire‖ with 452 active and dormant volcanoes, which means it has a lot of developing mountain tourism areas. mountain tourism becomes an important part of the overall tourism industry as 20 percent of tourists are mountainous regions‘ tourists (silva, kastenholz & luís, 2015). in order to maintain the sustainability of tourism in tropical countries‘ mountain regions, where there are no winter-themed outdoor activities included, factors that influence tourist‘s satisfaction after visiting the mountain area should be investigated. it is widely believed that a high level of tourist satisfaction will maintain the loyalty of the tourists (wiranatha et al., 2018; wiranatha et al., 2016; suryawardani et al., 2017), create the intention to revisit and get them to spread positive word of mouth (baker & crompton, 2000; del bosque & san martin, 2008) . research objectives development of a new perspective of mountain tourism becomes an exciting endeavor, especially the studies on what makes tourists feel satisfied with mountain tourism. therefore, the aim of this study is to identify factors affecting the satisfaction of tourists who choose mountain tourism for vacation and empirically validate the model of tourist satisfaction in mountain tourism. this research measure tourist satisfaction with more objective variables than previous researches, which usually focused on expectation-perceived experience model or cognitive-affective, emotional-related model (kozak & rimmington, 2000). by studying factors influencing tourist satisfaction in a specific context, the future development of mountain tourism could be on target and eventually, increasing the number of tourists. this study uses mount papandayan for its case, as it is one of the most developed mountain regions in indonesia and one of the most popular sites for mountain tourism. e-journal of tourism vol.7. no.1. (2020): 126-137 http://ojs.unud.ac.id/index.php/eot 128 e-issn: 2407-392x. p-issn: 2541-0857 literature review tourist satisfaction to maintain the loyalty of the tourists, tourist satisfaction‘s level must be high enough, thus making research in tourist satisfaction quickly grows since the 1980s as it is assumed to be directly related to competitive advantage a destination has (baker & crompton, 2000; del bosque & san martin, 2008). at the beginning of the tourist satisfaction research era, tourist satisfaction was considered as an emotional experience and cognitive judgments of the destination with negative or positive emotions as the output that defines the satisfaction variable (oliver, 1993). the difference that tourists expect and what the real experience of tourists was also perceived as another way to measure tourist satisfaction (oliver, 1980; wirtz, mattila & tan 2000), but it is rejected by many researchers due to being too subjective (johns, avci & karatepe, 2004). meanwhile, gronroos (1990) started to think that the measurement for customers (or tourists in tourism context) satisfaction is the outcome of the certain quality of service and its perception by customers. the importance of measuring tourist satisfaction increases in the context of quality. the poor performance provided by one of the elements of a tourist destination could create a ‗halo effect‘: a condition where tourists‘ dissatisfaction with a destination‘s component makes tourists feel dissatisfied with the overall tourism experience and elements (cohen, 2013). this phenomenon makes a new era of tourist satisfaction research in quality of performance rather than emotional-related. the identification of destination‘s elements are significant in defining overall tourist satisfaction, yield managers‘ support to decide on investing for improvement of tourist destination, thus increasing the competitiveness of the destination (bernini & cagnone, 2014). this research aims to measure tourist satisfaction with tourism products and atmosphere as the main variables, which are considered more reliable than previous research on expectationperceived experience model or cognitiveaffective, emotional-related model in tourist satisfaction (kozak & rimmington, 2000). tourist satisfaction on mountain tourism the number of researchers that conduct studies in mountain tourism is increasing since the beginning of the 2000s (godde, price & zimmermann, 2000; beedie & hudson, 2003; nepal, 2003), even though most of them only cover the nature conservation of mountain e-journal of tourism vol.7. no.1. (2020): 126-137 http://ojs.unud.ac.id/index.php/eot 129 e-issn: 2407-392x. p-issn: 2541-0857 area. the development of a new perspective of mountain tourism, therefore, becomes an exciting endeavor, especially regarding the tourists‘ behaviour toward mountain tourism. tourism prospects in the mountain area are getting higher, and one of the attractiveness of mountain is related to its beauty of nature. fredman (2008) stated that the beautiful view a destination could offer would give a significant amount of total outdoor experience. this means mountain tourism has significant opportunities to give total satisfaction to tourists, by combining stunning scenery with high quality of service. the value of mountain tourism is very substantial as about 20 percent of the tourist industry, per year, is elucidated by mountain tourism (silva, kastenholz & luís, 2015). as mentioned before, investigating tourist satisfaction could influence the loyalty of tourists and create the intention to revisit. mountain tourism, although still gaining popularity, has lost some of its tourists (fredman & heberlein, 2003), thus it is urgent to research regarding tourists‘ intention to revisit-which begins with what influences tourist satisfaction in mountain tourism. research in the mountainous landscape as a tourist destination rarely came across the management aspect, especially tourist‘s satisfaction (smethurst, 2000). meanwhile, a study in tourist satisfaction usually deals with a more general concept of tourism, which sometimes does not apply to the mountain tourism context. nevertheless, the number of researchers that conduct studies on mountain tourism is increasing since the beginning of the 2000s. previous research in mountain tourism has discussed the conceptual framework of mountain tourism (nepal & chipeniuk, 2005), which later expands to the perception of residents living near mountain destinations (silva, kastenholz & luís, 2015). research in mountain tourism‘s sustainability and accommodation was also conducted (dornier & selmi, 2018), and the emotional-related research that explains tourists‘ experience in mountain tourism (frochot, elliot & kreziak, 2017). methodology prior to collecting the data, several semi-structured interviews regarding tourist satisfaction were conducted with mount papandayan tourism management‘s staff and 30 domestic tourists that were hiking and camping on mount papandayan. the interviews were conducted in bahasa indonesia in a spot inside the mount papandayan‘s site that was quite secluded to diminish unnecessary noises on the interviews‘ e-journal of tourism vol.7. no.1. (2020): 126-137 http://ojs.unud.ac.id/index.php/eot 130 e-issn: 2407-392x. p-issn: 2541-0857 recording. the interviewees were informed of some important information regarding the interviews, such as the objectives and confidentiality of the interviews, how the interviews took some time and were recorded and transcribed for further analysis. based on the interviews, a total of 11 variables were included in the final questionnaire: 1) fresh air 2) view 3) cleanliness 4) photogenic spot 5) direction board 6) restaurant 7) crater 8) destination for families 9) forest 10) flower garden 11) safe trekking route some of the variables derived from interview results were selected in accordance with previous literature on tourism. for example, ―cleanliness‖ was selected because tasci, gartner, & cavusil (2007) mentioned that cleanliness of the environment and maintenance of public facilities is one of the attributes that represent tourist‘s satisfaction. ―direction board‖ was also inserted as a variable because bagri & kala (2015) claimed that it is important to see if tourists are satisfied with the current direction board and signage that are embedded in the tourism spot. after the questionnaire was finalized, a survey was conducted in mount papandayan to collect data. respondents were selected using purposive sampling, where domestic tourists were asked first if they had been hiking and camping on mount papandayan. likert scale was used on the questionnaires, ranging from 1 to 4, with 1 as ―strongly disagree‖ and 4 as ―strongly agree‖. even-numbered likert scale was chosen to urge the respondents to choose between agree and disagree, preventing neutral position that usually occurs in an odd-numbered likert scale (brown, 2000). a sample of 100 respondents was collected from the survey. exploratory factor analysis (efa) was selected to group several observed variables into relevant factors. efa also gives the possibility for the researcher to consider cultural differences and research settings (hadi, abdullah & sentosa, 2016). confirmatory factor analysis (cfa) was used to validate the proposed model from efa results. efa was conducted using ibm spss version 23.0, while cfa was performed using amos 23. e-journal of tourism vol.7. no.1. (2020): 126-137 http://ojs.unud.ac.id/index.php/eot 131 e-issn: 2407-392x. p-issn: 2541-0857 results and discussion based on the profile of the respondents, most of them came from jakarta, the capital of indonesia. the majority of the tourists get information about mount papandayan from their friends, which could be a sign for a positive effect of word of mouth (wom). table 1. respondents‘ profile (n = 100) variable % gender male 72 female 28 city of residence jakarta 22 bandung 18 garut 14 tasikmalaya 12 bekasi 8 other 26 information source friends 70 family 4 social media 22 source : data analysis (2019) after identifying the profile of the respondents, efa was performed to sort variables into several factors. principal component and varimax rotation were used to investigate orthogonal factor dimensions. the number of factors is extracted based on eigenvalues greater than 1.0, rotated by varimax analysis. cutoff for factor loadings is set to 0.50 as it is perceived as an excellent cut-off to decrease the probability of cross-loadings (kalia, 2017). eleven variables regarding satisfaction resulted in three-factor groupings: ―infrastructure facilities‖, ―natural resources‖, ―mountain area‘s atmosphere‖, and explained 61.232% of the variance. from the results of grouping variables into factors (table 2), variables related to the destination attractions such as crater and flower garden are grouped under the same factor, while variables regarding what tourists feel or see are assembled into another factor. the same goes for variables concerning facilities such as restaurants or food stalls, direction board, and trekking route. table 2. exploratory factor analysis results factors factor loading eigen value % of variance f1: infrastructure facilities 4.398 39.980 cleanliness 0.666 direction board 0.713 restaurant 0.592 safe trekking route 0.724 destination for families 0.678 f2: natural resources 1.316 11.966 forest 0.644 flower garden 0.850 crater 0.675 f3: mountain area‘s atmosphere 1.021 9.286 fresh air 0.652 view 0.638 photogenic spot 0.862 total variance explained 61.232 source : data analysis (2019) e-journal of tourism vol.7. no.1. (2020): 126-137 http://ojs.unud.ac.id/index.php/eot 132 e-issn: 2407-392x. p-issn: 2541-0857 factor loadings were ranging from 0.592 to 0.862, which means the correlations between the items and the factor groupings are good. commonalities of the variables were ranging from 0.522 to 0.764, indicating a moderate fit between variables within a component. to measure the construct validity, convergent validity and discriminant validity were conducted. convergent validity of each construct was determined by analyzing ave and composite reliability. table 3. composite reliability and ave of constructs factors ave composite reliability infrastructure facilities 0.457 0.807 natural resources 0.531 0.769 mountain area‘s atmosphere 0.525 0.764 source : data analysis (2019) from table 3, ―natural resources‖ and ―mountain area‘s atmosphere‖ had good value of ave and composite reliability, as the minimum value of ave and composite reliability is 0.5 and 0.7, respectively (fornell & lacker, 1981). however, ―infrastructure facilities‖ has ave lower than 0.5, but the composite reliability passed the minimum criteria, so it is still acceptable (fornell & lacker, 1981). the discriminant validity was assessed by calculating the shared variance between the constructs. table 4. correlation and shared variance between constructs factors coefficient of correlation shared variance infrastructure facilities – natural resources 0.479 0.229 natural resources - mountain area‘s atmosphere 0.419 0.175 infrastructure facilities - mountain area‘s atmosphere 0.320 0.102 source : data analysis (2019) the ave of each construct is higher than the shared variance between the constructs shown in table 4. based on that results, it can be concluded that the discriminant validity of the constructs is established (fornell & lacker, 1981). first-order cfa was performed to analyze the model constructed by efa results. the results showed a fit for the tested model, with significant chisquare/df less than 2 (byrne, 2013), rmsea (root mean square error of approximation) less than 0.08, and gfi (goodness of fit index), cfi (comparative fit index), and tli (tucker lewis index) more than 0.90 (table 5). the agfi (adjusted goodness of fit index) however, has the value lower than 0.90, but it is still categorized as marginal fit since the value is higher than 0.80. e-journal of tourism vol.7. no.1. (2020): 126-137 http://ojs.unud.ac.id/index.php/eot 133 e-issn: 2407-392x. p-issn: 2541-0857 table 5. cfa fit results indicator value note cmin/df (< 2) 1.167 fit rmsea (< 0.08) 0.041 fit gfi (> 0.90) 0.919 fit cfi (> 0.95) 0.977 fit tli (> 0.90) 0.969 fit agfi (> 0.90) 0.870 marginal fit source : data analysis (2019) the first-order cfa also showed a three-factor model that defines the data, with good correlation between each factor (figure 1). figure 1. cfa model with standardized regression coefficients from the model, it could be interpreted that ―infrastructure facilities‖ factor is significantly correlated with ―natural resources‖ (0.75), and so ―natural resources‖ is significantly correlated with ―mountain area‘s atmosphere‖ (0.74). ―infrastructure facilities‖ is also positively correlated to ―mountain area‘s atmosphere‖ (0.56). the results indicated that ―natural resources‖ have the most significant relationship to the other factors, so management staffs of mount papandayan should maintain the natural resources seriously, as it significantly affects other factors of tourists‘ satisfaction in mountain tourism. the standardized correlation coefficients results showed that the each variable is significant since the p-value is lower than 0.001, with ―restaurant‖ as the most important variable in ―infrastructure facilities‖ factor (0.713), while variable named ―crater‖ is the most significant among the other variables under ―natural resources‖ factor (0.70). lastly, the third factor, ―mountain area‘s atmosphere‖, has variable ―view‖ as the most important one (0.81). finding on how restaurant is seen as the most important aspect on destination‘s facilities and infrastructure is aligned with previous study by faulkner, oppermann, & fredline (1999). tourist destination should highlight the restaurant or cuisine as its tourism product, as tourists‘ interest on food in tourist destination grows bigger. previous research even claimed that a destination that could provide restaurants with good e-journal of tourism vol.7. no.1. (2020): 126-137 http://ojs.unud.ac.id/index.php/eot 134 e-issn: 2407-392x. p-issn: 2541-0857 experience will make the tourists feel more satisfied with the destination. meanwhile, crater is seen as the most important natural resource for tourists visiting mountain region. it could be seen as accurate, considering crater is a unique property owned by a mountain. a unique resource makes a tourist destination as alluring to some of the tourists, thus in this case, mountain is a potential tourist destination as it has many unique resources that another area doesn‘t (swaarbrooke, 1995). the three factors contributing to tourist satisfaction on mountain tourism are all supported by previous studies on tourism. in southeast europe, destination‘s infrastructure correlates to the success of its development, since better infrastructure means better production and distribution of services in the destination (jovanović & ivana, 2016). high investment in creating new infrastructure and facilities will likely bring more tourists to come, especially hotel rooms. surprisingly, variables called ―destination for families‖ and ―cleanliness‖ were included in infrastructure factor, which means the destination‘s facilities and infrastructure should be family-friendly and has good hygiene. ―natural resources‖ as a factor regarding tourist satisfaction from this study, is aligned with previous research that dotted natural resources as the primary element for tourists to come (mihalič, 2013), though it is also implied that due to uncertain behavior of nature, other aspects from the destination such as services and infrastructure should be improved to create satisfaction among tourists, as bad infrastructure relates to lower tourist satisfaction, which suits the result of this research (coghlan, 2012). the last factor, ―mountain area‘s atmosphere‖, is supported by previous research (becken, 2010) about how the climate and weather of a tourist site is important in determining tourist‘s decision to visit it. tourists will not choose a tourist destination that often has bad weather or climate since it prevents them to enjoy the site and poses many risks. mount papandayan has fresh air and beautiful view that is protected well enough for tourists to enjoy, and it is important to keep the atmosphere of mount papandayan the way it is, as changes in atmosphere, according to becken (2010), will cause loss of prospective tourists. conclusion tourist satisfaction in mountain tourism can be seen from three factors: ―infrastructure and facilities‖, ―natural resources‖, and ―mountain area‘s atmosphere‖. these three factors are significantly correlated with one another, e-journal of tourism vol.7. no.1. 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(2016): 64-70 http://ojs.unud.ac.id/index.php/eot 64 e-issn: 2407-392x. p-issn: 2541-0857 contribution of female entrepreneurs in promoting local food to support tourism in bali putu sucita yanthy, n. darma putra and i komang gde bendesa doctorate program in tourism universitas udayana corresponding author: putusucitayanthy@yahoo.com article info received 20 february 2016 accepted 30 august 2016 available online 15 september 2016 abstract this study analyzed the contributions of balinese female entrepreneurs in the culinary industry in promoting local food to support tourism in bali. research was undertaken in the area of bali province and data were obtained from observations, interviews and study of literature supported by the theory of invented tradition. eight balinese warrior of culinaries were interviewed supported by food bloggers, literature reviews and documentation. data were analyzed based on descriptive qualitative. the results show that balinese female entrepreneurs have: (1) popularized balinese food, (2) preserved the existence of balinese food, (3) strengthened the balinese culinary identity, and (4) supported tourism in bali. keywords: balinese food, women’s contributions introduction background researches on women in the tourism industry have been conducted by many scholars who dedicate their knowledge to study women in their various roles, both domestic and public. cukier, norris and wall (1996) studied women involved in the tourism industry particularly those working as art shop staff; sri (2013) had a research on women engaged in the tourism business as homestay operators; janapriati (2015) studied women working as spa therapists, while oka (2015) conducted a study on women working aboard cruise ships. although there are a variety of roles owned by women who are actively engaged in public, the most frequently highlighted one is their role as an employee. however, some studies had started to raise the awareness regarding women’s other roles in the public sphere, such as a study conducted by ling, juo and i.jionghua (2011) which revealed that women have an important contribution in promoting tourism in sarawak, while a study conducted in bali by putra (2014) put a highlight on four female characters referred to as ‘culinary heroines’ (in indonesian: ‘srikandi kuliner’). women’s contributions in the development of the tourism industry are very important, yet there are not many studies which discuss that, and there is still lack of appreciation for women’s contributions in the tourism industry. one of the activities in the tourism industry which may be appropriate for women as they may have a potential for it, is the culinary activity. the people involved in this industry particularly in bali are mostly women. they are the owners of the warung (food stalls) and restaurants who have been running their business for decades since indonesia gained its independence through the time when the tourism in bali started to develop and to date. it is very important to note their contributions considering that presently the culinary industry has a strong role to support the sustainability of tourism in mailto:putusucitayanthy@yahoo.com e-journal of tourism vol.3. no.2. (2016): 64-70 http://ojs.unud.ac.id/index.php/eot 65 e-issn: 2407-392x. p-issn: 2541-0857 bali. as a supporting part of tourism, the culinary industry has gained many people’s interest. domestic and foreign tourists have begun to show an increased interest in balinese food. they explore many places in bali to find the typical dishes of bali and tell the whole world about the unique taste and presentation. observers and those who are interested in the culinary world also have an important role in introducing balinese culinary delights. food bloggers like ‘epicurina’, ‘balikalapmakan’, ‘food in frame bali’, and ‘delicious food bali’ are competing to gather accurate information on balinese food and pack the information with interesting visuals which make balinese food become increasingly popular as a tourist attraction. in addition to the food bloggers, now there are easy-to-find books on balinese culinary recipes the authors of which describe balinese foods in detail. some of the authors are ida ayu soraya with her book titled masakan bali (2005); janet denefee with her books titled fragrant rice (2006), bali the food of my island home (2010), and to stir with love (2010); nanik mirna agung with pawon bali 60 resep masakan khas bali (2010); krugger with balinese food (2014); bondan winarno with 100 maknyus bali (2015); and ketut gogonk with resep kuliner warisan leluhur (2015). balinese food is not easy to be introduced as food that can be enjoyed by people from various cultures because many people still consider that balinese food contains pork. however, it cannot be denied that for years one of the well-known balinese foods is babi guling (balinese roasted suckling pig) that is popular among many domestic and foreign tourists. babi guling is indeed very easy to find in bali for it is not only a culinary icon in bali, but it is also used as a kind of balinese offerings. getting to know balinese food also means getting to know part of balinese cultures and traditions as most of the balinese foods known today are types of offerings that are prepared by the balinese for special events and days. bondan winarno at the launch of his book titled 100 maknyus bali on february 4, 2016 also indicated likewise. he argued that balinese food is likely to be misunderstood. many people do not clearly understand balinese food. in fact, not only is balinese food delicious, but it also contains ingredients which have usefulness for the health of our body organs. the recipes and processing methods are passed down by the ancestors to cooks in bali called be lawa (winarno, tanod and nazarudin, 2015:334). be lawa are mostly men, because ngebat or paebat (a meat processing activity) in balinese culture is mostly done by men. be lawa itself is bima’s name when he disguised himself as an expert butcher. this skill is passed down to men. on the other hand, women are not directly involved in the paebat process as they normally prepare the food ingredients such as spices, rice, and its servings especially for offerings. in the process of paebat or mebat, the main role is not played by women. women usually take most part in daily cooking activities. generally, balinese women can cook either for their family or to fulfill the economic needs of their family. many food stalls are run by women. even many foreign chefs who come to bali may choose to learn from women who are experts in making balinese foods. basically, women also excel at food processing and presentation. they can cook for their family and they can even sell home-made foods to people in their neighborhood through warung (food stalls). there are eight women selected as the subjects of this research and they are entrepreneurs in the culinary industry in bali in the area of kuta, sanur and ubud. they have a great contribution as the culinary businesses that they are running have become legendary icons in balinese culinary business. they are made masih, anak agung oka sinar, janet denefee, kadek nilawati, ni wayan murni, sang ayu putu wija, made weti, and ni ketut tjuki. these eight research subjects have their own ways in presenting their culinary delights. the selection of the research subjects were based on several criteria which include ownership of culinary business, the period of the operation of the culinary business, consistency and commitment in serving balinese food menu at their food stalls or restaurants. the results of the interviews with balinese food bloggers serve as the main source of information because those food e-journal of tourism vol.3. no.2. (2016): 64-70 http://ojs.unud.ac.id/index.php/eot 66 e-issn: 2407-392x. p-issn: 2541-0857 bloggers have observed and written information on the food stalls and restaurants owned by the research subjects, and recommended the food stalls and restaurants owned by these female entrepreneurs as the best culinary destinations in bali. the research of cukier, norris and wall (1996), entitled "the involvement of women in the tourism industry of bali, indonesia" is the first study on women’s involvement in tourism industry particurarly in bali the research shows the gap position between women and men in getting opportunities to get involved in the tourism industry. putra (2014) state that women has a great opportunity to working intourism industry. women in bali also play an important role in the development of tourism not only as workers but as a pioneer and a successful tourism entrepreneur particularly in culinary sector. according to konkol (2013) women in the culinary world, especially in the restaurant does have its own way and style in dealing with all kinds of challenges. based on the literature review, these studies show that the contribution of women in the tourism industry is important to be analized especially in culinary sector. women will be able to optimally their ability and creativity to support sustainable tourism industry through its contribution to the culinary business. many have argued that the tradition is something that has existed since the first and passed on across generations without any significant changes. tradition is identified with everything that is ancient, old, and contrast with the modern. hobsbawm and ranger (1983) provides a new view of tradition. they said that what is often regarded as something that "appear or claim to be old are often quite recent in origin and sometimes invented", the intention is that something that looked or claimed as something old-fashioned, in fact it is often a new thing or it is often be something which has recently been discovered. furthermore, hobsbawm and ranger stated the invented of tradition is taken to mean a set practices, normally governed by overtly or tacitly accepted rules and of a ritual or symbolic nature, which seek to inculcate certain values and norms of behaviour by repetition, which automatically implies continuity with the past. in fact, where possible, they normally attempt to establish continuity with a suitable historic past (hobsbawm and ranger, 1983:1). research objectives the purpose of this research is to study the rise of women in the culinary industry. women have proven that they are successful in turning cooking that is part of their domestic chores into a business. they contribute in promoting and preserving the local food through warungs and restaurants which they have initiated since the development of tourism in bali. methodology the approach of this research is by examining the women enterpreneur in culinary industry who are involving also in tourism in bali. most of them established on 1960 and can be categorize as warung which provide the signature food of bali in the other hand they also have several popular menu such as organic and fushion food that attract the tourist who need to experiences local food. this research was conducted in kuta, sanur and ubud in 2015. the research is a descriptive qualitative in which the researchers tried to explore the eight warrior of culinary actions by depth interviews with food bloggers, literature reviews and documentation. the first step is conducting obeservation of eight women enterpreneur in bali and interviewing them trough in-depth interview. the second step is conducting interview with four popular food blogger (deliciousfoodbali, balikalapmakan, foodinframe, and epicurina). they comments are needed to reveals the women contributions in tourism industry. the data collected from the interviews were analyze using the descriptiveinterpretative method and extracted to have more focus on answering the research problems and to achieve the aims of study. results and discussion contributions of female culinary entrepreneurs are in any form of involvement, efforts and activities done by them as balinese e-journal of tourism vol.3. no.2. (2016): 64-70 http://ojs.unud.ac.id/index.php/eot 67 e-issn: 2407-392x. p-issn: 2541-0857 women to support tourism through their culinary business. these female culinary entrepreneurs are even considered as culinary pioneers in bali by putra (2014) who called them with the name ‘srikandi kuliner’ which means ‘culinary heroines’, while winarno, tanod and nazarudin (2015) called them ‘srikandi kuliner pusaka bali’ which means ‘balinese heritage food culinary heroines’ because these women introduce balinese food with the very own characteristic of their balinese cuisine through their own warung (food stalls) and restaurants. in kuta area, the research subjects are among others made masih, the owner of warung made (or made’s warung) who started her business in 1969 and now has four branches, namely in seminyak (since 1996), benoa (since 2015), amsterdam (since 2015), and i gusti ngurah rai airport (since 2016). warung made is a witness of the development of tourism in kuta. in ubud area, five famous female culinary entrepreneurs who are also the subjects in this research are among others, first, anak agung raka sinar, the owner of babi guling oka (a food stall which sells balinese roasted suckling pig) starting from the 1970s. she has been successful in promoting babi guling (balinese roasted suckling pig) as a favorite food menu for tourists. second, sang ayu putu wija, the owner of warung nasi ayam kedewatan (a food stall which sells balinese chicken rice), who started her business since 1965 and her warung is very popular among domestic tourists. the third one is ni wayan murni, a pioneer of ubud tourism and the owner of murni’s warung, well known for her culinary business of international standards in 1974. the fourth female entrepreneur as a subject in this research is janet denefee or nyoman jepun, who started her culinary business in 1987 and is the owner of the restaurants named casa luna and indus. she is also known as the organizer of ubud food festival. the fifth one is kadek nilawati, the owner of warung bodag maliah. she has been a pioneer of organic food in ubud since 2000. meanwhile, in sanur area, the research subjects are two famous warung owners in sanur beach. they are ketut tjuki, the owner of warung mak beng that is consistent with its fish menu and has been known for its typical sambal since 1941; and made weti, the owner of warung nasi campur bali men weti (selling balinese mixed rice) since 1976 whose food was awarded as street master food of the year in 2013. based on the observations and information collected through interviews and papers about these eight female culinary entrepreneurs, there are four important points to be considered as the contributions of female culinary entrepreneurs in promoting balinese food. they are (1) popularizing balinese food, (2) maintaining the existence of balinese food, (3) strengthening the balinese culinary identity, and (4) supporting tourism in bali. (1) popularizing balinese food culinary delights served in the food stalls and restaurants owned by the research subjects in the area of ubud, sanur and kuta can be categorized as or ‘hits food’ (very popular food) and ‘signature food’. very popular food is a category of food that is unique and popular, which attracts the interest of tourists to try. the development of very popular food can be seen in the area of kuta and sanur through the emergence of warung (food stalls) and restaurants with interesting themes presenting unique food of many parts of the world which through a process of transformation can be enjoyed by domestic and foreign tourists. signature food is food classified as a culinary legend that has its popularity as an icon of a region. the food categorized as signature food is a legacy or heritage the taste and presentation of which does not undergo changes. the female culinary entrepreneurs are people who have popularized balinese food through the food that they sell which can be classified as very popular and signature food. there is a tendency that food stalls and restaurants selling food that are categorized as signature food have minimum changes in the presentation of their dishes. made’s warung, warung babi guling oka, ayam kedewatan, murni’s warung, warung men weti and mak beng are warung (food stalls) that sell food categorized as signature food of each region while warung sari organik bodag maliah, and casa luna/indus sell food categorized as very popular food. e-journal of tourism vol.3. no.2. (2016): 64-70 http://ojs.unud.ac.id/index.php/eot 68 e-issn: 2407-392x. p-issn: 2541-0857 (2) maintaining the existence of balinese food consistency in the presentation of food in their warung (food stalls) and restaurants for decades, is part of these female entrepreneurs’ efforts and contributions to maintain the existence of balinese food. the business of warung (food stalls) that they manage provide contributions by maintaining the existence of local food. unfortunately there are inadequate records and documentation on balinese food. hence, it is not surprising that some balinese food is unknown or even never served. it is great that these female culinary entrepreneurs have strived to maintain the existence of balinese food through their warung. although they have been running their business for decades, they still uphold the idea that maintaining the originality of their balinese food taste is important. these women have a huge contribution to the development of the culinary industry in bali. the key of the success that they have achieved lies in their very own character. the character of a strong balinese woman is reflected in these female entrepreneurs. these female entrepreneurs are very consistent in maintaining their culinary delights and being strict in maintaining the originality, and they have love and sincerity in maintaining the existence of balinese food as the balinese culinary identity. (3) strengthening balinese culinary identity like cultures, food is also part of the identity of a region. balinese food such as lawar (balinese a dish created from a mixture of vegetables, coconut and minced meat mixed with rich herbs and spices), sate lilit (balinese minced satay), babi guling (balinese roasted suckling pig), betutu (balinese chicken dish), and sambal (balinese mixture of spices) are unique balinese culinary delights that can be found in every regency in bali. each of these foods has similarities and differences. let’s take an example sambal. most balinese people never forget to include sambal to complement their food because balinese people are known to love spicy food. in bali alone there are 457 types of sambal. a type of sambal typical of bali is sambal matah (balinese raw shallot and lemongrass relish). regardless whatever the dish is, balinese food stalls or restaurants normally serve sambal matah. likewise, betutu is also a type of very popular balinese cuisine. if we have a look at the menus in their warung and restaurants, we will see that these female entrepreneurs also serve betutu. according to caplan (2003), food can be understood as part of a system of cultures since cultures and social control play a role in the creation of the food taste. food is very complex because it can be associated with the customs, history, and traditions of a region. the variety of balinese food was in fact introduced by kings of bali and the people living around the palaces. actually, all food consumed by the kings have favorable effects such as for anti-aging, virility, good for the skin and most importantly for health. in the balinese belief, there are five kinds of spices based on the five directions where gods worshiped in bali reside. balinese spices are divided into two, namely base gede (the most complete sambal) and basa madya (the less complete one), but both have the same ingredients sourced from bebungkilan (spices) consisting of alpinia galanga, ginger, turmeric, kaempferia galangal l and cassumunar ginger. the belief has become a habit for the balinese to use these spices and basa genep (complete spices) in each balinese food. long time ago, in the era of kingdoms in bali, only kings could enjoy foods with base genep. this tradition was later passed on to the public so the people could enjoy what the kings enjoyed. now this tradition can be easily enjoyed by tourists by simply ordering food the form of presentation of which is adapted from the food presentation style for kings of bali. hobsbawn and ranger (1983) mention that a tradition can undergo a transformation by appearing as a new function as a form of adaptation through changes and innovations. the tradition of preparing food by using bumbu genep (complete spices) is part of balinese culture that is done in paebatan. hence, female entrepreneurs who use basa genep have used part of the identity of balinese food. the use of basa genep is one of the efforts to preserve the culinary identity of bali. despite diverse types of basa genep, it remains an element that strengthens the balinese food identity. e-journal of tourism vol.3. no.2. (2016): 64-70 http://ojs.unud.ac.id/index.php/eot 69 e-issn: 2407-392x. p-issn: 2541-0857 the female culinary entrepreneurs also contribute in shaping the balinese food identity. the taste and presentation of the food in the stalls and restaurants that they manage is a culinary identity of bali. for example the food served by warung men weti dan mak beng reminds the visitors of the area of sanur. babi guling bu oka, and nasi ayam bu mangku are iconic balinese culinary delights in ubud. each food characterizes each tourism area in bali and the food certainly contains base genep. balinese culinary identity can be seen from the presentation of nasi campur (mixed rice) which is one of the top dishes in these female entrepreneurs’ warung. almost all of the warung and restaurants provide mixed rice. nasi campur bali (balinese mixed rice) is a universal dish in bali with some variations. some nasi campur may use pork, chicken, duck meat, sate lilit (minced satay), and urap (mixed vegetable). figure 1 below contains pictures of mixed rice. from the left to the right are nasi campur of warung made, warung nasi ayam kedewatan, warung men weti and warung bodag maliah. nasi campur that they serve has reflected balinese food with balinese spices in each food. figure 1. mixed rice source: research photos (4) supporting tourism in bali the contributions of these women to support the tourism in bali through their culinary business are indicated by their consistency in running their culinary business that they founded. their culinary business activities have an impact on tourism in bali. their culinary businesses that have been running over decades have promoted local food (balinese food) to be more known by tourists. these food stalls and restaurants provide exciting and fascinating culinary experience for tourists, and introduce types of balinese foods. culinary businesses have become more appealing to be developed in bali by promoting various types of balinese culinary delights with a touch of creativity to further support the development of tourism in bali. tourists will find it very easy to find food stalls and restaurants serving balinese food. warung made masih in kuta is a witness of the development of tourism in the region which would certainly motivate the local people around this warung to also see the opportunities to open a culinary business. meanwhile, murni’s warung in ubud as a tourism pioneer will of course increase local interest to be involved in the field of culinary. these female entrepreneurs also become an example or role model for other culinary entrepreneurs, and consequently, many culinary experts and chefs have confidence to invest in culinary businesses. they are among others bondan winarno, william wongso and will meyrick. as female entrepreneurs, their contributions in supporting the tourism in bali are among others by establishing balinese food branding. babi guling, nasi campur (mixed rice), sup ikan (fish soup), and betutu are dishes that have been served since the opening of the stalls and restaurants. they have also created a local branding for balinese food which also indirectly promotes balinese food to domestic and foreign tourists. without bu oka, balinese roasted suckling pig (babi guling) will not be as well-known as it is now. the same would happen to nasi campur as one of the foods served by these female entrepreneurs to promote balinese food to become very popular and attractive to tourists. the same case applies for fish soup which is a typical dish of sanur beach. culinary activities such as enjoying the local food and participating in the activities of food processing are activities that can directly introduce the traditions and culture of bali. this activity is a part of the strategies taken by warung and restaurants like warung babi guling oka to introduce balinese traditions and cultures which allow tourists to participate in the activities ranging from slaughtering pigs to process it to become a roasted suckling pig and a variety of other foods, to showing the e-journal of tourism vol.3. no.2. (2016): 64-70 http://ojs.unud.ac.id/index.php/eot 70 e-issn: 2407-392x. p-issn: 2541-0857 tourists that they still use firewood to cook and also introducing balinese spices in every balinese cuisine. warung bodag maliah allows tourists to come to their garden and pick their own vegetables to be processed into food, while janet opens a cooking class that incorporates a menu of balinese cuisine. the contributions of the female entrepreneurs are apparent based on the description above and evidenced by the business that they operate which have an impact on the development of tourism in bali. culture is not always introduced through dances and artistic traditions of bali which have frequently presented to tourists. food also takes part in the promotion of tourism in bali through culinary businesses and activities therein. conclusion the female culinary entrepreneurs undoubtedly have a huge contribution in promoting balinese food. these women popularize balinese food, maintain the existence of balinese food, strengthen the balinese food identity and support the tourism in bali with their creativity in presenting and transforming the food to be their top culinary delights in the warung and restaurants that they manage. the balinese culinary delights that they have popularized, attract tourists who have interest in culinary to come to try and enjoy it. these female entrepreneurs have contributed both in the context of maintaining the existence of the balinese food and supporting the tourism development. consistency and commitment in serving balinese cuisine have supported the development of balinese food as the potential to promote tourism. this is a form of an effort to maintain the existence of balinese food by continuously serving and maintaining the originality of the balinese food taste. typical balinese culinary taste served in these entrepreneurs’ warung and restaurants have strengthened the identity of balinese food in the eyes of various culinary tourists and they are accepted as part of the characteristics of bali as a tourist destination. acknowledgement i would like to extend my deepest gratitude to the eight female culinary entrepreneurs as the subjects of this research and the food bloggers as informants in this study who were willing to provide information and permission in collecting the data needed to support this article. references caplan, p. (2003) food health and identity. new york: routledge. cukier, j., norris, j. and wall, g. (1996) ‘the involvement of women in the tourism industry of bali, indonesia’, the journal of development studies. taylor & francis, 33(2), pp. 248–270. hobsbawm, e. and ranger, t. (1983) the invention of tradition. united kingdom: the cambridge university. janapriati, d. a. l. (2015) analisis kinerja pelayanan spa di kabupaten badung dan gianyar. udayana university. konkol, s. m. (2013) someone’s in the kitchen, where’s dinah? gendered dimensions of the professional culinary world. depaul university. ling, r., juo, s. and i.jionghua, l. (2011) contribution of women in long house tourism. china: peking university linnaus university. oka, i. m. d. (2015) perempuan bali dalam industri pariwisata kapal pesiar. udayana university. putra, i. n. d. (2014) ‘empat srikandi kuliner bali: peran perempuan dalam pembangunan pariwisata berkelanjutan’, jumpa, 1(1), pp. 65– 94. sri, a. a. p. (2013) ‘faktor-faktor yang memotivasi perempuan sebagai pengelola pondok wisata di kelurahan ubud kecmatan ubud, kabupaten gianyar’, analisispariwisata, 13(1). winarno, b., tanod, l. and nazarudin, h. (2015) 00 maknyus bali. jakarta: jalansutra. nyepi holiday package: e-journal of tourism vol.5. no.1. (2018): 30-39 http://ojs.unud.ac.id/index.php/eot 30 e-issn: 2407-392x. p-issn: 2541-0857 balanced scorecard implementation in restaurant management fitri abdillah and ida bagus putu wira diana international bali tourism institute, bali corresponding author: fitri_adie@yahoo.com article info received 28 december 2017 accepted 13 march 2018 available online 30 march 2018 abstract balanced scorecard (bsc) is tools that are widely used to measure company performance including in the hospitality industry. it’s widely applied because it’s simple, easy, and effective especially in startup business. the objective of this research is to measure the restaurant performance by using bsc. data observed by participant observation, unstructured interviews, and documentation that produced three measurement models. this data analyzed by descriptive analysis and simple linear correlation to prove the relationship between each perspective of bsc. this study proposed three correlative models that designed from selected indicator of four bsc perspectives. the results show (i) the first model: employee absentee rate is positively correlated with customer complaints 0.417, customer complaints are positively correlated with labor cost percentage of 0.387, and labor costs are negatively correlated with net profit margin of -0.395; (ii) the second model: the percentage of foodstuff price are negatively correlated with total number of customers -0.607, total number of customers are negatively correlated with food loss -0.916, food loss are negatively correlated with employee trained percentage -0.378; and (iii) the third model: revpash are positively correlated with average check of 0.994, average check are positively correlated with cover per labor hour of 0.800, and cover per labor hour is positively correlated revenue per employee with of 0.837. the all result indicates that bsc models could be implemented to measure restaurant performance by selecting indicator of each perspective. it means that a change in one perspective leads to disruption of other perspectives, so that the restaurant management must consider various factors if it has to make a decision or strategies. the bsc model can help the management in formulating strategies to improve restaurant performance. keyword: balanced scorecard, restaurant performance indicator introduction background restaurant business is predicted to be continued and develop because food and beverage is a basic requirement that must be fulfilled everyone. streanise (2012) mentions that, the lifestyle of modern humans consider eating and drinking is no longer just to survive, but also has shifted into a lifestyle, a recreational event, a social event, or even a pride. research results from the national restaurant association (nra), which is the largest restaurant association in the world, stated that restaurant industry revenue in the united states is projected to reach 798.7 billion dollars in 2017, which increased 4.3 percent compared with the previous year amounted to 766 billion dollars. it is also supported by the toast pos survey, involving 450 food and beverage entrepreneurs in mailto:fitri_adie@yahoo.com e-journal of tourism vol.5. no.1. (2018): 30-39 http://ojs.unud.ac.id/index.php/eot 31 e-issn: 2407-392x. p-issn: 2541-0857 america, 92% of them are optimistic that their business will improve. respond of these conditions, innovation of products and services is not enough to ensure the success of a restaurant, without balanced with a good management system. this argument is supported by marr's (2014) that management can work well when all aspects of a business can be measured. performance measurement can be used as an important navigational tool by managers to understand the condition of a managed company is leading to success or otherwise. according to rangkuti (2011) in order to measure future performance, comprehensive measurement is needed which includes four perspectives, financial, consumer, internal business processes, learning and growth, because financial performance is the result or result of nonfinancial performance. from these statements can be explained that the measurentment comprehensive on performance is one of the important aspects in formulating strategies to manage the company more effectively and efficiently in the face of competition. currently, traditional performance measurement is less relevant as it only focuses on a financial perspective that causes the company's orientation only on short-term profits and tends to ignore the longterm viability of the company. in terms of increasing revenue, restaurant management undertakes a strategy of improving service quality by developing employee competency through employee training programs targeted at least two topics per month, but management has not measured the level of employee productivity so that the effectiveness of training outcomes can not be measured clearly where the training is done to improve employee productivity or not. in addition, the management has not made a measurement of the percentage of labor costs and employee absenteeism, even though these indicators have an immediate impact on the amount of profit generated. according to lynn (2017) control the labor costs is one way to increase profits. from the description can be explained that the performance measurement system conducted by the management not enough able to provide accurate information in preparing the right target strategy and oriented to the main objectives of the company. performance management based on balanced scorecard can be an alternative in improving the performance of restaurant by applying financially and non-financially interrelated aspects, and consist of four perspectives: financial, customer, internal business process, learning and growth perspective. according to krisnawati and sunardi (2016), balanced scorecard is clearly able to reveal the various factors that are driving the achievement of superior financial performance and competitive long term ". in addition, the online survey results on the benefits of balanced scorecard in 2016 from 2gc which is an international strategic management consulting firm located in the uk. so the focus in this study is to refine the restaurant's performance management model which previously focused more on financial perspective only to be more comprehensive and effective by identifying important indicators that have both financial and nonfinancial causality in four balance scorecard perspectives. so the results of this study is expected to help the restaurant to formulate a new strategy in measuring the performance of long-term oriented company, including the implementation of operational activities on each individual to achieve corporate goals. in addition, this research also aims to find and develop key success factors that can be used by the management in managing the company more effectively and efficiently. based on the above background, it can be describe several research questions below: 1. how does the implementation of balanced scorecard can help the management in formulating strategies to improve restaurant performance? 2. what is the relationship of each indicator to the four perspectives used in performance management based on balanced scorecard? research objectives the objectives of the study are to understand effective performance management and to find the relation of each indicator used in measuring performance according to four perspective of the balanced scorecard. e-journal of tourism vol.5. no.1. (2018): 30-39 http://ojs.unud.ac.id/index.php/eot 32 e-issn: 2407-392x. p-issn: 2541-0857 literature review work management measurement of performance needs to know the performance implementation. there is a deviation from the predetermined plan, or performance can be done in accordance with the time schedule specified, and performance results have been achieved as expected. the purpose of performance measurement consists of seven points as follows: (i) to organize organizational performance with more structured and organized, (ii) to determine the level of effectiveness and efficiency of an organization's performance, (iii) to assist in determining decisions relating to organizational performance, performance of each part of the organization, and individual performance, (iv) to enhance overall organizational capability with continuous improvement, (v) to help improve performance that activities are focused on the goals and objectives of the work unit program, and (vi) to allocate resources and decision making. according to mahfud (2016) performance management is a process to establish. a shared understanding of the things to be achieved and how to achieve them, and is an approach to managing resources in a way that can increase the likelihood of achieving success in the company. according to albar (2016) performance management is a process designed to improve the performance of organizations, groups, and individuals driven by managers. performance management includes a continuous review of performance and carried out in conjunction with a work plan, oriented towards the future and tailored specifically to the specific conditions of the organization based on a causal model that links between input and output. so the conclusion is performance management is an activity to review the performance on an ongoing basis to improve and develop an organization to be more effective and efficient. according to adiatma (2014), the process of performance management can be explained as follows: (i) input, performance management requires a variety of inputs that must be managed in order to synergize each other in achieving organizational goals. these inputs include: a) human resources (hr). performance management requires capital, materials, equipment and technology and methods and working mechanisms; b) performance management requires input in the form of human resource capability, both individual and team. hr capability is manifested in the form of knowledge, skills and competence. hr with knowledge and skills is expected to improve the quality of performance process and work result. while the competence required for human resources have the ability in accordance with the needs of the organization so as to provide the best performance; c) process. performance management begins on how to plan the expected goals in the future, and compile all the resources and activities necessary to achieve the goals. implementation of the plan is monitored and measured progress towards achieving the objectives. assessment and review are undertaken to correct and determine the necessary steps when there is deviation to the plan. performance management establishes mutual respect among the parties involved in the performance process. the procedures in performance management are carried out honestly to limit adverse impact on individuals. the performance management process is run transparently primarily towards the people affected by decisions arising and people get the opportunity through the basis of a decision making; d) output. output is a direct result of organizational performance, both in the form of goods and services. the work achieved by the organization should be compared against the expected objectives. output may be greater or lower than the predetermined goal. if there is a deviation will be a feedback in the planning of future goals and implementation of performance that has been done; e) benefits. in addition to paying attention to outputs, performance management also takes into account the benefits of the work. the impact of the work can be positive for the organization, for example, because the success person realize that have an impact to his achievements and improve e-journal of tourism vol.5. no.1. (2018): 30-39 http://ojs.unud.ac.id/index.php/eot 33 e-issn: 2407-392x. p-issn: 2541-0857 motivation. further improve the performance of the organization. but the impact of one's success can be negative, if because of its success it becomes arrogant that will make the working atmosphere become not conducive. balance scorecard balanced scorecard is a performance measurement system that focuses on financial and non financial aspects by looking at four perspectives: financial, customer, learning and employee growth, and internal business processes that can help the organization to translate the vision and strategy into action where all those perspectives are intertwined in a causal relationship. in general, there are four components of business performance measured in the balanced scorecard, i.e., (i) financial perspective, (ii) perspective of customer or consumer, (iii) business internal process perspective, and (iv) learning and growth perspective. financial perspective according to utama (2012), in a business, making money is one of the main goals, so the financial perspective is used in the balanced scorecard. the company's performance in generating revenue is one of the important indicators to measure the extent, which the company's strategy benefits companies. the financial perspective has three strategic themes: revenue growth, cost reduction, and asset use. furthermore financial statements are historical-aggregative indicators that reflect the effects of implementation and execution of strategies in one period. measuring financial performance will demonstrate the planning and execution of strategies providing fundamental improvements to corporate profits. these improvements are reflected in targets that specifically relate to measurable gains, business growth, and shareholder value. measurement of financial performance considering the stages of the business life cycle: growth, sustain, and harvest. each stage has a different target, so the emphasis of measurement is also different which can be explained as follows: a) growth is the early stage of the life cycle of a company, which is the company has a product or service that has the greatest growth potential. here, management is committed to developing a new product or service, building and developing a product or service and production facility, adding operational capabilities, developing systems, infrastructure and distribution networks that will support global relationships, and fostering and developing relationships with customer. b) sustain is the second stage in which companies are still investing and reinvesting by hinting for the best returns. at this stage, the company tries to maintain its existing market share, even develop it. the investments are generally directed at developing capacity, and improving operational improvements consistently. financial targets at this stage are directed at the level of return on investment made. benchmarks are often used at this stage, such as roi, roce, and eva. c) harvest is the third stage, which the company actually reaps the return on investment in the earlier stages. no more large investments, either expansion or new capacity building, excluding expenses for maintenance and repair of facilities. the main financial objectives in this phase, taken as benchmarks, are maximizing cash inflows and reduction of working capital. perspective of customer management philosophy has shown increased recognition of the importance of customer focus and costumer satisfaction. this perspective is a leading indicator. so, if customers are not satisfied then they will look for other manufacturers that fit their needs. poor performance from this perspective will decrease the number of customers in the future even though the current financial performance looks good. the customer perspective has two measurement groups namely customer core measurement and cutomer value preposition which can be explained as follows: customer care measurement customer core measurement has several components of measurement, which can be described as: (i) market share reflects e-journal of tourism vol.5. no.1. (2018): 30-39 http://ojs.unud.ac.id/index.php/eot 34 e-issn: 2407-392x. p-issn: 2541-0857 the company's control overall market, which includes, there are other things: the number of customers, the number of sales, and the volume of sales units; (ii) customer retention is measuring the level at which a company can maintain relationships with consumers; (iii) customer acquisition measures the rate, which a business unit is able to attract new customers or win new business; (iv) customer satisfaction assess the level of customer satisfaction associated with specific performance criteria in value proposition; (v) customer profitability measures the net income of a customer or segment after deducting the special costs required to support the customer. customer value preposition customer value proposition is a performance trigger found in the core value proposition based on the following attributes: (i) product/service attributes, includes the function of the product or service, price, and quality. customers have different preferences for the products offered. there is a priority on the function of the product, quality, or cheap price. the company must identify what the customer wants the product to offer. furthermore, performance measurements are set accordingly; (ii) customer relationship, concerning the customer's feelings the process of purchasing products offered by the company. this consumer feeling is strongly influenced by the responsiveness and firm commitment to the customer regarding the delivery time. time is an important component of corporate competition. consumers usually consider fast and timely completion of orders as a factor important to their satisfaction; (iii) image and reputation, describes intangible factors that attract a consumer to connect with the company. building image and reputation can be done through advertising and promise to keep quality. perspective of internal business process the internal business process perspective is a reflection of the key processes in the enterprise that can be optimized, to enhance the value proposition that can attract and retain customers. with customers satisfied the services and products, it is expected to have a financial return so as to satisfy the expectations of shareholders and all associated with the company. according to utama (2012) there are four parts to the internal business process perspective: a) operations management process, is the process of receiving orders, working until sending products to customers. in this process, the effectiveness and efficiency of time become the basic principle emphasized. b) customer management process, is the process of handling customers from getting customers, maintaining, and increasing value for customers. c) innovation process, is an identification process to better understand customer needs as a basis for creating products and services that meet customer needs. d) regulatory and social process, is a process to make a positive contribution to the community and the environment around the company. perspective of learning and growth this perspective provides the infrastructure for achieving the three previous perspectives, and for generating long-term growth and improvement. utama (2012) explains that it is important for a company when investing not only on equipment to produce products/ services, but also investing in infrastructure: human resources, systems and procedures. measures of financial performance, customers, and internal business processes can reveal a large gap between existing human capabilities, systems, and procedures. to minimize the gap, a business entity must invest in reskilling employees: improving system capabilities and information technology, and reorganizing existing procedures. framework of the study the framework for this research can be seen in the figure 1. e-journal of tourism vol.5. no.1. (2018): 30-39 http://ojs.unud.ac.id/index.php/eot 35 e-issn: 2407-392x. p-issn: 2541-0857 figure 1. framework of the study methodology the research takes place in kuta, bali on july to september 2017. explorative method used to measure restaurant performance with four perspectives of balanced scorecard. in each of perspectives were chosen the appropriate measuring instrument. the selection of measuring instruments is done with a professional approach (table 1). table 1. balanced scorecard tools in this study perspective of balanced scorecard measuring indicator definition perspective of learning and growth employee absenteeism indicators that illustrate the absence of employees and reflect the level of work discipline employees employee training the number of trainings conducted to improve the quality and productivity of employees revenue per employee income contribution that every employee can generate is the total income of the restaurant divided by the total number of employees perspective of internal process labor cost percentage the percentage of labor costs is the overall cost incurred by the restaurant to pay wages, improve employee welfare food loss percentage the ratio used to measure the amount of wasted food in the production process of the total ingredients used cover per labor hour productivity level of restaurant employees perspective of consumer satisfaction number of complaint percentage number of complaints with total buyers who visit the restaurant total guest the level of customer visits at the restaurant at a certain period average check per cover the average spend that customers spend when they visit the restaurant perspective of financial net profit margin the company's ability to generate net income from total sales food cost all expenses incurred in order to produce a menu with a certain standard recipe revenue per available seat hour the selling point of a chair available for sale by the restaurant every hour e-journal of tourism vol.5. no.1. (2018): 30-39 http://ojs.unud.ac.id/index.php/eot 36 e-issn: 2407-392x. p-issn: 2541-0857 the table 1 shows that for each perspective there are three set of indicators. pearson correlation is used to analyse the relation of all perspectives. for each perspective represented by one of the indicator and form model of relation as can be seen in the table 2 below. table 2. perspectives and relation models mode l perspect ive of learning and growth perspect ive of internal process perspect ive of consum er satisfact ion perspect ive of financi al relati on model 1 employe e absentee ism labor cost percenta ge number of complai nt percenta ge net profit margin relati on model 2 employe e training food loss percenta ge total guest food cost relati on model 3 revenue per employe e cover per labor hour average check per cover revenu e per availabl e seat hour results and discussion the measurement of each perspective on each model can be explained as follows: the first model the first model consists of several indicators on each balanced scorecard perspective, collected from data obtained for the 2016 period, see figure 1. figure 1. performance of attendance, labor cost percentage, guest complaint percentage, net profit margin in 2016 it can be seen that the average employee absenteeism (attendance) is 0.76 in the period of 2016 with the highest absentee rate in may 2016 is 1.12 and the lowest level in april 2016 is at number 0.38. on the guest complaint indicator the average percentage of customer complaints during the period 2016 was 0.88 percent. and the highest percentage value occurred in july 2016 with the number 1.45 percent and the lowest percentage that is in february and august 2016 with the number of 0.51 percent. the average percentage of labor costs for the period of 2016 was 20.71 percent with the highest value in march 2016 of 43.05 percent and the lowest value in october 2016 at 2.40 percent. and the average net profit margin or net profit value for the period of 2016 is 24.93 percent with the highest value in august 2016 and the lowest value is 9.15 in january 2016. simple linear correlation analysis of each indicator in model e-journal of tourism vol.5. no.1. (2018): 30-39 http://ojs.unud.ac.id/index.php/eot 37 e-issn: 2407-392x. p-issn: 2541-0857 one to prove the relationship between each indicator used. table 2. correlation of the first model based on the table, it can be explained that the absenteeism level indicator is positively correlated with guest complaint percentage or the percentage of customer complaints correlation value of 0.417. in guest complaint indicators or percentage of customer complaints are positively correlated with labor cost percentage or labor cost percentage with correlation value of 0.387. and labor cost percentage or labor cost percentage is negatively correlated with net profit margin or net profit value with correlation value of 0.395. the second model the second model consists of several indicators in measuring the performance of restaurant in the period 2016 with the following data. figure 2. profile of percentage of food cost percentage, total guest, food loss percentage, and employee trained the figure 2 shows that the performance of restaurant in the period 2016 measured by some indicators that is, the average percentage of the cost of food restaurant is 41.53 percent with the highest value of 46.93 percent in january 2016 and the lowest value is 38.17 in october 2016. for an average customer total of 4784 subscribers in the period of 2016, with the highest number of 6967 in december 2016 and the lowest number of 2562 in january 2016. for food loss percentage or percentage of foodstuffs damaged and wasted in the period of 2016 with an average value of 0.96 of the total cost of food, and the highest value of 1.83 in january 2016 and the lowest value of 0.59 in november and december 2016. the average employee training or percentage of the number of employees trained in the period 2016 is 75.87 percent with the value the highest percentage of 94.64 in march 2016 and the lowest percentage of 53.57 in june 2016. simple linear correlation analysis of each indicator in model two to prove the relationship between each indicator used. e-journal of tourism vol.5. no.1. (2018): 30-39 http://ojs.unud.ac.id/index.php/eot 38 e-issn: 2407-392x. p-issn: 2541-0857 table 3. correlation results of the second model based on the table, the indicator of the total guest is negatively correlated with food cost percentage with correlation value of 0.607. in food loss percentage indicator is negatively correlated with total guest with correlation value equal to -0.916. employee trained percentage indicator is negatively correlated with food loss percentage with correlation value of -0.378. the third model the third model consists of several indicators in measuring the performance of restaurant with data recapitulation in the period of 2016. figure 3. profile of percentage of revpash, average check, cover per labor hour, and revenue per employee revenue per employee the figure 3 shows that the value of revenue per available seat hour or the selling price of seats every hour at restaurant with an average value of rp. 23,415,261.33 in the period of 2016. the highest value is rp.79.657.236,51 in december 2016 and the lowest value is rp.4.770.180,68 in january 2016. for average check or average purchase in the restaurant in the period 2016 is rp. 300,921.44 with the highest value reached rp. 857,513.24 in december 2016 and the lowest value of rp. 102,386,51 in august 2016. on the cover per labor hour indicator or the number of customers served by the waiter every hour, the average value in the period of 2016 was 12.76 customers, with the highest score being 18 in november and december 2016 and the lowest value ie 7 in january 2016. on the indicator of revenue per employee or per employee grace in the period of 2016, with an average value of rp. 37,595,107,74 with the highest value of rp. 124.464.474,23 in december 2016, and the lowest value of rp. 7,950,301 in the month of january 2016. simple linear correlation analysis of each indicator in model three to prove the relationship between each indicator used. table 4. correlation results of the third model based on the table 4, the average check indicator is positively correlated with revpash with a correlation value of 0.994. the indicator of cover per labor hour was positively correlated with the average check with a correlation value of 0.800 and indicator of revenue per employee is positively correlated with cover per labor hour with correlation value of 0.837. correlations 1 -,607* ,830** ,364 ,037 ,001 ,245 12 12 12 12 -,607* 1 -,916** -,251 ,037 ,000 ,431 12 12 12 12 ,830** -,916** 1 -,378 ,001 ,000 ,002 12 12 12 12 ,364 -,251 -,378 1 ,245 ,431 ,002 12 12 12 12 pearson correlation sig. (2-tailed) n pearson correlation sig. (2-tailed) n pearson correlation sig. (2-tailed) n pearson correlation sig. (2-tailed) n food cost tot guest food loss em ployee training food cost tot guest food loss em ployee training correlation is s ignific ant at the 0.05 level (2-tailed).*. correlation is s ignific ant at the 0.01 level (2-tailed).**. correlations 1 ,994** ,840** ,999** ,000 ,001 ,000 12 12 12 12 ,994** 1 ,800** ,997** ,000 ,002 ,000 12 12 12 12 ,840** ,800** 1 ,837** ,001 ,002 ,001 12 12 12 12 ,999** ,997** ,837** 1 ,000 ,000 ,001 12 12 12 12 pearson correlation sig. (2-tailed) n pearson correlation sig. (2-tailed) n pearson correlation sig. (2-tailed) n pearson correlation sig. (2-tailed) n revpash average chec k cplh revenue per em ployee revpash average chec k cplh revenue per em ployee correlation is s ignific ant at the 0.01 level (2-tailed).**. e-journal of tourism vol.5. no.1. (2018): 30-39 http://ojs.unud.ac.id/index.php/eot 39 e-issn: 2407-392x. p-issn: 2541-0857 conclusion and implication concluson a) the first model showed attendance level indicator is positively correlated with guest complaint percentage or customer complaint percentage of correlation value of 0.417. guest complaint percentage indicator is positively correlated with labor cost percentage with correlation value of 0.387. labor cost percentage indicator is negatively correlated with net profit margin with correlation value of 0.395, which indicates that the performance of restaurant is good. b) the second model showed the total guest indicator is negatively correlated with food cost percentage with a correlation value of -0.607. food loss indicator is negatively correlated with total guest with correlation value of -0.916. employee trained percentage indicator is negatively correlated with food loss percentage with correlation value of -0.378. c) the third model showed the average check indicator is positively correlated with revpash with a correlation value of 0.994. the cover per labor hour indicator was positively correlated with the average check with a correlation value of 0.800 and indicator of revenue per employee is positively correlated with cover per labor hour with correlation value of 0.837. implication for further research a) implementation of balanced scorecard can be considered as a performance management framework by considering the financial and non-financial aspects, so that ultimately can assist the management in making improvements to the company. b) from a financial perspective, management needs to develop indicators in measuring financial performance, especially those that have an effect on the value of net income, so that the value of net income can be maximized. c) on the customer's perspective, management should begin measuring the average check to determine the selling price that corresponds to the average customer spending in the restaurant, as an evaluation tool in improving the quality of service. d) on the internal perspective of the process, management needs to clearly identify the level of productivity of each employee and the effectiveness of the workforce. e) in the learning and growth perspective, management needs to make measurements of the results of the training that has been done, so it can be known the level of effectiveness of the training that has been given. references adiatma, y. (2014) no title. available at: http://yudaadiatma.blogspot.co.id/2014/0 3/. 21 agustus 2017 (accessed: 21 august 2017). krisnawati, n. and sunardi, r. (2016) kebangkitan merek lokal industri perhotelan di indonesia. yogyakarta: deepbulish. lynn, c. (2017) food service industry: labor cost standards. available at: http://smallbusiness.chron.com/foodservice-industry-labor-cost-standards13911.html. rangkuti, f. (2011) swot: balanced scorecard. gramedia pustaka utama. streanise, p. p. (2012) dining room and banquet management trird edition. jakarta: thomson. utama, r. (2012) analisis kinerja menggunakan balanced scorecard. nyepi holiday package: e-journal of tourism vol.4. no.1. (2017): 46-54 http://ojs.unud.ac.id/index.php/eot 46 e-issn: 2407-392x. p-issn: 2541-0857 1the importance of the venue selection in an event organization case study: special event organization rencontre alumni entreprise 1 & 2 edvi gracia ardani podomoro university, jakarta, indonesia corresponding author: edvi.gracia@podomorouniversity.ac.id article info received 10 july 2016 accepted 23 march 2017 available online 31 march 2017 abstract the mice industry in indonesia has been growing fast in indonesia. there are so many different ways to organize events from the planning to the evaluation. however, the determination of venue remains a very interesting issue to be studied. the success of event organization may be based on the venue selection. this study is aimed to examine the venue management in the special event management of the first and second rencontre entreprisealumni (rea). the objective of the study is to find out the importance of the venue selection in the impact of the success of the event. thus, selecting an event venue will require identifying physical resources present in the location. the method of the research is descriptive using the participant observation and in-depth interview as data collection procedure. the sampling design is judgment sample with the most productive sample who are the exhibitors who was in the first only or the second only of rea, and in both events. the research gives a quite significant result to the event owner to improve the next event organization. all aspects must have been well thought including the attendees management to which the venue selection influenced the most. the event owner was taking the most important part in the venue selection that was very lightly taking the attendees’ needs into consideration. the transportation would also take the biggest part of attendees’ problem in accessing the venue. keywords: special event, venue management, site selection, event management, tourism and hospitality industry, mice introduction background the world of mice industry is newly booming in many countries in the world including indonesia. indonesian government has committed to the industry in the business in general by its new organization structure in the tourism ministry. thus, mice industry is positively welcomed in the indonesian business activity by the numerous events and exhibition held in the large scale of convention venues as well as in the small scale such as in shopping malls, office towers, and many other places. the special event organization is always a very interesting issue for research because of its unique value. related to the event tourism industry in indonesia, it is a highly promising element of indonesia’s tourism industry that the government is keen to develop it further through the wonderful indonesia campaign. indonesia has plenty to offer to differentiate itself from other countries in the region, especially in mice industry with many potential societal and cultural areas of tourism to be developed. 1the article had been presented in the 2015 icbts international academic research conference in paris e-journal of tourism vol.4. no.1. (2017): 46-54 http://ojs.unud.ac.id/index.php/eot 47 e-issn: 2407-392x. p-issn: 2541-0857 the events industry, including festivals, meetings, conferences, exhibitions, incentives, sports and a range of other events, is rapidly developing and makes a significant contribution to business and leisure related tourism (wagen, 2007: series preface). events are important motivator of tourism, and figure prominently in the development and marketing plans of most destinations (getz, 2008: 403 428). as suggested by getz (2008: 59), much pertinent sociological theory has contributed indirectly to event studies with specific applications among others is the environmental sociology that is the study of societal environmental interactions, including the causes of environmental problems and their impacts, ways to solve problems, and even how conditions come to be viewed as problems. this is an interesting issue that many environmental issues but not to exclude the human behaviour may affect the choice of venue of an event. the event management, as suggested by silvers (2003), is the process by which an event is planned, prepared, and produced. as with any other form of management, it encompasses the assessment, definition, acquisition, allocation, direction, control, and analysis of time, finances, people, products, services, and other resources to achieve objectives. practically, damm (2010) proposed that practitioners tend to focus on the design, planning and coordination of the event rather than the theories that underpin its management. it is the case in indonesia that not many studies have been completed in the field of event, and it is mostly due to the fact that tourism studies are recently recognized as a science. thus, many event management companies rarely use the existing event management theory. studies around the world about event may have different impact and outcomes. the study of event management body of knowledge (embok) model was developed by researchers involved from canada, south africa, and australia. this study was performed with the objectives to find out if the site selection was well determined for the event studied. the theory in question is the event management body of knowledge (embok) model suggested by silvers (2003). this study is limited to this special event management and in an indonesian’s professional environment with special characteristic of multicultural involvement in the study. research objective objective of the research is to analize the applicability of embok model on the event industry in indonesia. the result of the study will be able to be used further as assistance to a special event management that indirectly contributes to the economic development of indonesia. literature review event industry as part of tourism, event is identified to be experienced and remembered by mccartney (2010: 6) who suggests that events are essentially an assembly or reunion of people for private or public celebration, ritual or remembrance. event has been previously defined by getz (1997: 4), as temporary occurrences, either planned or unplanned. thus, the needs to define events are answered by getz in two different researches that clearly emphasize the importance of planned event. to describe the difference between unplanned and planned events, the word event is preceded by the word ‘special’, to indicate a human element; therefore a special event is a one-time or infrequently occurring event outside a normal program (getz, 1997: 4). in addition, goldblatt (2008) mentioned the advantage of planned event who defined that eventology is the study of planned events to promote positive societal benefits. a very interesting truth from getz (2008: 404) about the uniqueness of an event that much of the appeal of events is that they are never be the same, and you have 'to be there' to enjoy the unique experience fully; if you miss it, it's a lost opportunity. the planned events of our lives often give us purpose and bring us together to achieve common positive goals (goldblatt, 2011: 11). people attend events because of the opportunity for an entertainment, educational, cultural or enrichment experience, or to satisfy social, business, or political obligations (silvers, 2008: 7). e-journal of tourism vol.4. no.1. (2017): 46-54 http://ojs.unud.ac.id/index.php/eot 48 e-issn: 2407-392x. p-issn: 2541-0857 event planning and event management event planning gives you a blueprint for planning and executing special events with flair and without any unexpected surprises and expenses (allen, 2009: 14). as we know that it is very important in any management studies that planning is the first step to be executed before others. to plan, organise and run an event, you will need time to investigate, research and plan; you will need methods to help you with that investigation and research, and you will need to possess or 'buy in' a variety of skills (conway, 2006: 2-3). getz (2007: 18) substantiated that the world of planned events is diverse and exciting, with almost unlimited scope for variety in form, function and event experiences. thus, event management as proposed by getz (2008: 404) is the applied field of study and area of professional practice devoted to the design, production and management of planned events, encompassing festivals and other celebrations, entertainment, recreation, political and state, scientific, sport and arts events, those in the domain of business and corporate affairs (including meetings, conventions, fairs, and exhibition), and those in the private domain (including rites of passage such as wedding and parties, and social events for affinity groups). thus, it is essential for managing event to possess experience and knowledge in different fields according to the type of event. conway (2006:13) amplified that to plan, organize and run an event, you will need time to investigate, research and plan; you will need methods to help you with that investigation and research, and you will need to possess or 'buy in' a variety of skills. this variety of skills is definitely within different fields. event management is a ubiquitous word in modern society (damm, 2010, iv). to describe about the position of event management worldwide, (arcodia and robb, 2000:159) tells that the literature on event management is still in its early stages of development in comparison to other service industries. silvers et al. (2006:185) stated that event management is a multidisciplinary occupation in an exciting and growing industry. it attracts persons who possess creative talents and organizational skills. in the same perspective, mccartney (2010: 6) has also proposed event management as multidisciplinary phenomenon, but in more specifically mccartney emphasized that event management is involving marketing, catering, finance, security, and risk management, logistics and human resource management, among other discipline. a good event management is not the only element for the success of an event. mccartney (2010: 339) proposes that the event management should be based on the attractiveness and relevance of the event theme, because he does consider that it is a major factor in the event’s success. mccartney also sees that to ensure the smooth running of the event, considerations that support and enhance theme should be incorporated by the theme. needs assessment is the technique used to define the intention, obligations, audience, and attributes of an event project (silvers et al., 2006). event management body of knowledge model a special event is a unique moment in time celebrated with ceremony and ritual to satisfy specific needs and a one-time or infrequently occurring event outside normal programs or activities of the sponsoring or organizing body (getz, 1997; goldblatt, 2002). silvers has been one of the researchers in the development of the event management body of knowledge, known as embok. the embok is known as a three dimensional description of the knowledge and skills essential to create, develop and deliver an event. the international embok (event management body of knowledge) model was developed by silvers (2004), a conceptual framework including processes, phases, core values, and function or knowledge domains that may be customized to meet the needs of various users including governments, academe, and industry practitioners. the phases of event management illustrate its sequential nature, highlighting the criticality of time in any event project as it gathers momentum toward the event itself (silvers, 2008: 13) that consists of initiation, planning, implementation, the event, and closure. silvers (2005) also proposed that as part of embok model event management is e-journal of tourism vol.4. no.1. (2017): 46-54 http://ojs.unud.ac.id/index.php/eot 49 e-issn: 2407-392x. p-issn: 2541-0857 made up of five areas of management called domains, which are design, administration, marketing, operations, and risk. in the study of embok, silvers (2007) suggests that the taxonomy of operations knowledge domain has the unit of site management with the topics of ceremonial equipment, décor, environmental controls, equipment rentals, furnishings, maps, mobile facilities, perimeter controls, signage, site development, site inspection criteria, site plans / diagrams, site selection criteria, site selection / contracting, staging equipment, storage, temporary structures, and tenting. thus, it is appeared that site selection criteria is one of important elements in the site management. criteria of site selection it is curiously happening that the site selection has different criteria to be chosen. the planner of an event is expected to be responsible for researching and visiting potential event sites and then reporting their findings to all those involved in the decision (fawzy, 2008; fawzy and samra, 2008; hilliard and baloglu, 2008; rompf, breiter and severt, 2008; tsai and ho, 2009). mcgurgan et al. (2011) suggests that the attitude of staff, size of the venue, venue ambiance, and the first impression of the venue are the most important site selection criteria for special events, while infrastructure (services put in place for residents to usei.e. transportation, medical facilities, etc.) and superstructure (services or amenities put in place for touristsi.e. hotels, restaurants, etc.) within a destination tend to either help or hurt a venue during site selection due to the need for various amenities as suggested by rompf, breiter and severt (2008) and tsai and ho, (2009). ease of accessibility and ample leisure activities to partake in encouraged planners to select one destination over another (rompf, breiter and severt, 2008; tsai and ho, 2009). mc grugen et al. (2011) also confirmed that the venue of an event is crucial to the overall success of the event. methodology research design this study is a practice based research described in a descriptive method that is developed to study a special event management. as a practice-based-research, this event was planned to be a one-time special event to be evaluated its success to becoming an annual event. the second event was a probationary for the event’s owner to see the successful of the event in terms of number and quality of the visitors as well as the number of visitors employed by the exhibitors. however, the researcher focused to find out the interests of the visitors to visit the event comparing to the first event. the research methodology used in this study is the descriptive method using ethnography which according to stadler, reid and fullagar (2013) includes participant observation and indepth semi-structured interviews with the assumptions to focus on the site selection of the event, and involving the authors in the event itself to obtain primary data collection and analysis with a descriptive way of writing. as a method of qualitative research, participant observation is recognised as appropriate for gathering data on interactions and relationships through the recording of behaviour, conversation, and experience in situ (van maanen, 1995). qualitative researchers operate under six assumptions (merriam, 1988, 19-20): (1) the focus of the research is on the process rather than outcomes; (2) the research has an interest in meaning – how people make sense of their lives, or what is happening around them; (3) the researcher is the primary instrument for data collection and analysis and the data are mediated through this instrument; (4) research involves fieldwork; (5) research is descriptive, seeking meaning or understanding; and (6) research is inductive, building concepts, theory, and abstractions from the details (mair, whitford and mackellar, 2013: 57). variables and measurement in this study, the embok model is used to look for the result, with the variables of site management in the operation domain. to e-journal of tourism vol.4. no.1. (2017): 46-54 http://ojs.unud.ac.id/index.php/eot 50 e-issn: 2407-392x. p-issn: 2541-0857 measure the variables, this study will be using descriptive method with the support of observation and analysis of both events. in the process of determination of the venue, it is as well mentioned by silvers et al. (2006) that a needs assessment is the technique used to define the intention, obligations, audience, and attributes of an event project, it encompasses asking the 5 w’s: who, what, when, where, and why. silvers et al. (2006) also emphasized that the answers to the 5 w’s will direct how to develop and produce the event. thus, the research questions are developed based on the theory of needs assessment which includes the indicators of site selection. the ‘who’ in the variable is represented by the visitors who are the respondents and the event owner as the decision maker. table 1. the variable and measurement. variable indicators scale resource why purpose goal and role objectives nomina l ordinal silvers (2006) what activities format resources nomina l ordinal silvers (2006) when date time duration schedule nomina l ordinal silvers (2006) where location spatial dimension logistics nomina l ordinal silvers (2006) the operational definition of the variables is defined through questions asked to the respondent to obtain their opinion focused on the venue choice. the ‘why’ was structured into the question sentence to find out the objectives of the visitors to join the event: why do you come to this event? the ‘what’ is structured into the question to find out the attractive criterion of the venue chosen: what is the criterion of the event venue that suits your requirements to come to this event? the ‘when’ was mostly to find out the reaction of the respondents towards the attractiveness of the promotion to the impact of going to the event: when you saw that the information that this event is held in this venue, were you willing to go? why? the ‘where’ is to identify the preference of the visitors to join the kind of event organized: where is the event venue that you prefer to hold this kind of event? the total number of respondents from the first rea being interviewed by the researchers is 45 visitors out of 389 registered visitors, while at the second rea, the number of visitors interviewed is 54 out of 782 registered visitors. besides the visitors, the researcher was part of the event committee that allows the closed observation in the organization of the event. results and discussion overview of the event the rencontre enreprise alumni was designed to be organized with different activities which are job fair as exhibition, seminars from different corporate companies and education institutions, and a gala dinner for the alumni of indonesian students and residents in france gathered in an association called ikatan alumni prancis indonesia (iapi). this event was categorized special event because in the beginning, the objective was to organize a networking event between the french community and companies in indonesia that was expected to be beneficial for young indonesian. learning from the experience of the first event, due to several reasons, the second event kept the job fair while the seminar program was eliminated. in addition to that, the venue was considered by the event owner as one of the indicators of the event success that they thought it would be wise to change the character of the venue from a five star hotel to a more accessible venue for the indonesian students, graduates, and also the members of the association. both events were organized in same special province of jakarta, with different areas of venues. this first event was held in a five star hotel in the south of jakarta, while the second one was held in a reception hall of a government institution building. the visitors of both events gave interesting reasons of their visit related to the venue chosen regardless the purpose and content of the event, even though it was also part of the reasons. e-journal of tourism vol.4. no.1. (2017): 46-54 http://ojs.unud.ac.id/index.php/eot 51 e-issn: 2407-392x. p-issn: 2541-0857 the site selection process will typically begin once the goals and objectives of the event are determined to ensure the best potential venue is chosen (rompf, breiter and severt, 2008). in depth interview was performed with the event owner’s representative as well as organizers. as experienced at the first event, the event owner considered that a five star hotel was inappropriate for such event because the expected audience would not feel comfortable of the high standard. the comprehension of not being able to have suitable appearance was one of the barriers to the potential visitors to come. transportation was considered very important to the successful of the event. limited public transport in some remote areas in jakarta may be a barrier for potential visitors to come. thus, recognizing the first event failure site selection, for the second event, the event owner decided to organize the event in the main avenue of the city center in a more familiar building for the targeted audience. however, the organization required more attention and supervision since it was a public area that is not managed as a function hall. in general, the second event was successful in terms of grabbing doubled number visitors comparing to the first one, but unsuccessful in the number of exhibitors. moreover, the seminar and presentation sessions from the corporate companies were taken out from the rundown because no room was available to organize them. visitors besides the event owner, the visitors were contacted for in depth interview. the answers of the respondents from the visitors were with various points of view nonetheless they were quite similar with the preference of transportation issue. to summarize the result, the researcher regrouped the answers with the following summary. table 2. the summary of ‘why’ why do you come to this event? the visitors of the second are more targeted. there are more job seeker in the second event comparing to the first one. there were more curious visitors in the first event rather than the ones who really need a job. at the first event, the strategy of the event information was by word of mouth especially by alumni that is gathered at the association. table 3. summary of ‘when’ when you saw that the information that this event is held in this venue, were you willing to go? why? the second event seemed to be more successful in terms of the attractiveness of the promotion. the venue attracted them more to come rather than the first event. the first event gave hesitation due to the luxury brand that frightened the public to visit. the fact that the venue was easy to reach was very important to the visitors. e-journal of tourism vol.4. no.1. (2017): 46-54 http://ojs.unud.ac.id/index.php/eot 52 e-issn: 2407-392x. p-issn: 2541-0857 table 4. summary of ‘when’ what was the criterion of the event venue that suits your requirements to come to this event? the first event was organized in a five star hotel in jakarta that amazed most visitors. the elegance, luxurious, and nice atmosphere of the hotel were the criterion to come to the event. contrarily happening to the first event, in the second event, the visitors did not seem care about the quality of the venue but they did prefer because of the transportation nearby. public transportation seemed very important to the visitors. table 5. summary of ‘where’ where is the event venue that you prefer to hold this kind of event? the result of the visitors’ preference in this limited research is clearly stated for both events that easy access to the venue is very important. in additional to the easy access and closed to public transportation, a large parking area was also required. the questions were designed as open questions to all respondents to find fairly what they really think about the site selection. the result of the research is quite interesting that almost all respondents from both events were having the same pattern of opinion. the findings are very interesting in the visitors’ behavior of job fair exhibition in jakarta. for the first event, the result specifies that the reasons of visiting the event were various. most of them curiously came for other purposes than looking for a job as it is the event objective. thus, their opinion in regards to the selection of the venue cannot be considered for further research. however, the second event leads to attention-grabbing result, because they came to the event with just the same purpose as the event was organized for. this is encouraging for the researcher to digging down the venue preference of the visitors. for such special event with job fair activities, easy access by public transport and large parking area are considered very important by the visitors. it does make sense because the job seekers in general use public transport or motorcycle as their transportation. since a comprehensive public transport in jakarta is still under construction nowadays, there are so many young generation uses motorcycle than public transportation to move from one place to another. this research confirmed the views of the event owner in selecting the event venue. the most important indicators of site selection for such event are the easy access, the availability of the public transportation, as well as the availability of rooms with different activities such as seminar and presentation. other issues such as comfortable and the ambience of the venue through nice decoration were considered important as well in the determination of the venue. conclusion venue of a special event for such specific event is found to be selected by taking into account not only the preference of the event owner, but should also be selected according to the visitors’ interest. the access to an event e-journal of tourism vol.4. no.1. (2017): 46-54 http://ojs.unud.ac.id/index.php/eot 53 e-issn: 2407-392x. p-issn: 2541-0857 venue is very important especially in such big city like jakarta, which public transportation are still developing with the construction of mass rapid transportation and other method of transportation such as bus. the lack of well managed public transportation resulted to a huge number of motorcycle on jakarta’s streets. in this case, the site selection preference that required a large area of parking may due to this issue. it can be concluded that the site should be selected at first according to the targeted visitors, then to the targeted exhibitors. the selection criteria of an event venue may also with regards to the facilities that may affect the ambience of the event. some venues may not be suitable to organize the event because of the level of difficulties in adding attributes to create the ambience. moreover, the sound in the site area should also be managed to create a good ambience on the event. in regards to the detail preference of the site selection, there should be further research performed with quantitative research to find out about how comfort are the visitors in coming in to the event. references allen, j. (2009) event planning: the ultimate guide to successful meetings, corporate events, fund-raising galas, conferences, conventions, incentives and other events. john wiley and sons. arcodia, c. and robb, a. (2000) ‘a future for event management: a taxonomy of event management terms. in j. allen, r. harris, l. k. jago & a. veal (eds.)’, in events beyond 2000: setting the agenda, pp. 154–160. conway, d. g. (2006) the event manager’s bible second edition: a complete guide to planning and organising a voluntary or public event. how to content book. fawzy, a. (2008) ‘site selection criteria for meetings on cruise ships: the view of corporate meeting planners’, in journal of convention & event tourism. taylor & francis, pp. 81–94. fawzy, a. and samra, y. a. (2008) ‘a conceptual model for understanding associations’ site selection processes: an organizational buyer behavior perspective’, in journal of convention & event tourism. taylor & francis, pp. 119–136. getz, d. (1997) event management & event tourism. cognizant corporation communication. getz, d. (2007) event studies theory, research and policy for planned events. butterworth-heinemann elsevier. getz, d. (2008) ‘event tourism: definition, evolution, and research’, tourism management. elsevier, 29(3), pp. 403– 428. goldblatt, j. (2002) special events: global event management in the 21st century, third edition. new york: john wiley & sons. goldblatt, j. (2008) special events, the roots and wings of celebration. new york: john wiley & sons, inc. goldblatt, j. (2011) special events: a new generation and the next frontier. new york: john wiley & sons, inc. hilliard, t. w. and baloglu, s. (2008) ‘safety and security as part of the hotel servicescape for meeting planners’, in journal of convention & event tourism. taylor & francis, pp. 15–34. mair, j., whitford, m. and mackellar, j. (2013) ‘participant observation at events: theory, practice and potential’, international journal of event and festival management. emerald group publishing limited, 4(1), pp. 56–65. e-journal of tourism vol.4. no.1. (2017): 46-54 http://ojs.unud.ac.id/index.php/eot 54 e-issn: 2407-392x. p-issn: 2541-0857 rompf, p. d., breiter, d. and severt, k. (2008) ‘destination selection criteria: key success factors evolve and dominate’, event management. cognizant communication corporation, 12(1), pp. 27–38. silvers, j. r. (2003) professional event coordination. john wiley & sons, inc. silvers, j. r. (2004) ‘global knowledge domain structure for event management’, in las vegas international hospitality and convention summit. las vegas: university of nevada. silvers, j. r. (2005) ‘the potential of the embok as a risk management framework for events’, in las vegas international hospitality and convention summit. las vegas: university of nevada. silvers, j. r. (2007) ‘analysis of the international embok model as a classification system’, in las vegas international hospitality and convention summit. las vegas: university of nevada. silvers, j. r. (2008) risk management for meetings and events. butterworthheinemann. silvers, j. r., bowdin, g. a. j., o’toole, w. j. and nelson, k. b. (2006) ‘towards an international event management body of knowledge (embok)’, event management. cognizant communication corporation, 9(4), pp. 185–198. stadler, r., reid, s. and fullagar, s. (2013) ‘an ethnographic exploration of knowledge practices within the queensland music festival’, international journal of event and festival management. emerald group publishing limited, 4(2), pp. 90–106. tsai, h.-y. and ho, p.-t. (2009) ‘assessing site selection criteria for taiwan lantern festival by analytic hierarchy process’, event management. cognizant communication corporation, 12(3–4), pp. 187–197. wagen, v. der (2007) human resource management for events: managing the event workforce. butterworth heinemann, elsevier ltd. nyepi holiday package: e-journal of tourism vol.3. no.2. (2016): 130-139 http://ojs.unud.ac.id/index.php/eot 130 e-issn: 2407-392x. p-issn: 2541-0857 local community involvement and quality of life in tourism destination development: case of coastal tourism in west java, indonesia fitri abdillah sekolah tinggi pariwisata bali internasional, bali, indonesia corresponding author: fitri_adie@yahoo.com article info received 20 march 2016 accepted 30 august 2016 available online 15 september 2016 abstract the community in the tourism destination is one of the key elements to ensure the sustainability of the tourism destination itself. the objective of this study was to determine if the development of tourism contributes to the involvement and the level of quality of life of the local community in pangandaran and palabuhanratu. a total of 279 samples were obtained from two locations. data were analyzed by using descriptive methods to determine the phase of the development of destinations, the community involvement, and the level of quality of life the results showed that (1) pangandaran has a better destination performance than palabuhanratu, (2) pangandaran is in the growth phase and palabuhanratu is in the consolidation phase, (3) increase in the number of tourist arrivals in destinations within the growth phase is more influential than that in the consolidation phase, and (4) among the four components of quality of life, the material aspect has the highest value, followed by the spiritual, social and personal aspects. the development of tourism destinations significantly affected the level of community involvement and the level of quality of life. keywords: development, involvement, quality of life introduction the implication of the development of tourism destinations is a multiplier impact for the community in the tourism destinations. inskeep (1991) stated that the development of tourism destinations will be successful if it is able to improve the welfare of the people around the development zone. community is one of the important components and its involvements help determine the development of a tourism destination. the community’s involvements have resulted in the changes in their lives as a result of interaction with tourists. in some research, this welfare is often defined as the quality of life (kim, 2002). the general and macro measurement often used to measure the quality of life is the human development index (hdi). the data show that the provinces in indonesia known as the province of tourism have a lower hdi value compared to the average of the national index. this means that in general, tourism has not been optimally supported the improvement of quality of life. however, is it true that tourism does not contribute to improving the quality of life? in addition to the general and macro measurement above, the level of the quality of life can also be measured by the satisfaction on physical needs, social environment, and other necessities of life. research of kim (2002) concluded that the development of tourism has a positive impact on improving the material, social, and emotional well-being. tourist arrivals results in the increased material well-being that makes the people more prosperous socially and emotionally. therefore benckendorff et al. (2009) stated that the relationship between the development mailto:fitri_adie@yahoo.com e-journal of tourism vol.3. no.2. (2016): 130-139 http://ojs.unud.ac.id/index.php/eot 131 e-issn: 2407-392x. p-issn: 2541-0857 of tourism destinations and the quality of life is still being debated. thus, tourism is assumed to affect the lives of people's satisfaction. therefore, this study was designed to analyze the contribution of the development of tourism destinations to the level of the quality of life of the local people. in the context of the development of tourism destinations in indonesia, the west java province occupies a strategic position. the tourism performance in west java has been greatly supported by the abundant number of tourists from the capital city of jakarta. nonetheless, west java has contributed only approximately 10% of the performance of national tourism, yet this region has various attractive tourism destinations to visit, including the pangandaran and palabuhanratu. the objective of the research was to find out if in micro economics, the development of tourism can contribute to the involvement and the quality of life of the local people in pangandaran and palabuhanratu. as a dynamic system, tourism is the interaction of various components including the local people as a part of it. this interaction has positive and negative consequences. diedrich and garcía-buades (2009) stated that there is a strong correlation between the public perception on the impact of tourism development and the stage of development of tourism destination itself. in the early stages of tourism development shown that the local people tend to have a positive attitude, but after massive development, their perceptions will turn into negative. the people’s positive behavior towards tourism is related to how the local people enjoy their lives in the community (jurowski and brown, 2001). therefore, this study focused on the inter-relationship between the development of tourism destinations, the involvement and the quality of life of the local people in it. some theories underlying these notions are as follows. a) stage of development of tourism destinations refers to the model developed by butler (1980); destination will evolve according to a cyclical model starting from the absence of tourism activities, until the massive development in the form of mass exploitation and subsequently saturation and decline occur. . b) the level of the local people’s involvement in development is defined as community participation in the development activities, which are divided into: planning, implementation, and monitoring. community involvement is measured by using the ranking system of arnstein (1969) with three levels, namely non-participation, tokenism, and independence. c) quality of life is defined as individual satisfaction of all dimensions of life. quality of life of the local communities is measured subjectively and grouped into four aspects, including aspects of material life (kim, 2002), aspects of social life (norman, harwell and allen, 1997), aspects of personal life (sirgy, 2001), and aspects of spiritual life (paloutzian and ellison, 1982). research objective: the objective of this study was to determine if the development of tourism contributes to the involvement and the level of quality of life of the local community in pangandaran and palabuhanratu. methodology the study analyzed the interrelation between the development of tourism destinations, the involvement of local communities, and the quality of life. the development of tourism destinations was measured by the fluctuation of data on the five attributes of tourism destinations, namely tourists, accommodations, attractions, accessibility and amenities. community involvement is measured by the ranking system of participation that includes three development stages: planning, implementation, and monitoring. the quality of life was measured by the individuals’ subjective perception of the community about their satisfaction with the four aspects of quality of life i.e. the material, the social, the personal, and the spiritual aspects. the pattern of interrelation of these three development stages are described as follows. e-journal of tourism vol.3. no.2. (2016): 130-139 http://ojs.unud.ac.id/index.php/eot 132 e-issn: 2407-392x. p-issn: 2541-0857 figure 1 framework of thinking the research method is survey research by combining qualitative and quantitative approaches. the research was conducted in the pananjung village of pangandaran and citepus village of palabuhanratu. samples were the local people of the two villages. samples were taken using purposive method with minimum criteria of 100 samples for each village. a total of 279 samples were obtained from both locations. data were analyzed by descriptive methods to determine the rate of development of tourism destinations, the community involvement and the quality of life. the index rate of development of tourism destinations was used to plot the development of tourism destinations based on the model of butler (1980). the community involvement was known from the respondents' answers on the statement of participation and it was plotted in the arnstein's participation ladder (1969). the quality of life of the local people was found out by make up the quality of life index which consists of the material aspects, the social aspects, the personal aspects, and the spiritual aspects. comparative analysis was conducted to find differences in the character of the development of destination, the community involvement, and the quality of life in pangandaran and palabuhan ratu. results and discussion tourism destination development the discussion on the development of tourism destinations is a discussion of the attributes of tourism destinations. among the various researchers, it seems that the approaches of buhalis (2000) and inskeep (1991) are easier to be implemented in pangandaran and palabuhanratu, compared with attributes proposed by other researchers. the approaches stated that tourist destinations have tourism determinants in the forms of tourists, tourist attractions, accessibility, amenities and accommodations. the data showed that the number of tourists visiting palabuhanratu was higher compared to pangandaran. in both areas, it was gained the same impression about the season of tourists who utilize national holidays and weekends to visit. in the days of national holidays, there was a surge in the number of tourists that exceeded the capacity of locations in both regions, so that traffic congestion cannot be avoided. it is then taken up by the people with a variety of simple service activities such as foodstalls and rest area, resulting in a profitable symbiosis. the development of accommodation in both regions showed a different pattern. although the data showed that the number of tourists to pangandaran was smaller compared to palabuhanratu, investments for the construction of accommodation are more taking place in pangandaran. it can be seen from the increasing number of non-star hotels and homestays. this development is due to its greater distance and the number of attractions that must be visited in pangandaran made travelers should spend the night in pangandaran. tourists prefer to stay at nonstar hotels and homestays available. therefore, businesses of non-star hotels and homestays are more desirable in pangandaran. the considerable increase of the number of tourists in the region did not lead to the improvement of infrastructure. this seems to be related to the local government policies that have not been in favor of tourism, although admittedly tourism has an important role in the development. the development of amenities in palabuhanratu seems to thrive better than that in pangandaran. the development of amenities of both economic and non-economic was assumed to be related to the development of palabuhanratu as the district capital and the economic center in the southern part of the area of sukabumi. e-journal of tourism vol.3. no.2. (2016): 130-139 http://ojs.unud.ac.id/index.php/eot 133 e-issn: 2407-392x. p-issn: 2541-0857 in general, pangandaran has higher index of quality than palabuhanratu. based on the characteristics of tourism destinations, pangandaran and palabuhanratu can be plotted into butler (1980) curve and illustrated in the figure 2. figure 2 illustrative mapping of pangandaran and palabuhanratu in butler curve (1980) the figure of illustration above shows that pangandaran is in the growth phase and palabuhanratu is in the consolidation phase. according to butler (1980) tourism destination in the growth phase is marked by the rise of investments mainly accommodation as well as the emergence of new tourist attractions in accordance with the needs of visitors. public facilities have been changed into business premises. investments that mainly for business accommodation are on the increase both by investors and the local community itself. thus, the growth phase means that development should always be done to keep improving the quality of destinations in order to remain sustainable. applications of butler (1980) showed that the study supports the model. the purpose of applying this model is to estimate the position of the development of tourism destinations. this seems to correspond with the opinion of da conceição gonçalves and águas (1997) which stated that for the sake of development decision-making, the implementation of the model can be conducted. with this standard foundation, it can be concluded that a particular phase has characteristics of specific involvement and quality of life as well. the conclusion from the above discussion is that the tourism destination which is in the growth phase, the development of the number of tourist has led to more multiplier effect of increased business accommodation, tourist attractions and informal community businesses, compared to that of tourism destination which is in the consolidation phase. tourist developments in the two phases are not significantly led to the development of infrastructure. the development of the infrastructure development supported by government programs that are meant not only for the purpose of development of tourism destinations alone. local community involvement the results showed that community involvement in the planning stages is in nonparticipation level. low levels of community involvement in planning is thought to be caused by the way of the planning approach which does not foster participation. this is in accordance with the opinion of guzman, (1989 cited by sunarti, 2008) which states that the failure of the people involved in the development is caused by (1) less strategies in fostering community engagement that should be part of the development program, (2) the community is considered as people who do not understand about the development plans. low education levels and lack of ability to identify the problems that became the basis of these assumptions, and (3) the existing organizations or local institutions are often managed by non participatory mechanism, but is used as a legalization program that has already been planned. stagnation growth pangandaran palabuhan ratu consolidatio n e-journal of tourism vol.3. no.2. (2016): 130-139 http://ojs.unud.ac.id/index.php/eot 134 e-issn: 2407-392x. p-issn: 2541-0857 in the implementation phase, the involvement is ranked independence. this happens because the actual implementation phase occurs during the interaction between the local people and the tourists. the people seek to benefit from the arrival of tourists, with an initiative to set up profitable businesses. however, these initiatives are often not in accordance with the rules and regulations set by the government. this community initiative was realized with the risk that if the government making the arrangement of the locations, then they are ready to be relocated. this fact is consistent with the findings of cooper (1995) that the development of tourism destinations are always characterized by fragmentation and domination by retail businesses whose existence following the tourist season. the domination of the retail businesses can be seen by the development of the food stalls, especially in pangandaran with the amount exceeding 20 percent per year. at the monitoring stage, the community involvement is ranked tokenism. communities take the monitoring initiative in the form of daily interaction between community members as well as interaction with the tourists. the government play a role as a regulator generally relates to the structuring of zoning, licenses/permits and taxes or levies. however, monitoring by both the public and the government seemed as oversight hesitation. as if the government ignored for the sake of tax considerations in order to increase the local revenues (pad). thus, continuous monitoring is not conducted, the lack of enforcement of clear rules, and only performed with the orientation of regional income. this is the reason for the lower public participation in the planning stage, while at the operational stage, the role of government is very strong and declining at the monitoring stage. the pattern of community involvement in the two regions can be described by the ranking ladder of arnstein (1969) in table 1. table 1. the pattern of community involvement in the two regions by the ranking ladder particip ation ladder arnstei n (1969) stage planning implementatio n monitoring pang andar an palab uhanr atu pang andar an palab uhanr atu pang andar an palab uhanr atu nonpar ticipati on 74,1 % 91,2 % tokeni sm 67,5 % 80,5 % citizen power 88,0 % 85,0 % resouces: primary data (2014) from the table it can be seen that in the two regions showed the same pattern of community involvement. the involvement of non-participation in the planning, independent involvement in the implementation, and involvement of tokenism in the monitoring. such a pattern is a common pattern in development planning in indonesia. according to rosyida and nasdian (2011) the concept of technocratic planning still dominates the development planning in indonesia. the implications of minimum community involvement in planning is the euphoria of involvement in the implementation phase, especially during the high tourist seasons. the study's findings also indicated that the difference in the profession affected on the community involvement in pangandaran and palabuhanratu. it seems that the attractiveness of the jobs has made the local people interested in getting involved, especially in the implementation of the development. of the various types of professions, it was mostly entrepreneurs. the types of business are mostly traders either foods or grocery stores. it is the professions that encourage people to get involved instead of education, age and income. it is believed to be related to the perception that jobs will e-journal of tourism vol.3. no.2. (2016): 130-139 http://ojs.unud.ac.id/index.php/eot 135 e-issn: 2407-392x. p-issn: 2541-0857 generate revenue, and jobs can be used as a medium for socializing. a good job can encourage someone to get involved in community activities. usually people with certain job levels will be able to spend or not even take the slightest time to engage in certain activities. the conclusion of this discussion is that in the phase of the development of tourism destinations has not resulted in changes in the rating of involvement of the ladder of in participation, but in the destination with the growth phase, the pattern of community involvement in the planning, implementation, and monitoring tended to be more moderate. in the consolidation phase tended to be more extreme at the planning stage, the public would probably not get involved, but at the implementation stage more number of people involved. these patterns describe how decisions are made by the community. involvement also influenced by other people’s activities, particularly the jobs. the desire to do the same things as others, seems to be more dominant in the community in tourism destinations during the consolidation phase. local community quality of life aggregately, the quality of life index of pangandaran was better than the palabuhanratu. this finding also confirms the opinion of inskeep (1991) and jurowski (1994) about the importance of community in the development of tourism. the good performance of destination development will be marked with the good level of quality of life as well. the aggregate value of quality of life index is presented in the following table. tabel 1 local community quality of life pangandaran and palabuhanratu no aspect arithmetic weight mean index pangandaran palabuhanratu pangandaran palabuhanratu i material 71 , 77 70 , 46 21 , 53 21 , 14 ii social 68 , 73 69 , 56 17 , 18 17 , 39 iii personal 72 , 39 72 , 09 18 , 10 18 , 02 iv spiritual 79 , 06 77 , 88 15 , 81 15 , 58 quality of life index 72,63 72,12 resouces: primary data (2014) the above table shows that in terms of material aspects, pangandaran has a higher index than palabuhanratu. it can be seen from the components that forming the material aspect. it is known that all components in the material aspects of pangandaran showed a higher value than palabuhanratu. two things that are assumed to be the causes: the social character of the community and the people’s work ethic. the social character of fishermen has a more open character. uncertainty factor which was higher than in agriculture led to the fishing communities had to work harder to get adequate results. this pattern is shaping the community work ethic of pangandaran to be higher than that in palabuhanratu. the analysis showed that there was a weak and significant correlation between the community involvement and the quality of life. this value indicates that the involvement of the community turned out to contribute to the level of quality of life of local communities (rpng=0.219 dan rplb=0.270). the relationship was so significant that it cannot be ignored. accordingly, aspects of the development of tourism destinations and community involvement affected the quality of life of the local communities. the weak correlation value was assumed to be caused by the level of quality of life which was measured subjectively using the micro-scale of individual communities. the conclusion obtained that the involvements of the local communities in both locations were determined in tourism activities. this finding is consistent with the research conducted by (jurowski, 1994; andereck and vogt, 2000) which states that the level of the local quality of life is determined by the activity of tourism as a tool to improve the economic position. their hope is to obtain a better job, while maintaining the socio-cultural and environmental conditions. thus, the development of tourism destinations can create social justice and provide economic security through its involvement in the development. e-journal of tourism vol.3. no.2. (2016): 130-139 http://ojs.unud.ac.id/index.php/eot 136 e-issn: 2407-392x. p-issn: 2541-0857 tourism destination development, local community involvement and quality of life based on description above, the relationship between the development of tourism destinations and community involvement, and quality of life can be generalized by assessing the the relationship of all three. the data in table 3 illustrates the relationship between the development of destinations, the community involvement and the quality of life. in terms of destination development, the performance of pangandaran was better than that of palabuhanratu. better development was supported by a rating factor, where tourists have a longer stay so as to spend more money. the factor of length of stay was supported by the facst of selection of objects and tourist attractions in pangandaran are more varied than the palabuhanratu. the decisions of tourists to stay longer also due to the provision of better accommodation facilities and access. this suggests that the development of destinations from pangandaran was better than palabuhanratu. tabel 2 interrelation among destination development, local community involvement and quality of life item analyse destinations comparati ve analysis pangandaran (a) palabuhanrat u (b) destination development growth of number of tourist 0,300 0,270 a>b growth of number of accomodati on 0,225 0,138 a>b growth of number of object and attraction 0,125 0,050 a>b growth of number of accesibility 0,125 0,101 a>b growth of number of amenity 0,075 0,150 a<b destination developmen t phase 0,845 (developmen t) 0,709 (consolidatio n) a>b local commnity involvement planning nonparticipat ion nonparticipat ion a=b implementa tion citizen power citizen power a=b monitoring tokenism tokenism a=b local community involvement material aspect index 21,53 21,14 a>b community aspect index 17,18 17,39 a<b personal aspect index 18,10 18,02 a>b spiritual aspect index 15,81 15,58 a>b total aspect index 72,63 72,12 a>b correlation between community involvement and quality of life material aspect 0,234** 0,165* a>b community aspect 0,173* 0,111 a>b personal aspect 0,078 0,156 a>b spiritual aspect 0,232** 0,304** a<b noted : *. correlation is significant at the 0.05 level (1-tailed). **. correlation is significant at the 0.01 level (1-tailed). it can be seen that the development phase and the involvement of the local communities affected the quality of life of the local communities in the material, social, and spiritual aspects. thus, the people involved in tourism development with the purpose to increase the prosperity in terms of economic, social relation, and spiritual values. in the consolidation phase, the involvement of the local communities is affecting the quality of life in terms of material aspect, and spiritual aspect. the local communities were interested to be involved in the destination development in order to increase the prosperity in the economic sense, and spiritual values. the interesting finding of this research was that the increasing number of domestic tourists in pangandaran has no significant effect on the quality of life in the community. it is believed to be related to the degree of heterogeneity in pangandaran. this heterogeneity level causes a more flexible attitude towards immigrants and their impacts on quality of life in community are smaller. e-journal of tourism vol.3. no.2. (2016): 130-139 http://ojs.unud.ac.id/index.php/eot 137 e-issn: 2407-392x. p-issn: 2541-0857 some heterogeneous characters stated by britha (1999) namely: similarity, equality, democracy, solidarity, justice and social solidarity. these principles seem to be going well in pangandaran so that the revenues from domestic tourists do not cause changes in the overall quality of life. however, the findings strengthen the opinion of benckendorff et al. (2009) that research on the quality of life of the local people, put more emphasis on how the impact of tourism development can affect their life satisfaction. the study's findings also support the notion of liu and var (1986) that people realize that tourism can have a positive impact on the economy but are reluctant to accept changes in environmental and social aspects due to tourism. thus the developments of tourism destinations in both study areas, were not fully lead to positive changes in all aspects of quality of life there. based on the above discussion some points can be synthesized as follows. first, pangandaran has a better performance compared to palabuhanratu. pangandaran is in the growth phase and palabuhanratu is in the consolidation phase when plotted in the model of talc of butler (1980). the study's findings do not completely follow that model, because the use of the attributes of the tourism destination corrected the development phase of destination is not only determined by the growing number of tourists. second, the pattern of community involvement in the two phases of the development of tourism destinations show a similar pattern. tourism destination development phase did not cause a change in the ranking of the ladder of participation, but at the destination with the growth phase, the pattern of community involvement in the planning, implementation, and monitoring tend to be more moderate. third, the level of quality of life of the local communities in both destinations showed a high level. among the four aspects of quality of life, the material aspect is in the highest position, followed by the spiritual aspect, the social aspect and the personal aspect. fourth, there was a positive relationship between the community involvements with the quality of life of society as a whole. thus, the developments of tourism destinations have an impact on the level of community involvement and the quality of life. the value of influence was weak but could not be ignored. such findings indicate that research carried out by kim (2002), about the positive impact of tourism development on improving the material, social, and emotional well-beings, and jurowski (1994) about the positive impact of tourism development on the quality of life, does not seem entirely correspond with the situation in the two areas. conclusion the development of tourism destinations significantly affected the level of community involvement and the level of quality of life, pangandaran has a better destination performance than palabuhanratu, pangandaran is in the growth phase and palabuhanratu is in the consolidation phase, increase in the number of tourist arrivals in destinations within the growth phase is more influential than that in the consolidation phase, and among the four components of quality of life, the material aspect has the highest value, followed by the spiritual, social and personal aspects. recommendation first, the development of tourism destinations is defined as an increase in the number of tourists which increased attributes of other destinations. therefore, the government with tourism stakeholders need to make good planning and strategic steps to ensure that the growth of the number of tourists result in the positive impact on improving the quality of attributes of tourism e-journal of tourism vol.3. no.2. (2016): 130-139 http://ojs.unud.ac.id/index.php/eot 138 e-issn: 2407-392x. p-issn: 2541-0857 destinations. second, the facts show that the higher the involvement of the community, the better the performance of tourism destinations. therefore, to improve the performance of the tourism destination, it is required a higher community involvement. the pattern of community involvement needs to be shifted from passive to active pattern. third, the facts that the development of tourism destinations significantly influenced on the level of quality of life of the local communities. the significant positive effect was shown in the material and spiritual aspects of quality of life, while the social and personal aspects showed the opposite pattern. therefore, it is necessary for efforts to protect the assets of society against loss due to the development of tourism. strengthening the social institutions and communication between stakeholders should continue to be developed. references andereck, k. l. and vogt, c. a. 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(2018): 9-21 http://ojs.unud.ac.id/index.php/eot 9 e-issn: 2407-392x. p-issn: 2541-0857 sengkulun as betawi traditional cake philosophy, historical and cultural review billy tanius 1 , tiurma sinaga 2 and himawan brahmantyo 3 1 podomoro university jakarta 2 department of community nutrition, faculty of human ecology, ipb darmaga bogor 3 sekolah tinggi pariwisata trisakti jakarta corresponding author: billy.tanius@podomorouniversity.ac.id article info received 25 january 2018 accepted 12 march 2018 available online 30 march 2018 abstract betawi has a diversity of traditional food. one of the diversity of traditional foods of betawi’s type of cake is sengkulun cake. this rare cake is made from glutinous rice flour. study was designed to recognize the sengkulun cake from history, culture and philosophy as well as documenting the original way of making the cake which has begun to be forgotten. descriptive qualitative approach was used to analyse data and information. respondent were elders, i.e. betawi cultural experts and sengkulun cake makers. experiment was conducted to obtain documentation in the form of photo and video which could make the cake more interesting to become betawi ‘s snacks. results show that the sengkulun cake has existed for a long time but cannot be known with certainty the year of the creation of this cake. this cake began to be created because of the abundant availability of glutinous rice and also due to the influence of chinese ethnic in the processing the snacks. the cake has a high position in ancient times because this cake can only be found in certain events such as eid al-fitr. from the sengkulun's philosophy, it can be said that sticky texture of the sengkulun cake has a symbol of respect each other. keywords: philosophy, sengkulun, traditional cake introduction background jakarta is a city that has many functions and roles. jakarta as the capital of the province and also the state capital. the hustle of routine as the center of government, the trading city, the administrative center, the central political activity, and the educational center, as if ceaselessly offering modernity, which almost eliminates the identity of jakarta. jakarta is unique because it cannot simply represent the ethnic population of the original, namely betawi, but also home to various humans, tribes, cultures, and other ethnic who come, live, and thrive in it. the epistemology of jakarta culture is a mixed culture or culture of various ethnicities. since the dutch era, jakarta is the capital of indonesia which attracts migrants from within and outside the archipelago. the tribes inhabiting jakarta, among others, java, sunda, minang, batak, and bugis (martiah, 2013). apart from the population of the archipelago, mailto:billy.tanius@podomorouniversity.ac.id e-journal of tourism vol.5. no.1. (2018): 9-21 http://ojs.unud.ac.id/index.php/eot 10 e-issn: 2407-392x. p-issn: 2541-0857 jakarta culture is also absorbed from many foreign cultures, such as arabic, chinese, indian and portuguese. with cultural diversity that ultimately mutually acculturates affect traditional culinary products contained in jakarta. cultural assimilation was inevitable, especially since the first city of jakarta has become a melting pot. various local and foreign ethnic crowded the city of jakarta. status as a modern city with a massive wave of development invasion also played a role to wipe out the existence of ethnic betawi, the original inhabitants of jakarta who deserved the presence of the newcomers (lila, 2016). before the 1960s in the center of jakarta there were many betawi settlements, but due to the development and industrialization, many betawi kota people moved to the outskirts of jakarta (shabab, 2004). land owned by betawi people more and more are traded freely. the city of jakarta was later abandoned the original inhabitants, changed with the immigrants who race to taste the beautiful metropolitan. under the guise of globalization, traditional betawi wisdom is increasingly felt strange in his own village. in addition to its predicate as a metropolitan city, other tourist attraction is said to have come from a number of art and cultural festivals held in jakarta (deny, 2014). therefore, in addition to offering the splendor of a sparkling urban city with luxurious facilities, jakarta should also more often showcase the uniqueness of betawi ethnic culture, including culinary, which is loaded with historical value and philosophy. as one of the tourist destinations in indonesia, quite a lot of jakarta's local culture can be developed and promoted, including culinary riches. there are a line of delicious and unique dishes that are very potent betawi so the appeal of the culinary tourist, either because of taste, health benefits, or the value of philosophy and history that accompany it. unfortunately until now the betawi culinary wealth has not become a reason for tourists to come to jakarta. betawi culinary tour in jakarta is still not well known, still far behind the popularity of shopping center and family recreation center. in the official website of jakarta tourism and culture department, the choice of betawi restaurant or restaurant is not in the recommended indonesian food reference (lila, 2016). betawi typical food as its culture is a blend of elements from outside such as culinary from china, middle east and the netherlands. the cuisine of these elements can be recognized in the typical betawi cuisine, but there are some dishes that are purely derived from outside but in the spread of the food undergoes a name change. betawi has a diversity of artistry such as music, dance, tourist attractions, and food. the diversity is also influenced by other cultures, one of which is seen from the diversity of traditional betawi food of cake that is influenced from the chinese cultural traditions that are visible from various types of food typical of betawi (dwi, 2015). one of the betawi culinary that is influenced by chinese culture is sengkulun . but this cake is now beginning to be difficult to obtain, even practically rare. sengkulun is a cursory look like a basket. cake that is made from glutinous rice, has a rough nodded surface, texture is soft and chewy. originally sengkulun made from java brown sugar. this traditional food began to be difficult to obtain, practically rare in fact. the causes are varied; no one can make it anymore, less favored and no popularization and no future generations. too bad if traditional food goes extinct one by one. based on the background of the above problems to be able to preserve traditional betawi food, especially betawi cake which is increasingly difficult to obtain, while this cake is a cultural heritage that needs to be maintained, especially in the effort to preserve the culinary of the archipelago as a part of national tourism development, proposed a research topic on betawi culinary cake as betawi traditional culinary. reseach objectives this study only reviewed the sengkulun cake in terms of philosophy, history and culture, looks at how the original way of making sengkulun cakes to be able to be documented and develops sengkulun product to be more acceptable by society. the e-journal of tourism vol.5. no.1. (2018): 9-21 http://ojs.unud.ac.id/index.php/eot 11 e-issn: 2407-392x. p-issn: 2541-0857 purpose of the research is to know the history, philosophy and culture of betawi sengkulun cake and to preserve the betawi sengkulun cake. research benefits are providing information in the form of valid documents as a betawi traditional culinary reference, introducing sengkulun cake as traditional betawi snack and preserving sengkulun cake to be known by the community. literature review history history is chronological study that interpret and gives meaning to events and applies systematic methods to discover the truth. history is continuous process of interaction between the historian and his fact, unending dialogue between the present and the past (carl, 1985). every historian would agree, i think that history is kind of research or inquiry. philosophy philosophy is an attitude toward life and universe; philosophy is a method of reflective thinking and reasoned inquiry ; philosophy is a group of problem; philosophy is a group of system thought (harold, 2015). culture according to structuralism, contains the basic idea as follows. structuralism views that all societies and cultures have the same and fixed structure. this belief believes that every human being possesses a genetically inherited basic ability that this ability exists in every normal human being. this understanding places the structure of language and culture as forces and even human consciousness. in this case, ceremonies, systems, kinship, marriage, cooking dress are the pattern of language. cultures such as languages in which there are hidden rules governing the behavior of society. this hidden rule is what makes a community group unique and different from other community groups. history of betawi betawi tribe is a tribe in indonesia whose inhabitants generally reside in jakarta. some argue that the betawi tribe is derived from inter-ethnic and inter-mawin marriages in the past. biologically, those who claim to be betawi people are descendants of bloody mix of various tribes and nations imported by the dutch to batavia. the so-called betawi people or tribes actually counted newcomers in jakarta. this ethnic group was born from a combination of various other ethnic groups who already live in jakarta, such as sundanese, javanese, arabic, balinese, bugis, makassar, ambon, malay and chinese (murni, 2012). cooking method traditional food cooked with certain cooking methods or techniques to produce different textures and food products. some cooking techniques with water convection is steaming, the cooking process is moist or wet, with heat from steam or with steamed terms. in this sengkulun cake research is cooked in a way steamed. the cake sengkulun according to indra ketaren in upa boga indonesia, typical food from betawi which is cursory like a basket cake but the surface is rough. a sweet savory sweet flavor with a supple and soft texture. sengkulun is made with the main raw material of sticky rice flour. the color of chocolate because it uses brown sugar as well as a sweetener in addition to using sugar as well. while that makes it tasty, no other thick coconut milk. steam time long enough, about 2 hours. this food is not really pure betawi, but there is the influence of chinese culture. admittedly, chinese culture is strong enough to penetrate the betawi culture. on idul fitri and idul adha, usually kue sengkulun is often served. cake with basic ingredients sago and glutinous flour is very tasty in combination with grated coconut. the area of this cake distribution is cultivated in certain areas on the border area of east and south jakarta (murni, 2012; felicia, 2014). e-journal of tourism vol.5. no.1. (2018): 9-21 http://ojs.unud.ac.id/index.php/eot 12 e-issn: 2407-392x. p-issn: 2541-0857 methodology design and time methods are a way of expressing objective truth. this method is intended to reveal that the expressed truth is based on sound scientific evidence. therefore, methods can also be interpreted as procedures or sequences of ways that systematically extract scientific truths (firta, 2015). this research uses descriptive method with qualitative approach. qualitative approach is a research process that produces descriptive data in the form of oral words of people and behavior observed (bogdan and taylor, 1992). qualitative approach was chosen in this study to see the essence of research so that the results obtained detailed. qualitative research has the following characteristics. a. there is a natural research background and researchers act as this instrument. researchers are mostly at the research site to observe and understand the problem in depth. researchers also use a tape recorder to document data in words and cameras to document in the form of images. b. descriptive nature, the researchers will describe the problem of research with the detailed data collection and complete. c. more emphasis on process than product. the process is more emphasized because research begins with "how" and not "what". d. tend to analyze data inductively. the research begins with a way of looking at the specific circumstances in society and then drawn general conclusions based on the development of ideas from existing theories. e. in qualitative research, which is very important. this approach emphasizes the importance of fast and accurate capture of post-insights. this type of research uses a descriptive approach, i.e., a study that aims to provide or describe a state or phenomenon that occurs today by using scientific procedures to answer the problem in actual (sugiyono, 2010). descriptive research tries to find the right and sufficient description of all activities, objects, processes and people (basuki and sulistyo, 2010). the method used in the study was descriptive and qualitative by in-depth interview with snowball technique and observation. observations carried out to see how to make sengkulun cake. the study was conducted from april to august 2017 in jakarta especially at central jakarta. a. research informants informants of the research are selected speaker namely indigenous elders betawi, cultural betawi and sengkulun cake maker. b. research instrument research tool used in collecting data in the form of interview guide in form of questions, observation record and documentation. sources of data data was collected using snowball sampling technique. according sugiyono (2010:85) "snowball sampling is a technique of determining samples at first small amount then become big". if the data collection of the first respondent has been completed, the researcher requests that the respondent provide a second and further recommendation. this process lasts until the researchers obtain sufficient data and as needed. data collection technique data collection is a very important step in the research, a researcher must be skilled in collecting data in order to obtain valid data. data collection is a systematic and standard procedure for obtaining necessary data. in qualitative research the techniques used are observation (observation), in-depth interview, and documentation. a. observation in qualitative research, the observation is clarified into 3 ways: observers can act as participants or nonparticipants, observation can be done frankly or disguise, and observation concerning the research background (sugiyono, 2010) and in this research used observation technique which where researcher act as participants observations conducted by the author in this study is the observation frankly, in this e-journal of tourism vol.5. no.1. (2018): 9-21 http://ojs.unud.ac.id/index.php/eot 13 e-issn: 2407-392x. p-issn: 2541-0857 case the authors do data collection that researchers are doing research on sengkulun cake. b. depth interview in the technique of gathering using interviews is almost the same as the questionnaire. the interview itself was divided into 3 groups: structured interviews, semi-structured interviews, and in-depth interviews. researchers chose to conduct in-depth interviews, aiming to collect complex information, most of which contain opinions, attitudes, and personal experiences (basuki and sulistyo, 2010). to avoid losing information, the researcher asks the resource person to use the tape recorder. before an in-depth interview, the researcher explains or gives a brief and clear overview of the topic of research. c. documentation the document according to sugiyono (2010: 240) is a record of events that have passed. documents used by researchers here in the form of photographs, images, and data about the sengkulun cake. the results of the observations and interviews will be more legitimate and reliable if supported by photographs. data analysis descriptive qualitative was used to analyze the data and information which were collected based on in-depth interview and playing back the recorded interview results and discussion characteristics of respondents there were 8 respondents in this research. most of their age were 40 years to 80 years. all of them live in jakarta. they have direct experience of undergoing betawi traditional food. all of interviewees know about sengkulun cake. four respondents are as sengkulun cake maker and other respondents are organizers of betawi cultural institutions at jakarta. table 1. profile of respondents respondent age accupation 1 56 lkb development 2 47 lkb development 3 63 setu babakan 4 89 sengkulun maker 5 59 teacher at lkb 6 72 sengkulun maker 7 59 sengkulun maker 8 62 sengkulun maker history about sengkulun the results show that sengkulun has been known since long time ago, even since their’s grandpa and grandmother was born this sengkulun already exist. but it is not known exactly when the cake began to be made. the table 2 shows the answer about how long has sengkulun cake been known? table 2. sengkulung cake has been known by betawi people informan answer 1 as abang, i know this cake since i was child 2 clearly since i was child this cake already exist. 3 since i was childhood my parents have introduced this cake 4 i know this from my grandmother 5 i have known sengkulun from my grandmother and my grandfather 6 since my grandmother tough me how to made this cake 7 since i childhood my grandfather show me how to made sengkulun. 8 i know sengkulun since i was childhood. the origin of sengkulun is estimated to begin to be made from the availability or harvest of glutinous rice is abundant. the influence of immigrants from ethnic malays and chinese such as making basket cake, the betawi residents allegedly adopted the way of making sengkulun by using glutinous rice that is easily obtained at that time. at least references related to betawi traditional cake caused the history of sengkulun become limited. from the results of extracting e-journal of tourism vol.5. no.1. (2018): 9-21 http://ojs.unud.ac.id/index.php/eot 14 e-issn: 2407-392x. p-issn: 2541-0857 information from the sources, only a small number of informants who have the belief and the opinion that sengkulun is a betawi traditional cake made without any influence from other cultures. but most of the informants argue that because betawi past is a gathering place of various ethnicities and nations, it is suspected of strong ethnic chinese influence that inspires the making of this sengkulun. the table 3 shows how the origin of the sengkulun cake is created? table 3. the originality of sengkulun cake informan answer 1 over production so our eldery use ingredient to make sengkulun 2 production of glutinous rice need lot of time and got the influence of the chinese culture about making this cake. 3 betawi has the cake since long time ago as we have a lot of glutinous rice 4 richness of agriculture in the form of glutinous rice, farmers make the cake following the chinese people. 5 sengkulun cake is real cake from betawi culture 6 chinese culture influence the existence of sengkulun cake 7 chinese culture influence us how to make the cake 8 abundant of glutinous rice production make grandparents created the cake adopted from chinese people from the interview it is clear that the existence of this cake has been rare and less well known by the betawi people, especially young people. but this cake has long been known as a snack and is an offering cake for the elderly or magnifying people in the past. this cake has a position that is considered high in the past, because only made and intended to people who are respected or have a high position in the community. it is also reinforced by the making of cakes that are only performed at large ceremonies on the feast of eid al-fitr and eid al-adha. table 4 shows how is the position of sengkulun in today's betawi society? table 4. the position of sengkulun cake in today's betawi society informan answer 1 sengkulun known as cake for offering for the eldery for now days young people will not known about this cake. 2 rare cake for young people serve for the one who are respected 3 sengkulun usually for eldery and served at eid al fitri and eid al fitr. 4 for young betawi will not know sengkulun, because theres no one sold this cake and usually this cake on eid al fitr 5 cake for respected the eldery 6 already known sengkulun, never sold in the market as well 7 rare cake for respect the eldery usually at eid al fitr an edi adha. 8 young people don’t know about history of sengkulun cake results of interviews show that all sources said that the cake is widely known by betawi people, especially betawi central jakarta and surrounding areas. the existence of the mapping of betawi food is known that the distribution of this cake is only found in betawi people living around central jakarta. sengkulun in betawi society is better known by betawi people in central areas such as central jakarta and surrounding areas, such as kebun sirih area and kebun kacang. the results of interviews with some betawi culinary experts and also the makers of sengkulun is a cake or snack that is only held for certain events so that it becomes a proud thing for the betawi people or families who can prepare it outside the special event. it can be concluded that the betawi people who live in central jakarta and surrounding areas are still quite know and play a role in introducing this sengkulun. the table 5 shows the role of community groups in the existence of sengkulun cake. e-journal of tourism vol.5. no.1. (2018): 9-21 http://ojs.unud.ac.id/index.php/eot 15 e-issn: 2407-392x. p-issn: 2541-0857 table 5. role of community groups in the existency of sengkulun cake informan answer 1 this cake is only in the central area of betawi 2 all betawi should know this, but the most area is in the central area 3 central jakarta know more about sengkulun cake 4 since i was a child, sengkulun already exist at my area kebun sirih 5 i live at kemayoran, and sengkulun still exist there. 6 at the central area 7 betawi people at my place 8 all betawi people should know this cake. but central jakarta at my place kebun kacang still have received order for this cake. philosophy of sengkulun sengkulun made from glutinous rice flour has a special characteristic where the cake is more sticky if not eaten with grated coconut. from the results of interviews with informants who know about the existence of sengkulun. this cake becomes a symbol to stick each other together. this cake is often found in the wedding ceremony, which is expected to be a mutual attachment between husband and wife. this cake is a tradition for eid al fitr and eid al adha where the existence of this cake to glue the relationship with one another in the family, at the time of eid fitr and eid al-adha where the relatives gathered with the existence of this sengkulun can be meant glue outgoing relationships with each other. the table 6 shows the philosophy of sengkulun cake in betawi. table 6. philosophy of sengkulun cake in betawi informan answer 1 especially for lebaran, incidentally for certain people is also used as a dish of eid adha and idul fitri, so it's more like lebaran because the meaning of the sticky cake will attach family relationships 2 usually for eid fitr, because this cake for stick family relation. 3 for engagement events, gluing relationships between couples 4 engagement events and eid fitr, you know that this cake to stick family relationships. 5 before wedding event and eid fitr 6 for seserahan event at betawi, this cake as glue for couples relation 7 eid fitr and eid adha event. for attach all family relation 8 usually for engagement, this cake from bride family for groom family which mean for bride and groom stick together. the cake is a tradition for eid and eid al-adha (murni, 2012) where the existence of this cake to glue the relationship with one another in the family, at the time of idul fitri and idul adha where the relatives gathered with the existence of this sengkulun cake it can be intended to glue relationships with one another. ketan itself in the belief of javanese society has many meanings. ketan can be interpreted "kraketan" or "ngraketke ikatan ", which means to bond the bond. as a symbol of glue rope brotherhood among human beings. it is also marked by the distribution of the dish to the neighbors and relatives to keep the intimacy closer. from this glutinous meaning, sengkulun based on glutinous rice flour can have meaning, the presentation is used to glue the relationship of both husband and wife and relative relationship. culture of sengkulun the results show that from interviews point of view, the cake is mentioned that most likely "sengkulun" because of the characteristic of the dough is first laid to add to the paste that has been steamed half cooked. but some betawi culinary experts say because this cake is devoted to the elderly in ancient times is referred to as "penghulun" this term that makes this cake named sengkulun. the table 6 shows any meaning of sengkulun cake. e-journal of tourism vol.5. no.1. (2018): 9-21 http://ojs.unud.ac.id/index.php/eot 16 e-issn: 2407-392x. p-issn: 2541-0857 table 7. any meaning of sengkulun cake informan answer 1 because this cake for eldery, eldery is reffered as penghulun. so we call the cake sengkulun. 2 story from the community who consider the elderly as penghulun. 3 sengkulun means chewy and sticky and this cake for penghulun ( eldery) 4 because pulun ( method of making this cake ) we can call this cake sengkulun 5 because how to make cake surface by pulun-pulun , we name it sengkulun 6 since childhood already sengkulun 7 because that small round shape on the cake we call pulun 8 because printil on the top of cake, that pulun as sengkulun. most of the sources said this cake can be served as a daily dish. however, according maker of sengkulun, this cake is only made for certain events in betawi culture, but can be enjoyed daily if bespoke to the maker to be enjoyed at special family event outside of big days or famous betawi traditional ceremonies. the table 8 shows result of the sangkulun cake which has become a daily cake dish. table 8. sangkulun cake has become a daily cake dish informan answer 1 only for certain event dishes, but can be ordered if you want to enjoy 2 i think this cake you can enjoy it any time 3 in the past this cake has been sold but now people try to make their own cake 4 we can use daily 5 can create for daily but can be order for engagement 6 food can be made anytime 7 only for certain event but we can order to sengkulun maker if we want to enjoy it. 8 any time you can enjoy this cake the way of making that is by pulunpulun which a mixture of glutinous rice flour and rice flour mixed with palm sugar mixture until the form of grain is a special technique in making this cake. almost all of informant said about making pulun is one of special technique in making of sengkulun. results interviews the main ingredients of sengkulun are glutinous rice flour, rice flour, java sugar or with palm sugar, grated coconut, pandan leaves, water and salt. and tools for making this cake are wooden spatula, bowl, saucepan, strainer, measuring jug, small cup for cake mould, and steamer for steaming the cake. the present form of the sengkulun cake is known to be rectangular or parallelogram. since there is no standard of the original form. sengkulun cake there is a sell with a round shape and then put coconut shredded in a small plastic box one by one only in accordance with the order. this can be known from the results of interviews with business actors sengkulun cake that is still there. the table 9 show how is the presentation of sengkulun cake at the moment. table 9. presentation of sengkulun cake at the moment informan answer 1 there is no possibility that our friends as culinary experts, they adjusts the taste of the people now but the traditional touch with the new packaging 2 if it changes shape is also not, it is the system when the old time in the form of a big slice . now there is also what i see in already in the form of small round shape in a box 3 still in square shape 4 we can use a lot of mould shape 5 usually for engagement i use love shape 6 still selling in square shape. 7 same size and shape until now 8 usually for eid fitr i made it small shape n put in small box include coconut grated. e-journal of tourism vol.5. no.1. (2018): 9-21 http://ojs.unud.ac.id/index.php/eot 17 e-issn: 2407-392x. p-issn: 2541-0857 the results also show that sengkulun cake need to be sustain because modern betawi children today have not known this cake. the informant suggest the need to make this cake as a typical souvenir of betawi, a new breakthrough in the packaging and cake form more interesting to be enjoyed by young people today. the table 10 shows the way to preserve sengkulun table 10. the way to preserve sengkulun cake informan answer 1 keep this cake always exsist. 2 not only need the role of government in this case, i think the community also play an active role . i think it is necessary there is also a breakthrough that can be sold in the form of the term day-to-day, made a souvenir because it's been so far not only dodol 3 by teachang and telling about sengkulun cake to young generation 4 you as a young person must make this cake still known 5 keep making and sharing about how to make this cake to young generation 6 i still receive orders for sengkulun until now 7 keep selling this cake until now 8 need to make this cake as snack from betawi method of making sengkulun cake the results show that how to make sengkulun cake is that it starts from cooking javanese brown sugar with sugar and water until boiling and then let stand until cold. then mix the glutinous rice flour with rice flour to mix well and then add the brown sugar solution to the glutinous rice flour mixture and then make the cake by hand or with the wood spatula, until it is in the form of small grains, then set aside in a separate bowl and combine with slice of palm sugar. then the rest of the solution is mixed until it becomes one with a glutinous rice flour mixture until there is no clump. to avoid dough that clumps then the dough needs to be sieved. then poured into the mold of sengkulun cake then steamed until half-baked, freshly picked and then mixed with pulp grains with brown sugar to stick with the cake. the dough is steamed until cooked and ready to be served with grated coconut that has been steamed. conclusion the sangkulun cake has existed for a long time in the 14th century and it was preceded by the availability of glutinous rice that many people then betawi people who get the influence of malay and ethnic chinese from seeing them make a basket cake then created this cake with the aim of the sengkulun people who are elder. this cake is formed because often see ethnic chinese in making basket cake but made easier in making this cake. crackers in ancient times is used as a conductor for the elderly or considered penggede in the region which is given at the event and eid al-fitr. this cake has a philosophy that is strongly associated with sticky rice which is where the cake is in the application or even when the eid can give the meaning that this sticky cake can make close relationship between husband and wife or glue the relationship between relatives in the family. this cake can already be enjoyed every day even its making techniques have started to extinct began to be reappointed by the author for this cake in the end can still be known by the betawi people and also this cake can also be used as a special cake betawi which can be made by souvenir typical betawi the technique of making sengkulun has been made and documented in the form of video and also photo and has been distributed to betawi cultural institutions with the aim that this manufacturing technique to be preserved betawi society. suggestion indonesian culture is so much we should be proud and appreciate our culture. it should be the younger generation can civilize and preserve indigenous culture of indonesia and do not just imitate foreign culture. generally, indonesian people are more proud of foreign cultures that put forward a more luxurious and stylish culture but forget the original culture. therefore, it is necessary to e-journal of tourism vol.5. no.1. (2018): 9-21 http://ojs.unud.ac.id/index.php/eot 18 e-issn: 2407-392x. p-issn: 2541-0857 recognize the indigenous culture of indonesia. suggestion for sengkulun that is expected to be done further research that lift sengkulun with modification of more unique flavor again to sengkulun can be betawi snack which have many flavor choice. references basuki and sulistyo (2010) metode penelitian. jakarta: penaku. bogdan, r. and taylor, s. j. (1992) ‘pengantar metode penelitian kualitatif’, terjemahan ali furchon. surabaya: usaha nasional. carl, e. h. (1985) what is history? england: penguin books ltd. deny, s. (2014) jakarta makin banyak disambangi wisatawan. dwi (2015) perancangan buku kue tradisional khas betawi. bandung: universitas telkom. felicia, k. (2014) pengaruh budaya betawi pada makanan khas imlek di jakarta. jakarta: universitas bina nusantara. firta, h. (2015) sate lilit sebagai kuliner tradisional bali. jakarta: stp trisakti. harold, h. t. (2015) living issue in philosophy. new york: oxford university. lila (2016) evaluasi bir pletok sebagai welcome drink. jakarta: stp trisakti. martiah, s. (2013) meningkatkan minat masyarakat terhadap produk kuliner tradisional. jakarta: universitas indraprasta pgri. murni, s. (2012) kuliner khas betawi. jakarta: dinas pariwisata dan kebudayaanprovinsi dki jakarta. sugiyono (2010) metode penelitian kuantitatif kualitatif dan r & d. bandung: cv. alfabeta. appendix picture sengkulun already follow new style picture sengkulun in real shape. method of making sengkulun : 1. boiled palm sugar, pandan and water e-journal of tourism vol.5. no.1. (2018): 9-21 http://ojs.unud.ac.id/index.php/eot 19 e-issn: 2407-392x. p-issn: 2541-0857 2. strain palm sugar mixture 3. scale glutinous rice flour and rice flour 4. mix the dry ingredient 5. mix the palm sugar mixture with dry ingredient 6. make small pulun by spatula 7. making pulun by hand e-journal of tourism vol.5. no.1. (2018): 9-21 http://ojs.unud.ac.id/index.php/eot 20 e-issn: 2407-392x. p-issn: 2541-0857 8. seperated pulun in small bowl 9. mix the rest of palm sugar mix with dry ingredient 10. mixwith spatula until well combine 11. mix all until no lumps 12. strain the mixture until no lumps. 13. prepare the mould, brush with oil e-journal of tourism vol.5. no.1. (2018): 9-21 http://ojs.unud.ac.id/index.php/eot 21 e-issn: 2407-392x. p-issn: 2541-0857 14. pour the mixture to mould and steam for 5 minutes 15. add the pulun with shredded palm sugar and steam the cake until cook for 30 minutes. let the sengkulun cake getting cold and put in the packaging nyepi holiday package: e-journal of tourism vol.7. no.1. (2020): 73-87 http://ojs.unud.ac.id/index.php/eot 73 e-issn: 2407-392x. p-issn: 2541-0857 eco-marine-tourism development towards the renewal of coastal communities in gerokgak district, bali cening kardi and i wayan wiasta university of mahasaraswati denpasar corresponding author: lovelycening@unmas.ac.id article info received 3 december 2019 accepted 15 february 2020 available online 31 march 2020 abstract the environmentally-aware marine tourism research aimed: (1) to analyze the geographical indication for grouper products in gerokgak district; (2) to analyze the management efforts to guard coastal and marine healthy in the form of customary rule; and (3) to formulate the model for development of gerokgak coastal eco-marine-tourism. the research method used survey, focus group discussion and laboratory examination. the grouper aquaculture products both seeds and fishes of cantang cultivar on the coast of gerokgak district have been excellent due to the appropriate geographic factors, quality of coastal and marine waters, substrate condition of the seabed and climate and the unique culture of the local community which is identified as nyegare-gunung cultivation. the geographical indications for cantang grouper potentially to provide opportunities for fishery producers to consolidate and increase prices on the market. the reputation built around the geographical indications can strengthen the product position in the domestic and international markets as well as to penetrate the new export market. the development of eco-marinetourism in gerokgak district should control the degradation of environmental quality for grouper aquaculture by creating customary rules of awig awig and subak for coastal villages, and implementation to achieve rationality in utilizing coastal and marine resources harmoniously with the system of values in tradition, religion, aspiration, and culture of the local communities. to keep the reputation of grouper products towards a certification that the product possesses certain qualities, is made according to local integrated marinculture methods, due to gerokgak’s geographical origin. they should do structuring and developing bangsal beach for centre destination to access the sea cage cultivations, as well as batu agung beach as center access to hatchery objects. marketing tour packages of the activities, products, and landscapes of the grouper marinculture in which the setting up eco-marine-tourism management should follow open/spontaneous type with the purpose: to grow region merging with the structure of life, both space and patterns in accordance with the local community or community-based tourism. keywords: eco-marine-tourism, grouper, coastal, geographical indication e-journal of tourism vol.7. no.1. (2020): 73-87 http://ojs.unud.ac.id/index.php/eot 74 e-issn: 2407-392x. p-issn: 2541-0857 introduction the development of the national economy and particularly bali, one of which can be pursued through the utilization of coastal and marine resources for developing of marinculture businesses. bali is an area that is very dense with the life of traditions, religion, aspirations and culture based on tri bhuwana / three worlds: bhur, bhuwah, swaha or physical nature, mind nature, and transcendental nature, which is therefore to make bali become the main destination for the world tourism. bali is located at the confluence of the world's coral triangle. bali's marine waters are homegrown to various types of marine life that not only provide protein and minerals for people's lives, but also become a main pillar of culture-based tourism development. determination of the coast from gerokgak village to sumberkima village in gerokgak district by the buleleng regency government as a center marine aquaculture area and is part of the development area of batu ampar tourism in west buleleng, on the one hand, it provides a very strategic opportunity for the development of marine aquaculture. however, on the other hand, it is suspected to provide ecological pressure on the ecosystem, coastal and marine resources. in this manner, it is necessary to know the degradation of the environmental quality of marine aquaculture. the grouper aquaculture products (both seeds and fishes) on the coast of gerokgak district have been excellent due to the appropriate geographic factors, quality of coastal and marine waters, substrate condition of the seabed and climate and the unique culture of the local community. however, the national and international trade in grouper products has not had a certificate of geographical indications yet, even though the legal protection of geographical indications can protect grouper fish products from violations of product reputation. in addition, geographical indications can encourage and provide opportunities for producers to jointly maintain and improve product quality, consolidate or even increase prices on the market. furthermore, the reputation built around the geographical indications of gerokgak district can be an important marketing tool to strengthen the product position in the domestic and international markets as well as to penetrate the new export market. the exploration of geographical indications of grouper aquaculture products must be supported with integrated and sustainable management of coastal areas in gerokgak district, which integrates every interest in balance (proportionality) between ecological e-journal of tourism vol.7. no.1. (2020): 73-87 http://ojs.unud.ac.id/index.php/eot 75 e-issn: 2407-392x. p-issn: 2541-0857 dimensions, social dimensions, intersectoral, scientific disciplines and all stakeholders of the coastal area. in this case, it is necessary to stipulate management regulations in the form of awig-awig (customary rule) of the coastal communities in gerokgak district. furthermore, the development of ecomarine-tourism destinations from the activities and landscape of grouper farming will be able to build an integrated and coordinated activity system to develop tourism sector as well as aquaculture sector while maintaining environmental sustainability and increasing wider positive social impacts and values for coastal communities in the gerokgak district. the problem then is how to develop the gerokgak coastal eco-marine-tourism? research objectives 1. to analyze the geographical indication for grouper products in gerokgak district; 2. to analyze the management efforts to guard coastal and marine healthy in the form of customary rule; and 3. to formulate the model for development of gerokgak coastal eco-marine-tourism. literature review bali relies heavily on the development of sustainable tourism. on the other hand, the rapid development of tourism in bali has brought tremendous breaking energy which has caused degradation of the natural /agricultural/aquatic environment quality and affects structural changes to balinese society and culture significantly. bali often has to face difficult choices, whether developing tourism at the expense of agriculture and the environment or maintaining agriculture and environment by limiting tourism development. in accordance with the goals of sdgs 2030, that development must always be oriented towards a balance between economic development, social improvement and environmental preservation. the best resolution is rather developing tourism sector without degrading agriculture and environment (vipriyanti, 2012). one alternative that is in this combination is the development of ecoagro-tourism to agricultural areas both on land, coast, and sea. the eco-agro-tourism which specifically uses marine/sea areas here is the concept of eco-marinetourism. eco-marine-tourism aims to provide marincultural value-added in the broadest sense and environmentally sound, as well as to develop tourism through adjusting and marketing tour e-journal of tourism vol.7. no.1. (2020): 73-87 http://ojs.unud.ac.id/index.php/eot 76 e-issn: 2407-392x. p-issn: 2541-0857 packages of the activities, products, and landscapes of the marincultural cultivation (kardi, 2019). utilization of agricultural activities that rely on coastal and marine waters or marine aquaculture which is used as an agrotourism destination in bali is very rare. such marine aquaculture is the development of various types of reef fish with a superior commodity, namely grouper. these grouper aquaculture businesses have been carried out en masse in the west buleleng area (gerokgak district) especially along the coastal waters of gerokgak village, sanggalangit, penyabangan musi and banyu poh. (hatchery activities), and the marine waters of sumberkima village (fish enlargement activities in floating net cages / kja). grouper cultivation should be developed because of some of its economic advantages, besides being suspected to reduce damage to coral reef ecosystems. this effort is growing because the production process uses more of the existing coastal and marine resources, and uses large local components, while the product has potential to export (hanafi et al., 2005). methodology the assessment of parameters of environmental health for marinculture and the management efforts to keep the health were carried out at twelve observation stations on along the coast of gerokgak district. health parameters aquatic environments for aquaculture (physical, chemical and biological) as well as the tools used to measure referred to the apha (1992). the mapping of geographical indications for grouper products in gerokgak district was done with a survey to 30 hatchery firms, and 15 grouper kja firms. primary data were collected with the survey to chemical and biological characteristics (laboratory test) on six grouper seeds and six fishes product from kja as well as characteristics of the production process. to formulate gerokgak coastal eco-marine-tourism was done with coastal communities involvement in a focus group discussion (fgd) in gerokgak and sumberkima village. tabulation of data and descriptive statistical analysis were used in generating the finding. e-journal of tourism vol.7. no.1. (2020): 73-87 http://ojs.unud.ac.id/index.php/eot 77 e-issn: 2407-392x. p-issn: 2541-0857 results and discussion the profile of fisheries cultivation business related to grouper geographical indication the potency of marinculture for ecomarine-tourism in gerokgak district is as follows. grouper cultivation include three stages, namely: (1) hatchery that produces juveniles of grouper with a size of 3.0 4.0 cm; (2) nurseries that produce grouper yuwana fishes with a size 7.0˗10.0 cm; and (3) ranching fishes in floating net /kja cages in the sea that produce grouper consumption size. each of the three stages of production can be turned into an independent business (industry), but the most potential hatchery and nursery activities and technology can be utilized by the coastal communities in gerokgak district in an effort to increase family income. hatchery and fishes breeding are carried out en masse along coastal waters in the villages of gerokgak, sanggalangit, musi, penyabangan and banyu poh, while fish ranching activities in floating net cages / kja are concentrated in the waters of sumberkima bay. the cluster analysis at the site level is used to determine the five main types of coral communities that are related to wave level, current upwelling, substrate type and geographic location. the coastal area of gerokgak district is included in the relatively sheltered coral community where the waves are smashed, currents upwelling, substrate type and geographic location are ideal for aquaculture (marinculture activities). the potential area of the coastal in gerokgak district for sea fish hatchery cultivation is 120 hectares, but only 30 hectares have been utilized. this hatchery area has an altitude of 0-10 m above sea level, the beach is not too plane with not muddy seabed condition. the coastal waters are clean and not muddy, with sea water salinity of 32-34 ppt. seawater can be pumped for a minimum of 20 hours per day. freshwater sources are available with a maximum salinity of 5 ppt through the gerokgak regional drinking water company. all hatchery business locations have easy accessibility, and are affordable by car. the location designation is in accordance with the regional / regional spatial planning (rutrd / rutrw). all of these natural resource characteristics are ideal for developing a marine fish hatchery there are 72 venture grouper hatcheries along the coast of gerokgak with a total area of 1180 larvae tanks. besides larvae tanks, a grouper hatchery also needs plankton tanks and rotifer tanks as tanks for natural food production for grouper larvaes. the overall grouper hatchery firms absorb labor force of about 500 people remained and 700 seasonal e-journal of tourism vol.7. no.1. (2020): 73-87 http://ojs.unud.ac.id/index.php/eot 78 e-issn: 2407-392x. p-issn: 2541-0857 workers. however, at certain times drought can decrease the quality of seawater in the area around the inlet and outlet which result in the death of natural foods (plankton, rotifer) larvae and fish en masse. therefore it is very important/ urgent to check the quality of the physical, chemical and biological of the seawater around the inlet and outlet of the hatcheries. the grouper hatchery activity which is a biological application of the food chain in the growing larvaes to be juveniles/seeds (size 3-5 cm) has attraction as an object for education eco-marinetourism. some species of grouper fish that have been successful and commonly produced by the local farmers in gerokgak, namely: tiger grouper (epinephelus fuscoguttatus), rat grouper (cromileptes altivelis). in line with development in spawning and grouper hatchery technology, the backyard hatchery community in gerokgak district began producing cantang hybrid grouper seeds, namely the crossing between tiger grouper (ephinepelus fuscoguttatus, forsskal 1775) and naga / kertang grouper (ephinepelus lanceolatus, bloch, 1790). the grouper hybridization is strived to achieve the objectives: (1) to produce groupers with fast growth; (2) improvement in the quality of grouper meat; (3) control of the grouper malefemale ratio; (4) increase grouper resistance to disease; and (5) improvement of fish tolerance to extreme micro and macro environmental conditions. in the development of grouper hatchery business, it turns out that the most optimal cantang hybrid grouper seed meets the grouper development goal. this is because cantang groupers have very fast growth in floating net cages, with a stocking size of 8-10 cm within 7 months has reached consumption size, while other types of grouper fish need the fastest time of 12 months. the supporting geographical environmental factors as well as natural and human factors in cultivating grouper aquaculture in the coast and sea of gerokgak district, which is a single entity, has had an influence on the quality or characteristics of the cantang hybrid grouper produced. it is very strategic then to propose certification on the geographical indications for gerokgak’s cantang grouper. the potential sea waters of sumberkima bay for ranching groupers in floating cage/kja is 1480 ha, but yet there are only 27 kja firms. their total fishponds (3x3 m) are 3864 units and apply only about 100 ha waters of sumberkima bay (6,8%). the average investment capital per fishpond is rp 4,000,000.00, and working capital is rp 6,000,000.00, so the average account for e-journal of tourism vol.7. no.1. (2020): 73-87 http://ojs.unud.ac.id/index.php/eot 79 e-issn: 2407-392x. p-issn: 2541-0857 running a fishpond is rp 10,000,000.00. on average for running 100 fishponds employs 30 workers, so the whole sea cage farms in sumberkima bay absorbs 1160 workers. the maximum production for the whole grouper kja in sumberkima bay is about 483 ton per cycle production. the mapping of geographical indication for grouper products in gerokgak district the name of proposed geographical indication to the government (kementerian hukum dan ham ri) is geographical indication certificate for gerokgak’s cantang grouper. the product will be protected by this certificate is cantang grouper in the form of seed or juvenile. the detail and qualities of the product are as follows.  juvenile d40 (40 days old, calculated from the time the eggs hatched with a total length of 2.8 3.2 cm); survival rate 15%; uniformity 80% )  juvenile d50 (50 days old, calculated from the time the eggs hatched with a total length of 4.5 – 5.5 cm ; survival rate 80%; uniformity 80%)  seed d60 (60 days old, calculated from the time the eggs hatched with a total length of 6.5 – 7.5 cm ; survival rate 80%; uniformity 80%)  seed d75 (75 days old, calculated from the time the eggs hatched with a total length of 9.0 – 11.0 cm ; survival rate 80%; uniformity 80%).  body shape is round and perfect.  body color is blackish gray  mouth shape is wide, superior (lower lip is longer than the upper lip).  health is complete limbs, not morphologically deformed, and free of disease (viruses, fungal, bacteria and parasites).  movement is normal swimming.  response to given feed is positive the substantive mapping of the geographical indications for cantang groupers can be described as follows. the applicant for a certificate of geographical indication is the community for protecting geographical indications of gerokgak’s grouper. the quality control in the field is carried out by the groups of grouper cultivator. the fish delivery is accompanied by complete inspection from the ngurah rai fisheries quarantine center. the farmers as producer have made complete records of investments, production facilities, labor, production, product shipments and planning for further production activities. the dynamics of regular farmer meetings at least once every three months discussing updates on production techniques, control of fish pests e-journal of tourism vol.7. no.1. (2020): 73-87 http://ojs.unud.ac.id/index.php/eot 80 e-issn: 2407-392x. p-issn: 2541-0857 and diseases, joint procurement of production facilities, and joint marketing. the list of farmer groups from upstream to downstream agribusiness in grouper aquaculture is complete. the capability of farmers in the production activities as well as the management of inputs and production is quite well established. environmentally friendly cultivation is applied both to grouper rearing activities in cages and to hatcheries. they use combination of natural food and pellets plus enzymes that enrich feed and vitamins. the farmers use application of controlled biosecurity and integrated marinculture. post-harvest ability: groupers are sent in a fresh condition of life using a plastic bag that is given enough oxygen and the fishes are fasted before being packaged. the delivery of grouper size consumption uses an aquarium that is transported to the hong kong ship berth. the grouper quality test includes: physical quality test, chemical and biological pollutant content, as well as fish taste test, unique taste and flavor elasticity. human recources development conducted by government, private sector, ngos and experienced farmers. figure 1. photograph of cantang groupers in the form of seed or juvenile the result of laboratory test on grouper products indicates that the quality of seeds and fishes were good and healthy and did not contain harmful pollutants (see table 1 and table 2). the quality of coastal and marine waters, the substrate condition of the seabed and climate and the local unique culture (nyegare-gunung cultivation) have been the factors of good grouper aquaculture products. the meaning of nyegare-gunung cultivation: the all life activities carried out on land/gunung will have an impact on the sea/segare; so also what is done in the sea will have an impact to people on land. so that segare and gunung cultivation e-journal of tourism vol.7. no.1. (2020): 73-87 http://ojs.unud.ac.id/index.php/eot 81 e-issn: 2407-392x. p-issn: 2541-0857 management must be integrated which prioritizes health and sustainability). table 1. the result of health laboratory test on 6 grouper fishes parameter test result (average) degrees of variance (%) health standard microbiology test 1) escherichia colli <3 0 <3 2) salmonella negative 0 negative 3) parasite 0 0 0 4) coliform <3 0 <3 chemical test 1) histamine 33.18 24.41 max 100 2) tvb 9.48 12.28 max 25 3) tma 3.73 35.09 4) formaldehide negative 0 negative 5) plumbum negative 0 negative 6) mercury negative 0 negative 7) cadmium negative 0 negative the all of grouper production process, from management of broodstock, hatchery, nursery, and kja cultivation follow well biosecurity those are indicated by high survival rate of the hatcheries production (in average of 36%) and the kja production (in average of 88%). the specific policy for sustainable development of grouper marinculture that encompasses, seed, feed, investment, environment, technology and trade in gerokgak district have been well done and well placed. the private sector have contributed significantly to the development of grouper marinculture, either in hatchery or in grow-out farms. private corporations have invested particularly in hatchery, feed milling, processing, farming equipment and supplies. the all of above excellences which figuring the profile of fine integrated grouper marinculture are indeed to support the applying certificate of geographical indication for gerokgak’s grouper and then supports feasible ecomarine-tourism. table 2. the result of health laboratory test on 6 grouper seeds parameter test result (average) degrees of variance (%) health standard microbiology test 1) escherichia colli <3 0 <3 2) salmonella negative 0 negative 3) parasite 0 0 0 4) coliform <3 0 <3 chemical test 1) histamine 6.96 13.97 max 100 2) tvb 4.77 19.98 max 25 3) tma 0.00 0.00 4) formaldehide negative 0 negative 5) plumbum negative 0 negative 6) mercury negative 0 negative 7) cadmium negative 0 negative the environmental health of sea waters for aquaculture and the management efforts fluctuations of the tide in sumberkima bay are considered good enough for aquaculture: ranching fishes or grouper kja, brackish water or ponds, due to the maximum tidal range only reaches a height of 2 m. seawater quality parameters, namely nitrate (no3) and phosphate (po4) in seawater of 0.02610.0599 ppm and 0.0550.094 ppm, although they do e-journal of tourism vol.7. no.1. (2020): 73-87 http://ojs.unud.ac.id/index.php/eot 82 e-issn: 2407-392x. p-issn: 2541-0857 not cause problems in aquaculture activities, but they have been in category exceed the quality standards of sea water for life marine biota (<0.008 ppm and <0015 ppm) according to the decree of the minister of environment no. 51 the year 2004. these are caused by the high production of domestic waste from aquaculture activities in marine waters. as for other chemical parameters: ph, do, bod, nitrite, and ammonia are still in the category of safe and healthy for marine life. the physical quality of seawater: temperature, tss, salinity and texture of the base substrate are within the normal range for marine biota (see table 3). macrozoobenthos and plankton diversity index (2.18 and 2.38) still exceed 2.00 signify marine waters is not polluted and healthy for marine aquaculture activities. macrozoobenthos and plankton dominance index (0.21 and 0.15) of less than 0.40 indicate partial dominance macrozoobenthos and low plankton and signaling healthy marine water for marine aquaculture activities. waste marinculture excessive will increase the content of ammonia, nitrite, nitrate, and phosphate in the water, so it can reduce productivity and species composition of phytoplankton and zooplankton and makes dominance of certain species that are not expected in the marine aquaculture activities (hanafi et al., 2008). the impact on the marine environment that may result from the mass cultivation of hatcheries and the kja is either: a) residual waste pelleted feed and chemicals, drugs of tubs, ponds or kja; and b) genetic pollution, as well as the transfer of diseases and parasites of fishes. the degree of impact is highly dependent on the capacity of aquaculture, farmed fish species, the density of the stock, the type of artificial feed, hydrographic of the location of cultivation and maintenance methods (jennings et al., 2001). table 3. parameter of marine water health for aquaculture in gerokgak district no parameter observation quality standar for biota or cultivation physical 1 temperature 28.2-30.0 o c 28.0-32.0 o c 2 3 brightness suspended solid (tss) 4.8-9.5 m 0.007-0.015 ppm > 3 m <80.00 ppm 4 seabed substrate texture 85.2-95.6 % chemical 1 ph 8.14-8.36 7.00-8.50 2 salinity 33.3-34.8 ppt 33-35 ppt 3 do 6.50-8.11 ppm > 5 ppm 5 no3 0.0261-0.0599 ppm < 0.008 ppm 6 no2 0.031-0.059 ppm 7 nh3 0.010-0.039 ppm < 0.300 ppm 8 po4 0.055-0.094 ppm < 0.015 ppm 9 bod5 2.10-8.74 ppm < 20 ppm 10 heavy metals cd 1.36-5.08 ppm; cu 3.04-42.66 ppm; pb 1.97-23.67 ppm; mn 12.01-72.74 ppm; zn 3.4-44.25 ppm; ni 2.11-37.66 ppm; hg 0.00 biological index of diversity index of uniformity domination index 1 macrozoobenthos 2.18 0.59 0.21 2 plankton 2.38 0.68 0.15 e-journal of tourism vol.7. no.1. (2020): 73-87 http://ojs.unud.ac.id/index.php/eot 83 e-issn: 2407-392x. p-issn: 2541-0857 the grouper aquaculture in gerokgak most (85%) rely on natural feed (trash fishes, plankton, rotifers, copepods, rebon, and artemia). they do not require large quantities of pellets or other artificial protein feed. therefore the environmental pollution of marine waters can be included that it is very low. the results of this study indicate that the phenomenon of environmental degradation of marinculture in gerokgak district has not occurred yet, but continuously efforts to control and anticipate it should be done as to achieve integrated marinculture. as was promoted by soto, 2009 that integrated marinculture was a mitigation approach against the excess nutrients / organic matter generated by intensive aquaculture activities, particularly in marine waters. the efforts to control and anticipation should be as follows. a. in order to immediately do layout arrangement of a sewage treatment system in shrimp ponds, cultivation of pearl shells and other aquaculture, so the aquaculture activities conducted in this area do not cause a decrease in the quality of the environment. b. the service agencies in the village should do more intensive in issuing aquaculture business licenses and restrictions when it exceeds the carrying capacity of land as well as fostering the importance of the environment. one of them by creating a customary village regulation (awig awig and subak institution for coastal villages). c. in the exercise of aquaculture in ponds should improve efficiency in feeding and fertilizing, restrictions on stocking densities, sewer arrangement and when there are outbreaks do sterilization and neutralization of the water before being discharged it into waterways. d. for kja aquaculture, pearl cultivations, shrimp ponds must do monitoring and controlling of diseases on a regular basis and environmentally friendly, countermeasures simultaneously in case of disease outbreaks to the termination of the disease cycle. e. to avoid double fertilization organic sediments under floating net cages and pearl farming, do a safe distance between the placement of the unit of cages and cages undergo rotational placement locations for a time period to allow the decomposition of cages organic waste naturally. f. need to restructure seriously to timber port and fishing boats, as well as building restrictions on the coastal border, the arrangement of cleanliness and sanitation in harbour areas and e-journal of tourism vol.7. no.1. (2020): 73-87 http://ojs.unud.ac.id/index.php/eot 84 e-issn: 2407-392x. p-issn: 2541-0857 township residents to mitigate the negative impacts on the environment. g. need to develop and to preserve mangroves which starting to appear any damage due to illegal logging, land clearing ponds and the onslaught of the waves. the formulation to gerokgak coastal eco-marine-tourism the ranching in sumberkima bay (mainly grouper sea cage farms) with its emerged surrounding landscape as well as the all along seaside hatchery farms in gerokgak district are really good-looking and attractive destinations for ecomarine-tourism (see figure 2). these potential destinations can be developed for establishing a pack of education, food and recreation marintourism. there are some other factors (can be beautiful attraction looks for tourists) that contributed to the success of the coastal eco-marine-tourism program. they are the uniqueness of sumberkima values and cultures founded in harmonious pluralism on tradition, religion, and aspiration (moslem, hinduism, christian as well as balinese, mandarnese, maduranese, and javanese). some traditional heritage temples of pulaki, prapat agung, segare rupek and gili kencana for religious tourism can be connected to the ecomarine-tourism. the sites of all hatchery and kja firms have good accessibility (can be reached by car). on the focus group discussion (fgd) in sumberkima village which attended by 45 representatives of all coastal social stratum in gerokgak district, it was concluded that the forum was in agreement to develop and to foster ecomarine-tourism in gerokgak district. especially they required a center for accessing the object of grouper kja farms at bangsal beach (one of the beaches in sumberkima bay). furthermore, all of the representatives expected the marintourism development a large amount for improving the coastal farmers (small fishing groups) own earnings. the survey to 30 broodstock/hatchery farmers indicated their strong holding up to the development program of eco-marine-tourism, as well as they, were willing to arrange their backyard hatchery to be a destination for education eco-marine-tourism. the central access for this destination should be at batu agung beach. e-journal of tourism vol.7. no.1. (2020): 73-87 http://ojs.unud.ac.id/index.php/eot 85 e-issn: 2407-392x. p-issn: 2541-0857 figure 2. the landscape map of gerokgak coastal eco-marine-tourism the vision and mission of the gerokgak coastal eco-marine-tourism are "we would like to provide a sustainable future for the people in coastal communities in gerokgak district, instead of leaving to travel to the cities for employment, they will have a beneficial future here. finally, the safeguarding to marinculture is of paramount importance to sustainable integrated marinculture and dealing out it to the tourism sector must be the coastal communities way. by returning to prudent tradition-religion-aspirationculture values and practices in marine economic activities, we will restore the earth to a point before damages & disarray threatened our coastal existence. these are what we would like to share with the world”. these below measures should be done to realize the above vision-mission. a. to develop a website with dealing vision and mission: “integrated grouper marinculture arranged with community economic development through eco-marine-tourism. contact destination should be in sumberkima village”. website in the relation is www.omnibaliagrotourism.com. establishing a center for accessing the sea cage farms at bangsal beach. some facilities should be there at this center: a simple seaport equipped with a small bridge connecting the mainland to the port; parking area; some food and drink and souvenirs stands; and a pair of bathrooms-toilets. b. the setting up eco-marine-tourism management should follow open/spontaneous type (ross and glenn, 2006) with a purpose: growing region merging with the structure of life, both space and patterns in accordance with the local community (community-based tourism). distribution of the revenue generated from visitors must be in a large amount for local residents, but the negative impacts (declining their local genius/wisdom) may quickly spread into the local population. the e-journal of tourism vol.7. no.1. (2020): 73-87 http://ojs.unud.ac.id/index.php/eot 86 e-issn: 2407-392x. p-issn: 2541-0857 negative impacts should be tightly controlled through the involvement of customary villages (desa adat) and customary hamlets (banjar adat) in gerokgak district. the basic premise of ecotourism is simple, and its potential extends well beyond tropical systems. tourists pay to experience nature in a manner that respects the local culture and environment. the local economy and culture benefit, creating an enduring incentive for the locals to maintain the supply of tourists via natural resource conservation (honey, 2008). therefore the gerokgak coastal ecomarine-tourism development should adhere to three basic principles of sustainable development: (i) conserving natural areas; (ii) soothing/educating visitors; and (iii) benefiting the local population. the model for development of gerokgak coastal eco-marine-tourism can be seen in figure 3. figure 3. model for development of gerokgak coastal eco-marine-tourism conclusion model for developing coastal ecomarine-tourism in gerokgak district can be described as follows. 1. control to degradation of environmental quality for grouper aquaculture by creating customary rules (awig awig and subak for coastal villages) and implementation to achieve rationality in utilizing coastal and marine resources harmoniously with the system of values in tradition, religion, aspiration, and culture of the local communities. 2. to keep the reputation of grouper products towards geographical indication (may act as a certification e-journal of tourism vol.7. no.1. (2020): 73-87 http://ojs.unud.ac.id/index.php/eot 87 e-issn: 2407-392x. p-issn: 2541-0857 that the product possesses certain qualities, is made according to local integrated marinculture methods, due to gerokgak’s geographical origin). packaging and marketing tour packages of the activities, products, and landscapes of the grouper marinculture in which the setting up eco-marine-tourism management should follow open/spontaneous type with the purpose: growing region merging with the structure of life, both space and patterns in accordance with the local community (community-based tourism). 3. the negative impacts those may occur to people in the community should be tightly controlled through the involvement of customary villages (desa adat) and customary hamlets (banjar adat) in gerokgak district. acknowledgments the research was funded by competition research grant year 2018-2019. it was a research program from directorate general of strengthening research and development in jakarta. among those who had been especially helpful as technical assistance for this research were husama umar, ketut suparto, i ketut sutari, and iwan setiawan, the authors expressed thanks in recognition of their services. references apha, 1992. standard methods for the examination of water and waste water. washington dc., usa: apha, awwa. hanafi, a., awal subandar, dan kris sunarto, 2005. urgensi kajian lingkungan dan tata ruang kawasan pesisir dalam mendukung pengembangan budidaya kerapu berkelanjutan. jakarta: pusat pengkajian dan penerapan teknologi budidaya pertanian, bppt. hanafi, a., syahidah, dan andriyanto, 2008. kajian daya dukung lahan teluk pegametan untuk budidaya ikan kerapu dalam karamba jaring apung. gerokgak: bbrpbl gondol. honey, m., 2008. ecotourism and sustainable development: who owns paradise? washington, dc: island press. jennings, s., kaiser, m.j., reynolds, j.d., 2001. marine fisheries ecology. victoria: blackwell. ross and f. glenn, 2006. psychology of tourism. jakarta: yayasan obor indonesia. soto, d., 2009. integrated marinculture: a global review. fao fisheries and aquaculture technical paper. no. 529. rome: fao. 2009. vipriyanti, n.u., 2012. pengembangan jalur agrowisata kaje-kelod di buleleng barat-bali. jurnal agrimeta vol 2 no. 03. nyepi holiday package: e-journal of tourism vol.6. no.2. (2019): 196-209 http://ojs.unud.ac.id/index.php/eot 196 e-issn: 2407-392x. p-issn: 2541-0857 the potential of capsule hotel service in semarang diena mutiara lemy and elisabeth heidi hospitality management study program universitas pelita harapan tangerang, indonesia corresponding author: diena.lemy@uph.edu article info received 11 june 2019 accepted 04 september 2019 available online 30 september 2019 abstract in the last seven years, hospitality and tourism industry becomes one of the world’s fastest-growing industries (carter, 2018). the data for this proposal are gathered from primary data (direct observation and questionnaires) and secondary data (online publications). capsule hotel service provides capsule rooms for guests to stay, as well as one-stop-culinary the purpose of this feasibility research study is to see whether this business is feasible or not by looking at the marketing aspect. keywords : hospitality industry; culinary; service marketing mix introduction background in the last seven years, hospitality and tourism industry becomes one of the world’s fastest-growing industries (carter, 2018). as explained by bbc (2018), one of the reasons, why this industry is growing, is because nowadays people have become more wealthy, so there is more disposable income that can be used for holiday. while hospitality industry is a broad group of businesses that provides services to customers. it is focused on the satisfaction of customers and providing specific experiences for them (samoszuk, 2018). according to kompas (2018), semarang city, indonesia, is now developing well, especially in the hotel industry. west region of semarang, specifically madukoro street, is becoming more popular because its location which is near with the new international airport ahmad yani, semarang, as quoted from suara merdeka (2018). because of that, both people from domestic and international always pass through this region. in addition, west region of semarang also has schools, blocks of houses, and malls. however, in this region, there is no local food of semarang, which people looking for, existed. while e-journal of tourism vol.6. no.2. (2019): 196-209 http://ojs.unud.ac.id/index.php/eot 197 e-issn: 2407-392x. p-issn: 2541-0857 actually, one of the reason people go to semarang is culinary (ferdian, 2015). hospitality and tourism industry becomes one of many aspects that give big impacts toward the economic of a city; hence, government gives big attention to it. therefore, there are several data below that show the growth of hospitality and tourism industry in indonesia, especially in semarang: table 1. the gross regional domestic product (grdp) of accommodation and food and beverage in semarang per sector year grdp (million rupiah) 2013 3,649,245.71 2014 4,141,925.78 2015 4,553,290.74 2016 5,111,497.17 source : badan pusat statistik semarang (2018) from the table above, it can be clearly seen that the grdp of semarang, especially in the accomodation and food and beverage sector is increasing year by year. the definition of gross domestic product (gdp) itself is one of the main indicators used to measure the performance of a country’s economy (jordaan, 2013). in other words, one of the reasons of the growth in economic aspect of semarang is because of accomodation and food and beverage. table 2. number of foreign and domestic visitor of non-classified hotels in semarang year foreign visitor (persons) domestic visitors (persons) 2013 11 794.401 2014 63 751.310 source : badan pusat statistik jawa tengah (2018) from the table above, it can be clearly seen that the number of foreign and domestic visitor of non-classified hotels in semarang has been increasing from 2013 to 2014. it means, the need of accomodation for visitor in semarang is also increasing. however, land price in everywhere, especially in semarang is also increasing. that is why, a place where many people can stay together is needed now, and will be needed in the future. therefore, the idea of capsule hotel is coming up nowadays. japan guide (2018) stated that capsule hotel is a hotel which provide enclosed bed with basic amenities for less money than regular or business hotel, and usually use shared bathroom and shower room with other guests. capsule hotels are first introduced in osaka in the late 1970s as a solution to a problem in japan where workers need a place to stay before starting their new days (drescher, 2016). kumparan (2017) explained that capsule hotel opened because taxi fare is rising, which is too expensive for workers to go e-journal of tourism vol.6. no.2. (2019): 196-209 http://ojs.unud.ac.id/index.php/eot 198 e-issn: 2407-392x. p-issn: 2541-0857 64,3 35,7 yes no 71,4 28,6 yes no back home. at that time, the price of capsule hotel is cheaper than taxi fare as well as business hotel. drescher (2016) also stated that in fact, capsule hotels are filling the gap in the hospitality industry where it is good because of its location, affordability, and style without compromising too much on privacy. as quoted from kumparan (2017), in indonesia, capsule hotel is first built in 2006, and since then, there are many capsule hotels built with their own characteristics. after popping up in indonesia for more than 12 years, capsule hotels are becoming easier to be found in several cities such as in bandung, surabaya, mojokerto, etc. from the preliminary survey to 14 eligible sources, who have been visiting semarang for several times, it can be clearly seen that 64.3% people go to semarang to do culinary which is 9 out of 14 people. it means, most people like the taste of local food and traditional delicacies of semarang. nextly, there are 9 out of 14 people who want to try capsule hotel in semarang, since it is a new interesting experience. last but not least, in fact, there are 10 out of 14 people choose to stay in a hotel which is near with the airport while they can still enjoy semarang’s local food. table 3. what do you do at semarang activities percentage culinary 64.3% holiday with family 64.3% shopping 21.4% business 14.3% choral music ministry 7.1% source : data analysis (2018) figure 1. would you like to try staying in a capsule hotel? source : data analysis (2018) figure 1. do you agree if there is a hotel near with the airport while you can still enjoy semarang’s local food? source : data analysis (2018) capsule hotel service which is adapted several concept of hospitality industry. this capsule hotel is adopting the concept of airport hotel, because this hotel is near with the international airport of semarang. not only that, the capsule hotel is also a transient small budget hotel since the price that is relative low, with only 40 rooms inside. in addition, this hotel is also adopting the concept of limited service hotel since this hotel offers e-journal of tourism vol.6. no.2. (2019): 196-209 http://ojs.unud.ac.id/index.php/eot 199 e-issn: 2407-392x. p-issn: 2541-0857 guest rooms only, without meeting or function space, and limited food and beverage facilities. for the one-stopculinary, it adopts the quick-service restaurant, especially cafeteria concept where people are served from a counter and pay before eating. research objectives the purpose of this research study is to analyze every aspects that are related to the business plan of capsule hotel service in semarang. in addition, the other purpose of this business feasibility study is to measure the feasibility of the proposed business. the main objectives that will be covered in this research study are to determine whether the proposed business is feasible or not feasible to implemented by looking at 8p’s marketing mix, porter’s five forces analysis, swot analysis, and others that may be found in the implementation. literature review according to kotler and keller (2015, p. 86), the definition of market demand itself is: “market demand for a product is the total volume that would be bought by a defined customer group in a defined geographical area in a defined time period in defined marketing environment under a defined marketing program.” it can be understood that the first thing a business should find before it knows the market demand is the customer group. the owner of a business should know whether there are many people who will buy the products or not. morrison (2010, p. 755) stated that the definition of market potential analysis is: “market potential analysis is a research component of a market or feasibility analysis that determines if there are enough potential customers for a new hospitality or travel business”. based on definition that is stated above, market potential analysis means analyzing who are the potential customers of a business. according to morrison (2010, pp. 146-148), market trend analysis is defined as: “researching new markets is a constant activity of a marketing-oriented organization. a situation analysis helps achieve new sources of customers in several different ways. the location and community analysis discovers new market opportunities arising from the site location and from cooperation with complimentary business”. the information regarding market trend can be collected from data collection in the form of questionnaires. in this research, supply aspect is very needed because demand and supply are interdependence. if there is demand from the customers, there should be also supply that will fulfill the demand of the e-journal of tourism vol.6. no.2. (2019): 196-209 http://ojs.unud.ac.id/index.php/eot 200 e-issn: 2407-392x. p-issn: 2541-0857 customers. mceachern (2013, p. 73) defined supply as the relationship between price and the number of products that is given. supply shows how many producers are able to offer their products in the price and time that is needed. the relationship between demand and supply, as well as the supply of a business, so that a business can make the right strategies to compete with the other business, supply analysis is needed. supply analysis that is used in this feasibility study are: swot analysis (strength, weakness, opportunities, threats), five-forces porter, and competitor analysis. by doing swot analysis, which consists of strength, weakness, opportunities, and threats, a business owner can see the situation of a business, so that he/ she can understand first the reality before they start up a business. according to enz (2010, p. 16), swot analysis is defined as below: “a swot analysis is a tool strategists use to evaluate strengths, weaknesses, opportunities, and threats”. by doing a good evaluation of strengths, weaknesses, opportunities, and threats, a business can use its strengths and opportunities to be the adding value of a business, while the weaknesses and threats can help a business to overcome it by making a good strategy. michael porter, one of strategic management expert, formulated a model that can help managers to evaluate situation and condition so they can increase the competitive advantage of their companies. according to enz (2010, p. 649), five forces porter is: “forces that largely determine the type and level of competition in an industry and, ultimately, the industry’s profit potential; they include customers, suppliers, entry barriers, substitute products or services, and rivalry among existing competitors”. from the definition above, there are five things that will influence the competitive advantage of a company, which are customers, suppliers, entry barriers, substitute product or services, and rivalry among existing competitors. 1. bargaining power of customers: customers have the bargaining power to a company which can influence a decision of a company. however, there are many factors that can affect the bargaining power of customers. according to porters (enz, 2010: 61), the factors are: a. they are few in number. this creates a situation in which an industry competitor can’t afford to lose a customer. b. they make high volume (regular) purchases . high volume purchasers in the hospitality industry can often dictate contract terms, force e-journal of tourism vol.6. no.2. (2019): 196-209 http://ojs.unud.ac.id/index.php/eot 201 e-issn: 2407-392x. p-issn: 2541-0857 price concessions, or demand special services. c. the products they are buying are undifferentiated (also known as standard or generic) and plentiful. this means that customers can find alternative suppliers. d. they are highly motivated to get good deals. this happens when they earn low profits or when a lot of what they buy comes from the same industry. e. they can easily integrate backward and thus become their own suppliers. vertical integration means that a firm moves forward to become its own customer or, in this case, backward to become its own supplier. f. they are not concerned about the quality of what they are buying . this happens when the products or services don’t influence the quality of the buyers own products or services. because quality is not affected, customers will be interested primarily in obtaining the lowest possible price. g. they have an information advantage when compared to the firms from which they buy products and services. information creates bargaining power. h. they are well organized. sometimes weaker customers come together to increase their bargaining power. 2. bargaining power of suppliers: suppliers have an important role for a company, because when they increase their price, it will affect the profit of a company (enz, 2010: 63). suppliers can give a negative impact toward a company if they are not able to fulfill what the company needs. for instance, if the suppliers send a low quality of a product, it will affect the quality of the company itself. therefore, actually there are some factors that will enhance the bargaining power of suppliers, which are: a. suppliers are few in number, or, in the extreme case, there is only one supplier for a good or service. this limits the ability of buying organizations to negotiate better prices, delivery arrangements, or quality. b. they sell products and services that cannot be substituted with other products and services. c. they do not sell a large percentage of their products or services to the buying industry. d. they have a dependent customer . in other words, the buying industry must have what the suppliers provide in order to provide its own services. e. they have differentiated their products or in other ways made it costly to switch suppliers. f. they can easily integrate forward and thus compete directly with their former buyers. 3. entry barriers: because there are many hotels that are built nowadays, as a new business, e-journal of tourism vol.6. no.2. (2019): 196-209 http://ojs.unud.ac.id/index.php/eot 202 e-issn: 2407-392x. p-issn: 2541-0857 capsule hotel should have the uniqueness so it will not be easy to be copied. according to porter (enz, 2010: 66), there are some entry barriers that can influence competitors to entry, which are: a. economies of scale. economies of scale occur when it is more efficient to provide a service at higher volume. b. capital requirements. also known as start up costs, high capital requirements can prevent a small competitor from entering an industry. c. product differentiation. established firms enjoy a loyal customer base, which comes from many years of past advertising, customer service, loyalty programs, word of mouth, or simply being one of the first competitors in a particular market. d. high switching costs. switching costs can serve as an entry barrier to protect competing firms. 4. substitute product or services: according to porter (enz, 2010: 68), substitute products can also influence the level of industry competition. there can be substitute products if there is another competitors who launch the similar product with lower price and various type of products. there must be a differentiation between our product and other products so that people will not easily change to other company’s products. 5. rivalry among existing competitors: usually, a business in the same industry has competitors, which is called rivalry among existing competitors. according to porter (enz, 2010: 64), some major forces that will lead to high levels of competition are: a. there are many competitors in the industry, and none of them possess a dominant position. in a situation of pure competition, organizations must work hard to maintain their positions, because customers have so many options. b. the industry is growing slowly. slow industry growth leads to high levels of competition, because the only way to grow is through taking sales or market share from competitors. c. products in the industry are not easily differentiated (i.e., they are standard or generic). d. high fixed costs exist. high fixed costs mean that firms are under pressure to increase sales to cover their costs and eventually earn profits. according to morrison (2010, p. 748), competitor is an organization which has similar product or services to fulfill the same market needs. according to morrison (2010, p. 141), competitor is: “these are usually business in the local community with a large share of the target markets identified in the market potential analysis”. a. direct competitor: morrison stated that direct competitor is organization service with e-journal of tourism vol.6. no.2. (2019): 196-209 http://ojs.unud.ac.id/index.php/eot 203 e-issn: 2407-392x. p-issn: 2541-0857 competing or similar product to fulfill the needs of some customers (2010, p. 748). organizations in this sector will compete directly. b. indirect competitor: indirect competitors are competitors who sell similar product or services that can be a substitution that can fulfill the same needs but with different product or services, in the same area. according to morrison (2010, p. 749), marketing mix is defined as “product, place, promotion,price, people, packaging, programming, and partnership – the eight elements of hospitality and travel organization’s marketing mix” people usually called it as marketing mix 8p’s. 1. product: morrison (2010, p. 761) stated that product is a series of marketing service and facilities that is given by the hospitality and tourism industry to the consumers 2. price: morrison (2010, p. 763) stated that price is a monetary value from a provided service which determine the financial of a company 3. place (distribution): according to morrison (2010, p. 760), place is defined as “the plan that the organization makes to allow it to work with other complementary groups in the distribution channel”. morrison (2010, p. 427) also explained that there are two distribution channels available, which are direct and indirect distribution. direct distribution is the channel of distribution when an organization is the only one who responsible to promote, reserve, and provides services to customers directly, without any intermediaries. indirect distribution involves the organization promotes, reserve, and provide services to customers with the help and service of intermediaries. 4. promotion: as quoted from morrison (2010, p. 764), promotion is a technique to sell avalaible services, while promotion mix is a combination of advertising, personal selling, sales promotion, merchandising, public relation and publicity which is done by an organization in a specific period of time. 5. people: according to morrison (2010, p. 762), people is all employees in an organization who give services to the guests and also the guest itself. 6. packaging: according to morrison (2010, p. 762), packaging is a combination between service compliments and related services, which become an offered price. 7. programming: as quoted from morrison (2010, p. 762), programming “the development of special activities, events, or programs to increase customer spending or give added appeal to a package or other hospitality/ travel service” 8. partnership: according to morrison (2010, p. 762), partnership is “cooperative promotions and other cooperative marketing efforts by hospitality and travel organization”. e-journal of tourism vol.6. no.2. (2019): 196-209 http://ojs.unud.ac.id/index.php/eot 204 e-issn: 2407-392x. p-issn: 2541-0857 methodology there will be several data collecting methods that are applied in this research. the primary data will be gathered from questionnaires. according to sekaran and bougie, the definition of primary data is those data that are collected for the first time by the researcher for the specific purpose of the study (2016, p. 38). in other words, primary data are data that the researchers get directly from the source. questionnaires will be used to know the respondents’ opinions about the idea of capsule hotel service in semarang, because the writer needs insights and feedback to develop the idea itself. ho (2014, p. 336) mentioned that the way to determine number of respondents is by multiple the number of questions in the marketing mix with five (in this feasibility study, there are 45 questions in the marketing mix), so 225 respondents are needed. based on statement above, the minimum sample size required for potential of capsule hotel service in semarang study is 225 respondents, since the distributed questionnaires contain 45 questions on the marketing mix section, which means that 45 questions times five equals 225. the number of distributed hard copy questionnaires are 90 booklets, and the others are using electronic questionnaires (via google form). out of 90 booklets, there are 87 valid responses and 3 invalid responses, while from the electronic questionnaires, there are 144 valid responses. therefore, there are 231 valid responses gathered from booklet and electronic questionnaires in this research, personally administered questionnaires will be distributed to the respondents. respondents for this questionnaire are ranging for people that are 17 to 45 years old. the questionnaires respondents are people who oftenly go to semarang either for holiday or business purposes. the questionnaires will be shared through online and offline. according to sekaran, there are some principles of measurement to be followed to ensure that the data collected are appropriate to test our hypotheses, such as scaling techniques and assessment of reliability and validity of the measures used (2016, p. 150). “goodness of data”, as sekaran stated, is assessed through tests of validity and reliability. validity establishes how well a technique, instrument, or process measures a particular concept, and reliability indicates how stably and consistently the instrument taps the variable (2016, p. 150). the questionnaire will consists in two parts, first part was asking about the e-journal of tourism vol.6. no.2. (2019): 196-209 http://ojs.unud.ac.id/index.php/eot 205 e-issn: 2407-392x. p-issn: 2541-0857 respondents profile and marketing mix, which is divided into 8 points: product, price, place, promotion, people, physical evidence, packaging, and partnership. in this part, the respondents will answer using likert scale with a six-point scale with the following explanation: 1 = very disagree, 2 = disagree, 3 = slightly disagree, 4 = slightly agree, 5 = agree, 6 = very agree. the validity and reliability of the questionnaires should be tested and checked correctly. results and discussion table 4. questionnaire results on respondent’s profile no questions options result frequency (n=231) percentage (%) 1 gender male 92 39.8 female 139 60.2 2 age 17-22 162 70.1 23-28 40 17.3 29-34 8 3.5 35-40 6 2.6 41-46 5 2.2 >46 10 4.3 3 domicile semarang jakarta 107 46.3 java island 52 22.5 outside of java island 11 4.8 others 61 26.4 4 marital status single 198 85.7 married 32 13.9 others 1 0.4 5 educational background junior high school 2 0.9 senior or vocational high school 100 43.3 diploma 1-3 15 6.5 diploma 4/ bachelor degree 105 45.5 master degree 7 3 doctoral degree 1 0.4 others 1 0.4 6 occupation student 154 66.7 housewife 4 1.7 entrepreneur 26 11.3 private employees 42 18.2 others 5 2.1 7 income/ month < rp 5.000.000, 142 61.5 rp 5.000.001 – rp 7.500.000 37 16 rp 7.500.001 – rp 10.000.000 18 7.8 rp 10.000.001 – rp 12.500.000 11 4.8 >rp 12.500.001 23 10 based on the quetionnaire result above, it is shown that the majority of the respondents are as followed: 1. 139 respondents (60,2%) are female, while the other 92 respondents (39,8%) are male. although there are more female respondents, the target market of capsule hotel are male and female. 2. 162 respondents (70,1%) are aged in the range of 15-22 years old and 40 respondents (17,3%) are aged from 23-28 years old. supported by previous data in table 5 (population by group age of semarang 2015), the target market of capsule hotel is aged from 1740 years old. 3. 107 respondents (46,3%) reside in jakarta and 52 respondents (22,5%) respondents reside in java island. the primary target market is people from outside semarang area. 4. 198 respondents (85,7%) are still single, which are the main target of a capsule hotel, since capsule hotel provides single room (for one person only) more than the deluxe room (for one or two person). e-journal of tourism vol.6. no.2. (2019): 196-209 http://ojs.unud.ac.id/index.php/eot 206 e-issn: 2407-392x. p-issn: 2541-0857 5. 105 respondents (45,5%) are from diploma 4/ bachelor degree, which means that they have the buying power to stay in capsule hotel. in addition, 100 respondents (43,3%) are from senior high school which are also the secondary target market, since they can visit semarang with their school friends. 6. 154 respondents (66,7%) are students and 42 respondents (18,2%) are private employees, which are one of target market of capsule hotel. 7. 142 respondents (61,5%) have a monthly income of less than rp 5.000.000. this may result the respondents’ buying power since capsule hotel is a low budget hotel. table 5. questionnaire results on market’s condition no aspect description n % 1 frequency of going to semarang in 1 month 1-2 times 1 96 8 4.8 3-4 times 8 3 .5 4-5 times 2 0 .9 >5 times 2 5 1 0.8 2 accompaniment to go to semarang friend/ business partner 6 2 2 6.8 family 1 37 5 9.3 single traveler 2 9 1 2.6 others 3 1 .3 3 time usually spent in semarang 1-2 nights 1 02 4 4.2 3-4 nights 9 3 4 0.3 5-6 nights 9 3 .9 >6 nights 2 7 1 1.7 4 expenses to stay in hotel per room per night rp 100.000 – rp 200.000 1 6 6 .9 rp 200.000 1 5 – rp 500.000 38 9.7 rp 500.000 – rp 1.000.000 7 0 3 0.3 > rp 1.000.000 7 3 5 method of obtaining information about the existence of accomodation printed media (newspaper, magazine, brochures) 1 5 6 .5 te chnology media (internet, website, online) 1 99 8 6.1 billboard 1 0 .4 travel agent 9 3 .9 others 2 2 9 .6 6 purpose to go to semarang (can choose more than 1) culinary 1 27 5 5 holiday 1 72 7 4.5 business purposes 2 6 1 1.3 shopping 1 0 4 .3 others 1 8 7 .4 based on the quetionnaire result in table 8, it can be inferred that the majority of the respondents are as followed: 1. 196 respondents (84.8%) go to semarang 1-2 times a month. this result may show the respondent’s frequency of purchase for capsule hotel products. 2. 137 respondents (59,3%) go to semarang with their family. this result may indicate the atmosphere that needs to be created in capsule hotel 3. 102 respondents (44,2%) stay in semarang for 1-2 nights and 93 respondents (40.3%) stay in e-journal of tourism vol.6. no.2. (2019): 196-209 http://ojs.unud.ac.id/index.php/eot 207 e-issn: 2407-392x. p-issn: 2541-0857 semarang for 3-4 nights. this may indicates the length of stay in capsule hotel 138 respondents (59,7%) spend rp 200.000 rp 500.000 per room per night and 70 respondents (30,3%) spend rp 500.000 – rp 1.000.000 per room per night. this may indicate the average expenses the respondents are willing to pay in capsule hotel 4. 199 respondents (86,1%) are obtaining information about existence of accomodation through online. this result may show the most effective way to promote capsule hotel 5. 172 respondents (74,5%) are going to semarang for holiday and 127 respondents (55%) are going to semarang to do culinary. this result may indicate that capsule hotel is the right place to stay, where people can do holiday and culinary in the same time. according to sekaran and bougie (2013, p. 223), reliability is the indication of the stability and consistency with which the instrument measures the concept and helps to assess the “goodness” of a measure. sekaran and bougie (2013, p. 290) stated that to measure reabilities, it can be seen from the cronbach’s alpha. if the reliabilities less than 0.60 are considered to be poor, those in the 0.70 range, acceptable, and those over 0.80 good. the calculation for cronbach’s alpha is done automatically using ibm’s spss (statistical package for the social science) statistics. table 6 shows the cronbach’s alpha of potential capsule hotel service questionnaires result. table 6. questionnaire results on market’s condition cronbach’s alpha n of items 0,959 45 source: data analysis (2018) as quoted from widiyanto (2013, p. 188), validity can be measured by comparing the r table with corrected item total correlation. if the r-value is bigger than the r-table, it can be called as significant (widiyanto: 2013, p. 188). in accordance to this theory, the value of r table for 231 respondents is 0,1291, while the corrected item total correlation from questionnaires’ result of potential capsule hotel service is greater than the r table (0,354 ≤ x ≤ 0,690, x as corrected item total correlation), which means that this questionnaire is valid. in the third part of the questionnaire, the respondents are asked about marketing mix, which is divided into 8 points: product, price, place, promotion, people, physical evidence, packaging, and partnership. the result from this marketing mix is expected to measure the desire of consumers so that the business can be suitable with the consumers’ needs and e-journal of tourism vol.6. no.2. (2019): 196-209 http://ojs.unud.ac.id/index.php/eot 208 e-issn: 2407-392x. p-issn: 2541-0857 wants. below is the questionnaires result of each marketing mix: 1. product: the reliability test scores 0,926 which means the data is good and strongly reliable 2. price : the reliability test scores 0,816 which means the data is good and strongly reliable 3. place: the reliability test scores 0,803 which means the data is good and strongly reliable 4. promotion: the reliability test scores 0,798 which means the data is acceptable and reliable 5. people: the reliability test scores 0,930 which means the data is acceptable and reliable 6. packaging: the reliability test scores 0,715 which means the data is acceptable and reliable 7. programming: the reliability test scores 0,724 which means the data is acceptable and reliable 8. partnership: the reliability test scores 0,835 which means the data is acceptable and reliable conclusion based on the questionnaire results, 40,7% agree the concept of the capsule hotel idea. the primary target audience of capsule hotel are young adults to adults who are oftenly visit semarang. located in west of semarang, will be the first capsule hotel, therefore there will be no direct competitors. however, the indirect competitors include hotels that provide the usual private rooms. products of capsule hotel are distributed directly and indirectly. to gain more customers, hotel will give several types of promotion and establish attractive packages and partnership. reference badan pusat statistik kota semarang .bps.go.id (2018) badan pusat statistik provinsi jawa tengah .bps.go.id (2018) badan penyelenggara jaminan sosial ketenagakerjaan (2018). program. home page on-line. available from https://www.bpjsketenagakerjaan.go. id/ ; internet; accessed 19 november 2018. bbc (2018). reasons behind the trend in tourism. retrieved from http://www.bbc.co.uk/schools/gcsebi tesize/geography/tourism/tourism_tr ends_rev2.shtml ; internet; accessed 31 july 2018. carter, jack (28 march 2018). travel & tourism fastest growing sector globally, says wttc. available from: https://www.hotelmanagement.com. au/2018/03/28/26043/ ; internet; accessed 14 february 2019. drescher, cynthia (10 june 2016). how capsule hotel became a global trend. available from: https://www.cntraveler.com/stories/2 016-06-10/how-capsule-hotelsbecame-a-global-trend ; internet; accessed on 15 february 2019. https://www.bpjsketenagakerjaan.go.id/ https://www.bpjsketenagakerjaan.go.id/ http://www.bbc.co.uk/schools/gcsebitesize/geography/tourism/tourism_trends_rev2.shtml http://www.bbc.co.uk/schools/gcsebitesize/geography/tourism/tourism_trends_rev2.shtml http://www.bbc.co.uk/schools/gcsebitesize/geography/tourism/tourism_trends_rev2.shtml https://www.hotelmanagement.com.au/2018/03/28/26043/ https://www.hotelmanagement.com.au/2018/03/28/26043/ https://www.cntraveler.com/stories/2016-06-10/how-capsule-hotels-became-a-global-trend https://www.cntraveler.com/stories/2016-06-10/how-capsule-hotels-became-a-global-trend https://www.cntraveler.com/stories/2016-06-10/how-capsule-hotels-became-a-global-trend e-journal of tourism vol.6. no.2. 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(2017): 100-109 http://ojs.unud.ac.id/index.php/eot 100 e-issn: 2407-392x. p-issn: 2541-0857 1between cultural preservation and tourism industry: dialectic relations in cultural heritage tourism management in tanah lot and borobudur indonesia i ketut surya diarta universitas udayana corresponding author: suryadiarta_unud@yahoo.com article info received 09 november 2016 accepted 18 august 2017 available online 25 august 2017 abstract cultural heritage tourism has a great role in supporting economic growth in indoneisa. this can only be achieved if cultural heritage tourism is well managed. well and integrated management refers to the balance of preservation of cultural heritage and tourism industry since both are two entities that have a contradictory management regime approach. this paper discusses the destination management model of two culural heritages: borobudur temple in central java and tanah lot temple in bali which are two cultural heritages developed as cultural heritage tourism destinations. both are trying to balance between the aspects of cultural heritage preservation and tourism business by emphasizing harmony between tourism aspects, utilization of cultural heritage, consume of products and experiences, and services to tourists. the results show that both destinations provide adequate space of dialectical process that is reflected from the shifting management paradigm from competitors towards collaborators relationship. both destination managements are directed towards symbiotic cooperation in cultural heritage tourism. preservation and tourism purposes mutually influencing each other. in tanah lot temple cultural heritage tourism managed by customary village and local goverment while in borobudur temple managed by pt. taman wisata borobudur, a state owned enterprises. keywords: dialectic, cultural, heritage, tourism, indonesia introduction background the relationship between cultural preservation and tourism industry is an important issue within world cultural heritage tourism model. as tourism becomes increasingly globalised phenomenon, in the cultural heritage tourism context, some might argue that cultural heritage is becoming inauthentic. in the conservationist point of view, “the protection, conservation, interpretation, and presentation of heritage are important challenges for both present and future generation” (smith, 2009). yet, some might also argue that cultural heritage is a promising niche to tourism industry. some countries, including indonesia, underlined the importance of tourism for the national economic growth. moreover, in the case of bali province, tourism is the principal economic activity and becomes the main local economic generator. however, related to cultural heritage based tourism, viewing cultural heritage as tourism assets will bring about the problem of commercialitation, commodification, and inauthenticity to the cultural heritage. balancing relations between tourism industry and heritage preservation is main agenda to gain a mutual sustainable relationship in cultural heritage tourism. 1 the article had been presented in the international tourism conference “promoting cultural & heritage tourism” at udayana university, 1-3 september 2016. mailto:suryadiarta_unud@yahoo.com e-journal of tourism vol.4. no.2. (2017): 100-109 http://ojs.unud.ac.id/index.php/eot 101 e-issn: 2407-392x. p-issn: 2541-0857 the relationship between tourism development and heritage management is a complex and sensitive one (smith, 2009). furthermore, according to smith the relationship between tourism and heritage is often perceived as being fraught with problems, rather than harmonious and symbiotic. although ashworth (1995 in smith, 2009) questions “the naïve assumptions of harmony” that exist among those who argue that tourism and heritage necessarily enjoy a symbiotic relationship, he recognises the mutual benefits of heritage tourism development. in indonesia, kagami (1997: 77) found that indonesian government “use[s] the historical monuments within the country for tourism development, while at the same time trying to intervene in their management in the name of their preservation as part of nation‟s cultural heritage”. furthermore, according to kagami, these processes “do not take a single course” but rather “proceed in parallel, mutually influencing each other”. this process what in this paper will be called as “a dialectic relationship”. icomos international cultural tourism charter in article 2.2 describes the ideal dialectic relationship that heritage resources or values and tourism is dynamic and ever changing, generating opportunities and challenges, as well as potential conflicts. tourism projects, activities and developments should achieve positive outcomes and minimize adverse impacts on the heritage and lifestyles of the host community, while responding to the needs and aspirations of the visitor (icomos, 1999: 8). research objective this paper will discuss two best practices on how a dialectic relationship between cultural heritage preservation and cultural heritage tourism implemented in two indonesian cultural heritage masterpieces: borobudur tempel in magelang, central java province and tanah lot temple, bali province. literature review heritage can be viewed as the preservation or reconstruction of material objects, which isolates them from the flux of history through a process of recontextualization in which abstract qualities (the nation, the people, the locality, the past) are attributed to, or embodied in, narratives of material culture and localities, narratives that emphasize the continuity of the past in the present (meethan, 1996:325). to be narrowing down in cultural aspects, cultural heritage is defined as an expression of the ways of living developed by a community and passed on from generation to generation, including customs, practices, places, objects, artistic expressions and values. cultural heritage is often expressed as either intangible or tangible cultural heritage (icomos, 2002). in the countries of southeast asia, the foreign ministers of these countries, who met on 25 july 2000, adopted the asean declaration on cultural heritage that defines cultural heritage as “structures and artefacts, sites and human habitats, oral or folk heritage, written heritage, and popular cultural heritage” (ahmad, 2006: 298). similar to other countries, the scope of heritage in southeast asia, in general, now covers both tangible and intangible heritage, but the broader definitions are very different from those used by unesco or icomos, which adopted the terms monument, group of buildings and site; or with neighbouring countries in the asiapacific region that define „place‟ as their heritage. the degree of refinement of the scope and definitions at national levels in southeast asia varies (ahmad, 2006: 298). according to nuryanti (1996:251) with respect to tourism, especially in cultural heritage tourism, heritage can be used to describe “material form such as monuments, historical or architectural remains and artifacts on display in museum; or immaterial forms such as philosophy, traditions and art in all their manifestations; the celebration og great events or personalities in history; distinctive ways of life; and education expressed, for the example, through literature and folklore”. e-journal of tourism vol.4. no.2. (2017): 100-109 http://ojs.unud.ac.id/index.php/eot 102 e-issn: 2407-392x. p-issn: 2541-0857 in modern era, when tourism becomes a globalized phenomenon, cultural heritage is developed as part of cultural tourism industry. kirschenblatt-gimblett (1998 in smith 2003: 13) eloquently illustrated the relations that “heritage and tourism are collaborative industries, heritage converting locations into destinations and tourism making them economically viable as exhibits of themselves. locations become museums of themselves within a tourism industry”. as a subset of cultural tourism, cultural heritage tourism is a form of tourism not a form of cultural heritage management. consequently, according to mckercher and du cros (2002: 6) this point is sometimes not appreciated by some member of cultural heritage management community who may see tourism as a means of achieving other agendas or who fail to appreciate just what is needed to make an asset work as a tourism attraction. this situation what (smith, 2009) stated as “being fraught with problems, rather than harmonious and symbiotic”. indeed, the paradox in managing cultural heritage tourism occurs: the decision to enter this sector must be driven by tourism considerations, assets are managed by principle of cultural heritage management. this competing approach can be a source of friction between tourism and cultural heritage management interests (mckercher and du cros, 2002: 7). the consumption of experiences and products in cultural heritage tourism also become a crucial issue. on tourism side, to facilitate this consumption, cultural heritage assets must be transformed into cultural tourism product that can be consumed and experienced by visitors (mckercher and du cros, 2002: 8). this is a commodified process. on the other hand, from the perspective of heritage management, to protect the authenticity of intrinsic values of heritage is a must. in indonesia, some efforts to create symbiotic relationships have been performed in several cultural heritage tourisms. for example, borobudur and tanah lot cultural heritage tourism are managed based on dialectic relationships between two competing ideas accordingly. dialectic relations in cultural heritage tourism management in indonesia a brief history of borobudur temple management the borobudur temple compounds was inscribed on the world heritage list in 1991. borobudur, a famous indonesia buddhist temple, dating from the 8th and 9th centuries, is located in central java. it was built in three tiers: a pyramidal base with five concentric square terraces, the trunk of a cone with three circular platforms and, at the top, a monumental stupa. the walls and balustrades are decorated with fine low reliefs, covering a total surface area of 2,500 m2. around the circular platforms are 72 openwork stupas, each containing a statue of the buddha. the monument was restored with unesco's help in the 1970s (unesco, 2016). world heritage list document reported that the legal and institutional framework for the effective management of the property is regulated by a presidential decree number 1 year 1992. the established zones within the world heritage property are respectively under the responsibility of the borobudur heritage conservation office under ministry of education and culture, of state-owned institute pt. taman wisata candi borobudur under the ministry of enterprises, and of the local governments (magelang regency and central java province). a study on the integrated management of borobudur temple compounds has been conducted, including attention for the ecosystem, social and cultural aspects, ecotourism, public and private partnership and organisational feasibility study. this study is the basis of the still to be developed visitor management approach (unesco, 2016). based on the presidential decree number 1 year 1992 (articles 4, 5, and 6), borobudur temple areas are divided into three zones: (1) zone 1 (approximately 44.8 hectares) is an archaeological environment designed for the protection, maintenance, and preservation of the physical environment of the temple, (2) zone 2 (approximately 42.3 hectares) is the circular area outside of zone 1 for tourism activities, researchs, cultural activities, and conservation of temple‟s e-journal of tourism vol.4. no.2. (2017): 100-109 http://ojs.unud.ac.id/index.php/eot 103 e-issn: 2407-392x. p-issn: 2541-0857 environment, (3) zona 3 (approximately 932 hectares) is the area outside the zone 2 for limited housing, agricultural area, the green line, or certain other facilities provided to ensure harmony and balance function of the area and to support sustainability temple and souronding areas (keppres, 1992). the protection of the property is performed under indonesian law number 11 year 2010 concerning cultural heritage and its surrounding cultural landscape. it is executed under a national strategic area and the spatial management plan by the ministry of public works in accordance with the law concerning spatial management number 26 year 2007 and governmental regulation number 26 year 2008 concerning national spatial planning. in order to ensure consistency between the 1992 presidential decree and the 1972 jica master plan zonesystem indicated in the world heritage nomination dossier and to strengthen the regulations regarding development, a new presidential regulation is still being formulated by a coordinating board (14 ministries and local authorities as well as representatives of local communities) and by formalizing the role of the proposed management board into the wider zones. in addition, the protection of the property has been ensured by the regular financial contribution by the national budget (unesco, 2016). the borobudur heritage conservation office has conducted community development programs targeting especially at the youth to raise their awareness. in improving and empowering local community as specialist guide for borobudur temple compounds, several training programs have been conducted. the community developments related to economical sector (small enterprises that produce traditional handicrafts, culinaries, etc) have already being conducted by the municipalities of magelang regency and central java province (unesco, 2016). according to unesco documents, the unesco representative to the third international experts meeting on borobudur, held on site in january 1995 made recommendations to avoid any future actions or activities that would unnecessarily disturb the traditional appearance of the site, e.g. construction of park features that have little relationship with the local landscape, indigenous plant species; functions which would devalue the dignity of the site, and develop tourism management policy to ensure protection of site and distribution of tourism revenue for conservation activities. on 29 january 2003, the governor of central java (indonesia) requested from the directorgeneral of unesco the support of the organization to review and finalize a proposed tourism development plan to enhance the presentation and tourism facilities at the borobudur world heritage property. this plan proposed the construction of a large shopping centre on four hectares of land in zone 3, immediately outside zone 2, of the property and approximately 880 metres from the borobudur temple itself. in zone 1, the construction of a paved parking lot for vips, which can accommodate 50-100 vehicles, is a principal contributor to the increase in temperature, and temperature gradient within the monument‟s microclimate. in zone 2, the number of commercial vendors has been allowed to grow uncontrolled from the originally planned 70 kiosks to approximately 2000 kiosks. this has led to overcrowding, solid waste pollution, and social friction among the vendors who compete aggressively for visitor attention. in addition, the capacity of the vehicle parking lots has been greatly exceeded, with consequent crowding of the designated parking areas, and unregulated spill-over into other parts of zones 2 and 3, and an overall increase in both temperature and air-borne pollutants. in zone 3, the commercial development zone, various proposals are being suggested by the local government authorities, which are responsible for the management of this zone, to develop this area with shopping complexes and other commercial tourist facilities. however, this area also functions as an environmental and visual buffer protecting the main monument itself. the currently proposed plans for shopping complexes in zone 3 do not adequately take into consideration the conservation needs of the world heritage property, but underscores its commercial development. while e-journal of tourism vol.4. no.2. (2017): 100-109 http://ojs.unud.ac.id/index.php/eot 104 e-issn: 2407-392x. p-issn: 2541-0857 acknowledging the desire for large scale commercial development of the area to bring economic benefit to the surrounding populations, and also acknowledging the need to better control the present informal commercial activities at the entrance to the site, the unesco-icomos mission noted that the best solution would be to discourage vendors to loiter around the property, and develop the existing marketplace in the settlements east of the main monument (unesco, 2003). in 2004, the joint unesco-icomos mission elaborated a long-term commercial and marketing strategy for the property, starting with the organization and control of the informal commercial activities within zone 2, the visitor is still forced to go through a labyrinth of small shops selling souvenirs and food stalls. this area is turning into a small village, as some of the vendors and their families are actually living in the stalls. at certain seasons, the amount of vendors and hawkers strolling around the site by far exceeds the number of tourists visiting the temple. this would be appropriate for the wider socio-economic aspects, such as development of local activities, skills, products, and performance-based attractions for visitors. assistance is also needed for tourism management and the reworking of the existing entrance area. there should be a programme of targeted intervention assistance with the objective of reorganizing and redesigning the buildings and other facilities at the entrance area (unesco, 2006). on 1 february 2005, the state party submitted to the world heritage centre a document entitled “long term management and strategy of borobudur temple”. the document contains a brief summary of the provisions that apply to existing zones established around the world heritage property. no reference is made to the three issues raised by the committee in its decision of 2004, namely the ban on major road developments, the halting of any construction of major commercial centres, and the erection of a new tourist entrance and retail precinct (jagad jawa). an overview is also provided of the various factors affecting the state of conservation of the property, including pressure from visitors. the document indicates as well some of the actions which are being taken, or are envisaged, to address the conservation problems at the property, in the short, mid and long-term. training sessions were organized by the unesco office in jakarta for the local population, including tour guides and craftsmen, to promote the development of local activities for income-generation and community participation in heritage conservation. however, no information is included on the actual progress made in their implementation. the major issue regarding closer coordination of the management agencies responsible for the various components or zoning system of the property has yet to be addressed. this is a complex issue, particularly as various agencies are under the jurisdiction of different ministries and have quite different bureaucratic and policy objectives. it is not clear whether the proposed two-layer system of management (steering committee and executive team) is conceived as a permanent arrangement related to the overall management of the world heritage property, or if its scope is limited to the specific initiative for the sustainable development of the region surrounding the monuments (unesco, 2006). on february 2006, a joint world heritage centre (icomos) mission carried out at the request of the world heritage committee assessed the state of conservation of the world heritage property of borobudur temple compound, in indonesia. the state party has confirmed in writing and reiterated during the mission that no major road developments will be carried out in zones 1, 2 and 3; no major commercial complexes will be built; and that the jawa jagad project has been now cancelled. the very strong commitment of the indonesian authorities to protect the heritage value of the site and address the requests by the committee should be given adequate recognition, considering also the substantial interests attached to the proposed development projects. meanwhile, it is apparent that its outstanding universal value depends also on the extraordinary relationship between the monument and its setting. e-journal of tourism vol.4. no.2. (2017): 100-109 http://ojs.unud.ac.id/index.php/eot 105 e-issn: 2407-392x. p-issn: 2541-0857 the latter is at serious risk of loosing its integrity if urgent steps are not taken. the protection of this setting is also crucial for the long-term sustainable development of the local community. the extent of the vendor stalls around the car park and site entry forecourt, however, remains a major concern. the current, visually chaotic situation is not compatible with the visitor‟s expectation of a world class heritage site as it detracts significantly from the experience and is a cause for frustration for visitors and local community alike. this problem is related to the lack of an effective policy to develop sustainable tourism in the area of borobudur by using the temple as a platform to bring benefits to the entire community. the division of the responsibility for zones 1, 2 and 3 among three separate institutions with different mandates and objectives is at the root of most of the problems at borobudur. decisions taken by each of these institutions, especially by pt taman wisata (managing zone 2, i.e. the buffer zone), are likely to impact on the zones under the responsibility of the other two institutions, in the absence of a common vision and clear mechanisms to coordinate. the issue is not just that these institutions do not coordinate enough among themselves, but that their respective objectives appear to be sometimes conflicting, and no formal regulatory and planning framework exists to reconcile these different mandates within a single agreed vision and policy. a complete set of recommendations, with indicative time-frames for implementation, is included in the mission report, whose conclusions were discussed at length with the national authorities in jakarta. these recommendations include: not carrying out the proposed development of a commercial street along the northern edge of zone 2; a review of the presidential decree of 1992 to establish a single, combined, management authority for zones 1 and 2, and the extension of the boundaries of zone 3 (i.e. to become the new buffer zone of the site); the development of appropriate regulatory and planning framework for the area surrounding the world heritage property, with a view to preserving its rural character; the development of a management plan for the borobudur world heritage property, once the new management authority has been established. the next was maintaining the current layout of zones 1 and 2 and improving the quality and appearance of the existing infrastructure where the vendors are located, by reducing its extent and controlling it so as to avoid over spilling throughout zone; and upgrading the urban design, facades and infrastructure of the street and square leading to the site (where the existing village is developing in a chaotic way). concerning the deterioration of the stone of the temple, the mission recommended, as initial steps, to develop and conduct a diagnostic monitoring programme to identify the causes of the current increasing rate of deterioration of the stone and to organize an international stone conservation experts meeting to review results of the monitoring and discuss future options (unesco, 2006: 165-169). on january 2009, the state party submitted a report on the state of conservation of the property to the world heritage centre which reported progress against the committee‟s requests as follows: (a) revision of the legal and institution framework. the state party has engaged in a consultation programme with stakeholders and inter-institutional representatives to revise the legal and institutional framework for the protection and management of the property and its surrounding area. as a result, all parties agreed to continue efforts to revise the existing legal framework (presidential decree number 1 of 1992) to ensure a better protection and management of borobudur and its surrounding areas. subsequently, the state party designated borobudur as a national strategic area, in which the property will be directly under the central government‟s control. the state party is yet to finalize a zoning system which will clearly demarcate the boundaries of the protected area and associated management conditions. management of the property will be coordinated through a national institution and involve ongoing consultation with all e-journal of tourism vol.4. no.2. (2017): 100-109 http://ojs.unud.ac.id/index.php/eot 106 e-issn: 2407-392x. p-issn: 2541-0857 stakeholders. the state party‟s report also included a master plan concept, prepared by indonesia‟s ministry of culture and tourism, which overviewed the proposed updates to the existing 1979 master plan for the property. the new master plan will address issues including the legal system, visitor management, community development, tourism development and administrative structures; (b) discontinuation of conservation practices that have potential adverse effects. the state party reports that it has now limited the use of epoxy resin, but not totally eliminated it, as an alternate substance has not yet been found. they envisage that it will be gradually phased out until a substitute has been identified. the report indicates that the primary ongoing uses of epoxy include coating for water resistance, gluing of broken stones and glue injection into cracks and camouflage. to minimize the adverse effects of the epoxy on the property, the state party has been conducting research into the impacts of epoxy and potential substitutes, and has discontinued the use of epoxies that have noted adverse effects. they also report that the use of steam cleaning is now very limited and is only applied to the floor. in addition, the state party reported that water repellents are no longer used on the borobudur temple (unesco, 2009). a brief history of tanah lot temple management tanah lot temple is one of the most famous tourist attractions and even become an icon of cultural tourism in bali. tanah lot temple was founded in the 15th century by dang hyang dwijendra a hindu priest from java who came to bali to spread the teachings of hinduism. tanah lot is one of tourism object in bali which offers a beautiful sunset with a scenic temple on the rocks by the beach in beraban village, tabanan regency. since its development in the 1980s, tanah lot was controlled and managed by the local government. the lack of professional human resources, its management was contracted out to the cv ary jasa, a local private enterprise. starting in year 2000, local community (beraban customary village) began to be involved as a group who co-owns the heritage so that the local people have access to and control of both cultural preservation of the tempel as a hindu‟s heritage and economic gain from its used as a tourism object (darmaputra and pitana, 2010: 84-85). management of tanah lot temple both as cultural heritage and cultural tourism has quite interesting dynamics starting in the 1980s. the historical period of the dynamics can be divided into three periods: the period of the 1980s, where the tanah lot is managed by private enterprises, namely cv. ary jasa wisata which is given full authority by local government to manage tanah lot until the year 2011. cv ary jasa wisata promoted tanah lot as a tourism object and added traditional arts performances for visitors. performing arts is bundled with dinner while enjoying the scenic tanah lot sunset. to accommodate visitors need, cv ary jasa wisata then built dewi shinta hotel and restaurant near the heritage. on this period, mostly focus on promoting the heritage to be a tourism object. private enterprise management of tanah lot brought about the issue of marginalization of local community to be involved in controlling and managing the heritage both in tourism and cultural area. economic benefits brought by tourism activities in tanah lot enjoyed by the local government and cv ary jasa as the field operator. ironically, religious ceremonies and festivals of tanah lot temple and other temples surrounding was still remaining on local community. indonesian political turmoil in 1998 (reformation era) brought the freedom of speech of local community to assert their rights to be involved in the heritage management. tabanan government decided to involve beraban customary village as one of three members of the management board of tanah lot based on tabanan regent decree number 644 year 2000. the period of the 2000s until 2011, in which tanah lot was managed by badan pengelola tanah lot (a joint management board), consisting of local government, cv. ary jasa and beraban customary village e-journal of tourism vol.4. no.2. (2017): 100-109 http://ojs.unud.ac.id/index.php/eot 107 e-issn: 2407-392x. p-issn: 2541-0857 (dewi and kusuma, 2012; sujana, 2009). the revenue from tourism activities in tanah lot is divided as follows: local government by 55%, cv. ary jasa by 15%, and the beraban customary village by 30%. the income was also used to heritage preservation, religious ceremonies and festivals and built tourism facilities. the period after the year 2011, based on cooperation agreements no. 16 year 2011 tanah lot is managed by two parties, namely local government and beraban custumary village until december 13, 2026. this is this possible considering a contract with cv ary jasa had ended in 2011. based on the new management composition, tanah lot tourism revenue is divided as follows: local government 58%, beraban customary village by 24%, tanah lot temple and its surrounding temple by 7.5%, and the rest 6.5% is given to four customary villages within kediri district. tanah lot tourism revenue growth and number of visitors can be seen in table 1. table 1. the number of visitors in tanah lot and its revenue from year 2001 to 2014 no. years number of visitors (person) amount of revenue (rupiah) 1 2001 768,017 21,046,579,000 2 2002 782,418 20,944,771,000 3 2003 830,082 20,404,108,000 4 2004 1,043,177 23,370,810,000 5 2005 1,153,127 26,661,082,000 6 2006 1,027,287 22,607,270,000 7 2007 1.297.577 27,837,816,000 8 2008 1,574,806 33,774,806,000 9 2009 1,854,020 39,893,302,000 10 2010 2,149,893 47,299,297,000 11 2011 2,315,966 50,664,140,000 12 2012 2,577,299 57,257,687,000 13 2013 2,842,281 62,960,928,000 14 2014 3,125,206 65,434,585,000 source: management of tanah lot (2015) dialectic relations between cultural preservation and tourism industry the history of conflicting realtions between cultural heritage management and tourism management in heritage site in indonesia can be traced back before 1970s when the issue concerning primarily with the protection of heritages against loss and destruction both because of natural process and tourism activities. the most interesting is the memorandum of the minister for administrative reform addressed to the minister for education and culture and the minister of communication. the memorandum refers to some trouble caused by the conflicting views on the preservation of monuments between the officials of the cultural section within the government (kagami, 1997:64). since the important role of tourism to boost national economic growth, indonesian government gives more positive role in the utilization of cultural heritage. this situation gives birth to the new niche in tourism industy in indonesia whar so called cultural tourism. the idea of cultural tourism becomes a solution in managing relation of cultural preservation and tourism management in a mutual symbiotic manner. the relation is in a cause and effect: the more the cultural heritage is preserved, the more the tourism is growing in sustainable manner. for some cases, for example tanah lot temple in bali, the cost of heritage preservation is taken from the revenue derived from tourism activities at the heritage. this model is a dialectic relations in managing both cultural preservation and tourism in which “proceed in parallel, mutually influencing each other” (kagami, 1997: 77). as described in the management of borobudur and tanah lot that the challenges faced in the development of cultural heritage tourism in both heritages is to find a balance realtions between heritage management with tourism management. more ioperational, how to combine the 'consumption of extrinsic values' by tourists in their tourism activities with efforts to „conserve intrinsic value' of cultural heritage since both aspects using the same resources. in ideal dialectic relation described eloquanty by icomos as “tourism can capture the economic characteristics of heritage and harness these for conservation by generating funding, educating the community and influencing policy. it can be an important factor in development, when managed successfully” (icomos, 1999). table 2 shows the comparison between borobudur temple and tanah lot e-journal of tourism vol.4. no.2. (2017): 100-109 http://ojs.unud.ac.id/index.php/eot 108 e-issn: 2407-392x. p-issn: 2541-0857 temple in managing the heritage both for the purpose of heritage preservation and tourism industry. table 2. comparing heritage management between borobudur and tanah lot no issue borobudur temple tanah lot temple 1 structure  state-owned enterprise  profit makinh  local goverment and local community pwned enterprise  profit making 2 goal  broader commercial goal  some efforts done for balamcing between heritage preservation and tourism  broader commercial goal  some efforts done for balamcing between heritage preservatio n and tourism 3 key stakeholder s today  central government  local government and customary village 4 economic attitude to heritage  use the value for tourism though still used as a cultural and religious activities  more obvious in extrinsic value exploitation  conservatio n of intrinsic and extrinsic values are pursued in balance 5 user group  pt. taman wisata (state-owned enterprise)  local tourism industries  local government  sourroundin g residents  local community  local tourism industries  customary village  local government 6 use of asset  more for the tourism purposes while still pay attention to certain aspects of  balancing of religious purposes (hinduism) and tourism purposes. the public interest (adherents of buddhism) adopted from: mckercher and du cros, (2002) model heritage tourism management models in borobudur temple and tanah lot temple as described above, practically, have been applying the principles of integrated management structure between conservation management and tourism management. it also proves that the theory and practice can be implemented in both cases. however, in the case of borobudur, the substantive controller is not on the local community. the surrounding community emotionaly and religiously is no longer a majority of the followers of the teachings of buddha as the source of value in the creation of borobudur. more specifically, because the lack of involvement of local communities in shaping the borobudur as “a living heritage” like tanah lot temple in bali, the more likely borobudur temple managed as tourists consumption because of its extrinsic value. on the other hand, tanah lot temple shows a more suitable dialectic relatiosn in more aspects. the heritage is managed by balancing purposes between religious and tourism needs. local community as the source of living value is there supporting tanah lot temple as a living heritage. local community through their customary village is also as a main controller both in business and cultural of the temple. conclusion the development of cultural heritage tourism in indoensia by reviewing the cases of borobudur temple and tanah lot temple shows that the shifting effort from independently heritage and tourism management to collaborative management. the relations between preservation of heritage purposes and tourism industry purposes proceed in parallel, mutually influencing each other and become an empirical evidence of mutual diaclectic relationship. e-journal of tourism vol.4. no.2. (2017): 100-109 http://ojs.unud.ac.id/index.php/eot 109 e-issn: 2407-392x. p-issn: 2541-0857 two cases show that the involment of local community in managing the heritage both for conservation (intrinsic value) and for tourism (extrinsic value) bring about a better chance for both purposes. local community is a living museum for the heritage. local community is also as a local guard and responsible for heritage save and sustainability. references ahmad, y. (2006) „the scope and definitions of heritage: from tangible to intangible‟, international journal of heritage studies. taylor & francis, 12(3), pp. 292–300. dewi, l. and kusuma, g. l. (2012) partisipasi dan pemberdayaan masyarakat desa beraban dalam pengelolaan secara berkelanjutan daya tarik wisata tanah lot. universitas udayana. icomos (1999) „international cultural tourism charter (managing tourism as places of heritage significance)‟, in icomos 12th general assembly mexico. icomos (2002) „international cultural tourism charter: principles and guidelines for managing tourism at places of cultural and heritage significance‟, in icomos international cultural tourism committee. kagami, h. (1997) „tourism and national culture: indonesian policies on cultural heritage and its utilization in tourism‟, shinji yamashita, kadir h. din, and js eades (eds., pp. 61-82). tourism and cultural development in asia and oceania. bangi: penerbit universiti kebangsaan malaysia. keppres (1992) „keppres no.1 tahun 1992 tentang pengelolaan taman wisata candi borobudur dan taman wisata candi prambanan serta pengendalian lingkungan kawasannya‟. mckercher, b. and du cros, h. (2002) cultural tourism: the partnership between tourism and cultural heritage management. routledge. meethan, k. (1996) „consuming (in) the civilized city‟, annals of tourism research. elsevier, 23(2), pp. 322– 340. nuryanti, w. (1996) „heritage and postmodern tourism‟, annals of tourism research. elsevier, 23(2), pp. 249–260. smith, m. k. (2009) issues in cultural tourism studies. routledge. sujana, i. m. (2009) faktor-faktor yang mempengaruhi kunjungan wisatawan ke daya tarik wisata tanah lot tabanan bali. universitas udayana. unesco (2003) „convention concerning the protection of the world cultural and natural heritage‟. available at: http://whc.unesco.org/archive/2003/w hc03-27com-07be.pdf. unesco (2006) „convention concerning the protection of the world cultural and natural heritage. world heritage committee twenty-ninth session durban, south africa10-17 july 2005.‟ available at: http://whc.unesco.org/archive/2005/w hc05-29com-07breve.pdf. unesco (2009) „convention concerning the protection of the world cultural and natural heritage. world heritage committee thirty-third session seville, spain 22-30 june 2009.‟ available at: http://whc.unesco.org/archive/2009/w hc09-33com-7be.pdf. unesco (2016) „borobudur temple compounds. world heritage list‟. available at: http://whc.unesco.org/en/list/592/. nyepi holiday package: e-journal of tourism vol.2. no.2. (2015): 84-95 http://ojs.unud.ac.id/index.php/eot 84 e-issn: 2407-392x. p-issn: 2541-0857 tourism and poverty in badung regency, bali i made patera, i made sukarsa and agung suryawan wiranatha school of postgraduate study doctorate degree in tourism udayana university coressponding author: made_patera@purimesari.com article info received 11 march 2015 accepted 19 august 2015 available online 07 september 2015 abstract tourism and poverty‟s phenomenon had already been known since the birth of human civilization. in the 1980s poverty became a serious concern of practitioners and scholars in various part of the world, including indonesia. poverty is not only understood in understanding as an abstract concept, but also as a reality of economic injustice and inability to meet basic human needs in some rich countries but also in many developing countries in the world. the problem of poverty is a fundamental and tourism is one of the many ways to solve this. the objective of this paper is to study the role of tourism to poverty alleviation including: 1) to analyze the influence of tourism development toward economic performance; 2) to analyze the effect of economic performance on poverty eradication; 3) to analyze the influence of tourism on poverty alleviation; 4) to formulate a strategy to increase tourism's role in poverty alleviation in badung regency. this study uses quantitative approach supported by secondary data and qualitative approach using primary data obtained through observation, in-depth interviews and focus group discussions. research was conducted in south badung regency in the most developed tourism growth and considered the richest district among all regencies in bali regencies. various attempts have been made to alleviate poverty, however have not been able to resolve poverty problems. the grand theory of this study refers to neoliberalism theory, supported by social democratic theory and empowerment theory. neoliberalism emphasizes that poverty as an individual problem and prosperity can only be achieved by achievement of economic growth through free market mechanism. according to social democratic theory the emergence of poverty came from outside of the community itself. while the emphasis on the empowerment theory is in improving the ability of individual or communities to become indepedence on economic, social welfare and political right. data analysis using partial least square (pls) with statistical analysis descriptive and inferential statistics. in order to have a better understanding on the statiscal result, descriptive analysis is also used to describe the researched data, using inferential statistical analysis to test the research hypothesis. the results of the research indicated that: 1) the development of tourism showed positive and significant impact on economic performance; 2) economic performance showed negative and significant impact on poverty alleviation; 3) tourism development showed negative and significant effect on poverty alleviation and (4) in order to be able to increase tourism's role in poverty alleviation in badung regency the strategy is formulated by analyzing the strengths, weakness, opportunities and challenges based on strength, weakness, opportunity and threat (swot) strategy. keywords: tourism development, economic performance, poverty e-journal of tourism vol.2. no.2. (2015): 84-95 http://ojs.unud.ac.id/index.php/eot 85 e-issn: 2407-392x. p-issn: 2541-0857 introduction background the development of international tourism has a positive impact on the growth of the global economy (unwto, 2015). according to bryden (1973) tourism is a growing source of revenue for development in developing countries. the government through the master plan for the acceleration and expansion of indonesian economic development (mp3ei) 2011-2025 designs competitive program to increase tourist arrivals from the addition of direct flights to indonesia, the development of meeting, incentive, convention, and exhibition (mice), to the development of raja ampat, indonesia's tourism has its impact on increasing tourist arrivals to bali. bali tourism office (2014: 58) states that the average spending of domestic tourists in bali a year from 2009 to 2013 amounted to 548,000 rupiahs per day with an average length of stay for 4 (four) days, while the average spending of foreign tourists amount to usd 158.60 including the cost of accommodation, eating and drinking and other travel expenses, excluding the cost of the flight. the average length of stay of foreign tourists in bali is for 9.24 days. badung district has a strategic position, with the presence of the international airport ngurah rai as the main gateway for the entry of foreign and domestic tourists. investment growth in tourism strengthens badung regency as the largest producer of gross domestic product (gdp) at 23.6 trillion in 2014 increased from rp. 20.9 trillion in 2013. supported by the rapid growth of tourism in the district of south kuta, the village of jimbaran and pecatu village, and the magnitude of the potential of eco-tourism in the district of petangat plaga village and belok sidan village as agriculture and ecotourism area make badung more potential as the center of tourism growth. the rapid growth of tourism in badung district makes badung the richest district in bali which raises a big question as to why there is still poverty in badung regency. this research was based on the research by ashley and roe (2001) which states that tourism growth has a positive impact on alleviating poverty and the research stating the reverse by jamieson et al. (2004: 2) and roy (2010: 4) which states that tourism is not able to alleviate poverty. research objectives this study aims to: 1) analyze the influence of tourism on the economy's performance in badung regency. 2) analyze the effect of economic performance on poverty in badung regency. 3) analyze the influence of tourism development on poverty in badung regency. 4) formulate a strategy to increase tourism's role in poverty alleviation in badung regency. literature review previous research research conducted in poor populated areas in bangladesh by anwar (2012) states that tourism growth positively affects the economy of poor community, and is able to increase the income and welfare of the community. wood (2005) who examines the “propoor tourism in uctubamba valley, northern peru” states that local tourism planning has an impact on poverty reduction. spenceley and seif (2003) who analyze the pro poor tourism of private companies in the field of tourism in south africa state that tourism is able to overcome poverty problems for people who live in tourist destinations in south africa. while ashley et al. (2001) analyze the strategy pro poor tourism in south africa, namibia, uganda, st lucia, ecuador and nepal about making tourism work for the poor, states that the pro-poor tourism is very positive towards the opening of employment opportunities, equitable income generation for the community, the growth of micro economy, and the reduction of the number of the poor. while the research by hidayat and widjanarko (2012)(hidayat and widjanarko, 2012) on "the development of community-based agrotourism east java," states that community-based tourism contributes to improving people's welfare. e-journal of tourism vol.2. no.2. (2015): 84-95 http://ojs.unud.ac.id/index.php/eot 86 e-issn: 2407-392x. p-issn: 2541-0857 theoretical framework theory of empowerment empowerment theory is used to examine the psychological concepts related to personal development, a group of people or community. rappaport (1987: 139-142) states that the beneficial empowerment to improve the ability of a person in determining the choice of interests that have a positive impact for himself. while perkins and zimmerman (1995: 570-571) state that empowerment is a structured process of participation to eliminate various limitations, increase self-confidence, emotional maturity, and tolerance. pro-poor tourism pro-poor tourism (ppt) is put into a discourse by multilateral institutions and nongovernmental organizations (ngos) to contribute positively to the economic growth of a country. according to scheynes and momsen (2008), tourism is able to improve social welfare and reduce poverty. ashley and roe (2001) state that pro-poor tourism provides a positive economic impact for the poor. furthermore, roe et al. (2001) state that the pro-poor tourism opens employment opportunities, availability of training to improve the skills to get better jobs and higher incomes. while anwar (2012: 15) states that the pro-poor tourism gives direct benefits to the poor through education, ongoing training, and provides adequate health and education facilities. community-based tourism community-based tourism (cbt) contributes to economy of rural communities or those living in small towns with low living standards by involving them in tourism activities, cultural preservation and the environment (goodwin and santili, 2009: 4). tasci, semrad and yilmaz (2013) state that the concept of community-based tourism boosts economic growth of poor community who traditionally live as farmers or poor fishermen in the tourist areas. according to joppe (1996: 475) cbt management involving local informal leaders in the development of local tourism alleviates poverty. community-based tourism relying on empowerment and independence serve as the basis for developing sustainable tourism. according to armstrong (2012), the basic concept of community-based tourism is as follows: (1) a participatory approach to the public and is likely to include the ownership society as a partner in development local tourism, (2) involve the community as an active manager and, (3) use the results of tourism to improve the welfare of society in order to eradicate poverty. tourism development concept world tourism development contributesto foreign exchange earnings to development in developing countries which make tourism boost economic growth and improve social welfare. theobald (2005: 163-165) states that tourism development has a positive impact on the social, cultural and environmental preservation while schilcher (2007: 58) states the importance of research to determine the potential and problems of tourism development activities and the importance of promotional activities through printed media, electronic media, and multimedia to accelerate the introduction of developed tourist destinations. tourism and economic performance global tourism plays a role as a driver of economic growth, sustainability of sociocultural preservation, and has the potential to sustain local traditions and enhancing the quality of human life including the fullest and increased availability of food for the community (wall and mathieson, 2006: 7778). the increasing role of tourism substantially provides a lot of benefits enjoyed by developing countries such as foreign exchange earnings as a source of development, the occurrence of multiplier effect, i.e. the chain of income from one business unit to another business unit and the impact on tax revenues to alleviate poverty (richardson, 2010: 1). according to athanasopoulou (2013) the tourism chain is service and trade activities between countries to improve economic performance, export import, growth in investment, labor supply and other services e-journal of tourism vol.2. no.2. (2015): 84-95 http://ojs.unud.ac.id/index.php/eot 87 e-issn: 2407-392x. p-issn: 2541-0857 related to tourism services such as: 1) international tourist arrivals 2) international tourism receipts 3) expenditure on international travel 4) trade in travel services 5) travel and tourism industry's contribution to gdp 6) travel and tourism industry's contribution to employment 7) travel and tourism industry's contribution to capital investment the concept of poverty the concept of poverty according to the national development planning agency (2010: 8-10) is divided into relative poverty, namely the inability to meet basic needs as a result of the influence of development policies that have an impact on people's income inequality and absolute poverty is the poverty of the inability to meet the most basic necessities of life such as food and clothing, health, education, as well as the need for clean water. according to elesh (1973), the concept of cultural poverty occurs as a result of the internal behavior of individuals and groups of people that causes them to be unable to do social mobility and external influences such as impartiality of government to the poor. meanwhile, according to laderchi et al. (2006), the concept of poverty in the form of an inability to meet basic needs in the economy and the limited participation of political and social culture. the world bank in the millennium development goals (mdg) determines the poverty standard of $ 1.00/day in 1999 and us $ 1.25/day in 2005. type of poverty by type, poverty is divided into three types: (1) natural poverty, caused by human beings themselves as the absence of an intention to change from habits of a life in poverty, lack of education and resources owned, (2) cultural poverty, linked to the attitude of a person or group in a community that does not want to improve his own quality of life although there are other parties that want to provide assistance, (3) structural poverty, caused by institutional, governmental organizations or order of the social structure that lead to vertical immobility where the rich continue to enjoy their wealth while poor people still live in poverty (harniati, 2007; soedjatmiko, 2007). causes of poverty causes of poverty are a vicious circle which arises from various factors that influence one another directly or indirectly. this is caused by the economic and political system of the world that does not show partiality to the poor. (corbett and fikkert, 2012: 11). nehen (2012) states the causes of poverty are: (1) low levels of education which are directly correlated with performance and low productivity of labor and consequently with lower income received, (2) limited employment opportunities which correlate with educational facilities and health facilities which have an impact on the worsening condition of the community, (3) culture of the community that resists change for a better life. meanwhile, according to papilaya and nastiti (2013) the causes of poverty include: (1) a person's behavior, i.e. low effort to change attitudes to abandon old habits, (2) personal factors such as lack of knowledge, personality, value systems and attitudes to act, (3) situational factors such as the influence of environmental, social, cultural and economic, and (4) the inability of the government to improve welfare and increase equity and incomes of the community. framework of thinking framework of thinking is composed of theoretical abstraction and previous research studies supported by empirical studies of the development of tourism in badung regency. an increase in tourist arrivals, trade, hotels and restaurants (phr), employment absorption, investment in tourism and higher original regional revenue (pad) supports the highest achievement of badung regency in the economic sector. (bps badung, 2014). according to the world bank (2013: 7-9), tourism development opens investments, drives economic growth, opens work opportunities, and increases government revenues through tourism sectors. research in developing countries proves that if tourism management strategies is directed towardspropoor tourism, tourism can enhance the welfare e-journal of tourism vol.2. no.2. (2015): 84-95 http://ojs.unud.ac.id/index.php/eot 88 e-issn: 2407-392x. p-issn: 2541-0857 of society (goodwin, 1996; scheyvens, 2002; guo, 2008). another strategy is more focused orientation of tourism development by shortening the distribution chain of tourism revenueto optimize its role in poverty alleviation, facilitating local communities with tourists in the provision of tourist needs or in development of more attractive tourist destinations and benefit local communities (harrison, 2008)(harrison, 2008). the way to do is to involve local communities to participate in the decision-making process in tourism activities in accordance with the availability and capacity of the local community resources (ashley and roe, 2002; ashley and haysom, 2006; selinger, 2009). hypotheses the hypotheses proposed in this study are as follows: h1: development of tourism has a significant and positive effect on economic performance. h2: economic performance has a negative and significant effect on poverty h3: tourism development has a negative and significant effect on poverty. methodology methods this study uses a combination of quantitative and qualitative or mixed method. it is based on the view of creswell (2013) which states that the more complex problem of the study, using qualitative and quantitative methods in the study will reinforce each rather than just using one method of research separately. quantitative research was conducted through the collection of secondary data from data sources available at statistics office, regional work unit officeof badung regency and writings related to the research are available at other institutions. the data were processed by inferential statistical analysis using partial least square (pls). results of hypothesis testing were used to confirm the results of research and theories referenced (jennings, 2001; denzin and lincoln, 2008). a qualitative approach was also done because most of the problems under study wereconducted through a descriptive search, through observation, in-depth interviews where the researcher serves as a key instrument to do research directly at the field. to determine the characteristics of poverty, descriptive statistics was used aiming to confirm results of quantitative analysis. activities of focus group discussions were conducted in the village of beloksidan and pelaga in north badung districts and the village of jimbaran and pecatu in the district of south kuta. location, time, and research object the study was conducted in different tourist destinations i.e. in north badung areas, in the district of petang, the village of plagaand beloksidan and in south badungareas, in the district of south kuta, namely in the village of pecatu and jimbaran. the research was conducted on october 2014 through june 2015. the research location is presented in figure 1. figure 1. research location research variables identification of variables variables or factorsare something that will be the object of observation in a study. based on the issues and the research hypothesis, variables of this study can be identified as follows: 1) the independent variables (independent/ exogenous variable), namely tourism development (x1), the variables that affect or cause changes in another variable. e-journal of tourism vol.2. no.2. (2015): 84-95 http://ojs.unud.ac.id/index.php/eot 89 e-issn: 2407-392x. p-issn: 2541-0857 2) the second independent variable (independent/ exogenous variable), namely economic performance (x2), the variables that affect poverty variables. 3) the dependent variable (dependent/endogenous variable) i.e. poverty variable (y), a variable that is influenced by other variables namely the tourism development and economic performance. population population is a collection of individuals or objects of research that has quality-quantity and characteristics that have been specified. population is also used to refer to all elements or a member of an area of targeted research (juliansyah, 2011). the population in this study is the elements of poor people that exist in badung regency, i.e. north badung, petang district, village of pelaga and belok sidan and south, and in south badung, the district of south kuta covering jimbaran village and pecatu village. sample samples are part of the population that has the same characteristics or the one that can be representative of the population. the method of selecting the sample in this study using purposive sampling (wahyuni, 2012), by first determining the criteria relevant to research related to the development of tourism, economic performance and poverty in badung regency. with purposive sampling method, three informants were chosen for in-depth interviews, five informants for other kind of interviews and eight people were chosen for a focus group discussions conducted in the village of belok sidan, jimbaran village and the village of pecatu. types of data the type of data used in this study is the quantitative and qualitative data as follows: 1) the quantitative data the information in the form of numbers has a unit of calculation, the value of which can be varying or varied such as: the number of tourist arrivals, length of stay or the amount spending, obtained from the documents available on the bps office badung regency, bappedaof badung regency, bps of bali province, and bpmpd of bali province. 2) qualitative data the type of data that is not in the form of numbers does not have a unit of calculation, but in the form of the characteristics, properties, state or picture of the object studied, obtained directly from the informants based on open questions when conducting interviews and focus group discussions. sources of data 1) primary data obtained through: (1) observation in the area studied to get a general idea of tourism and poverty before doing research in plaga village and village of beloksidan, the village of jimbaran and pecatuvillage, (2) through interviews, information was obtained about tourism and poverty in the respective villages and, (3) through the fgd, current information was obtainedabout the potential ofthe villagesand weaknesses for designing tourism development strategies and poverty reduction in the respective villages. 2) secondary data the data were obtained from indirect sources, namely: (1) development of tourism with the amount of tourist arrivals to badungregency, contributions of phr, tourists‟ length of stay, (2) economic performance: consisting of gdp growth, employment absorption and investment, and (3) poverty in badung regency, consisting of: number of the poor, percentage of poor people, poverty depth index and poverty severity index. the data for 14 years (from 2000 through 2013) obtained from the central bureau of statistics of badung regency, regional workunit (skpd) and the central bureau of statistics of bali province. e-journal of tourism vol.2. no.2. (2015): 84-95 http://ojs.unud.ac.id/index.php/eot 90 e-issn: 2407-392x. p-issn: 2541-0857 data analysis methods quantitative analysis quantitative analysis is used to answer the first, second, and third problems, by using analysis partial least square as an alternative modeling of equations whose theoretical foundation is weak, can be used as a confirmation of the theory (wold, 1966), and can be used forreflective and formative models(ghozali 2011: 7 -17). qualitative analysis qualitative analysis techniques are used to answer the four the problem formulation, namely how to develop a strategy to increase tourism's role in poverty alleviation in badung regency. information or data provided are analyzed through the approach of strength, weakness, opportunity and threat (swot) designed through a focus group discussion (fgd) with the poverty reduction strategy based on the swot matrix, namely: (1) so strategy, (2) st strategy, (3) wo strategy and (4) wt strategy. results and discussion geographical conditions of badung regency badung regency is one of the nine regencies of bali province, with an area of 418.52 km 2 or 7.43% of the island of bali with a wide sea area management authority covering 466.20 km 2 along 81.3 km coastline from mengening beach of the district of mengwi up to tanjung benoa beach in the district of south kuta, with boundaries as follows: 1. the northern border: buleleng regency 2. east border: bangli regency, gianyar regency and denpasar city 3. south border: indian ocean 4. west border: tabanan regency testing results of partial least square (pls) the steps used in the partial least square modeling (hidayat and widjanarko, 2012) are as follows: testing results of outer models or measurement models analysis results of model on the effect of tourism development on economic performance and poverty reduction is presented in figure 2. figure 2. analysis results of outer research model there are three criteria in using data analysis techniques with smart pls to assess outer model using pls, that is, convergent validity, discriminant validity, as well as the average variance extracted (ave) and composite reliability (ghozali, 2008). outer models are assessed by looking at convergent validity as shown in table 5.8. this study uses the minimum limit loading factor of 0.5. revision of analysis results of outer model is shown in table 5.9, complete information is presented in appendix 3. the revision of the analysis results of outer model is shown in figure 3. 0.9 70 0.9 79 0.84 9 0.7 39 -0.817 0.4 28 0.992 0.929 x2 .1 x 2. 2 x 2. 3 y1. 1 y1. 2 y1. 3 tourism develop ment (x1) econo mic perform ance (x2) poverty (y) x1 .1 x1 .2 x1 .3 x1 .4 0.95 6 0.94 8 e-journal of tourism vol.2. no.2. (2015): 84-95 http://ojs.unud.ac.id/index.php/eot 91 e-issn: 2407-392x. p-issn: 2541-0857 figure 3. the revised analysis of outer models the data processing result as shown in table 1 shows that the value of outer models meets the convergent validity criteria, where all indicators have a loading factor above 0.50. therefore, it can be concluded that the construct has a good convergent validity. the test results of discriminant validity discriminant validity of the measurement model with reflective indicators (factors) was assessed by cross-loading measurement with a construct. if the construct correlation with the measurement item is larger than the size of the other constructs, then this indicates that the latent constructs predict the size of their block better than the size of the other blocks. table 1. cross loadings poverty economic performance tourism development x1.1 -0.542 0.560 0.856 x1.2 -0.949 0.939 0.954 x2.1 -0.951 0.971 0.942 x1.2 -0.953 0.979 0.869 x1.3 -0.702 0.846 0.569 y2.1 0.992 -0.932 -0.854 y2.2 0.957 -0.946 -0.886 y2.3 0.928 -0.829 -0.759 source: research data data in table 1 explains that the value of cross loadings shows good discriminant validity. this can be seen from the value of the correlation indicator of construct (loading factor) which is higher than the value of the indicator correlation with other constructs. the test results of reliability according ghozali (2008: 40) that the reliability of a construct can be judged from the composite reliability that serves to measure the internal consistency whose value must be above 0.60. table 2. composite reliability no construct composite reliability 1 poverty 0.972 2 economic performance 0.953 3 tourism development 0.902 source: research data table 2 shows that the results of the composite reliability of all the constructs are above 0.60 then construct meets the reliable criteria. test results of structural models (inner model) inner models describe the relationship between the latent variables based on the substantive theory. in assessing the models with pls, starting with a look at the r-squares for each dependent latent variables. the test results of inner models can see the relationship between the constructs by comparing the value of the significance and the r-square of the research model (ghozali, 2008: 42). inner structural diagram of the model test results are shown in figure 4. r-square value is obtained in table 3. table 3. the value of r-squares source: appendix 4 no construct r square 1 poverty 0.899 2 economic performance 0.758 3 tourism development 0.000 0. 97 1 0.979 0.84 6 0.8 56 0.954 0.992 0.9 57 0.928 x 2. 1 x 2. 2 x 2. 3 y1 .1 y1 .2 y1 .3 tourism develop ment (x1) econom ic perform ance poverty (y) x1. 1 x1. 2 e-journal of tourism vol.2. no.2. (2015): 84-95 http://ojs.unud.ac.id/index.php/eot 92 e-issn: 2407-392x. p-issn: 2541-0857 r-square value of poverty variables is 0.899 which can be interpreted that 89.9% of poverty construct variability is explained by the variable of tourism development and economic performance, while 10.1% poverty construct is described by the variables outside the model. likewise, the variable of economic performance has the r square 0.758, which means that 75.8% variability of economic performance is caused by tourism development and 24.2% were caused by variables outside the model. effect of tourism development on economic performance the first hypothesis of test results shows that the effect of tourism development on economic performance shows the value of path coefficient of 0.871 with a t-statistic value of 71.567. t-statistic value is greater than the value of t-table 2.201. this indicates that the development of tourism variables significantly affect the economic performance, meaning that the better performance of tourism development, economic performance will also develop. this means that the hypothesis 1 is accepted. the influence of economic performance on poverty the second hypothesis of test results shows a significant effect of the economic performance variables on poverty with path coefficient value of 0.762 and the value of tstatistic of 15.462. the value of t-statistic is larger than t-table value of 2.201, indicating that there is a significant influence between the variables on poverty. path coefficient which is negatively marked indicates that the economic performance provides a significant and negative effect on poverty. this indicates that the higher the economic performance, the lower the poverty level is. this means that hypothesis 2 is accepted. the influence of tourism development on poverty the path coefficients of influence tourism development on poverty at -0.207 with a t-statistic value of 4.099. t-statistic value is larger than t-table value of 2.201 which indicates that there is a significant relationship between the variables of tourism development with poverty. path coefficient which is negatively marked shows that the development of tourism has a negative impact on poverty. it means that the better the tourism development, it has an impact on the declining poverty. this means that hypothesis 3 is accepted. strategy of increasing role of tourism and poverty alleviation based on the results of fgd, swot analysis can be done with four (4) weaknesses owned by the village of pelaga and belok sidan and (3) in the village of jimbaran and pecatu. the strategy is as follows: village of pelaga and beloksidan. 1) location and means of transport. the strategy: organizing cooperation among tourism stakeholders, from the private sectors and the government to promote sustainability. 2) low public education. the strategy: organizing competency training on tourism ranging from elementary school to high school level in each village. 3) the poor without land ownership. the strategy: community empowerment through micro-economic development through government bailouts or csr support of private companies to increase community‟s incomes. 4) low understanding of cleanliness. the strategy is through community empowerment of tourism awareness, understanding of cleanliness and provision of waste bins in strategic places and tourist attraction. village of jimbaran and pecatu 1) low public education the strategy: training competence on tourism from elementary school to high school level in each village. 2) poor without land ownership the strategy: empowering the poor through micro-economic development to increase income through bailouts from the government or support csr from private companies. e-journal of tourism vol.2. no.2. (2015): 84-95 http://ojs.unud.ac.id/index.php/eot 93 e-issn: 2407-392x. p-issn: 2541-0857 3) low understanding of cleanliness. the strategy is through empowerment of tourism awareness, understanding of cleanliness and provision of waste bins in strategic places and tourist attraction. limitations of the research 1) the use of variables is limited, i.e. variables of tourism, economic performance and poverty variables and looked at only from the economic aspect. 2) the study does not examine the effect of non-economic aspects of the poverty. meanwhile, according to karim, mohammad and serafino (2012), (spenceley and seif, 2003) and ashley et al. (2001), in addition to analyzing the impact of tourism on poverty from an economic standpoint, the researchers also need to examine the impact of tourism on social and cultural life and environment. 3) this study uses secondary data from a limited resource that is from bps (bureau of statistics) of badung government and the province of bali. 4) the data time series are available only for 14 years since the establishment of badung in 1992 split from the municipality of denpasar conclusions and recommendations conclusions 1. tourism development has a significant and positive impact on the economic performance this means the better the development of tourism, the economic performance is increasing. it is seen from the path coefficient of 0.871 with a t-statistic value of 71.567 greater than t-table value of 2.201. this indicates that the variable development of tourism and significant positive effect on economic performance. 2. economic performance has a significant and negative impact on poverty. this means that the higher the economic performance the poverty level is declining. this can be seen from the level of path coefficient value of 0.762 with a t-statistic value of 15.462, higher than t-table of 2,201. negatively marked path coefficient indicates economic performance has a significant and negative effect on poverty. 3. tourism development has a significant and negative effect on poverty. this is seen from the path coefficient of the influence of tourism development on poverty at -0.207 with a t-statistic value of 4.099, larger than t-table value of 2.201 which indicates that there is a significant relationship between the variables of tourism development with poverty. path coefficient indicates negative effect on the tourism development of poverty. that is: the better the development of tourism, it has an impact on decreasing poverty. recommendation this study still has limitations, so to enhance further research the following recommendation sare suggested: 1) the need for ongoing research in the south badung district in the form of a pilot project that is integrated with the involvement of local communities to develop seaweed and restore the glory of pecatu citrus. as for the village of jimbaran, the development of other economic activities needs financial support from the government to optimize the utilization of csr from private companies. 2) future studies need to be enhanced by adding non-economic variables (such as welfare) as a mediating variable between tourism development and poverty. 3) to determine the influence of the role of tourism and economic performance on poverty, it needs to be supported with more primary data from wider sources. 4) development of on-going research in north badung, in the district of petang, the village of plaga and the village of belok sidan to develop modern agriculture-based community in collaboration with international agencies, governments, and private sector experience in the field of modern agriculture. e-journal of tourism vol.2. no.2. 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(2016): 21-32 http://ojs.unud.ac.id/index.php/eot 21 e-issn: 2407-392x. p-issn: 2541-0857 assessment of guests’ perception in implementation of green hotel in supporting sustainable tourism i gusti ayu oka suryawardani and agung suryawan wiranatha lecturer at doctoral program in tourism and researcher at tourism research consortium udayana university, bali, indonesia coressponding author: gungdani@gmail.com article info received 02 october 2015 accepted 05 february 2016 available online 07 march 2016 abstract tourism industry faced by threats in implementing sustainable tourism development. unep (united nation environmental programme) designs the concept to gain sustainable development through the program called the greening of industry which includes minimization of energy used, reducing green house emission, water consumption efficiency, waste management, reducing loss of biological diversity, and preserving cultural heritage. dependency of tourism industry in using energy will impact in global warming and climate change which will lead to sustainability of the future of tourism development. the research was designed to assess guests‟ perception on implementation of green hotel in supporting sustainable tourism in bali. research was undertaken in dkp hotel which is located in kuta, bali in the periods of april-june 2011. the hotel was choosen because dkp hotel is one of the hotels in bali that has implemented the concept of green hotel in the hotel operational and was awarded as green hotel award in the year of 2010. sample was designed based on the minimum criteria on using structural equation modelling (sem). respondents were guests who stay in the hotel and were willing to be interviewed and fill-in the questionnaires. the number of respondents were 121. assessing guests‟ perception was undertaken based on five-point likert rating scale and relationship between variables which express level of concern of hotel management on the environment conservation, social-culture preservation and economic development were analyzed by using software amos version 23. the results show that assessment of guests‟ perception in implementation of green hotel in the hotel operational through conservation of environment and preserving social and culture and its impact on economis development was positip and has resulted in supporting sustainable tourism. environmental conservation awarenesss has been implemented through energy and water efficiency, waste management has been applied by implementing reuse and recycle programs. social concern has been undertaken through csr programs. keywords: efficiency, conservation, preservation, green tourism, sustainable tourism mailto:gungdani@gmail.com e-journal of tourism vol.3. no.1. (2016): 21-32 http://ojs.unud.ac.id/index.php/eot 22 e-issn: 2407-392x. p-issn: 2541-0857 introduction tourism became a very important driving force in the world economy and is believed to be most likely to raise the welfare of society. theobald (2005) reveals that based on wto cites projections that international tourists will increase to 1.6 billion people per year by the year 2020, with a predicted expenditure of more than 2 trillion usd annually. this projection is based on the average growth of the world's travelers of 4.3% per year, while expenditures stay at 6.7% per year. bali is one of the world's famous tourist destinations because it has a unique culture and natural beauty. as a vehicke of economiec development of bali, bali tourism has contributed very significantly to the economic development of bali (erawan, 1994). the rapid development of the tourism sector which leads to changes in the economic structure of the region bali, from an agrocultural economy to services. beside the positive impact of tourism, tourism also brings about negative impacts. to minimize the negative impact of tourism, the concept of sustainable tourism is really important to be implemented which refers to environmentally friendly, economically viable and socio-culturally acceptable, and a suitable balance must be established between these three dimensions to guarantee its long-term sustainability. all of those three elements should be coherent with each other to ensure quality as elkington (1997) says that continuity and balance between the needs of tourism, protection of the environment and prosperity for the local community, which means that the economic benefit of tourism should be beneficial not only for the companies concerned but also for the local communities as the host. the business entity should be used as a vehicle for coordinating stakeholders‟ interests, instead of maximizing shareholder (owner) profit, so that it can achieve quality, continuity and balance. good quality, sustainable tourism provides a quality experience for the visitor, while improving the quality of life of the host communities and protecting the quality of the environment. as regards continuity, sustainable tourism ensures the continuity of the natural resources upon which it is based and the continuity of the culture of the host community with satisfying experiences for visitors. balanced, sustainable tourism balances the needs of the tourism industry, the natural environment and the local communities. sustainable tourism emphasizes mutual goals and cooperation among visitors, host communities and destination, in contrast to more traditional approaches to tourism which emphasize their diverse and conflicting needs (wto, 2007). the role of tourism and the negative impact is always a discourse in realizing sustainable development. on one hand, tourism has a very significant role in improving the economy of the community such as improving the exchange rate, increase income and employment. tourism is also believed to be one of the industries with huge potential in developing the potential of local communities and alleviate poverty (fridgen, 1996; fyall and garrod, 2005; mill and morisson, 2009). beside positive impact, tourism is convinced as the main contributor for environmental degradation, such as air and waste polutions which will threat sustainability of a destination (mill and morisson, 2009). tourism industry faced by some threats in implementing sustainable tourism development. unep (united nation environmental programme) designs the concept to gain sustainable development through the program called “the greening of industry” which include energy and green house emission, water consumption, waste management, loss of biological diversity, and cultural heritage management. dependency of tourism industry in using energy will impact in global warming and climate change which will lead to sustainability of the future of tourism development. research objective research was design to study guests‟ assessment on implementation of green hotel in supporting sustainable tourism in bali. e-journal of tourism vol.3. no.1. (2016): 21-32 http://ojs.unud.ac.id/index.php/eot 23 e-issn: 2407-392x. p-issn: 2541-0857 literature review green economy, green tourism and green hotels green economy the words going green and back to nature have been widely used as an expression for reflection of nature, freshness, preserving and balancing. since 2006, going green has been booming and has been used to strengthen positioning of products and services to gain the potential market and now is becoming the mindset for everbody and organization all around the world (mendiratta, 2012). unep (united nation environmental programme) used “the greening industry” in designing the concept of sustainable development as reflection of economic development through implementation of low carbon economy in term of reducing carbon emision, increase efficiency in using water and natural resources as well as preventing the existing of diversity. moreover, the greeing industry is the industries which are focused on avoiding exploitation of the natural resources (unep, 2009). based on the above definition, it can be understand about three keywords in the concept of green economy, that are low carbon, resources efficiency and socially inclusive. purpose of green economy are increase in social welfare and quality of life as well as minimization of the impact of development to the environment which threaten ecological diversity of flora and fauna and enable to increase the quality life of human being (unep, 2011). “….a green economy as one that results in improved human well-being and social equity, while significantly reducing environmental risks and ecological scarcities. in its simplest expression, a green economy can be thought of as one which is low carbon, resource efficient and socially inclusive…” (unep, 2011:416). moreover, lipman (2011) says that: “… a green economy is one whose growth in income and employment is driven by public and private investments that reduce carbon emissions and pollution, enhance energy and resource efficiency, and prevent the loss of biodiversity and ecosystem services …” (lipman, 2011:28) it can be said that geen economy is economic development which is based on the ecological sound to make a coherence relationship between economic benefit and environmental protection in order to enhance sustainable development. green tourism green tourism refers to tourism activities that can be maintained or sustained, indefinitely in their social, economic, cultural and environmental contexts sustainable tourism (unwto, 2015). lipman (2011) said that green tourism paradigm has shift to embrace all nations towards unballance benefit of tourism throught optimization the potential of travelism, hence give more benefit to the community and universe, as cited below; “…the rapidly evolving green growth paradigm shift that all nations are embracing at a policy level, with the buy-in of industry and civil society, provides an unparalleled opportunity to leverage the massive socioeconomic power of travelism (travel and tourism) to benefit humanity and the planet…” (lipman, 2011: 29). green tourism business scheme program (gtbs) is one of the green tourism programs which has implemented the green tourism concept as reference to maintain sustainability of tourism development (gtbs): (http://www.thetravelfoundation.org.uk/image s/media/research_ _green_certification_schemes.pdf a. compulsory: compliance with environmental legislation and a commitment to continue in improving environmental performance. b. management and marketing: demonstrating good environmental management, including staff awareness, specialist training, monitoring and record keeping. c. social involvement and communication of the environmental actions to customers through range of actions, e.g. green policy; http://www.thetravelfoundation.org.uk/images/media/research_http://www.thetravelfoundation.org.uk/images/media/research_e-journal of tourism vol.3. no.1. (2016): 21-32 http://ojs.unud.ac.id/index.php/eot 24 e-issn: 2407-392x. p-issn: 2541-0857 promotion of environmental efforts on the website, education and community as well as social projects. d. energy: efficiency of energy such as lighting, heating and appliance, insulation and renewable energy use. e. water efficiency: e.g. good maintenance, low-consumption appliances, flush offset, rainwater harvesting as well as using ecocleaner. f. purchasing environmentally friendly goods and services, e.g. product made from recycled materials, use and promotion of local food and drink. g. waste minimization: by encouraging the „eliminate, reduce, reuse, and recycle‟ principles, e.g. glass, paper, card, plastic and metal recycling: supplier take back agreements, doing systems and composting. h. transport: aims to minimize visitors‟ car use by promoting local and national public transport services, cycle hire, local walking and cycling option, and use of alternative. i. natural and cultural heritage: aims to increase biodiversity, e.g. wildlife, gardening, growing native species, nesting boxes as well as providing information for visitors on the wildlife on and around the site. j. innovation: any good and best practice actions to increase a business‟s sustainability that are not covered else where. green hotel green hotels is model of hotel managemnet which give more focus on environmental protection and preservation of cultural heritage which result in minimum impact on environmental degradation as well as social and culture of the local community through implementation of integrated efficiency programs as follows; energy and water efficiency, waste management and recycling programs, preservation of cultural heritage, implementing programs in reducing global warming and climate change in order to save our planet . schianzetz et al. (2007) reveals that in achieving sustainable development requiries three pilars namely environmental protection, social development, and economic development, as cited below: “ ... achieving sustainable development requires the advancement and strengthening of its three interdependent and mutually reinforcing of three pillars: environmental protection, social development, and economic development …” schianzetz et al (2007: 15) in adiition, baker (2008) says that the benefit of green hotel in the hotel operational are (i) cost efficiency (reducing operational cost from energy and water as well as efficiency from recycle program (ii) environmental protection through implementation of waste management by using recycle materials, (iii) improve addedvalue, (iv) increase market share and gaining competitive positioning, (v) improve external demand, (vi) improve customer satisfaction and guests loyalty (vii) staff motivation, (viii) cultural heritage preservation, (ix) reduce climate change and (x) sustainable hotel. international organization called international tourism partnership (itp) is an organization which has a role in assisting tourism companies in implementing sustainable tourism through programs which is based on the green tourism concept. itp uses “going green” as branding to strengthen its program (baker, 2008). specifically, it uses three pilars, namely (a) environmental protection approach, (b) social and culture preservation approach, and (c) economic approach. tourism industry is highly growing consumption of energy in the industry which has implication on the global warming and climate change. its long term impacts will hamper the future development of tourism industry itself. as unep (2011) reported that: “...the tourism sector‟s growing consumption of energy, especially in travel and accommodation, and its dependence on fossil fuels has important implications for global green house gas emissions and climate change as well as for future business growth…” (unep, 2011: 417). e-journal of tourism vol.3. no.1. (2016): 21-32 http://ojs.unud.ac.id/index.php/eot 25 e-issn: 2407-392x. p-issn: 2541-0857 gössling (2001) reveals that tourism is one of the contributors for global warming due to green house gas emision in the tourism industry. about 3.2 % of the global energy have been used for tourism activities, such as traveling from one destination to the other destinations, accommodation and other activities in the destination. about 5,3% of the total carbon dioxide in the air are affected by tourism activities and nearly 94 % of the emition are from travelimg by using aeroplane and other types of transportations. impact of climate change will be on the quality of environment and the community, such as increase in air temperature, sea level, tempeature of the sea which will threaten coral reef and the plancton, decrease in rainfall. the impacts will be on drought, water supply, landslide as well as flood which are potentially threaten economic development and social and political stability, as cited in gössling (2001) as follow: “... human-induced changes in the global climate system and in stratospheric ozone pose a range of severe health risks and potentially threaten economic development and social and political stability…” (gössling, 2001:430-453). if these situations happen in the long period of time and can not be controlled, it will threaten preservation of the natural resource. bali has limited natural resources for sustainable development. hence, managing environment in destination is very important. green hotel concept is crucial to be implemented which means that environmental management need to give more attention on conservation and preservation which will contribute to the reduction on the global warming and climate change. in this case, green economy concept is one of the solution which can be implemented to make long term development of tourism, which is concists of: (i) operational cost efficiency; (ii) increase market share and competitive positioning; (iii) improve demand; and (iv) improve satifaction and guests‟ loyalty. meanwhile, the social benefit result in decrease in social impact of tourism and preservation of cultural heritage which will give more benefit to the local community. in this study, the concept of green economy is implemented in the case of tourism accommodation in bali which is called green tourism. according to baker (2008) green hotel is hotel management model which is concerned with environmental protection and cultural preservation which leads to minimization impact on the environment degradation as well as social and culture of the community through implementation of integrated programs, such as energy and water efficiency, waste and recycling programs, minimization of global warming and support every program in reducing the impact of climate change. in term of social impact of tourism development on the community, the program should be able to pay attention on the local community welfare through csr (corporate social responsibility). structural equation modeling (sem) structural equation modeling (sem) is a statistical technique for building and testing statistical models, which are often causal models. it is a hybrid technique that encompasses aspects of confirmatory factor analysis, path analysis and regression, which can be seen as special cases of sem (pearl, 2000). ghozali (2008) defines structural equation modeling (sem) as a method of statistical analysis to test and estimate the causal relationship between several variables using a combination of statistical data or data that assumes a causal relationship qualitatively. bade on the calculus aaproach, he defines sem as: “ … structural equation modeling (sem) is a statistical technique for testing and estimating causal relationship using a combination of statistical data and qualitative causal assumption …” (ghozali, 2008) moreover, ghozali (2008) reveals that sem is a combination of the two methods of statistical analysis of the factor analysis developed in psychology and psychometrics and simultaneous equation modeling developed in econometrics. john (2002) argue sem as simulateous equation models are multivariate regression models, but unlike in the multivariate model is simple where the e-journal of tourism vol.3. no.1. (2016): 21-32 http://ojs.unud.ac.id/index.php/eot 26 e-issn: 2407-392x. p-issn: 2541-0857 response variable of the equation appears as a predictor in the equation the other, which will take effect on a reciprocal basis, either directly or against another variable that serves as an intermediary. this shows the reciprocal relationship between the variables in a model. characteristics sem is (i) to distinguish explicitly between the latent variables and variables measured so that it can be used to test various hypotheses, (ii) not only for nonexperimental (correlation), but also data of the experiment, (iii) basic statistics in the sem is the covariance, but can also use other standard statistical procedures such as regression, correlation, factor analysis and anova, and (iv) sem is an analytical technique with large samples (morriso, 1990). some aspects that distinguish sem with other multivariate analysis are (i) the sem approach is more confirmatory rather than exploratory. however, it is possible that aspects exploratorynya can also be performed, (ii) sem can be used to assess intervariabel relationship for the purpose of inferential data analysis. by contrast, most other multivariate procedures essentially descriptive thus testing the hypothesis becomes difficult, (iii) other multivariate approaches are not able to assess and correct for measurement error, while the sem is able to estimate the parameters explicitly, (iv) the only other multivariate techniques based on variables that were stretching observation alone, while the sem technique can perform both an immeasurable variables (called latent variables) and variables measured, (v) sem method can explain the variable immeasurable (latent variables / unobserved variables) into variable measured by the manifest variables is often called indicator so that research related to the latent variable can be done. this uniqueness makes sem method is very popular as a research methodology in nonexperimental. research method research location and time research was undertaken in dkp hotel which is located in kuta, bali. the hotel was choosen because dkp hotel is one of the hotels in bali that has implemented the concept of green hotel in the hotel operational and was awarded as green hotel award in the year of 2010. research was undertaken in the periods of april-june 2011. sample design and respondents sample was designed based on the minimum criteria in implementation structural equation modelling (sem), that is 10 times the number of indicators. in this research, the number of indicators were 9, hence the minimum sample must be 90 respondents. regarding this research, the number of respondents who were willing to be interviewed and fill-in the questionnaires were 121. this means that, the number of sample was fulfilled the sample requirement. respondents were guests who stay in the dkp hotel during the periods of april-june 2011. variables and indicators variables in this research consist of exogeneous and endogeneous variables. environment and social are expressed as exogeneous variables, meanwhile economy is expressed as endogeneous variable. in addition, indicators of laten environment are energy, water and waste, indicator of laten social are employee, purchase and csr, meanwhile indicators of laten economy are price, service and revisit (table 1). table 1. variables and indicators laten variables indicators exogeneous variables environment energy water waste social employee purchase endogeneous variable scr economy price service revisit e-journal of tourism vol.3. no.1. (2016): 21-32 http://ojs.unud.ac.id/index.php/eot 27 e-issn: 2407-392x. p-issn: 2541-0857 struktural equation modeling struktural equation modeling develop in this research is as follow: figure 1. structural equation modeling method of data analyzis respondents were interviewed based on interview guides and questionnaires. assessing guests‟ perception on the green tourism applied in the dkp hotel was undertaken based on five-point likert rating scale (westbrook, 1980; and colman, et. al., 1997). relationship between variables which express level of concern of hotel management on the environment conservation, socialculture preservation and economic development were analyzed by using software amos version 23. results and discussion hotel characteristics dkp hotel was built on a land area of 70,000 m2 which in only 32% was built and the rest 68% is open spaces including landscaping means that the hotel has already fulfil land up minimum requirement of under 40% based on the local regulation of bali province number 16 the year of 2009 on spatial planning of bali province 2009-2029, article 122 paragraph (2) concerning: tutorial zoning regulations tourism region, which says that basic building coefficient for each business accommodation and supporting facilities is not higher than 40%. of the total area used for open space and landscaping shows proportional ratio to provide wider space for the development of natural vegetation. the hotel has 41 types of vegetation used in the landscaping field. the dkp hotel has 280 rooms, 32 suites and 6 villas with average occupancy rate (guest night) per month in 2010 was 16,331 and in 2011 was 15 852, while the average occupancy rate of rooms (room occupied) in the year 2010 of 87% and year 2011 of 83%. the results show a slight decrease in the average occupancy rate. statisctical results feasibility of research instruments there are three concepts was asseessed through the indicators in this study, namely: (a) environment, (b) social, and (c) economy. the validity of each indicator in measuring each concept can be seen from the correlation, while reliability of all indicators in representing the concept measured by observing the cronbach alpha coefficient. the following table shows the results of feasibility testing of instruments used. table 2. cronbach's alpha coefficients an correlations corrected from environmental concept indicators aver ages varian s correla tions alpha cronbach coefficient s energy 7.77 0.254 0.740 0.326 water 7.80 0.372 0.296 1.000 waste 7.77 0.254 0.740 0.326 a l p h a c r o n b a c h 0.702 source: processed primary data (2016). table 2 shows three statements that were used to measure respondents‟ perception regarding the environmental conditions. the statement coded by water has a correlation value of 0.296, slightly smaller than the threshold value (0.30) as a requirement for validity in assessing a concept (chin, marcolin and newsted, 2003). besides water, two other items have correlation coefficiemts exceed 0.3. observing the correlation coefficient of water that only less than 0.004 of the threshold value, it was decided to maintain this item. all of the reliability e-journal of tourism vol.3. no.1. (2016): 21-32 http://ojs.unud.ac.id/index.php/eot 28 e-issn: 2407-392x. p-issn: 2541-0857 indicators (alpha cronbach) as a reflection of the environmental concept were 0.702, exceed the threshold value of 0.60 as a requirement for reliability in assessing a concept required by hair et al. (1995) and müller (2000). examination of the feasibility of the research instruments for the concept of social which were compossed by three indicators can be seen in the table 3. table 3. cronbach's alpha coefficients and correlations of the social concept items aver ages varia ns corre lation s alpha cronbach coefficie nts employee 9.50 0.672 0.724 0.862 purchase 9.60 0.593 0.711 0.884 csr 9.50 0.603 0.873 0.731 a l p h a c r o n b a c h 0.877 source: processed primary data (2016) table 3 shows that three indicators have correlation coefficients 0.877 exceed the threshold value of 0.60 which incidate that the three indicators were valid expression of the social concept, hence further analysis can be undertaken. the third concept is economy as the only endogeneous concept. results of the statistical analysis can be seen in the table 4. table 4. cronbach's alpha coefficients and correlations of the economy concept items avera ges vari ans correlat ions alpha cronbach coefficie nts price 9.53 0.5 33 0.571 0.621 service 9.67 0.3 68 0.559 0.550 revisit 9.73 0.3 40 0.508 0.649 a l p h a c r o n b a c h 0.699 source: processed primary data (2016) table 4 shows that all of three economy indicators have correlation coefficiens more than the threshold value of 0.30 as well as alpha cronbach coefficient exceed the threshold value of 0.60. the results indidicate that all indicator were valid and reliable in expressing the economy concept. summary of the validity and reliability can be seen in the table 5. table 5. summary of the validity and reliability variables number of measuring indicators final alpha cronbach early invalid used environment 3 0 3 0.702 social 3 0 3 0.877 economy 3 0 3 0.699 source: processed primary data (2016) as can be seen in the figure 1 shows structural modeling which was analyzed by using amos program version 23. environment and social variables are exogeneous variables meanwhile economy variable is endogeneous variable. structural equation model developed in this study shows correlation relationship between environment and social variables. in fact, structural equation model was composed by two aubmodel, namely: (a) outer or measurement model, which depicts relationship between one laten with its indicators, and (b) inner or structural model, which depicts relationship between laten variables and the model (jarvis, mackenzie and podsakoff, 2003; tenenhaus et al., 2005; henseler, ringle and sinkovics, 2009). before undertaking research on the inner or structural model, the analyzis muct be undertaken on the outer or measurement model of the designed structural equation model. results of each analyzis are as follows: measurement model outer or measurement model analyzis focuses on the analyzis between laten variable and its constituent variables. in reflexive variables, estimates variables can be seen from regression weight value. concerning the method used in the structural equation modeling (sem) based covariance, hence there will be one trivial indicator, which means that regeression coefficient and its level e-journal of tourism vol.3. no.1. (2016): 21-32 http://ojs.unud.ac.id/index.php/eot 29 e-issn: 2407-392x. p-issn: 2541-0857 of significant can not be calculated. table 6 shows the regression weight for each laten towards corresponding indicators. table 6. regression weight of each laten toward indicators laten varia bles indicators estim ates stand. error critica l ratio pvalue envir onme nt energy 1.000 water 0.594 0.084 7.11 *** waste 0.811 0.036 22.51 *** socia l employee 0.724 0.076 9.55 *** purchase 0.866 0.074 11.66 *** csr 1.000 *** econ omy price 1.000 *** service 1.165 0.077 15.14 *** revisit 1.080 0.078 13.89 *** source: processed primary data (2016). table 6 shows that all of the regression weight as reflection of each laten to the indicators were significant at the test level α=1 percent structural model inner or structural model was focussed on the relationship between latens. results can be seen from the figur 2. values of path coefficients are as follows: figur 2. analysis result of the structural equation modeling based on amos version 23 correlation between environment and social figur 1 shows correlation between laten environment and social. the statistical results show that correlation between latens is 0.128 with standard deviation 0.024 and tstatistical = 5.431. the result indicates that correlation coefficient is significant at the significant level of 1 percent. causal relationship between environment, social to economy figur 1 shows two causal relationship between laten variables environment and social as exogeneous variables with the laten variable economy. analysis results of the causal relationship and the significan level can be seen from table 7. table 7. causal relationship between exogeneous and endegenous variables to the structural model exogeneous endogeneous variables variable esti mate s standard deviatio n tstat isti c p-value environment  economy 0.849 0.050 17. 017 0.000 ** * social  economy 0.114 0.043 2.6 63 0.008 ** * mark : *** means significant level of 1 percent. source: processed primary data (2016). table 4.6 shows the influence of both laten variables environment and social to the laten economy were significant. laten variable environment proven to provide more dominant influence compare with the influence of laten variable social to the laten variable economy. feasibility of structural equation model feasibility of structural equation model with covariance basis is assessed based on root mean-square of residual (rmr) and goodness of fit index (gfi) (fornell and e-journal of tourism vol.3. no.1. (2016): 21-32 http://ojs.unud.ac.id/index.php/eot 30 e-issn: 2407-392x. p-issn: 2541-0857 larcker, 1981; chin, marcolin and newsted, 2003; henseler, ringle and sinkovics, 2009; hair et al., 2010). the results show that rmr = 0.027 (< 0.05) which indicates that minimum threshold value is acceptable. in addition, the value of gfi show that the compossed model can explain that linkages (relationship) between variables in a high percentage (81.9%). results indicate tha further analysis can be undertaken discussion the results show that assessment of guests perception in implementation of green hotel in the hotel operational through conservation of environment and preserving social-culture and its impact on economis development was positip and has resulted in supporting sustainable tourism. implementation of energy and water efficiencies, waste management and csr programs are as follow: energy efficiency energy efficiency has been implemented through energy efficiency campaign either technological development or the use of eqipment, such as: (i) installation of thermostat in each room, (ii) installation of temperature control, and (iii) self-solar collector installation are in progress. technologically, the hotel has implemented fuel energy efficiency through implementation of renewable energy by (i) modify steam boiler to become direct hot water boiler, and (ii) the use of solar water heater since 2007. furthermore, since 2010, dkp hotel has implemented heat pump system. by implemented this kind of technology, the hotel has converged the use of diesel fuel to become electric energy which will not have exhaust gas that can result in air contamination. this means that dkp hotel has participated in reducing emission to the air program. the important of better understanding regarding green house gas emission to the hotel staf that tourism is the bigest contributor the emission will bring about the awareness to all of the hotel management and staf to implement the green hotel to enhance sustainable hotel as revealed by mill and morisson (2009) that dependency of tourism on fossil fuel energy has resulted in increasing the use of fossil fuel which will impact in the increasing concentration of green house gas in the atmosphere which will bring about increase in the earth‟ temperature as the main cause of climate change. climate change is the main concern faced by all nations in the world due to its impact on rising the sea levels, changes in precipitation, ecosystem degradation, floods and landslides and other natural disasters (baker, 2008; mill and morisson, 2009). tourism will face huge threats if climate change happen in tourism destination. the economic impact of tourism which was developed in long time periods will destroy quickly becau of the climate change. water treatment the main source of water used of dkp hotel is „pdam‟ and underground water. the hotel use rainwater in order to limit the use of underground water by making observed rainwater tank. this effor has also been used to avoid puddle in the hotel area. since 2010, dkp hotel has used rain harvesting system. installation of rain harvest system was in progress when the research was undertaken in the hotel. to conserve water use, the hotel is using equipment that can control water saving, such as water tap otomatis, urinal otomatis, dual flush toilet, water reducer di shower head, low flow faucet, low flow shower head , toilet and urinal efficienc. the hotel also use water sprinkler system dengan with timer and wheater sensor in order to control water efficiency. the hotel is also implement recycling water system by installation of hydroflow. waste management the dkp hotel has implemented 5r (reduce, reuse, recycle, replace & repair) through activities in the operational hotel. waste management and recycling program has been undertaken in a special room called green recycling room to separate between solid waste which are made from papers, plastic, etc. eanwhile, management of liquid has been undertaken through sewage treatment plant) which was collaborated with the company pt. surya tirta buana. e-journal of tourism vol.3. no.1. (2016): 21-32 http://ojs.unud.ac.id/index.php/eot 31 e-issn: 2407-392x. p-issn: 2541-0857 willingness to social welfare one indicators of economic development is the extent to which economic activity can provide benefits to the local community. the result show that dkp hotel mostly employ local people. about 82 % staf are balinese (288 people) of the total staf (353 people), about 17.3 % ( 61 people) are indonesian which are not balinese and only 1% (4 people) are foreign employees. even though most of the staf are balinese, the top management are foreigners. this condition is challanging for the local people to improve ability and skill to compete the reach better position in tourism management. the more local people have better position in the hotel management the more direct effect of tourism for bali will be. willingness to social culture and the community willingness to social culture and the community can be seen from the ability of the dkp hotel management in serving varieties of typical balinese ornamens around the hotel, such as traditional netting equipment in the hotel‟ lobby which is doing by balinese woman, traditional balinese corner as well as traditional balinese garden around the hotel. willingness of hotel management to the social community can be seen from the hotel program on csr (corporate social responsibility), as follow: (i) contribute to the “sewaka darma foundation” by giving 8 cows to be breeding program the rural community of peguyangan kaja, (ii) contribute 30 cows to rural community sulangi village, (iii) contribute to reconstruction of taman patirtan sudhamala temple in klungkung regency, (iv) contribute on education program through collaboration with the role foundation. implementation of green hotel in operational of the hotel is in line with the balinese philosophy called „tri hita karana‟ which is referred to balance and harmonious relationship between staf, management and guests in conserving the hotel environment as well as in preserving social and culture which will result in optimum impact to the economic development either to the staf, management and bali economy as a whole. benefit of implementation of green hotel in the operational hotel is to reduce operational cost of hotel which results in increase added-value. conclusion assessment of guests‟ perception in implementation of green hotel in the hotel operational through conservation of environment and preserving social-culture and its impact on economis development was positip and has resulted in supporting sustainable tourism. environmental conservation awarenesss has been implemented through energy and water efficiency, waste management has been applied by implementing reuse and recycle programs. social concern has been undertaken through csr programs. limitation this study was limited by the condition that in accessing economic development of the hotel as really difficult to gain exact data regarding the cash flow of the hotel due to confidential rule that has been implemented in the hotel. however, positip impact for deveopment of tourism was accessed through average occupancy of guests in the hotel. references baker, c. 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(2017): 28-38 http://ojs.unud.ac.id/index.php/eot 28 e-issn: 2407-392x. p-issn: 2541-0857 1challenges in developing ecotourism in the region of lake sentani papua yannice luma marnala sitorus¹, a. rosyidie², suhirman 3 ¹ urban and regional planning study programme (pwk) jayapura university of science and technology (ustj), jayapura, indonesia 2,3 school of architecture, planning and policy development (sappk) bandung institute of technology (itb), bandung, indonesia corresponding author: nala_ustj2006@yahoo.co.id article info received 28 november 2016 accepted 15 march 2017 available online 31 march 2017 abstract the concept of community-based ecotourism is one of the sustainable development concepts suitable to be applied to traditional regions with nature tourism potential. differences in culture between traditional communities and the outside world are not an obstacle in developing the region because with their local wisdom traditional communities can participate in protecting and managing their natural surrounding and at the same time become an attraction for other communities. however, outside societies can influence the culture of the traditional communities that originally tends to be oriented on biocentrism to shift towards anthropocentrism. this can eventually hamper the continuity of ecotourism development. this can be seen from the traditional communities at lake sentani, the case study of the author. the study is based on literature and secondary data and used descriptive analysis. the traditional communities of sentani do not yet fully participate in the development of tourism in its surroundings. their involvement in tourism development is more focused on ceremonial activities such as can be seen at the lake sentani festival which is organized every year by the government. besides this, after coming into contact with modern life the traditional communities of lake sentani rarely perform their daily activities based on local wisdom aimed at natural conservation of the lake. the development of urban areas in the surroundings also influences changes in land use in the lake sentani region which then causes among others erosion, sedimentation, and pollution of the lake water. socio-economic and cultural changes in the traditional communities of sentani and the growth of development also contribute towards ecological change in the area of lake sentani, the place they live in. keywords: ecotourism, traditional communities, cultural change introduction background lake sentani is one of the tourist destinations in jayapura regency, papua that has natural (landscape) attraction, and where still many indigenous people can be found living. the life of the indigenous inhabitants of papua consisting of about 250 ethnicities still depends on nature (forest, rivers, sea, etc.). with the enactment of special autonomy in papua, traditional villages where indigenous communities of papua live, are given greater authority to regulate their own government according to their customs, this includes the villages in the sentani lake region. however, 1 the article had been presented in the international tourism conference “promoting cultural & heritage tourism” at udayana university, 1-3 september 2016. e-journal of tourism vol.4. no.1. (2017): 28-38 http://ojs.unud.ac.id/index.php/eot 29 e-issn: 2407-392x. p-issn: 2541-0857 tourism management is still largely regulated and managed by local governments and the private sector, especially in constructing physical facilities to support tourism, which usually requires substantial funding. one type of tourism program that is more easily adopted by traditional communities is ecotourism. local residents are encouraged to use their culture in the natural conservation of their surroundings, which at the same time forms an attraction for tourists. the uniqueness of each regional culture is expected to attract tourists from outside the region. there are 12 elements of culture that attract tourists‟ attention namely: the tradition of community life that is still close to nature; crafts; food and eating habits; music and art; history of a place; work methods and technology; religion expressed in stories or which can be observed; the dressing habits; educational system; and leisure time activities (simatupang, 2015). but how long can a tourism region with ecotourism based on empowerment of traditional communities survive? can the culture of traditional communities survive or will it experience a change in meanings and values resulting from outside influences? research objective research was designed to examine challenges in developing ecotourism in the region of lake sentani papua literature review community-based ecotourism ecotourism is tourism based on nature while incorporating aspects of education and interpretation of the natural environment and local culture with ecological conservation (tuwo, 2011, p.28). development of tourism regions of this type does not need a large budget because nature is the tourist attraction which is already available by itself. these tourism activities aim at enjoying the beauty of nature, serving as a means of education, understanding and supporting conservation as well as increasing the income of local communities. the following table shows the criteria that an ecotourism region needs to possess. development of ecotourism in indonesia involves many parties, namely: the government in a role as regulator and planner; the private sector as developer; ngos in a role of among others as donor and by providing expertise; and local communities that gain work opportunities and a better life. community-based ecotourism involves the development of local communities‟ social, environmental and economic needs through providing tourism services and products. in fact, the element of community involvement is already stressed in the concept of developing ecotourism and this is further emphasized in community-based ecotourism. table 1. criteria for ecotourism region main criteria additional criteria wonders and beauty of nature (topography)* diversity of flora* diversity of fauna* ease to observe wildlife * availability of accurate information about vegetation availability of unspoiled ecosystems opportunities to swim (waterfalls, lakes, beaches) uniqueness of the object opportunities for cross-country (trekking, rafting, snorkeling, etc.) megalithic objects comfortable temperature and humidity average rainfall not too far from the airport or seaport acceptable duration and comfort of travel availability of other natural attractions in the ecotourism region heritage sites or historical remnants local culture availability or possibility to develop accommodation that meets hygienic standards availability of practical and hygienic food assurance of safety for tourists availability of medical assistance and care note: * absolute criteria source: steck, et.al.1999, in damanik & weber, 2006. e-journal of tourism vol.4. no.1. (2017): 28-38 http://ojs.unud.ac.id/index.php/eot 30 e-issn: 2407-392x. p-issn: 2541-0857 the fact that local communities not only play a role as an object but also as a subject or actors of development is a development concept that is based on empowerment of communities in ecotourism programs. this concept is more appropriate when applied to developing small-scale ecotourism in rural areas, run by local communities using traditional technology and equipped with basic amenities. meanwhile, at a larger scale, it is more fitting to be run by the private sector using more advanced techniques, of course while still doing social and environmental preservation (nirwandar, 2016). this development concept is considered appropriate when applied to traditional communities in papua who live in areas with natural beauty that can be used as a tourism destination. since the enactment of special autonomy and the start of regulations on villages, traditional villages in papua are given the authority to regulate the government in their villages according to provisions of the customs they hold. the difference in culture between traditional communities and modern societies does not hamper the implementation of these development concepts in traditional villages because the communities‟ local wisdom is needed to preserve the natural environment and to become an attraction for tourists due to their unique characteristics. while still practicing their culture, traditional communities are involved in managing natural resources or in development activities in the village. however, communities like this cannot be separated from the influence of modern societies, especially since the era of globalization, which makes it impossible to avoid changes in their indigenous culture. the construction of services and physical infrastructure to support modern life are some of the things that influence changes in the lifestyle of traditional communities. the development of tourism, in general, is directed at fulfilling the modern needs of the majority of tourists, even in ecotourism regions. this is because basic needs such as the provision of road infrastructure are an absolute necessity for a region with tourism objects regardless the type of tourism. sociologically speaking, tourists can be categorized based on specific phenomena, motivation and the way they travel and therefore can be divided into two major groups: package tourists and independent tourists. package tourist is related to the modern needs so that direction of development follows the pattern found in developed countries, while independent tourist is directed more towards the local environment. so far only a very small group of independent tourists visits indonesia (tuwo, 2011, p.34-35). ecosystem destruction is not uncommon in tourism areas in order to meet these modern needs. clearing forests or changing land use is done to fulfill the need for space to build these modern facilities. managers of tourism, be it elements of business, government or even traditional communities, in the end, cannot avoid this from happening for the sake of supporting the progress of tourism in the region. however what needs to be considered in developing ecotourism regions is that all efforts of development, including the construction of facilities and utilities, still have to be in harmony with nature because disharmony with nature can destroy the product of ecotourism itself. additionally, restrictions on demand are also necessary because generally the carrying capacity of natural ecosystems is lower than that of manmade ecosystems (tuwo, 2011, p. 32). in addition to ecological carrying capacity, it is also necessary to consider the social, cultural and economic carrying capacity. an ecotourism project can be considered harmonious with social, cultural, economical and ecological carrying capacity if the project does not have the potential to cause degradation to the quality of life of the surrounding community, both in the long-term as well as short-term (damanik & weber, 2006, p.55). traditional communities based on their characteristics, traditional communities can be divided into four groups, namely (aman, in ministry of national development planning / bappenas, 2013, p. 8-9): 1. „kanekes‟ traditional community type in banten and „kajang‟ or „to kajang‟ (kajang dalam) in the regency of bulukumba south sulawesi, who place e-journal of tourism vol.4. no.1. (2017): 28-38 http://ojs.unud.ac.id/index.php/eot 31 e-issn: 2407-392x. p-issn: 2541-0857 themselves as „pertapa bumi‟ (earth ascetic). they believe that they are a „chosen‟ community that was given the task to preserve the conservation of the earth by prayer and an ascetic lifestyle. 2. „kasepuhan banten kidul‟ and „suku naga‟ traditional community types that can be found in west java. these communities are fundamentally quite strict in maintaining and applying their traditions and customs but are still open to having commercial relations with the outside world. 3. traditional community types whose lives are reliant on nature (forests, rivers, sea, etc.). they developed a unique system of natural resource management but did not develop strict traditions for housing or choice of crops compared to the traditional communities of kanekes, to kajang, or kasepuhan. examples of these communities are the traditional communities of dayak and penan in kalimantan, pakava and lindu in central sulawesi, and dani and dafonsoro in papua. 4. traditional community types that have already been „uprooted‟ from their „indigenous‟ system of natural resource management as a result of colonization that evolved over hundreds of years. this category includes the traditional communities of melayu deli that live in the area of tobacco plantations in north sumatra and betawi in jabodetabek. the first three types of communities form are called ‘masyarakat hukum adat’ (customary law community) according to the law number 41 year 1999 about forestry because they meet the following elements: (a) the community still lives in the form of societal group (rechts-gemeenschap); (b) there are institutions in the form of customary authorities; (c) there is a clear area of traditional law; (d) there are institutions and a legal apparatus, particularly in traditional justice, which is still adhered to; (e) they still harvest forest products in the surrounding forest area to meet the needs of daily life (ministry of national development planning / bappenas, 2013, p.9). large cultural change in the fourth group of communities causes a loss of strong social-cultural ties within the community and no demands are made anymore to undertake traditional rituals. this has changed the natural environment where the communities lived into a manmade environment and from an economical perspective has changed the pattern of community subsistence lifestyle to become one of capitalistic individuals. there has been a shift from biocentrism towards anthropocentrism in traditional communities in an effort to use natural resources and this keeps shifting further in the fourth group of communities mentioned above. anthropocentrism considers humans and their interests to be most decisive in structuring ecosystems and nature as a tool for human interests. meanwhile, biocentrism considers that nature has intrinsic value which is apart from human interest and that life in the universe has to be respected like humans respect the social system in their life (susilo, 2012). in today‟s terms, people who embrace biocentrism can also be referred to as ecologyminded communities. cultural lag theory states that the most apparent cultural lag in human‟s life is a lag in thought with very rapid technological development, which generally occurs in traditional communities that are developing (ogburn, in lauer, 2003). some experts claim that there are differences in characteristics between traditional and modern communities and that there are phases of change of economic structure that traditional communities have to go through to become modern communities (parson, 1951, rostow, 1960, in amien, 2005). meanwhile, other experts claim that characteristics of traditional communities can also be found in modern communities in various advanced countries and that to become a modern society they do not always need to go through all phases of economic structural change (frank, 1969, gerschenkron, 1962, in amien, 2005). based on the development, other experts claim that modernization is the rationalization of social behaviors and social organization. modernization is the development of the ability to apply knowledge that has been tested e-journal of tourism vol.4. no.1. (2017): 28-38 http://ojs.unud.ac.id/index.php/eot 32 e-issn: 2407-392x. p-issn: 2541-0857 in all branches of production and they interpret modernity as a socio-cultural and psychological framework and that supports the application of science in the production process (moore, 1977, hettne, 1990, in amien, 2005). thus a community that carries out traditional rituals in their daily life can be categorized as a modern society as long as there are scientific explanations for any such action (rationalization). the concept of ethnodevelopment involves making indigenous people become more resilient towards communities in their surroundings that are more dominant through programs that pay attention to their culture and that produce a level of economic, social and political autonomy, making the community able to work based on their own levels of adaptation, forming their own social, cultural and economic synthesis (talalla, 1984, in amien, 2005) since basically traditional communities in many countries have been living in harmony with the natural surroundings and have ecological values and the ability to meet basic human needs through social, economic and political structures that are essentially community-based (ife and tesoriero, 2008). the concept of traditional community-based ecotourism can be categorized into the above-mentioned concept. results and discussion traditional papuan communities unlike other regions in indonesia, papua did not experience long-term colonization by the dutch and has not yet experienced much social and cultural change. papua formally became part of the unitary state of the republic of indonesia (nkri) after the pepera referendum in papua in 1969, which stated that papua will follow nkri. the central government then implemented various development programs in papua. after the enactment of special autonomy in the province of papua in 2001 traditional communities have greater authority in developing their villages. full decentralization as received by the papua government created traditional community democracy through the establishment of the papua people‟s assembly. further, the recognition of customary law in papua supports the implementation of development based on empowerment of traditional communities (ethnodevelopment). several cultural aspects of traditional communities in papua have survived while other cultural aspects have changed as an unavoidable result of development. an example of a cultural aspect that has survived is sasi. this is a ritual of indigenous communities living in the coastal areas of papua, which involves regulations that prohibit taking high-value marine products such as mussels, snails, sea cucumbers, lobster, certain fish species and other marine products for an agreed period. after a certain time period, deliberations will decide if these marine products can be caught again and whether or not the sea life that will be caught is of a certain size (large enough). if this custom is violated the perpetrator will be subjected to customary sanctions, will be banished and it is believed he will be judged by nature. while it is possible that traditional communities undertake these rituals to ensure their own food supply of marine products and do not understand that this is marine science, they actually embrace a biocentrism understanding of awareness that their lives depend on marine products. what these traditional communities do can be explained scientifically as efforts to safeguard the energy metabolism in nature and maintain the food chain cycle within an ecosystem that humans are part of. if this ritual is carried out continuously without outside interference they will continue to catch enough for the season because the marine resources will be maintained. by doing this the members of the traditional communities have economic sufficiency. indirectly they are aware that they are part of a system of life of which its sustainability will depend on the interaction between agents or any member within the system. however, other cultural aspects change due to outside influences. changing cultural aspects in traditional communities in papua can be seen from lifestyle changes of villages in the interior of papua of which the majority are traditional communities. the results of a study by ngos sponsored by the undp in 2005 showed that residents from villages far from service centers (urban areas) e-journal of tourism vol.4. no.1. (2017): 28-38 http://ojs.unud.ac.id/index.php/eot 33 e-issn: 2407-392x. p-issn: 2541-0857 in general earn their livelihood by farming, hunting or by gathering forest products. they have a subsistence lifestyle and are still heavily dependent on natural resources while residents of villages close to urban areas are less dependent on nature as a result from resources becoming scarcely available. they have more varied livelihoods, for example working as a retailer, civil servant, or employee at a company, leaving behind their tradition. often conflicts that occur over indigenous land are also a result of increasing scarcity of resources as a result of nearby urban development. although traditional communities control all natural resources in their traditional region, particularly in villages far from urban areas, their position in economic activities tends to be weak as a result of them not knowing the market price of the natural commodities they take from the forest and due to the low accessibility between villages and towns which is used by traders to keep the selling price of their commodities low. in addition to this, traditional communities tend to spend all of their income from the sale of their natural resources without saving. this leads to them increasingly exploiting their natural resources when they need money. a subsistence lifestyle of traditional communities who use natural products to fulfill their basic needs is, in fact, a form of local wisdom that preserves their natural environment. however, outside influences then make them change their patterns of using natural resources to fulfill not only their basic needs but also other needs. exploitation of nature increases as a result of maintaining a subsistence lifestyle attitude towards money (finishing it in a flash without saving) which is considered as a natural resource (that needs to be used so it will not spoil). lake sentani region the lake sentani region is located between jayapura city, the capital of papua province and sentani city, the capital of jayapura regency and is found on the main road that connects the provincial capital with the main airport of papua, sentani airport. the lake is located at the bottom of the slope of the cyclops mountain strict nature reserve. it contains about 14 rivers and has an area of approximately 9.360 hectares and an altitude of 75 meters above sea level and there are 21 small islands in the middle of the lake. lake sentani is the largest lake in papua that has natural beauty. the lake also has a diversity of flora and fauna with several animal species endemic to lake sentani namely the sentani gudgeon (oxyeleotris heterodon), sentani rainbowfish (chilatherina sentaniensis), red rainbowfish (glossolepis incisus), and largetooth sawfish (pristis microdon). the largetooth sawfish is a unique species because it is a type of fresh water shark (lipi, n.d.). lake sentani was introduced as a tourist destination by the papua government since 2007 when the lake sentani festival was first organized. this festival is usually held in june and lasting a few days, traditional communities demonstrate different types of dances on top of boats sailing on lake sentani. the show is centered at the kalkhote pier. in addition to dances on the water, handicrafts of traditional communities are exhibited on the pier, among others clay pottery which is handicraft from the people of kampung abar and paintings with traditional motifs on white wood from kampung asei. the type of tourism promoted is lake sentani nature tourism and sentani traditional community culture tourism. several criteria for determining an ecotourism region can be found in the lake sentani region so it would be appropriate to develop the area into an ecotourism region, in order to achieve sustainable development which of course will be based on empowerment of local communities. the lake sentani area accommodates elements of natural beauty (examples are the characteristic ultra basik forest and the area of sereh waterfall in the cyclops mountain strict nature reserve); diversity of flora and fauna; opportunities for swimming and cross country; comfortable temperature and humidity for a tropical region; average rainfall; not too far from the sentani airport; acceptable duration and comfort of travel with the availability of roads and transportation facilities; local culture; cultural/historical heritage sites (the old church from 1950 in kampung ifar gunung, the megalithic tatuari site in doyo baru, and the mac arthur monument in the ifar gunung e-journal of tourism vol.4. no.1. (2017): 28-38 http://ojs.unud.ac.id/index.php/eot 34 e-issn: 2407-392x. p-issn: 2541-0857 area); and availability of medical accommodation and care in the nearby urban area (sentani city and jayapura city). source: google maps (2016) figure 1. location map of lake sentani source: tourism office jayapura regency (2014) figure 2. the view of lake sentani traditional communities of lake sentani there are about 27 villages in the lake sentani region. the indigenous communities of lake sentani have specific customs for natural preservation. the highest position in their customary government is held by the ondofolo (big chief) who has the function of providing service and protection for his citizens. broadly speaking some literature mention that there are certain customary rules that the traditional communities have to carry out when planning to go hunting on land (catching wild boar, moles, lizards, and other forest animals), hunting in the water (fishing) and when taking wood to build houses (yeny and alhamid, 2005; yektiningtyas-modouw, 2010). in general, the livelihood of indigenous communities of sentani consists of processing sago (metroxylon sp), farming, fishing, and hunting. sago is a food source for the indigenous communities of papua living in the coastal areas. according to customary tradition, there are clans who are in charge of taking care of sago, which is referred to as eiyoayo by the communities. their task is to regulate the use of sago forests by the communities, give sanctions to the public when they intentionally or unintentionally take sago from another village, carry out sago replanting efforts. each family can only take sago from specific locations belonging to their clan. utilization of other areas must be authorized by the ondofolo or chief of the tribe (yektiningtyas-modouw, 2010, p.47). sago farmers need approximately two weeks to process one tree trunk of sago the in the traditional way. sago is then cooked into papeda (porridge from sago flour), the primary food source of carbohydrate. in farming the sentani communities recognize the existence of customary farmland owned by an alliance or keret which is managed together. men play a role in land clearing for farming while women have the task of planting, cultivating and harvesting the yield as well as processing it for family meals. the produce of the first and best harvest they usually present to the ondofolo, before then consuming it themselves, and if there is excess produce it will be sold at the market (yektiningtyasmodouw, 2010). catching fish is usually the task of women. in customary tradition, there are certain locations where fish is only used for traditional ceremonies. in the tradition, there is also recognition of a customary caretaker who manages the water and fish, burefi-karefi, who has the task of overseeing any fishing activity and has the authority to impose sanctions for fishing activities contaminating the lake and for fishing in improper ways. just as with farming produce the best catches will be given to the ondofolo for the interest of the villagers, particularly the big black catfish (yektiningtyasmodouw, 2010). kota senta bandara sentani danau senta kota jayap e-journal of tourism vol.4. no.1. (2017): 28-38 http://ojs.unud.ac.id/index.php/eot 35 e-issn: 2407-392x. p-issn: 2541-0857 hunting is a men‟s duty. there are certain rituals that have to be performed before hunting starts, such as abstinence from sexual intercourse with their partner for men that will go hunting; no talking to women; not exposed to children‟s urine; hunting tools cannot be touched by women; and the hunters have to leave early in the morning before everyone else is awake. there are two types of hunting, namely hunting to provide food for the family and hunting for customary purposes (yektiningtyas-modouw, 2010). local residential settlements in the lake sentani region generally consist of stilt houses that stand above the water. sentani traditional community houses are known by the term gaba-gaba houses. the frame of these houses is made out of wood from the xanthostemon sp. tree and is covered with sago palm leaves for the walls and roof. this wood may only be taken from particular areas of the mountains near the lake or from a certain radius from the top of the mountain. there are specific rituals before using this type of wood as a frame for houses because the wood is considered to contain a spirit (yeny and alhamid, 2005). these customary rituals are actually meant to regulate or restrict human activities in taking resources provided by nature. when all these restrictions are carried out, nature is given the chance to restore itself. social, cultural, economical and ecological change in the lake sentani region the following are some examples of changes happening in the lake sentani region according to literature. although this overview may not be complete, at least some of the following examples can shed light on the influence of modern life for the society of the sentani traditional communities and the ecological conditions of the lake sentani region. as with other lakes, lake sentani has two main functions, namely: ecological (regulator of water management, flood control, wildlife habitat and reservoir for sediments, nutrients, and contaminants) and social, cultural and economical for the sentani traditional communities (providing necessities for life for humans). with the progress of developments and impacts from the growth of cities in the surrounding areas, sentani traditional communities begin to experience social, cultural and economical changes, among others in the types of livelihood, diet, and types of houses inhabited. the previous means of living which consists of appropriating natural produce and is subsistent in nature is beginning to be left behind. although some work as civil servants, teachers or in other service professions, the majority of the community still earns their livelihood as fishermen, however with more advanced systems and technology, especially in the case of fish farming. one of the advancements in fish farming is the cultivation of several new freshwater fish species such as tilapia, nile tilapia, common carp and gourami in floating cages. the development of cages is followed by the growth of settlements at the edge of the lake. these activities are performed by indigenous inhabitants as well as migrant groups, causing an increase in pollution, among others in water turbidity and stench (simbiak, 2005). lake sentani experiences not only an addition of new aquatic animal species but also a decline in the number of aquatic animal species endemic to the lake, with the extinction of the largetooth sawfish. the use of modern fishing equipment is thought to have contributed to its extinction, since the introduction of monofilament gill nets in 1969. the local population does not eat the largetooth sawfish but many were caught in nets and died. the last largetooth sawfish was caught in 1974 and after that, there has been not been any more news about one being caught in lake sentani (lipi, n.d.). other changes that are happening relate to local diet. the results of a research by alhamid in 1994 show that after its introduction to the sentani communities, rice started to replace the function of sago as a source of the daily food staple. sago was even harvested and sold at the market so the sentani communities could buy rice (yeny & alhamid, 2005). in his article arif (2016) states that the change in diet of the mentawai community, who originally consumed sago and taro and then changed to rice, started to impact badly on the health of the local e-journal of tourism vol.4. no.1. (2017): 28-38 http://ojs.unud.ac.id/index.php/eot 36 e-issn: 2407-392x. p-issn: 2541-0857 community, caused ecological damage and also threatened food security. it is not impossible that this will also happen in the sentani community. in indonesia, papua is known to have great sago potential and the sentani region is one of the sago producing regions in papua. keeping this in mind and to in an attempt protect the sago forests, jayapura regency local government has issued local government regulation number 3 year 2000 about conservation of sago forest areas. sago from papua has a higher quality than sago from malaysia, a country that started cultivating sago earlier. papuan sago trees can reach 12 meters while sago trees in malaysia are relatively short. moreover, one sago tree trunk from papua can produce 900 kg while one malaysian sago tree trunk produces 250 kg on average (omona, 2014; sutianto, 2014). in addition to a lack of resoluteness of the government in surveillance of sago forests, the event of logging and burning of sago trees in kampung asei and kampung harapan, sentani, for the sake of the broadening of the main road in 2012, also did not lead to any significant opposition from local communities, who should feel threatened because the forest used as their local food source was destroyed. this is caused by the change in diet in the sentani traditional communities mentioned before. their source of carbohydrates which has been changed with rice can disturb food security, especially if this destruction of sago forest continues because geographically the land in sentani is less suitable to grow rice so the sentani communities will be dependent on other rice producing areas to obtain their food staple. the type of houses inhabited by the local population is also changing. research by alhamid in 2001 shows that sago palm leaves houses are being replaced with plank houses. these are more expensive because they are made of a material that needs to be purchased. as a result, each newly formed family cannot immediately build their own house and is forced to still stay with their parents. the density of homes increases because one house can be occupied by more than one family which is expected to influence the quality of social life (yeny and alhamid, 2005). besides the extinction of the largetooth sawfish, other ecological changes can also be seen in the major land use changes in the lake sentani region based on land use in the sentani watershed in 2007, 2001, 2010 and 2012. forest and swamp area continues to decrease and is replaced with build up land, savanna bush and vacant land (fauzi, rispiningtati, & hendrawan, 2014, p. 47). table 2. land area of sentani watershed according to its function land use land area (ha) explan ation 2007 2010 2012 forest 35.587 ,070 33.895 ,525 32.209 ,980 decrea se building s 1.755, 480 1.849, 435 1.943, 390 increas e savanna bush 14.469 ,280 16.163 ,850 17.858 ,420 increas e vacant land 5.187, 470 5.315, 231 5.442, 992 increas e swamp/ ponds 1.224, 592 999,85 1 775,11 0 decrea se source: fauzi, et al, 2014 these changes in land use generally are meant to accommodate human activities which increases a lot in the area, in the form of agricultural activities, mining, building of settlements (among others to meet the housing needs of residents of jayapura city), as well as trading and service activities such as: stores, hotels, and restaurants, which eventually gives impacts in among others: erosion, landslides, and water pollution in the lake. analysis of water quality in several sampling locations shows that lake sentani is mildly, moderately and severely polluted (lipi, n.d.). one of the human activities that damages forests and causes landslides and erosion is the clearing of farmland in the mountainous areas around the lake which is generally done by the papua population from dani ethnicity (originating from outside jayapura regency). the indigenous sentani population already does not rely on farming as a livelihood and they themselves do not enter the mountain areas at a certain radius from the top of the mountain because in their belief that is their sacred ancestors‟ residence (yeny and alhamid, 2005). e-journal of tourism vol.4. no.1. (2017): 28-38 http://ojs.unud.ac.id/index.php/eot 37 e-issn: 2407-392x. p-issn: 2541-0857 in addition to migrants, the sentani traditional community also contributes in changes to land use in the area. mining efforts to meet the needs for raw construction materials in developments which are done by locals also influences the morphology of the area (the bottom of the slopes of the mountain), causing erosion on the slopes and ultimately increasing sedimentation in lake sentani. other activities include the making of traditional paintings on bark. the production of these bark paintings increased after the lake sentani festival was organized and is expected to cause damage to trees because their bark is taken. when this is done continuously without paying attention to the ability of the forest to restore itself this will cause damage to the forest (yeny and alhamid, 2005). conclusion external influences are clearly evident in social, cultural and economic changes in traditional communities and in ecological changes in the region of lake sentani. the use of more modern fishing gear led to the extinction of the largetooth sawfish, and the increased sedimentation and water pollution due to human activity can disrupt the function of the lake among others as wildlife habitat, water resource and in flood control. this it is a challenge for the development of traditional community-based ecotourism in lake sentani. traditional communities need to learn to understand the scientific reasons behind all their culture or traditional rituals that they have carried out. in this way, they can reject any outside influences that will negatively impact on their lives later on. in addition to building a critical awareness of traditional communities, another thing that needs to be taken into consideration is to build a biocentrism understanding in communities outside of them, be it migrant groups, elements of government, or the private sector. social, cultural and economic changes in traditional communities of sentani due to developments are estimated to have taken place for 47 years (starting from 1969 when papua officially became part of the unitary state of the republic of indonesia (nkri) after the pepera referendum). however, changes in the physical function of the lake region are clearly evident in a fairly short period of time (since 2007 when the lake sentani festival was proclaimed by the government). other parties outside the traditional communities of sentani play a substantial role in these changes. in the attempt to carry out customs to maintain the sustainability of natural resources, traditional communities cannot be separated from outside influences. therefore, this means that a lack of agreement regarding nature management could give way to outside cultural influences which in general are more excessive in exploiting nature as a result of a capitalist way of thinking, substituting traditional communities‟ local wisdom which has always been good. references amien, a. m. (2005) kemandirian lokal, konsepsi pembangunan, organisasi, dan pendidikan dari perspektif sains baru. jakarta: pt gpu. arif, a. (2016) „dari sagu ke sega dan konsekuensinya‟, kompas, 30 may. damanik, j. and weber, f. h. (2006) perencanaan ekowisata dari teori ke aplikasi. yogyakarta: andi offset. fauzi, m., rispiningtati, r. and hendrawan, a. p. (2014) „kajian kemampuan maksimum danau sentani dalam mereduksi banjir di das sentani‟, jurnal teknik pengairan, 5(1), pp. 42–53. ife, j. and tesoriero, f. (2008) community development: alternatif pengembangan masyarakat di era globalisasi, edisi ke-3. yogyakarta: pustaka pelajar. ministry of national development planning / bappenas (2013) masyarakat adat di indonesia: menuju perlindungan sosial yang inklusif. jakarta: direktorat perlindungan dan kesejahteraan masyarakat, kementerian ppn/bappenas. e-journal of tourism vol.4. no.1. (2017): 28-38 http://ojs.unud.ac.id/index.php/eot 38 e-issn: 2407-392x. p-issn: 2541-0857 nirwandar, d. s. (2016) ecotourism in indonesia, ministry of tourism and creative economy, republic of indonesia. available at: http://sustainabledevelopment.un.org/ content/document/ 4488nirvandar. omona, j. (2014) rumit mengelola hutan sagu di papua, jaringan kerja rakyat papua. available at: http://www.jeratpapua.org/2014/09/04 /rumit-mengelola-hutan-sagu-di-papua (accessed: 5 june 2016). simatupang, v. (2015) hukum kepariwisataan berbasis ekspresi budaya tradisional. bandung: pt. alumni. simbiak, h. g. (2005) arahan pengembangan pariwisata kawasan danau sentani. institut teknologi bandung. susilo, r. k. d. (2012) sosiologi lingkungan. jakarta: rajawali pers. sutianto, f. d. (2014) punya hutan sagu terluas di dunia, tapi warga papua sulit dapat sagu. available at: http://finance.detik.com/read/2014/09/ 04/100753/2680931/4/punya-hutansagu (accessed: 5 june 2016). tuwo, a. (2011) pengelolaan ekowisata pesisir dan laut, pendekatan ekologi, sosial-ekonomi, kelembagaan, dan sarana wilayah. surabaya: brillian internasional. undp (2005) community livelihoods and civil society organisations in papua, indonesia, a snapshot by local nongovernment organisations. undp. yektiningtyas-modouw, w. (2010) helaehili dan ehabla, fungsinya dan peran perempuan dalam masyarakat sentani papua. yogyakarta. available at: adicita karya nusa. yeny, i. and alhamid, h. (2005) struktur sosial budaya masyarakat dafonsoro: sebuah tinjauan budaya dalam pengelolaan sumberdaya alam di sekitar danau sentani. available at: http://puspijak.org/uploads/info/korekt or2_struktur_budaya_sentani (accessed: 9 may 2016). nyepi holiday package: e-journal of tourism vol.6. no.2. (2019): 303-321 http://ojs.unud.ac.id/index.php/eot 303 e-issn: 2407-392x. p-issn: 2541-0857 the influence of tourists’ motivation on intention to revisit at the traditional village of prai ijing, waikabubak, west sumba, east nusa tenggara fransiska fila hidayana 1 , i gusti ayu oka suryawardani 2 and agung suryawan wiranatha 2 1 master program in tourism udayana university 2 centre of excellence in tourism udayana university corresponding author : suryawardani@unud.ac.id article info received 2 august 2019 accepted 18 september 2019 available online 30 september 2019 abstract push and pull factor as motivation for travelling are the components that influence tourist perception about tourist attraction related to the level of tourist satisfaction. motivation also able to encourage tourist to revisit. prai ijing traditional village is one of the tourist attractions and cultural sites which is located in waikabubak, west sumba, ntt. it has unique culture, strategic location, therefore visited by many visitors. the purpose of this study is to determine the effect between motivation, tourist satisfaction and intention to revisit the village. the research method, the population of this research are domestic and foreign tourists visiting the prai ijing traditional village. the samples of this research is 100 visitors as the respondent, by using accidental sampling. the data were analyzed by structural equation modeling (sem) using smartpls software version 3.0 and qualitative descriptive analysis to describe the characteristics of respondents, interpretate the results of sem analysis, and reveal the result of research hypothesis test. the results showed that push and pull factors had significant effect on tourist satisfaction. tourist satisfaction had significant effect on the intention to revisit. the push and pull factors did not had significant effect on the intention to revisit. pull factors had significant effect than push factors on tourist satisfaction. therefore, the pull factors need to be maintained and improved in order to be able to provide optimal satisfaction. the management and local communities are expected to increase the diversity of attraction and tourist activities, provide unique and innovative cultural tourism products, and maintain local wisdom and cultural assets as the main attention for tourists to visit the prai ijing traditional village keywords: tourist motivation, satisfaction, revisit intention, sem e-journal of tourism vol.6. no.2. (2019): 303-321 http://ojs.unud.ac.id/index.php/eot 304 e-issn: 2407-392x. p-issn: 2541-0857 introduction background tourism in many countries is developing rapidly from time to time. nowadays people travel not only to gain experience; that is, not only to travel to spare time. traveling is now a vital need that must be met. the motivation for traveling in this case is the push factor and the pull factor which is one of the components that can shape the tourist opinion about tourist attraction which leads to the assessment of tourists regarding the level of satisfaction after traveling, and it shapes the behavior of tourists to revisit. the traditional village of prai ijing is located in the prai ijing hamlet of tebara village, kota waikabubak subdistrict, west sumba regency, east nusa tenggara.traditional village of prai ijing is one of the potential tourist destinations with megalithic tombs and traditional houses and has a unique culture, strategic location, and is visited by many tourists. this traditional village is one of the cultural sites in west sumba regency, and has been designated by the tebara village government as a tourist attraction based on the authority for indigenous rights and village-scale local authority (tebara village regulation no.2 of 2018) and has been professionally managed by the village-owned enterprises of iyya tekki in the village of tebara. the increasing number of tourist visits each year does not guarantee the number of visits will always be consistent in the future without the innovation of tourism products, competitive advantage and quality services. in addition, the existence of similar traditional or traditional villages in west sumba can be a challenge for destination managers in reaching the market to be able to maintain the number of tourist visits. based on this rationale, it is important to analyze of the influence of tourist motivation on satisfaction and revisit intention to prai ijing traditional village. therefore, by knowing the relationship and the influence of motivation, tourist satisfaction and revisit intention, it is is expected to be a material consideration for managers to determine the target market in terms of a more effective promotion strategy, the provision of innovative, targeted and sustainable cultural tourism products in accordance with the local wisdom of the prai ijing traditional village. reseach objectives objectives of the research are: 1. to analyze the influence of tourist motivation on satisfaction e-journal of tourism vol.6. no.2. (2019): 303-321 http://ojs.unud.ac.id/index.php/eot 305 e-issn: 2407-392x. p-issn: 2541-0857 2. to analyze the influence of tourist satisfaction on intention to revisit to prai ijing traditional village. literature review previous research the research findings of wiranatha, et.al (2016) show that intrinsic motivation significantly influences tourists' trust in diving activities, extrinsic motivation significantly affects satisfaction, and tourist satisfaction in carrying out diving activities positively influences loyalty in conducting the next activities. suryawardani, et.al (2017) suggest that intrinsic and extrinsic motivation significantly influence the loyalty of foreign tourists visiting nature-based tourism which is mediated by tourist satisfaction. khuong, et.al (2014) found push and pull variables to have a significant influence on tourists' satisfaction and revisit intention to vietnam. pratminingsih, et.al. (2014) shows that motivation and destination image influence the assessment of tourists so that it has implications for tourists' revisit intention to bandung. abiyasa (2018) in his article shows that external motivation does not significantly influence tourist loyalty. kencana, et.al (2017) shows that tourist perceptions about the tourist destinations of uluwatu temple and taman ayun temple are significantly influenced by their internal motivation and external motivation, in which the influence of internal motivation is more dominant than the influence of external motivation. the level of tourist satisfaction is significantly influenced by the perceptions of the two tourist destinations and their external motivation. tourist motivation mc. donald and yuan (1990) classify a person's motivation for tourism activities namely the push and pull factors. the push factor of traveling motivation consists of five categories, i.e: a. novelty and knowledge seeking, curiosity about an experience not previously obtained. b. rest and relaxation, the desire to refresh and relax from a boring atmosphere due to routine activities. c. fulfilling the dream, the desire to make a trip to realize the dream that had been planned in advance. d. adventure and exploration, the desire to travel and seek adventure and explore things that are not yet known. e-journal of tourism vol.6. no.2. (2019): 303-321 http://ojs.unud.ac.id/index.php/eot 306 e-issn: 2407-392x. p-issn: 2541-0857 e. prestige, the desire to travel is only to increase prestige by visiting tourist destinations to improve social status. the attracting or pull factors of tourists doing tourist activities, consisting of: a. safety, cleanliness, and variety of attraction relating to the safety, cleanliness and diversity of attractions offered by a tourist attraction. b. events and activities, namely factors related to activities where the role of tourists is directly involved when the activity takes place. c. affordable price, which is a factor related to the affordability of prices for tourists charged by managers of tourism activities when they participate in these activities. d. travel arrangement, which is a factor in which there is travel or hotel involvement in packaging and promoting a tourist activity to tourists. tourist satisfaction according to kotler (2002) tourist satisfaction is a person's feelings that arise after comparing expectations with reality experienced. consumers will feel satisfied if their expectations are in accordance with reality. meanwhile, if the expectations are not in accordance with reality, consumers will feel dissatisfied. intention to revisit sonmez and graeffe (1998) suggest that travel activities that have been carried out previously at a destination will encourage the intention of tourists to come and carry out tourism activities at the destination. umar, 2003 (in purbawisesa, 2014) suggests that the intention to re-visit a destination is considered a form of response in deciding a travel plan for the same tourist destination. the decision to buy the same tourism product is influenced by how much the tourists are satisfied or not with the services given during the trip, thus the behavior of tourists also influences the revisit intention. research method this research was conducted in the traditional village of prai ijing, kota waikabubak sub-district, west sumba regency, east nusa tenggara. the population in this study were tourists visiting the prai ijing traditional village. determination of the number of samples using the recommended sample range of structural equation modeling (sem) e-journal of tourism vol.6. no.2. (2019): 303-321 http://ojs.unud.ac.id/index.php/eot 307 e-issn: 2407-392x. p-issn: 2541-0857 based on variants or partial least square (pls) ranges from 30 to 100 samples. this study used 100 respondents. determination of the sample using accidental sampling technique, i.e. tourists who incidentally were found during the study period who met the criteria as respondents. methods of data collection by distributing questionnaires, interviews, library research and documentation. the indicators used were 18 indicators divided into four variables. exogenous latent variables consist of push and pull factors. endogenous latent variables consist of tourist satisfaction variables and revisit intention variables. table 1 research variables and indicators. table 1.research variables and indicators vari ables indicators code number of indicators push factors (push) 1. looking for something new & interesting 2. breaking away from routine 3. visiting a destination that has never been visited 4. understanding different cultures 5. raising prestige through documentation pus1 pus2 pus3 pus4 pus5 5 pull factors (pull) 1. diversity of attractions and tourist activities 2. visit historical sites 3. affordable custom clothing for rent 4. attractive tour pul1 pul2 pul3 pul4 4 package variations tourist satisfac tion (sat) 1. satisfied with the experience of seeing the architecture of a traditional houses and a stone tombs 2. satisfied with the experience of seeing unique customs and traditions 3. satisfied with attractions and tourist activities in the prai ijing traditional village 4. satisfied with the hospitality of the local community 5. satisfied with the choice of visiting the prai ijing traditional village sat1 sat2 sat3 sat4 sat5 5 revisit intentio n (rev) 1. traditional village of prai ijing has a unique tourist attraction 2. the desire to visit the prai ijing itraditional village 3. share experiences after their visits to colleagues, friends and family 4. recommend it to colleagues, friends and family rev 1 rev 2 rev 3 rev 4 4 number of indicators 18 source: yuan, et al (1990); kotler (2002); gieze, et al (2000); sonmez (1998) and umar (2003) e-journal of tourism vol.6. no.2. (2019): 303-321 http://ojs.unud.ac.id/index.php/eot 308 e-issn: 2407-392x. p-issn: 2541-0857 the data analysis used structural equation modeling (sem) analysis by using software of smartpls version 3.0 and descriptive qualitative analysis to describe the characteristics of respondents, interpret the results of sem analysis, and test results of research hypotheses. results characteristics of respondents characteristics of foreign tourists by country of origin are mostly from france (22%), characteristics of domestic tourists based on city of origin are mostly from jakarta (24%), female respondents (52%) are the most dominant by sex, and by age group , respondents aged 25-39 years old (56%) were the most dominant. based on their level of education, bachelor graduate respondents (50%) were the most, based on occupation, most respondents are private employees (38%), based on income, most respondents have an income of more than rp. 3,500,000 (60%), based on how to obtain information about the prai ijing traditional village, most respondents obtained information from social media (33%), and based on travel organizing, most tourists used the services of a travel agent to arrange their trips (41%). validity and reliability convergent validity test can be measured through two criteria, namely outer loading and average variance extracted (ave). a reflexive indicator is high if it correlates> 0.70 with the measured variable (ghozali, 2014). according to sarwono (2015) outer loading with a value of 0.69 is considered sufficient. ave value> 0.5 indicates adequate convergent validity (sarwono, 2015). in the sub-model analysis there are five indicators which have a value <0.69 so that they are eliminated and the measurement analysis is repeated. table 2 shows the convergent validity test. table 2. convergent validity test ave pul pus sat rev 0,762 pul1 0,888 pul2 0,858 0,579 pus1 0.691 pus2 0.759 pus3 0.826 0,745 rev1 0.848 rev3 0.889 rev4 0.853 0,696 sat1 0.822 sat2 0.883 sat3 0.773 sat4 0.835 sat5 0.854 discriminant validity according to fornel and larcker, 1981 (in ghozali, 2014) can be seen in the value of cross e-journal of tourism vol.6. no.2. (2019): 303-321 http://ojs.unud.ac.id/index.php/eot 309 e-issn: 2407-392x. p-issn: 2541-0857 loading measurements with constructs. if the correlation of variables with measurement items is greater than the size of other variables, this indicates that the latent variable has good discriminant validity. table 3 of discriminant validity test shows that all variables have good or valid discriminant validity values. table 3. discriminant validity test pul pus sat rev pul1 0.888 0.539 0.396 0.432 pul2 0.858 0.463 0.327 0.412 pus2 0.362 0.691 0.275 0.216 pus3 0.515 0.759 0,253 0.369 pus4 0.435 0.826 0.336 0.418 rev1 0.425 0.440 0.564 0.848 rev2 0.339 0.422 0.501 0.889 rev4 0.478 0,409 0,560 0,853 sat1 0.329 0,399 0,822 0,508 sat2 0.324 0,361 0,883 0,570 sat3 0.305 0,281 0,773 0,463 sat4 0.362 0,270 0,835 0,486 sat5 0.410 0,272 0,854 0,586 reliability test can be seen through the composite reliability value. chin, 1998 (in ghozali, 2014) suggests that the recommended threshold value is > 0.60. table 4 shows the composite reliability value> 0.60 and has fulfilled good variable reliability. table 4. composite reliability variables cr push factors (pus) 0.804 pull factors (pul) 0.865 tourist satisfaction 0,919 revisit intention (rev) 0,898 analysis of structural equation model results of measurement analysis (outer model) the measurement model (outer model) shows the role of indicators in reflecting the variables formed or showing the relationship between variables with their constituent indicators (suryawardani, 2018). the highest outer loading value on each variable can be interpreted as the indicator that best represents its constituent variables. the significance of this relationship was obtained through bootstrapping of 500 sub-samples and 5% of significance. measurement model test results (outer model) on tourist motivation variable the output of the measurement model on the variable of push factor is reflected by five indicators and the pull factor variable is reflected by four indicators as described in table 5 and table 6. e-journal of tourism vol.6. no.2. (2019): 303-321 http://ojs.unud.ac.id/index.php/eot 310 e-issn: 2407-392x. p-issn: 2541-0857 table 5. output model measurement of push factors code indicators outer loading standard deviation t statistics significancy pus1 looking for something new and interesting 0.651 0.158 4.133 significant pus2 break away from routine 0.694 0.088 7.860 significant pus3 visiting destinations that have never been visited 0.731 0.086 8.506 significant pus4 understand different cultures 0.793 0.054 14.716 significant pus5 raise prestige through documentation 0.479 0.149 3.210 significant table 6. output model measurement of pull factor code indicators outer loading standard deviation t statistics significancy pul1 diversity of attractions and tourist activities 0.776 0.057 13.586 significant pul2 visit historical sites 0.841 0.056 15.135 significant pul3 affordable custom clothing rental 0.668 0.105 6.366 significant pul4 an interesting variety of tour packages 0.636 0.131 4.844 significant e-journal of tourism vol.6. no.2. (2019): 303-321 http://ojs.unud.ac.id/index.php/eot 311 e-issn: 2407-392x. p-issn: 2541-0857 as can be seen in the table 5 and tale 6, the indicators of understanding different cultures (pus4) with a value of 0.793, which is the indicator that best represents the push factor variable. table 6 shows the indicator of visiting historic sites (pul2) with a value of 0.841, which is the indicator that best represents the pull factor variable. therefore, the management of tourist destinations together with the local community is expected to always maintain the preservation, uniqueness, and cultural authenticity which are the main assets and attractions for tourists visiting the prai ijing traditional village. results of measurement model (outer model) on the tourist satisfaction variable the output of the measurement model on the tourist satisfaction variable is described in table 7. the indicator of being satisfied with the experience of seeing unique customs and traditions (sat2) with a value of 0.882 is the most representative indicator of tourist satisfaction. the indicator of being satisfied with attractions and tourist activities in the prai ijing traditional village (sat3) must be considered by the manager of the prai ijing traditional village because it has the smallest outer loading on the tourist satisfaction variables. the manager of the tourist destination is expected to increase the diversity of attractions and tourist activities as well as offer unique and innovative cultural tourism products to increase the satisfaction of tourists visiting the prai ijing traditional village. table 7. output measurement model of tourist satisfaction code indicators outer load ing stan dard deviation t sta tistics significancy sat1 satisfied with the experienc e of seeing the architectu re of a traditional house and a stone tomb. 0.819 0.049 16.7 53 signi ficant sat2 satisfied with the experienc e of seeing unique customs and traditions 0.882 0.029 30.3 72 signi ficant sat3 satisfied with attractions and tourist activities 0.773 0.052 14.8 18 signi ficant sat4 satisfied with the experienc e of unique attraction 0.836 0.037 22.3 61 signi ficant e-journal of tourism vol.6. no.2. (2019): 303-321 http://ojs.unud.ac.id/index.php/eot 312 e-issn: 2407-392x. p-issn: 2541-0857 sat5 satisfied with the choice of visiting the prai ijing traditiona l village 0.856 0.025 34.8 93 signi ficant results of measurement model (outer model) on the revisit intention variable the output of the measurement model on the variable of intention to revisit is reflected by four indicators. table 8 shows that the indicator of respondents going to the prai ijing traditional village (rev2) is the indicator that best represents the variable of intention to revisit. table 8. output model measurement of revisit intention code indicators outer loading standard deviation t statis tics signi fican cy rev1 prai ijing traditional village has unique tourist attractions 0,848 0,034 24, 707 signi ficant rev2 the desire to visit prai ijing traditional village 0,865 0,044 19, 825 signi ficant rev3 share experience s after visiting the traditional village to colleagues, 0,653 0,102 6,4 05 signi ficant friends & family rev4 recommen d the traditional village to colleagues, friends & family 0,831 0,039 21, 185 signi ficant results of structural model (inner model) output of the structural model (inner model) figure after bootstrapping 500 times can be seen in figure 1. figure 1. output results of structural equation model of the research analysis of the structural model (inner model) shows the correlation between one variable with another e-journal of tourism vol.6. no.2. (2019): 303-321 http://ojs.unud.ac.id/index.php/eot 313 e-issn: 2407-392x. p-issn: 2541-0857 variable. ghozali (2014) suggests that the structural model is evaluated by looking at r 2 for endogenous latent variables and path coefficient estimation. the r2 is 0.67; 0.33; and 0.19 respectively are said to be good, moderate and weak. in the structural model there are two r 2 values, namely the endogenous variable satisfaction (sat) and the endogenous variable intention to revisit (rev). r 2 value of satisfaction variable of 0.243 means that satisfaction variable can be explained by variable of tourists' motivation factor by 24.3% while 75.7% is explained by other variables not examined in this study. r 2 value of revisit intention variable of 0.482 means the revisit intention variable can be explained by the tourist satisfaction variable of 48.2%. the estimated value of the relationship between variables in the structural model is shown through direct effect and indirect effect with the criterion of a significance level of 5% . direct effect of exogenous variables on endogenous variables the direct effect is the influence of exogenous variables to endogenous variables, which are correlated directly without the mediating variables. table 9. direct effect hipothesis direct effect original samp (o) standard of devi ation t statistics (|o/stdev|) p values h1 pus--> sat 0.210 0.107 1.969 0.049 h2 pul--> sat 0.295 0.115 2.569 0.010 h3 sat--> rev 0.491 0.103 4.786 0.000 h4 pus--> rev 0.159 0.108 1.468 0.143 h5 pul--> rev 0.188 0.106 1.779 0.076 based on direct effect, there are two variables that are at a significance level of> 5%, namely the effect of push factor variables on the intention to revisit variable with p values of 0.143 and the pull factor variable on the intention to revisit with p values of 0.076. this shows that hypotheses four and five, namely the push factor and the pull factor do not significantly effect on the revisit intention of tourists to the prai ijing traditional village. indirect effect of exogenous variables on endogenous variables indirect effect is the influence of exogenous variables to endogenous variables which are correlated through mediating variables. e-journal of tourism vol.6. no.2. (2019): 303-321 http://ojs.unud.ac.id/index.php/eot 314 e-issn: 2407-392x. p-issn: 2541-0857 table 10. indirect effect indirect effect original samp (o) stdev t statistics (|o/stdev) p values pus-> sat->rev 0.103 0.064 1.619 0.106 pul-> sat->rev 0.145 0.059 2.442 0.015 table 10 shows the push factor variables did not significantly influence the variable of revisit intention through mediation of tourist satisfaction with a significance level of > 5%. the pull factor variables significantly influence the revisit intention through mediation of tourist satisfaction, with a significance level of <5%. structural model feasibility analysis results before interpreting the results of the structural equation model analysis of this study, several researchers (chin, 1998; hair et al, 2012; henseler et al, 2009 in suryawardani, 2018) recommend that the feasibility of the model should be examined. table 11 shows the measures commonly used to assess the feasibility of structural models, analyzed by sem smart pls models. table 11. statistical values for assessing model feasibility variables variable type number of indicators ave r 2 push factors (pus) exogenous 3 0.579 na a pull factors (pul) exogenous 2 0.762 na a tourist satisfaction (sat) exogenous/ endogenous 5 0.696 0.243 revisit intention (rev) endogenous 3 0.745 0.482 average 0.695 b 0.363 a explanation: a : value is not available because latency is an exogenous type b : the weighted average is the number of indicators based on table 11, it was obtained the value of ̅̅̅̅ ̅̅ 0.695 and the value of ̅̅̅̅ 0.363. to assess the feasibility of the structural equation model as a whole, the goodness of fit (gof) value of the model by referring to the formula introduced by (tanenhaus et.al 2005, in suryawardani 2018) is as follows: e-journal of tourism vol.6. no.2. (2019): 303-321 http://ojs.unud.ac.id/index.php/eot 315 e-issn: 2407-392x. p-issn: 2541-0857 gof = √ ̅̅ ̅̅ ̅̅ ̅̅ ̅̅ ̅̅ ̅̅ ̅̅ ̅̅ ̅ ̅̅̅̅ √ ̅̅̅̅ ̅̅ ̅̅̅̅ in the equation above, ̅̅̅̅ ̅̅ is the weighted average value with the weight obtained from the number of indicators for each variable. using this formula, the gof value of the model is 0.503, a measure that exceeds the 0.50 value indicates that the model can be accepted and interpreted. discussion push factors significantly influence tourist satisfaction. the push factor for visiting prai ijing traditional village is in line with tourists' expectations. the results of the analysis of the structural equation model (sem), the indicator of understanding different cultures has the highest reflexive value of the push factor variables, outer loading of 0.826. based on the characteristics of tourists visiting the prai ijing traditional village, most of them are from jakarta and work as private employees. the fatigue of their daily activities made them so bored that they wanted to break away from their routine for a moment, who then planned a vacation to a destination or a tourist attraction they had never visited before. likewise with foreign tourists, tourists who mostly visiting the prai ijing traditional village come from france, which in this case is european tourists based on the typology of tourists belonging to the type of allocentric tourists namely tourists who are adventurous and are motivated to discover new things and unique that is not found in their home country. the majority of tourists visiting the prai ijing traditional village are 25 to 39 years old, who have a high curiosity in understanding and learning the culture of the destinations visited, which of course are unknown and different from their culture of origin. push factor has a significant effect on tourist satisfaction, as expressed by a tourist from jakarta: “the purpose of my trip to the prai ijing traditional village is to visit a tourist attraction that i have never visited. i see on instagram many tourists visit here. in addition, i also want to refresh briefly from the routine of working in jakarta. i take a week off from work to take a vacation”(an interview, march 2018). schiffman and kanuk (in nitisusastro, 2013) suggest that consumer behavior is a step taken by someone in order to meet their needs and desires which include, need recognition, pre purchase search, evaluation of alternatives, purchase (trial and repeat purchase), and post purchase evaluation. this shows that the push factor is at the e-journal of tourism vol.6. no.2. (2019): 303-321 http://ojs.unud.ac.id/index.php/eot 316 e-issn: 2407-392x. p-issn: 2541-0857 stage of need recognition, looking for information before buying (pre purchase search), namely finding information about the prai ijing traditional village, and evaluating several options (evaluations of alternatives) before deciding to visit the prai ijing traditional village. this finding is relevant to previous findings by khuong, et.al (2014) which shows the push factors had a significant influence on the satisfaction of tourists visiting vietnam. in addition, it is also supported by previous research conducted by wong, et.al (2017) that the push factor had a significant effect on the satisfaction of retired tourists who took part in the "malaysia my second home" tourism program.. the pull factors have a significant effect on tourist satisfaction. this means that the pull factor in the form of attributes of the prai ijing traditional village tourist attraction is in accordance with tourist expectations. in the structural equation model (sem) analysis, the indicator of diversity of attractions and tourist activities has the highest reflexive value on the pull factors, with an outer loading of 0.888. the pull factors of the prai ijing traditional village include a variety of attractions and tourist activities, as well as historical relics in the form of megalithic graves and traditional houses. the tourist attractions and activities offered to tourists include taking photos in the photo spots that have been provided, photos wearing traditional west sumba traditional clothes, seeing megalithic graves, obtaining an explanation from a tour guide about the history and philosophy of traditional house architecture and stone graves, seeing firsthand and practice of the process of making ikat woven cloth typical of west sumba. prai ijing traditional village also offers a number of attractions and optional activities to tourists, including watching traditional dance performances and pasola attractions. for tourists who want to feel the traditional atmosphere and closer interaction with the villagers, the management also provides tour packages to stay at people's homes. solomon (in priansa, 2013) argues that consumer behavior is a stage that occurs when consumers choose, buy, use products or services, evaluate and spend the products and services they expect to be able to satisfy their needs. this shows that there is a connection or relationship between the process of formation of external motivation (pull factors) to the post-purchase evaluation. the results of the study are relevant to the research of kencana, et.al (2017) that the external motivation of foreign tourists influences the level of e-journal of tourism vol.6. no.2. (2019): 303-321 http://ojs.unud.ac.id/index.php/eot 317 e-issn: 2407-392x. p-issn: 2541-0857 tourist satisfaction in badung regency. wiranatha, et al (2017) suggest that extrinsic motivation has a significant effect on the satisfaction of foreign tourists in diving activities in bali. pull factors have a more significant influence on tourist satisfaction than push factors, which means that external motivation in the form of tourist attraction attributes in the prai ijing traditional village is considered more important than tourist motivation in increasing satisfaction, in other words, perceived satisfaction depends greatly on how well the tourist attractions meet their expectations. tourist satisfaction has a significant effect on revisit intention. this means that the higher the satisfaction of tourists, the higher the revisit intention to the prai ijing traditional village. analysis of structural equation model (sem) shows that the indicator of tourist satisfaction over the experience of seeing the uniqueness of customs and traditions has the highest reflexive value to the variable of tourist satisfaction, with outer loading of 0.883. the results of the study support the statement of umar (in purbawisesa, 2014), revisit intention is a behavior that appears as a response to an object that indicates the customer's desire to make a repeat visit. the decision process of revisit is formed after the post-visit stage. the level of tourist satisfaction or dissatisfaction that will affect the decision. if tourists feel satisfied because of tourism products and good service quality, they will show the opportunity to make a return visit. and tourists who are satisfied will also tend to say good things about the destinations or tourist attractions that they have visited. the results of the study support the opinion that tourists' decision to visit a destination is a complex process. referring to kotler and armstrong (in pariansa, 2013) a person decides to buy a service or a product determined by several stages including problem recognition, information search, alternative evaluation, purchase decision and post-purchase evaluation. the level of tourist satisfaction perceived as having occurred after visiting the prai ijing traditional village is interpreted as the post-purchase evaluation stage, which is to decide to travel back to the same place.previous research supporting this research was conducted by andajani (2017) who suggests that satisfaction is an important factor in encouraging the revisit intention of foreign tourists to indonesia. pratminingsih (2014) shows that satisfaction influences the revisit intention of foreign tourists to bandung. push factors do not significantly influence revisit intention. this means that e-journal of tourism vol.6. no.2. (2019): 303-321 http://ojs.unud.ac.id/index.php/eot 318 e-issn: 2407-392x. p-issn: 2541-0857 the revisit intention to the prai ijing traditional village is not significantly influenced by push factors within tourists, such as breaking away from routine, visiting destinations that have never been visited, and understanding different cultures. based on empirical findings, tourists who mostly come from outside the island of sumba can be one of the factors that cause the push factor to have a significant effect on revisit intention. to be able to take a vacation to sumba, especially to reach the prai ijing traditional village, they have to prepare a lot of free time and money. for example, to buy plane tickets from their area of origin to sumba, accommodation, food and drink, and other travel costs. all of that must be prepared and planned carefully. this finding is supported by the results of a previous study by baniya, et.al (2017), regarding the influence of tourist motivation on the revisit intention of tourists to nepal, suggesting that the push factor does not significantly influence the revisit intention of tourists to nepal. the push factors indicators used in baniya's research include relaxation and recreation, adding relationships, expanding social and cross-cultural relationships, fulfilling prestige and getting out of daily routines. the pull factor does not significantly influence revisit intention. this means that the revisit intention to the prai ijing traditional village is not significantly influenced by the pull factor of the attributes of the prai ijing traditional village tourist attraction, namely the diversity of attractions and tourist activities and visiting historic sites. the results of the analysis show that the remaining reflexive indicators are not able to represent the pull factor variables, so it is necessary to add a variety of indicators that are in accordance with the conditions of tourist attraction, such as the hospitality of the local people, safety and comfort. empirical findings indicate that there are other factors that respondents consider more important in influencing revisit intentions that are not examined in this study, such as service quality, marketing mix, and destination image. this finding is supported by the results of previous research by abiyasa, et.al (2018) which states that the external motivation variable in the form of banyuwangi tourist destination attributes does not significantly influence tourist loyalty. yap, et.al (2017) in his research on intention to revisit penang: a study of push and pull factors in which the results show that the pull factor in the form of historical, cultural and natural landscape does not significantly influence revisit intention of tourists to penang. e-journal of tourism vol.6. no.2. (2019): 303-321 http://ojs.unud.ac.id/index.php/eot 319 e-issn: 2407-392x. p-issn: 2541-0857 conclusion based on the results and discussion described above, the following conclusions can be drawn: (i) the push factor has a significant effect on tourist satisfaction; (ii) the pull factor significantly influence tourist satisfaction; (iii) tourist satisfaction has a significant effect on revisit intention; (iv) push factors do not significantly influence revisit intention; (v) pull factors do not significantly influence revisit intention. managers are expected to explore the diversity of motivation of tourists visiting the prai ijing traditional village in order to increase the intention of tourists to revisit which can be obtained through interaction between local communities and tourists and also through guest comments given by tourists after visiting the prai ijing traditional village. improving service quality, diversity of attractions and tourist activities in the prai ijing traditional village and offering unique and innovative cultural tourism handicraft products, and always maintaining local wisdom and cultural assets which are the main attraction of prai ijing traditional village so that tourists are expected to be more satisfied with the visiting experience to the prai ijing traditional village and in the end are able to increase the desire of tourists to revisit. the limitation of the study is that there are five indicators declared invalid and reliable so that they are excluded from the structural model. this can be a recommendation for future researchers to conduct research by increasing the number of indicators on each variable of push factors, pull factors, tourist satisfaction and revisit intention. in addition, it is recommended to conduct research on broader destinations with varying attractiveness, so the results are expected to provide a deeper analysis of the structural models of tourist motivation in influencing satisfaction and revisit intention. the results of this research model obtained a godness of fit (gof) value of 0.503 which means it is in the middle category, further research can add destination image variables and service quality so that it is expected to obtain strong structural model results. references abiyasa, a., & pangestuti, e. 2018. pengaruh motivasi eksternal terhadap loyalitas wisatawan dengan pengalaman wisatawan sebagai variabel interveting. 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(2016): 45-57 http://ojs.unud.ac.id/index.php/eot 45 e-issn: 2407-392x. p-issn: 2541-0857 market and stakeholders analyses on ecotourism in subak sembung, peguyangan village, denpasar city i made sarjana school of postgraduate study doctorate degree in tourism udayana university corresponding author: sarjanasosek@yahoo.com article info received 25 october 2015 accepted 19 february 2016 available online 07 march 2016 abstract by developing new tourism destination, governments and people bali want to realize sustainability tourism reached higher quality of life. ecotourism is a part of alternative tourism which is implementing sustainable tourism ideology. used multifunction term on optimizing rice field areas, subak sembung, peguyangan village, and denpasar city established ecotourism destination in 2015. they provide agriculture products and services to tourism who want refresh, relax, or learn farming activities in subak sembung‟s rice field areas by creating jogging track, pasar carik (market in rice field areas) etc. subak sembung plants some excellent commoditie that they can grow up properly in lower areas of bali like flower, nuts, sweet potatoes, ginger etc. keywords: protected, rice field, culture, ecotourism, stakeholders and marketing introduction bali is known as international tourism destination with several kinds tourism activities offering for tourists so that the tourists visiting bali increase every single year. on february 2016, total international tourists came to bali are 375,744 personal. if the data comparing with data in february 2015 that the tourists increased up to 10.84 % (bps bali, 2016). as a small islands, bali has some excellent comparative such as the islands can be one stop shopping for fulfil tourist‟s need. tourists can see romantic panorama at sea sides (nusa dua, sanur, kuta, candidasa etc) or mountain areas (bedugul, kintamani, besakih etc), or the can do biking, hiking, swimming, climbing, snorkelling, diving, or just side seeing. others tourism activities can be done like searching local culinary, doing farming activities, watching birds or art performance. because of some tourists arrived in bali want to learn local culture and daily live hosts communities so they will stay in rural areas. they will have interactive activities with local people and give a chance to local people to get additional income. this condition inspiring tourism stakeholders to create new kind tourism package is called ecotourism or agro-tourism activities. the effort relevant with argumentation that tourism is a good tools to support rural development, because it will encourage expansion in rural economies and optimize rural resources for better quality life local people (dinis, 2011). there are some reasons of tourists to visit rural/farming areas such as release stresses, recharging, and nostalgic activities. most urban families want to introduce farming activities to their young generation. nowadays, ecotourism is recognise as a part of alternative tourism to support sustainable tourism over the world. alternative tourism occurs to substitute unfriendly environment e-journal of tourism vol.3. no.1. (2016): 45-57 http://ojs.unud.ac.id/index.php/eot 46 e-issn: 2407-392x. p-issn: 2541-0857 activities of mass tourism activities which are done by tourists. most tourists want to consume or doing tourism attractions with less negative impact to environment and local people so that staying on farming areas or feeling a part of rural communities is popular choice for tourists in recent time (arroyo, barbieri and rich, 2013; szyguła, 2014). schilling and sullivanb (2014) described that the idea to create tourism activities on farming areas firstly happens in united states of america (usa) in 1876. the activity was an exhibition of agricultural products on “centennial exhibition in philadelphia”. the exhibition were interested and then other recreation activities in farming (rural) areas are consumed by urban people because originally urban people came from rural areas in the past. it means that urban people have good memories with their daily life in rural areas so they will miss with rural atmosphere or rural landscape. on the other hand, urban people have high stress because of their work in industrial city. thus, the condition make agro-tourism accepted as new trend on tourism activities. moreover, cichowska and klimek (2011) pictured that three main reasons agrotourism or ecotourism can be developed faster than other kind tourism such as temporary market trend, the changing life style to consume tourism product which is more environmental friendly and unconventional decision on choosing tourism destination that people more comfortable doing activities in farming areas (agro-tourism). therefore, many agricultural enterprises expanded their products on tourism services in usa. this trend also occurs in some countries in europe, latin america, asia and other continent. in south east asia, agro-tourism establish in thailand, malaysia, philippine, and indonesia. in bali, an effort to integrate agriculture activity and tourism creates on many forms such as green tourism, ecotourism, or agro-tourism. subak sembung which is located in peguyangan village, denpasar city started to involve in tourism network in 2014 and tourism activities that introduced as “ecotourism of subak sembung” are recognised by local and international tourists. research objective this research was designed to investigate the role of stakeholders and how marketing activities on developing ecotourism in subak sembung. literature review ecotourism definition in order to know why ecotourism more popular in recent time, it necessary to define what is ecotourism about. some researcher described ecotourism as tourism activities in which the tourists enjoy natural scenery, learn biodiversity, bird watching, visiting farming areas etc. surely, ecotourism will be recognized as a tool to support working on natural conservation and economic development of host community (campbell, 1999; gössling, 1999; himberg, 2004). base on wwf work, gössling (1999) stressed that ecotourism is tourism activities that tourist minimize their negative impact to environment and hosts communities. in simple word, the international ecotourism society provide definition of ecotourism is “responsible travel to nature areas that conserves the environment and improves the well-being of local people” (blangy and mehta, 2006; mcgahey, 2012; pearcy and story, 2013). base on this definition blangy and mehta (2006) explained that three aspects of ecotourism are (1) protect and enhance the environment, (2) respect local culture and provide tangible benefits to host communities and (3) be educational as well as enjoyable for traveler. moreover, wearing and neil (2009) said that ecotourism is a part of alternative tourism or new form tourism that tourists must have good attitude when they visit a tourism destination. it means tourists should be aware with negative impact of their activities to environmental and sociocultural of local communities. moreover, the differences of mass tourism and alternative tourism is mass tourism as conventional form of tourism development that tourism must provide standard and large scale accommodations and services, then, alternative tourism invite tourists to enjoy nature tourism or ecotourism e-journal of tourism vol.3. no.1. (2016): 45-57 http://ojs.unud.ac.id/index.php/eot 47 e-issn: 2407-392x. p-issn: 2541-0857 so that some activities are included on it are cultural, educational, scientific, adventure, agri-tourism (rural, farm, ranch). buckley (1994) added that ecotourism can be seen as interrelations among some components such as natural environment, tourism management, economic activities, and attitude of tourists. in other words, to have well management of ecotourism destination need good collaboration between local people, tourists, government, industrial tourism and other tourism components. the collaboration crates harmony relationship major component of tourism business such as products and markets, management, money and people (ibid). in addition, campbell (1999) pictured that tourists who consume the ecotourism must have good responsibility, good effort to support environmentally friendly destination management, good participation to control profit sharing to conservation fund, and good respect to local community. campbell found out that some challenges are faced on managing ecotourism properly such as: a) minimum support from government, b) lack participation of tourism industry, b) local people competencies on managing ecotourism need to increase because initiative of local community must be key success of ecotourism development that they will try to execute and control the process. state of queensland (2015) described that to support ecotourism development must be applied some principles that are: a) site plan of ecotourism must be well planned which have flexibility to reach compatible relationship between natural and cultural values of the ecotourism destination. b) ecotourism destination should provide a unique or innovative visitor experiences for tourists. c) ecotourism destination should promote variation attraction and site for side seeing. d) facilities will provide for the public interest, e) the authorization of ecotourism facilities will be consistent and transparent while protecting the intellectual property, and f) the type and duration of authorities granted will recognize the level of investment and rate of return of investment. barkauskiene and snieska (2013) noted that ecotourism as an instrument of rural community to fix some problems such as natural, economical, and social development. in this context, bali got excess of mass tourism development like water resources scarcity, conflict of interest on using lands for agriculture sector or tourism sector. big gap between rich and poor people is also still a problem than cannot met the solution yet. the negative impact of tourism on other social and cultural impact should be managed properly. those problems could be accomplished by ecotourism in which local people can reach sustainable livelihoods, cultural preservation and biodiversity conservation (blangy and mehta, 2006). these are some ecotourism components must be considered for developing a good ecotourism destination, such as: “ a. contribute to conservation of biodiversity; b. sustains the well-being of local people; c. includes an interpretation learning experiences; d. involve responsible action on the part of tourists and tourism industry; e. is delivered primarily to small group from smallscale business; f. require lowest possible consumption of non-renewable resources; g. stresses local participation, ownership and business opportunities, particularly for rural people “(wood, 2002). in order to support sustainability of ecotourism destination, pomeranz, needham and kruger (2013) recommended a conceptual model about indicators of (eco) tourism use and code of conduct. the conceptual is presented on picture 1 below. figure 1. prism of sustainability. adapted from cottrell et al. (2007) and spangenberg (2002). (source: pomeranz et al; 2013) e-journal of tourism vol.3. no.1. (2016): 45-57 http://ojs.unud.ac.id/index.php/eot 48 e-issn: 2407-392x. p-issn: 2541-0857 the prism can indicate each development of ecotourism destination must consider four dimension such as: environmental dimensions with conserving nature, minimize pollutant on ecotourism destination areas. economic dimension that ecotourism destination must provide good opportunity of business and job seeker in local community. it means ecotourism is dedicated for new source income of hosts‟ communities. sociocultural dimension that ecotourism must contribute to respect local people on preserving their culture. institutional dimension that ecotourism should support encouraging institution of local community to support effort on conserving nature, preserving social and cultural activities, optimizing economic opportunity. stakeholders analysis concepts stakeholder analysis is an equipment to identify who involved on the project so it can be accelerated to reach the goal effectively. as babiuch, and farhar (1994) stated that ” stakeholder analysisidentification of key upcoming decisions and decision makers to define analysis needs and questions” thus it could be mean a study to find out some roles played by each group or individual on supporting development process. in this context, stakeholders refer to personals and institutions “who are actively involved in the project, or whose interests may be positively or negatively affected as a result of project execution or successful project completion” (yang, zou and keating, 2013)(sunarsa, 2010). scholars mostly quoted the meaning of stakeholders is key players that can affect or be affected by a company's activities that was stated by freeman on 1984 (agüera, 2013; velasquez, 2014). stakeholders consist to kind group of people who are affected by the impact of an activity and who can guidance the impact of an activity. moreover, blackman (2003) explained that stakeholders include: user group or people who use the resources or services in an area; interest group (people who have an interest in, an opinion about, or who can affect the use of, a resource or service), beneficiaries of the project, decision-makers, and those often excluded from the decisionmaking process. market analysis concepts in simple word, market can be understood as with a physical or virtual location where people buy and sell things. however, the structure and functioning of markets (e.g. global market trends, product quality, traders, pricing, seasonality, inflation, rules and regulations) and are thus valuable sources of information when it comes to understanding markets (anon, 2014). to make it more clear, the market definition which is stated by albu and murphy (2007) is proper to adopt. they described that: “we are using „market‟ to refer to the set of institutions, rules, structures and supporting functions that enable and shape exchanges or trade between producers, consumers, traders and other intermediaries. the „market‟ in this sense is complex system with many diverse actors. it has tangible physical components (roads, ports, warehouses, shops, communications infrastructure) and intangible social institutions (laws and social rules, protocols, social relationships and enforcement mechanisms).” the statement pictured that activities of market activities is not easy to do because it require hard work and high understanding to apply market theory and create market network. the actor of marketing should able to make plan, execute the plan and evaluate it. to support creating a marketing plan, actors must build marketing mapping (picture 1). table 1 marketing mapping (source: anon, 2014). e-journal of tourism vol.3. no.1. (2016): 45-57 http://ojs.unud.ac.id/index.php/eot 49 e-issn: 2407-392x. p-issn: 2541-0857 bustam and stein (2013) explained that to sell ecotourism destination need a marketing plan consisted target of eco tourist group, opportunities, and how destination of ecotourism will go about providing those opportunities. to prepare ecotourism destination, some consideration below must be kept in mind of the planner such as: 1) ensure your offerings satisfy eco tourist desires while providing a profit to you, 2) identify strategies to help ecotourists access the opportunities you provide, 3) consider how to best market your opportunities based on how they relate to your potential market, and 4) consider public and private ecotourism competitors and strategies to diversify your unique ecotourism opportunities (ibid). moreover, to make clear understating on preparing marketing ecotourism, a book on “seri marketing communication” with title “era bisnis ramah lingkungan: strategi marketing communication masa depan” will be a good reference. the books was originally wrote by kennedy (2009) mention that in recent time or future business men or women should consider friendly environmental aspect of their business. kennedy stated that as correction of business activities past time didn‟t care with carrying capacity and focused to exploit nature massively so that many kind negative impact released to environment. thus local people will be attacked with unwise policy private enterprise or government. because environmental awareness of people over the world arise so each business activities must show their respect to nature and local people. base on ducker assumption, kennedy questioned how the enterprise can exist in future. the ducker assumption described that business theories should reflect on three assumption: the first, care with environment (local people and their structure, market, consumer, and technology); the second, assumption of specific organization; and the third, assumption of core competition which is need to support an effort realized mission of organization. therefore, some concepts of the book of kennedy are implemented to analysis ecotourism market in subak sembung, because subak sembung started to drive friendly environmental business with rice field multifunction. to reach successful effort of ecotourism marketing, management of ecotourism in subak sembung should have marketing skills or marketing competencies. according to middleton and long on de klerk, bevan-dye and garnett (2012) marketing skills are those skills that focus on facilitating, enabling and optimizing the marketing process. it means that management of ecotourism subak sembung is not only increase quality of internal subak sembung environment so it can be promoted as ecotourism destination but also the management must be actively create or involve on tourism marketing networks. in other words, it should be balance between creating good scenery or good facilities for ecotourism purpose and how to promote it to tourists or consumers. this condition made the knowledge of consumer ecotourism is logic as essential component of skills must be had by ecotourism management in subak sembung. wood (2002) pictured that consumers of ecotourism have some characteristic which are: their ages from 3554 years old; genders are 50% men and 50% women; education 82% graduated from university; composition: traveling with couple 60%, families (15), and travelling alone (13%); trip duration that is around 7-14 days 50%; expenditure is 50% tourists planned to spend 1,000 – 1,500 us$ for one trip; important elements trip is spending time in nature areas in three expectation such as a wilderness setting, to enjoy scenery and nature, hiking/trekking; and then motivation for taking next trip are to enjoy scenery/nature, new experience/places. in order to provide clear understanding about marketing analysis of ecotourism in ecotourism, it can use marketing mix elements and its characteristics (table 2) that is adopted from bustam and stein (2013). e-journal of tourism vol.3. no.1. (2016): 45-57 http://ojs.unud.ac.id/index.php/eot 50 e-issn: 2407-392x. p-issn: 2541-0857 table 2 characteristics of marketing mix elements elements characteristics product a. product, a clearly identified ecotourism product/service (i.e., ecotourism opportunities you provide for your visitors) is the first necessity in delineating your marketing plan. b. services offered. tourism is often considered a “service industry” therefore, what service are you going to provide? c. timing refers to variations in consumption of ecotourism opportunities based on holidays and high/low seasons. packaging. ecotourism opportunities often require packaging of amenities (e.g., lodging, food service, transportation) to offer a convenient and competitive experience. forexample, ecotour operators might combine canoe/kayak experiences with camping at local state parks, while agritour operators might package with local bed and breakfasts. d. image. perceptions of ecotourism operators are a result of reputation and perceived quality. careful consideration for the image being delivered through marketing messages may result in positive ecotourist perceptions of your ecotourism business. e. service quality. providing exemplary customer service for quality ecotourism experiences can prove advantageous in establishing a positive image. for example, excellent customer service includes more than friendliness and helpfulness, such as quality delivery of ecotourism services (e.g., highly qualified guides, low guest to guide training ratio, diverse lodging/food service amenities) f. liability. a common concern of landowners interested in establishing an ecotourism venture is liability. g. research. research on ecotourists‟ geographic, demographic, and psychographic differences is needed for ecotourism marketing success price a. product quality (i.e., consistent supply of products/ services at an acceptable quality level b. competition (other private business owners as well as publicly owned natural attractions in the local area offering similar products/services), c. distribution of products/services and consumers,cost (e.g., capital and maintenance costs) d. seasonality (i.e., the annual ebb and flow of product/service consumption, and profit margin (i.e., the sum of net profit and total operating expenses). e. price skimming (i.e., charging high prices to maximize profit in the short run) and f. penetration pricing (i.e., introducing your product/ service at a low price to gain the majority of the e-journal of tourism vol.3. no.1. (2016): 45-57 http://ojs.unud.ac.id/index.php/eot 51 e-issn: 2407-392x. p-issn: 2541-0857 market) promotion a. brands. a product brand is a distinguishable name or symbol (e.g., a logo) to differentiate your opportunities from those of your competitors b. advertising is paid promotion and includes consideration of when, where, and how to promote ecotourism opportunities. c. personal selling. this technique involves personal communication with ecotourist consumers/distribution channels and is used to create consumer demand and inspire selling of ecotourism opportunities d. public relations. since ecotourism is a “people business,” priority must be centered on public interest during decisionmaking. as such, fostering a philosophy that is public-centered within your ecotourism business and establishing policies for this ethic will aid in promoting your ecotourism services/products to meet ecotourist needs and wants. e. social media. the use of social media for communication is an increasing trend place a. distribution channels. distribution channels (e.g., travel agents, internet sales) are used to match your ecotourism opportunities with potential ecotourists. b. geographic area. the geographic area refers to the location of your ecotourism operation and the extent of your marketing strategies beyond this area. programming a. special activities, b. themed events, c. education programs people a. the market group that would use your products/services (e.g., individuals/families, particular skill levels), b. any additional services required (e.g., accessibility, food service, lodging), c. the varying characteristics influential on participation (e.g., age, interests, desired experiences), d. the location of these consumers (i.e., proximity to your business), and e. how to best communicate with them (e.g., internet, newspaper, radio, television, brochures). partnerships . a. public-private. public land management agencies (e.g., national park service, state park service, and county parks) focus heavily on conservation and protection of the lands they manage; therefore, they are unable to accommodate much of what ecotourists might desire. b. private-private partnerships. other options exist in delivering ecotourism opportunities and depend on the size/structure of your ecotourism business. for example, private-private partnerships consist of ecotourism operators pooling resources to offer package deals. c. other partnerships. additional options exist in regards to marketing partnerships. for example, many ecotourism operators e-journal of tourism vol.3. no.1. (2016): 45-57 http://ojs.unud.ac.id/index.php/eot 52 e-issn: 2407-392x. p-issn: 2541-0857 rely on their local convention and visitors bureaus (cvbs) to assist in marketing their ecotourism business. (source: bustam, and stein; 2013). results and discussion ecotourism in subak sembung the research was conducted in subak sembung, denpasar city. the areas of subak is 25 m above sea level. subak sembung has 198 farming families as subak‟s members and the farmers manage 115 hectare rice fields. the rice field area of subak sembung is devide into six munduk such as munduk umawani (20 ha), munduk sapian (20 ha), munduk sembung (13 ha), munduk umapuan (35 ha), munduk jabakuta (14 ha), and munduk umapelak (13 ha). the rice fields have been managed by farming families for planting wet rice as main commodity. additionally, they also cultivate horticulture commodities such as watercress (kangkung), sweet potatoes, flowers, ginger etc. thus, to support additional income farmers have side activities like manage cattle especially balinese cow, or fishes in around their rice field. historically, subak sembung has been exist for more than one millennium so farmers practice their activities in rice field just followed their ancestors. it means to be a farmer is a way of life, farmers rarely consider the activities in rice field must be reached good income. ideally, farmers apply business management on managing rice field, so they can increase their income. unfortunately, many factors made subak mission to help farmer good standard quality of life is difficult to realize. implementing green revolution with use inorganic agriculture input made their land broken and decline quality and quantity rice production so farmers‟ income were decreased from time to time. on the other hand, bad habit of people in denpasar city throw water waste from industrial and house hold activities to the irrigation systems bring negative impact to rice field that water pollutant disturb rice production process. this condition made many rice field land areas were chanced function and up to now the wide rice field only 115 ha. if in the past rice field areas from peguyangan village until lumintang areas or office of badung regency formerly. when environment issues occurs that people must manage nature resources wisely, subak sembung participate as catchment areas for denpasar city. this decision has consequence that all farmers in subak sembung must planting rice in organic way and farmers shoul maintain their irrigation system for keeping clean every time. the hard work of subak sembung members to conserve their rice field areas appreciated by government and other institution. subak sembung noted got number i on subak championship on bali province level in 2014. because of it, government of denpasar city decide to support ecotourism activities in subak sembung. it can be said ecotourism in subak sembung as a bonus for good effort of subak members to conserve their socio culture and nature. roles of stakeholders on developing ecotourism in subak sembung in order to analysis stakeholders role on developing ecotourism in subak sembung, that could be identified who are the stakeholders involved on it. as known there are some stakeholders must be included on planning, managing or evaluating ecotourism destination such as: small and medium-sized local business, communities and nongovernment organization, government, tourism board, transportation private enterprises, hotel and restaurant, travel agent etc. in addition, salvado, freitas and carbone (2015) provided as list of possible stakeholders those indicated in european tourism indicator system toolkit which can apply for stakeholder analysis in ecotourism subak sembung are: 1. private sector representative/s: travel agent, hotel and restaurant, etc 2. destination management organization (ecotourism management of subak sembung, local guide, subak board, office of peguyangan village. 3. tourism authority (cultural and tourism department of denpasar city) e-journal of tourism vol.3. no.1. (2016): 45-57 http://ojs.unud.ac.id/index.php/eot 53 e-issn: 2407-392x. p-issn: 2541-0857 4. destination marketing/public relations agency 5. local authority staff concerned with employment/economy( cooperation department 6. education institutions (udayana university, 10 state senior high school in denpasar etc) 7. local community organization (kelompok tani sayur mayor, kelompok tani ikan, kelompok tani ternak. 8. local authority planning department (blh/environmental department of denpasar city, office of peguyangan village 9. organization concerned with preservation of local culture/heritage (customary village peguyangan, subak sembung) 10. local authority transport department historically, this is the background idea of ecotourism in subak sembung. it was the situation that farmers in subak sembung have been pressured by uncomfortable situation that they must sustain activities in farming areas with some big problems. firstly, pollutant on water and soil because so many garbage in irrigation system and farmers used unfriendly agricultural input such fertilizers, pesticides, etc. secondly, the price of rice as main product is too cheap, so farmers cannot reach good income from cultivate rice. unfortunately, selling rice with system tebasan or farmers selling rice on the land base on wide areas of rice cultivation. for example, one acre rice cultivation will be bought by collectors in 200,000 idn. the way of marketing rice is vulnerable for farmers because some farmers faced unlucky situation that their rice has been cultivated but they do not get any money. “around three years ago, i purchased my own rice to a collector from gianyar regency or jembrana regency, he cultivate my rice but he didn‟t pay it. i got loss around 10,000,000 idn,” said ni ketut sari (perscomm, mei 2016).thirdly, subak sembung is under pressured by high tax land and changed functionality rice field to other function like properties mainly houses. for the last problem has been solved by subsidiary tax land by government, and then, to anticipate changed function of land subak members have agreements on the awig-awig (customary low) that they can sell the land to someone but the function of the land still as rice field. to solve the situation, local leaders had some meeting to find some ideas and they agree that subak sembung must sustain it function as center of rice production in denpasar city. for raising farmers income, the support pekaseh and others subak board to create multi-function of rice field with connecting subak sembung to tourism networking. therefore ecotourism in subak sembung established on november 2015 base on decree (surat keputusan) of denpasar city mayor no. 188.45/222/hk/2015. is the idea to build subak sembung as ecotourism destination came from government? pekaseh subak wayan sunarta and management of ecotourism in subak sembung made suastika refuse this assumption. they have argumentation that the idea to transform subak sembung as ecotourism destination originally occurs from internal subak members that farmers want to have new income source without leaving their work as farmer. then, local leaders included penglingsir puri peguyangan and legislative member aag widiada agree with the idea so that they crated strategy planning with aims: (1) to reduces negative impact of agricultural and home industrial activities to environment; (2) conserving local culture especially paddy culture; (3) declining poverty; (4) providing job and business opportunities to local people. “governments have role to support the idea with some wise public policy for creating good atmosphere to build ecotourism and its legality,” said pekaseh sembung wayan sunarta (perscomm, maret 2016). made suastika added that on creating ecotourism plan must have mutual understanding all stakeholders who have different interests (see table 3 below). each person or group must negotiate their ambition/view to get good agreement on reaching subak mission that supporting quality of life subak member. “the first priority we must put ecotourism in subak sembung for anticipate changed function of rice field or this area we can call as sawah lestari (sustainable rice field) so that we have agreement that farmer or land owner can sell his rice field but they can‟t change it function,” explained made suastika (perscomm, april 2016). e-journal of tourism vol.3. no.1. (2016): 45-57 http://ojs.unud.ac.id/index.php/eot 54 e-issn: 2407-392x. p-issn: 2541-0857 the next process is local leaders communicate with other stakeholders to get support on realizing ecotourism development. fortunatly, badan lingkungan hidup/blh (environment department) of denpasar city. blh give quick respond that this institution collaborate with pusat penelitian lingkungan hidup (pplh) udayana university supervised subak members to manage their rice field areas both on applying organic technology and creating new tourism landscapes. for the last effort, subak member develop jogging track around rice field. they want to attract people to come for sightseeing and exercising simultaneously. “we adopt the idea to maximize multi-functionality of rice fields that not only use to produce rice and others food commodities but also to attract people having leisure activities in this areas,” said ecotourism management of subak sembung made suastika (perscomm april 2016). another non-government organization which is called pplh bali train local people to manage garbage because plastic garbage is the main problem in bali and it disturbs farmers on planting rice in organic way. base on pplh bali experience on managing garbages, farmers in subak sembung have ability how to make their environment in keep in clean and green. this the basic requirements to transform rice field areas food production areas to ecotourism destination. participation of farmers on generating sapta pesonal and sadar wisata in subak sembung are appreciated. there are some kind of participation form such as: a. attending a meeting, even though they do not say anything; b. taking part in the decisionmaking process; c. contributing materials, money or labour; d. providing information, and e. answering questions for a survey. tabel 3 stakeholders and their interest in ecotourism development in subak sembung. stakeholde rs interest likely impact of ecotourism subak members to have new source of income having additional income local leader to open new getting (lurah, bendesa adat, tokoh puri peguyangan ) business and job opportunities for local people. appreciation for creating space for local people ppl/agent of change to support better farming in subak sembung rewarding from famers and government. nongovernment organisatio n (pplh bali) to advance awareness of plastic garbage management in bali having new ideas to disseminate innovation to keep clean and green environment . badan lingkungan hidup (environme nt department) denpasar to conserve subak sembung as water catchment areas of denpasar city getting sustainabilit y of protected rice field areas in subak sembung dinas pariwisata (cultural and tourism department) denpasar city to diverse tourism attraction in denpasar city holding new destination tourism for promotion in order to attract more tourist to visit denpasar city. women group to have new market for their products of economic creativity selling farmers and home industrial product children to have space for playing game or refreshing. learning farming activities and natural subjects tourism industries (travel agent, accommodat ion, hotel to diverse tour packages selling more packages and helping subak to promote ecotourism. e-journal of tourism vol.3. no.1. (2016): 45-57 http://ojs.unud.ac.id/index.php/eot 55 e-issn: 2407-392x. p-issn: 2541-0857 and restaurant, transportatio n, tourism guide. education institution (udayana university etc) to disseminate new technology on managing environment and learn sustainable development process in real condition. empowerin g local people to get good quality and quantity rice production marketing process of ecotourism in subak sembung on marketing aspect of ecotourism in subak sembung face many challenges such as limited human resources who can manage tourism marketing properly, limited resources like web and others. made suastika said that he still thinking how can build tourism marketing strategy relevance with the need of ecotourism in subak sembung. “for us who work in farming areas daily, the task of ecotourism marketing is really difficult so that i ask everyone who come here to help us how to promote and sell our product and services to their relatives and freiends,” said made suastika (perscomm, april 2016). made suastika explained that he isn‟t develop marketing strategies for selling ecotourism yet, because subak sembung still concentrate to increase environment quality so it will be interested to visit by tourists either domestic or internal tourists. besides door to door selling, ecotourism management of subak sembung penetrate tourism market in bali with digital ways that it exist on facebook, and it is often discussed on online mass media and blogs. location of ecotourism in subak sembung is around city center so it really easy to access, so many tourists will come this area. by implementing marketing mix, ecotourism in subak sembung have some excellent competitiveness. in product dimension, subak sembung already has some tourism attractions such as jogging track around 2,7 km, it also have organic farming area, and waterfall. made suastika said ecotourism management still us volunteer donation from tourists as income and they still consider to create entrance ticket price which is applied next time. on promotion activities, it is limited cost to do it so it can‟t be had good impact on selling the place. thus, the quality of place have been increased gradually because there was built toilet, park, and meeting. on programming dimension, subak sembung on progress to create calendar events like establish pasar carik in future, local culinary festivals. made suastika explained that some tourists attraction will introduce such as outbound, local culinary (nasi sela, nasi beras organic or organic rice, sambal bongkot, herbal drink like rosella tea). people in subak sembung have good awareness to be a part of tourism industry. they welcome to visitors or tourist that they provide facilities and services to fulfil tourists need. “i hope visitors feel that they on their home when they visit us, so that they will visit us any time. recent time visitors in ecotourism subak sembung are dominated by domestics tourists in group like from jakarta, east java and others. local people visit subak sembung usually student from udayana university, student high school in denpasar. however, international tourists are relatively slow growth to visit us, only one or two person. all visitor provide us good motivation to manage ecotourism destination well. surely, ecotourism in subak sembung will be favourite tourism destination in denpasar city in future,” stated a.a. wisnawa, local guide (perscomm on mei 2016). the last effort that is still continued is creating network or partnership. subak sembung collaborate with some government institution to do marketing mix, private enterprise like local mass media to introduce ecotourism. moreover, ecotourism management is still not confident to get tourism involvement to have agreement. for this situation made suastika said that “i still have communication to some tourism agents but there are no conclusion until now that how can we collaborate to support ecotourism in subak sembung.” e-journal of tourism vol.3. no.1. (2016): 45-57 http://ojs.unud.ac.id/index.php/eot 56 e-issn: 2407-392x. p-issn: 2541-0857 conclusion to sustain tourism development in bali, government and people should be creative to create new destination. subak sembung, peguyangan village has contribution to provide alternative tourism attraction in denpasar city with ecotourism activities in rice field areas. some facilities are already built in subak sembung such as toilet, jogging track, etc. governments, private enterprise, local leader, non-government organization, education institution are some stakeholders who are involved on developing ecotourism destination. each stakeholder‟s element has special role so that ecotourism in subak sembung is recognized widely by international and domestic tourists from time to time. however, on marketing dimension ecotourism in subak sembung needs to improve with implemented marketing mix. the marketing is not developed well yet, because the management still concentrate to transform rice field scenery as agricultural park as main attraction of ecotourism. references agüera, f. o. 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(2020): 138-156 http://ojs.unud.ac.id/index.php/eot 138 e-issn: 2407-392x. p-issn: 2541-0857 who are the tourists? christine petr laboratoire d’économie et de gestion de l’ouest université bretagne loire, france corresponding author: christine.petr@univ-ubs.fr article info received 20 january 2020 accepted 18 march 2020 available online 31 march 2020 abstract tourism is the subject of much research and evaluation at the national or international level. however, tourism remains under-theoretical and defining tourism has long been a challenge for those studying this field. whether it is a question of quantifying flows, measuring the importance of recurrent and emerging practices, or identifying motivations for choosing destinations and activities, one of the priorities is to be able to accurately identify the subject of study. purpose of the study are to review (i) who is the author of these socalled "tourist" trips and stays?, and (ii) who can be classified as a tourist? method is based on on the review of some literatures related to the topic. the results show that contextualized and recalled the definitions of tourists based on the recommendations made since irts 2008 by the supranational organization for the promotion of tourism on a global scale keywords: foreigners, holiday makers, visitors, multicultural exchanges introduction there has been understoot that tourism is the subject of much research and evaluation at the national or international level. however, tourism remains under-theoretical and defining tourism has long been a challenge for those studying this field. measuring the importance of recurrent and emerging practices, or identifying motivations for choosing destinations and activities, is one of the priorities that be able to accurately identify. this study reviews (i) who is the author of these so-called "tourist" trips and stays?, and (ii) who can be classified as a tourist? method is based on on the review of some literatures related to the topic. e-journal of tourism vol.7. no.1. (2020): 138-156 http://ojs.unud.ac.id/index.php/eot 139 e-issn: 2407-392x. p-issn: 2541-0857 literature review define the tourist: between evidence and needs for precision tourism is the subject of much research and evaluation at the national or international level. however, tourism remains under-theoretical (liburd, 2002; demen-meyer, 2005) and defining tourism has long been a challenge for those studying this field (boyer, 1972). whether it is a question of quantifying flows, measuring the importance of recurrent and emerging practices, or identifying motivations for choosing destinations and activities, one of the priorities is to be able to accurately identify the subject of study (williams, 2004). so who is the author of these so-called "tourist" trips and stays? who can be classified as a tourist? beyond the answers that come spontaneously (e.g.: "foreigners"; "holidaymakers who come to us"; "we ourselves when we go elsewhere"; "everyone") and which refer to the socalled "popular" definition (leiper, 1993), the qualification of tourist status must be considered with finesse and rigour to meet academic and technical ambitions. it is not enough to ask the question "where do you live? "and to note the difference between the place of study and nationality. indeed, being a tourist goes beyond the simple fact of coming from an area of geographical or administrative origin different from the one in which you are currently living. it is also necessary to consider the time dimension of the stay. it is also necessary to take into account the motivations and activities that are carried out in this geographical area of temporary residence. these three dimensions make it possible to explain and understand more precisely the variations in tourist behaviour and reactions. their knowledge then allows and implies the necessary adaptations both for the management of receiving and sending tourism companies and for the economic and social development of the destination. considering this need for a detailed definition of the tourist, this chapter is divided into two stages. first, the ambition is to recall the context and issues that have governed the selection of the criteria for characterizing the statistical unit of tourism that is the individual tourist. secondly, it is a question of specifying the three perimeters, spatial, temporal and functional (i.e. motivations and activities) that must be considered in order to precisely define tourists and thus better situate their expectations and needs in view of the different tourist populations they constitute. e-journal of tourism vol.7. no.1. (2020): 138-156 http://ojs.unud.ac.id/index.php/eot 140 e-issn: 2407-392x. p-issn: 2541-0857 context, issues and definition of the tourist after a presentation of the structuring of untwo and its participation in the development of a harmonised and usable reference framework for the measurement of tourism by all nations, the definitions of the four reference tourist units are presented. the progressive structuring of definitions if the need for definitions was expressed in 1934 by the international union of official tourist propaganda organizations and confirmed by the council of the league of nations in 1937, this need became more acute after the second world war. indeed, the world that was being rebuilt was relying in part on tourism to re-establish peaceful exchanges between countries and nations. thus, in 1954, what is now unwto (united nation world tourism organization) participated in the united nations conference on customs formalities to facilitate and promote tourism. and it was at the initiative of this supranational body that, in 1963, at the united nations conference in rome, technical cooperation and the promotion of freedom of movement were discussed. in this post-war period, the argument for tourism development is based above all on economic potential (i.e. tourism as a vehicle for development) and on the strengthening of interindividual and multicultural exchanges (i.e. tourism as a vehicle for peace thanks to the increased sociability between inhabitants of the various nations and between inhabitants of the various regions within each nation). today, the argument in support of tourism development is broadened since there is a regular discussion, especially since 2017, which was the international year of tourism for sustainable development, of highlighting the contribution of tourism to raising awareness of the need to protect the environment and preserve local cultures (highlights untwo 2017). to meet these challenges of promoting tourism, it is necessary to be able to demonstrate the usefulness of tourism to leaders and political actors in all countries of the world. the prerequisites are therefore to be able, on the one hand, to prove its quantitative importance on a global and country-bycountry basis and, on the other hand, to be able to assess, in figures, the economic and social development potential for each destination. e-journal of tourism vol.7. no.1. (2020): 138-156 http://ojs.unud.ac.id/index.php/eot 141 e-issn: 2407-392x. p-issn: 2541-0857 as an economically studied phenomenon (py, 2007), it is a question of how to measure volumes and flows of travellers. in the end, this makes it possible to calculate the direct and indirect economic benefits linked to these volumes by using figures relating to overnight stays and tourist visitor spending. as such, five key figures related to economic development are regularly highlighted at the global level: 1) the number of jobs, 2) the weight in world gdp, 3) the turnover of world exports linked to international tourism activity, 4) the share that this represents in total world exports, and 5) the relative share if we consider only exports of services. thus, for 2017, untwo announces performances that are respectively: 1 in 10 jobs in the world is related to tourism, tourism represents 10% of world gdp, which reaches 1,400 billion dollar (usd) of world exports, or 7% of world exports for tourism alone, and corresponds to 30% of exports of services. a historical review of the structure and actions of unwto, summarized in a table (table 1), shows the steps in the pursuit of this characterization objective for international measurement purposes. a quick reading of this table reveals three key dates in the history of the conceptualization and statistical measurement of tourism: a. 1963, with the rome conference, where the recommendations made by what would later become unwto, to define the tourist and to distinguish him from other related concepts such as the visitor, the traveller and the excursionist, were accepted by the united nations. b. 1991, with the ottawa conference, where the principle of building a common and harmonized global reference framework for tourism measurement methods at the national and international levels was validated. however, this intention is not translated into a priority and is only really operationalized as from 2004 with the decision of the united nations statistical commission (official records of the economic and social council 2004, supplement no. 4 (e/2004/24), chap. iii c. para.6 (c and d)) to design a set of recommendations for tourism statistics. a. 2008, with the proposal by untwo for a tourism glossary that is the result of two years of work by the international community (unwto, 2005/2007). the ambition is to propose definitions and classifications that can be integrated into all national tourism e-journal of tourism vol.7. no.1. (2020): 138-156 http://ojs.unud.ac.id/index.php/eot 142 e-issn: 2407-392x. p-issn: 2541-0857 statistics systems. despite the priority given to measurement, however, economics is no longer the only grid to be used, since these conceptual and statistical recommendations aim to provide a common basis for all research and surveys on tourism, whether the prism is social, cultural or economic. these international recommendations were finally and definitively approved by the united nations in 2014. they are the subject of the publication in 2016 of the "irts 2008 compilation guide" which is, to date, the standard to be used. date creation of organizations (uioop, uioot, wto, unwto) and statistical recommendations 1934 creation of the uioop (international union of official tourist propaganda organizations) 1937 the council of the league of nations (future un) recommends the establishment of a definition of "international tourist" for statistical purposes 1946 1st international congress of national tourism organisations 1947 creation of the iuoto (international non-governmental organisation): international union of official tourism organisations 1948 uioot obtains consultative status with the united nations 1950 partial amendment of the definition of international tourist (dublin) 1963 adoption of the recommendations made by the iuoto on the definition of the terms "visitor" and "tourist" (rome) validation of the definition of "international tourist" 1968 validation of the definition of "visitor", "tourist" and "excursionist" by the un statistical commission 1975 extraordinary general assembly of the iuoto: adoption of the statutes of the world tourism organisation (wto) and 1st general assembly in madrid (current headquarters) 1991 adoption of the resolution on the statistical needs of the tourism sector (international conference on travel and tourism statistics in ottawa) choice to rely on the experience of certain states (including france and canada) for the establishment of "national tourism satellite accounts" (nts) 1993 un statistical commission approval of ottawa recommendations proposal of the foundations of the tourism statistics system: concepts, definitions, indicators and classifications, including sictat or citat for "international standard classification of tourism activities" (bali) integration of these recommendations by the eec council in 1995 1999 approval of the "tourism satellite account" (tsa) at the world tourism conference (nice), approved in 1997 for oecd countries 2001 tsa 2001: approval by the united nations statistical commission of the international standards for the "tourism satellite account" (cst) 2005 2007 work on the preparation of a consensual framework for the evaluation and analysis of the tourism economy by the international community under the aegis of unwto. 2008 irst 2008: international recommendations for tourism statistics (glossary of harmonised and usable definitions and classifications for all national and international tourism statistics systems) published by the un economic and social affairs commission in 2016 table 1. history of definitions and approvals of units of measurement and statistical elements of tourism e-journal of tourism vol.7. no.1. (2020): 138-156 http://ojs.unud.ac.id/index.php/eot 143 e-issn: 2407-392x. p-issn: 2541-0857 the four statistical reference units: traveller, visitor, tourist and excursionist on the basis of the conclusions that untwo has sought to collect in the irts 2008, the definitions distinguish four statistical units: the traveller, the visitor, the tourist, and the excursionist. extracted and translated from annex 1 of the version published by the united nations, in the four definitions we are now quoting, the words in italics correspond to the key ideas and terms underlying these conceptualizations. (i) the traveller ("traveller"): a traveller is a person who travels between different geographical locations for any reason and for any duration (irts 2008, para.2.4). this definition includes, in travellers, people in migration, which required, since 1993, to distinguish tourist flows within other flows related to international migration. to identify the tourist among other travellers, it is therefore necessary to go further and make more precise categorizations (those below). (ii) the visitor ("visitor"): according to irts 2008 (para. 2.9), a visitor is a traveller who travels to a main destination, different from his or her usual environment, for less than one year, for any reason whatsoever (business, leisure or other personal purposes) as long as it is not to be employed by an entity resident in the country or place concerned. visitor trips are tourist trips (irts 2008, para.2.29). • the tourist ("tourist" or "overnight visitor"): according to the irts 2008 (para. 2.13), a tourist is a visitor (domestic, entering or leaving the country or region in question) whose trip includes at least one overnight stay at destination. but his stay in the destination must not exceed one year. (iii) the excursionist or same-day visitor an excursionist is a visitor (domestic, entering or leaving the country or region in question) whose journey takes place during the day. this round trip on the same day means that there is no overnight stay in the main destination. this is the main distinction made with tourists (irts 2008, para.2.13). while this distinction makes sense for the estimation of paid nights and the full calculation of the economic benefits for the host destination, it does not necessarily imply major differences in the visitor's activities. indeed, whether with or without overnight stay, the excursionist and the e-journal of tourism vol.7. no.1. (2020): 138-156 http://ojs.unud.ac.id/index.php/eot 144 e-issn: 2407-392x. p-issn: 2541-0857 tourist are two visitors who can present extremely similar profiles in terms of motivations to come and activities (discovery of high places, participation in fairs and events) and types of consumption (purchases of tourist guidance services, purchases of private transport services, food purchases in chr, coffee hotels and restaurants, or vae, takeaway sales, souvenir purchases). the perimeters of the tourist's characterization the key elements to be taken into account to distinguish the tourist from other travellers are therefore the trip that refers to the spatial perimeter, the duration of the trip that refers to the temporal perimeter, and the function of the trip that refers to the activities and motivations of the visitor. after placing these three criteria in the process of distinguishing the tourist from other travellers, the implications of these three perimeters are detailed. three criteria to distinguish the tourist from other travellers the french version of the glossary of statistical measurement elements for tourism is entitled "comprendre le tourisme" (omt, 2008). in his introduction, he recalled that "tourism is a social, cultural and economic phenomenon that involves the movement of people to countries or places outside their usual environment for personal, professional or business purposes. these people are called visitors (and can be tourists or excursionists, residents and nonresidents) and tourism refers to their activities, some of which involve tourism spending. we are talking about tourists and excursionists, but also residents and non residents. to capture what distinguishes them from each other, and taking into account the four fundamental statistical units of the traveller, visitor, tourist, and excursionist, figure 1 shows the importance of the following elements: 1) the movement of the place where one usually lives (i.e. where we are considered inhabitants), 2) the reason for this trip and, in particular, the fact of not being forced or wishing to leave this place permanently, and 3) the duration of this trip, in terms of maximum duration (3a) to differentiate between the tourist and the resident, and minimum duration (3b) to identify excursionists among tourists. e-journal of tourism vol.7. no.1. (2020): 138-156 http://ojs.unud.ac.id/index.php/eot 145 e-issn: 2407-392x. p-issn: 2541-0857 from concepts and classifications to fluctuating indicators as already noted, the untwo definitions are based on concepts and classifications aimed at differentiating tourism flows and activities from other migratory flows and at assessing the importance of the tourism-related labour market. thus, taking into account the classifications and indicators used for other economic activities, it is necessary to be able to incorporate the measurement of tourism into all countries' national accounts and to promote the comparability of results between nations. however, these international harmonization efforts are hampered by the reality of local diversity. indeed, there are sometimes major disparities between countries, in population density, accessibility to transport modes, cultural behaviour, and distances between administrative and national borders. for example, the distances to be covered when travelling in cyprus, the united states or finland are not easily comparable, neither in terms of distance per kilometre, nor even in terms of travel time (especially if the weather of the season has an impact on travel times and modes). therefore, the criterion of distance in kilometres may not be of any use in characterizing the usual environment, one of the concepts essential to the definition of a tourist. figure 1. how to move from being a resident to being a tourist? e-journal of tourism vol.7. no.1. (2020): 138-156 http://ojs.unud.ac.id/index.php/eot 146 e-issn: 2407-392x. p-issn: 2541-0857 as an illustration, table 2 presents the variations identified by the ministry of tourism of egypt on the criteria that are used to define what this concept of "the usual environment" means. it shows that each country defines this concept in a specific way. sometimes, the specification is a single criterion. sometimes it is multicriteria. although using a unifying concept, the criteria used to operationalize this same concept are different from one country to another. the necessary variability of indicators to adapt to each country as already noted, the proposed and internationally appropriate definitions recommend that the same concepts be used. thus, let us recall here the definition (irts 2008, para. 2.9 and para. 2.13) which stipulates that one is a tourist if one is "a visitor who spends less than one year and more than one night at destination, i.e. that one is a traveller who moves to a the criteria used to define the concept of the usual environment country distance (in km) administrative borders respondents' self-assessment frequenc y of visit duration (in hours) south africa 50 germany √ √ saudi arabia 80 once a month austria √ √ twice a month chile once a week cyprus 50 daily spain √ united states 80120 finland once a week france 100 √ indonesia 100 √ √ ireland √ once a week israel √ 5 latvia √ √ daily netherlands 2 portugal √ czech republic √ √ once a week 3 united kingdom 3 slovenia 50 10 times for 3 months sweden 50 switzerland √ 4 table 2. different choices in the criteria used to define the same concept from the definition of tourist e-journal of tourism vol.7. no.1. (2020): 138-156 http://ojs.unud.ac.id/index.php/eot 147 e-issn: 2407-392x. p-issn: 2541-0857 main place which is different from one's usual environment". however, the establishment and operational specification of these different concepts are not always identical from one country to another. on the contrary, they can fluctuate, which necessarily has an impact on the final qualification of who is a tourist. but then, if the operationalization of the concepts of the tourist definition varies from one country to another, how can we be sure that the tourist is defined in a harmonized way at the international level? can we really compare the statistical results of different countries? more generally, can we rely on these definitions? the answer to this essential question of the reliability of international definitions of tourist is fortunately positive. indeed, although worrying at first sight, the national variability of the indicators for the technical implementation of the characterization of the mobilized concepts is in fact a guarantee of finesse in the local granularity of the international definition of the tourist. if we take again the example of the comparison between cyprus, the united states and finland, the distance per kilometre makes sense in the united states where roads are generally accessible all year round and where both motorway and car equipment are important when, on the other hand, the criteria used will add a notion of daily regularity of travel for cyprus, and prefer the notion of weekly frequency for finland only. thus, each country offers criteria adapted to its geomorphological originality, but also to the cultural habits, residential leisure practices and the usual forms of local mobility of its inhabitants. this is particularly relevant for considering global studies on international tourist activities (i.e. taking into account what is technically possible to do in each destination according to its local characteristics) but also for comparisons of the practices and performances of domestic tourism (i.e. taking into account what is recurrent to find in the holiday and tourist practices of the different countries and geographical areas considered). in conclusion, behind the variability of the indicators used by each country, there is always the ambition to have locally relevant information to find the meaning associated with the concepts underlying the international definition of tourist. in the case of the usual environment (table 2), all countries have endeavoured to identify criteria that would enable them not to assimilate the tourist to a resident, and to be assured that the host e-journal of tourism vol.7. no.1. (2020): 138-156 http://ojs.unud.ac.id/index.php/eot 148 e-issn: 2407-392x. p-issn: 2541-0857 destination is indeed different from that of a place of customary life. even if it is expressed differently in each country, this idea of the unusual, which is based on the observation that there is always a part of the quest for an alternative place symbolically different from the tourist's daily life (boyer, 2011), is therefore always well taken into account. the researcher and the practitioner can therefore rely on the statistical definitions and operationalizations, as designed by untwo, for their work and studies since they effectively make it possible to find the important characteristics of the tourist. the stability of the three perimeters to be considered to characterize the tourist qualified here as perimeters since they allow the tourist to be located in relation to other residents and inhabitants and in relation to other travellers, the consideration of three elements allows a tourist to be well characterized. insofar as these three elements have always been used to describe a tourist (boyer, 2005), and insofar as these three elements remain stable and valid in all countries of the world, they represent the opportunity to consider ontologically the status of tourist. these three perimeters are: 1) the spatial perimeter with the notion of displacement; 2) the temporal perimeter with the notion of the duration of the displacement, and 3) the functional perimeter. the latter perimeter refers to the function of travel for the traveller, i.e. the motivations for his or her travel and the activities he or she engages in during the trip. their consideration allows for a shortened qualification, or even an ontology of the "tourist being", which could be the following: the tourist is an individual, from elsewhere, who will not settle down, and who acts in a particular way on the spot. we specify below these three perimeters and what we must try to capture beyond the variations in the indicators for those who want to carry out studies and research on tourism as a social and cultural fact. the goal is thus to ensure that participants are selected who are indeed individuals with the distinctive characteristics of what a tourist is. e-journal of tourism vol.7. no.1. (2020): 138-156 http://ojs.unud.ac.id/index.php/eot 149 e-issn: 2407-392x. p-issn: 2541-0857 spatial perimeter: from the country of residence and the usual environment to the measurement of incoming and outgoing flows the founding concepts used in tourism statistics, which reflect the spatial dimension, are the terms "reference country", "country or place of usual residence", "principal residence" and "nationality". be outside the place of residence and the usual environment these concepts in relation to the residence make it possible to classify visitors according to their place of origin and therefore to specify the different forms of tourism. a clear distinction must be made and the notion of place of residence must be given priority over that of nationality. nationality refers to the information available on the passport or other administrative document. conversely, the place of usual residence, or principal residence, is the geographical location where the person resides most regularly. this concept is less definitive and more flexible than that of nationality. a step further, the notion of the individual's usual environment, a key concept to define the tourist that we have already mentioned, refers to the geographical area, which is not necessarily continuous, within which the individual carries out the routines of a regular life. it is therefore the fact that the individual is spatially outside the geographical spaces associated with the regularity of a routine rhythm of life that allows him/her to be granted the status of a tourist. this characterization by the spatial perimeter outside its usual environment aims to exclude from the tourism accounts, individuals who travel in a monotonous and usual way to go from their place of life to their place of employment or study, and, more generally, all those who travel frequently, whatever the spaces considered, according to a routine logic (whether to see their family, go to commercial, medical or religious areas). this applies even if the distance covered is substantial. the usual environment therefore includes the family living space, but also the employment and study areas and all other places visited on a regular basis. one of the purposes of this qualification is to exclude from tourist counts all cross-border workers and all travellers who make round trips for work and study. holiday homes and second homes imagine french retirees who spend most of the year in morocco to enjoy a milder climate. throughout this winter period, their usual and routine place of residence is morocco and no longer e-journal of tourism vol.7. no.1. (2020): 138-156 http://ojs.unud.ac.id/index.php/eot 150 e-issn: 2407-392x. p-issn: 2541-0857 france. two questions arise here: what is the main place of residence, and how to locate travel to holiday homes? the issue of principal residence is easy to address since it is sufficient to know where they spend the most time in a year, i.e. at least 6 months and 1 day. thus, while the concept of the principal residence is primarily spatial, it appears that its practical operationalization requires the introduction of the temporal dimension since the principal residence is where the person spends most of the year. the issue of holiday homes is more complex since it is a special case of regular travel. indeed, since these houses and second homes are the object of periodic and recurrent travel, should they be integrated into the usual environment and excluded from tourist trips? the expenses and activities related to stays in these holiday homes and other second homes appear specific. therefore, the statistical authorities recommend, to date, to count them as tourist trips but to ensure that they are distinguished within these tourist trips. for example, in france, by convention, travel to a secondary residence is considered to be tourist travel outside the usual environment (mémento du tourisme, 2017). from a practical point of view for the researcher and practitioner, this means that it is important to ask respondents to specify what their accommodation is: is it a family or secondary residence? is it a dwelling that he regularly occupies and how many days does he spend there per year? finally, in the current context of innovative forms of residential sharing or free accommodation (see couchsurfing), it may be important to cross-reference tourist flow data with data on holiday accommodation at the destination level. even if this information may seem remote from the initial investigation project, asking about the accommodation chosen is ultimately an important factor to be taken into account in any study aimed at understanding and explaining tourist behaviour. international inward and outward flow accounting among the data related to the spatial perimeter, nationality makes it possible to measure international arrivals. this involves calculating the number of tourists from other countries returning to a given country. on a global scale, this makes it possible, among other things, to identify the most important receiving areas and their evolution in terms of attractiveness (see figure 2). e-journal of tourism vol.7. no.1. (2020): 138-156 http://ojs.unud.ac.id/index.php/eot 151 e-issn: 2407-392x. p-issn: 2541-0857 it should be noted that these assessments made at the entrance to a national territory do not represent the number of international visitors but the number of national borders crossed by all visitors. thus, a german citizen who crosses france by car for a holiday in spain will be counted twice as an international arrival for france. and this, even if he only transits without staying in france. he will be counted once when he travels from germany to spain, and a second time at the end of his holidays when he returns from spain to germany. international tourist arrivals are therefore somewhat biased data that should be considered with caution. what about the real economic benefits of some international arrivals? what relevance would it have to consider development strategies for tourist reception if we were to rely solely on these data? tourism typologies resulting from the spatial perimeter more generally, concepts related to the spatial perimeter make it possible to distinguish the three forms of reference tourism which are: a. inbound tourism (inbound tourism). it includes activities related to travel within the site, travel made by nonresident visitors to that reference site. b. outbound tourism (outbound tourism). it includes the activities of visitors residing in the reference place when they travel outside that reference place. c. domestic tourism (or domestic tourism). it includes the activities of a visitor who is a resident of the reference place when travelling within that reference place. figure 2. international tourist arrivals in 2017 (in millions) and change from 2016 (in %) (afp untwo) e-journal of tourism vol.7. no.1. (2020): 138-156 http://ojs.unud.ac.id/index.php/eot 152 e-issn: 2407-392x. p-issn: 2541-0857 by extension, international tourism includes incoming and outgoing tourism. domestic tourism includes domestic (resident) and incoming (non-resident) tourism. finally, national tourism includes domestic and outgoing tourism: the activities of resident visitors during their tourist trips in their reference country and activities related to their tourist trips outside their reference country. the temporal perimeter: temporary residence (more than one night and less than one year) as shown in figure 1, the temporary nature of the trip is an essential factor in characterizing the tourist. more than one night and less than one year are the consensus rules now systematically applied. these temporal boundaries make it possible to separate tourist visitors from migrants who do not plan to return to their initial place of main residence. however, a finer temporal granularity than this broad boundary, which ranges from one day to one year, is often useful in order to be able to categorize tourist visitors in order to consider truly adapted reception and development strategies. indeed, depending on the duration of travel and stay, visitors' behaviour changes. during the first few days, foreign to the area and unaware of local customs and habits, visitors have needs for assistance and expectations that will evolve as they become accustomed to and immersed in the visiting environment. what is of the order of the unusual will gradually transform into a form of second habitual environment. from then on, their behaviour will change and no longer be that of a first-time visitor. therefore, even for visitors who no longer have a principal residence in the administrative sense, the concept of principal residence makes it possible to define what their reference location is. and even for digital nomads, who could be classified as professional holidaymakers (or professionals still on holiday...) since they move from coworkation to coworking areas all over the world all year round (marinos et al., 2019), it is possible to identify their main place of residence from the area and country in which they have stayed the longest over the past 12 months. it is true, however, that these new professional practices and employment relations question international classifications on tourist travel. e-journal of tourism vol.7. no.1. (2020): 138-156 http://ojs.unud.ac.id/index.php/eot 153 e-issn: 2407-392x. p-issn: 2541-0857 the functional perimeter: the activities and motivations of the tourist faced with the complexity of the tourism object, georges cazes (1992) stresses the importance of taking into account the functions of tourism for the traveller. the last of the three principles that distinguish tourists from other travellers and visitors is therefore that of motivations and activities (i.e. the functional perimeter). indeed, in relation to the expectations he places in his trip and taking into account the reality of his practices during the trip and stay, the tourist adopts a different behaviour from other travellers. its buyer profile and consumption are specific. and behavioural differences are expressed in the choice of activities. among these, among others, there is a part, sometimes minimal but almost always present, of research to discover local culture. it is in this logic of qualifying the tourist by his practices during the trip that the concept of "main reason for the tourist trip" has been proposed. it should be considered that, without this main reason, there would not have been any travel (irts 2008, para. 3.10.). beyond the positive list of personal reasons and goals that may govern the intention to travel (see box 1), it is also necessary to highlight the criterion that excludes from tourist status. this excluding criterion is that of having an employer-employee relationship with an entity resident in the destination visited. a seasonal employee may behave in a similar way to a tourist since, during these holidays, he or she may seek to discover the local culture and visit the tourist highlights of the place of employment. while, in this respect, it seems appropriate to associate it with tourists to study their common expectations of discovering local heritage and culture, by convention, it is now considered that a seasonal employee should never be considered and measured as a tourist. as already mentioned above, this criterion of the relationship to employment is undoubtedly the one that could in the future be called into question or, at least, re-defined and adapted to match current and future developments in forms of work. finally, in order to consider strategies to enhance the attractiveness of destinations that are perfectly adapted to the specificities and expectations of the targeted visitors, according to a segmented marketing approach (petr, 2015), in addition to the main reason for travel, it is e-journal of tourism vol.7. no.1. (2020): 138-156 http://ojs.unud.ac.id/index.php/eot 154 e-issn: 2407-392x. p-issn: 2541-0857 necessary to identify and also consider the secondary activities carried out by tourists. this is particularly relevant for studies aimed at managing the attractiveness of the destination. conclusion it can be conclude that contextualized and recalled the definitions of tourists based on the recommendations made since irts 2008 by the supranational organization for the promotion of tourism on a global scale (untwo). these reminders were an opportunity to highlight the importance of allowing nations flexibility in the operationalization of the criteria to be mobilized for the founding concepts used to define tourists. it is important that each country be able to adapt, to its regional and national originality, the technical implementation of the concepts underlying the statistical measures of tourism. the prerequisite for this local flexibility is that the principles and meaning of these internationally defined concepts are well understood and uniformly shared. in addition, the mention of the different perimeters to be considered highlighted some traveller configurations that need to be carefully examined during studies and research, such as retirees, cross-border workers or seasonal employees. this vigilance ensures that volume and flow measurements are accurate, and that subsequent assessments of the significance of the economic, social box 1 -the main reason for a tourist trip the main reason for a tourist trip is defined as the main reason why the trip would not have taken place without it. a tourist is a visitor (domestic, entering or leaving the country or place in question) who comes for any reason whatsoever: business, leisure or other personal purposes. the 9 categories of the tourist travel classification: 1. business and professional reasons (meetings, conferences or congresses, trade fairs and exhibitions, and other business and professional reasons) 2. holidays, relaxation and leisure (in english, the notion of "recreation" is added, which suggests a practice in natural spaces) 3. visit friends and relatives 4. education and training 5. health (thermalism, thalassotherapy,etc) 6. religion and pilgrimages 7. shopping 8. transit 9. other reasons e-journal of tourism vol.7. no.1. (2020): 138-156 http://ojs.unud.ac.id/index.php/eot 155 e-issn: 2407-392x. p-issn: 2541-0857 and cultural impact potentially induced by tourism activity are not underestimated or, on the contrary, overestimated. beyond these guarantees of good estimates, taking into account the ideas underlying these perimeters also provides the certainty of carrying out valid sampling for research work on tourist populations. in perspective, we suggest that readers, researchers and practitioners consider and mobilize more subjective dimensions to assign an individual the status of tourist, in addition to the objective categories already used, spatial, temporal and by activities. these subjective complementary measures include, on the one hand, mental representations relating to the imaginary of the tourist character (i.e. the figure of the tourist), and on the other hand, those dealing with the "feeling of being (or not) a tourist" and individual acceptance or denial of being a tourist. thus, among those who can, objectively and statistically, be classified in the "tourist" box, who really perceives themselves as tourists? what does this mean for him? considering this theme of representations of the tourist and being a tourist, it is a question of studying the tourist phenomenon from the point of view of the person who lives this travel experience, i.e. the tourist, but also from the point of view of the person who receives this visitor, i.e. the habitant. the study of dyadic relations between tourists and inhabitants seemed to be reserved for executives from distant and developing countries, subject to the pressure of tourist arrivals sometimes perceived as intrusive or colonialist. this problem seems to be spreading today to the western world, which is nevertheless used to tourism (martinez-garcia, raya, majό, 2016; petr, 2018). in view of the continuous growth and unfailing resilience of tourism (babu and callot, 2019), and in view of the various anti-tourism measures or reactions recently expressed by inhabitants of various key destinations in europe such as barcelona, dubrovnik, venice, or even bordeaux, etc., could the issue of tolerance and the feeling of tourist invasion by the inhabitants of old europe become an investigation subject that will soon become impossible to ignore? references boyer m. (1972), le tourisme, le seuil, paris. boyer m. (2005), general history of tourism from the 16th to the 21st century, l'harmattan. e-journal of tourism vol.7. no.1. (2020): 138-156 http://ojs.unud.ac.id/index.php/eot 156 e-issn: 2407-392x. p-issn: 2541-0857 boyer m. (2011), ailleurs : histoire et sociologie du tourisme, l'harmattan. babou i. and callot p. (2019), tourism: stop or even? les editions baudelaire, lyon. cazes g. (1992), fondements pour une géographie du tourisme et des loisirs, edition bréal, paris. demen-meyer c. (2005), tourism: essay on definition, management & future, 1(3), 7-25. marinos c., mahéo c., gourlay f. petr c. (2019), when co-working is no longer enough, we go further! exploratory study of the quarters, 17th seminar of marsouin, usages & ntic, rennes (35), 23-24 may. irts 2008 compilation guide (2016), international recommendations for tourism statistics 2008 compilation guide, department of economic and social affairs, statistics division, studies in methods, united nations publication, st/esa /stat/ser .m/94, new york. leiper n. (1993), the framework of tourism: towards a definition of tourism, tourist, and the tourist industry, annals of tourism research, 4(6), 390-407. liburd j.j (2002), tourism in a global society, annals of tourism research, 23(5), 882-884. martinez-garcia e., raya j.m. et majό j. (2016), differences in residents’ attitudes towards tourism among mass tourism destinations, international journal of tourism research, 19, 535-545. unwto (2008), understanding tourism: basic glossary, accessed online june 21, 2019: http://cf.cdn.unwto.org/sites/all/files/ docpdf/glossaryfrrev.pdf. petr c. (2018), why is tourism unloved? why do we have to justify tourism? discussion on the disenchantment of the journey of the other, les hippocampes du golfe du morbihan, vannes, university of south brittany, 8 november 2018. petr (2015), le marketing du tourisme, dunod, paris. py p. (2007), le tourisme : un phénomène économique, la documentation française, paris. williams s. (2004), critical concepts in the social sciences: tourism, routledge, london. nyepi holiday package: e-journal of tourism vol.6. no.2. (2019): 160-177 http://ojs.unud.ac.id/index.php/eot 160 e-issn: 2407-392x. p-issn: 2541-0857 conceptual model for mutual (host-guest) authentication of intangible cultural heritage shahida khanom 1 , noel scott 1 , millicent kennelly 2 , and brent moyle 3 1 griffith institute of tourism, griffith university, qld, australia 2 department of tourism, sport and hotel management, griffith university, qld, australia 3 faculty of arts, business and law, university of the sunshine coast, qld, australia corresponding author: shahida.khanom@griffithuni.edu.au article info received 30 march 2018 accepted 02 september 2019 available online 30 september 2019 abstract the intangible cultural heritage (ich) of indigenous communities is an attraction to many tourists. authentic ich experiences rely on the perceptions and actions of both the host community and guests, a topic which has received with limited scholarly attention, particularly in recent research. this paper presents a conceptual model examining how the mutual (host-guest) authentication of ich (integrating the perceptions of both hosts and guests) can potentially lead to community empowerment. a literature review has identified that the host community‟s attitude and motivation towards ich, their psychological and economic benefit from ich, and their participation or involvement in the ich, together influence the authentication of ich by these communities. similarly, a guest‟s attitude to and motivation for ich as well as the way the traditional objects, events or environment are experienced, influence the authentication of ich. the proposed mutual ich authentication model combines the interaction of such host and guest factors in authentication of ich, i.e. both the host community and guest should perceive the same elements as authentic ich through a synthesis of their own unique perspectives. the perceived authenticity of ich by the host and guest is reflected in their loyalty, satisfaction, and support for tourism. further, the model suggests that tourism based on authentic ich has the potential to empower local communities in their economic, social, psychological and political domains. the proposed model may be useful for future research defining power relations in the authentication of ich and improving community-based ecotourism through community empowerment. keywords: intangible cultural heritage, authenticity, mutual authentication, cultural tourism, community empowerment e-journal of tourism vol.6. no.2. (2019): 160-177 http://ojs.unud.ac.id/index.php/eot 161 e-issn: 2407-392x. p-issn: 2541-0857 introduction background cultural tourism, a growing sector of the global tourism industry, includes experiencing the authentic culture of indigenous communities, especially the traditional practices, rituals, festivals and lifestyle which form their intangible cultural heritage (ich) (cohen, 1988; moswete &thapa, 2015; unesco, 2011). historically significant ich such as festivals and religious events attract many tourists. for instance, the mekong naga fireball ceremony in thailand (cohen, 2007), holy week on the island of sardinia (giudici et al., 2013), and the rush mela festival in bangladesh (islam et al., 2018) all draw a large number of tourists every year. these centuries-old traditional festivals are associated with the religious beliefs of the local community and have a significant impact on the society, economy and cultural development of the region. these ich events or experiences have become major tourist attractions, providing not only additional economic benefits to the local community but also revenue to the government (moswete & thapa, 2015; unesco, 2011). however, the growing trend of cultural tourism in developing countries has raised concerns about unsustainable tourism practices and the commodification of ich (fiorello & bo, 2012; zhou et al., 2015). the commodification process potentially destroys the essential meaning and significance of the ich to the local community and diminishes its authenticity (zhou et al., 2015). the authenticity of ich remains a critical issue in cultural tourism, as the ich‟s ownership is being contested in the face of commodification by its commercialization. clearly defining the authenticity of ich, an authentication process embedded in ich‟s relation to community empowerment would help to preserve ich and reduce its commodification. generally, a host community creates, maintains and transmits ich over generations (unesco, 2011) and is, therefore, the primary stakeholder in its authentication. however, guests‟ perceptions and the role of institutions in such authentication are also vital for preserving ich and developing tourism (cohen & cohen, 2012; mkono, 2013). the recent literature discusses several models for the authentication of ich from either the host‟s (zhou et al., 2015) or the guest‟s perspectives (cho, 2012; kolar & zabkar, 2010; zhou et al., 2013). these models present a partial view of the authenticity of ich, ignoring the e-journal of tourism vol.6. no.2. (2019): 160-177 http://ojs.unud.ac.id/index.php/eot 162 e-issn: 2407-392x. p-issn: 2541-0857 importance of simultaneously taking into account both the host‟s and the guest‟s perception for the authentication process. there is little discussion of the mutual (host-guest) authentication of ich and its relation to community empowerment, although community empowerment is considered essential for safeguarding ich (alexander, 2009; cole, 2007). research objectives this paper presents a critical review of the existing models of authenticating ich and proposes a conceptual model for mutual (host-guest) authentication of ich (integrating host and guest‟s perceptions) that can potentially lead to community empowerment. the proposed model would help to understand the relation between the mutual authentication of ich and community empowerment, which could offer support for preventing the commodification of ich and for enhancing the local community‟s role in ich-based tourism. methodology a review of literature was conducted to examine extant knowledge on four related key areas: the authenticity of ich, existing models for the authentication of ich from host or guest perspectives, the factors influencing the authenticity of ich and ich‟s relation to community empowerment. the review began with a keyword-based search (loulanski & loulanski, 2011) in google scholar, science direct, proquest, and sage databases using the terms: authenticity, intangible cultural heritage, ich tourism, host(s) and guest(s), authenticity model, and community empowerment. from the initial pool of about 200 relevant articles, 50 articles were identified as most relevant to the topic of this research. an in-depth manual review of these articles was carried out, focusing on the existing models of authenticating ich from host and guest perspectives, factors influencing the authenticity of ich and its linkage with tourism and community empowerment. review of existing authentication models the authenticity of traditional objects and cultural practices has been crucial for providing an authentic experience in cultural tourism. in early decades of 19 th century, the authenticity of objects, which was conceptualized as objective authenticity – meaning the originality of the objects and that these have significance to the society from a historical point of view (trilling, 1972; e-journal of tourism vol.6. no.2. (2019): 160-177 http://ojs.unud.ac.id/index.php/eot 163 e-issn: 2407-392x. p-issn: 2541-0857 wang, 1999) – were considered important for cultural tourism. in the second half of the 20 th century, with the advent of easily accessible destinations through mass transportation by air, tourism to cultures different from the guests‟ own culture grew exponentially. unsurprisingly, therefore, in the 1970s, the intangible cultural heritage of traditional communities (e.g. cultural practices, festivals) has attracted scholarly attention as issues surrounding the commodification of culture were identified to have the potential to destroy the meaning of the local ich and inadvertently detract from the tourist experience (greenwood, 1977). during the 1990s, researchers shifted focus to the existence of authentic ich, which was conceptualized as existential authenticity, and its verification, acknowledging the need to preserve the value of traditional ich (casey, 1993). various authentication processes have been theorized in the literature to define the authenticity of objects and traditional cultural practices. a “cool” authentication process is associated with an external expert‟s (or institution‟s) power to authenticate an object or event. such an authentication process mainly focuses on the tourists‟ quest for authenticity. whereas, a “hot” authentication process relies on the host community‟s beliefs about the authenticity of the festival or practice in which they engage, rather than on any scientific evidence of authenticity or on authentication by an expert outside the community (cohen & cohen, 2012). traditional ich experiences (e.g. festivals) demonstrate hot authenticity, as the community authenticates it by having participated in and practiced it over generations. the tourists (or guests) participating in tourism related to those ich events can have an authentic experience of the community‟s ich. as such, the guests participate in the hot authentication process through the interaction between the hosts and guests in ich tourism. while ich tourism leads to a close interaction of this type, the recent development of both hot and cool authentication processes fails to adequately incorporate the interaction between host and guest in the authentication process, which raises the issue of a mutual authentication process for ich (cohen & cohen, 2012). moreover, as the community directly interacts with the guests, host-guest power relations are important for the hot authentication of ich. hot authentication allows guests to have an empathic understanding of the rights of hosts in their traditional ich. this understanding develops trust between the host and guest e-journal of tourism vol.6. no.2. (2019): 160-177 http://ojs.unud.ac.id/index.php/eot 164 e-issn: 2407-392x. p-issn: 2541-0857 and such trust also increases the empowerment of the community (gnotha & wang, 2015). hosts also should understand that tourists from another society want an authentic experience of traditional objects and culture (cho, 2012). as such, mutual interaction between the host and guest is necessary for the hot authentication of ich. this can satisfy the tourist as well as empower the community. in the quest of theorizing the authentication process, several quite distinct authentication models have been developed. what unites them is that they have all been based either on hosts‟ or on guests‟ perceptions of authenticity (cho, 2012; kolar & zabkar, 2010; zhou et al., 2013). kolar and zabkar (2010) proposed a consumer-based model of authentication (figure 1) which suggested that the cultural motivation of the tourists was an important factor for both object-based and existential authenticity. such cultural motivation influenced tourist loyalty to tourist attractions. further development of the kolar and zabkar (2010) model by zhou et al. (2013) (figure 2) suggested that the „attitude‟ of the tourist should be included in the authentication process along with the „motivation‟ factor. interestingly. zhou et al. (2013) found that this attitude, conceptualized as individual beliefs, interests, and understanding of tourism activities, has no effect on the motivation for visiting the ich attractions and does not influence loyalty directly. these researchers also emphasized that the tourism industry‟s ignorance of traditional culture led the tourists to give importance to the aesthetics and form of the cultural objects or materials, rather than focusing on the experience of traditional culture. an alternative conceptual model of authenticity was developed by cho (2012) to examine the relationship between tourists‟ motivation, their perceptions of authenticity and their satisfaction. the model suggests that tourists‟ motivation object-based authenticity cultural motivation existential authenticity loyalty (to tourist attractions) figure 1: consumer-based authenticity model (kolar & zabkar, 2010) figure 2: modified consumer-based authenticity model (zhou et al., 2013) attitude object-based authenticity existential authenticity loyalty (to tourist attractions) motivation e-journal of tourism vol.6. no.2. (2019): 160-177 http://ojs.unud.ac.id/index.php/eot 165 e-issn: 2407-392x. p-issn: 2541-0857 affects both objective and existential authenticity, which, in turn, both influence tourist satisfaction (cho, 2012). while kolar and zabkar‟s (2010) and cho‟s (2012) models found that both forms of authenticity were related to motivation, zhou et al. (2013) argued that motivation has an insignificant effect on existential authenticity. in addition to the consumer-based (tourists‟) authentication model, a few recent studies have focused on the authentication of tourist attractions by the host community. for example, zhou et al. (2015) found that the hosts‟ attitude towards traditional cultural practices, together with their personal emotional and economic benefits from cultural tourism influence the process of host authentication as these factors affect both objective and existential authenticity. the hosts‟ attitude is directly influenced by the personal emotional benefits, whereas the personal economic benefits are indirect and hidden from any obvious position in the hosts‟ support of tourism. as such, the hosts‟ personal emotional benefits from practicing and sharing the culture with the guest through tourism enhance the cohesion and identity of the hosts‟ culture, which leads to a psychological empowerment of the host community. the economic benefits to the hosts from tourism lead to an economic empowerment of the community (zhou et al., 2015). a similar observation was made by boley et al. (2014) who concluded that personal economic benefits and psychological empowerment have direct and positive effects on the hosts‟ support for tourism. however, both boley et al. (2014) and zhou et al. (2015) did not consider the social and political dimensions of community empowerment in relation to ich‟s objective and existential authenticity as well as the implications of these dimensions for the hosts‟ support for tourism. the above-discussed authentication models have mainly focused on tourists‟ behavior and partially on community empowerment (in terms of psychological and economic empowerment, two of the four identified dimensions of community empowerment (di castri, 2004; scheyvens, 1999)) to verify the authenticity of cultural experiences according to the views of either hosts or guests (cho, 2012; kolar & zabkar, 2010; zhou et al., 2013; zhou et al., 2015). however, these studies are limited by the use of quantitative approaches with structural equation modeling used to assess authenticity. this quantitative modeling approach is helpful for examining relationships between variables. however, perhaps, each concept embedded within these models should be e-journal of tourism vol.6. no.2. (2019): 160-177 http://ojs.unud.ac.id/index.php/eot 166 e-issn: 2407-392x. p-issn: 2541-0857 investigated thoroughly using inductive qualitative methods (kolar & zabkar, 2010; zhou et al., 2013; zhou et al., 2015). further, the current models of ich authentication consider the guest (tourist) and host (community) perspectives separately, which can provide only a partial view. these ich authentication processes do not directly take into account the linkages between the host and guest, nor the understandings common to both groups and the connection of this to community empowerment. a lack of adequate interaction between hosts and tourists can lessen the authentic experience for the tourist as well as curb benefits to the host community and impact host empowerment (cho, 2012; zhou et al., 2015). therefore, direct interaction between hosts and guests can improve the mutual authentication of tourist attractions as well as develop trust between hosts and guests in order to enhance host empowerment (moyle et al., 2010; zhu, 2012). for ich authentication, a mutual (host-guest) authentication model would be necessary to examine the linkages between host and guest and their influence on community empowerment. conceptual model for mutual (hostguest) authentication of ich overview of the mutual (host-guest) authentication model considering the limitations of the current authentication models, a new model is conceptualized for the mutual (host-guest) authentication of ich which incorporates both hosts‟ and guests‟ perspectives of authenticity (fig. 4). this model also shows the linkage of authentication to satisfaction, loyalty and support for tourism development as well as the linkage to enhance community empowerment. the model takes into account both objective and existential authenticity. objective authenticity is covered by the authentication of the objects that are culturally significant to the community such as architectural structures, artifacts or similar physical elements used for performing cultural practices. the physical objects used in performing the cultural events or in the daily lifestyle of the community are the figure 3: host authenticity model (zhou et al., 2015) hosts‟ economic benefit from tourism object-based authenticity existential authenticity support for tourism hosts‟ emotional benefit from tourism from hosts‟ attitude towards traditional culture e-journal of tourism vol.6. no.2. (2019): 160-177 http://ojs.unud.ac.id/index.php/eot 167 e-issn: 2407-392x. p-issn: 2541-0857 elements that determine the objective authenticity of the community‟s ich (asplet & cooper, 2000). the existential authenticity of ich is covered by the authentication of the existence of cultural traditional practices such as festivals and religious rituals performed by the community. the traditional cultural practices, religious and social customs, and the way the community perform the events which define its community‟s unique identity, together determine the existential authenticity of the ich (zhou et al., 2015). perceptions of both the hosts (i.e., the local community) and the guests (i.e., tourists) would be considered for the mutual authentication of ich. this model comprises several factors related to the perceptions of hosts and guests that can influence ich authenticity. the hosts‟ factors include their attitude and motivation towards ich, economic and psychological benefits, and participation in cultural practices, individually and through institutions. the guests‟ factors include their attitude towards ich, motivation to experience ich, and finding authentic objects or experiences of events. the mutual (hostguest) authentication of ich would ultimately reinforce the loyalty, satisfaction and support for ich tourism as well as enhancing community empowerment. the host and guest factors influencing the authenticity of ich and linkages to tourism development and community empowerment are further illustrated in the following sections. authenticity of intangible cultural heritage (ich) authenticity of objects of cultural significance (objective authenticity) authenticity of cultural practices (existential authenticity) loyalty/ satisfaction and support for tourism community empowerment economic empowerment psychological empowerment social empowerment political empowerment guest factors  attitude  motivation  finding authentic object  finding authentic experience of event or environment host factors  attitude  motivation  economic benefit  psychological benefit  individual participation  institutional participation figure 4: a model for mutual (host-guest) authentication of ich e-journal of tourism vol.6. no.2. (2019): 160-177 http://ojs.unud.ac.id/index.php/eot 168 e-issn: 2407-392x. p-issn: 2541-0857 host community factors influencing the authenticity of ich hosts’ attitude: attitudes are important for explaining and predicting perceptions and behavior. generally, attitudes are a type of social knowledge consisting of experiences, beliefs, and feelings (zanna and rempel, 2008). as an enduring predisposition towards a particular aspect of one‟s environment, attitudes consist of either a two or three component response to an object or event: cognitive (beliefs, knowledge, perceptions); affective (likes and dislikes); and behavioral (the instinct to act) (subramaniam and silverman, 2007). one‟s attitude can be inferred directly from one‟s behavior; living a traditional lifestyle indicates the attitude of a willingness to do so. in the context of this authentication model, such an attitude comprises one‟s level of understanding of traditional culture and the degree of preference for it. hosts‟ attitudes towards traditional culture include their emotion, cognition, and behavior concerning traditional life, the local religion, and modern civilization. hosts‟ attitude towards traditional culture plays a role in the ich authentication process because their attitude to the objects of cultural significance and to the traditional cultural practices reflects how they define both the objective and existential authenticity of ich. earlier models of host authentication (e.g. zhou et al., 2015) did not explicitly include the host‟s attitude as a variable, whereas authenticity models based on tourist perceptions (e.g. kolar & zabkar, 2010) include tourists‟ attitude as one of the prime factors. in the proposed mutual authentication model, we consider the hosts‟ attitude to their ich should be an essential determinant of the authenticity of this instance of ich, and we compare this with the guests‟ attitude to the same ich phenomena. hosts‟ attitude to the ich could be measured by ascertaining their belief and willingness to carry forward the traditional ich elements to future generations. thus, hosts‟ positive attitude would show their feeling towards traditional ownership of the ich and reflect its authenticity. hosts’ motivation: hosts‟ motivation to practice traditional culture is important to determine their perception of ich. hosts‟ motivation for ich can be classified into two categories: general motivation and intentional motivation. the general motivation of the host community to perform their cultural practices could be to follow the tradition of the community e-journal of tourism vol.6. no.2. (2019): 160-177 http://ojs.unud.ac.id/index.php/eot 169 e-issn: 2407-392x. p-issn: 2541-0857 they live in (yoon & uysal, 2005). the intentional motivation of the host‟s community could be linked to religious belief, economic benefit, and sociopolitical benefits from practicing the cultural traditions (mcintosh & prentice, 1999). for instance, hosts can be motivated to participate in a traditional festival to perform religious rituals. the motivation of some hosts may be to sell products at the festival. therefore, the motivation of the hosts‟ community is an important determinant of the authenticity of ich from the hosts‟ perspective. a strong positive motivation of the host community would tend to reflect a strong perception of the ich‟s authenticity. although earlier consumer-based authenticity models (e.g. kolar & zabkar, 2010) considered the motivation of the guests as a crucial factor influencing ich authenticity, host-based authenticity models (e.g. zhou et al., 2015) have not included the hosts‟ motivation as a factor in authentication. the hosts‟ motivation is included as a factor in the mutual authentication model to reflect the influence of the hosts‟ motivation as being as valuable as the guests‟ motivation. hosts’ economic benefit from ich: hosts‟ economic activities related to traditional ich events festivals may include selling handicrafts, foods, and other –tourism experiences which provide economic benefits to them. traditional cultural events or festivals organized regularly for many years can give seasonal livelihood opportunities to some group or groups within the host community. regular economic activities surrounding the ich can increase hosts‟ attachment to the ich event and to ich itself. zhou et al. (2015) found that economic benefit does not directly affect the objective and existential authenticity while emotional benefit does. economic benefits from ich affect hosts‟ attitude and emotional benefits; therefore, economic benefits indirectly affect both objective and existential authenticity. when hosts are dissatisfied with the economic benefits of an ich experience, they vent with negative emotions and evaluate its authenticity by belittling it. by contrast, their positive moods and emotions lead to overestimating authenticity to be higher than the objective level. although sometimes hosts do not explicitly express it, they are very concerned about the promotion of local culture for local economic development and to increase their income (chhabra, 2010). to some extent, to escape poverty or become wealthy, they unconsciously accept a certain degree of sacrifice of the authenticity of local culture. it is unrealistic to talk about protecting and e-journal of tourism vol.6. no.2. (2019): 160-177 http://ojs.unud.ac.id/index.php/eot 170 e-issn: 2407-392x. p-issn: 2541-0857 inheriting tradition if economic benefits cannot be guaranteed (yang et al., 2013). in view of the above contexts, hosts‟ economic benefit from ich is taken into account in the mutual ich authentication model. psychological benefit: the host community can have psychological or emotional benefit by performing traditional cultural expressions (besculides et al., 2002). for example, hosts can have mental peace and satisfaction by engaging in rituals in a traditional religious festival or meeting friends and families at the cultural event or enjoying the cultural programmes. they can also feel proud or satisfied by showcasing their traditional culture to tourists (besculides et al., 2002). cole (2007) found that locals are proud that their villages are considered part of the national heritage and that they like tourists because tourism provides entertainment, friends from the outside world and outside information. ich-based tourism brings the villagers confidence and dignity in their beliefs. thus, personal emotional benefit is the crucial factor for the authentication of ich by the hosts. individual participation: the individual participation of a host in traditional cultural practices shows his/ her devotion to being attached to their own community and culture. according to teodori and luloff (1998), community involvement, including support for a festival, is an important factor in predicting the strength of a person‟s attachment to a community or place. studies have shown that recognizing people‟s attachment to a place influences their sense of stewardship and perception of authenticity in a destination (greene, 1996). individuals‟ affective relationship with the landscape or material environment may express their perception of the existential authenticity of ich (tuan, 1974). an emotional attachment to the natural landscape and the built environment and shared memories of communal heritage allow individuals to come together for formal or spontaneous interactions like festivals and community and cultural events. the individual perception of authenticity ensures the collective identity of the ich. therefore, hosts‟ individual participation in practicing their ich is taken as an important factor that influences its authenticity. institutional participation: ich can act as the heart of a community (wheatley and kellner-rogers, 1998, p.14) as its intrinsic nature provides residents with conditions of freedom and connectedness rather than a fixation on the community‟s forms and structure. e-journal of tourism vol.6. no.2. (2019): 160-177 http://ojs.unud.ac.id/index.php/eot 171 e-issn: 2407-392x. p-issn: 2541-0857 community institutions managing the ich can provide a sense of its importance to the community. a formal community organization structure based on the common interest of the community provides an opportunity to nurture traditional culture over generations and preserve it for the future. the community institutions can even promote the cultural events to the larger society, involving political power and recognition by the state (del barrio, devesa and herrero, 2012). hosts‟ participation in the community institutions for managing ich would show how the host recognizes the ich‟s value of and how the host perceives the authenticity of this ich. thus, this host factor is included in the mutual authentication model. guest/ tourist factors influencing the authenticity of ich guests’ attitude: the guests‟ attitude towards the traditional culture, expressed by authentic objects or the existence of genuine cultural events, can contribute to the authenticity of the ich. attitude is generally evaluated on the long-term activities including cognitive, affective and behavioral responses. attitudes predispose a person to act or perform in a certain manner based on his/ her cognitive and affective evaluation while engaging in ich activities. thus, the attitude to ich is particularly demonstrated by the degree of attention to particular objects or experiences and a deeper level of understanding of the ich, including the historical and cultural background. tourists are influenced by their emotions which stimulate their perception through interaction with the host. this is particularly evident in the case of a festival when the tourist perceives high existential authenticity, for example in a worshipping ceremony. when a tourist feels affection for the host community they feel more enthusiastic to acquire more knowledge of the historical and cultural background of the place to fulfill their need for authentic experience. the tourist who has a positive cognition tends to perceive existential authenticity more profoundly. as such, like the earlier consumer-based authenticity models (e.g. zhou et al., 2013), guests‟ attitude is considered in the mutual authentication model. guests’ motivation: motivation is an important psychological factor that influences tourist perceptions of the objective and existential authenticity of ich, which, in turn, affects tourists‟ expectations (gnoth, 1997). tourist motivation is the primary driver to interpret tourist behavior in participating e-journal of tourism vol.6. no.2. (2019): 160-177 http://ojs.unud.ac.id/index.php/eot 172 e-issn: 2407-392x. p-issn: 2541-0857 in ich activities. the motivation to visit ich locations has been grouped into several aspects, of which some are quite similar to each other: mental relaxation, engagement with a calm atmosphere, discovering new places and things, gaining knowledge, having a good time with friends, having a religious motivation, visiting cultural and historical attractions and having an interest in history (lee, 2009). tourists perceive high objective and existential authenticity when they undertake ich experiences which have a long history and many historical attractions including a deep cultural connotation. this is because tourists‟ historical and cultural motives are usually linked to perceptions of highly authentic value. the perception of the authenticity of ich influences tourist loyalty to revisit the location or event. in the previous consumer-based authenticity models (e.g. kolar & zabkar, 2010; zhou et al., 2013), motivation was considered a major factor influencing the objective and existential authenticity of tourist attractions. likewise, we view guests‟ motivation to be a significant factor in the mutual authentication model. finding authentic objects: while guests‟ attitude and motivation are important to making themselves participate in ich tourism, guests‟ perceptions about the objects they see and the cultural events they enjoy during the visit are important as well. the objects associated with the cultural events (e.g. special design of the statues used for worship in religious festivals, the taste and quality of local foods, the design and making of local crafts) represent the identity of the particular ich (unesco, 2011). tourists, being outsiders, can perceive the uniqueness of the objects based on their knowledge of objects and products from other areas and information from other sources (oh, 2005). when visiting ich sites, they want to experience the local food and purchase locally made craft. this is particularly evident in a traditional festival when they get closer to the host, for instance, when the guests eat local food together with the community. tourists also want to buy the local costumes which can simulate an authentic experience of this object by wearing them. if the tourists find any unique object during their ich experience, this would influence their perception of its authenticity (chhabra et al., 2003). through finding authentic objects, guests can deeply connect to the hosts who are involved with making or providing these objects. this reinforces their belief in the objective authenticity of this ich. therefore, this guest factor is included in the mutual authentication model. e-journal of tourism vol.6. no.2. (2019): 160-177 http://ojs.unud.ac.id/index.php/eot 173 e-issn: 2407-392x. p-issn: 2541-0857 finding authentic experiences or events: during ich tourism, tourists find unique psychological and spiritual attachment and feeling when participating in cultural practices (richards, 2018). at a destination which has both cultural and natural attributes (esfehani and albrecht, 2018), the experience of ich can be presented in a special arrangement of events like cultural programs, celebrations, connections with the cultural history and natural features and unique religious and spiritual experiences in a calm and peaceful atmosphere. if the tourists find any unique cultural and natural experiences or events that satisfy them as authentic, then that experience would influence their perception of authenticity of its ich. this guest factor is included in the mutual authentication model because it would help to determine tourists‟ perception of the existential authenticity of ich. mutual authentication of ich and its relation to tourism development and community empowerment in the mutual authentication process, the common perceptions of the hosts and guests about the authenticity of ich would be determined through the influence of host and guest factors. while there might be some differences between hosts‟ and guests‟ attitude and motivation concerning the community‟s ich, the close interaction of hosts and guests through tourism would fill the gaps. host communities can showcase historical objects or sell unique traditional crafts to the tourists, labeling these as authentic. as well, a guest can identify some of those objects or products as authentic, based on their own knowledge and experience. similarly, the cultural events practiced by the hosts or enjoyed by the guests can be distinguished as unique by both hosts and guests. the objects and cultural practices recognized by hosts and guest as unique and representative of the local community would be defined as authentic ich. since hosts and guests participate in the mutual authentication process while interacting through ich tourism, authentication of ich by the hosts or the guests will influence their support for tourism or their satisfaction and loyalty to tourism, respectively. hosts‟ strong belief in their ich‟s authenticity would encourage them to provide support for tourism through personal or institutional involvement (zhou et al., 2015). likewise, the guests would have a high level of satisfaction when experiencing authentic ich and loyalty to the ich attractions, showing a willingness to revisit the destination and recommend it to others (kolar & zabkar, 2010; zhou et al., 2013). e-journal of tourism vol.6. no.2. (2019): 160-177 http://ojs.unud.ac.id/index.php/eot 174 e-issn: 2407-392x. p-issn: 2541-0857 the mutual authentication of ich will ultimately impact community empowerment through tourism. economic benefit from ich-based tourism (selling traditional crafts, food, and accommodation for tourists) will enhance the economic empowerment of the community. the guests also make a major economic contribution to valuing the traditional authentic objects and events, in compensation for satisfying their touristic consumption of the ich. similarly, the psychological empowerment of the community will be enhanced by owning the authentic ich (objects and traditional practices) and positioning themselves as a unique community in the global society. participating in the authentic traditional cultural practices individually or as a group can increase social cohesion and shared feelings, enhancing the social empowerment of the community. everyone in the community can recognize their own identity with respect to their authentic ich. further, local institutions and leadership can be developed for managing ich (e.g. organizing traditional cultural events, managing historical objects), which ensures the political empowerment of the community. conclusion and recommendations the authenticity of ich has been a major concern in ich-based tourism development to preserve and sustain it in the face of commodification due to the influence of modern socio-economic changes. in the search for an appropriate authentication approach, various models have been proposed in the recent literature for evaluating the authenticity of tourist attractions including ich based on host and guest perspectives, for instance, the consumer-based authentication model (cho, 2012; kolar & zabkar, 2010; zhou et al., 2013) and the host authentication model (zhou et al., 2013). these models consider hosts‟ and guests‟ perspectives separately without showing the influence of their mutual perceptions on the authentication of ich. nor do these models take into account how the authenticity of ich is linked to community empowerment. this study proposes a conceptual model of mutual (host-guest) authentication of ich, which can integrate both hosts‟ and guests‟ perspectives in the authentication process and can be related to community empowerment. the model includes several factors: hosts‟ attitude and motivation towards ich, their psychological and economic benefit from e-journal of tourism vol.6. no.2. (2019): 160-177 http://ojs.unud.ac.id/index.php/eot 175 e-issn: 2407-392x. p-issn: 2541-0857 ich, and their participation or involvement in the ich, which can influence its authentication by host communities. also, the guests‟ attitude and motivation concerning ich as well as the hosts‟ experience of the traditional objects, events and/or environment are considered as factors that influence the authentication of ich by the guests. the conceptual model emphasizes power relationships between host and guest and combines their perspectives in the authentication process. the model suggests that tourism based on authentic ich influences community empowerment across the political, social, psychological and economic domains. this model may be useful for understanding power relations in the authentication of ich and improving sustainable tourism through community empowerment. further investigation is required to confirm the application of the conceptual model in various contexts of ich-based tourism and other tourist attractions. the model can be further developed incorporating other stakeholders, including government and tour operators, to ensure the sustainable management of ich, tourism development and community empowerment. reference alexander, n. 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(2016): 1-13 http://ojs.unud.ac.id/index.php/eot 1 e-issn: 2407-392x. p-issn: 2541-0857 comparison of four patterns of management of coastal tourism destinations in bali-indonesia made antara lecturer at tourism doctoral program and researcher at tourism research consortium, universitas udayana corresponding author: antara_unud@yahoo.com article info received 20 september 2015 accepted 29 january 2016 available online 07 march 2016 abstract utilization of coastal in bali tourism destination by investor is to build of hotel, bar and restaurant, and to develop beach tourism attractions, and so location of tourists expose to the sun known with term 3s is sea, sand, sun. there are four patterns of management of coastal tourism destinatyion in bali, nemaly, (1) pattern of management by village tradition; (2) pattern of management by village foundation; (3) pattern of management by government authority/agency; and (4) natural development (without pattern of management). the pattern of management by village tradition was applied in kuta beach and jimbaran beach in badung regency. the pattern of management by village foundation was applied to manage of sanur beach in denpasar city. the pattern of management by government authority/agency was used to manage of nusa dua beach and surrounding in badung regency. meanwhile, natural development (without pattern of management) was used in many beaches in bali, like nusa lembongan island beach in klungkung regency. two management patterns management by village tradition and management by village foundation initiatives by local community and its developing, local community livelihood in all long of beach very depending on tourism. while, management by authority agency initiatives are mainly applied by the central government in jakarta. coastal tourism managed through the three kinds of management approaches are generally good, particularly on environmental security, tourists safety, maintaining clean environment which are made possible through mobilization of task forces. on the other hand, coastal areas without planned tourism management, generally suffers from several problems. hence the development of sustainable coastal tourism should be managed by one of institution which may be that of a local community or a governmental authority/agency. keywords: pattern of management, sustainable, coastal, tourism. introduction the development of tourism has been oscillating for the last decades, associated with various factors, such as financial crisis (1997/1998-2000), 9/11 tragedy, gulf war, issues on sars (severe acute respiratory syndrome), and issues on terrorism. at present, the global monetary crisis is also of great influence on tourism, because it affects the disposable income of the americans, europeans, and spread to asian countries. this once again strengthens the position that amidst its potential as an engine of economic growth, tourism is also susceptible to external disturbances. as stated by the world travel and tourism council (theobald 1994, in ariani (2004), tourism has been the biggest e-journal of tourism vol.3. no.1. (2016): 1-13 http://ojs.unud.ac.id/index.php/eot 2 e-issn: 2407-392x. p-issn: 2541-0857 industry in the world, seen from economic indicators such as total output, value added, investment, labour, and tax contribution for the government in many countries. tourism is a significant industry in british columbia; it generates more than 4% of the real gdp and about 7% of employment. by comparison, it is only slightly smaller than bc's construction industry. for indonesia, the importance of tourim had been strongly stated in the outlines of state policy (1998), it is stated that, “pembangunan kepariwisataan diarahkan pada pengembangan pariwisata sebagai sektor andalan dan unggulan dalam artian luas yang mampu menjadi salah satu penghasil devisa, mendorong pertumbuhan ekonomi, meningkatkan pendapatan daerah,memberdayakan perekonomian masyarakat, memperluas lapangan kerja dan kesempatan berusaha, serta meningkatkan pengenalan dan pemasaran produk nasional dalam rangka meningkatkan kesejahteraan rakyat dengan tetap memelihara kepribadian bangsa, nilai-nilai agama serta kelestarian fungsi dan mutu lingkungan hidup”. it is clearly dictated that tourism is developed to become a main sector in the national economic development, while at the same time maintains the national identity and environmental sustainability. tourism is wide spanning, in the sense that it consists of various service industries related to the facilitation of travelers, such as restaurant, accommodation, transportation, and souvenir (yoeti, 1996). as such, labor absorbed by this sector is significantly high, with a close correlation with the development of tourism service industries, tourism infrastructures, and tourism attractions. the number of labor used in tourism sector at the end is associated with the number of tourist arrival and expenditure. a number of analyses have stated that tourism development triggers labor mobility (vorlauter, 1996). (radetzki-stenner, 1989) also states that the development of tourism has become the main pull factor in the immigration of labor. interestingly, the level of education of those involved in tourism is relatively above of those on other economic sectors. the number of tourist visiting indonesia in 2008 reaches 6.4 m, with a significant increase compare to that of 2007 (5.5 m). the arrival of 2007 itself is an increase of 13.02% compared to that of 2006 (depbudpar, 2007). seen from nationality, asean countries, especially singapore and malaysia, are the main sources of tourist visiting indonesia. from economic perspective, positive impacts of tourism, in bali can be seen from several indicators, namely (1) as a source of foreign exchange for the country, (2) a potential market for goods and services produced by the local community, (3) to increase the community income whose activities are directly or indirectly related to services of tourism, (4) to increase the job opportunity, either in direct-linkage sectors such as hotel, restaurant, and travel agent, or at indirect linkage sectors such as handicraft industry, supply of agricultural produce, cultural attraction, retail business, and the other service activities, (5) as a source of region‟s indirect taxes, and (6) to stimulate the artists‟ creativity, such as those in small-scale industry or in traditional performing arts (antara and pitana, 2009). thus, tourism, wherever it is, including in bali has arisen positive impact for regional and national economy, in other side, it also gives negative impact such as decrease of potential farming area for supporting the tourism infrastructure development, increase the crime, traffic jam, urbanization, migration, arising of shop, shopping centre, mall which violet the rules of environment, environment degradation and pollution. the last negative impact mentioned above called negative externality = external cost = external diseconomy such tourism activity that arise environment damage, water pollution (river sea and well ) and earth, so that it causes social lost guaranteed by society around the tourist objects. from micro point of view, to decrease negative externality caused by tourism can be conducted throughout some policies, such giving incentive in form of subside or taxes discounted (hotel and restaurant) to the tourism supporting agents (such as restaurant, travel agent, scuba diving, etc) which give such protection or maintain the sustainability for environment. as an example : hotels or e-journal of tourism vol.3. no.1. (2016): 1-13 http://ojs.unud.ac.id/index.php/eot 3 e-issn: 2407-392x. p-issn: 2541-0857 travel agents which recycle the waste either solid or liquid waste (sewage), so that it does not arise pollution to the land or water around it. in return, government apply disincentive in term of increase of taxes (taxes for hotel and restaurant or fine for any tourism supporting agencies) which pollute the environment, whether air, earth or other pollution which cause the disadvantage for community. from macro point of view, so tourism has great rate in increasing national and regional income. if it is formulated in a form of macroeconomic model, so regional and national income accounted from expense side as follows y = c + i + g + e – m where is, y = national or regional income; c = society consumption expenses; i = private investment expense; g = government expense; e = export; m = import. if tourism is progressively developed means that there will be an increase of tourist visit, it also means that there is increase of tourist expense in tourism object. so, there will be automatically an increase of income for society, government, private businessmen and export of tourism services. furthermore, this income is repurchased or expended, so it causes an increase for c, i, g and e and will finally increase the total income for regional/national income (y). however, as it has been mentioned above, tourism also affects an externality particularly negative externality which both directly and indirectly causes nature resource degradation, water pollution, earth, etc. so, they will effect to disadvantages which must be guaranteed by society (external social cost). if this external social cost is internalized into real cost will factually decrease the regional or national income. therefore, macro-economic model must previously corrected by entering negative external component into the model. y = c + i + g + e – m + negative externality due to externality produced by tourism is negative externality. so, the achieved economic growth is required to be decreased or in other word, it is required to do economic valuation from the resource used on regional or national economic activities. the role of tourism in the economy case: indonesia if assumed tourism represented by trade, hotel and restaurant sector has a significant contribution to the economy of indonesia, as can be seen from its share to gdp (gross domestic product). from trade, hotel and restaurant alone, tourism contributes 16.15% in 2000, decrease to be 13.69% in 2010, and increase to be 14.60% in 2014 in 2007 at current price (table 1). the share of tourism on gdp is seconded only by manufacturing. if tourism supporting industries are included (i.e. transportation, communication, finance, and other services), tourism would be the biggest contributor in the formation of indonesian gdp. the other economic indicator of tourism is the foreign exchange earned, which is important for any country in doing international transaction. through money changer or banking system, foreign currencies are exchanged to local currencies at destination. in foreign exchange earning, tourism contributes the fifth biggest in 20102010. the position of tourism increase, and in 2013-2014 is the forth (table 2). the fluctuation of this position is closely associated with the fluctuation of tourist arrival to the country. even though fluctuating, it is clear that the role of tourism is significant in the economic development of indonesia. even more if the indirect economic impacts are calculated, such as poverty alleviation and job creation. e-journal of tourism vol.3. no.1. (2016): 1-13 http://ojs.unud.ac.id/index.php/eot 4 e-issn: 2407-392x. p-issn: 2541-0857 table 1. share of economic sectors on gross domestic bruto of indonesia according current price (in percent) source: website of central bureau of statistics (downloaded april 19, 2016) note: *) = temporary data table 2 foreign exchange of tourism in comparison to the other export commodities, 2010-2024 (million usd) source: website of tourism ministry of republikc of indonesia (downloaded april 19, 2016) case: bali a better outlook can be drawn from the case of bali, the tourism capital of indonesia. because of the intensity of tourism development in the island, the economy of this island-province is that of tourism-dominance, quite different from the other provinces in indonesia. tourism has become the leading sector in the economy, pushing other economic activities. the dominance of tourism has led the network of the economy spreads from local, national and international. these results in the significant contribution of the related sectors, such as hotel, restaurant, trade, transportation, finance, and other services, to the formation of the regional gdp and foreign exchange earning. in the period of 2010-2014, the sector called ‟trade, hotel and restaurant‟ contributes averagely 29.10% to the gdp. its share to the gdp fluctuates, related to the fluctuation of tourist arrival. in 2010, tourism contributes 27.82% to the formation of bali‟s gdp; in 2011 it increased to 28.25%, its contribution to gdp increase down to 31,35% in 2014. however, if the economic sectors are grouped into three main sectors (primary, secondary, and tertiary sectors), and tertiary sector assumed represent tourism sector, the economic structure of bali is steady, that tertiary sectors dominates the economic structure. in 2010, tertiary sectors contributed 65.28% to the island‟s gdp, and in 2011 it reaches 67.16%. secondary sectors‟ contribution also decrease from 16.34% in 2010 to 16.10% in 2011. on the other hand, the role of primary sectors decreases from 18.38% in 2010 to 17.48% in 2011 (table 3). this is in line with the general patterns that the increase of the per capita income tends to hand in hand with the decrease of the role of primary sectors. the economic structure tends to shift from primary to secondary and tertiary. the role of tourism in the economy is not only indicated by its contribution in the formation of gdp, but also from tourist‟s expenditure on goods and services during their stay in bali. tourist‟s expenditure brings about direct and indirect impacts. the direct impact is the value of money spent to directly buy goods and services in the destination, while the indirect impacts involves the expenditure for goods and services that do not directly influence economic sectors producing such goods and services. e-journal of tourism vol.3. no.1. (2016): 1-13 http://ojs.unud.ac.id/index.php/eot 5 e-issn: 2407-392x. p-issn: 2541-0857 table 3 the formation of bali‟s gdp by sector, at current prices, 2010–2014 source: website of central bureau of statistics of bali province (processed) (downloaded april 23, 2016). the direct impact of tourism on the local economy can be seen from the value of tourists‟ expenditure (international and domestic). meanwhile, total tourist expenditure per year in bali is determined by the total tourist arrivals per year, the average length of stay of tourists and the average tourist expenditure per person per day. assuming the average length of stay of tourists and the average tourist expenditure per person per day remains unchanged, the total expenditure of tourists every year in bali will increase with the increase in tourist arrivals to bali. moreover, if the average length of stay and average tourist expenditure per person per day increased, then it is definitely spending tourists in bali increased larger. as shown in table 4, tourist arrivals to bali in 2004 only amounted to 1,457,565 people, in 2008 increased to 2,085,084 people, in 2010 increased to 2,576,142 and in 2014 increased to 3,766,638 people. so it seems clear that the increase in tourist arrivals to bali every year will increase tourist spending and increase in tourist visits will be income of tourism stakeholders, will eventually be able to improve the economic activities bali. table 4 foreign tourist arrivals to bali (people) source: website of central bureau of statistics of bali province (downloaded april 23, 2016). four of management pattern of bali coastal destination the development of tourism in bali‟s beaches comes with several, utilized by tourism investor to build of hotel, bar and restaurant, and to develop beach tourism attractions, and so location of tourists expose to the sun known with term 3s is sea, sand, sun. there are four patterns in the management of sustainable coastal tourism, namely (1) pattern of management by village tradition; (2) pattern of management by village foundation; (3) pattern of management by government authority/agency; and (4) natural development (without pattern of management). each of management patterns will be explained as follow. 1. pattern of management by village tradition pattern or system of kuta coastal tourism management was implemented in this time is pattern of management by tradition village. initiative of this management pattern forming comes from prominent figure of tradition village. but all of management feel the management pattern applied in this time still be traditional, so that still need the input from society and tourist. if there is input will be closed for the development of coastal tourism area to become better. e-journal of tourism vol.3. no.1. (2016): 1-13 http://ojs.unud.ac.id/index.php/eot 6 e-issn: 2407-392x. p-issn: 2541-0857 management pattern by tradition village own the structure of organization and command system, namely under the head of tradition (bendesa adat) there is coastal management unit chief consorted by vice chairman, assisted by treasurer and administration. chief of coastal management unit be under division of infrastructure and cleanliness, and coordinator of field i, coordinator of field ii, and coordinator of field iii, where about each this coordinator own the member. duty of each unit head or division, those are: 1) chief of coastal management unit, its duty to monitor, to coordinate of organization internal, merchant, tourist, and company or relevant third party that related with the cooperation and responsibility to all of coastal area management activity to cheep of tradition village. 2) unit vice chairman, its duty assists the job of coastal management unit. 3) treasurer, its duty handle the transaction from coastal merchant, together with fee, rent money in work agreement of cooperation, to make the financial report and all of activity related to payment system. job system still in manually and traditional, and employees status is permanent, with the employees just one people and frequency work during eight clock per day. 4) division of administration, its duty to arrange the related/relevant bookkeeping with the coastal merchant, partys invited by cooperate concerning various contracts. its job system is manual still in computer work sheet not yet used the data base. 5) division of infrastructure, its duty related with the equipments and office inventories and also prepares various infrastructures supporting, like cleanliness truck, etc. its job mechanism is monitoring of infrastructure condition if there are damage, undertaking to repair or bring to service workshop. employee status is permanent only one people and work is eight clocks per day. 6) division of cleanliness, its duty related with cleanliness of coastal tourism area. this division to conduct around control every day and also to involve the merchant to work together to keep cleanliness of coastal area. its job system is to keep cleanliness and conducting control the cleanliness every day. employee‟s status is permanent as much three people oldly work every day that is eight clocks. outside of cleanliness of task unity, there is also coca cola beach cleaning where take worker from tradition citizen that coordinated by the company of coca cola and its remuneration also from party of coca cola. 7) division of field coordinator there are three of team, with the member amount of every team as much eight people, so that totalize the employees as much 24 people. undertake to monitor coastal situation related with security, cleanness, merchant, tourist freshmen, even which underway and also all aspect of related to various activity in coastal. its job system is teamwork (on/off three shifts) with the employee‟s status is permanent and long work every day is 12 clocks. salary system was applied at all employees is monthly and salary obtained differ as according to position and duty of each worker. operating expenses of coastal tourism management in this region from: 1) hotel fee per month, whereabouts there are fee difference according to hotel class. revenue from hotel fee managed by institute of kuta society empowering institute. 2) all merchant in coastal periphery, fee charge is varying depended on type of effort and citizen status who trading. general classification: merchant wear the umbrella is rp 250.000,per month, food merchant rp 100.000,-per month, small scale food merchant equal to rp 75.000, per month, others merchant equal to rp 50.000,per month, and merchant of tradition village citizen equal to rp 15.000,per month. 3) visitors, mainly visitor using motor bike and motor car imposed by a retribution park. 4) usually if there is even using of park land, so there is contribution to coast, its big depended by even that goes on. revenue per month for the management of coastal in this region ± rp 70 million, which come from retribution of merchant ± rp 45 million, cooperation with e-journal of tourism vol.3. no.1. (2016): 1-13 http://ojs.unud.ac.id/index.php/eot 7 e-issn: 2407-392x. p-issn: 2541-0857 the third party (contracts) rp ± 15 million, and even which do not fasten ± rp 10 million. while operating expenses equal to rp ± 50 million, and the rest rp ± 20 million pure into the cash of coastal management noted and reported by management each month. if tradition village there is program like development, hindu ritual, etc, the fund can be subsidized to various the programs. constraints met in operational of coastal tourism management pattern in kuta region that is, arranging of merchant and garbage. solution which has been taken by that is sit together with related stakeholder in take action best to minimize of problem. pursuant to confession, management party not yet satisfied to management pattern applied in this time, and hope there is input from tourist and society. seems the management copes to arrange the coastal location become better, balmier for visitor by building restoration, renewal of tool and infrastructure with supporting by badung regency government. kindliness which felt by manager by applying management pattern by tradition village that is, opening of opportunity business for society citizen, society economy expands, and region development is increase. but insuffiency felt that is, a lot of merchant so that location is too crawdad, view for tourist on the wane, just for coastal panorama because coastal area have solid of merchant since expanding of kuta coastal tourism, clear visible make-up of local and comer society prosperity, because society able to get the benefit from tourism through creation of various business activity which related with the tourism service, so that able to catch the tourist expenditure transacting goods and tourism service in kuta coastal. thereby coastal tourism growth of kuta, indirectly have alleviation of poverty in kuta region kuta, previous about year 1970-an only a poor fisherman village. management pattern by kuta tradition village have been able to create the coastal atmosphere of peaceful kuta, balmy, and clean, so that this will become the capital to attract the tourist visit by continuing, and in the end will be able to support local society livelihood sustainability. side the coastal tourism organizer of kuta, suggesting that is, (1) governmental role in coastal tourism development very needed in provide tools and infrastructure, as well as increase of human resources quality through various training and construction, (2) needed tourism promotion which intensively so that can increase and attract the tourist enthusiasm to pay a visit to the tourism destination. 2. pattern of management by village foundation pattern or coastal tourism management system (sustainable coastal tourism) is applied in this time in sanur coastal referred as a pattern of management by village foundation. institution forming come from initiative of elite figure of sanur countryside in a discussion forum, then compromise to form the development foundation of sanur village, shortened by foundation of sanur village, whereabout one of its activity unit is manage the coastal area of sanur becoming sentra of tourism development in denpasar municipality. sanur area under authority of denpasar municipality region, owning advantage of coastal tourism, whereabouts its coastal sandy white and suit for sunning for tourist which like to sun, so that obtained tourism attraction of 3s that is sea, sand, and sun. in sanur coastal in the morning can see the sunrise from east horizon of bali island. in alongside of sanur coastal have location a lot of stars and non-stars hotels, restaurants and cafeteria, merchant, artshop. sanur village foundation led by a chief, and under the foundation there is sanur coastal management unit that led by a unit chief, that be under divisions, each owning duty that is: 1. division of cleanliness, its duty to clean the coast routinely was scheduled everyday and entangles the merchant and entrepreneur exists in each area. cleaning division do some employees which have status is permanent employees, who do full-time l and part-time. this division always coordinates with municipality denpasar cleanness agency in to cleaning of sanur coastal environment. 2. division of security, undertaking to secure the sanur village region inclusive of sanur e-journal of tourism vol.3. no.1. (2016): 1-13 http://ojs.unud.ac.id/index.php/eot 8 e-issn: 2407-392x. p-issn: 2541-0857 coastal security. work mechanism is to coordinate with village security institution (call: bankamdes) and sector policy. this division employ some permanent employees and contract employees, whereabouts every sub of tradition village under sanur village amount differ, namely north coast as much four people assisted by village security institution with every shift six people. 3. division of park, undertaking to arrange the incoming and exit of car going to sanur coastal area. each of sub tradition village (called banjar) to manage the park areal in each area, and do the permanent employees with the rolling work system every 12 clock, that its amount depended of wide of region arranged. 4. division of administration, its duty to inventories of all coastal merchant, tourism entrepreneur, sailboat group and note the revenue and expenditure. working co-ordinate with the area head, employing of permanent employees amount two people, and long work seven clock every day 5. division of crossing, undertaking to observe and note everyone to cross from sanur to the nusa panda and nusa lembongan island. this division employ the employees as much ± 9 people, which have status is permanent employees, with the working time from 06.00 up to 11.00 am of middle indonesia time. 6. division of public utilities (like toilet), undertaking to look after the public utilities cleanness. this division employs two people who have status of permanent employees, and long work 12 hours per day. salary system of employees in each division is monthly salary system and percentage from revenue, and level of salary according with theirs duty and position. while revenue for the operational expenses for north area management pattern ± rp 26.000.000, per month, that come from, (1) incoming fee of tourism area, ( 2) park motor bike and motor car, ( 3) merchant retribution, (4) crossing retribution to nusa penida and nusa lembongan island, ( 5) public utilities retribution, and ( 6) sailing boat retribution. this revenue after minus by the operational expenses about 50 percent, the rest channeled to tradition village, and from traditional villager used to repair of praying utilities(called: kahyangan tiga). positive impact felt by manager with applying management pattern by foundation is requirement of tradition village of fund, for development as well as for ritual ceremony can be fulfilled coming from rest of sanur coastal management revenue. all management not yet felt of insuffiency from this pattern, with the argument that as long as held of good control, so insuffiency not exist and if there is relative minimum and can be overcome. this matter can be proved by management statement, whereabout they are felt toward theirs performance from applied of this pattern. but there are constraints met in operational of coastal tourism management pattern in this region that is, difficult arrange the visitor, difficult arrange the merchant, and difficult manage the garbage. but solutions which have been taken that are discussion among related divisions and agree on the solution which must be taken. in effort improve performance of this pattern, important every division always coordinate with the other stakeholder tourism in each of manage area. example, division of cleanness have to always coordinate with cleanse agency of denpasar municipality, merchant at coastal alongside, and visitors, to direct the visitors to throw at its place and role of law have agree in manage area. a lot of society of sanur countryside citizens of its livelihood in sanur coastal tourism, as merchant of food and beverage, merchant of souvenirs, guide for tourism attraction, hotel and restaurant workers, etc. thereby tourism of sanur countryside has been able to improve the society earnings, and indirectly can alleviation of local society poverty. implemented of this pattern seems have shown the good performance, whereas the sanur coastal to be clean, peaceful, balmy and also beautiful, so that this capital will be able to attract the tourists to visit to sanur coastal sustainability and society livelihood come from tourism can be sustainable. e-journal of tourism vol.3. no.1. (2016): 1-13 http://ojs.unud.ac.id/index.php/eot 9 e-issn: 2407-392x. p-issn: 2541-0857 3. pattern of management by authority agency pattern of management implemented by bali tourism development corporation (btdc) and now call indonesia tourism development corporation (itdc) constitute of representative of central government authority called controller command (komando pengendali = kodal) initiative by btdc with involve relevant institution like police of territorial water and air (called: polairud), coastal police (polisi pantai=polpa), tourism police (polisi pariwisata = polpar), sector police (polisi sektor=polsek), and certain time involve the tradition village security called pecalang (bali term). management pattern of „controller command‟ owning structure of organization, system coordination and good job mechanism. implemented this pattern to get the construction from vertical institution, for example work units to get the construction from higher institution, like security unit get the construction from bali regional police (polda bali). btdc own the division that is, security/fire guard, cleanness and maintenance, watering police, coastal police, and tourism police. security division ( fire guard) owning duties that is, taking care of nusa dua coastal security , taking care of common area by security, assisting to overcome fire in area, construction and controlling toward coastal merchant. security under coordination of operation division and directorate operation, divided to become four guard shift that is, morning, day, evening, and night. territorial security coordinate with sector police of south kuta, tourism police, coastal police, watering police, hotel security under coordination of head of btdc security representing lengthening of bali regional police. sum up the coastal security labor of nusa dua that is, sector police 50 people, coastal police 12 people, watering and air police nine people, tourism security eight people, btdc security unity 75 people, hotel security 314 people, and coastal police are 21 people. division of cleanliness and maintenance of garden and coastal own the duty that is, keep cleaning area, looking after gardening in area and coastal, to separate and chosen the inorganic and organic garbage. cleanness is responsibility of btdc maintenance unit under operation division. work to be outsourcing by cooperation of nusa jaya of btdc as much 160 people, with two shifts that are 06 s.d.10.00 am middle indonesia time, and evening 13.00-16.00 pm middle indonesia time. cleanness working coordinated by field maintenance unit (called upl-upem). division of police of territorial water and air representing lengthening of hand of bali regional police, owning duty that is, taking care of security of water territorial of nusa dua, taking care of coastal area security of nusa two, and assist to save the tourism get accident in coastal. routine coordination each month through meeting of btdc security. work system namely patrol routinely with the rubber boat, jetsky, and car, divided into four shift that is, morning, day, evening, and night. while worker amount as much 10 people. operating expenses from this division come from btdc. division of coastal police representing lengthening of bali regional police own the duty that is, taking care of security in coastal area of nusa dua, routine patrol to alongside of nusa dua coastal, and conduct the coordination to btdc and hotels security. system of work in the form of patrol routinely with the bicycle and take walk. work of coordination through monthly meeting of btdc security and communications use the ht integrated. frequency work 07.00-18.00 pm middle indonesia time, divided into two shifts, morning and evening with the personnel amount 21 people. division of tourism police also represents the lengthening of bali regional police own the duty that is, taking care of security in nusa dua tourism area, and gives the information to tourists. work system with patrol routinely and coordinate in the form of monthly security meeting. frequency of work from 07.00 am to 18.00 pm, with the personnel amount as much 12 people. e-journal of tourism vol.3. no.1. (2016): 1-13 http://ojs.unud.ac.id/index.php/eot 10 e-issn: 2407-392x. p-issn: 2541-0857 implementation of management pattern by authority agency like btdc and own the mechanism work better, affecting positive toward conservation, security, freshment, cleanness, and harmonious in nusa dua coastal area, that finally support achievement of sustainable nusa dua coastal tourism. a lot of tourism stakeholder, like food and beverage merchant, souvenir merchant, entrepreneur of hotel and restaurant, hotel worker, owner of speed boat patch or sailboat, and coastal attraction guide to obtain the benefit from existence of nusa dua coastal tourism. tourists during in coastal tourist destination of nusa dua expense their money to various transactions of goods and tourism service, and this tourist expenditure is under arrest by various stakeholder tourism. this means coastal tourism sustainable very having an effect on local society livelihood sustainable. hence, effort this coastal tourism maintenance and conservation is very requires to be conducted in order tourists to come sustainability, so that able to give the livelihood to the local society sustainability. although coastal tourism management of nusa dua is progress and modern, but there are still society group outside nusa dua area, especially in bualu village and tanjung benua village, like narrow land farmer, breeder, and seaweed farmer still to be impecunious. because their activity is not related at all with the tourism and do not own the skill to follow to work in tourism, so that cannot follow to catch the tourism cake. this matter requires getting the attention from btdc. until nowadays btdc not yet owned of special program addressed in the effort poverty alleviation in bualu village and tanjung benua village. role of btdc in the poverty alleviation indirectly under program is obliged to from government to side the corporate government, cg (called: badan usaha milik negara, bumn) that is recognized with the title partnership program and environment construct, ppec (called: program kemitraan dan bina lingkungan, pkbl). ppec program represent the program is obliged to for all bumn of exist in indonesia. this program this represent to exist from corporate social responsibility (csr) or responsibility of company especially corporate government toward society and environmental around place location of effort them. but, confessed by btdc, before existence of obligation from governmental party to perform the csr to society, btdc have conducted activities as existing their caring to environment about (susrami dewi, 2009). however btdc also conduct the partnership program (pp), especially in economic aspect. this program have been conducted since year 1992, but newly in the year 1997 supported by released of minister regulation. for this time legal force of pp as one of program csr of a corporate government arranged in regulation of state's minister of corporate government no.: per05/mbu/2007 about partnership program of corporate government with small industry and program to construct the environment. after existence of the legal force, natures of pp which initially have the character of the grant nowadays become the rolling fund with the guarantee. special in execution of pp, btdc conduct cooperation with two other parties, namely side the badung government in this matter represented by badung regency cooperation agency and side of head of environmental whereabouts applicant reside. involvement of three stakeholders, namely btdc, cooperation agency, and environmental head usually term by btdc with three partiet. yet in this time btdc not more involve badung regency in execution pp. this matter is caused by arise complain from partner candidate concerning extra fee which burdened to them when to arrange the request letter. at this time pp to be one of indicator used in determining image or success of one government corporation in national eye. the using of pp as one of success indicator of a bumn, confessed to become the constraint for btdc in channeling loan fund particularly at small industry. e-journal of tourism vol.3. no.1. (2016): 1-13 http://ojs.unud.ac.id/index.php/eot 11 e-issn: 2407-392x. p-issn: 2541-0857 4. natural development (without pattern of management) coastal tourist destination in bali, which start develop as well as developing, beside its growth there is managed professionally with principal of modern management, but there is also some tourist destination which its growth naturally or without intervention the human hand or without management. yet in this paper taken only one as example, namely nusa lembongan coastal tourist destination in nusa lembongan island in klungkung regency, bali province indonesia. nusa lembongan tourist destination covers two island of exist in archipelago of nusa penida that is nusa lembongan and nusa ceningan. nusa lembongan tourist destination is the part of nusa penida area which is located in klungkung regency. distance of nusa lembongan tourist destination from denpasar town more or less 70 km, from klungkung town more or less 30 km, and from its district town that is nusa penida more or less 14 km. nusa lembongan only can be reached through sea, which generally boat come from bali island through port of padang bay (karangasem regency), kusamba (klungkung regency), sanur and benoa (denpasar municipality). nusa lembongan tourist destination is the single archipelago in bali becoming destination for activity of day trip (daily tour) for cruiser with all the form (catamaran, speed boat, pinisi) and size start from between 10 and 20 people capacities until hundreds people who leave from benoa port. activity of this day trip originally expands in nusa lembongan and introduces the nusa lembongan as a maritime destination in world. decade of 1990-an is new chapter of tourism growth in nusa lembongan which is early with the luxuriant cruiser attendance that is operate of bali hi cruises precisely year 1989, transporting hundreds of tourist per day. successively followed by waka louka cruises operating year 1991, island explorer cruises, sail sensation cruises and still a lot of again. tour program offered by company mention is similar, covering attraction in sea and also tour in countryside. some of maritime tourism activity developing in nusa lembongan island namely watersport (diving, surf bike, snorkling, banana boat, parasailing, water slid, cannoeing, fly fishing, around the island tour, pontoon restaurant, glass bottom boat, semi [of] submarine tour, jetsky). for the activity in continent, tourist invited to enjoy the island tour which offered by all cruise business. several things seen by tourist of during this island tour are seaweed cultivation, countryside atmosphere, underground cafe, old house (traditional) and visit the mangrove forest. tour activity conducted by cruiser leaving from benoa port, stimulus of tourists to recognize nearer about nusa lembongan. then emerge the request from tourist to lodge over there which responded by investor to build accommodate facilities for tourist which have international standard. expanding of accommodate facilities also pioneered by above mentioned cruiser company, among other things: waka nusa resort builded year 1993 to accommodate the tourist brought by waka louka ship, tide hai hut ( bali hai ship) year 1998, coconut beach resort (island explorer ship), and nusa lembongan resort (ship of sail sensation) year 1999. can be imagined how growth of a coastal tourist destination without management or let to expand by self, have of course more amount generating negative impact from compared positive impact, toward the physical environment of tourist destination, and social and economic of local society. base on observation and dept interview with all tourism stakeholder in nusa lembongan island, seem that tourism growth without management have generated the positive impact in economic, and negative impact toward physical environment, social and economic. positive impact of growth of nusa lembongan coastal tourist destination without management toward economic that is many builded hotels or cottages and coastal tourism attraction around territorial water of nusa lembongan, so have created a lot of job opportunity filled by local resident. even a lot of local resident finally own the double livelihood, beside in the morning as fisherman catch the fish, day as worker in hotels or as guide in coastal attraction. other society e-journal of tourism vol.3. no.1. (2016): 1-13 http://ojs.unud.ac.id/index.php/eot 12 e-issn: 2407-392x. p-issn: 2541-0857 member also a lot of create activity that related with tourism, like merchant of food and beverage, merchant of souvenirs and so on, so that can increase their earnings. so can said that rapid develop of coastal tourism in this time in nusa lembongan, have given the benefit to local society in the form of extension of opportunity work and increasing of earnings, so that indirectly able to lessen of poorness in nusa lembongan. negative impact of develop of nusa lembongan coastal tourist destination without management toward physical environment among other things, 1) minimum of settlement to infrastructure and utilities of attraction water marked by, (a) disorganized of boat berth in port, (b) difficult of all accommodation service entrepreneur in searching place for the sunbathing, relax, swimming, snorkling, ( c) coast which ought to become the fascination of nusa lembongan tourist destination in the reality do not give the satisfaction for tourist. this matter has been confessed by a lot of tourist which come back from visit to nusa lembongan tourist destination. 2) land utilization which is not optimal, marked by, ( a) disorganized of building in coastal periphery, (b) uncontrolled to dig confessed by society, so that here and there a lot of hole bothering of traffic, (c) there are building which impinge the coastal border, building own the local society as well as building own outside investor. 3) lack of handling to coastal cleanness, marked by some indicator that is, ( a) coastal cleanness in general less get the attention, especially from garbage of seaweed when fall off season of its leaf and also household garbage, (b) inexistence of controlling and reporting toward tourism actors throwing away its waste to coast. 4) inexistence of special controlling toward coral reef and other coastal component becoming of island asset, marked by some indicator that is, (a) controlling inexistence to catch sea biology, like coral reef, decorate fish) and coastal sand, (b) controlling inexistence to fish bomber in coastal territorial water, (c) controlling inexistence to exploiting of coral reef, especially for diving activity by tourist, and (d) less organize of activity which have coronet of environment conservation, like of greening activity of hairless mangrove forest, cultivation of coral reef that damage, and counseling to related with the effort of natural conservation. 5) density of water traffic is not controlled, marked by special arrangement inexistence to ship traffic and tourism attraction. negative impact to social in the form, i.e.: 1) coastal consumer security is not guaranteed, marked by some indicator that is, (a) special agency inexistence to monitor of coastal situation as a whole especially to coastal consumer safety namely tourist, (b) guide inexistence in territorial water of referring to coastal use. 2) lack of information related with coastal existence as a tourist destination. 3) resident arrogance, marked by indicator that is, ( a) sense of belonging of destination abundant cause the resident do at will, ( b) local resident at will to utilize the exist land, although that land have been contracted by external investor, (c) do not mind the beautiful and harmoniously of environmental, (d) park their car promiscuously in hotel areal, without caring that matter can disturb the view, (e) park the boat promiscuously without caring that guest also wish to swim in coastal. negative impact toward economics of all hotel entrepreneur in the form of imposition of tariff of helper service uncontrollably, marked by special controlling inexistence to all helper behavioral, and tariff imposed to users at will helper and often have extortion nuance. accumulate from negative impact to physical environment, social and economic, sooner or later will become the boomerang for nusa lembongan tourist destination. probably slowly nusa lembongan coastal tourist destination will be left by tourist, and in the end the tourist destination mention will die or destroy. this has been become of a tourist destination in asia-pacific; dead cused there is not tourist to visit there. finally will valid an expression "tourism destroy tourism", or “tourism kill tourism". however need also e-journal of tourism vol.3. no.1. (2016): 1-13 http://ojs.unud.ac.id/index.php/eot 13 e-issn: 2407-392x. p-issn: 2541-0857 underlined that this expression do not only valid for tourist destination without management, but also valid for the tourist destination with a management, if its management less nicely. however before death of nusa lembongan coastal tourist destination (hopefully is not happened), government of province or regency government need intervention with soon establish the authority agency, special to manage the nusa lembongan coastal tourism. this agency conducts the resettlement by making master of coastal plan tourism development of nusa lembongan. through this way, nusa lembongan coastal tourism will sustainable. concluding remark since develop of coastal tourism in bali, arisen four approach or pattern in to manage of sustainable coastal tourism, namely pattern of management by village tradition (desa adat), pattern of management by village foundation, pattern of management by government authority agency, and natural development (without pattern of management). two management patterns management by village tradition and management by village foundation initiatives by local community and its developing, local community livelihood in all long of beach very depending on tourism. while, management by authority agency initiatives are mainly applied by the central government in jakarta. coastal tourism managed through the three kinds of management approaches are generally good, particularly on environmental security, tourists safety, maintaining clean environment which are made possible through mobilization of task forces. on the other hand, coastal areas without planned tourism management, generally suffers from several problems. hence the development of sustainable coastal tourism should be managed by one of institution which may be that of a local community or a governmental authority/agency. references antara, m. and pitana, g. (2009) „tourism labour market in the asia pacific region: the case of indonesia‟, in fifth unwto international conference on tourism statistics: tourism an engine for employment creation. bali. ariani, m. (2004) analisis kebutuhan tenaga kerja pada hotel berbintang di kabupaten badung. universitas udayana. radetzki-stenner, m. (1989) internationaler tourismus und entwicklungsländer: die auswirkungen des einfachtourismus auf eine ländliche region der indonesischen insel bali. litverlag. susrami dewi, n. (2009) peran bali tourism development corporation (btdc) dalam pengentasan kemiskinan di desa bualu dan tanjung benua kawasan pariwisata nusa dua. university of udayana,. vorlauter (1996) ourimus in entwicklungslanders entwicklung durch fremdenverkehr. darmstadt: wissenschaftliche buchgeselhschaft. yoeti, o. a. (1996) pemasaran pariwisata. pt. angkasa bandung. nyepi holiday package: e-journal of tourism vol.7. no.1. (2020): 37-54 http://ojs.unud.ac.id/index.php/eot 37 e-issn: 2407-392x. p-issn: 2541-0857 the economic impact of man-made tourism development towards local community in kota batu east java (case study: pasar parkiran jatim park i) tomi agfianto 1 , a faidlal rahman 2 1 tour and travel of sebelas maret university 2 hospitality management of brawijaya university corresponding author: tomi.agfianto@staff.uns.ac.id article info received 3 december 2019 accepted 15 february 2020 available online 31 march 2020 abstract recently, tourism becomes a great demand by all people including the millennial group. it makes stakeholders of tourism industries should provide and accommodate the demand of the millennial. the millennial people are close to challenges, technologies, digitals, and something that has excitement. one of tourism concepts which is suitable and highly demand is man-made tourism such as theme park, amusement park, etc. this study aims to identify and analyze the tourism impact that emerges with the existence of man-made tourism activities, because those tourism activities are closely to capitalist monopoly and industrialization. the approach of this research was quantitative method by distributing questionnaires to the tourists who spent their expenditure and local host who received income from the tourism activities. this research was conducted at the pasar parkiran tourism destination in kota batu east java which is managed by jatim park i. the results of this study explain that the value of keynesian income multiplier (kim) effect is 0.93. the result shows that tourism activities give positive impact to local host due to the value close to 1.00. the research explains that negative image of mass tourism activities that is monopolized by the company is not totally true, while tourism is managed by the company involving the community as the partner will have a positive impact on both sides. keywords: mass tourism, man-made tourism, tourism economic impact, batu city tourism development, pasar parkiran. introduction background tourism becomes a primary and leading sector in development the economy of the country. since 2016, tourism contributes to improve the economy by donating us$ 13.568 billion. furthermore, in 2018, tourism has been able to generate a second largest foreign exchange income after crude palm oil (cpo) (kemenpar, 2019). another e-journal of tourism vol.7. no.1. (2020): 37-54 http://ojs.unud.ac.id/index.php/eot 38 e-issn: 2407-392x. p-issn: 2541-0857 indicator of the successful growth of the tourism sector is based on data released by the indonesian ministry of tourism that the increasing number of foreign tourists year by year. in 2018, there was a growth of 12.61% from 2017 which was 15,810,305 foreign tourists, although the number was not in accordance with the figures targeted by the ministry which were 17 million foreign tourists in 2018. the continuity of indonesia tourism development has already positive impact on the tourism growth in east java province. this development proved by increasing the number of tourists, where east java was visited by 66.314.044 tourists, consist of 690.509 foreign tourists and 65.623.535 domestic tourists in 2017. this number has a growth of around 11.62% compare to the previous years 2016 which amounted to 618,615 tourists. the development of tourism industry in east java, both foreign and domestic tourists, within a certain period showed a positive increase. it means, east java as a tourism destination in indonesia is indeed quite potential and interesting to be visited by tourists. therefore, this development can be used as an indicator that east java tourism can compete with other tourism regions in indonesia. geographically, batu city is a part of malang raya area which is consists of malang city and malang regency. this small city is well-known as tourism destination with branding of shining batu many tourists visit batu city comes from various regions in indonesia and countries all over the world. they come because batu city has its own distinct characteristics and strengths that are always attractive to tourists. this is proven by the development of tourism and increasing the number of tourist visits to batu from year to year besides being a strength in preserving the distinctiveness and diversity of tourist attractions that are different from other regions (product diversification) (rahman, 2012) the growth of tourist attraction in batu city is currently classified as very massive, especially in the development of man-made tourist attractions. based on data obtained from the batu city tourism board, there are at least 49% of the tourist attractions in batu city are man-made tourism attraction and the remaining 13% and 38% are cultural tourist attractions and natural tourist attractions. the man-made tourist attraction in batu city is dominated by pt. bunga wangsa sedjati which has jatim park group tourism destination. the tourism destination has several tourist attractions including jatim park i, jatim park ii, jatim park iii, batu night spectacular (bns), eco green park, museum angkut, predator fun park and many more tourist attractions spread out in e-journal of tourism vol.7. no.1. (2020): 37-54 http://ojs.unud.ac.id/index.php/eot 39 e-issn: 2407-392x. p-issn: 2541-0857 east java province. (disparta kota batu, 2019) the impact of the growth is expected to be able to contribute to the improvement of the local economy, especially people who are around the location of tourism activities. in some places, investors are present to develop the tourism industry with a capitalist model and the public is not given access to be involved in it. this has an impact on people becoming increasingly poor, unemployed, and social inequality is higher (karim, 2005). how much impact is received by the community around the tourist attraction of the pasar parkiran jatim park i with the existence of tourism activities and how the implementation on the field by local people is discussed in this article. research objectives the purpose of this study is to identify the impact received by the local community around the development of the tourism destination of the pasar parkiran jatim park i based on the approach of the tourist’s expenditure and the local people income who are active in supporting tourism activities in the pasar parkiran jatim park i. literature review tourism industry tourism has commonly believed that it has contributed positively to economic growth as exports have strongly triggered economic expansion. the rapid development of tourism industry afford to drive the growth of local income and government revenue directly and indirectly (oh, 2005). in last few years, this industry began to be focused by both regional and central governments. according to okumus (2005) explains that the tourism industry is able to become one of the main sectors driving the local economic. this is able to help the northern cyprus economy by contributing to reduce the unemployment number by creating a total of 6,000 jobs. in addition, tourism contributed to a gdp of $ 93 million (3%). although in further explained, that tourism is an industry that is susceptible to economic crisis in the country. the indonesia economic crisis in 1998 affected the decrease of foreign tourists arrivals from 1997 in 12%. according to sunaryo (2013), historically there are two tourism development models that underlie current tourism development and management models. growth oriented model which gives priority to mass tourism is an early development model and familiar in the e-journal of tourism vol.7. no.1. (2020): 37-54 http://ojs.unud.ac.id/index.php/eot 40 e-issn: 2407-392x. p-issn: 2541-0857 1980s. this model focuses on the high and massive level of the tourists number. after it was realized that the paradigm of the model did not have a significant impact on society, a new concept or paradigm emerged as one of the options and balances of mass tourism, namely the concept of sustainable tourism development which began to be implemented since the 1990s. in the tourism industry, there are three main stakeholders involved in managing and providing tourism activities. the stakeholders are the government, private companies, and local communities located around the tourist destination (sutama, 2013). the private sector is the main stakeholder in the management of mass tourism. jatimpark, batu night spectacular, and museum angkut are mass tourism destinations managed by the private sector, where the number of tourists and tourist expenditure is the parameter of the success goals management. tourism destinations that are provided and managed by private companies are called investor based management. the concept of investor based management has the opportunity for closed the access of local host to get the impact of tourism activities. this is caused by the divisions determined by the company in terms of receiving tourist expenditure. opportunities for sharing the impact of tourism activities should be felt by the community around the local tourist attraction. providing access to the community is not only intended to have an economic impact on the local community, it is also expected to avoid tourism conflicts that occur between the company and local communities. economic impact cohen (1984) explained that there are eight categories regarding the impact of tourism on the local community socioeconomic, namely: the impact on foreign exchange earnings; impact on community income; impact on employment opportunities; impact on prices; impact on benefit distribution; impact on ownership and control; impacts on development in general; impact on government revenue. in line with cohen, frechtling (1987) explains that the economic impact of the tourism development model is a contribution of a tourism development model in a tourist destination to the economy of a region. these impacts can be in the form of: 1) revenue from sales of tourism products (entrance tickets, accommodation, restaurants, game / attraction rides, transportation, and retail); 2) community income (souvenir / souvenir sales and services); 3) employment opportunities; and 4) government revenue e-journal of tourism vol.7. no.1. (2020): 37-54 http://ojs.unud.ac.id/index.php/eot 41 e-issn: 2407-392x. p-issn: 2541-0857 from taxes and user charges. tourism becomes an important factor is caused can be a driving factor for the development of several economic sectors. with the increase of the tourism was followed by related industries that are close including handicrafts, souvenir goods and the agricultural sector where tourists need food for consumption. according to mea (2001) there are three groups of economic impacts, namely direct effects, indirect effects, and induced effects. in practice, indirect effects and induction effects are sometimes referred to as secondary effects which follow the direct effect as a primary effect (primary effect), it call multiplier effect. the multiplier effect has several principles as explained by yoeti (2008): the tourist expenditure never stops circulating in economic activities where the money is spent and rotate in that area. in the principle, the faster the rotation of the money moves into the others, the greater the influence of the money in the economy at the location and the greater the value of the multiplier coefficient. when the money disappears from circulation stops at one individual and has not moved into the others, the money has no effect on the local economy. local community local community is a group of individuals to form the personalities of the citizens of human groups or tribes who are different from one another. in a local community that is also the relevant citizens to develop and preserve cultures that are in certain strata of society which must have different characteristics. it can also be regarded as one of the media or educational institutions, a diverse field of human life both ethnicity, religion, work activities, education level, economic level, and social culture. in the context of community organization is a life together which is at the micro level of the government. in this sense is an institution or an embodiment of the subject of managers who receive the trust of community its self. betrand in syani (1995) explains that community is a group of people with the same identification, organized in such a way as to carry out everything needed for a harmonious shared life. in another sense the community is a group of individuals who reside in a certain area and can interact with other individuals over a long period of time. based on the explanation described, it can be concluded that the community is a group of people who live in a certain place for quite a long period of time and interact with each other with the aim of creating harmony in life. e-journal of tourism vol.7. no.1. (2020): 37-54 http://ojs.unud.ac.id/index.php/eot 42 e-issn: 2407-392x. p-issn: 2541-0857 one form of community is a group of people who are limited by certain aspects, such as territories, nations, and groups. according to soekarto in syani (1995) the characteristics of a community in a form of shared life include the following: a) humans who live together. in social science there are no absolute measurements or exact numbers to determine how many people there must be and are just called society. but theoretically, the minimum number is more than one or at least two people living together; b) mixed for quite a long time. a collection of humans is not the same as a collection of inanimate objects such as chairs, tables, and so on. the basic difference here is the interaction with one another. the interaction can talk, feel and understand, they also have the desire to convey their impressions or feelings; c) they realize that they are part of a group or a unit; and d) they are a system of living together. the system of living together gives rise to culture, because each group member feels himself bound to one another. in this study, the meaning of local community is a community that has lived in kota batu for a long time, especially the surrounding pasar parkiran jatim park i. the community as an object of research becomes very important in the classification and determination of research criteria. as one of the efforts to impose restrictions on local communities in this location, it is determined that local communities refer to badan pusat statistik (bps) that is, all people who have lived in geographical areas for 6 months or more and or who have been domiciled for less than 6 months but aim to settled and supported by identity card (ktp) which prove that they live in the area around tourism. methodology this research uses a quantitative method approach by collecting and processing data. the data in this study were collected with the original conditions with the instrument in this study was using a questionnaire. it is a technique or way of collecting data indirectly (arikunto, 2006). there are three kinds of respondents in this article, namely: tourists by identifying their expenditures, business owners who make business in the pasar parkiran jatim park i, and labours who work in tourism destination. where the second and third respondents are identified based on their income and expenditure related to their business and daily expenses. the probability sampling method is used in this article with implementated a random sampling techniques without ignoring certain criteria to fit the research e-journal of tourism vol.7. no.1. (2020): 37-54 http://ojs.unud.ac.id/index.php/eot 43 e-issn: 2407-392x. p-issn: 2541-0857 objectives, so that it can answer the research problem. sample criteria in the form of tourists with a minimum age is 17 years old with the reason that tourists who have that age have been able to determine the decision to spend the money that they have. the sample size is determined by using the slovin formula with the margin of error 10 percent. pasar parkiran jatim park i in batu city is the research location, because it (jatim park i) is a pioneer and the most famous man-made tourist attraction in batu city with the highest number of tourists 413,497 tourists in 2016 (bps, 2017). this research was conducted in april 2018. primary data used by giving questionnaires to tourists who come and expend their money in tourism destination, the owner of smes at the pasar parkiran jatim park i to collect information of their income and expenses. secondary data was used to support in compiling this research related to actual and factual condition of tourism in batu city. number of samples in this study were 110 respondents with the detail 50 respondents of tourists, 30 respondents of smes owner, 30 respondents of labour in the destination. determination of the samples refers to sekaran (2006) where generally, to obtain good results in the research, the number of samples used are in the range of 30-500 respondents. in this study, the keynesian multiplier effect analysis technique is used to measure the direct impacts, indirect impacts and induced impacts that occur in activities at pasar parkiran jatim park i. these economic impacts can be measured using the multiplier effect by the flow of money that occurs. in measuring impacts, there are two types of multiplier, namely: a). keynesian local income multiplier is a value that measures how much tourist expenditures have an impact on increasing local community’s income; and the others b) ratio income multiplier, which is a value that measures how much the direct impact felt by tourist expenditures have implications for the overall local economy income. this multiplier measures the indirect and induced impacts. the formula that can be used in measuring the multiplier effect is as follows: keynesian income multiplier = (1) ratio income multiplier, type i = (2) ratio income multiplier, type ii = (3) where: e: tourist expenditure (rupiah) d: community income obtained directly from e. n: community income obtained indirectly from e u: community income obtained induced from e e-journal of tourism vol.7. no.1. (2020): 37-54 http://ojs.unud.ac.id/index.php/eot 44 e-issn: 2407-392x. p-issn: 2541-0857 results and discussion characteristics of respondents gender and age the result of the research shows that gender of tourists is dominated by female (58%) than followed by male with the total 42%. apart from gender, tourists are dominated by productive tourists, with an age range of 17-30 years at 84%, followed by 31-40 years are 12% and the remaining 4% is elderly at more than 40 years. education the education level of tourists who become as respondents in this research are dominated by bachelors degree with a proportion of 48%, tourists with a senior high school level are 38%. moreover, the tourists with elementary school are 2%, 4% are junior high school and 8% are tourists with a diploma education level. occupation and income based on the type of occupation and income indicators, the largest proportion of tourists who come to the pasar parkiran jatim park i are students with a proportion of 44% and followed by tourists with occupation status were entrepreneurs (36%). a number of 3% proportion are tourists with civil servants and housewives and state-owned enterprises employee have a proportion of 8%. in terms of income received by respondents dominated by young age with work status students, the income is dominated by tourists with income less than 500.000 (36%) and followed by the second proportion of 26%, namely tourists with income 1.500.0012.500.000. the lowest proportion is tourists with income of 2.500.001-3.500.000 by 6%, 12% for tourists with more than 3.500.000 income and 20% for tourists with income of 500.001-1.500.000. table 1.1 the proportion of tourist expenditure at pasar parkiran jatim park i no description average expenditure (rp) proport ion (%) a out of location expenditure 53.940 33,34 1 transportation (rp/pax/day) 21.300 13,17 2 meals before arrived (rp/pax/day) 32.640 20,18 b in the location expenditure 107.830 66,66 1 meals (rp/pax/day) 31.230 19,31 2 souvenirs and gifts (rp/pax/day) 15.700 9,71 3 entrance ticket (rp/pax/day) 16.580 10,25 4 games entrance fee (rp/pax/day) 24.430 15,10 5 toilet fee (rp/pax/day) 1.940 1,20 6 parking fee (rp/pax/day) 5.580 3,45 7 others expenditure (rp/pax/day) 12.370 7,65 c total tourist expenditure (rp/pax/day) (c=a+b) 161.770 100 d total out of location expenditure (d=a*monthly average of tourists) (rp/month) 499.646.220 e total in the location expenditure (e=b* monthly average of tourists) (rp/month) 998.829.290 f total tourist expenditure in one month (f=d+e) (rp/month) 1.498.475.510 source: data processed, 2018 secondary data got from the management of tourist attraction, 2018 notes: the average of tourists (jan – dec 2017) is 9.263 tourists e-journal of tourism vol.7. no.1. (2020): 37-54 http://ojs.unud.ac.id/index.php/eot 45 e-issn: 2407-392x. p-issn: 2541-0857 based on table 1.1. it can be seen that the proportion of transportation costs expended by tourists when visiting the location is 13.17 percent of the total costs by each tourist, while the meals costs expended before arriving is 20.18 percent or an average of rp. 32.640,so that the total expenditure of tourists before arriving at the location or called out-of-location expenditure is 33.34 percent or an average of rp. 53.940,-. in this case, out-oflocation expenditure occurs caused by there are a lot of culinary destination in the night for tourists’ dinner, then the tourists who will visit pasar parkiran are usually have dinner outside location. furthermore, the average expenditure of tourists who carry out tourism activities in the pasar parkiran is 66.66 percent of the total expenditure spent. the biggest proportion of expenditure made by tourists is on meals expenditure that is equal to 19.31 percent while the next is on the games offered by tourist destinations that is equal to 15.10 percent. direct effect owners personality based on the study, the gender of business owners in the pasar parkiran have the same proportion of both female and male in the amount of 53.33% and 46.67% or a difference of 6.66% with an age distribution are more than 31 years (80%) with details 31-40 years is 40% and ≥ 40 years is 40%. the marital status of business owners in location are dominated by married status of 73.33% and 26.67% are unmarried entrepreneurs. education in education, business owners in the location are dominated by entrepreneurs with senior high school education level (56.67%) and followed by business owners with junior high school education level of 16.67%. business owners who have a college education level are only 13.33% with the detail are a diploma of 3.33% and a bachelor of 10%. business capital and length of business business capital should be prepared by the owners. the average of owners business capital in the pasar parkiran jatim park i is rp. 5,020,400, and the business has been running for an average of 27 months or more than 2 years. the direct impact can be seen from the tourist’s expenditure occurs in the destination which is directly received by the business units in the location, so that it can be seen how much the direct impact is felt. the direct economic impact that occurs in the location can be seen in proportion to the net income of the business owner, which in this case varies e-journal of tourism vol.7. no.1. (2020): 37-54 http://ojs.unud.ac.id/index.php/eot 46 e-issn: 2407-392x. p-issn: 2541-0857 according to the type of business being run. data on the percentage of business unit owner's income can be seen in table 1.2. table 1.2 the proportion of sme’s owners income at pasar parkiran jatim park i no. type of business owners σ (rp) % 1 food and beverage outlets 2.500.000 48,66 2 gifts and souvenirs outlets 2.120.000 41,83 3 games managed by community 4 toilet service 1.500.000 45,94 average 2.040.000 45,48 source: data processed, 2018 the net income felt by each outlet varies according to the type of the business. based on table 1.2 it can be seen that the meals outlet has the largest proportion of 48.66 percent with an average of rp 2,500,000, while the souvenirs and gifts shop have a profit proportion of 41.83 percent of the average monthly income received. there is no income received by the community related to game facilities. this is caused by the game being provided and managed directly the management. the direct economic impact can be seen from the net income of outlet owners. the calculation of the direct impact felt by the business unit can be seen in table 1.3. table 1.3 the direct effect at pasar parkiran jatim park i type of business sm e’s ow ners sa mpl e tot al uni t of sm e’s avera ge incom e (rp/m onth) direct effect (rp/mo nth) (a) (b) (c) (d=b*c) food and beverage outlets 18 52 2.50 0.00 0 130.0 00.00 0 gifts and souvenirs outlets 11 33 2.12 0.00 0 69.96 0.000 games managed by community 0 0 0 0 toilet service 1 3 1.50 0.00 0 4.500 .000 total 30 88 4.62 0.00 0 204.4 60.00 0 source: primary and secondary data processed, 2018 based on table 1.3 the amount of direct economic impact received by the toilets have the smallest amount of rp 4,500,000, with an average per month for it receiving rp 1,500,000. the total direct impact received by all outlets in the pasar parkiran is an average of rp. 204,460,000 per month, with an average of each outlet being rp. 1,540,000. the direct economic impact felt by the outlet owner is the net income received when carrying out its business activities in the pasar parkiran jatim park i. meals outlet has the largest amount of income, which is an average of rp 130,000,000, per month. this is e-journal of tourism vol.7. no.1. (2020): 37-54 http://ojs.unud.ac.id/index.php/eot 47 e-issn: 2407-392x. p-issn: 2541-0857 influenced by in addition to the average amount per month for each meal outlets, in terms of the number of types of meals outlet, there are also a lot of 52 units. so that the amount received in each month by this business unit has the highest amount. toilet has a small number of units. there are 3 location of toilet in the pasar parkiran considering the area of the destination is not too large and is part of jatim park i, so there are only 3 toilet units. in this case, the pasar parkiran is also able to open up opportunities for local workers to work in these locations. there are 163 workers who work in the pasar parkiran tourism destinations which are divided into several sectors or job positions. before the formation of the pasar parkiran, the community carried out the business of selling food and drinks on the roadside as street vendors. with the pasar parkiran become a tourist destination, the community has location to do business without fear to the authorities in this case the local governance because of illegal business. indirect effect expenditures made by outlets in the surrounding of the location such as the purchase of raw materials, maintenance of equipment, payroll are included in the indirect economic impacts that occur at the tourism destination. the calculations regarding the expenditure of business units inside and outside the location can be seen based on table 1.4. table 1.4 total expenditure of sme’s inside and outside location description type of business food and beverage outlets gifts and souvenirs outlets games toilet service inside location material cost 1.080.556 1.081.818 200.000 maintenance cost 130.833 125.455 200.000 rent cost 523.778 532.364 600.000 total expenditure (rp/month) (a) 1.735.167 1.739.636 1.000.000 total sme’s (b) 52 33 3 total expenditure inside location (rp/month) (c=a*b) 90.228.667 57.408.000 3.000.000 outside location local transports 199.412 173.182 100.000 tax and retribution 13.529 20.000 operational cost 54.000 56.455 45.000 total expenditure (rp/month) (d) 266.941 249.636 145.000 total expenditure outside location (rp/month) (e=d*b) 13.880.941 8.238.000 435.000 source: data processed, 2018 based on table 1.4 the costs by outlets within the location will indirectly have an impact on the local people who work at there. these expenditures include the purchase of raw material inputs, equipment maintenance, and rental costs. in this case, the expenditures made by the e-journal of tourism vol.7. no.1. (2020): 37-54 http://ojs.unud.ac.id/index.php/eot 48 e-issn: 2407-392x. p-issn: 2541-0857 meals outlet and souvenir outlets do not differ too much, namely the average per unit of business is rp 1,735,167 and rp 1,739,636, -. but if seen from the total expenditure spent by each group of business units, the meals outlets group had the largest total expenditure of rp. 90,228,667 per month. it dominates expenditure at the tourist location due to several factors that influence. these factors include the number of the outlets in the tourist location which has the highest number compared to other business units in the form of souvenir, as well as business units providing toilet facilities in tourist location. in addition, to the large number of units, the purchase of raw materials for meals outlets has a greater amount compared to the provision of toilets in which the purchase or expenditure of raw materials is relatively low. furthermore, the indirect economic impacts felt by labours in the form of income obtained can be seen in table 1.5. based on table 1.5 there is a difference in the proportion of salary based on the type of work but the average income is taken. the greatest indirect economic impact is felt by the meals outlets which is rp. 190,588,667, because the number of labours in the business unit has the highest number. table 1.5 the indirect effect at pasar parkiran jatim park i type of business avera ge of labo ur (pax) σ sm e’s (un it) σ lab our (pax ) labou r incom e (rp/m onth) total labou r incom e (rp/m onth) tota l expe ndit ure insid e locat ion (rp/ mon th) total indire ct effect (rp/m onth) (a) (b) (c=a *b) (d) (e=c*d ) (f) (g=e+f) food and beverage 1 52 52 1.930.0 00 100.36 0.000 90.2 28.6 67 190.58 8.667 gifts and souven irs 1 33 33 1.570.0 00 51.810. 000 57.4 08.0 00 109.21 8.000 games 0 0 0 0 0 0 0 toilet service 1 3 3 1.250.0 00 3.750.0 00 3.00 0.00 0 6.750.0 00 manage ment maintena nce 14 1 14 2.600.0 00 36.400. 000 36.400. 000 cleaning 10 1 10 2.300.0 00 23.000. 000 23.000. 000 administ ration 7 1 7 5.000.0 00 35.000. 000 35.000. 000 security 7 1 7 2.050.0 00 14.350. 000 14.350. 000 ticketing 8 1 8 2.000.0 00 16.000. 000 16.000. 000 games guard 10 1 10 2.000.0 00 20.000. 000 20.000. 000 outboun d 10 1 10 2.400.0 00 24.000. 000 24.000. 000 parking 9 1 9 1.600.0 00 14.400. 000 14.400. 000 total 78 96 163 24.700. 000 339.07 0.000 150. 636. 667 489.70 6.667 source: data processed, 2018 in addition to payment of labour’s salary, the direct impact is also calculated from the expenditure of outlets located in tourist destination as shown in table 1.4. based on the two components, labour’s salary and outlets expenditures in tourist sites, a total indirect economic impact e-journal of tourism vol.7. no.1. (2020): 37-54 http://ojs.unud.ac.id/index.php/eot 49 e-issn: 2407-392x. p-issn: 2541-0857 which occurs in these tourist destinations. in this case the indirect economic impact that occurred on the pasar parkiran is rp 489,706,667 per month. induce effect this location also has a induce economic impact that occurs due to expenditure made by labour in the area of tourism. the expenditure causes a velocity of money received by them and spent to finance his daily life. the research makes an interview and contributes a questionaire to the labour with the detail below. labour personality the proportion of labour respondents is not much different between male and female, the difference is only 6.66%, with the details men (53.33%) and women (46.67%). the range of age in the location dominated by 21-30 years at 56.67%. a proportion of 20% is found in labours with age less than 20 years and more than 40 years are equal. there are 3.33% of labour respondents with ages 3140 years. this proportion is the smallest proportion in the age of the labours. education and geographic background the education level of the location in the pasar parkiran is dominated by senior high school level with a proportion of 70% and followed by a bachelor degree level of 20%. the level of junior high school is the smallest proportion of 3.33% and the elementary school level of 6.67%. with a proportion of the labour is 80% dominated by local and native community of the area while the remaining 20% are from outside the location of tourism destinations. the average length of work labours in the pasar parkiran are approximately 38 months or 3 years. expenditures that cause further economic impacts such as daily consumption costs, daily necessities, local transportation costs, and the cost of school children when they are married. conversely, expenditures made outside tourist sites do not have an induced economic impact because the money goes out of the location area. expenditures outside the location are divided into two, namely the cost of electricity payments and other costs. the proportion of labour expenditure can be seen in table 1.6. e-journal of tourism vol.7. no.1. (2020): 37-54 http://ojs.unud.ac.id/index.php/eot 50 e-issn: 2407-392x. p-issn: 2541-0857 table 1.6 the proportion of labour expenditure lab our surrounding expenditure outside expenditure meal s cost (%) daily cost (%) tran spor tatio n cost (%) sc ho ol fee s ( % ) to tal ( % ) en er gy co st ( % ) othe r cost (%) tota l (%) (a) (b) (c) (d) (e =a +b + c+ d) (f) (g) (h=f +g) meal s shop 45,8 4 26,2 6 10,24 6,45 88,79 3,43 7,79 11,21 souv enirs shop 53,9 3 13,2 6 14,15 5,84 87,18 6,72 6,10 12,82 gam es shop 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 toile t servi ce 22,1 2 17,7 0 26,55 7,08 73,45 8,85 17,70 26,55 man age ment main tenan ce 41,67 25,0 0 8,33 0,00 75,00 4,17 20,83 25,00 clea ning 69,69 1,39 20,91 1,05 93,03 3,48 3,48 6,97 adm inistr ation 35,29 5,88 47,06 0,00 88,24 7,06 4,71 11,76 secu rity 58,82 2,94 29,41 0,00 91,18 2,94 5,88 8,82 tick eting 24,00 20,0 0 8,00 0,00 52,00 12,00 36,00 48,00 gam es guar d 18,52 14,8 1 14,81 0,00 48,15 14,81 37,04 51,85 outb ound 65,36 1,96 19,61 0,00 86,93 3,27 9,80 13,07 parki ng 40,73 29,7 9 3,90 19,60 94,03 5,97 0,00 5,97 aver age 39,6 6 20,5 9 17,91 3,33 81,50 6,06 12,44 18,50 source: data processed, 2018 in addition to consumption costs, there are still daily expenses, local transportation costs, as well as children's school fees incurred by workers who work in the pasar parkiran. the total expenditure done by workers around the tourist destination is 81.50 percent, meaning that the total labour income in the pasar parkiran is almost entirely spent inside the location or around the tourist destination, while the expenditure done outside the location is 18.50 percent. the induced impact of the existence of the pasar parkiran tourist location can be seen from the amount of labour expenditure carried out in the tourist location. data on the continuing impacts can be seen in table 1.7. table 1.7 the induce effect at pasar parkiran jatim park i labour total of labour (pax) total labour expenditure per month (rp) the proportion of labour expenditure in location (%) induce impact (rp/month) (a) (b) (c) (d=a*b*c) meals outlet 52 2.247.000 88,79 103.740.000 souvenirs shop 33 1.131.000 87,18 32.538.000 games 0 0 0 0 toilet 3 1.130.000 73,45 2.490.000 management maintenance 14 2.400.000 75,00 25.200.000 cleaning 10 1.435.000 93,03 13.350.000 administration 7 1.425.000 88,24 8.801.000 security 7 1.700.000 91,18 10.850.000 ticketing 8 1.250.000 52,00 5.200.000 games guard 10 1.350.000 48,15 6.500.000 outbound 10 1.530.000 86,93 13.300.000 parking 9 1.561.000 94,03 13.210.000 total 163 17.159.000 81,50 237.465.000 source: data processed, 2018 e-journal of tourism vol.7. no.1. (2020): 37-54 http://ojs.unud.ac.id/index.php/eot 51 e-issn: 2407-392x. p-issn: 2541-0857 based on table 1.7 it can be seen that the total average expenditure of respondents in the pasar parkiran is rp. 17,159,000, of this amount if the average proportion of labour expenditure carried out in tourist sites is 81.50 percent then it can be seen that the induced economic impact occurring in the pasar parkiran is idr 237,465,000. the induced impact of 81.50 percent carried out by labour in the pasar parkiran is expenditure at tourist destinations which includes expenditures for consumption costs both for personal and family needs, daily necessities such as bathing, cigarettes, local transportation costs for purchases gasoline as transportation fuel to the workplace and the cost of school children for workers who are married and have children who have gone to school. based on table 1.7 it can be seen that the game staff has the smallest proportion of expenditure which is 48.15 percent compared to the proportion of other labour’s expenditures. this is due to the fact that most of the labour who work as game staff are young and unmarried staff. multiplier effects the value of the multiplier effect is an instrument to see how much tourism activities in the location has an economic impact on the community, especially in terms of income. (1) keynesian multiplier effect, which is a value that shows how much tourists expenditure affects the increase in local community income; (2) ratio income multiplier, which is a value that shows how much the direct impact that is felt from tourist’s expenditure has an impact on the local economy. in this case, it measures two impacts, those are indirect impacts and induced impacts that occur. table 1.8 multiplier effect value of pasar parkiran jatim park i multiplier value keynesian income multiplier 0,93 ratio income multiplier type i 3,40 ratio income multiplier type ii 4,56 source: data processed, 2018 regarding on table 1.8 about the keynesian income multiplier value in the pasar parkiran of 0.93, it means that each increase in tourist expenditure by rp 1,000 will have an impact in the form of an increase in the local economy of rp 930. the value of the ratio income multiplier type i is 3.40, so each increase of rp. 1,000 on the receipt of business units results in an increase of rp. 3,400 to the income of the business owner and labor. the value of the income multiplier type ii ratio is 4.56, indicating that each increase of rp 1,000, on business unit revenue will increase rp 4,560, on business e-journal of tourism vol.7. no.1. (2020): 37-54 http://ojs.unud.ac.id/index.php/eot 52 e-issn: 2407-392x. p-issn: 2541-0857 owner income, labor income, and labor consumption expenditure in the local economy that will revolve to the local community. the keynesian income multiplier value in the pasar parkiran has approached number 1 which is 0.93, the value of the ratio income multiplier type i and the ratio income multiplier type ii of 3.40 and 4.56. it means that pasar parkiran jatim park i, based on the results of multiplier effect analysis, has been able to have a good impact on the local community. it can be seen from the numbers that have approached 1.00 figures on the multiplier effect that occurs. the fundamental thing that has made tourism activities have an impact on society is the open space for community to do business at the destination. the community is given the chance to create a business outlet for food stalls, drinks, souvenirs and gift stalls. apart from being given the space to set up business units at tourist sites, the absence of competition between the community and the management is the reason why the community can feel the impact of tourism more. the management of jatim park i, which is engaged in providing tourist destinations in the form of games and various tourists attract, while the local community does the business of setting up typical culinary stalls of batu city. apart from good management according to professional company standards, supporting factors in the form of tourism facilities also play a role in both of these tourism industries. based on the review of the location, pasar parkiran is a tourist destination in the center of the city with adequate facilities. supporting facilities and infrastructure in the form of central city accommodation facilities are easy to access. in addition to accommodation facilities, the distance between location and public transport facilities is also easier to reach. furthermore, viewed from the minister of tourism ri regulation no. 28 of 2015 on business standard of food sales center, there are 3 main aspects in the standardization namely products, services, and management. as one of the leading tourism destinations in batu city, pasar parkiran has paid attention to the government standards. all facilities and infrastructure for supporting local host businesses have been provided by the tourism destination, in this case jatim park i, so that it is appropriate and can be used by tourists who enjoy the culinary. services are important in tourism activities in the pasar parkiran, so that human resources in the pasar parkiran more often get training on the professionalism of working the tourism business. e-journal of tourism vol.7. no.1. (2020): 37-54 http://ojs.unud.ac.id/index.php/eot 53 e-issn: 2407-392x. p-issn: 2541-0857 related to government regulation no. 78 of 2015 on salary and reinforced by east java governor regulation no. 75 of 2017 on regional minimum salary in east java at 2018, where private companies that have employees are required to provide decent work salary in accordance with those government standards. the minimum salary set by the east java provincial government for batu city in 2018 is rp 2,383,167.00, so that in this case the salary of labour in the pasar parkiran have approached the figure specified in article 3 paragraph 2 of the governor’s regulation. based on article 3 paragraph 1 of pp no. 78 of 2015 concerning wage policy is expected to be one of the efforts to improve decent livelihoods for workers / laborers, one of which is the fulfillment of income in accordance with existing provisions. by providing workers’ wages in accordance with established standards, it can increase the income of the community, especially those working in the pasar parkiran tourism destination, so that it contributes to increasing the existing indirect economic impacts. conclusions and suggetions man-made tourism activities, namely pasar parkiran jatim park i, have given an impact on local communities, especially those get involved in the location. these impacts have been studied based on keynesian income multiplier effect with focus in the direct impacts received from tourist expenditures, the indirect impacts originating from business owner expenditures, as well as the induced impacts coming from local labour’s salary in the tourism destination. besides the economic impact, man-made tourism activities have been able to create and provide a job, especially for local communities who live around tourism destinations. suggestions can be given to tourism destinations are to pay more attention to the local community by involving business activities so that the impact received by the community can be wider. acknowledgement we would like to extend our highest thanks to pt. jatim park group for giving an opportunity to hold the observation and interview to the respondents of the research. and also thanks to professor made antara, ms and dr. i wayan suardana., s.st.par., m.par as the guidance in our research project. last but not least, we would like to thank to all the respondents that already fulfill the questionaire of the research. e-journal of tourism vol.7. no.1. (2020): 37-54 http://ojs.unud.ac.id/index.php/eot 54 e-issn: 2407-392x. p-issn: 2541-0857 references arikunto, s. 2006. research procedure: a practical approach. jakarta: rineka cipta. batu statistics office. 2017. batu city in figures 2016. batu: bps kota batu. batu tourism office. 2019. market analyze and tourism marketing strategy of batu city. batu: disparta kota batu. cohen, e. 1974. “who is a tourist? a conceptual clarification”. sociological review. 22, pp. 527555. frechtling, d. 1987. assessing the impacts of travel and tourism introduction to travel impact estimation in travel. tourism and hospitality research. new york: john wiley and sons inc. karim, a. 2005. tourism sector capitalization and marginalization of local communities: senggigi village, west lombok regency, west nusa tenggara. gadjah mada university, thesis in sociology study program concentration in development studies in the social sciences. yogyakarta: (not published). mea, 2001. planning for marine ecotourism in the eu atlantic area, good practice guide. marine ecotourism for atlantic area (meta). bristol: university of the west of england. oh, chi-ok. 2005. the contribution of tourism development to economic growth in the korean economy. tourism management. vol. 26 pp. 39-44. okumus, fevzi, et al. 2005. the impact of turkey's economic crisis of february 2001 on the tourism industry in northern cyprus. tourism management. vol. 26 pp 95-104 rahman, a faidlal. 2012. analysis of potentials and opportunities for agro tourism development in batu city. paper presented at the workshop of leaders and members of the batu city dprd on tourism. 30 january 2012 at santika hotel, surabaya sekaran, u. 2006. research methodology for business. jakarta: salemba empat. sunaryo, b. 2013. tourism destination development policies, concepts and applications in indonesia. yogyakarta: gava media. sutama, i k. 2013. spiritual tourism in bali from perspective tourism stakeholders. journal of hospitality and tourism. vol. 3. no. 2. pp. 1 syani, a. 1995. sociology and community change. pustaka jaya. lampung university. tourism ministry. 2019. press release: tourism minister target tourism foreign exchange 17.6 billion us dollars. http://www.kemenpar.go.id/post/siar an-pers-menpar-targetkan-pisatahasil-devisa-176-miliar-dolar-as. accessed at 18 august 2019. yoeti, o a. 2008. tourism economics: introduction, information and implementation. jakarta: kompas publisher. nyepi holiday package: e-journal of tourism vol.5. no.2. (2018): 72-84 http://ojs.unud.ac.id/index.php/eot 72 e-issn: 2407-392x. p-issn: 2541-0857 family tourist is different motive, different choice of tourist activity? rahmat ingkadijaya sekolah tinggi pariwisata trisakti, jakarta corresponding author: rahmatingka@gmail.com article info received 22 august 2018 accepted 12 september 2018 available online 20 september 2018 abstract currently, many families travelling to various tourist destinations. this phenomenon is interesting to be investigated. existing research results can be utilized by stakeholders to develop their own policies and strategies. however, at this time not much study exists in family travel. this study examines family’s travel motivations, family’s activities in destination, and the differences of family’s activity choice across categories of travel motivations. survey method has been employed in this study. the sample was obtained from a residence in bogor city, west java and consisted of 300 families chosen by convenience sampling technique. data were analyzed using descriptive analysis and hypothesis test using chi-square. the findings indicated that there were two dominant family’s travel motivations, personal escape and interpersonal seeking. the family chose natural, cultural, and special tourist activities. family’s activity choice across categories of travel motivations was the same except rafting. it was most preferred by families who had personal escape motivation. keywords : family travel, travel motivations, tourist activities introduction background there is a new trend in indonesian society, namely recreational activities or holiday with family to various tourism destinations. for example, bandung as one of the favourite tourist destinations for the family, every holiday is always crowded with family tourists, so the traffic jammed extraordinary. the hotels are so crowded with the family tourist that their capacity is exceeded. similarly, recreational spots, shopping and culinary centres are full of families (ingkadijaya et al., 2016a). statistical data shows that the domestic tourists who visited bandung increased by about 27.3 percent, from 2.928 million people in 2009 to 3.726 million people in 2013 (bps bandung, 2014). research by goeltom and mulyawan (2007) shows, that 60 percent of the total tourists who visit bandung is a family group. of course bandung is not the only city packed with family tourists while on vacation. similar trends also occur in other cities in indonesia, such as yogyakarta and bogor. there are various reasons contributing to the increased volume of family travel. firstly, the increase of family holiday travel is in accordance with the enhanced income of working parents (husband and wife). they use the holidays as a means to strengthen family bonds. this phenomenon shows that the working and married families are aware of their shortcomings in establishing communication and relationships with children in everyday life. they try to improve relationships between family members by using free time to mingle in the form of recreation or holiday travel (nickerson and jurowski, 2001). another reason is due to rapid social change in indonesian society (damanik, 2014). the changes can be seen, among e-journal of tourism vol.5. no.2. (2018): 72-84 http://ojs.unud.ac.id/index.php/eot 73 e-issn: 2407-392x. p-issn: 2541-0857 others, the smaller number of children, the role of extended family is decreasing, the increase in household income, the large proportion of mothers entering the labour market accompanied by high demands for professional employment. urbanization has also contributed to the increased volume of family travel. the rate of urbanization in java, for example, in the period 2000-2010 recorded about 3.1 to 3.6 percent per year, resulting in increased urban density and implications for space constraints for relaxation. the rigorous rhythm of work (school, office work, etc.) also requires families to make the most of their free time. in short, the community is enjoying "demographic and economic bonuses" that spur outward movement of residence for tourism activities (damanik, 2014). the benefits of recreation and tourism for family institutions have been widely studied in the research. primarily, a family vacation that is manifested in the form of a tour to a destination can strengthen the relationship between family members (brimacombe, as cited in hazel, 2005). other studies have also concluded outdoor recreation, including travel, helps maintain and improve family cohesion (ingkadijaya et al., 2016b). the further positive effect is that with increased family relationships the possibility of children falling into a variety of juvenile delinquency can be reduced (stephenson, as cited in hazel, 2005). given the importance of tourism activities for the existence and cohesiveness of families and communities, stakeholders (government and tourism industry actors) should pay serious attention. the government policies should address the urgency of providing adequate transportation facilities and infrastructure. similarly, tourism industry actors should facilitate families in fulfilling their needs during travel, because the family is a huge market for them. to be able to accommodate the needs of family tourists effectively, it is necessary to have a first understanding of the motives behind their travel. from this understanding, it will reveal what activities are carried out by families in tourist destinations. furthermore, it is also necessary to study the relevance of the selection of tourism activities with the motifs that lie behind. information about the motives and activities of this family tour will greatly help the stakeholders in the preparation of plans and strategies to meet the needs of family tourists. in addition, research on family tourists is not as much as research on individual tourists. previous research on individual tourists has been carried out by previous researchers, such as suardana, bendesa and antara (2014); utama, putra and suradnya (2014); manulang, bendesa and putra (2015); sudiarta (2015); amelia and palupi (2016). this study intends to add to the repertoire of research on family tourists. research objectives this study deals with these matters above. more specifically, it aims to analyze (1) the motives behind family travel, (2) tourism activities conducted by the family, and (3) the difference in the selection of tourism activities based on the underlying motives. literature review tourist motives motives are internal factors that make a person feel something, direct, and integrate his behaviour (murray, as cited in snepenger et al., 2006). motives are not able to be directly observed, but are inferred from one's behaviour or assumed to exist to explain the behaviour. research on travel motives tends to focus on the fundamental questions about why a person travels. the motive of travelling is defined as "a need, reason, or satisfaction that stimulates involvement in a leisure activity" (crandal, as cited in chen and pang, 2012). there are two factors that are claimed to be very influential in the motive of travel, which is the push factor and pull factor (uysal & jurowski, as cited in bowen and clarke, 2009) are also often called intrinsic motives (iwasaki & mannel, as cited in chen and pang, 2012) and extrinsic motives (recours, souville and griffet, 2004; hayenga & corpus, as cited in chen and pang, 2012). the push factor is the factor that makes one want to travel, while the pull factor is the factor that influences where one is going (dann cites ross, 1998). the push factor is intangible that the intrinsic drive of the individual travels, such as the drive to escape, rest and relaxation, adventure, health, or prestige. the pull factor e-journal of tourism vol.5. no.2. (2018): 72-84 http://ojs.unud.ac.id/index.php/eot 74 e-issn: 2407-392x. p-issn: 2541-0857 is related to the attractiveness of tangible tourist destination attributes (kozak, as cited in bowen and clarke, 2009). hsu, cai and li (2010) tries to map the constellation of tourist motives to travel based on the results of previous research. from a number of findings of experts, they came to the conclusion that the motive of travel is very diverse and does not apply singularly to everyone. in individual figures, for example, a person is stimulated by a situation that is expected to benefit his actions. this means that the motive of travel is born from one's choice of action which is expected to provide benefits (hsu, cai and li, 2010). however, the cultural context is an important consideration (walker, deng and dieser, 2005). that is, the motive of action (travel) is always associated with the norms of society. in an individualist society, personal considerations are more prominent than collective rationality (srite & karahanna, as cited in chen and pang, 2012). crompton found nine travel motivations: (1) escape from the perceived normal environment, (2) recognition and selfassessment, (3) relaxation, (4) dignity, (5) regression, (6) familial development, 7) ease of social interaction, (8) novelty, and (9) education (ross, 1998). the first seven motivations are grouped into psychological motivations or push factors while the latter two motivations are grouped into the cultural motivation or pull factors. the motive for strengthening family relationships is important to be explored as it relates to cultural differences between communities. the classification of motivation of the pusher and the puller can not be separated from one another. tourists can strike a balance between the escape motivation of the daily routine with the motivation of seeking for something new or different (bowen and clarke, 2009). therefore, iso-ahola proposes a seeking and escaping approach. this approach assumes an individual can have both motives simultaneously. in addition, both motives have personal (psychological) and interpersonal (social) components so that motivation has four dimensions: personal escape, personal seeking, interpersonal escape, and interpersonal seeking (bowen and clarke, 2009). the motive of personal escape is the drive from within a person to get out of the normal environment, get change from everyday life, and overcome bad mood. the motive of personal-seeking is an inner impulse to share experiences with others, feel good about themselves, and experience new things. the motive of interpersonal escape is an inner impulse to avoid disruptive people, break out of a stressful social environment, and avoid interaction with others. the interpersonal seeking motive is an inner impulse to be with other interested people, to bring friends/family closer together, and to meet new people (snepenger et al., 2006). although theoretically tourists can have several motives simultaneously, but this study focuses on the most dominant travel motif of every family. tourist activities another concept included in this research is the concept of tourist activity. tourist activity is the activity of tourists in tourist destinations. the type of activity that tourists do is very dependent on the facilities and tourist attractions available in tourist destinations. facilities and tourist attractions between tourist destinations are not the same, there is always a difference. inskeep (1991) classifies tourist activities based on tourist attractions into three groups, namely natural tourist activities, cultural tourist activities, and special tourist activities. in the beginning, nature-based tourism is used as a kind of tourism, alternative to mass tourism (lindberg, cited in tangeland and aas, 2011). other names of nature-based tourism, among them are sustainable tourism, green tourism, responsible tourism, alternative tourism, and adventure tourism. however, in further developing nature-based tourism includes commercial outdoor recreational based activities, such as trekking, hiking, climbing, and rafting (tangeland and aas, 2011). in this study, natural tourist activity is the activity of tourists in the area of nature tourism. these activities include sightseeing, outdoor play, mountain climbing, camping, white water rafting, swimming on the beach, snorkelling, scuba diving, fishing, hot springs bathing, cave exploration, visiting zoos or safari parks, visiting botanical gardens, and visited the farm area. cultural tourist activities are tourist e-journal of tourism vol.5. no.2. (2018): 72-84 http://ojs.unud.ac.id/index.php/eot 75 e-issn: 2407-392x. p-issn: 2541-0857 activities that focus on all products or cultural attractions. these activities include visiting cultural/historical/archaeological sites, viewing local cultures such as customs and ceremonies, watching art performances such as dance and music, seeing interesting economic activities such as tea processing, looking at the architecture of a house/church building/mosque, visiting museums, and watching cultural festivals (damanik, 2013). special tourist activities are the activities of tourists to enjoy/take advantage of tourist attractions that are deliberately created to meet the recreational needs of local residents and tourists (inskeep, 1991). these activities include visiting a theme park, shopping at shopping centres, watching sports competitions, and culinary tours. tourist activity can be influenced by several things, among which are it can be affected by time (birenboim et al., 2013) and place (shoval et al., 2011). this study examined the relationship between the tourist motive and their choice of activity. to find out whether the tourist activity is really distinguishable based on the tourist motive, then this study proposed three hypotheses, namely: first, there are differences in the choice of natural tourist activities based on the travel motives; secondly, there are differences in the choice of cultural tourist activities based on the travel motives; and thirdly, there are differences in the choice of special tourist activities based on the travel motives. research method this study chose the location in bogor city. geographically bogor city is very close to dki jakarta, is approximately 56 km. with this strategic location, this city becomes one of the city that gets the population of the jakarta capital city. this strategic location also has made the city experiencing economic growth and services, and became the centre of national activities for industry, trade, transportation, communications, and tourism. therefore, many residents from other areas are interested in moving to this city. this led to the growth of new housing complexes inhabited by a diverse population of socioeconomic and cultural backgrounds. in addition, around bogor city also there are many objects and tourist attractions, which makes the people of bogor city become accustomed to doing recreational activities and tourism. the characteristics of the population make the research on the behaviour of tourists relevant conducted in bogor city, especially among residents who live in residential complexes that are now rampant in the city. the survey approach was used in this study because it tried to generalize the population by using samples and collecting information from the respondents by using questionnaires as the main tool. this means surveys are meant to identify specific groups and gather information about them to get an idea of the overall characteristics of the group (de leeuw, hox and dillman, 2012). therefore, all settlers in the housing complex in bogor city used as a population, while the sample is a household that resides in the housing complex. the head of the household is deliberately selected as an analytical unit because it is considered capable of providing complete information about the issues studied. determination of population and sample is based on the following two considerations. first, families living in residential complexes are generally more heterogeneous than those living in the township. the heterogeneity of the background is assumed to lead to differences in travel behaviour between them. second, the head of the family who lives in the housing complex is also generally active workers. they are considered capable of travelling with all members of his family. convenience sampling technique, the sample is taken based on the availability of elements and ease of obtaining it (sugiarto, et al., 2001) is deliberately used due to technical constraints in the field. the sample size is set at 300 units. data were collected by distributing questionnaires in 42 residential complexes in five sub-districts from six subdistricts in bogor city, bogor selatan subdistrict, bogor timur sub-district, bogor barat sub-district, bogor utara sub-district and tanah sareal sub-district. the collected data were then analyzed using descriptive statistics, while the interrelations between variables were used cross tabulation and chi-square. all data collected is processed using statistical data processing software spss + (statistical product and service solutions previously named statistical package for the social sciences). e-journal of tourism vol.5. no.2. (2018): 72-84 http://ojs.unud.ac.id/index.php/eot 76 e-issn: 2407-392x. p-issn: 2541-0857 results and discussion results respondent profile most fathers (husbands), in this study, were between 45-54 years old (43.3%). this age group can be regarded as a group of people who have matured psychologically and well-established economically. therefore, fathers in this age group can be assumed to understand the importance of establishing and maintaining intimacy among their family members. they try to make various efforts to achieve it. because it is economically established, then they do not face cost constraints, although to achieve these goals require financing is not small, such as traveling with family out of town. most mothers (wives) are aged 35-44 years (40.0%). it also shows that the mother figure in the respondent's family is at a psychological maturity stage just like the father and if the mother works is in the stage toward establishing economically. so, it can be concluded that married couples in this study are parents who have matured psychologically and well-established economically, so it can be assumed able to make a family tour and consider it important to establish and maintain relationships between family members. table 1. age of husbands, wives, and children (%) age (year) husband wive age (year) children 25 – 34 35 – 44 45 – 54 ≥ 55 9,0 29,3 43,3 18,1 18,0 40,0 35,3 6,7 < 5 05 – 14 15 – 24 > 24 5,3 28,0 47,3 19,4 total 100,0 100,0 100,0 n=300 n=30 0 n=300 age of children in the family of respondents is 15-24 years (47,3%), that is stage of adolescent age. at this stage of age, children are usually able to travel independently without accompanying parents, but still feel happy to travel with his family. however, the families of respondents who have children aged 5-14 years are also quite a lot (28%). groups of this age children still need a parent or adult mentoring in travel. therefore, this age group of children is most often found in tourist objects with their families. in this study, most families of respondents had family members of about 3-4 people (59.7%), and most families had children about 1-2 people (69.7%). among the families surveyed, there were families with members other than fathers, mothers and children (other relatives), but very few (14.7%). the most common form of family is the nuclear family (85.3%). the nuclear family is a family of fathers, mothers, and children, with no other family members other than children. so, the majority of respondents in this study is a nuclear family that has 1-2 children. in terms of family tourism, because the number of family members is small and has relatively strong emotional ties, the nuclear family finds it easier to find out where to travel and what to do. in addition, the small number of family members can also further ease the financing of travel. table 2. number of family members number of family members % 3 – 4 5 – 6 ≥ 7 59,7 38,0 2,3 total 100,0 n=300 travelling motives based on family characteristics the data show that the personal escape motive is the most dominant motive (46.3%) for families to travel. the second largest motive (36.0%) is interpersonal seeking motive. in addition to the above main motive, interpersonal escape is still included in this study, although the numbers are small (9.0%). interesting also note, that the tour based on personal seeking motive is almost irrelevant in the lives of most respondents. the percentage of those who voted for this answer was the smallest (8.7%). based on the existence of its members, families can be grouped into two, namely the nuclear family and extended family. the nuclear family is a family of husbands (fathers), wives (mothers), and children, while the extended family is a family of members e-journal of tourism vol.5. no.2. (2018): 72-84 http://ojs.unud.ac.id/index.php/eot 77 e-issn: 2407-392x. p-issn: 2541-0857 like the nuclear family plus other family members. the data show that the personal escape motive is more prevalent in the nuclear family (46.9%) than in the extended family (43.2%). in contrast, interpersonal seeking, interpersonal escape, and personal seeking are more common in extended families (38.6%, 9.1%, and 9.1%) than in the nuclear family (35.5%, 9.0%, and 8.6%). table 3. travelling motive by family type (%) motives family type nuclear family extended family personal escape 46.9 43.2 personal seeking 8.6 9.1 interpersonal escape 9.0 9.1 interpersonal seeking 35.5 38.6 total 100.0 100.0 n= 256 n=44 the family life cycle is the stages that the family goes through in line with the increasing age of family members. the family stages in this study used the age of the first child (oldest), so that the four family stages were obtained, namely (1) full family stage with children aged less than 5 years, (2) full family stage with children aged 5-14 years, (3) full family stage with children aged 15-24 years, and (4) full family stage with children aged over 24 years. the data indicate that personal escape motive mostly exists in the full family stage with children aged 5-14 years (56.0%). interpersonal seeking motives are most prevalent at the full families stage with children over 24 years old (48.3%). the personal seeking motive is most prevalent on the full family stage with children younger than 5 years (18.8%). interpersonal escape motives are most prevalent at the full family stage with children aged 15-24 years (11.3%). table 4. travelling motive according to family life cycle (%) motives < 5 years 5 – 14 years 15 – 24 years > 24 years personal escape 43.8 56.0 43.0 41.4 personal seeking 18.8 8.3 9.9 3.4 interpersona l escape 6.3 7.1 11.3 6.9 interpersona l seeking 31.3 28.6 35.9 48.3 total 100.0 100.0 100.0 100.0 n=16 n=84 n=142 n=58 based on marital status, the data indicate that the personal escape motive is more prevalent in families where one or both spouses are unemployed (47.6%) than the working married family (45.9%). similarly, the interpersonal seeking motive is also more prevalent in families where one or both spouses are unemployed (40.2%) than the working marital family (34.4%). in contrast, the interpersonal escape motive is more prevalent in working-spousal families (11.0%) than families with one or both spouses not working (3.7%). similarly, personal seeking motives are more prevalent in working-spousal families (8.7%) than in families of one/both unemployed (8.5%). table 5. travelling motive according to status of work husband and wife (%) motives status of spouse one / both husbands wife not working husband and wife working personal escape 47.6 45.9 personal seeking 8.5 8.7 interpersonal escape 3.7 11.0 interpersonal seeking 40.2 34.4 total 100.0 100.0 n=82 n=218 choice of activities and their relation to tourist motives the results showed that the family did all types of tourist activities, namely the activities of nature, cultural, and special. of the three types of tourism activities, selected by more than 50% of respondents are culinary e-journal of tourism vol.5. no.2. (2018): 72-84 http://ojs.unud.ac.id/index.php/eot 78 e-issn: 2407-392x. p-issn: 2541-0857 (65.3%), shopping (64.0%), sightseeing (62.7%), and visiting the theme park (53.7%). nature tourism such as: sightseeing, swimming on the beach, playing outdoors, visiting zoos / safari parks, visiting agro, hot springs bathing, fishing, diving, rafting, mountain climbing, camping and exploring caves, mostly chosen by the family who has personal escape motives. there is only one natural tourism activity that is most preferred by the family who has interpersonal seeking, they visit the botanical garden. the data also reveal that cultural tourism activities: seeing the architecture of buildings, visiting historical relics, watching traditional ceremonies, visiting museums, seeing economic activities, and watching cultural festivals are the most widely chosen by family with personal escape motive. watching art shows most preferred by interpersonal-seeking family. in addition to the activities of nature and culture, the data also show that most of the special tourist activities (shopping tour, culinary tour, visiting theme park) are most preferred by family with personal escape motives, while watching sports competitions are chosen both by family with personal escape motives and family with interpersonal seeking motives. table 6. choice of activities based on travel motives (%) no. tourist activity motives personal escape personal seeking interpersonal escape interpersonal seeking nature tourism 1. sightseeing 47.9 9.6 5.9 36.7 2. swimming on the beach 45.3 8.0 8.0 38.7 3. playing outdoors 48.1 10.5 8.3 33.1 4. visiting zoos / safari parks 45.5 11.6 8.0 34.8 5. visit the botanical garden 40.7 9.3 8.1 41.9 6. visiting agro 39.7 6.9 17.2 36.2 7. hot springs bathing 42.0 14.0 4.0 40.0 8. fishing 45.5 18.2 3.0 33.3 9. scuba diving and snorkelling 46.4 10.7 3.6 39.3 10. rafting 55.6 27.8 0.0 16.7 11. mountain climbing 57.1 7.1 7.1 28.6 12. camping 69.2 7.7 0.0 23.1 13. exploring caves 62.5 0.0 0.0 37.5 culture tourism 14. seeing the architecture of buildings 48.9 13.3 2.2 35.6 15. visiting historical relics 46.5 14.0 9.3 30.2 16. watching art shows 27.0 13.5 16.2 43.2 17. watching 42.9 14.3 5.7 37.1 traditional ceremonies 18. visiting museums 48.4 9.7 6.5 35.5 19. seeing economic activities 47.1 11.8 11.8 29.4 20. watching cultural festivals 52.6 15.8 5.3 26.3 special tourism 21. shopping tour 46.9 8.3 9.4 35.4 22. culinary tour 44.4 9.2 10.2 36.2 23. visiting theme park 47.2 8.1 8.1 36.6 24. watching sports competitions 42.3 11.5 3.8 42.3 to know the difference of tourism activity choice based on tourist motif, then tested the hypothesis of chi-square with significance level 5% (0.05). the results of hypothesis testing can be seen in the table below. it appears that the significance value of all natural tourism activities is greater than 0.05 and only rafting alone whose significance value is less than 0.05. this indicates that the activities of nature tourism are chosen not only by personal escape family, but also by personal seeking, interpersonal escape, and interpersonal seeking. the number of personal escape families who choose this activity does not mean they are more suitable / in accordance with the activities compared with other patterned family. this nature tourism activity is suitable for all family types. there is only one natural tourism activity that is really suitable for families with personal escape motif, i.e. white water rafting (sig: 0.007). hypothesis test results of cultural tourism activities showed that all cultural activity gained significant value greater than 0.05. this means that there is no difference in the selection of cultural tourism activities among families with personal escape, personal seeking, interpersonal escape, and interpersonal seeking. the same is true of special tourism activities, all the special tourist activities have significant value greater than 0.05. e-journal of tourism vol.5. no.2. (2018): 72-84 http://ojs.unud.ac.id/index.php/eot 79 e-issn: 2407-392x. p-issn: 2541-0857 table7. hypothesis test results on differences choice of tourism activities based on travel motives no. tourist activities ² sig result nature tourism 1. sightseeing 6.353 0.096 h0 accepted 2. swimming on the beach 1.145 0.766 h0 accepted 3. playing outdoors 1.824 0.610 h0 accepted 4. visiting zoos / safari parks 2.061 0.560 h0 accepted 5. visit the botanical garden 2.132 0.545 h0 accepted 6. visiting agro 6.379 0.095 h0 accepted 7. hot springs bathing 4.146 0.246 h0 accepted 8. fishing 5.421 0.143 h0 accepted 9. scuba diving and snorkelling 1.253 0.740 h0 accepted 10. rafting 12.133 0.007 h0 rejected 11. mountain climbing 0.691 0.875 h0 accepted 12. camping 3.406 0.333 h0 accepted 13. exploring caves 1.921 0.589 h0 accepted culture tourism 14. seeing the architecture of buildings 4.110 0.250 h0 accepted 15. visiting historical relics 2.088 0.554 h0 accepted 16. watching art shows 7.596 0.055 h0 accepted 17. watching traditional ceremonies 2.037 0.565 h0 accepted 18. visiting museums 0.324 0.955 h0 accepted 19. seeing economic activities 0.572 0.903 h0 accepted 20. watching cultural festivals 2.204 0.531 h0 accepted special tourism 21. shopping tour 0.236 0.972 h0 accepted 22. culinary tour 1.555 0.670 h0 accepted 23. visiting theme park 0.569 0.904 h0 accepted 24. watching sports competitions 1.525 0.676 h0 accepted level of significance is 0.05 discussion family travel motives one form of personal escape motive is the drive from within a person to pause from the routine. each family member has their own routine. these routines take up most of their time. most of the time the husband and wife workers are spent on work. most of the time the child is spent on school activities. in fact, for housewives, almost all the time is spent on housekeeping, including the affairs of children and husbands. family members as individuals have psychological-socio-cultural needs that need to be met. unfulfilled these needs can cause stress, especially in working wives (oktaria, krisnatuti and muflikhati, 2015). therefore, they need to temporarily exit from their daily routine. vacation is the time they can use to vent their needs. one of the activities that families often do to meet this need is tourism activity. this can be proved by phenomena on weekends and other holidays, recreational spots and tourist objects filled with families. the impulse arises because of an imbalance (disequilibrium) in the psychological-socio-cultural needs of the individual (crompton, as cited in shi, cole and chancellor, 2012). instinctively, individuals try to achieve or maintain a balanced state. therefore, in the event of an imbalance a person needs to pause from his routine. the termination of a routine depends on the continuity of an imbalance experienced, i.e. short or long term. if the imbalance is temporal, then to overcome it enough with the termination of short-term routine, such as staying at home or doing activities other than routine. when the imbalance is protracted, it is necessary to terminate the long term, i.e. need a nice holiday (crompton, as cited in shi, cole and chancellor, 2012). the family as an institution consisting of individuals also experienced an imbalance condition that prompted him to quit the routine of travelling together. another case with interpersonal seeking motives. there are several factors that can cause the emergence of this motive. first, the saturation with routine, alienation from the community and the low social contacts resulting from the work environment resulted in them searching the canals to find a pure "social" world, with family or relatives. one of the canals that can be utilized is family travel. secondly, as the phenomenon of urban settlement in indonesia, residential complexes that become the residence of respondents rarely have adequate public space for activities just to release tension / relaxation and to e-journal of tourism vol.5. no.2. (2018): 72-84 http://ojs.unud.ac.id/index.php/eot 80 e-issn: 2407-392x. p-issn: 2541-0857 interact among the members of its citizens. situations and conditions such as this leads to family longing to interact in a more relaxed atmosphere and in a wider space. third, this motive also arises because of changes in values and norms of society that impact on the family. society considers the quality of family life, both from an economic and non-economic point of view is an important value achieved by the family. to achieve that goal, the family must work and follow certain rules (norms) that apply in the world of work, for example the rules of the world of work that impose working hours so as to spend most of the individual time. with a husband and wife work, the family will be able to achieve the quality of life from an economic angle, but from a non-economic point of view, for example the quality of relationships between family members will be difficult to achieve. whereas family value is still considered important by the community (simanjuntak and sabrina, 2015). this situation requires the family to be creative in order to remain able to achieve these two goals. in the face of this situation, the phenomenon in the community shows that families use leisure to travel. the interpersonal escape motive comes from poor social interaction. as social beings, humans depend on each other. that's why humans are related. in the context of family, social interaction is more a relationship among family members. the process of social interaction does not always lead to a positive relationship but can be otherwise. the worst social interaction is conflict. conflict is a social event that includes opposition or disagreement (lestari, 2012). conflicts can lead to gaps in social interactions and threats and / or violence among conflicting people. conflicts within the family can occur between husband and wife, between parent-child, and between sibling (child with child). conflict can occur because of poor communication in the family (berlianti et al., 2017). conflict has the potential to create an interpersonal escape motive / escapism motive for family members. this escapism is not really a part of social norms within indonesian households. although in the family can occur interaction that is not harmonious / conflict between the members (lestari, 2012), but escapism by way of travel has not been considered in accordance with cultural context. allegedly this escapism motive is more related to the desire to seek a new social atmosphere, i.e. leaving the community for a while while finding new people who have not been known. the personal seeking motive refers more to individual, not collective desires. therefore, it can be understood, that family travel is not to meet the private interests of its members alone, but more to meet the common interests. the family type that ignores individual satisfaction becomes the determinant of why this motive is low. another reason is that indonesian society is a high-oriented collective society to maintain the dignity and feelings between people. overall, the results of the study concluded that when viewed in the socialpsychological model of travel motivation from iso-ahola, the motive of family travel is in the second quadrant, which is the variation of the personal escape and interpersonal seeking motive. in terms of escape motives, families tend to be personal rather than social (interpersonal). that is, family travel because has driven by temporary exit from daily routine, not because want to avoid bad social relationships. on the other hand, in terms of seeking motives, families tend to be social rather than private. that is, they travel not to find something that will meet his personal needs, but want to interact with family members to be more familiar. the results of this study are similar to other previous studies which show that the meaning of tourism for families is the strengthening of family / relatives and fun / entertainment (damanik, 2014). in the case of strengthening the family and family ties, the family defines travel and leisure activities as an important necessity because it provides positive psychological and social benefits for its members. in terms of fun and entertainment, family interprets travel activities, psychologically, as a relief (fun). breaking away temporarily from the daily workload is the essence of tourism, especially if done with family (damanik, 2014). the motive mentioned above is different from the individual tourist motif as revealed in snepenger research, et al. (2006). they examined the travel motivation of e-journal of tourism vol.5. no.2. (2018): 72-84 http://ojs.unud.ac.id/index.php/eot 81 e-issn: 2407-392x. p-issn: 2541-0857 student aged 18-25 years in the united states. the results showed that both the escape motive and the seeking motive more inclined to the private. so tourists as individuals do travel tend to be driven by motives to meet needs that are personal, not social. family choice activities there are three tourist activities that become a favourite and at the same time, often done by family, namely culinary tours, shopping, and sightseeing. culinary tourism is the most common activity of the family because of the function of food today that has two dimensions, namely as a means of fulfilment of basic needs and at the same time desire to get the sensation / experience of the food eaten (as a lifestyle). therefore, in the spare time, many people "hunt" culinary to fulfil the desire. for families, a holiday is a good time to fulfil that desire by doing a culinary tour, exploring the diversity of food created by people of the same or different ethnicity. the second activity that is favoured by the family is the shopping tour. there are two things that cause it, namely (1) the development of consumer culture and (2) the culture of bringing a souvenir every travelling or a tour. today's society has become a consumer society. every day, the shopping centres are filled with people shopping various goods. every day, mass media advertise a wide range of goods and services. the same thing is also displayed billboards that stand firmly on the street corners. this marketing factor can increase consumer hedonism and impulsive purchases (satriawan, et al., 2015). shopping is not just for buying everyday needs, but also for gaining pleasure and satisfaction. families as part of the community also become consumptive to enjoy this shopping activity. therefore, the shopping tour preferred most families. the third favourite activity is sightseeing. this tour activity allows family members to interact and communicate with each other in a relaxed state. these are the moments that they long for because in everyday life they are difficult to make it happen. every day they have been preoccupied with their respective activities. father and mother work, while children go to school. they reunite at home in the afternoon or evening when in a tired condition so it is not possible to establish intimacy between them. their longing for intimacy among family members with a relaxed atmosphere is fulfilled while enjoying the natural scenery together. the fourth activity most families choose is to visit a theme park. this is understandable because the majority of families in this study had children aged 15-24, who were in the adolescent stage. adolescence is a turbulent period of storms (sarwono, 2008). teens tend to want to experiment or experience new experiences. today's theme parks offer many games that can boost adrenaline, according to the psyche of adolescents. that is why visiting a theme park is chosen by most families who bring teenage children. different choice of activities based on travel motives all families with different motives do nature tourism. when viewed from the point of at least the energy needed to perform the activity, the activities of nature tourism can be divided into two categories, namely (1) soft activity (i.e. sightseeing, visiting the zoo / safari park, visiting agro, and fishing); and (2) hard activities (i.e. swimming on the beach, outdoor play, diving, white water rafting, mountain climbing, camping, and exploring caves). fulfilment of the personal escape motive from the routine on the soft activity is more relaxed. fulfilment of the motive for the hard activity is more to channel the emotion buried through an activity that is difficult to be realized in the routine life. for example, in outdoor play activities, family members can laugh freely and shout without anyone forbid. the escape motive is the drive from within a person to get out of the normal environment, get change from everyday life, and overcome bad mood. this motif can be fulfilled with both types of nature tourism activities. it seems that the respondents also have considerable interest in cultural tourism activities based on personal escape motives, among others: looking at building architecture, visiting historical relics, watching traditional ceremonies, visiting museums, seeing economic activities, and watching cultural e-journal of tourism vol.5. no.2. (2018): 72-84 http://ojs.unud.ac.id/index.php/eot 82 e-issn: 2407-392x. p-issn: 2541-0857 festivals. allegedly this is related to the offer of a relatively different atmosphere with the physical environment of their residence. in fact they live in an uniform residential environment (e.g. house building form, land area, and building area). the family also lives in a society whose activities are mechanistic. this condition makes the family feel bored. the family wants to get out temporarily from normal life, wanting to see something else from his daily life. saturation to the uniform physical environment can be treated by doing tourism activities related to cultural objects. boredom against routine activities that are mechanistic can be treated by doing tourism activities related to cultural behaviour. the result of hypothesis test to see the difference choosing of tourism activity based on tourism motif category concludes that all tourism activities (nature tourism, cultural tourism, and special tourism) are done by families with different motives. all tourist activities, except rafting, are selected by all family types. white-water rafting is a tourist activity most favoured by family escapees. this result is similar to that of snepenger et al. (2006) which revealed that tourism activities (national parks, recreational parks, sporting events, and beaches) were conducted by travellers with personal escape and high personal seeking motives. his research also revealed that the motive of tourism is not being able to be distinguished by the type of tourists (domestic and foreign). thus, it can be concluded that (1) any tourism activity can have two or more different functions (e.g., can as a means of escaping routine and socialization), and (2) any person doing tourism activity can be based on two or more motives . it is, theoretically, proposed by iso-ahola that the dichotomy of tourist motives is not exclusive, one can have two tourist motifs simultaneously while doing tourism activities (snepenger et al., 2006). conclusion there are two dominant motives of family travel, namely the personal escape and interpersonal seeking motive. in terms of escape motives, families tend to be personal rather than social (interpersonal). that is, escape in the context of travel occurs because the family squeezed by a saturate routine, not due to poor social relationships. on the other hand, in terms of seeking motives, families tend to be social rather than private. that is, they travel not to find something that will meet his personal needs, but want to interact with others, in this case with family members to be more familiar. families perform various types of natural, cultural, and special tourism activities. they are not the type of special interest tourists. there is no difference in the selection of activities by families with different motives. all tourism activities are favoured by all types of families, both with personal escape, personal seeking, interpersonal escape, and interpersonal seeking. hypothesis test results show that there is only one activity that is significantly most favoured by family escaping motive, namely rafting. based on the results of these studies, it can be noted that there are two important implications. first, the function of family tourism as a temporary escape from the routines to refresh daily activities and as a social search to strengthen the relationship among family members need to be facilitated by the policy of synchronizing holidays for employees with holidays for school children so families get a chance to do a vacation together. second, families do natural tourism, cultural tourism, and special tourism activities. therefore, all natural, cultural, and special tourism facilities need to be tailored to the needs of the family, especially regarding its safety and comfort. references amelia, r. and palupi, s. 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(2019): 139-146 http://ojs.unud.ac.id/index.php/eot 139 e-issn: 2407-392x. p-issn: 2541-0857 relationship between marketing mix and cunsomers’ loyalty of hatten wines products ida ayu putu citra dewi 1 and i gusti ayu oka suryawardani 2 1 student at agribusiness study program, faculty of agriculture, udayana university bali 2 centre of excellence in tourism udayana university bali corresponding author: iaputucitradewi@gmail.com article info received 04 march 2019 accepted 21 march 2019 available online 31 march 2019 abstract hatten wines is one of the alcoholic beverage products produced in bali and owned by balinese. its role is very important as a substitute product for imported alcoholic beverage products. the research objectives are: (i) identifying the marketing mix variables that determine the purchasing decisions and loyalty to hatten wines products and their forming indicators, and (ii) investigating the roles of marketing mix on the customers' purchasing decisions and loyalty to hatten wines products. the study was conducted in sanur, kuta and nusa dua by distributing questionnaires to 100 foreign tourists. the data was analyzed based on the factor analysis by using spss program. the results of the study indicate that; (i) marketing mix variables that determine the purchasing decisions and product loyalty to hatten wines consist of products, prices, promotions, places and distribution. product variables are formed from five indicators, namely brand, taste, packaging, aroma, and product variety. price variables are formed from three indicators, namely affordability of prices, value for money, and price competitiveness. promotion variables are formed from four indicators, namely promotion services, media promotion, promotion quality, and promotion quantity. place and distribution variables are formed from three indicators, namely place of sale, product availability, and ease of access. (ii) hatten wines marketing mix plays a positive role and is significantly related to the consumers' purchasing decisions and loyalty in consuming hatten wines, which is 60.946%. the remaining 39.054% is influenced by other variables not included in the model. keywords: marketing mix, consumers’ loyalty, hatten wines, bali. mailto:citradewi@gmail.com e-journal of tourism vol.6. no.1. (2019): 139-146 http://ojs.unud.ac.id/index.php/eot 140 e-issn: 2407-392x. p-issn: 2541-0857 introduction background the development of the tourism industry in bali is beneficial in increasing income, employment opportunities and exchange rates. but not all the benefits of tourism are enjoyed by the balinese people, some of these benefits are leak out of bali's economic system in the form of tourism leakage. the results of the suryawardani et al. (2016) regarding the calculation of bali tourism leakage found that the average size of bali tourism leakage from the sector of tourism was 20% and the highest leakage was in 4-star and 5-star hotel chains (55.3%). the research also found that the source of leakage was the use of imported beverages (64.1%), imported foods (20%) and foreign workers (2.1%). to minimize the leakage, the use of local beverage products is very important as a substitute product. one of the local beverage products that is currently developing is hatten wines. bali as one of the tourist destinations both domestic and foreign, is very dependent on agricultural products, one of which is related to the provision of beverage products, namely wine for tourists. the latest data from the company hatten wines shows that since 2008 there has been a decrease in sales volume, one of the causes of which is a change in consumer behavior which has implications in the development of marketing strategies which are related to the marketing mix, namely product, price, promotion, as well as place and distribution. consumers have diverse perceptions in relation to purchasing decisions and loyalty to a product. positive consumer perceptions of aspects of the marketing mix, can guarantee satisfaction in using the product so that it will continue to rebuy, and then trigger loyalty. therefore, research on the role of the marketing mix on the consumers' purchasing decisions and loyalty to hatten wines products is very important in order to form a marketing strategy to increase the role of hatten wines products in the tourist market, especially foreign tourists. research objectives based on the background already described, the objectives of this study are: 1. identify marketing mix variables that determine the consumers' purchasing decisions and loyalty to hatten wines products and their forming indicators. 2. finding out the importance of the perception of the marketing mix on the consumers' purchasing decisions and loyalty to products of hatten wines. e-journal of tourism vol.6. no.1. (2019): 139-146 http://ojs.unud.ac.id/index.php/eot 141 e-issn: 2407-392x. p-issn: 2541-0857 research method location and time of research the research was conducted in sanur, kuta and nusa dua. location selection was determined purposively and conducted in january and february 2017. data and collection methods the types of data used in this study were qualitative data (general description of pt hatten bali and hatten wines products) and quantitative data (the results of the questionnaires). the primary data were obtained from respondents through questionnaires. secondary data were obtained from books, websites, data from pt hatten bali, and the results of previous studies as references. data collection was done through observation, interviews, questionnaires, and library research. sampling was based on purposive sampling method. the samples studied were 100 foreign tourists who have consumed hatten wines. the distribution of sampling was carried out proportionally in the three research locations, namely 33.33 percent, then the number of samples in each study location were as follows: 33 samples in nusa dua, 33 samples in kuta, and 34 samples in sanur. research variables and indicators research variables and indicators are explained in table 1. table 1. research variables and indicators no variables indicators (perception) 1. product brand taste packaging aroma product variations 2. price affordability of prices value for money price competitiveness 3. location points of sale product availability ease of access 4. promotion promotional services promotion media quality of promotion promotion quantity 5. loyalty repurchasing promoting recommending recomme measurement with a likert scale the indicators measured have five levels of preference answers with details as follows: very not good /strongly disagree (score 1), not good / disagree e-journal of tourism vol.6. no.1. (2019): 139-146 http://ojs.unud.ac.id/index.php/eot 142 e-issn: 2407-392x. p-issn: 2541-0857 (score 2), doubtful (score 3), good / agree (score 4), very good / strongly agree (score 5). respondents' perceptions of the marketing mix, as well as consumers' purchasing decisions and loyalty to hatten wines' products were described quantitatively using class intervals by integrating the average score according to the assessment categories. these categories can be seen in table 2. table 2. scores category of consumer perceptions on hatten wines products score interval of score category 1 1 to <1,8 very poor 2 1,81 to <2,6 not good 3 2,61 to <3,4 fair 4 3,41 to <4,2 good 5 4,21 < 5 very good source: usman, in henrques (2014) data analysis data from questionnaires were processed by factor analysis using the spss 19 application, but the normality must be tested by the kolmogorov-smirnov test. results and discussion company overview of hatten wines pt hatten bali is one of the wine producers located in bali. first established in 1994 by ida bagus rai budarsa. pt hatten bali plantation is located in buleleng regency. the factory and head office are located in sanur. hatten wines consists of several products including rose, aga white, aga red, alexandria, tunjung, jepun, and pino de bali, and other brands namely two islands, dragonfly moscato, and dewi sri. grape varieties grown in bali are local blue probolinggo, local black grapes of alphonse-lavallée, french table grapes, and local belgian white grapes. characteristics of respondents characteristics based on citizenship most respondents are australian citizens (20%). followed by the netherlands (10%), norway (10%), france (7%), united states (6%), new zealand (6%), canada (5%), belgium (4%), united kingdom (4%) ), italy (4%), germany (4%), poland (4%), austria (3%), switzerland (3%), denmark (2%), finland (2%), hong kong, (2%) , singapore (2%), and sweden (2%). characteristics based on place to stay most respondents live in starred hotels (57%). followed by villas (15%), lodging (14%), non-star hotels (11%), and others (3%). e-journal of tourism vol.6. no.1. (2019): 139-146 http://ojs.unud.ac.id/index.php/eot 143 e-issn: 2407-392x. p-issn: 2541-0857 characteristics by gender most of the percentage of respondents are female by 55% while men are 45%. characteristics based on age most respondents aged between 2655 years old (48%). followed by respondents aged 17-25 years old (45%), more than 56 years old (7%), and no respondents who were less than 17 years old. characteristics based on arrival to bali most of the respondents came to bali with friends (38%). followed by respondents who came with the group (29%), family (27%), and individual (6%). characteristics by occupation most of the respondents are students (35%). followed by entrepreneurs (15%), professionals / managers / executives (13%), private employees (12%), housewives (10%), government employees (7%), retirees (5%), others (3%), and no respondent is a police or a soldier. characteristics based on the period of visit most respondents visited bali more than 5 times (31%). followed by a second visit (18%), first time (14%), fourth time (14%), fifth time (10%), and third time (13%). research instrument test results data normality test normality test using the kolmogorov-smirnov test. the results of the study indicate that all indicators have a sig. > 0.05 means fulfilling the assumption of normality. validity test the results of the study show that all questions have r count values> r table means valid and can be used in research. reliability test the results of the study show that all items of the research question have cronbach's alpha coefficient values > 0.60 which means reliable and can be used in research. consumers' perceptions of hatten wines products respondents have good perceptions of product components consisting of five indicators, namely brand, taste, packaging, aroma, and product variation with a score of 4.1 means that respondents like the hatten wines product components. e-journal of tourism vol.6. no.1. (2019): 139-146 http://ojs.unud.ac.id/index.php/eot 144 e-issn: 2407-392x. p-issn: 2541-0857 consumers' perceptions of the price of hatten wines products respondents have a good perception of the price component which consists of three indicators, namely affordability of price, value for money, and price competitiveness with a score of 3.9 means that respondents like the price components of the hatten wines product. consumers' perceptions of the promotion of hatten wines products respondents have a good perception of the promotion component which consists of four indicators, namely promotional services, media promotion, quality promotion, and quantity of promotion with a score of 4.0 means that respondents like the promotion component of the hatten wines product. consumer perceptions of the location and distribution of hatten wines products respondents have a good perception of the place and distribution components which consist of three indicators, namely the place of sale, product availability, and ease of access with a score of 3.7 means that respondents like the place component and distribution of the hatten wines product. consumers' purchasing decisions and consumer loyalty to hatten wines products purchasing decisions and consumer loyalty are classified as high with a score of 3.9, where each indicator, namely rebuy, promoting, and recommending to others has a score that is in the high category too. this means that respondents have a high tendency to make decisions to buy and are loyal to hatten wines products. most respondents said they would rebuy (59%), followed by promoting (26%), and recommending (15%). chien-hsiung (2011) classifies consumer loyalty into three categories, namely rebuy, promote and recommend products. the results showed that the highest stages of consumer loyalty to hatten wines products were at the initial stage of rebuying. the roles of marketing mix variables in purchasing decisions, and consumers' loyalty to hatten wines products variable determination test kmo msa values 0.806> 0.5 and sig. (p) 0,000 <0,05 and the value of msa per indicator all has a value > 0.5 which can be concluded that all indicators are feasible to be analyzed further. e-journal of tourism vol.6. no.1. (2019): 139-146 http://ojs.unud.ac.id/index.php/eot 145 e-issn: 2407-392x. p-issn: 2541-0857 the value of eigenvalues as forming variables based on the results of the study four variables have been formed (because it has an initial eigenvalues in total ≥ 1). variation of eigenvalues for each variable formed, namely variable 1 has initial eigenvalues in total of 4.816, variable 2 of 1.645, variable 3 of 1.472, and variable 4 of 1.209. the results showed that variable 1 was the biggest determinant of the four marketing mix variables with a percentage of variance of 32.110%, followed by variable 2 (10.968%), variable 3 (9.810%), and variable 4 (8.058%). based on the total variance value it can be seen that the total variance value is 60.946%, which means variables 1, 2, 3 and 4 can explain its role in determining the consumers' purchasing decisions and loyalty to hatten wines products, while the remaining 39,054% are influenced by other variables not included in the model. the role of each indicator in forming variables the limiting number so that an indicator can be clearly included in a variable is 0.5 (santoso, 2015). based on the rotation results all indicators have a factor loading value of more than 0.5 which indicates that all indicators have a strong relationship with the variables formed. variable 1 is called a product variable that is formed from 5 indicators, variable 2 is called a price variable formed from 3 indicators, variable 3 is called a promotion variable formed from 4 indicators, then variable 4 is called a place and distribution variable which is formed from 3 indicators. based on the previous explanation, a model can be made as shown in figure 1. figure 1. the roles of marketing mix in consumers' purchasing decisions and loyalty to products of hatten wines e-journal of tourism vol.6. no.1. (2019): 139-146 http://ojs.unud.ac.id/index.php/eot 146 e-issn: 2407-392x. p-issn: 2541-0857 based on figure 1, it can be seen that of the four variables formed, the variables that have the greatest role level are products (32,110%), followed by prices (10.968%), promotions (9.810%), and place and distribution (8.058%). the total role of these variables is shown by the total variance value of 60.946%, which means that the marketing mix perception variables that determine the consumers' purchasing decisions and loyalty to hatten wines products can be explained by 60.946% by product variables, price variables, promotion variables, and variables of place and distribution. the rest is influenced by other variables that have not been included in the model at 39,054%. conclusions 1. the marketing mix variables that determine the purchasing decisions and product loyalty of hatten wines consist of products, prices, promotions, and places and distribution. product variables are formed from five indicators, namely brand, taste, packaging, aroma, and product variety. price variables are formed from three indicators, namely affordability, value for money, and price competitiveness. promotion variables are formed from four indicators, namely promotion services, media promotion, promotion quality, and promotion quantity. place and distribution variables are formed from three indicators, namely the points of sale, product availability, and ease of access. 2. marketing mix of hatten wines contributes positively and significantly related to the consumers' purchase decision and loyalty to consuming hatten wines, amounting to 60.946%. the remaining amount of (39.054%) is influenced by other variables not included in the model. suggestion pt hatten bali should increase the roles of marketing mix in marketing its products by adding variety of products in order to increase market segmentation. references chien-hsiung, l. (2011) ‘a study on the relationship between the brand image and customer satisfaction in the catering businesses’, african journal of business management. academic journals, 5(18), pp. 7732–7739. henrques, f. d. c. (2014) effect of education and training programs on employee performance (case study on instituto nacional da administração publica timor leste). santoso, s. (2015) ‘menguasai statistik multivariat’, jakarta: pt elex media komputindo. suryawardani, i. g. a. et al. (2016) ‘implementation of social accounting matrix in calculating tourism leakage of accomodation in bali’, international journal of applied business and economic research, 14(13), pp. 9377–9405. nyepi holiday package: e-journal of tourism vol.4. no.2. (2017): 78-84 http://ojs.unud.ac.id/index.php/eot 78 e-issn: 2407-392x. p-issn: 2541-0857 1 the process of making tempe benguk as tourist attraction in kulon progo yogyakarta dhanik puspita sari bogor institute of tourism, bogor indonesia corresponding author: dhanik_puspitasari@yahoo.com article info received 21 september 2016 accepted 30 july 2017 available online 25 august 2017 abstract this research discuss the process of making tempe with benguk bean (mucuna pruriens) as the raw material that can be developed into a form of cultural tourism attractions which aims to improve the income level of the local community in the area of kulon progo regency, yogyakarta. the used of benguk bean based on its originally that only can be found around this region and cannot be treated carelessly due to contain toxic compounds which must be removed. the process and method of cooking is still done in traditional ways, it begin by washing the benguk bean, boiling to fermenting and transform into edible food. the makers still using the traditional stove with firewood or old coconut leaf, bamboo strainer, using ashes, yeast, and banana leaves or teak leaves. this study uses a qualitative study approach. the data used are primary and secondary data collected in several ways including observation, in-depth interviews, documentation and litelature study. this study will focus on the activities done in the process of making tempe benguk as a tourist attraction using mix activties: the nature of activities in tourism destination. keywords: tempe benguk, cooking process, cultural tourism, attraction, tourist activity introduction background kulon progo is a district located in the western part of the yogyakarta province, indonesia, which still dominated by a strong culture that continues to be maintained ingrained in society. variety of cultures could be found at the local food that is still maintained. food is the main determinant factor of human identity, because food is a culture (imelda, 2015). one among these kulon progo specific foods is made from benguk bean, commonly called tempe benguk. tempe is kind of food made from soybean, and tempe benguk use benguk bean as the main ingrediens replacing the soybean. its unique taste and texture make it become the most wanted specific food in kulon progo. but unfurnately still not develop well due to less attention from the goverment to maintain the sustainablity of this food. unwto 2012 stipulates that 30% of revenue comes from gastronomic tours; 40% of tourist spending is for food and beverages; 50% of revenue comes from the restaurant rating. gastronomy indonesia on a large scale accounts for a sizeable revenue, ie 30% of total revenue indonesia tourism (imelda, 2015). icomos charter for cultural tourism, draft april 1997, define that the cultural tourism is mentions and highlights not just the man made attractions connected to cultural tourism, but the surrounding physical 1 the article had been presented in the international tourism conference ―promoting cultural & heritage tourism‖ at udayana university, 1-3 september 2016. mailto:dhanik_puspitasari@yahoo.com e-journal of tourism vol.4. no.2. (2017): 78-84 http://ojs.unud.ac.id/index.php/eot 79 e-issn: 2407-392x. p-issn: 2541-0857 environment as well providing a wider spatial scope to this form of. means the food or culinary is also became the object of cultural tourism. the cuisine or food plays a role in satisfying of the tourist experience and as part of the cultural heritage of the destination (ignatov and smith, 2006). food become an unseperated way of life of local people. it shows their culture, their preference, their pure customs, and can also become an attraction to attract people to come to one destination. based on the above explanation the research problems are as follow: (i) how is the process in making tempe benguk in kulon progo, yogyakarta? (ii) is the process of making tempe benguk could become a tourism cultural attraction in kulon progo, yogyakarta? (iii) what can the government do to support this activities to be a competitive cultural tourism attraction? research objective objective of the research is to analyze the activities occur in the prosess of making tempe benguk based on the nature of activity in tourism destination to be a cultural tourism attraction in kulon progo, yogyakarta. literature review the cuisine or food plays a role in satisfying of the tourist experience and as part of the cultural heritage of the destination (ignatov and smith, 2006). food become an unseperated way of life of local people. it shows their culture, their preference, their pure customs, and can also become an attraction to attract people to come to one destination. an attraction is any object, person, place, or concept that draws people either geographically or through remote electronic means so that they might have an experience. the experience can be recreational, spiritual, or otherwise (international cooperation for development,http://ms.rmportal.net/course/cat egory.php?id=51). to get the experience, tourist shall do acivities. without activities there will be nothing to remember. the activities dimension of destination attractiveness appears to be growing in importance as the traveller increasingly seeks experiences that go beyond the more passive visitation practices of the past (ritchie and crouch, 2010). methodology research location this research is located in districts temon, kulon progo, yogyakarta. this study uses a qualitative method. qualitative data includes: information, opinions, ideas, expression, impression, hope, praise, and criticism that comes from the makers and sellers of tempe benguk to be able to provide a holistic description of the potential cultural tourism attractions in the process of making tempe benguk in terms of the mix of activities. data primary data are derived from the makers and sellers of tempe benguk, while secondary data are geatherd through the study of literature, and other previous studies. in this research using data collection techniques as follows: 1. observation, direct observations in the field about the process of making and selling tempe benguk. 2. in-depth interviews based on guidelines interviews with the makers and sellers of tempe benguk at the time of the study. through this interview we will get deeper information and detail on the problems studied 3. documentation, documented in photos and videos 4. literature, take the theory and the results of previous research and writings which can be used in this research is based on any kinds of references. data analysis the technique used to analyze the data is a descriptive qualitative analysis, that is all the collected data is analyzed and searched the threads with the theories provided so as to interpret and draw conclusions based on the value of the tourist activities in the process of making tempe benguk, so it can be said that it could be a cultural tourism attraction. http://ms.rmportal.net/course/category.php?id=51 http://ms.rmportal.net/course/category.php?id=51 e-journal of tourism vol.4. no.2. (2017): 78-84 http://ojs.unud.ac.id/index.php/eot 80 e-issn: 2407-392x. p-issn: 2541-0857 results and discussion what is tempe benguk? the results show that benguk is still similar with snow peas or beans. this plant vines such as lentils and beans. these plants do not really need a lot of water. in fact, this plant can grow in almost any place. generally in this area this plant is not grown specifically and intensively. it olny become an additional plant or filling wastedland or intercroping in the rice field therefore, these plants are found along riverbanks, rice fields, and the slope of the mountain slopes. benguk bean contain toxic cyanide (hcn), the content of cyanide in fresh seeds is about 11.05 mg / 100 g and after soaking 3 days stay 0.3 mg. seeds contain 10% moisture, 23.4% protein, 5.7% fat, total carbohydrates 59.5%, n-free extract 51.5%, fiber 6.4%, ash 3%, 0.18% ca, p 0.99% and k1,36%. each 100g contains vitamins a 50iu, 0,50mg thiamine, riboflavin 0,20mg and niacin 1.7 mg. content of total digestible nutrient 81.7% and 19% digestible protein. the amino acid content in mg / gn: 300 isoleucine, leucine 475, lysine 388, 75 methionine, cystine 56, 300 phenylalanine, tyrosine 319, 250 threonine, valine 344, 494 arginine, histidine 131, alanine 219, sour aspartate 794, 763 glutamic acid, glycine 288, proline 369 and serine 306 (duke, reed and weder, 1981). this plant has some advantages such as : 1. able to reduce the trembling tremor symptoms of parkinson. 2. as a food ingredient that is processed into tempe benguk 3. as the material of the pharmaceutical industry in the united states. for example, benguk bean extract capsule brands most popoler in the us, namely dopa bean, which is marketed by solaray, mucuna by physician formulas, inc., and l-dopa by unique nutrition. 4. as a substitute for viagra, used by pharmacists of chao phya hospital abhaibhubejhr in prachinburi thailand. 5. as a cure. the sap from the stem is used to stop bleeding from minor cuts tempe is a food made from soybean as a raw materials and fermented using some types of fungi. the price of soybeans always increasing day by day, and this benguk bean can be an alternative maerials to replacing soybean. tempe benguk si made from benguk bean (mucuna pruriens), which has a long and fairy difficult process, and require extra attention due to the toxic compounds contained therein. beside, the fermentation process of benguk bean become tempeh also can eliminate cyanide, in tempe, hcn content has been completely lost so that it can be stated that the tempe surly safe for consumption. tempe is one of the most popular food in indonesia. it consumed by any social class of society. it is in their blood. many indoneisan said if tempe is main food on indonesia. it cannot be separated and closely related to the daily life of a society. the study by ritche and zins shows that the gastronomy or style of food perparation particular or the region is one of the component of the culture (ritchie and crouch, 2003). cooking is the skill or activity of preparingand heating fo od to be eaten. cooking process is a stage of cooking food that is not edible to be worth eating. figure 1: the cooking process of tempe beguk the figure 1 help us in understanding the steps in making tempe benguk. the process of making tempe benguk starts with washing the benguk bean thoroughly, then boiled using traditional fire hearths and firewood as fuel. boil until the hunk of the http://dictionary.cambridge.org/us/dictionary/english/skill http://dictionary.cambridge.org/us/dictionary/english/activity http://dictionary.cambridge.org/us/dictionary/english/prepare http://dictionary.cambridge.org/us/dictionary/english/heating http://dictionary.cambridge.org/us/dictionary/english/food http://dictionary.cambridge.org/us/dictionary/english/food http://dictionary.cambridge.org/us/dictionary/english/eat e-journal of tourism vol.4. no.2. (2017): 78-84 http://ojs.unud.ac.id/index.php/eot 81 e-issn: 2407-392x. p-issn: 2541-0857 benguk bean can be separated from seeds. then the next process is the separation of bean husk of the seeds that are still done manually which is separated one by one using hand. after clean from hunks, the benguk bean are soaked for approximately 3 to 4 days and replaced the water twice a day, to eliminate the toxic substances contained therein cyanide. toxic compounds, includng hcn will be lost by boiling and soaking for 3 days with replacement of water per day (josephine and janardhanan, 2013). after a few days soaked, benguk bean are sliced into small parts, it should be 2 nd boiling then cooling. the process of soaking, slicing and mashed seeds, and can cause hydrolysis, thus freeing cyanide in benguk bean. than loaded into a large container and flat made of bamboo which is commonly called the 'tampah' to be cooled. after no longer steam coming out of the stew benguk bean, the next process is the provision of yeast that occurs naturally in the chemical process of fermenting beans into tempe benguk. once evenly mixed with yeast, the next process is the packaging process or wrapping the surly seeds using banana leaves or the teak leaves, and tied with string also derived from dried banana leaves. keep it in room temperature for at least two days for the perfect fermentation process and the beans are covered by a white membrane indicating that beans have become tempe benguk and ready to be processed into a wide variety of foods. activitiy as tourist attraction this process of making tempe benguk will provide an experience for tourist as a form of attraction. according to josephine and janardhanan (2013) some people might include the experience as one of the tourist components, but no product can provide an experience, only an opportunity to have an experience. activity will last in tourist mind. weather they like it or hate it. to get the experience, they need to stayed at a place for some time. taking a tour means taking service, and when a person buys a service, he purchases a set of intangible activities carried out on his behalf. but when he buys an experience, he pays to spend time enjoying a series of memorable events that a company stages—as in a theatrical play—to engage him in a personal way (pine ii and gilmore, 1999). figure 2. the experience realism. adopted from pine ii and gilmore (1999). in the figure 2, the experience contain of esthetic, escapiet, educational and entertainment. esthetic are what makes tourist come,environtment ( inviting, interesting, or comfortable), creating an atmosphere that makes tourists feel free. escapist is all aspect that can draw the tourist in activities. educational is active participation to get involve in the process of making tempe benguk, to engage them in the exploration of knowledge and skills. entertainmant provide for them to enjoying and laughing at experience. some tourist will be laughing while they having difficulties in using some traditional tools while making this food. attraction is a very important factor in setting up a destination. without atraction, there will be no tourist will come. the core resources and attractions are the fundamental reasons that prospective visitor choose one destination over another (ritchie and crouch, 2010). the real reason for visiting a destination is to do things-to actively participate in activities that stimulate for the moment, and then to leave as a participant who has vibrant memries of what he or she has done (ritchie and crouch, 2003), without attraction there will be no tourist come to visit the destination, why? because there is nothing to do. factors of core resources and attractions fall into seven categories: physiography and climate, culture and history, market ties, mix of activities, special events, entertainment, tourism suprastructure (ritchie and crouch, 2010). e-journal of tourism vol.4. no.2. (2017): 78-84 http://ojs.unud.ac.id/index.php/eot 82 e-issn: 2407-392x. p-issn: 2541-0857 the range or mix activities within a destination represents one of the most critical aspects of destination appeal. while the actvities within a destination may be defined to a large extent by physiography and culture, there is nevertheless considerable scope for creativty and initiative. reffering to the report from the international cooperation for development(http://ms.rmportal.net/course/cat egory.php?id=51) found that every visitor experiences an attraction, but how they experience depends on the activity they select. it makes the activity as the stressing point as the core of attraction. experience can be created and develop. it just a matter of timing and oppurtunitty. figure 3: the activity charateristics classification wheel adopted from ritchie & crouch (2003;119) from destination point of view, activities can be categorized in many ways. one form of classification could be seen in fig. 3. based on wide range of activity characteristics contained in that process, now we need to observe what is important is that the destination managers attemp to provide a board mix of activities (ritchie and crouch, 2003). this mix is however, should observe the following principles: 1. consistent with the nature and topography of destination. 2. conistent with the values of the local population. 3. observe the local regulations and legislation 4. provide activities thay are complimentary 5. offer activities that are uniquely appropriate based on observation, the activity charateristics classification in figure 3 can be inteprate as follows (see table 1). table 1. activities in the process of making tempe benguk in kulon progo yogyakarta no charateristics activity dimension indicator yes no 1 adventure 1. soft adventure  2. hard adventure  2 space 3. ourdoor  4. indoor  3 season 5. winter  6. summer  4 track 7. leave track  8. leave no track  5 involvment 9. passive  10. active  6 complexity 11. shopisticate d  12. simple  7 cost 13. high cost  14. low cost  8 purpose 15. educational  16. recreational  9 market 17. family oriented  18. adult oriented  10 access 19. difficult access  20. easy access  11 nature 21. relaxing  22. demanding  source: observation and interview based on the tabel 1 can be seen that almost all activites (14 out of 22) charatesistics is already in the process of making tempe benguk. all of the importan mix activities are inside the process of making tempe benguk. this process can be seen (the process) and made (the tempe benguk) by tourists within a period of 40 minutes to 1 hour. it‘s quite takes time to gather the experience for the tourist. the details of each mix activities are as follows: http://ms.rmportal.net/course/category.php?id=51 http://ms.rmportal.net/course/category.php?id=51 e-journal of tourism vol.4. no.2. (2017): 78-84 http://ojs.unud.ac.id/index.php/eot 83 e-issn: 2407-392x. p-issn: 2541-0857 1. adventure (soft adventure) a. no need hard effort or energy in doing this activity 2. space (indoor) a. most of the activities are in the kitchen area, so in any kind of season, this activity still can be done 3. season (all seasons) a. the raw material is always available in all season. b. the activity is indoor, so the process can be done troughout the year 4. track (leave no track) a. activities that do not leave traces that could disrupt the balance of the environment b. all of material already provided by the tempe maker. 5. involvment (active) a. arequires the active involvement of the tourists. b. breaking the benguk shell c. washing the benguk bean d. boiling the benguk bean on the soil stove e. using and adding more firewood as the main source of fire f. soaking the beans in the water g. wraping the benguk bean with banana leaves and teak leaves (wrap with specific folds) h. placing tempe benguk in storage area. i. taking picture in all process j. taking video in hole process k. taste the ready to eat tempe benguk l. buying the ready tempe benguk 6. complexity (simple) a. all the tools used are very simple b. simple flow activities 7. cost (low cost) a. using local material b. some materials are in the nature 8. purpose (educational and recreational) a. knowing what is tempe b. knowing how to make tempe c. knowing how to remove toxins in a benguk bean d. natural atmosphere to relieve stress e. feeling the local culture f. finding natural environtment 9. market (all segment, either family or adult) a. this activity suit for all ages. can be done individually or group. 10. access (easy access) a. the workshop of tepe maker easy to reach. b. not too far from major roads c. available public transport 11. nature (relaxing) a. making tempe benguk should not in hurry, it won‘t be tempe if the process not done trough the steps carefully. conclusion tempe benguk is one of specific food from kulon progo, yogyakarta. for kulon progo‘s people, it is in their daily life to eat and consume tempe benguk. benguk beans (mucuna pruriens), is a substitute ingredient in making tempe. kulon progo contours is rather dry and a little heat is a perfect area for a benguk bean to grow. if treated well, if we compare with soybeans, in the same piece of land it can produce greather than soybeans. so viewed from the economical side, then this benguk bean has a high economic value anyway. based on the analysis, in table 1, we can get a clue that the activities (the process in making tempe benguk) already get 14 out of 22 items charateristics activity in it, means it can be a cultural tourist attraction in kulon progo, yogyakarta. it consistent with the nature and topography in that area, raw materials gathered from the surrounding area of kulon progo which is rather sandy and less rainfall. this benguk bean grows in sandy loam to silty loam, and most of people there consume it in their daily life. it also consistent with the e-journal of tourism vol.4. no.2. (2017): 78-84 http://ojs.unud.ac.id/index.php/eot 84 e-issn: 2407-392x. p-issn: 2541-0857 values of the local population. simplicity, familiarity and maintain the natural balance is retained by using natural raw material that is used only as needed, as well as the manufacturing process entirely without the use of additional chemicals. this activity in accordance with the local regulation and legislation of the region, kulon progo regent has his own vision to developing regional food security by consuming local food. in the process in making tempe benguk, a lot of unique activities offered. using traditional tools could provide great experience for tourist. crack or open benguk shells, cook on a stove made of soil and maintain a stable flame using bamboo, eparating the benguk bean with husk, steaming using a bamboo steamer, wrap with banana leaves or teak leaves and others. this activity can be done throughout the year regardless of the season. whether it's the rainy season and dry season, this is because this benguk bean can be plant throughout the year regardless of season. this activity has economic value if well developed when assisted by the government and the private sector for packing and marketing. when tempe benguk have been made, it can be sold either raw or processed into other comestible. this process can be a cultural tourist attraction because it contains of cultural items (gastronomy/food) and all important mix of activities needed for a potential tourist attraction. to make it happend, it would require the participation of a wide range of parties among which 1. the goverment a. so its time for the government to develop this tourist attraction by promoting this activities to all tourism stakeholders. b. giving information to the local society regarding to the positive effect that can be gain with this activities. c. giving them training regarding the higenity, durability and packaging of the product made from tempe benguk so it can be compet with moderen food. 2. the local communities a. plant this benguk bean consistently b. have a willingness to follow the training conducted from goverment or other organization to develop the quality of the product. 3. the stakeholders a. they can include a visit to the village temon as part of a tour package offered, b. promote this activities using social media c. make a review of the activity of making tempe surly as a new tourist attraction references duke, j. a., reed, c. f. and weder, j. k. p. (1981) ‗tamarindus indica handbook of legumes of world economic importance‘. plenum press. new york pp. ignatov, e. and smith, s. (2006) ‗segmenting canadian culinary tourists‘, current issues in tourism. taylor & francis, 9(3), p. 235. imelda, j. (2015) laporan dialog gastronomi nasional. akademi gastronomi indonesia. josephine, r. m. and janardhanan, k. (2013) studies on chemical composition and anti nutritional factors in 3 germ plasm seed. pine ii, j. and gilmore, j. (1999) the experience economy. boston: harvard business school press. ritchie, j. r. b. and crouch, g. i. (2003) the competitive destination: a sustainable tourism perspective. cabi. ritchie, j. r. and crouch, g. i. (2010) ‗a model of destination competitiveness/sustainability: brazilian perspectives‘, revista de administração pública. scielo brasil, 44(5), pp. 1049–1066. nyepi holiday package: e-journal of tourism vol.7. no.1. (2020): 27-36 http://ojs.unud.ac.id/index.php/eot 27 e-issn: 2407-392x. p-issn: 2541-0857 millennial tourists in bali: motivation, satisfaction and revisit intention dewa ayu nyoman aridayanti1, i gusti ayu oka suryawardani2 and agung suryawan wiranatha2 1agribusiness study program, faculty of agriculture, udayana university 2centre of excellence in tourism, udayana university corresponding author: dewaayuaridayanti@gmail.com article info received 30 november 2019 accepted 30 january 2020 available online 01 march 2020 abstract the ministry of tourism of the republic of indonesia has developed strategies to attract millennial tourists who are estimated to dominate the world tourism market, where bali is ranked as the fourth most desirable destination for millennials around the world. one of the important factors for tourists in making a visit decision is motivation. motivation can affect tourists' satisfaction that is triggered by evaluations through their experiences during a visit and it can affect their revisit intention. decision making for revisit intention to a destination is actually the behavior of satisfied tourists. this research is a quantitative study with samples of millennial tourists visiting the areas of ubud, kuta, seminyak, canggu and uluwatu. research results were analyzed by structural equations modelling (sem) analysis usings smartpls software 3.0 version. the results showed that motivation consisting of push and pull factors has a significant effect on tourist satisfaction. tourist satisfaction has a significant effect on the revisit intention. the push factor has a positive but not significant effect on the revisit intention while the pull factor has a significant effect on the revisit intention. another result showed that 69% of millennial tourists make use of social media as a source of information about bali. this is also the reason for the facts that 91% of millennial tourists prefer to arrange their own trips. keywords: bali, motivation, satisfaction, revisit intention, millennial tourist. introduction by the rapidly developing tourism industry, world tourism destinations face stiff competition which makes the destination must be able to win the competition in order to be chosen by the majority of tourists. bali is one of the destinations that can compete with other destinations in the world, and bali achieves several awards every year. in 2019, bali was ranked fourth in the world e-journal of tourism vol.7. no.1. (2020): 27-36 http://ojs.unud.ac.id/index.php/eot 28 e-issn: 2407-392x. p-issn: 2541-0857 as the most popular destination for millennial around the world by the hopper ticket booking application company. this list is obtained from the most popular, the most searched for, and the most monitored destination data by millennial tourists. in line with the republic of indonesia's ministry of tourism strategies to attract millennial tourists, bali's ranking has opened up opportunities for indonesia to target the millennial market. millennial generation is driving big changes in the travel industry. millennials are more likely to travel than other generations and tend to be motivated by the desire to adventure and explore something new. the tour process begins with the motivation that plays a role in making decisions about the destination to be visited. push and pull factors in motivation may affect tourist satisfaction. motivation triggers every evaluation that tourists can do about a destination through their experiences during their visit. the decision to make a repeat visit to a destination is a result of satisfied tourist behavior. literature review this research reviewed 14 previous studies as references sourced from national and international journals that have a common topic with tourist motivation, tourist satisfaction, revisit intention and millennial tourists or travelers. the studies include (1) the effect of travel motivation on satisfaction: the case of older tourist by vigolo, et.al (2018); (2) the effect of motivation, satisfaction and perceived value on tourist recommendation by huang, et.al (2015); (3) travel motives, perceptions and satisfaction of millennial travelers: a study in the east coast of sri lanka by gnanapala, et.al (2017). research by vigolo, et.al (2018) investigate the effect of tourist travel motivation on satisfaction; huang, et.al (2015) analyze the effect of motivation, satisfaction and perceived value on tourist recommendations; and gnanapala, et.al (2017) explore travel motivations, perceptions, satisfaction, and other behavioral characteristics of millennial tourists visiting the east coast of sri lanka. the research resulted in several findings including: (1) vigolo, et.al (2018) found that motivation influences satisfaction but varies greatly depending on the age of the respondent; (2) huang, et.al (2015) found that there was an influence of the three (motivation, satisfaction and perceived value) on tourist recommendations. the effect of perceived value and satisfaction on recommendations is greater than motivation. motivation can be a predictor of recommendations; (3) gnanapala, et.al (2017) research findings e-journal of tourism vol.7. no.1. (2020): 27-36 http://ojs.unud.ac.id/index.php/eot 29 e-issn: 2407-392x. p-issn: 2541-0857 show that push and pull factors motivate millennial tourists to visit the remote areas of sri lanka. whereas tourist satisfaction is influenced by accommodation, infrastructure, service quality and tourist attractions. this research refers to theories of tourism, generation, and tourist behavior and the concepts of motivation, satisfaction and revisit intention. research methods research was conducted to analyze and test causal relationships between constructs or latent variables. the cause of causal relationships is called exogenous latent constructs or variables x which consists of push factors as (x1) and pull factors as (x2), while the constructs that are affected are called endogenous latent namely y variable consisting of tourist satisfaction (y1) and revisit intention (y2). to analyze and test the causal relationship between variables, a partial least square (pls) statistical analysis tool was used, i.e. one of the structural equation modeling (sem) statistical methods or variant-based structural equation models with smart pls version 3.0 software. the research population was millennial tourists coming to bali, taken using cluster random sampling techniques in the areas of ubud, kuta, seminyak, canggu and uluwatu of 100 millennial tourists respondents with a quota sampling of 50 foreign tourists and 50 domestic tourists. the number of samples is in accordance with the number of sample eligibility criteria for a variant-based or partial least square (pls) structural equation modeling (sem) analysis, which is a minimum of 30 and a maximum of 100 samples. in addition to using structural equation modeling (sem) analysis with smartpls software version 3.0, the research findings were also analyzed descriptively and qualitatively to describe the characteristics of respondents, interpret the sem analysis results and the results of hypothesis testing. in the analysis of pls-sem (partial least square-structural equation modeling) the validity and reliability tests were carried out by focusing a few. in the validity test conducted with convergent validity criteria with outer loading value> 0.5 and discriminant validity with ave value> 0.5. while reliability is indicated by cronbach's alpha value> 0.6 and composite reliability value> 0.6. the structural equation model consists of measurement and structural models. measurement model aims to determine the role of indicators in reflecting variables, while the structural model aims to examine the relationship e-journal of tourism vol.7. no.1. (2020): 27-36 http://ojs.unud.ac.id/index.php/eot 30 e-issn: 2407-392x. p-issn: 2541-0857 between other variables, both direct and indirect relationships and total effects. later, after analyzing the data a structural equation model will be generated which will be evaluated both from the measurement model and the structural model. evaluation of the measurement model is done to assess the validity and reliability of the model, while the structural model or structural model evaluation is to evaluate the value of r2, effect size, and gof (goodness of fit). results and discussion tourist characteristics the results show several characteristics of millennial tourists coming to bali, including: 1) 64% of millennial tourists were dominated by female tourists; 2) 44% of millennial tourists came from europe with allocentric type; 3) 59% of millennial tourists are students; 4) 97% of the purpose of visiting is for a vacation; 5) 50% of visits with friends; 6) 69% used social media as a source of information about bali; 7) 91% arrange their own visits. influence between variables confirmative analysis in this research is intended to draw inference related to the influence of push and pull factors on satisfaction and revisit intention. therefore, this research model involves 4 (four) latent variables, namely the push factor variable is reflected through 6 (six) indicators, the pull factor variable is reflected by 5 (five) indicators, the satisfaction variable is reflected by 6 (six) indicators and the revisit intention variable reflected by 5 (five) indicators. the structural equation model that is performed after going through the bootstrapping process can be seen in figure 1 below. 1. measurement model (outer model) source: smart pls analysis output 3.0, 2019. figure 1. structural output model testing the validity of the research variables was conducted by convergent validity and discriminant validity with the outer loading and ave criteria> 0.5. the results of the validity test can be seen in table 1. e-journal of tourism vol.7. no.1. (2020): 27-36 http://ojs.unud.ac.id/index.php/eot 31 e-issn: 2407-392x. p-issn: 2541-0857 table 1 research variable validity test results variable indica tor validity converg ent discriminant/√a ve ave push factors pus1 0.705 0.786 0.617 pus2 0.860 pus3 0.831 pus4 0.641 pus5 0.740 pus6 0.905 pull factors pul1 0.910 0.858 0.736 pul2 0.821 pul3 0.932 pul4 0.784 pul5 0.835 satisfaction sat1 0.878 0.811 0.722 sat2 0.885 sat3 0.889 sat4 0.786 sat5 0.721 sat6 0.923 revisit intention rev1 0.774 0.850 0.657 rev2 0.781 rev3 0.780 rev4 0.884 rev5 0.828 it can be seen in table 1 that all indicators have an outer loading value and ave> 0.5 thus, that all indicators are said to be valid. table 2 research variability test results variable reliability cronbach’s alpha composite reliability push factors 0.878 0.905 pull factors 0.909 0.933 satisfaction 0.921 0.939 revisit intention 0.869 0.905 table 2 shows that all variables meet the reliable criteria because they have cronbach's alpha and composite reliability values above 0.6. 2. structural model (inner model) the structural model was evaluated using r-square for endogenous latent variables, f2 (effect size) and estimated path coefficients (ghozali, 2014). the results of the evaluation of the three criteria are as follows: table 3 value of effect size for research variables pull push rev sat pull 0.220 0.103 push 0.026 0.060 rev sat 0.283 the value of the effect size of the push factors on the tourist revisit intention is 0.026 with a small influence category of the latent predictor variable, while the value of the effect size of the pull factors on the tourist revisit intention of 0.22 is categorized as the medium influence of the latent variable predictor. the effect size value of tourist satisfaction with revisit intention is 0.283 that is considered as the medium influence of the latent variable predictor. e-journal of tourism vol.7. no.1. (2020): 27-36 http://ojs.unud.ac.id/index.php/eot 32 e-issn: 2407-392x. p-issn: 2541-0857 table 4 statistical value of feasibility of research variables variable variabl e type com posit e relia bility ave r2 push factor exogen ous 0.905 0.617 na pull factor exogen ous 0.933 0.736 na satisfaction exogen ous/ endoge nous 0.939 0.722 0.540 revisit intention endoge nous 0.905 0.657 0.229 average 0.683 0.385 source: primary data, 2019. based on table 4, it can be explained that the satisfaction variable r2 value is 0.540, which indicates that the model is in the moderate category. through this model, 54% of the variance of satisfaction variables can be explained by the push and pull factors. while the r square value of the revisit intention variable is 0.229, which indicates that the endogenous revisit intention model is in the weak category. the model shows that the 22.9% variance of the revisit intention variable can be explained by the tourist satisfaction variable. the feasibility of a whole structural equation model or calculating the goodness of fit (gof) value of the model can be done by referring to the formula introduced by tanenhaus, et.al (2015) in suryawardani (2018) as follows: gof = √ communality x r2 = √ave x r2 if referring to table 4 for the above equation, ave is the weighted average value with the weight obtained from the number of indicators for each variable. using this formula, the gof value from the model is obtained at 0.513 that is a measure that exceeds the threshold value of 0.50. with these calculations, the model can be accepted and interpreted. the gof (goodness of fit) test of the pls model can also be tested through the srmr (standarized roots mean square residual) model value. the model will be categorized as fulfilling the gof criteria if the srmr value is <0.10 and it will be perfect fit if the srmr value <0.80. the results of the gof (goodness of fit) equation model are presented in table 5 below. table 5 goodness of fit research model test results saturated model estimated model srmr 0.096 0.096 nfi 0.589 0.589 source: primary data, 2019. based on the test results in table 5, it can be seen that the results of the goodness of fit (gof) equation model is valued at 0.096 which indicates that the model is feasible and meets the gof value criteria. in addition to the gof value, table 5 also shows the value of the e-journal of tourism vol.7. no.1. (2020): 27-36 http://ojs.unud.ac.id/index.php/eot 33 e-issn: 2407-392x. p-issn: 2541-0857 normal fit index (nfi) of 0.589, which indicates that the structural model is categorized as feasible because the value has a range of values> 0.5. therefore, it can be concluded that the research model is feasible to use to test the research hypothesis. table 6 indirect effect of research variables exogenous variables -> endogenous var original sample standard of deviation p value s sig push -> sat 0.242 0.122 0.048 ** pull -> sat 0.317 0.121 0.009 ** sat -> rev 0.411 0.087 0.000 ** push -> rev 0.126 0.088 0.153 ns pull -> rev 0.375 0.091 0.000 ** source: primary data (data processed), 2019. description: ns : not significant ** : significant based on table 6, it can be seen that the indirect effect of exogenous variables on endogenous variables with a significance level of 5% results in that of the five direct effects, there is only one insignificant effect, namely the influence of the push factor on the revisit intention. push and pull factors significantly influence the satisfaction of millennial tourists who come to bali with p value <0.05 and the original sample value is positive. this indicates that the push and pull factors of millennial tourists to visit bali are in line with the tourists' expectations. significant influence is shown by the satisfaction variable on revisit intention with the original sample value of 0.411 and p value of 0.000. previous travel experience will affect the attitude of tourists to revisit to a destination. if on a previous visit tourists were satisfied, then the tourists would intend to revisit and vice versa. this research supports the findings of vigolo, et.al (2018), gnapala (2017), wiranatha (2018), sultan (2012), dayaour (2015), baniya (2017), khuong, et.al. (2014). table 7 indirect effect of research variables exogenous variables -> mediation -> endogenous original sample standard of deviation p valu es sig push -> sat -> rev 0.099 0.063 0.114 ns pull -> sat -> rev 0.13 0.053 0.015 ** source: primary data (data processed), 2019. description: ns : not significant ** : significant the indirect effect is the influence of exogenous variables on endogenous variables which are correlated through mediating variables. the indirect effects of this research are 1) the effect of push factors on revisit intention through satisfaction mediation; 2) the influence of pull factors on revisit intention through e-journal of tourism vol.7. no.1. (2020): 27-36 http://ojs.unud.ac.id/index.php/eot 34 e-issn: 2407-392x. p-issn: 2541-0857 satisfaction mediation. the results of the significance of the indirect effect test show that push factors do not affect the intention to revisit if mediated by satisfaction. the driving factor still does not have a significant effect on the intention to revisit directly or indirectly. table 8 the total effect of exogenous latent on endogenous latent exogenous variations -> endogenous original sample standard of deviation p value s sig push -> sat 0.242 0.122 0.048 ** pull -> sat 0.317 0.121 0.009 ** sat -> rev 0.411 0.087 0.000 ** push -> rev 0.225 0.087 0.010 ** pull -> rev 0.505 0.101 0.000 ** source: primary data (data processed), 2019. description: ns : not significant ** : significant total influence is formed from a combination of direct and indirect influences. the total effect test results presented in table 8 can be seen that all influences are positive and significant. closing conclusion push and pull factors have a significant effect on the satisfaction of millennial tourists visiting bali. tourist satisfaction has a significant effect on revisit intention. the push factor does not have a significant effect on the revisit intention of millennial tourists to bali even though it is mediated by satisfaction, while the pull factor has a significant effect on revisit intention. suggestion seeing the important role of social media in the journey of millennial tourists, it is suggested that the government through the bali provincial tourism office should collaborate with experts in the field of digital marketing to create an informative social media account that contains interesting content and is able to provide complete information related to all attractions tours in bali to attract millennial tourists visiting bali. improvement of destination quality must be done so that it is not monotonous, because millennial tourists have the characteristics of exploring something new. e-journal of tourism vol.7. no.1. (2020): 27-36 http://ojs.unud.ac.id/index.php/eot 35 e-issn: 2407-392x. p-issn: 2541-0857 acknowledgments the author would like to thank dr. ir. i gusti ayu oka suryawardani, m.mgt., ph.d as the first supervisor as well as the coordinator of the tourism study program at udayana university who, with full attention and patience, gave me encouragement, enthusiasm and guidance in completing this thesis. i also thank ir. anak agung putu agung suryawan wiranatha, m.sc., ph.d as the second supervisor with full attention and patience has provided guidance and suggestions to me. i also thank prof. dr. ir. syamsul alam paturusi, msp as an academic supervisor and thesis examiner for the opportunities and guidance provided during lectures to date. i also thank dr. i nyoman sudiarta, se., m.par and dr. i ketut surya diarta, sp., ma as the examiners who provide many inputs, suggestions and corrections so that this thesis can be completed. thank you also to all the lecturers in the tourism study program at udayana university who have provided a lot of knowledge, insight and guidance as well as administrative staff who have helped the writer while attending lectures. thank you to my beloved family who never stopped encouraging me to complete my master's program. references vigolo, v., f. simeoni., f. cassia. and m.m. ugolini. 2018. the effect of travel motivation on satisfaction : the case of older tourist. international journal of business and social science volume 9. huang,s., y. shen., c. choi. 2015. the effect of motivation, satisfaction and perceived value on tourist recommendation. travel and tourism research association: advancing tourism research globally gnanapala,w.k.a.c.,a.m.j.a.dharmasiri and j.a.r.c. sandaruwani. 2017. travel motives, perception and satisfaction of millennial travellers: a study in east coast of sri lanka. proceeding 7th international borneo business conference. page 524-536. malaysia : universitas malaysia sabah. ghozali, i. 2014. structural equation modelling metode alternatif dengan partial least square aplikasi. cetakan ke empat. semarang : universitas diponegoro wiranatha, a.s., i.g.a.o. suryawardani, i k.g. bendesa. 2018. model of foreign tourist's loyalty in cultural and heritage tourism. journal of global stochastics analysis. sultan, m.a., t. haryono, b. haryanto, a.l. riani. 2012. proses pembentukan perilaku niat wisatawan berkunjung kembali. jurnal siasat bisnis vol 16. e-journal of tourism vol.7. no.1. (2020): 27-36 http://ojs.unud.ac.id/index.php/eot 36 e-issn: 2407-392x. p-issn: 2541-0857 dayaour, f., & adongo, c.a. 2015. why they go there : international tourists' motivation and revisit intention to northern ghana. american journal of tourism management, 4 (1) : pp 7-17. baniya, r., ghimire, s., & phuyal, s. 2017. push and pull factors and their effect on international tourists' revisit intention to nepal. the gaze : journal of tourism and hospitality, 8 : pp 20-39. khuong, m.n. & ha h.t.t. 2014. the influences of push and pull factors on the international leisure tourist return to ho chi minh city, vietnam – mediation analysis of destination satisfaction. international journal of trade, economies and finance, 5 (6) : pp 490-496. nyepi holiday package: e-journal of tourism vol.5. no.1. (2018): 40-45 http://ojs.unud.ac.id/index.php/eot 40 e-issn: 2407-392x. p-issn: 2541-0857 developing dayah as religious tourism destination in aceh heriani, m.baiquni, djoko wijono and yulia arisnani widyaningsih doctoral degree of tourism studies, school of postgraduate studies, gadjah mada university corresponding author: heriani@mail.ugm.ac.id article info received 27 january 2018 accepted 13 march 2018 available online 30 march 2018 abstract aceh has several religious tourism destinations, especially the historic mosques and the graves of the ulama but it turns out that many tourists also come and visit dayah. the flow of tourist arrivals to dayah has not been well organized, whereas the potential of dayah as a religious tourism destination is very large to be developed. this study aims to provide an overview of the potential and strategy of dayah development as one of the religious tourism destinations in aceh. the research method used in this research is qualitative with observation and interview based on primary and secondary data. the results show that some dayah in aceh who have great potential need to be developed as a religious tourism destination. the potential development efforts can be through several strategies that involve the role of government, ulama and dayah managers and the dayah community. keywords: dayah, potential, strategy, religious, tourism introduction background tourism in aceh is currently experiencing a fairly rapid development, one indicator is the number of tourists both local and abroad are constantly increasing. it can be seen from the data of the central bureau of statistics of aceh in 2009 shows the number of foreign tourists visiting aceh is 10,000 people and in 2012 increased to 13,099 people. aceh has a lot of tourism potential, including nature, historic sites, tsunami relics and of course a culture that can not be separated from islam, such as islamic sites, mosques, celebrations of islamic holy days and religious events are the potential of aceh's religious tourism that some have developed. however, there is one potential of aceh's religious tourism that has not been developed, whereas the potential has a tremendous attraction both for local tourists, especially foreign tourists abroad, especially malaysia. the intended potential is dayah in aceh. dayah is a traditional islamic educational institution that still survive to this day. when viewed from the national context, dayah is one of the pillars of islamic education in indonesia that existed long before the indonesian state itself was born (suyanta, 2012). dayah can not be released with aceh, it is because dayah is the identity of islam and indigenous aceh, although its spirit and spirit still comes from the islamic education system mailto:heriani@mail.ugm.ac.id%20m e-journal of tourism vol.5. no.1. (2018): 40-45 http://ojs.unud.ac.id/index.php/eot 41 e-issn: 2407-392x. p-issn: 2541-0857 practiced by the prophet muhammad saw during early islam. dayah has an important meaning for aceh, one of them in producing ulama that guard and guide the government and society to remain in the corridor of islamic teachings, as well as giving birth to human resources with religious knowledge and other knowledge that will be useful for society and country. when viewed from a historical cultural point of view, according to abu bakar,, dayah in aceh can be regarded as a training center that automatically becomes the center of islamic culture that is endorsed or instituted by the community in aceh. the existence and role of dayah that has been centuries in aceh is not only known in aceh and indonesia, but also abroad, especially the asean countries. not a few of them who come to dayah just visiting to see, even stay to learn some time. this indicates that dayah is not merely as an educational institution, but it can be developed as one of religious tourism destination. therefore, the potential and strategy of dayah development need to be studied further through this research. research objective objective of the research is to understand and provide an overview of the potential and strategy of dayah development as one of the religious tourism destinations in aceh. literature review religious tourism religious tourism is a tour based on belief in a religion, with the aim to improve faith and belief in the religion. the report of ficci and yes bank ltd. (2012) entitled "diverse beliefs: tourism of faith religious tourism gains ground" the travel with the core motive of experiencing religious forms, or the products they induce, like art, culture, traditions and architecture. in the beginning religious tourism is a person's journey for pilgrimage and performs obligations in his religion in places believed to be holy land in his holy books, such as mecca, gangga, jerusalem and others. along with the development of religious tourism concept began to expand, as proposed by cevallos (2016), the concept of religious tourism is very much and we can divide this kind of tourism in the next: (i) people that look for a religious experience, (ii) people that visit sacred places for cultural reasons, (iii) people that visit sacred places because the roads, the paths, the environment around this places is beautiful, and (iv) people, that attend religious events as spectator cevallos (2016) argues that the journey to attend religious activities is religious tourism. based on the concept, visiting the place of religious education to attend religious events or religious studies within a certain time can also be classified as a form of religious tourism. methodology this research uses qualitative method by collecting data through observation, interview and literature study. interviews were conducted with ulama dayah, dayah managers and the government, in this case the dayah education development board, aceh province. with the selection of informants by purposive sampling. the data analysis used is qualitative descriptive. the type of data required in this study is divided into two, namely primary data and secondary data. primary data will be obtained through observation (observation) and interview (interview). while the secondary data obtained from the documentation of text, images, books, articles from various media to support the primary data. e-journal of tourism vol.5. no.1. (2018): 40-45 http://ojs.unud.ac.id/index.php/eot 42 e-issn: 2407-392x. p-issn: 2541-0857 results and discussion dayah potential as religious tourism destination what is dayah? the dayah word is derived from the arabic word "zawiyah". the term zawiyah according to ishak (2010), literally means angle, which is believed by the people of aceh where the mosque mosque corner functioned by the prophet muhammad to teach the companions in early islam. the term zawiyah eventually turned into deyah or dayah due to the influence of the aceh language that does not have the sound "z" and tend to shorten (jalil, 2002). dayah is the name of islamic educational institutions in aceh, in some areas in indonesia known as pesantren originating from java. in general, the dayah is still strong in maintaining the traditional model of islamic education. the traditional dayah is called dayah salafi 1 because its scholarship refers to and based on the books written by salafi ulama 2 called yellow books. despite its centuries, dayah salafi retains its traditional components, such as cottages, mosques, teungku / kyai, santri, and classical books to this day. all these components are mutually exclusive and interrelated, so called by the society that has a typical culture of traditional society in rural areas marked by embedded way of life that is collective which is one manifestation of the spirit of working together (gotong royong) commonly found in rural communities (suyanta, 2012). this is what makes dayah referred to as one of aceh's cultural identity and strength. 1 salafi is a stream of thought that puts forward the syar'iyah nashes of various kinds of thinking both ways of work, which always commitment to the guidance of the prophet and the guidance of the companions both in scientific and practice. the number of traditional dayah is very much and spread throughout aceh, some recorded by the government in this case the aceh education board dayah aceh, but also there is not yet. along with the development of education, dayah with modern education system like some boarding school in java also have exist in aceh. dayah type is known as dayah terpadu or modern, where the curriculum and education system refers to the national education system. data of dayah can be seen in table 1. table 1. number of dayah in aceh no. city/region dayah type salafiah/tr aditional integrated/ modern 1. sabang 1 2 2. banda aceh 4 4 3. aceh besar 59 24 4. pidie 42 2 5. pidie jaya 42 4 6. bireun 70 5 7. north aceh 120 16 8. east aceh 42 9 9. langsa 10 1 10. aceh tamiang 5 5 11. bener meriah 3 14 12. aceh tengah 10 10 13. gayo lues 11 3 14. aceh tenggara 3 19 15. aceh jaya 11 3 16. aceh barat 21 8 17. nagan raya 8 1 18. aceh barat daya 15 4 19. aceh selatan 4 3 20. subulussalam 3 10 21. aceh singkil 3 4 22. simeulue 5 2 total 492 153 source: dayah education development board, aceh province (2017) based on the table 1, the number of dayah traditional / salafi larger than integrated dayah. it is a proof of the existence of traditional dayah / salafi in aceh that has survived to this day. the data above also shows the amount of religious tourism potential that can be developed in dayah e-journal of tourism vol.5. no.1. (2018): 40-45 http://ojs.unud.ac.id/index.php/eot 43 e-issn: 2407-392x. p-issn: 2541-0857 aceh. some of these dayahs have actually been accustomed to receiving visitors,. as an experience expressed by one of the salafi dayah managers who used to receive guest visits: “sometimes they come do not use travel, maybe because there is a pointer direction , sometimes there is a new come straight in here go on, or sometimes have been traveling where to go, finally go home, while waiting for the plane's schedule ..so stop here, give us donation” (abd) 3 . abd said that some guests who come, there are sometimes with travel agent, there are also who come alone. they are usually tourists who come on vacation and after touring the attractions, they usually stop at dayah while waiting for flight schedule. most of tourists bring donation to dayah. some of them came with donation and study at dayah. many of them are from outside aceh such as from malaysia "there are also from malaysia 300 people, they take the program every year , may be islamic tour... every year it learn to other area" (abd.) even though dayah's visitors are mostly muslim, dayah began to receive non-muslim visitors, of course with the requirements set by dayah. abd said that: "we are open, sometimes even some nonmuslims, yesterday someone came from america, then i permission with abu (leader of dayah) and he permit. we make an invitation to the people here, if maulid we have a lot of guests, then the american guest see how the hospitality of the muslims in receiving the guests and how happy to glorify the birthday of the the prophet muhammad (mauli.)"(abd). 3 abd is a dayah manager in banda aceh and is the son-in-law of the leader of dayah. (initial name use to maintain informant privacy) some information from dayah is directly describes that the dayah is very potential to be developed as a religious tourism destination in aceh. good communication and cooperation between leaders and management of the dayah with the government and the community around the dayah needed further to develop the strategy of developing the dayah. strategies for developing dayah as a religious tourism destination dayah development as a religious tourism destination requires a strategy with good coordination among all stakeholders. aceh dayah education development board as one of the government institutions also gives positive signal of support to the development of the dayah; "yes.. very happy if there are people outside aceh going to aceh who want to see the development of dayah in aceh. it was incredible". we really want that islamic tourism, because aceh is serambi mekkah (porch of mecca). there is an advantage for the area from tourism, right? , then also people outside of aceh come here to bring money, and definitely spend, at least at the hotel stay, then he also ate, buy souvenirs, it's all income for the people of aceh and the government because there are taxes” (bppd). in addition to support from the dayah education development board, the main support of the tourism office is also a major driver. synergy of all parties is needed to start the strategy of developing the dayah as a religious tourism destination. flowchart of strategies for developing a dayah as a religious tourism destination can be seen in table 1. e-journal of tourism vol.5. no.1. (2018): 40-45 http://ojs.unud.ac.id/index.php/eot 44 e-issn: 2407-392x. p-issn: 2541-0857 figure 1. flowchart of strategies for developing a dayah as a religious tourism destination based on the figure 1, strategies for developing a dayah as a religious tourism destination can be described as follows: 1. the first phase (dayah selection and identification). the first phase consists of selecting several potential dayahs to become religious tourism destinations. then proceed with studying the organization and work of the dayah-dayah that will be used as an object of development studies. the activities focus on the organization and work system that support dayah's core activities, namely accommodation, food, beverages, entertainment, sports and other activities in the dayah. 2. the second phase a) formulation of supporting facilities and infrastructure activities. this phase begins with choosing the activities to be used to support the core activities of dayah, which is then formulated as an activity that will be given the content of tourism culture, facilities, infrastructure as a basic guidelines of its management b) basic management guide. the results of the study on basic management guidelines are further communicated in the form of seminars and fgd (focuss group discussion) with the management of dayah. the results of the deliberations are expected to be applied gradually in accordance with the existing human resource capabilities in the dayah. c) socialization of tourism culture after the management guidance has been agreed, the activities of tourism culture in dayah, need to be developed such as hospitality. 3. the third phase a) creating dayah website dayah website is required as access to guide and promotion media about dayah concerned. in addition, the website is also used as a communication medium for follow-up activities as well as various parties. b) creating dayah promotion packages. dayah generally has no experience as a tourist manager, then the promotional instruments will be provided by the department of tourism, such as leaflets and brochures. conclusion dayah as the center of islamic religious education in aceh, not only has the attraction for local people to come just to visit, attend the anniversary of islamic holidays, and stay to learn. but the enthusiastic foreign tourists, especially muslim tourists are also quite large. this is a great opportunity for the development of dayah as a new tourist destination of religious tourism. good and sustained communication and coordination especially between the dayah, the dayah education coaching agency, and the tourism office to develop the development strategy is the key to the success of dayah as one of the religious tourism destinations in aceh. references cevallos, m. c. r. (2016) religious tourism. universidad de especialidades turisticas. ishak, i. (2010) apresiasi terhadap peranan dayah dalam pembinaan masyarakat di sekitarnya. m. hasbi amiruddin (ed.) apresiasi dayah sebagai lembaga pendidikan islam di aceh. banda aceh: pengurus besar persatuan dayah inshafuddin. phase 1 •dayah selectio n •identific ation of dayah phase 2 •formulat ion of facilities and prefacilities •the design of dayah tourism product •training manage ment phase 3 •utilizati on of it •promoti on e-journal of tourism vol.5. no.1. (2018): 40-45 http://ojs.unud.ac.id/index.php/eot 45 e-issn: 2407-392x. p-issn: 2541-0857 jalil, t. a. (2002) adat meukuta alam. banda aceh: pusat dokumentasi dan informasi aceh. suyanta, s. (2012) ‘idealitas kemandirian dayah’, jurnal ilmiah islam futura, 11(2), pp. 16–37. nyepi holiday package: e-journal of tourism vol.7. no.1. (2020): 114-125 http://ojs.unud.ac.id/index.php/eot 114 e-issn: 2407-392x. p-issn: 2541-0857 loyalty of green tourist : mediating role of satisfaction nining yuniati 1 , sony heru priyanto 2 , lieli suharti 3 , and linda kusuma 4 1 sekolah tinggi pariwisata ambarrukmo (stipram) 2,3,4 universitas kristen satya wacana (uksw) corresponding author: niningyuniati@gmail.com article info received 12 february 2020 accepted 12 march 2020 available online 31 march 2020 abstract the paper aims to test a research model of the mediating role of satisfaction in creating loyalty of green tourists. the importance of loyalty refers to a number of unique characteristics of green tourists such as being associated with the middle class, high spenders, staying longer than common tourists, high involvement, and tolerance. by using sem a mediation test was carried out related to the position of customer satisfaction (gcs) in mediating its decision to buy in an environmentally friendly hotel (gp) and its loyalty (gcl). in short, to get loyal customers, services must be created in order to encourage customer satisfaction. keywords: green hotel, green tourist, loyalty, purchasing, satisfaction introduction green tourists are tourists who have a high awareness of being environmentally friendly. in a study of ‘new tourism’ (cecilia, elizabeta, & magdalena, 2011) green tourists usually a part of new tourists who embrace 'environmentalism' who have a high awareness of the impact of their behavior on the environment. the characteristic of green tourists included prefer to choose products that are environmentally friendly, sensitive and respectful of local culture, caring, enthusiastic in seeking new experiences, a participators rather than spectators (lee, tzang, han, & kim, 2010). this group is also characterized by middle class social status, high spending ability, longer length of stay, and higher education (balderjahn, 1988; larson & khan, 2011). their lifestyle leads to environmentally friendly consumption behavior (gao & mattila, 2015) also well known as green consumer (larson & khan, 2011). in theory of green marketing e-journal of tourism vol.7. no.1. (2020): 114-125 http://ojs.unud.ac.id/index.php/eot 115 e-issn: 2407-392x. p-issn: 2541-0857 knows as a consumer who bought ecolabels product due to their awareness about the environment (wolok, 2019). green tourists usually have a mature consideration in deciding to buy a product, because of their awareness of all risks due to these actions (joshi & rahman, 2015). similarly, in choosing accommodation to stay. the decision to choose a hotel has probably been very well considered. there are at least three indicators of green purchasing decisions made by green tourists. firstly intention to pay as conventional hotel prices, this indicator is a bargain from consumers towards environmentally friendly hotels to get services and satisfaction as good as conventional hotels (gao & mattila, 2015). according to consumers' perceptions, conventional hotels are generally considered 'better' compared to green hotels in terms of comfort, price, facilities, and services (berezan, millar, & raab, 2014; chang & fong, 2010; gao & mattila, 2015; kubickova, nusari, parsa, & hu, 2014; larson & khan, 2011; young, hwang, donald, & oates, 2010). second, the perceived of effectiveness of green behavior, according to this is a form of high consumer awareness of the environment. consumers have perception that their actions are a part of solution to environmental problems. third, selfaffirmation which expressly rejects the perception that environmentally friendly products are inferior, premium prices, and recycled (chan & chan, 2013; johri & sahasakmontri, 2016; kusliwal & agarwal, 2015; yu, li, & jai, 2017). selfaffirmation is a kind of consumer's integrity that responsibility to the environment is more important than product characteristics itself. it is possible that a number of other factors may have an influence such as social factors, psychological factors, and situational factors (dewi, adhianata, & suwignyo, 2018). green tourists also have a number of preferences related to the expected service especially when choosing an accommodation. a study conducted by bastic dan gojcic (2012) and berezan et al. (2014) revealed that there are at least three service indicators that can satisfy green tourists, firstly green attributes which include the interior and exterior of hotel attributes; desirable facilities and hotel atmosphere, efficient use of electricity, water and a number of green actions. second, eco staff behavior means the capacity and capabilities of hotel employees related to green behavior. in relation of the role of staff to the consumer satisfaction is also ever being empirically examined by sundaraju, kee, lopez, balakrishnan, and sagadevan (2019) and wisker and kwiatek (2018). third, the e-journal of tourism vol.7. no.1. (2020): 114-125 http://ojs.unud.ac.id/index.php/eot 116 e-issn: 2407-392x. p-issn: 2541-0857 availability of healthy food in each food menu. all of these are part of customer satisfaction services which considered able to improve customer loyalty (anita, 2019). however, the number of studies related to green tourist behavior mostly examines the factors that influence decisions. research related to efforts to make green tourists into loyal tourists has rarely found. it is a mistake if the green tourist then not treated to be a loyal consumer even if it counts a small amount. the characteristics of green tourists are the main reason why then came a thought how to make these green tourists become loyal consumers. this study has an attempt to test a model how to create loyalty for green tourist, especially for those who stay at green hotels by looking at opportunities for the role of dimensions in the services provided to ensure tourist satisfaction. hypotheses development and research method a number of research revealed that loyalty close relationship with satisfaction (ganiyu, 2017; kheng, mahamad, ramayah, & mosahab, 2010; mohsan, nawaz, khan, shaukat, & aslam, 2011; r.a.ganiyu, i. ikechuwku, & a.o. elizabeth, 2012; saleem & raja, 2014). according to asgharian, saleh, saleki, hojabri, and nikkhesiat (2012) there is direct relationship between product quality and consumer loyalty. same opinion also stated by srivastava (2015) that customer satisfaction will influence to loyalty by some moderating factors. green customer loyalty is a loyal attitude towards a company brand that cares about the environment, it makes consumers have an emotional bond with the product and wants to always use the same product in the future (chang & fong, 2010). consumers who feel satisfied tend to be loyal (orie berezan, carola raab, michelle yoo, & love, 2013). regarding to those statements, there are two hypotheses can be proposed. firstly, a green tourist who has decision to stay at green hotel (gp) is a loyal customer. secondly, consumer who has satisfaction on a number of service dimensions (gcs) will encourage loyalty (gcs). the two hypotheses can be formulated as follows: h1 : green purchasing of green tourist effect to green customer loyalty h2 : green customer satisfaction is mediating variable between green purchasing and green customer loyalty e-journal of tourism vol.7. no.1. (2020): 114-125 http://ojs.unud.ac.id/index.php/eot 117 e-issn: 2407-392x. p-issn: 2541-0857 this research using 296 respondents as samples. this amount is the questionnaire returned and filled out. according to (hair, black, babin, & anderson, 2014) and tabachnick and fidell (2013) for the number of samples in the range of 100 350 samples, the estimation technique approach used is maximum likelihood estimation. the sample are tourists who stay in a green hotel, they were later described in this study as green tourists. for a more indepth analysis, this study selects tourists who have chosen green hotels which are officially certified by the government. research location is yogyakarta that has been known as one of the most popular tourist destinations in indonesia. before the questionnaire was distributed the validity of 30 respondents had been tested and no significant problems were found, so the instrument was considered able to explain the problem then the survey was continued. the instrument used was a questionnaire with questions that could be chosen on a scale of 1-5 where 1 was strongly disagree and 5 was strongly agree. the analysis technique used is structured equation modeling (sem), one of the multivariate analyzes that can analyze relationships complex variable. the analysis was done by amos version 24. operational variables consist of green purchasing (gp) with 3 indicators, the dimension of green customer satisfaction (gcs) consists of 9 indicators, and the intention of loyalty or green customer loyalty (gcl) consist of 5 indicators as written in table 1. green purhcasing (gp) green customer satisfaction (gcs) green customer loyalty (gcl) figure 1. theoretical concept e-journal of tourism vol.7. no.1. (2020): 114-125 http://ojs.unud.ac.id/index.php/eot 118 e-issn: 2407-392x. p-issn: 2541-0857 table 1. operational variables variable green purchasing (gp) 1. value perception; it is acceptable to pay conventional hotel prices for green hotel 2. perceived of effectiveness i.e when buy this product means try to consider how the use of them will affect the environment () 3. self-affirmation i.e prefer to choose the product which less pollution variable green customer satisfaction (gcs) 1. feeling satisfied because hotel using ecofriendly attribute into both exterior and interior 2. feeling satisfied because the atmosphere of a hotel is preferable (lighting, air circulation) 3. feeling satisfied because hotel practiced efficiency in using energy in water and electricity 4. feeling satisfied because hotel encourages guests to participate in green action (re-use towels, bed linen, refillable shampoo) 5. feeling satisfied because employees encourage the guests about green attitude while staying in the hotel 6. employees are responsive to the guest 7. feeling satisfied because employees have good knowledge about green behavior 8. feeling satisfied because hotel providing healthy food 9. feeling satisfied because hotel provide bio menu in all the menus offered by hotel variable green customer loyalty (gcl)) 1. it is acceptable to pay more to stay at a hotel that engages green practices 2. willingness to re-visit, plan to stay at a green hotel again when travelling 3. willingness to recommend by encourage friends and relatives to stay at green hotel 4. plan to give testimonial over the social media regarding to the experience 5. always try to seek a lot of information about green hotel while travelling . results and discussion knowing consumer loyalty is very important regarding the complicated consumer decision to buy green product (joshi & rahman, 2015; yu et al., 2017). research on consumer loyalty of green hotel particularly has never been found, but the concept of green customer loyalty can be shown from a number of attitudes such as willingness to pay more (dimara, manganari, & skuras, 2015; manaktola & jauhari, 2007) willingness to re-visit (kubickova et al., 2014), and willingness to recommend to other consumers (kubickova et al., 2014; lee et al., 2010) which also tested in this paper. the concept of loyalty from green tourist can be related to the green customer loyalty research that was first empirically examined by chang and fong (2010) in his research on green product and the consumer in taiwan. it is not specifically mention what kind of product that examined. other research conduct by chen (2013) which examines about consumer loyalty to green electronic products. both of studies discussed the object of manufactured products. the concept that can be captured from those studies is that there is a loyal intention of consumers to buy back and continue to use the product even if the price tag is more expensive than the common product. e-journal of tourism vol.7. no.1. (2020): 114-125 http://ojs.unud.ac.id/index.php/eot 119 e-issn: 2407-392x. p-issn: 2541-0857 this research has the aim of testing the role of customer satisfaction in improving customer loyalty of green hotels. based on testing results the overall validity and reliability test results are valid and reliable. according to taherdoost (2016) the data said to be valid if value standardized regression weight > 0,5 and the result of the calculation of all latent variables can meet the criteria construct reliability and variance extracted with all value of indicator > 0,5 so it was concluded that the indicators observed could reflect the analyzed factors and together could reflect an unidimensionality (see table 2). table 2. the result of validity and reliability test (n = 296) variables; indicators estimate gcs <--gp ,636 gcl <--gcs ,702 gcl <--gp ,078 gp1 <--gp ,802 gp2 <--gp ,737 gp3 <--gp ,797 gcs1 <--gcs ,850 gcs2 <--gcs ,810 gcs3 <--gcs ,779 gcs4 <--gcs ,837 gcs5 <--gcs ,847 gcs6 <--gcs ,837 gcs7 <--gcs ,867 gcs8 <--gcs ,840 gcs9 <--gcs ,838 gcl1 <--gcl ,811 gcl2 <--gcl ,831 gcl3 <--gcl ,807 gcl4 <--gcl ,843 gcl5 <--gcl ,848 the next step is to know the normality of the data estimated by maximum likelihood. the assumption of normal data requires that the observed variable must meet the multivariate normality assumption and can be done by observing a multivariate cr value of ± 2.58 at a significance of 1%. normality test result (see table 3) show that the cr value for multivariate is -0.08 or in the range 2.58 to 2.58 at a significance level of 1%, so it can be concluded that the data are normally distributed (see table 3). table 3. assessment of normality (n = 296) variable min max skew c.r. kurto sis c.r. gcl5 1,000 5,000 -,344 -2,792 -,070 -,283 gcl4 1,000 5,000 -,380 -3,085 -,019 -,077 gcl3 1,000 5,000 -,369 -2,996 -,130 -,528 gcl2 1,000 5,000 -,335 -2,724 -,092 -,374 gcl1 1,000 5,000 -,551 -4,477 ,221 ,896 gcs9 1,000 5,000 -,408 -3,314 -,202 -,823 gcs8 1,000 5,000 -,322 -2,615 -,325 -1,321 gcs7 1,000 5,000 -,551 -4,477 ,053 ,214 gcs6 1,000 5,000 -,456 -3,707 ,138 ,560 gcs5 2,000 5,000 -,273 -2,215 -,629 -2,554 gcs4 1,000 5,000 -,445 -3,612 ,156 ,632 gcs3 1,000 5,000 -,421 -3,424 -,044 -,177 gcs2 1,000 5,000 -,454 -3,689 ,222 ,901 gcs1 1,000 5,000 -,310 -2,515 -,418 -1,700 gp3 2,000 5,000 -,190 -1,546 -,664 -2,698 gp2 1,000 5,000 -,396 -3,213 ,046 ,189 gp1 1,000 5,000 -,279 -2,263 -,103 -,420 multiva riate -,020 -,008 note. c.r = critical ratio. e-journal of tourism vol.7. no.1. (2020): 114-125 http://ojs.unud.ac.id/index.php/eot 120 e-issn: 2407-392x. p-issn: 2541-0857 table 4. goodness of fit test results for the model (n = 296) goodness of fit index cut off value result evaluation model chi square (df = 67) small ( < 605,666) 3038,4 74 fit probability ≥ 0,05 0,000 fit cmin/df ≤ 2,00 2.082 fit gfi ≥ 0,90 0,934 fit agfi ≥ 0,90 0,913 fit tli ≥ 0,95 0,972 fit cfi ≥ 0,95 0.976 fit rmsea ≤ 0,08 0,052 marginal sig. 5% the results of the inter-variable influence test (see table 5), all variables and indicators show a significant influence except in gp to gcl where the purchase decision has no direct effect on loyalty (p value = 0.171 above the normal value 0.05). it is answered h1 that the green tourist has decided to stay at a green hotel is a loyal consumer, this opinion cannot be proven so h1 is rejected. furthermore, consumer decision (gp) has an effect on the dimensions of consumer satisfaction (gcs), which means that the services offered by the hotel are part of the attractiveness factor why choosing the hotel. the relationship between gcs and loyalty (gcl) also shows a significant p value, this means that the dimensions of customer satisfaction ultimately affect loyalty. services that are in line with expectations that then make consumers satisfied are the triggers of consumer loyalty. figure 2. result of model examination of sem e-journal of tourism vol.7. no.1. (2020): 114-125 http://ojs.unud.ac.id/index.php/eot 121 e-issn: 2407-392x. p-issn: 2541-0857 to answer h2 that green customer satisfaction is mediating between green purchasing of green tourist and green customer loyalty can be done by testing the direct and indirect effects of mediating variables on loyalty (gcl) (see table 6). the test results show that the direct influence of green purchasing (gp) on the dimensions of consumer satisfaction (gcs) is 63.6%, while the direct effect of the dimensions of consumer satisfaction (gcs) on loyalty (gcl) is 70.2%. gp has an indirect effect to gcl with 44.7%. the direct influence of gcs on gcl (70.2%) shows that the dimensions of gcs customer satisfaction as mentioned by bastic dan gojcic (2012), and berezan et al. (2014) has important role to gaining green tourist loyalty. based on this test result h2 is accepted. hypotheses estimate s.e. c.r. p label gcs <--gp ,716 ,064 11,272 *** par_15 gcl <--gcs ,653 ,058 11,265 *** par_16 gcl <--gp ,082 ,060 1,368 ,171 par_17 gp1 <--gp 1,000 gp2 <--gp ,944 ,067 13,991 *** par_1 gp3 <--gp 1,038 ,069 15,087 *** par_2 gcs1 <--gcs 1,000 gcs2 <--gcs ,898 ,045 20,173 *** par_3 gcs3 <--gcs ,872 ,046 18,921 *** par_4 gcs4 <--gcs ,963 ,045 21,503 *** par_5 gcs5 <--gcs ,972 ,044 21,928 *** par_6 gcs6 <--gcs ,991 ,046 21,408 *** par_7 gcs7 <--gcs 1,048 ,046 22,877 *** par_8 gcs8 <--gcs ,965 ,045 21,561 *** par_9 gcs9 <--gcs ,969 ,045 21,569 *** par_10 gcl1 <--gcl 1,000 gcl2 <--gcl 1,053 ,056 18,828 *** par_11 gcl3 <--gcl 1,017 ,055 18,329 *** par_12 gcl4 <--gcl 1,039 ,053 19,543 *** par_13 gcl5 <--gcl 1,048 ,054 19,555 *** par_14 standardized direct effects standardized indirect effects gp gcs gcl gp gcs gcl gcs ,636 ,000 ,000 gcs ,000 ,000 ,000 gcl ,078 ,702 ,000 gcl ,447 ,000 ,000 table 5. the result of inter-variable testing note. sig.5%; s.e = standard error; c.r = critical ratio; p = probability *** means p<0.001 table 6. standardized direct effects and indirect effects e-journal of tourism vol.7. no.1. (2020): 114-125 http://ojs.unud.ac.id/index.php/eot 122 e-issn: 2407-392x. p-issn: 2541-0857 based on a series of test, there is a finding that green tourists actually unique, flexible, and more easily to be managed. this consumer group orientation is not solely on convenience but also on its values and contribution to the environment. usually have high involvement and higher tolerance (lee et al., 2010) so that actually green hotels are easier to serve this group as long as the service is associated with contributions to environmental preservation. conclusions based on the results of the study as explained and tested above, this research answered the reason for the importance to achieve green tourist loyalty with all its unique characteristics. achieving green tourist loyalty requires a number of services with strong character and high environmental awareness. through service dimensions such as green attributes, attitude from hotel staff, and healthy food are the factors that support tourist satisfaction. the satisfaction has an important role in mediating customer loyalty. satisfied customers will tend to be loyal. accordingly, h1 was rejected, green tourist who already choose a green hotel not always a loyal customer. to create a loyal customer hotel must be able to achieve customer satisfaction. satisfaction succeed becomes a mediation between purchasing decisions and loyalty. therefore, h2 is accepted. green hotels absolutely have to master and provide environmentally friendly services to be able to get loyal guests. references anita, t. l. 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(2017): 62-70 http://ojs.unud.ac.id/index.php/eot 62 e-issn: 2407-392x. p-issn: 2541-0857 1 decision determinants of tourist’s intention to revisit a coastal tourism object by using ros model: a case of kelapa dua islands jakarta tonny hendratono and supina hospitality and tourism study program universitas bunda mulia indonesia corresponding author: thendratono@bundamulia.ac.id article info received 16 september 2016 accepted 15 august 2017 available online 25 august 2017 abstract this study examines factors in decision making of tourist to revisit kelapa dua island, thousand islands, dki jakarta, indonesia. the objectives of this study were: (1) to know the socio-demographic characteristics of the visitors in order to understand the relationship on their decision making to revisit the island, (2) to know the preferred activity preference attributes of the visitors in order to understand the relationship on their decision making to revisit the island, (3) to know the specific role of beach settings / attributes in the visitors‟ view in order to understand the relationship on their decision making to revisit the island, and (4) to define the expected desired experiences of the visitors in order to understand the relationship on their decision making to revisit the island. the data collection used was primary data, taken by spreading questionnaire to 100 visitors on the exit gate of kelapa dua island, dki jakarta, indonesia. an accidental sampling was used to select the respondent surveyed for this study. sampling will be rotated on different days of the week and between morning, afternoon, and evening in attempts to acquire a more accurate and representative population. keywords: revisit, preffered activity preference, beach setting, desired experiences introduction background tourism industry in indonesia, is no longer act as an alternative industry among other industry in indonesia. tourism now a strong industry, mainly due to the independence of this industry which are not susceptible to uncertainty and sluggishness of the world economy. president of the republic of indonesia, mr. joko widodo (jokowi) instructed all ministers to support program of the ministry of tourism to make tourism as a leading sector (leading sector), where it becomes an excellent aid in view of the minister of tourism of indonesia, arief yahya targeting 20 million foreign tourist arrivals 2020. to reach the target, there are some things that have been planned by the ministry of tourism, such as infrastructure development, improvement of infrastructure in the information and communication technology) also health and hygiene, and accessibility that is conectivity, the seat capacity and direct flights as well as regulation and to support this, there should be an assessment of the tourist destinations owned by indonesia, one of which is kelapa dua island. kelapa dua island is an island that is geographically located in the northern island of java that are geographically included in the villages of the island coconut, district thousand islands to the north, the district 1 the article had been presented in the international tourism conference “promoting cultural & heritage tourism” at udayana university, 1-3 september 2016. mailto:thendratono@bundamulia.ac.id e-journal of tourism vol.4. no.2. (2017): 62-70 http://ojs.unud.ac.id/index.php/eot 63 e-issn: 2407-392x. p-issn: 2541-0857 thousand islands, jakarta indonesia, the island is densely populated and inhabited mostly by people makasar or bugis, filled with hardcoral, seagrass, mangrove and marine biota. kelapa dua island is located in the northern island of kelapa island and harapan island, to get to the island from kelapa island and harapan island only takes approximately 1015 minutes by small boat. kelapa dua island has a breadth of 1.9 hectares with a population of 337 inhabitants, in the north of the island we can see panjang island, the only island in the thousand islands which have airport. community-based tourism is now also becoming a trend in tourist destinations in indonesia, the development of tourism in these destinations will certainly affect the economic income of society living in these destinations, the basic nature of the tourism sector is to provide a multiplier effect (multiplier effects). therefore, research on the development of tourism destinations need to be done, not only due to the program of the national government, but also to the economic progress of society around tourist destinations. in connection with the lack of official data released by the government and no information legitimately available, to avoid misinformation atapun the data received by the researchers, for the first study on this island researchers will begin research on what factors influence a person's decision to re-visit pulau kelapa dua. a similar study ever conducted on tidung, thousand islands, jakarta with the surprising result that the application of the model recreation opportunity spectrum (ros) used did not show significance between variable settings, activities and experiences as the basis for one's decision to revisit a tourist destination nautical. where the predecessor research conducted at north carolina coastdan indicate that there is significant correlation between the variable settings, activities and experiences as the basis for one's decision to revisit a maritime destination. research problems (1) the socio-demographic of the visitor is still unknown, (2) the activity preference attributes which relate to tourist‟s intention to revisit is still unknown, (3) the specific beach setting attributes which relate to tourist‟s intention to revisit is still unknown, (4) the desired experience attributes which relate to tourist‟s intention to revisit is still unknown . this study will examine the recreational opportunity spectrum model components of setting, activity participation, and desired experience as well as the utility of sociodemographics in studying recreational preferences and behaviors of kelapa dua island, thousand islands, dki jakarta, indonesia recreational beach users to assess what factors that can attract them to re-visit the tidung island. research objectives the main purpose of this study is to present the empirical findings for knowing factors that will influence visitor to revisit kelapa dua island, thousand islands, dki jakarta, indonesia. the objectives of this study were: (1) to know the socio-demographic characteristics of the visitors in order to understand the relationship on their decision making to revisit the island, (2) to know the preferred activity preference attributes of the visitors in order to understand the relationship on their decision making to revisit the island, (3) to know the specific role of beach settings / attributes in the visitors‟ view in order to understand the relationship on their decision making to revisit the island, and (4) to define the expected desired experiences of the visitors in order to understand the relationship on their decision making to revisit the island. literature review tourism is all the process posed by the current traffic traveling people people from outside to a country or region and everything associated with that process like eating / drinking, transportation, accommodations, and attractions or entertainment. and strategic area of tourism based on indonesia law number 10 year 2009 about tourism is the area that has the primary function of tourism or have the potential for development of tourism which have a significant impact in one or more aspects, such as economic growth, sociocultural, empowerment of natural resources, carrying capacity environment, as well as land and security. from the perspective of the consumer, tourist behavior 'is divided into three phases included: pre-visit, a visit during, e-journal of tourism vol.4. no.2. (2017): 62-70 http://ojs.unud.ac.id/index.php/eot 64 e-issn: 2407-392x. p-issn: 2541-0857 and after the visit (williams and buswell, 2003). they said that tourist behavior is including selection of destinations to visit, the next evaluation, and intense future behavior. the next evaluation is a travel experience or value percived and overall visitor satisfaction, while the intention of the future behavior of the corresponding reference judjment visitors to re-visit destination and willingness to recommend it to other people the same. several studies identified satisfaction with travel experiences as the primary antecedents of intention revisit (chi and qu, 2008), and the positive satisfaction has a positive influence on purchase intention of returning tourists' (gotlieb, grewal and brown, 1994). instead, um, chon and ro (2006) found that satisfaction was not significant in influencing the desire to re-visit hong kong for the european and north american travelers. enrique bigné, sanchez and andreu (2009) found that the market was not competitive even satisfied customers can switch to a competitor because of the opportunity to achieve better results. in another view, cronin, brady and hult (2000) suggest that perceived value may be a better predictor of intention to repurchase from one of satisfaction or quality. žabkar, brenčič and dmitrović (2010) explores the complex relationships between the main construction and behavioral intentions. reviews basedon model of the respondents, the purpose affect perception of the quality attributes of which then affect satisfaction, the last lead to revisit intentions. from the perspective of (jang and feng, 2007), look for new things highlighted as antecedent revisit intention. respondents examined the effect of tourists' new-looking and satisfaction on revisit intentions goal in the short term, medium term and long term. jang and feng (2007) emphasized that destination image plays two crucial roles in behaviors: first, influence the destination choice decision-making process, and second, influence conditions after decision-making behaviors (intention to revisit and willingness to recommend). they indicate that there are very few models available that capture the relationship between socio-demographics, activity participation and travel behaviour. they found that socio-demographic determinants(such as age, gender, employment) have a definite effect on both activity participation (recreation, work, travel), and travel behaviour (number of trips, travel time), and that travel behaviour is better explored by including activity participation in the model. žabkar, brenčič and dmitrović (2010) mentioned that individual factors affect the individual‟s cognitive organization or evaluation of stimuli and therefore so influence the perceptions of the environment and the resulting image. jang and feng (2007) give expectancy-valence theory proposes that people select recreational settings based on personal benefits and overall experiences that they feel a certain combination of setting attributes may offer. payne (2000), define well-established framework for modeling expectancy-valence theory is a model called the recreation opportunity spectrum. the ros model was developed by the u.s. forest service and subsequently focuses on forest/wilderness recreation areas. he says that model is highly adaptive and its principles can be utilized in evaluating any geographical/recreational setting. the seven setting classifications outlined by the u.s. forest service are not necessary to assess all recreational settings. other geographical setting types should be measured based on their own unique set of attributes conceptual framework planning & getting to behaviour travelling memory thinking about the destination at the site home of the trip the trip 1. activity preference 2. beach settings/attributes coastal tourism attractiveness outdoor recreation experience individual recreational site selection decision making to re-visit measure by perception 3. desired experiences personal benefits & overall images socio-demographics e-journal of tourism vol.4. no.2. (2017): 62-70 http://ojs.unud.ac.id/index.php/eot 65 e-issn: 2407-392x. p-issn: 2541-0857 methodology the research method of this study is a descriptive method. after getting the data from research site, the data is in the form of raw data. for that, we must turn it into an information that can be understood by us and others. the process of changing data into information requires an appropriate interpretations to avoid misinformation. the measures to be in the data processing include: (1) organizing and editing of data, (2) select the types of data or coding, (3) enter data, (4) analysis of data, (5) interpretation of data the total sampling for this study is 100 visitor of kelapa dua island, thousands island, dki jakarta, indonesia. an accidental sampling was used to select the respondent surveyed for this study. researcher will directly ask the respondents to fill up the questionnaire on the exit gate (as entrance gate as well) of kelapa dua island, since there is a good place for respondents to fill up the questionnaire because of the availability of seating chairs, shade place and they should wait about 15minutes to get on boat. mean scores were generated for each of the visitor‟s perception on three destinational images dimensions where the scores of each dimension were derived from the tallied scores from their represented items. to test the significant relationship between visitor‟s socio-demographic factors and visitor‟s perception of personal benefits and overall images on the decision making to revisit the coastal tourism, one way anova and independent t-test analyses were conducted. table 1. variables and measurement variabl es dimensions (sub variables) indicator s scale of measure ment sour ce sociode mographi c gender age education female male age number high school graduat e nomin al ratio ordina l activity preferen ce beach/ setting attribut es family /group compositi on income residentia l place times visited decision maker environme nt settings social settings manageria l settings diplom a graduat e bachelo r graduat e 1 people 2 people 3-4 people 5-6 people > 6 people income dki jakarta west java provinc es java island (exlude dki jakarta and west java provinc e) other than java island first second third forth or more father/ mother/ boyfrie nd mother/ wife/gi rlfriend boss others very good good interva l ratio nomin al ordina l likert likert likert likert likert chris to pher l. ellis (200 5) e-journal of tourism vol.4. no.2. (2017): 62-70 http://ojs.unud.ac.id/index.php/eot 66 e-issn: 2407-392x. p-issn: 2541-0857 revisit intentio n desired experienc es neutral not so good not good very good good neutral not so good not good very good good neutral not so good not good very good good neutral not so good not good very agree agree neutral do not agree very do not agree likert results and discussion socio-demographics table 2 shows the results of visitor‟s sociodemographics, as follows: table 2. the results of visitor‟s sociodemographic visitor perceptions personal benefits and overall image of attribute beach. to assess the perceptions of visitors from certain beaches attributes, researchers examined all the activities that are applied to the respondents. visitors are given a list of various attributes of the specific location of respondents frequently participate in and potentially can affect respondents' choice of respondents visit the beach activity participation respondents were asked to to identify the beach, related activities that respondents follow or have the respondents planned to participate in the shore excursions e-journal of tourism vol.4. no.2. (2017): 62-70 http://ojs.unud.ac.id/index.php/eot 67 e-issn: 2407-392x. p-issn: 2541-0857 table 3. total perceptions of respondents on preferred activities respondents checked all the activities that are applied to the respondent of 11 items. these items include a variety of recreational activities that apply to various combinations of physical and social conditions that are owned by kelapa dua island, thousand islands, jakarta, indonesia. for the highest value activity preferences of respondents chose "swimming at the beach of kelapa dua island" and the lowest value of the activity preferences of respondents chose "sunbathing with decent clothes on the beach" the beach setting the beach setting is divided into three categories: environment setting, social settings, managerial settings. the value for each setting is as follow: table 4. total perceptions of respondents on beach settings e-journal of tourism vol.4. no.2. (2017): 62-70 http://ojs.unud.ac.id/index.php/eot 68 e-issn: 2407-392x. p-issn: 2541-0857 environment setting: the highest value contained in the statement "there is sound of the waves, and birds. the atmosphere was very natural" and the lowest value contained in the statement" the waves are not too high, can be used for snorkeling and swimming". social setting: the highest value contained in the two statements, which were "no visitors with unpleasant behavior” and "the absence of the crime, for example: theft, sexual crimes" and the lowest value contained in the statement “the beach is not too crowded” managerial setting: managerial settings occupied as the lowest value compared to the other two settings. for the highest value on the managerial arrangements are "good accommodation settings: free of dangerous animals" while the lowest value is in the statement "the existence of a safe state signposts regarding the safety of beach condition including its waves” desired experience table 5. total perceptions of respondents on desired experiences the highest value of the grounds and the motivational factors of respondents in a visiting to pulau kelapa dua was contained in the statement "the place is perfect for a vacation for a while on the complexity of the work and squealing city of jakarta " and the lowest value contained in the statement "to blend in with the surrounding communities who are not individualists". e-journal of tourism vol.4. no.2. (2017): 62-70 http://ojs.unud.ac.id/index.php/eot 69 e-issn: 2407-392x. p-issn: 2541-0857 the significant relationship between visitor’s socio-demographic factors and visitor’s perception of personal benefits and overall images on the decision making to revisit the coastal tourism as you can see on table 2 on times visited the island, there is no respondents who ever came to this island more than once, so the one way anova and t-test can not be applied on this research due to the main objective of this research is to know the decision determinants of tourist‟s intention to revisit a coastal tourism object by using ros model. but none of the respondents ever do revisit to this island. conclusions 1. the relationship of activity preferences to the decision making to revisit can not be observed due to inavailability of respondents who have been visiting kelapa dua island more than once. the most prefferable acivities is swimming at the beach of kelapa dua island 2. the relationship of environment settings to the decision making to revisit can not be observed due to inavailability of respondents who have been visiting kelapa dua island more than once. the most prefferable environment settings is there is sound of the waves, and birds, the atmosphere was very natural 3. the relationship of social settings to the decision making to revisit can not be observed due to inavailability of respondents who have been visiting kelapa dua island more than once. the most prefferable social settings are no visitors with unpleasant behavior and the absence of the crime, for example: theft , sexual crimes 4. the relationship of managerial settings to the decision making to revisit can not be observed due to inavailability of respondents who have been visiting kelapa dua island more than once. the most prefferable managerial settings is good accommodation settings: free of dangerous animals 5. the relationship of desired experiences to the decision making to revisit can not be observed due to inavailability of respondents who have been visiting kelapa dua island more than once. the most desiring experiences is the place is perfect for a vacation for a while on the complexity of the work and squealing city of jakarta. 6. kelapa dua island led by the eldest of the who lived on the island since the beginning of the island is found, where the tourism activities in the island is led by the eldest son in law. the eldest itself has not been all too aware of the potential of the island kelapa dua in the field of tourism, because so far no party ever come to this island to open their eyes about the potential of this island as tourism destination and its effects. some of the ministry and the university who already came to this island develop in the field of marine life and mangrove only. references chi, c. g.-q. and qu, h. (2008) „examining the structural relationships of destination image, tourist satisfaction and destination loyalty: an integrated approach‟, tourism management. elsevier, 29(4), pp. 624–636. cronin, j. j., brady, m. k. and hult, g. t. m. (2000) „assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments‟, journal of retailing. elsevier, 76(2), pp. 193–218. enrique bigné, j., sanchez, i. and andreu, l. (2009) „the role of variety seeking in short and long run revisit intentions in holiday destinations‟, international journal of culture, tourism and hospitality research. emerald group publishing limited, 3(2), pp. 103– 115. gotlieb, j. b., grewal, d. and brown, s. w. (1994) „consumer satisfaction and perceived quality: complementary or divergent constructs?‟, journal of applied psychology. american psychological association, 79(6), p. 875. e-journal of tourism vol.4. no.2. (2017): 62-70 http://ojs.unud.ac.id/index.php/eot 70 e-issn: 2407-392x. p-issn: 2541-0857 jang, s. s. and feng, r. (2007) „temporal destination revisit intention: the effects of novelty seeking and satisfaction‟, tourism management. elsevier, 28(2), pp. 580–590. payne, r. j. (2000) „applying the recreational opportunity spectrum (ros) for visitor opportunity assessment in two canadian national parks: a demonstrationproject.‟ available at: http://parkscanada.pch.gc.ca/library/r os/english/main_e.htm. um, s., chon, k. and ro, y. (2006) „antecedents of revisit intention‟, annals of tourism research. elsevier, 33(4), pp. 1141–1158. williams, c. and buswell, j. (2003) service quality in leisure and tourism. cabi publishing. žabkar, v., brenčič, m. m. and dmitrović, t. (2010) „modelling perceived quality, visitor satisfaction and behavioural intentions at the destination level‟, tourism management. elsevier, 31(4), pp. 537–546. nyepi holiday package: e-journal of tourism vol.4. no.2. (2017): 94-99 http://ojs.unud.ac.id/index.php/eot 94 e-issn: 2407-392x. p-issn: 2541-0857 1 best practices of heritage and gastronomic tourism in a kampong kun aniroh muhrofi-g and rina rifqie maria universitas merdeka malang corresponding author: kun.aniroh@unmer.ac.id article info received 09 november 2016 accepted 08 august 2017 available online 25 august 2017 abstract kampong as a center of local culture keeps endless-life values that can be explored as a learning resource. in kampong there are genuine values of life which is full of local wisdom that has already existed since the ancient time. people in a kampong in malang, think simply and use symbols in foods and life values which have been conducted by their ancestors. culinary and heritage in the form of precious life values are two practices among many which have existed for years until the present time. however, the young generation who inherits the practices from their parents mostly do not know the philosophy or the lesson learned why they are doing these things. this paper aims at analyzing culinary and heritage values in a kampong by arranging in a calendar of events, exploring the philosophy and creatively packing the practices in a kampong for the culinary tourism purposes. keywords: best practice, culinary and heritage, tourism, kampong introduction background most people in indonesia are „orang kampong‟ who have the tight relationship with the kampong where they were born and other memories that they cannot forget until they are grown up and getting old. they will be very proud to tell the kampong to colleagues in the city or overseas when the people are already far away from kampong. there are always memories and impressions that always remind that kampong is a part of people lifecycle. there is a time for leaving kampong for life struggling but there is also time for going back to kampong. going back to kampong means a lot for most people, showing the successfulness of life, sharing happiness to friends and relatives, and making a devositional visit to parents, and relatives who already passed away. there is always a feeling of ambience, a feeling of homesick that on a certain day people will go back home. recently there has been a tendency of successful professionals going back to kampong.they want to contribute their experience to the development of their kampong in order to be more developed by running a business. some of the reasons are the transports are getting easier, internet access is now available and the existence of many kinds of community who concerned with their kampong. so these professionals pioneered of living in the small cities and this means that they start to have the activities from kampong. many kinds of business have been being developed from cooperation, café, education to social entrepreneurship. (kompas 18 juli 2016, kaum profesional minati kota kecil). this phenomenon is good meaning that people do not concentrate on living in the big cities, so there will be a balance number of population who live in the small cities and big cities. 1 the article had been presented in the international tourism conference “promoting cultural & heritage tourism” at udayana university, 1-3 september 2016. mailto:kun.aniroh@unmer.ac.id e-journal of tourism vol.4. no.2. (2017): 94-99 http://ojs.unud.ac.id/index.php/eot 95 e-issn: 2407-392x. p-issn: 2541-0857 what is actually kampong? a kampong (spelled kampung in malay and indonesian) is a conventional group of houses and buildings usually smaller than a town. it is also called village in malaysia, brunei, indonesia, singapore and cambodia. the term also refers to traditional villages, specifically native people, and has also used to refer to densely populated areas and enclosed developments within towns and cities why do people always miss their kampong? this is because kampong gives a number of memories of people life. many songs and poetry are created illustrating how people always want to go home. „pulang kampong or mudik is not a culture of malaysia, brunei and so kampong is actually an area where people can contemplate where they are from, where they are now and where people finally would like to go. the phenomenon of pulang kampong or „mudik‟ is one proof of how strong the relationship among people and their kampongs is. this article is a preliminary study of research of “developing malang as a creative city of gastronomy to increase the competitiveness of domestic and international tourism destination” where some parts of the study is to explore kampongs in malang with their heritage and culinary. based on the field observation there are some areas in malang which are originally heritage in nature and other kampongs have special culinary. in the development later, some kampongs in malang developed into a creative kampong. research objective objective of the research is to understand the interesting and potential attraction which need to be maintained and developed as a tourist attraction literature review kampong in malang based on the field observation here are some kampongs in malang with its different characteristics which can be categorized into heritage and culinary and some kampongs have developed into creative kampongs. kampong of arab or kampong arab in malang is different from other kampong arab in other cities in indonesia which are usually located close to the coast line or the port. kampong arab in malang is in the center of the city. it was because at that time there were 2 regulations published by dutch in the year of 1860 about the differentiation ofcommunity group into european, foreign east and domestic people. then in 1882 the arab area was located across jami‟mosque and close to it but there was a street named embong arab which means that the street was owned by arab which in a natural way forming a kampong of arab (handinoto, 1996). many people wonder why this area is called kayu tangan. kayu is wood and tangan is hand. at the time when alun-alun was being developed in the corner of the street there was a tree similar to hand. in 1914 there was a big signpost in the form of hand and therefore the street is called kayutangan. there were many reports in 1890 about kayutangan one of them is shopping areas along kayutangan which starts from electricity office to the front of catholic church of kayutangan. this shopping area was built in 1936 (handinoto, 1996). methodology qualitative reseachwas undertaken as the preliminary study of research of “developing malang as a creative city of gastronomy to increase the competitiveness of domestic and international tourism destination” where some parts of the study is to explore kampongs in malang with their heritage and culinary. based on the field observation there are some areas in malang which are originally heritage in nature and other kampongs have special culinary. in the development later, some kampongs in malang developed into a creative kampong. results and discussion many people wonder why this area is called kayu tangan. kayu is wood and tangan is hand. at the time when alun-alun was being developed in the corner of the street there was a tree similar to hand. in 1914 there was a big https://en.wikipedia.org/wiki/malaysia https://en.wikipedia.org/wiki/brunei https://en.wikipedia.org/wiki/indonesia https://en.wikipedia.org/wiki/singapore e-journal of tourism vol.4. no.2. (2017): 94-99 http://ojs.unud.ac.id/index.php/eot 96 e-issn: 2407-392x. p-issn: 2541-0857 signpost in the form of hand and therefore the street is called kayutangan. there were many reports in 1890 about kayutangan one of them is shopping areas along kayutangan which starts from electricity office to the front of catholic church of kayu tangan. this shopping area was built in 1936. kampong of kauman heritage kampong is a kampong that has long history that belongs to a certain society. in malang and other parts of indonesia there are kampongs which have the characteristics of the development of islam usually called as kampong kauman. kauman is derived from the word „kaum iman‟ which is the place for muslims or ulama muslims.the main characteristics of these kampongs are close to alun-alun. based on the developmentof of sunan kalijaga in developing town planning the buildings of regency or the center of government consists of the palace, one or two banyan trees, and the place for prayer and alun-alun. alun-alun has the functions of the meeting for many kinds of people and the symbol of the place of togetherness in the center of the city between local authority and its community (rahimsyah, 2002). in alun-alun in malang there is a mosque, and a church which is in the same street, jalan merdeka barat which is bordered only by the jiwasraya insurance office. in relation to religion tolerance this shows that malang society has been living harmoniously since long time ago. kampong of arab kampong of arab or kampong arab in malang is different from other kampong arab in other cities in indonesia which are usually located close to the coast line or the port. kampong arab in malang is in the center of the city. it was because at that time there were 2 regulations published by dutch in the year of 1860 about the differentiation ofcommunity group into european, foreign east and domestic people. then in 1882 the arab area was located across jami‟mosque and close to it but there was a street named embong arab which means that the street was owned by arab which in a natural way forming a kampong of arab (handinoto, 1996). kampong of kayutangan many people wonder why this area is called kayu tangan. kayu is wood and tangan is hand. at the time when alun-alun was being developed in the corner of the street there was a tree similar to hand. in 1914 there was a big signpost in the form of hand and therefore the street is called kayutangan. there were many reports in 1890 about kayutangan one of them is shopping areas along kayutangan which starts from electricity office to the front of catholic church of kayutangan. this shopping area was built in 1936. another report was that the architect of kayutangan built two similar buildings to illustrate gates to jalan semeru which is inspired by karel bos the architect who had twin children. the style of architecture of nieuwe bouwen which has the tower above the building functions as observing the surrounding area (kisah sejarah kota malang, 2012). kampong of pecina as other cities in indonesia and other countries, malang has the area where chinese people live which is called pecinan or chinatown area. it is located close to pasar besar as the center of trade. kampong pecinan in malang is on jalan wiromargo and the nameof the street is dedicated to mbah wiro who was the pioneer of jalan pecinan kecil. the graveyard of mbah wiro is also in this area. it is not surprising that on this street there are so may flower sellers for burial, it might be at the ancient time there were many people who made a devotional visit to the graveyard of mbah wiromargo so that there were many flower sellers there. nowdays, when people want to get married, the birth of the baby and anniversaries they buy flowers here. on this street number 32 there is a bentoel museum which illustrates the history of the owner ong hok liong in 1925 of how to build the cigarette company.bentoel is now becoming a big cigarette company with the new management and the company‟s name is pt bentoel prima. in relation with the town planning of malang before 1900 small shops and markets are on the south side of alun-alun on the china street; therefore it is called the market of pecinan. this shows that kampong of pecinan is really the center of the trade until e-journal of tourism vol.4. no.2. (2017): 94-99 http://ojs.unud.ac.id/index.php/eot 97 e-issn: 2407-392x. p-issn: 2541-0857 now. kampong of ijen kampong of ijen in malang is the location of dutch buildings owned by rich dutch people who were entrepreneurs of plantation and local authority of malang in the colonial era. on this street there is a military museum, and city library. this area is also called ijen boulevard which has a twin street with the green stripes and flower garden splitting the center of the boulevard into two lanes ijen boulevard with its villas on both sides were built by voonerman and thomas karsten in the period of 1923 to 1933. there was a concept of housing area which are connected between a small lhousing complex and a big housing complex not based on the people who inhabited as the housing area as in embong arab and the area of kampong of pecinan. karsten made a profile standard between the street and its environment so that kampongs in malang in the city center looked clean and tidy (septarius, 2010). kampong of madura-kotamadu kotamadu is in malang in the area of buring. most of madurese people go to malang for the reasons of business and education. they were used to be from the low level of society however gradually madurese people work and struggle hard to be the high level society and decide to live in malang. nowdays, we can find madurese people who work at pasar besar who come from certain areas in madura with its specific stuffs. for example, chicken sellers are from the district of tragah, bangkalan. coconut, cigarette, taro sellers are from the districts of proppo, pamekasan, and soto and sate sellers are from sampang. madurese in malang are now having a very strategic position from the lowest society to the highest society. there is a „joking‟ that silently malang is dominated by madurese because from parking attendants, traders, sellers of food and the regent of malang are madurese kampong of arema malang has a long history of football and other branches of sport. one of them is kampong of arema in the village of kasin which is prospected to be creative potential kampong. if we go to this kampong we have to be ready using walikan language which becomes the characteristicsof arema and aremanita. bahasa walikan is a special language for malang people and using it we have to be familiar with the words that should be upsided down. rek becomes ker, kaos becomes soak, arek becomes kera, malang becomes ngalam etc. this kampong produces merchandise such as t shirts, mug, key holders, and shawl (kampung arema, 2014). kampong of jodipan kampong of jodipan is located in the village of jodipan. at the beginning this kampong which is located in the edge of the river looked dirty. as the initiative of the students of communication department of muhammadiyah university create the areas to be more attractive by painting it colorfully. the initiative is from the assignment of public relation subject to make an activity of a big event. the group of the students then made collaboration with a famous painting company. as stated by the head of the project nabilla firdausiyah, the initiative was from the bad habit of jodipan community to throw away garbage not in the proper place. with the change of colorfulness of the kampong of jodipan many people are expected to come to see the kampong, or just making selfie there, and all of these can drive the economy of the kampong. kampong of tridi another kampong which is also attractive is kampong tridi which is located on the village of kesatrian. tridi means three ds which means three dimensions. not like the neighboring village that colorsthe houses, kampong tridi paints the streets and draws the big three dimension pictures of murals mostly in the form of animals.the story of the kampong started with the painting of a kampong street with the purpose of attracting people to come. the painting was done by local artists sponsored by kampong artists and kampong people. the work then attracts the e-journal of tourism vol.4. no.2. (2017): 94-99 http://ojs.unud.ac.id/index.php/eot 98 e-issn: 2407-392x. p-issn: 2541-0857 sponsor of a national painting company and the malang government. nowdays there are many people who come to this kampong for selfie. the coming of people there is hoped to create activities that can add the income of kampong people. kampong of garbage insurance clinic kampong of garbage insurance clinic is in the village of sukun, where the majority of people are poor people.whenever the kampong people want to go to the doctors and use medical facilities, they bring the organic or non-organic garbage. with this model they can also have medical insurance by paying 10.000 thousand rupiahsin the form of garbage every month. as the initiator, dr. gamal albinsaid stated this model has at least two advantages: the kampong people need not topay a lot of money for medical facilities and the kampong becomes clean. this program is now developing into nutrition training and consultation, the advancement of health quality and various sickness avoidance training. this creative idea attracts very important persons and corporate social responsibilities to sponsor this program. the efforts of dr.gamal albinsaid is now applied in many kampongs and as what he has been done he got and award of unilever sustainable living young entrepreneurs awards 2013, and in 2014 he was invited by prince charles of united kingdom to receive the award kampong of culinary culinary is a part of gastronomy in which gastronomy is an art or activity of cooking, and eating delicious food or style of culinary. it can also be regarded that gastronomy focuses on food culture (en.wikipaedia.org/wiki/gastronomy).culinary is a part of culture of a certain society can tell a story of a variety of cultures, and it is called food tourism (hall and sharples, www. digilib.petra.ac.id). malang as a city that has along history of gastronomy since the colonialization of dutch era.malang food has the influence of dutch, british, india, france, and arab.local influence such java, madura, bali and sumatra also flavours malang food. there are many spots of culinary tourism inmalang.on jalan sukarno hatta people could find classic,modified and modern food. this spot mostly is visited by youngpeople. chocolate, pittza huts, cafés, while playing bilyard could be found here. simple snacking such as martabak, terang bulan, pohong keju, lumpia surabaya are also available. those who like noodles can enjoy mie gang jangkrik, and many other kinds of noodle. simple home traditional foods are easy to find here, you can visit kedai bu gito, warung nasi pecel bu tinuk, bakso damas and before going home there are many kinds of speciality foods of malang that have been waiting to be purchased for the family. there are still many other culinary kampongs in malang that have speciality foods: kampong of sanan for soyabean chips, kampong of sumpil for fruit chips. many kinds of resto from classic to modern can also be easily found: toko oen, restaurant new hongkong, resto inggil, kopi tiam,ikan bakar cianjur, rumah makan harmoni, ayam goreng kalasan, mie pak karso and many others. (kampong of culinary ngalam.co/2016/01/15/potensi-wisata-kulinerkawasan-soekarno-hatta-malang).recently other creative kampongs in malang have appeared in malang based on the potent of the kampong and the capability of the society. tourism kampong packaging in calendar of events, problems and prospects to see the potential of many kinds of kampong, the attractiveness and the uniqueness will be a magnet for visitors. however the magnet has to be managed in such a way that the people who will come to kampong can participate and maintain the potential of a kampong.remembering that in forteen years to come, the year of 2030 people who live in the city will reach five billion, it is not easy to manage the various people (global city report on city tourism, 2012). the development of kampong as a part of the city needs to be seriously taken into consideration. this is due to the residents in the city are included the kampong people who occupy most parts of the city. the activity of the kampong people based on their initiatives or supported by students, csr and other e-journal of tourism vol.4. no.2. (2017): 94-99 http://ojs.unud.ac.id/index.php/eot 99 e-issn: 2407-392x. p-issn: 2541-0857 institution are the valuable assets for developing tourism kampong. the awareness of the community by developing their unique kampong directly or indirectly will grow the sense of belonging of the kampong. when this happens it is not difficult to run the activities that can make the kampong more interesting. packaging of kampong of tourism is very necessary. people from other kampongs are tourists and they want to enjoy more activities in the kampong. local arists and kampong people together with tourism program cooperate by arranging tour itinerary starting from 3 hour tour to one day tour. so it is not only selfie activity but other genuine activities conducted by the local community, showing the uniqueness of the kampong needs to be explored. the easy and practical way is exploring history of the kampong by asking to the community figure. when this activity is successful one heritage tour is ready to welcome the tourists. since some kampongs have certain dates for kampong festivals and some other activities, the announcement of the d-day of the activities is suggested to in advance. another activity is arranging kampong of tourism information center and training the local people to be local guides. in other words once tourist attraction is created, the community step by step thinks of the infrastructure that support tourism activity, accessibility, amenities and ancillary to develop tourist attraction (buhalis, 2000). the purpose of tourism,any tourism including kampong of tourism as stated in the tourism constitution no.9, 2010 is to develop the culture, thenation spirit of indonesia,to enhance the image of the nation, to strengthen the self-identity andto tighten the friendship internationally. this can be conducted and strated from a kampong. conclusion a kampong is always in the heart of almost everybody. childhood memory in a kampong which illustrate nature, culture, food, family, friends,relatives cannot be separated from somebody‟s life. a kampong is actually very rich in local wisdom in which people can learnalmost everything. a kampong is a heritage but a kampong is also developing. the purpose of developing is to adat,and adopt the changing of the environment. the enthusiasm of kampong shows that the community is active, creative and does not want to be far left behind,and this is actually a big asset that a kampong should be considered as tourist attraction. references buhalis, d. (2000) „marketing the competitive destination of the future‟, tourism management. elsevier, 21(1), pp. 97– 116. handinoto (1996) perkembangan kota dan arsitektur di malang. yogyakarta. kampung arema (2014). available at: http://radarmalang.co.id/eh-adakampung-arema-di-kota-malang34858 (accessed: 16 august 2016). kisah sejarah kota malang (2012). available at:http://kelsumbersari.malangkota.go. id/kisah-sejarah-kota-malang-yangtak-banyak-terungkap/ (accessed: 5 august 2016). rahimsyah, a. r. (2002) kumpulan kisah teladan dan humor sufi. surabaya: indah surabaya. septarius, i. b. (2010) ijen boulevard. available at: https://septarius.wordpress.com/2010/ 08/23/ijen-boulevard/ (accessed: 19 august 2016). nyepi holiday package: e-journal of tourism vol.3. no.2. (2016): 88-95 http://ojs.unud.ac.id/index.php/eot 88 e-issn: 2407-392x. p-issn: 2541-0857 destination development for rural tourism area in wanayasa, puwakarta, west java, indonesia jajang gunawijaya and annisa pratiwi tourism vocational education program, universitas indonesia corresponding author: icha.dong@yahoo.com article info received 20 february 2016 accepted 30 august 2016 available online 15 september 2016 abstract this purpose of this paper is to elaborate the understanding of destination development of rural tourism in wanayasa, purwakarta, jawa barat. it has a rich potential for the rural tourism prosperity. then author incorporates destination development through butler‟s area life cycle. research was conducted in august 2015 with qualitative approaches i.e. interview and focus group discussion to 120 respondents which comprises representation from several different group. in addition, some of data also produced from secondary sources such as government regulation and official website. findings show that wanayasa possessed their ability in developing aspect of internal factors, attractions and accommodation facilities. apart from that quality, it is obvious that their rural tourism development is lack of destination management and chaotic strategy marketing formulation as a result of disorganized planning processes. with those conditions, it will be tough for them to formulate the true competitive advantage as a basic foundation of their tourism development. this paper illustrates a detailed analysis of the destination‟s strengths and weaknesses, and a more distinctive understanding of what facilitates a destination‟s competitive position. keywords: destination development, life cycle tourism, rural tourism development, wanayasa introduction according to cunha and cunha (2005), tourism sector is clarified as an industry associated with travel and leisure. tourism sector is also considered as one of the top and fastest growing sectors in the world which remarkably contributes to the economic growth of the country along with the economic benefits of local communities (osman and sentosa, 2013). in the past few decades, tourism experienced enormous growth as visitors are seeking for relaxant and release their stress (lin and yeh, 2013). tourism is one of the primary contribution for national income in indonesia. in 2013, tourism sector supported us$ 10.05 billion for national gdp of indonesia, as well as it was the biggest contributors, after oil and gases, coal, and palm oil. according to the world economic forum reports in 2015, indonesia is ranked 50 th among 141 countries listed (wef, 2015, p.xvi). many scholars have agreed that tourism is a promising sector to promote and support the rapid progress of developing country. rural tourism has been quite a favourite form of alternative tourism in indonesia over the last few years. beeton (2006) defined rural tourism as various mailto:icha.dong@yahoo.com e-journal of tourism vol.3. no.2. (2016): 88-95 http://ojs.unud.ac.id/index.php/eot 89 e-issn: 2407-392x. p-issn: 2541-0857 activities that take places in nonurban settings, ranging from natural or manmade attraction, amenities and facilities, transportation, marketing to information system. also, rural tourism has attracted increased attention from governments, non-governmental organizational (ngo), and industry players because its plays an important role in leading economy activity and help in an increase in communities’ income (egbali and nosrat, 2011). rural tourism is defined as being the tourist capitalization of rustic areas, of the natural resources, of cultural heritage, of cultural buildings, of village traditions, of agricultural products for an adequate response to the needs of recreation in the modern society. as a tourist destination, rural tourism has a rich potential for its visitors. the tourist product is a complex ensemble of environment, both natural and created by humans (patrimony, culture, activities and services for visitors). regarding to this matter, cracolici, et. al. (2006) mentions that tourism sector has become very competitive, and therefore, organisations need to be successfully use their resources to develop appealing and competitive tourism product to attract domestic and international tourists. while wilde and cox (2008) states that to assess the competitiveness of a tourist destination, it is important to consider the principles of comparative and competitive advantage and how they interact with each other. due to this, the analysis of the competitiveness in rural tourism development is important. figure 1. map of wanayasa source: purwakartakab.go.id wanayasa is tourism development area (tda) in the purwakarta regency which is a living rural landscape area with enormous potential of natural and cultural resources. it is a district comprising three desa or villages, which are desa kiarapedes, desa wanayasa and desa bojong. the main priority for tourism development is desa wanayasa and followed by desa bojong and desa kiarapedes. according to tourism master plan of west java, the key elements for tourism development in winayasa are nature tourism, ecotourism and health tourism. wanayasa also has high potential to be developed as a cultural tourism which are considered based on its historical places and strong local identity. however, there is very limited research done on the competitiveness of wanayasa village in purwakarta as a rural tourist destination. the objective of this study is to assess how competitive rural tourism in wanayasa and its contributions to the development of destination competitiveness. rural tourism development rural tourism is simply defined as a type of tourism which takes place in the countryside or outside of urban areas. it is characterized by enjoyment of a tamed nature or highly modified landscape (aref and gill, 2009). according to routes (2008), rural tourism can be defined as: "rural tourism is defined in the overall economy of tourism as the economic use of the countryside, natural resources, cultural heritage, rural habitat, local tradition and local produce through certified products and services illustrating regional identity. it responds to the needs of consumers for accommodation, catering, leisure activities, entertainment and other services. it supports local sustainable development and meets the leisure demands of modern society through a new social solidarity of town and country." (aref and gill, 2009:11) e-journal of tourism vol.3. no.2. (2016): 88-95 http://ojs.unud.ac.id/index.php/eot 90 e-issn: 2407-392x. p-issn: 2541-0857 there are a variety of terms used to describe tourism in rural areas, including farm tourism, agro-tourism, soft tourism and even ecotourism (simkova, 2007). irshad (2010) also mentioned the diversity of attractions included within rural tourism is ranging from heritage tourism or cultural heritage tourism, nature based tourism, agritourism, as well as partnership-based approaches, such as scenic byways and heritage areas. in the rural tourism context, the “progress” of regional development is the transformation of the stagnating circumstances of people in the countryside to a lively and exciting one (ajala, 2014). rural tourism becomes very popular both in the developing and developed countries as it has many potential benefits for rural areas. studies conducted by researchers have found that many rural communities have adapted their local economy to tourism for poverty reduction (choi and sirakaya, 2006; prabhakaran et al., 2014). it is economically and socially positive impact which allows local community to benefit additional financial sources and create new job positions (simkova, 2007). rural tourism also implies economic restructuring in order to accomplish the primary needs of the community and to boost their level of participation in the development process (ajala, 2014). hence, the development of rural tourism is necessary to advance living standards of the majority of the world‟s poor living in the rural areas, create a self-sustaining development and keep productive population (lele, 1979). destination development stage through butler’s area life cycle many researchers have found several theories about destination development. according to plog (1993), the changes in the tourism market are related to the dynamic circulation in a destination. doxey (1995) have mentioned that the residents‟ attitudes influence tourists in destination. on the other hand, berret (1958) found that resorts‟ development, markets incorporate the dynamic of tourism activities in destination. researchers have largely got paradigm about destination development from product area life cycle, where products are described through the evolution of attributes and characteristic through time (rink and swan, 1979). a popular destination development model inspired by above mentioned studies is butler‟s area life cycle model (butler, 2006). this model has enable the researchers to analyse destinations, rural areas as well as also islands and provided inspiration for destinations to clarify a tourism area. butler area life cycle model explains destination development through evolving stages (butler, 2006). stages are described through different indicators. butler (2006) argues that tourist area are dynamic and they experienced their advance and modification in a course of time. it means that there is an evolution in the destination which influenced by factors such as the changes of their population, and their contribution to the facilities and attractions. destination development is affected by internal and external factors. butler (2006) explains that the evolution of a tourist area is up to the intention of local and foreign accomplices towards development. partners involved to tourism activity determine characteristics of destination development. according to butler (2006) “tourism development in destinations evolves via the stages of exploration, involvement, development, consolidation and stagnation, followed by either decline or rejuvenation” (figure 2). e-journal of tourism vol.3. no.2. (2016): 88-95 http://ojs.unud.ac.id/index.php/eot 91 e-issn: 2407-392x. p-issn: 2541-0857 figure 2. hypotical evolution of tourist area source: butler (2005). butler (2006) starts that in exploration stage the tourist number is not high, there are individual travel orders and not many specific services provided for visitors. connection with inhabitants is intensive (butler, 2006). still the social and economic circumstance of an area is unchanged by tourism and tourists have little effect to the characteristics of a destination (butler, 2006). a destination is becoming recognized among inhabitants as a tourist destination. the citizens start to realize the potential for tourism development and become interested in promoting an area. they offer a small degree of tourism service besides their main field of activity. in the involvement stage, butler (2006) mentions that inhabitants become involved to tourism development and in this phase perception from outside appears. an area becomes recognized among foreigners. at this stage some level of organization in tourism planning is anticipated, and government and public agencies are taking steps to better transport and other facilities (butler, 2006). inhabitants are more organized in different fields of tourism catering (butler, 2006). they start to discuss with each other about how to offer tourism service more effectively. inhabitants start to demand external organizations to find support and cooperation (butler, 2006) and an area becomes well-known also among foreign stakeholders. still, tourism is managed mostly on local level and decisions are made between local entrepreneurs. for the development stage, butler (2006) argues that local participation in tourism service will reduce, and the number of tourists will presumably be similar or cross the local population. inhabitants are still involved in tourism development, but are largely influenced by external forces (butler, 2006). changes in the area are noticeable and not all of them may be accepted by inhabitants (butler, 2006). at this stage conflicts between inhabitants may emerge because different opinions towards tourism development. upposedly there will also be conflicts between inhabitants and external stakeholders because of not considering each other s interests and intentions. in the consolidation stage, the rate of increase in numbers of visitors will decline, although total numbers will still increase, and total visitor numbers cross the number of constant residents and the economy is largely depending on tourism (butler, 2006). at this stage, the area is starting to lose popularity (butler, 2006). visitors are getting bored from a destination and they are starting to look for other attractive places to go. butler (2006) argues that in the stagnation stage the top numbers of visitors is achieved and a destination faces environmental, social and economic problems. other destinations will outbid an area with more attempting attractions for tourists. butler (2006) explains that in the decline stage the area is not able to emulate with newer attractions and it does not enhance to tourists much. attractions are becoming out of date and no longer offer excitement to visitor any more as much as before (butler, 2006). competitors from other regions, which are in different butler area life cycle stages will take over attracting tourist flows. on the other hand, rejuvenation may occur if there are changes in the attractions (butler, 2006). a market is undergoing competition from other markets and needs to find new ways to differentiate itself from rivals (butler, 2006). this means that a destination needs to start developing again from another perspective. every destination is unique and each tries to develop a tourism style that is socially acceptable and economically compatible in order to reach the next stage of development. herefore, it is essential to make development plans according to characteristics of a place. here are numerous studies done about destination development and it s relation to butler s area life cycle. e-journal of tourism vol.3. no.2. (2016): 88-95 http://ojs.unud.ac.id/index.php/eot 92 e-issn: 2407-392x. p-issn: 2541-0857 integrated tourism for rural areas in order to understand tourism‟s potential for contributing to rural development, the concept of „integrated tourism‟ must be included (oliver and jenkins, 2005). traditionally, the tourism literature has tended to define it in terms of the extent to which tourism is integrated into broader economic and social development contexts, goals, and decisions. however, in more recent literature, the importance of local participation and control is emerging, with integration defined according to the percentage of local people employed, the type and degree of participation, decision making power and ownership of resources in the local tourism sector (mitchell and eagles 2001 in oliver and jenkins, 2005). integrated tourism can be defined as tourism that is explicitly linked to the economic, social, cultural, natural and human structures of the localities in which it takes place. in practical terms, it is tourism which has clear connections with local resources, activities, products, other production and a participatory local community. in their research about integrated tourism in europe‟s rural destinations, oliver and jenkins (2005) found seven indicators which have been identified as being significant in integrated rural tourism development. these include: 1. networks : the ability of people, companies and agencies in the settlement to work together on the development and management of tourism 2. scale : the level of tourism in one area as regards the distribution over time and geographically, bearing in mind all the thresholds related to the carrying capacity of the area 3. endogeneity : the extent to which tourism is recognized as it is based on realistic resources of a region 4. embeddedness : the role of tourism in politics, culture and life of the whole area and the population as a local priority. 5. sustainability : the extent to which tourism does not harm and possibly improves the environment and environmental resources in the area 6. complementariness : the extent to which tourism provides funds to those who live in the local area, although they are not directly included in tourism 7. empowerment : a measure of political control over the tourism industry through ownership, law or planning, especially the control implemented at the local level research objectives objectives of the research was to elaborate the understanding of destination development of rural tourism in wanayasa, purwakarta, jawa barat. methodology data collection the research is initially the community service activity in the framework of 2013 to 2016 which funded by the research grant of ministry higher education of indonesia. the study area covers 3 villages that are purposed for rural tourism development: kiarapedes, wanayasa and bojong which conducted in august 2015. participants were selected from database of tourism industry stakeholders in purwakarta region with total 120 respondents which comprises representation from 6 (six) different groups, including village headman of kiarapedes, wanayasa, and bojong, local authorities in purwakarta region, representative of local entrepreneurs, tourism institution, educational institution, and local communities. participants identify the important indicators of destination competitiveness falling under the main elements of the destination competitiveness model. the interview provides rich source of knowledge about the resource attractions and facilities. data analysis a qualitative content analysis was chosen to analyse many words of texts, which are transcribed from interview and focus group discussions. content analysis is a technique for compressing large amounts of data from the interviews, field notes, and various types of sources into systematic and fewer categories of text which is based on specific rules of e-journal of tourism vol.3. no.2. (2016): 88-95 http://ojs.unud.ac.id/index.php/eot 93 e-issn: 2407-392x. p-issn: 2541-0857 coding (steve, 2001). many previous studies have shown that content analysis can be a useful method for allowing researcher to discover and describe the focus of individual, group, institutional, or social attention (weber, 1990). in this study, the crucial process in content analysis is categorising some key words from the given texts into certain themes. results and discussion in recent years, wanayasa has become a focus of rural tourism development and an alternative to mass tourism in the region, especially since the local governments have successfully developed purwakarta regency as tourism destination that attracts many more tourists in west java. in addition to the attractiveness of its landscape, wanayasa lake is a popular attraction for some people and also one of the culinary centres in purwakarta. however, if it is considered as a tourist destination and compared to the tourism potential of other surrounding rural territories, wanayasa has some barriers that make it difficult to grow and compete. from the butler‟s area life cycle, the destination stage in this area is development stage. the changes are largely influenced by external parties. for the natural element, wanayasa area has the famous lake, which is the leading tourist destination in the area and it is very phenomenal and iconic. in addition, it is often visited only on the weekends and with repeated visitors. second, although equipped with a variety of natural features, yet nothing special from any of it, there are the tea plantations, hot springs and the bicycle tracks. indeed, some of the most visited attractions in the region belong to other territories. third, it is difficult to be fascinated by their cultural resources as it is hardy distinctive with other culture. fourth, the difference between expectation at the top level with the reality at the grassroots level indicates that there is a wide gap in terms of tourism management. wanayasa rural region has natural attractions, cultural and man-made. natural tourist attractions has the countryside, wanayasa lake, burangrang nature reservation, ciracas hot water resource, pine forests, cibeber lake, and cimalaya river (tokbray waterfall). cultural tourist attractions has garacina japanese cave, kampung tajur tourist village, and sundanese culture as pencak silat, calung, kasidah, sisingaan, terebang, mulud, hajat luar (balarik), tutunggulan, and sundanese community tradition. the attraction of man-made objects in wanayasa is giri tirta kahuripan resort, cihanjawar waterboom, jaya tirta abadi swimming pool. created resources consists of human create activities like water based activities, visitor‟s accesibility to natural areas. for the accessibility in wanayasa, there is a number of access to reach wanayasa rural region. the first access is through purwakarta. access from jakarta is through the direction of toll ciganea that can be directly pasar rebo towards using public transport is available from 4am until 16pm. to reach wanayasa rural region at night is a bit difficult unless using private vehicles. from bandung, wanayasa riral region ncan be achieved through lembang towards subang. this trip passes cikole, tangkuban perahu, ciater, and the cagak street. from cagak street towards wanayasa pass sagala herang and serang panjang. the access facilities for wanayasa region is still lack of adequate because of the limited transportation. also, the availability of transportation is only towards wanayasa lake and jaya tirta abadi swimming pool. so, it makes very difficult situation for doing tourism activities is not using private vehicle. however, the condition of roads in wanayasa region is good, not damaged and very congestion is rare in this region. in addition, there is lack of transportation in wanayasa rural region, there is still no road sign for tourist attraction and no information center. in the context of tourism development, indicators are information sets which are formally selected for a regular use to measure changes in assets and issues that are key for the tourism development and management of a given destination. according to inskeep (1991:38), there are four indicators to do the assessment considering the tools for the tourism development observation in wanayasa rural region. they are tourist attraction, accessibility, amenities and ancillaries. to determine the priorities of development based on the observation in field, scoring has to be done. according mikkelseb (1995), the use of e-journal of tourism vol.3. no.2. (2016): 88-95 http://ojs.unud.ac.id/index.php/eot 94 e-issn: 2407-392x. p-issn: 2541-0857 scoring means put something in the order and scoring (preparation according to the quality). tools such as ranking, it can produce basic information that can help focus the question. this method is also useful to obtain information sensitive and can also accelerate the acquisition of an understanding of the opinion vary among the participants. this concept is intended to see how major priority tourism development in wanayasa rural region using quality assessment. the assessment from the aspect of tourism products proposed by inskeep (1991: 38), he states that the overall tourism product is a service that obtained and felt or enjoyed by tourists since he left his original place, until the area has been chosen for travel destination and back home in where he set out originally. tourism products is divided into three tourist attraction (nature, culture, artificial), facilities (facilities tourist attraction) and infrastructure (availability of electricity, water, state roads), and accessibility (tourists access reached destination). in addition to obtain the feedback from the market on the superior region, the location of observation evaluates the readiness of each tourist attraction. to make an assessment or assessment of the use of tools or observation checklist used by surveyors. conclusion rural tourism could be a strategy for sustainable development for rural areas and also could be a tool for product differentiation for area that at stagnation stage of the destination life cycle model of butler (2006). repairing, structuring and developing the tourism destinations based on local culture and environmental sustainability is the best strategy to develop tourism development. this strategy consists of tourist attractions development, variety activities, improvement of infrastructure, accessibility, and organizes the events. in addition, environmental conservation and cultural approaches are also included in this strategy. although potential, wanayasa needs a special breakthrough and a lot of improvement in order to be competitive and highlight all of its advantages as a rural tourist destination. does not mean that the three village development plans in wanayasa are completely failed (proven there are some elements that are already qualified). tourism planning must not only focus on how community involvement or projections of the local government, but how it is holding on the formulation of a more qualified to centre the internal and external analysis. in addition, the proposed vision and mission should also be the same, either from the provincial government, district, village and also at the elite level of society. in fact, these flaws can also be easily examined from integrated models for rural tourism. that is, it should be evaluated on rural tourism development plan in wanayasa which has been running. only with such measures appropriate strategies can be formulated for the development of rural tourism as wanayasa. acknowledgement the author gratefully acknowledge the ministry of research, technology and higher education of indonesia for the funding through grant for the research. references butler, r. (2006) the tourism area life cycle, vol 1. applications and modifications. clevedon: the cromwell press. cunha, s. k. da and cunha, j. c. da (2005) „ ourism cluster competitiveness and sustainability: proposal for a systemic model to measure the impact of tourism on local development‟, barbrazilian administration review. scielo brasil, 2(2), pp. 47–62. doxey, g. v (1995) „a causation heory of visitor – resident irritants: research and inferences‟, in proceedings of the travel research association 6th annual conference. san diego: travel research associations, pp. 195–198. egbali, n. and nosrat, a. b. (2011) „effects of positive and negative rural tourism (case study: rural semnan province)‟, journal of geography and regional planning. academic journals, 4(2), p. 63. e-journal of tourism vol.3. no.2. (2016): 88-95 http://ojs.unud.ac.id/index.php/eot 95 e-issn: 2407-392x. p-issn: 2541-0857 lin, l.-z. and yeh, h.-r. 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(2017): 19-27 http://ojs.unud.ac.id/index.php/eot 19 e-issn: 2407-392x. p-issn: 2541-0857 1family foundation, is it an innovative strategy? the case of cultural heritage tourism in toraja, indonesia ilham junaid, herry rachmat widjadja and hamsu hanafi tourism polytechnic of makassar, indonesia corresponding author: illank77@yahoo.co.id article info received 2 november 2016 accepted 10 march 2017 available online 31 march 2017 abstract toraja has been considered as the icon of tourism in south sulawesi province, indonesia. as the number of tourist decreases and one tourism attraction belongs to many members of family, there is an expectation from stakeholders that innovative strategies should be implemented to develop tourism. to achieve this goal, yayasan keluarga (family foundation) has been established to manage tourism in toraja. the study reveals that although family foundation has been the option to develop tourism and is an innovative strategy in managing tourism attractions, stakeholders believe that toraja tourism should be developed together with the existence of the family foundation based on the principle of collaborative work. high demand on the role of the regional government in developing tourism exists although the family foundation is the main organizer of tourism attractions. similarly, the regional government believes that the family foundation is a choice from the community and thus, it is the role of the family foundation to implement activities for tourism development in toraja. this paper suggests that cultural heritage tourism in toraja can be developed if the family foundation implements innovative strategies as well as strengthens relationship (synergy) and collaborative work with other stakeholders in toraja. keywords: family foundation, cultural heritage tourism, collaborative work, toraja. introduction background since 1970s, toraja has been visited by domestic and international tourists for the purpose of visiting tongkonan traditional house, traditional funeral ceremony, cultural artefacts and other tourism potential resources. since then, toraja land and north toraja (refers to toraja) have been considered as main tourism destinations in indonesia particularly south sulawesi province of indonesia. many attempts have been made to attract more international tourists and to maintain toraja as the main tourism destination. it is the role of the provincial and regional board of tourism to promote and develop toraja tourism. hence, cultural heritage of toraja, the icon and the driver for tourism development has been utilized to influence tourists determine toraja as their tourism destination or trip agenda. stakeholders of tourism in toraja convince that most areas in toraja are attractions that make people should come and see. cultural heritage and natural landscape are believed as the reasons for the visit. almost all districts have tangible cultural heritage that enables the districts are visited by tourists. for instance, cultural attraction of “londa”, hanging grave located in caves is visited by many tourists. londa is a grave 1 the article had been presented in the international tourism conference “promoting cultural & heritage tourism” at udayana university, 1-3 september 2016. e-journal of tourism vol.4. no.1. (2017): 19-27 http://ojs.unud.ac.id/index.php/eot 20 e-issn: 2407-392x. p-issn: 2541-0857 which is intended for members of family either currently residing in toraja land and north toraja or other area in indonesia, even in the world. since toraja is recognized as tourism destination, many tourists choose londa as the visiting agenda. this has also been supported by the role of the travel agent who includes londa as part of the tourists‟ tour in toraja. however, the utilization of cultural heritage and natural landscape in toraja seems to create a problematic phenomenon. the ownership of one cultural attraction in toraja is by many members of family. one tongkonan in a distric for instance, belongs to all related family members. as the tourists‟ visit to tongkonan or other cultural attraction grows rapidly and the family members expect to obtain economic benefits from tourism, there is a consequence that the economic benefits among the family members are unequal. hence, family foundation is created to facilitite and to help community manage cultural heritage as tourism attraction. the issue that may arise from the management of cultural heritage through family foundation is whether it is an innovative strategy or conventional approach in tourism development of a destination. research objective purpose of this study is to provide useful insights on how the foundation works for the management of cultural heritage tourism in toraja as well as what innovative efforts of the family foundation has been contributing for the development of toraja tourism. literature review linking cultural heritage tourism and innovation cultural heritage tourism can be defined as the visit of tourists to cultural or heritage facilities including museums and monuments, archaelogical sites and relics, historical sites, religious centers and any other tangible and intangible cultural manifestations. in cultural heritage tourism, tourists need to fulfill their wish about the culture of the host community as well as to understand meaning of the culture. culture is a capital to attract people outside the host community which then enables tourists to experience the culture of community through tourism as in kockel (2009) and nijkamp and p. riganti (2009) that cultural heritage is owned by community. the meaning of this disourse is that the utilization and commodification of community‟s culture should provide benefits for the host people (george, 2010). since community may consist of group of people in a destination, potential conflict may occur if all community must obtain economic benefits. equal benefits should be the principle of tourism development. this concept provides the chance for community to get involved in tourism activities. in order to achieve the goal of culture as competitive products and provide benefits for community, a manager should consider eight aspects including “perceived quality of the product, awareness, customer service attitude, sustainability, extent to which product is perceived to be unique or special, convenience, community support and involvement, management commitment and capability” (silberberg, 1995). the above principles can help community to manage cultural heritage tourism. it is the role of various stakeholders to implement strategies that can become a bridge between ownership and the chance to obtain economic benefits. in this sense, a destination should be encouraged to create innovation or innovative strategies so that the community can obtain more economic benefits (silberberg, 1995). innovation is a process of development (hjalager, 2009, 2010). thus, the tourism product (particularly in cultural heritage tourism) should be managed in a way of providing the chance for stakeholders especially community to work together for a better management. according to hjalager (2010) that the principle of collaborative and interactive process among stakeholders will determine how each member in group of community should participate in tourism. in other words, the success of cultural heritage tourism depends on how stakeholders transform their ideas into more innovative strategies and community-based management. e-journal of tourism vol.4. no.1. (2017): 19-27 http://ojs.unud.ac.id/index.php/eot 21 e-issn: 2407-392x. p-issn: 2541-0857 tourism and collaboration the increasing number of travel by tourists, the different motivations of people‟s travel and the different trend of tourism types are the reasons for managing tourism destination. modes of transportation, easy access to destination and available accommodation in a destination make tourism as a growing industry. this enables most tourism destinations in the world to promote their attractions to potential customers or tourists. the growth of the tourists‟ travel means that most destinations in the world face competition. different expectation by tourists means that destinations should win competition so that tourists determine their choice in a destination. fulfilling the tourists‟ expectation means that there are many possibilities for destinations in the world to create and promote attractions based on the tourists‟ needs. competition among destinations is a contributing factor why collaboration is essential (fyall and garrod, 2005). as tourism provides good service for customers, collaboration is one of the requirements for the the tourists‟ satisfaction. the tourism industry (accommodation provider, transportation, catering or restaurant service and other related tourism services) are responsible for the successful competition by a destination. the involvement of the tourism industry in providing services for tourists means tourism is a multisector activity, not depending on just one type of service. collaboration is required because one tourism organization or tourism industry cannot provide services without contribution of other tourism organization or industry (go and appelman, 2001). there are many terms that can be used in understanding collaboration including “joint ventures, consolidations, networks, partnership, coalitions, collaboratives, alliances, consortiums, associations, conglomerates, councils, task forces, and groups” (park, lehto and morrison, 2008). the key for collaboration is the involvement of stakeholders in the policy making for the purpose of finding solution that may affect the success of tourism development (aas, ladkin and j. fletcher, 2005; hall, 2000 and jamal and getz, 1995). problem or issues regarding tourism development of a destination may arise during the implementation of programs and activities. hence, stakeholders are expected to resolve those issues by joining in decision making. stakeholders are individuals or groups that have an interest on related issues (tourism). the individuals or groups are required to collaborate with other groups in a destination as well as to interact with other individuals (hall and mcarthur, 1998). the goal for developing tourism in most destinations is to encourage visit by tourists with the emphasis on helping the economic prosperity for community and maintaining tourism resources based on the sustainable principles. such goal requires innovation implemented by the tourism industry or tourism organizations in a destination. synergy or partnership is essential because stakeholders in a destination may think innovative efforts for the products that a destination can promote. by involving stakeholders in managing tourism attraction, the chance to promote tourism is opened. hence, partnership or collaboration is the option for more innovative efforts by the community. methodology this research employs a qualitative methodology in understanding how the family foundation implements innovative strategies for the management of tourism attraction in toraja. qualitative research is appropriate in describing the social reality and the point of view of people who are involved in the research (kardorff and steinke, 2004). a qualitative researcher seeks the social reality by analyzing experiences of individuals or groups, meaning of people‟s interactions and texts (flick, 2007). five in-depth interviews were conducted to obtain relevant information about tourism in toraja in general, and the way the family foundation is organized to manage cultural heritage tourism in toraja. in-depth interviews to the head of the regional board of tourism in toraja land and north toraja have provided information about the policy of cultural heritage tourism development and its link to the management of the family foundation. similarly, the organizers of lemo e-journal of tourism vol.4. no.1. (2017): 19-27 http://ojs.unud.ac.id/index.php/eot 22 e-issn: 2407-392x. p-issn: 2541-0857 (a famous hanging grave in toraja) provided their time to be interviewed by the researchers. their information is then, useful for data analysis as well as findings of the research. lemo tourism attraction was chosen as the main location of the research because it represents family foundation in most areas in toraja as well as has souvenir shops where community involves as the sellers. besides, lemo tourism attraction seems to an example of successful family foundation as suggested by the head of the regional board of tourism in toraja land. the researchers did participant observation by visiting the area and took note (diary) about the actual condition of lemo. the researchers then, involved in discussion to obtain similar perception about what is happening in the research area. the discussion is based on the participant observation done by the researchers. the research was done in june 2016 staying in toraja land for four days. since the researchers are residing in south sulawesi province of indonesia, discussion among people of toraja (south sulawesi people) and other researchers is an ongoing activity. in this sense, the researchers obtain relevant information about toraja in general and the family foundation of lemo hanging grave before, during and after the fieldwork. results and discussion brief description about toraja tourism sulawesi is well recognized as the eastern part of indonesia covering six provinces including south sulawesi, north sulawesi, central sulawesi, south east sulawesi, gorontalo and west sulawesi. two administrative areas including toraja land and north toraja are located in south sulawesi. the two indenpendent regencies were based the government‟s decision in 2008 concerning the separation of toraja into two areas, toraja land and north toraja. the capital city of toraja land is makale whereas rantepao is the capital city of north toraja. these two areas utilize similar cultural heritage as tourism attractions where most tourists come and see. aluk todolo, an ancient belief and cultural heritage is still practiced by people in toraja. for torajanese, aluk todolo is a cultural identity and hence, what the tourists see in toraja is part of the people‟s belief. such belief is the manifestation of animism and dynamism that considers nature has mysterious forces (mattulada, 1982). for most tourists, funeral ceremony is the most attractive attraction. this can be seen from the role of hotels and local guides in providing information about where and when tourists can see the funeral ceremony. for tourists, the uniqueness of the funeral ceremony maybe the reason for visiting toraja. in fact, the cultural identity of toraja is sometimes referred to the funeral ceremony because what the tourists see is mostly funeral ceremony (rambu solo) rather than understanding aluk todolo. the arrival of tourists in toraja has changed peoples‟ mind especially because tourism activity provides income for the local people. indeed, three major sectors including agriculture, trade and services have been established in toraja. trade and services in particular, are developing since toraja is open as tourism destination. although tour guides (tourism stakeholders) in toraja realize that the number of tourists is decreasing during the last ten years, there is still expectation from the regional government and community that tourism shoould be developed for income generation. nevertheless, the highest number of tourists in toraja seem to occur in december where lovely december (before 2015) or lovely toraja (december 2015) is established. various events were conduced in this period which then provides the opportunity for the local people to improve their income. factual economic benefits for the local people through tourism are those who work as tour (local) guides, souvenir sellers, hotel and restaurant employees, transportation provider and other multiplier effect. other local people‟s economic activities relate to the cultural heritage practices such as buying and selling animals (pigs and buffaloes) for the funeral ceremony, making and carving statues for the purpose of ceremony and souvenirs. in short, cultural heritage owned by the local people has provided the chance for improving their income either for tourism purpose or for e-journal of tourism vol.4. no.1. (2017): 19-27 http://ojs.unud.ac.id/index.php/eot 23 e-issn: 2407-392x. p-issn: 2541-0857 other economic activities. it can be argued that cultural heritage tourism (may also refer to cultural tourism) is the basis for attracting international and domestic tourists visit toraja. family foundation and the need for innovative strategies given the positive consequences of tourism in terms of economic benefits, members of community around the tourism attraction are interested in getting involved in tourism activities. since lemo tourism attraction, hanging graves on the hill of stone is opened for tourists, community then realize that the tourists bring money for community. they then, buy souvenirs and pay the services provided by the tour guide and accommodation services. this means that tourism potentially supports the income generation for comunity. the visit of tourists to lemo hanging graves has provided the opportunity for community to create alternative activities for gaining money through tourism. source: photograph by researchers, 2016 figure 1. lemo tourism attraction in toraja land nevertheless, there is other consequence for the opening of lemo as tourism attraction. lemo is owned by many members of community, not just community around the attraction. in lemo, there are several tongkonan in which one tongkonan belongs to many torajanese. the existence of lemo should not only benefit community around the attraction but it helps to maintain the existence of toraja as well as helps to protect their environment and cultural heritage. for this reason, there should be a strategy for managing lemo that can provide equal benefits for the community around the attraction, members or family of the tongkonan and torajanese in general. family foundation has been the option for the management of cultural heritage tourism in lemo in particular, and toraja in general. according to the organizer, family foundation has been established for about eighteen years. family foundation is a way for involving members of family who own tongkonan traditional house around lemo. it is the role of the organizer of the family foundation to manage lemo based on the principle of equal benefits. those who are chosen as the organizers are representative of family members and are expected to represent their voice through the management of lemo as cultural heritage tourism attraction. source: photograph by researchers, 2016 figure 2. lemo family foundation in toraja dewan pembina (members of council) is the top leader of the foundation (see figure 3). members have the role to supervise the establishment of activities by the organizers of the foundation. the council is expected to give valuable input and advice for the continuity of the foundation. in the implementation phase, ketua umum (general/main leader) together with first and second leader has the role to organize or lead the management of the foundation. in many organizations, secretary‟s role is for helping the organizers for any administrative issues. similarly, this role is intended for the secretary of the foundation. an interesting thing about the family e-journal of tourism vol.4. no.1. (2017): 19-27 http://ojs.unud.ac.id/index.php/eot 24 e-issn: 2407-392x. p-issn: 2541-0857 foundation is the existence of perwakilan tongkonan (representative of tongkonan) who are positioned as the organizers. figure 3. structure of lemo family foundation from the tourism perspective, the family foundation is an innovative management in cultural heritage tourism. the principle of managing tourism attraction is the representativeness of community as the main stakeholder of tourism. the structure of the family foundation shows that members of family have the opportunity to get involved in tourism. representativeness seems to be the way to accommodate people‟s voice. indeed, the representative of tongkonan is the main actor to avoid conflict among torajanese. if souvenir sellers for example, are dominated by those who more capital (money to invest), family foundation should be able to provide policy that can help people with lack of investment. the family foundation is expected to provide a mechanism and programs to help community create innovative products. the family foundation has also implemented innovative efforts to encourage more benefits for the community around lemo. four main innovative activities in lemo under the management of the family foundation including statues makers, traditional dances performers, souvenir makers and sellers, and sablon (traditional printing on cloth). these activities are done by people who are residing in lemo. the products they produce, traditional dances performed by the community, and souvenirs sold are the results of innovative activities. the family foundation has the role to facilitate these activities as well as to help torajanese for the marketing of these products. although the family foundation has been established for about eight years, the way the family foundation works is s actually an innovation or tourism management. given such activities managed by the family foundation, there is still high expectation among community and the members of the foundation concerning more innovative strategies. alternative strategies related to how to give professional services to tourists are required. indeed, most tourists may spend their time to explore lemo around thirty minutes to one hour. some tourists just come and see the attraction in short time. in order to obtain more economic benefits, the organizer can provide additional services for tourists. for instance, providing a place for relax while the tourists gain knowledge or information about the culture of toraja. in lemo, there is no clear route and specific information about lemo. the local guide is the only source of information for tourists. for this reason, the family foundation should think and implement innovative efforts so that he tourists can enjoy the visit, obtain clear information about toraja culture and obtain memorable experience. interpretation seems to be essential in lemo and most tourism attractions in toraja. interpretation is a way to provide information about the attraction to tourists. here, the family foundation can create clubs for the local guide who are responsible for helping the tourists in gaining information about lemo. printed information on the site and standing board of information can be alternatives for the interpretation efforts. mason (2003) argues that educating tourists through pengawas (supervisor/cont roller) ketua umum (main leader) ketua i (first leader) ketua ii (second leader) sekretaris (secretary) bendahara (treasurer) wakil sekretaris (vice secretary) wakil bendahara (vice treasurer) perwakilan tongkonan (representative of tongkonan) dewan pembina (members of council) e-journal of tourism vol.4. no.1. (2017): 19-27 http://ojs.unud.ac.id/index.php/eot 25 e-issn: 2407-392x. p-issn: 2541-0857 interpretation is essential as a way to give information about cultural site. in other words, interpretation helps tourists to understand meaning of culture by the role of local people, guide and other means of written information. innovative strategies can also be implemented by encouraging community to create innovative products. souvenirs for example, have been made the local people. indeed, more souvenirs can be bought in the center of town in toraja land and north toraja as well as in lemo. however, the family foundation may create more creative souvenirs with good quality and different from what have been in the city. the creative souvenirs can only be purchased in lemo. the souvenirs should represent the identity of lemo, and the culture of toraja. this effort can only be achieved if the local government together with the family foundation implement policy that the creative souvenirs can only be bought in lemo. synergy and partnership among stakeholders for professional management of cultural heritage tourism the main goal of the family foundation is to provide equal opportunity for the local people and members of the family to obtain benefits through tourism as well as to manage cultural heritage based on the principle of sustainable tourism. to achieve the goal, the family foundation is not the only actor. synergy, collaboration or partnership is required to support professional management of lemo as cultural heritage tourism attraction. currently, total money which is obtained from the entrance fee is shared to the family foundation and the local government. the local government obtains forty percent from the entrance fee whereas sixty percent is given to the family foundation. if the collector of the entrance fee obtains five hundred thousand rupiahs on a daily basis for example, the money is shared to the family foundation (sixty percent) and the local government (forty percent). synergy between the family foundation and other stakeholders is the key for professional management of cultural heritage tourism. in most destinations in indonesia, financial issue often becomes an obstacle for developing a destination (and attractions). the case in lemo can be an example of good destination and attraction management if related stakeholders play important role in optimizing lemo as favourite tourism attraction. each stakeholder has the role in supporting tourism development. the local government for example, has the leadership role for several aspects such as promotion, coordination, and facilitating role. income from the entrance fee should really be utilized for helping the family foundation implementing innovative activities and strategies. synergy requires the involvement of educational institutions to support the family foundation. in reality, cooperation or collaboration between the regional board of tourism (dinas pariwisata kabupaten) and the educational institution occurs within the support of education and training by the educational institution for the government staff. partnership between the family foundation and the educational institutions (such as university or tourism higher schools) seems to be lack of attention. since the local government has the authority to decide and establish partnership program, the family foundation seems to be neglected as the main actor of attraction management. hence, it is important to emphasize that the partnership (synergy) between the family foundation and the educational institutions is essential in achieving professional cultural heritage tourism in toraja. the local government however, is the facilitator for providing education and training by the role of the educational institutions. the organizers of the family foundation should make connection with the provincial and central government. the regional government however, is the facilitator for the connection. lemo family foundation has obtained financial aids from the central government in terms of pnpm mandiri pariwisata (financial support for independence in tourism). this indicates that the financial aids have proved the relationship between family foundation and the government. however, financial aids should be defined as a capital for making tourism attraction more e-journal of tourism vol.4. no.1. (2017): 19-27 http://ojs.unud.ac.id/index.php/eot 26 e-issn: 2407-392x. p-issn: 2541-0857 professional and attractive for tourists. coordination should be maintained by planning and implementing educational and training programs for community with the help of the government. conclusion lemo family foundation is established to accommodate the expectation of different stakeholders particularly because a tourism attraction belongs to families, not individuals. from the management perspective, the way family foundation works may be useful if the organizers really represent the voice of family members. fulfilling the community‟s needs does not mean that all community must get economic benefits through tourism. rather, the existence of cultural heritage and the family foundation should be the basis for giving equal opportunity for the community in getting involved in tourism. it is the role of family foundation to facilitate stakeholders to utilize tourism for economic booster and heritage protection as well as to resolve issues that may arise as the consequence of tourism development. family foundation does help to resolve the complexity of cultural heritage in toraja. although the family foundation exists, community still expects the role of government in developing tourism resources. in this sense, community believes that the government‟s role is essential whereas the family foundation is intended for internal management of one cultural attraction. nevertheless, such expectation should not limit the role of the family foundation in creating innovative efforts. it is the role of the organizers of the family foundation to strengthen relationship with other stakeholders through synergy or partnership. a collaborative work can be an alternative to support the family foundation for more innovative and creative. acknowledgements the authors gratefully acknowledge tourism polytechnic of makassar for financial support for research in toraja of 2016. references aas, c., ladkin, a. and j. fletcher (2005) „stakeholder collaboration and heritage management‟, managing heritage and cultural tourism resources: critical essay, 1, pp. 1–22. flick, u. 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(2018): 122-129 http://ojs.unud.ac.id/index.php/eot 122 e-issn: 2407-392x. p-issn: 2541-0857 english communication strategies in tourism: handling guests’ complaints in the written reviews of tourist accommodation angela bayu pertama sari amik bsi purwokerto corresponding author: angela.abp@bsi.ac.id article info received 6 august 2018 accepted 17 september 2018 available online 24 september 2018 abstract the advance development in tourism industry is established through interrelated systems. one of which is the online booking platform. not only for booking, but the online website also becomes the platform for giving reviews that portrays guests‟ compliments or even complaints. those compliments are powerful to give the guests positive image about the accommodation; however, the complaints will do in the contrary way. it may lead the accommodation into negative image. accordingly, it is necessary for the accommodation providers to handle the complaints by giving the responses or reply of the guests‟ reviews. that action will become the effort to turn the guests‟ disappointment into satisfaction. in order to achieve it, several english communication strategies in handling complaints were executed. this research takes the responses of 8 accommodation providers towards the guests‟ review as the subject of the research. it is conducted by using content analysis method. the results yields 4 strategies that exists in the responses, namely: attentiveness that correlates with the hospitality in communication appears 100% of the total responses; explanation that presents the clarification and elaboration appears in 79% of the total responses; effort, that is the presentation of the promising action in the future, exists in 46% of the total responses and the least is apology, that is the action of saying sorry, exists in 25% of the total responses. keywords: tourism, english communication, handling complaints. introduction background the great role of english language in tourism industry has been acknowledged by the major society, which significantly impacts the communication service. in a more specific scope of tourism, tourist accommodation service in particular, demands the proficiency of english language by its workers. hotels, hostels, motels, guesthouse, homestay, and other type of accommodation service providers require their workers at least to be able to perform basic english communication. furthermore, there are numerous types of basic communication in english for hotelier. one of the most crucial one is handling complaints. when guests‟ expectation meets the poor service, bad facilities and other shortage, guests raise complaints. once it happens, the tourist accommodation staffs should take immediate action to turn the disappointment into satisfaction. in this case, the skill in communication holds important role to give respond, offer solution and promise that it will not happen again. e-journal of tourism vol.5. no.2. (2018): 122-129 http://ojs.unud.ac.id/index.php/eot 123 e-issn: 2407-392x. p-issn: 2541-0857 guests raise their complaints in various ways. some of them are silent complainer who will just silent but then spread the complaints through words of mouth; but there are also typical of constructive complainers, who will give fruitful suggestions for the improvement of the accommodation. moreover, wide range of media are utilized by guests in expressing their complaints; some of them are telling the hotel staffs through direct spoken communication, some others prefer to tell their complaints through written communication such as email or reviews in online websites. complaints that are delivered through both direct spoken communication and email are still manageable since it can be heard and known only by the tourist accommodation staff; in other words, those kind of complaints are safe because it could be isolated from the other guests. unfortunately, complaints that appear in the reviews of online website are published for pubic and anyone can access it; thus, it may affect the future occupancy of the accommodation. in addition, those online reviews becomes the benchmark of the hotel quality since it is presented in numbering score ranging from 0 to 10 or from 1 star to 5 star. for those significances, the ability of tourist accommodation providers to handle the complaints is strongly encouraged. in particular, the focus should be more pointed out to those that are delivered in english since it becomes the most common language used in tourism worlds. in order to achieve that aims, some english communication strategies should be taken into consideration in handling guests‟ complaints appeared in the online review. research objectives the researcher conducts this research with the aims at revealing the tourism written communication strategy in english, particularly in handling complaints appeared in the reviews of online booking website. to be more specific, two objectives are formulated to be able to: a. reveal the english written communication strategies in handling complaints appeared in the guests‟ online reviews b. provide information about how the english written communication strategies in handling complaints are conducted literature review written communication communication is defined as a process to transfer information that enables the receiver to interpret, then act to meet the expectation or intention (piran and sheenan, 2009 as cited in byakutaga et al. (2016). thus, communication may raise subjective information due to the various interpretations of the addressee. basically, the purpose of communication is to share, give out and transfer information, message, news or any other subjects to others and vice-versa (hansen and nora, 2004). communication occurs in many ways, one of the most common one is written communication. this kind of communication has several advantages compared to communication that occurs in other media such as spoken, or non-verbal one. hansma and elving (2008) said that written communication method becomes the transmission tools that are able to not only deliver information but also becomes the storage. through written communication media, the information is more traceable. furthermore, some experts propose that written communication supports the workplace since it holds a role as the reminder for the worker to know what is expected and subsequently give impact to their working performance (garnett, marlowe and pandey, 2008). english and tourism one of predominant tool to communicate is english language; moreover, negotiation and execution of transaction are also other usage of english as the most spoken up language in the world (thurlow and jaworski, 2010). tourism is counted as one of the largest economic activities that involve great movements of the people, leaving one place and leading to other place. thus, workers particularly in tourism need to master english as becoming the common communication language all over the world e-journal of tourism vol.5. no.2. (2018): 122-129 http://ojs.unud.ac.id/index.php/eot 124 e-issn: 2407-392x. p-issn: 2541-0857 (richard, 2001). equally important, english also significant so that workers are aware of the cultural differences that could be a sensitive issue for both guests and workers in tourism industry (leslie and russell, 2006). website as a communication tool in this recent time, technological advance significantly assists human being to do their activities. one of its u usefulness is found in the world of communication. nowadays, communication occurs a lot easier with the support of technology. hand phone, computer, and other communication gadget are invented to support the communication. website is one of which. website is considered as the top communication tools, as cook, bell and ridge (2013) explains it. another expert adds that the use of website as media enables company or organization to communicate with clients or other targeted public (cohen, 1997). furthermore, the standard of professionalism is also marked by the existence of their website. thus, it becomes the image builder of the company or organizational profile (johnson, 1997). in the similar way, tourism industry really needs that media since it becomes the tool to advertise the potential tourism resources, service and any other information that is needed by the tourist. handling complaints many tourist accommodation providers are frightened when they have to deal with guest complaints. it is because complaints are usually seen as a troublemaker. however, in order to improve the quality of their accommodation, it is a must for them to switch the way of their typical thinking to be more open, welcoming and provide positive atmosphere towards the complaints raised (davidow, 2003). moreover, it is also good to have an ability to turn guests‟ disappointment into satisfaction (bell and ridge, 1992). this kind of skill is well known with the term handling or managing complaints. some important points are necessary to take out as attention in handling guests‟ complaints. ekiz, ragavan and hussain (2011) see complaints as an evaluation tool, satisfactory judgment and loyalty intention; moreover, it is really suggested for the tourist accommodation providers to have well organized recovery system which will be useful to handle the imminent complaints. to be more specific, there are several important and basic attributes in handling guests‟ complaints “common attributes are apology, explanation, effort/ facilitation, redress, attentiveness, and promptness” (blodgett, et.al., 1995). those attributes hold as the strategies for handling guests‟ complaints. online guests’ reviews on the last decade, tourism industry is challenged with the existence of online guests‟ reviews. this system becomes the benchmark of the quality and services in the tourism accommodation. to be more, the result of the reviews throw impacts on the finance since most of the guests take the review as one of the consideration in choosing accommodation to stay. thus, the occupancy rate is greatly influenced by it. there are some factors of the tourist accommodation that influence the scoring review. naomi (2014) summed up that the top three tourist accommodation factors are the service of the staff, the quality of the room and the value that the guests gain during the stay. those top three factors determine the satisfaction of the guests so that it is important to be maintained well. the effort of recovery must be prioritized in every single time since it reflects true loyalty brings positive impact for the review scoring. research method research design in order to extract the data into scientific results, the researcher utilized content analysis method. it is the popular method in the field of communication research (wimmer and dominick, 1994). in other words, content analysis is defined as a method for subjective interpretation, which is done through classification, coding and identification that are systematic (hsieh & shannon, 2005). in order to gain the scientific knowledge, there are common steps that are e-journal of tourism vol.5. no.2. (2018): 122-129 http://ojs.unud.ac.id/index.php/eot 125 e-issn: 2407-392x. p-issn: 2541-0857 executed in the content analysis (stempel and westley, 1989): a) formulation of the research question or objectives b) selection of communication content and sample c) developing content categories d) finalizing units of analysis e) analyzing the collected data the point of the content analysis research relies on the category formulation. the research will fail or succeed depending on its category (prasad, 2008). moreover, the analysis of the content is really restricted to its context of communication. in this research, the context is controlled under the context of handling complaints in the tourist accommodation online reviews; thus several things should be taken into consideration in doing the analysis process. subject of the research the researcher used purposive sampling in selecting the subjects of the research. there are 8 tourist accommodation providers that have review score above 8.5 considered to have good online reviews. moreover, those 8 tourist accommodation providers give responses towards their guests‟ reviews that are rarely done by the majority of them. then, the researcher focuses on the content of the online reviews together with the responses towards it. those data in the form of written communication are taken to be the subjects of this research. setting of the research this research is conducted on may 2018. the reviews in the online booking website called as booking.com are recorded to be the subjects. booking.com are one of online platforms that serves as the tool to book accommodation online. it also provides the guests with pictures, description, score review and also descriptive reviews. this platform provides the guests with score reviews in details. that becomes the underlying reason why booking.com is taken to be the research setting in this research. data collection technique the data collection technique used is documentation. the documentation of the online guests‟ review content are recorded, the responses from the tourist accommodation providers and also the information about the accommodation provider. the content of the data in the form of written phrases, words and sentences are taken to be the analysis object. data analysis the data in the form of words, phrases and sentences are analyzed by using content analysis method. the data go into several categories. the categorizations are applied to all data based on the certain classification. afterwards, each category is described to yield insightful knowledge within the context of the topic being analyzed. results and discussion the overview of the tourist accommodation providers there are 8 tourist accommodation providers that are analyzed in this research. the overview of the accommodation name and score review are presented in the following table: table 1. overview of tourist accommodations accomm odation name score number of reviews 1 penak malioboro hostel 8.6 51 2 yez yez yez all good hostel 9.1 142 3 abrakadabra! artbnb 9.2 789 4 bring in house yogyakarta 9.0 274 5 benetta house 9.7 154 6 ngampilan backpacker hostel 8.7 105 7 the packer lodge yogyakarta 9.2 742 8 garser 8.8 34 source: recorded from booking.com e-journal of tourism vol.5. no.2. (2018): 122-129 http://ojs.unud.ac.id/index.php/eot 126 e-issn: 2407-392x. p-issn: 2541-0857 all of those accommodations achieved review score above 8.5 that are considered to be good among other competitors. moreover, those accommodations provider responses towards the complaints of the guests appeared in the review. the english language analysis towards the online review responses table 2. apparent english errors in the in the responses towards the online guests‟ reviews english features accommodations (number based on table 1) errors from 3 reviews 1. grammar 2. spelling 3. choice of vocabulary 1 1 item 2 4 items 3 7 items 4 5 items 5 4 items 6 3 items 7 4 items 8 4 items table 2 shows that some errors appear in the responses towards the online reviews. some of the errors are grammar: “to blocked” should be “to block”; spelling: “no rash” it should be “no rush”; the choice of vocabulary: “gift” should be “give”. those errors give minor impact in the responses since the meaning is still understandable because the sentence is supported by the previous and following phrases or sentences. in the consequence, although some errors exist in the responses, the readers are still able to get the point of the passage. the analysis of the handling complaints feature “apology” table 3. the existence of “apology” feature in the responses towards the online guests‟ reviews accommodations (number based on table 1) “apology” feature form the 3 reviews 1 1 exists 2 1 exists 3 not exist 4 1 exists 5 1 exists 6 1 exists 7 not exist 8 1 exists total 6 out of 24 (25%) it is seen in the table above that not all accommodation apologize towards their guests‟ complaints appeared in the online review. some of the expressions of the apology feature are “ apology for that”, “so sorry for that” and “i apologize in advance”. there are 6 accommodations that express apology and there are 2 that do not express apology. although there are 6 accommodations that feel sorry about the complaints, the apology exists in only 1 of the review out of 3. this pictures that the accommodation providers do not prioritize or are not aware on the use of apology feature in the complaint handling. the analysis of the handling complaints feature “explanation” table 4. the existence of explanation feature in the responses towards the online guests‟ reviews accommodations (number based on table 1) “explanation” feature form the 3 reviews 1 3 exist 2 2 exist 3 3 exist 4 3 exist 5 3 exist 6 1 exists 7 2 exist 8 2 exist total 19 out of 24 (79%) table 4 illustrates that all accommodations apply the feature of explanation in the responses that they give towards the guests‟ reviews. it is seen that it exits in 19 reviews among the total of 24 reviews. the accommodation providers put this feature to be the their priority since it can be the media of clarification towards the complaints. some of the explanation features appeared in the responses are “for the variety of breakfast we have different menu in the weekend”, “we are doing all improvement e-journal of tourism vol.5. no.2. (2018): 122-129 http://ojs.unud.ac.id/index.php/eot 127 e-issn: 2407-392x. p-issn: 2541-0857 including the wi-fi”, “we will try not to use electricity to support go green”, “it was not chew gums it is cement”, etc. this “explanation” feature becomes the second most used feature by the accommodation providers. the analysis of the handling complaints feature “effort” table 5. the existence of “effort” feature in the responses towards the online guests‟ reviews accommodations (number based on table 1) “effort” feature form the 3 reviews 1 3 exist 2 1 exists 3 not exist 4 2 exist 5 1 exists 6 2 exist 7 2 exist 8 not exist total 11 out of 24 (46%) effort is defined as the action taken in managing the complaints. the table presents the existence of “effort” feature in the responses towards the online guest reviews. it appears that not all responses contain “effort” feature. there are more responses that are in the number of 13 out of 24, which do not express effort towards something bad faced by the guest. those accommodation providers show that their hostel is already good in the way it is. most of the accommodation providers‟ responses indicate that their hostels do not need any improvements; it is seen in the expression such as “ every information and pictures about the hostel is exactly as it is in the real life”, “you shouldn‟t worry too much”, etc. on the contrary, there are 11 responses that shows the “effort” feature in the responses such as “we will try to overcome”, “we‟ll review the amount”, “i always trying my best to blocked them”, etc. briefly, the number of “effort” feature is not the mostly expressed feature in handling complaints. the analysis of the handling complaints feature “redress” according to online cambridge dictionary, redress means as the amount of money that you have to pay as compensation because you have done something bad towards others. from the analysis of the 24 responses, there is no single response that expresses redress. there is no accommodation that offers money as the compensation of the complaints. on the consequence, it can be summed up that redress is not becoming the strategy for those 8 accommodations in handling the online guest complaints. the analysis of the handling complaints feature “facilitation” as cited by karatepe and ekiz (2004) facilitation is explained as “the policies, procedures and tools that a company has in place to support customer complaints”. from the 24 responses, it is seen that there is no procedural thing that is expressed in the responses. by the result, facilitation does not exist in those 24 responses. the analysis of the handling complaints feature “attentiveness” table 6. the existence of attentiveness feature in the responses towards the online guests‟ reviews accommodations (number based on table 1) “attentiveness” feature form the 3 reviews 1 3 exist 2 3 exist 3 3 exist 4 3 exist 5 3 exist 6 3 exist 7 3 exist 8 3 exist total 24 out of 24 (100%) according to karatepe and ekiz (2004) attentiveness is the communication that is built between the guests and the accommodation providers. in this context, all of the accommodation providers are trying to establish friendly communication by e-journal of tourism vol.5. no.2. (2018): 122-129 http://ojs.unud.ac.id/index.php/eot 128 e-issn: 2407-392x. p-issn: 2541-0857 expressing “thanks” in every response that they give. it becomes the strategy for the accommodation providers to create friendly tone in giving reply towards the guests‟ complaints. attentiveness becomes the most used feature in handling complaints. all of the accommodation providers use it as it is seen in all responses; in other words the feature of attentiveness exists in all responses (100%). the analysis of the handling complaints feature “promptness” online cambridge dictionary defines promptness as the quality of doing something in a quick time on the certain amount of time without making delay. since booking.com review system does not show the exact time and date of the written guests‟ reviews and the responses given by the accommodation providers, so the feature of “promptness” cannot be analyzed in this research. conclusion complaints are always exists in every tourism accommodation online account in booking.com website. the complaints are so various ranging from the case of staff, cleanliness, value for money, location, comfort, facilities, breakfast and wi-fi. in order to turn the guests‟ disappointment into satisfaction, the tourist accommodation providers employ several english communication strategies in handling those complaints. the strategies are presented in the responses that they give as the reply of the complaints appeared in the reviews. there are 7 english communication strategies in handling complaints. in fact, there are only 4 features that is employed by the tourist accommodation providers and there are 3 features that are not used in giving the responses. the feature of redress that deals with money does not exist, the feature of facilitation that is related with the procedural thing does not exist and the feature of promptness that is correlated with time and date cannot be analyzed due to the limitation of the online website system. the 4 features that are expressed in the responses are sorted from the most used one until the least used one. first, the “attentiveness” reaches 100%, the “explanation” reaches 79%, the “effort” reaches 46% and the “apology” reaches 25%. in similar way, it shows that the approach of communication, the clarification through detail explanation, the promise as the effort to improve and the willingness to say sorry are the english communication strategies in handling complaints through online written communication. references bell, c. r. and ridge, k. 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(2017): 55-61 http://ojs.unud.ac.id/index.php/eot 55 e-issn: 2407-392x. p-issn: 2541-0857 the employees’ quality of services based on the balinese local wisdoms at non star-rated hotels in bali i nyoman gede astina, i komang gde bendesa and agung suryawan wiranatha doctorate program in tourism, universitas udayana, bali corresponding author: secretary@stpbi.ac.id article info received 5 december 2016 accepted 28 march 2017 available online 31 march 2017 abstract indonesia is classified as a country that is still promoting traditional culture in seeing service as a profession and business, including in bali as part of indonesian territory. based on empirical studies about the cultural-based service quality, as well as the expectations of tourists to interact with the local knowledge has inspired a new idea to conduct a study on the quality of local wisdom-based services at the non-star hotels in bali. the problems in this research are what factors that could explain the quality of services of employees based on the balinese local wisdom at the non-star hotels in bali. the result of the research showed that variables of local wisdom-based quality of service that play the most important roles are jemet (industrious), tresna (loving), asih (affectionate), and bakti (devotion) or the teaching of the catur sewaka which is part of the sad sewaka. these four factors are the positive characteristics of the balinese which are applied in everyday life from generation to generation. keywords: employees' quality of service and the balinese local wisdom. introduction background service is the main product in the tourism business which depicting the full effort to meet the needs and desires of tourists as the main customers in the tourism business. to that end, a company should be able to build relationships with its customers and conduct mutually beneficial cooperation with all parties involved in the relationship. a company that take a more relational strategies will turn its attention to build relationships with its customers rather than just focus on the sales transaction, so that the company can understand the needs and desires of customers in depth. a relationship that has been established with all customers as mutually beneficial partners may lead to a more complex relationship and grow into business networking. employees have an extremely important role in the tourism business, especially in building relationships with customers. marketing activities are focused on developing relationships through a wide range of services to the needs and desires of tourists. the more services that satisfy the needs and desires of tourists the better the service quality, and conversely the quality of services is considered to be dissatisfied when the services cannot meet the needs and desires of tourists. providing excellent services in the field of tourism requires an understanding e-journal of tourism vol.4. no.1. (2017): 55-61 http://ojs.unud.ac.id/index.php/eot 56 e-issn: 2407-392x. p-issn: 2541-0857 of what will be looked for and evaluated by tourists. to achieve these objectives we need a model that can explain the quality of services perceived by the tourists, so the service providers can manage and serve the customers much better. service is mostly an intangible product, as well as a subjective process of production and consumption that will be experienced simultaneously. in this case, the frequency of interaction between the customers and the service providers is very high, so that everything that happens in this interaction affects the quality that perceived by the customers. the nature of the services is related to the expressive dimensions, such as politeness, friendliness, honesty, and empathy which is highly dependent on the employees. thus, the role of employees in service delivery is a crucial factor in determining the quality of services. indonesia is classified as a country that is still promoting traditional culture in providing service as a profession and in business services (testa and mueller, 2009), including bali as part of indonesia that rely on tourism business as a major driver of the regional economy. compared with other tourism destinations in indonesia, there are many places that are geographically much more beautiful than bali, but the superiority of the characteristics of the balinese as the human resources in the field of tourism can hardly be found anywhere else. at first the concept of development of tourism in bali is a cultural tourism that is based on the philosophy of "tri hita karana" which is recognized as one of the values of local wisdom. the philosophy of "tri hita karana" is defined as the three causes of welfare, referring to the harmonious relationship between man and god, man and the natural world, and man with others who are related to one another (peters and wardana, 2013). among the three values in the philosophy of tri hita karana, the relation among human beings is a value that is related to providing service to tourists. the relations among human beings have been taught and evolved from generation to generation through the teachings of hinduism and the balinese culture, including tri kaya parisuda, tatwam asi, salunglung sabayantaka, paras paros sarpanaya, bhineka tunggal ika, and menyama braya (wisnumurti, 2010). during its development, the characteristics of the balinese have degraded in the attitudes and behavior, where modernization and globalization have introduced a new value in the traditions of the balinese (triguna, 2011). the balinese have to compete for economic needs so that the balinese become competitive individuals with very different attitudes and behavior with the characteristics of humble, naive, patient, kind, and honest. competition affects the balinese perceptions about the values of local wisdom, like tri kaya parisuda, tatwam asi, salunglung sabayantaka, paras paros sarpanaya, bhineka tunggal ika, and menyama braya that began to change even very rare to find, especially in urban areas (triguna, 2011). these changes bear the impression that bali is for tourism and not as originally planned: tourism is for bali. perceptions of the change in the characteristics of the balinese are also felt by foreign tourists visiting bali. in addition to a sense of comfort and uniqueness, tourists also find a bad experience in interacting with the balinese. the dynamics in the quality of the services proposed by the experts was the reason for carrying out this research on the impact of service quality of employees based on the balinese local wisdom at non-star hotels in bali. the results of the study are expected to contribute in the development of hotel services in bali so as e-journal of tourism vol.4. no.1. (2017): 55-61 http://ojs.unud.ac.id/index.php/eot 57 e-issn: 2407-392x. p-issn: 2541-0857 to create a sustainable tourism business, as well as to increase knowledge and reference for future research. the problem analyzed in the study was the factors that explain the quality of service of employees that based on the balinese local wisdom at non-star hotels in bali? the practical benefits of the research can be used as a reference in the development of human resources in the tourism sector, especially in the hospitality business. the success of tourism in bali is inseparable from the role of the balinese, who are able to create a harmonious relationship with tourists. the balinese people as human resources play an important role in the creation of quality services to tourists. in the academic field, the results of this research will be useful as one of the sources of reference for science, especially the science of human resource management in tourism and tourism marketing management. in addition, the results of this study can also be used as a reference for future research related to the issues of quality of services. research objective reseach was designed to examine factors that explain the quality of service of employees that based on the balinese local wisdom at non-star hotels in bali. literature review according to grönroos (1984) and (gnoth et al. (2009) service has four basic characteristics, namely: (1) intangible, (2) a set of activities, (3) the process of production and consumption carried out simultaneously, and (4) the existence of consumer participation in the production process. according to kotler and armstrong (2003: 368), service has characteristics consisting of: (1) intangible, (2) inseparable, (3) changeable, and (4) not long lasting. avkiran (1999); chenet, dagger, & o’sullivan, (2010); lovelock & wirtz, (2011), service is a series of activities that have the following characteristics: (1) intangible, (2) perishable, (3) variability, (4) produced and consumed simultaneously (inseparable), and (5) the customers to actively participate in the production process. it can be defined from the three notions that service has the characteristics of intangible, inseparable, changeable / variability, perishable, and customers to actively participate in the production process, as well as it lacks of ownership (cronin jr and taylor, 1992; curry and sinclair, 2002). one of the local wisdoms that strongly influences the lives of the balinese people is the tri hita karana, which implies the three causes of welfare, referring to the harmonious relationship between man and god, man and the natural world, and man with others who are related to one another (peters and wardana, 2013). concepts and research hypothesis the study will confirm the factors of quality of service of employees that adopted the local wisdom of bali at the non-star hotels in bali. in the concept of the study, the attention will be focused on the services performed by the balinese employees of non-star hotels in bali to meet the expectations of foreign tourists as the hotel guests (customers). in the fierce competition among destinations, each destination must have a uniqueness that can be an attraction for tourists, especially the foreign tourists. one of the uniqueness is the local wisdom that is preserved from generation to generation. the result of focus group discussions of academics and practitioners identified the superior characteristics of the balinese: polos (modest), cucud (meticulous), jemet (industrious), tresna (loving), asih (affectionate), and bakti (devotion). these e-journal of tourism vol.4. no.1. (2017): 55-61 http://ojs.unud.ac.id/index.php/eot 58 e-issn: 2407-392x. p-issn: 2541-0857 six attitudes of the employees in the concept of quality of service that based on the local wisdom are formulated into the concept of sad sewaka. sad means six and sewaka means services (astra, et al., 1986: 530). the local wisdom is believed to be the superiority of the balinese in serving the foreign tourists hardly found in other tourist destinations in indonesia. there are many tourist destinations in indonesia that are geographically superior to bali, but the characteristics of the balinese people are believed to be the superior factors that get the attention of foreign tourists. methodology this study uses a research design of confirmatory factor analysis. the data collected were cross-sectional; the research activities were carried out in a given period. locations of the research were done at hotels in the bali province. the hotels selected as the location of the research are the non-star hotels scattered in the province of bali. the populations in this study were foreign tourists stayed in non-star hotels in bali with the criteria that have been specified above. the populations were mobile, so they could not be quantified in real count. results and discussion the study consisted of validity and reliability tests, using spss version 21. the results of the focus group discussion formulated the positive characteristics of the balinese that reflect the quality of service of the balinese employees namely, polos (modest), cucud (meticulous), jemet (industrious), tresna (loving), asih (affectionate), and bakti (devotion). those six characteristics were used as the basis to reflect the quality of service of employees that based on the local wisdom of bali at the non-star hotels in bali. based on the results of the factor analysis, it can be confirmed that the four factors that consistently able to explain the variables of the quality of service of employees that based on the local wisdom of bali, namely jemet (industrious), tresna (loving), asih (affectionate), and bakti (devotion) or better known as the catur sewaka. factors of polos and cucud could not show the reliability of the construct in accordance with the acceptability requirements in the factor analysis. thus, the factors are those hotel employees who have the qualities of jemet (industrious), tresna (loving), asih (affectionate), and bakti (devotion). factor of jemet or industrious is the services of the hotel employees who are willing to work quickly by creativity and confidence. the perception of tourists of the hard-working hotel employees: always cheerful in every interaction with tourists, happy to serve tourists, diligent workers, and enthusiastic that resolve every demand of tourists, and fast enough to work. these characters are needed by tourists so that the factor analysis confirmed that jemet or industrious character as a factor in the quality of service of employees that based on the local wisdom of bali. tresna or love factor is defined as the services of the hotel employees that were respectful of others. balinese people's behavior in respect for others led to bali is famous for its hospitality. the qualities of tresna includes: friendly, always smiling brightly as the hallmark of bali, polite, respect the conditions of the guests, and employees who are not too busy in serving guests. this character is needed by tourists, so the factor analysis confirmed tresna character as a factor in the quality of service of employees based on local wisdom of bali. factor of asih or affectionate is defined as a hotel employee service by affection. affection is reflected in the behavior of the hotel employees who provide a touch of compassion for all e-journal of tourism vol.4. no.1. (2017): 55-61 http://ojs.unud.ac.id/index.php/eot 59 e-issn: 2407-392x. p-issn: 2541-0857 beings in the world. yadnya or sacred ceremony held in people's daily life in bali is not only addressed to god and man, but the balinese also perform yadnya or sacrifices for animals and plants. this behavior reflects that the balinese have qualities of high affection. factor of bhakti is an attitude of humble hotel employees accompanied by measures to convince tourists. perception of tourists of the hotel employee that the employee is bhakti or being humble in serving tourists, showing no doubt in interacting by tourists, employees act decisively in serving tourists, and employees showed caution over action. the practical implication that can be used by practitioners of hospitality business is the development of human resources of hospitality can be directed to the four factors of quality of service of employees that based on the local wisdom of bali, namely: jemet, tresna, asih, and bakti that has been proven to meet the expectations of tourists and encourage the intention of tourists to be faithful to the hotels. these factors constitute the character of the balinese who become employees of non-star hotels in balinese, so the hotel, can apply it easily in the development of human resources. these characters are not easily found on other employees who are not balinese, because they do not know such balinese local wisdom in their daily lives. the research results provide practical implications for practitioners of non-star hotels in competing in the global era. having the competition head to head with five-star hotels that obiously have a better technological and financial supports will not lead to satisfactory results. nonstar hotels in bali can apply blue ocean strategy by relying on the role of employees in providing unique services based on the local wisdom of bali. services that apply the principles of the balinese characteristics could lead to a positive response of foreign tourists to interact with the hotel employees, so they prefer the non-star hotels rather than fivestar hotels, they feel their mood better when they stay in non-star hotels, and they love non-star hotel and their services. the interactions of the hotel employees who give special attention to foreign tourists, excellent hotel employees’ attitudes and behaviors, efficient services of employees, as well as proiding services beyond the expectations of foreign tourists are very important in realizing better emotion, mood, and the positive attitude of foreign tourists. consequently, these attitudes may generate the customers’satisfaction on the services of non-star hotels in bali. contributions of employees in providing services may include a presentable appearance of the employees, a willingness to apologize for any mistakes made, courtesy of employees, special attention given to guests, and providing services that satisfy the needs of the guests, and knowledgeable so that they can make the guests feel comfortable, the ability to provide information related to the hotel, knowledge in hotel equipments, and knowledge about the prices on hotel services. in this case, the satisfaction of hotel guests on the services should be more emphasis on the emotional aspect in the evaluation of perceived services. the foreign tourists believe that the services of hotel employees of non-star hotels in bali may lead to a positive feeling. the uniqueness of this study is the satisfaction of foreign tourists on the services of non-star hotel employees that based on the balinese local wisdom which significantly effect on the behavioral intentions. this research has not been done before and these findings can be used as a reference by practicing hospitality and other service companies to create customers’ satisfaction for sustainable businesses. hotels must understand what e-journal of tourism vol.4. no.1. (2017): 55-61 http://ojs.unud.ac.id/index.php/eot 60 e-issn: 2407-392x. p-issn: 2541-0857 the needs of their guests, even at a higher level, they must understand what the guests want, and how to meet those needs and wants in order to create satisfaction and positive behavioral intentions of the guests. conclusions and recommendation quality of service is not always based on financial capital and technological factors commonly made by hotels. this study found that the balinese local wisdom can be the determining factor in creating a good quality of service in the non-star hotels in bali. characteristics of jemet (industrious), tresna (loving), asih (affectionate), and bakti (devotion) or catur sewaka found in the attitude and behavior of the balinese hotel employees has very well perceived by tourists in meeting their needs and wants as hotel guests. this will lead to customers’ satisfaction that they can be loyal customers or guests. these findings should be used by practitioners of the hospitality business, particularly the small non-star hotels to serve tourists who stay in their hotels so that it can maintain the existing guests to be repeated guests. satisfaction has been found to mediate the relationship between the quality of serices that based on the balinese local wisdom and the behavioral intentions of the tourists at the small nonstar hotels in bali. satisfaction of tourists is concerned with the expectations of tourists, so that the hospitality practitioners should pay more attention on the expectation or interest of tourists in managing the local wisdom of bali on the hotel services. not all local wisdom of bali that are considered favorable by the balinese may satisfy the the tourists to be loyal to the non-star hotels in bali. thus, the hospitality practitioners should consider the needs and wants of the tourists in deciding policy to utilize local wisdom of bali on their services. it can be recommended to academics that the research has found the balinese local wisdom can be a dimension of service quality and contribute to the development of knowledge, particularly in providing services. these findings should be used by academics in carrying out research in the field of services by reference to the factors of service quality that based on the local wisdom of bali. thus, the future research may add insight into the quality of service that has so far been more emphasized on the servqual models. other suggestion is that the model built in this study is not limited to the quality of service of employees at small non-star hotels in bali. in the future research, it should be studied the quality of service that based on the local wisdom of bali which is applied to other areas of the tourism services, such as star hotels, restaurants, spas, bars, travel agencies, and others that provide services. in the broader scope of this research, it can be suggested for service business outside the tourism sector, such as banks, hospitals, transportation, and education. the more widespread the adoption of services which based on the local wisdom of bali, the greater the balinese cultural maintenance. references avkiran, n. k. (1999) ‘quality customer service demands human contact’, international journal of bank marketing. mcb up ltd, 17(2), pp. 61–74. chenet, p., dagger, t. s. and o’sullivan, d. (2010) ‘service quality, trust, commitment and service differentiation in business relationships’, journal of services marketing. emerald group publishing limited, 24(5), pp. 336–346. e-journal of tourism vol.4. no.1. (2017): 55-61 http://ojs.unud.ac.id/index.php/eot 61 e-issn: 2407-392x. p-issn: 2541-0857 cronin jr, j. j. and taylor, s. a. (1992) ‘measuring service quality: a reexamination and extension’, the journal of marketing. jstor, pp. 55–68. curry, a. and sinclair, e. (2002) ‘assessing the quality of physiotherapy services using servqual’, international journal of health care quality assurance. mcb up ltd, 15(5), pp. 197–205. gnoth, j., andreu, l., kozak, m., enrique bigné, j., sánchez, i. and andreu, l. (2009) ‘the role of variety seeking in short and long run revisit intentions in holiday destinations’, international journal of culture, tourism and hospitality research. emerald group publishing limited, 3(2), pp. 103–115. grönroos, c. (1984) ‘a service quality model and its marketing implications’, european journal of marketing. mcb up ltd, 18(4), pp. 36–44. kotler, p. and armstrong, g. (2003) principles of marketing.ed.9. 2001. prentice hall. inc. lovelock, c. h. and wirtz, j. (2011) service marketing. people, technology, strategy 6e. united state of america: pearson prentice hall. peters, j. h. and wardana, w. (2013) tri hita karana. the spirit of bali. jakarta: pt. gramedia. triguna, i. b. g. y. (2011) mengapa bali unik ? jakarta: pustaka jurnal keluarga. wisnumurti, o. a. a. g. (2010) mengelola nilai kearifan lokal dalam mewujudkan kerukunan umat beragama. suatu tinjauan empiri-sosiologis. yayasan kesejahteraan korpri provinsi bali. medion technocentra. nyepi holiday package: e-journal of tourism vol.3. no.2. (2016): 120-129 http://ojs.unud.ac.id/index.php/eot 120 e-issn: 2407-392x. p-issn: 2541-0857 social capital: a basis for community participation in fostering environmental education and the heritage tourism development of cibalay megalithic site arzyana sunkar, resti meilani, tri rahayuningsih and ek.s. harini muntasib department of forest resources conservation and ecotourism, faculty of forestry, bogor agricultural university corresponding author: arzyanas@gmail.com article info received 20 march 2016 accepted 30 august 2016 available online 15 september 2016 abstract social capital is an often-unrecognized staple of community participation in a tourism site‟s development, although social capital comprises elements essential for successful community-based participation. this paper discusses how the host community‟s participation in the tourism development of cibalay megalithic site was driven by local social capital. cibalay megalithic site is one of the last reminders of ancient beliefs and is an iconic landmark, located within the bogor regency of west java, indonesia. it is also within the protected area of gunung halimun salak national park. cibalay megalithic site is a product of a socio-cultural environment, deriving from the relationship between man and nature. thus, its tourism development should interpret this history and promulgate environmental education as one of the key elements of sustainable tourism. the local village of tapos i was established as a tourism village; within this village, the hamlet of sinar wangi was declared a conservation hamlet. both designations were achieved due to local initiatives of the host community in developing local tourism, with cibalay megalithic site as the iconic tourism focus of the area. the high level of trust towards local figures and visitors, the conservation norm of “leuweung hejo, masyarakat ngejo” (if the forest is green, then the people will be prosperous) underlying everyday local life that indicates the importance of nurturing nature, good inter-personal relations between village members, and good social networking with outsiders: all combined to create the conditions and motivation that facilitated collective action in developing local heritage tourism. keywords: social capital, community participation, environmental education, heritage tourism development, cibalay megalithic site introduction a great deal of tourism relies on places with natural, indigenous and historic significances which tourism products are based, that can be categorized as natural and cultural tourism of which are forms of heritage that must be preserved. heritage sites are attractive tourism destinations all around the world, because it provides identity to the site (sharpley and telfer, 2002), especially related to culture, raising the importance of heritage tourism. heritage tourism can be defined as visiting historical and archaeological sites for the purpose of acquiring knowledge or entertainment (hasan and jobaid, 2014), in which arts, culture and heritage form a key attraction for visitors, and a focus of their activities (columbia, 2014). cultural heritage resources will play a significant role in sustainable cultural, social, economic development of communities (sustainable tourism), so the physical fabric, that has influenced their creation, must be maintained mailto:arzyanas@gmail.com e-journal of tourism vol.3. no.2. (2016): 120-129 http://ojs.unud.ac.id/index.php/eot 121 e-issn: 2407-392x. p-issn: 2541-0857 (chourasia and chourasia in ismail, masron and ahmad, 2014). in response to an increasing number of tourists demanding specialist tourism products. pforr and megerle (2006) and ali-knight (2011) heritage tourism can evolved as a potential niche tourism product and market that enhances visitors‟ awareness and appreciation on man civilization and human-built resources. these can be achieved through outdoor and recreational activities (ali-knight, 2011; farsani, coelho and costa, 2011). a heritage tourist should learn and have appreciation on the heritage of the area he or she is visiting. through environmental interpretation, which focuses on historical aspects, visitors‟ satisfaction will be enhanced and contributes to the conservation objectives of the product/site. heritage tourism can share experiences with other modalities of tourism, yet remain distinct in its purpose and add new dimension to the tourism product offered. rich in its culture, indonesia has been a popular holiday destination; not just in terms of etnicity but also human civilization. preserving the historic remains of civilization for the enrichment and education of present and future generations is crucial to add wealth to our understanding of our own nation‟s heritage and specifically to our local cultural heritage. enhancing cultural and heritage offering through sharing cultural stories and history with tourists and promoting historic places can create a richer, more memorable tourism experience (columbia, 2014). this is actually the great strength of the cibalay megalith site, ('structures made of large stones, usually rough and unhewn, which conform to certain well marked types' (perry, 1918: 10), i.e., providing a first-hand experience from original objects, in accordance with tilden (1977) definition of interpretation, “an educational activity which aims to reveal meanings and relationships through the use of original objects, by firsthand experience, and by illustrative media, rather than simply to communicate factual information” (p. 11). first-hand experince is crucial to understanding of the objects as stated by (hooper-greenhill, 1994: 11), “the real experiences that we offer, of objects, of buildings, of sites and of people, are essential to learning”. experiences suggest that many visitors who visited a megalith sites are confronted with a megalith resource, forming an innate curiosity about man‟s historical culture and they would start to deliberate questions on human‟s history. in order to respect the cultural significance of the destination, local community needs to be directly involved in the planning and management of the site. therefore cultural and heritage tourism development must encourage local participation; consequently, its planning and development must focus on the power of the people to withhold negative changes and alterations on their life and surroundings. reference milic, jovanovic and krstic (2008) conclude that local community is the local driver in tourism activities, and an important factor for sustainable cultural tourism, as stated in (cole, 2008: 58), „support and pride in tourism development are especially important in the case of cultural tourism where the community is part of a product‟. the authors based their conclusions on the observation that tourism services are mostly dependent on local institutions and participation of local communities. the emotional and cognitive bonds that individuals form with a place foster a sense of stewardship or desire to protect and care for that place (halpenny, 2010). these are related with the expanding access to natural resources which are determined by the availability of local networks, collective actions, mutual trust, and social norms. these elements make up the working definition of social capital, in addition to cooperation, relationships, and social interaction (pawar, 2006). this is in line with the results concluded by thoyre (2008) and liu et al. (2014), which confirm, that a high level of social capital encourage community‟s behaviour in environmental protection. all of these findings suggested the potential of social capital in enhancing community participation in cultural heritage tourism development. the paper explored social capital elements that motivate the local communities to support heritage tourism development within their areas. it examines the existing elements of social capital that include relationship within the communities and how it relates to community empowerment and conservation education as getaway to sustainable tourism. e-journal of tourism vol.3. no.2. (2016): 120-129 http://ojs.unud.ac.id/index.php/eot 122 e-issn: 2407-392x. p-issn: 2541-0857 methodology this study was designed as a research survey by analyzing social phenomena. the research is directed toward finding facts on the basis of factual phenomena of social capital that will be considered as supporting the development of tourism. a. study site the study was conducted in the village of tapos i within the sub-district of tenjolaya, district of bogor in the province of west java. the object of the local heritage tourism is the cibalay megalithic site (figure 1). figure 1 cibalay megalithic site cibalay megalithic site is declared as a cultural heritage site and is protected and regulated by act no. 5/1992 on cultural heritage sites. it is also located within the protected area of gunung halimun-salak national park. thus formally, its status is legally protected by the act and by its location, that is, within a protected area. the closest hamlet to the location is the sinar wangi hamlet, which is given the status of a conservation hamlet. the management of cibalay megalithic site is organized by the tourism village forum of tapos 1 village, which started in 2007 with the aim of promoting the tourism potential to improve the local welfare. members of the forum were generally comprised of youths who are also members of tapos 1youth village tourism and also a member of the activator tourism group consisting of members of various organizations such as the regional disaster management agency) and the national community empowerment program. both are chaired by the same person, as well as the tourism village forum. in addition to the tourism village forum, there was also a group of officers guarding the site from the cultural heritage preservation office of serang, totalling to 6 people (1 civil servant and 5 permanent employees). b. data collection method and analysis this research is descriptive in nature. data collected coveredthe elements of social capital and general condition of the location (table 1). the elements of social capital that were studied, were selected based on the scope of social capital at the micro (community) level as given by grootaert and bastelaer (2001), namely trust, local norms and value, local institutions (collective actions and coordination) and networks. table 1. data and infoemation no. data souces of data elements of social capital 1. trust: within established relationships and social networks; trust extended to strangers (often on the basis of expectations of behaviour or a sense of shared norms); trust in the institutions of governance (including fairness of rules, official procedures, dispute resolution and resource allocation) head of sub-district, village government, local figures, religious figure and members of community (including women, qur‟an recital group, ) 2. networks: density of membership, diversity of membership, extent of connections to other groups head of sub-district, village government, local figures, religious figure and members of community (including women, qur‟an recital group, ) 3. social norms and value; implementation of norms, politeness, obscenity, religion, culture, and government regulation head of sub-district, village government, local figures, religious figure and members of community (including women, qur‟an recital group, ) 4. collective action and cooperation: participation in social organization and decision making, frequency of attendance in social organization, motivation to assist others, motivation to care and preserve environment head of sub-district, village government, local figures, religious figure and members of community (including women, qur‟an recital group, ) 5. general information of cibalay megalithic sites village monographs, documents and other literatures, field observation e-journal of tourism vol.3. no.2. (2016): 120-129 http://ojs.unud.ac.id/index.php/eot 123 e-issn: 2407-392x. p-issn: 2541-0857 triangulation method for socialrelated data and information was used, and consisted of interviews, observation and literature studies. interviews were conducted on every weekend between august18 th september 18 th , 2014, with key informants and respondents from member of communities as shown in table 1. the information gained from these interviews was supplemented by literature research in areas related to tourism, social capital, human behaviour and conservation education. data and information collected were analyzed descriptively. c. limitation of the study there are limitations to the study with regard to measuring social capital. this research did not use any quantitative measurement to determine the level of social capital condition within the village. rather it used a qualitative approach, based on the analysis of other evidences on field. results and discussion a. elements of social capital for tourism development there are few opportunities and limited potentials for the local communities to invest and operate tourism businesses by themselves. observations from thailand thammajinda (2013) and indonesia reveal that benefit from tourism development have tended to by-pass local people in favour of outside investors, making them the main tourism actors who dominate tourism development in many local destinations. in the context of human development and the cibalay megalithic site, social capital has a great influence because some dimensions of human development is strongly influenced by social capital such as the ability to solve problems together, raise collective consciousness to improve the quality of life and looking for opportunities to improve welfare. the existence of strong social ties will lead to an increase in welfare. this situation will increase the possibility of accelerating the development of individuals and groups within the community. the social capital elements of the communities within the study sites are tabulated below in table 2 table 2. elements of social capital of the community in tapos village trust social norms collective actions & cooperation networks high trusts towards village government , fellow communitie s, local figures, outsiders & tourists; low – medium trust toward people involved in cibalay archaeologi cal site managemen t and related tourism social and religious norms are still implemented; sanctions given to those breaking local norms; social envy toward people involved in cibalay site management. high frequency of attendance on social organization high participation in decision making existing various social organizations; there is an initiator in establishing networking; open to tourism development collaboration; communities still require facilitator in establishing social networks. 1) trust among the people in tapos 1village, trust towards their government leaders, community leaders and religious leaders, were highly influenced by the roles of the new village head at the time, local figures and religious figures who actively participated in every village activities, such as qur‟an recitals in every hamlet, mutual cooperation work such as in repairing roads, keeping the environment clean, and attendance in every village meeting and village development planning colsultative meetings. these have encouraged the community members to actively participate in these activities as well. trusts in intraand interpersonal social relations between individuals and between groups were also high and evident in everyday life. they can entrust a message for another member of community through other community member without being worried that the message would not be conveyed. on the contrary, the interpersonal economic relations related to income/livelihood, have prompted some dislike among the community. this was indicated by a little resentment shown towards the manager/caretakers of e-journal of tourism vol.3. no.2. (2016): 120-129 http://ojs.unud.ac.id/index.php/eot 124 e-issn: 2407-392x. p-issn: 2541-0857 cibalay site. for example, some envyness could occur when the member (s) of the community received visitors for overnight stay at their home (homestays), despite the previous agreement on the criteria for the selection of houses. however, this did not cause any conflicts. apart from the employment opportunity, this was caused by the different perceptions about the historical background of the cibalay site, between the officers and the local community. this fact has made the guarding officers to be more cautious to convey the story/myth/history of the site to the locals, so as not to create conflict, and tell the visitors who wanted to learn more about the history of the area to go directly to the head of the guarding officers. it is also influenced by the lack of knowledge and willingness of the staff to add their insights. the gap was also influenced by the status of the officers who has no close relationship with the leadership of the village government, yet, they have a formal power status due to the support from the cultural heritage preservation office in serang. nevertheless one of the officers is also a member and also the head of one of the local community housing group (rw). this is one of the ways to maintain the merging of conflict. therefore to increase trust and community participation of the heritage site, the local community must be involved in the planning and management of the cibalay site, including having a communal agreement of the historical background of the site. history is important to be told, especially since the area receives a great number of visitors during weekends and national holidays. the local community was very much open to visitors, which show a high trust towards visitors. this was enhanced by the local sundanese philosophy among the tapos 1 villagers in treating guests, i.e, “someah hade kasemah,” that can be translated into “polite, kind, and care towards visitors”. the arrivals of visitors were also highly expected by the community, to obtain additional revenue. the informal and subjective elements of interpersonal behaviour shaped people‟s minds and attitudes about interacting with others. when members within communities trust each other and the institutions that operated among them, they should have easier access to reach agreements and conduct collective actions and cooperation resulting in networks. trust improves cooperation by reducing expenses and improving the exchange of resources, skills and knowledge (pretty and ward, 2001). when trust in the social structure increases, it would enhance the individual's willingness to trust people who they were not familiar with. as a result, individuals are more likely to start and join a local organization that aims to improve the social, economic, or local environment (pretty and smith, 2004). it was evidenced from the research, that economic and social motivations formed the level of trust that the communities showed toward each other, their leaders and outsiders. the basic motivation of trust towards people, who were outsiders, was largely economic, such as the opportunity for employment and increasing local income. 2) social norms the influence of local art and religious leaders in the villages has high effect on the implementation of social norms, while trust on the village governments determined the implementation of village government regulation. social norms played important role in controlling and shaping the behaviour that grew in the community. formal and informal rules, norms and sanctions are instrumental in putting the interests of group over individual interests in the formation of positive attitudes and behaviours towards environment.the influence of local art and religious leaders in the villages has high effect on the implementation of social norms, while trust on the village governments determined the implementation of village government regulation. according to hasbullah, (2006), maintenance of group norms (adherence to the norms of religion, morality, and politeness) will strengthen the communities‟ social capital. customary norms are no longer hold true for tapos 1village community. nowadays, people are following the government norms or regulations, including the rules of the village, and achieving agreement among members of community. one of the norms that is still strongly applied by the community embodied in the local motto e-journal of tourism vol.3. no.2. (2016): 120-129 http://ojs.unud.ac.id/index.php/eot 125 e-issn: 2407-392x. p-issn: 2541-0857 of "leuweung hejo, masyarakat kudu ngejo", which can be translated into, “if we want to maintain the forest to keep providing to us, then we should be kind to the environment”. this motto is engraved in the everyday life of the people in the tapos 1 village. this motto is also motivated by the designation of one of the hamlet, sinar wangi, as a conservation village. apart from customary norms, religious norms are very evident from the regular weekly holy qur‟an recitals. the community also has a tendency to follow and implement what has been agreed and shared by the habit among fellow citizens, as well as the provisions of the religion or beliefs held. there was also a strong social control among members of te communities, in the form of sanctions for people who violated the existing norms, because it is their beliefs that member of community should not give bad name to the village. 3) collective actions and cooperation the level of desire to add and share experiences to other community members was apparent during the recital of qur‟an. in addition, the tourism forum also frequently held informal meetings called "ngariung" once a week at the campsite of mount salak on saturday/sunday, which opened in general, for every community member who wants to join. the meeting is used to discuss the development of te tourism village forum as wel as the development of tourism in tapos i village in general. frequency of participation of community, in social organizations is generally high, especially among the youths. among adults, the participation is generally moderate and normative. this was observed to affects the participation in decision-making on social organization, in which youths were more active in participation and decisionmaking. various collective action based on mutual trust would increase the participation in a variety of shapes and dimensions, especially in the context of building a common progress. the purposes of collective action within the study site consisted on primarily community-organized activities for religious purposes and providing environmental services. trust fostered the collective actions and cooperation within the studied village. this was in line with the high level of trust toward the village government, which validated the importance of local leadership (the village government) in empowering community. there is also a form of citizen awareness in the surrounding forest environment, especially residents of sinar wangi hamlet. community participation in maintaining forest environment makes kampung sinar wangi established as one of the pilot conservation village of the gunung halimun salak national park. therefore, residents of kampung sinar wangi have a strong motivation to foster stewardship among fellow community and the environment in terms of protecting the environment in the surrounding forests and villages. 4) networks strong social capital would depend on the capacity of community groups to build its network. the research confirmed that trust provided the foundation for norms and collective actions which all together determined the level of networking. table 3 confirmed that the higher the level of trust that the communities have towards their fellow communities, local figures, leaders and outsiders, the higher were the ability to established networks and build local organizations/associations. the high trust towards outsiders proved to enhance the openness of the communities to develop networks. another important result was that the higher the need to improve economic condition, the higher the participation in tourism. various social networks are observed in tapos 1 village. this is apparent since every social network has a foundation in the form of institutional organizations/forums/groups, whose membership is formal and open to the public. willingness to establish cooperation network among the community members were shown by the presence of member of community figure who pioneered the establishment of networks, which will be followed by the community participation. this can be e-journal of tourism vol.3. no.2. (2016): 120-129 http://ojs.unud.ac.id/index.php/eot 126 e-issn: 2407-392x. p-issn: 2541-0857 achieved only with high level of trust to the local figure. the local community are also very receptive or cooperate well to establish social networks in developing tourism within the village. this was evident from some of the networks that have been developed until now, which include department of tourism and culture of the district of bogor, west java tourism village forum and the regional disaster management agency. the underlying motivation for this, was to enhance welfare of the village through tourism development and other village activities. as the phenomenon of 'bottom-up', social capital is created when individuals developed network connections. in other words, strong social capital would depend on the capacity of community groups to build its network. the research confirmed that trust provided the foundation for norms and collective actions which all together determined the level of networking. table 3 confirmed that the higher the level of trust that the communities have towards their fellow communities, local figures, leaders and outsiders, the higher were the ability to established networks and build local organizations/associations. the high trust towards outsiders proved to enhance the openness of the communities to develop networks. another important result was that the higher the need to improve economic condition, the higher the participation in tourism. heritage tourism development of cibalay megalithis site has been providing benefits to the local village such employments, homestays owners, parking spaces and parking money, trades, etc. the road leading to this village has also been improved and various tourism objects have emerged due to the arrivals of visitors who wanter to visit the heritage site. this eventually add revenues to the local government and more visitors are expected to arrive/visit the cibalay megalithic site, especially with the assistance from media that brought up the importance of megalithic sites as a n education media to learn abour our civilization heritage. b. social capital as a basis for community participation in fostering environmental education the sustainability of cibalay megalithic site is greatly influenced by the community and the visitors who come to the site. they have to demonstrate proenvironmental behavior in order for the site to sustain. pro-environmental behavior can be cultivated in both residents and visitors by means of environmental education; a management tool, a mean to strengthen people‟s environmental concern which would lead to environmentally responsible behaviour or pro-environment behaviour (stapp, 1969; hungerford and volk, 1990). active local environmental groups can provide the source to generate social capital in the community (klyza, savage and isham, 2004). such group existed in tapos 1 village, i.e. the tourism village forum. the forum had strong influence to the community, particularly in tourism management of the village. using the influence, the forum could encourage community participation in environmental education, in which the importance of human history and the value of mount salak and cibalay megalithic site as tourism destination were emphasized. values can motivate people to engage in certain behavior (kollmuss and agyeman, 2002). conveying the values of mount salak and the site is expected to increase people‟s appreciation toward the resources, enhance their affinity with the resources, and in turn urge them to protect the resource. values are related to norms. changing the way people value things, is expected to also change the norms which regulates their action. changing social norms can ensure the long-term protection of the environment (pretty and smith, 2004). norms, rules, and values are the means to achieve long-term sustainability (liu et al., 2014). in addition, people‟s participation can be promoted by environmental education (ee) for the residents can take the path of formal and nonformal educations, while for the visitors it would be best given in interpretation/interpretive programs. formal ee means providing the issues of ee in the curriculum, either by integrating the issues in e-journal of tourism vol.3. no.2. (2016): 120-129 http://ojs.unud.ac.id/index.php/eot 127 e-issn: 2407-392x. p-issn: 2541-0857 to the existing subjects, or designing new subject. non formal ee can make use of the activities already exists in the community, such as islamic study, informal discussion, or training and courses by design. a welldesigned and well-implemented interpretation can increased visitors knowledge of the host area, positive attitude toward the resources, general environmental behavioral intentions, and support of conservation (powell and ham, 2008). interpretive programs for the visitor can take advantage of the local guide and various exhibits install in the site to inform visitors on the history and the value of the site. community participation in sustainable tourism is also the key to the success of conservation efforts, because many tourism activities took place within protected areas (sunkar, rachmawati and cereno, 2013). it is also supported by the statement of (pretty and smith, 2004) that many studies have shown the increased activity on the conservation of natural resources in and around the communities of protected area, which showed a good relationship between the members of the community, between and within groups, and networks. social networks are indispensable for the success and sustainability of ecotourism development. according to pretty and smith (2004), strong positive relationships within and between social groups, could significantly lower the cost of tourism operations through cooperation, facilitation, collaboration, investment in collective action, reduction of the likelihood of an individual engaging in activities that generate negative impact on the group, and increase the chances of innovation. this research have found that trust especially in village government was the most crucial element of social capital that formed the foundation for a successful cultural heritage development because it led to networks that would empower the communities. this result was similar to that of oktadiyani (2010) who found that trust and norms were the major elements of social capital in the communities of kutai national park buffer zone in, while research by baksh et al. (2013) found that norms was strongly influenced that the development of ecotourism in the region was strongly influenced by the networks followed by public participation although it was not influenced by the beliefs and norms, whereas. conclusion in the context of human development and the cibalay megalithic site, social capital has a great influence because some dimensions of human development that were evident in tapos 1 village were strongly influenced by social capital such as the ability to solve problems together, raise collective consciousness to improve the quality of life, and looking for opportunities to improve welfare. the existence of strong social ties will lead to an increase in welfare. this situation will increase the possibility of accelerating the development of individuals and groups within the community. local village leadership had significant effects on maintaining a solid rural community. the higher the social capital, the stronger is the ability of the community to resist changes on themselves and on their environment. when enhanced with conservation education, it would improve the conduct of sustainable tourism by empowering the community‟s capacity to work together to address their common needs, fostering greater inclusion and cohesion, and increasing transparency and accountability. this research have found that trust especially in village governmet was the most crucial element of social capital that formed the foundation for a successful cultural heritage development because it led to networks that would empower the communities. in addition, this research also found that participation of the local community is crucial in the planning and management of cibalay megalith site to provide the visitors with environment education and information on the histrocal background of the area. acknowledgement thanks are due to the indonesian ministry of education and culture and bogor agricultural university who made this research possible by awarding this research with funding through national competitive grants (dipa ipb no. spk. 21/it3.11/lt/2014 dated june 2 nd , 2014. e-journal of tourism vol.3. no.2. 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(2020): 1-15 http://ojs.unud.ac.id/index.php/eot 1 e-issn: 2407-392x. p-issn: 2541-0857 farmers’ capacity for jatiluwih agrotourism management and its effects on tourists’ satisfaction and intention to revisit tien cathy patricia1, i gusti ayu oka suryawardani2, i ketut suamba1 and agung suryawan wiranatha2 1agribusiness study program, faculty of agriculture, udayana university 2centre of excellence in tourism, udayana university corresponding author: cathypatricia13@gmail.com article info received 28 november 2019 accepted 28 january 2020 available online 01 march 2020 abstract capacity is the main element for farmers in achieving their goals. farmer’s capacity consists elements of knowledge, attitude, and skills. with the increasing number of visits in bali, especially jatiluwih agrotourism, farmers should be the subject of management so that they can fully enjoy the benefits of the visit. with the existence of agrotourism, agriculture and tourism can be a pair of harmonious sectors. tourist’s feedback on the satisfaction and intention to revisit can be an input in the effort to increasing the farmer’s capacity in agrotourism management for its sustainability. this paper analyzes farmer’s capacity for jatiluwih agrotourism management and its influence toward tourist’s satisfaction and intention to revisit. primary and secondary data were obtained through interviews and filling out questionnaires with the structural equation modeling (sem) analysis method. the results of partial least square (pls) analysis show that farmer’s capacity has a significant effect on tourists’s satisfaction, which leads to tourists’s intention to revisit. it is expected that higher capacity of agroutourism management among farmers will increase tourist’s satisfaction which affects tourist’s intention to revisit hence, improving the welfare of the community, especially farmers in jatiluwih agrotourism. keywords: farmers’ capacity, satisfaction, revisit, pls introduction the agricultural sector has an important and strategic role in the development of the national economy. the agricultural sector has proven to be the most survive in the economic crisis and it opens awareness that the agricultural sector must continue to be strived as a basis for overcoming threats or crises and achieving national economic growth with full support from the government. the rapid development of mailto:cathypatricia13@gmail.com e-journal of tourism vol.7. no.1. (2020): 1-15 http://ojs.unud.ac.id/index.php/eot 3 e-issn: 2407-392x. p-issn: 2541-0857 tourism in bali has impacted the development of other sectors, especially agriculture. the role of t he agricultural sector is declining while the role of the tourism sector is increasing. to minimize leakage and negative impacts of tourism development, the development of tourism attractions is recommended to optimize the potential of bali -based natural and cultural tourism attractions and be directed at natural tourism attractions such as agrotourism, ecotourism, marine tourism, and rural tourism (wiranatha and suryawardani, 2018). jatiluwih agrotourism is one of the favorite destinations. this is what makes jatiluwih included in the world cultural heritage site (wbd) by unesco. in addition, jatiluwih agrotourism has a management body that officially manages matters related to it. tourist visits are increasing but farmers are still considered as objects in agrotourism activities. in facts, the benefits of visits have not been fully enjoyed by farmers. therefore, farmers' capacity needs to be developed to build potential benefits in increasing information and knowledge transfer (badamas, 2009 in veronice et al, 2008). the capacity of farmers in managing agrotourism must always be improved and developed in order to achieve the expected goals. this capacity is reflected in the knowledge, attitudes and skills of farmers. in agrotourism management, farmers should be made the main subject or executor involved directly. with the high capacity of farmers in managing together with stakeholders, it is expected to be able to increase tourists’ satisfaction and have implications for increasing revisit intention to improve the welfare of the community, especially farmers in jatiluwih agrotourism. based on the description above, research on "farmers' capacity in the management of jatiluwih agrotourism and its effect on tourists’ satisfaction and revisit intention" is very important to be carried out. with the high capacity of farmers in managing agrotourism, it is expected to increase tourists’ satisfaction and have implications for increasing revisit intention to improve the welfare of the community, especially farmers in jatiluwih agrotourism. formulation of the problems based on the background description above, the formulation of the problems is as follows: 1. what are the effects of the capacity of farmers on tourists' satisfaction in jatiluwih agrotourism? e-journal of tourism vol.7. no.1. (2020): 1-15 http://ojs.unud.ac.id/index.php/eot 4 e-issn: 2407-392x. p-issn: 2541-0857 2. what are the effects of tourists' satisfaction on the revisit intention to jatiluwih agrotourism? research purposes the purposes of this research are: 1. analyzing the capacity of farmers on tourists’ satisfaction in jatiluwih agrotourism. 2. analyzing the effect of tourists' satisfaction on the revisit intention of tourists visiting jatiluwih agrotourism. hypothesis based on the previous description, seven research hypotheses are proposed so that the research objectives can be achieved, viz: a. hypothesis i h0: farmers' knowledge does not significantly influence tourists' satisfaction. h1: farmers' knowledge has a significant effect on tourists' satisfaction. b. hypothesis ii h0: the attitude of farmers does not significantly influence tourists' satisfaction. h2: farmers' attitudes significantly influence the management of tourist satisfaction. c. hypothesis iii h0: farmers' skills do not significantly influence tourists' satisfaction. h3: farmers' skills significantly influence tourists' satisfaction. d. hypothesis iv h0: tourists’ satisfaction does not significantly influence tourists' revisit intention. h4: tourists satisfaction has a significant effect on tourists' revisit intention. literature review farmers' capacity marliati (2008) defines the capacity of farmers as the power of farmers to run an ideal farm in accordance with the expected goals (better farming, better living, better business, and better environment). suprayitno (2011) added that the level of capacity is related to knowledge, attitudes, and abilities in overcoming various problems faced by farmers in terms of technical, managerial, and social skills. tourists' satisfaction kotler (2002) defines that tourists’ satisfaction is a feeling of pleasure or disappointment that arises from the results of comparing expectations with the reality experienced. in other words, that tourists’ satisfaction is a comparison between the e-journal of tourism vol.7. no.1. (2020): 1-15 http://ojs.unud.ac.id/index.php/eot 5 e-issn: 2407-392x. p-issn: 2541-0857 performance of the products produced and the performance perceived by tourists. if it is below expectations, tourists are not satisfied. if performance meets expectations, tourists are satisfied. if the performance exceeds expectations, tourists are very satisfied. revisit intention according to ferdinand (2011), intention to revisit is a behavior that arises as a response to objects that indicate the customer's desire to make a repeat purchase. interest in repeat visits can also be interpreted as part of the visitor loyalty stage. revisit intention is the desire and actions of customers to make a repeat visit because of the satisfaction received (puspitasari, 2011). research methods the research was conducted from may to october 2019 at jatiluwih agrotourism. this location determination was done purposively based on various certain considerations. the study was conducted with respondents of farmers and tourists in jatiluwih agrotourism using questionnaire and interview methods. sampling using simple random sampling method and combined with accidental sampling method. the total sample was 100 respondents consisting of 50 farmers and 50 tourists. analysis of data using the analysis of the structural equation model (sem) with the help of smartpls 3.0 software. the indicators used were 46 divided into five factors. contribution of stakeholders to the jatiluwih agrotourism community contributions made by stakeholders in economic matters such as support surrounding the production of seeds, purchase of liquid and solid fertilizers, as well as land management were as much as 247 million rupiahs by the government of tabanan regency. in addition, assistance such as solid fertilizers and irrigation improvements with irrigation improvement funds around 180 million rupiahs by the provincial government of bali, and a special financial assistance fund (bkk) of 50 million rupiah. of the revenue funds, operational management divides funds for agency operations 10%, facility and infrastructure development 20%, operational management 35%, and villages and regional governments 35%. operational funds consist of 12.25% for operational needs such as office stationery. in addition, 5.25% for corporate social responsibility (csr) and 17.5% for wages to hr in operational management. the village and regional government funds e-journal of tourism vol.7. no.1. (2020): 1-15 http://ojs.unud.ac.id/index.php/eot 6 e-issn: 2407-392x. p-issn: 2541-0857 consist of 15.75% for the regional government and 19.25% for the village and organization of the irrigation system of subak. the village and subak funds consisted of 5.775% for the jatiluwih traditional village, 4.8125% for the administrative village, 4.0425% for the jatiluwih subak, 3.85% for the gunungsari customary village, 0.385% for the subak abian jatiluwih, and by 0,385% for subak abian gunungsari. the contribution of the operational management of jatiluwih tourism destination region to subak can be said to be unfavorable because farmers are only used as objects or supporters of tourism. this is evident from the number of payments given to subaks of only 4.8125% of 100% of total revenue funds. the operational management of the jatiluwih tourism area should make farmers as an important subject because the main object of agrotourism is terraced rice fields where farmers have a large role in the management of agrotourism. based on this, the distribution of subsidized funds for subaks should be greater which will have an impact on the welfare of farmers' families. this is because farmers know more about the technical aspects of the field and environmental conditions in the village of jatiluwih including the types of plants suitable for planting during certain seasons. contributions in terms of social life are reflected in the empowered community so that they are involved in the development of jatiluwih agrotourism. this is consistent with the results of research in the attitude factor of farmers (x2) on the indicator of farmers empowered in the development of agrotourism (sp6) that the average farmer answered strongly agreed. the environmental benefits are also reflected in the existence of a 3r (reduce, reuse, recycle) garbage disposal site (tps) in banjar kesambahan kelod and a rule that wastewater must not enter the irrigation channel so as not to pollute the rice fields. promotion of the subak system in bali was also carried out for example at the majapahit international travel fair in surabaya. the jatiluwih tourism management agency also held the jatiluwih festival for the third time in september 2019. the series of events included a dance performance from the pkk women’s organization of 400 people in front of the pura dewi sri subak temple, a local culinary exhibition, camping and cultural camp (there is a traditional game involving 17 elementary and vocational schools). e-journal of tourism vol.7. no.1. (2020): 1-15 http://ojs.unud.ac.id/index.php/eot 7 e-issn: 2407-392x. p-issn: 2541-0857 results and discussion characteristics of respondents the study was conducted on 100 respondents, namely 50 farmers and 50 tourists. respondent characteristics discussed in this study include gender, age, education level, and country of origin of tourists. table 1. characteristics of jatiluwih agrotourism respondents in 2019 no charact eristics category number of people percent age farmers tourists (%) 1 age ≤15 years old 3 1 16─25 years old 1 16 17 26─55 years old 20 28 48 ≥56 years old 29 3 32 2 sex male 35 22 57 female 15 28 43 3 level of educatio n elementary school 18 18 middle school 9 3 12 high school / vocational school 12 6 18 diploma / bachelor degree 11 41 52 4 country of origin indonesia 50 18 68 france 12 12 the usa 4 4 spain 4 4 australia 2 2 germany 2 2 italy 2 2 etc 6 6 outer model evaluation 1. validity test a) convergent validity i) validity indicator the validity of convergence reflects the strength of the interlation between variables and their indicators. in figure 1 (before being dropped) there are eleven indicators that have a loading factor value <0.7, that is, variable x1: pp3; pp8; pp9; pp10; pp11; x2: sp9; sp10; sp13; sp14, x3: kp6, and kp7. according to chin (1998), the loading factor value below 0.7 must be dropped so that the pls analysis is repeated. after re-analysis, the loading factor value of the whole indicator meets the convergence validity criteria. figure of the model before dropping the indicator can be seen in figure 1 while the model figure after dropping the indicators in figure 1, can be seen in figure 2. figure 1. initial model e-journal of tourism vol.7. no.1. (2020): 1-15 http://ojs.unud.ac.id/index.php/eot 8 e-issn: 2407-392x. p-issn: 2541-0857 description of figure 1 farmers' knowledge (x1) pp1 : farmers' knowledge in identifying potentials and utilizing opportunities for farming & agrotourism (such as tracking and cycling) pp2 : farmers' knowledge in marketing elements of agricultural products to tourists (such as brown rice, brown rice tea, coffee, cocoa, and oranges) pp3: farmers’ knowledge in souvenir marketing elements for tourists pp4: farmers' knowledge in supporting facilities and infrastructure pp5: farmers' knowledge in maintaining environmental security as part of the implementation of the 7 charm of the tourism sector pp6: farmers' knowledge in maintaining environmental comfort as part of the implementation of the sapta charm of the tourism sector pp7: farmers' knowledge in controlling pests and plant diseases in agrotourism pp8: farmer's knowledge in managing agrotourism pp9: farmers' knowledge in the promotion of agrotourism pp10: farmers' knowledge in maintaining the sustainability of farming & agrotourism resources and in pioneering & identifying the development of tourism potential pp11: mastering theoretical concepts in the field of agricultural knowledge and resources, agricultural development, agricultural science and technology in general and the theoretical concepts of special sections in the field of knowledge in depth. farmers' attitude (x2) sp1: having the awareness to maintain a harmonious relationship with god almighty sp2: have the obligation to do something for nature and humans as a respect for god almighty sp3: attitudes of farmers in maintaining harmonious relations with the community, farmers, and tourists visiting jatiluwih agrotourism sp4: attitudes of farmers in providing aspirations / opinions in the development and management of community-based agrotourism sp5: farmers are involved and play an active role in the development of agrotourism sp6: farmers are empowered in developing agrotourism sp7: farmers are responsible for environmental preservation sp8: attitudes of farmers in participating in various trainings to realize agrotourism sustainability sp9: farmer's attitude towards cultural preservation of subak (sp9), e-journal of tourism vol.7. no.1. (2020): 1-15 http://ojs.unud.ac.id/index.php/eot 9 e-issn: 2407-392x. p-issn: 2541-0857 sp10: farmers give a positive interpretation of tourists visiting agrotourism so that tourists enjoy agrotourism attractions sp11: farmers’ attitude in participating in environmental preservation ceremonies sp12: attitudes of farmers to the law and spatial regulations stipulated by the government sp13: farmers value local culture in agrotourism management sp14: farmers have a high commitment and are responsible for the sustainability of agrotourism farmers' skills (x3) kp1: farmers’ skills in agrotourism development training kp2: farmers' skills in implementing tradition and culture kp3: farmers' skills in protecting the environment kp4: farmers' skills in developing community-based agrotourism kp5: farmers’ skills in improving the ability to manage agrotourism businesses kp6: farmers' skills in training in making crafts and souvenirs for visitors kp7: farmers' skills in improving communication skills with tourists kp8: farmers' skills in maintaining sustainable agrotourism tourists' satisfaction (y1) kw1: tourists’ satisfaction for services obtained at jatiluwih agrotourism kw2: tourists’ satisfaction of food and drinks served at restaurants in jatiluwih agrotourism kw3: tourists’ satisfaction on handicrafts sold at jatiluwih agrotourism kw4: tourists’ satisfaction for safety and comfort in jatiluwih agrotourism kw5: tourists’ satisfaction at jatiluwih agrotourism attractions such as tracking and cycling kw6: tourists’ satisfaction in the hospitality of farmers and jatiluwih people kw7: tourists’ satisfaction on agricultural products marketed in jatiluwih agrotourism (such as brown rice and brown rice tea) kw8: tourists’ satisfaction in enjoying the beauty of rice terraces in jatiluwih kw9: tourists’ satisfaction on all activities in jatiluwih. revisit intention (y2) mw1: tourists' interest in revisit intention to jatiluwih agrotourism mw2: promoting jatiluwih agrotourism to friends and relatives mw3: recommend jatiluwih agrotourism to friends and relatives e-journal of tourism vol.7. no.1. (2020): 1-15 http://ojs.unud.ac.id/index.php/eot 10 e-issn: 2407-392x. p-issn: 2541-0857 mw4: making jatiluwih agrotourism the first choice for the next vacation. figure 2. final model table 3. evaluation of outer models variable composite reliability cronbach’s alpha ave x1 0,981 0,977 0,897 x2 0.971 0,974 0,791 x3 0,946 0,957 0,789 y1 0,975 0,979 0,837 y2 0,927 0,948 0,820 ii) factor of reliability based on the results of the study in table 3 the value of cronbach's alpha on all factors is more than 0.7. this shows that the factors are said to be reliable. iii) value of ave in table 3, you can see the ave value of all factors above 0.5. this shows that the factors are able to explain more than half the variants derived from the indicators. b. discriminant validity the discriminant validity evaluation was carried out in two stages, namely by looking at the cross loading value and comparing the root of the ave value. i) cross loading value table 4. cross loading value ii) root value of ave based on table 5, each ave root value is greater than the correlation between factors and other factors. this shows that all latent factors have good validity. x1 x2 x3 y1 y2 pp1 0,968 0,811 0,811 0,763 0,652 pp2 0,939 0,871 0,7871 0,838 0,678 pp4 0,930 0,769 0,769 0,741 0,653 pp5 0,936 0,862 0,862 0,837 0,716 pp6 0,971 0,787 0,787 0,748 0,619 pp7 0,938 0,738 0,738 0,700 0,603 sp1 0,650 0,862 0,830 0,753 0,674 sp2 0,751 0,928 0,842 0,783 0,675 sp3 0,815 0,945 0,816 0,842 0,764 sp4 0,723 0,829 0,679 0,715 0,707 sp5 0,820 0,899 0,731 0,825 0,703 sp6 0,741 0,900 0,817 0,765 0,661 sp7 0,825 0,916 0,816 0,880 0,704 sp8 0,781 0,850 0,769 0,826 0,631 sp11 0,737 0,883 0,782 0,722 0,712 sp12 0,737 0,878 0,793 0,700 0,667 kp1 0,680 0,759 0,849 0,796 0,743 kp2 0,708 0,811 0,912 0,764 0,711 kp3 0,704 0,819 0,878 0,803 0,757 kp4 0,478 0,684 0,877 0,658 0,694 kp5 0,658 0,800 0,908 0,767 0,720 kp8 0,756 0,813 0,902 0,806 0,803 kw1 0,742 0,817 0,794 0,916 0,773 kw2 0,584 0,727 0,762 0,855 0,693 kw3 0,764 0,759 0,713 0,815 0,752 kw4 0,775 0,809 0,771 0,944 0,819 kw5 0,756 0,825 0,869 0,932 0,812 kw6 0,765 0,801 0,825 0,945 0,852 kw7 0,770 0,819 0,786 0,950 0,833 kw8 0,780 0,831 0,836 0,960 0,890 kw9 0,782 0,868 0,771 0,907 0,802 mw1 0,660 0,775 0,768 0,802 0,915 mw2 0,461 0,532 0,647 0,643 0,858 mw3 0,563 0,612 0,736 0,779 0,917 mw4 0,774 0,842 0,842 0,922 0,931 e-journal of tourism vol.7. no.1. (2020): 1-15 http://ojs.unud.ac.id/index.php/eot 11 e-issn: 2407-392x. p-issn: 2541-0857 table 5. ave roots and correlations factors ave √ave y1 x3 y2 x1 x2 y1 0,837 0,915 0,915 x3 0,789 0,888 0,866 0,888 y2 0,820 0,905 0,879 0,833 0,906 x1 0,897 0,947 0,818 0,754 0,692 0,947 x2 0,791 0,890 0,882 0,883 0,776 0,855 0,890 2. reliability test based on table 3, the composite reliability value of all factors has a value greater than the required standard value of 0.70. this shows there is stability and consistency of internal indicators. inner model evaluation figure 3. structural equation model based on smart pls version 3.0. the model in this study is aimed at looking at the capacity of farmers towards tourist satisfaction and revisit intention that is modeled through the structural equation model (sem) to obtain the best model. in this model, it involves five latent variables: farmers 'knowledge is reflected by 6 indicators, farmers' attitudes are reflected by 10 indicators, farmers 'skills are reflected by 6 indicators, tourist satisfaction is reflected by 9 indicators, and tourists' revisit intention is reflected by 4 indicators. based on the model framework and this research hypothesis, the structural equation model can be seen in figure 3. 1. gof test the feasibility of a structural equation model, in its entirety, was carried out by calculating the value of goodness of fit (gof) using the following formula (tenenhaus et.al, 2005 in suryawardani, 2018): gof = √𝐶𝑜𝑚𝑚𝑢𝑛𝑎𝑙𝑖𝑡𝑦 𝑥 𝑅2 = √𝐴𝑉𝐸̅̅ ̅̅ ̅̅ 𝑥 𝑅2̅̅̅̅ using this formula, the gof of the model is calculated at 0.813. this shows that the model can be accepted and interpreted. table 6. model fit saturated model estimated model srmr 0,072 0,073 chinsquare 1.230,537 1.235,711 nfi 0,645 0,652 2. path coefficients table 7. path coefficients path original sampel sampel mean standard deviation (stdev) pvalue x1→y1 0,238 0,240 0,106 0,02 6 x2→y1 0,328 0,303 0,157 0,03 7 x3→y1 0,397 0,414 0,128 0,00 2 y1→y2 0,879 0,879 0,038 0,00 0 e-journal of tourism vol.7. no.1. (2020): 1-15 http://ojs.unud.ac.id/index.php/eot 12 e-issn: 2407-392x. p-issn: 2541-0857 3. test of r2 table 8. r2 values factors r2 r2 adjusted tourist satisfaction (y1) 0,828 0,817 revisit intention (y2) 0,773 0,769 based on table 8, it can be seen that the r2 value of tourist satisfaction variable is 0.828. this means that 82.8% of tourist satisfaction variables can be explained by farmers' knowledge, farmers' attitudes, farmers' skills and the remaining 17.2% is explained by other variables outside the research model. r2 value of tourist revisit intention variable is 0.773, meaning that the revisit intention variable of 77.3% can be explained by tourist satisfaction and the remaining 22.7% is explained by variables outside the research model. the value of r2 on the variable of tourist satisfaction and tourist revisit intention has a strong predictive power because the value of r2 is above 0.75 (henseller et.al., 2009 in santoso, 2018). discussion the effects of farmers' capacity on tourists’ satisfaction in jatiluwih agrotourism the effects of farmers' capacity on tourists' satisfaction in jatiluwih agrotourism are discussed in three sections as follows: 1. effects of farmers' knowledge on tourists' satisfaction the results of testing the first hypothesis showed that the relationship between farmers' knowledge factor (x1) and tourist satisfaction (y1) showed the original sample (o) value of 0.238 and pvalue of 0.026 <0.05, then h0 was rejected. based on the results of data processing, it can be concluded that the knowledge of farmers (x1) significantly influences tourist satisfaction (y1), meaning that the knowledge of farmers with their indicators significantly influences tourists' satisfaction factors. the most significant indicator contributing to this factor is the knowledge of farmers in maintaining environmental comfort as part of the implementation of the sapta / seven-charm program in the tourism sector with a loading factor of 0.971 and a p-value of 0.026. in addition, the indicators that have the lowest significant value are farmers' knowledge in supporting facilities and infrastructure with a loading factor value of 0.930 and a pvalue of 0.026. 2. the effects of farmers' attitude on tourists' satisfaction the second hypothesis testing results show that the relationship between farmers' attitude factor (x2) and tourists' satisfaction (y1) shows the original e-journal of tourism vol.7. no.1. (2020): 1-15 http://ojs.unud.ac.id/index.php/eot 13 e-issn: 2407-392x. p-issn: 2541-0857 sample (o) value of 0.328 and the p-value of 0.037 <0.05, then h0 was rejected. based on the results of data processing, it can be concluded that the attitude of farmers (x2) significantly influences tourists' satisfaction (y1). this means that in this study the attitude of farmers with their indicators significantly influences tourists' satisfaction factors. the most significant indicator contributing to this factor is the attitude of farmers in maintaining a harmonious relationship with the community, farmers, and tourists visiting jatiluwih agrotourism with a loading factor of 0.945 and a pvalue of 0.037. in addition, the indicator that has the lowest significant value is the attitude of farmers in providing aspirations / opinions in the development and management of community-based agrotourism with a loading factor of 0.829 and a p-value of 0.037. 3. effects of farmers' skills on tourists' satisfaction the results of testing the third hypothesis showed that the relationship between farmers' skill factors (x3) and tourists' satisfaction (y1) showed the original sample (o) value of 0.397 and the p-value of 0.002 <0.05, then h0 was rejected. based on the results of data processing, it can be concluded that the skills of farmers (x3) have a significant relationship to tourists' satisfaction (y1). this means that in this study, the skills of farmers and their indicators significantly influence tourists' satisfaction factors. the most significant indicator contributing to this factor is farmers' skills in carrying out traditions and culture with a loading factor value of 0.912 and a pvalue of 0.002. in addition, the indicator that has the lowest significant value is farmers' skills in agrotourism development training with a loading factor of 0.849 and a p-value of 0.002. the effects of tourists' satisfaction on revisit intention of tourists the fourth hypothesis testing results indicate that the relationship of tourists' satisfaction factor (y1) with the revisit intention of tourists (y2) shows the original sample (o) value of 0.879 and the p-value of 0.000 <0.05, then h0 was rejected. based on the results of data processing, it can be concluded that tourists' satisfaction has a significant relationship to the revisit intention of tourists, meaning that in this study, tourists' satisfaction factors with their indicators influence the factors of revisit intention significantly. this is in accordance with the research of alit purnami (2018) which states that tourists' e-journal of tourism vol.7. no.1. (2020): 1-15 http://ojs.unud.ac.id/index.php/eot 14 e-issn: 2407-392x. p-issn: 2541-0857 satisfaction has a significant effect on the revisit intention. among the nine variables, the variable that has the biggest loading factor value is satisfaction, which is reflected in enjoying the beauty of the terraced rice fields in jatiluwih with a loading factor value of 0.960 and a p-value of 0,000. in addition, the indicator that has the lowest significant value is the satisfaction of tourists in handicrafts sold at jatiluwih agrotourism with a loading factor of 0.815 and a p-value of 0,000. closing based on the results and discussions that have been carried out in this research, it can be concluded: (1) the capacity of farmers has a significant influence on tourists' satisfaction in jatiluwih agrotourism: a) farmers' knowledge has a significant effect on the satisfaction of jatiluwih agrotourism tourists. b) farmers' attitudes significantly influence the satisfaction of jatiluwih agrotourism. c) farmers' skills significantly influence the satisfaction of jatiluwih agrotourism and (2) tourists' satisfaction significantly influences the revisit intention of tourists to jatiluwih agrotourism. based on the results of the discussion and conclusions obtained from this study, a number of suggestions are made as follows: (1) the availability of facilities and infrastructure support from stakeholders should be given more comprehensively and clearly announced to each farmer or subak's member in order to increase farmers' knowledge in jatiluwih agrotourism . (2) meetings or discussions held in the development and management of jatiluwih agrotourism should be more motivating for the intention of every farmer or subak's member to improve the attitude of the farmers. women farmers need to be encouraged to participate and every aspiration / opinion given by the participants’ present needs to be accounted for by the stakeholders. (3) agrotourism development training needs to encourage each subak member and especially farmers aged ≥56 years old so that they have improved skills. in addition, the budget and intensity in agrotourism development training needs to be increased. diversity of training that needs to be held such as postharvest training, pest and disease control, and tourist assistance training for farmers. (4) crafts that are sold need variations in type, product quality, and packaging must be improved in order to increase the satisfaction and revisit intention of tourists to jatiluwih agrotourism. craft products sold must also e-journal of tourism vol.7. no.1. (2020): 1-15 http://ojs.unud.ac.id/index.php/eot 15 e-issn: 2407-392x. p-issn: 2541-0857 represent jatiluwih agrotourism. in addition, the management body should have information about explaining the life cycle of rice and how it is processed from land preparation to postharvest so that tourists, especially from foreign countries, receive complete and clear information about the commodity. references ferdinand a. t. dan a. n. 2011 analisis pengaruh kualitas produk dan kualitas pelayanan terhadap kepuasan pelanggan untuk mendorong minat beli ulang (studi pada pengguna nokia semarang). semarang: universitas dipenogoro. kotler, philip. 2002. marketing management (millenium edition). jakarta: pearson education and prehanllindo. marliati, sumardjo, asngari ps, tjitropranoto p, saefuddin a. 2008. faktor-faktor penentu peningkatan kinerja penyuluh pertanian dalam memberdayakan petani (kasus di kabupaten kampar provinsi riau). jurnal penyuluhan. 4 (2): 92-99. purnami, a., and i g.a.o suryawardani. 2018. the effect of the quality services on the visitors’ satisfaction and desire to pay a revisit to the bali pulina agrotourism. e-journal of tourism. 5(2): pp 62-71. puspitasari, a. n. 2011. analisis pengaruh kualitas produk dan kualitas pelayanan terhadap kepuasan pelanggan untuk mendorong minat beli ulang. univeristas dipenogoro. semarang. santosa, paulus insap. 2018. metode penelitian kuantitatif (pengembanganan hipotesis dan pengujiannya menggunakan smartpls). yogyakarta: andi. suprayitno, a. 2011. model peningkatan partisipasi petani sekitar hutan dalam mengelola hutan kemiri rakyat: kasus pengelolaan hutan kemiri kawasan pegunungan bulusaurang kabupaten maros sulawesi selatan. [desertasi]. bogor. sekolah pascasarjana institut pertanian bogor. suryawardani, i. g. a. o. 2018. evaluation of marketing strategy of sanur village festival based on visitors’ behaviour. international journal of applied business and economic ressearch, vol 16 number 2, 2018, page 216-276. issn 0972-7302. veronice, helmi, henmaidi, dan ernita arif. 2008. “pengembangan kapasitas dan kelembagaan petani kecil di kawasan pertanian melalui pendekatan manajemen pengetahuan.” jurnal of applied agricultural science and technology. vol 2 (2): 1-10. wiranatha, a.s., i g.a.o., suryawardani, dan i k.g bendesa. 2018. model of foreign tourist’s loyalty in cultural and heritage tourism. journal of global stochastics analysis. wiranatha, a.s., i g.a.o., suryawardani, i k.g bendesa dan m. antara. 2018. model of foreign tourist’s loyalty on marine tourism to visit bali. international journal of multidisciplinary educational research, volume 5, issue 3 (2), 2016. nyepi holiday package: e-journal of tourism vol.3. no.1. (2016): 58-63 http://ojs.unud.ac.id/index.php/eot 58 e-issn: 2407-392x. p-issn: 2541-0857 exploring destination identity and destination image in the new age of tourism: a case study of bali brand ni made asti aksari and i komang gde bendesa faculty of business and economic udayana university correnponding author: ikgbendesa@yahoo.com article info received 03 november 2015 accepted 26 february 2016 available online 07 march 2016 abstract bali's economy has grown rapidly since a decade ago. this is possible because tourism is growing continuously. however, tourism growth is not optimal because of insufficient promotion and tourism destination identity is unclear. the growth of web 2.0 as a platform to share travel information has prompted tourism bodies to pay closer attention to how their destinations are perceived by target markets. set within the context of the emergence of web 2.0, a platform designed to enable users to generate and share information on the internet, this paper evaluates the relationship between destination identity and destination image and adopts the view that a successful destination brand relies on the congruence between destination identity and destination image. the elements of destination identity are composed from the supply side and the elements of destination image are composed from the consumer side. the objective of exploring the alignment between these two perspectives is to propose a model to encourage the alignment of these two perspectives and evaluate the effectiveness of a destination branding strategy. keywords: destination identity, destination image, destination brand, web 2.0 introduction as a tourist destination island, bali has been well known by foreign tourists since 1920s. with tourism potentials owned by the province of bali, i.e. beautiful panoramas, the diversity of art and culture, then since the implementation of the five-year development phase i (1969 1974) the economic developments have been placed on agricultural sector and the development of tourism and handicraft industries. giving priority to the tourism sector in the development program in the province of bali is also based on the consideration that the area of the island is very narrow, which is only 0.29 per cent of the territory of the republic of indonesia. in addition, this island does not have the potential of mineral resources and energy, as well as the impossibility for the development of the large scale manufacturing industry sector. with the growing recognition of bali as a tourist destination, it causes bali to be an excellent place for tourists visiting indonesia. this is evidenced by the increasing number of tourist arrivals to bali, as well as contribution to national tourism also increases. visits of foreign tourists who came to bali have increased steadily since 1969, but they were interrupted by a decline in 2002 and 2006 caused by the bali bombings (see figure 1). e-journal of tourism vol.3. no.1. (2016): 58-63 http://ojs.unud.ac.id/index.php/eot 59 e-issn: 2407-392x. p-issn: 2541-0857 figure 1. foreign tourist visits to bali (persons) the development of direct foreign tourist arrivals to indonesia and bali during the years 2010 2014 can be seen in table 1. in 2010 tourist visits to bali amounted to 2,385,122 people, undergoing a growth of 8.01 percent compared with the previous year. during 2011, 2012, 2013, and 2014 international tourist arrivals continued to increase, and in 2014, international tourist arrivals reached 3,766,638 people or 14.89 percent increase from 2013. in 2010 the share of tourist arrivals to bali was 34.06 percent, and in 2014 increased to 39.92 percent. tabel 1 the development of direct foreign tourist arrivals to indonesia and bali 2010 – 2014 source: central bureau of statistics, 2015 (adapted) tourism development policy direction tourism is an economic locomotive driving sector in bali, with tourism the whole development of the rural community economy can thrive in bali. bali provincial government in maintaining the growth of tourism has made a variety of programs, promotional programs both within and outside the country, also carry out programs for the maintenance and improvement of quality tourism resources in bali. level of performance of the programs achieved that have been implemented in the field of tourism is done by looking at several indicators as outlined below. 1) the development of foreign tourist visits during 2010 to 2014 continued to increase, in 2010 tourist arrivals to bali as many as 2,385,122 people, and in 2014 became 3.766.638jiwa, 2) domestic tourist visits also increased from 2010 to 2014, in 2010 as many as 4,646,343 people, while those in 2014 totaled 6,392,460 people. 3) the contribution of the tourism sector to the gdp of the year 2010 until 2014 also underwent an increase, amounting to 61.78% in 2010, in 2014 it increased to 66.29%. 4) the average length of stay of tourist visits to bali especially foreign tourists in 2010 was 9.49 days in 2014 was 9.1 days. domestic tourists in 2010 had average stay for 4.20 days, whereas in 2014 it was 3.6 days. tourists visit by the country of origin as shown in table 2 indicate that the major source of tourists still come from asia, including asean member countries. table 2 foreign tourist visits by country of origin e-journal of tourism vol.3. no.1. (2016): 58-63 http://ojs.unud.ac.id/index.php/eot 60 e-issn: 2407-392x. p-issn: 2541-0857 source: central bureau of statistics foreign tourist development based on continent is shown in figure 2. it appears that the greatest growth comes from asia pacific, followed by europe and america. europe is a potential market for quality foreign tourists, when seen from the length of stay and expenditure during their stay in bali. figure 2. development tourists arrivals to bali based on continent in 2014, according to the development tourists who visited bali, the market segment was dominated by asia (33.1%) without asean totaling 46.2%, when combined with asean, followed by europe the number of tourists totaled 19.8% (see figure 3). bali should be able to bring more tourists from europe that has the characteristics of being interested more in local culture. figure 3. market segments of foreign tourists in bali the policy for tourism development in bali as outlined in rpjmd 2013 2018 in achieving the goals and objectives from time to time during the period. based on the analysis of the existing strengths and potentials as well as considering the availability of development funding, the policy e-journal of tourism vol.3. no.1. (2016): 58-63 http://ojs.unud.ac.id/index.php/eot 61 e-issn: 2407-392x. p-issn: 2541-0857 is directed towards the implementation of the program priorities. policy directions in implementing the strategy "increasing development of cultural tourism and creative economy" in 2013-2018 are as follows: 1) development of quality, sustainable, environmentally-based tourism and respects local genius in order to expand employment opportunities and improve the income and welfare of the community. 2) developing a "community tourism" that can provide a double effect (multiplier effect) for the majority of local people of bali. 3) performing the democratization of tourism business, in order to further empower local communities, such as: giving the opportunity to the local community through a cooperative to manage the increased contribution of tourism to cultural preservation. 4) exploring and finding new ideas or innovations to make rejuvenation or recovery of tourism life activities, so as to avoid stagnation and drastic decline in tourism activities. 5) creating conducive environment and conditions for the development of bali's tourism industry, supported by the synergy of various components of tourism. 6) increasing the quantity and quality of infrastructure, maintenance of the object of both in terms of originality and cleanliness, keeping its preservation and security, empowering and providing maximum benefit to the local community surrounding the tourism object as its main buffer. 7) providing protection and special incentives to institutions, individuals, tourism players who really devote themselves to the preservation of tourism that attract tourists. 8) improved destination management, tourism marketing and tourism human resources. 9) developing creative economy. of all strategies mentioned above, none of them consider destination identity as an important element. the government has neglected the important of identity since it presumes that bali has already been well known in the world. it is true that beforehand, the government has created a tourism brand called bali shanti shanti shanti, but it is not effective and it is never evaluated. so, it is necessary to create a strong tourism brand that capable to build a positive image for bali as a memorable tourist destination. destination identity and destination image interpersonal influence and word-ofmouth (wom) are considered to be most influential on consumers’ purchase decisionmaking (litvin, goldsmith and pan, 2008). today, the transmission of wom marketing in a tourism context has changed dramatically with the introduction of the internet, particularly web 2.0 applications (wenger, 2008). web 2.0 is a platform where users and travellers can generate and share their own content on the internet (schegg et al., 2009). due to the vast amount of tourism information available on the internet, the use of web 2.0 has become an increasingly dominant source of information for travellers when searching for tourism related information and has restructured the way people plan for and consume travel (xiang and gretzel, 2010). in this context, consumers’ perceived images of tourist destinations are likely to be highly affected by web 2.0 content. visitors’ or consumers perceived images of a destination reflect the differences in information processing and interpretation among people, but destination marketers hope that consumers’ perceived images of a destination is the actuality of the destination (mackay and fesenmaier, 2000). this implies that in projecting the desired image to the target market, there is a possibility that the marketing activities are not always effective. indeed, the disparity between projected and perceived images may impede tourism development of a destination (goodall and ashworth, 2013). goodall and ashworth (2013) further suggested that this can lead to a gap between visitors’ expectations and experiences, which may in turn lead to visitor’s dissatisfaction with the destination. as such, it is important to understand the relationship between the projected and perceived images of a destination to reach an effective destination branding strategy. the projected image of a destination can be analysed by looking at the concept of brand identity. in the context of tourism, destination identity relates to how a destination positions itself and how it wants to e-journal of tourism vol.3. no.1. (2016): 58-63 http://ojs.unud.ac.id/index.php/eot 62 e-issn: 2407-392x. p-issn: 2541-0857 be perceived and remembered in the mind of its target markets (wheeler, frost and weiler, 2011). consequently, to achieve a destination’s marketing objectives, it is essential that target markets perceive the brand in the similar way as destination identifies itself. perceived destination image has a direct influence on consumers’ intentions to visit and recommend the destination to others (bigne, sanchez and sanchez, 2001). qu, kim and im (2011) suggest that building a strong destination image is vital as it enables destinations to increase repeat visitation, as well as attract new tourists. therefore, destination marketers need to have an image formation strategy to maintain, increase, and develop their tourism industry because understanding how consumers’ images are formed helps destination marketers to project the appropriate destination images to their target markets (gartner, 1994). commonly, target markets that have not visited the destination have limited knowledge regarding the place; quite often this limited knowledge is obtained from the information provided by the media or their social groups (um and crompton, 1999). this information influences tourists’ image of alternative destinations. thus, image formation is a vital component in the destination selection process of potential tourists (gartner, 1994). a model of destination branding in a web 2.0 world figure 4 presents a model of destination branding that incorporates the supplier and consumers side perspective of destination branding through destination identity and destination image where web 2.0 is included as an influencing agent of image formation. the construct on the consumers’ side is used to evaluate destination image and includes components that influence destination image formation, these being cognitive image, affective image, overall image and conative image. cognitive image is based on the belief and knowledge, affective image refers to the feelings about a destination, while conative image is the intent or action component as it is similar to behavior (gartner, 1994). these components are translated into the supply side, which forms part of the self-analysis to evaluate destination identity. this research will explore web 2.0 exchanges and not traditional one-way exchanges. figure 4. a model of destination branding proposed study a study will be conducted to test the framework represented in figure 4. the study will examine the efficacy of brand bali, which was launched in 2007. it will explore whether brand bali resonates with target markets and impacts their attitudes and behaviours in relation to visiting bali. to obtain information on the projected destination identity of bali, relevant stakeholders which are involved in the development of the tourism industry of bali and the introduction of brand bali will be selected as the research sample. these will include personnel from the indonesian ministry of culture and tourism, bali government tourism office, and bali tourism board. consumers’ perceptions on the perceived image of bali will be obtained from a sample of australian residents, as australia is the largest market for tourism in bali (bali, 2011). as travel blogs operate as an informational function prior to purchase decisions (huang, chou and lin, 2010), online interviews will be undertaken with respondents who are using travel blogs as a means of gathering information about bali, to provide insights into how they perceive bali as a tourism destination and how their image of bali as a tourist destination influences their behavioral intentions with regard to visiting bali. e-journal of tourism vol.3. no.1. (2016): 58-63 http://ojs.unud.ac.id/index.php/eot 63 e-issn: 2407-392x. p-issn: 2541-0857 conclusion and implication the need for tourism identity is inevitable since tourist arrivals to bali are not yet optimum. bali needs a strong tourism brand that is capable to create an unforgettable tourism destination. the growth of web 2.0 as a platform to share travel information is phenomenal and accelerated, and it appears to be a marketing communications tool that will continue to evolve. with the intense competition between destinations, understanding the relationship between destination identity and destination image with web 2.0 as an influencing factor of destination image helps improve the competitiveness of a destination. this paper proposed a model that links destination identity and destination image. it is intended that the model will be tested with a study that will specifically add to the knowledge of branding theory in the 21st millennium. further research on destination branding strategy will benefit tourist destination bodies in maintaining and increasing their destination competitiveness. references bigne, j. e., sanchez, m. i. and sanchez, j. (2001) ‘tourism image, evaluation variables and after purchase behaviour: inter-relationship’, tourism management. elsevier, 22(6), pp. 607– 616. gartner, w. c. (1994) ‘image formation process’, journal of travel & tourism marketing. taylor & francis, 2(2–3), pp. 191–216. goodall, b. and ashworth, g. (2013) marketing in the tourism industry (rle tourism): the promotion of destination regions. routledge. huang, c.-y., chou, c.-j. and lin, p.-c. (2010) ‘involvement theory in constructing bloggers’ intention to purchase travel products’, tourism management. elsevier, 31(4), pp. 513–526. litvin, s. w., goldsmith, r. e. and pan, b. (2008) ‘electronic word-of-mouth in hospitality and tourism management’, tourism management. elsevier, 29(3), pp. 458–468. mackay, k. j. and fesenmaier, d. r. (2000) ‘an exploration of cross-cultural destination image assessment’, journal of travel research. sage publications sage ca: thousand oaks, ca, 38(4), pp. 417–423. qu, h., kim, l. h. and im, h. h. (2011) ‘a model of destination branding: integrating the concepts of the branding and destination image’, tourism management. elsevier, 32(3), pp. 465–476. schegg, r., liebrich, a., scaglione, m. and ahmad, s. f. s. (2009) ‘an exploratory field study of web 2.0 in tourism, information and communication technologies in tourism 2008’, retrieved september 20th. um, s. and crompton, j. l. (1999) ‘the roles of image and perceived constraints at different stages in the tourist’s destination decision process’, consumer behavior in travel and tourism. psychology press, pp. 81– 102. wenger, a. (2008) ‘analysis of travel bloggers’ characteristics and their communication about austria as a tourism destination’, journal of vacation marketing. sage publications sage uk: london, england, 14(2), pp. 169–176. wheeler, f., frost, w. and weiler, b. (2011) ‘destination brand identity, values, and community: a case study from rural victoria, australia’, journal of travel & tourism marketing. taylor & francis, 28(1), pp. 13–26. xiang, z. and gretzel, u. (2010) ‘role of social media in online travel information search’, tourism management. elsevier, 31(2), pp. 179. nyepi holiday package: e-journal of tourism vol.6. no.1. (2019): 102-118 http://ojs.unud.ac.id/index.php/eot 102 e-issn: 2407-392x. p-issn: 2541-0857 enhancing cultural heritage tourism experience with augmented reality technology in bali gde indra bhaskara and dian pramita sugiarti faculty of tourism udayana university corresponding author: gbhaskara@unud.ac.id article info received 11 february 2019 accepted 04 march 2019 available online 18 march 2019 abstract cultural heritage tourism industry is generally required to continuously be creative in finding new strategies for attracting and engaging tourists actively in enjoying this type of tourism. however, cultural heritage managers generally face challenges in marketing and competitiveness. one of the ways to gain competitive advantage is the implementation of the augmented reality technology. this study was conducted in order to recreate an interpretation of tourist attractions with the use of augmented reality in bali with the aim of enhancing cultural heritage tourists experience. the methodology used are documentation, interview, usability study and observation. researches on usability involves users in testing a prototype. the prototype here is an augmented reality app that present the condition of three tourist attractions in bali (kuta, sanur and uluwatu), back then to 19701980s, to the times before mass tourism became a threat like nowadays. the usability study and observation method are widely used to understand how people work with electronic devices such as mobile phones and tablets in recent days. the expected results in this study are to produce an app that is useful to enhance the experience of tourists in bali and at the end it is expected to create a better appreciation to the culture, history of bali and its tourism. keywords: augmented reality, cultural, heritage, tourism, tourist, experience, bali introduction background augmented reality, which is further shortened to ar, is one of the most innovative and promising technologies (attila and edit, 2012; jung and han, 2014), and that ar is believed to encourage added value benefits and ultimate experience based entirely on recent technology (neuhofer et al. 2013). augmented reality (ar), a visualization technique that superimposes virtual information over real world views in real three-dimensional locations (kounavis et al. 2012), is a popular method for enhancing a user's cognitive abilities to see e-journal of tourism vol.6. no.1. (2019): 102-118 http://ojs.unud.ac.id/index.php/eot 103 e-issn: 2407-392x. p-issn: 2541-0857 the environment in real time (azuma et al. 2001). ar provides an opportunity to provide value for benefits and quality of travel experience. according to yovcheva et al (2013) utilizing ar will maximize the experience and satisfaction of tourists on the assumption that tourists will fully accept the use of this ar. han et al. (2013) asserted that the use of the augmented reality is still a new issue in the world of tourism because this technology has not been refined. in addition, empirical studies of the augmented reality in the tourism sector are rarely found, including why people use the augmented reality or the effect of its use in tourist destinations. there is little research on the relationship between augmented reality and tourists in tourist destinations, even though the tourist-technology relationship has been studied in many contexts both theoretically and practically (chung et.al., 2015). integrating the augmented reality that is successful in the world of tourism, especially cultural heritage tourism will make an important contribution. the important contribution here is to offer value added for tourists visiting bali, thus they will not solely gain entertainment, however they will also obtain education about the history of tourist areas in bali. research objectives this study aims to help improve the experience of traveling in bali, especially cultural heritage tourism. from this study, it is also expected that tourists and apps users will be aware of the dangers of mass tourism and tourism exploitation in bali. this awareness will be created after tourists use this application and obtain a direct comparison of the atmosphere of tourist areas in bali in the past directly on the scene compared to the recent situation. in addition to entertainment that can be experienced through the nostalgia of tourist areas in the past, this application can also educate tourists. the expected results of this study are the creation of a mobile application that can be patented and downloaded on android and ios phones. in the end, the creation of the augmented reality application will not merely enhance the tourist experience of tourists in bali, however also to introduce balinese history and culture to the world indirectly. literature review augmented reality the latest developments in mobile and wireless devices have enabled the growth of applications called augmented reality on mobile devices (azuma et al., e-journal of tourism vol.6. no.1. (2019): 102-118 http://ojs.unud.ac.id/index.php/eot 104 e-issn: 2407-392x. p-issn: 2541-0857 2001). augmented reality is a visualization technique that synthesizes a variety of multimedia information both two and three dimensions in the threedimensional real world (kounavis et. al., 2012). milgram et al. (1994) states that the evolution and development of the reality of augmented reality is closely related to virtual reality or what is known as virtual reality (vr). however, there is a difference between the two in which virtual reality is fully artificial (figure 1), in augmented reality, a "virtual world layering the real world with additional information" (feiner et al. 1997). the results can be placed along the realityvirtuality continuum (figure 1). figure 1: the reality-virtuality continuum source: adaptation from milgram et.al. (1994) when virtual information is augmented to the real world, the result is augmented reality, whereas on the contrary, if real objects are augmented to the virtual environment, the result is augmented virtuality, (av). in contrast to virtual reality and augmented virtuality, augmented reality has the potential to enhance reality perception in real-time by superimposing information into a particular place, because of the system of augmented reality (azuma et al., 2001): combining real and virtual objects in a real environment, operated interactively and in real time (now). this widely accepted definition emphasizes the fact that a system can be called an augmented reality if this system provides information that is in harmony with the user's environment. augmented reality requires determining the direction and height of the mobile phone when used by the user. the most important thing to be considered is the position of the mobile phone must be in accordance with the object to be projected. langlotz et al. 2014 refers to the process as registration and alignment (see figure 2). real world augmented reality virtual reality e-journal of tourism vol.6. no.1. (2019): 102-118 http://ojs.unud.ac.id/index.php/eot 105 e-issn: 2407-392x. p-issn: 2541-0857 figure 2: tracking and registration process source:http://www.yantramstudio.com/aug mented-reality.html after the process is carried out, the augmented reality system will ensure that virtual objects attached to the real world look aligned, this process is called tracking. this process is usually carried out by the registration component of augmented reality. henrysson and ollila, 2004 state that in general, approaches to system and tracking can be divided into two categories: marker-based and marker-less. augmented reality based on tagging tracking requires a physical marker (such as a qr code). virtual content is then overlaid on this marker (möhring et al., 2004) (see figure 3). although it is very good for indoor use, this marking is not feasible to use outdoors, because: (1) it takes time to make a lot of markers in each room or the object that you want to add reality increases; (2) limited to the magnitude of marking 3) requires that markers be scaled and adjusted their distance to be recognized by the system (henrysson and ollila, 2004). figure 3: augmented reality with marker source : https://kcdev.id/ marker-less tracking is considered more suitable for users in this case tourists, because in general they travel or roam in the environment they do not familiar with. there are three main things that are important and must exist in the use of augmented reality based on marker less, namely: the use of gps, a computerised system and a combination of gps and computerisation. due to the absence of markers as media that contain information to run the augmented reality system, mobile phone that use system are augmented using gps-based tracking. in essence, data from geomagnetic sensors (gps, accelerometer, magnetometer) inside a mobile phone are combined with incoming data from the camera display to e-journal of tourism vol.6. no.1. (2019): 102-118 http://ojs.unud.ac.id/index.php/eot 106 e-issn: 2407-392x. p-issn: 2541-0857 estimate orientation and the user's field of view (madden, 2011). based on these parameters, data is extracted from a central database that contains geo-tagged (location-based) and above that database, virtual information is embedded (see figure 4). figure 4: marker less augmented reality source : https://www.itfirms.co/top-5 augmented reality and cultural heritage the use of augmented reality to historical sites at this time is very common. generally used to provide information about the history of a place, or reconstruct historical events. one example of the use of the augmented reality can be seen in the use of the method of tracking the augmented reality in buildings in the gyeongbokgung palace in south korea (seo et al. 2010). in some rooms and courtyards, technology can bring the three-dimensional character / royal army in the past through a mobile phone or tablet screen (ibid). this certainly enhance tourist experience of tourists visiting the palace because they are able to witness first-hand the daily activities of the members of the palace in the 14th century (ibid). the similar concept is found on historical sites in venaria palace, in northern italy. in this palace, augmented reality is used to present paintings from this place in the past (stricker et al. 2010). the media used is a portable laptop to present the past paintings. visitors stand in front of the building in a row, and they can hear audio about the history of the place. then, the 17th and 18th century paintings will appear when the portable laptop is directed to that particular building or point. similar research can be seen in chang et al (2015), where researchers present a sense of place through this technology of augmented reality. chang et al (2015) brings back the atmosphere of the past through this technology. the way they use is based on the principles of interpretation, among others: ensuring there is a bond and connectivity between visitors and historical places based on visitors' personal experience; increase visitor interest and ensure visitors understand the place visited; show the uniqueness of the place; invite visitors to be more active to explore historic sites and inspire and educate visitors through the https://www.itfirms.co/top-5https://www.itfirms.co/top-5e-journal of tourism vol.6. no.1. (2019): 102-118 http://ojs.unud.ac.id/index.php/eot 107 e-issn: 2407-392x. p-issn: 2541-0857 places visited. the media used and the style of delivery are through the technology of augmented reality which contains films, photos, songs, sounds related to ancient times (chang et al. 2015). augmented reality is also used to reconstruct buildings that have been damaged. this can be seen in a study by girbacia et al. (2013) who restored virtually the damaged parts of black chruch, a church in brasov, southeast of transylvania, romania. parts were damaged by great fire are virtually displayed through augmented reality technology, thus visitors can view the church building as a whole (ibid). augmented reality technology allows users to directly witness the stage of development and history of certain buildings and sites. the combination of additional information virtually and real scenes will enhance the feeling and experience of visitors at the scene. this technology can also present damaged artifacts by making them intact artefacts through mobile phone and tablet screens. therefore, visitors can learn directly at the site. augmented reality in indonesia in indonesia, research and application of augmented reality have been carried out in many sectors. in the sector of education, augmented reality are used as a learning medium in natural sciences (khotimah and ardian 2017); interactive learning basic chemistry courses (kamelia 2015); learning of the human blood circulation system (tambayong et al 2016) ; human respiratory system (novitasari and arianto 2017; human digestive system (saputro and saputra 2015); educational character of early childhood (senduk and karouw 2016) ; numeracy recognition in kindergarten (abdullah 2014) letter and number recognition (huda and purwaningtias 2017); design of dinosaur encyclopaedia (putra 2013) and solar and lunar eclipse study (putra 2013) and easy ways to learn islam’s prayers ( adrianti et al 2016).in the trade and marketing sector, augmented reality can be found in research on housing marketing and sales (hidayat 2015; gonydjaja and pratomo 2016); furniture product display (muhammad 2014). in navigation and exploration, the augmented reality are implemented in showing the directions of the stimata campus (pratama and anwar 2013); searching for post office in east jakarta (rachman 2013); searching for places of worship in bekasi and solo (triyanti and marleen 2014; novitasari and sulistyanto 2017) and geographic information systems for location of campuses in bali (atmojo and paramartha 2014). in food and beverages, e-journal of tourism vol.6. no.1. (2019): 102-118 http://ojs.unud.ac.id/index.php/eot 108 e-issn: 2407-392x. p-issn: 2541-0857 the use of augmented reality can be found in work by setiawan and haryanto (2012) which makes the detector application for traditional food expiration dates. in the same field, fuad et al. (2017) utilise augmented reality as a medium for information on the nutritional content of durian fruit. in indonesia, augmented reality is used for the promotion historical buildings in semarang city (setiawan et al 2013) and the augmented reality-based quiz application is augmented to the museum (yudiantika et al 2014). in the field of culture and cultural preservation, the augmented reality are found in the use of the introduction of indonesian traditional houses (prabowo et al 2015); south sulawesi traditional house learning media (johan and syarif 2015); central java traditional musical instruments (setyawan and dzikri 2016) and adventure games about rama and rahwana (lubis et al 2016). the use of augmented reality to the sectors associated with printing, can be found in interactive brochures (lengkey et al 2014; meta 2015) and in the radar banyumas newspaper (saputra et al 2015) augmented reality and tourism self-service technologies have been introduced as part of smart tourism by various tourism organisations. the latest and easily accessible self-service technologies in order to implement smart tourism is mobile technology. the active and dynamic nature of tourists have made mobile technology is naturally appropriate to accommodate the nature of tourists. currently, mobile technology is used actively as a new form of service in the world of tourism (gretzel et.al. 2015). the use of augmented in the tourism industry will be very practical, because augmented reality is used to help tourists to understand better the life and environment of the places where they are located. the main advantage is that tourists can view the information about interesting objects that are placed directly in a three-dimensional environment (yovcheva et.al., 2013). various examples of the use of augmented reality can be found in tourism area in indonesia. examples of applications can be seen in catalogues of tourist attractions in yogyakarta (dewi and waryanto 2016); website design based on augmented reality (dharmawan and lubis 2017) as well as tourism promotion activities in lampung (zaini and endah 2015) and in purbalingga (tahyudin and saputra 2017). in particular, in bali, the use of augmented reality in tourism sector, still limited to the use of using markers (in general the printed media) and not using location based positioning e-journal of tourism vol.6. no.1. (2019): 102-118 http://ojs.unud.ac.id/index.php/eot 109 e-issn: 2407-392x. p-issn: 2541-0857 (markerless). this use can be found in the introduction of the layout of the ulun danu batur temple (darmawiguna et al 2014); pura luhur batukaru (anindya et al 2014) and pura lempuyang (cahyani et al 2014). these three studies are still limited by how to design and more technical, rather than asking users' opinions about the use of this technology. interpretation of cultural heritage (heritage interpretation) according to icomos (2008), interpretation refers to the overall activities intended to increase public awareness and increase understanding of cultural heritage sites. interpretation enriches the way we view life by engaging emotions, enriching experiences and deepening understanding of people, places, events and things from the past and present. the definition of icomos and the association for heritage interpretation refers to the interpretation concept presented by tilden in his book interpreting our heritage (1957). for more than 50 years, the principle principles contained in this book remain a reference for managers of museums and cultural heritage sites. here are six basic principles from tilden about interpretation: table 1: tilden’s six basic principles no 1 any interpretation that does not somehow relate what is being displayed or described to something within the personality or experience of the visitor will be sterile. 2 information, as such, is not interpretation. interpretation is revelation based upon information. but they are entirely different things. however, all interpretation includes information. 3 interpretation is an art, which combines many arts, whether the materials presented are scientific, historical or architectural. any art is in some degree teachable. 4 the chief aim of interpretation is not instruction, but provocation. 5 interpretation should aim to present a whole rather than a part, and must address itself to the whole man rather than any phase. 6 interpretation addressed to children (say up to the age of twelve) should not be a dilution of the presentation to adults, but should follow a fundamentally different approach. to be at its best it will require a separate program source: tilden (1957) e-journal of tourism vol.6. no.1. (2019): 102-118 http://ojs.unud.ac.id/index.php/eot 110 e-issn: 2407-392x. p-issn: 2541-0857 the relevance of the basic principles of interpretation of this version of the research conducted by researchers is the content of the application. interpretation of cultural heritage also includes various ways to communicate history and cultural heritage to tourists or visitors. this way of communicating either directly or known as live interpretation or through the media. live interpretation is generally done by a guide or someone who is dressed or plays a character in a century / past. whereas interpretations using media (slideshows, movie headsets, sound systems, music, mannequins), can generally be found in museums or historical sites (howard 2003). a similar statement was stated by icomos (2008) that the scope of communication of interpretations can be done through print and electronic media, public lectures, education programs, community activities, and research, training (icomos 2008) the link between the concept of heritage interpretation and this research is to offer new media for interpreting cultural heritage through the augmented reality. augmented reality applications have advantages over the existing guidance tools, which are generally only limited to sound in an outdoor area or photos and videos in an indoor. the augmented reality application can be accessed in an open space with audio visuals. communicating the history of cultural heritage through augmented reality will be very interactive because users can carry media anywhere that contains audio-visual content. methods this research has been at the stage of prototyping of the application. therefore, in the first year the data collection method was focused on documentation, interview and making a prototype. documentation study this method was used in order to seek for old photos to be used as a database on the application. these old photos will be used as virtual data layering a real situation. this is in accordance with the concept of augmented reality. searching for old photos is not merely limited to the world wide web or the internet, but also searches for old books, newspapers, magazines and all print media that allows researchers to find old photos located in sanur, kuta and uluwatu. the first location that the researcher is the bali post office on jalan kepundung number 67, because researchers believe that the bali post which was established in 1948 certainly has an old archive they have stored and contains photos of bali in the e-journal of tourism vol.6. no.1. (2019): 102-118 http://ojs.unud.ac.id/index.php/eot 111 e-issn: 2407-392x. p-issn: 2541-0857 past. but apparently, the bali post office did not keep old newspapers published in the 1970s and 1980s, in their libraries only newspaper clippings were available in the early 2000s to date. it applies also to nusa daily, a competitor of bali post. through a visit to the office in the two newspapers, the researcher gain the information that the regional archive and library office located in renon, keeping archives of old bali post and nusa newspapers from the early 1970s to the 1980s. the search for these old photos even reach to singapore, precisely at the kinokuniya bookstore, the most complete and largest bookstore in southeast asia. finally the researchers asked for help from several friends who are studying in europe, especially the netherlands, to find books about bali in the 1970s and 1980s. researchers focused on the lonely planet travel guide book published in the 1070s and 1980s interview some interviews were conducted in order to obtain the information about kuta, sanur and uluwatu... from these interviews, information obtained is about the history of these places. the interviews were conducted with the aim of making a narrative which later included in prototype. hence, when tourists use this application, tourists not merely see pictures or photos on the application however also listening to narrative stories about areas, this is where there is a collaboration between digital tourism and tourism heritage occurred. observation one of the most common types of observation is usability study observation. usability research involves users who try to use a prototype. this method in this era is widely used to understand how people work with mobile equipment such as mobile phones. the purpose of testing is directed at finding deficiencies that cause problems for users and the challenges they experience when using the mobile device. recently, a number of writers have adopted and contributed to the development of usability testing methods for mobile devices (oulasvirta, 2012; kjeldskov and skov, 2014). in line with the purpose of the research conducted, the study of the usefulness of mobile devices is felt appropriate, because it allows getting more data and information about problems that may be experienced by users of reality. e-journal of tourism vol.6. no.1. (2019): 102-118 http://ojs.unud.ac.id/index.php/eot 112 e-issn: 2407-392x. p-issn: 2541-0857 the application prototype produced making this application was time consuming because it was fairly complex. in the early stages of making this prototype there were many errors and also the inability of programmer to understand the researchers’ ideas. the most obvious complexity is when determining the ordinate position of a tourist attraction where old photos appeared and layering the situation or real space. then, the second problem that arises was the addition of the slider button. this button is very significant for this application prototype because through it, old photos can be made modified. the photos must be able to be displayed through the degree of transparency (translucent, transparent and opaque). certainly, the foremost purpose of this application is be able to display a comparison between present and past condition of tourist attractions through the degree of transparency of old photos. figure 5 shows the opening page when this prototype is opened. a green circle logo represents a time tunnel. this logo had been through many changes since the researchers wanted to ensure the logo will attract potential users to download the application available on android and ios. the use of the lempuyang temple at the beginning of the page is to represent heritage tourism and balinese culture , lempuyang is also known as one of the favourite tourist attractions in bali. figure 5: opening page of application prototype source : lorong waktu app figure 6 shows about the information of this application where it can be seen offering a new experience of traveling in exploring cultural heritage in bali. in this application is also informed to choose the desired menu and then directing the camera on mobile phone or tablets, thus information of bali cultural heritage will be appeared according to the selected location. this information is available, both in photos and audios. e-journal of tourism vol.6. no.1. (2019): 102-118 http://ojs.unud.ac.id/index.php/eot 113 e-issn: 2407-392x. p-issn: 2541-0857 figure 6: information page of application prototype source : lorong waktu app figure 7 depicts the main menu of this application prototype. in this menu, there are three options such as play, info, exit. firstly, play tab displays location at three areas, namely uluwatu, sanur and kuta. then from there tourists can be directed to the desired tourist attractions, the old photos will appear along with the slider and audio in the form of narration. secondly, the info menu explains about this application, the usage and finally, the exit menu is when user want to leaves the apps. figure 7: main menu of the application prototype source : lorong waktu app this a three-year research will continue in the second year by compiling more old photo photos in uluwatu, sanur and kuta area. in addition, the narrative is not solely available indonesian language where only domestic tourists are targeted, however there will also be narratives in mandarin and english. mandarin narrative will be conducted by students from china who studies at tourism faculty of udayana university. it is hoped that with mandarin language option, there is an opportunity to promote this product to chinese tourists who visit bali. narrative will also employ a narrator who has english as mother tongue. this will be attained by researchers from their australian colleague or if it is not likely e-journal of tourism vol.6. no.1. 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(2016): 14-20 http://ojs.unud.ac.id/index.php/eot 14 e-issn: 2407-392x. p-issn: 2541-0857 nyepi holiday package: between commercialization, commodification and revolting to hegemony nararya narottama lecturer at the bali international tourism institute corresponding author: naro_osh@yahoo.co.id article info received 29 september 2015 accepted 01 february 2016 available online 07 march 2016 abstract nyepi is a sacred and a holy day for hindus in bali, indonesia. it only happens once a year. at nyepi time, for one day, all day activities in bali are stopped, and the hindus shall carry catur bratha penyepian, which consist of: amati karya (not working), amati geni (not light a fire), amati lelungan (not traveling) and amati lelanguan (not having fun/entertainment). along with the rapid development of tourism in bali, a nyepi ritual is also inseparable from the shadow of tourism commercialization. in the last decade, more and more businesses are offering nyepi holiday packages to tourists. surely this is contrary to the real essence of nyepi. the purpose of this research is to reveal what tourism through the commercialization of nyepi holiday packages which has been done through the commodification of nyepi as compared to its real meaning and how does nyepi become a new hegemony in the sphere of social multiculturalism. this research approach is qualitative description, and the theorical used, among others: the commodification theory, the theory of hegemony and the theory of consumerism. the result show that the influence of commercialization and commodification of balinese culture is an outcome of the advancement of tourism. nyepi commodification occurs in the process of modernization, which is rooted in capitalism and the increasing of heterogeneity in bali. this phenomenon appears as an attempt by revolts against prevailing hegemony of nyepi in bali. keywords: nyepi, holiday package, commercialization, commodification, hegemony, consumerism introduction the tourism concept developed in bali cannot be separated from culture and religion, as this is its soul. through the "bali regional seminar on cultural tourism" in 1971, the concept of "cultural tourism" formally adapted and used as a slogan to bali's tourism (picard, 2006). this was confirmed by the regional regulation (perda) no. 3 of 1974 issued by the government of bali, and then updated by perda no. 3 of 1991 on cultural tourism. more than a decade later, this concept is reinforced through the bali provincial regulation no. 2 of 2012 on cultural tourism of bali. so from the beginning, it has been declared, that the kind of tourism developed in bali is tourism based on the culture of bali, which are inspired by the teachings of hinduism, and a philosophy of tri hita karana. all activities of the majority of the people of bali are inseparable from hinduism in its foundation. as part of the effort to draw closer to god, the hindu community implemented a series of ceremonies nyepi in bali. this is in accordance with the decision of phdi (parisadha hindu dharma indonesia the highest assembly of hindus in indonesia), e-journal of tourism vol.3. no.1. (2016): 14-20 http://ojs.unud.ac.id/index.php/eot 15 e-issn: 2407-392x. p-issn: 2541-0857 nyepi in indonesia is a celebration for the çaka new year from india. nyepi ritual includes seclusion, purification, restriction of movement of the body and the mind, introspection and contemplation. it is expected that this be done, in silence and solitude so the hindus in gain spiritual enlightenment and get closer to god. the celebration of nyepi is a day that is sacred to the hindu community in bali, when nyepi starts, during one day, all activities in bali stop, including the closure of roads, seaports and airports. lighting, transportation and electronics should not be used. they hope all of the balinese hindu community can peacefully implement catur bratha penyepian, which consists of: amati karya (not working), amati gni (not light a fire), amati lelungan (not traveling) and amati lelanguan (not having fun/entertainment). however, nyepi is also inseparable from the shadow of commercialization and commodification of tourism. in the last decade, more and more tourism businesses are offering nyepi holiday packages to tourists. surely this is contrary to the real essence of nyepi itself. problems try to convey, among others: what tourism, through the commercialization of nyepi holiday packages, has done with the commodification of nyepi as compared to its real meaning? as well, how nyepi has become a new hegemony in the sphere of social multiculturalism? this research is important, given that the hindu religion is the soul of the balinese culture, and also the roots of bali's tourism. a culture intact will provide great benefits for the sustainability of bali's tourism in the future. research objective the purpose of this research is to study about commercialization of nyepi holiday packages which has been done through the commodification of nyepi compared to its real meaning and how does nyepi become a new hegemony in the sphere of social multiculturalism. literature review as far as the authors' concern, no studies have specifically discussed the commercialization and commodification of nyepi holiday packages in bali. however, there are some references in this study, among others: first, the study entitled identitas dan komodifikasi budaya dalam pariwisata budaya bali cultural commodification in bali cultural tourism (putra, 2008). in this study, he discussed how tourism and the presence of tourists could influence social and cultural life of a nation. the artists’ orientations are no longer in religious art, but more on the commercial orientation, and art has experienced commoditization, where the value of art has been measured by money (market value). second, a study entitled komodifikasi budaya populer dalam pariwisata commodification of popular culture in tourism (surbakti, 2008). in this study, he emphasized that industrialization led to the commodification of tourism has really happened in bali, not only by tourism investors, but also by their own local communities. popular tourism products in postmodernist culture are suspected of being culturally shallow and simply considered a negative impact of tourism. both researchers bring the concept of thinking, about the practices of the commodification of popular cultures in bali. while, this study focuses more on the commodification of balinese culture through commercialization on nyepi holiday packages, in addition, this study also discusses 'cultural rebellion' as a result of the hegemony of nyepi in bali. theoretical concepts nyepi is the hindu's feast day to celebrate the çaka new year (tilem kesanga). nyepi became known and formally adopted by the public in 1983, and the ogohogoh (a giant, monsters like puppet as a symbol bhuta kala / negative energy, which is then burned in night before nyepi starts) on the eve of nyepi is a new phenomenon (pringle, 2004). as a new tradition, nyepi has been considered an important day in the hindu tradition in bali. especially, nyepi is the only hindu feast that gained legitimacy as a national holiday in indonesia. e-journal of tourism vol.3. no.1. (2016): 14-20 http://ojs.unud.ac.id/index.php/eot 16 e-issn: 2407-392x. p-issn: 2541-0857 the main purpose of the celebration of nyepi is to invoke the presence of god almighty, to cleanse bhuana alit (human nature / microcosmos) and bhuana agung (universe / macrocosmos). at the peak of nyepi ritual, the hindu people do catur brata penyepian, which consists of: amati geni (do not use or turn on the fire, including the use of electricity and turned off the light), amati karya (not working), amati lelungan (not traveling), amati lelanguan (not entertained, by either tv, internet, or radio), as well as be more focused to do meditation, tapa, brata, yoga, and samadhi (contemplation). catur brata penyepian lasts for 36 hours starting at 06:00 am in the morning, till 06:00 pm the next day. a series of ceremonies nyepi, among others: melasti ceremony doing the cleaning to the sea / river, tawur (pecaruan) offerings ritual, pengrupukan now dominated by parading ogoh-ogoh, nyepi and ngembak geni phase to end tapa, bratha, yoga and samadhi, then visiting families and relatives, then forgiving one another, as well as praying together with all family members (suwantana, 2010). implementation of nyepi has a spiritual power that can strengthen the mental and self-identity of the people. through the concept of self-control and contemplation (by look inside themselves), nyepi can reinforce the integration of mankind in the universal sense. methodology the method used in this research is a descriptive qualitative with the phenomenological approach, in which the researchers tried to explore the meanings and identify the commercialization of nyepi holiday packages. data collection techniques used were in-depth interviews with tourism stakeholders and religious figures, literature reviews and documentation. results and discussion bali is an icon of tourism in indonesia, as it has attracted many tourists, both local and international. of course, in addition to providing benefits to bali, tourism also has consequences in the form of negative impacts. one of them is the commodification of culture. commodification is a real phenomenon in bali, especially in the sectors of tourism industry. in bali, commodifications also arise in the context of spirituality and religion. bali tourism has forced people to be part of the international multi-cultural society, and unconsciously has brought local communities sandwiched between maintaining traditions and culture (which is a commodity that can be sold), while on the other hand the process of internationalization through tourism means banging the culture with the modern world (narottama, 2011). in addition, the balinese are known to be very strict in applying and passing on cultural traditions to the social environment among themselves, but on the other hand, very loose application to foreigners / outsiders. since the balinese people are aware of the role of tourism in improving the economy, the balinese people no longer seem to restrict tourism to be present in all aspects of their lives, and tourism can easily fit in the realm of customs, traditions, religions and cultures. balinese society is able to adhere to the tradition and culture among them, and be able to take advantage of the cultural traditions and economic benefits for the purpose of tourism. along with the increase in demand in the tourism industry, a small portion of local people in bali later became an intermediary of culture (cultural broker), and materialism has made the balinese people consciously modify their cultural products for tourist consumption. nevertheless, the people of bali are still able to distinguish the performances for themselves, for their gods, and those especially for tourists, besides that, they know the boundaries between which products are sold to tourists and which should be protected from commercial exploitation (howe, 2006). the term commodification began to be well known about this last decade. commodification commonly is known also by the term of commercialization, capitalization, commoditization, touristification (ritzer, 1999; picard, 2006). commodification is to make something directly and intentionally (with full consciousness) as a commodity. commodification refers to the symptoms of contemporary economy, and tourism is a e-journal of tourism vol.3. no.1. (2016): 14-20 http://ojs.unud.ac.id/index.php/eot 17 e-issn: 2407-392x. p-issn: 2541-0857 sample of perfect commodification (surbakti, 2008). commodification or touristification is a form that capital owners desire with full awareness and business calculations utilizing cultures with various symbols, icons and religious art and culture as a commodity for markets (redaksi, 2008). figure 1. an advertisement that offers nyepi package at a resort in ubud. the picture show how we asked that not to make any voice -the models show by its body language and schhhh ...! because of nyepi. there clearly implied how the values of nyepi has been commodified and commercialized. according to barker (2004: 408 in surbakti, 2008), commodification is the process associated with capitalism in which the object, quality, and a sign are used as commodity and the commodity is something whose sole purpose is to sell in the market. nyepi ceremony and the entire rituals, was originally not intended for commercial use, but in reality, the ritual has been commodified in such a way to be commercial because of the grip of materialism and capitalism tourism. culture, as a tourist attraction in bali often undergoes a process of compromise for the sake of improvement "selling points" to tourists. unfortunately, religious values are often packaged together to attract tourists. initially, a nyepi holiday package is to accommodate travelers; international, domestic and non-hindu balinese people who do not celebrate nyepi. over time, more and more tourists are on holiday, who are interested to know the atmosphere of bali during nyepi. figure 2: 'nyepi vaganza' package in a hotel at denpasar the above figure tell us that the word 'vaganza' means festive, massive. this is really deviate from the essence of nyepi, like restraint, inward contemplation and simplicity. in the last decade, the promotion of nyepi holiday packages are more intense, and it’s mostly held in luxury hotels. this is due to the intensity of marketing in various mass media. the packages are promoted through print media (newspapers, magazines, tabloids) and electronic media (internet). the price range offered is quite varied, depending on duration of stay, the programs and the hotel class. prices range from eight hundred thousand rupiah, up to fourteen million rupiah for two days. activities offered in the nyepi holiday package are also diverse, from dining at the restaurant, watching movies / dvd, spa treatments, and also making some nyepi's ornaments. the presence of tourists with all the customary habits often creates the effect of e-journal of tourism vol.3. no.1. (2016): 14-20 http://ojs.unud.ac.id/index.php/eot 18 e-issn: 2407-392x. p-issn: 2541-0857 "mimic" by the locals. the habit, which imitated, could be good, or even bad, and in a certain period of time, it can shift the values of the local culture (putra, 2008). the consumer of the package are not only non-hindu locals, domestic tourists and foreign tourists, but has started to be consumed also by the local hindu in bali. thus, hotel is seems like an escape for those who do not celebrate nyepi. when a ritual of nyepi takes place, there are those (balinese and non-balinese, hindu and non-hindu) who feel constrained and overburdened. they feel uncomfortable on the various limitations during nyepi. this discomfort increased with the new rules that prohibit local tv and radio broadcasts during nyepi day. this inconvenience they shed through social networking sites. they blaspheme and revile the ritual of nyepi in bali, one of which is the case of ibnu rachel farhansyah's facebook status that angered the people of bali a few years ago. although nyepi is just a day, they feel compelled, hegemony and marginalized. by "escape" to the hotel, they feel freed and satisfied. nyepi package at the hotel seemed to establish themselves into popular culture in the community. in addition to local and foreign tourists, many customers are new families and derived from the group, which are capable financially. gramsci (1971) in his book: selections from the prison notebooks uses the term 'hegemony' to refer to the way the dominant group in a society gains support from groups in subordination through the process of "leadership" of intellectuals and morals. hegemony is domination by consensus or agreement, directly or indirectly, and openly or secretly which influences the cognitive structures and affective controlled group (surbakti, 2008). they are in revolt over nyepi hegemony that has lasted for decades. instead of doing tapa, yoga, semadhi and self-contemplation for themselves, they prefer to take off and satisfy the senses and rebel rebelled against important symbols of the religious culture of bali. figure 3. variables of change on nyepi ritual, past and present. increasingly widespread marketing of nyepi packages in a variety of mass media, showed that this tourism product can be received and absorbed by the market. in addition to foreign tourists, the other consumers are the balinese people who want to release the senses' thirst and want to feel a different sensation from the nyepi celebration in previous years. surely this cannot be separated from the modern urban lifestyle that has embraced today's society. the term 'consumerism' is defined as understanding / lifestyle that considers goods (luxury) as a measure of happiness, pleasure, not frugal lifestyle, etc. consumerism is a mindset and actions where people buy things not because he/she needs the goods, but because the act of buying itself gives satisfaction to him/her (soedjatmiko, 2007). consumption is not only to meet preference and basic human needs, but also deals with symbolic elements to mark class, status, or a particular social symbol. consumption is also used as a tool to express social differentiation. to do a nyepi holiday package at the hotel is no longer a necessity, but it has turned into a form of prestige, to show an increase in a person's socio-economic class. according to baudrillad, in consumerism, the underlying thought is not the logic of needs, but is shaped by man's desire, which assumes that all needs can be met by consumption (baudrillard, 1970). consumerism itself has become a life style of contemporary society. through advertising and promotion in various media, e-journal of tourism vol.3. no.1. (2016): 14-20 http://ojs.unud.ac.id/index.php/eot 19 e-issn: 2407-392x. p-issn: 2541-0857 consumption is always present wherever and whenever, even used as a solution when a problem arises. when a person thinks that doing catur bratha penyepian is considered a burden, then by buying a nyepi holiday package, he/she can eliminate the burden, as well as raise their prestige. conclusion it is very common in bali, that art and religious traditions wrapped in culture are commercialized and serve as a major tourist attraction. along with this, the presence of foreign tourists as well as their culture is considered a threat called 'cultural pollution', and is regarded as a' trigger of degradation' of the balinese culture. unfortunately, bali has already opened itself to international tourism. this is the reason the people of bali easily adopt tourism as an important sector for their economy sustainability. in fact, tourism can, and often appears in the realm of religion in society. thus, balinese cannot differentiate between its own values with the values brought by foreign tourists. although at first, nyepi has nothing to do with tourism and commercial purposes. but in fact, nyepi holiday packages are sold in hotels. this indicates that nyepi ritual has commoditized, because it was created with the primary objective to become a commodity for the sake of tourism. increasingly the widespread marketing of nyepi holiday packages, prove that the market can accept these commodities. it is feared, authentic balinese cultural traditions herded into a touristic culture, which is the confusion between cultural values and tourism. religious rituals are no longer only for spiritual, but also an economic issue, and it often becomes a commodity. a sacred ritual, for the capitalists, was no longer as something that is upwards to divinity, but it could be, something that makes their merchandise sell, and their revenue increase dramatically. nyepi commodification occurs in the process of modernization, rooted on capitalism, and the increasing cultural heterogeneity in bali. on one hand, this phenomenon appears as an attempt by revolts against prevailing hegemony on nyepi in bali. references barker, c. (2004) cultural studies, teori dan praktik. yogyakarta: bentang budaya. baudrillard, j. (1970) la société dé consommation. paris: danoel. gramsci, a. (1971) ‘the philosophy of praxis’, selections from the prison notebooks of antonio gramsci. lawrence & wishart london. howe, l. (2006) the changing world of bali: religion, society and tourism. routledge. narottama, n. (2011) pariwisata budaya dan komodifikasi, suatu pergulatan kebudayaan. available at: http://sangikankecil.blogspot.com/201 1/12/pariwisata-budaya-dankomodifikasi. (accessed: 22 january 2014). picard, m. (2006) bali: pariwisata budaya dan budaya pariwisata. kepustakaan populer gramedia. pringle, r. (2004) a short history of bali: indonesia’s hindu realm. allen & unwin australia. putra, a. m. (2008) ‘identitas dan komodifikasi budaya dalam pariwisata budaya bali’, jurnal analisis pariwisata, 8(2), pp. 7–16. redaksi (2008) ‘pengantar’, analisis pariwisata, 8(2). ritzer, g. (1999) enchanting a disenchanted world, revolutionizing the means of consumption. thousand oaks: ca: pine forge press. soedjatmiko, h. (2007) saya berbelanja maka saya ada: ketika konsumsi dan desain menjadi gaya hidup konsumeris. jalasutra. surbakti, a. (2008) ‘komodifikasi budaya populer dalam pariwisata’, analisis pariwisata: komodifikasi budaya dalam pariwisata, 8(2). e-journal of tourism vol.3. no.1. (2016): 14-20 http://ojs.unud.ac.id/index.php/eot 20 e-issn: 2407-392x. p-issn: 2541-0857 suwantana, g. (2010) nyepi tradisi dan esensi. majalah hindu raditya. available at: http://www.parisada.org/index.php?op tion=com_content&task=view&id=16 70&itemid=29 (accessed: 21 january 2014). nyepi holiday package: e-journal of tourism vol.7. no.1. (2020): 168-176 http://ojs.unud.ac.id/index.php/eot 168 e-issn: 2407-392x. p-issn: 2541-0857 digital surveillance of health and safety hazards at tourist attractions in bali: first preliminary evidence i md ady wirawan 1,2 , wayan citra wulan sucipta putri 1 , ngurah agus sanjaya er 3 , made agus hendrayana 2 , ni made dian kurniasari 1 , ketut hari mulyawan 1 1 department of public health and preventive medicine, faculty of medicine, udayana university 2 travel medicine research group, health research centre, lppm, udayana university 3 department of informatics, faculty of mathematics and natural sciences, udayana university corresponding author: ady.wirawan@unud.ac.id article info received 01 march 2020 accepted 20 march 2020 available online 31 march 2020 abstract this study examined the feasibility of conducting digital surveillance of health and safety hazards through a system that can be accessed by travelers using their mobile phones. a progressive mobile website and a mobile application were developed employing a research database which consists of hazards, risks and health facilities that have been geo-tagged and mapped based on their respective geographical positions in 197 tourist attractions in bali. the system was launched in 80 strategic tourist attractions in bali at the end of august 2019. trends in some specific diseases, hazards, and risks were observed monthly using a keyword analysis. serial data for the first four months were analyzed and presented descriptively. the result shows that in total there were 19,869 visits to the website, or an average of 163 visits per day. there had been a nearly three-fold increase in total website traffic from 85.2 visits in september to 245.8 visits in december 2019. safety hazard is the most frequently visited pages by tourists and there were 45 valid keywords found in the website panelboard. this study is the first to examine the possibility of developing a digital surveillance system using mobile phones directly involving travelers at destinations. keywords: travel health, destination, mobile health, industrial revolution 4.0 e-journal of tourism vol.7. no.1. (2020): 168-176 http://ojs.unud.ac.id/index.php/eot 169 e-issn: 2407-392x. p-issn: 2541-0857 introduction background travelers are important populations from an epidemiological point of view because of high mobility, the possibility of getting a disease or accident outside the country of origin, the risk of exporting diseases to the destinations, and importing diseases into the country of origin (who, 2008). this causes several problems such as difficulties in measuring risk, due to the inability to determine the accurate number of travelers who have contracted a disease or accident (numerator) and the total number of travelers at risk (the denominator). the characteristics of travelers and the nature of the disease also create difficulties for monitoring and surveillance systems. travelers who get the disease with a long incubation period generally return to their home country when symptoms appear thus surveillance problems in tourist destinations. conversely, travelers who experience a disease with a short incubation period will have symptoms that have disappeared when returning to their country, hence surveillance problems in the country of origin (wirawan, 2018). in addition, several studies have shown that there is still a lack of travel health information received by international travelers (wirawan et al., 2020). only about 18.3% of international travelers, especially those who visit friends and relatives, received pre-travel counseling, including getting the necessary travel vaccinations and chemoprophylaxis (talbot et al., 2010). considering the characteristics of the disease and travelers, the most relevant epidemiological data are the surveillance data on the travelers themselves. however, this is difficult to perform. to date, only a limited number of travel health surveillance system has been developed in the destination country or tourist destinations. the development of mobile health technology has created opportunities to develop surveillance systems that can collect data from travelers themselves, provide travel health information specific to each tourist attraction, thus providing benefits to the country of origin and destination. research objectives this study aims to develop a system that allows tourists to obtain travel health information specifically in each tourist attraction, access the nearest health facility, and search any information about diseases, hazards and safety risks through a mobile phone. the feasibility of conducting digital surveillance through search histories and usage reports were assessed in this study. e-journal of tourism vol.7. no.1. (2020): 168-176 http://ojs.unud.ac.id/index.php/eot 170 e-issn: 2407-392x. p-issn: 2541-0857 literature review travel health surveillance one of the most well-known travel health surveillance systems is the geosentinel surveillance network. geosentinel was founded in atlanta in july 1995 as a center for emerging infectious disease sentinels, for travel and tropical medicine, initially for us tourists but later expanded internationally (freedman, kozarsky and weld, 1999). at present, this network involves 60 travel medicine clinics on 6 continents, and all clinics contribute to the supervision and monitoring of all travel-related diseases encountered at their locations. collecting this data globally makes it possible to conduct a joint analysis of final diagnoses in populations traveling with similar geographical risk exposure. in addition, most of the geosentinel locations contribute to increased surveillance and networking with public health authorities. for example, members in europe can also collaborate on eurotravnet and members in canada can participate in cantravnet, both of which are initiatives from the international society of travel medicine (istm) in partnership with their respective public health authorities (istm, 2019). however, all of these systems use data from ill returned travelers, and have not yet provided benefits for destination countries or tourist destinations in developing countries. geosentinel does not yet have a participating location in indonesia. this results in a lack of information about symptoms, risk factors, and diseases that have the potential to be applied to improve surveillance systems and public health in general. on the other hand, although it has a positive impact on the economy, an increase in the number of tourists is also accompanied by an increase in illness, accidents and deaths related to travel and tourism activities. it was estimated that almost half of the travelers to a developing country will experience health problems, and 8% will need medical attention (reid, keystone and cossar, 2001). travel health in bali the number of international travelers to bali increased significantly in the last 10 years, from about 1.3 million in 2007 to approximately 5.7 million in 2017 (bps, 2018). on the other hand, the current surveillance system does not yet include tourists as one of the target populations. current data on diseases among tourists depends on reporting on health facilities and hospitals that provide services to tourists. there is currently no regular travel health surveillance to collect data from all clinics or hospitals that serve e-journal of tourism vol.7. no.1. (2020): 168-176 http://ojs.unud.ac.id/index.php/eot 171 e-issn: 2407-392x. p-issn: 2541-0857 tourists. one effort related to this is a sporadic investigation into the area or tourist facilities when the authorities receive a case notification. some cases have been reported such as legionnaire's disease, fascioliasis, and diarrhea in tourists. some disease surveillance exists and may include tourist data as populations at risk such as rabies, dengue fever, malaria, tuberculosis, japanese encephalitis, hepatitis b, and hiv/aids (informal communication with bali health agency, 2019). from the literature search results, very little is known about common diseases or symptoms that are specifically experienced by tourists to indonesia and bali in particular. this is because there is no robust and integrated travel health surveillance system that is able to include tourists in these destinations. the current surveillance system in bali or indonesia is generally only focused on routine diseases affecting the local population. methodology the research began with the development of a progressive mobile website employing a research database which consists of hazards, risks and health facilities that have been geo-tagged and mapped based on their respective geographical positions in 197 tourist attractions in bali (wirawan et al., 2017). an android-based mobile application was made to provide more options for prospective users (international tourists). furthermore, the program or system was launched in 80 strategic tourist attractions in bali at the end of august 2019, by putting on health promotion media in the form of banners, posters, table stands, and stickers. the outcome variables of this study are the level of system utilization and the frequency of travel health information received by tourists. trends in some specific diseases, cases, hazards, and risks were observed monthly using a keyword analysis. serial data for the first four months were analyzed and presented descriptively. results and discussion system development and launch a progressive mobile website with the domain http://balitravelhealth.net/ has been launched at 80 strategic tourist attractions in bali, under the name bali travel health. in addition, an androidbased mobile application has also been launched to improve user accessibility. the mobile application can be accessed via the following link: https://play.google.com/store/apps/details? id=com.balitravelhealth. a unique qr e-journal of tourism vol.7. no.1. (2020): 168-176 http://ojs.unud.ac.id/index.php/eot 172 e-issn: 2407-392x. p-issn: 2541-0857 code was added in each health promotion medium to make it easier for tourists to access the website link, as seen by figure 1. figure 1. qr code for promoting the bali travel health website the bali travel health website and android application display data on 197 tourist attractions in bali, consisting of the following information:  potential hazards and safety risks at each tourist site  health facilities closest to each tourist attraction  common diseases found in bali along with preventive measures that can be done by tourists  a page for reporting new unregistered attractions, unregistered hazards, and relevant disease information not yet on the website this media is a means to get information sourced from users (crowd sourced), especially to improve the sustainability and quality of existing information. usage data based on the analysis of usage data, it can be seen an increase in access to the website as shown in figure 2. in total, there were 19,869 visits to the website in the first four months, or an average of 163 visits per day. there has been a nearly three-fold increase in total website traffic from 2,557 visits in september to 7,621 visits at the end of december 2019. in other words, average visits per day increased from 85.2 in september to 245.8 in december 2019. this indicates that the promotion media have effectively attracted tourists to access the website. source: website usage statistics (primary data) figure 2. monthly and average per day visit of the website in 2019. furthermore, we analyzed usage data for 13 specific pages containing information on diseases, health, and safety hazards. \ 2557 4625 5066 7621 85.2 149.2 168.9 245.8 0.0 100.0 200.0 300.0 400.0 500.0 600.0 700.0 800.0 900.0 0 1000 2000 3000 4000 5000 6000 7000 8000 9000 september october november december a v e ra g e p e r d a y m o n th ly v is it monthly average per day e-journal of tourism vol.7. no.1. (2020): 168-176 http://ojs.unud.ac.id/index.php/eot 173 e-issn: 2407-392x. p-issn: 2541-0857 table 1. data usage for specific pages in the first four months web page frequenc y proportion (%) vaccinations 35 4.4 safety hazards 115 14.6 methanol 74 9.4 scuba diving 40 5.1 climates 56 7.1 bites or stings 59 7.5 stis 31 3.9 je 68 8.6 diarrhoea 39 4.9 rabies 56 7.1 dengue 72 9.1 ergonomic 98 12.4 violence 47 5.9 total 790 100.0 je: japanese encephalitis; stis: sexually transmitted infections table 1 indicates that in the first four months, safety hazard is the most frequently visited pages by tourists, followed by ergonomic hazards, methanol poisoning, dengue and japanese encephalitis. safety hazards at tourism attractions generally include any unsafe conditions that can cause injury, illness, and death, such as slips, trips, and falls; sharp objects; and difficult access or pathway (wirawan et al., 2017). the trend for each month was presented in figure 3, to provide understanding on the dynamic of the specific web page usage. source: website usage statistics (primary data) figure 3. monthly visit to the specific web pages on disease, health, and safety in 2019. figure 3 demonstrates the trends in the number of visits for each specific web page from september to december 2019. each month, the most frequently web pages accessed may be analyzed to provide important information on what issues the travelers needed the most. for instance, information on safety hazards was consistently accessed during the first four months. the number of visits for the web page on dengue was much higher than other pages in october 2019, indicating that this disease might be of concern. access to the methanol poisoning page was consistently moderate during the first four months after the launch of the website. while the access to the page on japanese encephalitis was notably higher in december 2019 compared to the previous three months. these descriptive analyses are some of the 0 10 20 30 40 50 60 70 september october november december vaccinations safety methanol diving climates bites/s ting s st is je diarrhea rabies dengue er gonomic violence e-journal of tourism vol.7. no.1. (2020): 168-176 http://ojs.unud.ac.id/index.php/eot 174 e-issn: 2407-392x. p-issn: 2541-0857 examples on how possibly use this data for surveillance or monitoring. in addition, search histories recorded on the website may also indicate the need of the travelers about some important information required by them. analyzing its trend might be useful as well for the digital surveillance measures in the long term. source: website usage statistics (primary data) figure 4. keyword analysis from search histories in the first four months. between september and december 2019 there were 45 valid keywords found in the website panelboard. figure 4 illustrates the main keywords used by users, after some relevant and similar keywords were merged. the keyword “monkey” consists of some similar keywords including monkey, bites, scratches, monkey bite(s), monkey scratch(es). the most used keywords were “clinic(s)”, indicating the users need of knowing the surrounding health facilities. some endemic diseases currently in bali such as dengue and rabies were among top keywords used by the tourists. other keywords which amount two or less are beaches, temple, waterfall, je, vaccination, malaria, and several tourist attractions. this study is the first to examine the possibility of developing a digital surveillance system using a mobile phone directly involving travelers at destination. the results of the first four months of data analysis since the system was launched, show that this initial data is very promising to be used to complement the existing surveillance system. its use in the long run will provide big data that can be utilized for programs in real time (nsoesie et al., 2015). in addition, crowed sourced data resulting from the use of the system by travelers in the future can provide an indication of the needs of tourists, and the possibility of an increase in cases of travel-related disease in certain geographical areas. this system can be used as a feeder to make a more integrated system by involving health facilities in tourist attractions (world health organization, 2019). the combination of digital surveillance with regular surveillance involving travel health facilities will help the local health department to monitor cl in ic , 1 5 rabies, 6b e ach , 6 d e n g u e , 5 monkey, 8 d is e as e , 3 e-journal of tourism vol.7. no.1. (2020): 168-176 http://ojs.unud.ac.id/index.php/eot 175 e-issn: 2407-392x. p-issn: 2541-0857 diseases, possible local outbreaks, and even an emerging disease, such as the coronavirus disease 2019 or known as covid-19 (wu and mcgoogan, 2020). from this study however, there is no indication that travelers visiting bali between september and december 2019 experienced one or more of the covid19 symptoms, as shown by the keyword analysis in figure 4. conclusion a progressive mobile website and an android-based mobile application for bali travel health have been launched at 80 strategic points at tourist attractions in bali. there had been an increase in website access in the first four months, with an average visit of 163 per day. there had been a change in trends from the types of information accessed by users, where safety hazard had been the page that had been consistently accessed in the first four months. an increase in both the number and variety of keywords used had also consistently appeared in the first four months. this preliminary study provides evidence that a digital surveillance system has a potential to be implemented at destinations. its integration with regular surveillance system involving travel health facilities will improve the provision of data on travel-related disease, accidents, and risks. acknowledgement we would like to thank bali province health agency, bali province tourism agency, and bali tourism board for their assistance and formal supports to this study. references bps (2018) international travelers to indonesia by arrival gate, 19972017, statistics indonesia. available at: https://www.bps.go.id/statictable/20 09/04/14/1387/jumlah-kunjunganwisatawan-mancanegara-keindonesia-menurut-pintu-masuk1997-2017.html (accessed: 11 march 2019). freedman, d., kozarsky, p. e. and weld, l. h. (1999) „geosentinel: the global emerging infections sentinel network of the international society of travel medicine‟, journal of travel medicine, 6(2), pp. 94–98. istm (2019) geosentinel. available at: http://www.istm.org/geosentinel (accessed: 28 march 2019). nsoesie, e. o. et al. (2015) „new digital technologies for the surveillance of infectious diseases at mass gathering events‟, clinical microbiology and infection. elsevier ltd, 21(2), pp. 134–140. doi: 10.1016/j.cmi.2014.12.017. e-journal of tourism vol.7. no.1. (2020): 168-176 http://ojs.unud.ac.id/index.php/eot 176 e-issn: 2407-392x. p-issn: 2541-0857 reid, d., keystone, j. s. and cossar, j. h. (2001) „health risks abroad: general considerations‟, in dupont, h. l. and steffen, r. (eds) textbook of travel medicine and health. 2nd edn. hamilton, london: b.c decker inc., pp. 3–9. talbot, e. a. et al. (2010) „travel medicine research priorities: establishing an evidence base.‟, journal of travel medicine, 17(6), pp. 410–5. doi: 10.1111/j.17088305.2010.00466.x. who (2008) international health regulations 2005. 2nd edn. geneva: world health organization. wirawan, i. m. a. et al. (2017) kesehatan dan keselamatan wisata: direktori hazard, risiko, dan layanan kesehatan wisata di bali. 1st edn. yogyakarta: andi publishing. wirawan, i. m. a. (2018) „healthy tourism initiatives at destinations: opportunities and challenges‟, public health and preventive medicine archive, 6(1), pp. 1–3. doi: 10.15562/phpma.v6i1.1. wirawan, i. m. a. et al. (2020) „travel agent and tour guide perceptions on travel health promotion in bali.‟, health promotion international, 35(1), pp. e43–e50. doi: 10.1093/heapro/day119. world health organization (2019) who guideline: recommendations on digital interventions for health system strengthening. geneva: world health organization. wu, z. and mcgoogan, j. m. (2020) „characteristics of and important lessons from the coronavirus disease 2019 (covid-19) outbreak in china‟, jama, 323(13), p. 1239. doi: 10.1001/jama.2020.2648. nyepi holiday package: e-journal of tourism vol.4. no.1. (2017): 39-45 http://ojs.unud.ac.id/index.php/eot 39 e-issn: 2407-392x. p-issn: 2541-0857 the modifications of spiritual healing in bali tourism i gede sutarya and i nyoman sirtha doctorate program in tourism universitas udayana corresponding author: sutarya@yahoo.com article info received 8 september 2016 accepted 5 february 2017 available online 31 march 2017 abstract spiritual healing is a health development through a kind of spiritual activities like mantra, religious symbols, rituals, breathing, and meditation that have entered into the tourism of bali. the study reveals the modifications of spiritual healing in bali tourism. the research was conducted in ubud tourism region and in the region of muncan. this study is a qualitative research. the collection of data was conducted through literature study, observation and interviews. the analysis was conducted qualitatively by classification, interpretation and inference. modification of spiritual healing in bali tourism occurred as a result of the dialogue among tourists with healers or local gurus.this modification revises and adds spiritual healing, by maintaining the native gurus and the native rituals of bali. native gurus and native rituals of bali are the expectation of the spiritual healing of foreign tourists in bali. this expectation is manifest in the longing for gurus and the development of authentic atmosphere. thus, the native gurus and the native balinese ritual are augmented products in the bali spiritual healing in the face of competition from similar products. this indicates that bali must retain its image as the original source of spiritual healing in the world. keywords: spiritual healing, bali tourism, native gurus and rituals, augmented products introduction background the growth of tourism in bali has led to numerous creative people who have been influenced by the development of tourism. romanticism of traditional culture is the main attraction of foreign tourists coming to the asian countries (smith and raeper, 2000:117), expanding to search for religious and ethnic traditions cited by hollinshead (1999) as a secular pilgrimage. the foreign tourists quests also occurred in bali, through spiritual quest which is the health development efforts of body, mind, and spirit by using such spiritual mantras, rituals, breathing energy, and religious symbols. ubud tourism region is one area of tourism for development of spiritual healing for tourists. ubud tourism region become places for ashrams, such munivara ashram and ambar ashram that offer spiritual healing for tourists. activity centers such as yoga barn and radiantly alive also growing in ubud tourism region. star accommodation facilities such as the four seasons sayan, ubud and bagus jati, ubud also offer facilities for spiritual healing. muncan of karangasem region is an area outside the tourism area that develops for ratu bagus ashram as the destination of international tourists to seek of spiritual healing. developments in muncan coincides also with the development of of spiritual healing in the surrounding area, such e-journal of tourism vol.4. no.1. (2017): 39-45 http://ojs.unud.ac.id/index.php/eot 40 e-issn: 2407-392x. p-issn: 2541-0857 as what was done by cepik villa in sidemen (www.cepikvilla.com), of karangasem, which offers spiritual healing. businesses of spiritual healing in karangasem extend to the surrounding areas of manggis, candidasa, and pakse bali, klungkung. the development of spiritual healing business is a new thing in the bali tourism, which is becoming more popular after the publication of the novel eat pray love in 2006. after the publication of novel eat pray love, the development of spiritual healing has been growing rapidly in ubud, such as the yoga barn and radiantly alive since 2006. in fact, the development of spiritual healing began in the 1970s in bali through the arrivals of foreign tourist of hippies (picard, 2006:100) who brought along yoga gurus to bali because of the hippies interest of the mystical world from the east (vickers, 1989 : 187). the tourists' quests for spiritual healing is a form of search for spiritual ethnic lifestyle, as happens in the case of foreign tourists' quests of sangoma ritual in africa (binsbergen, 1999) and the ritual of ayahuascha in the amazon, south america (winkelman, 2005). in the studies on tourism, the tourists' quests of ethnic life style are related to the searches of uniqueness. the uniqueness is associated with authenticity which is the deepest values of uniqueness (apostolokis, 2003: 802). however, in the development of tourism, the values of authenticity have continuously undergone changes. such modifications, for example, found in the ashrams in india. on research conducted in vrindavan, india (carney, 2007:142), ashrams in vrindavan developed ashrams with luxurious facilities called condo-ashram. smith and puczkó (2010:167) stated that the asian healing such as shambala healing, buddhist spirituality, and yoga has evolved in the modern resorts in the uk. lalonde (2012) also states that asanas have been growing at luxury villa facilities, star hotels, and luxury tourism facilities in peru and canada. the spiritual healing business development in the tourism industry has brought many modifications in spiritual healing. for example in india, the simple life of ashram has been transformed into a luxurious ashram life, so it changed the simple life experience. in the examples found in peru and canada, the activities of yoga are performed in a place close to the out doors that converted to villas and luxury hotels. these modifications give rise to differences in the experiences of tourists, but it is made as if it were a real or authentic experience. therefore, there is a gap between the expectations of tourists and the authenticity as well as the development of spiritual healing in bali, which continues to undergo modification. this gap is the research problem with the formulation of the problems: the spiritual healing modifications in the bali tourism, the tourists' experiences on the spiritual healing modification, and the most important elements of spiritual healing as the main attraction of tourists. research objective the objective of this study is to explore the modifications of spiritual healing in bali tourism. this study aimed to analyze the modifications of spiritual healing in bali tourism, to formulate the foreign tourists' experiences on spiritual healing in bali, and to analyze the most important elements of spiritual healing in bali as the main attraction of tourists. the research analysis modification of spiritual healing used the products planning theory. methodology this research was conducted in the tourism area of ubud, gianyar and muncan region of karangasem. the tourism area of ubud as the representative of the region that has a rapid development of spiritual healing businesses while the muncan area as the representatives from those outside the tourist area of which development of spiritual healing began to grow. the research was conducted from august 2014 to april 2016. it is a qualitative research and the data collection was conducted by literature study, observations and interviews. observations were carried out at munivara ashram, ambar ashram, ratu bagus ashram, yoga barn, radiantly alive, ni wayan nuriasih practice, nyoman latrapractice (son of the late ketut e-journal of tourism vol.4. no.1. (2017): 39-45 http://ojs.unud.ac.id/index.php/eot 41 e-issn: 2407-392x. p-issn: 2541-0857 liyer), four seasons sayan, ubud, and bagusjati, ubud. in-depth interviews were conducted with seven foreign tourists, 10 businesses of spiritual healing, and five policy makers. the data collections were analyzed qualitatively through classification, interpretation, and inference. results and discussion spiritual healing development the quests for spiritual healing to bali from the europeans have started since the 1920s. the quests resulted in the translation in dutch of lontar usada sari pertaining tothe balinese spiritual healingin 1923. the translation was conducted by kleiweg and lekkerker, (1927: 239) found tampak siring, gianyar as a destination for spiritual healing in bali, but (hobart, 2003: 1) argued that the balinese spiritual healing was first introduced to europe in the 1930s. the interest on the spiritual healing in the early days of tourism in bali was less than the interest of the europeans to the magical stories of bali, such as the story of leak (powel, 1987: 235). therefore, the tourists’ early questswere mainly the hunts for leak, however, in the 1970s, hippies tourists who embraced the spiritual freedom came to bali. they brought along spiritual teachers to practice yoga and meditation in bali. hence, the development of spiritual healing in bali has been the influence of modern spiritual movements in the world combined with the local balinese spiritual healing. the potential of spiritual healing in bali such as the balian usada, balian kapica, balian katakson, baliantenung, and those balian with special expertise (nala, 2006) thrive in the world of tourism after getting the influence of modern spiritual movements, like yoga and meditation mainly carried out by hippies in bali.thus, the hippies’ activities have been the inspiration for the local spiritual gurus like i ketut arsana who become a yoga guru for foreign tourists. arsana started doing spiritual healing for foreign tourists in 1981 by establishing the body work and meditation at his private house, jalan hanoman 25, ubud. arsana who masters the usada buda kecapi made the combination of yoga, tantra and meditation to establish his spiritual healing business. guru made sumantra also took the opportunity of spiritual healing in the 1980s by combining malukat or spiritual purification with yoga, developed for tourists in 1995. ratu bagus, who incidentally visited by tourists from italy in 1993 also performed the bayu suci combination with modern knowledge. this combination was developed as shaking since 1994. therefore, from 1990s to 2000s, spiritual healing began to grow into the tourism business. entering the 2000s, the spiritual healing grew rapidly. i made gunarta, owner of yoga barn started to prepare a ware house in his private home as a place to practice yoga in 2003. i made suambara, the owner of ambar ashram started to train tourists at his private home in 2001. ni wayan nuriasih started up a spiritual healing practice for foreign tourists in 2002. a manager of a travel agent, miyadi wiharja confirmed that spiritual healing began to grow rapidly since 2005 in bali. spiritual healing rapidly increasing growth was in conjunction with the publication of novel eat pray love in 2006, with the establishments of the professional businesses in the field of spiritual healing, such as the yoga barn and radiantly alive in ubud, gianyar. the data show that from 1970 to 1980, bali became the place for spiritual healing practice with teachers or gurus brought from abroad by the tourists. in the years between 1980 and 1990, the local people started to engage in the businesses of spiritual healing. in the years from 1990 to 2000, the local people (the balinese) started exploring the spiritual healing in bali for tourists. from 2000 to 2016, it grew very rapidly characterized by the evolving growth of spiritual healing services in ubud. for example, arsana expanded his business by building omham retreat hotel in junjungan, ubud in 2014 and ratubagus ashram continues to develop its facilities between the years 2000 to 2016. modifications of spiritual healing the development of spiritual healing in bali tourism was preceded by dialogues between the tourists and the local teachers e-journal of tourism vol.4. no.1. (2017): 39-45 http://ojs.unud.ac.id/index.php/eot 42 e-issn: 2407-392x. p-issn: 2541-0857 (gurus). ratu bagus developed shaking based on his dialogues with tourists from italy in 1993. suambara developed the laugh yoga after having a dialogue with a german tourist, ully in the 1990s. nuriasih began practicing spiritual healing business after having cooperation with an australian tourist, margareth in 2002. thus, it can be concluded that there is interference by foreign tourists in the development of tourism products of spiritual healing in bali. "at first i collaborated with margareth, then collaborated with the germans, but then split up because they wanted to pursue a different business. i then started the businesson my own "(nuriasih, interview, january 28, 2016). other healers, such as ketut liyer, arsana and sumantra make communication with tourists through the association and books. liyer practiced after combining the balinese prophecies by practicing palmistry readings commonly known in the world. arsana became a yoga teacher influenced by his formal school or education background of hinduism that originally gained a touch of indians named narendra pandit sastri (sutarya, 2015). sumantra became a healer for tourists after observing the activities of foreign tourists in ubud. hence, the development of spiritual healing product in bali has been the results of the dialogues between the local teachers and the tourists done directly and indirectly. the dialogues were directly done by preparing products jointly as it was done by nuriasih, ratu bagus and suambara. indirect dialogues were done by observation and learning with foreigners, as carried out by arsana, sumantra, and liyer. the dialogues directly and indirectly have resulted in modifications to the spiritual healing in bali. nuriasih added with her herbal knowledge, ratu bagus added the modern presentation of examples of teaching machines and gayatri mantra of indian style, suambara equipped yoga with modern dance of india, arsana modified tantra with yoga, sumantra equipped bali yoga with knowledge of modern yoga, as well as liyer added his palmistry readings with modern astrology. the dialogues with these tourists directly and indirectly modify various forms of spiritual healing in bali. asana is modified into gymnastics, pranayama into breathing for health, dhyana into meditation, tantra into holistic healing, usada into balinese holistic healing, tenung into balinese astrology, bayusuci into shaking, and malukat into bathing ritual. this modification is not merely the name changes but also the form changes. of these form changes, some elements are taken from outside bali, to complete their spiritual healing services. ratu bagus ashram as an example of modifying the bayu suci into shaking. this modification changed the explanation of shaking using a machine and adding gayatri style of india into shaking. "gayatri indian style that was common for tourists" (ratu bagus, interview, march 1, 2016). arsana is another example of modifying the tantra into holistic healing, combining yoga, massage, and herbal medicines.nuriasih modified usada into balinese holistic healing by combining balinese traditional medicine with herbal knowledge. suambara modified yoga by adding modern indian dances to evoke the excitement of foreign tourists. the four seasons sayan modified malukat, the bathing ritual by combining it with breathing and asanas. of the modification of spiritual healing, two important things that have never been omitted namely the native gurus and the native rituals of bali. modifications in ratu bagus ashram, still prioritize ratu bagus as the guru and perform balinese ritual in the ashram namely giving tirta (holy water) and bija (rice that has been blessed). modifications in munivara ashram make arsana as the native guru and the native balinese ritual on every kliwon day (name of the day in the balinese tradition).nuriasih in the modification also continue to focus on her as the native guru and to make a typical native balinese rice ritual of wong-wongan .liyer also continued to rely on himself and his son, nyoman latra as the native guru and also conduct ritual of malukat for tourists who are willing to do so. the native balinese guru and rituals are two important things that have never been eliminated in the modification of spiritual e-journal of tourism vol.4. no.1. (2017): 39-45 http://ojs.unud.ac.id/index.php/eot 43 e-issn: 2407-392x. p-issn: 2541-0857 healing in bali. the presence of native balinese guru is related to the expectations of tourists coming to bali. talei barber (53 years), an australian tourist said that he has been doing yoga since he was living in his country, but he wanted to practice it in bali and to meet with the native hindu guru of yoga. gudbjorg (51 years old), a tourist from iceland also expressed the desire to meet with the native balinese guru. "he (arsana) has charisma, i think he got charisma from his original knowledge so i come to bali because i want to meet bali yoga instructor" (barber, 14 november 2015). ritual is generating spiritual atmosphere in the ashram life, so that tourists feel the difference from everyday events compared to the ashram life. it is perceived by arthurmari (33 years old) a tourist from belgium after spending two weeks in ratubagus ashram by following shaking and its rituals. "there are big changing in my life after i stay in the ashram" (arthurmari, interviews, august 3, 2014). anahita (55 years) a tourist from spain said "many changing in my life after shaking and retreat here" (interview, august 3, 2014). the self-changes were also perceived by brittanny skusek (25-30 years old), a canadian tourist and shanta (55-60 years old), a tourist from the netherlands. they felt a different atmosphere in the ashram which made changes in themselves, from a less healthy life physically and spiritually into a healthy life both physically and spiritually. these changes made their condition became better after staying at the ashram. "everybody is happy here, so i felt spirituality and culture around me" (britanny, interview, july 29, 2015). the tourists experiences indicate that the native balinese gurus and self-changes become the expectations of tourists. the foreign tourists' expectations are fulfilled by maintaining the native balinese guru and the balinese rituals in the modification process. therefore, the search for the authenticity of spiritual healing by the foreign tourists in bali end as they find the native guru and the native rituals of bali. the native gurus and rituals have been satisfying the desire of tourists to the native gurus and the original atmosphere of a growing spiritual healing. a yoga teacher, i ketut bandiastra (42 years old) justified the expectations of tourists to the native teachers and authentic atmosphere of the birthplace of yoga or spiritual healing in general. the foreign tourists have spiritual centers of luxury in their home country, such as in australia, but it is not making them satisfied before meeting with gurus from bali or india. currently the world yoga centers are in canada and australia. two of these countries have complete training centers. the teachers have also been certified internationally with adequate modern knowledge, but the tourists still come to bali and india. what are they really looking for? that is, if they meet with teachers from bali, they feel like to meet with the native gurus (bandiastra, interview, february 3, 2016). the need satisfaction of foreign tourists in bali towards spiritual healing is in line with the statement of cohen (in hall, 2003: 287) that the authenticity can be identified through the perception of tourists and what is provided by the host. more explicitly, apostolakis, (2003:801) says, authenticity is a negotiation between the experience of tourists and the travel objects supplied by the host. if both parties (tourists and host) agree on something as authenticity then it can be called authentic. in the context of spiritual healing quests in bali, tourists’ expectations are to meet the native gurus and the original atmosphere. the host provides the native gurus and the native rituals to meet the yearning and the development of an atmosphere of authenticity. the experience of meeting the native gurus and performing the native balinese rituals is a differentiation accordig to the products planning theory. products planning theory mentions four things that must be considered in planning the development of the product, namely identifying specific needs, target markets, self-positioning, and a competitive product (seaton and bennett, 1996: 115). the special needs of tourists who are looking for spiritual healing in bali are the desire to meet the native gurus and the authentic atmosphere of bali. the target market is tourists who have known spiritual healing in their home countries. thus, bali needs to position itself as the original source of spiritual healing that the spiritual healing products in bali become a competitive e-journal of tourism vol.4. no.1. (2017): 39-45 http://ojs.unud.ac.id/index.php/eot 44 e-issn: 2407-392x. p-issn: 2541-0857 product.in the attempt to position itself as the original source, bali has the local teachers and special rituals as the differentiation from other products in the world, so that the local native teachers and these rituals can be referred to as augmented products of spiritual healing in bali. augmented products have become a differentiation from similar products in other places in the world. augmented products of spiritual healing in bali are different from those found in india that rely on the gurus and ashrams as the original source of spiritual healing. bali in competition with india has unique balinese ritual establishes the mood of authenticity. thailand (schedneck, 2014) has a spiritual education and native teachers, but the rituals are different from bali. therefore, teachers and rituals become a product differentiation of spiritual healing in bali with a similar product in other countries. the teachers/gurus and the rituals are something born from ethnic and culture, therefore the augmented products of spiritual healing in bali belong to the ethnicity and culture of bali. based on the discussion, spiritual healing products can be built through three levels of tourism product development (seaton and bennett, 1996) with the cores of health and peace, tangible product in the form of ashram, the practice site, and the healers as well as the augmented products namely ethnic and culture. ethnicity and culture are the differentiations from a variety of similar products around the world. resources-based product development in the destination is the criticism against mass tourism in order to build products acceptable to the local communities (cooper, 2012: 101).the local resources based products are also the parts of the development of sustainable tourism in achieving social and economic goals of tourism development (hall, 2003: 425). conclusion the development of spiritual healing in the tourism of bali has modified the form of spiritual healing in bali, adding modern knowledge and methods that have been generally accepted throughout the world. these modifications retain the native gurus and the native rituals of bali as the attraction of foreign tourists. this is done to meet the expectations of tourists towards the authentic experience. this modification is not perceived by foreign tourists because their expectations have been met through the encounters with the native teachers and the authentic atmosphere of the balinese rituals. therefore, the native teachers and the native rituals are the attraction for tourists. the native balinese teachers and the rituals are born out of ethnicity and culture, because the native teacher is a factor of ethnicity and ritual is the cultural factor. ethnic and cultural factors are augmented products of spiritual healing in bali, which distinguishes it from spiritual healing in other countries. therefore, ethnicity and culture should be maintained in building spiritual healing products in bali so that it has the product competitiveness with similar products around the world. the development of products based on ethnic and cultural development of the product is based on the local resources which are the basis for sustainable tourism development. acknowledgment i would like to extend my deepest gratitude to prof. dr. i nyoman darma putra, m.litt as co-promotor who already shared his experiences in enriching this research references apostolakis, a. 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(1996) marketing tourism products; concepts, issues, cases. london: thomson business press. smith, l. and raeper, w. (2000) ide-ide filsafat dan agama dulu dan sekarang. yogyakarta: kanisius. smith, m. and puczkó, l. (2010) ‘taking your life into your own hands? new trends in european health tourism’, tourism recreation research. taylor & francis, 35(2), pp. 161–172. sutarya, i. g. (2015) i nyoman singgin: rakawi, politisi dan agamawan. denpasar: media bali online. winkelman, m. (2005) ‘drug tourism or spiritual healing? ayahuasca seekers in amazonia’, journal of psychoactive drugs. taylor & francis, 37(2), pp. 209–218. nyepi holiday package: e-journal of tourism vol.6. no.2. (2019): 235-251 http://ojs.unud.ac.id/index.php/eot 235 e-issn: 2407-392x. p-issn: 2541-0857 motivation towards inbound tourism: a study of middle east tourist dhanik puspita sari sekolah tinggi pariwisata bogor corresponding author: dhanik_puspitasari@yahoo.com article info received 15 july 2019 accepted 06 september 2019 available online 30 september 2019 abstract this research discusses the motivation of middle east tourists who come and visit pucak areas in west java. puncak is an area that has a cool climate with beautiful natural scenery located not far from jakarta, the capital city of indonesia. middle east tourists are a potential market for indonesian tourism. the ampunt of the expenditure is highest compared to other tourists who visiting indonesia. and certainly for the locals it give impacts on the economy of the surrounding community. this study uses a descriptive quantitative approach, using questionnaires and literature studies in data collection and data analysis using linear regression. data was collected from 100 inbound middle east tourists who travel and visited puncak area. the pearson correlation was used to find the relationship between push and pull factor motivation towards their visiting decision. anova and t test used to examine the indicators. the result shows that push and pull motivation influenced the visiting decision of inbound tourism, partially and simultaneously. relaxation got the highest score in push motivation, meanwhile the environment and weather conditions dimension got the highest score on pull motivation. keywords: tourist motivation, push and pull motivation, inbound tourism, puncak. introduction background tourism is one industry that continues to grow from year to year. the growth of tourism as a social phenomenon and as an economic endeavor has continued to advance and become one of the most dominant sectors in almost every country as a way to bring in profits in the form of foreign exchange for the country. in indonesia, it is the largest sector for the country foreign exchange contributor. it is in the second ranks with rp.190 trillion, after the palm oil contribution (antariksa, e-journal of tourism vol.6. no.2. (2019): 235-251 http://ojs.unud.ac.id/index.php/eot 236 e-issn: 2407-392x. p-issn: 2541-0857 2017). increasing tourism destinations and investments make tourism become a key factor in export revenues, job creation, business development and infrastructure (unwto, 2016). bogor regency is located not far from jakarta, the center of state government. natural beauty and freshness of climate and weather make this regency visited a lot by both domestic and foreign tourists. mostly, middle east tourist dominate this area, especially in puncak area. we can easily find them there doing various activities. in 2013 middle eastern tourists who came and visited indonesia is about 187,439, and increased in 2014 to 216,313 (kementrian pariwisata dan ekonomi kreatif). in 2016, if we compare to others foreign tourist, their expenditure is the highest. it’s about usd 1.918,18, its highest compare to oceania (usd 1.539, 21) and europe (usd 1.538, 66) (passenger exit survey (pes) kemenpar, 2016, makes them become a potential market for indonesian tourism. many things can encourage tourist to decide on choosing their destinations (sari, 2017). a lot of reasons and motivation that make this middle east tourist comes or visit puncak area, and we call it as motivation. motivation is an urge or turmoil that arises from within human beings to fulfill their various needs in accordance with their respective desires (afin murtie, 2012: 63). needs will encourage the emergence of motivation to make efforts to maximize its energy in order to satisfy itself (pritchard & ashwood, 2008), this reasons for someone who has a strong desire, makes distance in geography not become barrier because for them, desired must be fulfilled. needs will move become wants, because there is awareness created from effected marketing efforts and traveling has become a fundamental thing that is felt always wanted to be fulfilled since traveling is a basic human need and want (hermantoro, 2015). tourist motivation influenced by push factor and pull factor. push factor is factors which come from inside tourist itself, while pull factor comes from the outside, usually in the form of the destination condition to be visited (sudaryanti et al, 2015). the intrinsic motivation refers to the enjoyable and attractiveness of an activity, while the extrinsic motivation refers to doing activity (kuhn et.at, 2019). every tourist must have a different motivation. the difference of tourist attractions will distinguish their motivation. in order to gather more middle eastern tourists to come to visit indonesia, especially in the puncak area, the host should be adjusted with their visiting motivation. e-journal of tourism vol.6. no.2. (2019): 235-251 http://ojs.unud.ac.id/index.php/eot 237 e-issn: 2407-392x. p-issn: 2541-0857 research objectives there are many middle-east tourists visiting puncak area with a huge amount of money. it’s around 1.5 billion per day, where 80% of it is spent in warung kaleng, making this tourists a potential market to develop, and in the other hand, indonesian government actually targets the number of middle east tourists visiting indonesia as many as 300,000 tourist. in determining their decision, in this case will they visit a destination or not, travelling or not will depend on the motivation background. motivation is an encouragement. it could rise from their self because of their need and wants or it could rise from outside because something that interests and attract their intention. therefore this research was conducted to find out whether there was a significant influence of push and pull motivators on visiting decisions made. beside, this research is also expected to show a complete picture of what drives and attracts them to come to visit the puncak. and hopefully that the host could provide anything needed in order to fulfilling their expectation so they can get a good experience and are have willingness to keep coming back. litelature review inbound tourism inbound tourism also similar with incoming tourism. it means travellers arriving in different countries from their own. according to the world tourism organization the inbound tourism is the activities of the visitor travelling to a place outside his usual environment for not more than one consecutive year and not less than 24 hours. the travel is for leisure, business and not for permeant working and gainingmoney (http://www.oicstatcom.org, 2018). it also defined as comprising the activities of non-residents travelling to a given country that is outside their usual environment, and staying there no longer than 12 consecutive months for leisure, business or other (corresponding) purpose (https://www.stat.fi, 2018). in a simple it is nonresident traveling in the given country. a tourist comes outside the country. motivation motivation comes from latin words “movore”, which means motion or drive to move (prawira: 2014). motivation in indonesian, comes from the word motive which means the effort that drives someone to do something. motives can be said to be the driving force of the subject to perform certain activities in order to https://www.stat.fi/ e-journal of tourism vol.6. no.2. (2019): 235-251 http://ojs.unud.ac.id/index.php/eot 238 e-issn: 2407-392x. p-issn: 2541-0857 achieve goals (eschols & shadily, 2003). motivation is the reason of behavior to cause a person to act in a certain way or to stimulate interest in inducing a person to act (ali-knight: 2000). identification of motivation in the first step towards generating destination plans because this explain why tourist make a trip and type of experience, destination or activity they want kim, (lee & klenosky, 2003). in short, travel motivation can be simplified by the question why people travel (dann, 1977). several studies have been done in terms of the motivation to travel, so there are several approaches to classification of this tourism motivation or travel motivation can be divided into two approaches namely push factor and pull factor (dann, 1971) since it is effective and easy to use (prayag & hosany, 2014). various studies also have been carried out by experts such as cohen (1972) crompton, (1979), dann (1977), jang & cai (2002), kim et al. ( 2007), they found the similarity that there are two main strengths in motivation, namely push motivation and pull motivation. push motivation tend to the desire of tourists to leave, while pull motivation is more to the choice of destination to be visited. based on those explanation, it can be concluded that motivation is everything that as a background or encourages someone to do something, and this motivation is divided into two: push motivation and pull motivation. push motivation travel done by someone not just happened instantly. the driving factor is the physical strength or form of a person such as social interaction, the desire for escape, adventure, relaxation, selfexploration (dann, 1977) and (klenosky, 2002). push factors have been conceptualized as motivational factors or needs that arise due to a disequilibrium or tension in the motivational system (kim et al, 2003 ) which can be said that the pulling factor is a need that arises because of an imbalance or tension in a person, an in simple can be summarized as “weather to go or will someone leave or not” (klenosky 2002). there’s a lot of research referring to push motivation. they also expressed several dimensions related to push motivation, among others as anomie, ego enhancement (dann, 1977), escape, selfexploration and interviews evaluation, relaxation, prestige, regression, enhancement of kinship (crompton, 1979), escape, novelty, prestige, enhancement of kindship relationship, relaxation/hobbies (yuan & mcdonald, 1990), cultural e-journal of tourism vol.6. no.2. (2019): 235-251 http://ojs.unud.ac.id/index.php/eot 239 e-issn: 2407-392x. p-issn: 2541-0857 experiences, scape, re-experiencing family, sports, prestige (turnbull and uysal, 1995), knowledge/intellectual, kindship/ social interaction novelty/adventure, entertainment/prestige, sports, escape/rest (oh, uysal & weaver, 1995). relaxation, knowledge, adventure, travel bragging, family, sports (cha, mc cleary & uysal, 1995), sports/activity seeker, novelty seekers, urban-life seekers, beach/resort seekers (bologu & uysal, 1996), escape motives, relaxation, prestige, family and friend togetherness, knowledge, sport motivation, adventure, enjoying natural resources, desire for sex, motivations of alcoholic consumption (alghamdi, 2007), escape, visiting family and friend, quality of hotels, friendliness od people, re-enactment or pervious enjoyable experiences (prayag & ryan, 2011), get experience in foreign land, learn new culture, relax, learn new thing, interested in culture, escape from same daily live, enjoy activities, adventure, interested in natural resources, find parter (yiamjanya and wongleedee, 2014), competition, spiritual refreshment, novelty seeking, contribution and sharing, bire-related, relationship building (chen & chen, 2015), risk taking, challenge, catharsis, recognition, creativity, physical setting (caber & albayrak, 2016). based on several theories above, this study is using the motifation theory of middle east tourists (alghamdi, 2007), because it felt in accordance with the type of tourists studied, which is composed from: 1) escape motives, 2) relaxation, 3) prestige, 4) family and friends togetherness, 5) knowledge, 6) sports motivation, 7) adventure, 8) enjoying natural resources, 9) desire for sex, 10) alcoholic consumptions. pull motivation besides push factor, there also a push factor in doing traveling. pull factor is a form of specific attributes (wibisono, 2013). various pull factors should be owned by a destination in order to fulfil the needs and wants of the tourist. the pull factor comes more from the treat or attraction for tourist to come and visit. attraction is very important factors for a destination (sari, 2017). a forms of attractive factors can be said as the environmental conditions that make a person interested in coming to a destination such as sunshine, historical monuments, sports facilities and cheap air tickets (dann, 1977). in summary, the pull factor can be said as "where to go” (kenosky, 2002). attractive factors related to tourist attractions in the area or tourist destination, attractions can also be in the form of fame (fandeli, 1995). e-journal of tourism vol.6. no.2. (2019): 235-251 http://ojs.unud.ac.id/index.php/eot 240 e-issn: 2407-392x. p-issn: 2541-0857 encouragement to visit to visit friends or family and the ongoing sports competition is also an attraction. pull factor is considered useful in explaining the actual choice of destination (seebaluck, naidoo, munhurrun & mungur, 2013) tourism activities to visit tourism objects include visiting, seeing and feeling the beauty of nature with its various variations, climatic conditions, culture and attractions, history and legends, ethnicity with its tribal nature, accessibility, namely ease of achievement (spillane, 1997). the essence of the various definitions and statements above is that the pull factor is everything that is owned by a particular place that can attract tourists to come and visit in order to meet the needs and desires that arise from within them. the simplest, pull factor dimension consist of novelty, education reason (crompton, 1979), where further research is also found that budget, culture and history, wilderness, ease of travel, cosmopolitan environment, facilities, hunting into the pull factor category (yuan & mcdonald, 1990). besides that, entertainment/resort,outdoors/ nature,heritage/ culture, rural/inexpensive (uyasal & jurowski, 1994) followed by heritage/culture, city enclave, comfort/relaxation, beach resort, outdoor resources, rural and inexpensive in its development as a dimension from pull motivation (turnbull & uysal, 1995). outbound tourism motivation for middle east tourist for pull factor consist of historical attraction, environment and weather attractions, expenditure and low cost factors, sports and outdoor activities, sex tourism, alcohol attractions (alghamdani, 2007). the other researchers found that pull factor dimension are friendliness and hospitality of people, the family oriented, romantic place, 3s it is sea, sun and sand (prayag & ryan, 2011), facilities and infrastructure, professional guiders, local culture and traditions, avian resources (chen & chen, 2015), novelty seeking, tourism infrastructure, sports and leisure activity, reclusiveness (caber and albayrak, 2016). in this study the pull motivation used is the theory used at the outbound tourist motivation of middle east tourists (alghamdani, 2007), where if they travel to indonesia, then they are inbound tourism tourists. visiting decision visiting decisions are decisions taken by a person or group to travel to certain tourist destinations for vacation / recreation purposes, improve self-quality, study historic sites and find out the uniqueness of an area, to enjoy a tourist attraction in a destination visited within a certain period. a person's decision to visit is inseparable from consumer behavior e-journal of tourism vol.6. no.2. (2019): 235-251 http://ojs.unud.ac.id/index.php/eot 241 e-issn: 2407-392x. p-issn: 2541-0857 which in this case is the tourists themselves. consumer behaviour is the process involved when individuals or groups select, purchase, use, or dispose of products, services, ideas or experiences to satisfy needs and wants (swarbrooke & horner, 2007). consumer behaviour refers to the buying behaviour of individuals and households who buy goods and services for personal consumption (kotler and armstrong, 2009). the statement means that consumer behaviour is a process from the beginning to the downstream carried out by someone in order to meet their needs and desires. that process will influence will someone travelling or not. in the world of marketing tourist visits can also mean the same as the purchase decision (putra et al. 2015). tourist decision to visit is similar with consumer purchase decision (jalilvand and samiei, 2012). visiting decision is a process where a visitor evaluates and chooses one alternative that is needed based on certain considerations. in the world of tourism, purchasing decisions are assumed to be a visiting decision so theories about purchasing decisions are used also in visiting decisions (wandari et al, 2014). in a visiting decision process, tourists need several alternative of destination and require an effort from tourist attractions to get to tourists with something special in order to make people comes. the company must also have the power and role to design and provide stimulants to influence someone to come. the dynamic process of interaction between buyers and the environment (hollensen, 2010). some important things are psychological variables that influence in consumer decision making encompass needs, perception, memory and attitudes. personal consumer characteristics such as demographic and lifestyle variables. the influence of psychological factors is needs, perception, memory and attitude (hollensen, 2010). in this case, purchase decision referring to the visit decision in a tourism place, and tourist will go through five stages namely the introduction of problems, information search, alternative evaluation and purchasing decisions (kotler and keller, 2014). the decision to come and visit a destination does not just come suddenly into one's mind. it can be ascertained that in any decision made, there are always certain considerations or factors behind it. tourist visiting decisions are influenced by push factors and pull factors (crompton in kozak and decrop, 2009).these push and pull factors are internal and external factors that motivate e-journal of tourism vol.6. no.2. (2019): 235-251 http://ojs.unud.ac.id/index.php/eot 242 e-issn: 2407-392x. p-issn: 2541-0857 tourists to make decisions in traveling (hermansyah and waluya 2012). methodology of data analysis this research is located in puncak area, especially in warung kaleng west java, indonesia. this study use quantitative method and data analysis using linear regression. data was collected from 100 inbound middle east tourists who travel and visited puncak area. the data includes: information gathered from questionnaires, statistics data from several sources in order to provide a holistic description related to the tourist motivation (push and pull motivation) towards their visiting decision, and also includes literature studies to support it to be more convincing scientifically. primary data is gathered directly from middle east tourist who comes and visit puncak especially warung kaleng area, while secondary data is gathered trough study literature, previous related study and also from third party which has correlation with this research like tourism and culture bureau of bogor regency and central bureau of statistics of indonesia. the hypothesis of this research, is there an influence motivation towards middle east travel decision. data is collected with the use of questionnaire using likert scale from scale 1 = disagree strongly to scale 5 = agree strongly. data analysis was done through statistical frequency and mean or average in a tabular form. the pearson correlation was also used to find the relationship between push and pull factor motivation towards their visiting decision. anova and t test used to examine the indicators discussion and result the description of the data contained in this study include the general description of respondents based on gender, age, national origin, marital status, latest education, costs spent and the number of visits in the last three years to puncak. the details of the general description obtained are as follows: e-journal of tourism vol.6. no.2. (2019): 235-251 http://ojs.unud.ac.id/index.php/eot 243 e-issn: 2407-392x. p-issn: 2541-0857 table 1. tourism demographic profile source : research data, 2018 table 1 reveals that the demography categorized into six, namely age, origin, marital status, educational background, spending amount and visitations within three years. the table shows that 61% of the respondents is between 18-35 years old, it is a productive age, and they has an independent income and always wants to try something new. 53% comes from saudi arabia since it has a fairly hot climate, as well as a deteriorating natural state, no wonder a lot of middle east tourists from this country come and visit puncak areas, especially to warung kaleng which has very different climate compare to their origin. they are looking for something green, cool and beautiful and also supported by the living cost that suits them. it’s about 63% marital status of the respondents is single. due to a lot of tourist age between 18-35 years old, most of them are single and mostly come to visit their friends and not their families. for educational background, 47% of the respondent graduated from undergraduate programme and for the spending, 57% spend their money in this area for more than rp. 20,000,000,per visit. this is possible because most of these tourists live in a fairly long period of time. usually they stay for a few weeks, even many are up to months and most of the respondents visiting this place around 2-3 times in recent last three years for about 37%. no age frequ ency perc ent age 18 35 61 61.0 36 – 50 33 33.0 > 50 6 6.0 origin saudi arabia 53 53.0 egypt 8 8.0 oman 4 4.0 yemen 2 2.0 arab emirates 15 15.0 kuwait 5 5.0 bahrain 2 2.0 qatar 2 2.0 others 9 9.0 marital status single 63 63.0 married 37 37.0 educationa l backgroun d junior high school 5 5.0 senior high school 29 29.0 undergradua te 47 47.0 > postgraduate 19 19.0 spending amount rp 1.000.000rp10.000.00 0 13 13.0 rp 10.000.000rp20.000.00 0 30 30.0 >rp. 20.000.000, 57 57.0 visitation within 3 years 1 times 33 33.0 2-3 times 37 37.0 4-5 times 8 8.0 > 5 times 22 22.0 e-journal of tourism vol.6. no.2. (2019): 235-251 http://ojs.unud.ac.id/index.php/eot 244 e-issn: 2407-392x. p-issn: 2541-0857 based on the data above, it can concluded that almost every year these tourists come and visit this place. this is possible because of several reasons, namely the number of available holidays is quite a lot, weather conditions or climates are very cool which is very different from their home regions and the costs or expenses are felt in accordance with their capabilities so they can often visit this place. beside the description of the demography, this study also find the specific motivation of the inbound tourist as follows: table 2. descriptive statistics of middle east tourist source: research data, 2018 the above table divided variable into three categories, they are push motivation, pull motivation and travel motivation. push motivation, with the highest value is relaxation dimension with 4.28 and the lowest is the alcoholic consumption dimensions with 3.51. pull motivation with the highest value is environment and weather condition with 3.99, and the lowest is alcohol attraction dimensions with 3.41. the travel decision highest score is in problem identification with 3.90 and the lowest is information search dimension with 3.61. several dimensions in push motivation get more than 4 (in score). they are escape, relaxation and followed by enjoying natural resources. the same research results found in thailand and their research results shows that the best score range (above 4) is escaping from same daily life factors, enjoying activities and relax in foreign land (yiamjanya and wongleedee, 2014) it also became the most dominant motives for family to travel (ingkadijaya, 2018). a study in south africa, stated that there was an influence between the push motivation for the decision of an individual to visit (giddy and webb, 2016). as for some factors with the highest second score in the item under push motivation is enjoying natural beauty and novelty. the previous research variable dimension mean push motivation escape motives 4.12 relaxation 4.28 prestige 3.38 family and friends togetherness 3.98 knowledge 3.82 sport 3.81 adventure 3.91 enjoying natural resources 4.13 desire for sex 3.63 alcoholic consumption 3.51 pull motivation historical attraction 3.63 environment and weather conditions 3.99 expenditure and low cost factors 3.98 sports and outdoor activities 3.96 sex tourism 3.80 alcohol attraction 3.41 travel decision problem identification 3.90 information search 3.61 alternative evaluation 3.87 tourism decision 3.82 e-journal of tourism vol.6. no.2. (2019): 235-251 http://ojs.unud.ac.id/index.php/eot 245 e-issn: 2407-392x. p-issn: 2541-0857 in examining the motivation of tourists found that in push motivation, the factor of enjoyment (51.5%) and being close to nature (39.6%) became a fairly high value (caber and albayrak, 2016) . based on the result from this study, as well as the results obtained from the previous studies, it can be concluded that the relaxation factors, escape from the routine, and the desire to enjoy the beauty of nature are the factors most desired by tourists, and it can be said that these factors are the most encouraging tourists to visit a place or tourist destination. and for the pull motivation in this study, the highest dimensions are environment and weather condition, expenditure and low cost factor, sport and outdoor activities. the similar research also found that climate or weather condition is the main factor in pull motivation for 48.5% (caber and albayrak, 2016), and gain the highest score is pull environment for 3.83 (giddy and webb (2016). the other research also found that the beauty of the nature got the highest score with 95% and respondents stated that it is the most important factor for them. beside natural beauty, the climate also become the main factor for pull motivation for about 92%. the results of research conducted in this study and compared with some previous studies, it can be concluded that indeed the most interesting factor or motivation for makes tourist to come and visit is because of the climate or weather, activities, and the natural beauty. to find deeper related to the influence between tourist motivation (in this case is push and pull motivation) towards middle east tourist visiting decision could be found below: source: research data, 2018 the above table is the hypothesis testing result that shows all hypothesis is accepted. it is the recapitulation of t-test and anova in this study. to describe all test in details, the following table could represent the result: table 3. hypothesis testing result. hypothesis statement score remarks h1 push motivation significantly influence tourist visiting decision t = 2.865 sig = 0.000 h0 rejected h1 accepted h2 pull motivation significantly influence tourist visiting decision t = 1.590 sig = 0.000 h0 rejected h2 accepted h3 push and pull motivation significantly influence tourist visiting decision f = 35.506 sig = 0.000 h0 rejected h3 accepted e-journal of tourism vol.6. no.2. (2019): 235-251 http://ojs.unud.ac.id/index.php/eot 246 e-issn: 2407-392x. p-issn: 2541-0857 based on the t-test table above, could be shown that the significance value of push motivation is 0.00 < 0.05 which indicate that the hypothesis is accepted. it also strengthen by the result of tcount > ttable, which is 8.357 > 1,984. it means that the push motivation significantly influence the tourist visiting decision. source: research data, 2018 the table above shows that the significance value of pull motivation is 0.00 < 0.05 which indicate that the hypothesis is accepted. it also strengthen by the result of tcount > ttable, which is 6.004 > 1,984. it means that the pull motivation also significantly influence the tourist visiting decision. table 6. anova for tourist motivation towards their visiting decision. anova a model sum of squares df mean square f sig. 1 regression 342.356 2 171.178 35.506 .000 b residual 467.644 97 4.821 total 810.000 99 source: research data, 2018 the above table shows the significance value of push motivation and pull motivation simultaneously is 0.00 <0.05 which indicates that this hypothesis is accepted, which means push and pull motivation has a significant influence on visiting decisions. this is also strengthened by the acquisition of fcount > ftable, which is 35.506 > 3.09. shows that the push motivation and pull motivation have a positive and unidirectional relationship towards tourist visiting decisions. coefficients model unstandardized coefficients standardize d coefficients t sig. collinearity statistics b std. error beta tolerance vif 1 (constant) 2.450 1.541 1.590 .115 push motivation .331 .040 .645 8.357 .000 1.000 1.000 a. dependent variable: visiting decision source: research data, 2018 coefficients model unstandardized coefficients standardized coefficients t sig. collinearity statistics b std. error beta tolerance vif 1 (constant) 4.944 1.726 2.865 .005 pull motivation .450 .075 .519 6.004 .000 1.000 1.000 a. dependent variable: visiting decision table 4. t-test for push motivation table 5. t-test for pull motivation e-journal of tourism vol.6. no.2. (2019): 235-251 http://ojs.unud.ac.id/index.php/eot 247 e-issn: 2407-392x. p-issn: 2541-0857 conclusion the middle east tourist motivation and their visiting decision in puncak area was investigated. the study made use of questionnaires to gather relevant information for the study. convince sampling method was used to select 100 respondents. data collected was analyzed using frequency count, mean (average) and double regression linear. table 1 shows most of the respondents is between 18-35 years old (61%), from saudi arabia (53%), single (63%), undergraduate (47%), spend more than rp. 20,000,000, (57%) and visiting this place around 2-3 times in recent last three years (37%). table 2 shows that the highest score for push motivation is relaxation (4.28), the highest score of pull motivation is environmental and weather condition (3.99), and for the traveling decision, the highest score is problem identification (3.90). table 3 shows that there is an influence between push and pull motivation towards their traveling decision. while the push factor is the most significant is influencing the travel decision. recomendation in order to increase the number of middle eastern tourist visitation, it would be better to focus on several points, such as: 1. providing facilities and amenities for nature-based relaxation activities such as: a. providing relaxation facilities at the hotel such as spa or saunas with direct natural view. b. activation of agro tourism or wellness tourism activities around the peak area due to the large number of springs in the surrounding area that can be developed as wellness tourism such as ciburial springs, where the local government can cooperate with the private sector in terms of funding for the development of this types of tourism, on the other hand the government also could give permission to manage the existing natural resources while sticking to the environmental balance. c. maintain cleanliness of the surrounding area by providing a good trash can within a certain distance. d. the number of illegals street seller or restaurants located on the edge or side of the mountainside disturb the view, and make the area feel e-journal of tourism vol.6. no.2. (2019): 235-251 http://ojs.unud.ac.id/index.php/eot 248 e-issn: 2407-392x. p-issn: 2541-0857 chaotic and slum. they should be given a place that can accommodate them to trade and not make slums around the natural landscape. 2. promotion strategy a. making promotional tools in which there is a visual beauty of the peak area, supported by images of tourists who are relaxed and enjoy the local beauty. 3. government and private sector for development a. exploring nature with no exaggeration and does not change or damage the existing ecosystem. b. increase the involvement of the local community by conducting training related to tourism business violations such as tour guide training, training in the provision of food in terms of quality, packaging, hygiene, as well as providing services to tourists. providing foreign language training needed to be able to communicate with tourists, namely by training in arabic and english. c. providing training on the management of plantation resources (both fruits and vegetables) to be made into something interesting for consumption and sale. d. collaborating with entrepreneurs who have considerable capital to be able to assist the community in terms of providing funds or in terms of promotional activities in promoting food products or handicrafts that are ready for sale. acknowledgment i would like to express my appreciation to bogor school of tourism (stp bogor) for the support and also to trisakti school of tourism (stp trisakti) which encouraged me to complete this research through field research in postgraduate program in tourism department. references afin murtie, (2012). menciptakan sdm berkuwalitas, pt. gelora aksara pratama. jakarta. alghamdi, abdulraheem. 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(2019): 147-159 http://ojs.unud.ac.id/index.php/eot 147 e-issn: 2407-392x. p-issn: 2541-0857 leisure travel behavior of generation y & z at the destination and post-purchase iva slivar, dražen alerić, and sanja dolenec juraj dobrila university of pula / faculty of economics and tourism “dr. mijo mirković”, preradoviceva 1/1, 52100 pula, croatia corresponding author: iva.slivar@unipu.hr article info received 04 march 2019 accepted 2 september 2019 available online 30 september 2019 abstract researching travel trends of new generations is the first step for tourism providers towards modifying their offers in order to match target markets’ needs. the above represents this paper’s primary purpose. the motivation and behavior of the new generations, also known as millennials or generation y and post-millennials or generation z, influence the contemporary tourism characteristics. they are both more than familiar with recent technology trends and usage. there are two main goals of this paper. the first is to determine the behavior of generation y and z members during their stay in the tourist destination and their preferences in terms of company, accommodation and transport options. the second goal of this paper focuses on exploring the behavior of the y and z generation members related the dissemination of information about their stay in a tourist destination. questions covered issues regarding review writing about a tourist destination or accommodation, the timing of writing during or after returning from a tourist destination, the announcement of their travel intentions on social networks etc. a significant number of respondents post on social media and write online reviews regarding their travel experiences. the originality of the papers steams from the insufficient studies of the topic. the research methodology applied an online survey as the main research instrument. the main limitations are related to the minor geographical area researched. keywords: online tourism behavior, generation y, generation z, buying behavior in tourism, visit phase, post purchase behavior in tourism. e-journal of tourism vol.6. no.2. (2019): 147-159 http://ojs.unud.ac.id/index.php/eot 148 e-issn: 2407-392x. p-issn: 2541-0857 introduction investigating the purchasing behavior of tourists is important for understanding the differences in purchasing behavior between individual segments of tourists (e.g. differences between tourists coming from different countries, differences between tourists of different cultures and customs, differences between tourists of different lifestyles, different hobbies, different interests and etc.) since, regardless of globalization, some segments of tourists or individual tourists have their own distinct purchasing behavior in which they differ from each other. this paper explores the key travel habits of younger generations on the gap of generation y and z. since the topic of travel consumer behavior is rather wide, the focus will be on the visit phase and the post-buying phase in leisure travel. the research aims to answer the following key questions: 1. who do representatives of gen y and gen z travel with? 2. what kind of transportation to the destination do they prefer? 3. do they prefer cheaper accommodation such as hostels and campsites? 4. are they active contributors of reviews in tourism? if so, do they post them: immediately after consummation or later? these finding will give an insight into some key aspects of travel habits of these two generations that could benefit travel providers into caring better for their needs. the significance of the research is especially evident in light of the visit phase which lack studies, while in light of social media marketing, the post staying phase is tightly related to a growing trend of sharing experiences online and being influenced by reviews. this paper is composed of five chapters, including the introduction and conclusion. the literature review gives the framework of market research devoted to investigating buying behaviour in tourism as well as gen y and gen z key characteristics. the next chapter explains the methodology applied in this survey based research. the results are presented in the homonymous chapter while the last part summarizes key conclusions. literature review purchase behaviour of tourists buying behaviour in tourism is very complex and consists of five phases (clawson and knetsch 1966) that relate to tourist activities: pre-purchase phase, travel to a tourist destination, experience in a tourist destination, return phase, and recalling phase. these phases differ from e-journal of tourism vol.6. no.2. (2019): 147-159 http://ojs.unud.ac.id/index.php/eot 149 e-issn: 2407-392x. p-issn: 2541-0857 the phase of the purchasing process of non-tourism products (the knowledge of the problem phase, the phase of information seeking, the information evaluation phase, the buying phase and the phases of post-purchase behaviour (kesić 2006). traditional modes of customer behaviour are relay on the process of selection among alternatives, based on the so called funnel; while newer models of customer decision journey perceive the post buying behaviour as a period where customers actively act as promotors or critics of tourism products and/or companies whereas ict (information and communication technology) platforms increase the reach of their activities (dedić, 2017). purchasing behaviour can be influenced by a number of factors such as marketing communication (advertising, public relations, direct communication with customers and users), experiences of other customers (e.g. online reviews that customers can read, interaction of customers through, for example, social networks) personal experiences of customers (previous shopping experiences), their attitudes, motives, value system, lifestyle, their personality and information collected by buyers in the purchasing process (pre-purchase and purchase information) (aleric, 2017). due to the very large number of factors which can influence the decision making process, it is important to investigate purchasing behaviour in order to elect adequate regulatory policy aimed at protecting consumers in society and to understand how buyers decide of their purchases (blackwell, miniard and engel 2005). investigating purchasing behaviour leads to identify buyer behaviour motives, factors affecting their behaviour, and discover the ways and reasons for making their purchasing decisions. that way an enterprise or a country, a region, a city or a tourist destination based on acquired purchasing behaviour data could adapt their marketing strategy to the tourists who visit them in order to increase the level of tourist satisfaction (aleric, 2017). the research of the motives of tourists is particularly important, thus this topic was studied by many authors (beard and ragheb 1983, crandall 1980, crompton 1979, dann 1981, driver and manfredo 1996, gitelson and kerstetter 1990, hollender 1977, krippendorf 1987, lee & crompton 1992, loker and perdue 1992, 1983, pearce 1988, 1991b, shoemaker 1989). namely, motives represent internal factors influencing the activity directing it and managing it (kesić, 2006). by revealing the motif, it is possible to understand the factors that e-journal of tourism vol.6. no.2. (2019): 147-159 http://ojs.unud.ac.id/index.php/eot 150 e-issn: 2407-392x. p-issn: 2541-0857 encourage tourists on a trip and thus get information that will enable the adjustment of marketing elements and marketing activities in order to reach an increase in tourist satisfaction. this means that it is necessary to explore the level of tourist satisfaction as the ultimate result of all interactions of tourists with everyone they come into contact with before traveling, during the trip and afterwards, when returning to their place of residence. the pre-buying phases and post-purchase phase in tourism are an often researched topic (law, buhalis, cobanoglu, 2014). measuring the level of satisfaction comprises the identification of user requirements, the understanding of how users perceive an organisation or company and if the service provided complies with their expectations; the detection of areas of performance to be improved, the priorities of users thus enabling the tracking of progress in increasing customer satisfaction levels, resulting in increased profits through improved customer loyalty and retention (self and roche 2002). customer satisfaction is essential for more frequent, repetitive purchases, and recommendations to other users (hill and alexander 2006). satisfied customers are five times more profitable than winning new customers (hill and allen 2007), furthermore, if customers experience such service that exhales their expectations, the consequent satisfaction might lead to the loyalty of customers (kotler, hayes and bloom 2000). the necessity of exploring shopping behaviour of tourists has been widely recognized, and this issue is explored by many authors who described the behaviour of tourists and discussed patterns of purchasing behaviour (farrell and twining-ward 2004, gunn 1994a, leiper 1989, mathieson and wall 1982, mill and morrison 1992, murphy 1985, pearce, moscardo and ross 1996). by understanding the characteristics of tourists (their cultural background, the demographic factors, their social influences, value systems, attitudes, experiences etc.), the social, cultural and environmental contacts can be adequately managed in order to improve the overall satisfaction of tourists, reduce complaints, improve the relations with tourists and influence the total experience of the tourist destination they are visiting. (pearce 2005). leisure travel trips are not as common as frequent shopping at home: deciding on purchasing tourism products for the next holiday is usually planned for a long time and represents a significant event in the life of a tourist, i.e. an event that is not an everyday routine. in addition, a tourist trip can be unique, or it may never happen again, hence it often has a special e-journal of tourism vol.6. no.2. (2019): 147-159 http://ojs.unud.ac.id/index.php/eot 151 e-issn: 2407-392x. p-issn: 2541-0857 importance. their travel experiences and memories are often recalled, remembered and commented (pine and gilmour 1999, pearce 1991a, yagi 2001) lately more and more in the forms of online reviews, multimedia formats on social media, grades in e.g. google maps, forums and other forms of online communities (dedić, 2017). tourists with their purchasing behaviour not only affect the economic activity of a tourist destination (in terms of managerial adaptations in a tourist destination directed to meet the needs of tourists) but also the socio-cultural and environmental sphere (gergen 1997, crang 1997, moore 2002, oberg 1960) (e.g. the influence of the culture of tourists on the culture of residents; the change of habits of the domicile population due to the influence of habits of tourists and their impact on the environment) (pearce 2005). purchase behavior of generation y and generation z as tourists generational differences in terms of travel habits is often the topic among many researches. not discussing the intragenerational differences, for the purpose of this paper, the members of the generation y and z are presented as the homogenies groups. it is necessary to stress, there is no common view with academics on the year of born of each generation. there are some common characteristics which share younger generations. the members of generation y and generation z are the creators and early adopters of new trends, used to new technologies, optimistic, non-linear thinkers, innovative in problem solving (scott, 2008). however, the group differs from the other. generation y members were born between the eighties and the start of the new millennium (postolov, sopova, iliev, 2017). they are also called the “millennial generation”. this is the generation defined by the internet and increasingly globally connected world. they were raised with the belief that anything is possible since they were protected by their parents. they are characterized as optimistic persons, social, open to changes and have high expectations from themselves and others (princetonone, 2017), are more entrepreneurial, realistic, have a shorter attention span and higher expectations (lundin, 2018). generation z or post-millennials is poorly analyzed so far comparing to the generation y, however it is not that demanding to define the environment they growing up in and therefore the emerging characteristic which can be expected from them. the members of these generations were born at the beginning of the new e-journal of tourism vol.6. no.2. (2019): 147-159 http://ojs.unud.ac.id/index.php/eot 152 e-issn: 2407-392x. p-issn: 2541-0857 millennium (postolov, sopova and iliev 2017). they are known as gen z or igeneration. highly sophisticated media and computer environment is something this generation experiences as a normal state. post millennials as opposite to millennials tend to be more individualistic, less focused, better multi-taskers, entrepreneurial, more globally oriented with higher expectations (beall, 2017). their characteristics influence their travel habits, making the previously described buying behavior in tourism specific. the shift towards placing the value on experiences, rather than material things is evident. 57% americans constantly save money specifically for traveling, while this trend is more emphasized in millennials whereas 68% do the same. according to the research results given by wyse travel confederation (2018), under 30-travel persons are most likely to splurge on food and drink experience (37%), events and festivals (27%), fine and performing arts (18%). the use of guidebooks among the worldwide tourists is most popular with those older than 65 years (36% use guidebooks while traveling), and the least popular with 18-24s. on the other hand, both face-to-face and digital word of mouth are particularly influential for younger travelers, according to the research results published by the world largest travel website, tripadvisor (tripbarometar, 2016). generation y and z are more likely to explore less visited destinations, while they are more than ever characterized as digital nomad population (they tend to use digital technology). they prefer to travel to a different world region, for a longer period. furthermore, the more indestination activities and experiences they have, the happier with their travel they are. however, post-millennials are more likely to make online bookings comparing to millennials. travelers of generation z are more social than generation y and are more likely to connect with locals. there is the opposite evidence on who would like younger generations travel with. the differences exist between generation y and generation z. the study conducted by expedia and the center for generational kinetics (2018) on the population of the usa reviled that traveling together with parents and paying their travel costs is very popular with 58% of the gen z respondents, and 24 % of millennials. comparing to the other generations, more than one-third of americans have traveled alone for leisure in the past year, while this number is even higher for millennials, 42% of whom have traveled alone. more general results, given by cwt (2017), on who would business people from different countries travel with, e-journal of tourism vol.6. no.2. (2019): 147-159 http://ojs.unud.ac.id/index.php/eot 153 e-issn: 2407-392x. p-issn: 2541-0857 states that almost 60 % of millennials travel with others, 43% travel with colleagues, and 15% with friends and family. that makes millennials least likely to travel alone when doing a business trip. at the same time, 25% of millennials in usa plan a solo trip within next 2 years (resonance consultancy, 2018). millennials are, globally, far more open to alternate accommodation comparing to the previous generations (gelfeld, 2017). although, according to resonance consultancy report (2018), young travelers from usa would rather stay in the full-service hotels and resorts, then in the strangers’ beds offered at the airbnb platform. half of usa travelers aged between 20 and 34 stay in an airbnb or another home-sharing accommodation on regular or occasional basis. millennials when choosing accommodations are more than previous generations influenced by special offers, proximity to transport options and sustainable travel. they do not put much emphasis on the brand name, proximity of the beach or water and prior experience (tripadvisor, 2014). globally, 5% of travelers used a private accommodation/house swap listing during their last trip, according to tripadvisor (2016), rising to 7% of the 18-34 age olds. regarding transportation options, low cost airlines are the primal choice of millennials (fromm, 2018). globally, one quarter of 18-34 year olds said they used a train on their last trip (tripadvisorinsight), as opposite the average of the group which is one in five. according to the global recent study conducted by one of the largest travel e-commercials companies in the world, booking.com (2017), in 2018, 60% of all travelers intend to post their travel experience on social media each day, where the younger generation are more likely to do it. 84% of millennials post on their vacation on social media (gelfeld, 87%). they share their experiences using facebook, instagram and tripadvisor (tripbarometar, 2016) platforms. furthermore, 27% of millennials in usa have posted a potential trip on social media to canvas opinions before booking (expedia and the center for generational kinetics (2018). in the post-purchase period a significant amount of ugc (user generated content) in tourism is formed such as reviews, comments, suggestions (dedić, 2017). methodology and data the research was conducted using a printed survey combining typical questions related to the visit phase of many satisfaction questionnaires and originally developed questions related to post purchase behaviour. the survey e-journal of tourism vol.6. no.2. (2019): 147-159 http://ojs.unud.ac.id/index.php/eot 154 e-issn: 2407-392x. p-issn: 2541-0857 consisted of 16 questions in total, while those related to pre-booking behaviour (nine of them) won’t be elaborated in this paper. the survey testing was done with erasmus students of the juraj dobrile university of pula, faculty of economics and tourism dr. m. mirković of the generation 2016/2017 whose insights helped to formulate the set of possible answers. thus, the development of the survey was a kind of co-creation with the target participants. single choice questions and rank were among the most frequent types of questions posed. the researches distributed surveys to acquaintances and students by e-mail and social media, asking them to spread the survey, applying the snowball technique. all of the collected 70 surveys were deemed valid. the unintentional sample of students included both graduated students from croatia and graduated erasmus students at the above mentioned university. the majority of respondents were millennials (71,4%) born from 1977.-1994., while the remaining 28,6% were gen z representatives (1995-2012). the ratio of female respondents compared to male was 81,4:18,6. results and discussion friends are the most preferred company when gen y and z travel (40%), followed by partners (34,3%) and family members (20%). solo travelling is a rare, as accounts for the remaining 5,7%. gen y and gen z book mainly private accommodation (51,4%), hotels (31,4%) and hostels (12,9%). it was interesting to notice that camping was not selected by a single participant! the preference for private accommodation is consistent with previous research of millennials, whereas here, most respondents were representatives of this generation. the preferred transportation options are visually represented in the following graph. chart 1. preferred mode of transportation of gen y and gen z source: authors’ research e-journal of tourism vol.6. no.2. (2019): 147-159 http://ojs.unud.ac.id/index.php/eot 155 e-issn: 2407-392x. p-issn: 2541-0857 the first choice in terms of transportation option for most respondents are cars or motorcycles for the majority of participants (48/70). this result is pertinent to the specificity of the croatian tourism market, whereas most travel refers to domestic trips. the second choice is very fragmented across planes (25/70), trains (20/70), cars or motorcycles (14/70) and boats (13/70). hitchhiking ranks highest as the third choice (42,85%). users share about their holiday experiences during the trip (62,9%), which is more consistent with the general population, than to the target generations as it affects the majority of millenials (84% of them according to booking.com’s study in 2017). the percentage of those who share about their holiday experiences before the trip, to announce it, is negligible (2,9%) along with those respondents who post about it later on (7,1%). a bit more than a quarter of respondents (27,1%) don’t post their holiday experiences on facebook, which is very similar to those who never post reviews online (28,6%). reviews are more frequently written in case the services exceeded the expectations (17,1%) than in case the service was very bad (7%), which differs from the traditional offline marketing notion whereas a negative experience is shared to 2-3 times people than a positive merchant experience. only 17,1% respondents write reviews online on a regular base. more than a quarter (27,%) writes reviews only if asked to. conclusion conclusively, based on the previous academic contributions, public available studies and primary conducted research related to the topic, it is evident the generational differences which define purchase behavior of tourists are significant. when it comes to the type of trip, activates in the destinations, accommodation, transportation, personas they travel with, sharing traveling experiences etc., priorities often follow the patterns by generations. the results collected and delivered in this paper are aimed at different entities within the tourism destination sector, e.g. the creators of the (complex) tourist products. they should be encouraged to take into account the generational differences in practicing marketing activities, taking into account their behavior as tourists. it is more than ever needed to make the tourists satisfied considering the overall experience of the travel, since they are ready to share their experience both, offline and online. the younger generations, e.g. millennials and postmillennials, are even more open, e-journal of tourism vol.6. no.2. (2019): 147-159 http://ojs.unud.ac.id/index.php/eot 156 e-issn: 2407-392x. p-issn: 2541-0857 social and used to new technologies and ready to share publicly their experience. in terms of implications for practice, regarding the ugc (user generated content), the research results show gen y and gen z tend to share their holiday experience on social media in real time, while they write reviews with a time lag. therefore, marketers in the tourist destination should thus persuade tourists to share more on social media while tourists are at the destination. good examples of action include provide free wifi close to major tourist attractions, contests, photo points etc. furthermore, since more than a quarter of respondents write reviews only when asked and, most frequently after the service has terminated, marketers should contact their customers within a reasonable timeframe in order to remind them to write a review. the limitations of the research steam from the small sample impeding thus generalization. therefore results should be interpreted having in mind the croatian context, as the majority of respondents were students from croatia. future research should overcome these limitations and address the issues in more depth, especially the visit phase. purchase behavior of tourists is a dynamic process. only by understanding of tourists, the motives that influence their decision-making, the way how they make their decisions, the factors determining tourists as individual buyers and the factors influencing the level of their satisfaction can help successfully predict their purchasing behavior. this is possible only through constant research of purchasing behavior of tourists and all factors affecting it. then all interested stakeholders could adopt their activities to tourists’ needs in order to reach all their economic and psychological goals and thereby achieve the key marketing goal: satisfaction of tourists. references alerić, d. 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(2019): 342-358 http://ojs.unud.ac.id/index.php/eot 342 e-issn: 2407-392x. p-issn: 2541-0857 the use of online travel agent (ota) by non-star hotels in sanur bali i gusti agung mirah sanjiwani, agung suryawan wiranatha and i gusti ayu oka suryawardani udayana university corresponding author : suryawardani@unud.ac.id article info received 30 august 2019 accepted 18 september 2019 available online 30 september 2019 abstract non-star hotels as a tourism business are nowadays using online travel agents (ota) to market their rooms. the research on using ota is interesting to be conducted, considering that research involving hotel management in accepting technology using the technology acceptance model (tam) is has not widely found. this study aims to analyze the influence of non-star hotel management's acceptance in using ota by tam, namely perceived usefulness, perceived ease of use, attitude toward using, and behavioral intention to use. the study involved 59 non-star hotel managements in sanur as the respondents. the questionnaire included 17 indicators on tam and interviews were conducted to support the statistical analysis. structural equation modeling (sem) analysis was carried out by using the smartpls 3 program. the results shows that: 1) perceived usefulness is significantly influenced on attitude toward using, 2) perceived ease of use is significantly influenced on attitude toward using, 3) perceived usefulness is significantly influenced on perceived usefulness, 4) attitude toward using is significantly influenced on behavioral intention to use, and 5) perceived usefulness is not significantly influenced on behavioral intention to use in hotel management of non-star hotels in sanur bali in using ota. overall, the non-star hotel management accepts ota well to be used in their hotels. keywords: technology acceptance model, online travel agent, nonstar hotels management, bali. introduction background online travel agent (ota) as a form of digital marketing communication is most widely used to market hotel products. the benefits of using ota include increasing hotel occupancy, increasing revenue, fixing prices according to the season, as a medium for promotion and sales that are efficient and wide-reaching, and tourists have the opportunity to become repeater guests (khomah, 2016). the disadvantages of e-journal of tourism vol.6. no.2. (2019): 342-358 http://ojs.unud.ac.id/index.php/eot 343 e-issn: 2407-392x. p-issn: 2541-0857 using ota include reducing net sales, overbooking, negative comments from tourists (astuti, 2015), and commission payments are quite high, which ranges from 10% to 25% according to the type and location of each property made by tourists. the hotel manager chose to keep using ota even though the commission paid was quite high. the use of ota is becoming a popular thing used by managers of non-star hotels in sanur. this is indicated by as many as 59 units from 80 hotel units in sanur using ota. the most popular otas used by budget hotels in sanur are booking.com, agoda, and traveloka. booking.com is one of the most widely used ota by budget hotels in sanur. research related to the use of technology offered by ota using hotel managers' perceptions is still very limited (varol and tarcan, 2009; ko and yu, 2015; iacianci, 2015; masa'deh et al, 2018). the use of ota in several journals uses motivational theory (astuti, 2015), digital marketing framework (nirmala, 2017; jannah, 2017) and recognizes the advantages and disadvantages of using ota (khomah, 2016; tooke-marchant, 2016; tirtayasa and paturusi, 2016 ). however, it is still difficult to find research involving hotel managers using technology acceptance models in ota. models that have been used to see the use of technology in the field of tourism, such as evaluating the indonesian ministry of tourism website by using the theory of information, communication, transaction, relationship, and technicalmerit (ictrt) (mecha et al, 2019) and do the gap analysis of smart travel implementation in airport by using the theory of utaut ii (unified theory of acceptance and use of technology ii) (laluyan et al, 2018). tam (technology acceptance model) can be used to assess a person's perception of technology acceptance (davis, 1985). tam includes four important variables that influence each other, namely perceived usefulness, perceived ease of use, attitude toward using, and behavioral intention to use (davis, 1989). research using this model is found in measuring tourist behavior and satisfaction (latona, 2016; kim and qu, 2014; yerby, 2012). this research is important to look at the use of ota by non-star hotel managers in sanur in hotel operations. this study also aims to see (i) perceived usefulness influences attitude toward using, (ii) perceived ease of use affects attitude toward using, (iii) perceived ease of use influences perceived usefulness, (iv) attitude toward using influences on behavioral intention to use, and (v) perceived usefulness influences behavioral intention to use. e-journal of tourism vol.6. no.2. (2019): 342-358 http://ojs.unud.ac.id/index.php/eot 344 e-issn: 2407-392x. p-issn: 2541-0857 literature review previous research studies have shown that there is a significant influence between perceived usefulness, perceived ease of use, attitude toward using, and behavioral intention to use in the tam model (varol and tarcan, 2009; kim and qu, 2014; yerby, 2012). however, research conducted by latona (2016) results that perceived usefulness and perceived ease of use produce insignificant effects on behavioral intention to use. shroff (2011) describes several indicators used in the attitude towards using variables and behavioral intention to use. the indicators of attitude toward using are trust, enjoyment, comfort and interest in ideas. indicators of behavioral intention to use include selfmotivation and long-term use. harriyanti et al (2018) add indicators to motivate other users and save on bookmarks on behavioral intention to use. technology acceptance model (tam) tam was developed as a theory for understanding acceptance in using information systems (davis, 1989). tam is also a model that implements theory planned behavior (ajzen and fishbein, 1980). variables in tam include four important variables that influence each other, namely perceived usefulness, perceived ease of use, attitude toward using, and behavioral intention to use (davis, 1985; davis, 1989). figure 1. the original technology acceptance model (tam), (davis et al., 1989) perceived usefulness includes four indicators, namely productivity, effectiveness, importance for task division, and performance. perceived ease of use contains five indicators, namely the complexity of use, ease of achieving goals, easy to understand, flexible, and providing guidance. attitude toward using consists of four indicators, namely trust, enjoyment, comfort, and interest in ideas. behavioral intention to use consists of four indicators, namely self-motivation, desire to motivate other users, long-term use, and saving on bookmarks. room marketing communication marketing is defined as the activities of producers to move goods or services to consumers, as well as after sales service activities after products are perceive d usefulne attitude toward using behavior al intention to use perceived ease of use actual system use externa l variabl e-journal of tourism vol.6. no.2. (2019): 342-358 http://ojs.unud.ac.id/index.php/eot 345 e-issn: 2407-392x. p-issn: 2541-0857 sold to provide guarantees and satisfaction to consumers (yoeti, 2013). effective marketing communication requires a combination of several different methods (middleton et al, 2009). some forms of promotion mix include personal selling, sales promotion, public relations, direct marketing, online marketing (emarketing), and advertising (hasan, 2013). online travel agent (ota) online marketing is a form of marketing that uses information and communication technology. ota entered into the category of affiliate marketing and strategic partnership marketing, namely by collaborating with other organizations and websites to promote products and services (ryan and jones, 2009). ota is divided into three types, namely online booking, review, and online aggregator. online booking functions for booking accommodation services. reviews function as providers of reviews or experiences of tourists who have used the services offered in the media. an online aggregator functions as an online booking and review, which makes it easier for tourists to find accommodation options, compare prices and can book directly. budget hotel industry the hotel is a tourism business which is engaged in providing services to guests who aim to gain profit (budi, 2013). hotels can be divided according to hotel class or called star hotels, which consists of five-star hotels, four-star hotels, three-star hotels, two-star hotels, and jasmine or non-star hotels (soenarno, 2006). jasmine hotels are small scale hotels usually managed by hotel owners and are provided with supporting facilities in each room (sutisna, 2008). research methods the study was conducted in three traditional villages in sanur, namely sanur village, sanur kauh village, and sanur kaja village starting from february to may 2019. the study used a quantitative approach supported by qualitative data. the research respondents were managers of budget hotels in sanur, as many as 59 people. the questionnaire included 17 indicators written in the form of statements. interviews were conducted on respondents of the study. table 1 contains the indicators used in this study. e-journal of tourism vol.6. no.2. (2019): 342-358 http://ojs.unud.ac.id/index.php/eot 346 e-issn: 2407-392x. p-issn: 2541-0857 table 1. research variables and indicators variable indicator code number of indicators perceived usefulness (pus) 1. productivities 2. effectiveness 3. importance of task sharing 4. performance pus1 pus2 pus3 pus4 4 perceived ease of use (peu) 1. complicated 2. ease of achieving goals 3. easy to understand 4. flexible 5. providing instructions peu1 peu2 peu3 peu4 peu5 5 attitude toward using (atu) 1. trust 2. enjoyment 3. comfort 4. interest in ideas atu1 atu2 atu3 atu4 4 behavioral intention to use (biu) 1. self motivation 2. motivating other users 3. long-term use 4. saving on bookmark biu1 biu2 biu3 biu4 4 number of indicators 17 the tam model is applied in this study, where exogenous variables include perceived usefulness and perceived ease of use, while endogenous variables include attitude toward using and behavioral intention to use. figure 2 shows the structural equation model in this study. figure 2. structural equation model of the use of ota by melati hotels in sanur the data were analyzed using sem analysis based on partial least square (sem-pls) using the smartpls version 3 program. respondent characteristics were calculated using descriptive statistical analysis. results and discussion online travel agent at non-star hotels in sanur the popularity of using online travel agents (ota) in sanur can be seen from the fact that many jasmine hotels use ota to introduce and market hotel products. the convenience provided by ota is also felt by tourists, where they can book a room without having to wait long or without coming directly to the hotel to ask for room availability. the ota’s names used by budget hotels in sanur can be seen in figure 3. e-journal of tourism vol.6. no.2. (2019): 342-358 http://ojs.unud.ac.id/index.php/eot 347 e-issn: 2407-392x. p-issn: 2541-0857 figure 3. ota at non-star hotels in sanur for may 2019 non-star hotels in sanur that use ota are 59 units from 80 hotel units in total. the most used otas by this budget hotel are booking.com (96.61%), agoda (86.44%), traveloka (83.05%), expedia (72.88%) and nusatrip (37.29% ). booking.com's popularity as an ota with the highest percentage of usage is due to a wider range of tourists in various countries, sites that can be accessed in 43 languages and representative offices throughout the world, including in bali, which can facilitate communication between hotel managers and parties of ota. figure 4. taman agung hotel and bali senia hotel (i gusti agung mirah sanjiwani) characteristics of respondents characteristics of research respondents include gender, age, last education, and position. respondents were dominated by women (50.85%) and followed by men (49.15%). respondents with an age range of 26-35 years were 42.37% were more in number that than those with other age ranges, the age range of other respondents ranging from 36-45 years (20.34%), less than 25 years (18.64% ), 46-55 years (11.86%), and 5665 years (6.78%). the most recent education held by respondents was at the diploma iv / undergraduate level (40.68%), followed by the education level of high schools / vocational schools (35.59%), diploma iii and postgraduates (respectively 8.47%) and diploma i (6.78%). front office department staff became the positions that used the most 57 51 49 43 22 13 8 7 4 3 2 1 0 10 20 30 40 50 60 b o o ki n g .c o m a g o d a t ra v e lo ka e xp e d ia n u sa tr ip p e g ip e g i t ik e t. co m h o te ls .c o m c -t r ip w o ti f h o te ri p m is te ra la d in ju m la h h o te l (u n it ) e-journal of tourism vol.6. no.2. (2019): 342-358 http://ojs.unud.ac.id/index.php/eot 348 e-issn: 2407-392x. p-issn: 2541-0857 ota system in hotel operations, amounting to 38.98%, followed by the sales and marketing department managers (23.73%), sales and marketing staff (16.95%), and front office department managers (3.39%). other positions (16.95%) who also use the ota system more often are the owner, owner representative, operational manager, assistant manager, and front office department supervisor. test validity and reliability the questionnaire was tested first on 30 respondents outside the study site with the consideration that the respondents had the same characteristics as those at the study site and understood the use of ota. the test results produced two indicators that were invalidly discriminatory, namely the save indicator on bookmarks (biu4) and ease of achieving the goal (peu2) which had a cross loading value that did not meet the criteria, so that both indicators were removed from the model. the reliability test used the criterion that the indicator has good reliability if the value is> 0.60 (chin, 1998 in suryawardani, 2018). indicators tested produce values> 0.60 which means reliable. test on 30 respondents produced 15 valid and reliable indicators. the suggested convergent validity test is having a value> 0.70 considering the indicators on the model are reflective (ghozali, 2014). tests on 59 respondents at the study site produced two indicators that were not convergently valid, namely the trust indicator (atu1) and the complexity of use (peu1) with values of 0.606 and 0.567, respectively. table 2 presents the results of the second stage of the test after omitting the two indicators. table 2.outer loading value and average variance extracted (ave) indicator (second stage test) the outer loading value in table 2 shows that the value of each indicator> 0.70 which means that 13 indicators are convergently valid. validity test can also indicator ave variable pus peu biu atu pus1 0.699 0.828 pus2 0.829 pus3 0.872 pus4 0.815 peu3 0.722 0.830 peu4 0.875 peu5 0.844 biu1 0.731 0.915 biu2 0.835 biu3 0.864 atu2 0.760 0.841 atu3 0.835 atu4 0.888 e-journal of tourism vol.6. no.2. (2019): 342-358 http://ojs.unud.ac.id/index.php/eot 349 e-issn: 2407-392x. p-issn: 2541-0857 be seen on the ave value with the provisions of value> 0.50 (ghozali, 2014). ave value on each variable meets the criteria, where the greatest ave value is owned by attitude toward using, which is 0.760. the average value of ave is 0.728, which means that all constructs have a "good" category. table 3. cross loading value (second stage test) indicator variable atu biu peu pus atu2 0.841 0.644 0.545 0.674 atu3 0.835 0.606 0.546 0.643 atu4 0.888 0.718 0.706 0.851 biu1 0.759 0.915 0.622 0.757 biu2 0.602 0.835 0.451 0.604 biu3 0.641 0.864 0.514 0.581 peu3 0.581 0.585 0.830 0.654 peu4 0.637 0.557 0.875 0.613 peu5 0.584 0.414 0.844 0.565 pus1 0.765 0,634 0.514 0.828 pus2 0.642 0.613 0.610 0.829 pus3 0.760 0.659 0.678 0.872 pus4 0.684 0.598 0.599 0.815 discriminant validity can be assessed by looking at the value of loading each indicator, where the value is expected to have a higher value when compared to indicators for other latent variables. table 3 shows that the indicator value on each latent variable has a better value than the other variables. the indicators in table 3 have met the criteria so that the indicators have been discriminatory valid. valid indicators are also tested for reliability. the reliability test results show a value> 0.60, where perceived usefulness (pus) has a value of 0.903, perceived ease of use (peu) has a value of 0.886, attitude toward using (atu) has a value of 0.891, and behavioral intention to use has a value of 0.905. the value of each variable is > 0.60 so that the indicator has good reliability. sem analysis of online travel agent (ota) usage by non-star hotels in sanur evaluation of the measurement model (outer model) evaluation of the measurement model is done to see the relationship between variables and their constituent indicators. the significance value of the indicator and its variables can be seen by performing the bootstrapping procedure. the outer model results on the perceived usefulness and perceived ease of use variables can be seen in table 4 and table 5. e-journal of tourism vol.6. no.2. (2019): 342-358 http://ojs.unud.ac.id/index.php/eot 350 e-issn: 2407-392x. p-issn: 2541-0857 table 4. outer model results in perceived usefulness variables code indicator outer loading t statistics p values pus1 productivity 0.828 11.091 0.000 pus2 effectiveness 0.829 10.038 0.000 pus3 importance of task sharing 0.872 17.284 0.000 pus4 performance 0.815 9.546 0.000 table 5. outer model results from the perceived ease of use variable code indicator outer loading t statistics p values peu1 complicated 0.567 3.334 0.001 peu3 easy to understand 0.835 16.065 0.000 peu4 flexible 0.851 17.819 0.000 peu5 providing instructions 0.819 19.947 0.000 the highest outer loading value on each variable can be interpreted as the indicator that best represents its constituent variables. the indicator "importance for the task division" can represent the variable perceived usefulness (pus) because it has the greatest value (0.872). the indicator "flexible" can represent the variable perceived ease of use with a value of 0.851. all indicators on the variable perceived usefulness and perceived ease of use can reflect the latent variable significantly, which has a significance level below 5%. table 6. outer model results from the variable attitude toward using code indicator outer loading t statistics p values atu1 trust 0,606 5.839 0.000 atu2 enjoying 0,835 13.092 0.000 atu3 comfort 0,797 9.836 0.000 atu4 interest in the idea 0,874 27.851 0.000 table 7. outer model results from the variable behavioral intention to use code indicator outer loading t statistics p values biu1 selfmotivation 0.915 44.022 0.000 biu2 desire of motivating other users 0.835 11.538 0.000 biu3 long-term use 0.864 18.018 0.000 the indicators that make up the attitude toward using and behavioral intention to use variables in table 6 and table 7 can reflect the latent variables significantly, which are at a significance level of less than 5%. the indicator "interest in ideas" can represent the attitude toward using variable with the e-journal of tourism vol.6. no.2. (2019): 342-358 http://ojs.unud.ac.id/index.php/eot 351 e-issn: 2407-392x. p-issn: 2541-0857 highest value compared to other indicators, which is equal to 0.874. the indicator "self motivation" can represent the behavioral intention to use variable by having a loading value of 0.915. figure 5. structural model results in the outer model evaluation of structural model (inner model) the relationship between latent variables structurally is done by evaluating the inner model. evaluation of this model is done by looking at the direct effect and indirect effect on each variable. the significance test was carried out using a significance level of 5%. table 8. value of direct effect hypot hesis exog enous varia ble endogeno us variable origi nal samp le t stati stics p valu es h1 pus  at u 0.715 7.71 0 0.00 0 h2 peu  at u 0.193 1.96 5 0.05 0 h3 peu  pus 0.719 10.5 52 0.00 0 h4 atu  biu 0.484 3.14 5 0.00 2 h5 pus  biu 0.336 1.93 5 0.05 4 the hypothesis to be tested can be seen in the effect of each exogenous variable. all influences show positive values. four hypotheses show a significant effect, which has a p-value <0.05. the insignificant effect on the fifth hypothesis is caused by a significance level that exceeds 5%. table 9. value of indirect effects exoge nous varia bles mediation variables endogen ous variable s sam ple mea n t stati stics p valu es pus  atu  bi u 0.35 2 2.63 0 0.00 9 peu  pus  bi u 0.23 3 1.84 8 0.06 5 peu  pus  at u 0.50 6 5.66 9 0.00 0 peu  pus  at u  bi u 0.25 2 2.45 9 0.01 4 peu  atu  bi u 0.09 4 1.66 0 0.09 8 the value of indirect effects produces three significant effects and two non-significant influences. perceived usefulness has a significant influence on e-journal of tourism vol.6. no.2. (2019): 342-358 http://ojs.unud.ac.id/index.php/eot 352 e-issn: 2407-392x. p-issn: 2541-0857 behavioral intention to use if mediated by attitude toward using, while the direct effect indicates the influence of the two variables is not significant. structural equation models can also be evaluated by looking at the r2 value, where the range of values exceeds 0.67 indicating the "strong" model, the range of values 0.67-0.33 indicates the "moderate" model and 0.33-0.19 indicates that the model "weak", "moderate" and "weak" (ghozali, 2014). perceived usefulness (pus) and behavioral intention to use (biu) values are 0.518 and 0.625, respectively, which are in the "moderate" category. attitude toward using (atu) has a value of 0.747 which means the "strong" model. the average value of r2 is 0.630. model feasibility the structural equation model using 13 indicators is then calculated to see the feasibility of the model designed through the goodness-of-fit value. the model is said to be good if the gof value> 0.50 (tenenhaus et al, 2015). the feasibility of the model with gof can be calculated using the following formula: √ ̅̅ ̅̅ ̅̅ ̅̅ ̅̅ ̅̅ ̅̅ ̅̅ ̅ ̅̅ ̅ source: tenenhaus, et al (2005: 173) the average value of communality is obtained from the average value of ave. the average root ave multiplied by the average r2 yields a value of 0.607. this value indicates that the gof value> 0.50, which means the model is categorized as good and can be used to test hypotheses. discussion perceived usefulness influences attitude toward using ota on melati hotel managers in sanur perceived usefulness significantly influences attitude toward using, this hypothesis is supported by previous studies (varol and tarcan, 2009; kim and qu, 2014; yerbi, 2012). the manager of a non-star hotel in sanur feels that ota is beneficial, so that the manager shows a positive attitude to use ota. managers of non-star hotels in sanur believe that using ota can increase their productivity, effectiveness and performance in hotel operations. result of an interview with laraswati, sales and marketing a department staff at puri sading hotel was as follow:. e-journal of tourism vol.6. no.2. (2019): 342-358 http://ojs.unud.ac.id/index.php/eot 353 e-issn: 2407-392x. p-issn: 2541-0857 "ota provides benefits to find out which market is the current trend, such as providing newsletters and following campaigns. ota is also useful for marketing hotel products directly to guests without having to spend a lot of money, unlike conventional forms of marketing in general and ota really helps increase room sales " based on data on room sales for the period of 2016-2018 and the results of interviews with hotel managers, 74.58% or 44 hotels had more rooms sold from bookings made through ota, while 25.42% or 15 hotels were sourced from direct booking. the decision to adjust the price and availability of the right room with consideration of market trends and seasons will be able to assist managers in increasing room production. the perceived increase in work productivity can lead to a high sense of trust in ota considering that room marketing through ota is more significant when compared to other room booking sources. perceived ease of use influences attitude toward using ota on melati hotel managers in sanur perceived ease of use significantly influences attitude toward using, this hypothesis is supported by previous studies (varol and tarcan, 2009; kim and qu, 2014; yerbi, 2012). the use of ota for managers of non-stasr hotels in sanur generally provides convenience, both in terms of access and ease of study, so managers choose to use ota. interview with gusti ayu putu sarini, operations manager at taman agung hotel, was as follow: "ota provides ease of payment for tourists wanting to stay at a hotel, for example, last minute booking, they can book and pay directly at the hotel. they can come directly to see the rooms and if they are not pleased because they want a beachside hotel, they can immediately leave because the hotel does not charge a cancellation fee for last minute booking. however, there are also tourists who book a room one night, after they come and see the room is good, they can for one week stay here. the price is a benchmark for guests, if given a published rate sometimes guests ask why ota prices can be cheaper, so hotels are difficult to compete in price. we try to provide good service so that guests feel satisfied and can provide positive reviews on the ota website. attitude can also be influenced by beliefs (latona, 2016), where beliefs cover two important things, namely e-journal of tourism vol.6. no.2. (2019): 342-358 http://ojs.unud.ac.id/index.php/eot 354 e-issn: 2407-392x. p-issn: 2541-0857 perceived ease of use and perceive usefulness. the perceived ease makes the hotel manager to be positive and willing to accept ota to be used to market rooms. perceived ease of use affects the perceived usefulness of ota use in managers of melati hotels in sanur perceived ease of use has a significant effect on perceived usefulness, this hypothesis is supported by previous research (varol and tarcan, 2009; kim and qu, 2014; yerbi, 2012). the manager of a non-star hotel in sanur feels that ota is very easy to use, so that positive benefits can be felt in using ota. result of an interview with i wayan suliana, manager of the front office department at puri mango hotel was as follow: "if a guest complains, the complaint is immediately followed up. negative guest reviews will also be reported during the briefing, so that other things that need to be improved so that later we will get a good impression and also many tourists stay here”. figure 6. traveler reviews on the sanur indah hotel on traveloka reviews on an internet site are also believed to influence the desire to book a hotel and can be used to improve services on these accommodations (bhaskara, 2018). the form of room marketing using ota will provide an opportunity for nom-star hotel managers in sanur to be able to improve the operational performance of the hotel, namely through the guest review feature that can be accessed on the extranet. the availability of tourist review features that are easily accessible can help improve the operational performance of budget hotels, so that the hotel can provide the best service to tourists. attitude toward using influences behavioral intention to use ota in melati hotel managers in sanur attitude toward using significantly influences behavioral intention to use, this hypothesis is e-journal of tourism vol.6. no.2. (2019): 342-358 http://ojs.unud.ac.id/index.php/eot 355 e-issn: 2407-392x. p-issn: 2541-0857 supported by previous studies (varol and tarcan, 2009; kim and qu, 2014; yerbi, 2012). the manager of a jasmine hotel in sanur positively accepted the use of ota, so that the intention to use ota became even higher. hotel managers who had the opportunity to be interviewed by 52 people stated that ota facilitates the manager in marketing hotel rooms. the positive attitude shown by non-star hotel managers in the use of ota has an impact on increasing the intention to use the system. ota acceptance which has a positive impact on increasing sales of hotel rooms makes the manager choose to use the system in marketing and accepting room bookings. perceived usefulness influences behavioral intention to use ota in melati hotel managers in sanur perceived usefulness does not significantly influence behavioral intention to use, this hypothesis is supported by previous studies (latona, 2016). managers of jasmine hotels in sanur feel a positive benefit in the use of ota, but there is no significant effect for managers to increase the intensity of the use of ota in hotel operations. interview with i nyoman artha yasa, staff front office department at hotel jati, was as follow: "if you only rely on ota, staff income is low because a high commission must be paid by 15%, even though tax and service are included in the price but still the income received is small." some hotel managers feel that ota is very helpful to increase room sales, but the high competition with other hotels makes managers compete to provide promotions or low prices, so that it has an impact on reducing the net sales received from room sales. conclusions and suggestions the perception of managers of non-star hotels in sanur generally shows that managers agree to use ota in operational activities. some things that can be concluded related to manager's perception are (i) perceived usefulness significantly influences attitude toward using, (ii) perceived ease of use significantly influences attitude toward using, (iii) perceived ease of use significantly influences perceived usefulness , (iv) attitude toward using significantly influences behavioral intention to use, and (v) perceived usefulness does not significantly influence behavioral intention to use. e-journal of tourism vol.6. no.2. (2019): 342-358 http://ojs.unud.ac.id/index.php/eot 356 e-issn: 2407-392x. p-issn: 2541-0857 interest in using ota in the long run can be balanced by designing the right room marketing strategy to avoid losses or get a small profit. specifications for the use of ota and other types of hotels can be recommendations for further research to see the acceptance of a particular ota in the manager of certain types of hotels, such as perceptions of hotel managers in using ota booking.com. in addition, the basic model in tam used in this study is still relatively weak, so it is recommended to add the perceived behavioral control variable since tam is an implementation of the theory planned behavior to be applied in further research in looking at the development of ota. references ajzen, i. and m. fishbein. 1980. understanding altitudes and predicting social behavior. new jersey: prentice-hall astuti, l.s. 2015. perception of villa managers in north kuta district against online use of travel agents as a media for promotion and sales. bhaskara, g. i. 2018. airbnb in bali: identification of foreign traveler online reviews through the netnography method. journal of tourism master (jumpa). vol. 5 (1) p 27-56 budi, a.p. 2013. hospitality marketing management. yogyakarta: andi publisher davis, f.d. 1985. 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(2020): 101-113 http://ojs.unud.ac.id/index.php/eot 101 e-issn: 2407-392x. p-issn: 2541-0857 spatial-based management of van den bosch fortress to revitalize historical assets and develop unique cultural tourism rara sugiarti, warto, and supariadi lecturer at the faculty of culture studies sebelas maret university, indonesia researcher at tourism research centre (puspari) sebelas maret university, indonesia corresponding author: rarasugiarti@staff.uns.ac.id article info received 02 february 2020 accepted 12 march 2020 available online 31 march 2020 abstract van den bosch fortress is located in ngawi east java indonesia. the fortress’ unique location in the riverbanks of two main rivers of java island, i.e. bengawan solo river and madiun river, boosts its potentilas as a cultural tourist attraction. the meeting point between these two big rivers has given the fortress opportunities to develop unique tourism package. this study examined the potentials of the fortress, problems for developing the fortress, and the interconnection of spatial distribution of the fortress by employing geographic information system (gis) to develop spatial-based management of the fortress as an intergrated cultural tourism site. spatial-based management of the historical resource is aimed at combining and enhancing the urban elements including town square, traditional market, fortress, and rivers as well as some supporting facilities; and it is expected to be able to make van den bosch fortress as the center of the attractions. all of the elements of the urban area need to be spatially planned and managed in order to perform a unique tourist attraction in the most enticing historical destination of the region. keywords: cultural tourism, fortress, historical asset, spatial-based management. introduction historic sites, including fortresses, represent the life of a certain society during a certain era. fortresses have great potentials to be developed as tourist attractions. regardless the research findings by loncarik (2013) mentioning that several fortresses are neglected and are not developed as tourist enticements, many fortresses have undergone this type of development. however, xie (2006) mentions that despite a great potential to revitalize and develop a historic site stakeholders often encounter problems such as people’s inaccurate perceptions, e-journal of tourism vol.7. no.1. (2020): 101-113 http://ojs.unud.ac.id/index.php/eot 102 e-issn: 2407-392x. p-issn: 2541-0857 lack of support from industries, controversial use of facilities, lack of transparency on profit gain, as well as lack of authenticity. these identified problems imply the need of recommendation for future development and management plans. fortress is a great asset for the cultural tourism industry. tourism is a resource industry which depends on the endowment of natural as well as cultural resources including heritage such as fortress. according to the world tourism organization, cultural tourism is one of the most promising and fastest growing types of tourism activities in the world. for example, the united states share of cultural tourism is up to 81% of total domestic tours. in european union this share now makes 24% and according to expert estimates, it will reach 50% of total domestic tours in ten years (kurbanova & gazalieva, 2014). eldin, fekry & menchawy (2013) wrote about abu qir fortress and its significant role as a driving force in increasing tourism motivation and developing the community. this is in line with the previous research conducted by caliskan (2010) which states that socio-cultural heritage may draw tourists to visit an attraction to enjoy entertainment, learn the significance of historic places, and view historic buildings or ruins of buildings. however, fortress tourism has not been able to be developed to its maximum potential because of poor management, limited facilities, and the lack of attractive activities for tourists (loncarik (2013). according to ansari, mahdavinejad & abedi (2012) tourists visit historic or cultural sites for a variety of reasons which vary from seeking authentic cultural experiences to simply following the tour itinerary set up by the operator. furthermore, ballesteros & ramirez (2007) mentions that to develop heritage tourism there should be a step to convert the existing heritage into a tourism resource. conversion of heritage into tourism resource has the potentials to create job opportunities, boost local economy, and improve commmunity welfare (ismail, 2014). indonesia has diverse heritages representing the cultural wealth of the nation in the past. indonesian history can be traced and learned from the heritages. one of them is fortress which performs the course of history of the indonesians’ life up to the present time. indonesian fortresses were built by the dutch colonial government during their colonial era in indonesia. therefore, fortresses have a close relationship with the long history of the ducth colonial era in indonesia for 350 years (rukmana, 2015). based on the historical record there are 459 fortresses e-journal of tourism vol.7. no.1. (2020): 101-113 http://ojs.unud.ac.id/index.php/eot 103 e-issn: 2407-392x. p-issn: 2541-0857 spread in indonesia, 303 of which are found in sumatera, 159 in java, 134 in sulawesi, 12 in bali-ntb-ntt, and 9 in kalimantan. however, only 177 fortresses can be identified (grac, 2012). fortress represents high spirit of the nation (indonesian) to fight the colonizer, get rid of them, force them to leave the country, and get freedom from the colonial government. van den bosch fortress is one of the fortresses found in indonesia. the existence of the fortress has given alternative choices for tourists visiting the region. this study aims to examine the potentials of van den bosch fortress, the problems to develop the fortress, and the planning and management of the fortress seen from all of its internal parts as well as its connection with all of the town elements including traditional market, town square, rivers, hotels, restaurants, and travel agents. research methods data van den bosch fortress is located in ngawi east java indonesia. it took six years to build the fortress, from 1839 to 1845. the name van den bosch was taken from the name of governor general van den bosch who was in charge of governing indonesia during the dutch colonial era. van den bosch fortress has been open to public since 2011. previously it was only for military use. people are now allowed to visit the site for tourism and recreational purposes. tourists visiting the site can enjoy various attractions including the colonial building and green scenery in its surroundings. several archaeological remains were found in the site, including fragments of earthenware, metal fragments, glass fragments, fragments of bone, and fragments of shells (chawari, 2016). as a historic place van den bosch fortress is protected by law (act no. 11/ 2000) about cultural heritage. according to the law the indonesian government and all people can use the cultural heritage for religious, social, educational, scientific, technological, cultural, and tourism purposes. the area consists of several parts including moat, dyke, drawbridge, residential area (house of governor), office room, kitchen, prison, ammunition storeroom, meeting room, sauna bathroom, fortress well, stage, swimming pool, and drainage. table 1 mention parts of the physical building in the area of van den bosch fortress as well their location and function. e-journal of tourism vol.7. no.1. (2020): 101-113 http://ojs.unud.ac.id/index.php/eot 104 e-issn: 2407-392x. p-issn: 2541-0857 table 1. physical components of van den bosch fortress. no. components location function 1. moat surrounding the fortress security, defense 2. dyke surrounding the fortress security, defense 3. drawbridge across the moat in front of the main gate security, defense 4. house of governor general van den bosch at the center of the fortress’ right wing residence of governor general van den bosch 5. office rooms at the center of the fortress’ left wing carrying out administrations 6. kitchens behind the house of governor general van den bosch provision of logistics 7. prison at every corner of the fortress (under every staircases) carrying out punishments 8. ammunition storeroom/po wder magazine on the left wing of the fortress (at the front and back) ammunition storage 9. communal baths on the right wing of the fortress (at the front and the back) bathing area 10. meeting room on the left wing of the fortress (at the front) carrying out meetings 11. sauna bath at the back of the fortress’ right wing sauna bathing area for governor general van den bosch 12. fortress well behind the office rooms water source 13. stage/platfor m in front of the fortress entertainment and recreation area 14. swimming pool in front of the stage recreation area 15. swimming pool drainage near the pool pool water disposal system which ends in bengawan solo river source: researchers’ interview & observation, 2017. the location of van den bosch fortress is in the meeting point between bengawan solo river and madiun river. it is also close to the other elements of the town including traditional market, town square, and government office complex (see figure 1). figure 1. map of tourist attractions of ngawi city. methods this research was carried out in ngawi east java indonesia where van den bosch fortress is located. the research employed spatial analysis which emphasizes the process of turning raw data into useful information with the objective of solving scientific or decision making problems (goodchild, 2016). it was conducted by collecting spatial data concerning urban elements found in the town, especially the fortress, town square, traditional market, and rivers which are e-journal of tourism vol.7. no.1. (2020): 101-113 http://ojs.unud.ac.id/index.php/eot 105 e-issn: 2407-392x. p-issn: 2541-0857 spatially distributed in ngawi by employing geographic information system (gis). the results of the gisbased mapping was utilized to describe the overall picture of van den bosch fortress including its potentials, problems, and spatial constellation in the region. the spatial data were analyzed by studying all aspects of tourism facilities which support the enhancement of heritage and cultural attractions found in the area. this study is a descriptive research referring to an objective representation of a historic site in ngawi which is under investigation. this research made use of qualitative data obtained from two different sources including primary and secondary data sources. primary data sources consisted of observation and semistructured interview which was utilized to acquire the key informants’ and the tourists’ perceptions, attitudes, and experiences on their visit to van den bosch fortress. it was aimed at acquiring a first hand view of van den bosch fortress and obtaining a deeper understanding about the place, people, and culture found in the area. the study involved managers, visitors, and government officials of the ngawi regency, especially the office of tourism, youth and sports. the second was secondary data sources which consist of previous studies and government documents on van den bosch fortress development. since the research does not make any generalization from samples to population, the method applied is relevant. in this type of research quality of data in the form of useful information obtained from key informants is more important than representativeness of samples (de vaus, 1995). the research also employed interactive analysis to look at the management of van den bosch fortress. there are three important steps in the analysis including data reduction, data display, and conclusion drawing (miles & hubermann, 1984). in the first step all data concerning the potentials and problems of van den bosch fortress management were collected and reduced by selecting the appropriate data. secondly, the data were displayed in various forms such as maps, tables, graphs, or charts to facilitate the whole process of the analysis. finally, based on data which were collected, reduced, and displayed, a conclusion was made to perform the results of the analysis about van den bosch fortress management. e-journal of tourism vol.7. no.1. (2020): 101-113 http://ojs.unud.ac.id/index.php/eot 106 e-issn: 2407-392x. p-issn: 2541-0857 results and discussion the potentials of van den bosch fortress as a part of the town vital assets van den bosch fortress is one of the few fortresses in indonesia which still maintains its physical buildings. although many parts of the fortress are damaged, its original features can still be clearly seen from the ruins. some researches mention that ruins of several historic buildings become famous tourist attractions (ansari, 2012; carisson & walden, 2010; mansyur, 2008). van den bosch fortress is a part of the town vital assets. there are several places which support the development of van den bosch fortress as a tourist attraction. some of them are traditional market and town square. several facilities including hotels, restaurants, travel agents, mosques, hospitals, banks also serve as essential parts of tourism development (kurbanova, a.m. & gazalieva, n.i., 2014). in the context of tourism management, all of them function to create a high level of tourist satisfaction. moreover, their presence can enhance the develeopment of tourism in van den bosch fortress. besides its function to foster educational tourism by providing a lesson on the nation’s history of patriotism, the fortress has a great potential to be developed in the context of other special interest tourism, specifically historical and cultural tourism. goyal (2014) mentioned that educational tourism is a way to give the best education to students across the globe. moreover, kuo (2002) argued that promoting adequate understanding through tourism interpretation of the attraction to visitors is essential in developing educational tourism. therefore, developing van den bosch fortress as educational tourism site needs to be equipped with adequate interpretation services. interpretation is a way of providing tourists with explanation about the site they visit in order that they know, understand, appreciate, and take part in conserving the resources (kuo, 2002). the geographical location of van den bosch fortress serves as one of its most unique features. it was conveniently built near the confluence of bengawan solo river and madiun river to defend the territory and oversee the river trade routes. furthermore, its location offers attractive prospects for the development of unique water-based tourism activities such as canoeing, during which a guide will be giving explanation about the correlation between the rivers and the fortress itself, providing tourists with a high quality interpretation. efforts in developing such attractions which go in line with tourist e-journal of tourism vol.7. no.1. (2020): 101-113 http://ojs.unud.ac.id/index.php/eot 107 e-issn: 2407-392x. p-issn: 2541-0857 motivation have been explored in the work of dunkley, morgan & westwood (2011) on fortress tourism. they present the importance of thoroughly recognizing the purpose of an attraction and knowing what motivates tourists to visit the destination. the availability of a destination’s newest offers and services greatly influence tourist motivation. another potential attraction that can be exploited from van den bosch fortress is the burial site of k. h. muhammad nursalim, a local islamic figure who was a follower of pangeran diponegoro, a national hero who fought against the colonial dutch in ngawi and the surrounding areas. nursalim’s story— buried alive because no weapons could kill him—serves as intriguing information for tourists that also portrays the locals’ patriotism during the times of war. this local wisdom creates a unique value for the fortress. kurbanova & gazalieva (2014) mentioned that the uniqueness of a tourist attraction plays a big role in attracting visitors. besides, it creates a high level of tourist experience (kurniawan, 2015; ismail, 2014; loncarik, 2013). problems of managing and developing van den bosch fortress many fortresses across the globe face similar issues in their management and development. van den bosch fortress is one of them. a research by garača, jovanovic & pejovic (2011) presented the issues faced by petrovaradin fortress, namely how to design a suitable spatial planning as well as how to manage and develop the area to the maximum extent. in the case of van den bosch fortress, there are some problems regarding assets management, authority of management, low quality of human resources, and lack of knowledge of best practice tourism management. stanojlovic, ivkov-dzigurski & dragin (2010) underlined the lack of tourism interpretation in fortress tourism. besides, assets and authority issues are also a complicated matter and still remain unresolved despite the many discussions involving local and national stakeholders. consequently, these issues hamper the management and development of the fortress. low quality of human resources is also problematic since sufficient basic knowledge about the fortress architecture, political roles, and the fortress history is required to develop a better management. human resource competence in providing interpretation plays a significant role (kuo, 2002). this is because the biggest e-journal of tourism vol.7. no.1. (2020): 101-113 http://ojs.unud.ac.id/index.php/eot 108 e-issn: 2407-392x. p-issn: 2541-0857 challenge in historic tourism lies in the ability to reconstruct the past in the present through interpretation. interpretation does not only explain historic facts but also provide understanding about places, creates emotional response, and increases enjoyment, appreciation, and awareness (stanojlovic, ivkov-dzigurski & dragin, 2010). it functions as a means of enhancing cross-cultural understanding, improving the quality of tourist experience, and performing effective management and conservation of the heritage sites (garaca, jovanovic & pejovic, 2011; kuo, 2002). the lack of interpretation of van den bosch fortress reduces the appreciation of visitors on the historic resource. van den bosch fortress is now in the phase of development planning. the planning concept includes spatial planning for the historic and cultural resources. spatial planning is an important aspect of tourism development that corresponds with visitor and attractions management (nahuelhual, et.al, 2013; mirsanjari, 2012; gunn, 1994). lack of planning often results in lack of sufficient management, including management of attractions as well as management of visitors (nahuelhual, carmona, lozada, jaramillo & mauricio, 2013; maksin & milijic, 2010). the planning concept for van den bosch fortress development is done on collaboration among stakeholders including ngawi tourism office, east java office of archeology, and yogyakarta office of archeology. developing van den bosch fortress for special interest tourism destination requires holistic planning, including planning to utilize the spaces. a previous research by garača, jovanovic & pejovic (2011) on fortress tourism highlights the role of spatial planning in developing petrovaradin fortress as a tourist attraction by determining its central functions and dividing its spatial entities. the development and management of fortress tourism activities will become easier and more effective with a suitable spatial planning. the importance of spatial planning conception in fortress tourism management is also present in the work of rukmana (2012), where the various functions of the rooms of vredeburg fortress in yogyakarta indonesia are underlined. one of them functions as a museum, an attraction that is expected to meet the newest trends of tourism in the way that it is no longer just a place to store items with historical, scientific, artistic, or cultural values, but also a place which holds recreation and educational functions. spatial management and development of fortresses as a tourist attraction also requires supporting digital services which also act as mobile tourist e-journal of tourism vol.7. no.1. (2020): 101-113 http://ojs.unud.ac.id/index.php/eot 109 e-issn: 2407-392x. p-issn: 2541-0857 guide. carisson & walden (2010) underlined how the use of mobile tourist guide of bomarsund fortress is very helpful in promoting the offered tourist attractions, its history, as well as its physical structure and layout. even though the number of tourists visiting van den bosch fortress is still limited, the management needs to think about its carrying capacity. this is because spatial management of a fortress must take the location’s carrying capacity into consideration. jovicic & dragin (2008) mentioned that applying the concept of carrying capacity allows management to effectively and efficiently estimate the suitable level and direction of change that tourism will bring to the area. another problem is the lack of promotion for van den bosch fortress. since promotion plays an important role to draw tourists, the lack of promotion often results in public’s ignorance. adequate and responsible promotion is also a key factor behind the management and development of fortress tourism (kurbanova & gazalieva, 2014). currently, the use of van den bosch fortress as learning sources and character building media is still limited. this is different from other fortressess such as vredeburg fortress in yogyakarta and van der wijck fortress in kebumen centra java. a study by kurniawan (2015) noted the shift in the role of van der wijck fortress to become media for educating students and visitors about history. fortresses are a great source of education, which calls for proper maintenance and conservation of their physical aspects. this is in line with a research undertaken by marina, muntean & stefani (2009) which underlined the important role of alba iulia fortress as a means of teaching history to students. fortresses have the significant role in educating visitors. figure 2: map of tourist attractions and amenities of ngawi city. spatial based management of van den bosch fortress the management of van den bosch fortress should be viewed from two aspects: internal management, which manages the physical construction of the fortress and all its internal aspects, and external management, which manages the e-journal of tourism vol.7. no.1. (2020): 101-113 http://ojs.unud.ac.id/index.php/eot 110 e-issn: 2407-392x. p-issn: 2541-0857 fortress as a part of a bigger system, namely the spatial plan of ngawi regency. previous studies mention that a tourist attraction cannot survive without creating synergy with its surrounding facilities; therefore considering the external factors is crucial (garača, jovanovic & pejovic, 2011; marina, 2009). internal management internal management covers the spatial management of the inner scope of the fortress, such as its facilities and physical architecture. it is aimed at optimizing its role in the educational context, specifically a lesson on the history of national patriotism intended to build character in indonesia’s young generation. current management of van den bosch fortress is still focused on physical features such as providing trash bins and outdoor ornaments placed at the corners of the structure. it is clear that the situation is not optimal, considering also the lack of management for non-physical aspects such as tourism interpretation of the fortress. this is problematic since interpretation is a means of providing visitors with information and knowledge about the attraction they are enjoying in order that they can appreciate it (dzigurski & dragin, 2010; kuo, 2002). external management external management is based on the need to create synergy with other components of the city that supports the development of a tourism package in which van den bosch fortress is the core attraction. these supporting components are pasar besar ngawi (a traditional marketplace), alun-alun merdeka ngawi (town square), as well as bengawan solo and madiun rivers. pasar besar ngawi provides souvenirs and local specialties of the town, specifically jajanan pasar (street food) and snacks. alun-alun merdeka ngawi is strategically located at the heart of the town, about one kilometer away from the fortress, where a culinary center is built to promote various food and drinks from ngawi. a management that is based on the fortress’ interconnectivity with the town’s other facilities has not been applied in developing this tourism package, even though according to dede & ayten (2012), it is an essential aspect in the spatial management and planning of a tourism asset. conclusion van den bosch fortress has the potentials to be developed as unique cultural tourist attraction. it is a historical monument of great importance which has diverse attractive historic parts including e-journal of tourism vol.7. no.1. (2020): 101-113 http://ojs.unud.ac.id/index.php/eot 111 e-issn: 2407-392x. p-issn: 2541-0857 the main building of the fortress, the main yards, and the environment surrounding the fortress building. in order to revitalize the fortress it needs to be well managed for a wider function including function for sustaining the resource, educational function, ecological function, and economic function. this is in line with the results of some previous researches conducted by kurbanova & gazalieva (2014) and marina, et.al (2009) which highlighted multifunction of fortresses. apart from the abundant potentials of van den bosch fortress, there are still limited development actions due to several problems including the lack of management planning. this has resulted in the absence of appropriate management for the resource. besides, it has caused the following problems such as lack of promotion and lack of professional human resources. this conclusion supports the findings of research by garaca, jovanovic & pejovic (2011) which highlighted the importance of tourism spatial based management and design for developing cultural tourism. another problem is limited facilities provided in the fortress, including interpretation facility which is useful to give adequate educational messages and information to create a better understanding about the fortress and enhance visitors’ appreciation. spatial based management is one of solutions to several problems of van den bosch fortress tourism development. this supports the research undertaken by dede & ayten (2012) and garaca, jovanovic & pejovic (2011) concerning spatial planning for better management. revitalization of van den bosch fortress, which is focused on planning the rehabilitation of the physical building of the fortress, has been initiated by the local government. furthermore, the revitalization of the fortress needs to be supported by empowering best practice management of all related resources including human resources, urban resources, and natural resources. acknowledgement this work was supported by the directorate of research and community service, directorate general of research and development, ministry of research, technology, and higher education of the republic of indonesia (grant no. 098/sp2h/lt/drpm/iv/2017). references ansari, m., mahdavinejad, m. & abedi, m., 2012, the role of historic and heritage wealth in sustainable tourism development, asian journal of social sciences and humanities vol. 1(3), pp. 70-77. e-journal of tourism vol.7. no.1. 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(2016): 71-80 http://ojs.unud.ac.id/index.php/eot 71 e-issn: 2407-392x. p-issn: 2541-0857 the diversity of ecotourism potentials in kelimutu national park of ende regency josef a. gadi djou¹, m. baiquni², tri widodo 3 and c. fandeli 4 ¹flores university, indonesia 2,3,4 gadjah mada university, indonesia corresponding author: josefgadidjou271071@gmail.com article info received 20 march 2016 accepted 30 august 2016 available online 15 september 2016 abstract natural tourist destination management plays a crucial role in materializing three important aspects, namely conservation, participation, and education. as a tourist destination, kelimutu national park, possessing a big ecosystem potential, tourist and cultural potentials, is expected to provide economy, culture, and conservation impacts on the society surrounding kelimutu national park. the problem of this study is how the variety of ecotourism potential in kelimutu national park is able to prosper the surrounding society. to answer this question, the definition of ecotourism, national park, national park ecotourism, and ecotourism potential need to be understood. several methods used in answering the problems of the study are finding out the location of kelimutu national park, collecting qualitative data by conducting library research and participatory observation. the results were conceptually described, supported by tables and pictures. keywords: natural tourist destination, tourism potential, ecotourism introduction background it is not an impossible task for local community in a tourist attraction to maintain the ecosystem, to keep the environment, and to provide education on environment (page and dowling, 2001:59). this is called ecotourism. society involvement in keeping the environment of natural tourist destination is expected to make the tourist destination well maintained with its local wisdom. tourism sector is one of important components in national economy development. since 1980s and 1990s, this sector has contributed the third biggest foreign exchange for the country of the total export preceded by gas, oil, and wood materials. in order to optimize the contribution of this sector toward national economy development, integrated patterns of planning and management in all sectors are continuously needed. this is because the commodities of tourism sector are closely related with other sectors. for that reason, the support and linkage between these sectors are required for its continuity and preservation (direktur jendral pengembangan destinasi pariwisata, 2010). the sectors of agriculture, economy, trade, social, culture, forestry, and fishery synergisticallycontributeto integrated tourism. they are proven to be the resources of tourist destination which are regarded to be primary attractions of all tourism resources. thus, the management of tourist destination heavily depends on three elements, namely a) the excellency and attractions of tourist destination for tourism markets; b) its benefits for the resources of ecology, economy, social, and culture of a region; c) the capability to compete with other tourists destination in international tourism markets (damanik and teguh, 2012). mailto:josefgadidjou271071@gmail.com e-journal of tourism vol.3. no.2. (2016): 71-80 http://ojs.unud.ac.id/index.php/eot 72 e-issn: 2407-392x. p-issn: 2541-0857 the dependency on the above mentioned elements cover all forms of tourist destinations, including the natural one (or frequently called ecotourism). as seen in ecotourism development, touring to natural destination can be categorized into different groups in line with its objectives and activities. people can visit natural tourist destination for the sake of experiencing natural life, participating in nature preservation, and benefitting from the natural education. this implies that natural tourism may at least cover three aspects, such as the preservation and sustainability of nature, active participation, and environmental education (page and dowling, 2001). in further circumstances, natural tourism can be one of human activities with recreational motivation based on the utilization of natural resources. as a part of human activities, natural tourism has economical, sociocultural, and environmental influences on either consumers or producers, and the society surroundings the tourist location, in terms of production, consumption, and the movement patterns. when linked to unique tourism characteristics, that is to say the production and consumption are in the same venues,its impact is mainly centered in tourist destination. for the above reasons, natural tourist destination management plays an important role to manifest the previously mentioned elements of preservation, participation, and education. the expansion of tourist destination should involve those elements even though theaspects of economy, social, and environment have become the important components that need to be altogether achieved. it is commonly known that economy, socio, and environmental principles have indeed been integrated to color natural tourism development. in economy aspect, natural tourism has been proven to contribute to improvement of foreign exchangeand rough domestic product.in social aspect, natural tourism can absorb large human resources and to preserve traditional culture, such as art, custom, and local belief. as regard environmental aspect, natural tourism can promote the products of natural resources and fishery effectively in more globalized market (nugroho, 2011:1). based upon this fact, muhamad (2010) asserts that currently natural tourism developmental perspectives have provided the opportunity to local society to actively participate in its management. community involvement is considered important to specify natural tourism development due to current issues of local community participation as the efforts of preservation and sustainability. this perspective is called community based natural tourism development that is a point of view of natural tourism development involving the society in planning, decision making, management, and accountability in sustainable preservation. natural tourism produces approximately 12 billion us dollars annually of global tourism income. global tourism is the biggest industry and 10% world economy was contributed by tourism industry (fennel as cited in supriatna, 2014:1). as a natural tourist destination, kelimutu national park has big potentials of ecosystem, tourism, and culture expected to impact the surrounding community. the impacts are the well maintained environment, economical benefits, and the preserved culture related to kelimutu national park. the research problem in this study is in what way the diversity of ecotourism potentials in kelimutu national park can benefit local people. according to the international ecotourism society (ties) as quoted in nugroho (2011), ecotourism is defined as a tour to natural areas in order to conserve and protect the environment and provide the incomes for local people. this idea is also defined by world conservation union (wcu), asserting that ecotourism is a tour to genuinely natural environment by respecting cultural and natural heritages, supporting conservation efforts, resulting positive impact, and socioeconomically benefiting local people participation. recently, ties and wcu definitions are referred and developed by many experts in analyzing ecotourism attitudes or implementation in any destination and country. some of the experts are page and dowling (2001) and fandeli (2002). in their analysis, it is revealed that there are 8 (eight) aspects of ecotourism tours are as follows: (1) the tour is based on natural resources; (2) the activities focus on the achievement of experience and education of nature; (3) the e-journal of tourism vol.3. no.2. (2016): 71-80 http://ojs.unud.ac.id/index.php/eot 73 e-issn: 2407-392x. p-issn: 2541-0857 presence is able to contribute to conversation, preservation, and protection of environment; (4) in economy aspect, its implementation is able to socioeconomically benefit sustainably; (5)keep respecting and involving local people; (6) the tourist actively participate on it; (7) its implementation is sustainable and unconsumptive; (8) the tour is responsible for the managed condition of natural tourist destination. based on this analysis, the identified elements in ecotourism tour are in line with the ecotourism definition proposed by ties and wcu. as asserted in the international ecotourism society (ties) that the activities of ecotourism should be based on 5 main points, such as (1) every ecotourism activities should be addressed in enjoying the beauty of nature, enriching knowledge and understanding of various uniqueness of nature and culture; (2) the tour should be responsible for the entire natural components that become ecotourism objects; (3)ecotourist destination should be natural and well managed; (4) either the tourists and the management should have strong commitment in supporting conservation, preservation, and sustainability; (5) the existence of the tourist and its objects can enhance the income of local people. ecotourism implementation in indonesia should direct to ties principles above for the purposes of (1) manifesting the accountable tourism management; (2) supporting the natural environment preservation, historical and cultural heritages; (3) improving community participation and providing advantages for local people; (4) becoming model of other tourism development through ecotourism characteristics. it is expected that indonesian people have the concern, responsibility, and commitment on environment preservation because this will influence the prosperity of society in general and local people in particular. it needs to be asserted earlier because in the perspective of indonesian government, there are some concern particularly related to the sustainability and preservation of nature that becomes the object of ecotourism. several concerning issues are (a) the assumption of environmental damages due to huge exploration of natural resources; (b) the assumption of tourism requiring good and healthy environment leading to huge nature exploration; (c) the preservation of environment cannot be done without active participation of local people; (d) the commitment of local people participation will not be without the local people benefitting economically from preserved environment; (e) the presence of tourist in natural tourist destination may not provide the opportunity for local people to have alternative income, for example by being tour guide, porter, having business of homestay, ecotourism lodges, restaurants, and other business related to ecotourism. these concerns may lead to the assumptions that the prospertity and life quality of local people may not be improved. therefore, ecoutourism principles need to be upholding from now on so that the above mentioned concerns can be overcome and the implementation of ecotourism can bring the advantages of all parties sustainably. the important principles emphasized by tiesand indonesian government have significant values in this research as they become the basis in observing kelimutu national park as an ecotourism destination more deeply. will this destination be managed based on ecotourism characteristics or massal tourist object as others? the ecotourism principles proposed by ties and indonesian government are helpful in identifying and mapping kelimutu national park as an ecotourist destination. in other words, this library research can guide the researcher in directing focusing on more essential matters of ecotourism in kelimutu national park. however, there is still one general principle, in other words, the perspective of natural based ecotourism object is not specific to particular ecology, but it is in the forms of common village, forest, mountain, or desert. concerning the ecotourism locus in this research focuses on particular tourism object, kelimutu national park, the discussion of this issue needs to be earlier introduced. this is to provide clear overview of physical object of kelimutu national park so that there will be thorough and depth understanding of this research object material. national park is the best conserved area that provides the attractions about the diversity, uniqueness, endemic flora and fauna beauty, vanished and protected, including the e-journal of tourism vol.3. no.2. (2016): 71-80 http://ojs.unud.ac.id/index.php/eot 74 e-issn: 2407-392x. p-issn: 2541-0857 beauty and magic of natural phenomena available in that national park. as generally known, national park is an area managed by the government with the purpose of the preservation and sustainability of diverse plants and animals as well as its ecosystem. this purpose is in line with consitution number 5, 1990 about conservation of natural biodiversity and its ecosystem, outlining that national park is an area of natural conservation, either land or water having genuine ecosystem managed by zonal system for the purpose of research, science, education, cultivation and tourism. thus, nugroho (2011) claims that national park should have the consideration fundamentals, such as (a) having high potential of biodiversity, with unique flora and fauna in extinct condition; (b) being water absorption important for surrounding community; (c) having beautiful scenery with various natural tourism potentials, ecotourism in particular; (d) having potentials of interesting traditional and cultural attractions, including cites, historical buildings, and the improvement of society prosperity; (e) having potentials of education and research; (f) all are addressed to the purposes of protection, preservation, utilization of biodiversity resources and ecosystem. with this in mind, wiratno et al. (2004) provide general overview of national park consisting of several elements, namely (a) large areas of national park; (b) national park should contain particular veggies, animals, habitats, geomormology, original nature beauty; (c) there are effective systems of protection in which the ecosystem is physically unchanging due to the exploitation or housing activities; (d) competent central government should hold the policy and management, should take preventive actions or eliminate all hindrances or damages on ecosystem and the national park contents; (e) the possibility of tourism development allowing visitors entering the park with special requirements for the sake of finding inspiration, education, culture, and recreation. it is the contention of (nugroho, 2011) and wiratno et al. (2004) that national park areas have disctinctive characteristics different to other conservation, particularly in terms of its total areas.the ecosystem in national park is still wild, genuine, in the forms of primary and secondary forest, bush, savanna, beach, ocean, and mountain areas. for that reasons, national park areas need to be carefully preserved in order to protect them and the life of wild sanctuary can sustain and well grown. in fact, the management of national park has its hindrances. as noted in wiratno et al. (2004), national park management in indonesia has its drawbacks. the basic ones are (a) limited budget; (b) less qualified management resources; (c) inadequate infrastructure; (d) unoptimal interactions with local people. these drawbacks, according to wiratno et al. (2004) also occur in other national park conservations, thus leading to the needs of better synergic managementresponsible for the improvement of its implementation. when carefully studied, crucial principles are enacted in this national park, not far from the imposing principles in ecotourism. in national park, there are enactments of genuine characteristics of the conserved objects, ongoing responsibility, protection and preservation, beneficial values for local people, local community participation, and can be further used for research, science, education, the development of cultivation and tourism. hence, the understanding of national park ecotourism in this researchis basically the derivation of ecotourism principles proposed by ties and indonesian government covering the principles imposement of national park conservation as asserted in constitution number 5, 1990 about the conservation of biodiversity resources and its ecosystems. based on the considerations of the whole analysis of ecotourism and national park, national park ecotourism can be defined in this study as tours to national park area to enjoy, respect, and support the conservation of natural resources, either flora, fauna, or the culture to benefit local people socially and economically, and to enhance local community participation in preservation and prevention of natural characteristics damages of national park.regarding its definition, it is not a new definition in ecotourism, but the narrowing natural aspects in general ecotourism. this research focuses only on specific object, namely national park. therefore, national park defined here is limited on kelimutu national park. positive e-journal of tourism vol.3. no.2. (2016): 71-80 http://ojs.unud.ac.id/index.php/eot 75 e-issn: 2407-392x. p-issn: 2541-0857 impact of natural tourism is to protect the diversity of the nature and to fix natural damages in relation to comprehensive conservation management. the protection of the wild sanctuary can happen due to the substation of local people’s income sources from animals hunting to tourism related jobs, such as accommodation providers, tour guides, and handicraft makers (supriatna, 2014:3). research objectives purpose of this research is to analyze the variety of ecotourism potential in kelimutu national park including geographical condition, the potentials of flora dan fauna, the potentials of social, economy and culture of local mommunity in kelimutu national park areas as well as the potentials of river flow areas. methodology kelimutu national park is located in 5 (five) sub-districts in ende regency, namely ndona sub-district, ndonatimur sub-district, wolojita sub-district, detusokodankelimutu sub-districtcovering 26 villages, namely wolomasi, saga, ndito, niowula, woloweo, detusoko barat, detusoko, wologai, wologa tengah, sipijena, nduaria, nuamuri barat, nuamuri, koanara, woloara, waturaka, pemo, wiwipemo, tenda, wolojita, roga, sokoria, sokoria selatan, kurulimbu, puutuga, kelikiku. the research was conducted in kelimutu sub-district, particularly in four villages of pemo, koanara, waturaka, andwoloara. these four villages were chosen to be studied due to their locations on nuclear zone of kelimutu national park. data was analyzed by using descriptive qualitative methods through library research and participatory observation. the results of this research are conceptually described supported by tables and images. results and discussion 1. geographical condition the area of kelimutu national park is 5,356.5ha containing various natural resources, some of which are endemic. the dominant natural resources can be seen from the aspects of geology, flora fauna, and river flow areas that become water spring for the life of the park and local people. this resource can function as both the source of life for the surrounding habitats and potentially as research and tourism objects. since 2007, this asset has been explored for those purposes. image 01: tourist attraction of three color lake ofkelimutu national park figure 1. lake kelimutu turning to geological aspect, kelimutu national park consists of acid rocks, semi acid rocks, and kersik rocks, and effusive rocks(ridwan (2001) in btnk team (2009)). the soil types are regosol, mediteran, latosol and sandy as a result of volcano sediment from the mountains of kelibara, kelimutuandsukoria. this potential makeskelimutu national park as a fertile area suitable for growing trophical plants and catering animals.in addition to this, geological composition of kelimutu national park are constructed by the color lake, namely danautiwu ata mbupu (dark green),tiwunuwa muri koo fai (light green), and tiwuatapolo (reddish brown). these three lakes locate in the area of kelimutu national park with the heights of 50 to 150 meter at the surface of lake water level. recently, these three lakes have been the natural tourist attraction along with its religious functions for local people. 2. potentials of flora dan fauna regarding flora and fauna, kelimutu national park has various flora and fauna, some of which are extinct. according to the inventory of btn kelimutuand lipi (2007), there are two endemic kelimutu floras. they are presented in table 1 below. e-journal of tourism vol.3. no.2. (2016): 71-80 http://ojs.unud.ac.id/index.php/eot 76 e-issn: 2407-392x. p-issn: 2541-0857 table 1 types of extinct flora in kelimutu national park no local name scientific name status 1 uta onga begonia kelimutuensis flores endemic 2 turuwara rhododendrom renschianum flores endemic 3 jita/putai alstonia scholaris almost endangere d 4 upe/keti mun timonius timon almost endangere d source: kelimutu national park authority, 2009 the extinct existence of these floras needs to be concerned in kelimutu national park conservation area. this is because their existence is limited and available in particular zones only. in addition, illegal logging may influence the more becoming vanished flora populations in the zones. consequently, the preventive actions through conservation need to be intensified to avoid the extinctions of the population. figure 2. type of flora: uta onga (begonia kelimutuensis) and turuwara (rhododendron renschianum) similar to this flora condition, kelimutu national park has several amount of endemic faunas that are nearly extinct. as pointed out in the research conducted by balai taman nasional kelimutu (2009), there is one endangered fauna, 1 (one) type of fauna in vurnerable condition, 1 (one) in minimal risk, 2 (two) in nearly vanished condition, and 8 (eight) types of flores endemic. the complete information can be seen in the following table 2. table 2 types of extinct faunas in kelimutu national park no local name scientific name status 1 pergam katanjar/lodo dukula rosacea almost endangered 2 sikatan dada merah/singgi wela ficedula dmuetoria almost endangered 3 cekakak tunggir putih/vengga haleyon fulgida flores endemic 4 opior paruh tebal/anake halela crassirostris flores endemic 5 opior jambul/anake lophozoster ps duhertyi flores endemic 6 kancilanflor es/anake soko pacycephala mudiga flores endemic 7 cikrak phylloscopu s presbytes flores endemic 8 otomop alor otomops johnstonei endangere d flores endemic 9 tikus besar flores papagomys armdvillei precarious and low risk 10 tikus lawo rattus hainaldi flores endemic 11 babi hutan flores/wawi ndua sus heireni flores endemic source: kelimutu national park authority, 2009 in addition to the extinct faunas as in table 2, kelimutu national park has also several types of birds (avifauna) in good conditions. they are the predatory birds, buzzard, grain and fish eaters, and honeyeaters (btn kelimutu and lipi, 2007). on the top of danautiwu ata polo, eagles and other predators, such as hieraaetusfasciatus, hieraaetuskieneriiand pernissp can be found. in other areas, there are 14 types of mammals consisting of 4 types of bats, 3 types or mouses, 1 type of mice, 1 type of apes, 1 type of civet, 2 types of wild boar, 1 type of porcupine, and 1 type of rats. e-journal of tourism vol.3. no.2. (2016): 71-80 http://ojs.unud.ac.id/index.php/eot 77 e-issn: 2407-392x. p-issn: 2541-0857 figure 3. types of birds: garugiwa(monarchasp)and zosteropspalpebrosaunicahartert the above mentioned faunas can be categorized in good conditions in kelimutu national park. food chain in the area also works well. the predators can live normally in a balanced process of food chain. it is the observation of balai taman nasional kelimutu (2009), this condition evenly occurs in 3 (three) zones of nuclear, ustilisation, and wild zones.this implies that the ecosystem in kelimutu national park is stabil and thoroughly kept. moreover, this area still has various plants that can be supplied for the whole faunas living there. 3. the potentials of social economy and culture of local community in kelimutu national park areas the forms of dynamic social economy and cultural life of local community in kelimutu national park can at least be reflected in 3 (three) important aspects, namely the occupation, belief, and custom. the overview of the three aspects in daily lives of local people may reflect socialeconomy and cultural conditions of the community living in the zone of the park in general. the dynamic forms of the above aspects can be described below. a. occupations of local community most of local people in kelimtu national park work as farmers. they live in 26 scaffolding villages in 5 (five) subdistricts in the areas of the park. besides working in ricefield, they also work in the garden and cater livestock. agricultural system implemented in the rice field is both intensification and non intensification, whereas petaniladangused the nomaden system every 3-5 years. after the period, they open new farming land and will go back to previous land after 3-5 years that follow. they go back to previous cultivated land for the reason of the new opened land may decrease its fertility. nevertheless, some people have their permanent farming land(0,5-1ha) planted with coffee or cocoa. some plant corn, yam,vegetables (carrot, spinach, bukchoy, cucumber, and peanut), others plant woody plants, such as pecan, ampupu(eucalyptus urophylla), coconut, and other types of woods. besides rice field and farming land, the farmers in the scaffolding villages (26 villages) also utilize their yards, garden, forest, and dike. besides, people farm some cattles and fish. however, not all local people have yards because of the limited spaces for housing or because the structures of traditional houses do not prioritise yards as in nduaria and kelikuku villages. similar condition occurs in the sample villages (9 villages) in kelimutusubdistrict. the local people in these places work in the garden, yards, and forest as their main occupation. in ricefield areas, rice, cassava, and shorgum are planted and cultivated intensificationally in contrast to paddy field that is used for nonintensification. these techniques of cultivication are applicable because of its intensive rainfall (1.615-3.363 mm/year), its position in relatively flat plateau (671-1107 mdpl). in 2012, the harvests and productions of ricefields in this subdistrict (kelimutu) reach 5,040 ton in its productive land of 720 ha. other crops, such as corns, rice field, peanut, and shorgum also have good productivity levels. horticultural plants become the preeminent plants in kelimutu community. the plants are veggies and fruits. in 2013, the production of the veggies was more increased than in 2012. veggies production in 2012 was 908 kw and increased to 148,14 kw and declined to 32,93 kw in 2013. the vegetables planted are onion, garlic, potato, cabbage, petsay, carrot, red bean, long bean, chilli, tomato, eggplants, pumpkin,spinach, paprika, and cucumber.fruits available there are avocados, mangos, rambutan, oranges, guavas, soursoups, papayas, bananas, pinneaples, salak, durian, sawo, and jackfruits. all kinds of veggies and fruits mentioned can be e-journal of tourism vol.3. no.2. (2016): 71-80 http://ojs.unud.ac.id/index.php/eot 78 e-issn: 2407-392x. p-issn: 2541-0857 consumed in households, and saled in market to provide income for the family. they are usually sold in market, kiosks in the villages, restaurants and hotels, or to directly foreign tourists. besides, kelimutu local people manage the plantation as additional incomes. the plants are coffee, clove, cocoa, hazelnut, vanilla, nutmeg and pepper. these plants are the market commodities and rarely are self consumed. this is a tourist potential that has been progressing in the area, enabling them to have high demands in kelimutu. most local people use their land for cattering animals, such as cows, buffaloes, horses, goats, sheeps, pigs, chicken, and ducks. some are for self consumption, some are for sale, dower, savings, and to help with land cultivation. the livestocks most local people have are chicken, goats, and pigs. these livestocks are consumable and sometimes can be sold. cows, horses, and buffaloes are utilized to help in land cultivation, as well as transportation, and custom matters. generally, these livestocks are very important in occupational life of local people most of whom are farmers. animal farmings they have are functioned for the sustainability and fertility of ricefield, paddifield, and plantation. so are the tourist objects in kelimutu national park. the existences of the local people ranches are indirectly to complete ecotourism attractions there. the activities in the field of agriculture, plantation, and ranch can be the additional attractions other than the nuclear ones as in kelimutu national park. b. customs and belief of society local people in kelimutu national park believe in customs and ancestor tradition along with monotheism. the belief on achestors can be seen in the traditional ceremonies and the spirits of the anchestors, whereas monotheism can be the religious teachings taken from bibles. normally, the beliefs of people are closely related to its agricultural life, but monotheism is more linked to the importance of morality, ethics, and norms of life, and god. in the context of the belief on ancestor spirits, they believe that the spirits of their anchestors still take part in their current lives and the traditional ceremonies they have in particular situation are the ways to communicate this relationship. in their religious context, they believe that everything in their lives is the works of god. thus, they need to thank god through religious rites held in religious venues to maintain their relationship with god. the forms of beliefs in traditional ceremonies that people still perform are jokaju (talisman rites), mopo (opening new field), kapoka (eating first harvested rice), mbama naka lea ria (eating newly harvested rice), nake lia lo’o(harvesting first ginger yields), poto lolo (bringing cassava and bitternut into the village), wanggajawa (carrying corns into the village), lokalolo(spreading corns in the middle of the village), lokapare(spreading rice in the center of the village), depodeo, andngguakauwi (both are ceremonies of eating first harvested cassava and bitternut), kuwi pare (thanksgiving), ngguautabue (eating fresh cassava and bitternut), ngguautawaudantosa, (both are ceremonies of eating newly harvested rice, cassava leaves, and bitternuts), poo teu (ceremonies of fighting rats), and ka pena (talisman rites). figure 3. pa’alokaceremony and patika (offering for the anchestors) these ceremonies are performed by people in three subdistricts around kelimutu national park, such as detusuko, wolojita, ndona, andtwo neighboring subdistricts of wolowaruandliotimur. up to present time, the community in those areas still maintains and conducts the ceremonies that now become the cultural tourist attractions in the area. throughly, the above ceremonies are performed in the time of planting palawijato its harvesting time, or in march to october. the choices of days and dates of the ceremonies depend on each village that is going to hold the ceremonies according to their system of belief. e-journal of tourism vol.3. no.2. (2016): 71-80 http://ojs.unud.ac.id/index.php/eot 79 e-issn: 2407-392x. p-issn: 2541-0857 in terms of the belief on anchestors spirits, people believe that the spirits of their anchestors still live in certain places in free nature. this belief can be seen in the spirits of their anchestors living in three colored lake of kelimutu(tiwu ata bupu, tiwu ata polo, tiwuko’o fai nuwa muri). this belief is reflected in the ceremonies called patikaduabapu ata mataby serving food to the anchestors spirits. this rite is usually performed in 14 august by lio-ende ethnicity mainly. other ethnicities, like nga’oandja’odo not have this traditions eventhough they are in one area of ende. in each ceremony, it is the public figure in the village (mosalaki) that leads the rite that is usually done the area of three colored lake in kelimutu mountain. according to the teaching of the anchestors, localpeople believe that the lake of tiwu ata bupu(dark red) is the place where the spirits of the anchestors live. they are believed to live in sacred place there because of their pure souls. in contrast, the anchestors who are sinful and evils live in the dark green lake of tiwu ata polo. the spirits are beleieved to have etrnal punishment in the lake due to their sins and devils. the lake of tiwuko’o fai nuwa muri is believed to be the place where the spirits of those who died young. people believe that during their lives in the lake, the spirits are fighting to purify their sould in order to live in eternity. the blue wavy lake symbolizes the struggles of the spirits. in recent years, these forms of belief (traditional rites and ancestor spirit) do not stand alone. they grow together with other monotheist religions, such as catholic, moslem, and christian. one of the examples is the lives of people in kelimutu sub-district. the majority is catholic (17,435 people), moslem (404 people), and christian (6 people) (kelimutu dalam angka, 2014). other religions do not exist in this place, such as hindi, buddhist, and kong huchu. the same condition also occurs in the scaffolding villages (26 villages) in the area of kelimutu national park. catholic is the majority followed by the other two. nonetheless, there is no clash between the beliefs of the traditions and religions. people can live harmoniously with these beliefs side by side. both can complete each other as the meaningful beliefs for local people. since kelimutu national park was set as one of tourist destinations, the beliefs have become the attractions due to its uniqueness and exotism. they have been cultural tourist attractions together with natural attractions relied. travel and tourist agents also promote these forms of beliefs as a package of tourist attractions. through tourism these beliefs have been growing as meaningful resources for local people who believe in them. c. customs, culture, and tourism potentials as previously highlighted, kelimutu national park has rich natural resources containing various traditional and cultural uniqueness. the beliefs of local people in 26 scaffolding villages previously described are one of cultural resources that need to be preserved. these resources are valuably unique and exotic. the custom and traditions are tourist attractions along with natural tourism the park has. since the park status of permanent life sanctuary has changed into kelimutu national park in 2011, the cultural resources have also developed together with natural tourst objects in the park area. several of them have been synergistically developed, particularly the traditional villages in the scaffolding areas, namely traditional villages of radaara and wolotopo in ndona subdistrict; detusoko and wolodopo in detusuko subdistrict; watugana, pemo and woloarain kelimutu subdistrict, and others in subdistricts of wolojita, ndona timur, wolowaru, lio timur, maurole, detukeli, wewaria, and kotabaru. the tourist objects in these traditional villages are developed with the cultural attractions performed by local people, such as traditional ceremony, custom, art, rites of local people belief. additionally, kelimutu national park has also developed other interesting tourist destination, such as tourist village of national park; agro–ecotourism and tracking. arboretum with various kinds of birds for study tour and recreation; insectarium and herbarium for study tour and research, and e-journal of tourism vol.3. no.2. (2016): 71-80 http://ojs.unud.ac.id/index.php/eot 80 e-issn: 2407-392x. p-issn: 2541-0857 dutch herited houses for historical tour. the tourist objects are developed in line with the development of natural tourist destination, such as 3 (three) colored lake of kelimutu, hot spring, waterfall, herbal plants, scarce flora and fauna, diverse wild animals and endemic reptiles in kelimutu national park. many different cultural and natural tourist objects are in a developmental term, that is to say a tourist destination of kelimutu national park. natural and cultural tourist objects are integrated to kelimutu national park, eventhough the natural objects in kelimutu national park are more attractive than its cuiltural attractions. as commented by most of visitors of the park, they are more interested in natural scenery and uniqueness of the three coloroured lake on the top of kelimutu mountain. lately, these tourist objects have been developed and attracted many domestic and foreign tourists. nonetheless, there are many things that need to be fixed to manifest a tourist destination that can give comforts and satisfaction for the visitors. those things, such as the traffic in peak touring season, limited parking lot, less available tour guides, limited directory, less maintained common facilties (toilets), the unfriendly attitudes of local vendors, are the annoyances for visitors. for the future, its management need to be improved so that the tourist objects are more quality and appealing to visitors of kelimutu national park objects. conclusion the potential of kelimutu national park is not only as as natural tourist destination but also a cultural tourist destination with the local traditions. besides the attractions of three colored lake of kelimutu, there are also flora and fauna attractions. rivers sourced in kelimutu mountain are also natural tourism potentials. cultural potentials are in the forms of traditional villages and its traditional ceremonies. moreover, there are several man made attractions, namely tourist villages, arboretum, insectarium, herbarium, agrotourism, and dutch herited houses. those assets may still be considered simple and needed to be developed. the collaboration of all parties to manifest this vision is required. those parties are government of ende regency, the office of kelimutu national park, the communities of four nuclear villages (public figures, religious figures, head of village, and mosalaki) as well as the representatives of 26 villages and nongovernment organisations. therefore, the current situation can be in line with the expectation of society so that they can participate actively. references damanik, j. and teguh, f. (2012) manajemen destinasi pariwisata, sebuah pengantar ringkas. yogyakarta: kepel press. direktur jendral pengembangan destinasi pariwisata (2010) pedoman pembentukandan pengembangan destination management organization (dmo). jakarta: kemenpar. fandeli, c. (2002) perencanaan kepariwisataan alam. yogyakarta: fakultaskehutanan ugm. nugroho, i. (2011) ekowisata dan pembangunan berkelanjutan. cetakan pertama. jakarta: pustaka pelajar. page, s. j. and dowling, k. r. (2001) ecotourism. pearson education limited. united kingdom. supriatna, j. (2014) berwisata alam di taman nasional.yayasan obor indonesia. jakarta. wiratno, d., indriyo, a., syarifudin and kartikasari, a. (2004) berkaca di cermin retak (refleksi konservasi dan implikasi bagi pengelolaan taman nasional). jakarta: forest press. nyepi holiday package: e-journal of tourism vol.6. no.1. (2019): 43-51 http://ojs.unud.ac.id/index.php/eot 43 e-issn: 2407-392x. p-issn: 2541-0857 rapid growth of hotels in yogyakarta and its relation to the city's water supply odilia renaningtyas manifesty department of architecture and planning, faculty of engineering universitas gadjah mada corresponding author: odilia.r.m@ugm.ac.id article info received 10 december 2018 accepted 07 february 2019 available online 18 march 2019 abstract as a tourist destination, yogyakarta offers a complete tourism package from man-made environments such as ullen sentalu museum and the ancient temples to natural environment such as mount merapi. roughly five million tourists, both locals and foreigners, were visiting the city in 2017. the high number of tourist visits generates high demand for accommodation and as a result, the hospitality business is flourishing and more hotels are to be built. this phenomenon is causing public unrest regarding the environmental carrying capacity. this paper would like to explore the scientific background of the people‟s concern regarding the growth of hotels development and its relation towards water shortage in several parts of the city. in this study, two sets of urban layer related to water supply and numerical data related to water demand are presented. the data shows that water demands for hotels keep increasing from time to time while the water supply and distribution system are clearly limited. additionally, the water need for hotels is ten times higher than those of residential areas, indicating that the aforementioned public unrest makes sense and that further solution needs to be considered. keywords : tourist accommodation, clean water supply, urban tourism introduction background cited from viva.co.id, in august 2016, a documenter video was launched at the universitas gadjah mada‟s university club titled “jogja darurat air” (lit. jogja water emergecy). the movie was made by teguh supriyadi, an independent journalist. the movie discussed the social unrest in miliran and karangwuni district of yogyakarta who was experiencing water shortage after hotels and apartments were built in the surrounding area. on the following year, a theatrical protest involving mud and sand bath was performed in front of a hotel in umbulharjo, yogyakarta. e-journal of tourism vol.6. no.1. (2019): 43-51 http://ojs.unud.ac.id/index.php/eot 44 e-issn: 2407-392x. p-issn: 2541-0857 figure 1. theatrical protest about water crisis issue by a resident of yogyakarta (source: amrta institute of water literacy). as one of the main tourist destinations in indonesia, tourists visiting yogyakarta rose up 100% for foreign tourist and 150% for domestic tourist in the last 10 years (dinas kepariwisataan diy 2016). the high tourist visit is followed by the tourism-related industry with one of them being tourist accommodation. since 2011, there has been a rapid growth of hotel development in yogyakarta. on one side, the booming of tourism contributes positively to the city‟s regional own-source revenue, since 25.38% of the revenue comes from the tourism sector. however, on the other side, the excessive hotels development started to worry about the city‟s residents. many of the hotels are middle to high rise buildings that accommodate more than 100 rooms. since the people of yogyakarta live in landed and detached houses, the tall hotel buildings seem strange for them. not only it feels like „visual pollution‟ for several people, but the concern also gets serious when several areas are having water shortage issue and the people started to blame the hotels. research objectives social unrests are sometimes surfaced and developed by more of public opinion than by scientific ground (schröter, jovanovic, and renn 2011), even though scientific justification is important to decide the logical solution for the problem. this study does not attempt to prove whether the public claim is true or not, but rather to provide 1) deeper understanding and scientific perspective of the social unrest occurs in yogyakarta regarding clean water shortage that is caused by the rapid growth of hotels and any other tourist accommodations, as well as 2) a partial study on the impact(s) of urban tourism towards urban livability. literature review cities worldwide provide fuller amenities to both locals and tourists compared to those of suburban areas. this might be the reason why urban tourism is getting more famous today than ever (ashworth 2012). especially for short escape of daily routine, tourist destinations in city can provide a full service for its e-journal of tourism vol.6. no.1. (2019): 43-51 http://ojs.unud.ac.id/index.php/eot 45 e-issn: 2407-392x. p-issn: 2541-0857 visitors. greater area of yogyakarta, as an already famous tourist destination, offers various entertainments from nature-related spots such as parangtritis beach and mountain, and man-made environments such as prambanan temple and kotagede historic district. this has made yogyakarta as one of the most visited urban areas in indonesia according to indonesia‟s tourism bureau. tourism and city have a complicated relationship. in a way tourism may be used as a catalyst in urban development, for example to revitalize and improve decaying urban areas, bringing investment and environmental improvements (manifesty 2017). beside the good impact, uncontrollable urban tourism development might bring some negativity towards the city. according to butler (1974), there are four major impacts of tourism that can influence an urban area where tourism takes place. those are socio-cultural, economic, political, and environment (butler 1974). the last impact has the closest relation to the built environment where people dwell. in relation to tourism, overload infrastructure development of tourist amenities might cause disturbance in urban area in term of transportation network, waste disposal, buildings regulation, and water supply (hunter, colin. green 1995). if it is not managed properly, hotels and any other touristic development and activities might take effect on the environmental carrying capacity. in urban area, there is a certain capacity which is characterized as “a property of the environment and its ability to accommodate a particular activity without unacceptable impact” (gausset q. 2005). this capacity needs to be maintained to keep the balance between what people need and what the city can provide. in relation to this study, excessive touristoriented developments may deplete urban resources, such as water, fresh air, and even public space, for the local people. and when the said impact is felt by the citizens, it almost certainly will cause social unrest. a thorough study must be conducted to minimalize the negative impacts of tourism development towards the city. methodology in correlation with the research background, the locus of study is greater area of yogyakarta, which consists of yogyakarta city and its surrounding neighborhoods. within the locus, two phases of study are conducted in 2018. the first phase is the secondary data analysis to gain raw data related to the clean water shortage. the intended data, which include the city‟s piping route, e-journal of tourism vol.6. no.1. (2019): 43-51 http://ojs.unud.ac.id/index.php/eot 46 e-issn: 2407-392x. p-issn: 2541-0857 clean water source, groundwater depth, and water demand, are gathered from various period of time and are received from yogyakarta‟s planning, statistic, and tourism authorities. a quantitative approach is used to compare various data, especially the ones showing water need of those of hotels and other building typologies, such as housings. the second phase of observation is analyzed with qualitative approach in the form of theoretical discussion over maps showing water distribution from its source and groundwater depth in the city areas. the maps are presented through series of periodical layers to give sense on overtime development. from the two data sets (map layers and tables), the relation between tourist accommodation and water shortage issue can be observed. literature review and early study show indication that the aforementioned social unrest in yogyakarta city is not just driven by public opinion but have deeper roots towards the city‟s water supply. results and discussion current condition of yogyakarta’s water resources yogyakarta is located at the lower slope of merapi volcano and surrounded by three rivers, winongo in the west, code in the middle, and gadjahwong in the far east. the rivers are filled with water all year, which mean their discharges are supplied by the groundwater in the surrounding area (sudarmadji 1994). in terms of hydrogeology, the merapi volcano plays a role as a good aquifer, an underground layer of water-bearing permeable rock, for the city. also, the high intensity of the rainfall around the merapi (2500mm/year), forming a good groundwater area. this groundwater area is used by the pdam (perusahaan daerah air minum), the national drinking water authority, as one source of their supply. the first series of maps presented on this paper show that there is a decrease in the amount of water source points from the aquifer since 1960‟s till today. the decrease of the water source gives a rather serious impact on the quantity of clean water supply. in relation with the water shortage issue, many things might be the cause, for example is the increase of population. however, the physical development of the city also holds the potential to contribute as the cause of water shortage issue. hotels, resorts, and any other tourist amenities are the kind of development that needs a lot of water in the operation. the number of the stated buildings is getting higher every year, yet the source of water is going down. e-journal of tourism vol.6. no.1. (2019): 43-51 http://ojs.unud.ac.id/index.php/eot 47 e-issn: 2407-392x. p-issn: 2541-0857 figure 1. distribution of water source from aquifer, drilled and developed by pdam ( source: author‟s drawing with data from bappeda diy) due to the high demand of water for the said development, most of commercial buildings in yogyakarta don„t rely on the provision of pdam. instead, they make their own water source by drilling the soil to find groundwater. of the approximately 418 hotels that are located in yogyakarta, there were only 156 hotels up to january 2018 that are installing water supply from the tirtamarta regional water company (pdam) to support their businesses (ais 2018). however, identical with water source from aquifer, the depth where water can be extracted from ground is getting deeper every year. according to the united states geological survey, the deeper it needs to gain water from the ground, the worse the quality of the water is. this is because water in deep underground can contain dissolved minerals exceeds 1,000 mg/l (milligrams per liter) and can be classified as saline water which is not healthy as daily water supply (us geological survey 1999). figure 2 below provides the information on the ground depth where water can be harvested. it is clearly depicted that shallow groundwater area is getting smaller, despite the higher tendency for non-residential buildings to use groundwater. both figure 1 and 2 tell us the condition of the water source in yogyakarta which has the tendency to go less over time. e-journal of tourism vol.6. no.1. (2019): 43-51 http://ojs.unud.ac.id/index.php/eot 48 e-issn: 2407-392x. p-issn: 2541-0857 figure 2. groundwater depth in yogyakarta from time to time, unit is in meter (source: author‟s drawing with data from bappeda diy) clean water demand: hotels vs residentials in the contrary with the presented figures, the number of tourist hotels in yogyakarta climbs every year. the next three tables describe the high water demand of hotel buildings, compared to the demand by the resident‟s households. the first table below shows the quantity of water needed for every urban sector per day. the ratio of water needs for hospital and hotel is only 4:3, yet the ratio of the number of hospitals compared to hotels, according to the city statistic authority, is almost as big as 1:10. it means in yogyakarta, even though the water demand is high for hospitals, the total number is still far behind compared to hotels. table 1. standard of clean water needs in indonesian cities sector value unit school 100 liter/student /day hospital 200 liter/bed/day clinic 2000 liter/unit/day mosque 3000 liter/unit/day office 10 liter/person/day wet market 12000 liter/hectare/day hotel 150 liter/bed/day restaurant 100 liter/seat/day military complex 60 liter/person/day industrial area 1.2 1.8 liter/hectare/second tourism area 0.1 – 0.3 liter/hectare/second source : kriteria perencanaan ditjen cipta karya dinas pu, 1996 (planning criteria by ditjen cipta karya pu, 1996) from the aforementioned ratio we can conclude that the need of water for all hotels in yogyakarta is huge. moreover, in e-journal of tourism vol.6. no.1. (2019): 43-51 http://ojs.unud.ac.id/index.php/eot 49 e-issn: 2407-392x. p-issn: 2541-0857 relation to the background of this study, two tables are presented as comparison. table 2 below shows that the demand for daily water consumption of the residents of yogyakarta. although it shows great amount (approximately 29,591,240 liters of daily water needed by the city population), the rate of the increase is low, about 21.8% in 30 years. meanwhile, shown in table 3, the difference of water needs between hotels and residential is quite steep. in 30 years, the daily water need for hotels in yogyakarta soars up from 576,952 liters to 3,401,577 liters. it means the rate increase is about 300%, more than ten times higher than the water demand rate increase of those residential areas. table 2. clean water consumption by the residents of yogyakarta year (a) population (b) average water usage (liter/day) (c) average water needs per day (liter) (d) 1980 398,192 60 23,891,520 1990 412,059 60 24,723,540 1995 418,944 60 25,136,640 2000 396,711 70 27,769,770 2005 435,236 70 30,466,520 2010 388,627 70 27,203,890 2014 400,467 70 28,032,690 2017 422,732 70 29,591,240 explanation: (a) = year of the data (b) = yogyakarta city in figures (2015) (c) = kriteria perencanaan ditjen cipta karya dinas pu, 1996 – 2015 (d) = (b) x (c) source : author table 3. daily water consumption for hotels in yogyakarta year (a) room availa ble (b) average water usage (liter/bed /day) (c) occu pancy rate (d) average water needs (liter/ day) (e) 1980 5,372* 150 35.8%* 576,952 1990 6,107 150 36.2% 663,220 1995 8,150 150 37.5% 916,875 2000 8,467 150 38.4% 975,398 2005 9,132 150 45.5% 1,246,518 2010 9,666 150 44% 1,275,912 2014 18,178 150 44% 2,290,428 2017 19.847 150 57.13% 3,401,577 explanation: (a) = year of the data (b) & (d) = tourism statistic of yogyakarta city (1990 2015) (c) = kriteria perencanaan ditjen cipta karya dinas pu, 1996 – 2015 (e) = (b) x (c) x (d) x 2 (beds in 1 room, assumption) *projected number, no data recorded for this year. source : author e-journal of tourism vol.6. no.1. (2019): 43-51 http://ojs.unud.ac.id/index.php/eot 50 e-issn: 2407-392x. p-issn: 2541-0857 conclusion the overall data presented on this study shows that there is contrasting development in yogyakarta‟s clean water supply and growth of hotels. water demands for hotels keep increasing from time to time while the supply and distribution system are limited. furthermore, there is a high unbalance demand between the clean water for hotels and for households. in relation with the study objective, a deeper understanding regarding the social unrest is formed. based on the data, water shortage issue raised by the people of yogyakarta does make sense and actually is supported by scientific data. this study also provides a partial study on the impacts of urban tourism towards the city which is that rapid growth of hotels might violate certain environment carrying capacity, in the case of this study is ground water supply. policy implications the social unrest mentioned on the beginning of this paper might not be happening if there is specific and rigid law that regulates water supply for each building sector in the city. whether a building is required to be fully supported by the public water authority or permitted to use groundwater for partial need, it needs to be stated clearly in the public law. moreover, in a more general aspect, government should takes more action in controlling the growth of hotels and possible other tourist accommodations, so that it will not disturb the citizens. recommendation for future study to decide whether the claim made by the people of yogyakarta is true or not, deeper analysis still need to be done and in broader and multidiscipline context such as between urban design and social science. additional to the conclusion of this study, it‟s safe to say that the water resources in the city is still able to fulfill the needs of both tourist accommodations and residential for now. the indication is that there is no news about water scarcity yet. however, looking at the data and how the demand and supply of water goes conversely, anticipation of further water issues need to be done in the form environmental research and policy making. acknowledgement i would like to thank you prof. johannes widodo of school of design and environment, national university of singapore, for his guidance when i did the e-journal of tourism vol.6. no.1. (2019): 43-51 http://ojs.unud.ac.id/index.php/eot 51 e-issn: 2407-392x. p-issn: 2541-0857 research of tourism impacts on urban livability in which this paper is partially based on. references ais. 2018. “ratusan hotel di jogja pilih sedot air tanah ketimbang pakai air pdam.” tribun jogja. http://jogja.tribunnews.com/2018/01/ 15/ratusan-hotel-di-jogja-pilih-sedotair-tanah-ketimbang-pakai-air-pdam. ashworth, gj. 2012. “do we understand urban tourism?” journal of tourism & hospitality 01(04): 1–2. https://www.omicsonline.org/openaccess/do-we-understand-urbantourism-21670269.1000e117.php?aid=8144. butler, r.w. 1974. “the social implications of tourist development.” annals of tourism research 2(2): 100–111. https://www.sciencedirect.com/scienc e/article/abs/pii/0160738374900255. dinas kepariwisataan diy. 2016. “statistik dinas kepariwisataan diy 2016.” statistik kepariwisataan diy 2016. gausset q., m. whyte and t. birchthomsen. 2005. beyond territory and scarcity: exploring conflicts over natural resource management. uppsala: nordic africa institute. hunter, colin. green, howard. 1995. tourism and environment: a sustainable relationship? london: routledge. manifesty, odilia renaningtyas. 2017. “the impact of tourism development towards urban livability case study of yogyakarta.” national university of singapore. schröter, regina, aleksandar s. jovanovic, and ortwin renn. 2011. “social unrest.” oecd/ifp project on “future global shocks” 33(december): 101. http://www.oecd.org/gov/risk/468900 18.pdf. sudarmadji. 1994. “some notes on groundwater as a domestic water supply of the yogyakarta municipality.” indonesian journal of geography 26(28). https://jurnal.ugm.ac.id/ijg/article/vie w/2204. us geological survey. 1999. “quality of ground water.” u.s. geological survey general interest publication. https://pubs.usgs.gov/gip/gw/quality. html (august 29, 2018). nyepi holiday package: e-journal of tourism vol.5. no.1. (2018): 22-29 http://ojs.unud.ac.id/index.php/eot 22 e-issn: 2407-392x. p-issn: 2541-0857 working rural eco tourism planning in yogyakarta using msp+dm analysis setiawan priatmoko stie pariwisata api yogyakarta corresponding author : eraynesance@gmail.com article info received 15 december 2017 accepted 13 march 2018 available online 30 march 2018 abstract ecotourism planning requires a systematic simple tool. this is because generally the actors of ecotourism in the region of yogyakarta is a rural community activist which need a simple tools. ecotourism activities are often associated with village tourism activities managed by the local community as community based tourism (cbt). using msp + dm analysis helps facilitate the planning and development of ecotourism for all stakeholders. keywords: ecotourism, planning, rural, cbt, msp+dm introduction background ecotourism has become an important part in rural tourism activities in yogyakarta. most of the tourist villages make activities in the natural landscape as part of the attraction. euphoria occurs in the community in response to the massive of tourism activities and the potential of nature that is considered to be developed as a tourist destination. encouraging the massive use of eco-tourism issues become important. the countryside in the special region of yogyakarta generally has a unique natural condition. starting from the mountains, hills, plains, and coastal areas. in general, these different natural conditions become part of comparative advantage when compared to other areas and also for prospective visitors from other regions. utilization of nature for this tourism aspects still largely managed and initiated by the local community. starting from the determination, design, and operational activities of eco tourism usualy done by the community and sometimes by local government. the role of government is to facilitate infrastructure and also to withdraw retribution or other schemes. rural in the suburbs of yogyakarta often combine cultural activities and activities in the wild as attractions to attract tourists. the emergence of social media often feature landscapes or activities in the open space activities encourages community groups in villages to explore the potential of nature in the region to be sold as a tourist destination. tourism stakeholder initiatives in developing tourist spots generally use trial and error systems, follow other areas that are considered successful, or use swot analysis. swot analysis result generate different management strategies among village stakeholders. the diferent of scientific background level and understanding about the uniqueness of tourism businesses among stakeholders also influences how the strategy of managing the eco-tourism assets. in such cases will be found some villages that are considered successful in selling eco-tourism activities but elsewhere there are areas that are considered failed to bring visitors. not only the number of tourist visits is sometimes become a question for the stakeholders. the issue of sustainability has also been an issue that poses challenges to ecotourism activities initiated by the community. in addition, the local community's participation in ecotourism business activities in his village is also raising question for some mailto:eraynesance@gmail.com e-journal of tourism vol.5. no.1. (2018): 22-29 http://ojs.unud.ac.id/index.php/eot 23 e-issn: 2407-392x. p-issn: 2541-0857 other residents. profit sharing and transparency are still a big issues that few villagers dare to ask or even to know how to measure an activity that is considered participatory for all villagers. another thing that is important in yogyakarta is the low awareness of citizens and stakeholders that eco tourism business should also pay attention to disaster mitigation. in general the villagers life style has not considered disaster mitigation as one of the important variables of an ecotourism activity. the conditions of such problems require a solution in the form of a relatively easy to use, comprehensive, and consistent tool to design of an eco-tourism area. one such analytical tool is the analysis of msp+dm, which measures the aspects of marketing (marketibility), sustainability, participatory, and disaster mitigation management. research objectives based on the explanation of the problems above, this paper will discuss about the msp+dm analysis as an analysis tool to determine, designing processes, and setting goals of ecotourism business inyogyakarta. this study focuses on eco-tourism activities conducted by rural communities as community-based tourism (cbt). ecotourism activities are viewed as a community-based tourism activity. different conditions of understanding on society about ecotourism business require a simple guide to the direction of planning and development. this should be really useful and well targeted. the msp + dm analysis will be tested whether it is truly appropriate as one of the tools to develop an ecotourism area. objectives of the research are: a. to review the variables of ecotourism activities based on community through literature study b. to learn the condition of eco tourism activities in yogyakarta c. to examines the variables of ecotourism activity on the msp + dm analysis tool literature review geographically, the special province of yogyakarta has a land area of 318.58 hectares and 2169.6 km2 ocean (12 miles ocean) (bappeda, 2009). these areas of land use is in the form of various forms. various forms and utilization of this land that will be one factor to be used as ecotourism. the great number of land in yogyakarta is forest area followed by rice field and settlement. utilization of forests and rice fields for ecotourism activities in yogyakarta is generally done by rural community groups. such community groups are commonly affiliated in tourism village entities. ecotourism is responsible travel to natural areas that conserves the environment and sustains the well being of local people (wood, 2002). the unwto's definition, ecotourism refers to forms of tourism which have the following characteristics, such as (i) all nature-based forms of tourism, observation and appreciation is the main motivation, (ii) the tourism activities contains educational and interpretation features. it is generally, but not exclusively organised by specialised tour operators for small groups, (iii) the bussiness organizations tend to be small and owned by local people, (iv) tend to minimizes negative impacts upon the natural and socio-cultural environment, and (v) it supports ecotourism attractions natural areas by: generating economic benefits for local communities, organisations and stakeholders managing natural areas with conservation purposes; providing alternative employment and income ads for local communities; increasing awareness towards the conservation of natural and cultural assets, both among locals people and visitors. the consequences of natural-based utilization and responsible utilization require serious attention prior to development as a tourist area. ecotourism usually using protected areas that strives to be low impact and (often) small scale (sayyed, 2013). but in its development process, ecotourism, nature, heritage, cultural, and soft adventure (e.g.: fish catching, bird watching, and milking) tourism are taking the lead and are predicted to grow rapidly over the next two decades. it is estimated that global spending on ecotourism is increasing about six times the industry-wide rate of growth (unep, 2011). for the protection of natural assets and side effects and the utilization of eco-tourism activities need to be carefully taken into account. as an activity that has a business purpose, ecotourism is related to marketing activities. e-journal of tourism vol.5. no.1. (2018): 22-29 http://ojs.unud.ac.id/index.php/eot 24 e-issn: 2407-392x. p-issn: 2541-0857 the marketing aspects involved in ecotourism activities by priatmoko (ayub et al., 2013) are: (i) determination of the tourism market. (ii) products that uniqueness and originality typical of the local area which is regarded as a tourist attraction, (iii) price is an obtained agreement on the profit margin, and its distribution among tourism businesses, (iv) distribution is the stability of the availability of various tourism products and can be accesed by consumers/travelers, and (v) promotion in term of communication dissemination of information on the local tourism product range. ecotourism is a special interest activity tourism. every area will have special uniqueness and originality, the prices are also setting up differently with another mass tourism bussines. the role of marketing strategy is needed for various purposes i.e. gaining competitive advantage, counteracting markets’ insurgencies, and identifying market potentials (ayub et al., 2013). strategy of marketing also need differentiated approach: provides marketing mix in a different way than competitive destinations oreski (2012). this will be definetely including kind of product, price, place, promotion, people/ market. marketing efforts can be focused by developing the most effective message for the segment targeted. in yogyakarta ecoturism activities the example is bird watching for animal lover or fish catching for river activities lover. furthermore communicating the message through the most effective communication channel for the segment is also important (dolnicar, 2008), i.e., using instagram or other social media platform for student visitors). there is no doubt that communication through social media will affect visits to destinations (priatmoko, 2017b). analysis msp + dm requires sustainability variables to be assessed. the aspects of sustainibilty include the concern of (i) carrying capacity of tourism products, (ii) waste treatment , (iii) preservation of the environment, (iv) the continuity of tourist visit, and (v) business development actors and local related groups (priatmoko, 2017a). ecotourism is a sub-component of the field of sustainable tourism. sustainable meanings are also not limited to the sustainability of nature but also include in the face of changing economic, social and cultural patterns and widespread rural restructuring (dashper, 2015). sustainable issue in tourism not only the expectations of tourists regarding responsible naturalresource management (demand), but also the needs of communities that support or are affected by tourism projects (in this case is ecourism project) and the environment (supply) (unep, 2011). from the sustainable concept it shows that the sustainability of the continuity of visit and business development must be considered. in the development of ecotourism area the role of local community participation is became important. promoting sustainable value chains within local communities need to be done. the need is to ensure a consistent quality and creativity, fostering local training and educational opportunities in creative and cultural industries; and encouraging public and private investment to sustain local creative industries among local people (unwto, 2016). participatory variabel also be assessed in msp+dm analysis. participatory values in msp+dm regard to the following matters, (i) main role by local communities , (ii) responsible for local accountability, (iii) focus in local variety. sustainable tourism development, in particular of local communities, need to be ensured to the wide participation (unwto, 2011). one of most definitions of ecotourism need to meets meaningful for community participation (dorobantu and nistoreanu, 2012). public participation in tourism activity like ecotourism can take many forms, including organizing tourism advisory committees or boards (spencer, 2010). generaly ecotourism management in yogyakarta is conduct by villagers. usualy their understanding of disaster mitigation is still not similar and standard. safety still needs to be reinforced among the managers and stakeholders. unwto also promote and ensure the need global awareness to future hazards of any kind to improve regional and global efforts (unwto, 2011). disaster consists of two kinds: natural disaster and nonnatural disaster. natural disaster is is an event or series of events that threaten and disrupt the lives and livelihoods caused by natural factors e-journal of tourism vol.5. no.1. (2018): 22-29 http://ojs.unud.ac.id/index.php/eot 25 e-issn: 2407-392x. p-issn: 2541-0857 (e.g.: earthquake, tsunami, volcanic eruption) that can lead to result in loss of material and life (bps, 2017). for yogyakarta community the understanding on disaster characteristic is a warranty of safety investment in the future (susmayadi et al., 2014). during 2015-2016 yogyakarta had 12 life fatality, 11 injury, and 1 person missin. using msp+dm analysis disaster mitigation can be focused in: (i) natural disasters (e.g.: earth quake, volcano eruption, tsunami, storm), and (ii) non-natural disasters, especially for handling the risks that may arise for the products and or human error (priatmoko, 2017a). a rational approach to aware lifting aspects of disaster mitigation can be key the development of a tourist area in the long term (purbadi, 2016). methodology msp+dm approaches which is a measurement method based on the aspects of marketing (marketibility/m), sustainability (s), participatory (p), and disaster mitigation (dm) management was used to analyse the data information in order to determine, design processes, and set the goals of ecotourism business inyogyakarta. this study focuses on ecotourism activities which are viewed as community-based tourism (cbt) activity conducted by rural communities. different conditions of understanding on society about ecotourism business require a simple guide to the direction of planning and development. the msp + dm analysis will be tested whether it is truly appropriate as one of the tools to develop an ecotourism area. msp + dm was undertaken based on setting and selecting the attractions that already exist and the potential attractions as contents that will be analyzed and revealed in the future quantitatively. because ecotourism is a product that contains aspects of marketibility, sustainibility, participatory, and need emphasis in disaster mitigation using the parameters of msp+dm analysis tools very compatible. the use of scores based on the presence level of the indicators will also facilitate easily for stakeholders to establish of the basis planning area. the rank of the value scale & categories of a region's initial condition become embryo, pioneer, growing, and advance which will help stakeholders in determining the steps of development as can be seen in table 1. table 1. values scale & categories scales categories 1.00 -1.99 embryo 2.00 -2.99 pioneer 3.00 -3.99 growing 4.00 -5.00 advance source: priatmoko, 2017a results and discussion results of the msp+dm analysis can be seen in table 2 which show that stakeholders can determine more advance target using bigger points in msp+dm. the criteria for improving the condition of the area exist in the content of evaluation parameters of msp+dm. table 2. content of evaluation parameters of msp + dm scale 1. marketibility para mete r det ail values & indicators 1 point 2 points 3 poin ts 4 points 5 points a. produc t packag ing the pack agin g of good s or servi ces appe aranc e if there is no agreem ent for the packag ing of various types of tourism product s if using standar d for packag ing several types of tourism product s, but not for all its product s yet if using prod uct stand ardiz ation , howe ver, for certa in types of busin ess only if there are agreem ent and standar dizatio n of forms and all kinds packag ing of tourism product s if there are agreem ent and standar dizatio n of forms and all types of tourism product s and themati c packag ing continu ity b. promot ion model kind of vario us medi a prom otion s if not using a promot ional media if using one type of promot ional media if using more than one medi a camp aign if using of various promot ional model for all busines sman has been if using varietie s of media promot ions and take advant age of coordin ated e-journal of tourism vol.5. no.1. (2018): 22-29 http://ojs.unud.ac.id/index.php/eot 26 e-issn: 2407-392x. p-issn: 2541-0857 coordin ated commu nicatio ns networ k c. tourism inform ation system the com binat ion of infor mati on techn olog y and the activ ities of peop le who use the techn olog y to supp ort the activ ities of touri sm if not using the inform ation system if using one kind of inform ation system s by local tourism players if using a wide varie ty of infor mati on syste ms, but is drive n by outsi ders if using various forms system travel inform ation and only driven by local tourism players if using various forms of inform ation system s and driven indepe ndently by local tourism stakeho lders and outside stakeho lder d. distrib ution prod ucts reach ing and relati onshi p if the product reachin g & relation ship is still very local (one district and surroun ding areas only) if the product reachin g & relation ship levels is betwee n district s if the prod uct reach ing & relati onshi p level s is other provi nces in the islan d if the product reachin g & relation ship levels is nationa l if the product reachin g & relation ship levels is internat ional level 2. sustainability para mete r det ail values & indicators 1 point 2 point s 3 point s 4 point s 5 point s a. physic al develo pment thresh olds the exten sive use of open land for physi cal devel opme nt if there is still no regul ation of land use if the existi ng arran geme nt of land use not obeye d if the existi ng arrang ement s and restric tions on physi cal devel opme nt began to be obeye d if the existi ng land use regula tion is obeye d and trendi ly expan d open space rather than physi cal devel opme nt if the existi ng land use regul ation is obeye d and willin gness revisi on for physi cal devel opme nt b. number of visitors thresho ld num ber of visito rs to the vario us attrac tions of the carryi ng capac ity accor ding to the unw to stand ard if there is still no path scena rio and visito rs only unde rstan d a parti cular point of attrac tion if there is still no tread path scena rio for the flow of visito rs and the amou nt of build up only at certai n points if there is existi ng thread path for a variet y point of intere st but there is no mech anism for distrib uting the numb er of visitor s if there is existi ng thread path for a variet y of point of attract ion and a mech anism for distrib uting the numb er of visitor s if existi ng threa d path for a variet y of point of attrac tion and the numb er of visito rs disper sed as the carryi ng capac ity of each object c. natural resourc es thresh olds suppl y capab ility and durab ility of natur al resou rces on the needs of touris ts in if there is still no regul ation on the use of local natur al resou rces if there is alread y regul ation on the use of local natur al resou rces but have not if the existi ng arrang ement s and restric tions on natura l resour ces began to be obeye d if the existi ng regula tion on the use of natura l resour ces tende ncy to renew the carryi ng capaci if the existi ng regul ation on the use of natur al resou rces obeye d and willin gness to contri e-journal of tourism vol.5. no.1. (2018): 22-29 http://ojs.unud.ac.id/index.php/eot 27 e-issn: 2407-392x. p-issn: 2541-0857 vario us touris m object s obeye d ty resour ces bute to the renew al functi on of resou rces d. local commu nities' respons e react ion and action of local com munit y on touris m activi ties in the regio n if the majo rity of local peopl e do not acce pt touri sm activi ties in the area if the major ity of local peopl e feel no need to engag e the activi ties of touris m if the major ity of local peopl e want to be involv ed in touris m activit ies if comm unitie s have forme d organi zation s to regula te the role of the touris m activit y when the organ izatio n forme d by com munit y touris m has been conne cted with vario us stake holde rs e. tourist ’s respon se react ion and action touris ts who visit if vario us attrac tions deser ted and stalle d if visite d by indivi dual travel ers but no touris t group s if the group of tourist began to visit at least by famil y group if alread y marke ted by touris m busin esses corpo ration if start to be a list of must visit for touris ts who come to bantu l f. govern ment's respons e react ion and action of gover nmen t in the devel opme nt area if there is no respo nse from gove rnme nt in plann ing the regio n if it listed in the regio nal devel opme nt agend a if it began to be includ ed in local gover nment devel opme nt agend a and budge t alloca tions if it involv es a wide range of stakeh olders in the devel opme nt of the region if the provi ncial or natio nal gover nmen t maki ng plans and budge t alloca tions 3. participatory para met er det ail values & indicators 1 point 2 point s 3 point s 4 point s 5 point s a. local resour ces the use of vario us resou rces and local mater ials insigh ts if local peopl e do not want to use local mater ials if local peopl e using local resou rces as comp ulsion if local peopl e want to use any local resou rces as a suppl ement if the major ity of local peopl e using local resour ces if the local peopl e maxi mizin g in using local resour ces and make it as a theme of touris m area b. local accoun tability the invol veme nt of local com munit ies for the mana geme nt and devel opme nt of organ izatio ns if local peopl e do not want to get invol ved in the activi ties of touris m if local peopl e want to be invol ved in touris m activi ty but do not want to form organ izatio ns if there are touris m organ izatio ns but there is no activi ty activi ty if touris m organi zation start beco me as a regula tor of local comm unity activit ies if the organi zation has been associ ated with crosssector al stakeh olders c. local variety the uniqu eness of the vario us local touris t attrac tion if there is not uniqu eness of the area if there is alread y uniqu eness of the area but not been packe d yet if some existi ng local uniqu eness been packa ged for touris m produ cts if the local uniqu eness has beco me the collec tive consci ousne ss as touris m produ ct if the local uniqu eness has beco me the collec tive consci ousne ss and packe d and protec ted by legal instru ments d. the econo my advant age for local people distri butio n of inco me receiv ed by the if there is no econ omic benef it recei if there is alread y a small part of if most of the travel needs can be suppli if an existi ng busin ess entity/ organi zation if the busin ess institu tion forme d by local e-journal of tourism vol.5. no.1. (2018): 22-29 http://ojs.unud.ac.id/index.php/eot 28 e-issn: 2407-392x. p-issn: 2541-0857 local com munit y and direct busin ess playe r ved by local com munit ies com munit y mem bers receiv e econo mic benef its ed by a variet y of backg round s of indivi duals in societ y to distrib ute most profit for local peopl e peopl e has associ ated with the major ity of citize ns and extern al partie s 4. disaster mitigation para mete r det ail values & indicators 1 point 2 points 3 point s 4 poin ts 5 poin ts a. the earthq uake and landsli des anti cipat ion of risk and reco very plan ning if there are no anticip ation and rescue plans from earthqu akes and or landsli des if there are anticip ation and a rescue plan for earthqu akes and landsli des but has not been socializ ed if there are antici patio n plan, socia lizati on and rescu e traini ng if there are evac uatio n plan and a speci al team to hand le the disas ter by the local peop le if there are a plan, sar tea m, and the postdisas ter reco very area plan b. nonnatural disaste rs as effect of failed technol ogy, pestile nce anti cipat ion of hum an error and stand ardiz e the safet y and healt h if there is no anticip ation and standar dizatio n for minim um safety and health if already have a standar dizatio n but has not been used as a referen ce if safet y & healt h stand ard is alrea dy beco ming a refer ence for local touris m stake holde rs and touris t if there is an inter natio nal stand ardiz ation of safet y and healt h are obey ed if there is sanct ions/ penal ty for disob eyed healt h and safet y stand ardiz ation by local peop le and touri st source: inspect.id team, 2016 conclusion msp+dm analyisis helps ecotourism stakeholder to develop the destination area because quantifications of the analysis process during planning and preopening process will help stakeholder and local community easier to understand what will they do. the planning target for stakeholders also can be seen in msp+dm so the activities in the future can be determined easily. references ayub, a. et al. 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(2017): 1-12 http://ojs.unud.ac.id/index.php/eot 1 e-issn: 2407-392x. p-issn: 2541-0857 1a framework to the inventory of cuture-based tourism products cláudia henriques, manuela guerreiro and júlio mendes research centre for spatial and organizational dynamics university of algarve, faro, portugal corresponding author: jmendes@ualg.pt article info received 10 october 2016 accepted 28 february 2017 available online 31 march 2017 abstract cultural tourism is a promising market segment with higher growth rates than other niches. world tourism organization (unwto) data indicate that the proportion of international trips accounted for cultural motivations grew from 37% in 1995 to 40% in 2004. additionally, unwto (2015) considers that this type of tourism could, in the future, increase competitiveness, create employment opportunities, generate income for investment in preservation, and simultaneously contribute to a sense of pride and self-esteem among host communities. in this article the authors propose a reflection on cultural tourism, based on the questioning of concepts such as tourism and culture, experiences and transformations. to this purpose, this paper aims to come up with a framework upon which tourism destinations can develop culture-based tourism products. keywords: tourism, culture, cultural tourism, tourism experience introduction background in the last couple of decades, tourism has been one of the most important sectors driving the world economy. in 2015, ―the total contribution of travel & tourism (t&t) to gdp was 9.8% of gdp and 9.5% of total employment (wttc, 2016:1). both are forecast to rise, respectively by 4.0% pa (10.8& of gdp) and 11.0% of total, in 2016 (wttc, 2016). in europe, in the same year, the total contribution of travel & tourism was 9.6% of gdp and it is forecast to rise to 10.5% of gdp in 2026 (wttc a, 2016). the outlook for travel & tourism in the future remains robust, growth contribution is expected to accelerate. following the unwto/unesco world conference on tourism and culture (unwto, 2015), tourism, moving more than one billion people across international borders each year, offers immense present and future possibilities for socio-economic development in destinations around the world. cultural tourism is a promising market segment with a growth rate higher than other segments. data from the world tourism organization (unwto) show that the amount of international travels in which the cultural motivation stands out grew from 37% in 1995 to 40% in 2004. also the oecd, (2009) reports that cultural trips increased from 190 million in 1995 to 359 million in 2007, i.e., a growth from 37% (1995) to 49% (2007) in the number of international arrivals. a study by the united states cultural and heritage tourism marketing council (2009:33) concluded that 78% of leisure travelers are cultural/ heritage tourists. cultural tourism recognizes tourists as one of the most important market targets for culture, assuming a key role in valorizing and 1 the article had been presented in the international tourism conference ―promoting cultural & heritage tourism‖ at udayana university, 1-3 september 2016. e-journal of tourism vol.4. no.1. (2017): 1-12 http://ojs.unud.ac.id/index.php/eot 2 e-issn: 2407-392x. p-issn: 2541-0857 preserving heritage, whilst promoting cultural exchange and encouraging the flourishing of cultural diversity. ―carefully managed, tourism can protect and enliven this heritage, generate new opportunities for local communities, and foster tolerance and respect between peoples and nations‖ (taleb rifai, in unwto; 2015). in accordance with sustainable development goals (sdgs) (post 2015 development agenda), bokova (in unwto, 2015) point out the importance of ―efforts to promote culture as a driver and as an enabler of sustainable development. this has never been so important at this time of change, when countries are shaping a new global sustainable development agenda to follow 2015‖. in europe and in portugal (governo de portugal, 2013) the importance and growth potential of cultural tourism has been acknowledged, as well as the need for further analytical work. in this context, the present paper aims to put forward a methodology for an inventory of the cultural resources of a portuguese regionthe algarve which might be valued from a tourism point of view. this inventory would be followed by a proposal of cultural tourism products. it should be noted that this southern region is important within the national and international tourism industry. it is, mainly, a ‗sun and sea‘ tourism destination. culture and its resources are still in an emerging stage. the recognition of the importance of cultural resources is on the agenda and it is in line with the new trends in tourism, particularly, cultural tourism. within the tourism strategy 2027 – portugal (laboratório estratégico de turismo, 2016), whose goal is to create a vision for the next decade, the ministry of economy, manuel cabral, underlined specifically the importance of ―culture‖. research objectives drawing on these issues this paper presents, in the first part, a theoretical approach to culture and cultural tourism related the experience and transformation economy. next, in the methodology section, a conceptual model is put forward for the inventory and subsequent development of cultural tourism products, based on surveys conducted among the sixteen municipalities (‗concelhos‘) of the algarve, the cultural and creative sector companies (ccs), and cultural associations of the algarve. additionally, semi-structured interviews were done to creative industries experts (qualified panel), and to regional authorities (algarve tourism region – rta, coordination commission for regional development of the algarve – ccdr, and regional direction of culture of the algarve – drca). finally, the analysis of the results is done in view that the model of development of emerging tourism destinations (as it is the case of the algarve in terms of cultural tourism product) should consider thoroughly the possibility of development based on a more culture-sensitive model, meeting both the tourism consumption and cultural consumption trends. literature review cultural and creative tourism the definition of cultural tourism is complex basically because it relates to two equally complex concepts (richards, 1996) – tourism and culture. furthermore, within the academic community (hughes, 1987) and the tourism industry, the definition of cultural tourism is not consensual. however, despite the various definitions it seems undeniable, to both academics and practitioners, the importance and relevance to take full advantage of the unique features of tourism destinations, especially, cultural and historical heritage, as this may be the basis for the development of products able to enhance unique and different tourism experiences (smith, 2004; valle et al., 2011). cultural tourism was considered by icomos, (1996) as a form of tourism whose object is the discovery of monuments and sites. in this sense, cultural tourism tends to be associated to travels which, by its nature, fulfils the need for diversification and widening of knowledge to which every human being aspires. the unesco indicator suite (unesco, 2013), for its part, suggests that culture should be considered as: i) sector of economic activity composed by a ―core of arts‖, ―cultural industries‖, ―creative e-journal of tourism vol.4. no.1. (2017): 1-12 http://ojs.unud.ac.id/index.php/eot 3 e-issn: 2407-392x. p-issn: 2541-0857 industries‖; ii) set of resources that add value to development interventions and increase their impact; iii) sustainable framework for social cohesion and peace, essential to human development. this broad definition entails the potential difficulty to determine comprehensively the cultural resources of a territory. however, and because the culturebased products tend to add value to the tourism destinations they play a critical part in the tourism development planning of the regions (richards and bonink, 1995), there is a need for creating sustainable cultural tourism products which would lead to ―deeper‖ tourism experiences. in this context, it is important to underline the main trends regarding cultural tourism (richards and palmer, 2010): growing number of individuals looking for a ―cultural holiday‖, as well as the increase of the level of education and the revenue of the contemporary tourist; tendency for short-term holidays; greater use of the internet in the purchase-decision process, particularly for information and booking; greater demand for festivals and cultural events (in a context of increased supply); greater interest in having unique and ‗creative‘ experiences. whereas the traditional consumer preferred high culture and avoided other kinds, the new ―omnivorous‖ consumer seems to be more open to experience every form of culture (eriksson, 2011). the cultural consumption has grown and tourism is a fundamental part of this growth fostered at the local, national and international level. in general terms, it can be seen the emergence of new areas of culture, particularly popular and intangible forms of culture. according to the above-mentioned work, the ―omnivorous‖ patterns of cultural consumption have been increasing, i.e. people consume every form of culture combining both popular and high cultural forms. the rise of the ―symbolic‖ (zukin, 2010) and of the ―experiences‖ (pine ii and gilmore, 1999, 2008) in a globalized scenario where the local identity becomes increasingly important, culture has become one of the main consumption goods influencing the tourism demand (ritzer, 1999) given that creativity is a way of adding distinctiveness, authenticity, and economic development to places (zukin, 2010). considering the creative potential of culture, as well as being a source of creative experiences, it is easy to understand that the creative tourism is envisaged as an extension of cultural tourism (richards, 2011). creative tourism emphasizes the tourist‘s engagement in events in which residents take part. in this case, the tourist is a highly motivated individual aiming to broaden their knowledge about the place and way of life of local population (boyle, 2004). according to unesco (2006) ―creative tourism is travel directed toward an engaged and authentic experience, with participative learning in the arts, heritage, or special character of a place, and it provides a connection with those who reside in this place and create this living culture‖. richards and wilson (2006) consider that, in some cases, cultural tourism is developing into ―creative tourism‖. within the creative tourism it is possible to develop multiple co-creation activities with the objective of adding value to the tourism product and to the tourism experience. richards and wilson, (2006) present some examples of the relationship between tourism and creativity: workshops, food tasting, landscape and routes, shopping. (binkhorst and den dekker, 2009:313) consider co-creation as ―the process through which customers interact with the company and generate their own experience‖. richards and raymond (2000) note that some segments travel in search of tourism experiences which can contribute to personal development (valle et al., 2011) and, therefore, they are particularly receptive to proposals of creative tourism and available to engage in cocreation experiences (binkhorst, 2007). given this, creativity and creative tourism are more than a growing strategy adopted by cities and regions; it is also a strategy towards innovation and personal development. within the field of creative tourism the emphasis shifts from tangible to intangible culture and the fundamental experience is the exchange of knowledge and expertise between residents, as hosts, and tourists, in the role of invitees (european commission, 2010) customer participates actively in building their own experiences in a personal and interactive e-journal of tourism vol.4. no.1. (2017): 1-12 http://ojs.unud.ac.id/index.php/eot 4 e-issn: 2407-392x. p-issn: 2541-0857 process of co-creation of value (prahalad and ramaswamy, 2003) and, as co-creator of the environment in which the experience takes place, contributes to assign a new meaning to the place (grupta & vajic, 2000). in a system of co-creation the links between local actors and organizations managing the destination become vital as these facilitate the co-creation process (richards, 2011). these linkages depend not just on the information flows, but also on the content of the information. richards (2011) argues that building narratives around a place is a way to make it more attractive. in the particular field of cultural tourism this option can be seen, for example, in museums and monuments in which the development of more interactive and intangible experiences contributing to placemaking (richards, 2011). in this sense, cultural tourism and creativity are becoming increasingly integrated (frey, 2009, in richards, 2011) since ―the cultural capital and creative resources of places are a resource for attracting cultural tourists‖. the relevance of cultural tourism is also linked to its potential to reduce seasonality since it can have a positive effect in the development of tourism at a regional level (european commission, 2010; in bonet, 2003). as valle et al. (2011) point out the cultural offer may have a growing impact in the tourists‘ satisfaction, particularly regarding coastal destinations. several studies show the preference for coastal destinations with an additional cultural offer to the traditional ‗sun and sea‘ (hughes, 1987; valle et al., 2011). in a globalized world where the ―serial reproduction of culture‖ is growing, the unique and authentic features of each place have become critical to its differentiation (richards and wilson, 2006; richards, 2011). the development of cultural tourism implies, on the one hand, a clear identification of the tourism demand, and the actual and potential market segments and, on the other hand, the inventory of the existing cultural resources in the territory with potential to become part of a theme which will complement the anchor product. including culture as a core element in a sustainable tourism strategy enables the socioeconomic development and, at the same time, increases the attractiveness of regions, while protecting local communities. culture is part of the regional identity which may become a territory-based element of competitiveness (omc, 2010). additionally, as unwto and unesco (unwto, 2015) point out that there is a raising awareness about the strong links between tourism and culture. consequently, it is important to emphasize the need for mutually beneficial partnership models. ―success will require engaging culture and tourism stakeholders at all levels to address cross cutting responsibilities in areas such as governance, community engagement, innovation and technology and corporate social responsibility‖ (unwto, 2015). the siem reap declaration on tourism and culture – building a new partnership model, reaffirm the commitment to: 1. build new partnership models between tourism and culture, 2. promote and protect cultural heritage, 3. link people and foster sustainable development through cultural routes, 4. promote closer linkages between tourism, living cultures and creative industries, 5. support the contribution of cultural tourism to urban development (unesco/unwto, 2015). the focus is enhancing effective partnership models and governance structures within government at the national, regional and local levels, to develop, coordinate and implement tourism and culture policies and practices in a more integrated manner. as unesco/unwto (2015) points out it is important to encourage tourism activities that contribute to increase public awareness and support for the protection and conservation of cultural heritage; in particular, by communicating heritage characteristics and values through the tourism experience chain‖. living memorable experiences the need for differentiation, on the part of supply, and the search for innovative and exotic experiences, on the part of demand, contribute to the development of the concept of tourism experience. according to pine ii e-journal of tourism vol.4. no.1. (2017): 1-12 http://ojs.unud.ac.id/index.php/eot 5 e-issn: 2407-392x. p-issn: 2541-0857 and gilmore (1999: 4) in ‗the experience economy‘ ―even the most mundane transactions can be turned into memorable experiences‖. the emergence of a new meaning of tourism experience leads to the recognition of the role of all elements of supply which are characterized by cultural content and offer participatory and sensory experiences throughout the journey. tourism experiences which are intended to be ―transformational‖ leading to self-development or to ―transformation‖ (pine ii and gilmore, 1999). in this sense, the act of consumption is not passive, it entails some action on the part of the consumers aiming personal development. the shift from the industrial society to the network society has put the emphasis on relationships, on customization, on individualization, on creativity, on authenticity, on knowledge, on qualified consumption, among other aspects, which manifest in the tourism practices. more and more people use their leisure time to acquire or develop skills while experiencing the local culture. pine ii and gilmore (1999:12) define experiences as ―events that engage individuals in a personal way‖. each experience is subjective and it engages the individual personally on a physical, emotional, spiritual and intellectual level (tung and ritchie, 2011). in conceptual terms, the tourism experience has been considered a change from routine in which the bizarre and the novelty are key elements (quinlan cutler and carmichael, 2010), and the act of tourism gives a set of experiences, memories and emotions related to the places visited and influenced by the tourist, the set (destination), and by the residents (nickerson, 2006, in quinlan cutler and carmichael, 2010). each tourist is surrounded, at every moment, by unique ―tourism experiences networks‖ (binkhorst, den dekker and melkert, 2010: 41-42). the creation of cultural experiences is rooted on two major assumptions. firstly, the individual is the chief creator of their own cultural experience. secondly, any cultural experience needs time to consolidate. these two assumptions, in the context of the cultural tourism experience, lead us to the question of how should the tourist be involved in the cocreation of their experiences. it is of note that these experiences can be designed both by the cultural producers and by the consumers, given rise to terms such as ‗prosumer‘, a consumer actively engaged in the production of experiences (richards and wilson, 2006), blurring the boundaries between production and consumption. the experience is affected by a wide range of factors, many of which are not directly related to the consumption of specific services and products in the destination. it is the blend of factors within the context, and the satisfaction regarding each of the services purchased and consumed throughout the development of the experience, holistic in nature, that will determine the overall level of satisfaction of tourists. a more proactive attitude of tourists, searching for authentic and different experiences, has resulted in the offer of learning and transformational experiences by the destinations (richards and wilson, 2006). following till (2003: 63; in chronis, 2012: 1798) the tourism places are made of imagination and reality. therefore, admitting that tourism draws on narratives, the tourism experience depends on the communication of stories (chronis, 2012: 1799) built around resources. according to gibbs and ritchie, (2010) it is fundamental to focus the tourism offer in themes since these contribute to structure the experience. also pine ii and gilmore (2008) state that a service becomes an experience when this develops around a theme. in csapó, (2012) perspective a tourism offer anchored on a theme brings benefits, namely, it enables the use of less explored resources, which require a lower initial investment, and, at the same time, it contributes to develop tourism in spatial and temporal terms, thus reducing seasonality. furthermore, it attracts specific target segments, increases the multiplier effects of tourism and job creation enhancing the creation of a network of relationships between local communities, local culture, and the tourism industry. e-journal of tourism vol.4. no.1. (2017): 1-12 http://ojs.unud.ac.id/index.php/eot 6 e-issn: 2407-392x. p-issn: 2541-0857 methodology with the objective of presenting a methodological framework to put up culturebased tourism products, preferably in emerging destinations, three key elements were considered (figure 1): tourism, culture, and experience. the interconnection between these elements creates products in the context of a theme. in the scope of the relationship between tourism and culture, the cultural resources are the foundation, thus occupying the base of the pyramid (figure 1). this position is intentional since resources are the raw material for tourism and cultural resources the raw material for cultural tourism. source: own work figure 1. identification of the main themes under study an ―inventory‖ of the cultural resources aiming the development of culturebased tourism products presupposes the identification of the most appealing cultural typologies to tourists. a set of typologies were examined: associated to high culture or to the consumption of cultural goods (according the list of the european centre for traditional and regional cultures – ectarc, 1989 1 ); or associated to the participation in cultural processes (as proposed by richards, 2005 2 ); or, even, proposals putting forward a broader conception of culture, in which (smith, 2004) and unesco (2009) stand out. this (unesco, 2009) is based on a hierarchical model that is comprised by cultural domains and related cultural domains. the former include activities, goods and cultural services present in all of the phases of the cultural cycle. the latter includes social and recreational activities. the six domains (a to f) plus the intangible cultural heritage (transversal domain) are considered the core cultural sector. the model encompasses also three transversal domains applicable to all cultural domains and related: education and training, archiving and preserving, equipment and supporting materials. considering the first three domains for their predominance, we have: a. cultural and natural heritage. it includes museums, archeological and historical places (including archeological sites and buildings), cultural landscapes and natural heritage. b. performance and celebration. it includes all expressions of live cultural events, such as professional and amateur performing arts (theatre, dance, opera and 1 it includes the identification of sites which traditionally are more appealing to tourists, namely: archeological sites and museums; architecture (ruins, famous buildings, cities); art, sculpture, crafts, galleries, festivals, events; music and dance (classical, popular, contemporary); drama (theatre, cinema, playwrights); language and literature study, tours, events; religious festivals, pilgrimages; complete culture (folk or primitive) and subcultures (ectarc, 1989). 2 the author presented a list of typologies of cultural resources for tourism purposes divided into two major categories: attractions (monuments, museums, routes, theme parks) and events (cultural-historic events, art events, events and attractions). e-journal of tourism vol.4. no.1. (2017): 1-12 http://ojs.unud.ac.id/index.php/eot 7 e-issn: 2407-392x. p-issn: 2541-0857 puppetry) and cultural events, such as festivals, feasts and fairs. music includes live and recorded music performance regardless the format, downloads and uploads, as well as musical instruments. c. visual arts and crafts. art forms that focus on the creation of works such as paintings, drawings, and sculptures, crafts and photography, or art galleries. craft comprises artisanal products whose distinctive features, which can be utilitarian, aesthetic, artistic, creative, culturally attached, decorative, functional, traditional, and religiously and socially symbolic and significant. following the methodology suggested by unesco (2009), the present paper puts forward a methodological framework to the inventory of the cultural resources as shown below: figure 2. conceptual model the domains included in natural heritage, cultural heritage, cultural landscapes, performing arts, celebration, and fine arts are, according to unesco, (2009) the core and have a direct and strong influence on cultural tourism. the creative industries, which encompass the domains related to publications, audio-visual and interactive media, and design and creative services, have a weaker and more indirect influence on cultural tourism. after the definition of the domains, it followed the systematization to put up the inventory of cultural resources. the data collection grid consider the following topics: identification, classification, location, state of conservation, public opening, timetable, supervisory/contact, and potential of tourist attraction. the resources inventory matrix collected data through questionnaires administered to the 16 municipalities of the algarve, being the questionnaire the main tool to limit the inventory. data collection was done using an online survey created and managed on digitquest, a web platform for online research questionnaires. however, and given the complexity that an inventory of cultural resources entails, other methods were applied. the objective was to consider all stakeholders related to tourism and culture, in order to create sustainable cultural tourism products. we have:  survey by questionnaire to cultural and creative sector companies (ccs) and cultural associations from the algarve.  interviews to creative industries experts (qualified panel).  interviews to regional authorities responsible for the political framework and coordination of cultural events in the region, in order to gather expert opinions on the subject (algarve tourism region – rta, coordination commission for regional development of the algarve – ccdr, and regional direction of culture of the algarve – drca). source: adapted from unesco (2009) intangible heritage cultural heritag e cultural landsca pes natural herita ge perform ing arts celebratio n fine arts publicatio ns audiovisual and interactimedia desig n an d creativ e service s e-journal of tourism vol.4. no.1. (2017): 1-12 http://ojs.unud.ac.id/index.php/eot 8 e-issn: 2407-392x. p-issn: 2541-0857 regarding the ccs companies, these are classified societies based on the scie – system of integrated account of companies, of nut ii algarve. the list of companies comprises a total of 183. cultural associations were also interviewed. in total, there were 79 responses from the entities. the response rate was 21.6%. data analysis of questionnaires was done, firstly, through descriptive statistical analysis of each question and complemented by cross of variables considered pertinent given the goals of this study. data analysis of the open-ended questions of the survey to the municipalities, and to the ccs companies, was done with ibm statistical package for social sciences (spss), version 20.0, ibm spss text analytics for surveys (stas) and with the word cloud generator wordle27. results and discussion the algarve and the emergence of cultural tourism products the algarve is the cradle of the tourism in portugal and its economic activity strongly relies on coastal tourism. in the 1960s, the algarve received its first tourist in search of sun and beach. recognizing this growing tendency, the region specialized in this product during the 1970s and 1980s, attracting an increasing number of tourists. even today, for many tourists, sun and beach still represent the most important underlying motivation for traveling to the algarve. however, recent studies focusing on the tourist profile reveal that new market opportunities are being detected (cruz, 2010). actually, new products are considered strategic variables for the algarve, helping the destination to surpass the seasonality problem. these products are the following: golf, other sport activities (for leisure, competitive sport, and training; with water sports attracting increased interest with the construction of marinas, piers, and recreational docks); conferences and other similar initiatives (so accommodation establishments can maintain an acceptable occupancy rate especially during the low season); cultural tourism; and health and nature. these represent diversified products with significant potential for the tourism region, counterbalancing, to some extent, the economic effects associated with low seasons. since the 1960s, the algarve brand has been managed and promoted as a tourist destination. up until the 1990s, the brand operated in an isolated manner, focusing only on the sun and beach product. a recent study by valle, mendes and guerreiro (2013) show that, in the algarve, the majority of tourists (77%) who visited the region the previous year, 87% looked for experiences besides the beach. natural and rural landscapes, food, city tours and monuments (respectively 78%, 57% and 60%) were referred as the main tourism attractions of the region. the above-mentioned study points to the structuring of cultural products and justifies the importance of an inventory of the resources upon which those products are based. the survey to the municipalities shows 1506 cultural resources and their respective type of tourist attractiveness (table 1). among these resources, the municipalities highlighted 472, from the various domains, with strong attraction potential. in descending order of importance the domains highlighted were: cultural heritage (219), celebration (116), natural heritage (86), cultural landscape (21), fine arts (20) and performing arts (10). e-journal of tourism vol.4. no.1. (2017): 1-12 http://ojs.unud.ac.id/index.php/eot 9 e-issn: 2407-392x. p-issn: 2541-0857 table 1. cultural resources with attraction potential, by location municipalit ies resou rces municipalitie s resourc es albufeira 85 monchique 42 alcoutim 12 olhão 0 aljezur 51 portimão 11 castro marim 6 são brás de alportel 34 faro 39 silves 20 lagoa 13 tavira 52 lagos 7 vila do bispo 51 loulé 37 vila real de santo antónio 24 source: own work besides this information from the municipalities, the survey to the cultural and creative sector companies, with the objective to include their perception and vision in this inventory, showed that cultural heritage (78.9%), cultural landscapes (76.3%), and natural heritage (77.6%) are the more important domains (mendes, j, henriques and guerreiro, 2015) for their part, the interviews to the panel of experts aimed to identify the themes around which the cultural tourism products of the algarve, unique and differentiating, should be developed. the categories originating from the most mentioned words gave rise to the following themes: tourism; gastronomy; nature; routes and music; heritage; fishing; landscapes and, at last, almond trees, ria formosa lagoon, events, legends, intangible heritage and slopes. these themes have reinforced the parameters for the selection of resources. data collection and analysis led to the definition of six core themes all of them an expression of the local identity (figure 3). source: own work figure 3 themes for the development of culturally based tourism products after the identification of the anchor themes, it was possible to forward 20 sub-themes for the development of cultural tourism in the algarve (table 2). table 2 – themes for the development of cultural products theme sub-theme sagres: myth and history fortress of sagres: nautical school – fiction and reality the beginning of the portuguese discoveries muslimchristian heritage military archictecture religious architecture al‘mutamid legends of moorish maidens folkdance. the remaining of muslim-christian elements historic centres historic centres of cities towns and villages of the algarve traditions and creative expressions folk culture – oral and written tradition and folkdance handicraft usages, customs and products feast, festivals and events fine arts cultural sea cultural underwater heritage from west to east: perspective of the coastline fishing and salt ponds culture traditional fishing and salting mediterranean diet sea and land cuisine food source: own work e-journal of tourism vol.4. no.1. (2017): 1-12 http://ojs.unud.ac.id/index.php/eot 10 e-issn: 2407-392x. p-issn: 2541-0857 conclusion the above-mentioned objectives of research have determined the course of action which, based on a solid theoretical framework, is focused on the definition of the methodology of empirical research aiming the inventory of the cultural resources of a region. and finally, based on this inventory, the themes and sub-themes for cultural products will be put forward. the literature review was made based on academic sources and on publications from national and international public organizations related to cultural tourism. it was a key step in this research since it clarified concepts, and identified the methodologies and approaches used in similar contexts. the definition of the themes to the development of culture-based tourism products results from the interaction between fundamental concepts (namely tourism experience and transformation, tourism and culture). these interact in a context marked by the continuum between the tangible and intangible resources and resources associated to high and popular/everyday culture, as well as the intensification of the relationship between culture and nature. the themes are important to structure the experiences, leading to a model resulting from the adaption of the literature review made. the model herein proposed lacks empirical support which would improve aspects related to its feasibility but also to achieve consensus regarding the dimensions considered in the data collection grid. within the themes proposed for the development of culture-based products in the algarve, cultural icons stand out, such as sagres and its fortress as well as the tangible heritage related to the muslim-christian past and the cities‘ historic centres. however, the themes related to the intangible heritage should be acknowledged, namely cultural traditions such as the mediterranean diet (unesco‘s list of intangible cultural heritage of humanity). it is noteworthy the relationship, intended to be reinforced, between natural and cultural heritages, namely through the ―cultural sea‖. acknowledgements this paper was supported by portuguese national funding agency for science, research and technology (fct). references binkhorst, e. 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(2019): 210-224 http://ojs.unud.ac.id/index.php/eot 210 e-issn: 2407-392x. p-issn: 2541-0857 tourist attraction and tourist facilities intentions to visitor satisfaction: case of sindang barang cultural village maidar simanihuruk sekolah tinggi pariwisata bogor corresponding author: meydar_bj@yahoo.co.id article info received 25 june 2019 accepted 04 september 2019 available online 30 september 2019 abstract the tourist attraction and tourist facilities provided at the sindang barang cultural village have a positive influence and significantly contributed to visitor satisfaction, which can attract tourists and visitors to come to this place. the research was conducted at the sindang barang cultural village. the purpose of this study is to determine the impact of tourist attraction and tourist facilities on visitor satisfaction at the sindang barang cultural village. the method of research used is quantitative methods in order to obtain more comprehensive, valid, reliable, and objective data. the sample consists of 107 visitors who visited the sindang barang cultural village. the factor and regression analysis were used for the data analysis. the results of the study showed that tourist attraction significantly contributed to the visitors‟ satisfaction (t = 10.180 > t table with a significance of 0.000 (ρ < 0.05). tourist facilities significantly contributed to visitors‟ satisfaction (t = 4,082 > t table with a significance of 0.000 (ρ < 0.05). the tourist attraction and tourist facilities have a significant effect simultaneously on visitors‟ satisfaction (f= 149.205 > f table with a significance of 0.000 < 0.05. tourist attraction at the sindang barang cultural village has a dominant influence in influencing visitor satisfaction with the uniqueness and characteristics of sunda tradition ritual tourist attraction which is the hallmark of the sindang barang cultural village. the tourist facilities show that this variable is a variable that affects visitor satisfaction where the facilities available for the information center are still not fully available. the author makes a suggestion, recommend paying more attention and developing facilities that provide complete information about the sindang barang cultural village. keywords: tourist attraction, tourist facilities, visitor satisfaction, cultural village, sindang barang e-journal of tourism vol.6. no.2. (2019): 210-224 http://ojs.unud.ac.id/index.php/eot 211 e-issn: 2407-392x. p-issn: 2541-0857 introduction background indonesia is a country with different potentials and resources, meaning that it has a lot of opportunities through which it can be developed into a country with tourism industry. in this way, it can earn a lot of foreign exchange which can be used for funding the local, regional and national development (suryawardani, purnami, & suamba, 2018). the development of tourist village is strongly influenced by the institutional aspect, the object and the tourist attraction, as well as the means of tourism infrastructure (damayanti, soeaidy, & ribawanto, 2014; parmawati, saktiawan, wibowo, & kurnianto, 2018). there are many tourism objects chosen by tourists. there is a part of the tourists who love natural, cultural, and even artificial objects. indonesia is a country which has various tourism objects because of its enormous cultures, values, beliefs, weathers, tribes, and so forth. thus, many tourists travel to indonesia. tourism objects and attractions are a form of a facility which can attract tourists and visitors to come to a certain area and place. without attractions, a place will be difficult to be called as a tourism object. a tourism product must have several aspects such as attractiveness, maintainability, ease of use and in particular, a product must satisfy consumer desires and be able to fulfill all consumer expectations of a product (kotler, 2011). tourism products are places that have attraction as a supporting factor as attracting tourists to visit the tour and have adequate facilities such as access to travel, recreation and many things that make tourists interested in coming to the place. one part of the attraction destination is the cultural tourist attraction that encompasses cultural villages. bogor regency has a cultural village that has a variety of sundanese arts and culture, history and sundanese beliefs and customs, a natural rural place and has a place to stay or lodging to give a natural impression for tourists who visit. bogor as one of the third largest cities in indonesia is rich in a variety of tourism products, both natural and environmental conservation, agro tourism and cultural tourism. this has become an attraction for both domestic and foreign tourists to come to visit the city that has the nickname of this city of rain. sindang barang cultural village located in bogor regency, part of the west java provinces, indonesia, which there are still holding various cultural heritages inherited from the kingdom of pajajaran. in addition to this time, the sindang barang cultural village still e-journal of tourism vol.6. no.2. (2019): 210-224 http://ojs.unud.ac.id/index.php/eot 212 e-issn: 2407-392x. p-issn: 2541-0857 revitalizes sundanese art and has to continue to strive to have uniqueness and special attraction so as to attract interest to visit because one component of tourism products is the attraction. facilities constitute facilities and infrastructure that support the operation of tourism objects to accommodate all the needs of tourists, not directly encourage growth but develop at the same time or after developing attractions (spillane, 1994; rosita, marhanah, & wahadi, 2016). to attract tourists to visit a tourist attraction, tourism objects must have attractive tourist attractions and adequate facilities to support the needs of tourists. if tourists feel comfortable because the facilities available are adequate and tourism objects are attractive, the expectations of tourists when visiting will be fulfilled when they visit. this will lead to a sense of satisfaction because their expectations are met. the tourist attraction is supported by facilities can also increase interest and tourist loyalty (zaenuri, 2012). research objectives this current study was intended to: 1. analyze the effect of the dimension of tourist attraction (what to see, what to do, what to buy, where to stay, and what to arrive) on the satisfaction of the visitors visiting the sindang barang cultural village. 2. analyze the effect of the dimension of tourist facilities (accommodation unit, restaurant, activity facilities, and information service) on the satisfaction of the visitors visiting the sindang barang cultural village. 3. analyze the effect of the dimension of tourist attraction and tourist facilities simultaneously on the satisfaction of the visitors visiting the sindang barang cultural village literature review tourist attraction a tourist attraction can be visited by tourists has to meet the conditions for the development of the area (suryadana & octavia, 2015). these conditions are (1) what to see. in these places there must be objects and tourist attractions that are different from those owned by other regions. the area must have special attractions and cultural attractions that can be used as "entertainment" for tourists. what to see includes natural scenery, activities, arts and tourist attractions. (2) what to do. in this place, in addition to many that can be seen and witnessed, activities and recreational facilities must e-journal of tourism vol.6. no.2. (2019): 210-224 http://ojs.unud.ac.id/index.php/eot 213 e-issn: 2407-392x. p-issn: 2541-0857 be provided that can make tourists feel at home for a long time. (3) what to buy. tourist destinations should be available for shopping facilities, especially souvenirs and folk handicrafts as souvenirs. (4) what to arrive. this includes accessibility, how visitor can visit the tourist attraction, what vehicles will be used and how long to arrive at the tourist destination. (5) where to stay. how tourists will stay for a while on vacation, needed lodging either star hotels or nonstarred hotels and so on. a tourist attraction that attracts tourists is hospitality. the hospitality of an area is the general feeling of welcome that tourists receive while visiting the area. people do not want to go where they do not feel welcome (mill, 1990; suryadana & octavia, 2015). tourists are interested in visiting a place if there is a phenomenon that motivates them. the attractiveness of one place could create a certain influence on potential tourists (subhiksu, ardika, darma putra, & madiun, 2014) tourist facilities tourist facilities are all facilities whose function meets the needs of tourists who temporarily stay in the tourist destinations they visit, where they can relax and enjoy and participate in activities available in the tourist destination (yoeti, 2003; sulistiyana, 2015). the tourists will come and visit again if the facilities are available who can fulfill all their needs while enjoying tourist attraction. the existence of these facilities is also expected to make tourists feel more comfortable and stay longer and provide a good impression on the tourist attraction which they visit (zaenuri, 2012). according to (yoeti, 2003), the components of tourist facilities are (1) accommodation unit, (2) restaurant, (3) outdoor activity facilities, (4) art activity facilities, and (5) information service). it can be concluded that tourism facilities are the convenience of visitors to enjoy, feel the comfort that has been provided by a tourist attraction that has facilities in order to satisfy or achieve the satisfaction of visitors to a tourist destination. visitor satisfaction satisfaction comes when experiences go beyond expectations, while dissatisfaction arises when experiences fall short of expectations (park, hwang, lee, & heo, 2018). tourism satisfaction is the outcome of interactions between a real experience and the prepositional expectations of the tourists participating in tourism-related activities (pizam, neumann, & reichel, 1978; park, hwang, lee, & heo, 2018). satisfaction is a e-journal of tourism vol.6. no.2. (2019): 210-224 http://ojs.unud.ac.id/index.php/eot 214 e-issn: 2407-392x. p-issn: 2541-0857 function of the closeness between expectation and the product‟s perceived performance. (kotler & keller, marketing management, 2012). satisfaction is a feeling of pleasure or disappointment that someone appears after comparing the performance of the product that is thought of the performance or expected results. if the performance of a product meets or exceeds expectations of tourists it will create a sense of satisfaction in every tourist, whereas if the product performance is below expectations, someone will feel dissatisfied and disappointed. the consumer satisfaction is an overall attitude shown consumers for goods or services after they obtain and use and it is an evaluative assessment postelection caused by the selection of special purchase and experience of using the goods or services ((mowen & minor, 2002; manulang, bendesa, & darma putra, 2015). factors of boosting customer satisfaction consist of: (1) product quality: customers will feel satisfied after buying or using products and services that are in line with expectations of good quality, (2) price: usually affordable prices with good product quality will be of greater value to create customer satisfaction, (3) service quality: to satisfy customers, a company should first improve services that are as maximum as possible given to customers and always evaluate services that have been given directly either by providing product knowledge training to all employees or how to deal with customer complaints correctly, and (4) easiness: ease and comfort in reaching tourist destinations can affect customer satisfaction factors (irawan, 2009; suhaji, 2012). methodology research location and time this study was conducted at the sindang barang cultural village located in desa pasireurih, kecamatan taman sari, bogor regency for four months, from march 2018 to july 2018, and they were required to cross as the response of which best described their level of agreement within each of the questionnaire items. their participation was voluntary and thus leads to no response bias. data collecting both the qualitative and quantitative data were used in the current study. the data were obtained from both the primary and secondary data sources. the data were collected through the library research and field research (observation, direct interview, questionnaire, and documentation). e-journal of tourism vol.6. no.2. (2019): 210-224 http://ojs.unud.ac.id/index.php/eot 215 e-issn: 2407-392x. p-issn: 2541-0857 research population and samples the population in this study included all the visitors who visited the sindang barang cultural village. the sample consists of 107 respondents utilizing non-probability sampling of purposive sampling technique that allows the researcher to not giving equal opportunities to all elements of the population to be selected as a respondent. of these, 107 responses were deemed useful and used in the data analysis with a valid response rate of 90 percent. variables and data analysis the completed and structured close-ended questionnaires were coded and keyed in statistical package for social sciences (spss) computer program version 22 and descriptive analysis such as means, standard deviation, and correlation analysis was performed. next, further investigation using hierarchical regression analysis was executed to assess the relationship between a set of two independent variables (x1 and x2) and the dependent variable (y), controlling the effect of a different set of independent variables: tourist attraction (x1) and tourist facilities (x2) on the dependent variable: visitor satisfaction (y), which thereafter could furnish empirical findings in supporting the outlined research objectives. results demographic characteristics of respondents in table 1 depicts the respondents‟ demographic characteristics of respondent. male respondents made up 44.9 percent of the sample while females made up 55.1 percent. the respondents who come to sindang barang culture village are dominated aged 20-25 years (72.9 percent) because of young age who have a lot of free time to walk compared to the adult age (usually have a permanent job). this was followed by 47.7 percent of them are students and the young employee made up 32.7 percent. the majority of respondents (75,5 percent) come from bogor and respondents (80.4 percent) specified that they have been visited at sindang barang culture village 1-2 times a year. this was followed by 12.1 percent of them who only visit 3-4 times a year. for monthly income, 32.7 percent of the respondents are the employee who has revenue idr 3 – 5 million and 30.8 percent respondents are students who spent less than idr 1 million per month. for choosing considerations, respondents made up 52.3 percent because of the diversity of tourist attractions at sindang barang culture village and they get information about the sindang barang culture village made up 45.8 percent are obtained from friends/relatives at 45.8% e-journal of tourism vol.6. no.2. (2019): 210-224 http://ojs.unud.ac.id/index.php/eot 216 e-issn: 2407-392x. p-issn: 2541-0857 table 1. the distribution of demographic characteristics demographic characteristics a. gender f % f. monthly income f % male 48 44.9 < idr 1000000 33 30.8 female 59 55.1 idr 1000000 – 3000000 22 20.6 idr 3000000 – 5000000 35 32.7 > idr 5000000 17 15.9 b. age f % g. frequency of visit f % 14-19 9 8.4 1-2 86 80.4 20-25 78 72.9 3-4 13 12.1 26-34 9 8.4 5-6 2 1.9 35-43 11 10.3 > 6 6 5.6 c. residential f % h. choosing f % area consideration bogor 81 75.7 diversity of tourist attractions 56 52.3 bandung 1 9 services provided 8 7.5 jakarta 12 11.2 easy to reach location 16 15.0 depok 3 2.8 ticket prices / discounts 3 2.8 sukabumi 2 1.9 place comfort 14 13.1 others 8 7.5 others 10 9.3 d. education f % i. source of information f % high school 42 39.3 family / couples member 17 15.9 academic 30 28.0 friends / relatives 49 45.8 university 29 27.1 social media/advertising 30 28.0 high degree/ 6 5.6 others 11 10.3 doctoral e. occupation f % j. motivation f % student 51 47.7 relaxation 45 42.1 employee 35 32.7 nostalgia 5 4.7 gov. empl 1 .9 education 43 40.2 entrepreneur 9 8.4 others 14 13.1 others 11 10.3 total 107 100 total 107 100 note : idr is indonesian rupiah source: the processed primary data (2018) and these number of respondents who are young, where the youth is a time of group life, togetherness, and friendship provides new information, it seems that there is a sindang barang culture village. for their motivation to come to sindang barang cultural village for 42.1 percent relaxation purposes are employees. relaxation for a number of employees to calm down, enjoy the beauty of nature, find a new place that is more comfortable, and does new activities that create peace in the sindang barang cultural village. meanwhile, many respondents who come to the sindang barang cultural village also aim to educate with the results of 40.2 percent due to a large number of students and students who wish to learn about the sundanese culture. reliability analysis reliability refers to a sense that the instrument used in research to obtain the desired information can be trusted (reliably) as a data collection tool and able to reveal actual information in the field. the reliability test method used is the cronbach's alpha method, construct is considered reliable if the alpha coefficient is> 0.70 (sugiarto, hendratono, & djoko, 2015). the reading of cronbach‟s α for all the variables as described in table 2 exceeds the criterion of 0.70, indicating the survey instrument is reliable to measure all constructs consistently and is free from random error. e-journal of tourism vol.6. no.2. (2019): 210-224 http://ojs.unud.ac.id/index.php/eot 217 e-issn: 2407-392x. p-issn: 2541-0857 table 3. respondent response of the effects of tourist attraction and tourist facilities on visitor satisfaction variable: tourist attraction labels means sd have natural scenery beautiful ws1 4.16 .870 having learning activities and ws2 4.28 .775 know sundanese art unique and unique attractions ws3 4.18 .799 tradition rituals sunda „serentaun have activities and facilities wd1 3.91 .807 recreation have facilities for shop for wb1 3.63 .937 souvenirs and items folk crafts have lodging ws1 3.87 .814 adequate infrastructure and facilities ws2 3.56 .838 easiness access to locations wa1 3.19 .963 security guaranteed ho1 3.74 .862 society and employees friendly & polite ho2 4.08 .881 variable: tourist facilities labels means sd homestay facilities hs1 3.63 .853 serving drinks & buffet food df1 3.76 .834 facilities for outdoor activities oa1 3.90 .890 facilities for dance course dc1 3.92 .870 information service is1 3.48 .975 table 2. reliability analysis variables number of items cronbach‟s alpha tourist 10 .849 attraction tourist 5 .885 facilities visitor 13 .920 satisfaction source: the processed primary data (2018) descriptive statistics the descriptive statistics for respondent response of the effects of tourist attraction and tourist facilities on visitor satisfaction is presented in table 3. the multi-item statements are designed for a five-point likert scale ranging from 1 (strongly disagree) to 5 (strongly agree). as seen in table 3 above, the highest mean value is on ws2 indicator statement which is at an average of 4.28 which means that respondents agree that the sindang barang cultural village has learning activities and recognizes sundanese cultural arts (learning the history of indigenous village, learning farming, learning to dance and learning to play traditional musical instruments). e-journal of tourism vol.6. no.2. (2019): 210-224 http://ojs.unud.ac.id/index.php/eot 218 e-issn: 2407-392x. p-issn: 2541-0857 variable:visitor satisfaction labels means sd satisfaction on tourist attractions cs1 4.07 .768 at sindang barang cultural village satisfaction with accessibility cs2 3.36 .934 towards tourist sites satisfaction with the facilities cs3 3.75 .859 in sindang barang price of admission cs4 3.64 .756 promotion of promo prices/discount cs5 3.82 .969 alertness to serve traveler cs6 3.79 .855 good communicate and explain cs7 3.95 .745 information to tourist accuracy and suitability time in tourist attractions cs8 3.73 .784 handling complaint cs9 3.74 .839 have knowledge about all tourist attractions cs10 3.85 .867 have hospitality and politeness in serving visitor cs11 4.03 .783 willingness to help cs12 3.93 .839 ease of reaching all tourist attractions cs13 3.92 .814 all tourist attractions source: the processed primary data (2018) whereas the lowest mean value is on the statement of tourist attraction statement wa1 which is at an average of 3.19, which means that neutral respondents state that access to the location to the sindang barang cultural village is easy. overall respondents' perceptions of tourist attraction in sindang barang cultural village found that the dominant respondents agreed that meant that tourist attraction in sindang barang cultural village had special attractions and cultural attractions that could be seen and witnessed, lodging like home stay and hospitality from employees and the community who are friendly and polite. the highest mean value is on tourism facilities dc1 indicator statement which is on average 3.92 which means respondents almost all agree that sindang barang cultural village provides facilities for short training such as jaipong, pencak silat and playing angklung and well prepared. while the lowest mean value is on the tourism facilities is1 indicator statement which is at an average of 3.48 which means that neutral respondents stated that the goods session culture village has not provided facilities for a complete information center. e-journal of tourism vol.6. no.2. (2019): 210-224 http://ojs.unud.ac.id/index.php/eot 219 e-issn: 2407-392x. p-issn: 2541-0857 for visitor satisfaction, the highest mean value is in the indicator of the statement of cs1, which is on average 4.07, which means that respondents almost all agree that they are satisfied with tourist attractions in sindang barang cultural village. while the lowest mean value is in the indicator of the statement of cs2 which is at an average of 3.36 which means that neutral respondents expressed satisfaction with access to the location to the goods session culture village. respondents' perceptions of visitor satisfaction in sindang barang cultural village found that the dominant respondents agreed that meant that the tourists who had visited were satisfied with the quality of tourism products, prices, quality of service and ease in reaching all tourist attractions provided in kampung sindang barang culture village. the standard deviation value has a value close to 1 (whole number) which is between 0.775 to 0.963, 0.834 to 0.975 and 0.745 to 0.969 which means that the diversity of respondents gives answers large enough and not homogeneous in providing answers to tourist attraction which means that all answers given by respondents vary. results of the regression analysis simple correlation analysis is used to determine the relationship between one independent variable to the dependent variable. determination analysis in simple regression is used to determine the percentage contribution of the influence of the independent variable on the dependent variable (sugiyono, 2016). table 4. the effects of tourist attraction on visitor satisfaction and tourist facilities on visitor satisfaction variable r r square adjusted r square std. error of the estimate x1 .837 .700 .697 4.256 x2 .696 .484 .479 5.583 source: the processed primary data (2018) as seen in table 4, correlation among tourist attraction on visitor satisfaction and tourist facilities on visitor satisfaction are seen. the r number is 0.837, this shows that there is a very strong relationship between tourist attraction on visitor satisfaction and the r number is 0.696, this shows that there is a strong relationship between tourist facilities on visitor satisfaction. the determination coefficient is obtained by r2 (r square) by 0.700 for x1. this shows that the percentage contribution of the influence of tourist attraction on visitor satisfaction by 70% while 30% is influenced by other variables not e-journal of tourism vol.6. no.2. (2019): 210-224 http://ojs.unud.ac.id/index.php/eot 220 e-issn: 2407-392x. p-issn: 2541-0857 examined. also for x2, the determination coefficient is obtained by r2 (r square) by 0.484. this shows that the percentage contribution of the influence of tourist attraction on visitor satisfaction by 48.4% while 51.6% is influenced by other variables not examined. multiple linear regression analysis is a linear relationship between two or more independent variables with the dependent variable. this analysis is to determine the direction of the relationship between the independent variable and the dependent variable whether each independent variable is positively or negatively related and to predict the value of the dependent variable if the value of the independent variable increases or decreases. table 5. the effects of tourist attraction and tourist facilities on visitor satisfaction r r square adjusted r square std. error of the estimate .861 .742 .737 3.971 source: the processed primary data (2018) as seen in table 5, correlation among tourist attraction and tourist facilities on visitor satisfaction are seen. the r number is 0.861, this shows that there is a very strong relationship between tourist attraction and tourist facilities on visitor satisfaction. the determination coefficient is obtained by r2 (r square) by 0.742 (74.2%). this shows that the percentage contribution of the influence of independent variables tourist attraction and tourism facilities on visitor satisfaction by 74.2% while 25.8% is influenced by other variables not examined. as indicated in table 6, the results of multiple linear regression hypotheses testing, t test and f test to determine the effect of independent variables (independent) on the fixed variable (dependent). table 6. hypothesis testing results hypothesis statement score remark s h1 tourist attraction significant effect on visitor satisfaction t = 10.180 sig = 0.000 h1 accept h0 reject h2 tourist facilities significant effect on visitor satisfaction t = 4.082 sig = 0.000 h2 accept h0 reject h3 tourist attraction and tourist facilities simultaneous ly significant effect on visitor satisfaction f = 149.20 5 sig = 0.000 h3 accept h0 reject source: the processed primary data (2018) e-journal of tourism vol.6. no.2. (2019): 210-224 http://ojs.unud.ac.id/index.php/eot 221 e-issn: 2407-392x. p-issn: 2541-0857 in table 6, the results of the t-test analysis related to tourist attraction on visitor satisfaction in the sindang barang cultural village, the t count > t table was obtained; 10.180 > 1.659 with a significance of 0.000 (ρ < 0.05). the positive t value indicates that the tourist attraction has a direct relationship with visitor satisfaction. so it can be concluded that the tourist attraction has a significant influence on visitor satisfaction. these results indicate that the higher the attractiveness of a tourist object, the greater the satisfaction of tourists visiting. the results of the t-test analysis related to tourist facilities on visitor satisfaction in the sindang barang cultural village, the t count > t table was obtained; 4,082 > 1,659 with a significance of 0.000 (ρ < 0.05). the tourism facilities has a significant influence on visitor satisfaction. the results of this study indicate that tourist attraction and tourist facilities have a significant effect simultaneously on visitors‟ satisfaction. based on the results of the test analysis simultaneously obtained the f count value is 149.205 with a probability value (sig) = 0.000. the value of f is calculated (149.205) > f table (3.08), and the value of sig. smaller than the 0.05 probability value or 0.000 < 0.05. conclusions based on the results of the study, several conclusions can be drawn as follows: 1) the effect of the tourist attraction on the satisfaction of the visitors visiting the sindang barang cultural village: the dimension of tourist attraction (what to see, what to do, what to buy, where to stay, and what to arrive) positively and significantly contributed to satisfaction of the visitors visiting the sindang barang cultural village, meaning that the tourist attraction at the sindang barang cultural village has special attractions and cultural attractions that can be seen and witnessed, also hospitality from employees and the community who are friendly and polite. tourist satisfaction can be created if the tourist attraction offered to give something different and has the characteristics of other tourism objects in general, and can give a deep impression for tourists who have made a visit. 2) the effect of the tourist facilities on the satisfaction of the visitors visiting the sindang barang cultural village: e-journal of tourism vol.6. no.2. (2019): 210-224 http://ojs.unud.ac.id/index.php/eot 222 e-issn: 2407-392x. p-issn: 2541-0857 tourist facilities (accommodation unit, restaurant, activity facilities, and information service) positively and significantly contributed to satisfaction of the visitors visiting the sindang barang cultural village. the reason for tourists to visit a place or region or country because they are interested in the facilities that can be obtained through the facilities and the assessment of visitors to facilities in a tourist attraction is usually associated with satisfaction after visiting the tourist attraction (rezki, djamhur, & devi, 2015). 3) the effect of the tourist attraction and tourist facilities simultaneously on the satisfaction of the visitors visiting the sindang barang cultural village: tourist attraction and tourist facilities have a positively and significantly contributed to satisfaction of the visitors visiting the sindang barang cultural village. suggestions (sudiarta, 2015), in his study entitled “popularity of tourist attraction in bali from the perspective of foreign tourists” found that position tourist attraction can be described with two dimensions: one dimension is an attraction that has a lot of similarities and a second dimension is the attraction that has many differences. the variable tourist attraction at sindang barang cultural village has a dominant influence in influencing visitor satisfaction by having the uniqueness and characteristics of sunda 'tradition ritual tourist attraction which is the hallmark of sindang barang cultural village, it is necessary for the management to still maintain this tourist attraction with regular return held every year. the continuity of tourist attractions, especially sundanese traditional attractions „serentaun needs to receive support and attention from the bogor regency government, especially the bogor regency culture and tourism office because it relates to attention to the preservation of sundanese culture. it is recommended to pay more attention and develop facilities that provide complete information about the sindang barang cultural village. some facilities and infrastructure at the sindang barang culture village require improvements with not small amounts of funds. imports have not all been able to cover the maintenance and operational costs of the sindang barang cultural village, for that there is a need for financial assistance from the bogor regency culture and tourism office. e-journal of tourism vol.6. no.2. (2019): 210-224 http://ojs.unud.ac.id/index.php/eot 223 e-issn: 2407-392x. p-issn: 2541-0857 acknowledgement the author would like to thank the bogor school of tourism (stp bogor) who has given assistance in the form of finance. the author also thanked the trisakti school of tourism (stp trisakti) who giving the opportunity to the author as a student of stp trisakti postgraduate program 2017/2018 to do field research at the sindang barang cultural village in partial fulfillment of the requirement for the degree of master in stp trisakti. references ajeng, f. n. (2016). pengaruh daya tarik wisata terhadap niat kunjungan ulang wisatawan dengan kepuasan wisatawan sebagai variabel intervening pada taman safari indonesia cisarua bogor. jurnal pariwisata 2016, 1-9. amelia, r., & palupi, s. 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(2016): 33-44 http://ojs.unud.ac.id/index.php/eot 33 e-issn: 2407-392x. p-issn: 2541-0857 spiritual tourism: a case study of foreigners’ participation in the pitrayajna ceremony in the desa pakraman of muncan, selat, karangasem, bali nararya narottama lecturer at the bali international tourism institute corresponding author: naro_osh@yahoo.co.id article info received 21 october 2015 accepted 13 february 2016 available online 07 march 2016 abstract the influence of globalization appears to occur worldwide and affect any joint of life, including small village near mount agung, named muncan pakraman village, karangasem, bali. when the series of pitrayajña ceremonies (balinese traditional cremation series) took place in 2009 at this village, a lot of foreigners from various countries got involved, includeing germany, turkey, israel, the netherlands, uk, spain, belgium and italy. they were involved not only as a spectators or tourists, but participated in the ceremony for their ancestors, and deceased loved ones and took part in "ngayah" (working together and voluntarily, without being paid). pitrayajña ceremony is processions of sacred ceremonies, which usually performed only by hindus, especially in bali, was also participated by foreigners (international students of ratu bagus ashram), who were having a spiritual journey to find their true identity. formally, they were not hindus, but believed in the teachings of the hindu religion, and their activities are form of spiritual tourism implementation in bali. the main problem of research is to reveal how the phenomenon of deconstructing pitrayajña ceremony in bali, how the participation of foreign persons in this ceremony, what motivated them, what was the public perception of the deconstruction of pitrayajña ceremony, the views of the hindu leaders in bali to the deconstruction of the pitrayajña ceremony and whether there was a change of meaning, if the changes are purely the universality of hindu religion itself, how its impact on society, and its relation to spiritual tourism. with the formulation of a clear scope, this research is also expected to produce maximum findings. keywords: pitrayajña, globalization, foreigners, participation, deconstruction, spiritual, tourism introduction pitrayajña ceremony is the balinese community effort to keep their balance, as well as holding various religious activities, as the implementation of the teachings of hinduism. for hindus, this ceremony is very important, for that reason, people of pakraman muncan, karangasem held pitrayajña mass ceremony in 2009, the ceremony was initiated by the maha gotra pasek sanak sapta rsi (mgpssr) of village of muncan. the impact of globalization seems to have occurred throughout the world and affects every facet of life. when the processions of pitrayajña ceremony took place, there were several foreigners from various countries took part, they came from germany, turkey, israel, the netherlands, england, spain, belgium and italy. mailto:naro_osh@yahoo.co.id e-journal of tourism vol.3. no.1. (2016): 33-44 http://ojs.unud.ac.id/index.php/eot 34 e-issn: 2407-392x. p-issn: 2541-0857 they also participated in the ancestral ceremonies of the deceased parents and the beloved ones. they were engaged not just as spectators or tourists. however they participated in the "ngayah" (working together voluntarily, without being paid) and together with the community to hold various sequence of processions such as cremation, mamukur and ngalinggihang dewa hyang, there were nine foeigners‟ sawa (soul) in the ceremony. they are not hindus formally, but they believed in the teachings of hindu religion, it was one form of implementation of spiritual tourism in bali. all foreigners involved were the students of ratu bagus ashram, they were taking a spiritual journey to find the true self and healing through yoga and meditation. research objectives 1. what were the forms of participation of foreigners in a ceremonial procession of pitrayajña in the desa pakraman of muncan? 2. what was the motivation of foreigners in following the ceremony of pitrayajña in the desa pakraman of muncan ? 3. what was the impact and significance of the participation of foreigners in following the ceremony of pitrayajña in the desa pakraman of muncan? literature review research on the processions of pitrayajña ceremony, especially cremation has been done, as well as research on bali, spiritual travel and participation of foreigners. however, it has not been found a previous study that specifically discussed the participation of foreigners in pitrayajña ceremony in bali. the previous studies examine: the cremation ceremony of matempung in the village of gadungan sub-district of eastern selemadeg, the tabanan regency, analysis of form, function and meaning (suastini, 2007), the perception of tourists toward ubud village: an approach to tourism theology (suardana, 2010), bali : tourisme culturel et culture touristique (picard, 2006), religion and tourism: crossroads, destinations and encounters (stausberg, 2011), as well as numerous books, articles and other academic journals spiritual tourism spiritual tourism is a business services that serve the travelling needs of a person / a group to the tourist destinations (tourism / travel industry) mainly related to the destinations of spiritual activities like meditation, pilgrimage, and so forth (titib, 2006). as stated by shackley (2006), a religious or spiritual travel is often considered as a part of cultural tourism. bali has been promoting cultural tourism, as well as it is known as one of the world's spiritual tourism destination. in sharpley (2009), stated that religious sites act as the main focus in the practice of religion, rituals and acts of worship. the religious sites attract people who are motivated by the desire for a religious experience, as well as a peaceful spiritual contemplation, (shackley, 2006), as well as the motivation for salvation and healing (eade, 1992). religion and spirituality miguel covarrubias in his book island of bali (1973: 359), describing the death as well as the cremation (ngaben) in bali. that for the balinese, the physical body is just the place for atma, or spirit. atma is life in every part of the body, from head to toe, but more concentrated in the head. to release the atma e-journal of tourism vol.3. no.1. (2016): 33-44 http://ojs.unud.ac.id/index.php/eot 35 e-issn: 2407-392x. p-issn: 2541-0857 or spirit out of the dead body, in hindu belief is conducted through the death rituals. through a medium, the prayers of the sacred vedas, to release and return the atma to god. balinese people still have the notion that the more luxurious and grand the ceremony of cremation, the better the travelling of the spirit in the world of the dead would be, and there are fears among some of the people that a simple ceremony of ngaben can make the spirits angry, and it could be disastrous for their offspring, eiseman (2011) in forshee (2006). thus, to carry out the cremation ceremony, many balinese had to sell their family land, inheritance, and borrow some money from the bank, therefore, recently more and more lands were sold and eventually owned by outsiders / foreigners. many balinese people feel burdened by the implementation of the expensive costs of ngaben, cremation ceremony. however, access to information and knowledge has given a new awareness for the people, especially among the younger generation, that a good ngaben must be in accordance with the religion, and it does not necessarily have to be fancy. there have been so many people who are now turning to the small cremation ceremony and the collective cremation. in addition to saving cost and time, as this form of cremation also can foster a sense of brotherhood among families and communities. rituals of pitrayajna in the vedas (hindu scriptures) it is stated that the spirit of the deceased will soon be pitr (dakshinaranjan, 1990: 1), and then the death ritual must be held, where the remains have to be cremated. the death ritual ceremony is called pitrayajña. pitrayajña ceremony in india is called by the name pitrameda (dakshinaranjan, 1990: 20), the processions of the cremation ceremony consist of: 1. antyeûþi ceremony, i.e. the cremation ceremony. this ceremony is also called måtyusaýskàra (klostermaier, 1990) or ngaben 2. pitrapinda or mamukur ceremony, which is an offering of rice porridge (in bali is called porridge of „pawilet‟ or 'bubuh pitara' in the cremation ceremony), 3. the final ceremony is a ritual of shraddha (basham, 1984; klostermaier, 1990). in bali, the ceremony is better known as devapitrapindha, atmasiddhadevatà, more commonly called nuntun or ngalinggihang dewa hyang. the purpose of the implementation of all of the above ceremonies is delivering the ancestors‟ spirit headed to pitraloka (nature of the pitå), and that they would be in the hereafter. theory of deconstruction the notion of the theory of deconstruction is to reject the view that the language has a definite meaning, as proposed by structuralism (pujiyanti, 2010). according to the theory of deconstruction, in the reading of literature, is not intended to affirm the meaning as is commonly done, but it usually starts with things that rarely found, never, or not even be thought of, in an attempt to capture the paradoxical meaning, contradictory meanings and irony contained in literature. the elements are deliberately sought and understood in the opposite sense (nurgiyantoro, 1995). theory of deconstruction was one of the theoretical foundations in this study, because it denies meanings that are considered common in texts, in this case, the theory of deconstruction was used to reject the generalization that the ceremony of pitrayajña should only be conducted by hindus in bali alone, when in fact the ceremony of pitrayajña in the desa pakraman of muncan, karangasem, bali in 2009, was followed by the foreigners who actively participated in it. e-journal of tourism vol.3. no.1. (2016): 33-44 http://ojs.unud.ac.id/index.php/eot 36 e-issn: 2407-392x. p-issn: 2541-0857 theory of post-religious in her book, the elementary forms of religious life (1912), emile durkheim reviewed religion from the standpoint of sociologistic, among other things: characteristics, source, consequences and the variations. durkheim thought that religion comes from society itself, and people interpret their god according to their ideals. thus, people also differentiate the things that are considered sacred and profane. for her, religion is a manifestation of the people‟s collective consciousness, god becomes a collective representation, where the ideals of the people consider him as being the most perfect (as the personification of society), omnipotent, and above all things owned or attainable by man (siahaan, 1986). in the theory of post-religious, spiritual meaning is beyond the concept and layout rules of religion, because spirituality is connecting people directly with the absolute essence that wants to accomplish (the religious people call him by many names, god, allah, etc). this theory is used to dissect the motives of the participation of foreigners in the pitrayajña ceremony in the desa pakraman of muncan, karangasem, bali in 2009. theory of semiotics semiotics is the science that discuss and study the science of the signs that have meaning (pradopo, 1990). such signs are not just visual signs and signs within the texts, but can also be a process or an event. with signs as an intermediary, so people can interact and communicate with each other and the surrounding environment. because, signs are the basis of all telecommunications (relin, 2011). in this research, semiotic theory was appropriately used to search for the meanings contained in the participation of foreigners in the ceremony of pitrayajña in the desa pakraman of muncan, karangasem, bali in 2009. by looking at the ceremony of pitrayajña as cultural processions and cultural symbols that contains signs and meanings. methodology the study was conducted in the village of muncan, karangasem, bali province from march to june 2009. the data were mostly in the form of qualitative data, with some quantitative data, while the instruments used were photo and video cameras, internet sources (journals, e-mails and articles). data collection methods were implemented by observation, literature study, interviews, questionnaires and documentation. the informants in this study were: the local people, the foreign participants, experts, academics, traditional and religious leaders. data were analyzed descriptively and qualitatively. the scope of the study is limited to two terms, namely: (1) limited to the ceremony of pitrayajña consisting of cremation ceremony, mamukur and ngalinggihang dewa hyang, held in the desa pakraman of muncan, karangasem in 2009. (2) limited to the foreigners who participated in the ceremony of pitrayajña held in the desa pakraman of muncan, karangasem in 2009. desa pakraman of muncan in terms of geography, the northern boundary of desa pakraman of muncan, adjacent to the village of sebudi, to the east by the river of kauh tukad (village of peringsari), the southern boundary is the village of sangkan gunung, sub-district of sidemen and on the west by the river of yeh sah, the sub-district of rendang. the total area of the village of muncan is 10, 64 km2, which is dominated by rice paddies and fields. desa pakraman of muncan consists of 13 banjars. e-journal of tourism vol.3. no.1. (2016): 33-44 http://ojs.unud.ac.id/index.php/eot 37 e-issn: 2407-392x. p-issn: 2541-0857 in everyday life, the balinese people can not be separated from religious activities. similarly to the people of desa pakraman of muncan, karangasem, bali, which is almost every day enlivened by religious ceremonies. the religious ceremonies such as pitrayajña (cremation), odalan or melasti are often promoted as one of the shows for tourist attraction (ardika, 2004: 22), especially spiritual tourism and cultural tourism. ashram of ratu bagus and bio energy meditation the development of spiritual tourism in the pakraman of muncan is inseparable from the existence of ratu bagus ashram which is located in the village. since the beginning of 1987, ratu bagus ashram continues to grow, both the physical buildings, and the quality. this growth is a natural process, but the world changes drastically. for that reason, ratu bagus try to make this ashram as a high quality healing center to help more people. bio energy meditation is better known as the shaking meditation, an exercise that could change lives. this is possible with the sacred energy transmission through ida mpu ratu bagus. this energy transmission, is able to turn the sacred fire which is owned by everyone (kundalini fire), and can be used for either physical, emotional, mental and spiritual healings. ida mpu ratu bagus has hundreds of foreign students, who then develop his network throughout the world. each country has a group that regularly holds meditation of bio energy. the countries included in the networks of ratu bagus ashram include: australia, belgium, denmark, france, germany, the netherlands, ireland, israel, italy, new zealand, spain, sweden, switzerland, uk and usa. the procession of pitrayajña ceremony on april 25, 2008 was held a meeting which took place in the ratu bagus ashram, the result of the meeting was that the clan association maha gotra pasek sanak sapta rsi of village of muncan agreed to hold the ceremony of pitrayajña (ngaben ceremony, mamukur, and nuntun dewa hyang) which was then held on sasih kapitu or in january 2009. the processions of the ceremony are as follows:  the ngaben ceremony was held on wednesday, 14 january 2009 at padunungan (a special place for the cremation ceremony of ngaben).  mamukur ceremony was held on saturday, january 17, 2009  nuntun dewa hyang ceremony (atma pratistha or ngelinggihang dewa hyang) on friday, january 23, 2009, at payajñan (at ratu bagus ashram). participation of foreigners the word participation can be interpreted as a matter of having participated in an activity. while the framework of unesco's cultural statistics in 2009, defines cultural participation as: cultural practices that may involve consumption as well as the activities carried out in the community, which reflects the quality of life, traditions and beliefs. (unesco, 2009). participation can be defined as the involvement of mental / mind and emotions / feelings of someone in a group situation that encouraged him/her to contribute to the group in order to achieve the objectives and co-responsible for the business concerned (sastropoetro, 1988; suciati, 2006). pitrayajña ceremony is organized by the clan group of maha gotra pasek sanak sapta rsi of desa pakraman of muncan in 2009, in collaboration with other residents, among others, from the clan group of tangkas kori agung, kayu selem, kutawaringin, and e-journal of tourism vol.3. no.1. (2016): 33-44 http://ojs.unud.ac.id/index.php/eot 38 e-issn: 2407-392x. p-issn: 2541-0857 pulasari and ratu bagus ashram. the pitrayajña ceremony was held at the level of madyaning uttama, namely the cremation ceremony of ngaben pranawa in accordance with bhuwanakoûa, namely by not lifting the bodies or skeletons of corpse buried in setra (graveyard). to be understood, mostly foreigners who included their deceased families in the ceremony were the sisya (students) who were studying the spiritual practices in the ratu bagus ashram, and ratu bagus always conveys the essence of hindu religion in any event of meditation and shaking to his students. upon ratu bagus explanation, the foreign students had understood and fully assured for taking the pitrayajña ceremony. only then the foreigners asked to include their deceased families to be consecrated at the ceremony. villagers as the local actors benefitted inwardly and outwardly. they economically obtained additional amounts of money, which was twice the mandatory contribution for each sawa (spirits) that included in the rituals. at that time, the local people put out contribution for each of sawa/spirit as much as rp. 2,500,000 (two and a half million), while the foreigners contributed as much as rp. 5.000.000, (five million rupiah). the foreign participants paid more than the local people, because they were not recorded as official residents in the village, and the foreign participants were considered more capable in terms of economy or finance. the inward benefit was the sense of fun and happness, everyone was actively participated in the ceremony. the foreign participants, in addition to providing the money according to the obligations imposed respectively, they had to participate to follow all activities of mutual cooperation (ngayah). to carry the spirit symbol on the head, to carry the ritual paraphernalia on the shoulder, to carry the balinese gamelan, and to worship like the hindus in bali. motivation motivation is the driving force that force individuals to take action (schiffman and kanuk, 2004). this means that motivation moves a person to do something (deci and ryan, 2000). motivation is the foundation of all behavior (fodness, 1994), including traveling and participating in the religious events. in addition, there is another important theory of motivation, which is known as the theory of "push and pull". generally, tourist motivation is defined as the force that makes people to travel. forces or factors are divided into two groups, namely the factor of "push" (driving / internal forces) and the factor of "pull" (towing / external power). according to this theory, the rating is driven by the motivation of the decision-making process into the trip and pulled by the characteristics of the area of interest. fush motivation of pushing can be explained by the desire to escape, rest and relaxation, prestige health, and fitness, adventure, social interaction, family togetherness, and joy. conversely, pull motivation is determined by the attractiveness of the destination, for example, the beach, the national museum, or traditional culture (phan, 2010). a shift in demand for tourism products on the quality and value (value for money), has increased dramatically in the tourism industry. travelers want products and services of higher quality tourism, and want a genuine travel experience. as presented by the wto (world tourism organization): “future tourists will 'prefer to live their holiday rather than to spend them', and they do so by engaging in cultural, physical, education and spiritual activities”(wto, 1985) e-journal of tourism vol.3. no.1. (2016): 33-44 http://ojs.unud.ac.id/index.php/eot 39 e-issn: 2407-392x. p-issn: 2541-0857 results and discussion the research results showed that the tourists spent much of their time in selfdevelopment rather than just sunbathe on the beach or the pool, they learned the culture, interacted with the indigenous communities, studied spiritual practices, history and the local traditions. segments of such tourism have been growing rapidly, not only because of various limitations in their home countries, but they also want to be more active and take on an important role, as well as use the opportunity for the development and exploration of the self (weiler and hall, 1992; ryan, 1997). additionally, in an effort to develop themselves and their personality, a lot of tourists who ultimately chose spiritual tourism (yoga, meditation), although sometimes they do not realize that what they are doing is part of a tourism. one of the foreign participants in the ceremony of pitrayajña was tilda tucker, from england. she said that the main motive to come to bali was to follow along and learn the shaking meditation. she most enjoyed the presence and the teachings of ratu bagus, the practice of meditation, community life in the ashram and other exercises program. tilda said the reason for her participation in the ceremony of pitrayajña was only through intuition, that karma of her family would be cleared, and drove her family into a higher consciousness. she said that she really enjoyed the life of the ashram community, including the local community; participation in the ceremony of pitrayajña was a strong relationship between her, the community and their family. for her, she felt connected with the teachings of ratu bagus, be individuals who are quieter, have a broader perspective, she understands the correlation between the mind and soul, and conscious of its responsibility to maintain the soul. (interview with tilda tucker, uk, 51: 2011) ofir, from israel, and he has been several times to bali. he said that his main motivation to come to bali was to study the energy (bio energy) through meditation and increase spirituality. ofir decided to participate in the ceremony of pitrayajña in the pakraman of muncan, because he wanted to connect again spiritually to his late father, in the ceremony he felt a very strong spirituality. in addition, based on the teachings of ratu bagus, he wanted to help his father‟s atma (soul) in the afterlife, in order to obtain a better place, namely in the pitraloka. ofir said that in the ashram of ratu bagus, he shared his experiences in terms of strength and energy, when the powers were not deterred by the thought, he felt himself connected with god, and experienced a variety of healing from the pain, he was then able to penetrate the boundaries within him , it was felt as a freedom. not all respondents admitted that they were tourists, as expressed by sadhya, from the netherlands. he stated that he was not a tourist, and he came for other purposes. however, he also said that he had come twice to bali, watched some balinese traditional dances, he liked the natural scenery such as paddy fields, beaches and mountains, and loved the way of life of the artistic balinese society. one of the main motives was a spiritual awakening as the result of spiritual practice in the ashram of ratu bagus. for sadhya, spiritual experience in the ashram was extraordinary and total, while the reason for participating in the ceremony was he wanted to experience the participation in the ceremony of pitrayajña personally and deeply, as well as to be connected spiritually with his parents and uncle (interview with r. j van sadhya os, march 28, 2012). perhaps, he did not realize that there are many forms of tourism, one of which is to conduct spiritual tourism in the ashram of ratu bagus, including participating in the ceremony of pitrayajña. he said that by following meditation training program at ashram of ratu e-journal of tourism vol.3. no.1. (2016): 33-44 http://ojs.unud.ac.id/index.php/eot 40 e-issn: 2407-392x. p-issn: 2541-0857 bagus, he was able to clean up the various barriers in him, to be healthier human being physically and spiritually. he felt happy, enlightened, energetic, and have compassion for others and themselves. for him, ratu bagus ashram is a beautiful place, aesthetic, loving and luminous, the people were very friendly with an open heart, and people are treated very well. marianna stacey, a musician and a german citizen, but raised in england, was one of the foreign students at the ashram of ratu bagus. she first visited the ashram in 2003 and thereafter has repeatedly come to bali. marianna knew about ratu bagus when she attended a conference on healing, and retreat in germany in 2002. for him, life in bali was very different from the country of origin. she expected that by participating in this pitrayajña ceremony, she was able to reconnect with her late husband, and brought back fond memories about her husband. besides, it was to help her husband‟s spirit to a better stage. for her, her late husband was very close to, around her, and often helped her in various ways. the religious ceremonies, social life and the unique balinese culture are reflected in the behavior of people in the desa pakraman of muncan, especially in the ratu bagus ashram. this is the main attraction for spiritual travelers who come there. all foreign respondents stated that they were interested and motivated to follow the ceremony of pitrayajña, because they were confident and believe in the truth of the teachings of yoga of ratu bagus. the impacts on the local community pitrayajña ceremony held collectively in the desa pakraman of muncan, brought many positive benefits for society. the the most widely perceived benefit was the efficiency of resources, both time, energy, thoughts and funding. the second benefit was the growing sense of unity and cooperation in the wider community, and the third was the spiritual benefit, which was expected by this ceremony that all the spiritual goals can be achieved. in the meantime, the participation of foreigners in the pitrayajña ceremony in the desa pakraman of muncan resulted in various positive impacts for the local communities. their participation in local activities (ceremony of pitrayajña), automatically stimulate their social interactions. by social interaction, people can get new insights about things beyond their local knowledge, especially to broaden the understanding of culture. through cultural exchange, the community of desa pakraman of muncan has been actively participating to promote tourism in indonesia, among others, by introducing and utilizing the natural beauty and the local culture, as well as increasing national and international brotherhood. social interaction between the local people and the foreigners is able to increase the sense of togetherness and brotherhood among them. similarly, a sense of solidarity to help each other and to cooperate in organizing and holding the ceremony. the local people were proud of that foreigners who sincerely wanted to get together to actively took part in the ceremony. according to the people, the foreign spiritual and cultural travelers were happy and enthusiastic as well as able to learn well. the perceived positive benefit for the community was the ease in many ways, in addition to the financial benefits. during the ceremony, it was used a cross-subsidy system. foreign participants were required to pay contributions twice as much as the local people. in terms of economy, the participation of foreigners in the ceremony indirectly helped the economy; it was profitable for the local small businesses such as fruit sellers, young coconut leaves for making offering baskets, coconut, ritual paraphernalia and others. thus, the participation of foreigners in the ceremony e-journal of tourism vol.3. no.1. (2016): 33-44 http://ojs.unud.ac.id/index.php/eot 41 e-issn: 2407-392x. p-issn: 2541-0857 of pitrayajña had positive impacts on the people of desa pakraman of muncan in terms of morality, insight, education and the economy, which ultimately could improve the welfare of the rural community. the impact on the participants / foreigners for foreigners who participated in the ceremony of pitrayajña in the desa pakraman of muncan, they were more motivated to explore the teachings of hinduism, as they were very confident on the implementation of the pitrayajña ceremony. tilda was very happy and grateful to have been allowed to participate in the ceremony of pitrayajña and feel blessed to be in the ashram. to her, the pitrayajña ceremony was very beautiful, elaborate, a wonderful experience that was very touching, and like a gift. after the ceremony, she wanted to know more about the details of the ceremony truth and the teachings of hinduism in it. ofir, deeply felt his spirituality when he took part in the pitrayajña ceremony, where many people were involved and it was a great ceremony. he said that he understood the intent and philosophy of the ceremony, though not too detailed. as for sadhya, pitrayajña ceremony that he attended was very beautiful, he felt it as a gift from ratu bagus on him, the ceremony was enabled many people to give a dignified farewell to the deceased beloved ones. however, for him, the ceremony took a very long time, and a little complicated. sometimes he felt that there was too much focus on the 'shape' than the inner meaning, about the essence or philosophy of cremation for the loved ones. he wanted a little ceremony of 'phisical form', although it was beautiful. spiritual meanings post-religious theory is beyond the concept of the meaning of spirituality and the governance rules of religion, because spirituality is connecting people directly with the absolute essence that wants to accomplish (the religious call him by many names, such as god, allah, and others). related to this, the foreigners who participated in the pitrayajña cremation ceremony for their deceased family (ngaben, mamukur and ngalinggihang dewa hyang) are students of ratu bagus. they believed that their parents will be very happy when they took part of the pitrayajña ceremony at ratu bagus ashram. hindu doctrine reflects the tolerance and just owned by god. so that hinduism considers all religions are having the same goals, only the viewpoints and the ways of implementation are different, because hinduism respects the truth that comes from all directions. although the foreigners who participated in the ceremony of pitrayajña was not hindus formally, but they believed in the teachings and truths of the hindu religion. they tend to choose a more pure spirituality that is free, compared to embrace or to have religious conversion. the social and cultural meanings in the balinese culture, there is suspicion that the people who conducted the balinese ceremonies (hindu), should be a hindu. but in the pitrayajña ceremony in the desa pakraman of muncan, many foreigners were involved and participated. formally, they were not hindus. deconstruction theory appropriately discusses this phenomenon. in accordance with the understanding of deconstruction, the participation of foreign people have given paradoxical and contradictory meaning to the beliefs that are prevalent in society. according to this theory, the ceremony of pitrayajña has been deconstructed in such a way that it is e-journal of tourism vol.3. no.1. (2016): 33-44 http://ojs.unud.ac.id/index.php/eot 42 e-issn: 2407-392x. p-issn: 2541-0857 understood as a universal ceremony, as long as they believed in the truth and obeyed all rules and regulations in the ceremony. it was proved that tourism (in this case: the spiritual tourism) has been able to change the order of history, behavior and traditions of the local communities to be in accordance with their interests. participation of foreigners who were not formally hindus in the pitrayajña ceremony has demonstrated the failure of efforts to bring the absolute truth, that mentions only the balinese (hindus) who were allowed to undertake this ceremony. participation of foreigners in the pitrayajña ceremony has brought down the hierarchy to something that became a fixed rule in society, and it found another meaning behind the philosophy, i.e. the meaning was reconstructed for the own sake of society. economic meanings the implementation of pitrayajña ceremony in the desa pakraman of muncan was held collectively. thus, the financial burden on society can be reduced, thanks to the cross-subsidy system implemented since the beginning. in addition, the ceremony of pitrayajña was able to help the economy of the community and the surrounding areas within the desa pakraman of muncan. participation of foreign people have been able to inspire the spiritual tourism development in the village. this will provide economic benefits, especially for the local people of desa pakraman of muncan, and the balinese people in general. figure 1. location map of desa pakraman of muncan, karangasem, bali conclusion firstly, the tourists visiting bali not only undertaking conventional tourism. a small portion of them choose alternative activities such as spiritual tourism. the foreigners are always trying to get into the "back region" of the places they visit, because the area is always associated with intimacy and authenticity of an experience. in this case, the "front region" and "back region", there is a 'space' that is designed to accommodate and support the beliefs of the authenticity of their experience. by participating in the pitrayajña ceremony, they actually have successfully entered the "back region" and get an authentic experience. secondly, there were different types of motivation associated with their participation in the pitrayajña ceremony. the main motivation were the desire to “reconnect” with their deceased loved ones and to help their spirits attain a better place, as well as efforts to “clear” their family karmas. moreover, in their spiritual journey, they also learned and e-journal of tourism vol.3. no.1. (2016): 33-44 http://ojs.unud.ac.id/index.php/eot 43 e-issn: 2407-392x. p-issn: 2541-0857 practiced yoga and meditation of bio energy in the ratu bagus ashram. through this ceremony, they were trying to increase their spirituality phase. for them, it also could bring physical and emotional healings. thirdly, most people assume that foreign participation in the ceremony of pitrayajña can bring a positive impact, particularly in terms of economic and sociocultural interaction between them and the locals. participation of foreigners bring positive motivation and a sense of pride in the community, as well as being the spiritual inspiration for the development of tourism in the future of bali. the findings indicated that spirituality cannot be bound by religious or institutional rules; this case proves the universality and flexibility of hinduism. the generalization that cremation is only for hindus and the balinese has been reversed by using the theory of deconstruction. however, it is still perceived to be lack of clear-cut regulations from the authorities, and there are no clear standard rules on the participation of foreigners in various ceremonies in bali. hopefully, by the clear regulations can prevent conflicts that may occur in the future. references ardika, i. w. 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(2019): 322-341 http://ojs.unud.ac.id/index.php/eot 322 e-issn: 2407-392x. p-issn: 2541-0857 the influence of services’ quality on intention to revisit through mediation of satisfaction of visitors at sasak sade village, central lombok, west nusa tenggara rahman 1 , i gusti ayu oka suryawardani 2 and agung suryawan wiranatha 2 1 master program in tourism udayana university 2 centre of excellence in tourism udayana university corresponding author : suryawardani@unud.ac.id article info received 5 august 2019 accepted 18 september 2019 available online 30 september 2019 abstract the sasak sade village is inhabited by a people from generation to generation. as a place that has been known and visited by many tourists, the management of the sasak sade village offers traditional building house and daily activities of local people as tourist attractions. it is very important to have good quality services to increase revisit intention in the future. the purposes of this research were to determine service quality that influences tourist satisfactions and revisit intention in sasak sade village. this study used 85 respondents of domestic tourists and a purposive sampling technique. the analysis used in this study was a structural equation modeling (sem) by using smart partial least square (pls) 3.0. this study tested two models namely outer model to predict the relationship between indicator and variable, and inner model to predict between two variables. the results of this research were: 1) the service quality significantly influenced the tourist satisfaction at the sasak sade village; 2) the tourist satisfaction significantly influenced their revisit intention at the sasak sade village; and 3) the service quality significantly influenced their revisit intention at the sasak sade village. keywords: service quality, tourist satisfaction, revisit intention introduction background the tourism attraction of sasak sade village is an unspoiled place in which the order of people's lives is still simple or traditional. local people in carrying out activities of daily life still uphold the traditions that originate from their ancestors such as the marriage system, social system, and government system. one of the main attractions in the sasak sade village tourism destination region is the building of houses occupied by local people as well as unique tourist attractions. sasak sade village tourism e-journal of tourism vol.6. no.2. (2019): 322-341 http://ojs.unud.ac.id/index.php/eot 323 e-issn: 2407-392x. p-issn: 2541-0857 destination has an area of about 30,000 m 2 , and is inhabited by 162 families or around 700 people. the livelihoods of local people are currently farming, raising cattle and buffalo, as local tour guides, weavers, and souvenir sellers. an interesting thing that is unique to sasak sade village is the tradition of cleaning the floor of the house using buffalo dung. according to public belief, cleaning the floor of a house with buffalo dung is to keep the floor clean. another unique tradition that applies in the community is the marriage system within the family (consanguineous marriage) and is still in the sasak sade village environment. the uniqueness mentioned above that causes many tourists to visit the sasak sade village. the problem experienced by tourists is unsatisfactory services. tourists who are dissatisfied with the services usually complain to management through the local tour guides. services that often cause tourists to feel disappointed include local tour guide services during the peak tourist season; they often do not do their job as well as possible, such as incomplete information, they often do not use loudspeakers for tourists who come in groups, and seeming to rush in delivering information. the problems that occur with souvenir sellers are that differences in prices with the same brand and quality of goods and goods sold are found elsewhere. the problem of tourist attractions that are not shown every day, causing tourists often disappointed and not in accordance with the information obtained before visiting. public facilities such as limited toilets, inadequate parking areas when compared to the number of tourist vehicles,and environmental cleanliness at the sasak sade village tourist destination is still not satisfactory. this research is important so that the management of the sasak sade village tourist destination understands the real needs of visitors, especially the quality of the services prepared. the management of the sasak sade village tourist destination must also understand the expectations of tourists so that tourists intend to come back. this research will be used as a standard of service to tourists and then to be applied to people who are involved directly or indirectly in serving visitors such as local tour guides, local communities, and souvenir traders. the excellent and poor quality of services depends on the ability of service providers to meet customer expectations consistently. the perceived value of the customers is the difference between the prospective customers' valuation of all the benefits and costs of an offer on the alternative, kotler and keller (2009: 136). the ultimate goal of a business is to create e-journal of tourism vol.6. no.2. (2019): 322-341 http://ojs.unud.ac.id/index.php/eot 324 e-issn: 2407-392x. p-issn: 2541-0857 satisfaction for its customers. in general, satisfaction is someone's feeling of pleasure or disappointment arising from comparing the perceived performance of the product with the expectations. kotler and keller (2009: 138-139). after the customer's expectations are met, the thing the business owner has been waiting for the most is the customer's desire to come back. according to heiler in margee (2008), repurchase intention is defined as individual assessments of repurchase services and the decision to engage in future activities with service providers and the forms taken. according to zeithaml and bitner (2006), the dimensions representing evaluative criteria of customers for assessing service quality consist of tangibility, reliability, responsiveness, assurance, and empathy. this study wants to analyze how tourists 'assessment of the service dimensions available at the sasak sade village tourist destination which is an indicator to find out what service quality is like, then it will be analyzed how it affects the direct satisfaction of tourists and tourists' revisit intentions. research objectives the objectives of this research are: i) analyzing the effect of service quality on the satisfaction of tourists visiting the sasak sade village, central lombok, west nusa tenggara, ii) analyzing the effect of satisfaction on tourist revisit intention at the sasak sade village, central lombok, west nusa tenggara, iii) anlyzing the effect of service quality on tourist revisit intentions at the sasak sade village, central lombok, west nusa tenggara. literature review definition of quality of service zeithaml and bitner (2006: 116-119; suryawardani, et. al., 2017: suryawardani, et. al., 2018 and yoga, et al., 2016) put forward the dimensions of service quality into five (5) as follows: 1. tangibility is the ability to demonstrate its existence to external parties, this includes physical facilities and infrastructure. 2. reliability is the ability to provide services in accordance with what has been previously promised accurately and reliably. performance rating should be in line with expectations as punctuality, reducing errors, and sympathetic attitude. e-journal of tourism vol.6. no.2. (2019): 322-341 http://ojs.unud.ac.id/index.php/eot 325 e-issn: 2407-392x. p-issn: 2541-0857 3. responsiveness is a willingness to help and provide fast and appropriate services to tourists with clear information. 4. guarantee and assurance includes knowledge, courtesy, and the ability to foster trust in the services being sold. this includes communication, credibility, security, manners. 5. empathy is giving sincere individual attention to tourists by understanding tourists' desires. tourist satisfaction oliver in supranto (2006) argues that satisfaction is the level of one's feelings after comparing the performance or results felt with expectations, according to kotler (2005) satisfaction is the number of attributes of a product or service. according to engel in tjiptono (2004) that customer satisfaction is a postpurchase evaluation in which the alternative chosen at least gives the same or higher than expected results. dissatisfaction occurs when the results are lower than expectations (suryawardani, et. al., 2017, suryawardani, et. al., 2018 and yoga, et al., 2016). revisit intention before discussing revisit intention, it is necessary to first understand the definition of purchase intention. according to mowen (2002: 55) purchase intention is a determinant of the buyer to take an action such as buying a product or service. according to fullerton, taylor in jasfar (2002) that repurchase intentions are as purchase intentions, namely a strong desire to repurchase. revisit intention as the customer's desire to make repeated visitation in the future (suryawardani, et. al., 2017, suryawardani, et. al., 2018 and yoga, et al., 2016). research method research location and time this research was conducted in the tourism attraction of sasak sade village (traditional house), rembitan village, central lombok regency, west nusa tenggara. the study was conducted from december 2018 to february 2019, the implementation lasted for three (3) months starting from data collection, questionnaire distribution, data processing, data analysis, and concluding it. determination of research samples according to sugiyono, (2008: 116), the sample is a portion of the number and characteristics possessed by the population. in this study the sample is e-journal of tourism vol.6. no.2. (2019): 322-341 http://ojs.unud.ac.id/index.php/eot 326 e-issn: 2407-392x. p-issn: 2541-0857 the archipelago tourists visiting the sasak sade village tourist destination, the intended tourists are those who come directly to the tourist destination using the travel agency or travel agent. the sample size recommended by partial least square (pls) ranges from 30 to 100 samples, gozali (2011). determining the sample size in general can be done by the number of indicators multiplied by 5 or 10, according to hair et.al. (2010) the number of samples is at least 5 times the number of indicators. there are 17 indicators in this study and to get a representative number of samples the total indicator number is multiplied by the minimum number of samples (5 times) and the result is the sample size (17 x 5 = 85). so the number of samples determined in this study was 85 respondents. the reason for determining the sample size by the total indicator multiplied by 5 is to gain the ideal number between 30 to 100 respondents and maximum analysis results. based on these criteria to get the maximum analysis results the questionnaire is distributed by means of purposive sampling that is determining the sample with certain considerations. according to sugiyono (2015) purposive sampling is a sampling technique with certain considerations. tourists with certain considerations are tourists who come to the sasak sade village tourist destination using the services of a travel bureau (bpw) or travel agent. data collection there are several stages in the data collection process as follows: 1. observation is a technique of visiting a place that is used as the object of research in this case the sasak sade village tourist destination, the aim is to directly observe the activities of the community and tourists, the environment, attractions, and a general description of the research location. 2. questionnaire distribution is data collection by distributing questionnaires to tourists who have finished visiting the sasak sade village tourist destination. the aim is to find out how tourists think about tourist destinations, management, society, environment, tourists in the sasak sade village tourist destination. data obtained from the results of the questionnaire will be processed into ordinal data, and the level of assessment uses a likert scale: a scale of 5 (1; dissatisfied, 2: less satisfied, 3: quite satisfied, 4: satisfied, 5: very satisfied). e-journal of tourism vol.6. no.2. (2019): 322-341 http://ojs.unud.ac.id/index.php/eot 327 e-issn: 2407-392x. p-issn: 2541-0857 3. interview technique is to do data collection by question and answer with the management of tourist destinations and related people. this technique is carried out to clarify the purpose of the items being assessed in a questionnaire and to find out more about the services available at the sasak sade village tourist destination. 4. documentation study is a data collection technique in the form of destination monograph documents, community activities, and service activities for tourists in the sasak sade village tourist destination, and then documentation data is used as evidence to complement the things that are lacking in this study. variables and indicators this research generally has two variables as follows: 1. exogenous latent variables are variables that affect other latent variables. in this research, exogenous variables are taken based on the theory of parasuraman (1990) in tjiptono (2005) which classifies service quality into five dimensions: tangible, reliability, responsiveness, assurance, and empathy. research variables and indicators are determined based on theory and adjusted to the conditions of the research location in the sasak sade village tourist destination. the exogenous variable in this study is the quality of service marked with (x). 2. endogenous latent variables are variables that are influenced by other latent variables. in this study endogenous latent variables are tourist satisfaction and revisit intention. there are two types of endogenous latent variables in this study as follows: a. the revisit intention variable is given a sign or symbol (y1). b. endogenous latent variables are intervining variables which also influence when exogenous variables affect endogenous variables. in this research endogenous intervening variables are tourist satisfaction given a sign or symbol (y2). data analysis method the method used to analyze this research data is the smart pls version 3.0 program. outputs were analyzed using e-journal of tourism vol.6. no.2. (2019): 322-341 http://ojs.unud.ac.id/index.php/eot 328 e-issn: 2407-392x. p-issn: 2541-0857 quantitative and qualitative descriptive approaches. some stages in analyzing data consist of (three) stages as follows: 1. outer model test (measurement model test) which is a model for analyzing the ability of indicators to reflect variables. 2. inner model test (structural model test) which is a test to analyze the effect of one variable with another variable. 3. model fit test (model feasibility test) which is a test to analyze the appropriateness of the designed model. results and discussion characteristics of respondents characteristics of respondents in this study were classified into several criteria including: character of tourists based on sex divided into two: male and female. the character of tourists based on age is divided into five criteria namely <20 years, 21-30 years, 31-40 years, 4150 years, and> 50. the character of tourists based on the region of origin in the group based on the origin of the province, the character of tourists based on occupation is divided into five criteria, namely students, company employees, entrepreneurs, retirees, and others. the character of tourists based on the purpose of the visit is divided into three: vacation, business, other. the character of tourists is based on the frequency of visits to lombok, and the frequency of visits to the sasak sade village tourist destination. convergent validity test the results of the analysis show that the loading factor has fulfilled the requirements> 0.7 as can be seen in table 1. table 1. the loading factor value for each indicator indicator x y1 y2 lyn3 0.837 lyn4 0.823 lyn5 0.754 lyn6 0.820 lyn7 0.884 kep1 0.846 kep3 0.726 kep4 0.762 kep5 0.771 nku1 0.837 nku3 0.870 the latent variable is different from the other latent variables, by looking at the cross loading value> 0.7 and the average variance extracted (ave) value of each latent variable has a value> 0.5 gozali (2014). the results of the research validity test can be seen in table 2. e-journal of tourism vol.6. no.2. (2019): 322-341 http://ojs.unud.ac.id/index.php/eot 329 e-issn: 2407-392x. p-issn: 2541-0857 table 2. results of discriminant validity analysis variables ave cross loading x y1 y2 revisit intention 0.728 0.853 satisfaction 0.604 0.741 0.777 quality of service 0.680 0.717 0.757 0.825 source: respondent data analysis, 2019 based on table 2, it can be seen that each variable has a cross loading value> 0, 70 and an average variance extracted (ave) value> 0.5. this shows that all variables used in this study were classified as good or valid. reliability of construct (composite reliability) and cronbach alpha construct reliability can be measured by the first two criteria with composite reliability, the second with cronbach alpha from indicators that reflect the construct (latent variable). the construct can be categorized as reliable if the composite reliability value and cronbach alpha> 0.70. the results of the construct reliability test can be seen in table 3. table 3. results of constructi reliability test analysis latent variables cronbach alpha composite reliability quality of service 0.883 0.914 satisfaction 0.781 0.859 revisit intention 0.712 0.843 table 3 shows that the cronbach alpha value> 0.7 and composite reliability value> 0.7. the results of the analysis can be concluded that all constructs of latent variables are good and reliable. output of structural equation model of the research based on the model framework and hypotheses built in this study, the results of the analysis output model can be seen in figure 1. figure 1. output of structural equation model of the research e-journal of tourism vol.6. no.2. (2019): 322-341 http://ojs.unud.ac.id/index.php/eot 330 e-issn: 2407-392x. p-issn: 2541-0857 measurement model analysis (outer model) analysis of the measurement model shows the role of the indicators in reflecting the variables formed or showing the relationship between the variables with their constituent indicators, suryawardani (2018). in this study, the bootstrapping process was carried out twice with 500 iterations. the output of the analysis results of each latent variable are as follows: 1. measurement model analysis (outer model) on latent variable of quality of service the output of the measurement model analysis, which is also called the outer model analysis, shows the ability of indicators to reflect variables. the results of the measurement model output on service quality variables can be seen in table 4. table 4. results of measurement model analysis on service quality variables code statement outer loading standard of error tstatis tics signi ficance lyn3 ability to provide services 0,83 7 0,028 29,398 signi ficant lyn4 response in providing services 0,82 3 0,040 20,601 signi ficant lyn5 security assurance to tourists 0,75 4 0,061 12,446 signi ficant lyn6 manners/c ourtesy 0,82 0 0,058 14,256 signi ficant lyn7 ease of communic ation 0,88 4 0,029 30,292 signi ficant the results of this study indicate that all indicators reflect significant service quality variables. based on table 4, it can be seen that the lyn7 indicator (ease of communication) has the highest outer loading value (0.884), meaning that the communication ability of the local community is very good for visitors. then followed by lyn3 indicator (ability to provide services) with loading factor (0.837), lyn4 indicator (response in providing services) with loading factor (0.823), lyn6 indicator (manners/courtesy) with loading factor (0.820) and, lyn5 indicator ( security assurance to tourists) with a loading factor (0.754). in this study, the indicator of security assurance to tourists has the smallest loading factor of 0.754, meaning that the safety factor is still a concern of visitors because it is felt that it has not maximally satisfied visitors. because there needs to be an improvement in the visitor's security system, especially when traveling around sasak sade village. e-journal of tourism vol.6. no.2. (2019): 322-341 http://ojs.unud.ac.id/index.php/eot 331 e-issn: 2407-392x. p-issn: 2541-0857 2. analysis of measurement model (outer model) on latent variable of satisfaction results of measurement model (outer model) on satisfaction variables can be seen in table 5. table 5. results of analysis of measurement models on satisfaction variables code statement outer loading standard of deviation tstatis tics signi ficance kep1 feel happy during a visit 0.846 0.044 19.217 signi ficant kep3 dss is the right choice 0.726 0.050 14.615 signi ficant kep4 enjoyable experienc e when visiting 0.762 0.079 9.704 signi ficant kep5 overall satisfied with the service 0.771 0.062 12.527 signi ficant source: processed primary data, 2019 the results of this study indicate that all indicators can significantly reflect satisfaction variables. based on table 5 it can be seen that the kep1 indicator (feeling happy when visiting) has the highest outer loading value (0.846), meaning that tourists when they visit get what was expected before. this is followed by kep5 indicator (overall satisfied with the services) with loading factor (0.771), kep4 indicator (pleasant experience visiting with loading factor (0.762) and, in this study kep3 indicator (tourist destination of sasak sade village is the right choice) has the smallest loading factor of 0.726. the results show that tourist satisfaction in choosing sasak sade village as a visiting choice is appropriate even though this indicator has the smallest loading factor value among other indicators, because there needs to be an improvement in terms of promotion to match the true conditions in the field. 3. analysis results of the measurement model (outer model) on the latent variable of revisit intention the results of the measurement model output (measurement model / outer model) on the variable intention intention can be seen in table 6. e-journal of tourism vol.6. no.2. (2019): 322-341 http://ojs.unud.ac.id/index.php/eot 332 e-issn: 2407-392x. p-issn: 2541-0857 table 6. results of analysis of measurement models on variable of revisit intention code statement outer loading standard of deviation tstatis tics signi ficance nku1 desire to be offered other attractions 0.837 0.062 13.4 61 signi ficant nku3 the desire to recommend to others 0.870 0.025 34.6 88 signi ficant the results showed that all indicators significantly reflected the variable of intention to revisit. based on table 4.6, it can be seen that the nku3 indicator (the desire to recommend to others) has the highest loading factor value (0.870), meaning that the experience of tourists visiting the sasak sade village tourist destination wants to be shared with relatives and others. followed by the nku1 indicator (desires offered with other attractions) with a loading factor value (0.837). the results showed that variations in attractions needed to be increased to increase visitor activity and length of stay. diverse tourist attractions and traditionally packaged according to local culture are expected to increase the intention of tourists visiting the tourist attraction of sasak sade. 4. structural model analysis results (inner model) analysis of the inner model shows the relationship between one variable with another variable. the path coefficient values of the relationships between variables in the structural equation model show the effect of one variable with another variable. there are several forms of influence that can be seen in the structural equation model (sem), namely: direct effects, indirect effects, and total effects. the following describes each of these effects: direct effect of exogenous variables on endogenous variables the direct effects between one variable with other variables in this study is: a. the effect of service quality on satisfaction indicates a moderate structural model with a value of r 2 (0.573). b. the effect of satisfaction on the intention to revisit indicates a moderate structural model with a value of r 2 (0.606). c. the effect of service quality on the intention to revisit indicates a moderate structural model with a value of r 2 (0.606). e-journal of tourism vol.6. no.2. (2019): 322-341 http://ojs.unud.ac.id/index.php/eot 333 e-issn: 2407-392x. p-issn: 2541-0857 direct and indirect effects between exogenous variables and endogenous variables can be seen in table 7. based on table 7, it can be seen that there are three direct effects supported significantly by the results of the analysis of the measured structural models. the results of the analysis of the direct effect of exogenous variables on endogenous variables are accepted if (t-statistic)> 1.96 and significance level <0.05 (5%) gozali (2014). the results of the analysis of the direct effect of each variable in this study obtained three (3) hypotheses as follows: a. the value of effect between constructs shows that service quality (x) has positive and significant effect on tourist satisfaction (y1). b. the value of the effect between constructs shows that tourist satisfaction (y1) has a positive and significant effect on revisit intention (y2). c. the value of the effect between constructs shows that service quality (x) has a positive and significant effect on revisit intention (y2). the indirect effect of exogenous variables on endogenous variables based on table 7, it was obtained the value of the effect of service quality (x) on tourist revisit intention (y2) by mediating tourist satisfaction (y1) with a coefficient value (0.353) and significance level of <0.05 (5%). it can be concluded that the latent variable of satisfaction can mediate the effect of service quality on tourist revisit intention to the sasak sade village tourist destination. hip. exogenous variables endogenous variables outer loading standard of error tstatistic pvalue h1 quality of service → satisfaction 0.757 0.042 18.137 0.000 h2 satisfaction → revisit intention 0.466 0.124 3.676 0.000 h3 quality of service → revisit intention 0.364 0.127 2.938 0.003 indirect effect lyn>kep>nku 0.353 0.103 3.423 0.001 table 7. direct and indirect effects of exogenous variables to endogenous variables e-journal of tourism vol.6. no.2. (2019): 322-341 http://ojs.unud.ac.id/index.php/eot 334 e-issn: 2407-392x. p-issn: 2541-0857 total effect of exogenous latent on endogenous latent the combination of direct and indirect effects forms the total effect of an exogenous latent variable on an endogenous latent variable with a significance level of <0.05. the effect of total exogenous latent on endogenous latent can be seen in table 8. table 8. total effects of exogenous latent on endogenous latent exo genous variables endo genous variables outer loading stan dard of error t statis tic p_ value lyn --> kep 0.757 0.042 18.137 0.000 kep --> nku 0.466 0.127 3.676 0.000 lyn --> nku 0.717 0.061 11.682 0.000 table 8 shows the results of an analysis of the effect of total exogenous latent on endogenous, as follows: a. total service quality has a positive and significant effect on tourist satisfaction with a p-value of 0,000 <0.05. b. total tourist satisfaction has a positive and significant effect on tourist revisit intention with a p-value of 0,000 <0.05. c. total service quality has a positive and significant effect on tourist revisit intention with a p-value of 0,000 <0.05. results of feasibility model prior to the interpretation of the results of the structural equation model analysis in this study, several previous studies such as fornel & larcker, (198); chin et al. (2003); hair et al. (2012); henseler et al. (2009), suryawardani, (2018) recommend the feasibility of the model for checking. common measures are used to assess the feasibility of structural equation models that are analyzed with sem models based on smart pls 3.0 as can be seen in table 9. table 9. statistical values for assessing the feasibility of variables variables variable type number of indica tors ave r 2 quality of service exogen 5 0.680 na a satisfaction endogenous intervening 4 0.604 0.573 revisit intention endogen 2 0.728 0.606 nilai ratarata 0.641 b 0.589 b according to chin (2003), in suryawardani (2018), endogenous latent variables with r 2 values range from 1.19 to 0.33, indicating that the structural model is weak, if it is in the range of 0.33 to 0.67, the structural model is moderate and , if it is above 0.67 it is indicated that the structural model is strong. in this study, the feasibility test of the model is e-journal of tourism vol.6. no.2. (2019): 322-341 http://ojs.unud.ac.id/index.php/eot 335 e-issn: 2407-392x. p-issn: 2541-0857 done by looking at the value of r 2 as follows: a. r 2 value of visitor satisfaction variable y1 is 0.573, the structural model shows latent visitor satisfaction has predictive power with moderate category. it can be concluded that the model of 57.3% variants of latent variables of visitor satisfaction can be explained by all latent variables, namely dimensions of service quality. b. r 2 value of revisit intention y2 variable is 0.606, structural model shows latent visitor satisfaction has predictive power with moderate category. it can be concluded that the model of 60.6% variant of the latent variable revisit intention can be explained by all latent variables of tourist satisfaction. the feasibility test of the goodness of fit model (gof) can be measured based on the value of the standardized root mean residual (srmr) and normed fit index (nfi). gof is said to be fit if the srmr value <0.10 and the nfi value <0.9. the results of the goodness of fit structural equation model can be seen in table 10. table 10. goodness of fit model test results saturated model estimated model srmr 0.084 0.084 nfi 0.767 0.767 based on table 4.10, it can be seen that the value of standardized root mean residual (srmr) is 0.084 and the normed fit index (nfi) value is 0.767 so that the research model is feasible. discussion the results of this study indicate that there is an influence of service quality on tourist satisfaction in the sasak sade village tourist destination. the results of this study are in accordance with the theory put forward by zeithmal and bitner (2003) that satisfaction is also influenced by service quality, ie consumers feel satisfied if they get good service or as expected. based on some of these theories strengthen the belief that tourist satisfaction is strongly influenced by the quality of services offered at the sasak sade village tourist destination. the results of this study support some of the results of previous studies such as chien (2010) who concluded that service quality can affect satisfaction. akama (2003) also mentioned that more than 70% of tourists were satisfied with e-journal of tourism vol.6. no.2. (2019): 322-341 http://ojs.unud.ac.id/index.php/eot 336 e-issn: 2407-392x. p-issn: 2541-0857 the quality of service in a tourist destination. yuda (2018) concluded that service quality has a positive and significant effect on tourist satisfaction. the results of the analysis use structural equation modeling (sem) that service quality indicators have different perception values on the service quality variables. overall, tourists' perceptions of service quality are on average satisfactory with a value of 3,999. referring to table 4.4, it can be seen that the indicator of ease of communication with tourists has the highest reflexive value of 0.884 on the service quality variable in the sasak sade village tourist destination. it can be said that the quality of public communication directly involved in serving visitors has a good level of communication. meanwhile, indicator of ability to provide good services also has a high perception value. indicator of manners or courtesy of the local community in serving visitors is also perceived very well. while, the indicator of the response of the local community in providing services at the sasak sade village tourist destination is well perceived and lastly, indicator of security and safety guarantees to tourists have the lowest perception of 0.754 among all indicators, even though it is still in a significant level. guaranteed tourist safety and security is one of the responsibilities of the management of the sasak sade village tourist destination. tourist perceptions related to the security and safety are low, although still in a significant level. some reasons for the perception of security and safety of tourists have a low reflexive value are: i) there is no guarantee of safety and safety of tourists in writing, ii) there is no smoking ban, even though the roof of the building uses flammable thatched roof, iii) there is no cctv to monitor the safety of visitors, iv) the sanitary or cleanliness conditions of the sasak sade village tourist destination are still not optimal, there are still many household wastes that are not taken care of. the results of the study of satisfaction affect the revisit intention to the sasak sade village tourist destination with a coefficient value of 0.466. this means that tourist satisfaction can affect revisit intention by 46.6% in the sasak sade village tourist destination, while the other 53.4% revisit intention is influenced by other factors. therefore, greater tourist revisit intention is influenced by other factors beyond satisfaction, it can be interpreted that tourist satisfaction can affect a small portion of tourists revisit intention to sasak sade village tourist destination. the results of this study support the results of previous studies such as elisa (2007) who reported that there is an e-journal of tourism vol.6. no.2. (2019): 322-341 http://ojs.unud.ac.id/index.php/eot 337 e-issn: 2407-392x. p-issn: 2541-0857 influence of service quality and satisfaction on behavioral intentions in the tourism industry. according to suryawardani (2016) that consumer satisfaction has a positive relationship with loyalty. affirmed by suryawardani (2018) that the intention to visit is significantly affected by attitude towards behavior and perceived behavioral control. this means that the more happy tourists are when they visit and the more attractions tourists enjoy at attractions, the more likely they are to revisit in the future. according to wiranatha (2015) that overall the level of customer satisfaction has not been reached because of performance. descriptive analysis results show that the satisfaction factor is one of the perceived by respondents for the assessment of tourist revisit intention in the sasak sade village tourist destination. the results of the analysis using structural equation modeling (sem) show that the indicators forming visitor satisfaction have different perception values on the satisfaction variable. overall, tourists' perceptions of satisfaction in the sasak sade village tourist destination averaged 3.972. referring to table 4.5, it can be seen that the indicator feels happy when visiting has the highest reflexive value of 0.846 on the visitor satisfaction variable. indicators of visitors are satisfied with the services available at the sasak sade village tourist destination and indicator of pleasant experiences while visiting the destination also affect visitor satisfaction, as well as the indicator of sasak sade village tourist destination is the right choice have the smallest reflexive value of 0.726 but still in a significant level. the perception of tourists about the sasak sade village tourist destination has not been the right choice to visit. seeing the reality in the field the reasons that the sasak sade village tourist destination has not become an appropriate tourist destination are: i) limited tourist attractions available, ii) to get local cultural performance services must go through the booking process before tourists visit, iii) short tourist visiting times because lack of available tourist attractions, iv) there are similar tourist attractions in close proximity. revisit intention of tourists appear when during their visit they get many satisfying pleasures, many attractions are enjoyed and followed by tourists during the visit. getting a good and satisfying experience is also very influential on tourist satisfaction so there will be an intention to re-visit to look for new experiences in the future to these attractions. tourists who come want their expectations fulfilled, then the desire to come again will not consider everything e-journal of tourism vol.6. no.2. (2019): 322-341 http://ojs.unud.ac.id/index.php/eot 338 e-issn: 2407-392x. p-issn: 2541-0857 that makes disappointed. it can also be said that returning tourists positively support the relationship between tourist satisfaction with the intention of returning to the sasak sade village in the future. customer satisfaction can provide several benefits, such as the relationship between the management of the tourist destination sasak sade village and tourists who visit to be good, provide a good basis for revisit intention and the creation of a good story about the condition of the tourist destination, and form a word of mouth recommendation which is beneficial for the sasak sade village tourist destination. the results of this study indicate that service quality influences visitor satisfaction at the sasak sade village tourist destination with a coefficient value of 0.364. this means that service quality can affect revisit intention by 36.4% sasak sade village tourist destination, while the other 63.6% revisit intention is influenced by other factors. because revisit intention is influenced more by other factors than service quality, it can be interpreted that in this study only a small portion of tourist revisit intention can be influenced by service quality at sasak sade village tourist destination. the results of this study are in accordance with the opinion of tjiptono (2008) that there are several factors that make tourists have the intention to come back, namely facilities and products. the results of this study also support the research of yuda (2018) that service quality has a positive and significant effect on loyalty. reinforced by suryawardani (2017) that intrinsic and extrinsic motivation significantly influence the loyalty of foreign tourists visiting nature tourism with media satisfaction. in the results of descriptive analysis, the service quality factor is one of the perceived by respondents for the assessment of tourist revisit intention in the sasak sade village tourist destination. the results of the analysis using structural equation modeling (sem), the indicators forming the quality of service have different perceptual values of the intention to revisit variables. overall tourist perceptions of revisit intention on average agree with the value of 4.087. referring to table 4.6, it can be seen that the perception of the indicator of the desire to add tourist attractions in the sasak sade village tourist destination is high by 0.837. the addition of tourist attractions can give a new impression for tourists, so there is an intention to revisit in the future. based on the facts in the field that it is necessary to add tourist attractions to increase the intention of tourists visiting again, besides that it can also prolong the time of visiting the sasak sade village e-journal of tourism vol.6. no.2. (2019): 322-341 http://ojs.unud.ac.id/index.php/eot 339 e-issn: 2407-392x. p-issn: 2541-0857 tourist destination. quality of service has little influence on the revisit intention of tourists in the tourist destination of sasak sade village. the revisit intention is more influenced by other factors. based on the reality in the field, other factors that are suspected to influence the revisit intention are facilities and products. from this fact it is very important to sell quality products and add public facilities according to the needs of tourists. conclusion based on the results of the discussion of this study, some conclusions can be drawn as follows: 1. quality of service has a positive and significant effect on tourist satisfaction at the sasak sade village tourist destination. each of the indicators forming latent variables of service quality also has a strong and significant reflexive average. the relationship between service quality and tourist satisfaction at the sasak sade village tourist destination has a strong connection. this means that overall service quality indicators can satisfy tourists in the sasak sade village tourist destination, although there are less than optimal indicators such as security and safety guarantees have the smallest reflexive but still at a significant level. 2. tourist satisfaction has a positive and significant influence on revisit intention to the sasak sade village tourist destination. each of the indicators forming latent variables of satisfaction also has a strong and significant reflexive average. the relationship between satisfaction variables with tourist revisit intention in the sasak sade village tourist destination has a less strong connection. tourist revisit intention is largely influenced by factors beyond satisfaction. this means that overall satisfaction can directly influence the revisit intention of tourists in the sasak sade village tourist destination with a less strong influence value. 3. quality of service has a positive and significant effect on tourist revisit intentions in the sasak sade village tourist destination. each of the indicators forming latent variables of service quality also has a strong and significant reflexive average. the relationship between service quality variables with tourist revisit intention in the sasak sade village tourist destination has little effect. revisit intention of tourists is largely influenced by factors outside the quality of service. e-journal of tourism vol.6. no.2. 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(2019): 225-234 http://ojs.unud.ac.id/index.php/eot 225 e-issn: 2407-392x. p-issn: 2541-0857 community participation on tourism development in parangtritis tourism area, bantul regency meitolo hulu 1 , m.baiquni 2 , chafid fandeli 3 , niken wirasanti 2 1 doctoral student in tourism studies gadjah mada university, indonesia 2 gadjah mada university, indonesia 3 institute technology of yogyakarta, indonesia corresponding author: meitolohulu@yahoo.com article info received 07 february 2019 accepted 05 september 2019 available online 30 september 2019 abstract parangtritis tourist area is a famous tourist destination in the south of yogyakarta. the tourist area which consists of a variety of tourist objects such as beaches, sanddune, culinary, religious and cultural tourism has a positive impact on the growth of tourist visits in parangtritis tourist area. this study aims to examine the participation of local people in their contribution to the development of sustainable tourism areas. the method used in this study is descriptive qualitative by conducting primary and secondary data collection. primary data was collected through interviews with local communities which involved in to the service industry, cultural arts groups and local government of bantul regency. the results of the study are (1) the local community has contributed to the development of the parangtritis tourist area through local cultural activities, tourist attractions and providing of facilities regarding the needs of visitors. (2) the local government of bantul regency has several programs related to the empowerment in each of government institution that are addres service industry, tourism local groups and build facilities and infrastructure. but the contribution of local communities has not become a tourist attraction and sustainable. empowerment programs from local governments have not been specific to training related to services and business activities that are suitable for tourism activities in parangtritis tourist area. keywords: community participation, tourist area, sustainable tourism. introduction background parangtritis tourist area is a famous tourist destination in the south of yogyakarta. the tourist area which consists of various tourist objects such as beaches, sand dune, culinary, religious and cultural tourism has a positive impact on tourist visits in parangtritis tourist area. the activities of the local community as farmers and fishermen have gradually e-journal of tourism vol.6. no.2. (2019): 225-234 http://ojs.unud.ac.id/index.php/eot 226 e-issn: 2407-392x. p-issn: 2541-0857 shifted to tourism activities. the development of tourism has a positive impact on business opportunities and at the same time increases people's incomes (woosnam et al., 2009). the involvement of community in tourist service industry face several challenges. as tourism known as serving tourists, requires adjustment to the local community. because of the involvement in tourism service industry activities is not about just selling and getting profits, but the level of comfort and satisfaction of tourists is a benchmark for the continuity of tourism activities. tourism activities can reduce the quality of natural resources, environmental degradation, and damage to ecosystems in the destination if not developed in sustainable way (neto, 2003; mihalič, 2000; cohen, 1978; miller and auyong, 1991). for this reason, development must refer to a planned and future perspective in accordance with its environmental capacity (pigram and wahab, 2005). tourism activities can be at risk for land use that is not in accordance with its designation such as hotel construction, facilities, clean water, excessive use of marine resources, incomplete handling of waste, increased pollution, activities that exceed of carrying capacity of destinations can threaten environmental sustainability (elliott, 1997; murray, 2007; neto, 2003; zahedi, 2008). sustainable development must be integrated with the fulfillment of environmental sustainability criteria, community involvement, cultural preservation, and local economic benefits (sano et al., 2010). for the community, the business opportunity is a right for all local residents, but in its development it creates problems. many tourism service industry do not have operational permits and even are doing in conservation areas. this situation continues to occur and often gets warnings from the local government. local communities have a significant role in developing tourism, because of he community is one of the stakeholders in tourist destination. the benefits of tourism development will also be accepted by local communities if managed properly and sustainably. the attraction of parangtritis tourist area consists of natural tourism, cultural tourism and artificial tourism. the combination of tourism potential makes parangtritis tourist area is a strategic tourism area in bantul regency. determination of the parangtritis area as a regional strategic tourism area is supported by the development of facilities and infrastructure including management of tourist areas that can bring benefits e-journal of tourism vol.6. no.2. (2019): 225-234 http://ojs.unud.ac.id/index.php/eot 227 e-issn: 2407-392x. p-issn: 2541-0857 (regional regulation no.18 of 2015 concerning bantul regency ripkd). the development of tourist destinations in yogyakarta especially beach tourism adds to the enthusiasm of visitors to choose the coastal area as a destination. the south coast of yogyakarta covers three regencies which each make the coastal area as a priority destination. kulon progo regency has a beach, as well as gunungkidul regency which has many coastal areas. based on observations on this research the coastal area is still the main priority visited besides other tourist areas. data on tourist visits to the tourist area of parangtritis in the last five years shows a significant increase in number every year. this data shows that the tourist area of parangtritis is still to be the main tourist destination that in bantul regency. the following chart of number of tourist visits in the last five years. source : government tourism office of bantul regency, 2018 the increase of number of tourist visits based on the chart above shows a positive signal to the community and local government. the increase in tourist visits impact on tourism activities and at the same time have an impact to the local community as a tourist service industry. likewise, the local government of bantul regency received benefits from the increase in tourist visits which resulted in an increase in local government revenue. local community are involved in managing tourism service industry in parangtritis tourist area. parangtritis tourist area which includes parangtritis beach, parangkusumo beach, sand dune area, depok beach, depok lagoon, and pilgrimage place are divided into four working groups. the working groups are;1) parangtritis working group, 2) parangkusumo working group, 3) depok working group, and depok lagoon working group. each working group has almost the same tourism potential, but its different in its management. many similar tourism service industry growing up, and further reduce the visitor's space. for example shops building, toilets and swimming pools that can reduce the level the convenience of visitors. objectives of research this study aims to examine the form of local community participation that 0 500.000 1.000.000 1.500.000 2.000.000 2.500.000 3.000.000 2013 2014 2015 2016 2017 1.693.340 1.879.000 1.999.870 2.229.125 2.771.470 n u m b e r years visitors number e-journal of tourism vol.6. no.2. (2019): 225-234 http://ojs.unud.ac.id/index.php/eot 228 e-issn: 2407-392x. p-issn: 2541-0857 contributes to the development of a sustainable parangtritis tourism area. literature review sustainable tourism tourism potential in the form of natural beauty, local traditions and uniqueness must be maintained and preserved as assets that can be utilized. the utilization of tourist assets must be carried out by considering their sustainability, so it can be beneficial to local communities (yang et al., 2016). tourism activities in several destinations have an impact on environmental damage, and a lack of attention to available natural resources (mihalič, 2000). decreasing environmental quality influences to the image of the destination because of the tendency of pollution, cleanliness and growth of buildings that are not in accordance with their designation (murray, 2007, zahedi, 2008). one of the benefit of tourism development is the opening of employment opportunities for local residents (woosnam et al., 2009). tourism activities encourage the creation of new tourism service industry that provide tourist needs and at the same time to be a kind of service for tourists. the coastal tourism area has a lot of potential that can be developed, so it needs to maintain the quality of its environment from negative impacts (hall, 2001). negative impacts can be minimized through the use of natural resources in sustainable way (neto, 2003). community participation tourism activities that take place in tourist areas have a positive or negative impact on local communities. according to (singh et al., 2003) that local community participation involved in making decision for the planning process of tourism activities which includes social, cultural and environmental issues. the participation of local people in managing coastal areas is constrained by many factors (siry, 2011). tourism activities are still doing in short term and do not meet the sustainability aspects related to the development of tourist facilities (davenport and davenport, 2006). the involvement of local communities in tourism service industry and as well as workers is expected to increase awareness of the importance of developing sustainable tourism areas. research methods the method used in this study is descriptive qualitative by conducting primary and secondary data collection. primary data was collected through interviews with local communities, e-journal of tourism vol.6. no.2. (2019): 225-234 http://ojs.unud.ac.id/index.php/eot 229 e-issn: 2407-392x. p-issn: 2541-0857 tourism service industry, cultural and arts groups in parangtritis tourist area, and the local government of bantul regency. the parangtritis tourist area covers the area of parangtritis village which consists of various types of tourism are natural tourism, cultural tourism, and artificial tourism. direct observation in the field is done to see more clearly the condition of the parangtritis tourist area to strengthen the results of interviews. secondary data collection is carried out through the study of documents, audio visuals, images related to the development of sustainable tourism and the development of the parangtritis tourist area. the selection of informants was done by purposive sampling, which was to determine the informants who mastered the information and at the same time were involved in developing the parangtritis tourist area. informants from the community are administrators of tourism local groups, tourism service industry and local community leaders. then the informants from the local government are dovernment institutions related to tourism activities and also parangtritis village officials who have programs and policies in developing the parangtritis tourist area. data is analyzed by linking themes or descriptions according to facts in the field, then described qualitatively according to the objectives of this study. results and discussion tourism potential the development of the tourist area of parangtritis is supported by a number of attractions such as natural attraction, cultural attraction, and artificial attraction. parangtritis tourist area is known as "tri roh", which is the area covering cepuri, the tomb of shekh maulana mahribi and the tomb of shekh belabelu (center for planning and tourism development ugm, 2000). the type of attraction in the tourist area of parangtritis is shown in table 1 below. tabel 1. destinasi wisata di kawasan parangtritis no tourist object category 1 pantai parangtritis beach nature 2 parangkusumo beach nature 3 pelangi beach beach nature 4 cemara sewu beach nature 5 depok beach nature 6 lagoon of depok nature 7 sand dune nature 8 hot water “parang wedang” nature 9 cepuri culture 10 tomb of shekh maulana mahribi religion 11 tomb of shekh belabelu dan syekh damiaking religion 12 gardu action artificial 13 education village “watu lumbung” artificial 14 sand dune museum artificial source: parangtritis village, 2018 e-journal of tourism vol.6. no.2. (2019): 225-234 http://ojs.unud.ac.id/index.php/eot 230 e-issn: 2407-392x. p-issn: 2541-0857 the combination of the beauty of nature, and the strength of culture is the uniqueness of parangtritis as a tourist attraction. the development of the parangtritis area as stipulated in regional regulation number 4/2015 concerning the spatial plan and territory of bantul regency is designated as an economic strategic area, environmental area, agricultural area, coastal border area, defense and security area, and tourism area. tourist services industry the source of income of local community in parangtritis village comes from various sources. getting income from agricultural products and also from the involvement to the tourism services industry that are growing. many people have set up lodging as well as houses and other tourism service industry who get benefit from increasing the tourist visits. tabel 2. tourist service industry parangtritis tourist area sumber: field observation, 2018 the growth of tourist services industry is in line with the increase with tourist visits in parangtritis tourist area. initially the existing service industry was limited to meeting the needs of accommodation, food and drink for visitors. however, now tourism services indusrty are developing towards meeting the needs of tourist activities, such as atvs, jeeps, freshwater swimming pools, etc. (see table 1). there are many tourism service industry that operate without the permission of the local government regarding the operational standards of activities. the following is an interview to the one of the shops owners, mrs ira said. "we've lived here (beach area) from the 90s, at first i opened a shop for the needs of fishermen and visitors who at that time were not as busy as now. so i don't know about the business permits. in the past, there were still a few of us, but now we can more shops and other service industry. usually when a holiday come or in the end of the week a lot of visitors come here, they buy food and drink. recently, here are also increasing types of businesses. like atvs, car jeep, swimming pools are all just emerging ". the local government of bantul regency through the tourism office in collaboration with the relevant government office has programs related to training and no jenis usaha no jenis usaha 1 shops 9 umbrella/mat 2 all terrein vehicle 10 benda (horse) 3 car jeep 11 souvenir shopd 4 asongan 12 toilet 5 swimmimg pool 13 park area 6 sand boarding 14 sun glasses 7 garden of folwers 15 accomodation 8 photo 16 angkringan e-journal of tourism vol.6. no.2. (2019): 225-234 http://ojs.unud.ac.id/index.php/eot 231 e-issn: 2407-392x. p-issn: 2541-0857 business development, but not for every one in the group can touch. the group equalization program or the distribution of training quotas, programs only touch at the level of management and do not touch individually 1 . the development of the parangtritis tourist area has a positive impact on the economy of the local community. from the economic aspect it has had an impact on employment opportunities and small-scale enterprise fields, but it still does not accommodate all the people in parangtritis village. the type of business that has sprung has caused conflicts among business actors regarding their zone of business and management. the decreasing condition of parangtritis from the performance aspect push a group of people called peduli parangtritis (parangtritis care) to organize a growing tourism service industry. the parangtritis care was established with the aim of preventing the entry of hawkers into the coastal area which could disrupt visitors' movement. the parangtritis care, which consists of local people and tourism service industry is still not maximally managing the tourism services, because each member has a business an do not have operational permits as standarized by local government. this condition make the 1 interview with tourism government staff and industrial service staff of bantul regency 2018 parangtritis care only focus on hawkers who come from the outside of parangtritis area. tourist service industry activities in parangtritis tourist area affected to the decline in the quality of parangtritis tourism it self. for example the business of freshwater swimming pools, jeeps, atvs on the beach clearly reduces visitors' comfort. flower garden businesses and tourist attractions in the sand dune zone are contrary to efforts of sand dune restoration. tourism business activities that are not in accordance with their uniqueness have a negative impact on visitor comfort and at the same time reduce the quality of destinations (hulu et al., 2018). because the tourism sector is very susceptible to physical and image changes which ultimately has an impact on tourist visits (baiquni, susilowardani 2002). the number of tourist activities such as in sand dune, coastal areas and land use that are not in accordance with its designation has a negative impact on the environment in parangtritis tourist area 2 . art and culture group the livelihood of the people of parangtritis village has shifted after parangtritis became growing as a tourist 2 interview with pollution and conservation section of the environmental services bantul regency, 2018 e-journal of tourism vol.6. no.2. (2019): 225-234 http://ojs.unud.ac.id/index.php/eot 232 e-issn: 2407-392x. p-issn: 2541-0857 area. the community that used to be a farmer and fisherman was attached as a source of hereditary livelihood. the shift in people's livelihoods from farmers and fishermen to tourism actors requires full assistance from the local government. an interview with mr. parianto, yogyakarta cultural observer said that: "changes in the times need to emphasize cultural values for future generations, because culture can unite opinions to build a nation, parangtritis will be more advanced if it is built on local cultural values". planting local cultural values which are parangtritis's identity must synergize with tourism activities. the parangtritis tourist area known as ritual tourism, religious tourism and beach tourism must be a mutually reinforcing series as an attraction for visitors. the development of parangtritis tourism is still dominated by tourist attractions that have not represented the existing tourism potential. art and cultural activities such as ketoprak, puppet shows and traditional music have not been included in the routine agenda that can attract visitors. based on the interviews with the management of arts and cultural groups said: "the existence of arts and culture groups in parangtritis is still not active in staging his work, because it is not supported by funding and mobilizing initiators." organizing art shows requires support from both material and nonmaterial aspects. this is experienced by managers of arts and culture groups in the tourist area of parangtritis. the driving initiator in question is a person who becomes a leader and has the capacity to understand local arts and culture. regarding material support, the special regional government of yogyakarta through privileges has funds allocated to support arts activities and strengthening local culture, but still has not been fully utilized by arts and cultural groups in parangtritis tourist area 3 . conclusion the arrangement of the parangtritis tourist area is very necessary to restore the beauty of the beach and the uniqueness of the barchan sand dune which is a tourist asset of parangtritis. tourist services industry activities require management in accordance with service standards that can provide satisfaction to visitors. parangtritis tourism potential must be able to synergize with the environment and local culture. rows of shops, accomodation and a number of tourist attractions have not been 3 interview with cultural staff from cultural service bantul regency, 2018 e-journal of tourism vol.6. no.2. (2019): 225-234 http://ojs.unud.ac.id/index.php/eot 233 e-issn: 2407-392x. p-issn: 2541-0857 able to represent the potential in parangtritis tourist area. the results of the study are (1) the local community has contributed to the development of the parangtritis tourist area through local cultural activities, tourist attractions, providing visitors' needs. (2) the local government of bantul regency has programs related to empowerment in each of the government servives office through small medium enterprises, tourism conscious groups and the construction of facilities and infrastructure. because empowerment programs from local governments have not been specific to training related to services and business activities that are in accordance with tourist destinations. community participation in developing tourist attractions is still not attract to increase the tourist visits in parangtritis tourist area. synergy between the community, tourism service industry and the local government of bantul regency is needed to develop tourist areas without pressure on the environment, but development that can strengthen existing potential. suggestion the program created by the local government of bantul regency is adjusted to the needs of the local community as a tourism service industry. the development of the parangtritis tourist area is directed at strengthening local potential, namely a combination of natural tourist attraction, cultural and artificial tourism. references baiquni, m. and susilawardani. 2002." pembangunan yang tidak berkelanjutan: refleksi kritis pembangunan indonesia. yogyakarta: transmedia global wacana. center for planning and tourism development ugm, 2000 cohen, e. 1978. the impact of tourism on the physical environment. annals of tourism research, 5, 215-237. davenport, j. & davenport, j. l. 2006. the impact of tourism and personal leisure transport on coastal environments: a review. estuarine, coastal and shelf science, 67, 280-292. elliott, j. 1997. tourism: politics and public sector management, psychology press. hall, c. m. 2001. trends in ocean and coastal tourism: the end of the last frontier? ocean & coastal management, 44, 601-618. hulu, m., baiquni, m., fandeli, c. & wirasanti, n. 2018. tourism development towards economic sustainability of local communities in parangtritis tourism area. kne social sciences, 3, 359-366. e-journal of tourism vol.6. no.2. 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(2020): 55-72 http://ojs.unud.ac.id/index.php/eot 55 e-issn: 2407-392x. p-issn: 2541-0857 sport tourism event of tour de singkarak to support destination management in west sumatera, indonesia bet el silisna 1 and retnaningtyas susanti 2 1 tourism dept. manado state polytechnic, indonesia 2 faculty of tourism and hospitality, padang state university, indonesia corresponding author: betel.lagarense@gmail.com article info received 3 december 2019 accepted 15 february 2020 available online 31 march 2020 abstract this study aims to analyze the sport tourism event of tour de singkarak (tds) related to tourist destination management in west sumatera, indonesia. the tds is an international road bicycle race held annually for ten-year period as data presented from 2009 to 2018. data were collected for this study through in-depth interviews with informants and analyzed by a descriptive qualitative technique. the results showed that the tds events were succesfully and consistently held annually for ten-year period of 2009-2018 in west sumatera and has significantly contributed to the regionas tourism destination. this was due to a strong commitment and serious action among central government and local government at province and municipality levels for the sport tourism development at the tourism destination in west sumatera. the commitment could be seen in the serious, strong commitment and coordination between the ministry of tourism and the national road development agency at a central government and heads of local departments of tourism, of public works and of transportation at province and regency/municipality level. the commitment could be seen from the sport tourism management such as the provision of shared budget, event coordination, and destination and infrastructure development and promotion. this has especially raised an integrated development and improvement of infrastructures, i.e. roads, transportation mode, and accomodation facilities with increasing quantity and quality. it is a fact that tds could be held annually for ten-year period (2009-2018) along with proper and good destination management for sport tourism in west sumatera province keywords: tour de singkarak, event, sport tourism, destination management. e-journal of tourism vol.7. no.1. (2020): 55-72 http://ojs.unud.ac.id/index.php/eot 56 e-issn: 2407-392x. p-issn: 2541-0857 introduction sport tourism sports tourism is defined as shortterm activities related to tourism, economic impacts, spending on facilities and infrastructure preparation, as well as income from visitors and exposure to mass media (getz, 2007: 15). getz’s definition above shows that event including sport tourism event influences infrastructure, tourism, and the economy of the host region. susanti et al (2017) explains that sport events can be categorized according to its scales: big, medium, and small in which big event is a match participated by countries all over the world. medium event is participated by countries in a certain region, while small event is participated by regions in a country. indonesia has some international scale sport events and was a host for some regional and international events. event implementation in a short time remains influential on the host in the long run. the event organiser need to develop a new method for regional development, especially in terms of infrastructure and image. the impact of event on infrastructure brings a positive image for the host. the development of infrastructure is in line with the development of the image (smith, 2005). infrastructure development that can be utilized by sport tourists and visitors give a positive image for the host. a good image of infrastructure can be one of the tourist attractions (brown, chalip, jago, & mules, 2004; kim & chalip, 2004). ritchie and smith (1991) state that organizing sports tourism increases awareness of destinations. baade and matheson (2003) in their research on the 1984 los angeles olympics found that the event succeeded in opening and increasing employment, as well as improving the quality of infrastructure. large inventions induce the creation of industries that absorb labor, one of which is the accommodation industry. sport tourism of world cup japan and south korea in 2002 has increased the number of tourists from various countries reached 46,000 inhabitants. the large number of tourists requires accommodation as their temporary shelter, therefore the accommodation infrastructure needs to be developed, so that the needs of tourists are met. the contribution of sports tourism has increased in the quantity and quality of large infrastructure. quality road is one form of contribution from sports tourism. the quality of the road has an effect on increasing people's travel for trips, both using public and private modes of transportation. people attending the sport tourism events tend to choose to use e-journal of tourism vol.7. no.1. (2020): 55-72 http://ojs.unud.ac.id/index.php/eot 57 e-issn: 2407-392x. p-issn: 2541-0857 private modes of transportation if the road to be passed to get to the tourist destination has good quality. another thing that affects travel is the number and quality of modes of public transportation. if there are few modes of public transportation and conditions are not good, then tourists will prefer to travel using private vehicles. previous research (susanti et al, 2017) stated that tour de singkarak (tds) is one of sport tourisms held by west sumatera government since 2009 and cycling race was chosen as an effort to improve tourist attraction in west sumatera because of the history of this sport itself. thus, sustainability of sports tourism is interesting to study, especially for analyzing the destination management strategy with roles of stakeholder collaboration and adequate infrastructures for the development of sustainable tourism in the international road bicycle race of tds for ten-year period (2009-2018) in west sumatera, indonesia. desination management destination management and marketing organization (dmmos) have recently became a mainstream factor in identifying successful development of a destination and its perspectives for better position in highly competitive tourism markets. they are not only representing a specific destination but are also striving to community development that bring longterm benefits such as attracting more visitors, increasing the economic gains, facilitating future marketing and product development decisions, and generally contributing to regional development through improving community relations and partnership (timareva et al, 2015). willingness to host sport tourism events at the destination requires large capital, especially for infrastructure, operational costs, and management of activities. the implementation of sports events is one of the efforts to create investment in infrastructure in general that will lead to economic growth. sports infrastructure includes the stadium or venue for the race as the main part and the road, transportation and accommodation as a supporting part. infrastructure is needed to mutually support the implementation of activities, such as roads and stadiums (matheson, 2008). accroding to sitepu (2019, the important indicator of the good governance of tourism in the priority destination where the destination has run the management and development of tourism and destination with the principles of sustainable tourism development (std). according to simanihuruk (2019). it can be concluded that tourism facilities are the convenience of visitors to enjoy, feel the comfort that has been provided by e-journal of tourism vol.7. no.1. (2020): 55-72 http://ojs.unud.ac.id/index.php/eot 58 e-issn: 2407-392x. p-issn: 2541-0857 a tourist attraction that has facilities in order to satisfy or achieve the satisfaction of visitors to a tourist destination. tourism sustainability the idea of sustainability in tourism arises from the recognition that tourism activities can lead to a decline in natural resources, both at short and long terms. it is the main reason that the principles of sustainable development should be the focus for tourism as a mechanism for development (fathimath, 2015). for this reason, sustainability must be applied to all areas that include key attractions, supporting factors, and infrastructures that contribute to tourism destination competitiveness in tourism development and all forms of tourism, including mass tourism (unwto, 2015). sustainability must be applied so that any tourism events can be held continuously over years without negative impacts on the environment. in this context, support from stakeholders such as government, business sector, and local community, is very strategic for the development of sustainable tourism (byrd, 2007). kencana (2019) explains that the immediate effects of tourism at this destination especially for the improvement of economic benefits have come from visitors’ activities. however, to make it sustainable, the local people must also empower their capacity as well as their competencies in providing qualified tourism products/services. the events industry, including festivals, meetings, conferences, exhibitions, incentives, sports and a range of other events, is rapidly developing and makes a significant contribution to business and leisure related tourism. events are important motivator of tourism, and figure prominently in the development and marketing plans of most destinations (getz, 2008: 403 428). acording to ardani (2017) for special event with job fair activities, easy access by public transport and large parking area are considered very important by the visitors. it does make sense because the job seekers in general use public transport or motorcycle as their transportation. the most important indicators of site selection for such event are the easy access, the availability of the public transportation, as well as the availability of rooms with different activities such as seminar and presentation. the needs of infrastructure infrastructure is more focused on providing preconditions for development, in this case tourism development (mandic, mrnjavac, and kordic, 2018). the infrastructure development facilitates access for communities and visitors. in a tourism development, infrastructures are e-journal of tourism vol.7. no.1. (2020): 55-72 http://ojs.unud.ac.id/index.php/eot 59 e-issn: 2407-392x. p-issn: 2541-0857 deliberately built to provide tourists with access to carry out tourism activities. this tourism infrastructure is related to all elements in a destination that enable and encourage the tourism development (swarbrooke and horner, 2001). in a broader sense, such infrastructure includes all facilities used by the tourists when they leave homes, reach tourism destination, and return home (lohmann and netto, 2017). in fact, most tourism infrastructures are continuously used by local residents and only used by the tourists in certain periods (hadzik and grabara 2014). tourism infrastructure development is related to the development of sustainable tourism (sharpley, 2009). once built, tourism infrastructure can affect the competitiveness of tourism destination, increases the efficiency of production and distribution of tourism services, and allows the supply of tourism services (mandic, mrnjavac, and kordic, 2018). in a bicycle race as a form of sports tourism, the infrastructures required to support tourism development are roads, transportation modes, and accommodation facilities for the tourists. deenihan and caulfield (2015) have examined how tourists assess different types of tourism infrastructure and they are ready to double cycling time if good infrastructures are available. gunawijaya and pratiwi (2016) stated that repairing, structuring and developing the tourism destinations based on local culture and environmental sustainability is the best strategy to develop tourism development. this strategy consists of tourist attractions development, variety activities, improvement of infrastructure, accessibility, and organizes the events. therefore, the organizing committee of a road bicycle race event should work together among stakeholders to build new infrastructures and improve the existing ones to support tourism development in accordance with what is needed by racers as tourists, so that the road bicycle race as a form of sports tourism events can be sustainable. the stakeholders can include government, private sector, and local community, particularly in the development of tourism infrastructure. method based on the assumption and aims of the study, the researchers conducted this research using a descriptive qualitative method to explore information in-depth with a semi-structured interview technique from a number of informants to understand the stakeholder collaboration model applied at the tds event. the informants interviewed were the organizing committees (authorities in local government units such as the sube-journal of tourism vol.7. no.1. (2020): 55-72 http://ojs.unud.ac.id/index.php/eot 60 e-issn: 2407-392x. p-issn: 2541-0857 departments of tourism, of public works, and of transportation at province and regency/municipality level as well as the police and event organizer/eo), especially for examining the collaborative approach they adopted as stakeholders in the 2018 tds event. in-depth interviews were also conducted with racer teams and officials as well as invited guests to understand their perceptions on the availability of infrastructure and its quantity and quality, viewed from roads, transportation modes, and accommodation facilities. such interviews were also conducted with a number of spectators and local people, especially at the start and finish locations in each stage of the tds event in certain tourism attractions to understand their perceptions on the successful tds events they witnessed. the research data were analyzed by a descriptive qualitative technique by classifying the results of in-depth interviews according to the aims of the study and used to analyze the stakeholder collaboration approach for the development of sustainable tourism in the tds events held annually in west sumatera for ten-year period (2009-2018). results and discussion tour de singkarak most of the tds participants came from international teams that had agreed to international bicycle racing events. the number of countries that are part of the tds has increased from 2009 to 2017, but it is different from the number of teams and the number of participants which has fluctuated. the highest number of participating countries occurred in 2015 and the lowest in 2011. the tds implementation report showed the average number of teams needed was 23 teams, the lowest of 20 teams, the highest of 25 teams. the average number of participants was 180 people, the highest in 2012 (250 people) and the lowest in 2018 (106 people). the number of tds participants from 2009 2017 depends on fluctuations, factors that affect athlete performance and implementation schedules. national and local participants reduce the amount due to achievement factors that do not meet the standards for entering tds qualifications. the teams that successfully escaped and became part of the tds from 2009 2015 were the national team, the pegasus cycling team, kfc jakarta and the banyuwangi highway cycling club. e-journal of tourism vol.7. no.1. (2020): 55-72 http://ojs.unud.ac.id/index.php/eot 61 e-issn: 2407-392x. p-issn: 2541-0857 pegasus cycling team indonesia is the official representative of indonesia for some international scale cycling events such as tour de china and tour de langkawi (informant 1). in 2009 there were 10 domestic teams from 25 tds participating teams, in 2015 there were only 5 domestic teams left from the 24 participating teams (tds report). one of the conditions that must be met by tds to get a class increase is to increase the number of world riders and reduce the number of national teams (uci). tour de singkarak (tds) is an official international road bicycle race event combining sports and tourism activities by cycling at a long distance of several stages in west sumatera province. the event was held for ten-year period (2009-2018). the name singkarak is taken from name of the largest lake in west sumatera. lake singkarak is located in three regencies, i.e.: tanah datar, solok, and south solok. this sport activity is carried out by cycling across 18 regencies/municipalities in west sumatera, except mentawai regency. tds is a sports tourism event held annually for the development of sustainable tourism in west sumatera. tds is categorized as a class 2.2 event of asia tour, similar to the event like the tour de langkawi (tdl) in malaysia where racers from various countries can participate and also included in the official calendar of world cycle organization (union cycliste internationale—uci) ) (www.uci.org). the initial moment of tds began from a tourism attraction of taplau beach in padang city and finished at lake singkarak, solok regency. along the road bicycle race, there are various interesting tourism attractions. the event was designed to pass through various leading tourism attractions in west sumatera. the selection of routes shows that it is a sports tourism event organized through a stakeholder collaboration at provincial and regency/municipality level for the development of sustainable tourism over years in west sumatera. destination management for tour de singkarak the implementation of sports events only lasts for a short period of time, but the impact of infrastructure development can be felt by the community over a long period of time. destination management including infrastructure has been prepared for an event competition that used as a public space. tourist attraction during the tds as sport tourism event has increased economic and social value for the region and the community. e-journal of tourism vol.7. no.1. (2020): 55-72 http://ojs.unud.ac.id/index.php/eot 62 e-issn: 2407-392x. p-issn: 2541-0857 table 1. tourism attraction in west sumatera no potentials tourist atraction location 1 mountain mt. merapi padang panjang city mt. singgalang agam regency mt. talang south solok regency mt. tandikek padang pariaman regency mt. talamau west pasaman regency 2 hills peak lawang agam regency peaklangkisau south coastal regency peak barisan (kelok 9) payakumbuh city peak gagoan solok regency 3 lake lake singkarak solok city & tanah datar regency lake maninjau agam regency lake atas dan bawah south solok regency lake talang solok regency lake tomosu sawahlunto city 4 valley valley harau payakumbuh city valley anai tanah datar regency valley sianok bukittinggi city 5 water falls 100 tingkek padang city nyarai padang pariaman regency sarasah donat 50 koto regency 6 river jembatan akar south coastal regency lubuk minturun padang city batang dharmasraya regency rimbo panti pasaman regency kuantan sijunjung regency 7 beach air manis padang city tiram padang pariaman regency gondoriah pariaman city mandeh island pesisir selatan regency siberut island mentawai archipelago regency sasak west pasaman regency source: survey, 2018 table 1 representing various tourism attraction in west sumaterwe. the implementation of the tds acts as a trigger for tourist attraction management and regional development, ranging from amenities to accessibility for tourism. tourism can be used as an alternative to regional income so that its potential needs to be optimized. the potential of tourism in west sumatera through which tds is very diverse, ranging from natural attractions to artificial and cultural. promotion of tds as sports tourism event promotion in the form of advertising on tv is supported by the background of natural beauty and culture that stretches in the province of west sumatra. one of the strengths of implementing tds is the collaboration between the tourism ministry and several national and international tv stations to promote what, where, when, why, and how tds takes place. during the nine times of tds implementation, only about the last 3 years the tds advertisement aired on the national metro tv station. advertising in national media is one of the tasks of the ministry of tourism. advertising in local media is the responsibility of the provincial and district and city governments. e-journal of tourism vol.7. no.1. (2020): 55-72 http://ojs.unud.ac.id/index.php/eot 63 e-issn: 2407-392x. p-issn: 2541-0857 the division was realized because of good coordination between various parties, not limited to agencies with an interest in the field of tourism, but other midwives such as: public works agency (road infrastructure and spatial settlement), transportation department, health office, and no less important is the national police and the tni. this means that tds is a real blend of sport and tourism, as an effort to promote tourism which provides an opportunity for racers to act as tourists, enjoying the beauty of the natural charm that unfolds. the racers become "advertising stars" tourist attraction, when they are covered by the mass media with a background of natural or cultural barriers, viewers from various other regions can also watch and begin to generate interest to visit the location. the main objective of the implementation of the tds program is to promote the potential of regional tourism through print media and electronic media. the selection of routes around the tourist area is a strategy of combining tourism and bicycle racing. every year the number of tourist attractions that are part of the start or finish location increases. the start and finish position attracting more spectators to gather than the area that is just passed. the tds as sport tourism events were held annually in west sumatera province at different times. the timing changed over years in accordance with the asia tour race schedule issued by uci. table 2 shows a summary of tds events for ten-year period (2009-2018). the events were usually held between april and june for one week. however, in 2015 the event was held in october, in 2016 august, in 2017 november, and in 2018 november as the events must be adjusted to the world road bicycle racing season and the readiness of shared budget among regencies/municipalities involved. tds 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 regency/ municipality 4 6 12 14 17 18 18 17 18 16 stages/days 4 6 7 7 7 9 8 8 9 8 countries 11 15 15 18 24 23 26 18 25 26 teams 25 22 25 25 21 20 24 23 25 20 ina teams 10 11 11 9 6 6 5 5 5 5 foreign teams 15 11 14 16 15 14 19 18 15 15 racers 225 217 225 250 220 131 135 109 108 114 track (km) 188 551.7 743.5 854 117.3 1,250 1,342 1,074 1,226 1,267 prizes (million) 600 750 750 1,000 1,200 1,300 1,400 2,200 2,300 2,300 time apr-may jun jun jun jun jun oct aug nov nov table 2. a summary of the tds events for ten-year period (2009-2018) source: data processed, 2019 e-journal of tourism vol.7. no.1. (2020): 55-72 http://ojs.unud.ac.id/index.php/eot 64 e-issn: 2407-392x. p-issn: 2541-0857 however, the events were successfully held annually for ten-year period (20192018). contribution and coordination the implementation of tds in west sumatra province has made a positive contribution in the field of infrastructure. contributions that can be seen are the roads becoming smoother, lodging is easily found in the area, and public transportation is increasingly easy. tds as a sport tourism has successfully become the main event in the province of west sumatra which consists of 19 regencies and cities. the advantage of tds is good coordination between various regencies, cities and ministries. coordination is one of the obstacles faced by several regions that try to organize events, especially with other goverement and private agencies not only the tourism office but also public works office, and transportation agency. the involvement of the regency and the city as the host has increased because of the awareness that tds has given indirect investment for the region. potential, especially the main attractions of the region are promoted through tds, and supported by good road infrastructure to make it more attractive for tourists coming after tds. on one hand, tds increases regional expenditure, but on the other hand, tds helps promote the region. the tds event coordination meetings were held regularly from the end of tds activities in the previous period to before the implementation of tds in the next period. these meetings were adjusted to the tds schedule, and for ten-year period they were held between april and november and most was held in the middle, i.e. june. such event coordination was a strategic factor influencing the sustainability of tds events held annually for ten-year period (2009-2018). each stakeholder had an authority to maintain the roads, namely: national roads under the authority of the national road development agency as well as provincial and regency/ municipal roads under the authority of the sub-department of public work maintaining the roads accross all regencies/municipalities in west sumatera.the stakeholders from central, provincial, and regency/municipality governments have proven to be able to coordinate well to maintain the roads along the tds routes so that the tds event can be held annually for ten-year period (2009-2018). e-journal of tourism vol.7. no.1. (2020): 55-72 http://ojs.unud.ac.id/index.php/eot 65 e-issn: 2407-392x. p-issn: 2541-0857 figure 1. collaboration and coordination among stakeholders at central and local government levels (source: primary data processed, 2019) stakeholder collaboration through event coordination among the organizing committees in west sumatera can also be seen in the process of determining the routes for the tds events for ten-year period (2009-2018). the determination of these routes involved three parties, i.e. regency/municipal, provincial and central governments. they were actively involved in the coordination until the stage of finalization of tds events accross regencies/municipalities in west sumatera. figure 1 shows the flow in the determination of tds routes involving the stakeholders from provincial and regency/municipal and central governments. at the local level authorities involved in coordinating the determination of tds routes were heads of local governments as well as the subdepartments of tourism, of public works and of transportation. the subdepartment of tourism coordinated the tds events because tds is basically a sports tourism event. the sub-department of public works maintained roads along the tds routes in west sumatera. the sub-department of transportation provided the traffic signs and conducted a traffic congestion engineering. meanwhile, the police in west sumatera secured the events so that the racers could safely race. at the central level, the parties involved were the ministry of tourism and the race controller. the finalization in the determination of tds routes was done through coordination involving the ministry of tourism and the subdepartments of tourism, of public works, and of transportation, as well as the event organizer. tourism development for developing the sustainable tourism in west sumatera, stakeholders designed tds to pass through most of the leading tourism attractions at each regency/municipality. tds is a concrete integration of sports and tourism as well as one of the efforts to develop and promote e-journal of tourism vol.7. no.1. (2020): 55-72 http://ojs.unud.ac.id/index.php/eot 66 e-issn: 2407-392x. p-issn: 2541-0857 the sustainable tourism that provide racers and their official teams with opportunity to be tourists enjoying the beauty of natural scene exposured. the racers are the ―advertising stars‖ of tourism attractions when they were covered by mass media with the background of natural beauty or culture and viewers from various other regions can also watch and begin to generate interest to visit the location. table 3. promotion of tourism attractions in the tds events in west sumatera no. locations period of tds tourism attractions 1. padang panjang municipality 20092018 mount marapi 2. agam regency 2010, 20142018 mount singgalang, puncak lawang hill, lake maninjau, lawang park 3. south solok regency 2009, 2011, 20162018 mount talang, twin lake (up and bottom) 4. padang pariaman regency 2012, 2018 golf field, anai valley, mount tandikek, nyarai waterfall, tiram beach 5. pariaman municipality 20102018 gondoriah beach 6. pasaman regency 20132018 equator monument, rimbo panti river 7. west pasaman regency 20132018 mount talamau, sasak beach 8. south pesisir regency 20122018 puncak langkisau hill, jembatan akar river, mandeh island beach, carocok beach 9. payakumbuh municipality 20112018 ngalau indah café, kelok 9 bridg, harau valley 10. solok regency 20092018 puncak gagoan hill, lake talang 11. solok municipality 20142018 city park, lake singkarak 12. tanah datar regency 20092018 baso pagaruyung palace, lake singkarak, anai valley 13. sawahlunto municipality 20092018 tourism park of kandi, lake tomosu 14. bukittinggi municipality 20092018 jam gadang (big clock), sianok valley 15. padang municipality 20142018 cultural park, 100 tingkek waterfall, lubuk minturun river, air manis beach, taplau padang 16. 50 koto regency 20112012, 20162018 harau valley, waterfall sarasah donat 17. dharmasraya regency 20152018 sport center, batang river 18. sijunjung regency 20142018 silokek pasir putih, pancasila building, tourism village, kuantan river source: survey data processed, 2018 table 3 shows that stakeholders in west sumatera have since the beginning designed that the tds held annually passed through all those leading tourism attractions for the development of sustainable tourism in the region. since held for the first time in 2009, the tds events have consistently offered a mix of sports and tourism, especially road bicycle race and tourism attractions spreading throughout the regencies/municipalities in west sumatera. in 2018, teams from various countries with professional racers who have competed in various international events participated. tds has e-journal of tourism vol.7. no.1. (2020): 55-72 http://ojs.unud.ac.id/index.php/eot 67 e-issn: 2407-392x. p-issn: 2541-0857 been an attractive sports tourism activity for racers and their officials who deliberately come and compete. their purpose was not only to train their abilities, compete and win prizes, but also enjoy the natural and cultural beauty in west sumatera. the start and finish locations with unique tourism attractions become one of the goals of racers and their officials to come back in the future. the goal of tds events is to promote the potentials of tourism attractions by persuading the arrival of people to watch the road bicycle race in various regions. the promotion through advertising on television was supported by beautiful natural and cultural scenery across west sumatera regions. an interesting phenomenon in the tds events held annually is stakeholder collaboration between the ministry of tourism and both national and international television stations to promote what, where, when, why, and how the tds events are held. advertising in national media is a part of the ministry of tourism’s tasks, while advertising in local media is the responsibility of provincial and regency/municipality governments. for the communities in west sumatera, the promotion of tds events aimed to remind them about a big party (alek gadang) that will soon be held around their area. the availability of tourism infrastructure the willingness of regency/municipal governments to be the host for the tds events required a large amount of capital for roads, operational costs, and event management. this means that the availability of investment to build and maintain the adequate infrastructures for tds was the most important factor to determine whether or not the tds events could be held in each regency/municipality annually. if a regency/municipal government was unable to provide the investment or budget for the construction and improvement of infrastructure, the tds events would not be held in the regency/municipality itself. sport infrastructures required in the tds events were smooth roads, diverse transportation modes, and accommodation facilities with star ratings. investment in the development and maintenance of the infrastructures over years was strategic not only for the tds events held annually, but also to make the infrastructures the public goods for the development of sustainable tourism with high socio-economic values for local communities in the long run. from the beginning, central government through the ministry of tourism and local governments (at province and regency/municipality level) have e-journal of tourism vol.7. no.1. (2020): 55-72 http://ojs.unud.ac.id/index.php/eot 68 e-issn: 2407-392x. p-issn: 2541-0857 supported the development and maintenance of roads, transportation modes and accommodation facilities continually in line with the tds events held annually. infrastructure development was intended to support the tds events for sustainable tourism in west sumatera. central and local governments are aware that holding the tds events surely involves stakeholder collaboration to meet the requirements of smooth roads, diverse transportation modes, and accommodation facilities. thus, the infrastructures not only supported the tds events held annually for ten-year period since 2009 but could also provide communities with great socioeconomic benefits for the long run. transportation modes to support of the tds events held annually since 2009, the number and quality of transportation modes increased, i.e. inter-city inter-provincial buses, trains, taxi, and travel. after four successful tds events (2009-2013), the government of west sumatera province improved the mode of railway transportation, increased the number of departures to support the tds events, and to date has a railway connecting several regions, particularly padang-pariaman. the train transportation mode was developed again after pariaman municipality participated in the tds event. considering that the tds events promoted the leading tourism attractions in pariaman municipality, such as gondoriah beach, the municipal government increased the number and quality of transportation modes because the beach was used as the start and finish locations for the tds events. the station in pariaman municipality was located in the tourism areas of gondoriah beach, so that tourists can directly enjoy the nuance of beach after getting off the train. the government of west sumatera province also cooperated with pt. kai to provide a mass transportation, and trains were also ever used by tds racer teams as transportation from padang panjang to sawahlunto. the racers not only did mobility but enjoyed the beautiful natural scenery of west sumatera. the increasing number and quality of railway supported the tds events sustainably as sports tourism ones in the following years. the availability of transportation modes has increasingly supported the tds events in west sumatera. number and quality of railway transportation modes increased over years, so did the trends of train passenger. the increase was directly proportional to the revenue from ticket sales. passengers were from the sibinuang train, padang-pariaman, that has operated dailiy as well as the dang tuangku tourism train that has operated on saturday, sunday, and national holidays. e-journal of tourism vol.7. no.1. (2020): 55-72 http://ojs.unud.ac.id/index.php/eot 69 e-issn: 2407-392x. p-issn: 2541-0857 in early 2016, the government of west sumatera province established a partnership with pt. kai to revive the railway that connects some regencies/municipalities. in addition, other transportation mode such as trans-padang bus was also available for the tds events held annually in west sumatera province for ten-year period (2009-2018). it was operated by the sub-department of transportation since 2014 to provide people with a proper transportation in padang city. the promotion as tourism city has been the program of the sub-department of tourism to support the development of tourism, being supported by the subdepartment of transportation and of public works in accordance with the focus determined by heads of local governments. several types of public transportation were available in west sumatera i.e. inter-city inter-province bus, inter-city in province bus, rental/travel cars, taxis, tourism vehicles, and connecting transportation. each transportation mode has its trends and supports the tds held annually. accommodation facilities since the first tds event in 2009, there has been a growth in accommodation facilities in various regions. the successful tds events encouraged stakeholders in the regencies/municipalities traversed by the tds racers to increase the number of adequate accommodations, especially star hotels in padang city and bukittinggi city. the increasing number of accommodation facilities can be seen from the increased number of hotel rooms in west sumatera by 4,726 units in 2008 and increased by 58.66% to 8,056 units in 2015 (bps, 2016). it is very reasonable because accommodation is an important part of the tds events, considering that most racer teams (racers and officials), uci members, and invited guests tend to act as tourists who come from outside the area and they really need adequate accommodation facilities as part of their tourism activity. each regency/municipal government in west sumatera improved the accommodation facilities for the development of sustainable tourism and the bargaining position as a reliable tourism destination also increased, especially if the areas were the grand opening locations of tds events. each of the regions competed along with the tds events to open new investment opportunities for new accommodation facilities. the cities such as padang and bukittinggi have accommodation facilities with adequate quantity and quality to support the tds events held annually. such accommodation facilities are needed e-journal of tourism vol.7. no.1. (2020): 55-72 http://ojs.unud.ac.id/index.php/eot 70 e-issn: 2407-392x. p-issn: 2541-0857 because the tds events moved from one location to another, every mobility goes hundreds to thousands of kilometers, and not all participants could return to the starting point. both the committee and participants who did not return to the starting point stayed at the finish location. this led to the development of five-star hotel accommodation facilities, especially in cities such as padang and bukittinggi. padang city was the grand finish location in the tds events because it was able to provide five-star hotels with adequate quality for international tourists. to support the tds events, tanah datar regency, for example, also built a 4-star accommodation facility. in addition, 4-star hotel was built in batusangkar to support the tds events and tourism in general. the tds events were also supported by the increased investment in hotel development, at least 4-star in other regencies/municipalities, such as in the anai valley, padang pariaman regency, as a form of cooperation between regency government and the private sector. conclusions and suggestions the tds events have been successfully held for ten-year period (2009-2018) in west sumatera. destination management for tds was influenced by stakeholder collaboration between central, provincial, and regency/municipal governments in west sumatera. the stakeholder collaboration in the tds events could be seen from event coordination, contribution, and tourism development and promotion. such coordination as a part of destination management and marketing has led to a harmonious cooperation in the development and improvement of infrastructures, i.e. roads, transportation modes, and accomodation facilities with increasing quantity and quality in an integrated manner for the development of sustainable tourism along the tds events held annually for ten-year period (20092018). in the availability of increasingly adequate infrastructures, racer team and its officials as international sport tourists in the tds events could enjoy the traveling on the increasingly even and smooth roads with high level of comfort and safety to destination. they could also easily access diverse transportation modes, such as trains, trans-west sumatera buses, rental/travel cars, tourism buses, connecting vehicles and quality cargo taxis. provincial, regency, municipal and city governments should build a proper destination manegement and collaboration through coordination among the relevant stakeholders in the provision of shared budgets, event coordination, development e-journal of tourism vol.7. no.1. 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(2018): 112-121 http://ojs.unud.ac.id/index.php/eot 112 e-issn: 2407-392x. p-issn: 2541-0857 developing syariah tourism in aceh: potencies and challenges heriani 1 , m. baiquni 2 , djoko wijono 2 , and yulia a. widyaningsih 2 1 doctoral student of tourism studies, gadjah mada university, indonesia 2 lecturers of tourism studies, gadjah mada university, indonesia corresponding author: heriani@mail.ugm.ac.id article info received 27 august 2018 accepted 17 september 2018 available online 24 september 2018 abstract syariah tourism is growing rapidly due to the high expenditure of the global muslim market for the tourism sector which leads to the lifestyle and the typical needs of muslims to be a very important thing to be presented in every tourism service. aceh as one of the provinces in indonesia which is known by the implementation of sharia‟ is one of the priority areas of syariah tourism development. however, what and how the halal tourism is is not widely known yet, so that some potencies and resources of halal tourism in aceh, especially banda aceh has not been well developed. this study aims to determine the public perception about syariah tourism as well as to know what are the potencies and challenges in the development of syariah tourism in aceh. this research uses the qualitative method with interview and observation. the results show that syariah tourism is not only understood as a great opportunity for aceh tourism, but it is also an obligation in islam and the culture of acehnese, so it must be implemented in every tourism development in aceh. potencies of syariah tourism in aceh is the cultural values of society that is based on islamic values, aceh islamic heritage with religiosity atmosphere, and then tsunami heritage that presents spiritual value to tourists. however, these potencies are also challenging because the belief and stigma that aceh is majority of islam, so that all things are 100% halal, so as in terms of hygiene, and service at tourist attractions are still needserious attention keywords: syariah tourism, aceh, perception, potencies, challenges introduction background syariah tourism is a new tourism concept developing in the world nowadays. this development is driven by the increasing number of muslem population which continue to develop every year. in 2010 moslem population was 1,6 bilion of the 5,3 bilion people in the world (23,4% of the total population in the world) and is estimated by 2020 to be 1.9 billion from 5.8 billion of the world's population or about 24.9% of the total population in the world (pew forum on religion & public life, 2009). the large muslim population of the world directly affects the tourism world. this is evidenced by the growing amount of muslim tourist spending that continues to increase over time e-journal of tourism vol.5. no.2. (2018): 112-121 http://ojs.unud.ac.id/index.php/eot 113 e-issn: 2407-392x. p-issn: 2541-0857 source: crescenting & dinar standard (2012). figure 1. the growth of tourist spending in the world. figure 1. shows the growth of muslim tourist spending is higher than the other tourists spending in the world. it shows directly that muslim tourists are a very important market to be targeted in the tourism industry. some countries begin to develop tourism that accommodates all the muslims needs and habits. these countries are thailand, australia, europe and japan, while the majority muslim countries are malaysia and turkey (sucipto and andayani, 2014). based on the unwto (united nations world tourism organization) survey of 2013, turkey and malaysia are ranked 6th and 10th of all the countries most visited by tourists in the world. according to sofyan (2012), those two countries can be ranked 6 and 10 for applying syariah tourism in their country. malaysia is seriously working on this tourism sector by establishing a special directorate dealing with islamic tourism under the name of the islamic tourist center (itc) established in 2009 with the main task of promoting malaysian tourism to islamic countries and the world islamic community (sucipto and andayani, 2014) . seeing the successful tourism segment promoted by the malaysia government with islamic tourism term, indonesia under the coordination of the ministry of tourism and creative economy of the republic of indonesia also began to develop this tourism. indonesia has launched this tourism in 2012 under the name of syariah tourism and inaugurated by the president of indonesia on october 30, 2013 at the jakarta international expo (jiexpo) kemayoran, central jakarta (kemenparekraf, 2013). then changed and finally agreed with the name of halal tourism. by 2015, the tourism ministry has set 3 areas as the focus of syariah tourism destinations development. the three areas are aceh, west sumatera and west nusa tenggara (yuanita, 2015). of these three regions, aceh is the most distinct area of other regions. this is because aceh is the only province in indonesia to apply sharia law officially based on law no. 44 of 1999 concerning the implementation of aceh province special feature concerning the implementation of islamic s. such privileges give aceh the widest possible opportunity to implement shariah islam in a kaffah manner, so that it can be interpreted that the whole aspect of community life in aceh is regulated based on islamic values, not least in the tourism sector. it is proven from the rippda (renacana induk pengembangan pariwisata daerah) 1 of aceh province in 2007 which states that shariah islam as tourism potential and the society preparation in tourism development. the implementation of the rippda is seen from the islamic tourism promotion conducted by the local government in aceh and the efforts on field implementation conducted by wh (wilayatul hisbah) or sharia police in enforcing islamic sharia by doing a fashion raid to cover the aurat for the visitors especially those who go to the tourism area. aceh is known for its islam, in this case islamic sharia, so it is interesting to know how the public perception about halal tourism currently developed, such as how do they 1 rippda: the master plan of regional tourism development e-journal of tourism vol.5. no.2. (2018): 112-121 http://ojs.unud.ac.id/index.php/eot 114 e-issn: 2407-392x. p-issn: 2541-0857 understand about the halal tourism, what halal tourism potential owned by banda aceh, and what challenges appear in its development. therefore, this study aims to analyze the public perception of halal tourism concept, the potential of halal tourism in aceh, and the challenges of developing halal tourism in aceh. literature review islamic tourism after the tragedy of september 11th, 2001, islam was identified as terrorists so the worldview of islam was very bad. it directly affects the tourism sector of muslim countries, because of the negative stigma about islam, tourists become frightened, even canceling their visit to islamic countries. this fact encourages the idea to slowly eliminate negative stigma about islam so that tourists will visit islamic countries again, shakiry (2006) gave the name "islamic tourism" (alhamarneh and steiner, 2004). according to shakiry (2006), the concept of islamic tourism is not only limited to religious tourism, but extends to all other forms of tourism, as long as it does not contrary with islamic values. according to him, islamic tourism also has the essence that supports the ethics code of world tourism, which respects the values of humanity and local values of local communities, nurturing nature and environment, and encourage the solidarity and economic development of local communities. operators and travel agents around the world are quick to grasp the opportunity of the emergence of islamic tourism, as evidenced by online tourism advertising where they have started incorporating elements of islam on their website, such as prayer times, halal food suppliers list, and tips on islamic travel to attract and provide information for muslim travelers (hashim, murphy and hashim, 2007). although growing rapidly, there is no definitive definition of what is meant by according to abdullah (2012), henderson (2010), kamarudin & ismail (2012), islamic tourism until now, some terms such as halal tourism, muslim tourism is also still often used, so the concept is still ambiguous . some definitions of islamic tourism from various perspectives and opinions, among others: dogan (2011) defines islamic tourism is limited to tourism activities by muslims in destinations for relaxation and entertainment purposes in tourist places that apply the principles of islam, especially on the beach. henderson (2010) also argued that islamic tourism is a tourism done mainly by muslims, although it can include non-muslim people who are motivated to travel in an islamic way. islamic tourism center (itc) malaysia also has its own definition of islamic tourism, an interesting travel-related activity to explore the history, art, culture and heritage of islamic history or experience the islamic way of life, in accordance with islamic beliefs. then bhuiyan (2011), argued that islamic tourism is a journey with still doing religious duty and respecting the values of islam. duman (2011) further revealed that the definitions of islamic tourism are first, the perpetrators of tourism is a muslim. secondly, its tourism destination is in the nuanced islamic or islamic state. thirdly, the dimension of tourism activity concerns on economy, culture, and religion. fourth, the products offered (accommodation, travel, food and beverage facilities), as well as product management services (related to marketing and ethics). a more complete definition proposed by hassan (2004), islamic tourism according to him is a new dimension of ethics in the tourism field. it means that the values of morality are upheld. this tourism has a principle to respect the local beliefs and traditions, and care of the environment, e-journal of tourism vol.5. no.2. (2018): 112-121 http://ojs.unud.ac.id/index.php/eot 115 e-issn: 2407-392x. p-issn: 2541-0857 bringing back values, ethics and morality amidst a culture of rampant consumerism and fostering understanding and dialogue between different countries, cultures and civilizations to find out the backgrounds from different communities and relics. according to chookaew et al. (2015), there are factors of this tourism measurement standard in terms of administration and management, they are: a) the tourists service should be in accordance with the muslim principle as a whole b) the guides and staff must be discipline and respect the principles of islam c) organize all activities according to islamic principles d) buildings must be in accordance with the principles of islam e) restaurant should follow international halal service standards f) the transportation service must have a security protection system g) there is a mosque for muslim tourists traveling to places that are in accordance with islamic principles. from syariah/islamic tourism characteristics described by chookaew et al. (2015). based on alim et al. (2015), there are four important aspects that must be considered to support the tourism, among them are: i. location: implementation of islamic system in tourism area. the tourism location selected is the allowed islamic rule and can enhance the spiritual values of tourists. ii. transportation: implementation of the system, such as the separation of seats between men and women who are not mahram so that islamic law is still applied and make the tourists feel comfortable. iii. consumption: islam is very concerned about the halal aspect of consumption; it is mentioned in q.sal-maidah verse 3. the halal aspect here is either from its nature, its acquisition and its processing. in addition, a study shows that food plays a central role in choosing a tourist destination. iv. accommodation/hotel: all work processes and facilities provided run in accordance with the principles of sharia. according to rosenberg , the services here are not limited to food and beverage scope, but also in the facilities provided such as spa, gym, swimming pool, living room and functional for men and women should be separated. research method this research uses qualitative method by collecting data through interview and observation. observations were made by observing and recording the situation and conditions of several tourist sites, transportation, several eating places and hotels in banda aceh. then the determination of informants interviewed through purposive sampling. interviews were conducted with various levels of society, from government, religious leaders, tourists and tourism businesses. the data analysis used is qualitative descriptive. the type of data required in this study is divided into two, primary and secondary data. primary data will be obtained through observation and interview. secondary data is obtained from documentation of text, images, or audiovisual recordings to reinforce and enrich the primary data. results and discussion public perception about syariah tourism syariah tourism in banda aceh was officially inaugurated in 2016 by the ministry of tourism of the republic of indonesia after several years previously known with the term of sharia tourism. there are various community views on halal tourism; among e-journal of tourism vol.5. no.2. (2018): 112-121 http://ojs.unud.ac.id/index.php/eot 116 e-issn: 2407-392x. p-issn: 2541-0857 them is the view that halal tourism is an opportunity for banda aceh's potentials. as proposed by km 2 , a tour guide in banda aceh and im 3 , one of the managers of baiturrahman mosque banda aceh: “syariah tourism introduces to the world that our products are halal and hygiene.aceh also has the courtesy and hospitality, we are welcome to anybody who come to aceh.we show that aceh is not inclusive and aceh people is not narrow minded”. (km) “in my opinion, syariah tourism is how the parties, in this case is tourism department can explain to the community how to create .. what .. products in more specific terms, for example, food, how we display halal food products, it not just food, but from all sides of life “.(im) km and im see that syariah tourism is a great opportunity for banda aceh which has a lot of tourism potential. therefore, efforts and cooperation of all parties to develop and package these potentials is very important to do. then mu, a leader of the tourism studies program at a private university in banda aceh also revealed that the halal tourism is a good start for banda aceh to improve the tourism sector, but it must not violate the rules of god that created us. this is as stated by abd, one of the dayah scholars (heriani et al., 2018). abd understands halal tourism as islamic tourism. “alhamdulillah with the program from the government for islamic tourism means that there are overseasguests who may be visiting our place, alhamdulillah because then we will be 2 use of initials to preserve the privacy of informants famous inother countries. well it's our hope hopefully the guests who come from other countries also obey the rules of islamic religion. mu and abd argued that syariah tourism will be a great opportunity for the development of banda aceh tourism, it also provides hope for the sustainability and preservation of the religious and cultural values of aceh people through tourism”. (abd) jm, an informant who is a scholar has another opinion: “if i read the reference they also have islamic tourism not halal tourism, just where halal is placed ... halal hotel ... halal food. the food must be stamped as halal food, halal stamped hotel... outside aceh, spa should be stamped as halal spa. in aceh, spa is not for the men ... spa is only for women .. it is guaranteed that the service will be done by real women, so ... because in aceh ther is no spa for men ... maybe there is also ... the masseur ... there are ... masseur by blind people for example .. so we can say that there is spa for men .. .. .. so i guess ... how to say .. aceh is islam”. (jm) jm is more likely to agree with the term islamic tourism or syariah tourism, because the reference of halal tourism used by the ministry of tourism is islamic tourism and aceh is known as islamic area with halal things. according to him, halal tourism emphasis is only on the appearance of a halal logo or stamp, where everything should be given a halal logo. e-journal of tourism vol.5. no.2. (2018): 112-121 http://ojs.unud.ac.id/index.php/eot 117 e-issn: 2407-392x. p-issn: 2541-0857 furthermore, mpb, a chairman of the consultative assembly of ulama stated that: “halal tours, religious sourced tours. tourists, facilities provided, guides, the food provided is all sharia. that is what the religion hopes for, so if this is prepared by the government, it is the society‟s hope that it is the descend of gods, what allah wants are halal things, if we get something halal, we get allah bless, hence since the beginning, halal tour conducted by us are all oriented to religion”. (mpb) the opinion above suggests that syariah tourism is a tourism based on religious values so that it is understood as an obligation that must be applied in every development of aceh tourism, especially banda aceh, because the implementation of syariahl tourism is a form of obedience to religious orders. based on the description of interview data above, it can be concluded that three main perception about syariah tourism in aceh are: source: developed from research (2016) the potencies of syariah tourism of banda aceh city location banda aceh city is an old city that has many tourist destinations, and most of them are places of worship, historical relics and relics of tsunami disaster that has spiritual values that is an attraction for tourists. as a region with islamic shari'ah privileges, banda aceh implement the islamic system in all locations, including tourism areas, such as the appeal of the use of modest clothing, alcoholic beverages and nightclubs are banned. here are some tourist destinations in banda aceh: tabel 1. banda aceh tourism destination historical, cultural and religious tourism tsunami tour culinary tour natural tourism 1. raya baiturrah man mosque 2. blang padang, aceh thanks the world 3. ri-001 seulawah aircraft monumen t 4. kerkhof cemetery 5. aceh museum and lonceng cakra donya 6. bugis kings and sultan iskandar muda cemetery 7. syiah kuala cemetery 8. gunonga n 9. putro phang and pinto khop garden 10. gampong pande 1. tsunami museum 2. boat on a house 3. kuburan massal korban tsunami 4. pltu apung 5. baiturrahi m ulee lheue mosque 6. rahmatul lah lampu‟u k mosque 1. coffee shop 2. sceh typical culinary restaura nt 1. ceureu men ulee lheue beach 2. lampu‟ uk beach 3. alue naga beach source: developed from research (2016). transportation transportation to banda aceh city consists of air transportation that is aircraft and land transportation like buses and travel cars, while transportation commonly used by society and tourists in banda aceh city are motor rickshaws and typical aceh vehicles (already very rare) namely the labi-labi in the form of an old chevrolet car. based on transportation characteristics in halal tourism a great opportunity for banda aceh an obligation that must be applied save aceh's local wisdom e-journal of tourism vol.5. no.2. (2018): 112-121 http://ojs.unud.ac.id/index.php/eot 118 e-issn: 2407-392x. p-issn: 2541-0857 proposed by chookaew et al. (2015), transportation in aceh has not yet reached the application of a separation system of seats between non-mahram men and women. however, the habit of praying before the vehicle departs is a common habit, for example in buses such as gambardi below which shows a bus conductor leading a safety prayer in front of the passengers. source: ducumented from this research (2016). figure 2. bus conductor is leading prayer before departing. in addition to the habit of praying together in the vehicle, the bus drivers also stopped to do prayers when praying time arrives. in addition there is an appeal from the relevant agencies to bus drivers and other public transport to stop when the call to prayer and stop at the nearest mosque or musholah to give the passengers time to perform the prayers on time, even on the way. source: intsagram buslovers community aceh. figure 3. appeal to vehicles on prayers time. consumption aceh culinary is famous for its rich flavor of spices and has always been one of the favorite tourists. enjoying aceh coffee in banda aceh city is an agenda that is not usually missed when visiting the city with the nickname thousand coffee shops country. according to the data from the tourism office of banda aceh city in 2016, there are various types of culinary services business in banda aceh city, most of which are restaurants, cafes, coffee shops and several restaurants with a total of 575 units operating in banda aceh city. the large number gives many choices to tourists to enjoy aceh typical culinary. aceh is known as the islamic region with the nickname serambi mecca, it explains that all the culinaryoffered in aceh are halal. as stated by the rz, an official of the sharia islam office: “all culinary places opened to the public here are generally halal”. the belief of halal food in banda aceh was also put forward by bm, a muslim tourist. he said: “i'm sure all food sereved here are halal because i know what aceh is, because in aceh as we know 90% of the society are moslem, we do not need to be afraid”. the tourists believe that all food and beverages in aceh is definitely halal. therefore, without any halal label, he is convinced that the food served is 100% containing no banned elements in islam, such as porks, alcohol, blood and wild animals. accomodation/hotel the number of accommodations in kota banda aceh is 54, consisting of star hotels, melati class and guesthouse. e-journal of tourism vol.5. no.2. (2018): 112-121 http://ojs.unud.ac.id/index.php/eot 119 e-issn: 2407-392x. p-issn: 2541-0857 table 2. types of accommodation in banda aceh city source: processed from bps kota banda aceh (2016). all of accommodations above apply a guest screening system that brings the couple whether they are a married couple or not. if they cannot show the evidence, whether in the form of an id card, marriage certificate or wedding photo, they are directed to choose a different room or are not even welcome at the hotel. as told by rm, a female tourist from malaysia about her experience at the hotel: “if at the receptionist i show, if so ... it might seem that man and woman show their wedding card, after that if they do not bring it, they can shoe theit family card or birth certificate, marriage certificate, it's so good to avoid immoral”.( rm) accommodations in banda aceh have not been labeled as halal hotels or sharia hotels, but the guarding of islamic values has long been applied. it is intended that the hotel avoid activities that are contrary to the teachings of islam and to remove the bad stigma of some people who think that the hotel is a place to do immoral activities. the challenges of syariah tourism development the main challenge in developing syariah tourism in banda aceh city is the willingness to do halal certification especially in the food and accommodation sectors. this is based on the aceh people mindset and business actors that aceh is islam, aceh is a shari'a country so that everything in aceh is believed to have been 100% halal. the assumption is as proposed by one of the informants (jm): “i can say that aceh is islam, almost 100% of the society is islam, because of that it‟s difficult to see non-halal things.. it‟s definitely all halal.. so halal should not be our target” jm also states that : “eventhough not triggered as syariah/halal tourism, aceh is already halal”. in terms of halal products except nonmuslims, they eat pork, chinese people eat pork. the beliefs that all aspects in aceh are halal, especially banda aceh is reasonable due to the strong identity and the islam historical aspect of aceh. but it should be the encouragement for all parties to prove the belief by actually providing guarantees and keeping halal food in banda aceh. therefore, the socialization of understanding and checking on the halal of products, especially food, from elements, ingredients, processing up to the presentation needs to be done more actively to the culinary businessmen and the community. conclusion syariah tourism that takes into account the islamic values of location, transportation, consumption and accommodation is not only a great opportunity for aceh tourism, but a must in aceh tourism, especially banda aceh city because the historical and cultural background of aceh people is identical with islam as well as its implementation of shariah islam. cultural values of society based on islamic values is a great tourismpotential, such as daily life of aceh, relics of islamic history of aceh with the nuances of religiosity, as well as relics of the tsunami that presents the spiritual value to tourists . however, the understanding and stigma of stakeholders and the aceh people who believe that aceh is the majority of islam and all things are definitely halal no. hotel type total 1. 4 star hotel 1 2. 3 star hotel 6 3. 2 star hotel 1 4. 1 star hotel 3 5. melatihotel 28 6. other acomodations (guesthouse) 15 total 54 e-journal of tourism vol.5. no.2. (2018): 112-121 http://ojs.unud.ac.id/index.php/eot 120 e-issn: 2407-392x. p-issn: 2541-0857 becomes a major challenge in the development of halal tourism. therefore, socialization and education by all stakeholders regarding qanun number 8 of 2016 about halal product assurance system to build awareness of the importance of halal certainty of a product needs to be maximized to support the development of halal tourism. references abdullah, n. f. (2012) „understanding the halal need for islamic tourism” dimension of islamic tourism: issues & recommendation"‟. school of tourism, hospitality and environmental management, universiti utara malaysia. al-hamarneh, a. and steiner, c. (2004) „islamic tourism: rethinking the strategies of tourism development in the arab world after september 11, 2001‟, comparative studies of south asia, africa and the middle east. duke university press, 24(1), pp. 173–182. alim, h. t. et al. 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(2010) „sharia-compliant hotels‟, tourism and hospitality research. sage publications sage uk: london, england, 10(3), pp. 246–254. heriani, h. et al. (2018) „developing dayah as religious tourism destination in aceh‟, e-journal of tourism, 5(1), pp. 40–45. kamarudin, l. m. and ismail, h. n. (2012) „muslim tourists‟ typology in malaysia: perspectives and challenges‟. kemenparekraf (2013) indonesia bidik wisatawan muslim melalui pengembangan wisata syariah. available at: http://kemenpar.go.id/asp/detil.asp?c=1 6&id=2447. pew forum on religion & public life (2009) mapping the global muslim population. available at: http://www.pewforum.org/topics/restrict ions-on-religion/ (accessed: 28 december 2013). shakiry, a. s. (2006) islamic tourism, for whom?, islamic tourism magazine. issue 23 , may-june / 2006. available at: www.islamictourism.com. sofyan, r. (2012) „prospek bisnis pariwisata syariah‟, jakarta: republika. sucipto, h. and andayani, f. (2014) „wisata syariah. karakter, potensi, prospek & tantangannya‟. jakarta selatan: grafindo books media & wisata syariah consulting. e-journal of tourism vol.5. no.2. (2018): 112-121 http://ojs.unud.ac.id/index.php/eot 121 e-issn: 2407-392x. p-issn: 2541-0857 yuanita (2015) ini 3 provinsi di indonesia yang jadi destinasi wisata syariah. availableat:https://www.dream.co.id/jej ak/ini-3-provinsi-di-indonesia-yangjadi-destinasi-wisata-syariah150911w.html%0a. nyepi holiday package: e-journal of tourism vol.6. no.1. (2019): 52-64 http://ojs.unud.ac.id/index.php/eot 52 e-issn: 2407-392x. p-issn: 2541-0857 tour consumer analysis syllabus: events management curricula innovation in the field of tourism studies peni zulandari suroto and eka ardianto undergraduate event program, school of business and economics universitas prasetiya mulya corresponding author: peni.zulandari@pmbs.ac.id article info received 8 january 2019 accepted 07 february 2019 available online 18 march 2019 abstract currently, there is no undergraduate program majoring events management in indonesia. it is a challenge for creating the syllabus that complies with national and global uniformity and still has own characteristic. the strengths of events management body of knowledge (embok) are the „management, administration and operations‟ sides, which applied by many universities‟ curricula. adding syllabi focusing on „consumptions‟ sides of the tour consumer (or audience in events) is relevant in the tourism studies since it is strongly connected with culture and performing arts. the aim of this paper is describing the process of innovating the “tour consumer analysis” syllabus in undergraduate events program (s1 event) under tourism study at universitas prasetiya mulya – indonesia by applying scamper technique and continued with putting it all together into 16 sessions of the course. the syllabus was implemented in one semester to 32 students. three kinds of evaluation and feedback were designed. the students presented brilliant event ideas and audiences journey. this showed that with this syllabus, learning objectives are achieved. second, students upload their feedback about their understanding of the topic. lastly, in the next semester, students implemented some concepts on their theatrical performance and art by focusing on the tour consumer, students have the ability to create events that can make them re-visit or stay longer in the same destination to give a bigger impact on society. further research to conduct integration with other courses is necessary. keywords: events management, syllabus innovation, scamper, tourism curricula. e-journal of tourism vol.6. no.1. (2019): 52-64 http://ojs.unud.ac.id/index.php/eot 53 e-issn: 2407-392x. p-issn: 2541-0857 introduction background the government of indonesia, through the ministry of tourism, has the vision to make indonesia a world tourism destination, with a target for 2019 to have the tourism sector contribute 15% to the gdp and provide a foreign exchange of idr 280 trillion. in an effort to achieve the target, the government made every effort in the form of making portfolio products. the government includes events (mice & events tourism and sports tourism) into the „man-made‟ category, where the current percentage of contribution is still low at 5% (thaib, 2016). many things are done by the government to improve the tourism field, one of which is collaborating with universities that have tourism study programs. this cooperation is providing quality resources that can meet the growing market needs. therefore, the role of the university is crucial as a contributor to the success of the government program. along with industry maturity, the role of higher education in providing newcomers with certain skills is important to ensure the success of both event professionals and the event industry as a whole (arcodia & robb, 2000). in order to provide it, the university must have strong curricula and syllabus. universitas prasetiya mulya – indonesia, is the first university in indonesia that provides a degree program in events management. started offering the program in 2015, the management as well as the faculties should develop curricula and syllabus from scratch to comply with government rules and shows their own uniqueness. nelson & goldbatt (1996) studied the international council for hospitality, restaurant, and institutional education. they found at least 30–40 higher education institutions that organized programs related to events management. polivka (2004) also recorded that at least 200 higher education institutions in the entire world offer the program, some of which expand to a post-graduate degree (silvers, et al., 2006). this also indicates that it is appropriate for higher education in indonesia to pay more attention to the development of the curriculum of the event management program. some literature shows that education and curricula in universities are still growing (chawla, 2015; harris & jago, 2000; zehrer, et al., 2007), however, particularly, in asia the degree programs that offer event management are still limited (jones, 2010). there are macro and micropressures in deciding and building the curriculum in the context of tourism e-journal of tourism vol.6. no.1. (2019): 52-64 http://ojs.unud.ac.id/index.php/eot 54 e-issn: 2407-392x. p-issn: 2541-0857 management education, hospitality, and events (dredge, et al., 2013). at the macro level, there are demands for uniformity of curriculum and pedagogy, while at the micro level it is demanded that each college should feature its own characteristics. as a way to 'uniform' the curriculum at the macro level, they are also trying to find uniqueness at the micro level. objectives of the study the aim of this paper is describing the process of innovating the “tour consumer analysis” syllabus in undergraduate events program (s1 event) under tourism studies at universitas prasetiya mulya – indonesia. the facts that events, performing arts and audience are three things that are almost impossible to separate. in addition, since the embok is not suitable for analyzing the tour consumer, it is important to have at least one syllabi that emphasize tour consumer in order to make them stay longer for another experiences or re-visit to give bigger impact to society. secondly, this paper aims to show that scamper techniques can be applied by universities in designing their syllabus. literature review indonesia government release the rules about the education standard in higher education. however, this paper is not describing how the syllabi comply with the national standard. it is more focusing on what contents should be given to students to achieve the learning objectives and yet create uniqueness compared to other universities. three key components for successful learning plan are (1) objectives for student learning, (2) teaching/learning activities, (3) strategies to check student understanding (milkova, 2017). the selection of content is one of element for a course designer to work through to develop a subject (taba, 1962). once the ‟tour consumer‟ attending the events, they become an audience. it is important for students in events management program have an understanding that the audience‟s experience is the key of a successful event. unesco creative cities network definition of creative tourism underlying the engagement, authenticity, experience and participative learning (unesco creative cities network, 2006). active participation also mentioned by richards and raymond (2000). the authenticity can be lies on the cultures. e-journal of tourism vol.6. no.1. (2019): 52-64 http://ojs.unud.ac.id/index.php/eot 55 e-issn: 2407-392x. p-issn: 2541-0857 indonesia is a country with an abundance of cultural ethnic groups. central bureau of statistics in 2010 recorded more than 1,300 ethnic groups in indonesia that grouped into 63 generic ethnic groups. the diversity of these tribes will bring cultural events that could potentially to design as tourism destinations. jago and shaw (1998) suggested that to design a special event, an event designer should involve an audience analysis from a tourism perspective. not only achieving a large number of audiences, tara-lunga (2012) pointed out that jago and shaw‟s (1998) suggestion was that the audience should be examined in „the quality matters‟, in which that manager should concentrate on how he or she can design attractive events. quality index helps organizer to measure the performing arts audience experience (radbourne, et al., 2009). it necessarily needs a multidisciplinary approach to get the best event design. additionally, tourism is a multidisciplinary study that uses other fields such as psychology, sociology, anthropology, geography, and economics (singh & bhatia, 2013). the attractiveness of an event is divided into two categories: natural attractions and human-made attractions (swarbrooke, 2002). a special event is categorized into human-made attractions, where the cultural issue is an essential matter (getz, 2005, in tara lunga, 2012). moreover, getz argued that special events are opportunities for a leisure social or cultural experience outside the normal range of choices or beyond everyday experience. a cultural event should be managed by two elements: presenting and interpretation (roche, 2000). ritual, drama, theater, festival, carnival, and performance are examples of interpretation. performance studies explain that although the word 'performance' is synonymous with performing arts, words like 'play', 'role', and 'show' are not only about performing arts because all human activities are actually based on theatrical dimensions. therefore, any event, even just an action or human behavior, can be studied as a performance. that is why, events, performing arts, and audiences are three things that are almost impossible to separate. the performers unite with the audience at a certain time in a certain place to share experiences (thompson & jaque, 2017). the performances of arts perceived by unesco are broad, including vocals and instrumental music, dance, theatrical performances, pantomime, and more. moreover, all cultural expressions that reflect creativity can be said to be performing arts, even under certain e-journal of tourism vol.6. no.1. (2019): 52-64 http://ojs.unud.ac.id/index.php/eot 56 e-issn: 2407-392x. p-issn: 2541-0857 conditions, as well as other intangible cultural heritage. this cultural expression is also often sought after by cultural tourists. dolnicar (2002) divided tourists, based on their participation, into nine types: (1) standard culture tour participant, (2) super active culture freak, (3) inactive cultural tourist, (4) organized excursion explorers, (5) event-focused, (6) individual culture explorer, (7) super lean culture tour participant, (8) theater musical and opera lovers, and (9) organized culture tourists. the performing arts are rich in roles closely related to dramaturgy the theory introduced by erving goffman (1978) in his book the presentation of self in everyday life. goffman described the equations of daily social interaction with theater performances. individuals can be seen as performers, viewers, and outsiders in a similar 'stage'. goffman also described impression management, where a script can be played to give the desired impression. a front stage concept is a place for actors to play their part and interact with the audience, and the backstage concept is where private places can be enjoyed by actors because they can be themselves, untouched by the audience. drama and theatrical performances have existed since the 5th century bc in athens when the dionysius festival, a festival with the goal of giving a goat to the god of wine, was held. several dramas of tragedy and satire were performed during the festival days. the location of this festival is called the theater of dionysisus eleuthereus and can accommodate approximately 1,700 people. the structure of the theater shows the influence of the roman empire. there is the orchestra, where actors perform their roles by dancing and singing in the front stage, is associated with goffman dramaturgy. theatron is where the audience sits enjoying the show and interacting with the actor. skene is a back stage building that can serve as a backstage setting with the pillars of the palace or other decorations. this section can be used as the entrance from backstage to the front stage. parodos is the side of the stage and can be used by actors as the entrance and exit to the stage, but can also be used by the audience before or after the show. an illustration of this structure can be seen in figure 1. figure 1. dramaturgy in greek theatre performance has many roles: (1) to entertain, (2) to make something that is beautiful, (3) to mark or change identity, e-journal of tourism vol.6. no.1. (2019): 52-64 http://ojs.unud.ac.id/index.php/eot 57 e-issn: 2407-392x. p-issn: 2541-0857 (4) to make or foster community, (5) to heal, (6) to teach, persuade, or convince, and (7) to deal with the sacred and/or the demonic (schechner, 2013). those roles relate to audience motives to attend a performing art. currently, the audience is no longer passive as before. engagement of the audience is even demonstrated long before the show is held or in the 'build-up' and 'intense preparation' phases. there are also audiences that show more involvement in the phases of 'postprocessing' and 'impact echo' (brown & ratzkin, 2011). brown studied dance performances, drama/theater, and classical music to see the engagement of the audience at the time of the show selection. there are six types of audiences: (1) readers, (2) critical reviews, (3) casual talkers, (4) technology-based processors, (5) insight seekers, and (6) active learners. furthermore, they examined the characteristics and dimensions of the audience in their involvement in the show. their study intended to provide direction for artists and managers to design programs that match the typology of the audience. the dimension is social vs. solitary, active vs. passive, peer-based vs. expert-led, and community vs. audience. those dimensions relate to goffman‟s dramaturgy that the cultural tourist who comes to performance becomes an audience. moreover, after the performance, he or she could turn into an actor. in the passive-active spectrum, the range of audience engagement from the passive 'just' sitting to hear and see the very active ones so that they can perform together (jamming) with the viewer (for example in a music concert). audiences can contemplate a painting without reading the description of painting at all until the audience is involved in the interactive game of an installation. other types, such as casual talkers and technology-based processors, the audiences can become actors when they return to the public sphere to tell stories, and give opinions or criticism, either face-to-face with colleagues or relatives or through social media. based on those phenomena, the authors modified fig. 1 into figure 2. figure 2. the role of audience in dramaturgy in the context of tourism, tourists in the eventare considered as an audience where she or he can act as an actor. this is because the performing arts become key in an event, so it is not an event if there are e-journal of tourism vol.6. no.1. (2019): 52-64 http://ojs.unud.ac.id/index.php/eot 58 e-issn: 2407-392x. p-issn: 2541-0857 no performing arts. through the performing arts, the audience can be 'cured'. the use of the word "analysis" in the naming of subjects is aimed at understanding the audience deeper. in the end, in achieving the goal of glory, the students were able to design an audience journey from the results of the simple research they did. method the first step of this research was benchmarking and analyzing curricula and syllabus from other universities who have an events management degree program and also event management body of knowledge to see the strengths and weaknesses. after the learning goals were set, the next step was designing the content of the course by applying scamper. the syllabi were implemented in 2016 to 32 students in the 3rd semester of events management under tourism program study in universitas prasetiya mulya, indonesia by giving lectures, conducts discussion, written quiz, and examination, idea presentation, inviting guest lectures. lastly, evaluation from the syllabi design was seen from student‟s works and inputs. results and discussion twelve event management undergraduate program curricula and clustering in embok have been reviewed, it can be concluded that all of the universities emphasize administration and operations in their curricula. only two universities have geography, and psychology approach. moreover, none of them state “audience” as a title of the course. from this point, there is still no universal agreement about what should be or not in events management curricula. in addition, mice (meetings, incentives, conferences and exhibitions) program study forum in indonesia, was focusing on competencies standard of vocational graduates. as the audience is not discussed in embok‟s domains, processes, core values, and phases, the course syllabus must be designed creatively from scratch. to achieve that, a systematic technique is needed. scamper developed by eberle (1996) is a procedural program that helps the development of creative thinking through the imagination, using the method of divergent thinking. scamper has been applied for a different field. hussain & carignan (2016) using scamper to help the fourth graders to generate creative ideas. while (mijares & masten, 1993) applied on creative thinking of e-journal of tourism vol.6. no.1. (2019): 52-64 http://ojs.unud.ac.id/index.php/eot 59 e-issn: 2407-392x. p-issn: 2541-0857 intellectually gifted students. scamper is a unique technique used to design an innovative product because it engages the user to think divergently (ozyaprak, 2015). tabby (2011) shared his slides how scamper can apply to toyota iq, the world‟s smallest 4-seat car. the analogy of applying scamper on the car is used to elaborate it on the syllabus as showed in table 1. table 1. scamper application on syllabi scamp er element descript ion analogy on car applied on syllabi substitute think about replacin g it with somethi ng else substitut e steel with carbon fiber, create a lighter car substitute management perspective with an anthropologica l perspective (matthew, 2008). bowdin et al., (2001, in tara-lunga, 2012) argued that the anthropologica l approach should be involved in special events, such as rituals, offerings, performances, or celebrations combine combin e some things to create somethi ng new combine moveme nt and emotion, create a fresh and contemp orary design combine an anthropologica l perspective with a philosophical perspective. both perspectives are known as the human being analysis approach. the philosophy of human nature could be categorized into five studies: metaphysics, epistemology, logic, aesthetics, and ethics (landauer & rowlands, 2001) adapt make an adjustme nt to suit a purpose or conditio n adjust the fuel tank capacity, put it under the front seat, create space and enough adjust the syllabus into the indonesian tourism context. exposing indonesian folklore as an intangible cultural heritage. (international e-journal of tourism vol.6. no.1. (2019): 52-64 http://ojs.unud.ac.id/index.php/eot 60 e-issn: 2407-392x. p-issn: 2541-0857 fuel for small car round table unesco, 2001) scamp er element descript ion analogy on car applied on syllabi modify, minify, magnify take the original item and alter it to change the form, enlarge it and make it greater in form or quantity, or make it smaller, lighter, or less frequent reduce ac unit size, creates space for leg and knee. modify dashboar d into the asymmet ric design, creates more room for front passenge r modify embok‟s attendee management that develop admittance credential and control system (silvers, 2001) into audience journey, that suitable for tourism context. put to another use plan for using the item for purposes beyond those originall y intended put a mirror, create rear view mirror put tourism as participative learning for the tourist (du cross & jolliffe, 2014). using performing arts and dramaturgy concepts to see the audience should be active (brown & ratzkin, 2011). eliminate think about omitting all or part of the quality eliminat e the thinking car should be big, create the smallest car in the world choose only related subjects from philosophy, sociology, anthropology, and psychology, rearrange , reverse think of a different plan, scheme, or layout rearrang e the steering gear and connects it to the center of the steering rack, create more cabin space arrange the philosophical topic at the beginning, not „a lighter‟ topic. by using „the mother‟ of many studies, will give the rationale of the audience motivation involved in the event the process continued with putting it all together into 16 sessions of the course; by mixing lecturing, discussion, written quiz, and examination, idea presentation, inviting guest lectures, depicted in table 2. the name of the course was given, which was “tour consumer analysis”. the learning e-journal of tourism vol.6. no.1. (2019): 52-64 http://ojs.unud.ac.id/index.php/eot 61 e-issn: 2407-392x. p-issn: 2541-0857 objectives of this course are: (1) understand the concepts of performing arts, dramaturgy, philosophy human nature, folklore, and ritual, and the relations with events, (2) implement the concepts into event idea, (3) design the travel itinerary as tour consumer journey. table 2.“tour consumer analysis” syllabi session topic 1 introduction to event & performing arts 2 dramaturgy 3 the philosophy of human nature 4 field trip to traditional performing arts 5 narrative 6 folklore 7 ritual 8 mid examination 9 event idea presentation 10 qualitative research 11 tour consumer journey 12 guest lecture 13 independent study 14 guest lecture 15 final exam presentation 1st batch 16 final exam presentation 2nd batch the syllabus was implemented in one semester to 32 students. for improvement, three kinds of evaluation and feedback were designed. first, the learning objectives evaluation. the students presented brilliant event ideas and audiences journey. this showed that with this syllabus, learning objectives are achieved. second, students upload their feedback about their understanding of the topics. from a scale of seven, 27 students gave an overall score of 5.48 to performing arts, dramaturgy, narrative, and philosophy of human nature topics. for qualitative research, audience experience, and workshops the score was 5.61. lastly, in the next semester, students implemented some concepts on their theatrical performance and art exhibition. they applied epistemology approach to making the audience understand the meaning of installation arts exhibited at the event. the event audiences were actively uploaded their experience visiting the event, and actively involved in one of the scenes of the story. the liminality concept was applied; with only one person, he could be a narrator, and transformed to be the main actor and back again as a narrator at the end of the story. conclusion and implications for event manager as the first university that offers four-year events management program in indonesia, universitas prasetiya mulya e-journal of tourism vol.6. no.1. (2019): 52-64 http://ojs.unud.ac.id/index.php/eot 62 e-issn: 2407-392x. p-issn: 2541-0857 must design an innovative curriculum that complies with global standards and uniformity and also has own uniqueness. one of the uniqueness is on the learning process and or in the course syllabi. although this paper only describes one syllabus, it can differentiate from other universities, since embok and other universities that have been reviewed did not put “audience” or “tour consumer” on their curricula. understanding the performing arts and the audience has become crucial for event managers in the tourism context. through tour consumer analysis, managers can design an audience journey based on the human being perspective and not just from a management perspective. tour consumer analysis is a multidiscipline study consisting of philosophy, sociology, anthropology, and psychology as one human being approach. scamper technique can be used to innovate a syllabus. it helps faculty members creativity to design a syllabus from scratch. the analogy of applying scamper on products also helps in visualization. this research has limitations. the tour consumer analysis course is a multidiscipline study that should be linked to other courses in the event management program. as the output from tour consumer analysis is event ideas and audience journey, practitioners from industry should be involved in the learning process. not only students receive valuable feedback from practitioners, but also the industry gets fresh ideas from the students. for further research, it will be interesting this syllabus applied to the exchange students from other countries to see how „folklore‟ and „rituals‟ can be used as design materials for innovative consumer journey. furthermore, collaboration with practitioners from the tourism industry can be built to commercialized the consumer journey design. references arcodia, c. & robb, a., 2000. a future for event management: a taxonomy of event management terms. events beyond 2000: setting the agenda, p. 154 badan pusat statistik, 2010. kewarganegaraan, suku bangsa, agama, dan bahasa sehari-hari penduduk indonesia; hasil sensus penduduk 2010, jakarta: badan pusat statistik. brown, a. s. & ratzkin, r., 2011. making sense of audience engagement. volume i. cartwright, m., 2016. greek theatre architecture. ancient history encyclopedia. e-journal of tourism vol.6. no.1. 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(2020): 276-288 http://ojs.unud.ac.id/index.php/eot 276 e-issn: 2407-392x. p-issn: 2541-0857 determinants of purchasing and loyalty of european guests choosing green hotel nining yuniati sekolah tinggi pariwisata ambarrukmo (stipram) yogyakarta corresponding author: niningyuniati@gmail.com article info received 20 june 2020 accepted 31 august 2020 available online 30 september 2020 abstract it is very important to pay attention to what is considered in consumer purchasing decisions. european visitors are guests who are quite dominant as green hotel users in yogyakarta. this study seeks to examine a model of purchasing behavior and loyalty of visitors from europe. by examining a sample of 215 hotel guests, it was found that from the five variables that were indicated to influence the decision to choose green hotel i.e. experience, environmental concern, image, price, and reference group, it turns out that price does not have a significant effect. this means that segments that have a high environmental concern tend to prioritize factors beyond price. european visitors can then be referred to as green consumers who have characteristics including hassle-free segments, easy to manage, and less complained. this study also examines the relationship model between purchasing, satisfaction, and loyalty on green consumers, where satisfaction is an important element in fostering customer loyalty. keywords: green consumers, green hotel, purchasing behavior introduction in recent years, a number of business actors in the hospitality sector have stated that there is an increasing trend of interest from consumers, especially foreign guests in some tourist destination in indonesia, to use environmentally friendly hotel concepts that are often called green hotels. the green hotel concept according to the green hotel association is an environmentally friendly hotel that is managed with great attention to the use of resources and energy, efforts to reduce waste and other forms of resource efficiency in order to maintain environmental sustainability. the tendency of an increase in green hotel enthusiasts actually has also occurred in a number of other countries where hotels with green services are more in demand than conventional hotels (theotokis and manganari 2015). a survey e-journal of tourism vol.7. no.2. (2020): 276-288 http://ojs.unud.ac.id/index.php/eot 277 e-issn: 2407-392x. p-issn: 2541-0857 of 30,000 travelers also noted that based on uploaded testimonials on the tripadvisor tourist site, it was mentioned that around 79% of travelers liked green hotels (yu, li, and jai 2017). an interesting focus related to changes in the trend of tourist behavior in choosing a green hotel is a discussion of the determinants that influence their decisions in choosing a green hotel. according to joshi and rahman (2015) the decision to buy environmentally friendly products is part of green purchasing, which is defined as purchasing that cares for the environment and is done by consumers who have an awareness of environmental protection and care about eco label products. some studies have concluded that there are various factors that influence green purchasing: 1) price (johri and sahasakmontri 2016) a tradeoff between nominal issued with the value obtained, 2) brand image (berezan, millar, and raab 2014) as a guarantee of the reputation of services to be provided, 3) reference groups (family, relatives, travel agents) (anvar and venter 2014) 4) environmental concern (mun 2014) is an individual awareness of the environmental impact arising from its decision, and 5) green experience (yu, li, and jai 2017) is an aspect of the guest experience when staying in a green hotel before. according to yu et.al (2017) research on the determinants that affect green purchases still leaves debates and inconclusive. on the other hand, explorative research on green purchasing and its effect on customer satisfaction and loyalty to green hotels have never been done. research ever conducted by bastic and gojcic (2012), regarding the satisfaction of green hotel, the formulation of the dimensions of customer satisfaction measurement has not been found. likewise, the research on the relationship between the level of satisfaction and loyalty (chang & fong, 2010). the relationship between green purchasing, customer satisfaction, and loyalty is a rare theoretical construct and on this basis, it will be an important discussion in this research by finding the interrelationships between these three variables. understanding the terminology of satisfaction in the context of research is about how to find the dimensions of satisfaction of services that are appropriate for a green hotel. according to bastic and gojcic (2012) green service instruments that can be distinguished from conventional hotels at least contain: 1) attributes 2) energy saving facilities, 3) attitude and service of hotel staff, and 4) bio food provided in the food menu. then, the notion of loyalty in this context refers to the opinion of chang and fong (2010) is the e-journal of tourism vol.7. no.2. (2020): 276-288 http://ojs.unud.ac.id/index.php/eot 278 e-issn: 2407-392x. p-issn: 2541-0857 willingness to re-visit, or the desire to recommend to other parties. referring to the statement above, it is interesting to see what determinants influence green purchasing, is there any effect on green customer satisfaction and finally how satisfaction can have an impact on green customer loyalty. the study of tourists from europe is considered as one of the right ways to find out the relationship between variables as a construct. european visitors are considered to be able to represent the population of foreign tourists who use green hotels, because most green hotel guests in indonesia are european visitors. research method and hypotheses development based on its objectives, this study included the type of hypothesis testing. research carried out for approximately 2 months (november december 2019). the sampling population is european visitors who stay at green hotels in yogyakarta. green hotel means a city hotel hotel that practiced effieciency in operational and some are has officially won the green award. yogyakarta was chosen as a research area because it is one of the leading tourist destinations in indonesia. currently the population of foreign tourists in yogyakarta reaches 533,000 (based on data guests who staying at the hotel), of which 40% european, 37% asian, and the rest in smaller populations are australiaan, us, and middle east. the european especially are from netherlands, germany, france, and uk. the european market segment has sufficiently dominated the foreign visitors segment in yogyakarta over the past 10 years. the sampling technique used is non-probability sampling by considering the time of the study, the sample taken was only 215 respondents from europe who had stayed more than 1 day at the hotel as an incidental sample. the instrument used was a questionnaire with closed questions. the survey conducted for approximately 6 weeks in was in the peak season for foreign tourists. this study involves a number of variables and each variable has a number of indicators that are measured using a likert scale with ranges 1 5 (1 = strongly disagree; 2 = disagree; 3 = neutral; 4 = agree; 5 = strongly agree). there are five independent variables (green experience, enviromental concern, image, price, reference group) and three dependent variable (green purchasing, green customer satisfaction, green customer loyalty) as illustrated at figure 1 and e-journal of tourism vol.7. no.2. (2020): 276-288 http://ojs.unud.ac.id/index.php/eot 279 e-issn: 2407-392x. p-issn: 2541-0857 construct measurement and indices are provided in table 1. a number of variables and indicators were developed in this study. referring to the previous research model which has been tested by examining the role of satisfaction in building loyalty (yuniati et al. 2020), in this study more specifically described antisedent variables and taking the special case of european visitors. the method of analysis is partial least square (pls) a second generation multi-variant data analysis tool, needs less stringent requirements than the covariance-based structural equation model (sem) (hair et al. 2017).the software used is smartpls3. figure 1. research model table 1. operational variables variables indicator (symbol) 1. green experience (exp) 1. in my experience green hotel is a hotel do a green practice in general (exp1) 2. green hotel is a hotel provides information for guest on the property’s green practices (exp2) 3. in my experience green hotel is a hotel do advance green practiced by using energy saving tools (automatic light control, sets indoor cooling temperature, solars panels, etc.) (exp3) 4. in my experience green hotel is a hotel where the site has a green landscape & permeable paving (exp4) 5. since i booked this hotel i put green practiced as my consideration (exp5) 2. enviroment al concern (ec) 1. the action that have been taken also seen by others, and justified that i did green behavior (ec1) 2. effort to reduce the amount of energy i use, while others severely abusing the environment (ec2) 3. a hotel prioritizing use of local product/biodegradable/eco-friendly product (ec3) 4. i am preffer to the companies which practices environmentally friendly policy (ec4) green purchasing green customer satisfaction green customer loyalty green experience eviromental concern hotel image price reference group e-journal of tourism vol.7. no.2. (2020): 276-288 http://ojs.unud.ac.id/index.php/eot 280 e-issn: 2407-392x. p-issn: 2541-0857 variables indicator (symbol) 3. hotel image (img) 1. hotel already well recognized as green hotel (img1) 2. certification program belongs to the hotel which showing they are green pratices (img2) 3. green hotel has luxury image with higher price (img3) 4. harga (price) 1. the price charged by green hotels is reasonable (price1) 2. green hotel offers good value for money (price2) 3. green hotel offers better quality/benefits by support environmentally friendly pratices (price3) 5. reference group (ref) 1. i use green hotel because the influence of the surrounding social environment (ref1) 2. i use green hotel because the influence of strong campaign from green movement (ref2) 3. i use green hotel because the advice from travel agent (ref3) 6. green purchasing (gp) 1. the price of hotel as same as hotel in general (gp1) 2. buying by consider may use of them have an impact on environmental sustainability (gp2) 3. prefer choose the product which have low pollution (gp3) 7. green customer satisfaction (gcs) a.green attribut (att) 1. the hotel uses environmentally friendly equipment (att1) 2. the atmosphere of hotel (att2) 3. the hotel is very efficient in the use of electricity and water (att3) 4. invite guests to participate in an energy action program while staying at the hotel (att4) b. eco behaviour of hotel staff (staff) 1. employees always encourages the guests to participate in green program during stay in the hotel (staff1) 2. employees are never too busy to respond to our request (staff2) 3. employees have in-depth knowledge of environmentally friendly programs (staff3) c. healthy food (food) 1. hotel providing organic food (food1) 2. healthy menu in the majority of food available (breakfast/dinner/lunch/room’s menu) (food2) 8. green customer loyalty (gcl) 1. it is possible to pay a premium to stay at a hotel that practiced green programs (gcl1) 2. have plans to use the green hotel again when travelling (gcl2) 3. i will encourage my friends to stay at hotel which practiced green programs (gcl3) 4. have a plan to give testimony to the media (gcl4) 5. trying to find information related to similar hotels when travelling (gcl5) by adjusting the conditions and characteristics of tourists from europe, there are at least five antecedent variables that will be tested to see their influence on green purchasing decisions which consisting of 1) green experience as past experience of consumer; 2) the level of environmental concern, 3) brand image as a guarantee of the reputation of services 4) price, not only on green purchasing, this variable also plays a major role in conventional purchasing decisions, and 5) the influence of reference groups to the decision of purchasing. e-journal of tourism vol.7. no.2. (2020): 276-288 http://ojs.unud.ac.id/index.php/eot 281 e-issn: 2407-392x. p-issn: 2541-0857 based on that statement, the related hypotheses proposed as below : h1: green experience of consumers in obtaining environmentally friendly services certainly have a major influence to purchase of green hotels. the more experience the greater the opportunity for consumers to use similar products h2 : the level of consumer concern of environmental issues has an influence in its decision to purchase green hotel. the higher consumer concern of environmental issues, the higher the chances of consumers to purchase. h3 : the brand image attached to the hotel is a guarantee that will influence consumers in their purchasing decisions. the more famous and reputable the higher the opportunity for consumers to buy it. h4 : prices have a big influence on consumers in their purchasing decisions. the more attractive the price offered the higher the consumer's interest in buying. h5 : what is the experience of others often affects someone to buy the same product, as well as for environmentallyfriendly products. the higher the influence of the reference group, the higher the consumer's interest in using a green hotel. it is improper if consumers with a number of specific characteristics, such as the green consumer, are ignored without ever knowing how to maintain this segment in the future. the possible intervention is to provide the best service so that consumers will feel satisfied while staying at the green hotel. as stated in the literature review above, the dimension of green customer satisfaction refers to the opinion of bastic and gojcic (2012) who use eco component as a measure of guest satisfaction, namely green attribute, energy saving facilities; eco-behavior staff, and bio food. the basic facts that will be examined are how green purchases will affect green customer satisfaction, so the hypothesis to be tested are : h6 : green purchasing has an influence on green customer satisfaction as measured by a number of dimensions of satisfaction. according to ganiyu, ikechuwku, and elizabeth (2012) satisfaction can mediate a loyalty, satisfied consumers tend to be loyal. consumer loyalty in service and hospitality business is very important, keeping the purchase of environmentally e-journal of tourism vol.7. no.2. (2020): 276-288 http://ojs.unud.ac.id/index.php/eot 282 e-issn: 2407-392x. p-issn: 2541-0857 friendly products complex decision with many considerations (joshi and rahman 2015; yu, li, and jai 2017). the construct of the theory of green customer loyalty for tourists using green hotels is basically research that has never been found. therefore, modeling of this construct will be very important for hoteliers, especially green hotels in building customer loyalty. for the statement, the last hypothesis to be tested in this research are: h7 : customers who are satisfied with hotel services will be more loyal to the hotel. the more satisfied the consumer the higher the loyalty. results and discussion green consumers are a group of consumers with special characteristics and behaviors that are different from ordinary consumers. this segment has more detailed considerations in decision, although these consumers are easy to feel satisfied and have a high loyalty tendency. in this regard, it is interesting to know the antecedent variables that influence this green consumer group in making specific decisions on choosing a green hotel. the profile and characteristics of the respondents are reported in table 2. the majority of respondents came from the netherlands (36%) and france (33%), college graduate (44%), male (54%), and worked as professionals (26%) the visitors of green hotel quietly have a good consumer profile. they have good education most of them are professionals who may have a better economic level. table 2. profile respondent (n=215) variable frequency mean nationality netherlands 78 36% france 71 33% germany 33 15% uk 21 10% spain 12 6% education high school 42 20% college graduate 94 44% post graduate 79 37% gender male 116 54% female 99 46% occupation professional 55 26% govt officer 6 3% house wife 38 18% entrepreneur 27 13% student 19 9% executive 32 15% retirement 38 18% regarding to all the hypotheses testing is carried out by the following procedure: e-journal of tourism vol.7. no.2. (2020): 276-288 http://ojs.unud.ac.id/index.php/eot 283 e-issn: 2407-392x. p-issn: 2541-0857 outer model testing in the phase of measurement model including testing convergent validity, discriminant validity and composite reliability. the results of pls analysis can be used to test the research hypothesis if all indicators meet the requirements of convergent validity, discriminant validity and composite reliability. testing at this stage results that all indicators are has convergent validity higher than 0.7 and the average variance extracted (ave) higher than 0.5. based on the measurement results and based on the criteria above, the construct is declared reliable. table 3. validity and reliability tests variables ave composite reliability cronbachs alpha att 0.900 0.973 0.963 ec 0.862 0.962 0.947 exp 0.661 0.907 0.873 food 0.902 0.949 0.892 gcl 0.819 0.958 0.945 gcs 0.674 0.949 0.939 gp 0.865 0.951 0.922 img 0.881 0.957 0.932 price 0.792 0.919 0.876 ref 0.803 0.924 0.876 staff 0.905 0.966 0.948 figure 2. path coeffiecient and loading factor 0.813 0.695 0.604 0.631 0.790 0.530 e-journal of tourism vol.7. no.2. (2020): 276-288 http://ojs.unud.ac.id/index.php/eot 284 e-issn: 2407-392x. p-issn: 2541-0857 inner model testing testing of the goodness of fit model is based on the r square value, q square predictive relevance and fit of the pls model as reported at table 4. based on the test results it was found that the value of r square variable has moderate high predictive accuracy value. the closer to 1 the better the prediction model of the research. the range of r square is between 0 and 1, the higher level, the higher predictive accuracy. according to (henseler and chin 2010) r square has a value of 0.67 indicating high predictive accuracy, a range of 0.33 0.67 indicates a low effect, while the r square value below 0.19 is considered unacceptable. the exogenous variables can explain the endogenous dependent variable. in the assessment based on the q square the rule is if value of greater than zero for a particular reflective endogenous latent variable indicate the path model’s predictive relevance for a specific dependent construct (hair et al. 2014). prediction relevance test (q square) also known as the stone geisser test term which is performed to determine the predictive capability with a blindfolding procedure if the value obtained is 0.02 (small), 0.15 (medium), and 0.35 (big). based on the test results, it was found that q square for all constructs was above 0.35 or big. this means that the construct is very good with high predictive relevance. the overall test results of the pls goodness of fit model indicate that the pls model has fulfilled the goodness of fit and allows it to be used to test the research hypothesis. table 4. goodness of fit model testing result variables parameter of goodness of fit r square (r2 = 0.19 − 0.33) = weak (r2 = 0.33 − 0.67) = moderate (r2 > 0.67) = strong q square (>0) or (q2 = 0.02) = small (q2 = 0.15) = sedang (q2 = 0.35) = besar srmr <0.10 att 0.813 0.686 food 0.790 0.681 gcl 0.530 0.405 gcs 0.604 0.373 gp 0.695 0.558 staff 0.631 0.538 e-journal of tourism vol.7. no.2. (2020): 276-288 http://ojs.unud.ac.id/index.php/eot 285 e-issn: 2407-392x. p-issn: 2541-0857 in the testing of hypothesis as reported at table 5, it can be seen that european visitors in their decision to choose green hotels tend to consider the green experience, environmental concern, and hotel image, and reference group, but tend to be ignored the price. in indonesia tourists from europe are seen as sophisticated travelers both in terms of taste and style. they are considered to have an adequate level of education and high awareness of the environment, care for local wisdom, and have high spending abilities. so that in this context it is natural that price factors are not the main factor in purchasing decisions. the decision to have a green hotel is higher, possibly more inclined to factors of experience, high awareness of the environment, image and the influence of people who ever stayed before, or other groups table 5. hypotheses testing result research hypotheses c.r p conclusion h1: enviromental concern → green purchasing 2.615 0.000 accepted h2: green experience → green purchasing 2.926 0.000 accepted h3: hotel image → green purchasing 3.007 0.003 accepted h4: hotel price → green purchasing 1.019 0.309 rejected h5: reference group → green purchasing 3.221 0.000 accepted h6: green purchasing → green customer satisfaction 15.239 0.000 accepted h7: green customer satisfaction → green customer loyalty 14.846 0.000 accepted sig.5% based on the results of testing in h6 showed that green consumers who bought green hotels were also satisfied with a number of eco-friendly services provided by the hotel i.e attributes, staff, and food. this can be interpreted that green consumer is basically a hassle-free segment, easy to managed, and less complained. green purchasing has a significant effect on green customer satisfaction. in testing the effect of green customer satisfaction on green customer loyalty it also found a significant effect. this means that satisfied consumers tend to be loyal. as a preliminary research, the construct model in this study is quite reliable in order to see the tendency of european visitors behaviour in using green hotels. based on the results numbers of hypotheses testing, green customer loyalty can be formed from the determinants that influence consumers' decision to buy green hotels. if the influential determinants can be well accommodated (green experience, e-journal of tourism vol.7. no.2. (2020): 276-288 http://ojs.unud.ac.id/index.php/eot 286 e-issn: 2407-392x. p-issn: 2541-0857 environmental concern, hotel image, and reference group) so green customer satisfaction able to be a good mediator between the purchasing and loyalty. that results of this study agree with the statement that consumer loyalty is closely related to customer satisfaction (kheng et al. 2010; ganiyu, ikechuwku, and elizabeth 2012; mohsan et al. 2011; saleem and raja 2014; ganiyu 2017). satisfied consumers have a tendency to be loyal (orie berezan et al. 2013). loyalty itself can be formed from the initial stage of the first consumer to purchase a product (ganiyu 2017). the main reason european visitors choosing green hotel is solely of awareness of green behavior instead of price. those who have a high awareness about environment will easily accept any form of green service. in other words, a sense of responsibility towards the environment also makes consumers tend to be loyal to what they have chosen. a number of studies have claimed that green hotels are expensive and uncomfortable hotels due to the efficiency issues (johri and sahasakmontri 2016; yu, li, and jai 2017; chan and chan 2013) but there are many consumers who willing to pay more with slightly reduce the feeling of comfort (dimara, manganari, and skuras 2015; kusliwal and agarwal 2015). these happen also to european visitors who choosed green hotel. price is not really an important reason for european visitors. however, a number of studies have claimed that prices are an important factor in green product purchasing decisions (anvar and venter 2014; joshi and rahman 2015) but this does not occur in the case of green hotel purchasing decisions. satisfied consumers will be a loyal consumer. green customer satisfaction has a strong and significant effect on green customer loyalty. conclusion green purchasing, which is defined as the purchase of green hotels by european visitors, is significantly influenced by the determinants of green experience, environmental concern, image, and reference group. green purchasing has a significant effect on green customer satisfaction, which means that green consumers are also satisfied with the ecofriendly services (attributes, staff, and food) provided by the hotel. consumers who are satisfied tend to be loyal, they most likely to use similar product in the future. this pretty statement explains that european visitors has the characteristics of being loyal consumer. overall, it can be concluded that the research model of green consumer which turns out to be loyal customers can be accepted. e-journal of tourism vol.7. no.2. (2020): 276-288 http://ojs.unud.ac.id/index.php/eot 287 e-issn: 2407-392x. p-issn: 2541-0857 this research is expected to contribute to hotelier in order to build green customer loyalty. creating loyalty to consumers who have high awareness about the environment is easier than consumers in general. green consumers are not sensitive to prices as long they judge the product is well. it is important to increase awareness of environmentally friendly behavior. attributes of hotel, staff performance, and food are among the services that can provide satisfaction to visitors. references anvar, muntaha, and marike venter. 2014. "attitudes and purchases behaviour pf green product among generation y consumer in south africa." mediterranean journal of social sciences 5 (21). doi: 10.5901/mjss.2014.v5n21p183. bastic, majda, and slavka gojcic. 2012. 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(2020): 265-275 http://ojs.unud.ac.id/index.php/eot 265 e-issn: 2407-392x. p-issn: 2541-0857 the influence of destination brands on the satisfaction and revisit intention of foreign tourists at the agro-tourism of ceking rice field terrace in bali i putu wahyu wicaksana1, i g a oka suryawardani2, ratna komala dewi1 1 agribusiness study program, faculty of agriculture, udayana university 2 centre of excellence in tourism, udayana university corresponding author: wahyuwicaksanaa@gmail.com article info received 14 august 2020 accepted 2 september 2020 available online 30 september 2020 abstract agrotourism attraction of ceking rice field terrace village is a natural panorama of rice fields terrace has been recognized as heritage that should be preserved. the purpose of this study is to find out the influence of destination brands on the interest of foreign tourists in ceking rice field terrace agrotourism and the obstacles faced in building destination brands in ceking rice field terrace tourist destinations. the independent variables of this research are part of the brand destination, namely brand awareness, brand image and brand association. the dependent variables are customer satisfaction and revisit intention. research was design based on structural equation model. data was analyzed by using smart-pls version 3.0. brand awareness, brand image and brand association had a significant and positive influence on the satisfaction of foreign tourists and their revisit intention. the results also showed that the constraints faced by agrotourism rice field terrace in building a destination brand area, the name of agrotourism ceking rice field terrace has not been known as a name of attractive tourist destination and the lack of handicrafts that have the characteristics of the agrotourism. keywords: agrotourism, brand destination, and revisit intention introduction background the role of agriculture as the leading sector in boosting food security is a benchmark for a country, especially a developing country like indonesia, which is highly dependent on several sectors, one of which is the agricultural sector, apart from supporting food security; the agricultural sector can also be used as a tourist attraction. the tourism industry also has an important role in the growth and development of an area, even in some tourism areas, for example bali. bali tourism is one of the leading sectors besides e-journal of tourism vol.7. no.2. (2020): 265-275 http://ojs.unud.ac.id/index.php/eot 266 e-issn: 2407-392x. p-issn: 2541-0857 the agricultural sector. the natural beauty, culture, hospitality of the balinese people, and their customs make bali a world favorite destination. the tourism trend with the back to nature concept encourages the development of alternative tourism models or special interest tourism that prioritizes natural conservation values and interacts with local communities that are beneficial to tourists and provide opportunities for local communities and farmers to enjoy the benefits of developing agriculture-based tourism. the trend back to nature can provide benefit for local communities from nature-based tourism activities known as nature-based tourism. the alternative forms of tourism developed in bali include agro-tourism activities, spiritual tourism, village tours, and ecotourism. agro-tourism is a tourism activity that pays great attention to the agricultural and plantation sectors, such as in ceking village. one of the attractions of agro tourism in ceking village rice field terrace is the natural panorama of terraced rice fields, which are more commonly known as rice terraces which are included as a heritage that needs to be preserved. the number of tourist arrivals to ceking rice field terrace agrotourism after the eruption of mount agung decreased drastically so it is necessary to create a destination image (brand destination). this is the background of the research entitled “the influence of destination brands on the satisfaction and revisit intention of foreign tourists at the agro-tourism of ceking rice field terrace in bali ". research questions the research questions are structured as follows: 1. how does the destination brand influence the satisfaction of foreign tourists at ceking rice field terrace agro tourism? 2. how does the influence of foreign tourists' satisfaction on the revisit intention to the ceking rice field terrace agro-tourism? 3. what are the obstacles faced in building a destination brand at ceking rice field terrace agro tourism? research objectives the objectives of this study are as follows. 1. the influence of destination brands on the satisfaction of foreign tourists at ceking rice field terrace agro tourismpengaruh kepuasan wisatawan mancanegara terhadap niat berkunjung kembali pada agrowisata ceking rice field terrace. e-journal of tourism vol.7. no.2. (2020): 265-275 http://ojs.unud.ac.id/index.php/eot 267 e-issn: 2407-392x. p-issn: 2541-0857 2. constraints faced in building destination brands at ceking rice field terrace agro tourism. methodology research site and time this research was conducted in ceking village, tegalalang sub-district, gianyar regency, which was determined purposively for 3 months from april to june 2018 with the following considerations: 1. ceking village, tegalalang subdistrict, gianyar regency is a village that has the potential in developing agro-tourism where its strategic position is close to the tourist area of ubud. 2. there is no similar research on the influence of destination brands on the revisit intention to ceking rice field terrace agro tourism. types and sources of data the type of research data is qualitative and quantitative data. qualitative data is used because the results of this study are descriptive by emphasizing brand of destination, satisfaction and revisit intention decisions by distributing questionnaires to respondents in the field directly. quantitative data is used as complement and as material to support the explanations related to the substance of the research, such as data on tourist visits to bali from books, literature, the bali provincial statistics agency, documents from related agencies or institutions, online articles and books that are able to support during the research process and the writing of the undergraduate thesis. method of collecting data data collection in this study was carried out in several ways, including reading and collecting data from existing literature and references from various books and used as a theoretical basis which supported the writing of this study and field studies aimed to cover many people so that the survey results could be seen as representative of the population or is a generalization. the form of the survey carried out is an individual survey, where the researcher carried out the survey by meeting respondents face to face. the questionnaire was designed with the aim of asking respondents to indicate their level of agreement or disagreement with a series of statements about an object. data analysis the analysis used in this research is quantitative analysis. quantitative analysis using the sem method with the help of smart-pls 3.0 software and microsoft excel 2016 for data tabulation. e-journal of tourism vol.7. no.2. (2020): 265-275 http://ojs.unud.ac.id/index.php/eot 268 e-issn: 2407-392x. p-issn: 2541-0857 results and discussion respondent characteristics the majority of respondents who visited ceking rice field terrace agrotourism were male. most respondents came from the uk and the least came from italy. the highest age range of respondents was 21-30 years and the lowest was less than 20 years. the occupations of visitor respondents were varied, from entrepreneur to police / army officer. the majority of respondents knew information about ceking rice field terrace from the internet and rarely received information from radio or television advertisements. respondents visited more with friends than with groups. on average, respondents have visited the ceking rice field terrace agro tourism more than 3 times. confirmatory analysis confirmatory analysis in this study is shown to draw inferences about the influence of brand awareness, brand image, brand association on satisfaction, and revisit intention of foreign tourists at ceking rice field terrace agro tourism. the influence of brand awareness, brand image and brand association on the satisfaction and revisit intention of foreign tourists at ceking rice field terrace agrotourism is modeled through a structural equation model (sem) by involving five latent variables as previously explained. the sem model developed in this study is variance-based sem with a model structure as shown in figure 1 below. figure 1. structural equation model outer/measurement model the analysis on the outer measurement model focuses on examining the relationship between latent variables and their indicators. the indicator can be seen from the outer-loading. testing for discriminant validity is by looking at the average variance extraxted (ave) value in the pls model. the model requirement has good validity if each latent variable has (ave) above 0.5. in this study, the ave value is presented in table 1 below. e-journal of tourism vol.7. no.2. (2020): 265-275 http://ojs.unud.ac.id/index.php/eot 269 e-issn: 2407-392x. p-issn: 2541-0857 table 1. score of average variance extraxted (ave) variable average variance extracted (ave) brand awareness 0,729 brand image 0,725 brand association 0,682 satisfaction 0,605 revisit intention 0,604 source: 2018 processed primary data based on the analysis shown in table 1, the ave value of each latent variable has a value above 0.5 and the pls model in this study meets the requirements for discriminant validity. this research uses cross loading values to measure discriminant validity and each latent variable must have a value of more than 0.7. table 2. discriminant validity ave cross loading variable ave √ brand awareness (x1) brand image (x2) brand association (x3) tourist satisfaction (y1) revisit intention (y2) brand awareness (x1) 0,729 0,853 0,854 brand image (x2) 0,725 0,851 0,167 0,852 brand association (x3) 0,682 0,825 0,400 0,389 0,826 tourist satisfaction (y1) 0,605 0,777 0,592 0,543 0,630 0,778 revisit intention (y2) 0,604 0,777 0,184 0,459 0,304 0,605 0,777 source: 2018 processed primary data based on table 2, the analysis results show that each indicator has a cross loading of more than 0.7 compared to other variables. indicators on brand awareness, brand image, brand association, consumer satisfaction and revisit intention have a greater correlation on the latent itself than the correlation to other latents, so that the model meets the requirements for discriminant validity. e-journal of tourism vol.7. no.2. (2020): 265-275 http://ojs.unud.ac.id/index.php/eot 270 e-issn: 2407-392x. p-issn: 2541-0857 model reliability testing reliability test is measuring composite reliability and cronbach'alpha on the four latent variables and the model is said to be reliable if it has a value of more than 0.7. the results of the analysis show that all constructs have good, accurate and consistent reliability appear to meet the requirements with the composite reliability and cronbach's alpha values for each latent construct of more than 0.7 as can be seen in table 3 below. table 3. reliability latent variable cronbach's alpha composite reliability brand awarenss 0,876 0,915 brand image 0,811 0,888 brand association 0,884 0,915 satisfaction 0,918 0,932 revisit intention 0,838 0,884 source: 2018 processed primary data structural model analysis (inner model) the structural model or inner model is a model that describes the significance of the relationship and influence between latent variables, namely brand awareness, brand image, brand association on the satisfaction and revisit intention of foreign tourists. this study contains 4 hypotheses, the results of testing the path coefficient between exogenous and endogenous latent variables and hypothesis testing as shown in table 4. table 4. test of structural models and constructed hypotheses hypothesis exogenous variables endogenous variables original sample standard error t statistics p values h1 brand awareness  tourists’ satisfaction 0,400 0,105 3,816 0,000 h2 brand image  tourists’ satisfaction 0,346 0,127 2,725 0,007 h3 brand association  tourists’ satisfaction 0,336 0,133 2,533 0,012 h4 tourists’ satisfaction  revisit intention 0,605 0,099 6,130 0,000 source: 2018 processed primary data e-journal of tourism vol.7. no.2. (2020): 265-275 http://ojs.unud.ac.id/index.php/eot 271 e-issn: 2407-392x. p-issn: 2541-0857 taking into account the t statistical values in table 4, it is clear that the four developed hypotheses are supported significantly by the results of the structural model analysis carried out. the satisfaction of foreign tourists is significantly influenced by brand awareness with a path coefficient of 0.400 which is significant (pvalue 0.0001), brand image with a path coefficient of 0.346 is significant (p-value 0.0007), brand association with a path coefficient of 0.336 is significant ( p-value 0.0001) and tourist satisfaction has the greatest influence with a path coefficient of 0.605 which is already significant (p-value 0.0001) prior to interpretation of the results of the structural equation model analysis of this study. table 5 shows the measures commonly used to assess the feasibility of structural equation models analyzed by the smartpls method. table 5. test of structural models and constructed hypotheses latent variables types of variables number of indicator average variance extracted (ave) r2 brand awareness exogenous 4 0,729 na* brand image exogenous 3 0,725 na* brand association exogenous 5 0,682 na* satisfaction exogenous 9 0,605 0,636 revisit intention exogenous 5 0,604 0,366 average 0,907** notes: * : value not available because latent is exogenous **: the weighted average by weight is the number of indicators source: 2018 processed primary data based on table 5, it can be seen that the coefficient of determination (r2) for endogenous latent. according to chin et al. (1998) in ghozali 2014, endogenous latent variables with r2 value in the value range 0.19 to 0.33 are categorized as latent which is weakly explained; is in the range 0.33 to 0.67 categorized as latent which is moderately explained and above the value of 0.67 is categorized as substantially explained. in this study, the variable of satisfaction of foreign tourists is endogenous latent which is explained moderately, which is 0.636 by the corresponding exogenous latent, meaning that the ability of the exogenous variables of brand awareness, brand image and brand association in explaining the diversity of e-journal of tourism vol.7. no.2. (2020): 265-275 http://ojs.unud.ac.id/index.php/eot 272 e-issn: 2407-392x. p-issn: 2541-0857 foreign tourist satisfaction is 63.6%, then revisit intention, which is endogenous latent, is weakly explained, which is 0.366, which means that the ability of the endogenous variable of foreign tourist satisfaction in explaining the level of revisit intention of foreign tourists is 36.6%. assessing the feasibility of the structural equation model as a whole, then the goodness of fit (gof) value of the above equation of ave̅̅ ̅̅ ̅̅ is a weighted average value with the weight obtained from the number of indicators for each latent variable. for this formula, the gof of the model is calculated as 0.5858, a measure that exceeds the threshold value of 0.50 to indicate the model can be accepted and interpreted. table 6. fit model table saturated model estimated model srmr 0,089 0,097 nfi 0,575 0,570 source: 2018 processed primary data based on table 6, the srmr (standardized root mean residual) value of 0.089 indicates that the model is said to be feasible. the nfi (normal fit index) value of 0.575 indicates a good model, because the nfi value has a range of more than 0.5 which is said to be feasible. from the results of the srmr and nfi values, it can be said that the model in this study is feasible and fit for making predictions. based on the results of research on brand awareness, brand image and brand association have a positive influence on the satisfaction of foreign tourists and revisit intention at ceking rice field terrace, implications can be made which hopefully can be used as input for local governments to increase destination brands on ceking rice field terrace agro tourism as the main choice when visiting bali. the discussion is as follows: a. brand association variable brand awareness has a significant positive effect on the satisfaction of foreign tourists, this is based on the parameter coefficient value of 0.400 which means that it reflects a latent variable on foreign tourist satisfaction by 40%, meaning that the increasing brand awareness in ceking rice field terrace will be followed by more increasing satisfaction of tourists visiting ceking rice field terrace. ceking rice field terrace's brand awareness is already good so that it affects the satisfaction of foreign tourists. b. brand image variable brand image has a significant positive effect on the satisfaction of foreign tourists. this is based on the value of the parameter coefficient of 0.346, which means that it reflects a latent variable on the satisfaction of foreign consumers of 34.6%, which e-journal of tourism vol.7. no.2. (2020): 265-275 http://ojs.unud.ac.id/index.php/eot 273 e-issn: 2407-392x. p-issn: 2541-0857 means that the increasing brand image of ceking rice field terrace will be followed by an increase in the satisfaction of foreign tourists. this proves that the brand image, especially the beauty of the rice fields, is already good so that it affects the satisfaction of foreign tourists and their future revisit intention. c. brand association variable brand association has a significant positive effect on the satisfaction of foreign tourists. this is based on the value of the parameter coefficient of 0.336 which means that it reflects a latent variable on the satisfaction of foreign tourists by 33.6%, which means that the increasing of the ceking rice field terrace brand association will be followed by an increase in the satisfaction of foreign tourists. this proves that the brand association is good so that it affects the satisfaction of foreign tourists. d. variable of satisfaction of foreign tourists the satisfaction of foreign tourists has a positive influence on revisit intention. this is based on the parameter coefficient value of 0.605 which means that it reflects a latent variable on revisit intention of 60.5%, which means that the more satisfied tourists are with ceking rice field terrace agrotourism, the higher the revisit intention rate will be. the satisfaction of foreign tourists has proven that it has an influence on revisit intention. the obstacles faced in building a destination brand on ceking rice field terrace agro-tourism are the fact that the ceking area has not been widely known as a tourist destination. foreign tourists are more familiar with ceking by the name tegalalang, so a more intense promotion is needed in introducing the name ceking as a tourist destination in gianyar. in other words, it is lack of promotion of the name ceking rice field terrace by the local community to visiting foreign tourists. another obstacle is the unavailability of handicrafts that have the characteristics of ceking rice field terrace agro-tourism. conclusions conclusions 1. destination brands consisting of brand awareness, brand image and brand association have a significant effect on the satisfaction of foreign tourists in visiting ceking rice field terrace agro tourism. 2. the satisfaction of foreign tourists has a significant effect on revisit intention to visit ceking rice field terrace agrotourism. overall, it can be said that the destination brand significantly affects satisfaction and revisit intention. e-journal of tourism vol.7. no.2. (2020): 265-275 http://ojs.unud.ac.id/index.php/eot 274 e-issn: 2407-392x. p-issn: 2541-0857 3. the obstacles faced in building a destination brand on ceking rice field terrace agro-tourism are the fact that the ceking area has not been widely known as a tourist destination. foreign tourists are more familiar with ceking by the name tegalalang, so a more intense promotion is needed in introducing the name ceking as a tourist destination in gianyar. in other words, it is lack of promotion of the name ceking rice field terrace by the local community to visiting foreign tourists. another obstacle is the unavailability of handicrafts that have the characteristics of ceking rice field terrace agro-tourism. suggestions based on the research results, the following suggestions can be proposed. 1. to increase the number of tourist visits, it is necessary to promote through information on social media regarding knowledge and history about ceking rice field terrace agro-tourism, so that in the future visiting tourists will know more about ceking rice field terrace agro-tourism to be visited. 2. this study is only limited to measuring the effect of brand awareness, brand image and brand association on the revisit intention of foreign tourists. it is hoped that in future studies it can add several variables and use the latest analysis methods and tools, so as to provide more perfect research results. acknowledgements the author's gratitude goes to the supervisors and all parties who have helped carry out research so that this scientific work can be published in e-journals. references diarta, s. 2017. between cultural preservation and tourism industry: dialectic relations in cultural heritage tourism management in tanah lot and borobudur indonesia vol 4 no.2. denpasar: universitas udayana ghozali, i. 2014. structural equation modeling metode alternatif dengan partial least square aplikasi. cetakan keempat. semarang: universitas diponogoro hair, charles w. lamb, joseph f, carl mcdaniel. 2001. pemasaran. edisi pertama, salemba empat, jakarta. kotler dan gary amstrong. 2012. prinsipprinsip pemasaran edisi 13, jilid 1. jakarta. erlangga suryawardani, i g.a.o. 2018. evaluation of marketing strategy of sanur village festival baesd on visitors’ behaviour. international journal of applied business and economic research, vol. 16 number 2, 2018, page 216-276. issn 0972-7302. e-journal of tourism vol.7. no.2. 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(2018): 94-104 http://ojs.unud.ac.id/index.php/eot 94 e-issn: 2407-392x. p-issn: 2541-0857 educational tourism as an effective learning model at vredeburg fort museum yogyakarta indonesia ani wijayanti hospitality department bsi tourism academy yogyakarta indonesia corresponding author: ani.awi@bsi.ac.id article info received 25 august 2018 accepted 13 september 2018 available online 20 september 2018 abstract the vredeburg fort museum became the main destination of educational tourism. edu-tourism attractions offered by vredeburg fort museum able to realize educational tourism experience and become a source of learning, not just a source of information. this research is a descriptive survey research. data were obtained through a survey of 200 respondents selected by purposive sampling and analyzed using three box method. the survey results recorded vredeburg fort museum offers a very varied tourist attraction, with a high index value, which is 150.71, while the learning experience of history science is 145.5. the results is vredeburg fort museum applied cooperative learning concept through the implementation of several elements in the management of educational tourism, including; the team of planners, tourism content, events, local community involvement, tour operators, media, curriculum, teachers, educators, tour flow, and organization. the concept of learning is formed in two spaces, namely classroom and practical experience involving various stakeholders. the concept of learning is very effective to understand the historical messages offered by managers through collectibles, as well as bridges between educational institutions and vredeburg fort museum to get practical training for learners. keyword: edu-tourism, learning model, tourism experience, educator, museum introduction background one of the tourism education programs is the study tour which becomes the annual routine agenda of a number of educational institutions. the study tour program is designed to provide a learning experience for students, through visits to several places, including; historical sites, colleges, and cultural heritage. the visit aims to provide object recognition to learners and provide a direct description of historical events that occurred in the past. the learning experience gained from study tours contributes to the success of learning in educational institutions. classroom theory's learning provides a basic understanding of a science, while field study deepens the understanding of that science. learning experience itself can be realized optimally through the involvement of teachers in educational institutions and educators as mentors for field study. the study tour program enables learners to be actively involved and interact with the wider community. the process is able to change the character of passive learners into the initiative, critical thinking and problem-solving. e-journal of tourism vol.5. no.2. (2018): 94-104 http://ojs.unud.ac.id/index.php/eot 95 e-issn: 2407-392x. p-issn: 2541-0857 vredeburg fort museum is a special history museum of national struggle located in malioboro tourism area, yogyakarta, indonesia. the market segment at the vredeburg fort museum is evenly distributed between men and women. visitors are predominantly under 30 years old, ie high school and junior high school students from outside yogyakarta and visit frequency 1 to 2 times (field survey, 2016). the number of tourists visiting vredeburg fort museum from year to year has increased more than 20%. from 2012 to 2015 the number of tourists is 1,251,519 people, on average per year of 312,879 people. the highest number of tourists in june and december is 20 to 40 thousand people per month. the graph of visitor numbers at vredeburg fort museum can be seen in figure 1. source: vredeburg fort museum, 2016 figure 1. visitor number of vredeburg fort museum in 2012 to 2015 some tourists do not experience learning process in the study tour program but only have limited information. this problem occurs because of several factors, including; lack of teacher counseling and very limited visit times. the content of educational tourism has not been able to meet educational objectives and targets, as tour operators have not yet familiarized themselves with the educational curriculum, do not understand the needs of learners, and do not make additional preparations. the educational tourism market has a demand for long life learning that is professionally managed by involving pedagogical elements. meanwhile, not many tourism providers are able to design educational attractions with the involvement of pedagogical elements and managed by competent human resources. in this case, the academics are required to work with stakeholders to design a study tour that is able to facilitate learners to gain knowledge (prakapienė and olberkytė, 2013). vredeburg fort museum is one of the tourist destinations that offer educational tourism with cooperative concepts and able to realize the history learning experience for learners. nowadays, some museums experience a shift in attributes to increase the number of visitors. the shift is in the form of expanding the museum collection, which has the potential to change the function and role of the museum itself. from a manager's perspective, the museum not only functions as a tourist attraction but also as a source of historical information and media for cultural preservation (bagus et al., 2015). reseacrh objective objective of the study was to evaluate the role of vredeburg fort museum as an educational tourism literature review educational tourism or edu-tourism is a travel program to a destination with the ultimate goal of gaining a learning experience that is directly related to the destination (bodger, 1998). (bodger, 1998) defines education tourism as a potential segment movement program to a particular location to acquire new knowledge related to their discipline. (william, 2010) states educational tourism is a tourism activity undertaken by people who travel through a journey for education and learning, either as a primary or secondary purpose. hecht et al., (2007) convey education tourism is a special interest tourism, where the market segment has a desire to learn. for learners, education tourism is a means of understanding a tourism destination, whereas teachers define educational tourism as a means to transmit abstract knowledge and professionalism support facilities (pitman, et al., 2010). educational tourism enables e-journal of tourism vol.5. no.2. (2018): 94-104 http://ojs.unud.ac.id/index.php/eot 96 e-issn: 2407-392x. p-issn: 2541-0857 learners to understand global interconnects, enhance their learning experience in the field, out of comfort zones, and learn about critical thinking of real life, and global implications. educational tourism is an experiential learning method that enriches the educational process by engaging learners through contributions to local communities to obtain mutually beneficial results. learners implement academic skills to solve problems in the field and connect learning objectives with the field needs. educational tourism is organized and involves the pedagogic process through the tour, where the learning experience as a core component with a lifelong learning agenda (pitman, broomhall and mcewan, 2010). the lifelong learning process through diverse forums became a means of personal and social development (strain, 1998). educational tourism has tremendous potential to offer meaningful and lifelong learning experiences for travelers and practitioners (watson, 2003). educational tourism is implemented through educational programs to change the knowledge, skills, and cognitive behavior of learners (bhuiyan et al., 2010) and (fidgeon, 2010) emphasize that educational tourism creates favorable conditions of learning for all ages. academics and tourism service providers understand the pedagogical function of educational tourism in different ways. academics define learning components as non-recreational activities, formal and structured to gain knowledge. meanwhile, tourism service providers understand it as a fun travel activity (pitman, broomhall and mcewan, 2010). the success of the learning process in educational tourism is strongly influenced by the role of educators and tourism service providers. educators conceptualize educational tourism in scientific qualifications with the primary goal of a learning experience for learners. tourism providers enhance the learning experience by providing materials by educators (pitman, broomhall and mcewan, 2010). meanwhile, the website plays a role in assisting the management of educational tourism, as a provider of information. the website provides the information needed before, during and after the tour of educational tourism. learners use the website to complete the data in the process of preparing the study tour report. tourists of educational tourism are those who travel far from the city or country of origin, and at least an overnight stay, whose education and learning are secondary objectives, but are considered an important way to pass the free time (ritchie, 2003). tourists take part in tour studies to improve or learn new skills. according to the (wto, 2012), educational tourists are individuals or groups who travel to and live outside their environment for more than 24 hours, but no more than one year for study, business, recreation and other activities. ritchie (2003) divides the educational tourism market segment into three groups, namely elderly, college students, and school students. meanwhile, (ankomah and larson, 2000) divide the educational tourism market share based on the potential exchange of students, namely domestic, intra-regional, europe, and north america. the motivation for traveling is increasingly understood as a long-term psychological need and an individual life plan (cohen, 1984). towner (1996) suggests that education and learning tourism can take place both formally and informally depending on the individual's motivation and the type of experience requested. today travel motivation is not only related to social and psychological needs but to the stage of one's life. the desire to travel and search for new knowledge and information continues to grow, so that exploration of the offer raises various types of educational tourism, including; journey to science (landscape, ornithology, ecology, and geology), cultural and heritage tours (archeology, ethnicity, patriotic military, religious cognitive and pilgrimage), study tour, sport tourism, and training program. characteristics of educational tourism as an innovative form of the educational institution should be based on goals, principles, and approaches of contemporary an education. educational tourism interests are developed from childhood, through curriculum designs involving educational tourism (mcguire et al., 1987). educational tourism programs are organized in a coordinated and structured manner by involving learners from childhood to create educational market segments and sustainable educational tourism. the educational tourism refers to a non-formal e-journal of tourism vol.5. no.2. (2018): 94-104 http://ojs.unud.ac.id/index.php/eot 97 e-issn: 2407-392x. p-issn: 2541-0857 education by performing a fun method of tourism learning activities. such method of the learning process can be more quickly understood and remembered by the students (wijayanti et al., 2018). educational tourism uses the concept of cooperative learning that is reciprocal for the lives of learners and the community. cooperative education is a partnership between learners, educational institutions, and tourism service providers. cooperative education becomes a bridge between educational institutions and industry, allowing learners to get practical training. according to (ritchie, 2003) various stakeholders work together to meet the demand of tourists in the form of attractions and events that offer learning experiences, through resource specialists who are responsible for delivering learning components, and affinity travel planners from organizations that help plan and develop learning programs. significantly, the learning experience in educational tourism is able to go beyond actual tourist experience, ie interest in a particular topic and includes organized learning elements (kalinowski and weiler, 1992). conservation programs as one of the tourism education programs can be used as an effective means to develop knowledge, skills, and attitudes by realizing a broad-based experience (hiromi, 2009). conservation programs are able to provide learning and research experiences for learners while building meaningful relationships with local communities through participation in resource and environmental management. the program provides learning opportunities from the past for future improvement efforts. conservation programs are used to gain historical and cultural learning experiences. conservation programs are organized formally and informally, including; field trips, camp programs, experiential and research activities, live lab study, and tours. pine & gilmore (1999) offer four types of experience, including educational, entertainment, aesthetic, escapist and referred to as "4e". the process of educational tourism involves several elements, namely educational institutions, tourism service providers, and the government. educational institutions determine the theme, content of activities, and academic environment. tourism providers provide tourist attractions, lodging, and transportation. meanwhile, the government provides facilities and infrastructure to facilitate the smoothness of educational tourism. cooperation among various stakeholders is divided into two programs, namely classroom and practical experience. in the classroom program, learners gain a basic knowledge and a perceptual view of practical experience programs. in practical experience programs, learners travel to tourism destinations to actively participate and acquire skills to strengthen the knowledge gained in the previous class (ankomah and larson, 2000). the learning process in education tourism consists of three forms, namely; deliberate learning, experiential learning, and structured learning (ankomah and larson, 2000). according to (ritchie, 2003) educational tourism has two forms, namely learning and traveling. the learning, representing dedicated tourists by taking part in the education and training process. while the traveling, representing tourists who are interested in interpretive programs. ritchie et al., (2008) distinguishes two major groups of educational tourism. the first group is a visit directly related to the education process, general subjects and a particular curriculum capable of extending formal education. the second group, the educational journey that performs the educational function but is not related to a particular subject and arranged in the non-formal education process. educational tourism illustrates the activity on the journey across international borders to acquire intellectual services, in search of new experiences and cultures (abubakar et al., 2014). it encourages local governments to market educational institutions for intellectual development by attracting foreign students to travel and experience a new culture. in addition, countries offering educational tourism are becoming very rich and competitive in the tourism sector (rico & loredana, 2009). the management of educational tourism requires competent personnel, including; knowledge, skills, abilities, and communication techniques (procter, 2012; wong & wong, 2009). e-journal of tourism vol.5. no.2. (2018): 94-104 http://ojs.unud.ac.id/index.php/eot 98 e-issn: 2407-392x. p-issn: 2541-0857 educational tourism is developed based on fundamental educational principles so that it becomes a very effective teaching technology (zholobova, 2006; belyaeva, 2007; bhuiyana et al., 2010). educational tourism organizes tourism as an educational activity to achieve its goals and meet the targets set by the curriculum. it focuses on the formation and development of individual qualities expressed as general and special professional competencies (chen & naquin, 2008; hoffmann, 1999; mclegan, 1997). william (2010) presents a pedagogical and didactic basis for the development of the concept of educational tourism lies in the pedagogy sectoral (tourism), because its functional represent the educational process carried out outside the educational institutions. the elements to be considered when designing a study tour, namely the student base, including physiological, psychophysical, emotional, social expression, the need for change, self-actualization needs, intellectual development, exploration and development of creative potential (abubakar et al., 2014). the implementation of educational tourism involves several elements, namely; the team of planners, development of educational materials, exhibitions and visiting activities, local community involvement, tour operators, media, curriculum, teachers, and local and international organizations (bhuiyan et al., 2010). implementation of educational tourism requires adaptation to the socio-cultural, environmental, and economic structures of the local community, as it is a process of increasing socio-economic capital, and empowering the community itself (pitman, broomhall and mcewan, 2010). research methods reserach location reseach was undertaken at vredeburg fort museum yogyakarta. this research is a descriptive survey research, focusing on historical learning process through study tour program at vredeburg fort museum yogyakarta. number of respondents the number of respondent was 200 visitors who were visiting vredeburg fort museum yogyakarta who are at least 12 years old. the sample size is determined by consideration of five respondents for each variable manifest (sugiyono, 2012). data collection and data analysis data collection was undertaken by survey method. the research instrument used 26 points of a statement and measured using a four-point likert scale, to measure the attitude, opinions, and perceptions of tourists on four variables, namely tourist demand, tourism offerings, tourist attractions, and learning experiences (djaali, 2008; riduwan, 2009). the instrument test is performed using validity and reliability test. validity test was performed by comparing correlated-item total correlation value with r-table value (malhotra & birks, 2007) and reliable test using alpha cronbach coefficient (umar, 2003; urbina, 2004; sekaran, 2006). data were analyzed using three box method (ferdinand, 2006) to find out the variable perception index used to analyze the learning process of history science at the vredeburg fort museum. the three-box criteria analysis has three categories, namely 50.00-100 (low), 100.01-150 (medium), and 150.01-200 (high). results and discussion tourist attractions of vredeburg fort museum vredeburg fort museum is a special museum of national struggle history which occupies the land owned by yogyakarta sultanate of 46,574 m2. vredeburg fort museum is located at jalan jenderal a. yani 6, yogyakarta, indonesia. the vredeburg fort museum is rectangular with gates resembling a gigantic archway with classical european architecture. scetch of vredeburg fort museum can be seen in figure 2. e-journal of tourism vol.5. no.2. (2018): 94-104 http://ojs.unud.ac.id/index.php/eot 99 e-issn: 2407-392x. p-issn: 2541-0857 source: vredeburg fort museum, 2016 figure 2. scetch of vredeburg fort museum vredeburg fort museum visitors able to walk on foot or onthel (traditional bike) cycling. the vredeburg fort museum has a library of historical and cultural books and presents various historical collections, including buildings, dioramas, historical events, paintings, models, maps, miniatures, sculptures, relics, and photographs. some collection of vredeburg fort museum can be seen in figure 3. source: field observation, 2016 figure 3. collection of vredeburg fort museum the learning experience process at vredeburg fort museum the effectiveness of learning process at vredeburg fort museum is seen from perception index of respondents to four variables, namely tourism demand, tourism offerings, tourist attractions, and learning experiences. perception index data is presented in table 1. table 1. perception index data of respondent source: field survey, 2016 the results show the main purpose of visiting the vredeburg fort museum is enjoying a tourist attraction that offers the experience of learning history, seen from the index value of 174.5. tourist demand becomes the consideration of vredeburg fort museum managers to design edu-tourism packages relevant to the tourist’s needs. the gap between the tourism demand with the tourism availability give impacted to the less of tourism experience wijayanti et al., (2017). vredeburg fort museum cooperates with stakeholders to meet tourist demand of attractions and events that offer a history learning experience (ritchie, 2003). in addition, the role of academics is needed to design a study tour that is able to facilitate learners to gain knowledge of history (prakapienė and olberkytė, 2013). from table 1, the availability of the product has been satisfied, as seen from the average perception index of respondents to the n o tourism demand frequency of respondent answers index value n o tourism offerings frequency of respondent answers index value 1 2 3 4 1 2 3 4 1 historical tourism 4 36 126 34 174,5 8 edutourism attractions 5 33 131 31 147 2 cultural tourisn 1 34 122 43 151,7 5 9 parking area 5 19 122 54 156,25 3 language tourism 3 32 139 26 147 10 information services 8 25 133 34 148,25 4 other science tourism 1 48 111 40 174,5 11 toilet 9 18 126 47 152,75 5 information services 1 16 104 79 165,2 5 12 culinary services 4 43 119 34 145,75 6 culinary services 4 19 127 50 155,7 5 13 souvenir services 5 31 123 41 130 7 souvenir services 3 30 122 45 152,2 5 14 difable facilities 3 33 122 42 150,75 total average 152,4 3 total average 147,25 n o tourism attractions frequency of respondent answers index value n o learning experiences frequency of respondent answers index value 1 2 3 4 1 2 3 4 1 5 cultural tourisn 1 12 140 47 158,2 5 22 language tourism 11 58 10 0 31 137,75 1 6 conferences 6 39 119 36 146,2 5 23 cultural tourisn 11 59 87 43 140,5 1 7 language tourism 7 46 132 15 138,7 5 24 historical tourism 8 50 94 48 145,5 1 8 research 1 31 144 24 147,7 5 25 learning new technology 15 65 94 26 132,75 1 9 other science tourism 8 28 129 35 147,7 5 26 other science tourism 24 73 71 32 127,75 2 0 historical tourism 1 16 114 69 162,7 5 total average 136,85 2 1 learning new technology 6 17 134 43 153,5 total average 150,7 1 e-journal of tourism vol.5. no.2. (2018): 94-104 http://ojs.unud.ac.id/index.php/eot 100 e-issn: 2407-392x. p-issn: 2541-0857 availability of the product of 147.25. the tourist satisfaction is realized as a result of service quality provided by manager of vredeburg fort museum. service quality is a very important factor for service industry companies, such as museums (amelia and palupi, 2016). visitors assess the availability of parking lots and toilets very adequate and comfortable, with an index value above 150. vredeburg fort museum provides adequate parking space in front of the west entrance, both for motor vehicles and cars. toilets provided for the visitors amounted to 11 pieces, ie 2 in the south of the entrance, 1 in the between diorama two and three, and 8 in the south of the f building. overall visitors assess the tourist activities in the museum vredeburg fort is very varied, with a high index value, which is 150.71, while the history learning experience of 145.5. vredeburg fort museum implements cooperative learning concept by establishing partnerships with various stakeholders. this concept establishes a bridge between educational institutions, vredeburg fort museum, and industry, also allows learners to get practical training. cooperative learning at vredeburg fort museum is able to realize effective learning which is organized by considering several elements, as follows (bhuiyan et al., 2010); 1. planner team the planner team consists of academicians and managers of vredeburg fort museum. in conducting the study tour, the academics and manager of vredeburg fort museum cooperate with other stakeholders to achieve short-term and long-term targets. study tours are conducted in a structured, not just an annual routine agenda. 2. educational material development the material presented in accordance with the needs of the students, ie learning history. the academics prepare the theme and content of the activities (ankomah and larson, 2000). the academics presented the basic material knowledge of historical science to be studied at the vredeburg fort museum, while the vredeburg fort museum manager presents the material in a different form and delivered by the educator (pitman, broomhall and mcewan, 2010). 3. event the event becomes one of an alternative way of presenting tourism product at vredeburg fort museum. some events held at the vredeburg fort museum, among others; temporary exhibitions, vredeburg fair, historical explorations, and theatrical drama. 4. local community involvement local communities are one of the key elements who guarantee a tourist destination sustainability (luh, et al., 2014). vredeburg museum management involves local communities to realize sustainable tourism and encourage local economic growth. the involvement of learners with local communities is also the goal of the study tour program to build a sustainable travel base in the future (black, 2000), understanding the global interconnection, as well as developing critical thinking skills and problem-solving for learners. 5. tour operator tour operators as service providers are able to design tour packages for academics and vredeburg fort museum so that the study tour program is well organized (kennes, 1997). the study tour program generally has limited time with a fairly solid agenda of visits (schejbal, 2013). in this case, the academics need a tour operator role to design an effective and efficient tour package. 6. the mass media mass media has an important role in the development of study tour programs, including promotion and fulfillment of tourist information needs. the information available on the website is widely used by students to prepare study tour reports (pitman, broomhall and mcewan, 2010). mass media is needed to meet the information needs of pre, during, and post-study tour at the vredeburg fort museum. 7. curriculum the curriculum plays a role in planning study tour program for learners to gain experience in learning history. the curriculum itself is able to increase the interest of educational tourism for e-journal of tourism vol.5. no.2. (2018): 94-104 http://ojs.unud.ac.id/index.php/eot 101 e-issn: 2407-392x. p-issn: 2541-0857 learners since childhood (mcguire et al., 1987). to provide study tour content in accordance with the needs of learners, vredeburg fort museum manager must familiarize themselves with the curriculum of learners to meet the goals and objectives of education 8. teacher the teacher presents the material in the program in the classroom (ankomah and larson, 2000). teachers play a role in helping learners to cultivate an awareness of the learning of history in vredeburg fort museum through classroom teaching. 9. educator the educators provided materials in the program in the practical experience room (ankomah and larson, 2000) through the enhancement of the history learning experience at the vredeburg fort museum (pitman, broomhall and mcewan, 2010). edukator accompanies learners in understanding the historical messages conveyed by the manager through collectibles 10. tour flow the tour flow influences the understanding of historical stories in the vredeburg fort museum. the vredeburg fort museum offers historical stories since the diponegoro war (1825) until the new order (1974) presented in four dioramas. the tour flow greatly influences the understanding of existing historical sciences (berry at al., 2002). the incorrect tour flow causes learners unable to understand the historical message conveyed by the vredeburg fort museum manager and not gain the experience of historical learning. 11. local and internasional organization local and international organizations play a major role in implementing study tours through various events. the vredeburg fort museum cooperate with organizations organize various events, such as historical reviews, lectures, historical discussions, workshops, exhibitions, fashion festivals, javanese song contests, theater, painting contests, coloring competitions, and cultural camps. from the result of data analysis, it can be concluded that the concept of cooperative learning in study tour program involves three main elements, namely planner team, event, and local community involvement. team planner designs various events involving pedagogical elements to encourage learners to engage with local communities in the learning process. team planner consists of organizations, educators, tour operators, and teachers who work together in designing study tour program. various events as a tourist attraction designed by considering four important elements, namely; curriculum, mass media, tourism content, and tour flow. involvement with local communities aims to create global interconnection, cultivate critical thinking and problem solving, and realize sustainable educational tourism. the learning concept of study tour program is presented in figure 4. source: designed by researcher, 2016 figure 4. cooperative learning concept of study tour program conclusion vredeburg fort museum organizes educational tourism with the concept of mutual cooperative learning for learners, vredeburg fort museum, and local communities (urias and russo, 2009). cooperative education is a partnership between learners, educational institutions, and tourism service providers to meet educational goals and objectives in the form of historical learning experiences. cooperative learning concepts integrate lessons in the classroom and in the practical experience space. learning e-journal of tourism vol.5. no.2. (2018): 94-104 http://ojs.unud.ac.id/index.php/eot 102 e-issn: 2407-392x. p-issn: 2541-0857 in the classroom provides a basic knowledge of historical science to be studied at the vredeburg fort museum. practical space learning experiences take place at the vredeburg fort museum to reinforce the knowledge of history that has been obtained in the classroom. study tour at vredeburg fort museum is well organized so that tourism products are offered not only as a source of information but a source of learning. the study tour program at vredeburg fort museum considers some important elements, namely team planner, tourism content, event, local community involvement, tour operator, mass media, curriculum, teacher, educator, tour flow, and organization. research contribution. this research succeeds to design cooperative learning model of study tour program. the model can be implemented by educational institutions, tourism service providers, government, and other stakeholders to realize effective learning through study tour program. reference abubakar, a. m., shneikat, b.h.t., & oday, a. 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(2018): 62-71 http://ojs.unud.ac.id/index.php/eot 62 e-issn: 2407-392x. p-issn: 2541-0857 the effect of the quality of services on the visitors’ satisfaction and desire to pay a revisit to the bali pulina agrotourism ni nyoman alit purnami and i gusti ayu oka suryawardani department of agribusiness faculty of agriculture udayana university corresponding author: gungdani@gmail.com article info received 20 august 2018 accepted 12 september 2018 available online 20 september 2018 abstract the perception of the visitors of the quality of the services provided at the bali pulina agrotourism contributed to their satisfaction, which would then make them desirous of paying a revisit to it. the research was conducted at the bali pulina agrotourism. this study was intended to analyze the effect of the quality of services (physical evidence, reliability, responsiveness, assurance, and empathy) on the visitors‟ satisfaction with the bali pulina agrotourism, and analyze the effect of the visitors‟ satisfaction on their desire to pay a revisit to it. the respondents in this study were the tourists who had visited the bali pulina agrotourism, totaling 80 and obtained using the accidental sampling method. the model was designed based on the smart pls version 3.0-based structural equation modelling (sem) using a computer program. the results of the study showed that physical evidence significantly contributed to the visitors‟ satisfaction (p = 0.002); reliability significantly contributed to the visitors‟ satisfaction (p = 0.005); responsiveness significantly contributed to the visitors‟ satisfaction (p = 0.040); assurance significantly affected the visitors‟ satisfaction (p = 0.001); empathy significantly affected the visitors‟ satisfaction (p = 0.014); the visitors‟ satisfaction significantly contributed to their desire to pay a revisit to the bali pulina agrotourism (p = 0,000). based on the results of the study, the bali pulina agrotourism was expected to be able to maintain and improve the quality of services to make the visitors feel satisfied and desirous of paying a revisit. keywords: agrotourism, service quality, satisfaction, revisit, pls introduction background agricultural sector is the one which dominantly contributes to the indonesian economy. agriculture constitutes a strong potential which can be developed as an attraction which can be enjoyed by both the domestic and foreign tourists. the activities starting from the time when plants are cultivated to the time when and after they are harvested can be used as the attractions to inspire tourists to visit indonesia (sammeng, 2001). indonesia is a country with different potentials and resources, meaning that it has a lot of opportunities through which it can be developed into a country with tourism industry. in this way, it can earn a lot of foreign exchange which can be used for funding the local, regional and national development (oktaviani and suryana, 2016). it has a lot of natural charms which can be developed as tourist destinations, one of which is bali province. bali province has many tourist destinations which are visited by tourists e-journal of tourism vol.5. no.2. (2018): 62-71 http://ojs.unud.ac.id/index.php/eot 63 e-issn: 2407-392x. p-issn: 2541-0857 (badan pusat statistik propinsi bali, 2017). according to suryawardani, wiranatha and christine (2014), the beautiful natural landscape and its beautiful nature contribute to the success achieved by the nature-based tourist attractions in bali. bali is well-known for its highly beautiful nature, tropical climate, green forests, mounts, lakes, rivers, rice fields and beaches. it is highly needed to improve the quality of the tourist destinations as one of the attempts made to support the success they achieve (suryawardani et al., 2017). one of the regencies in bali which is visited by a great number of tourists is gianyar regency. it relies on the agricultural sector as the tourist destination, causing it to be one of the alternative reliable products in tourism industry in general and in agrotourism in particular. one of the popular destinations, where agrotourism is used as one of the tourist attractions, is the bali pulina agrotourism, which is located in tegallalang district, gianyar, where tourists can enjoy the coffee luwak (coffee beans collected from the civet cat‟s feces) and its beautiful surrounding view. the bali pulina agrotourism is not the only one in tegallalang area. the fact that more and more tourist destinations will be created and developed in tegallalang area causes them to tend to be more competitive, causing tourists to have more choices to visit (supranto, 2011). in other words, the bali pulina agrotourism is challenged to face the competition between it and the other units of agrotourism. therefore, as a unit of business in tourism, it should pay much attention to what to do to be able to serve visitors as demanded by the market in order to be able to be competitive with its competitors. according to parasuraman, et al. (1990), the general dimension representing the evaluative criteria used to evaluate the quality of services are made up of physical evidence, reliability, responsiveness, assurance, and empathy. the evaluation of the attributes of services made by the visitors who visit the bali pulina agrotourism functions to indicate the quality of what services to improve. the knowledge of the visitors‟ perception becomes highly important when formulating the company‟s managerial implication. this current study mainly focuses on the visitors visiting the bali pulina agrotourism as the success achieved by and the sustainability of the company are determined by the number of visitors visiting it. therefore, it is highly important for the bali pulina agrotourism to always do its best to improve the quality of services to make visitors interested and satisfied, and come again in the future. objectives of the study this current study was intended to: 1. analyze the effect of the dimension of the quality of services (physical evidence, reliability, responsiveness, assurance, and empathy) on the satisfaction of the visitors visiting the bali pulina agrotourism. 2. analyze the effect of the satisfaction of the visitors of the bali pulina agrotourism on their desire to pay a revisit. literature review the previous studies in which the structural equation model (sem) was used to analyse the relationship among variables are as follows. suryawardani and wiranatha (2016) implemented the structural equation model and amos to assess the guests‟ perception in the implementation of green tourism to support sustainable tourism at hotels in bali. the result showed that the tourists who stayed at the hotels were requested to give positive opinion as to the implementation of the green tourism, which included the environmental conservation and cultural preservation, at the hotels which turned out to contribute to the enhancement of the economic development and staff welfare. the hotel management had great concern for water efficiency and utilization of energy and water resources. reuse and recycle were the concepts applied to manage the waste products. the hotel‟s concern for community was shown through its corporate social responsibility program (the csr program). suryawardani et al. (2017) in their study implemented the structural equation e-journal of tourism vol.5. no.2. (2018): 62-71 http://ojs.unud.ac.id/index.php/eot 64 e-issn: 2407-392x. p-issn: 2541-0857 model and used the smart-pls to analyse the structural model of foreign tourists‟ loyalty to visiting the nature-based tourism in bali. they revealed that the intrinsic and extrinsic motivations significantly contributed to the tourists‟ loyalty to visiting the nature-based tourism mediated by the foreign tourists‟ satisfaction. the result of the study they conducted suggested that the improvement of the destination quality is crucially needed to improve the competitiveness of the naturebased tourism in bali. wiranatha, a.s., bendesa and suryawardani (2018) implemented the structural equation model and used amos to analyse the model of foreign tourists‟ loyalty to the marine tourism in bali. the results of the study they conducted showed that (i) the intrinsic motivation of foreign tourists to visit the marine tourism in bali significantly contributed to their satisfaction when diving in many dive sports in bali; (ii) the extrinsic motivation significantly contributed to the tourists‟ satisfaction when diving in many dive sports in bali, and (iii) the foreign tourists‟ satisfaction significantly affected their loyalty to diving in many dive sports in bali. suryawardani and wiranatha (2018), in their study entitled “evaluation of the marketing strategy of sanur village festival based on visitors‟ behavior” in which she applied the theory of planned behavior and used the smart-pls to analyse the data, concluded that (i) the desire to visit was significantly affected by the attitude towards behaviour and the perceived behaviour control, (ii) the plan to revisit (actual behaviour) was significantly affected by the behavioural intention and perceived behaviour control; (iii) the intention and plan to visit sanur village in the following year were significantly related, and (iv) the communication of integrated marketing had been applied at the very prestigious art and cultural event as one of the attempts made to arouse the bali tourism, which was made to be getting worse by several damaging terrors made by terrorists. wiranatha, a.s., bendesa and suryawardani (2018) in their study entitled model of foreign tourists‟ loyalty in cultural and heritage tourism in bali found that: (i) foreign tourist were mostly satisfied in visiting cultural and heritage sites of bali, (ii) variables that influenced foreign tourists‟ satisfaction in visiting cultural and heritage sites of bali were intrinsic motivation, extrinsic motivation and trust, (iii) based on direct effects relationship, there were significant relationships between variable intrinsic motivation to trust, between intrinsic motivation to tourists‟ satisfaction, between extrinsic motivation to trust, between extrinsic motivation to tourists‟ satisfaction and between trust to tourists‟ satisfaction. meanwhile, there was not significant relationship between intrinsic motivation to tourists‟ satisfaction. however, based on indirect effect, intrinsic motivation significantly influenced foreign tourists‟ loyalty through variable trust which indicated that even though internal motivation of foreign tourists was not significant to directly influence tourist‟s satisfaction, the results showed that foreign tourist‟s trust in the reputation of bali as one of cultural and heritage destination indirectly brought about tourists‟ satisfaction in visiting cultural and heritage sites of bali. hence, the balinese beliefs need to be protected, preserved and maintained through keep spreading out the vibration of balinese spirits in implementing local culture and art in their daily life. the nature and culture-based tourist attractions-related studies wiranatha (2015), in his study entitled sustainable development strategy for ecotourism at tangkahan north sumatera, showed seven strategies which can be used to develop ecotourism. they are (i) preserving flora and fauna; (ii) developing the naturebased tourism by implementing the principles of ecotourism and preserving the nature; (iii) giving priority to paying attention to the safety of the visitors and their tour guides when they are doing their activities; (iv) revitalizing the traditional music and dances; (v) widening the existing tracking area at tangkahan, (vi) increasing the number of elephants, and (vii) improving the accommodation facilities without damaging environment; (viii) developing the land transportation leading to the location of the tourist attraction, improving e-journal of tourism vol.5. no.2. (2018): 62-71 http://ojs.unud.ac.id/index.php/eot 65 e-issn: 2407-392x. p-issn: 2541-0857 the touristic supporting infrastructure and facilities such as banking, public toilets and the management of the integrated parking area, improving the electrical facility and circuitry at the centre of the tourist attraction at tangkahan. pramono, susrusa and wiranatha (2016), in his study entitled “the environmental management at star rated hotels in bali‟, showed that the environmental issues, environmental management, and the application of the environmental management at the star rated hotels in bali were significantly related to one another. wiranatha, a.s., bendesa and suryawardani (2018), in their study entitled model of foreign tourists‟ loyalty to cultural and heritage tourism in bali, concluded that foreign tourists were satisfied with the cultural heritage sites in bali. the variables which contributed to their satisfaction were the intrinsic and extrinsic motivations and trust. viewed from the direct impact, the result of their study showed that the variable of the intrinsic motivation was significantly related to the variable of trust, the extrinsic motivation was significantly related to the variable of satisfaction, and the variable of trust and the variable of satisfaction were significantly related. however, it was found that the intrinsic variable was insignificantly related to satisfaction. viewed from the indirect effect, the variable of intrinsic motivation and the variable of loyalty mediated by trust were significantly related. the results of the study indicated that the cultural heritage destinations in bali attracted foreign tourists; therefore, the balinese culture needed to be maintained. suryawardani, wiranatha and christine (2014), in their study entitled “the destination marketing strategy in bali through optimizing the potential of local products”, concluded that the strategy used to market a tourist destination needed to optimize the competitiveness of the local products. the admiring and beautiful landscape, which bali has, supported the success achieved by the nature-based tourist attractions in bali. research method research location and time this current study was conducted at the bali pulina agrotourism, which is located at jl. banjar pujung kelod, tegallalang gianyar for three months, from march 2018 to april 2018 for the following reasons. (1) there were so many tourists visiting the bali pulina agrotourism; (2) none had explored the effect of the quality of services on the satisfaction of the visitors visiting the bali pulina agrotourism; and, apart from that, the researcher was permitted to conduct the research there. data and the method used to collect the data both the qualitative and quantitative data were used in the current study. the data were obtained from both the primary and secondary data sources. the data were collected through the library research and field research (observation, direct interview, questionnaire, and documentation). research population and samples the population in the current study included all the tourists visiting the bali pulina agrotourism. the samples, totalling 80 respondents and purposively determined, were taken using the accidental sampling technique. variables and data analysis the variables which were analysed in the current study are: (1) the quality of services (x), including physical evidence (x1), reliability (x2), responsiveness (x3), assurance (x4), and empathy (x5); (2) the visitors‟ satisfaction (y1) and (3) the desire to pay a revisit. the data were analysed through the hypothesis test using the previously designed structural equation modelling – sem). the instrument used to analyse the data was the smart-pls program version 3.0. the output was analysed descriptively and qualitatively using the software smart-pls. the respondents’ characteristics e-journal of tourism vol.5. no.2. (2018): 62-71 http://ojs.unud.ac.id/index.php/eot 66 e-issn: 2407-392x. p-issn: 2541-0857 the result of the study showed that most respondents came from the united states of america and australia. the male respondents dominated. the respondents were between 26 and 55 years old. most of them were private employees. they got information as to the bali pulina agrotourism from their friends/relatives and other visitors who had visited it at their own intention. confirmative analysis based on the model theoretical framework and hypothesis referred to in this current study, the model specification of the structural equation can be seen in figure 3.1 below. figure 1. the output of the smart pls 3.0based structural equation model the result of analysis of the outer/measurement model the analysis of the outer/measurement model shows the relationship among the variables and the indicators forming them (ghozali, 2014). the following tables show six types of analysis of measurement. table 1. measurement model test of the variable of the physical evidence remarks: ** indicates being significant source: the processed primary data (2018) it can be seen from table 1 that the well-groomed appearance of employees (xi.4) was the indicator of the outer loading value, indicating that the well-groomed appearance of employees was the highest reflection of the physical evidence of the bali pulina agrotourism, which should be maintained. the physical evidence of the parking area (x1.1) indicates that the visitors felt less satisfied as its outer loading value was the smallest and that the parking area needed to be seriously designed. table 2 shows the result of measurement of the variable of reliability. table 2. measurement model test of the variable of reliability remarks: ** indicates being significant source: the processed primary data (2018) table 2 shows that clear information (x2.3) was the indicator which most strongly ______________________________________________________________________ code statement outer standard t-statistics loading error _______________________________________________________________________ x1.1 parking area 0.711 0.071 9.331 ** x1.2 garden cleanliness 0.847 0.042 16.961 ** x1.3 the spots used as 0.887 0.042 22.657 ** agrotourism x1.4 the well-groomed 0.905 0.021 42.605 ** appearance of employees x1.5 the equipment used 0.787 0.052 16.849 ** ______________________________________________________________________ _____________________________________________________________________ code statement outer standard t-statistics loading error _____________________________________________________________________ x2. 1 time accuracy 0.841 0.040 19.783 ** of services x2.2 the ability to 0.841 0.040 19.783 ** give the advantage of education x2.3 clear information 0.901 0.034 25.464 ** ______________________________________________________________________ e-journal of tourism vol.5. no.2. (2018): 62-71 http://ojs.unud.ac.id/index.php/eot 67 e-issn: 2407-392x. p-issn: 2541-0857 contributed to the satisfaction of the visitors visiting the bali pulina agrotourism. however, the time accuracy of services needed to be improved as it was loaded with the smallest factor. the third latent variable, namely responsiveness was shown by 4 indicators. the result of the analysis of measurement model for the latent variable of responsiveness can be seen in table 3. table 3. measurement model test of the variable of responsiveness remarks: ** indicates being significant source: the processed primary data it can be seen from table 4 that the measurement model of the latent variable of assurance indicated that the friendliness and politeness of employees (x4.2) constituted the indicator of the highest outer loading, the security and comfort (x4.3) were the indicators with the lowest outer loading, indicating that security and comfort were the lowest reflection of assurance for the visitors at the bali pulina agrotourism. the fifth latent variable was the empathy, as shown in table 5. table 5. the measurement model test of the variable of empathy remarks: ** indicates being significant source: the processed primary data (2018) based on the result of the measurement model as shown in table 3.5, it can be identified that the employees‟ willingness to listen to the visitors‟ complaints (x5.3) was the indicator of the highest outer loading, reflecting the highest assurance of the bali pulina agrotourism; the employees‟ personal attention (x5.1) was the indicator of the lowest outer loading, meaning that the lowest reflection of the variable of empathy towards the visitors should be improved. in this current study, the endogenous latent variable of the model was made up of the variable of the visitors‟ satisfaction and the variable of the desire to pay a revisit, as can be seen in table 6 as follows. table 6. the measurement model test of the variable of the visitors‟ satisfaction remarks: ** indicates being significant source: the processed primary data (2018) table 6 shows that the visitors‟ satisfaction with security and comfort (y1.4) ____________________________________________________________________ code statement outer standard t-statistics loading error ____________________________________________________________________ x3.1 the rapidity of employees to give services 0.898 0.023 36.218 ** x3.2 the responsiveness of employees to the difficulties underwent by the visitors 0.865 0.054 14.830 ** x3.3 the preparedness of employees to give information 0.897 0.037 25.739 ** x3.4 the readiness of employees to respond to the visitors‟ requests 0.908 0.033 27.742 ** _____________________________________________________________________ ________________________________________________________________________ course statement outer standard t-statistics loading error ________________________________________________________________________ x5.1 the employees‟ personal 0.903 0.042 21.397 ** attention x5.2 the employees‟ seriousness 0.922 0.030 30.713 ** in serving the visitors x5.3 the employees‟ willingness 0.934 0.027 34.253 ** to deal with the visitors‟ complaints ___________________________________________________________________________ ______________________________________________________________________ code statement outer standard t-statistics loading error ______________________________________________________________________ y1.1 the visitors‟ satisfaction 0.774 0.054 14.208 ** with the packaged tour bought y1.2 the visitors‟ satisfaction 0.846 0.053 15.977 ** with facilities y1.3 the visitors‟ satisfaction 0.856 0.047 18.053 ** with services provided y1.4 the visitors‟ satisfaction 0.880 0.034 25.899 ** with security and comfort _______________________________________________________________________ e-journal of tourism vol.5. no.2. (2018): 62-71 http://ojs.unud.ac.id/index.php/eot 68 e-issn: 2407-392x. p-issn: 2541-0857 highly contributed to the whole satisfaction, which, in general, fulfilled what had been expected by the visitors of the bali pulina agrotourism. however, it should pay more attention to the tourist attraction or the packaged tour they bought (y1.1) as it had the smallest outer loading value. three attributes were used to measure the variable of the desire to pay a revisit to the agrotourism. table 7 shows the outer loading value which each attribute had. table 7. the measurement model test of the variable of the desire to pay a revisit remarks: ** indicates being significant source: the processed primary data (2018) as shown in table 7, the indicator of the desire to give information to others on the existence of the bali pulina agroculturalism (y2.2) had the highest outer loading value, meaning that it made the largest contribution to the variable of the desire to pay a revisit. the indicator which had the lowest outer loading value was the indicator of making the bali pulina agrotourism the main choice (y2.3). the reason was that most of the visitors would like to see and enjoy another agrotourism. the result of the structural model (the inner model) the analysis of the inner or structural model was intended to examine the relationship among variables (ghozali, 2014). the resultant values of the path coefficient of the relationship among variables in the structural equation model are displayed in table 8. the values showed the direct effect of every exogenous variable on the adjusted endogenous variable. apart from the direct effect, the indirect effects of the exogenous variable on the endogenous variable could also be examined through the mediation of the other latent variables. by paying attention to the two types of effects, the inner model of the structural equation in this current study can be distinguished as follows. table 8. the latent direct effect of the exogenous variable on the latent endogenous variable in the inner model source: the processed primary data (2018) the t-statistic values displayed in table 8 clearly shows that the six hypotheses developed were really supported by the result of the structural model analysis with a 5% level of significance. the visitors‟ satisfaction was evidently affected by the physical evidence, reliability, responsiveness, assurance, and empathy. among the six dimensions of the quality of services, the assurance with the value 0.307 constituted the variable which mostly contributed to the satisfaction of the visitors visiting the bali pulina agrotourism. then, the variable of the visitors‟ satisfaction significantly contributed to the visitors‟ desire to pay a revisit with the value 0.831. the better the perception of the visitors of the quality of services of the bali pulina agrotourism, the higher their desire to _____________________________________________________________________ code statement outer standard t-statistics loading error _____________________________________________________________________ y2.1 the desire to pay a 0.845 0.050 16.928 ** revisit y2.2 the desire to give 0.890 0.024 36.947 ** information to others y2.3 the desire to make 0.725 0.054 13.341 ** agrotourism the main choice _____________________________________________________________________ remarks: _____________________________________________________________________ __ hyp. exogenous endogenous original st. dev. t-statistics p-values variable variable sample ___________________________________________________________________________________ ___ h1 physical visitors‟ 0.154 0.050 3.101 0.002 evidence satisfaction ___________________________________________________________________________________ ___ h2 reliability visitors‟ 0.191 0.068 2.815 0.005 satisfaction ___________________________________________________________________________________ ___ h3 responsivevisitors‟ 0.194 0.095 2.056 0.040 ness satisfaction ___________________________________________________________________________________ ___ h4 assurance visitors‟ 0.307 0.090 3.392 0.001 satisfaction ___________________________________________________________________________________ ___ h5 empathy visitors‟ 0.202 0.082 2.465 0.014 satisfaction e-journal of tourism vol.5. no.2. (2018): 62-71 http://ojs.unud.ac.id/index.php/eot 69 e-issn: 2407-392x. p-issn: 2541-0857 pay a revisit would be. the indirect effect of the exogenous variable on the endogenous variable apart from the direct effect with significant relationships as displayed in table 9, there were several paths in which the exogenous variable indirectly affected the adjusted endogenous variable through the mediation of the other latent variable. in this current study, the variable of the visitors‟ satisfaction played a role as the mediator of the effects of all the dimensions of the quality of services on the visitors‟ desire to pay a revisit, indicating that the dimension of the quality of services indirectly contributed to the desire to pay a revisit with the variable of the visitors‟ satisfaction as the mediator; therefore, the indirect effect was tested as displayed in table 9. table 9. the indirect effect of the exogenous variable on the latent endogenous variable in the inner model source: the result of analysis of the data provided by the respondents (2018) the research model shows five indirect relationships as displayed in table 9. the five indirect effects of the physical evidence, reliability, responsiveness, assurance, and empathy contributed to the visitors‟ desire to pay a revisit. the latent variable of the visitors‟ satisfaction shows significant effects through the latent variable as the mediation with path coefficients 0.128; 0.159; 0.162; 0.255 and 0.168. the feasibility of the structural equation model before the results of the analysis of the structural equation model were interpreted, several researchers (fornell & larcker, 1981; chin et al., 2003; hair et al., 2012; henseler et al., 2009, in suryawardhani, 2018) recommended examining the model‟s feasibility. table 3.10 shows the measurements commonly used to examine the feasibility of the structural equation model, which was analyzed using the smart-pls method. table 10. the feasibility test of the structural measurement model remarks: a = value was not available as the latent was the exogenous one b = the weighted means weighting the total indicators source: the processed primary data (2018) table 11 shows the determination coefficient values (r 2 ) of every latent _____________________________________________________________________ ___ variable outer st. dev. t-statistics p values ________________________________________loading_____________________________________ ___ exogenous mediation endogenous ___________________________________________________________________________________ ___ physical the visitors‟ the desire to 0.128 0.042 3.048 0.002 evidence satisfaction pay a revisit ___________________________________________________________________________________ ___ reliability the visitors‟ the desire to 0.159 0.056 3.068 0.005 satisfaction pay a revisit ___________________________________________________________________________________ ___ respon the visitors‟ the desire to siveness satisfaction pay a revisit 0.162 0.079 1.986 0.042 ___________________________________________________________________________________ ___ assurance the visitors‟ the desire to 0.255 0.076 3.270 0.001 satisfaction pay a revisit ___________________________________________________________________________________ __ empathy the visitors‟ the desire to 0.168 0.068 2.462 0.014 satisfaction pay a revisit ___________________________________________________________________________________ __ _____________________________________________________________________ _ exogenous var. types of number of comparative average r 2 variables indicators reliability variance extracted ___________________________________________________________________________ _ physical exogenous 5 0.917 0.690 na a evidence ___________________________________________________________________________ reliability exogenous 3 0.908 0.767 na a ___________________________________________________________________________ responsiveness exogenous 4 0.940 0.796 na a ___________________________________________________________________________ assurance exogenous 3 0.889 0.727 na a ___________________________________________________________________________ empathy exogenous 3 0.943 0.846 na a ___________________________________________________________________________ satisfaction exogenous/ 4 0.905 0.706 0.896 endogenous ___________________________________________________________________________ _ the desire to endogenous 3 0.862 0.677 0.691 pay a revisit ___________________________________________________________________________ _ average 0.744 b 0.794 ___________________________________________________________________________ _ e-journal of tourism vol.5. no.2. (2018): 62-71 http://ojs.unud.ac.id/index.php/eot 70 e-issn: 2407-392x. p-issn: 2541-0857 endogenous variable. according to chin et al. (2003) in suryawardani and wiranatha (2018) suryawardani (2018), the endogenous variable with the value r 2 ranging from the value 0.19 to 0.33 is under the category of the weakly explained variable, the endogenous variable with the value r 2 ranging from the value 0.33 to 0.67 is under the category of the moderately explained variable, and the endogenous variable with the value r 2 with the value higher than 0.67 is under the category of the substantially explained variable, meaning that the visitors‟ satisfaction and the visitors‟ desire to pay a revisit were the two endogenous variables which were substantially explained by the adjusted exogenous variables. then, if the value of the composite reliability was referred to, then the value of the composite reliability of all the latent variables in the model would be higher than the threshold value, namely 0.60, as stated by cin et al. (2003) in suryawardani and wiranatha (2018), meaning that all the indicators in each variable was reliably and internally consistent. the result of the fit model analysis this test was done to totally assess the feasibility of the structural equation model. to this end, the model, which is proposed by tanenhaus et al. (2005) and is displayed as follows, is referred to in order to assess the goodness of fit (gof) value. gof = communality xr 2 = ave xr 2 the ave in the equation above constitutes the value of the weighted means with the weight obtained from the total indicators of every variable. this formula shows that the gof of the model was 0.768, higher than the threshold value, namely 0.50, indicating that the model could be accepted and interpreted; therefore, the pls model could be stated to be fit and was feasibly used to examine the research hypothesis. the goodness of fit test of the pls model could also be seen from the values of the smrm model. the pls model would be stated to have fulfilled the criteria of the goodness of fit model if the srmr value was <0.10 and the model would be stated to be perfectly fit if the smsr value was <0.08. the result of the goodness of fit test of the pls model shows that the smsr value of the pls model was 0.07; therefore, the pls model was stated to be fit and was feasibly used to examine the research hypothesis. conclusion based on the results of the study, several conclusions can be drawn as follows. (1) the effect of the quality of services on the visitors‟ satisfaction: the physical evidence, reliability, responsiveness, assurance, and empathy positively and significantly contributed to the satisfaction of the visitors visiting the bali pulina agrotourism, meaning that the better the physical building of the bali pulina agrotourism the more satisfied the visitors would be, and that the worse the physical building of the bali pulina agrotourism, the less satisfied the visitors would be. (2) the visitors‟ satisfaction positively and significantly contributed to the visitors‟ desire to pay a revisit to the bali pulina agrotourism, meaning that the more satisfied the visitors visiting the bali pulina agrotourism, the more motivated the visitors would be to pay a revisit to it, and that the less satisfied the visitors visiting the bali pulina agrotourism, the less motivated they would be to pay a revisit to it. suggestion as the variable of the physical evidence contributed the least, it is suggested that more attention should be paid to it to improve the visitors‟ satisfaction and motivate the desire of the visitors to pay a revisit to the bali pulina agrotourism. the parking area facilities and the quality of equipment used by the visitors should be improved. references e-journal of tourism vol.5. no.2. 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(2020): 177-192 http://ojs.unud.ac.id/index.php/eot 177 e-issn: 2407-392x. p-issn: 2541-0857 local community life satisfaction at early stage tourist destination fitri abdillah, vincent leewellyn, michael yadisaputra hotel business program, podomoro university corresponding author: fitri.abdillah@podomorouniversity.ac.id article info received 7 june 2020 accepted 31 august 2020 available online 30 september 2020 abstract the developing destinations are marked by increasing level of community life satisfaction. the objective of study is to identify the level of life satisfaction of local people in early stage tourist destinations. the method is a survey with a mix method analysis to justify the findings. primary data were obtained from 6 tourism actors and local community leaders, while secondary data were obtained from official government institutions. the location of the study was two mangrove destination in north karawang, west java. the results showed that in the early stages of tourism destination development, the level of life satisfaction of the local community showed a high response to the subjective indicators but lower to the objective. in subjective indicators, the highest response occurs in the community's collectivity in building, but low in fulfilling personal aspects, especially awareness about the future. local people feel relatively satisfied with their living conditions, especially family, social religious situation, and physical environment. they also view that tourism can be an alternative way out to improve economic conditions and the physical environment. further research needs to see behavioral changes of local community to face destination development due to the increasing number of tourists. keywords: early stage destination, life satisfaction, community introduction background destination development and management is one of the major concerns of any country or any region or destination in any part of the world. the nature of the destination, resources available, hosts, the visitor’s behavior and experiences and management of tourism resources optimally are extremely important research topics today (manhas, manrai, & manrai, 2016). according to (kim, 2002), tourism also viewed as expression of human behavior. it means interaction between local community and the tourist is important factors. once a community becomes a destination, the lives of residents in the community are affected. e-journal of tourism vol.7. no.2. (2020): 177-192 http://ojs.unud.ac.id/index.php/eot 178 e-issn: 2407-392x. p-issn: 2541-0857 aref (2011) underlines that changes in people's life satisfaction has to be a major concern by policy makers. destination development must support the residents to be involved in the development, planning, successful operation, and sustainability of tourism, destination development is the strategic planning of defined areas to support the evolution of desirable destinations for travellers, with a sole focus on the supply side of tourism, by providing compelling experiences, quality infrastructure, and remarkable services to entice repeat visitation1. it will rather related with exploitation of destination resources that caused not only economic performance, but also life satisfaction of their community. understanding tourism development from the local resident standpoint will deepen understanding of both the long-term success and sustainability of tourist destinations (woo, kim, & uysal, 2015). the rapid growth of destination development has been powerful means of investment, creates jobs, and promotes the destination. accordingly the life satisfaction of community should be increased too. the impact of tourism development on local communities has been widely 1 https://www.destinationbc.ca/what-wedo/destination-management/destinationdevelopment/ investigated (khizindar, 2012; jeon, kang, & e, 2014; uysal, sirgy, woo, & kim, 2015; abdillah, damanik, fandeli, & sudarmadji, 2015). it is shared that the support of local residents is crucial for the success and sustainability of any tourist development (bimonte & punzo, 2011; lee, 2013). therefore tourism development should be integrated with community planning and development. this integration will guarantee the creation of harmonization among the interests of stakeholders including the local community (abdillah, damanik, fandeli, & sudarmadji, 2015). destination development and its connection to residents’ quality of life (qol) has many atention over the past few years (bimonte, d'agostino, grilli, & pagliuca, 2019). people realized that there are relation between residents' attitudes to tourism and residents' happiness and satisfaction with life domains. research that focusing on well‐being related with tourism has recently flourished (pearce, 2009; pearce, ross, & filep, 2010; rivera, croes, & lee, 2016; sirgy, kruger, lee, & yu, 2011; bimonte, d'agostino, grilli, & pagliuca, 2019). (kim, 2002) stated that wellbeing is associated with quality of life. quality of life (qol) refers to how e-journal of tourism vol.7. no.2. (2020): 177-192 http://ojs.unud.ac.id/index.php/eot 179 e-issn: 2407-392x. p-issn: 2541-0857 individuals subjectively assess their own well-being and their ability to perform physical, psychological, and social functions2. in the context of destination development, qol are daily life condition of impacted community in the destination. kim (2002) expressed development impact means perceptions of tourism (economic, social, cultural, and environmental) with residents’ satisfaction with particular life domains (material well-being, community well-being, emotional well-being, and health and safety well-being) and overall life satisfaction. as tourist destination, coastal zones (cz) are complex areas of strategic importance at an environmental, economic, social, cultural, and recreational level. they are constantly under pressure from human occupation and overexploitation of resources, resulting in serious environmental impacts. coastal areas have an influence on the socio-economic conditions of people who live in or around it. the coast has a high degree of demographic vitality, and a major part of coastal populations is economically dependent on marine resources (carvalho, ulisses, azeiteiro, & meira-cartea, 2012). in terms of destination awareness, it has been widely appreciated that 2 department of epidemiology and health statistics, school of public health, southeast university, nanjing 210009, china mangroves provide valuable and essential natural resources (sukardjo, 1993). mangrove areas are the target of natural resource exploitation activities due to development demands. the more economic benefits gained, the heavier the burden will be. the higher the level of development, it should be the higher the benefits obtained by the community. karawang is a strategic location for mangrove conservation in java. the characteristics of muddy beaches and calm waters cause mangroves grow easily. at least there are two advantages of developing mangroves on the north coast of karawang, namely as an enrichment of tourism destinations and conservation of waters for fisheries development. karawang tourism destination development is directed to develop five targets, namely the arrangement of tourist attractions, increased accessibility, community empowerment, and increased investment (anonimous, 2016). the location of a mangrove destination in karawang are pantai pusaka jaya dan pantai sedari. as a tourism destination, the mangrove area has a significant impact on the quality of life of local people especially in increasing income in the form of fisheries and tourism e-journal of tourism vol.7. no.2. (2020): 177-192 http://ojs.unud.ac.id/index.php/eot 180 e-issn: 2407-392x. p-issn: 2541-0857 based on mapping of destination life cycle concept, karawang can be categorized as early stage tourist destination. inspired by butler (1980) talc, hussin (2019) proposes that destinations are considered to evolve in six distinct phases of exploration, involvement, development, consolidation, stagnation, and decline and/or rejuvenation where each of which is characterized by a number of identifiable features. early stage tourism destination refer to exploration and involvement phase. as butler r. (1980) mention the early stage is characterized by small numbers of tourists. at this time there would be no specific facilities provided for visitors. the use of local facilities and contact with local residents are therefore likely to be high, which may itself be a significant attraction to some visitors. this study aims to determine the level of community life satisfaction on the early stage tourism destination. this study wants to see whether tourists who have an impact on economic activity also have a positive impact on the level of satisfaction of local people's lives in destination. in other words how changes in quality of life occur in tourism destinations and is it true that the development of tourism destinations has an impact on changes in the quality of life of the community. literature review early stage destination development as butler’s proposed of talc evolve in six distinct phases of exploration, involvement, development, consolidation, stagnation, and decline and/or rejuvenation. the specific characteristic of each stage of a destination lifecycle required different strategies in order for the destination planner to maintain or gain the desired position and improve the competitive advantage of the destination. in the earliest stage of destination lifecycle, the destination product and market share are usually unknown. thus the adoptions of correct strategies are absolutely necessary in order to forestall future issues ahead. these strategies include selling new product/ services to new markets and expand market share and build awareness among the tourist. by implementing both strategies, the destination hope to attain a strong market position before competitors enters (cooper, 1992). butler r. (2011) explain the purpose of developing the model is to direct attention to the natural dynamics of the development of tourism destinations. besides that the model also gives an overview of the general process of development as well the potential for decreases that should be avoided with appropriate interventions (planning, e-journal of tourism vol.7. no.2. (2020): 177-192 http://ojs.unud.ac.id/index.php/eot 181 e-issn: 2407-392x. p-issn: 2541-0857 management and development). the key to the talc concept is carrying capacity. the right intervention will ensure that various carrying capacities (economic, socio-cultural and environmental) exceeded or if possible returns to the growth phase. life satisfaction according to gondos (2014) concept of quality of life was first used by pigou in 1920, however, it became widespread only in the 1950s. to determine what quality of life is we cannot find a uniform definition. it occurs in the determinations that such factors are needed to the quality of life or to the increasing of it which contribute to people’s social, economical and environmental welfare, therefore the improvement of these factors has to be emphasized. susniene & jurkauskas (2009) states that until now there has not been a single concept of quality of life that is universally stated and accepted. quality of life is defined as an understanding of life satisfaction. in recent years the interest towards researching quality of life has gradually increased.with the development of quality of life-oriented strategy the experts initiated the creation of trql index (tourism related quality of life index) (kovács (2007) in gondos, 2014). the tourism-related quality of life has two parts: first, in a tourist destination the impact of tourism on the residents’ quality of life. second, a person's active participation in the tourism industry (or the lack of this) and its impact on life satisfaction. the researchers tried to map the relationship between tourism and quality of life along the following five factors: 1. visiting/visitor's motivation; 2. characteristics of travelling; 3. impact of tourism; 4. characteristics of tourism or destination; 5. travelling as assessment of activity sirgy, lee, larsen, & wright (1998) states that the quality of life of a person is an amalgamation of life satisfaction which includes individual subjective conditions and objective conditions in society. the objective approach represents the general quality of life of the community, while the subjective approach represents the satisfaction of the individual towards his life. in quality of life research, one often distinguishes between the subjective and objective quality of life. subjective quality of life is about feeling good and being satisfied with things in general. objective quality of life is about fulfilling the societal and cultural demands for material wealth, social status and physical well-being. morris dan alpin (1982) put forward the concept physical quality of life index (pqli). there are three elements included e-journal of tourism vol.7. no.2. (2020): 177-192 http://ojs.unud.ac.id/index.php/eot 182 e-issn: 2407-392x. p-issn: 2541-0857 in the index namely: infant mortality, life expectancy, and literacy rates. in subjective context, kim (2002) explained that quality of life is determined by four aspects namely material, community, emotional, and health and safety. the ideal concept of quality of life is determined by an objective approach supported by a subjective approach. however, even though objective assessments are easier to do, subjective judgments dominate the discussion, given their size is the micro size of a particular area. table 1. previous research on turism and quality of life researcher, year of research purposes of study qol measurement used note on result khizindar (2012) to analyze direct effect of tourism on the perception of resident quality of life and to investigate between tourism and demographic information 3 subjective indicators are adopted from (kim, 2002) to measure overall qol. social, cultural, and environmental impacts affect resident's quality of life and demographic characteristics affect their perception of tourism domains. uysal, sirgy, woo, & kim, (2015) to determine the relationship between perception of tourism impact and community stakeholder quality of life 6 subjective items are adopted from previous research in order to measure overall quality of life. satisfaction with material and nonmaterial life positively affect their overall quality of life moreover, the type of community stakeholder group moderate this relationship. joon, kang, & desmarals (2014) to investigate influences of seasonal attributes on resident perception of tourism impacts and residents quality of life in a cultural heritage tourism destination 4 subjective items are used for the resident quality of life construct. perceived economic benefits, environment sustainability, and perceived social costs positively affected residents' perceived quality of life abdillah et al. (2016)* to determine the relationship between level of tourist destination development, community involvement, and community quality of life 4 subjective indicators are adopted from previous research there are significant difference between the quality of life of local communities and their involvement in the two phases of the development of tourism destinations note: this table cites from (uysal, sirgy, woo, & kim, 2015) and add one research specific in indonesia (*). this table includes studies that examine residents' quality of life (qol). thus, it is not intended to be exhaustive in its coverage. tourism development and life satisfaction the development of tourism research and quality of life with a series of reviews since 2012 (uysal, sirgy, woo, & kim, 2015). method the research method is a survey research rather with a qualitative approach. however, on some information a quantitative is used to describe the information from secondary data. given this, the characteristic of qualitative methods are considered eminently more e-journal of tourism vol.7. no.2. (2020): 177-192 http://ojs.unud.ac.id/index.php/eot 183 e-issn: 2407-392x. p-issn: 2541-0857 suitable than those of quantitative. as qualitative is the root for interpretive paradigm, which recognises the significance of subjective experience and provide a wealth of depth of detailed information regarding the issues being investigated. the aim of the study is to understand and explain profile of the level of quality of life of local people towards the development of tourism destinations that occur. the variables used are done by inspiring quality of life design kim (2002), susniene & jurkauskas (2009), and abdillah, damanik, fandeli, & sudarmadji (2015) as follows: a) objective indicators (literacy number, life expectancy rate, standar of living, human development index) b) subjective indicators (happiness, religious atmosphere, social engagement, social capital, hospitality awareness) analysis of objective measurements is carried out by tabulating time series data obtained from central bureau of statistics at karawang. subjective measures are analyzed by judgment of interview information. six informants were selected as members and local community leaders. informants are determined based on length of stay in the community, role in the community, as well as knowing various information about the destination the interviews results were analyzed by judgment to assess the level of quality of life of local people that is bad, fair, and good. the bad condition if its indicate a bad condition, irregular, and not maintained, while good condition indicate good, organized, and well-maintained conditions. secondary data were analized by simple statistical (mean, median, mode) and compared with national standard of hdi. results and discussion study area this research was conducted in two locations that is pusaka jaya and sedari, karawang regency. both of these locations are known as mangrove tourist destinations by the local community. in 2004 karawang had 5400 hectares of mangrove forest in 8 sub-districts, mainly cibuaya, cilebar and cilamaya (maulana, 2011). data pada tahun 2016 menunjukkan bahwa terjadi kerusakan sebanyak 54% dari luas mangrove tersebut. data in 2016 shows that there was 54% of mangrove area was damage. mangrove damage is caused by the exploitation of the surrounding community to provide their needs. mangroves area convert to ponds, settlements, industry, beach reclamation as e-journal of tourism vol.7. no.2. (2020): 177-192 http://ojs.unud.ac.id/index.php/eot 184 e-issn: 2407-392x. p-issn: 2541-0857 tourist area. the distribution of mangrove area in karawang regency is as follows. figure 1. distribution of mangrove forests in karawang regency (2004) along with community awareness about mangrove sustainability, since 1999 it began the effort to preserve mangrove forests for tourism activities. two villages that intensively carry out conservation are pusaka jaya and sedari village north karawang. this conservation effort supported by various stakeholders, especially companies that care about preservation such as toyota and pertamina. the types of mangroves planted in the two regions include rhizophora apiculata, rhizophora mucronata, rhizophora stylosa, avicennia marina, sonneratia alba, lumnitzera racemosa, etc. there are so many obstacles in developing mangrove area such as environment pollution, flood and exploitation. although the community is aware of the function of mangroves as coast protection, the economic needs of the community make the existence of mangroves always threatened. the current of tourist visits is local tourist with an average of 30 group each day. this visit will significantly increase during the school holiday season or on religious holidays. the type of tourists are local tourists, most of them are families, with the purpose of the visit is refreshing to enjoy fresh air. objective indicator of quality of life in accordance with the objectives of the study, there are two measuring instruments used are objective and subjective measurement. objective data obtained from secondary data as follows: a) literacy number literacy number is defined as proportion of population aged 15 years and over who has the ability to read and write simple sentences. in the current calculation, to measure the level of literacy the eys (expected years school) number is used (bps, 2019). b) life expectancy rate life expectancy rate (ler) is defined as the average number of years a person will live who have succeeded in reaching that age in the situation of death prevailing in the community (bps, 2019). ler is e-journal of tourism vol.7. no.2. (2020): 177-192 http://ojs.unud.ac.id/index.php/eot 185 e-issn: 2407-392x. p-issn: 2541-0857 part of the human development index as an objective measure of the quality of human life c) standard of living (income) according to indonesia’s law number 11 of 2009 standard of living is a condition of meeting material needs in order to live properly and be able to develop themselves, so they can carry out their social functions. standard of living is represented by income. according to bps (central bureau of statistics) income is all money received in both the formal and informal sectors which is calculated within a certain period. sajogyo (1977) stated that a high level of income will provide greater opportunities for households to choose food that is better in quantity and quality of nutrition. low income will cause low quality of family nutrition. the following data is the human development data of karawang areas: table 2. objective indicators of life satisfaction year hdi ler eys income (idr) 2011 64.58 71.38 10.76 94.41.37 2012 65.97 71.41 10.92 95.24.89 2013 66.61 71.44 11.08 96.71.03 2014 67.08 71.45 11.31 97.55.43 2015 67.66 71.55 11.64 96.78.31 2016 68.19 71.60 11.69 10.216.85 2017 69.17 71.64 11.85 10.379 2018 69.89 71.69 11.96 10.703 national standard 70.05 71.39 8.17 11.06 source: bps karawang, 2019 subjective indicators of quality of life subjective data from the interview consist of: a) happiness happiness is general psychological well-being or satisfaction with life as a whole (santrock, 2002). happiness will arise and be experienced if someone's needs and desires can be fulfilled at a certain time. the results showed that the local community both in sedari and pusakajaya were happy with their life. the happiness is determined by their income, absence of ill, and education especially for their children. tourists cause them to create business opportunities from mangroves. the main income of the people of sedari village is fishermen and fishpond entrepreneurs. increasing the number of tourists causes e-journal of tourism vol.7. no.2. (2020): 177-192 http://ojs.unud.ac.id/index.php/eot 186 e-issn: 2407-392x. p-issn: 2541-0857 them to be able to sell the results of fishermen and fishponds at better prices people's happiness is also determined by the existence of good relations with the surrounding environment. pusaka jaya village people are happy by working together to maintain mangroves from their natural threats. the threats that often occur are pollution and tidal waves that cause abrasion. since 1999 there have been at least 4 abrasions which damaged mangroves already planted before. b) religious atmosphere religious atmosphere is subjective conditions of the individual towards the level of fulfillment of the needs of the religious condition, god's justice and respect for god's creation. the results showed that the level of religious appreciation could be seen from the many houses of worship in pusaka jaya and sedari. the entire house of worship was built independently by the community. the house of worship implies the need of the people to worship god. the entire community of sedari and pusaka jaya villages are muslim. the appreciation of religious values is felt during the islamic holidays. nevertheless the community did not leave the traditional belief that apply from generation to generation. ”sedekah laut” ceremony is a traditional ceremony that is still valid to welcome the sea season and give thanks for catching of fish. although the prayer in this ceremony is in accordance with islam, its implementation is not in accordance with islamic teachings. the community is also very open with their respective religious behavior. the tolerance level is shown by permissively the circulation of liquor. this happened because the people in both villages were fishing communities who were accustomed to drinking liquor. the most important in reltionship among community are not interfere with each other among the members of the community. the community is also aware of religious education for the community, especially children. there are several basic religious education facilities at the level of kindergarten. this educational institution is managed by the community in a cooperative manner by bringing in religious teachers. c) social harmony harmony is defined as the attitude of a person to allow freedom to others and recognize differences as recognition of human rights. the local people of sedari and pusaka jaya have a very good harmony with a high concern for the environment. this is indicated by the entire social activities of the village carried out in mutual cooperation (gotong royong). village infrastructure improvements for example, as long as there is no government e-journal of tourism vol.7. no.2. (2020): 177-192 http://ojs.unud.ac.id/index.php/eot 187 e-issn: 2407-392x. p-issn: 2541-0857 assistance, the community does it themselves. in pusakajaya village road infrastructure is often affected by tidal waves, while in sedari floods occur during the rainy season. the existence of a village program that drives the community in waste and mangroves management is also an indication of a high level of harmony. in pusaka jaya village, community awareness of waste and mangrove management is carried out independently, whereas in sedari village although the mangrove area is perhutani's (national forest company) land, the community is involved in mangrove conservation. d) hospitality awareness hospitality awareness interpreted as the relationship between guests and the community in hospitality activities. in general the community is a friendly and very accepting community, because they are sundanese, hospitality in receiving guests is sundanese style. the people of pusaka jaya and sedari are aware of the importance of serving tourists as customer. however, according to the sundanese local character, there are various shynesses that often cause interactions to be hampered. the natural behavior of people who strongly support hospitality is the level of honesty. honesty causes an excellent level of village security. in general, although the ability of services is still low, public awareness to be involved and serve is very good. this is reflected in the welcoming hospitality, always smiling, and the price offered is relatively fair. excellent service training programs are needed to improve their ability to serve tourists. e) social capital social capital is a resource that is owned by the community in the form of norms or values that facilitate the community to build community. coleman (1999) states that social capital is the ability of people to work together, in order to achieve shared goals, in various groups and organizations. in terms of social capital the people of both villages have pride in the village's potential. the community of both villages has social cohesiveness that is able to be a driving force in the development of tourist destinations. tourism is realized is a new opportunity for the community to increase income. even though there are no informal leaders in the two villages, it seems that formal figures who collaborate with youth are able to become the dynamic development. the development in sedari village is accelerated with the village head who has a vision of tourism and is fighting for infrastructure improvements. in contrast to sedari, pusaka jaya village has a youth group that is seriously fighting for consistent mangrove development. very e-journal of tourism vol.7. no.2. (2020): 177-192 http://ojs.unud.ac.id/index.php/eot 188 e-issn: 2407-392x. p-issn: 2541-0857 strong social capital in both villages is a high spirit of progress and development. discussion analysis of the findings was carried out in accordance with the objective of the study, to measure the quality of life of local community and determine which variable is the most prominent. the analysis used is descriptive personal judgment, as follows: table 3. indicators and parameter of life staisfaction life satisfaction indicators parameters parameter,s value scale objective indicators human development index below from national hdi fair life expectancy higher than national standards good early years school higher than national standards good income lower than national standards fair subjective inficators happiness the community is happy with tourism good religious atmosphere stable religious atmosphere good social harmony there are no social conflicts and safe village conditions very good hospitality awarenss high level of service awareness good social capital having a strong social capital that is mutual cooperation very good this study investigates the relationship between tourism development and life satisfaction from the perspective of residents. happiness is an important aspect of life satisfaction is more likely to adopt activities and behaviors that benefit societies (diener, 2000). the results showed that in the early stages of tourism destination development, the subjective indicators is higher than the objective. hal ini mengindikasikan bahwa masyarakat merespons secara genuine terhadap perkembangan pariwisata. hdi is an objective measurement of the quality of life of a community. this measurement consists of three main parameters life expectancy, income, and literacy number. these three components are recognized internationally as a measurement of the quality of life. ngoo & tey (2019) stated that although hdi has been adopted as a measure of development, a cursory review of the literature indicates that there has been no analysis on the association between hdi and overall life satisfaction whether it influence happiness. the results showed an indication of an inverse relationship between happiness and hdi. the level of hdi which is below the national standard does not affect the level of happiness that occurs. this can happen because the community believes that so far it can still provide daily needs and socialy needs then they remain happy. e-journal of tourism vol.7. no.2. (2020): 177-192 http://ojs.unud.ac.id/index.php/eot 189 e-issn: 2407-392x. p-issn: 2541-0857 happiness matters to the individual and to society. therefore, it behooves destination managers to monitor happiness patterns. traditionally, monitoring mainly considers material indicators such as gdp, consumer confidence, life expectancy, education output, etc (ngoo & tey, 2019). this study indicates that the focus on assessing well-being based on increased material wealth (e.g. gdp, consumer confidence, etc.) does not fully capture happiness patterns. in other words, destination managers who only consider, for example, jobs and income that tourism development provides may miss valuable information about what truly enhances happiness. for example, objective data may indicate that more people are working two jobs and are sleeping less. government intervention may mandate higher wages and more social security benefits. however, well-being indicators may suggest that workers are less happy with their work and family. in subjective indicators, the highest response occurs in the community's collectivity in building, but low in fulfilling personal aspects, especially awareness about the future. among the various aspects of quality of life, aspect social harmony and social capital have higher respons than others. in general, local people feel relatively satisfied with their living conditions, social religious situation, and environment. the community views that tourism can be an alternative way to improve economic conditions and the physical environment. conclusion conclussion the conclusions obtained from this study are as follows: a) both of study location are newly developed village as a tourist destination with mangrove forest as main attractions. based on butler’s talc, they are included in the initial development phase of tourist destinaton b) objectives measurement indicate that all of parameters good grades (higher than national standards) except hdi. overall, the objective quality of life of local people is in good condition. c) subjective measurements consist of level of happiness, religious atmosphere, community harmony, awareness of hospitability, and social capital indicate are in very good condition. based on indication of their life satisfaction, both of village are ready to be higher level of tourist destination. the general conclusion is the level of life satisfaction of local people in sedari and pusaka jaya is good. both of villages is worthy to be tourist destination. e-journal of tourism vol.7. no.2. (2020): 177-192 http://ojs.unud.ac.id/index.php/eot 190 e-issn: 2407-392x. p-issn: 2541-0857 future research the results of the study are qualitative descriptions of the profile of local communities in relation with their acceptance of tourism activities. a high level of life satisfaction indicates that the community is in a good situation for tourism development. further research needs to see behavioral changes of local community to face destination development due to the increasing number of tourists. acknowledgement we would like to thank to hotel business program podomoro university and directorate general of higher education in supporting for our research. references abdillah, f., damanik, j., fandeli, c., & sudarmadji, s. (2015). perkembangan destinasi pariwisata dan kualitas hidup masyarakat lokal. mimbar: jurnal sosial dan pembangunan, 31(2), 339-350. anonimous. 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(2021): 133-139 133http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 agrotourism development in sukalarang village, sukabumi regency agustina eka putri*, reiza d. dienaputra, evi novianti, ute lies khadijah universitas padjadjaran, indonesia *corresponding author: agustina19001@mail.unpad.ac.id doi: https://doi.org/10.24922/eot.v8i2.70975 abstract the diversity of attractiveness of agricultural cultivation supported by a strategic location, unspoiled environment, mostly agricultural land, and community friendliness can be the main attraction for tourists and sukalarang village, sukabumi regency has it all. this study aims to identify the attractiveness of sukalarang village through agrotourism and analyze its development strategy. the qualitative method is this research approach with online primary and secondary data sources through previous research, online media, and government regulatory documents. data collection techniques using online questionnaires and interviews. the research analysis used was qualitative and descriptive. this finding is expected to be able to answer the potential attraction of sukalarang village agro-tourism because the people in sukalarang village still make agricultural and plantation activities their daily activities and formulate development strategies as an agro-tourism village with the initiation of plantation owners and the village government. sukalarang village. keywords: agrotourism, sukabumi regency, sukalarang village, sustainable tourism, tourism village article info submitted: march 2nd 2021. accepted: september 24th 2021. published: september 30th 2021 tourism and at the same time opens opportunities for the development of agricultural products in the form of areas or agricultural products that have specific appeal. (departemen pertanian, 2003). agricultural commodities with their diversity and uniqueness have become a strong attraction for agrotourism. herrera and magdalena (2004) states that agrotourism is a series of rural activities, including participating in farming activities, learning local culture, enjoying the scenery and biodiversity, practicing organic and conventional farming, and harvesting tropical fruits and vegetables. brščić (2006) also adds that agrotourism is a selective form of tourism that takes place in family farms and is a specific introduction indonesia is one of the developing countries in the world which is currently increasing development in all fields ranging from the economy to agriculture. this can be seen from the number of regions that are centers of activity and population growth, one of which is service consumption areas in the form of agricultural tourism commodities. consumption of services in the form of agricultural tourism commodities in indonesia tends to experience a rapid increase. this increase can be seen from the number of tourist visits from both foreign countries who come to indonesia, this is a sign of the high demand for agroe-journal of tourism vol.8. no.2. (2021): 133-139 134http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 as an agricultural country, indonesia has a very diverse range of natural and biological wealth which, if managed properly, can become a mainstay of the national economy. the agro-climatic conditions in indonesia are very suitable for the development of tropical and some sub-tropical commodities at an altitude between zero and thousands of meters above sea level. agricultural commodities, including food crops, horticulture, plantation, forestry, animal husbandry, and fisheries with their diversity and uniqueness that are of high value and are reinforced by very diverse cultural wealth, have a strong appeal as agrotourism. overall, there is a great opportunity to become a mainstay in the indonesian economy. at present, the view of agriculture seems to be viewed from two different perspectives. saragih (2001) views the agricultural sector as a business activity (agribusiness), and mubyarto (1975, 2000) views agricultural sector activities as a way of life of society. it means the agricultural sector must be viewed as business activities and it is still part of the culture of local community life. agriculture in any context (including in the context of tourism, in the context of agrotourism development) must still be viewed as part of the community’s culture. furthermore, when talking about culture/ culture as a system, the discussion must include aspects of concept/mindset, social aspects, and aspects of artifacts/materials (koentjaraningrat, 1993). in this study, there are three main aspects in developing an area as an agrotourism attraction which includes mindset, social, and materiality (table 1). tourism village development a tourist village is a form of integration between elements of tourist attraction or attractions, accessibility, and structured amenities in the life of local people in an urban area (lane, 1994a, 1994b; lane and form of business with multiple impacts on socio-economic and spatial relations in rural areas. furthermore, lópez and garcía (2006) states that agrotourism is a recreational activity that has been successful in the field of rural and cultural environments at attractive prices for various markets. with the geographical position that is passed by the equator and its diverse natural, biological and cultural wealth, indonesia has great potential to develop agrotourism, especially tourist villages. nuryanti (1993) states that a tourism village is a form of integration between attractions, accommodation, and supporting facilities that are presented in a structure of community life that integrates with prevailing customs and traditions. one that has agrotourism potential is sukalarang village, sukabumi regency. one that has agrotourism potential is sukalarang village, sukabumi regency. the diversity of agricultural cultivation attractions supported by a strategic location, an unspoiled environment, largely agricultural land, and community friendliness can be an attractive attraction for tourists. the value of each measured parameter can then be combined to form a potential value of each tourist attraction so that it can be seen which attractions have low potential, medium potential, high potential, and very high potential. research objectives it is necessary to manage and develop agrotourism by analyzing the potential contained in tourism villages, both agriculture, and agrotourism to provide optimal benefits for the welfare of the local community. this study aims: 1) to identify the attractiveness of sukalarang village, and 2) to develop strategy of agrotourism in sukalarang village. literature review agrotourism e-journal of tourism vol.8. no.2. (2021): 133-139 135http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 kastenholz, 2018), a tourist village is included in the rural tourism classification. has a basic concept of empowering the potential of remote areas to increase local people’s income (oppermann, 1996; balestrieri and congiu, 2017; lane and kastenholz, 2018). a tourism village is a concept associated with low population density in an open space and is associated with small-scale settlements (less than 10,000 inhabitants) (kiper and özdemir, 2012). furthermore, a tourist village becomes an area that has value in attracting tourists to visit through the social and cultural system of the local community (sanjiwani, 2016; wijayanti and sanjiwani, 2019). in principle, a tourism village is managed by considering five main aspects, including human, material, financial, managerial, and marketing resources (isdarmanto, 2016). this management is fully carried out by the local community through the concept of community-based tourism. the involvement of the government and the tourism industry is limited to facilitating and motivating local communities as the main actors in the development of tourism villages (wilson, fesenmaier, fesenmaier, & van es, 2001). the main components in developing tourist areas, especially tourist villages, cover three main aspects, namely attractions (tourist attractions), accessibility, and amenities (table 2) (buhalis, 2000). an attraction is something that can attract tourists to visit, attractions can be in the form of social and cultural uniqueness, natural beauty, local people’s lifestyles to artificial attractions. accessibility makes it easy for tourists to visit attractions that include facilities and infrastructure. the availability of roads that can be traversed by vehicles safely makes it easier for tourists to move around. amenities are supporting facilities that aim to support all the needs of tourists. method the approach used in this research is qualitative research with the unit of analytable 1. the main aspect of developing a tourist village aspect description mindset there is awareness from the local community about the potential they have in the context of developing agrotourism. there are initiatives from outside parties (independent institutions) to encourage local communities to develop their potential, in the context of the concept of sustainability. there is an agreement with all stakeholders about the vision of agrotourism development in the area. social there is an agreement on the proportion of revenue sharing received from agrotourism activities. there is an agreement from the community to make sacrifices for the land they own in the framework of structuring the agrotourism area. conducting comparative studies to other areas where agro-agricultural activities are already operational. tangible improve infrastructure (roads, shelters for tourists, locations for tourists to enjoy the natural scenery, toilets, etc.). preparing people’s houses as lodging for tourists who want to spend the night. prepare local people to be able to make souvenirs that are unique to the region. source : windia et al. (2007) e-journal of tourism vol.8. no.2. (2021): 133-139 136http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 sis, namely the elements or aspects of developing agro-tourism attractions, while the unit of analysis in the development of tourist villages includes attractions, accessibility, and amenities. primary data collection techniques were carried out through semi-structured interviews with interview guides with relevant stakeholders including government agencies in charge of tourism and community institutions in sukalarang village by personal communication. through this interview, primary data was obtained in the form of analysis of social aspects, aspects of mindset and tangible aspects. meanwhile, secondary data collection in the form of information was carried out using a desk study and aimed to obtain data and information from various policy documents, libraries, and previous research on the attractiveness of agro-tourism and tourist villages. this study uses qualitative descriptive analysis and content analysis methods. results and discussion referring to the research concept of three main aspects of agrotourism attractiveness, it can be identified that the development of agrotourism attractiveness in sukalarang village includes mindset, social, and materiality. the findings in table 3-5 were analyzed based on the existing conditions in sukalarang village. in the mindset aspect of developing agrotourism attraction in sukalarang village, it can be identified that there is no awareness of the local community to make the area a tourist village with its main attraction, namely agrotourism. furthermore, there is no initiative from the relevant stakeholders (local communities, plantation owners, and the sukalarang village/ sukabumi district government) to make sukalarang village an agrotourism village. briefly, the analysis of aspects of the mindset can be seen in table 3. on the social aspect, it can be identable 2. as a tourist village area attraction accesibility amenities a. natural attraction b. natural events c. built attraction d. built event a. air transportation b. land transportation c. sea transportation a. tourist services b. accomodation c. f&b service d. public service source : buhalis (2000) table 3. aspects of the mindset of developing agrotourism attraction aspects of the mindset analyze there is awareness from the local community about the potential that is owned in the framework of developing agrotourism. there are initiatives from outside parties (independent institutions) to encourage local communities to develop their potential, in the context of the concept of sustainability. there is an agreement with all stakeholders regarding the vision of developing agrotourism in the area. the local community does not yet know about sukalarang village as an agrotourism attraction. there is no initiative from outside to develop agrotourism potential in sukalarang village. there is no agreement between the local community, plantation landowners, and the government of sukalarang village/ sukabumi regency to develop agrotourism attraction. e-journal of tourism vol.8. no.2. (2021): 133-139 137http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 tified that the preparedness of the local community has not been fully focused on agrotourism. so far, local people have been carrying out their activities only to fulfill their daily needs with their activities in the garden (figure 1). the land is fully owned by individuals who are not from sukalarang village, while the land owned by the local community is designated for parking and accessibility facilities. furthermore, there has been no effort to make a comparative study to an area where agrotourism attractiveness has developed. briefly, the analysis of aspects of the mindset can be seen in table 4. figure 1. local community activities in the sukalarang citrus plantation based on material aspects, the condition of the infrastructure, namely the road to sukalarang village, is very adequate with regular repairs (figure 2). the absence of lodging facilities provided by the local community is one of the things that need to be improved. furthermore, sukalarang orange is one of the icons of sukalarang village and is currently used as a typical souvenir of sukalarang village (figure 3). briefly, the analysis of aspects of the mindset can be seen in table 5. figure 2. conditions of accessibility to the sukalarang citrus plantation figure 3. sukalarang orange has become an icon of the present village conclusion the existing conditions of the community in sukalarang village still make agricultural and plantation activities their daily activities. agrotourism which can be a mainstay of sukalarang village is not well understood by the local community. it takes initiation from the plantation owners and the government of sukalarang village and sukabumi district to make sukalarang e-journal of tourism vol.8. no.2. (2021): 133-139 138http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 village an agrotourism village. this is indicated by the potential for citrus plantations. furthermore, there is one icon that can support sukalarang village as an agrotourism village, namely jeruk sukalarang. references balestrieri, m. and congiu, t. (2017) ‘rediscovering rural territories by means of religious route planning’, sustainability, 9(3), p. 363. brščić, k. (2006) ‘the impact of agrotourism on agricultural production’, journal of central european agriculture, 7(3), pp. 559–563. buhalis, d. (2000) ‘marketing the competitive destination of the future’, tourism management, 21(1), pp. 97–116. departemen pertanian (2003) direktori profil agrowisata: agrowisata meningkatkan pendapatan petani. herrera, a. c. and magdalena, l. (2004) ‘agriculture, environmental services and agro-tourism in the dominican replubic. ejade’, electronic journal of agricultural and development economics, 1(1), pp. 87–116. kiper, t. and özdemir, g. (2012) ‘tourism planning in rural areas and organization possibilities’, in landscape planning. intechopen. koentjaraningrat (1993) kebudayaan, mentalitas, dan pembangunan. jakarta: gramedia pustaka utama. lane, b. (1994a) ‘sustainable rural tourism strategies: a tool for development and conservation’, journal of sustainable tourism, 2(1–2), pp. 102–111. doi: 10.1080/09669589409510687. lane, b. (1994b) ‘what is rural tourism?’, journal of sustainable tourism, 2(1– 2), pp. 7–21. lane, b. and kastenholz, e. (2018) rural table 4. social aspects of the development of agrotourism attraction social aspect analyze 1. there is an agreement on the proportion of revenue sharing received from agrotourism activities. 2. there is an agreement from the community to make sacrifices for the land they own in the framework of structuring the agrotourism area. 3. conducting comparative studies to other areas where agricultural activities are already operational. 1. the existing condition of the distribution of income received from activities only comes from agricultural activities. 2. there are several lands owned by residents only for parking facilities for visitors. meanwhile, plantation land is only owned by individuals outside the local community. 3. there is no comparative study conducted by the local community on the attractiveness of agrotourism in west java. table 5. material aspects of developing agrotourism attraction tangible aspect analyze 1. improve infrastructure (roads, shelters for tourists, locations for tourists to enjoy the natural scenery, toilets, etc.). 2. preparing people’s houses as lodging for tourists who want to spend the night. 3. prepare local people to be able to make souvenirs that are unique to the region. 1. the condition of the road to the agrotourism attraction of sukalarang village is adequate and there are efforts to improve the road conditions that are not good. 2. there has been no attempt to make residents’ houses lodging places. 3. there is no identity for sukalarang village through making souvenirs. only the identity of jeruk sukalarang as an icon of sukalarang village. e-journal of tourism vol.8. no.2. 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(2016) ‘kebijakan pemerintah terhadap kelembagaan kelompok sadar wisata (pokdarwis) dalam pengembangan desa wisata di provinsi bali.’, paradigma dan kebijakan pariwisata, 1(13). saragih, b. (2001) ‘paradigma baru pembangunan ekonomi berbasis pertanian’, pt loji griya sarana. bogor. wijayanti, i. g. and sanjiwani, p. k. (2019) ‘pengelolaan desa wisata kaba– kaba, kecamatan kediri, kabupaten tabanan: suatu analisis kualitatif’, jurnal destinasi pariwisata, 7(2), pp. 344–351. windia, w. et al. (2007) ‘model pengembangan agrowisata di bali’, soca: jurnal sosial ekonomi pertanian, 7(1), p. 43979. nyepi holiday package: e-journal of tourism vol.4. no.2. (2017): 110-128 http://ojs.unud.ac.id/index.php/eot 110 e-issn: 2407-392x. p-issn: 2541-0857 1community involvement on caldera toba geopark development case study: pusuk buhit area, samosir regency cathelya yosephine hotasina silaen faculty of technic and design institut teknologi dan sains bandung corresponding author: cathysilaen@gmail.com article info received 01 november 2016 accepted 16 august 2017 available online 25 august 2017 abstract geopark is a geological area, including the specific features of the geologically significant, rare or in the form of beauty which also has ecological value, archaeological, historical and cultural to local economic development through conservation, education and tourism. the most important thing of geopark development is local involvement by making a collaboration between government and locals, such as in caldera toba national geopark. the existing collaboration between government and locals in this geopark, is formed simply as reciprocity, where they understand their position in the development of geopark and is willing to establish new relationships that equally benefit to them, even though there are some actors who deny the existence caldera toba geopark. that kind of collaboration came up by mapping each actor role and position in every stage of geopark development, also ultimately how each of these actors collaborate in developing and operating caldera toba geopark as a national and international tourism destination. the most interesting thing to be explored is how to collaborate geopark managerial issues with local culture. to involve the locals with their own entrenched culture, the government needs to create creative strategies and innovations to collaborate the locals, the government itself and the third party as well. this study lies in pusuk buhit area, which has four geosites and located in geoarea samosir. pusuk buhit has its history of the starting of the old bataknese people. based on that history, pusuk buhit is inhabited by the old bataknese family that have their pure bataknese culture and its local wisdom. beside their culture wisdom, this area is still affected by religious wisdom, such as christianity and local religion, named parmalim. to involve all stakeholders with their own interests, the government should construct the new institutional scheme for the future caldera toba geopark,that has to be a collaboration instituional. by using stakeholder analysis for the mapping, with primary data collection methods in-depth interviews with some of the key actors, the author may interpret and assess the extent of the collaboration undertaken by each actor in developing caldera toba geopark, as well as predict the suitable collaboration for managing toba caldera geopark, as a strategy to make this geopark works. keywords: geopark development, local community involvement, caldera toba geopark 1 the article had been presented in the international tourism conference “promoting cultural & heritage tourism” at udayana university, 1-3 september 2016. mailto:cathysilaen@gmail.com e-journal of tourism vol.4. no.2. (2017): 110-128 http://ojs.unud.ac.id/index.php/eot 111 e-issn: 2407-392x. p-issn: 2541-0857 introduction background lake toba in north sumatra, indonesia, is declarated as a national geopark of the republic of indonesia with a theme of supervolcano and uniqueness as the largest quaternary tectonic-volcano in the world. the toba caldera area was formed as a result of toba super volcano eruption with an intensity of >8 vei which affect globally. it is the largest quartery caldera in the world and therefore is a significant world heritage. this area is rich of geological, biological and cultural diversities which then defined as toba caldera geopark. this name is confirmed by the decree of the governor of north sumatra province number: 188.44/404/kpts/2013, on 26 june 2013 about the toba caldera acceleration team for the application to be a member of global geoparks network unesco. the toba caldera geopark has been declared as a national geopark of the republic of indonesia. geopark defined as an area that contains of outstanding geological elements, including the value of archaeology, ecology and culture, where the locals are invited to participate in order to protect and revitalize the natural heritage (unesco, 2010). geopark is an integrated concept of protection, education and sustainable development that aims to protect geodiversity, conserve environment and develop local economic, through geotourism activity, geological, biological and cultural education and research and promotion of nature heritage to public. geotourism activity which directly connected to sustainable tourism, seems capable to create tourism activities which are able to preserve tourist attraction itself and provide educational value to all stakeholders, as well as to develop local economic. global geopark network or ggn, is a program created by unesco, based on awareness of geology and landscape affect on human development and also cultural diversity of our planet. unfortunately, that values are not accomodated on world heritage convention by excluded geological sites as one of identifying system to determine the world heritage. on fact, there are a huge numbers and distribution of geosites on earth. ggn program is established as a protection and development of geosites that contains earth history. toba caldera geopark deliniated from highest point of toba caldera, which is the watersheed and water catchment area of lake toba. the width of this area is 3,658 km2 and includes 7 regencies, such as simalungun regency, toba samosir regency, samosir regency, north tapanuli regency, humbang hasundutan regency, karo regency and dairi regency. this area divided into 4 geoareas based on technical approach on centers of eruption or evolution of eruption itself that formed toba caldera (chesner, 1991 on department of mining and energy of north sumatra province, 2014). those geoareas are porsea caldera geoarea, haranggaol caldera geoarea, sibandang caldera geoarea and samosir geoarea,that have 45 geosites at all. figure 1. location of toba caldera national geopark in details, geopark concept, which is mentioned as preconditions of global geopark network candidates by unesco, can be divided into 6 sub-aspects, such as significant geological landscape, local involvement and managerial, local economic development, tools for education, tools for protection and conservation, as well as international recognition. to implement those preconditions, it needs so much transformation on tourism development in toba caldera geopark, such as changing mass tourism concept into more sustainable one. based on culture and tourism department of simalungun regency, number of tourist was growing too fast, grom 103.000 tourists on sumatra island e-journal of tourism vol.4. no.2. (2017): 110-128 http://ojs.unud.ac.id/index.php/eot 112 e-issn: 2407-392x. p-issn: 2541-0857 2013, became 131.000 tourists on 2014, just in a little part of lake toba in simalungun. tourism development in toba caldera geopark tend more explorative than preventive to future damage. one thing that must be done is institutional mapping associated to the development of toba caldera geopark. as mentioned before, toba caldera geopark lies between 7 regencies of north sumatra that have each own policies on tourism development. beside them, toba caldera geopark is also as residence of many local communities that have their own values on development, such as bataknese culture, christianity, parmalim (local belief), and many more. moreover, land ownership on toba caldera geopark is another problem on geopark development, especially customary land tenure, whose owners are family with a big number of its members. indigineous people with their cultural values, may not be able to take it for granted of geopark concept implementation. those complexity show that stakeholders mapping of toba caldera geopark is a priority. stakeholders mapping of toba caldera geopark on this research aims to map every stakeholders and their roles, as well as their interests and influences on geopark development. every actors in every stage, have their own interests in toba caldera geopark development. it is necessary to have those things mapped to distribute each stakeholder‟s role on each stage of the development on a institutional scheme. the institutional scheme is also expected to reduce conflicts of interest that may occur between actors and also reduce possibility of authority overlapping on each development stage. stakeholders mapping and institutional scheme seem to be the win-win strategy to involve every actors, especially local community of toba caldera geopark. methodology stakeholder analysis according to unesco (2010), stakeholders are people, groups, or institutions which are likely to be affected by a proposed intervention (either negatively or positively), or those which can affect the outcome of the intervention. these stakeholders play important roles on development process, as the subject or the object of development. stakeholders are not only government and citizens, but also others who play important roles too, like private sectors, investors, nongovernment organizations, communities, etc. all stakeholders need to be accomodated on development, so the development may sustain by decreasing negative impacts on stakeholders and environment as well. on development process, stakeholders are also taking their own interests that may not be done together in the same time or even opposing each other. to avoid such conflicts, each stakeholder needs to be mapped and positioned by its interests and roles. beside avoid conflicts, stakeholder mapping and positioning may rules a collaboration scheme on development which can make sustainable development implemented. a method to do this mapping and positioning named as stakeholder analysis. stakeholder analysis is a vital tool for understanding the social and institutional context of a project or policy, that can provide early and essential information about who will be affected by the project (positively or negatively); who could influence the project (again, positively or negatively); which individuals, groups, or agencies need to be involved in the project, and how; and whose capacity needs to be built to enable them to participate (innes and booher, 2010). stakeholder analysis, therefore, provides a foundation and structure for the participatory planning, implementation, and monitoring that follows. the process, which is well-known as a four-step process as follow (moleong, 1988). 1. identify key stakeholders, whose participation will be sought, from the large array of institutions and individuals that could potentially affect or be affected by the proposed intervention. this can be achieved by drawing up a simple list by answering questions below. a. who are potential beneficiaries? b. who might be adversely impacted? c. have vulnerable groups been identified? e-journal of tourism vol.4. no.2. (2017): 110-128 http://ojs.unud.ac.id/index.php/eot 113 e-issn: 2407-392x. p-issn: 2541-0857 d. have supporters and opponents been identified? e. what are the relationships among the stakeholders? 2. assess stakeholder interests and the potential impact of the project on these interests. some stakeholder interests are less obvious than others and may be difficult to define, especially if they are hidden, multiple or in contradiction with the stated aims or objectives of the organization or individual. this assessment can be achieved by answering questions below. a. what are the stakeholder‟s expectations of the project? b. what benefits are there likely to be for the stakeholders? c. what resources might the stakeholder be able and willing to mobilize? d. what stakeholder interests conflict with the project goals? 3. assess stakeholder influence and importance by asking for each stakeholder group about its: a. power and status (political, social and economic) b. degree of organization c. control of strategic resources d. informal influence (for example personal connections) e. power relations with other stakeholders f. importance to the success of the project influence refers to the power that stakeholders have over a project, and importance relates to the degree to which achievement of project objectives depends on the active involvement of a given stakeholder group. 4. outline a stakeholder participation strategy according to: a. interests, importance and influence of each stakeholder group b. particular efforts needed to involve important stakeholders who lack influence c. appropriate forms of participation throughout the project cycle research focus: samosir geoarea and its actor geological sites in the proposed toba caldera geopark area are divided into 4 geoareas with the total geosites of 45. these geoareas that are formed to ease the management, are formed by technical approach of eruption evolution of toba caldera geopark (chesner, 1991 on toba caldera geopark application, 2014). these geoareas are haranggaol geoarea, porsea geoarea, sibandang geoarea and samosir geoarea. the position of samosir geoarea makes it become the center of the whole toba caldera geopark. another point is the whole of this geoarea is inside of the same administration area, samosir regency, which contains of 65% of identified number of geosites. samosir geoarea is a part of toba caldera that shows sequence of geological phenomena, especially related to traces of the „super volcano‟ caldera eruption. toba caldera formation, exposure of bedrock and samosir island formation were coming by a process of the lifting of the lake bottom (part of the caldera) toba as a resurgent doming, until the geological processes that has continued until today as a post-caldera volcanic activity (hydrothermally altered). the earth dynamics of this region are well documented through beautifully and uniquely panoramic landscape, outcrops geological structure, stratigraphy and also variations in rock type. this area occured since 33,000 years ago, covers an area of 1481 km 2 , which is part of samosir regency. e-journal of tourism vol.4. no.2. (2017): 110-128 http://ojs.unud.ac.id/index.php/eot 114 e-issn: 2407-392x. p-issn: 2541-0857 figure 2. geoareas of toba caldera geopark (source: adopted from unesco, 2010) samosir geoarea was planned to be the entrance of toba caldera geopark. as a respons, the government of samosir regency had developed toba caldera geopark information center in sigulatti, top of pusuk buhit mountain. pusuk buhit mountain is the highest level of toba caldera and placed in the middle of the mountain height. it used to be the first bataknese village, but now it is already left. besides that, pusuk buhit area has a great phenomena as a harmony of nature, culture, history and geology in one place. on the plan, geotourists will start their trip from pusuk buhit as the center and entrance of toba caldera geopark. pusuk buhit area has 2 geosites as proposed by the toba caldera geopark acceleration committee, aek rangat and batu hobon. aek rangat is a sulfur hotspring and batu hobon is a cultural-historical site of the old belief of bataknese, parmalim. beside that, there are few cultural attractions, such as sopo guru tatea bulan, aek sipitudai and sigulatti. in the valley of pusuk buhit mountain, there are also old villages that still lived by the bataknese, named sianjur mulamula village and sarimarrihit village. on that villages, there are stored many cultural-historical heritage of si raja batak as the ancestor of all bataknese people in the world. the diversity of tourist attraction and the people living in it, as well as the diversity of interests associated with the region, causing a lot of actors that play a role in the development of pusuk buhit area as a center of toba caldera geopark. those actors are mentioned below. 1. government institutions a. tourism ministry of republic of indonesia b. geological agency of republic of indonesia c. toba caldera geopark acceleration committee d. governor of north sumatra (represented by economic and development assistant) e. planning and development agency of north sumatra province f. culture and tourism department of north sumatra province g. mining, energy and natural resources department of north sumatra province h. regent of samosir regency (represented by expert staf) i. planning and development agency of samosir regency j. head of sianjur mulamula district k. head of sianjur mulamula village l. head of sarimarihit village m. local people organization of sianjur mulamula village 2. funding associations a. unesco b. north sumatra development bank c. pt indonesia asahan alumunium (inalum, an aluminium fabric that has been there for many years) 3. media and academician a. north sumatra university b. kompas group (national media) c. pos roha tabloid (local media) 4. local community a. punguan guru tatea bulan (local, cultural association) b. etc. geoarea sibandang geoarea samosir geoarea porsea geoarea haranggaol e-journal of tourism vol.4. no.2. (2017): 110-128 http://ojs.unud.ac.id/index.php/eot 115 e-issn: 2407-392x. p-issn: 2541-0857 those actors are having a strong relation of toba caldera geopark development, especially in pusuk buhit area, as the priority. actors‟ collaboration is the key of success of toba caldera geopark development. the collaboration could be established by socialize how geopark works to every actors, the important of conservation, education and tourism for their environment, as well as their sustainable life. on this research, we could not interview each stakeholders one by one, related to research time limit and also tendency of repetitive information. researcher selected few key stakeholders for collecting the information about their perception, relation and network, values and ownership of resources to toba caldera geopark development. those are mentioned below. 1. mr. achyaruddin yusuf, development director of special interest tourism, conventions, incentives and events, ministry of tourism 2. mr. mangindar simbolon, regent of samosir regency 3. mrs. theodora sihotang, expert staf of samosir regency and coordinator of toba caldera geopark acceleration committee 4. mr. darwin sihombing, head of sianjur mulamula district 5. head of sarimarihit village 6. mr. limbong, representation of punguan guru tatea bulan results and discussion networking is the pattern of social relations among independent actors, formed around issues of policy and / or programs that will be implemented (newsome, 2006). as discussed previous, the dimensions of the geopark network, especially in terms of institutional, structural or regulatory restrictions may affect various aspects of life as lived by every actor involved. moreover, the application of the geopark will substantially change the focus of everyday people, such as the agricultural sector, which will be juxtaposed with the tourism sector, the character of the people were hard to deal with nature must be transformed into gentle dealing with human beings, and the most important is the concept of sustainability that may not have been aware of all actors to date this. therefore, in this study, the dimensions of the network to be examined in order to get an overview of the actors involved is as follows. table 1. network dimension of toba caldera geopark development network dimension parameter perception  perception on geopark concept development  perception on mechanism of geopark development  perception on self-positioning on geopark development relation and network  actors‟ interests on geopark development  interdependency between actors  rules between actors source: adopted from newsome, 2006. actors’ perception as discussed in previous, the perception of important aspects to be discussed in this study, related to the development of the geopark will change various elements of life for every stakeholder. perception is the impression that is owned by stakeholders to the surroundings, either to other stakeholders, its relationships, as well as to the substance of the policy issues they face (bots et al., 2000, in hermans and thiesen, 2009). parameter perception will be discussed in this section are related to perception on geopark concept development, perception on mechanism of geopark development, and perception on self-positioning on geopark development. perception on geopark concept development on this study, actors are grouped into 4 based on its roles on toba caldera geopark development, such as government institution, funding group, local community and media and academician. each group had been asked for each perception about geopark development and answers are listed below. e-journal of tourism vol.4. no.2. (2017): 110-128 http://ojs.unud.ac.id/index.php/eot 116 e-issn: 2407-392x. p-issn: 2541-0857 government institutions this group, from national to local scale, showed an excitement of this concept. as the iniciator, ministry of tourism through mr. achyaruddin, said that geopark concept is suitable to be applied on lake toba. lake toba has a strategic value on tourism that attracts government attention from national to local level, supported by the establishment as national tourism strategic area. geopark concept was concidered as a solution of interest conflict on lake toba management, between nature conservation, tourism development and local economic development. “toba as a lake, is already had a great trend on its era. but on 1998, lake toba tourism declined by degradation of its environment. whereas lake toba has a great geological values from 75.000 years ago. it is a big strength for lake toba and its local people‟s economy. but it was decline by human error on management. it brought me to put myself as a part of the locals and tried hard to save lake toba, by geopark idea, on 2009. geopark global network aspects were found in lake toba, such as a part of earth formation, contains national and international values, and need to be conserved. so why not? me and my team tried to apply to unesco with a big expectation of international attention on local economic development of lake toba and north sumatra, also indonesia.” (yusuf, development director of special interest tourism, conventions, incentives and events, ministry of tourism). agree with national government, government of north sumatra province also supports the implementation of the concept. toba caldera geopark that lies across 7 districts and requires the intervention of the province as a coordinator. as the coordinator, north sumatra province will also welcome the development of geopark concept as a new concept of development and management of the lake toba. this concept is raised the image of lake toba area as an icon of north sumatra province, which have slumped and has not returned to its original position. the concept of a promising network of domestic and foreign tourist market has become one way for north sumatra province to regain the glory of tourism, while maintaining the sustainability of the environment and the welfare of society. the seriousness of the response of north sumatra province of toba caldera geopark development is by forming a committee for the acceleration of the toba caldera geopark, coordinated by economic and development assisstant of north sumatra province. similarly, samosir, as one of the districts in the toba caldera geopark, the location of the pusuk buhit area which is the focus of this study. samosir regency which has the biggest number of geosites, led toba caldera geopark movement and stated as the central toba caldera geopark. as the government on samosir island, samosir regency also welcomed the adoption of this geopark concept. during this time, the county government, together with local communities, to feel that what they have is a limitation. a small amount of flat land made them only focus on the agricultural sector. geopark concept is considered to be one solution on problems of public welfare inequality agriculture and tourism community. tourism development capable of prolonging the period of stay of tourists with the natural scenery of the capital just one of the obstacles to them, so with the geological wealth of meaning contained in their region, become an added value. in addition, the public is also not asked to pretend, by living life as usual, coupled with skill tourist services, the local people are also able to improve their own welfare by getting more livelihood options. districts government, such as sianjur mulamula district, along with the head of villages – such as sianjur mulamula district and sarimarrihit district, also strongly supports the development of the geopark concept in the region. while they must take pains to understand and convey understanding geopark related to the local community and other actors, related to limited insight, they are eager to running it. “vission and mission of samosir regency are inovasions in tourism. we agreed with those vission and mission, because samosir has a big potential on tourism, but still on agricultural mindset. so how we be brave? we have potentials, nature and culture. based on that, our regent started to collect supports from another regencies, formed lake toba regional management, socialized geopark to every regents until got their agreement to run the geopark together. after e-journal of tourism vol.4. no.2. (2017): 110-128 http://ojs.unud.ac.id/index.php/eot 117 e-issn: 2407-392x. p-issn: 2541-0857 the agreement, they researched about bataknese old culture, to enrich the geological resource. they found „sianjur mulamula, sianjur mulatompa, mula ni hajolmaon, mula ni habatakon, mula ni halak marhata batak‟, means „the first of world in batak culture started in sianjur mulamula‟. it meant that to develop geopark, we need not only government, but also local involvement, to avoid miscommunication. our government inisiated socialization to every villages, to explain what is geopark, why it is important, what benefits they can get, and how important their roles on the development of geopark. as a respons from local people, they inisiated to make a local organization on tourism based on their place, named lco. we encouraged them to know their position and their roles. that is how it work, government facilitating local people to run the geopark by create lco. we legalized the lco by making a formal decree for them” (mr. darwin sihombing, head of sianjur mulamula district, samosir regency). funding associations another group is funding association that held important roles on toba caldera geopark development. on initiation stage, funding on toba caldera geopark development is still done in a joint venture between related governments. for example is the construction of toba caldera geopark information center in sigulatti financed by the ministry of tourism and the land provided by samosir. likewise, dossier preparation and delivery activities to unesco financed by the ministry of tourism together with the existing districts. the operational activities of lcos that are currently still about socialization with the costs borne by samosir regency. charging displays in the information center also conducted by the committee for the acceleration with their respective budget and ask for help csr culture of museums and companies processing of natural resources in the province of north sumatra, especially in toba caldera geopark area. media and academician academicians and the media is a loose group, which has links indirectly to toba caldera geopark. the group consists of tim ring of fire expedition kompas group already issued “toba mengubah dunia” book (toba change the world), in collaboration with the geological agency of the ministry of energy and mineral resources, university of north sumatra as the main educational institutions in the province of north sumatra and various local media, both in north sumatra province nor samosir. as the parties are not directly related, but have an interest in the development of toba caldera geopark, this group tends to support the development and the various movements that exist. moreover, the local print media are occasionally published articles on the development toba caldera geopark running in the field. local community the next group is the group of local communities consists of various elements of society that are directly related to the development of toba caldera geopark. in this study, the actors enter into third party groups include lco sianjur mulamula, community leaders, traditional leaders, religious leaders of punguan tatea bulan, which controls several areas of customary rights in the region pusuk buhit. mulamula sianjur for lcos, community leaders, traditional leaders and religious leaders who have often enlightened through intense socialization conducted by a group of institutions, especially the committee for the acceleration, they've started to understand the concept of geopark is aimed at the welfare of the local communities themselves. “what a nice concept of toba caldera geopark designed to samosir. indeed, we need a great concept like this for our village, we were very happy at all. the better our village, our revenue grew” (mr. nainggolan, head of sarimarrihit village, sianjur mulamula district). however, a different perception obtained from the owners of customary rights, as expressed by mr. limbong are required to maintain the site of batu hobon and sopo guru tatea bulan. punguan sopo guru tatea bulan assume that any kind of tourism development efforts that touch their site it is one attempt desecration of their places of worship. batu hobon and sopo guru tatea bulan is still used as a place of worship si e-journal of tourism vol.4. no.2. (2017): 110-128 http://ojs.unud.ac.id/index.php/eot 118 e-issn: 2407-392x. p-issn: 2541-0857 raja batak is still embraced by the people who are parmalim, local religious batak tribe. “this is not a tourism destination. you see, maam, people come here to pray. can you imagine if this place become tourism destination? i think it is a bad idea” (mr. limbong, punguan guru tatea bulan). although it does not prohibit any religious tourists outside parmalim to come to visit, fear of punguan guru tatea bulan are tourism activities can interfere with their religious rituals, reduce its sacred also be a way for the government to acquire their customary rights. their fear is also reflected in their attempts to sue the government of samosir to the level of the administrative court in 2011. but gradually the understanding given by the government, can reduce these problems are recognized, although there are frictions in the development of tourism. “that is the beginning of understanding. when viewed, as if it wanted controlled by the government. but over time, they started getting read what is on our minds, now they have started to accept. so initially there used to be a conflict, even to be sued to the administrative court. so in their minds like no government efforts to eliminate these customary and eliminate sites. so actually we took over was to accelerate its development, not for possession. then depart from there, there are cultural sites, we strive forward there operational cooperation. for example he does not want government to manage it, we'll make a partnership, so the government facilitated, which would be built up to what we ask of them, we make inputs wants so so so, then the levy will be discussed further. that's stage two. but in principle, if there is the customary owners who want to help, we will try” (mr. darwin sihombing, head of sianjur mulamula district, samosir regency). perception on mechanism of geopark development ideally, mechanism of geopark development directed by unesco is a bottom-up, initiation by the people who raised up to the top level of government to be registered to unesco. however, with various limitations, both limited the quality of human resources, limited knowledge, limited funding and bureaucracy in an area that is still difficult, the geopark initiative starts from the determination of the central government and were impressed as top down. “they who involved are the ministry of energy and mineral resources, the first most involved are local governments, both provincial and district government, there are seven districts. and they must have the commitment, and the commitment happen. they are just ministry of tourism, ministry of energy, mining and resources and ministry of education and culture through indonesian national committee for unesco.” (mr. achyaruddin yusuf, development director of special interest tourism, conventions, incentives and events, ministry of tourism) the mechanism for determining the geopark initiative starts from the ministry of tourism and the geological agency of the ministry of energy to take lake toba area to be the toba caldera national geopark in 2014 by president susilo bambang yudhoyono at that time. in addition, the central government was pro-active to impact the north sumatra governor and the seven regents in toba caldera geopark, and so on up to the local community. the most related group to the mechanism for setting are actors who enter into a local community. as mentioned before, these actors should be in the initiating group geopark, but with because of their limitations, for the initial stage, their position should be the same as the position of the local community in general in the implementation of other development programs. local people who have received relevant understanding of this geopark welcomes any government program that brings good impact on them. despite their confidence in the government of yore, but most of them are still prejudiced either against the government wanted to promote their welfare. different response came from punguan guru tatea bulan. although some of them have received socialization and has repeatedly communicating with the government, this clan is also still unwilling to support the establishment geopark. they also considered in setting mechanisms geopark, they were not invited to participate, so that e-journal of tourism vol.4. no.2. (2017): 110-128 http://ojs.unud.ac.id/index.php/eot 119 e-issn: 2407-392x. p-issn: 2541-0857 they do not know the mechanism that runs. however, after the establishment of the geopark and different approach is taken, this conflict has begun to melt, given inevitably, punguan will still coexist with the government forever. other groups such as the funder and academia also the media do not have a direct connection with the process of setting mechanisms, although they should be involved from the beginning, except for academics who had been involved from the beginning. however, other groups essentially support the development programs undertaken by the government, both north sumatra provincial government and local governments respectively, for bringing goodness and progress for the region, as well as the welfare of society. perception on self-positioning on geopark development after undergoing various processes of post-setting toba caldera national geopark, each actor must begin to position themselves in the development of toba caldera geopark, based on what they had. governments of various levels also begin to position themselves structurally, such as provincial coordinating role, given the geopark is located in 7 regencies and not all regency have the completeness of structurally complete to develop the geopark, such as planning and development agency, department of tourism and the department of energy and mineral resources. this coordination is done by undergoing various stages of development toba caldera geopark together with the local government there and fixed while keeping regional integration for the entire region toba caldera geopark equally evolved. the coordination is seen in the formation of the committee for the acceleration toba caldera geopark. the regency government respectively act as the regulator for the region toba caldera geopark in the region, in coordination with other districts to remain integrated. one form of regulations issued by the regency of samosir is the regent issued various decisions related to the management toba caldera geopark. another example is to make apbdp (changing of regency‟s budget revenue and expenditure) samosir become a source of financing for the implementation of the main starting toba caldera geopark at the district level. this greatly helps the movement toba caldera geopark at the community level, such as socializing, geopark image formation for the community, and so forth. district government, in this case the district sianjur mulamula, position itself as a partner for samosir regency government in realizing the vision and mission and success of existing programs, including the toba caldera geopark. head of sianjur mulamula district become one liaison between the district and the local community, both community leaders, traditional leaders, religious leaders and other actors. in addition, head of sianjur mulamula district enable the local community by collecting them in a scope of the organization discussed earlier, the lco. lco of sianjur mulamula or more is formed from a combination of community leaders, traditional leaders, religious leaders and local communities and village and sub-district government. such collaboration is expected to enable local communities to not only be a spectator, but also involved in the development of toba caldera geopark. unlike the funders group consisting of actors who have multiple roles, such as government institutions and the tourism industry. this is because there is no clear financing scheme in the management of toba caldera geopark. especially for the tourism industry, according to mr. achyaruddin and mrs. theodora, the tourism industry in samosir is waiting for directives from the government, because they realize their mutual symbiotic relationship between the tourism industry and government. in addition, the tourism industry is more prone to be directed, because they never tasted triumph before the monetary crisis of 1998. it is considered as one of the advantages, because the tourism industry felt compelled to join together with the local government to regain the glory days back. the group most sensitive social issue in toba caldera geopark are local communities. one thing that the whole question in the minds of local people who attend each dissemination of toba caldera geopark is the position of the e-journal of tourism vol.4. no.2. (2017): 110-128 http://ojs.unud.ac.id/index.php/eot 120 e-issn: 2407-392x. p-issn: 2541-0857 local communities in the program and want to carry on the agricultural sector which has been the belle of their economies. after several times by understanding related to the implementation of this geopark concept, then the local people start to understand his position is as a government partner for the operator of each geopark geosite in toba caldera, as well as providers of services to existing tourism activities. they also begin to understand that the geopark will not shift the agricultural sector, which has become the main source of their livelihood, but it becomes an addition to quality of life and well-being. in addition, they have also become a major garda conservation activities in their own neighborhood, so they kind of tourism will not destroy nature entrusted to their ancestors. awareness is slowly but surely grow from the local community is the main capital in the development of the future toba caldera geopark. academics are very aware that they have to position themselves to continue to explore the potention of geology, nature and culture of the toba caldera geopark, to continuously develop this geopark. ability they have collaborated with local knowledge they may not have learned in theory, but it is known by locals as hereditary knowledge they have. similarly, the media, which has become a partner toba caldera geopark manager to communicate with parties outside toba caldera geopark. in addition, the media is also a means of promotion of various tourism programs will be developed. here is the recapitulation of actors‟ perception on toba caldera geopark development in pusuk buhit area. table 2. actors‟ perception on toba caldera geopark development in pusuk buhit area actors perception of geopark implement ation mechanis m of geopark implement ation self position instituti on very supportive and eager to realize the concept inisiator regulator dan negotiator between actors actors perception of geopark implement ation mechanis m of geopark implement ation self position of geopark in toba caldera funding group at the initial stage, funding group is still done by the institutions, together as a form of support to the realization of toba caldera geopark unrelated waiting for approachm ent from institution, because they have no direct relation to implement ation of toba caldera geopark local commu nity there is support, but there are also several concerns arise, such as changes in the economic sector, the existence of culture, customary land status and so forth through socializatio n, the local community can finally understand and support and participate in the implementa tion of geopark movement. but there are those who still worry related to indigenous rights and desecration of places of worship operator, after a process of capacitybuilding academ ics and media applying the results of research and share information with the public related to the concept of geopark some academics and the media is following since the beginning, and even become one of the entry inovator, people who are always researchin g to find a wealth of geological and then publish the e-journal of tourism vol.4. no.2. (2017): 110-128 http://ojs.unud.ac.id/index.php/eot 121 e-issn: 2407-392x. p-issn: 2541-0857 actors perception of geopark implement ation mechanis m of geopark implement ation self position funnel idea of applying the concept geopark in the area of lake toba new culture, as part of the geopark developme nt source: developed from this research a. actors’ relation and network relationships and networking among stakeholders is also an important point to be discussed in this study. the application of geopark concept in a region, which has been the place of residence, makes possiblity of positive and negative impacts arise from the intersection of the two. therefore, it need to be analyzed, related to the various interests of actors in the development of geopark are currently running, interdependence between actors and the regulations apply that bind and affect relationships and networks between actors. actors’ interests on geopark development while the majority of actors support the application for the geopark area of lake toba, but each actor must have a common interest and on each agenda item in the toba caldera geopark. the interests of actors in each group must also vary, depending on the role to which it aspires also power it has to toba caldera geopark, in this case for buhit pusuk area. for groups of institutions, the most ideal interest in applying toba caldera geopark is how to resolve the conflict of interest between preserving the sustainability, environmental protection, economic development and improving people's welfare. according to the majority of the government group, the geopark concept becomes part of the solution to this problem, where there are elements of geological conservation, education and the development of community-based geotourism. these three elements must be executed jointly to optimize the benefits that will be felt by all relevant actors geopark. behind that ideal interests, the mentality of local government, that is still hidden area, also has a political interest. it is revealed from various communication that exists between members of the committee for the acceleration and some intellectual actors are also part of the government group. the political importance is not just a position of each actor in the government structure that is currently emerging contested (when the study adjacent to the upcoming indonesia‟s in unison mayor elections 2015-2020). far from it bureaucratic, when many people know that the toba caldera geopark has reserves a huge potential of geothermal energy, many people who claim to be „the hero‟ for toba caldera geopark. the geothermal power struggle over very often heard from the parties in the government group directly linked to the development of this toba caldera geopark. in contrast to the top-level government, district and village levels of government have an interest only how for the welfare of society and also how to keep harmony between nature, culture and people. this happens because the government village of sarimarrihit and sianjur mulamula, as well as head of sianjur mulamula district, bound only by the surrounding community united through blood ties si raja batak descent. interests that they entailed is how they run the agricultural sector and the tourism sector can run side by side and together can promote sarimarrihit village and sianjur mulamula village in particular, also the sianjur mulamula district in general. for each funder, they have each other's interests in the willingness to finance the development of toba caldera geopark, regardless of the state budget funds or budget. examples such as the bank of north sumatra and the companies csr funds used for the development of toba caldera geopark. with the help of funding toba caldera geopark, bank of north sumatra vision to carry out its mission as the regional development banks. as i've discussed previously, the bank of north sumatra's vision is to become the mainstay of e-journal of tourism vol.4. no.2. (2017): 110-128 http://ojs.unud.ac.id/index.php/eot 122 e-issn: 2407-392x. p-issn: 2541-0857 banks to help and encourage economic growth and regional development in all fields as well as one source of local revenue in order to improve people's living standard. companies that donate funds through csr to toba caldera geopark also has an interest to fulfill its responsibilities to restore a portion of its profits in the regions where the company is processing resources. in addition, there are initiatives of these companies to establish good cooperation with the local government, as part of a mutually beneficial relationship that exists. examples are conducted by pt inalum, as the aluminum processing company which has been operating in toba samosir. in keberjalanannya, pt inalum has contributed much to the development of the region, especially in the area of east sumatra, with the absorption of human resources, incentives in the form of scholarships for local residents, help build the north sumatra province, and also participated in the financing of charging displays to the information center toba caldera geopark in sigulatti. another thing when discussing the interests of the actors who are in a group of third parties. actors from third parties, which are the actors who are directly involved in the process toba caldera geopark on the lower level, have an interest to maintain what they have. local communities, traditional leaders, community leaders, religious leaders and even punguan guru tatea bulan though, as discussed earlier, has concerns about the existence of sectors which lived after the application of the geopark. local communities concern about continuity of agricultural sector if the tourism sector is entering their territory. religious leaders and traditional leaders concerned about the local culture and religion they are slowly eroded by the tourism sector. they will consider themselves not able to keep their heritage if they cannot preserve the ancestral culture and their religion. likewise with punguan guru tatea bulan, which feared desecration of places of worship and their customary land acquisition by the government. their interest was how to empower what they have, without handing it to another party. academia and the media is also have interests that very different from other groups. this group‟s interest is just how to develop science, especially geology and tell it to the general public, as an educational effort. academia and the media are not directly related to and does not also have attached great importance to the development toba caldera geopark. but the existence of these groups cannot be overlooked simply because they are the spearhead of innovation and imaging for toba caldera geopark. interdependency between actors actors interdependence relationship occur between actors in carrying out development in the region of pusuk buhit area, toba caldera geopark. pusuk buhit area that has a historical background to the batak in general and for the batak tribe who settled in the region in particular, makes all the actors involved have a high interdependence relationships to one another. each actor has its own dependence with other actors, both in the same group, or different groups. addiction occurs because in essence humans are social beings who need each other. moreover, all the actors of this move in the same space, so it is necessary mutual tolerance to accommodate all the existing activities. institutional group containing actors from government, from the national level down to the village level, has mutual dependency. of this group, the nature of mutual dependence lies in the bureaucratic system of government, where coordination and decision making tiered applied. institutional actors who are at the top level also has a dependency on the level below, related to the control of resources and field conditions. antaraktor interdependence in a group of institutions can be seen in the following scheme. e-journal of tourism vol.4. no.2. (2017): 110-128 http://ojs.unud.ac.id/index.php/eot 123 e-issn: 2407-392x. p-issn: 2541-0857 figure 3. interdepency between actors on toba caldera geopark development group institutions have interdependence with one another and each of these relationships majority belong to a particular container to facilitate the coordination of joint. at the central level, the ministry of tourism is preparing indonesian geopark national committee that planned to accommodate the entire network of the governing body in each geopark, so communication can be established one another. at the level of north sumatra province, formed the committee for the acceleration toba caldera geopark led by assistant of economic and development of north sumatra province, who also formed a small committee in each geoarea. in this case, geoarea samosir also have a small committee comprising samosir regency government and the government of each district is in it. subdistrict government, in this case the head sianjur mulamula also cooperate with each village there is, in this study and the village of desa sianjur mulamula sarimarrihit, in the form of legal neighbourhood civil society organizations (lco) sianjur mulamula. it contains the lco representatives of the village administration, community representatives about geosite, traditional leaders and religious leaders, were legalized by the decree head. lco activities are also funded by samosir district budget, as stated in the decree. other groups that have internal interdependence is a third-party group, which consists of local communities, indigenous peoples, religious figures and actors directly related to the other. forms of interdependence that are most visible to the actors who deal directly with the development of geopark and has its own values that must be applied in its management. actors include local communities, indigenous peoples, in this case punguan guru tatea bulan, and religious leaders who also helped fill the social life of the local community. kesalingtergantungannya shape shown in the following scheme. figure 4. interdepency between third party group on toba caldera geopark development group of funders and academics and the media do not have a relationship of interdependence internally that could influence toba caldera geopark. this happens because in these two groups, each actor stands alone without any dependency with another actor in the same group. even if the group's internal dependency relationship exists, but the relationship is less influence geopark development toba caldera. e-journal of tourism vol.4. no.2. (2017): 110-128 http://ojs.unud.ac.id/index.php/eot 124 e-issn: 2407-392x. p-issn: 2541-0857 rules between actors the rules that apply in this section show the variety of formal rules and local rules that bind all actors there. formal rules and regulations in the form of local policy may not be written, but it became a rule that binds all actors involved in it or one of the actors there. this attachment limit the movement of every actor in the activities, in this case for its involvement in the development toba caldera geopark. for groups of government institutions, both from the central government to village government, the applicable rules of the most obvious is the rule of the bureaucracy. this rule is binding on all actors in the institutions of government, so that the movement of the actors on the lower level is sometimes constrained by bureaucracy. for example, just the movement of the committee for the acceleration toba caldera geopark in geoarea samosir, which legally obtain decree of regent samosir and coordinated by expert staff of head samosir more dynamic, for dealing directly with the court, sometimes a lot hampered by the authority which is still held in full by the committee toba caldera geopark in north sumatra province, who legally get a decree of the governor of north sumatra located in medan. different movement speeds have feared could hamper development, primarily associated with the enthusiasm of people who should not be let down by bureaucracy. the dynamic movement of toba caldera geopark development is also visible at the level of local government, such as the district of sianjur mulamula, mulamula sianjur village and sarimarrihit village. although still follow bureaucratic rules, where each movement of the village heads are still waiting for direction from the district and subdistrict heads to take direction from the regents, but as the party that directly deal with the public, they were perceptive enough to anticipate the turmoil at the grassroots. lco of sianjur mulamula, for example, which was set on october 29, 2014, is one of the local government's tactics in dealing with public enthusiasm. although the establishment of the lco in the directives of the committee for the acceleration toba caldera geopark in geoarea samosir, but the initiative to involve the various elements of society in it, such as traditional leaders, community leaders, religious leaders and members of the majority owner of the customary on-site geosite, an effort that was good enough to embrace the all relevant actors directly. in order to have a legal framework and a clear source of financing, this lco also follow the rule of the bureaucracy in the form of decree of head of sianjur mulamula district no. 23 in 2014, on the establishment of rural community organization sianjur mulamula, district sianjur mulamula. bureaucratic rules also apply to actors who double as funders, such as the ministry of tourism, government of north sumatra province and district samosir. the ministry of tourism is economically more powerful and a reformed bureaucracy, easier to channel funds for the construction and development toba caldera geopark. one form is the physical construction of buildings of information center of toba caldera geopark fully funded by the ministry of tourism. according to mr. achyaruddin of the ministry of tourism, the financing is not the first time the ministry of tourism to spend on toba caldera geopark. but many times the funds it is not absorbed and returned to the ministry of tourism due to hit the bureaucratic problems in the field, both between institutions and with the community. in contrast also with the bureaucracy that still occurs in north sumatra province and samosir, related to financing problems. to input displays on geopark information center in sigulatti, for example. local team in samosir wishes a sharing tasks, while they were on their way to socialize and expect a team of north sumatra province taking part to fill the displays, but it can not be done just like that. back bureaucracy becomes the key problems, supported by the many affairs of each sector in the province, which makes the movement of toba caldera geopark became less focused and sometimes marginalized. other rules are the actors in the group of third parties who have the rules of each. for example, traditional leaders and punguan guru tatea bulan, which has batak toba rules that govern every aspect of life of its members. customary rules that are associated with the e-journal of tourism vol.4. no.2. (2017): 110-128 http://ojs.unud.ac.id/index.php/eot 125 e-issn: 2407-392x. p-issn: 2541-0857 development toba caldera geopark is tarombo or genealogy example, which bind certain actors of the customary rights that exist in the pusuk buhit area. one is geosite batu hobon and cultural attractions sopo guru tatea bulan, which is jointly owned by punguan guru tatea bulan. punguan guru tatea bulan not just a set of specific clans, but a collection of old clans that are linked directly with the descendants of si raja batak, although the people had migrated to the rest of the world. although it has become nomads, but two of their main site is still entrusted to their descendants who live in the area limbong sagala and surnamed limbong, one of the old clans are directly related to genealogy si raja batak. care financing 2 (two) main site they also performed together, both out of personal funds, as well as from cash punguan. in addition to the customary rules related tarombo or pedigree that is still held fast by the whole of the batak on this earth, especially for punguan guru tatea bulan, custom rules that can not be separated from the life of the batak is rules of dalihan na tolu. in terms of meaning, dalihan na tolu means three furnaces, which is defined as the furnaces batak society described as a cauldron that was on the stove. furnace at that time is made up of three feet and three feet is the one that serves to prop up the cauldron that is on it. analogy balance obtained from three feet furnace is used as a foundation dalihan na tolu in batak that apply to all of the batak people in this world. dalihan na tolu system is divided into three functional groups, among others dongan sabutuha (born from the same womb), boru (girls) and hula-hula (family of the wife). dongan sabutuha often called dongan tubu (siblings) is defined as people who are the same surname, which is expected to always agree on the whole collective decision-making, because they are considered siblings camaraderie together. boru interpreted as a daughter, her husband and her children, and families-in-law of the woman. boru is a party that is very loved and adored, although they would not inherit from their biological parents. instead, when a girl married off, usually biological parents will give pauseang (property replacement) or ulos nasoolo buruk (fabric that will not be obsolete or outdated) that describe the taste of loving parents to girls 'taken away' is. hula-hula class is defined as the clan who gives his daughter in marriage. for the bataknese, the hula-hula is seen the glory of the sun, because of the hulahula gives blessing to boru. in social life, dalihan na tolu is a cornerstone of democracy in every plan, both in the construction of the village and the provisions of customary law which always focuses on mutual assistance system (rietbergenmccracken and narayan-parker, 1998). these systems regulate social relations in the life of the batak people, including the rights and responsibilities in social life. in a joint decision-making led by a dean or a custom king, never taken unilaterally, must always be done deliberation and voting. almost all plans related to customs, both the construction of the village as well as to the private lives of bataknese, set in dalihan na tolu, who became the batak philosophy of life, side by side with religious affiliations. related to the toba caldera geopark development, especially in the area of this pusuk buhit area, dalihan na tolu system is also applicable, for both actors in a third party hold tight to the customs system, or a group of government institutions and ethnic batak have a clan. a small example appears at the time of geopark socialization in sigulatti, with sources regent samosir, surnamed simbolon. at the moment there are questions that come from a opung boru or grandmother surnamed simbolon too, dalihan na tolu system is also running. although a regent, he must show love for his grandmother simbolon, by responding to the question politely and request to be accommodated as much as possible, both for the sake of progress toba caldera geopark in the future, and to keep the dalihan na tolu system was still running. community involvement on each development stage of toba caldera geopark participation of each actor can be divided into four type participation, among others the dissemination of information, consultation, collaboration and strengthening. quick actor involvement mapping is seen in the following scheme. e-journal of tourism vol.4. no.2. (2017): 110-128 http://ojs.unud.ac.id/index.php/eot 126 e-issn: 2407-392x. p-issn: 2541-0857 figure 5. participation of each actors in toba caldera geopark development each actor in a group of actors each have a stake in participating to the advancement toba caldera geopark. broadly speaking, groups of institutions as an initiator in the application of the concept of geopark, academia and the media need to consult on a wide range of knowledge that must be explored and conserved in the region. for the issue of financing, the institutions collaborate with the actors in a group of funders. in the management of geopark, the institutions collaborating with third parties, consisting of many traditional leaders, religious leaders, local communities and other relevant parties, such as the punguan guru tatea bulan. this is done in conjunction with reinforcement in the form of capacity building of local communities, associated with various human resource constraints that exist in the pusuk buhit area. the stages of the development can be divided into four, such as initiation, preparation, implementation and monitoring, and evaluation. community involvement on every stages can be described as follows. initiation stage the initiation stage is the preliminary stages of the dissemination of information from actors who have early access to information related to the geopark and acts as an initiator in the initial stage. this process is dominated by a group of institutions in sequential order from the national to the village. various activities initiation as dissemination to local communities, delivering information and request for funding to potential funders, communication with the academia and the media and a variety of other activities, in order to spread the concept of toba caldera geopark especially in pusuk buhit area and efforts to make the perception of usefulness. in this stage, each actor, especially local community, is still bound to influence and their respective interests in looking at the implementation of the geopark in the region where the move. government as the initiator trying to equate every opinion there, including efforts to accommodate the influence and interests of each actor in the same perceptions related geopark. preparation stage the preparation stage can be interpreted as a step towards the realization toba caldera geopark. this stage contains various planning activities, coordination with various actors at every level, details of programs to develop, until they are ready to be implemented. agenda efforts to enroll a member of the global geopark network (ggn) is also a major agenda in this preparatory stage. various preparations to meet the requirements of the proposed unesco, such as the existence of the governing body, the readiness of local communities, packaging geosites and so forth, into activities that are also carried out in this stage. at this stage, the government of all levels join in the committee for the acceleration geopark toba caldera, to streamline the various programs of preparation to be done. in this stage also established local community organizations (lco), which is the result of collaboration between groups with third party institutions, especially local communities, indigenous peoples and religious figures. lco serves as a bridge between government and society in the move together towards the realization geopark toba caldera. implementation and monitoring stage this stage is the operational stage of a geopark, in this case toba caldera geopark. e-journal of tourism vol.4. no.2. (2017): 110-128 http://ojs.unud.ac.id/index.php/eot 127 e-issn: 2407-392x. p-issn: 2541-0857 currently operating geopark, activities such as the implementation of the various programs that have been planned in the previous stage, supervising and monitoring the activities of the geopark keberjalanan, conducted jointly by the actors directly involved in it. at the implementation stage, toba caldera geopark must already have a management board consisting of a combination of government and local communities. management board is the managerial function of toba caldera geopark, including the operational part of every geosite. other actors who have an interest and the same influences, joined the councils that are supporting the movement of the management board. evaluation stage an evaluation stage in the planning process is a step to evaluate how the program has been running, in this case the operational of toba caldera geopark, especially in the area of pusuk buhit. the results of the evaluation forms the basis for fixing the flaws that occur in the operation of various geosites in pusuk buhit area, as well as overall toba caldera geopark, increase the range of services has been good, and innovating to develop the greater toba caldera geopark. this stage is carried out also by the actors directly involved. each actor classify themselves each as the national committee geopark indonesia for the national authorities, the media council for the actors in the media, the board of research for relevant actors of research, the council of local people for the actors associated with local elements, such as indigenous peoples and religion, as well as the partners for actors funders. each group of these actors together to evaluate the performance of the management board and provide inputs for progress in managing management board toba caldera geopark in the future. conclusion the study found some important matters related to the development toba caldera geopark which turned out to invite the attention of a lot of actors, both from the national level down to the local. lots of the appeal of the application of the concept, a 'sugar' for the actors there. although it offers a good variety of concepts, implementation geopark also reap the rejection of certain parties. actors involved in the development geopark toba caldera, especially that contained in pusuk buhit area, can be grouped into four large groups, among other government agencies, funders, third parties as well as academics and media. actor grouping is done on the basis of hypothesis primary role of each group of actors. the grouping is also subdivided into levels of the area where the actors move. institution group, consist of a group of good governance from the national to village level, such as the ministry of tourism, ministry of energy, the provincial government of north sumatra, samosir district government, district government sianjur mulamula, sianjur mulamula village government and sarimarrihit village government. funder group, which consists of actors who sustain toba caldera geopark in terms of funding, such as the bank of north sumatra, csr funds from companies that operate around the toba caldera geopark and tourism industry. recently, the group raised funds are still performed by actors from institutional groups worked together, given the need for urgent funding. the third-party group, which consists of the actors directly in contact with the ground, but lacked a place to be a part in the initiation stage. this group, among others, traditional leaders, religious leaders, community leaders, punguan guru tatea bulan and lco sianjur mulamula, the formation of the government of the district sianjur mulamula. third parties are also required actors who should get a part in the initiation stage, but is waiting for a directive from the group institutions, such as museums of culture and so forth. academics and media group, consisting of researchers and the media personnel, which help research in north caldera geopark and publish it to the local community. until now, the actor contained in e-journal of tourism vol.4. no.2. (2017): 110-128 http://ojs.unud.ac.id/index.php/eot 128 e-issn: 2407-392x. p-issn: 2541-0857 this group include tim ring of fire expedition kompas group and north sumatra university. differences in interests, perspectives, norms in force and resources owned by every actor associated toba caldera geopark, especially in the area of pusuk buhit, one challenge in the process of planning and collaborative management. therefore, it takes a form of dialogue conducted by every relevant actor, in the form of authentic dialogue, to accommodate and find solutions to the different views. authentic dialogue, requires all agents or actors must be bound to one another in a common task in which consideration has characters such as bonding agent between actors ata mutually beneficial ensuring that legitimate demands, accurate, comprehensive and sincere. this form of dialogue is often done by the initiative group of government institutions, especially in the form of socialization in every village that has geosites. socialization is aimed at finding common ground related to the concept of geopark and actors, especially local communities and indigenous peoples find and understand and agree positions and responsibilities himself as to the nature of reciprocity in the fulfillment of their respective interests (reciprocity). instead of moving on their own, especially in the development of this geopark, better all the actors move together, by making local people aware of and interested in meeting interests is the result of the mutual interests of others. they can start to explore chance they get from toba caldera geopark development in the region, in this case in the pusuk buhit area. with this collaboration, all the actors are expected to realize that their interests cannot be met without meeting with the interests of other agents and are looking for options to start a mutually beneficial cooperation. socialization is done many times by the government, do to further reassure local communities and indigenous peoples that the purpose of this development is not to further trouble them, let alone take over sectors of the economy that has been run previously, but for their welfare. understanding your ongoing and persuasive approach undertaken by the government, began to get a response in the form of their willingness to join in lco, which is a legal organization that is composed of various elements of society, including local government, traditional leaders, religious leaders, community leaders and local communities around geosite. this willingness shape a new relationship that will guide the development and the development and management through a collaborative process that actually (relationship). although they often have a primary relationship with other stakeholders, but the new relationships created are better able to define the conflict that exists between them. acknowledgement we would like to thank mr. achyaruddin yusuf, development director of special interest tourism, conventions, incentives and events, ministry of tourism; mr. mangindar simbolon, former regent of samosir regency; mrs. theodora sihotang, expert staf of samosir regency and coordinator of toba caldera geopark acceleration committee; mr. darwin sihombing, head of sianjur mulamula district; head of sarimarihit village; mr. limbong, representation of punguan guru tatea bulan; and all the people in the toba caldera geopark who gave so generously of their time. references innes, j. e. and booher, d. e. (2010) planning with complexity: an introduction to collaborative rationality for public policy. routledge. moleong, l. (1988) metodologi penelitian kualitatif. bandung: pt. remaja rosdakarya bandung. newsome, d. (2006) geotourism: sustainability, impacts and management. great britain: elsevier. rietbergen-mccracken, j. and narayanparker, d. (1998) participation and social assessment: tools and techniques. world bank publications. unesco (2010) global geoparks network: guidelines and criteria. france: unesco. nyepi holiday package: e-journal of tourism vol.6. no.2. (2019): 281-302 http://ojs.unud.ac.id/index.php/eot 281 e-issn: 2407-392x. p-issn: 2541-0857 ecotourism management structuring at the salak mountain ii resort, halimun salak national park andrianto kusumoarto 1) , ryan hidayat 1) , siti jubei 2) , atie ernawati 1) 1) study program of architecture, fakultas of technic and computer science, indraprasta pgri university 2) study program of indonesian language eduacation, faculty of language and literature, indraprasta pgri university corresponding author : andrianto.kusumoarto@unindra.ac.id; andri_anto72@yahoo.com article info received 28 january 2019 accepted 07 september 2019 available online 30 september 2019 abstract the salak mountain ii resort area, halimun salak national park has several ecotourism objects that have a good ecotourist attraction. in the salak mountain ii resort area, there are several actors who have a role in management, where there are several obstacles faced during the course of the activity. the objectives in this study are 1) identifying elements in the management structure variables; 2) analyze the goals variable of ecotourism development, needs variable of ecotourism development, activity programs variable of ecotourism development, obstacles variable of ecotourism development, and actors variable of ecotourism development; 3) making the model of ecotourism management structuring. the method used in this study is descriptive qualitative with interpretive structural modeling (ism) analysis. the results of the study shown that the desired goals in managing the area are the conservation of natural resources and their ecosystems, and providing education to the community about environmental management. the desired need in area management is the existence of ecotourism legality. some of the desired program activities in regional development and management are agrotourism, local cultural and artistic attractions, ecotourism, and natural recreation. some obstacles in the development and management of the area are the limited human resources that have knowledge, skills in managing ecotourism areas and changes in the status of the utilization zone to the ecotourism zone. salak mountain ii resort office, koperasi khalifah, village-owned business entity are actors who have very strong driving factors and function as variable linkage. each element in the variable has different strengths as a driver and dependency. keywords : interpretive structural modeling, ecotourism management, landscape management, the salak mountain ii resort, halimun salak national park e-journal of tourism vol.6. no.2. (2019): 281-302 http://ojs.unud.ac.id/index.php/eot 282 e-issn: 2407-392x. p-issn: 2541-0857 introduction background the salak mountain ii resort area, halimun salak national park (hsnp) is a natural resource conservation area that has very interesting ecotourism objects. this area has attractive landscape potential as an ecotourism area (kusumoarto, gunawan, and nurazizah, 2017). there are 11 (eleven) ecotourism areas managed by the salak mountainii resort office, hsnp. the ecotourism objects are cigamea waterfall area, kondang waterfall area, hot spring area, ngumpet waterfall area, seribu waterfall area, pangeran waterfall area, muara waterfall area, cihurang waterfall area, ratu crater area, camping ground area, and alami waterfall area (kusumoarto and ramadhan, 2016). tourist visits to this region in 2016 were recorded at 17,969 people. the highest number of visits to hot springs area was recorded at 4,668 people and visits to the camping ground area were recorded to be the smallest of 365 people. ecotourism objects that have potential visits based on the perceptions and desires of visitors are cigamea waterfall area, kondang waterfall area, hot spring area, and ngumpet waterfall area (jubei, kusumoarto, ernawati, 2017). ecotourism objects that have a level of visits with more than 1,000 visitors in 2018 are hot springs area (4,668 people), kondang waterfall area (3,824 people), cigamea waterfall area (3288 people), ngumpet waterfall area (1,328 people), seribu waterfall area (1,328 people), and pangeran waterfall area (1,072 people). as a natural resource conservation area, salak mountain ii resort area, hsnp has good natural beauty, has biodiversity, cultural uniqueness, and easy accesibility to reach it (kusumoarto and ramadhan, 2016). the existence of natural resource potential and a number of constraints faced resulted in ecotourism objects in the region having different carrying capacity (kusumoarto and ernawati, 2018). based on the potential and existing problems as expressed by ernawati, kusumoarto, and jubei (2018) it is necessary to design and manage strategies as an effort to maintain the sustainability of the region as an ecotourism area. this area is part of the national park that has a distinctive character, so that management activities carried out need to pay attention to the landscape character. kusumoarto, et al. (2017), stated that the natural resource conservation area as a protected area has a good of landscape character for ecotourism. e-journal of tourism vol.6. no.2. (2019): 281-302 http://ojs.unud.ac.id/index.php/eot 283 e-issn: 2407-392x. p-issn: 2541-0857 management of the salak mountain ii resort area, hsnp is required by the halimun salak national park office (hsnpo), ministry of environment and forestry, republic of indonesia to carry out activities to protect the area's ecosystems, prevent damage that occurs in the area, prevent land conversion, protect ecotourism activities carried out by visitors, arrange and protect ecotourism object facilities, protect visual quality of natural resources, and development and protection of accessibility. in conducting good management as towards the sustainability, it is necessary to structure the management of the salak mountain ii resort area, hsnp. structuring as the main objective of this research is based on the perceptions of experts so that it can be seen the institutional structure model of the management of the salak mountain ii resort area, hsnp. expert perceptions are included in the decision-making components of an individual person consisting of perception, attitude, value, preference, and satisfaction, where all components influence each other in taking decision (porteous 1977). the perceptions of experts have a close relationship with their preferences so it is important to know and study perceptions and preferences in the framework of developing and managing an area (porteous 1977). preference is the tendency to choose something that is preferred over others. according to porteous (1977), studies of individual behavior can be used by environmentalists and designers to assess the desires of users (users) of a planned object. research objectives the objectives in this study are 1) identifying elements in the management structure variables; 2) analyze the goals variable of ecotourism development, needs variable of ecotourism development, activity programs variable of ecotourism development, obstacles variable of ecotourism development, and actors variable of ecotourism development; 3) making the model of ecotourism management structuring. literature review ecotourism is a tourism development model that respects natural rules by implementing integrated development and conservation programs between efforts to conserve natural resources with sustainable community economic development (choy 1997; fandelli 2000; buchsbaum 2004; gunn 1994; avenzora 2008). ecotourism activities are carried out in natural areas to e-journal of tourism vol.6. no.2. (2019): 281-302 http://ojs.unud.ac.id/index.php/eot 284 e-issn: 2407-392x. p-issn: 2541-0857 get new experiences in carrying out their trips, usually carried out by visitors with a small amount (gunn, 1994). sustainable ecotourism is inspired by the concept of sustainable development. the concepts for achieving sustainable tourism destinations require ecological integration as an effort to achieve the vision of sustainable development. ism analysis techniques are used to form alternative policies in the future. in practice this method is carried out in two stages. the first stage identified key stakeholders who were the most influential in developing ecotourism. the second stage, determines a number of key factors obtained from need analysis that are reviewed through expert discussion and based on theory in the ecotourism system. preliminary information of stakeholders using the snawball method where stakeholders recommend other stakeholders as respondents (dunn, 2003). after identifying and mapping stakeholders, further identification of the needs and aspirations of each stakeholder is carried out according to the priority scale (storey, 1999). the needs and aspirations of each stakeholder are then discussed together with experts to get key stakeholders. determination of experts is based on considerations and criteria: 1) existence, affordability, and willingness to be interviewed; 2) reputation, position, and credibility as experts; 3) personal experience (eriyatno and sofyan, 2007). the main activities carried out are as follows: 1) identifying and mapping key stakeholders who are in compliance with regional management and evaluating the role and path capacity that can be played, 2) observing interests, conflicts, and the role of stakeholders in relations with resources, 3) identifying relationship between stakeholders to be built in an effort to produce an appropriate policy; 4) grouping stakeholders according to their interests and influence, 5) identifying existing institutions related to research, 6) identifying constraints related to ecotourism management. methodology this research was conducted in the salak mountain ii resort area, hsnp. the study was conducted for 6 months, starting from june to november 2018. the method used in this study is descriptive qualitative with interpretive structural modeling (ism) analysis tools, with related elements, namely: 1) objectives to be achieved in managing the area , 2) needs in managing the area, 3) program activities needed, 4) constraints that need to be addressed, and 5) actors who play a role in managing ecotourism areas. e-journal of tourism vol.6. no.2. (2019): 281-302 http://ojs.unud.ac.id/index.php/eot 285 e-issn: 2407-392x. p-issn: 2541-0857 the stage of ism analysis is the determination of contextual relationships which are then converted into mathematical relationships (rm). relations between elements fulfill reflexive and transitive properties (machfud, 2001). in the process of transforming contextual relations (matrix structural self-interaction) into a form of mathematical relationship in the form of a reachability matrix with complete rules can be seen in table 1. table 1. transformation of the form of contextual relationships between elements into forms of mathematical relationships form of contextual relations between elements i and j (eij) form of mathematical relations between elements i and j (eij) v if eij = 1 and eij = 0 a if eij = 0 ang eij – 1 x if eij = 1 and eij = 1 o if eij = 0 and eij = 0 determination of respondents as experts based on: 1) reputation, position, and appropriate credibility on the topic of study; 2) have a minimum of 15 years experiences in the field of study; 3) willing to be interviewed in depth. based on these criteria, experts / speakers were selected, namely researchers from the ministry of energy and mineral resources, researchers at the ministry of environment and forestry, landscape management researchers, ecotourism researchers, ecotourism economic researchers, and forestry social researchers with specifications on landscape architecture, forestry, mining and ecotourism. determination of subelements is carried out through focus group discussion (fgd) of stakeholders involved in management of the area until a compromise is reached (table 2). 1. data processing processing data using ism with the ism-vaxo method with the following steps: (1) preparation of the ssim matrix in modeling with ism opinion or assessment of contextual relations elements expressed in the form of letters v, a, x, o which indicate that: v: the i th sub element has a relationship with the j th sub element and the j th sub element does not have a relationship with the i th sub element a: the jth sub element has a relationship with the i th sub element and the i th sub element does not have a relationship with the j th sub element x: the i th sub element has a reciprocal relationship with the j th sub element o: the i th sub element does not have e-journal of tourism vol.6. no.2. (2019): 281-302 http://ojs.unud.ac.id/index.php/eot 286 e-issn: 2407-392x. p-issn: 2541-0857 a reciprocal relationship with the j th sub element table 2. elements of an ecotourism development system the elements contextual relationships the objectives one sub-element of purpose contributes to the achievement of subelements of the other objectives the needs one sub element of needs supports the fulfillment of sub elements of the other needs the obstacles one sub element of the constraint causes another sub element of the constraint the activities one sub-element of development activities supports the other subelements of activity the actors sub elements of one actor in development need to be supported by other sub-elements of actors (2) transformation of ssim matrix into reachability matrix (rm) the contextual relationship between sub-elements in the matrix form whose cells are in the form of letters (vaxo) is transformed into a reachability matrix of binary numbers. (3) testing and transforming the reachability matrix reachability matrix if boolean operation fulfills reflexive and transitive conditions, if not, then adjustments are made by performing recursive multiplication operations so that a causal looping condition is formed. 2. classification of sub elements the classification of sub elements is determined by the level of each sub element with the following rules: (1) create an rm matrix after going through the transitivity stage. (2) determine the level of each sub element by first determining reachability (horizontally for subelements worth 1). (3) of course antecedent (vertically for sub-elements worth 1). (4) determine intersection (same value). (5) if the reachability and intersection values are the same, then the level of the sub elements can be determined. (6) eliminate sub-elements whose level is known. (7) repeat the procedure until all subelements can be determined by the level. results and discussion the objectives in the management of ecotourism areas based on the results obtained through the focus group discussion e-journal of tourism vol.6. no.2. (2019): 281-302 http://ojs.unud.ac.id/index.php/eot 287 e-issn: 2407-392x. p-issn: 2541-0857 (fgd), there are several objectives to be achieved in managing this ecotourism area. the objectives achieved in developing ecotourism in the salak mountain ii resort area, hsnp are: (1) development of tourist areas with the concept of ecotourism; (2) conservation of biological natural resources and their ecosystems; (3) utilization of natural resource potential; (4) protection of potential ecotourism objects; (5) protection of national vital objects; (6) provide education to the public about environmental management; (7) provide education to the public about the culture of the local community; (8) reducing the number and role of unlicensed local communities; (9) increasing the active role and independence of the community in ecotourism activities; (10) improve community welfare. between one objective with another objective has a contextual relationship that there is a contribution of objectives to one another and the objective of one with other objectives to contribute to each other. on the other hand there is a goal between one and the other not contributing to each other. based on the ism analysis conducted showing that the goal of developing ecotourism in the salak mountain ii resort area, hsnp has the highest level of objectives, namely reducing the number and role of unlicensed local communities. at the lowest level, the objective is to conserve biological natural resources and their ecosystems and provide education to the community about environmental management (figure 1). there are similar parallels from the goal of developing this ecotourism area at the middle level, namely the aim of protecting the potential of ecotourism objects, protecting national vital objects and increasing the active role and independence of the community in ecotourism activities. in addition, the aim is to educate the public about the culture of the local community and improve community welfare. where : 1: development of tourist areas with the concept of ecotourism; 2: conservation of biological natural resources and their ecosystems; 3: utilization of natural resource potential; 4: protection of potential ecotourism objects; 5: protection of national vital objects; 2 6 1 4 9 7 10 3 8 5 e-journal of tourism vol.6. no.2. (2019): 281-302 http://ojs.unud.ac.id/index.php/eot 288 e-issn: 2407-392x. p-issn: 2541-0857 6: provide education to the community about environmental management; 7: provide education to the community about the culture of the local community; 8: reducing the number and role of unlicensed local communities; 9: increasing the active role and independence of the community in ecotourism activities; 10: improving people's welfare. figure 1. the hierarchical structure of the objectives of developing the salak mountain ii ecotourism area, hsnp based on the graph in figure 2 can be shown the strength as a driver power and the level of dependence. the 1st objective has strength as a strong driver power and has a dependency on a sufficient level. the 2nd objective 2 has strength as a driver power that is very strong and has a dependency at a level that is strong enough. the 3rd objective has strength as a sufficient driver power but has a strong dependency. the 4th and the 5th objective have strength as a driver power that is strong enough and has a dependence on a sufficient level. the 6th objective has strength as a very strong driving factor but dependence is at a sufficient level. the 7th and the 10th objective have strength as a strong enough driving factor and dependence on a sufficient level. the 8th objective has the strength as a low driver power and dependence on a sufficient level. the 9th objective has strength as a motivator that is strong enough but dependency is at a very strong level. the aim of the ecotourism development area is the effort to increase the active role of the community and the independence of the community in ecotourism activities very much depending on the 1st objective to the 8th objective. the objective of developing an ecotourism area is the effort to conserve natural resources and its ecosystem is a goal that has a very strong driving power but also needs strong support from other objectives. the objective of developing an ecotourism area is to provide education to the community about environmental management, a very strong driving power, but need to be supported by strong efforts from the 2nd objective and the 1st objective. the objective of developing an ecotourism area, namely the effort to reduce the number and role of unlicensed local communities, is an objective achievement that is supported by many other goals. the needs that required in management of ecotourism areas based on the results obtained through the fgd, there are some needs to be fulfilled in the management of this ecotourism area. the needs to be fulfilled in developing ecotourism in the salak mountain ii resort area, hsnp are: (1) management institutions; (2) investors; (3) ecotourism master plan documents; (4) the e-journal of tourism vol.6. no.2. (2019): 281-302 http://ojs.unud.ac.id/index.php/eot 289 e-issn: 2407-392x. p-issn: 2541-0857 legality of the ecotourism area; (5) improvement of accessibility to ecotourism areas; (6) enhancing the skills and capacity of human resources for ecotourism management; (7) facilities and infrastructure; (8) marketing; (9) promotion; and (10) cultural attractions. between one need and the other needs has a contextual relationship that there is a need that supports the fulfillment of other needs as well as the existence of one need with another need to support the fulfillment of needs. on the other hand, there is a need between one and the other needs that does not support each other. where : i : autonomous barrier; ii : dependent barrier; iii : linkage barrier; iv : independent (driver) barrier figure 2. graph of the driving factors and dependency factors of each of the objectives of developing the salak mountain ii resort area, hsnp based on the ism analysis conducted shows that the development of ecotourism in the salak mountain ii resort area, hsnp has the highest level of needs, namely the presence of investors. at the lowest level, the ecotourism area needs legality and the need for cultural attractions (figure 3). there are equal parallels at the middle level, namely the need for a master plan document and the need for marketing. in addition to the need to improve accessibility, increase the skills and capacity of human resources for ecotourism management, and the existence of facilities and infrastructure. where : 1: management institutions; 2: investors; 3: ecotourism master plan document; 4: the legality of the ecotourism area; 5: improvement of accessibility to ecotourism areas; 6: improving the skills and capacity of human resources for ecotourism management; 7: facilities and infrastructure; 8: marketing; 9: promotion; and 10: cultural attractions. figure 3. a hierarchical structure of the needs for developing an ecotourism area salak mountain ii resort, hsnp 4 10 6 5 7 1 3 8 9 2 e-journal of tourism vol.6. no.2. (2019): 281-302 http://ojs.unud.ac.id/index.php/eot 290 e-issn: 2407-392x. p-issn: 2541-0857 based on ism analysis, it shows that the need for the legality of ecotourism and cultural attractions has a very strong driving factor in the development of the salak mountain ii ecotourism area, hsnp. the need that is very dependent on other needs is the presence of investors, the existence of ecotourism master plan documents, the existence of marketing, and the existence of promotions. the need that has a fairly weak dependence on other needs is the existence of the legality of the ecotourism area, the existence of cultural attractions, the improvement of accessibility to ecotourism areas, an increase in skills and capacity of human resources for ecotourism management and the need for facilities and infrastructure (figure 3). the existence of institutional management needs is a supportive need depending on other needs and enough to get encouragement from other needs, namely the third and eighth needs. this first need provides an impetus for achieving the fifth, sixth and seventh needs (figure 4). where : i : autonomous barrier; ii : dependent barrier; iii : linkage barrier; iv : independent (driver) barrier figure 4. graph of the driving factors and dependency factors of each of the needs for the development of the salak mountain ii resort area, hsnp the obstacles in the management of ecotourism areas based on the results obtained through the fgd, several obstacles were found to be fulfilled in the management of this ecotourism area. constraints in developing ecotourism in the salak mountain ii resort area, hsnp are: (1) changes in the behavior of former forest encroachers to tourism businesses; (2) limited investors; (3) limited human resources who have knowledge, skills and professionalism in managing ecotourism; (4) inadequate facilities and infrastructure; (5) changes in the status from utilization zones to ecotourism zone; (6) there is no institution (bumdes/others) that can manage this ecotourism area; (7) weak knowledge about the conservation of e-journal of tourism vol.6. no.2. (2019): 281-302 http://ojs.unud.ac.id/index.php/eot 291 e-issn: 2407-392x. p-issn: 2541-0857 natural and environmental resources; (8) promotion; (9) marketing; (10) efforts in the utilization zone are still ongoing. between one obstacle and another obstacle has a contextual relationship that the existence of one constraint causes more constraints and the constraints that one with other constraints cause each other. on the other hand there are obstacles between one and the other constraints that do not cause each other (figure 5). where : 1: changes in the behavior of former forest encroachers to tourism businesses; 2: limited investors; 3: limited human resources that have knowledge, skills and professionalism in managing ecotourism; 4: inadequate facilities and infrastructure; 5: changes in the status from utilization zones to ecotourism zones; 6: there is no institution (bumdes / other) that can manage this ecotourism area; 7: weak knowledge about the conservation of natural and environmental resources; 8: promotion; 9: marketing; 10: efforts in the utilization zone are still ongoing figure 5. the hierarchical structure of constraints in developing the salak mountain ii ecotourism area, hsnp based on the ism analysis conducted shows that the development of ecotourism in the salak mountain ii resort area, hsnp has the highest level of constraints, namely the problem of marketing. at the lowest level, there are constraints on the limited human resources that have the knowledge, skills and professionalism in ecotourism management as well as the constraints of changing the status of utilization zones from forest areas to ecotourism areas. there are similar parallels at the middle level, namely the constraints that there is no institution (bumdes/others) that can manage this ecotourism area and the constraints of efforts in the utilization zone are still ongoing. in addition to the constraints of limited investors, inadequate facilities and infrastructure, and promotions. based on the results of the ism analysis, it shows that there are obstacles that have a very strong dependency, namely marketing constraints. in addition there are constraints that have a strong dependence on the limited investor and promotion and inadequate facilities and infrastructure. there are several obstacles as a strong driver power but have a fairly weak dependency, namely the constraints of limited human resources that have knowledge, skills and professionalism as well as the constraints of changing the 3 5 6 10 7 1 4 2 8 9 e-journal of tourism vol.6. no.2. (2019): 281-302 http://ojs.unud.ac.id/index.php/eot 292 e-issn: 2407-392x. p-issn: 2541-0857 status from utilization zones into ecotourism zone. there are several obstacles as a strong enough driver power but has a strong enough dependency, namely the constraints of the existence of businesses in the utilization zone that are still ongoing and the lack of knowledge about the conservation of natural resources and the absence of institutions (bumdes/others) that can manage ecotourism areas professional. the obstacle of the absence of changes in former forest encroachers to tourism businesses is an obstacle that has a dependency with other constraints that are quite strong and these constraints can also be quite strong drivers (figure 6). where : i : autonomous barrier; ii : dependent barrier; iii : linkage barrier; iv : independent (driver) barrier figure 6. graph of the driving factors and dependency factors of each obstacle to the development of the salak mountain ii resort area, hsnp the desired ecotourism activities based on the results obtained through the fgd, there are some activities that can be done in managing this ecotourism area. activities in developing ecotourism in the salak mountain ii resort area, hsnp namely: (1) agro tourism; (2) local cultural and artistic attractions; (3) ecotourism; (4) natural recreation; (5) home stay lodging; (6) sales of souvenirs, natural and cultural products. between one activity and another activity has a contextual relationship that the existence of one activity supports other activities and the existence of activities with one another supports each other. on the other hand there are activities between one and the other activities that do not support each other (figure 7). where : 1 : agrotourism; 2 : local cultural and artistic attractions; 3 : ecotourism; 4: natural recreation; 5 : home stay; 6 : sales of souvenirs, natural and cultural products. figure 7. the hierarchical structure of the development activities of the salak mountain ii ecotourism area, hsnp 2 1 3 4 6 5 e-journal of tourism vol.6. no.2. (2019): 281-302 http://ojs.unud.ac.id/index.php/eot 293 e-issn: 2407-392x. p-issn: 2541-0857 based on the ism analysis conducted shows that the development of ecotourism in the gunung salak ii resort area, ghsnp has the desire to develop activities at the highest level namely home stay. at the lowest level has the desire to develop agro-tourism activities; 2: local cultural and artistic attractions; 3: ecotourism; 4: natural recreation. at the middle level, it wants the activities of selling souvenirs, natural and cultural products. based on the results of the ism analysis shows that there are home stay activities and souvenir sales activities, natural and cultural products are activities that are quite dependent but low as a driver of other activities. agro-tourism activities, local cultural and artistic attractions, ecotourism, and natural recreation are activities that are very powerful drivers but are activities that also have enough dependency (figure 8). where : i : autonomous barrier; ii : dependent barrier; iii : linkage barrier; iv : independent (driver) barrier figure 8. graph of the driving factors and dependency factors of each activity in the development of the salak mountain ii resort area, hsnp the actors in the management of ecotourism areas based on the results obtained through the fgd, there are some activities that can be done in managing this ecotourism area. activities in developing ecotourism in the salak mountain ii resort area, hsnp are: (1) regional planning, development, and research agency of bogor regency regional government; (2) tourism and culture office of bogor regency regional government; (3) environmental office of bogor regency regional goverment; (4) regional asset and financial institutions; (5) salak mountain ii resort office, e-journal of tourism vol.6. no.2. (2019): 281-302 http://ojs.unud.ac.id/index.php/eot 294 e-issn: 2407-392x. p-issn: 2541-0857 hsnp; (6) khalifah cooperative agency; (7) higher education institutions; (8) village-owned enterprises (bumdes); (9) ministry of environment and forestry; (10) ministry of energy and mineral resources; (11) regional leadership consultative forum and district leadership consultative forum; (12) community leaders; (13) nongovernmental organizations (ngos); (14) youth organization; (15) ex-volunteer; (16) investors; and (17) halimun salak national park office (btnghs). between one activity and another activity has a contextual relationship that one actor needs to get the support of other actors and the actors who support one another. on the other hand there are actors one with other actors who do not support each other (figure 9). based on the ism analysis conducted shows that the development of ecotourism in the salak mountain ii resort area, hsnp has actors in developing activities at the highest level, namely ex-volunteers. at the lowest level, they have actors in developing activities, namely the regional asset and financial institutions, salak mountain ii resort office, hsnp, khalifah cooperation agency, village-owned enterprises (bumdes), community leaders, nongovernmental organizations (ngos), youth organizations, and investors . at the middle level, they have actors in developing activities namely higher education institutions, ministry of energy and mineral resources, halimun salak national park office (hsnpo), ministry of environment and forestry, regional leadership consultative forum and district leadership consultative forum, tourism and culture office of bogor regency regional government, regional planning, development, and research agency of bogor regency regional government, and environmental office of bogor regency regional goverment. four actors at the same level, namely the ministry of energy and mineral resources, and the halimun salak national park office (hsnpo)) and the ministry of environment and forestry, regional leadership consultative forum and district leadership consultative forum. e-journal of tourism vol.6. no.2. (2019): 281-302 http://ojs.unud.ac.id/index.php/eot 295 e-issn: 2407-392x. p-issn: 2541-0857 where : 1 : regional planning, development, and research agency of bogor regency regional government; 2 : tourism and culture office of bogor regency regional government; 3 : environmental office of bogor regency regional goverment; 4 : regional asset and financial institutions; 5 : salak mountain ii resort office, hsnp; 6 : khalifah cooperative agency; 7 : higher education institutions; 8 : village-owned enterprises (bumdes); 9 : ministry of environment and forestry; 10 : ministry of energy and mineral resources; 11 : regional leadership consultative forum and district leadership consultative forum; 12 : community leaders; 13 : non-governmental organizations (ngos); 14 : youth organization; 15 : ex-volunteer; 16 : investors; and 17 : halimun salak national park office (hsnpo). figure 9. structure of the hierarchy of actors in the development of the salak mountain ii resort area, hsnp there are 8 ecotourism management actors who must support each other based on expert perceptions, namely the regional asset and financial institutions, salak mountain ii resort office, hsnp, khalifah cooperation agency, village-owned enterprises (bumdes), community leaders, nongovernmental organizations (ngos), youth organizations and investors . the eight actors received support from the environmental office of bogor regency regional goverment, where this service needs to be supported by the regional planning, development, and research agency of bogor regency regional government and tourism and culture office of bogor regency regional e-journal of tourism vol.6. no.2. (2019): 281-302 http://ojs.unud.ac.id/index.php/eot 296 e-issn: 2407-392x. p-issn: 2541-0857 government. the abovementioned actors need to get support from the ministry of environment and forestry and regional leadership consultative forum and district leadership consultative forum, where the two actors support each other in managing the ecotourism area. the halimun salak national park office (hsnpo) and the ministry of energy and mineral resources support each of the above mentioned actors. higher education institutions are institutions that have the ability in the fields of education, research and community service to provide support to the above actors as an effort to run good management in the protection of natural resources as well as ecotourism. ex-volunteers as freelancers in ecotourism management coordinated by the salak mountain ii resort office, hsnp have a role in supporting all actors involved in managing ecotourism (figure 9). the actors from community leaders, community institutions, youth organizations, and investors are lowdependency actors to other actors. actors of higher education institutions, ministry of energy and mineral resources have a very high dependence on other actors. hsnpo has a medium dependency on other actors. the actors of regional finance and asset agencies, salak mountain ii resort offices, hsnp, khalifah cooperative agency and village-owned enterprises (bumdes) have driving forces for ecotourism management but have sufficient interest in other actors. the actors of the ministry of environment and regional leadership consultative forum and district leadership consultative forum have dependence on other actors who are quite strong. regional planning, development, and research agency of bogor regency regional government actors, tourism and culture office of bogor regency regional government and the environmental office of bogor regency regional goverment are actors who have sufficient driving forces who also have sufficient dependence on other actors (figure 10). the model of salak mountain ii resort ecotourism management, hsnp management of the salak mountain ii resort area, hsnp towards co-tourism management in an effort to support the sustainability of the area as a conservation area for natural resources and its ecosystem. the seventeen actors as stated above have contributions that are in accordance with their respective objectives with the principle of sustainable protection and development of the salak mountain ii resort ecotourism area, hsnp. there are several needs that e-journal of tourism vol.6. no.2. (2019): 281-302 http://ojs.unud.ac.id/index.php/eot 297 e-issn: 2407-392x. p-issn: 2541-0857 are felt important for the implementation of the development of this region as a sustainable ecotourism area. each actor in collaborating together in meeting needs and overcoming obstacles. the cotourism management as proposed does not take over the role of the salak mountain ii resort office, hsnp, hsnpo and the ministry of environment and forestry in managing the area. cotourism management in question is a joint management effort in carrying out an activity program in the area, efforts to protect the area and efforts to manage the area so that the area can be characterized, sustainable, safe and comfortable in the utilization of limited activities. where : i : autonomous barrier; ii : dependent barrier; iii : linkage barrier; iv : independent (driver) barrier figure 10. graph of the driving factors and dependency factors of each actor in the development of the salak mountain ii resort area, hsnp in managing the area there are 5 (five) dependents who are strong enough to be very strong. the five actors are the higher education institutions, the ministry of environment and forestry, the ministry of energy and mineral resources, regional leadership consultative forum and district leadership consultative forum, and hsnpo. based on figure 9, higher education institutions support the other four actors above. four actors who have the power as a driver that has a low dependence on other actors, namely investors, community leaders, non-governmental organizations, and youth organizations. to develop ecotourism activities, community leaders and non-governmental organizations need support from investors. on the other hand, there is mutual support between community leaders and non-governmental organizations, between non-governmental organizations and youth organizations, between youth organizations and investors, and between community leaders and youth organizations. regional planning, development, and research agency of bogor regency regional government, tourism and culture office of bogor regency regional government, and environmental office of bogor regency regional goverment have strong enough driving e-journal of tourism vol.6. no.2. (2019): 281-302 http://ojs.unud.ac.id/index.php/eot 298 e-issn: 2407-392x. p-issn: 2541-0857 factors and are a liaison between actors who lack dependency with other actors and actors who are highly dependent on other actors. there are 4 actors who have very strong driving factors, namely the regional financial and asset institutions, salak mountain ii resort office, hsnp, khalifah cooperative agency, and village-owned enterprises. the four actors are the liaison between actors who lack dependency with other actors and actors who are highly dependent on other actors. in general, the hierarchy structure model of salak mountain ii resort office ecotourism management organization, hsnp can be seen in figure 11. where : : providing support : mutual support figure 11. model of salak mountain ii resort office ecotourism management, hsnp e-journal of tourism vol.6. no.2. (2019): 281-302 http://ojs.unud.ac.id/index.php/eot 299 e-issn: 2407-392x. p-issn: 2541-0857 based on the diagram in figure 11, providing support and mutual support among the actors is an effort to achieve the objectives of developing and managing the gunung salak mountain ii ecotourism area, hsnp as stated in figure 1. in addition, the actors also provide mutual support in an effort to meet the needs that needed for managing ecotourism. to run the activities program in this area which is managed based on togetherness, several constraints are solved jointly to realize a sustainable ecotourism area. higher education institutions have a role in supporting institutions at the central level (hnspo, the ministry of environment and forestry, the ministry of energy and mineral resources) and regional leaders' deliberations in providing policies, directives and legislation in the management of ecotourism areas that will be used by institutions in the region : tourism and culture office of bogor regency regional government, regional planning, development, and research agency of bogor regency regional government, and environmental office of bogor regency regional goverment. higher education institutions have the role of providing support in the fields of education, research, and community service that can be used by institutions in the region to provide direction and policies to local institutions in the region, namely the salak mountain ii resort office, hsnp and the kalifah cooperative agency. the directives and policies based on studies of education, research and community service are also needed by community groups. the khalifah cooperative agency which was formed as an institution that can collaborate with the salak mountain ii resort office, hsnp supports community leaders and non-governmental organizations in carrying out joint activities to realize the sustainable salak mountain ii resort ecotourism area, hsnp. in addition, the khalifah cooperative agency can work together (support each other) with youth youth organization and investors. conclusion the salak mountain ii resort ecotourism area, hsnp is an area that has very interesting ecotourism objects. this condition requires good management towards a sustainable ecotourism area. the results of the focus group discussion (fgd) show that there are goals, constraints, needs and program activities in the development and management of the ecotourism area. in addition to providing e-journal of tourism vol.6. no.2. (2019): 281-302 http://ojs.unud.ac.id/index.php/eot 300 e-issn: 2407-392x. p-issn: 2541-0857 good management, cooperation between actors is needed in the form of cotourism management. the main goal in the development and management of the salak mountain ii resort ecotourism area, hsnp is the conservation of biological natural resources and their ecosystems and providing education to the public about environmental management. these two goals are the drivers of other very strong goals. the objectives to be achieved are also aimed at reducing the number of unlicensed area management communities. based on the results of fgd, the legality of ecotourism areas and cultural attractions is needed. cultural attractions are activities that are rarely carried out in this region. both of these needs are strong drivers for other needs. other needs namely improving accessibility to ecotourism areas; improving human resource skills and capacity for ecotourism management; and facilities and infrastructures are needs that are also powerful enough drivers for other needs. based on the results of the fgd, there are several constraints as a strong driver for other constraints, namely the limited human resources that have the knowledge, skills and professionals in managing ecotourism as well as changing the status from utilization zone to the ecotourism zone. marketing activities are obstacles that are very dependent on other constraints. based on the results of fgd, there is an activity program that can be developed and managed in this ecotourism area, namely agro-tourism; local cultural and artistic attractions; ecotourism; nature recreation. these four activities are very powerful drivers and have links between one activity and other activities. home stay lodging and souvenir sales, natural and cultural products are highly dependent on other activities based on the results of the fgd, there are actors of community leaders, non-governmental organizations, youth organizations, and investors who have very strong and not dependent motivating factors on other actors. the three actors who have a strong motivating factor and are the liaison between actors who do not depend on other actors with actors who depend on other actors namely regional planning, development, and research agency of bogor regency regional government, tourism and culture office of bogor regency regional government, and environmental office of bogor regency regional goverment. there are four actors who have very strong dependence on other actors namely the higher education institution, the ministry of environment and forestry, the ministry of energy and mineral resources, and the e-journal of tourism vol.6. no.2. (2019): 281-302 http://ojs.unud.ac.id/index.php/eot 301 e-issn: 2407-392x. p-issn: 2541-0857 regional leadership consultative forum and district leadership consultative forum. in this ecotourism management model, higher education institutions have a role in supporting institutions at the central level (hsnpo, the ministry of environment and forestry, the ministry of energy and mineral resources) and regional leaders' deliberations in providing policies, directives and legislation in the management of ecotourism areas that will be used by institutions in the region namely tourism and culture office of bogor regency regional government, regional planning, development, and research agency of bogor regency regional government, and the environmental office of bogor regency regional goverment. higher education institutions have the role of providing support in the fields of education, research, and community service that can be used by institutions in the region to provide direction and policies to local institutions in the region, namely the salak mountain ii resort office, ghsnp and the khalifah cooperative agency. acknowledgement the researcher thanked to the bnopt ministry of research and higher education for the cost of this applied research. the researcher also thanked to the salak mountain ii resort office, hnsp and hnspo for giving the opportunity to researchers to take research locations in the salak mountain ii resort area, hnsp. the researcher also thanked to the bogor agricultural institute library for providing the opportunity so that researchers could conduct library searches. references avenzora r. 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(2017) ecological carrying capacity analysis of ecotourism objects in salak ii resort area, halimun salak national park. harmony with nature strengthening relationships between human and environment. 1st international geography seminar. univeritas pendidikan indonesia. bandung. doi : 10.1088/17551315/145/1/012098 porteous j.d. (1977) environmental and behavioral : planning and everyday urban life. massachusetts (uk): addison-wesley publ.co. storey j. (1999) changing employment practices in uk banking : case studies. personal review select 2, 3: 129-139. e-journal of tourism vol.8. no.1. (2021): 59-64 59http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 the role of social capital in serangan sub-district, denpasar-bali i gede putra nugraha1*, i made antara2, made budiarsa2, syamsul alam paturusi2 1tourism faculty, udayana university, bali – indonesia 2centre of excellence in tourism, udayana university, bali – indonesia *corresponding author: dedenugraha@ymail.com doi: https://doi.org/10.24922/eot.v8i1.71458 abstract serangan sub-district as a potential area is a representation of denpasar city government’s policy on environmental conservation, historical and cultural values, the interests of the world of education, and the interests of cultural tourism full of attractions. the purpose of this study is to identify the role of social capital in the development of sustainable tourism in the serangan sub-district and to analyze the effect of government roles, community participation, and social capital on destination quality and sustainable tourism development in the serangan sub-district. the result of this research shows that social capital norms in the serangan sub-district has an important role in tourism development in the serangan sub-district, where the norms in traditional villages in the serangan sub-district are still very strong. keywords: the role of government, community participation, social capital, quality of destinations, community welfare, serangan sub-district article info submitted october 16th 2020 accepted march 18th 2021 published march 31th 2021 efforts. community-based tourism (cbt) is a form of tourism destination development through efforts to empower local communities. community participation is the most important component in efforts to develop independence and the empowerment process (adiyoso, 2009). the development of tourism villages in bali was started by the provincial government in 1993 with the stipulation of three villages, namely penglipuran, sebatu, and jatiluwih as tourism villages by the governor of bali (putra & pitana, 2010). building sustainable tourism is a process that integrates all elements in an area. serangan island as one of the tourism objects in bali has not escaped the attenintroduction tourism is one of the largest and fastest-growing industries in the world capable of generating economic growth, especially in terms of providing employment, increasing income and living standards, and stimulating the development of other sectors (neto, 2003). the growing trend of rural tourism in indonesia is marked by the growing interest in nature-based tourism and an interest in enjoying rural tourism experiences (sastrayuda, 2010), and the emergence of village tourism. to optimize tourism potential in a tourist village, it is necessary to have local community participation through community empowerment e-journal of tourism vol.8. no.1. (2021): 59-64 60http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 problems related to the tourism destination development project on the environment of the serangan sub-district which will threaten the sustainability of the serangan sub-district tourism destination. in the economic activities of the community, there is also degradation during the reclamation carried out by btid which causes marine life to decrease so that the catch of fishermen is reduced and of course will cause poverty. in socio-culture, there are also changes in the livelihoods of residents who were initially fishermen trying to switch to the service sector as a result of the tourism development of the serangan subdistrict (suryawan & gata, 2015). during increasingly fierce destination competition, tourist villages must continue to improve their quality to remain sustainable. this is an obligation to realize tourism development that can provide prosperity not only to local communities but also to tourism industry players and most importantly to provide satisfaction to tourists while still paying attention to the quality of the local environment and culture. government, community participation, and social capital have very important roles in improving the quality of destinations. the government’s role will certainly be in vain if it is not supported by local communities and strong social capital in developing tourism development in the region. the purpose of this study is to identify the role of government in developing sustainable tourism in the serangan sub-district, to identify the effect of social capital on destination quality and sustainable tourism development in the serangan sub-district. methods the location of this research is in serangan sub-district, denpasar city which has been a tourist village since 2015 according to the mayor’s decree no. 188.45 / 472 / hk / 2015 concerning the designation of many parties, especially those who intend to develop tourism by seeing the potential of the serangan sub-district. when viewed physically, before the serangan island development project, the total area of serangan island was originally 112 hectares. since the attack island development project by pt. bali turtle island development (btid), there are very clear changes that have occurred in the shape of the serangan island. this is due to the addition of land area through the reclamation of 379 hectares so that the total area after being reclaimed becomes 491 hectares. in the context of ecology, serangan sub-district has an abundance of panoramic view of the sea and its mangrove forests. activities related to this are the release of hatchlings and green turtles, foster coral reefs, mangrove planting, as well as the green and marine tourism trails of serangan. for the education aspect (environmental conservation), traditional and modern cultural arts creativity are held in serangan sub-district, student green camp facilities, out-door recreation facilities, and traditional marine technology study centers such as traditional jukung boats and all their service methods. there are also various activities and hobbies with adventurous nuances such as photography, aeromodelling, fishing, cycling, and trekking. in its development as a tourist village, serangan sub-district has begun to be recognized by both domestic and foreign tourists. from the community side, the existence of community efforts to fight for independence in the management of their resources shows that the community has a strong desire to fight for their rights in managing their village to provide full benefits to the local community of serangan sub-district (suarta, et al., 2017). however, the benefits of developing a tourism village in the serangan sub-district are not felt by the local community. also, there is an impact from the existence of several e-journal of tourism vol.8. no.1. (2021): 59-64 61http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 tion of tourism villages in denpasar city. there is a growing tourism potential in serangan sub-district. the potential for natural tourism where serangan sub-district is a coastal area and beaches with white sand can attract tourists to come to visit, besides that, with the development of floating cages it is often used for fishing activities by visitors, and the latest in the development of turtle conservation, which is very motivating for tourists. to come to serangan sub-district. the potential for cultural tourism where there are sociocultural conditions of the community or legacy, namely conditions of community customs, social conditions of the community, traditional events, and the site of pura sakenan. data collection in this study is conducted using survey method with a questionnaire instrument. this questionnaire describes the characteristics of the respondents, the respondents’ perceptions of the role of government, participation, and social capital on destination quality and sustainable tourism development (std). r e s u lt and discussion the results of this study indicate that the role of the government in the development of the tourism village in serangan sub-district began with the issuance of decree no. 188.45 / 472 / hk / 2015 on march 23, 2015, concerning the determination of tourism villages in denpasar city. the phenomenon of social capital will always develop in the community related to customs and traditions, perceptions and mindsets in community activities. this research stems from the community’s perception of what the community feels about the tourism village development program in serangan sub-district. the value aspect of social capital is also built from expectations that lead to the cooperative behavior of local communities. the social capital of trust is a pillar of social capital that is needed to build a foundation of togetherness (putnam, 1993). public participation is largely determined by the conditions established by the government in creating trust in the community (emmer et al., 1993). communication between residents is crucial to the success of building togetherness in a community. in this case, the denpasar city government is a very decisive factor in realizing the foundation of trust in society. tourism development activities in serangan sub-district and other villages that are included in tourist villages in denpasar city have been increased by the government in line with the current government program which focuses on developing tourism based on culture and local wisdom. because of the strong belief of the serangan community in the government in the development of tourist villages in serangan is that they encourage local people to be more enthusiastic about participating in this tourism village development program. the head of the serangan subdistrict, i made karma, said that the government’s role is very active in this tourism village program. “the government also formed the pokdarwis kelurahan serangan, where the tourism office is also part of the organizational structure as a supervisor. the denpasar city government also held training in destination management and hospitality which directly affected the increase in the value of government trust in the eyes of the community. with the increase in the aspect of trust in social capital, it will increase community participation to participate actively in the tourism village program in serangan sub-district” said the village head i wayan karma in an interview in november 22, 2019. according to made sedana, bendesa e-journal of tourism vol.8. no.1. (2021): 59-64 62http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 pekraman serangan in an in-depth interview, since the issuance of the tourism village decree, which was accompanied by socialization and training in tourism activities from the denpasar city tourism office, the community has begun to be enthusiastic about rebuilding their area after it has collapsed due to reclamation carried out by btid. a few years ago. several groups of fishermen no longer depend on their marine products but have also begun to expand into tourism services, such as fishing guests pick-up and drop-off, ferry services from mertesari beach, and fishing rental businesses which are now getting busy. with the culinary training program held by the government in collaboration with several hotel schools in bali, people are also starting to be enthusiastic and brave enough to open a typical culinary business in serangan sub-district. mr. made sedana also said that: “with the improvement of infrastructure and tourism support facilities such as international standard toilets, docks, and well-laid out road access, it also increases public confidence in the seriousness of the government in developing serangan sub-district”. (interview on 22 november 2019) the role of the network in the community and its potential for development is strongly influenced by the demographic characteristics, economic conditions, and social structure of the local community. the network is a component of social capital that can increase the sharing of knowledge and information that can stimulate performance in increasing competitiveness and professional management competence to create effectiveness in the production process. in this research in the tourist village of serangan sub-district, based on the results of in-depth interviews with the head of bumda and the head of the serangan sub-district, information was obtained that the government, the private sector, pokdarwis, and community organizations have intensely communicated in various stages of developing a tourist village. pokdarwis is involved in the preparation of destination tourism products, the government and lpd coordinate to facilitate the capital of the people who run tourism businesses, and the people who coordinate with each other through their respective neighborhood heads are forwarded to traditional villages and sub-districts to make paruman which aims to find solutions and provide input to the pokdarwis in each of these tourism village programs. after the tourism village products have been prepared, pokdarwis coordinates with the denpasar city tourism office and the travel agency business actors in denpasar city to help market tourism products in serangan sub-district. with this network system, the people of serangan subdistrict have high expectations that this tourist village will run and be sustainable. norms in social capital are defined as community perspectives that are accepted as rules in documented form, unwritten rules that are accepted as norms in a particular community. norms will influence togetherness in forming the foundation of social capital which can be a supporting indicator as a guide in developing community-based tourism (cbt) in the serangan sub-district. norms are rules that are accepted as an agreement in society so that they have values that are obeyed by certain communities. there are several agreements in force in serangan tourism village related to the implementation of more norms from the activities regulated by their customary village. pokdarwis secretary mr. i wayan sutarja in an interview on november 27, 2019 said that: “the community’s tourism awareness activities in serangan sub-district e-journal of tourism vol.8. no.1. (2021): 59-64 63http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 began with the family environment. this is because the awig-awig (traditional laws) of the customary village about environmental cleanliness in serangan sub-district is a little strict. there is a certain schedule when people can take out their trash from the house where the cleaning staff is on standby to pick up the trash. after this predetermined schedule, the community is not allowed to remove rubbish from their yard. also, the traditional village has a schedule of cooperation every time before certain rerahinan, especially before the pujawali at sakenan temple which is coordinated with each respective banjar.” from this statement, it can be illustrated that the social capital norms in traditional villages in serangan sub-district are still strong and have an important role in improving the quality of destinations in the serangan sub-district, especially in terms of environmental cleanliness. the results of this identification are in line with research conducted by inayah (2012) which defines that social capital is a resource that arises from the results of interactions in a community, both between individuals and between institutions that give birth to emotional bonds in the form of trust, reciprocity, social networks, values. and norms that shape the structure of society that is useful for coordination and cooperation in achieving common goals. the research findings presented in this study relate to the role of government, community participation, and social capital on destination quality and the sustainability of tourism destination development in the serangan sub-district, where social capital is the basis of strength in realizing community-based tourism that will improve destination quality while supporting sustainability. that destination. there is often miscommunication between the government and the local community in the development of sustainable tourism in serangan sub-district due to a lack of coordination in planning village tourism in serangan sub-district. conclusion based on the results of this study, several things can be suggested as follows. first, the government’s role as a dynamist needs to be improved, namely by holding and carrying out harmonious cooperation with the community, the private sector, and tourism business actors in serangan subdistrict to improve the quality of tourist destinations in serangan sub-district, such as by providing assistance and training. training on destination management, tourism services to village tourism managers in serangan sub-district. second, the government needs to focus more on managing tourism in the tourism village, namely by taking inventory of existing tourism potential, providing supporting facilities that do not yet exist in the tourist village, helping pokdarwis performance in packaging existing potential into a tourism product that is feasible to be marketed, and empowering and motivating local communities to increase their participation in the development of tourist villages in serangan sub-district. third, the community is advised to increasingly maintain social capital, especially the norms that exist in society in the form of togetherness, the spirit of cooperation, and awareness of tourism behavior. fourth, it is very necessary to strengthen the tourism village network coordinated by pokdarwis in collaboration with traditional villages and sub-districts to collaborate with industry parties such as asita, hpi, and phri, as well as universities and conduct comparative studies with developed tourist villages, there is need for strengthening and increasing the institutional role between customary villages and kelurahan and e-journal of tourism vol.8. no.1. (2021): 59-64 64http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 pokdarwis in tourist villages to overcome and find solutions to the obstacles faced in implementing the development of tourism villages in serangan sub-district. references adiyoso, w. (2009). menggugat perencanaan partisipatif dalam pemberdayaan masyarakat. pmn. emmer, r. m., tauck, c., wilkinson, s., and moore, r. g. (1993). using global distribution systems. the cornell hotel and restaurant administration quarterly, 34(6), pp. 80-89. inayah. (2012). peran modal sosial dalam pembangunan, jurnal pengembangan humaniora, 1(1). neto, f. (2003). a new approach to sustainable tourism development: moving beyond environmental protection. in natural resources forum (vol. 27, no. 3, pp. 212-222). oxford, uk: blackwell publishing ltd. putnam, r. (1993). the prosperous community: social capital and public life. the american prospect, 13(spring), vol. 4. available online: http://www. prospect. org/print/vol/13 (accessed 7 april 2003). putra, i. n. d. and pitana, i. g. (2010). pariwisata pro-rakyat: meretas jalan mengentaskan kemiskinan di indonesia. kementerian kebudayaan dan pariwisata. sastrayuda, g. s. (2010). konsep pengembangan kawasan desa wisata’, bandung (id): universitas pendidikan indonesia. suarta, i. k., swabawa, a. a. p. and budiarta, i. p. (2017). potensi daya tarik wisata bahari di desa serangan denpasar’, in prosiding sentrinov (seminar nasional terapan riset inovatif), pp. eb328–eb337. suryawan, n., and gata, i. w. (2015). keterpinggiran nelayan dalam pembangunanpariwisata di kelurahan serangan, denpasar selatan. in seminar nasional riset inovatif (vol. 3). nyepi holiday package: e-journal of tourism vol.2. no.2. (2015): 96-114 http://ojs.unud.ac.id/index.php/eot 96 e-issn: 2407-392x. p-issn: 2541-0857 the influence of bali brand equity on tourists traveling behavior i ketut surya diarta school of postgraduate study doctorate degree in tourism udayana university coressponding author: suryadiarta_unud@yahoo.com article info received 16 march 2015 accepted 20 august 2015 available online 07 september 2015 abstract there is already known that brand equity of tourism destination can influence tourist decision making to choose a destination to be visited. however, there is no information on how tourism destination brand equity influences tourist‟s behavior during their vacation in destination such as extend tourist length of stay, encourage to be revisit tourist, and willing to recommend for others. this research aims to analyze the effect of bali brand equity on tourists traveling behavior. the research was conducted from january to november 2015 in five main tourism objects in bali. data were collected through survey of 240 foreign tourists and analyzed using multivariate analysis of variance (manova). the research result shows that the influence of bali brand equity to tourists traveling behavior as a whole through destination brand awareness, destination brand image, destination brand association, and destination perceived quality. while, individually: (a) the frequency of visiting bali is affected by distinctive features for stunning natural beauty of bali and safe and peaceful bali tourism destination, (b) the length of stay during vacation in bali is affected bali as one of the world's main destination, strong brand bali recall, warm-politely-friendly local people, safe and peaceful destination, and excellent tourism physical facilities, and (c) the frequency recommending bali to others is affected by distinctive features for stunning natural beauty of bali, warm-politelyfriendly local people, and safe and peaceful destination. give stressing on the attributes of destination that develop tourist‟s positive behavior to bali as a tourism destination will determine the success of bali in world tourism market competition. keywords: destination, brand, equity, bali, behavior introduction background importance of tourism to the world economy is reflected in the unwto key trends and outlook international tourism in 2014 (world tourism organization, 2005) that tourism as one of the keys to the development of the world, creating prosperity and welfare. this is motivated by some empirical data on the contribution of world tourism in 2014, where tourism contributes for 9% of world gdp, creates one among the 11 types of existing jobs, creating export value of usd 1.5 trillion, which is equivalent to 6% of world exports and 29% of all exports in the services sector (world tourism organization, 2005). one of the important data about the distribution of world tourism is the number of tourist arrivals is not evenly distributed in each country and continent. the world's top ten tourism destinations have almost 50 percent of the total world international tourist arrival. the remaining contested by all countries in the mailto:suryadiarta_unud@yahoo.com e-journal of tourism vol.2. no.2. (2015): 96-114 http://ojs.unud.ac.id/index.php/eot 97 e-issn: 2407-392x. p-issn: 2541-0857 world that develop tourism industry as one effort to push its economy. this means, tourism destinations have a very strong competition to gain tourists in world tourists market (chang, 2008). the importance of tourism destinations brand development to increase international tourist‟s arrival which affected the increase in foreign exchange has been recognized by some countries. one empirical example is new zealand brand "100% pure new zealand" in 1999 was able to double the revenue from foreign tourists exceeded 3 billion dollars new zealand in 2005. anchored in the context of tourism destination marketing, the brand must have a high equity to attract tourists. chang (2008) adds that the purpose of brand equity in tourism is "maximizing the uniqueness of destinations to distinguish it from other destinations in reaching the target market". destination brand equity itself is essentially to optimize the uniqueness of the destination as a differentiator to other destinations in reaching the target market. more specifically, brand equity "incites beliefs, evoke emotions and prompt behaviors" (kotler and gertner, 2002 in chang, 2008). the number of tourism destinations with each uniqueness and advantages make the more competitive tourism industry. according to lee and leh (2011) knowing destination's brand equity is very important to support destination marketing strategy. the high brand equity of a destination will influence the behavior of foreign tourists before, during, and after having vacation in tourism destination. bali, as one of the tourism destination in the world, is also has a brand equity that influences international tourists to choose bali as their tourism destination. international tourists visit bali as a tourism destination, in part, due to the high-value brand equity of bali as tourism destination. on one hand, there is already known that the brand equity of tourism destination influences tourist decision making to choose a destination to be visited. on the other hand, there is no information on how the brand equity of tourism destinations in influencing the tourists behavior during their vacation in destination. for example, how brand equity of bali attracts tourists to extend their length of stay, to encourage tourists to be repeater guests (revisit tourists), as well as to grow tourists willingness to recommend bali as tourism destinations for family, friends or others. based on the background above, the research on the effect of bali brand equity as a tourism destination on tourists traveling behavior gets a strong foothold to be conducted. it is also justified by the fact that there is unavailability of data on what variables of brand equity of bali as a tourism destination that significantly affects the behavior of foreign tourists in destination. research purpose this research aims to analyze the effect of bali brand equity on tourists traveling behavior. literature review understanding consumer behavior consumer behavior according swarbrooke and susan (2007) is "a process that involves individual and group activities when selecting, buying, using, or leaving a product, service, idea, or experience to satisfy the needs and desires of consumers". furthermore hoffman and bateson (2010) states that consumer behavior has at least three properties, namely: a. consumer behavior is dynamic in which a consumer, consumer groups, and the community has changed over time. consequently, the generalization of consumer behavior is usually limited to a certain period, products, and individuals or groups. b. in order to understand the customer and develop appropriate marketing strategies, we need to understand what they think, feel, do, and what affects consumer thought and feeling. c. there are exchange between individuals that is consistent with the definition of marketing that emphasizes the importance of the exchange. in fact, the role of marketing is to create exchanges with consumers through the formulation and implementation of marketing strategies. e-journal of tourism vol.2. no.2. (2015): 96-114 http://ojs.unud.ac.id/index.php/eot 98 e-issn: 2407-392x. p-issn: 2541-0857 when we want to optimize the effectiveness and efficiency of marketing then we must seek to understand how consumers make decisions to buy or select or use a tourism product. associated with tourism, understanding tourist behavior allows us to intervene in any part of marketing strategy that is considered necessary in order to achieve the goals that have been set (swarbrooke and susan, 2007). furthermore, understanding the tourist behavior is useful in the development of tourism products and services in order to meet the expectations of tourists. the tourist planned decision making process in traveling tourist behavior has become essential in tourism destination marketing strategy. select, purchase, and consume tourism products including tourism destination involves a set of psychological processes and environmental influences that must be considered (kozak and decrop, 2009). generally, according to kozak and decrop (2009) decision-making process as tourists‟ behavior in traveling can be classified into three stages: pre purchase, consuming, and post consuming. 1. pre-purchase stage this stage is characterized by potential travelers that have the motivation, needs, and wants to take a vacation to certain destination. they try to find various tourism destination information and evaluate the various alternatives available to select one of the most suitable destinations based on some criteria. 2. consuming stage this phase tourists enjoy travel in destinations and consume products and services provided. this phase consists of series of events and activities that help travelers sense, connect, and express their symbolic value into choices and activities performed during the vacation. traveler experiences at destinations are very subjective and are created because of sensations, emotions, and social interactions that lead to learning and understanding of the real situation in the destination. 3. post consuming stage after traveled to destination then the traveler evaluates his experience with the information obtained from various sources with their own real experiences in destination. the evaluation results is usually a feeling of satisfaction or dissatisfaction that led to the decision or desire to re-visit or divert to other destinations. other result is usually recommendation or no recommendation to friends or family based on his experience (kozak and decrop, 2009). the effect of tourism destination brand equity on travelling behavior related to traveling behavior of tourists based on consumer behavior theory as stated by konecnik and gartner ()2007 and chen and tseng (2010) that the traveler's behavior in the context of brand equity reflected in destination brand loyalty which is reflected in at least three indicators, namely: (1) the frequency of visiting destinations, (2) the length of stay in destination, and (3) the frequency of recommending destinations to others. aspects of these behaviors are influenced by perceptional aspects, namely cognitive level (destination brand awareness) and affective level (destination brand image, destination brand association, and destination brand perceived quality). according to aaker (in chang, 2008) brand equity is defined as “a set of brand assets and liabilities linked to a brand, its name and symbol”. then, ming, ismail and rasiah (2011) define brand equity as “the incremental utility and value added to a product by its brand name”. thus, brand equity lies on how much asset or added value owned by a related product names and symbols attached to it. the application of consumer based brand equity specifically for tourism destinations was introduced by konečnik (2005), followed by the subsequent publications by konecnik and gartner (2007) and konecnik ruzzier (2013), a tourism destination brand built by: (a) destination awareness, (b) destination image, (c) perceived quality, and (d) destination loyalty. richie and richi (in jalilvand, esfahani and samiei, 2010) stated that brand equity should be able to be taken into consideration and persuade tourist to travel to the destination. e-journal of tourism vol.2. no.2. (2015): 96-114 http://ojs.unud.ac.id/index.php/eot 99 e-issn: 2407-392x. p-issn: 2541-0857 aaker (in ming, ismail and rasiah, 2011) stressed that the destination brand awareness is the beginning of the emergence of brand loyalty on a tourism destination. if tourists have the awareness of the brand destination then it is likely they have a certain image about the tourism destination concerned. consequently, the positive image on the brand destinations will increase the possibility of traveling to bali, repeating visit to bali, or extending their length of stay in bali and if they are satisfy they will recommend the destination to others. destination brand image is an important factor in building tourist trust to the destination. ming, ismail and rasiah (2011) states that there are direct and indirect impacts of the destination brand image to the tourist trust level and affect the next decision in the future. travelers who have a good image of a tourist destination then it is likely to have a positive influence to the destination, raises his loyalty to the destinations and eventually return back as a repeater guest, increase the length of stay in destinations, and most likely recommend that destination to others. destination brand association is any mental relationships associated with a tourism destination that may involve attributes of products or services in a destination that relate either directly or indirectly with tourists (tuominen, 1999). destination brand association also affect whether or not traveler has a comfort feeling during vacation in destination. traveler who has a strong association with destination tends to be longer stay in destination. if they are satisfied, therefore, they would recommend the destination to others. the quality of products according to parasuraman et al. (in suh and pedersen, 2010) has an effect on choosing product behavior. according to chiou et al. (in suh and pedersen, 2010) in the context of tourism, the destination quality perceived by tourist generates conative response on the respective destination. this determines the conative response which resulted in the purchase of products offered by a destination and the loyalty of tourists to destinations for instance to be a repeater guest and stay longer in the destination as well as the willingness to recommend the destination to others. studies gil et al. (in suh and pedersen, 2010) showed that the higher the quality of a tourist destination perceived by tourists then the stronger possibility travelers behave positively towards that destination. methodology the survey of 240 foreign tourists (appendix 1) as respondents carried out from january 2015 until november 2015 in five main tourism objects in bali namely: tanah lot (107 respondents), ulun danu beratan (44 respondents), uluwatu (43 respondents), penelokan batur (28 respondents), and taman ayun (18 respondents). criteria for respondents are: (a) overnight tourists but not as transit travelers, (b) visited at least one of the five major tourist attractions that is used as research location, (c) already have psychological evaluation and perception on tourism objects visited, (d) respondents are willing to, capable for and comfortable in providing information needed to answer the research objectives. this research uses a quantitative research design. data were analyzed using multivariate analysis of variance (manova) with spss 16.0 for windows software (santoso, 2014). brand equity of bali as a tourism destination is measured using five main variables measurement, namely: (a) destination brand awareness, (b) destination brand image, (c) destination brand association, (d) destination brand percieved quality, and (e) destination brand loyalty (jamal and naser, 2002; konečnik, 2005; konecnik and gartner, 2007; türkyılmaz and özkan, 2007; chen and tseng, 2010; konecnik ruzzier, 2013). while, tourists traveling behavior is measured using three variables, namely: (a) the frequency of visited bali (times), (b) length of stay during vacation in bali (days), (c) the frequency recommending bali to others (times). general model for manova analysis used in this research (santoso, 2014) is: y1 + y2 + y3 = f (x1 + x2 + …+ xn) e-journal of tourism vol.2. no.2. (2015): 96-114 http://ojs.unud.ac.id/index.php/eot 100 e-issn: 2407-392x. p-issn: 2541-0857 in which: y1 = the frequency of visiting bali (times) y2= length of stay during vacation in bali (days), y3 = the frequency recommending bali to others (times). x1, x2,…, xn = brand equity of bali parameters destination brand awareness consists of 7 parameters (x1 to x7) and three hypotheses:  hypothesis (1a): destination brand awareness significantly affect the frequency of tourist arrivals to bali  hypothesis (1b): destination brand awareness significantly affect the length of stay during the vacation in bali  hypothesis (1c): destination brand awareness significantly affect the frequency of recommending bali tourism destinations to others destination brand image consists of 9 parameters (x8 to x16) and three hypotheses:  hypothesis (2a): destination brand image significantly affect the frequency of tourist arrivals to bali  hypothesis (2b): destination brand image affect the length of stay during the vacation in bali  hypothesis (2c): destination brand image significantly affect the frequency of recommending bali tourism destinations to others destination brand association consists of 10 parameters (x17 to x26) and three hypotheses:  hypothesis (3a): destination brand association significantly affect the frequency of tourist arrivals to bali  hypothesis (3b): destination brand association affect the length of stay during the vacation in bali  hypothesis (3c): destination brand association significantly affect the frequency of recommending bali tourism destinations to others destination brand perceived quality consists of 11 parameters (x27 to x37) and three hypotheses:  hypothesis (4a): destination perceived quality significantly affect the frequency of tourist arrivals to bali  hypothesis (4b): destination perceived quality affect the length of stay during the vacation in bali  hypothesis (4c): destination perceived quality significantly affect the frequency of recommending bali tourism destinations to others for all hypotheses, decion-making criterion is:  if number of sig. > 0,05 then h0 is accepted  if number of sig. < 0,05 then h0 is rejected before performing factor analysis, first the research instruments were tested concerning the reliability and validity of the questionnaire. based on the research instrument reliability test was obtained cronbach's alpha of 0.917> 0.60 (reliable) as can be seen on appendix 2. furthermore, test of research instrument validity was obtained corrected item-total correlation > r table (0.11) (valid) as can be seen on appendix 3 (santoso, 2014). results and discussion respondent characteristics of the 240 respondents, 42.50% were male and 57.5 % female, a difference of 15.0%. the average age of respondents was 40.09 years with a range between 18 years old to 81 year old. a total of 76.67 percent of respondents visit bali as their first destination in this traveling time prior to other destinations in the world. while, the remaining 23.33 percent visited bali after other destinations, both destinations in indonesia and abroad. the average frequency of visiting bali was 5.48 times. the number of respondents who has his first traveling to bali is 39.2 percent while the remaining 60.8 percent are repeater guests. the average length of stay in bali is 18.08 days and the average frequency of recommending bali tourism destinations as a travel destination to others is 7.33 times. e-journal of tourism vol.2. no.2. (2015): 96-114 http://ojs.unud.ac.id/index.php/eot 101 e-issn: 2407-392x. p-issn: 2541-0857 related to travel arrangements to bali, 83.4 percent of respondents do personal travel arrangements while the remaining 16.7 percent arranged by travel agents. as many as 25.8 percent of respondents travel to bali alone, 50.0 percent was accompanied by family members, and 24.2 percent travel in the group. effect of destination brand awareness on foreign tourists traveling behavior based on the manova analysis, there are two test results: (a) between groups (multivariate tests) and (b) individually (test of between-subjects effects) (santoso, 2014) as can see in table 1, appendix 4, and appendix 5. tabel 1. multivariate tests and test of between-subjects effects destination brand awareness no destination brand awareness parameters multivariate tests test of between-subjects effects sig. roy‟s largest root sig. y1 (hypothesis 1a) sig. y2 (hypothesis 1b) sig. y3 (hypothesis 1c) 1 x3 bali as one of the world's main destination .010 (significantly affects) .444 .034 (significantly affects) .110 2 x5 strong brand bali recall .020 (significantly affects) .908 .041 (significantly affects) .759 3 x2 familiarity of brand bali .688 .573 .700 .860 y1 = the frequency of visiting bali (times) y2= length of stay during vacation in bali (days) y3 = the frequency recommending bali to others (times). source: appendix 4 and 5 a. multivariate test between group, simultaneously parameter x3 and x5 (bali as one of the world's main destination and strong brand bali recall) significantly affect all together tourists traveling behavior simultaneously (y1, y2, y3: the frequency of visited bali, length of stay during in bali length of stay during in bali, and the frequency recommending bali to others) (sig. roy's largest root <0.05). parameter x3 is part of brand recognition indicator while parameter x5 is derived from brand recall indicators. brand tourism destination is usually raised in the minds of travelers (recognition process) and stimulates them to consider choosing a particular tourism destination to be chosen (percy and rossiter, 1992). when tourists will travel to europe, asia, or america then in their mind already has certain brand recognition to those destinations. if a destination does not have particularly a well-known brand then this process will be skipped and the certain tourism destination is escaped from tourists‟ attention. bali, as a brand of tourism destination, has an advantage in this case because its brand recognition is very high in the world. this causes both x3 and x5 influencing significantly the behavior of travelers during vacation in bali. sometimes tourist‟s decision-making situation whether to visit or not to visit a tourism destination is not determined by the appearance of the brand destination first, but was triggered by a traveler needs to a particular destination category (suc as intention to travel in suitable tourism destination weather or having adventure, sports, culture, and other attractions). in this case, tourists just recall the tourism brand destinations that best meets their need and decide to travel to brand destination selected in accordance with these needs. bali as a tourism destination brand is quite successful in this regard because after being recognized as a cultural tourism destination it is very easy for potential tourists to recall bali brand if they want to travel in cultural tourism destination category. this resulted x5 together with x3 parameters significantly influence to tourists traveling behavior during their vacation in bali. in summary, between groups, destination brand awareness significantly affects tourist traveling behavior. b. test of between-subjects effects individually, only two parameter measurements (x3 and x5) significantly effect on tourism traveling behavior. firstly, x3 (bali as one of the world's main destination) e-journal of tourism vol.2. no.2. (2015): 96-114 http://ojs.unud.ac.id/index.php/eot 102 e-issn: 2407-392x. p-issn: 2541-0857 significantly effect on y2 (length of stay during in bali) with sig. 0.034 <0.05. secondly, x5 (strong brand bali recall) also significantly effect on y2 (length of stay during in bali) with sig. 0.041 <0.05. based on the analysis, only hypotheses 1b (destination brand awareness significantly affects the length of stay during the vacation in bali) can be proven in this regard. this indicates that bali as a world tourism destination brand has succeeded in making the tourists stay longer in bali or make tourists want to extend their vacation time to enjoy the bali compared to move on other tourism destinations. but, there is not enough significant evidence to say that the x3 parameter influents to other tourist traveling behaviors such as increasing the frequency of visiting bali or recommending bali to others. the same thing happened on the parameters x5 (strong brand bali recall) were only able to significantly influence the behavior of y2 (length of stay during in bali) but not against y1 or y3. in summary, destination brand awareness only affects the length of stay of tourist during vacation in bali. parameters x3 and x5 are the parameters of the destination brand awareness factor. according to keller (1993), destination brand awareness is very important in potential tourist‟s decision-making process to visit certain destination, namely: a. as a tourism destination brand name appears in the minds of potential tourists they associate it with a destination to be visited. consequently, if the brand destinations awareness is high enough to be put in the minds of travelers, it is likely influencing the decision-making process to select certain tourist destinations compares to the unknown destination. here, the role of parameter x3 and x5 are very important. b. destination brand awareness influence tourist‟s decision making as one of the consideration in destination choice judgment. several studies keller (1993) show that the minimum level of brand awareness is sometimes enough to have a significant effect on the trips to destination especially when tourists do not have any else information or have never traveled to the destination before. the results of the analysis support this assumption that the role parameter x3 or x5 significantly individually influences to the y2 even though not for y1 or y3. c. brand awareness influences the decision making process by providing the differences in source of information in the decision making process. this difference is influenced by the brand associations in the tourist‟s memory and directly impact on brand image of destination (keller, 1993). the ability of tourist to remember (recall) bali as a world tourism destination will bring about tourists to the association of cultural tourism destinations in southeast asia and it is enough to help building the image as a tourism destination of asian culture and in bali will be confirmed that the culture is more specific to the hindu culture. briefly, the effect of brand destination awareness to the tourist traveling behavior vividly described by aaker (in ming et al., 2011) which stressed that the destination brand awareness is the beginning of the emergence of destination brand loyalty. if tourist have the awareness of a certain tourism destination because of its brand, he is likely to develop a certain image related to that destination. consequently, the high positive images of bali as a tourism destinations brand caused by a high awareness enlarge the chance for tourist to choose and to travel to bali and to extend their length of stay in bali, as shown in above analysis. all of that sequential process will eventually greatly help bali as a tourism destination brand has strong brand equity. effect of destination brand image on foreign tourists traveling behavior based on manova analysis can be obtained multivariate tests and test of between-subjects effects as can be seen in table 2, appendix 6 and appendix 7. e-journal of tourism vol.2. no.2. (2015): 96-114 http://ojs.unud.ac.id/index.php/eot 103 e-issn: 2407-392x. p-issn: 2541-0857 tabel 2. multivariate tests and test of between-subjects effects destination brand image no destination brand image parameter multi variate tests test of between-subjects effects sig. roy‟s largest root sig. y1 (hypothesis 2a) sig. y2 (hypothesis 2b) sig. y3 (hypothesis 2c) 1 x8 most suitable and competitive travel package price .361 .726 .667 .648 2 x14 distinctive features for stunning natural beauty .000 (signific antly affects) .000 (significantly affects) .333 .000 (significantly affects) 3 x13 warm, politely, and friendly local people. .000 (signific antly affects) .710 .001 (significantly affects) .000 (significantly affects) y1 = the frequency of visiting bali (times) y2= length of stay during vacation in bali (days) y3 = the frequency recommending bali to others (times). source: appendix 6 and 7 a. multivariate test between group, simultaneously parameter x13 and x14 (warm, politely, and friendly local people and distinctive features for stunning natural beauty) significantly affect all together tourists traveling behavior simultaneously (y1, y2, y3: the frequency of visited bali, length of stay during in bali length of stay during in bali, and the frequency recommending bali to others) (sig. roy's largest root <0.05). based on the analysis, parameters x13 and x14 are element of bali image as tourism destinations in the eyes of foreign tourists. both aspects are building impression that bali as a tourism destination is full of hospitality. bali is also perceived as a destination that has a natural beauty that strengthening of its main tourist attraction as a cultural tourism destination. these jointly build a destination brand image of bali as a tourism destination. destination image itself according to crompton (in jenkins, 1999) as "the sum of beliefs, ideas, and impressions that a person has of a destination" or "image of the destination regarding beliefs, ideas, and impressions upon destination". the image of destination is very important in influencing the tourist decision-making to visit or not to visit to certain destination. this will have an impact on tourist decision to visit or not to bali in the future. destination image also affects the level of tourist satisfaction on his experience during vacation in destinations. this will affect the length of stay of tourists in bali as well as the willingness to recommend destinations bali as a destination to others. destination image influence on tourist traveling behavior and is corfirmed in this research findings. this is also supported by hui and wan (2003) statement that the destination image affects the individual's subjective perception, subsequent behavior, and the selection of destinations. b. test of between-subjects effects individually, parameter x14 significantly effect on y1 (sig. 0.000 < 0.05) and y3 (sig. 0.000 < 0.05). while, parameter x13 significantly effect on y2 (sig. 0.001 < 0.05) and y3 (sig. 0.000 < 0.05). based on the analysis, hypotheses 2a, 2b, and 2c can be proven in this regard that destination brand image significantly affect the frequency of tourist visit to bali, affect the length of stay during the vacation in bali, and also affect the frequency of recommending bali tourism destinations to others this means that tourists bali as a tourism destination having a high image supported by the attractiveness of natural beauty and make tourists want to visit bali in the future and recommended bali to others to be visited. it is quite logic considering that the hospitality of the balinese community makes tourists comfortable so in general they can enjoy their vacation in bali as desired. destination brand image is an important factor in building tourist‟s trust on destination. esch et al. (in the ming et al., 2011) states that there is a direct and indirect impact of destination brand image to tourist‟s trust and affecting the willingness to purchase travel package in the future. reflecting on these results, the tourists have a good image to bali e-journal of tourism vol.2. no.2. (2015): 96-114 http://ojs.unud.ac.id/index.php/eot 104 e-issn: 2407-392x. p-issn: 2541-0857 as a tourism destination and have a positive influence on their trus to bali and increase the loyalty of tourists to bali as a tourism destinations as reflected in the increase of tourist arrivals frequency to bali, extend their length of stay in bali, and recommend bali as a tourism destination to others (ming et al., 2011). this will be very helpful for bali to have strong brand equity. effect of destination brand association on foreign tourists traveling behavior based on manova analysis can be obtained multivariate tests and test of between-subjects effects as can be seen in table 3, appendix 8 and appendix 9. tabel 3. multivariate tests ans test of betweensubjects effects destination brand association no desti natio n bran d asso ciatio n para meter multiva riate tests test of between-subjects effects sig. roy‟s largest root sig. y1 (hypot hesis 3a) sig. y2 (hypot hesis 3b) sig. y3 (hypot hesis 3c) 1 x18 bali has many touris m attrac tions .412 .858 .877 .648 2 x21 safe and peace ful desti natio n .000 (signifi cantly affects) .008 (signifi cantly affects) .018 (signifi cantly affects) .000 (signifi cantly affects) 3 x17 majo r cultur al touris m desti natio n in the world .024 (signifi cantly affects) .110 .373 .065 y1 = the frequency of visiting bali (times) y2= length of stay during vacation in bali (days) y3 = the frequency recommending bali to others (times). source: appendix 8 and 9. a. multivariate test between group, simultaneously parameter x21 and x17 (safe and peaceful destination and major cultural tourism destination in the world) significantly affect all together tourists traveling behavior simultaneously (y1, y2, y3: the frequency of visited bali, length of stay during in bali length of stay during in bali, and the frequency recommending bali to others) (sig. roy's largest root <0.05). the dominant aspects of the destination brand association bali as a tourism destination that influence tourists traveling behavior are a sense of security and status of bali as a major cultural tourism destination in the world. sense of security felt by tourists during vacation in bali is the starting point to build loyalty to the destination. this will be reinforced by many aspects of the local culture (hindu-based culture) that different from other tourism destinations. both of these become a starting point to build brand equity of bali. b. test of between-subjects effects individually, only parameter x21 significantly affects on y1 (sig. 0.008 < 0.05), y2 (sig. 0.018 < 0.05), and y3 (sig. 0.000 < 0.05). based on the analysis, hypotheses 3a, 3b, and 3c can be proven in this regard that destination brand association significantly affect the frequency of tourist visit to bali, affect the length of stay during the vacation in bali, and also affect the frequency of recommending bali tourism destinations to others. interestingly, the data show that bali is fully recovered from safety issue related to the terrorist attacks in 2002 and 2005. this means that tourists consider that those two terrorist attacks do not affect the traveling decision to bali. a sense of security is of primary issue to traveler before traveling to any tourism destination. e-journal of tourism vol.2. no.2. (2015): 96-114 http://ojs.unud.ac.id/index.php/eot 105 e-issn: 2407-392x. p-issn: 2541-0857 destination brand association is any tourist mental relationships associated with a tourism destination that may involve attributes of products or services in a destination that relate either directly or indirectly with tourists (tuominen, 1999). the destination association does not only exist but have a level of power that affects travelers in choosing bali as a tourism destination. in this study, the most powerful association is the status of bali as a world cultural destination and a sense of security for tourists during their vacation in bali. consequently, destination brand association significantly affects tourists to be repeater guests in bali, extend the length of stay, and recommend to others. effect of destination brand perceived quality on foreign tourists traveling behavior based on manova analysis can be obtained multivariate tests and test of between-subjects effects as can be seen in table 4, appendix 10 and appendix 11. tabel 4. multivariate tests and test of between-subjects effects destination brand perceived quality no desti natio n bran d perce ived quali ty para meter multiva riate tests test of between-subjects effects sig. roy‟s largest root sig. y1 (hypot hesis 4a) sig. y2 (hypoth esis 4b) sig. y3 (hypot hesis 4c) 1 x32 very helpf ul touris m work ers .061 .066 .543 .699 2 x27 excel lent touris m physi cal facilit ies .013 (signific antly affects) .825 .042 (signific antly affects) .910 3 x37 provi .038 (signific .333 .812 .934 ding perso nal care for touris ts antly affects) y1 = the frequency of visiting bali (times) y2= length of stay during vacation in bali (days) y3 = the frequency recommending bali to others (times). source: appendix 10 and 11 a. multivariate test between group, simultaneously parameter x27 and x37 (very helpful tourism workers and providing personal care for tourists) significantly affect all together tourists traveling behavior simultaneously (y1, y2, y3: the frequency of visited bali, length of stay during in bali length of stay during in bali, and the frequency recommending bali to others) (sig. roy's largest root <0.05). the quality of bali as a tourism destination depends on the perception of tourists on overall superiority of bali as a tourism destination compared to other destinations. this perception arises when foreign tourists are already consumed, experienced, and enjoyed many aspects of bali as tourism destination. quality in this context is the general assessment made by tourists related to the ability of bali as a destination to meet tourist desired, to provide good facilities, to provide reliable attractions, to provide standardized services, and free from defects that cause tourists feel dissatisfied (duffy and ketchand, 1998; türkyılmaz and özkan, 2007). this is the basis for the formation of brand equity bali as a tourism destination. b. test of between-subjects effects individually, only parameter x27 (excellent tourism physical facilities) significantly effects on y2 (sig. 0.042 < 0.05). based on the analysis, only hypothesis 4b can be proven in this regard that destination brand perceived quality only significantly affect the length of stay during the vacation in bali. the perception of well physical facilities quality will form the perception of overall quality on e-journal of tourism vol.2. no.2. (2015): 96-114 http://ojs.unud.ac.id/index.php/eot 106 e-issn: 2407-392x. p-issn: 2541-0857 bali tourism destinations and ultimately affect tourist traveling behavior in destination. according to ming et al. (2011) in the context of tourism, destination quality perceived by tourists generates connative response to the destinations. this determines tourists behavior. in the context of this study the behavior related to their length of stay during vacation in bali. studies gil et al. (in suh and pedersen, 2010) showed that the higher the quality of the destination perceived by tourists the stronger possibility travelers behave positively towards that destination. to conclude the whole picture on how brand equity of bali as tourism destination affects tourist traveling behavior can be summarized in table 5. tabel 5. the influence of bali brand equity to tourists traveling behavior no. brand equity variable s affe ct to the whol e beha vior (y1, y2,y 3) individual affect to behavior y1 (the freque ncy of visitin g bali) y2 (lengt h of stay durin g vacati on in bali) y3 (the frequency recommen ding bali to others) 1 destination brand awareness x3 and x5 x3, x5 2 destination brand image x14 and x13 x14 x13 x14, x13 3 destination brand association x21 and x17 x21 x21 x21 4 destination brand perceived quality x27 and x37 x27 tabel 5 shows that brand equity of bali affects to whole tourism traveling behavior through destination brand awareness (x3 and x5), destination brand image (x14 and x13), destination brand association (x21 and x17), and destinastion perceived quality (x27 and x37). individually, the tourist traveling behavior can be seen as follow: 1. y1 (the frequency of visiting bali) is affected by x14 (distinctive features for stunning natural beauty) and x21 (safe and peaceful destination). 2. y2 (length of stay during vacation in bali) is affected by x3 (bali as one of the world's main destination), x5 (strong brand bali recall), x13 (warm, politely, and friendly local people), x21(safe and peaceful destination), and x27 (excellent tourism physical facilities). 3. y3 (the frequency recommending bali to others) is affected by x14 (distinctive features for stunning natural beauty), x13 (warm, politely, and friendly local people), and x21(safe and peaceful destination). conclusion the influence of bali brand equity to tourists traveling behavior as a whole through destination brand awareness, destination brand image, destination brand association, and destinastion perceived quality. while, individually, tourists traveling behavior in bali as a tourism destination as follow: (a) the frequency of visiting bali is affected by distinctive features for stunning natural beauty of bali and safe and peaceful bali turism destination, (b) the length of stay during vacation in bali is affected bali as one of the world's main destination, strong brand bali recall, warm-politely-friendly local people, safe and peaceful destination, and excellent tourism physical facilities, and (c) the frequency recommending bali to others is affected by distinctive features for stunning natural beauty of bali, warm-politely-friendly local people, and safe and peaceful destination. this research shows that bali brand equity strongly affects the behavior of foreign tourists during their vacation in bali. keep maintaining a high level of brand equity of bali can be used to develop as a basis of competitive advantage compare to competitors, keep the loyalty of visitor, expand expand market segment, choose the right target market and anchoring destination position in world market competition. give e-journal of tourism vol.2. no.2. 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(2015): 96-114 http://ojs.unud.ac.id/index.php/eot 109 e-issn: 2407-392x. p-issn: 2541-0857 appendixes appendix 1. sample distribution in each tourism objects n o . to uri sm obj ect amount of foreign tourist visi a m ou nt of sa m pl e (p er so n) sample proportion basen on origins (person) per so n pro por tio n e ro p a (5 2 % ) a si a pa sif ico se an ia (2 3 % ) a m eri ca (1 5 %) a fr ic a (5 % ) m id le e a st ( 5 % ) 1 ta na h lot 1.2 40. 94 5 0, 45 1 0 7 5 6 2 5 1 6 5 5 2 ul un da nu be rat an 50 7.6 22 0, 18 4 4 2 3 1 0 7 2 2 3 ul uw atu 49 8.0 70 0, 18 4 3 2 2 1 0 6 2 2 4 pe nel ok an bat ur 31 8.5 64 0, 11 2 8 1 4 6 4 2 2 5 ta ma n ay un 20 5.5 25 0, 07 1 8 9 4 3 1 1 tot al 2.7 70. 72 6 1,0 0 2 4 0 1 2 5 5 5 3 6 1 2 1 2 appendix 2. reliabilitity test of questioner case processing summary n % cases valid 240 100.0 excluded a 0 .0 total 240 100.0 a. listwise deletion based on all variables in the procedure. reliability statistics cronbach's alpha n of items .917 41 e-journal of tourism vol.2. no.2. (2015): 96-114 http://ojs.unud.ac.id/index.php/eot 110 e-issn: 2407-392x. p-issn: 2541-0857 appendix 3. validity test of questioner item-total statistics scale mean if item deleted scale variance if item deleted correcte d itemtotal correlati on cronbach's alpha if item deleted x1 171.40 170.333 .369 .916 x2 171.40 170.767 .323 .917 x3 171.32 170.170 .367 .916 x4 171.44 168.264 .412 .916 x5 171.33 169.119 .453 .915 x6 171.43 168.949 .432 .916 x7 171.56 164.942 .450 .916 x8 171.40 167.438 .517 .915 x9 171.67 165.001 .477 .915 x10 171.58 167.701 .466 .915 x11 171.69 166.909 .397 .916 x12 171.55 169.973 .308 .917 x13 171.50 168.686 .416 .916 x14 171.40 169.044 .388 .916 x15 171.54 165.120 .589 .914 x16 171.60 165.035 .602 .914 x17 171.57 166.019 .510 .915 x18 171.50 168.033 .470 .915 x19 171.69 164.115 .522 .914 x20 171.57 165.141 .564 .914 x21 171.55 167.638 .448 .915 x22 171.58 166.328 .519 .914 x23 171.72 165.785 .524 .914 x24 171.75 164.542 .572 .914 x25 171.65 165.652 .570 .914 x26 171.67 165.971 .581 .914 x27 171.46 167.890 .445 .915 x28 171.62 169.384 .414 .916 x29 171.71 168.348 .416 .916 x30 171.54 169.898 .344 .916 x31 171.60 171.236 .260 .917 x32 171.40 168.602 .436 .915 x33 171.46 168.258 .448 .915 x34 171.72 168.629 .370 .916 x35 171.58 170.069 .347 .916 x36 171.67 168.909 .337 .917 x37 171.52 168.393 .430 .916 x38 171.69 168.492 .337 .917 x39 171.53 168.769 .434 .915 x40 171.58 168.336 .429 .916 x41 171.69 166.241 .467 .915 appendix 4. multivariate test of destination brand awareness multivariate tests c effect value f hypot hesis df error df sig. inter cept pillai's trace .136 11.657 a 3.000 222.000 .000 wilks' lambda .864 11.657 a 3.000 222.000 .000 hotelling's trace .158 11.657 a 3.000 222.000 .000 roy's largest root .158 11.657 a 3.000 222.000 .000 x3 pillai's trace .062 2.375 6.000 446.000 .029 wilks' lambda .939 2.378 a 6.000 444.000 .028 hotelling's trace .065 2.382 6.000 442.000 .028 roy's largest root .052 3.875 b 3.000 223.000 .010 x5 pillai's trace .052 1.323 9.000 672.000 .221 wilks' lambda .948 1.328 9.000 540.440 .219 hotelling's trace .054 1.330 9.000 662.000 .218 roy's largest root .045 3.351 b 3.000 224.000 .020 x2 pillai's trace .011 .413 6.000 446.000 .871 wilks' lambda .989 .411 a 6.000 444.000 .872 hotelling's trace .011 .409 6.000 442.000 .873 roy's largest root .007 .492 b 3.000 223.000 .688 x3 * x5 pillai's trace .071 1.819 9.000 672.000 .062 wilks' lambda .929 1.834 9.000 540.440 .060 hotelling's trace .075 1.843 9.000 662.000 .058 roy's largest root .063 4.712 b 3.000 224.000 .003 x3 * x2 pillai's trace .024 .914 6.000 446.000 .485 wilks' lambda .976 .912 a 6.000 444.000 .486 hotelling's trace .025 .911 6.000 442.000 .487 roy's largest root .021 1.570 b 3.000 223.000 .197 x5 * x2 pillai's trace .006 .238 6.000 446.000 .964 wilks' lambda .994 .237 a 6.000 444.000 .964 hotelling's trace .006 .236 6.000 442.000 .964 roy's largest root .005 .395 b 3.000 223.000 .757 x3 * x5 * x2 pillai's trace .005 .352 a 3.000 222.000 .788 wilks' lambda .995 .352 a 3.000 222.000 .788 hotelling's trace .005 .352 a 3.000 222.000 .788 roy's largest root .005 .352 a 3.000 222.000 .788 a. exact statistic b. the statistic is an upper bound on f that yields a lower bound on the significance level. c. design: intercept + x3 + x5 + x2 + x3 * x5 + x3 * x2 + x5 * x2 + x3 * x5 * x2 e-journal of tourism vol.2. no.2. (2015): 96-114 http://ojs.unud.ac.id/index.php/eot 111 e-issn: 2407-392x. p-issn: 2541-0857 appendix 5. test of between-subjects effects destination brand awareness appendix 6. multivariate test of destination brand image tests of between-subjects effects sourc e dependent variable type iii sum of squares df mean square f sig. corre cted model y1_fr_kunj 754.081 a 15 50.272 .584 .885 y2_tinggal 9041.080 b 15 602.739 1.906 .024 y3_rekomend 1174.858 c 15 78.324 1.070 .386 interc ept y1_fr_kunj 896.648 1 896.648 10.423 .001 y2_tinggal 8069.821 1 8069.821 25.513 .000 y3_rekomend 1511.340 1 1511.340 20.647 .000 x3 y1_fr_kunj 140.024 2 70.012 .814 .444 y2_tinggal 2174.808 2 1087.404 3.438 .034 y3_rekomend 326.415 2 163.207 2.230 .110 x5 y1_fr_kunj 47.171 3 15.724 .183 .908 y2_tinggal 2646.721 3 882.240 2.789 .041 y3_rekomend 85.956 3 28.652 .391 .759 x2 y1_fr_kunj 95.951 2 47.975 .558 .573 y2_tinggal 225.656 2 112.828 .357 .700 y3_rekomend 22.166 2 11.083 .151 .860 x3 * x5 y1_fr_kunj 116.983 3 38.994 .453 .715 y2_tinggal 4363.559 3 1454.520 4.599 .004 y3_rekomend 83.154 3 27.718 .379 .768 x3 * x2 y1_fr_kunj 119.265 2 59.633 .693 .501 y2_tinggal 448.505 2 224.253 .709 .493 y3_rekomend 215.386 2 107.693 1.471 .232 x5 * x2 y1_fr_kunj 42.628 2 21.314 .248 .781 y2_tinggal 111.004 2 55.502 .175 .839 y3_rekomend 6.116 2 3.058 .042 .959 x3 * x5 * x2 y1_fr_kunj 39.431 1 39.431 .458 .499 y2_tinggal 56.025 1 56.025 .177 .674 y3_rekomend 77.158 1 77.158 1.054 .306 error y1_fr_kunj 19269.852 224 86.026 y2_tinggal 70851.253 224 316.300 y3_rekomend 16396.475 224 73.199 total y1_fr_kunj 27240.000 240 y2_tinggal 158374.000 240 y3_rekomend 30478.000 240 corre cted total y1_fr_kunj 20023.933 239 y2_tinggal 79892.333 239 y3_rekomend 17571.333 239 a. r squared = .038 (adjusted r squared = .027) b. r squared = .113 (adjusted r squared = .054) c. r squared = .067 (adjusted r squared = .004) multivariate tests c effect value f hypothesis df error df sig. intercept pillai's trace .255 24.679 a 3.000 216.000 .000 wilks' lambda .745 24.679 a 3.000 216.000 .000 hotelling's trace .343 24.679 a 3.000 216.000 .000 roy's largest root .343 24.679 a 3.000 216.000 .000 x8 pillai's trace .019 .470 9.000 654.000 .895 wilks' lambda .981 .467 9.000 525.838 .897 hotelling's trace .019 .465 9.000 644.000 .898 roy's largest root .015 1.073 b 3.000 218.000 .361 x14 pillai's trace .136 3.439 9.000 654.000 .000 wilks' lambda .866 3.549 9.000 525.838 .000 hotelling's trace .152 3.629 9.000 644.000 .000 roy's largest root .136 9.897 b 3.000 218.000 .000 x13 pillai's trace .208 5.427 9.000 654.000 .000 wilks' lambda .794 5.814 9.000 525.838 .000 hotelling's trace .257 6.124 9.000 644.000 .000 roy's largest root .245 17.796 b 3.000 218.000 .000 x8 * x14 pillai's trace .018 .438 9.000 654.000 .914 wilks' lambda .982 .436 9.000 525.838 .916 hotelling's trace .018 .435 9.000 644.000 .917 roy's largest root .015 1.114 b 3.000 218.000 .344 x8 * x13 pillai's trace .006 .146 9.000 654.000 .998 wilks' lambda .994 .145 9.000 525.838 .998 hotelling's trace .006 .144 9.000 644.000 .998 roy's largest root .005 .390 b 3.000 218.000 .760 x14 * x13 pillai's trace .025 .926 6.000 434.000 .476 wilks' lambda .975 .927 a 6.000 432.000 .475 hotelling's trace .026 .928 6.000 430.000 .475 roy's largest root .025 1.791 b 3.000 217.000 .150 x8 * x14 * x13 pillai's trace .012 .850 a 3.000 216.000 .468 wilks' lambda .988 .850 a 3.000 216.000 .468 hotelling's trace .012 .850 a 3.000 216.000 .468 roy's largest root .012 .850 a 3.000 216.000 .468 a. exact statistic b. the statistic is an upper bound on f that yields a lower bound on the significance level. c. design: intercept + x8 + x14 + x13 + x8 * x14 + x8 * x13 + x14 * x13 + x8 * x14 * x13 e-journal of tourism vol.2. no.2. (2015): 96-114 http://ojs.unud.ac.id/index.php/eot 112 e-issn: 2407-392x. p-issn: 2541-0857 appendix 7. test of between-subjects effects destination brand image tests of between-subjects effects source dependent variable type iii sum of squares df mean square f sig. corrected model y1_fr_kunj 2633.292 a 21 125.395 1.572 .058 y2_tinggal 9506.476 b 21 452.689 1.402 .119 y3_rekomend 4361.673 c 21 207.699 3.428 .000 intercept y1_fr_kunj 1566.853 1 1566.853 19.641 .000 y2_tinggal 12287.334 1 12287.334 38.056 .000 y3_rekomend 3460.674 1 3460.674 57.112 .000 x8 y1_fr_kunj 104.798 3 34.933 .438 .726 y2_tinggal 477.895 3 159.298 .493 .687 y3_rekomend 100.033 3 33.344 .550 .648 x14 y1_fr_kunj 1752.711 3 584.237 7.324 .000 y2_tinggal 1106.090 3 368.697 1.142 .333 y3_rekomend 1506.116 3 502.039 8.285 .000 x13 y1_fr_kunj 110.420 3 36.807 .461 .710 y2_tinggal 5610.256 3 1870.085 5.792 .001 y3_rekomend 1753.694 3 584.565 9.647 .000 x8 * x14 y1_fr_kunj 47.105 3 15.702 .197 .898 y2_tinggal 656.759 3 218.920 .678 .566 y3_rekomend 44.347 3 14.782 .244 .866 x8 * x13 y1_fr_kunj 56.062 3 18.687 .234 .872 y2_tinggal 174.431 3 58.144 .180 .910 y3_rekomend 53.154 3 17.718 .292 .831 x14 * x13 y1_fr_kunj 24.486 2 12.243 .153 .858 y2_tinggal 20.341 2 10.170 .032 .969 y3_rekomend 250.056 2 125.028 2.063 .130 x8 * x14 * x13 y1_fr_kunj .146 1 .146 .002 .966 y2_tinggal 47.824 1 47.824 .148 .701 y3_rekomend 76.345 1 76.345 1.260 .263 error y1_fr_kunj 17390.642 218 79.774 y2_tinggal 70385.858 218 322.871 y3_rekomend 13209.661 218 60.595 total y1_fr_kunj 27240.000 240 y2_tinggal 158374.000 240 y3_rekomend 30478.000 240 corrected total y1_fr_kunj 20023.933 239 y2_tinggal 79892.333 239 y3_rekomend 17571.333 239 a. r squared = .132 (adjusted r squared = .048) b. r squared = .119 (adjusted r squared = .034) c. r squared = .248 (adjusted r squared = .176) appendix 8. multivariate test ofdestination brand association multivariate tests c effect value f hypothesis df error df sig. intercept pillai's trace .279 27.237 a 3.000 211.000 .000 wilks' lambda .721 27.237 a 3.000 211.000 .000 hotelling's trace .387 27.237 a 3.000 211.000 .000 roy's largest root .387 27.237 a 3.000 211.000 .000 x18 pillai's trace .018 .425 9.000 639.000 .922 wilks' lambda .982 .422 9.000 513.669 .923 hotelling's trace .018 .420 9.000 629.000 .925 roy's largest root .014 .962 b 3.000 213.000 .412 x21 pillai's trace .189 3.581 12.000 639.000 .000 wilks' lambda .819 3.656 12.000 558.545 .000 hotelling's trace .212 3.705 12.000 629.000 .000 roy's largest root .149 7.921 b 4.000 213.000 .000 x17 pillai's trace .069 1.250 12.000 639.000 .245 wilks' lambda .932 1.253 12.000 558.545 .243 hotelling's trace .072 1.254 12.000 629.000 .242 roy's largest root .054 2.865 b 4.000 213.000 .024 x18 * x21 pillai's trace .016 .377 9.000 639.000 .946 wilks' lambda .984 .374 9.000 513.669 .947 hotelling's trace .016 .372 9.000 629.000 .949 roy's largest root .009 .656 b 3.000 213.000 .580 x18 * x17 pillai's trace .032 .466 15.000 639.000 .957 wilks' lambda .968 .462 15.000 582.879 .958 hotelling's trace .033 .459 15.000 629.000 .960 roy's largest root .015 .643 b 5.000 213.000 .667 x21 * x17 pillai's trace .179 3.388 12.000 639.000 .000 wilks' lambda .825 3.514 12.000 558.545 .000 hotelling's trace .207 3.620 12.000 629.000 .000 roy's largest root .178 9.475 b 4.000 213.000 .000 x18 * x21 * x17 pillai's trace .005 .164 6.000 424.000 .986 wilks' lambda .995 .163 a 6.000 422.000 .986 hotelling's trace .005 .163 6.000 420.000 .986 roy's largest root .004 .296 b 3.000 212.000 .828 a. exact statistic b. the statistic is an upper bound on f that yields a lower bound on the significance level. c. design: intercept + x18 + x21 + x17 + x18 * x21 + x18 * x17 + x21 * x17 + x18 * x21 * x17 e-journal of tourism vol.2. no.2. (2015): 96-114 http://ojs.unud.ac.id/index.php/eot 113 e-issn: 2407-392x. p-issn: 2541-0857 appendix 9. test of between-subjects effects destination brand association tests of between-subjects effects source dependent variable type iii sum of squares df mean square f sig. corrected model y1_fr_kunj 2704.135 a 26 104.005 1.279 .174 y2_tinggal 13897.851 b 26 534.533 1.725 .020 y3_rekomenr 4412.722 c 26 169.720 2.747 .000 intercept y1_fr_kunj 1643.027 1 1643.027 20.206 .000 y2_tinggal 12567.296 1 12567.296 40.561 .000 y3_rekomenr 3587.697 1 3587.697 58.074 .000 x18 y1_fr_kunj 62.090 3 20.697 .255 .858 y2_tinggal 211.949 3 70.650 .228 .877 y3_rekomenr 102.065 3 34.022 .551 .648 x21 y1_fr_kunj 1163.482 4 290.870 3.577 .008 y2_tinggal 3774.815 4 943.704 3.046 .018 y3_rekomenr 1491.269 4 372.817 6.035 .000 x17 y1_fr_kunj 621.718 4 155.430 1.911 .110 y2_tinggal 1325.330 4 331.332 1.069 .373 y3_rekomenr 556.066 4 139.017 2.250 .065 x18 * x21 y1_fr_kunj 71.499 3 23.833 .293 .830 y2_tinggal 461.676 3 153.892 .497 .685 y3_rekomenr 112.970 3 37.657 .610 .609 x18 * x17 y1_fr_kunj 163.337 5 32.667 .402 .847 y2_tinggal 544.073 5 108.815 .351 .881 y3_rekomenr 173.746 5 34.749 .562 .729 x21 * x17 y1_fr_kunj 1906.204 4 476.551 5.861 .000 y2_tinggal 3577.669 4 894.417 2.887 .023 y3_rekomenr 1854.996 4 463.749 7.507 .000 x18 * x21 * x17 y1_fr_kunj .522 2 .261 .003 .997 y2_tinggal 260.794 2 130.397 .421 .657 y3_rekomenr 11.640 2 5.820 .094 .910 error y1_fr_kunj 17319.798 213 81.314 y2_tinggal 65994.482 213 309.833 y3_rekomenr 13158.611 213 61.778 total y1_fr_kunj 27240.000 240 y2_tinggal 158374.000 240 y3_rekomenr 30478.000 240 corrected total y1_fr_kunj 20023.933 239 y2_tinggal 79892.333 239 y3_rekomenr 17571.333 239 a. r squared = .135 (adjusted r squared = .029) b. r squared = .174 (adjusted r squared = .073) c. r squared = .251 (adjusted r squared = .160) appendix 10. multivariate test of destination brand perceived quality multivariate tests c effect value f hypothesis df error df sig. intercept pillai's trace .185 16.264 a 3.000 215.000 .000 wilks' lambda .815 16.264 a 3.000 215.000 .000 hotelling's trace .227 16.264 a 3.000 215.000 .000 roy's largest root .227 16.264 a 3.000 215.000 .000 x32 pillai's trace .046 1.701 6.000 432.000 .119 wilks' lambda .954 1.698 a 6.000 430.000 .120 hotelling's trace .047 1.694 6.000 428.000 .121 roy's largest root .035 2.499 b 3.000 216.000 .061 x27 pillai's trace .052 1.273 9.000 651.000 .248 wilks' lambda .948 1.283 9.000 523.404 .243 hotelling's trace .054 1.290 9.000 641.000 .239 roy's largest root .051 3.670 b 3.000 217.000 .013 x37 pillai's trace .042 1.039 9.000 651.000 .407 wilks' lambda .958 1.043 9.000 523.404 .404 hotelling's trace .044 1.045 9.000 641.000 .402 roy's largest root .040 2.865 b 3.000 217.000 .038 x32 * x27 pillai's trace .033 .810 9.000 651.000 .608 wilks' lambda .967 .808 9.000 523.404 .609 hotelling's trace .034 .806 9.000 641.000 .611 roy's largest root .027 1.954 b 3.000 217.000 .122 x32 * x37 pillai's trace .075 1.115 15.000 651.000 .339 wilks' lambda .926 1.122 15.000 593.922 .333 hotelling's trace .079 1.128 15.000 641.000 .327 roy's largest root .064 2.799 b 5.000 217.000 .018 x27 * x37 pillai's trace .027 .484 12.000 651.000 .925 wilks' lambda .974 .482 12.000 569.128 .926 hotelling's trace .027 .480 12.000 641.000 .927 roy's largest root .020 1.091 b 4.000 217.000 .362 x32 * x27 * x37 pillai's trace .037 1.361 6.000 432.000 .229 wilks' lambda .963 1.363 a 6.000 430.000 .228 hotelling's trace .038 1.365 6.000 428.000 .227 roy's largest root .035 2.487 b 3.000 216.000 .062 a. exact statistic b. the statistic is an upper bound on f that yields a lower bound on the significance level. c. design: intercept + x32 + x27 + x37 + x32 * x27 + x32 * x37 + x27 * x37 + x32 * x27 * x37 e-journal of tourism vol.2. no.2. (2015): 96-114 http://ojs.unud.ac.id/index.php/eot 114 e-issn: 2407-392x. p-issn: 2541-0857 appendix 11. test of between-subjects effects destination brand perceived quality tests of between-subjects effects source dependent variable type iii sum of squares df mean square f sig. corrected model y1_fr_kunj 1554.833 a 22 70.674 .830 .686 y2_tinggal 7558.422 b 22 343.565 1.031 .428 y3_rekomend 787.043 c 22 35.775 .463 .982 intercept y1_fr_kunj 1239.027 1 1239.027 14.558 .000 y2_tinggal 13604.184 1 13604.184 40.812 .000 y3_rekomend 1086.133 1 1086.133 14.042 .000 x32 y1_fr_kunj 468.600 2 234.300 2.753 .066 y2_tinggal 408.124 2 204.062 .612 .543 y3_rekomend 55.383 2 27.691 .358 .699 x27 y1_fr_kunj 76.669 3 25.556 .300 .825 y2_tinggal 2776.085 3 925.362 2.776 .042 y3_rekomend 41.837 3 13.946 .180 .910 x37 y1_fr_kunj 291.468 3 97.156 1.142 .333 y2_tinggal 318.101 3 106.034 .318 .812 y3_rekomend 33.141 3 11.047 .143 .934 x32 * x27 y1_fr_kunj 87.230 3 29.077 .342 .795 y2_tinggal 1023.180 3 341.060 1.023 .383 y3_rekomend 184.348 3 61.449 .794 .498 x32 * x37 y1_fr_kunj 945.977 5 189.195 2.223 .053 y2_tinggal 674.675 5 134.935 .405 .845 y3_rekomend 145.785 5 29.157 .377 .864 x27 * x37 y1_fr_kunj 33.446 4 8.362 .098 .983 y2_tinggal 389.822 4 97.456 .292 .883 y3_rekomend 152.510 4 38.128 .493 .741 x32 * x27 * x37 y1_fr_kunj 124.753 2 62.377 .733 .482 y2_tinggal 2295.608 2 1147.804 3.443 .034 y3_rekomend 174.783 2 87.391 1.130 .325 error y1_fr_kunj 18469.100 217 85.111 y2_tinggal 72333.911 217 333.336 y3_rekomend 16784.291 217 77.347 total y1_fr_kunj 27240.000 240 y2_tinggal 158374.000 240 y3_rekomend 30478.000 240 corrected total y1_fr_kunj 20023.933 239 y2_tinggal 79892.333 239 y3_rekomend 17571.333 239 a. r squared = .078 (adjusted r squared = -.016) b. r squared = .095 (adjusted r squared = .003) c. r squared = .045 (adjusted r squared = -.052) nyepi holiday package: e-journal of tourism vol.5. no.2. (2018): 130-143 http://ojs.unud.ac.id/index.php/eot 130 e-issn: 2407-392x. p-issn: 2541-0857 the relationship among community based tourism application, community attitude, community empowerment and community life satisfaction putu saroyini piartrini udayana university corresponding author: royetrini@unud.ac.id article info received 20 august 2018 accepted 20 september 2018 available online 31 september 2018 abstract tourism involves the movement of individuals from one region to another, which are sometimes of different cultures. the interaction between tourists and local communities in tourist destinations is social interaction. the community does not always react positively to the development of certain destinations or attractions. public attitudes that are not always beneficial to tourism have various causes, such as the well-being differences that appear so starkly between wealthy tourists and poor local communities and conflict over limited resources such as water, land and cultural resources. this condition needs to be addressed because frequent demonstrations at various tourist attractions in bali may jeopardize the security and comfort of tourists and affect the image of bali as an international tourist destination. this study aims to: 1) to evaluate local government policies in community empowerment; 2) to measure perceived community-based tourism implemented in the destination areas 3) to measure thelife satisfaction of the people in tourist destinations; 3)to measure individual attitude toward toursm develoment in destinations. the results of this study are expected to be useful as input in the formulation of regional tourism policies to realize tourism development goals effectively. this study is different from previous tourism studies because it examines the impact of tourism development from an integral perspective of sustainable tourism and community-based tourism. keywords: community attitude, community-based tourism, community empowerment, community life satisfaction. introduction background tourism involves the movement of individuals from one region to another, which are sometimes of different cultures. the interaction between tourists and local communities in tourist destinations is social interaction in areas that are different from one another, which then causes social and economic relations between tourists and local communities. the development of tourism is meant to improve the socio-economic conditions of local communities by utilizing their potential in accordance with regional carrying capacity. demonstrations held by "for bali tolak reklamasi (for bali refuse reclamation)" took place in tanjung benoa on friday (15/08/2017), and the closing of access e-journal of tourism vol.5. no.2. (2018): 130-143 http://ojs.unud.ac.id/index.php/eot 131 e-issn: 2407-392x. p-issn: 2541-0857 to garuda wisnu kencana area (gwk) on sunday, 24 august 2017 by the local community are indications that the community does not always react positively to the development of destinations or attractions in the region. as for why this can happen, a study is needed to find a productive solution in the long term. the rise of demonstrations in several tourist attractions in bali can jeopardize the security and comfort of tourists and affect the image of bali as an international tourist destination. people's attitudes toward tourism activities may be shaped by several causes, including perception of the benefits of tourism activities in the region, the opportunities and intensity of local community involvement in the tourism activities that take place, and the perception of conflict over the limitation of resources needed among local residents, by allocating such resources to accommodation facilities to meet the needs of tourists visiting bali such as water, land and cultural resources. the research carried out in 2017 is expected to contribute informational findings that may be used as input and consideration in the formulation of policies for the development of tourism activities and the implementation of the concept of sustainable tourism that is integrated with community development in order to improve the quality of life of people in tourism destinations by incorporating community empowerment policies with a conceptual model of research. the approach to developing sustainable tourism was first introduced by the united nations environment and development commission neto (2003) stated that sustainable tourism is the development of tourism activities aimed at meeting today's needs without jeopardizing the ability of natural resources to provide for future generations. in addition to the approach to sustainable tourism development, we can also use alternative approaches, namely community based tourism (cbt). murphy (2013) states that essentially the development of tourism cannot be separated from the resources and uniqueness of local communities, both in the form of physical and non-physical elements (tradition and culture) which are the main driving elements of tourism activities and carried out by communities in their environment, so that tourism should be seen as a community-based activity. stakeholders in tourism, especially those in the province of bali, need to evaluate tourism development efforts and policies that regulate tourism affairs in order to obtain information on whether the implementation of such policies will have the expected impact. presenza and cipollina (2010) reported that tourism activities are not only directed at increasing the quality of the economy but need to be directed at improving the quality of social and psychological life which is shown by the comfort, safety and happiness felt by local people living in tourist areas. more specifically, this study aims to: 1) evaluate local government policies in community empowerment which are critical success factors for implementing the concept of community based tourism and sustainable tourism in areas that are tourist destinations based on aspects of economic, psychological, social and political empowerment. the result of this study is evaluative information that integrates economic, social, ecological and psychological aspects of the implementation of bali's tourism development policies. this study differs from previous tourism studies because it examines the impact of the development of tourism from an integral perspective of sustainable tourism and community-based tourism by including policy variables for community empowerment to measure social impact, in the form of a happiness and welfare index (community wellbeing and happiness). research objectives objectives of the research are: a. to evaluate correlation between community based tourism level of e-journal of tourism vol.5. no.2. (2018): 130-143 http://ojs.unud.ac.id/index.php/eot 132 e-issn: 2407-392x. p-issn: 2541-0857 application and community life satisfaction. b. to evaluate correlation between community attitude toward tourism and community life satisfaction. c. to evaluate correlation between community response toward tourism and community life satisfaction. literature review conceptualization and research hypothesis simpson (2008) stated that tourism is a social, cultural and economic phenomenon that requires the movement of people to countries and places for personal or business purposes. tourism is influenced by the potential for tourism in certain places, being extraordinary in nature, culture, art and other resources in a particular place; in a country that functions as a tourist attraction, it may lie in natural beauty, because of the human instinct to appreciate aspects of nature such as landscapes, lakes, mountains or hills, rivers, rocks, waterfalls, caves, monoliths, wildlife, among others; and the limitless potential for man-made tourism which includes extraordinary art and architectural works, museum objects, archeology and site culture. every ciizen has the right to be involved in any development activities thar targeted at meeting community needs. self help community activities need to be facilitated by stakeholders including the youths who are legitimately the future custodian of the welfare of their community and the greatest investment that can be utilized to mobilize local material resources for the community as well as the country’s development (mbagwu et al., 2016). the approach to sustainable tourism development was first introduced by the united nations environment and development commission. the development of sustainable tourism aims to meet today's needs without jeopardizing the needs of future generations. sustainable development must take into consideration the use of the environment and the preservation of the environment so that the quality of the environment be maintained. the neglect of environmental preservation will cause an environment’s carrying capacity to decrease, or even disappear. sustainable development involves achieving social justice from generation to generation. judging from other meanings, sustainable development as national development preserves the functions and capabilities of ecosystems. sustainable development must involve actions that can preserve the natural environment (hunter, 1997). sustainable development has the following characteristics: 1) providing possibilities for survival by preserving the functions and capabilities of the ecosystem that supports it, in both directly and indirect ways; 2) utilizing natural resources by utilizing technologies that do not damage the environment; 3) providing opportunities for other sectors and activities to develop together in each region, both in the same time period and in different periods of time on an ongoing basis; 4) increase and preserve the ability and function of ecosystems to supply, protect, and support natural resources for life sustainably; 5) utilize procedures that take into account the sustainability of the functions and capabilities of the ecosystem to support life, both now and in the future. meaningful tourism evaluation system is based on on multi perspectives such as financial yield, economic yield and environmenal yield, social yield and cultural yield. economic yield is related to tha gain that tourism brings to the economy, such as employment, development of infrastructure and economy diversification (northcote, jeremy & macbetth, jim, 20015). five types of environmental indicators proposed for the detailed indicators are such as: fragility of ecosystem and biodiversity; waste disposal; water consumption; intensity of land use and physical impact; protection of the atmosphere, e-journal of tourism vol.5. no.2. (2018): 130-143 http://ojs.unud.ac.id/index.php/eot 133 e-issn: 2407-392x. p-issn: 2541-0857 noise level and visual impact (lim and mcaleer, 2005). world travel &tourism council reported that in 2017, the direct contribution of travel and tourism to gdp was usd 2,.306,0 bn, accounted for 10.2% of total gdp. tourism industry contributed 138.086.000 jobs in 2017. in indonesia tourism direct contribution in 2017 was idr 405,975.0bn. gdp total contribution was 4,3%. the tourism industry directly supported 2,517,000 jobs meanwhile total employment was 9,080,000 jobs. liu, liu and towsley (2003) criticizes the application of sustainable tourism concepts that look at macro issues. sustainable community based tourism and community life satisfaction the community based tourism development approach provides additional options in managing tourism activities. in the tourism sciences, it is referred to as the strategy of community-based tourism (cbt). community-based tourism construction in principle is one of the alternatives in the approach to conventional tourism-oriented growth models that have attracted much criticism because they have been seen to marginalize and ignore the rights of local communities from tourism activities in the destination region. as already stated by murphy (2013) that essentially tourism development cannot be separated from the resources and uniqueness of local communities, both physical elements and nonphysical elements in the form of tradition and culture, which are themselves the main driving elements of tourism activities. thus the community must be the basis for developing tourism activities. blackstock (2005) provides an idea of community-based tourism as follows: 1) a form of tourism governance that provides opportunities for local communities to control and be actively involved in the management and development of existing tourism; 2) the form of tourism management that can provide opportunities for people directly involved in tourism businesses so that they can also benefit from existing tourism; 3) forms of tourism that demand systematic and democratic empowerment and fair distribution of benefits to disadvantaged communities in destinations (goodwin and santilli, 2009). according to hudson and timothy (1999), community-based tourism is an understanding related to the certainty of benefits obtained by the community and the existence of mentoring planning efforts that defend local communities and other groups who have an interest in local tourism, and governance tourism which provides greater control space to actualize the welfare of local people. community-based tourism is closely bound to the certainty of active participation of local communities in the existing tourism development. community participation in tourism consists of two perspectives, namely community participation in the decisionmaking process and participation in the distribution of benefits received by the community from tourism development. empirical work conducted by ghosh (2011) revealed that there was no long-term equilibrium relationship between international tourist arrivals and economic activity in india. the study also fails established any short-run relationship between international tourist arrivals and economic growth. to attract more visitors, india still needs to upgrade basic tourism infrastructures, such as airports, railways, roads, waterways along with various amenities, such as uninterrupted power and water supply, cleaning the air, solid waste management. future development of tourism, therefore, involves the integrated development of infrastructure and amenities along with all the tourism facilities in a balanced and environmentally responsible manner. community development has an important role to play in local tourism communities, such as port douglas. a cbt that is informed by a community development ethos could provide an important tool for residents who wish to ensure that tourism enhances rather than e-journal of tourism vol.5. no.2. (2018): 130-143 http://ojs.unud.ac.id/index.php/eot 134 e-issn: 2407-392x. p-issn: 2541-0857 destroys their communities (blackstock, 2005). lee, t.h.,( 2013) reported that there was strusctural relationship among perceived benefits, perceived cost , community attachment and community involvement, as well as support for sustainable tourism development. perceived benefits of sustainable tourism development directly influenced support for sustainable development. on the other hand, opment. community attachment also positively affected the perceived benefits of sustainable tourism development. community involvement also effected perceived benefits of sustainable tourism development and therefor positively support sustainable tourism development. at the same model also reported that community involvement negatively effected the perceived cost and then insignificantly influenced community support for sustainable tourism deelopment. juvan, e., & dolnicar, s. (2014) also stated that there are gap between attitude and behavior in sustainable tourism that influenced community life satisfaction. the relationship between application of community based tourism and community life satisfaction is as follow: the first hypothesis (h1) h0 : there is no positive correlation between community based tourism level of application and community life satisfaction. h1 : there is positive correlation between community based tourism level of application and community life satisfaction. community attitude toward tourism and community life satisfaction. positive attitudes were connected with the belief and percieved performance that tourism creates community development, opportunities for earning income, improved agricultural markets, and a chance at good fortune (lepp, 2007). community attitude toward tourism are relfections of the impact of tourism activity on community aspects of live namely: economic and employment impacts, socio cultural impacts, environmental impacts, accessibility and quality of life impacs and public funding and future development options (lepp, 2007). irandu (2004) deployed the irridex model develop by doxey (1975) to describe linear changes in the attitude of local people towards tourists. a positive initial attitude gradually becomes increasingly negative as the number of tourists visiting the destination increases. the stages of people's changing attitudes towards tourists visiting the destination are described as the following stages: a. euphoria stage. at this stage tourist arrivals are well received, with a million positive hopes. this occurs in the initial phases of tourism development in a tourist destination, and in general these tourist destinations have not established development planning. b. stage of apathy. at this stage the community accepts tourists as something ordinary and the relationship between people and tourists is dominated by commercial relations. planning carried out in tourist destinations in this phase generally only emphasizes the marketing aspect. c. annoyance stage. at this stage, saturation is almost achieved and people begin to feel disturbed by the presence of tourists. planning generally seeks to improve infrastructure and facilities, but there is no attempt to limit growth. d. stage of antagonism. at this stage the public has openly expressed displeasure or negative reactions and has come to view tourists as a source of trouble in their social life. it is usually only in this stage that the importance of integrated overall planning is realized. e-journal of tourism vol.5. no.2. (2018): 130-143 http://ojs.unud.ac.id/index.php/eot 135 e-issn: 2407-392x. p-issn: 2541-0857 tourism development has some impacts on community.the economic contribution of tourism activities in areas that become tourist destinations can be hindered by the intensity and quantity of available economic activity facilities in the destination region and their impact on the quality of economic life of the people living in the region. the economic contribution of tourism is indicated by the people's purchasing power, which results from the income obtained through the expenditure of visiting tourists (ghosh, 2011). international tourists spend dollars in the host countries visited during their trip. tourist spending on tourist travel has increased. petri and plummer (2016) already predicted the value of the economic effects of the trans-pacific. in other part the wto (2016) reported that tourism activities contributed greatly to foreign exchange earnings of several developing and developed countries for community development by providing for local people in the form of local labor, basic facilities, educational opportunities and infrastructure facilities in order to improve their welfare. tourism is an important infrastructural component in the economic development of countries in the world and is mentioned as an invisible export, which can trigger economic and social transformation. identification of the positive and negative aspects of tourism as perceived by residents and the influence of variables on resident response are useful in setting up programs to minimize friction between tourists and residents, and in formulating plans to gain resident support of tourist ventures (belisle, f.j. and hoy, d.r., 1980). it is hypothesized that the perception of tourist impact varies with the distance a person lives from the tourist zone and with the resident's socio-economic. tourism's economic contribution is now large and cannot be underestimated in many countries because of faster growth from other economic sectors (mbagwu et al., 2016). a number of evidence were presented by rutty, m., gössling, s., scott, d. and hall, c., (2015) that there is relationship between visitors spending and economy development in eastern afirica, midle africa, western africa, northen africa, southern africa, eastern asia, werstern asia, southern asia, southeast asia, central america, south america, carribean and oceania.tourism acts as a catalyst for the growth of trade and industry and an increase in self-employment opportunities such as setting up a restaurant, kiosk and cafe that can facilitate rapid livelihood of more than a formal job (dwyer, forsyth and spurr, 2003). in the era of globalization, the economic and social contribution of tourism to community development cannot be ignored by the government, society and individuals. peters (1969) and stabler, m.j., papatheodorou, a. and sinclair, m.t., (2009) stated that no country in the world ignores the importance of tourism for economic, social and cultural development. various nations and groups of countries have become increasingly aware of the socio-economic benefits generated from tourism. gössling (2002) states that tourism became a popular global leisure activity in the form of a unique smokeless industry, a classless educational institution, integration without law, and diplomacy without formality. social interaction between tourists and local communities nurtures a relationship of mutual respect, tolerance, understanding, awareness, family ties, learning, respect and liking. to satisfay visitors expectations in host country, at the same time the citizens of the host country or state can be enriched by information about the outside world, can also enjoy facilities such as schools, libraries, health institutions, and internet facilities provided by the tourism industry (andereck et al., 2012). tourism has been recognized as a basic human activity and is expected to contribute to investment in the arts and culture, and the formation of a new international economic order that will help to eliminate the economic gap between e-journal of tourism vol.5. no.2. (2018): 130-143 http://ojs.unud.ac.id/index.php/eot 136 e-issn: 2407-392x. p-issn: 2541-0857 development and progress, especially in developing countries (mbagwu et al., 2016). in reality the benefits of tourism activities in a tourist destination not only produce a positive impact on the socio-economic life of the community but also unwittingly foster negative impacts that are not in line with the prevailing norms in society. it cannot be denied that the growth of positive impacts and benefits of tourism activities refract negative social impacts that cannot be ignored, which this study attempts to explore. it is worth studying whether tourism activities are seen as having an impact on indigenous peoples' identities and community values, cultural clashes, increased crime, increased living costs, demand for resources and disturbing ethical problems in increasing sex tourism or exploitation of child labor in host communities. potential impacts of natural /biotic environmental tourism activities that should be anticipated include: 1) declining natural resources in the form of reduced water resources, land degradation, local resources, declining wildlife or wild population, and changes in wildlife behavior; 2) pollution: air and sound pollution, water and soil pollution, waste, liquid waste, aesthetic pollution; 3) physical impacts of the area: excessive and incompatible development with the environment, land clearing, marina construction, liquid waste, aesthetic pollution, and breaking the regional carrying capacity (gössling, 2002). tourist guests who visit the destination can be asked to provide an assessment of the quality of the destination's natural environment. hughey, kerr and cullen (2010) stated the new zealand environmental indicator set for tourism in 2010, dividing indicators of environmental physical impacts into: 1) waste / waste, environmental impact shown by environmental cleanliness. solid waste performance indicators are measured based on the level of comfort of tourists with the cleanliness of the environment visited and the availability of hygiene facilities and means of recycling waste; 2) water, environmental impacts are assessed through the quality of water available in the visited destination. the available water quality can be specified in more detail based on continuity, quality and quantity; 3) transportation, transportation performance can be measured by the average mileage per guest traveler, the average value spent on the types of modes of transportation by tourists; 4) energy, reported the impact of tourism on energy is measured based on the average energy consumed by the tourism sector especially the transportation and accommodation sub-sectors in both the total value and per guest visitor during a certain period; greenhouse gases. the impact of tourism on the greenhouse gas produced by the tourism sector, in the transportation and accommodation sectors specifically: in total, per visitor (international) and per trip (domestic); environmental accreditation. the impact of tourism activities on the environment can be assessed from the accreditation of tourism destination environments indicated by gold, silver or bronze accreditation qualifications; landscapes. the impact of tourism activities on the physical environment is evaluated through a resident satisfaction index of the beauty of the natural environment and views of tourism destinations; biosecurity. the impact of tourism is also evaluated based on the level of health of tourists that culminates and is measured through indicators of the number of seizures per 1000 arrivals either by air, sea or land ;biodiversity (sunlu, 2003). the impact of tourism on environmental conservation is measured through the area that is legally protected by legislation and has permanent legal force. miller, g.(2001) also indicated that sustainability can be measured by employment level, policy relevance, financial leakages, tourist satisfaction, host community satisfaction and environmental impact. teye, sirakaya and sönmez (2002) reported that community attitude toward tourism is not necessary positive. satisfaction with neighborhood conditions was also found to be a determinant of perceived benefits and overall community satisfaction e-journal of tourism vol.5. no.2. (2018): 130-143 http://ojs.unud.ac.id/index.php/eot 137 e-issn: 2407-392x. p-issn: 2541-0857 (nunkoo and ramkissoon, 2011). kim, uysal and sirgy (2013) showed that the relationship between the economic and social impact of tourism and the satisfaction with its correspondent life domains (material wellbeing and community well-being) initially decreased in the growth stage of tourism development and peaked in maturity stage of tourism development. however, when a community enters the decline stage of tourism development, the strength of the relationship between the economic and social impact of tourism and the satisfaction with correspondent life domains decreases. relationship between community attitude or response toward tourists and community life satisfaction is formulated as follow: the second hypothesis (h2) h0 : there is no positive correlation between community attitude toward tourism and community life satisfaction. h2 : there is positive correlation between community attitude toward tourism and community life satisfaction. community empowerment castañeda (2012) refering to the unwto global ethics for tourism adopted by the un general assembly in 1990 ten basic principles were launched that serve as guidelines for tourism actors to ensure that tourism activities are carried out with the aim of maximizing social benefit and environmental conservation. the integration of the global sustainable tourism council (gstc) with the sustainable tourism stewardship council (stsc) in september 2009 that oversees the wtoun, travel companies, hotels and tourism boards in various countries establish the main pillars of tourism sustainability, namely: 1) realizing sustainable destination management; 2) maximizing the economic benefits of the host community and minimizing negative impacts; 3) maximizing benefits for the community, guest tourists, cultural conservation and negative impact minimization; 4) minimizing negative impacts on the environment. besides there are a number of potential opportunities, there are also some limits for community to involve in tourism developments specifically: centralization of public administration of tourism , lack of co-ordination , lack of information, attitudes of professionals, lack of expertise , elite domination, lack of appropriate legal system lack of trained human resources, relatively high cost of community participation , lack of xnancial resources, limited capacity of poor people, apathyandlowlevel of awarenessinthe local community (tosun, 2000). in order to actualize the sustainability of tourism development based on the 4 main pillars, the key to success is community empowerment (cole, 2006), which includes: 1) economic empowerment; 2) psychological empowerment; 3) social empowerment and 4) political empowerment. empowerment in the economic field is an effort made to improve the economic capacity of the community in the area of tourism destinations and provide the widest business opportunities through ownership of micro, small and medium enterprises (harrison and schipani, 2007). community capability is built and enhanced so that it can become part of the local, national and regional production value chains (butler, 1999). providing access to funding sources for the wider community, connecting msmes to large business networks, capacity building through training programs, equitable allocation of resources among community groups. empowerment in the social aspects of community life includes efforts to provide maximum opportunities for participation and provide opportunities for collaboration, increase cohesiveness of community groups, increase the intensity and quality of interaction among stakeholders, actualize quality communal life, conservation of tourism resources, gender mainstreaming in activities tourism. stated that empowerment of psychological aspects includes efforts to increase community involvement and commitment to the conservation of tourism resources both independently and collaboratively; provide education to the community in order to foster interaction e-journal of tourism vol.5. no.2. (2018): 130-143 http://ojs.unud.ac.id/index.php/eot 138 e-issn: 2407-392x. p-issn: 2541-0857 between the host community and qualified guest tourists, actualize the host community satisfaction and the satisfaction of the guests who visit the destination and maintain and protect local identity. preservation of tradition is extremely important in terms of maintaining a group’s sense of self-esteem and well-being (mansperger, 1995). political empowerment can be done through increasing community participation in tourism-related decision making in their respective regions, support of local governments and the central government in tourism development and enhancing the vision and commitment of community leaders. local community empowerment correlated with community optimistic about the future, faith in their abilities, self-reliant and pride in traditions and culture (scheyvens, r., 1999). kang et al. (2003) reported that body satisfaction positively correlated with body esteem. the third hypothesis (h3) the relationship between community based application and community life satisfaction is hyphotezised as follow: h0 : there is no positive correlation between community response toward tourism and community life satisfaction. h3 : there is positive correlation between community response toward tourism and community life satisfaction research conceptual framework. present study proposes conceptual model regarding relationship among community based tourism, community empowerment , community attitude and community life satisfaction. conceptual model and testing hyphotesis is presented as follow. figure 1. proposed conceptual model research method the results of the interview are to be used as a basis for evaluating and assessing the implementation of sustainable tourism development and community-based tourism confirmation to tourists through a structured questionnaire instrument to get an overview of their perceptions and life satisfaction index related to the development of tourism activities in their area of residence. formulation of regression equation models that have aspects of the application of community-based tourism concepts, community attitude, community empowerment were regressed to indicators of life satisfaction. the formulation of the model will be seen from the perceptions of individuals who live in the region of south kuta and kediri destinations that are close to the pecatu and tanah lot destinations. questions in a structured questionnaire that was submitted to the people living in the sample destination. research data collection was carried out by exploratory initial studies and through surveys in south kuta sub-district and kediri sub-district. beginning with interviews with community leaders and tourism practitioners to identify destination management policies which were then followed by a survey to measure life satisfaction indexes, perceptions community attitude community based tourism community empowerm ent community life satisfaction h1 h2 h3 e-journal of tourism vol.5. no.2. (2018): 130-143 http://ojs.unud.ac.id/index.php/eot 139 e-issn: 2407-392x. p-issn: 2541-0857 of the implementation of community-based tourism concepts, and perceptions of community empowerment and community response to tourism activities in its environment. the research population was composed both of community members who have a direct relationship with tourism as well as those who have no direct relationship with tourism activities in the south kuta sub district and the kediri sub district, tabanan regency. subject on the research are individuals living in the destination areas. the second phase of the study was a survey involving 300 individuals in various primary data sources to measure the life satisfaction index, the perception of the implementation of community-based tourism concepts and the perception of community empowerment as a moderator variable and the community's response to tourism activities in their environment. secondary data sources are the central statistics bureau, the regional archive agency and village monographs as well as relevant local government publications. data collected from secondary sources includes levels of per capita income, types of legislation related to tourism and policies that are relevant to the welfare of the community. quantitative research data includes population, average life expectancy and average length of education, while qualitative data includes employment and tourist attractions on offer, among others. the data collection methods used in this study were structured interviews using a list of statements and a list of questions that were completed by individuals using convenience /non probability sampling techniques at the research location. data were measured by followong instruments such as: 1. community based tourism were measured data by sus-tas scale, developed by sirakaya, ercan turk (2005), that is consist of 44 item. it measures 7 dimensions of community based and sustainable tourism such as : perceived social cost; environmental sustainability; longterm planning; perceived economic benefit; community center economy; ensuring visitor satisfaction; maximization community participation. validity dan reliability of instrument is acceptable with explained varians toral 67% and alpha cronbach 0,87. 2. sustainably community based tourism was measured by based on dimensions ; local employment, local partnershippeningkatan standar hidup dan kesejahteraan; peningkatan sumber pendapatan, peningkatan kerja sama pelaku bsnis dengan masyarakat in business development, skill development for community, local management, culture convation, and natural resources conservation. based on values of total variance explained 65,5% and alpha = 0,59, the instrument is valid and reliable. 3. life satisfaction data were measured by mlss scale which is consist of dari 40items. data were measured on 4 intervals: (never on = 1); (sometimes = 2); (often = 3); and (almost always = 4). the higher the score, the higher the life satisfaction level. the instrument is valid and reliable with total variance explained 61,8% alpha 0,60. 4. data host population’s response toward tourism were measured by the following set of questions ( zaidan, e., & kovacs, j. f. ,2017) such as; do you believe that development in bali is geared more to the needs of tourists as opposed to locals? are you satisfied with the vision outlined in bali tourism vision to host 10 million tourists? do you believe that bali would not be what it is today without tourism development? do you believe that tourism is essential for continued prosperity in bali ? e-journal of tourism vol.5. no.2. (2018): 130-143 http://ojs.unud.ac.id/index.php/eot 140 e-issn: 2407-392x. p-issn: 2541-0857 results and discussion data accummulation involved 300 respondents living in the south kuta area and tanah lot area. because of incomplete data provided by some respondent there just 280 data set available to analyze (respon rate 93,3%). descriptive analysis indicated average score, minimum score, maximum score and number of data as those presented on table 1. table 1. description variables score the multiple linear regressions regarding the modulation of perception of impelementation of community based tourism, community attitude , community empowerment and community life satiscation is formulated as follow : ylife_sat = 45,17 + 0,311 cbt + 0,217 tourism impact + 0,381 comm resp. + e. contribution of variation of three independent variables; impelementation of community based tourism, community attitude and community empowerment on variation of one dependent variable, community life satiscation is 38.9% ; with confidence interval 95% or a = 5. validity of regression model requires verification to make sure that the model does not violate fundamental assumptions through : normality test. multicoliniarity test and heteroskedasicity test. based on statistic kolmogorov-smirnov the data are distributed normaly with asymp.sig > a =0.05. multicolinearity showed the score of tolerance and variance inflation factor (vif) = 0.905 and vif = 1.105, no multicoliniarity showed. heteroscedascity test done by glejser and park method, if there was a significant probability the scored wwould be higher than confidence value then the result indicated no heterocedacity produce. hypotheses testing the hypotheses showed the perception toward cbt and tourism impact give significant impact on life satisfaction through f test. resulting in fhitung (1,178) = 19,344. on significancy 95 % or no error probability more than 5 %, perception on cbt and social impact and affect on life satisfaction show r 2 = 38,9%. partially cbt variables correlated positively with life satisfaction variable ( beta = 0,311; t=4,364 ; p= 0,05 meanwhile tourism impact correlated with life satisfaction ( beta = 0,217: t= 3,042 ; p < 0,05), as well as community attitude /respons ( beta = 0,381; t =2.001; p = 0,052). conclusion the implementation of communitybased tourism concept, community empowerment and community attitude significantly correlated with community life satisfaction. host community is foundation of tourism development. their attitude, opinio and expectation need to take into account when developing tourism destination. negative attitude held by community toward tourism potentially induce boycotting at the site. government is recommended to embrace host community expectation as well as private sector that will bring capital to invest at the destination to develop it. the core foundations of tourism development are government, private sectors and citizen/host community. central government and regional government responsibilities as a regulator is establishing rules, policies and standards regarding natural resources utilization and tourism resources developmen. community expectation and n minimum maximum mean cbt 280 53,00 128,00 98,35 tourism _impact 280 17,00 33,00 24,8 comm _sat comm_resp 280 280 53 36 132 49 96 38 e-journal of tourism vol.5. no.2. (2018): 130-143 http://ojs.unud.ac.id/index.php/eot 141 e-issn: 2407-392x. p-issn: 2541-0857 capacity must be accomodated. different interest of stakeholders need to be managed properly and proportinally to sustain the activities in the long run. it is highly recommended to involve host community in decision making process to build ownership in developing tourism activity. the citizens are given opportunity to develop and provide services and tourism product based on their capacity and competency. the development of the understanding on tourism activity in the community need to be revisited, emphasizing on individual and community empowerment to minimize negative impact on tourist activity. information regarding tourism activity should be available and should be easy to access by the community member. extreme attitude towards tourist beause of missperception in certain areas can be the cause of inconvenience. recommendation the regulations in developing the tourism destinations need to be more participatif and open more space for the host community to take part in tourism development decision process. sustainable tourism requires both the sustainable growth of tourism’s contribution to the economy and society and the sustainable use of resources and environment (liu, liu and towsley, 2003). present study employs additive conceptual model to test the impacts of community based tourism, community attitude and community empowerment on community life satisfaction. in the future study it is recommended to redesign contingency conceptual model on which community empowerment place as moderating variable between private based torism development and community attitude as well as community life satisfaction to verify whether community empowerment plays moderating role to lessen community negative attitude toward tourism activityand life satisfaction with larger sample size accumulating from different level destination planing quality. it is advisable to use renewable energy sources (res) that will have a large potential to contribute to the sustainable development of environment friendly tourism industry in bali and at the same time provides the community with a wide variety of socioeconomic benefits, including diversification of energy supply, enhanced regional and rural development opportunities, creation of a domestic industry and employment opportunities (del rio, p. and burguillo, m., 2009). references andereck, k. et al. 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(2021): 70-76 70http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 accommodation business competition in bali: competitive strategy for star hotel in sanur agung rendra wijaya1*, komang gde bendesa2, agung suryawan wiranatha2 1master program in tourism, udayana university, indonesia 2centre of excellence in tourism, udayana university, indonesia *corresponding author: rendra_wijaya29@yahoo.com doi: https://doi.org/10.24922/eot.v8i1.71446 abstract sanur area, with kuta, are two of bali’s pioneering tourism areas. most of the star hotels in bali are located in these two areas. this paper is intended to determine the conditions of competition in the accommodation business in bali province, especially competition between star hotels in sanur tourism area, as well as to elaborate the competitive strategy to maintain business sustainability. through primary data collection by interviewing 8 managers and 14 employees at 3-star hotels in the sanur area in 2018, the delphi method was used to find a viable competitive strategy to choose from. the results of the swot analysis showed that the hotel location near the beach, and the incompleteness of mice facilities were the main strength and weakness respectively. on the other hand, bali’s popularity as a world-class destination and unfair price competition were the main opportunity and threat facing the accommodation business in sanur respectively. this research found the competitive strategy to use is to intensify the use of information technology in the form of digitizing accommodation businesses. keywords: swot analysis, business digitization, delphi method, sanur beach, competitive strategy article info submitted february 9th 2021 accepted march 18th 2021 published march 31th 2021 cember 2018 bali was visited by 6,070,473 foreign tourists, an increase of 6.54 percent from the number of previous visits (bps bali, 2019). relying on the sector of providing accommodation and food & beverage which is traditionally considered to be representative of the tourism sector, as well as the agriculture, forestry and fisheries sectors, the economic growth of bali province in 2018 was recorded at 6.35 percent and exceeded the national economic growth. based on current prices, the contribution of the tourism sector and the agricultural sector introduction sanur beach and kuta beach are two of the main tourism destinations in bali. sanur beach, which is located in denpasar city as the capital of bali province, is the favorite destination of denpasar city. as a province that is not endowed with adequate natural resources, cultural uniqueness and beautiful landscapes are bali’s prime potential in implementing tourism as a major sector for economic growth and the welfare of the balinese people. the central bureau of statistics noted, from january to dee-journal of tourism vol.8. no.1. (2021): 70-76 71http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 tained. this paper is intended to determine the perceptions of star hotel managers in the sanur tourism area in responding to the competition between star accommodation businesses in this area. through this perception, a viable competitive strategy can be identified. taking into account the number of star hotels in denpasar city which dominantly has 3-star and 4-star qualifications (bps bali, 2019), the object of study was selected a 3-star hotel in sanur, called respati beach hotel. literature review strategy needs to be managed properly. referring to hunger and wheelen (2003), strategic management has at least 3 domains of discussion, including (a) precisely formulating the problems at hand; (b) implement the selected solution from the problem formulation; and (c) evaluate the outcomes and impacts for the organization from the implemented solutions. strategy, according to boyd (2000), can be interpreted as the optimal use of organizational resources through its interactions with markets, competitors, and various internal and / or external factors of the organization. by paying attention to this definition, strategy is an effort to match internal factors with organizational external factors that can affect organizational performance and its in 2018 to bali’s gross regional domestic product (grdp) was 23.34 percent and 13.81 percent, respectively. pdrb worth rp. 154.15 trillion. observing the dominant role of accommodation and food & beverage businesses in the economy of bali, it is not surprising that investment in these two types of businesses is growing massively, especially in bali’s leading tourism destinations, such as the sanur, kuta, nusa dua, and several other destinations in bali such as ubud and tulamben. in the period of year 2014-2018, the number of star-rated accommodation businesses and the number of rooms available increased drastically, as shown in table 1. the significant increase in the number of star hotels as well as the number of rooms available in bali has resulted in increased competition between hotels. sometimes, competition is counterproductive and tends to be negative occurs, especially during the low season. observing the average growth in the number of star hotels by 27.23 percent, exceeding the growth of foreign tourist arrivals of 6.54 percent, it is not surprising that the competition between star hotels in denpasar city ranked second after badung regency from the number of star hotels in bali, is getting tighter. efforts to identify and identify the right competitive strategy are absolutely necessary for the accommodation business in denpasar city, so that business sustainability can be maintable 1. number of star-rated accommodations and rooms in bali, year 2014-2018 number of star year annual growth (percent)2014 2015 2016 2017 2018 hotel room hotel room hotel room hotel room hotel room hotel room 5 star 58 12,122 65 13,172 65 n/a 73 17,357 73 13,388 6.09 2.09 4 star 71 9,354 76 9,287 76 n/a 144 20,954 144 18,418 24.13 19.38 3 star 75 5,304 89 6,513 89 n/a 229 19,713 229 14,846 43.99 35.98 2 star 25 1,469 30 2,014 30 n/a 79 6,548 79 5,283 45.83 51.93 1 star 20 562 21 610 21 n/a 26 1,705 26 992 7.20 15.30 total 249 28,811 281 31,596 281 n/a 551 66,277 551 52,927 27.23 16.74 n/a: data not available source: bali statistics office (2019) e-journal of tourism vol.8. no.1. (2021): 70-76 72http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 sustainability. a slightly different definition of strategy, which emphasizes the organization to focus on its strengths and weaknesses, was proposed by hitt et al. (2011) which states that strategy is a commitment from all parts of the organization in realizing coordinated and integrated actions to elaborate on the core competencies of the organization and gain a competitive advantage over competitors. marketing is one of the activities commonly carried out by industry as a strategy to maintain and/or expand the market it already has. referring to the definition from kotler and keller (2009), the marketing mix is a set of tools that companies can and usually use in gaining market advantage over their competitors. kotler’s traditional marketing theory known as 4p’s emphasizes that the company is: (a) able to provide products and/or services according to what consumers need at a quality level that exceeds consumer expectations; (b) able to provide a fair price for the product/ service being offered in accordance with the willingness of the consumer to pay for it; (c) able to attract consumers to buy the products and/or services it offers through the delivery of information about the superiority of the product or service compared to competitors’ products/services; and (d) able to facilitate consumers who wish to consume the products and/or services produced by providing an effective and efficient distribution channel. observing 4p’s kotler’s theory, it is implied that the competitive strategy of star hotel accommodation business in sanur requires an understanding of effective techniques and methods in ‘selling’ the resulting accommodation products and/or services. marketing effectiveness will only be achieved if the internal and external environment of the business is well understood, as stated by boyd (2000) and hitt et al. (2011). one technique commonly used is an analysis of strengths, weaknesses, opportunities, and threats (swot). strengths and weaknesses describe the internal conditions of the organization, and opportunities and threats describe the external environmental conditions faced. these two types of environment play a very vital role in identifying the problems faced and in choosing a suitable strategy to solve organizational problems (kotler and keller, 2009). methods in order to identify the problems faced by the star accommodation business in sanur and choose the appropriate competitive strategy, a 3 star hotel was assigned as the research object and involving 8 division managers and 14 employees as respondents. all division managers and employees were interviewed separately to find out the internal and external environmental conditions of the hotel. all respondents were given a questionnaire which must be filled in independently (self-administered questionnaire). the questionnaire contains a number of questions that describe the swot of the hotel with answers prepared in the form of a likert scale choice. similar method was undertaken by sugandi, paturusi and wiranatha (2020) to study about homestay management in lombok, and rumere, wiranatha and pujaastawa (2020) to establish the development strategy of tourism destination in jayapura city. the hotel competitive strategy is identified using the following 3 stages: identify the strengths, weaknesses, opportunities, and threats faced by the hotel by using the opinions of division managers. consensus on swot items was obtained using the delphi method, in the form of a round-table meeting; evaluating the current situation faced by the hotel by utilizing the perceptions of managers and employees. the results of the situation evaluation were arranged in a matrix form and divided into 2, namely: (a) internal factor evaluaton e-journal of tourism vol.8. no.1. (2021): 70-76 73http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 (ife) matrix, and (b) external factor evaluation (efe) matrix; determine the hotel competitive strategy by looking at the combinaton of he ife matrix and efe matrix, called i-e matrix (david and david, 2016). results and discussions the internal factors using the delphi method, obtained 16 strength indicators and 12 weakness indicators that represent the internal environment of the hotel. the ranking results of the 16 strengths and 12 weaknesses of the hotel are shown in table 2. the five indicators that were perceived as dominant strengths indicate the importance of hotel accessibility, accessibility to available tourist attractions, and the factors of employee friendliness and empathy for the needs and services to tourists. accessibility and service quality were the main determinants of industry sustainability. on the other hand, the three indicators that were perceived as having the lowest level of importance were the location of the hotel close to the tour agent, terraced rooms, and quality human resources (hr). the last two indicators had a low level of importance (amounting to 0.038) considering that most of the competing hotels in sanur also have them, so that the two indicators can no longer be relied upon to be a competitive advantage in the competition. the proximity of hotels to tour agents was an indicator that was considered the least important in competing. the rapid development of information technology (it) that was used in the industry, was able to ‘get closer’ customers to product and/or service providers. it was not surprising that this indicator was perceived as having the lowest level of importance by respondents. at the hotel weakness factors, three indicators that were considered to have the lowest level of importance for improvetable 2. ranking of strengths and weaknesses faced by the hotel strengths value weight (w) rating (r) weaknesses value weight (w) rating (r) strategic location 220 0.043 3.667 crowded 136 0.026 2.542 direct access to the beach 233 0.045 3.958 performances still low 148 0.029 2.583 near shopping center 199 0.039 3.542 uncompetitive workers 155 0.030 2.708 room with terrace 198 0.038 3.250 limited facilities 163 0.032 2.583 qualified workers 198 0.038 3.167 lack of entertainment 147 0.029 2.667 quality of services 222 0.043 3.750 overbooked 172 0.033 3.000 hospitality 225 0.044 3.708 education 148 0.029 2.583 availability of wi fi 207 0.040 2.833 disciplines 153 0.030 2.417 bungalow choice 210 0.041 3.208 old equipment 155 0.030 2.375 room price 199 0.039 3.250 lack of meeting room 114 0.022 2.458 beach restaurant 214 0.042 3.625 restaurant too near with room 138 0.027 2.833 hotel atmosphere 208 0.040 3.333 limited breakfast menus 174 0.034 2.500 good reputation 216 0.042 3.500 total 1,803 0.350 responsiveness 222 0.043 3.542 have repeater guests 206 0.040 3.417 near the tour agent 172 0.033 2.833 total 3,349 0.650 source: primary data (2019) e-journal of tourism vol.8. no.1. (2021): 70-76 74http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 ment, respectively, were the unavailability of meeting rooms, congestion in the sanur area, and the location of restaurants was near to tourist rooms. the unavailability of meeting rooms that had the lowest importance weight was inseparable from the type of tourists targeted not as tourists who would carry out meeting, incentive, conference, or exhibition (mice) activities. the results of interviews with operational managers found that the market niche that the hotel targets was tourists in the elderly category (elderly tourists). the external factors in the external environment of the hotel it was agreed that there were 10 indicators of opportunity along with 9 indicators of threat. the ranking results of these two types of indicators are shown in table 3. observing the rating of 10 indicators of opportunities for star hotels to face competition, it was clear that the utilization of the tourist market growth (opportunity number 7) had not been optimal and the number of room orders (opportunity number 2) was the two opportunities with the lowest average rating. with a high rating, it was clear that bali’s popularity as a world-class destination was the greatest opportunity for hotels to address their external environment. the indicator with the second highest rating was it development and its impact on the accommodation business. noting that the hotel has prepared adequate it resources and infrastructure, this indicator was a second opportunity that should be utilized optimally. at the hotel’s threat factors, the lowest rating were found in three factors, namely the construction of new hotels in sanur, issues regarding natural disasters, and the safety of traveling in the area. in the perception of respondents with high ratings, it can be seen that the two threats with the highest rating that describe the current situation were reduced hotel revenue from the f&b and restaurant business due to the increase in restaurant or restaurant businesses in sanur, and an increase in hotel budgets in the area. these two indicators outperform the indicators of unhealthy table 3. ranking of opportunities and threats faced by the hotel opportunities value weight (w) rating ® threats value weight (w) rating ® visitors increase 180 0.051 3.208 hotels’ location 176 0.050 2.583 room reservation increase 179 0.051 3.125 operational budget increase 175 0.050 2.958 online reservation 196 0.056 3.500 new hotels 156 0.044 2.375 tourists’ activities increase 194 0.055 3.208 government’s regulation 168 0.048 2.542 easy to make room reservation 219 0.062 3.542 natural disaster 181 0.051 2.375 tic development 215 0.061 3.583 visitors’ safety 184 0.052 2.375 some markets have not been penetrated 175 0.050 2.792 unfair price competition 194 0.055 2.917 popularity of bali 220 0.062 3.625 external f&b 183 0.052 3.042 government promotions increase 198 0.056 3.250 negative reviews 158 0.045 2.458 free visa policies 180 0.051 3.250 total 1,575 0.446 total 1,956 0.554 source: primary data (2019) e-journal of tourism vol.8. no.1. (2021): 70-76 75http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 room price competition, which were in the third place. the ife-efe matrix utilizing the previous ifas and efas matrices, internal factor evaluation (ife) and external factor evaluation (efe) can be prepared as a foundation for developing a hotel competitive strategy by paying attention to the internal and external environment of the hotel. ife and efe values are calculated using equations (1) and (2) and are used to determine the competitive position as shown in figure 1. ife = weighted strength + weighted weakness(1) ife = = (0.043x3.667 + … + 0.033x2.833) + (0.026x2.542 + … + 0.034x2.500) ife = 2.228 + 0.913 = 3.141 efe = weighted opportunity + weighted threat(2) efe = = (0.051x3.208 + … + 0.051x2.500) + (0.050x2.583 + … + 0.045x2.458) efe = 1.843 + 1.175 = 3.018 figure 1. choice of hotel competitive position based on ife-efe (i-e matrix) taking into account the weighted value of ife and efe, respectively 3.141 and 3.018, in i-e matrix as in figure 1 it can be seen that the competitive position of the research object hotel is in quadrant i. hotel must aggressively penetrate the market they have mastered, target new markets, and diversify and development of new products and or services. in addition, hotels should start to have the courage to integrate, upstream through cooperation with travel agents; downstream with tourist attraction providers within and or outside the area. considering the external and internal factor, the competitive strategy for the hotel was an aggressive competitive strategy by penetrating into new markets and maintaining traditional markets and can be implemented through intensifying off-line and on-line promotions, increasing cooperation with tour operators or agents in the form of information technology-based e-marketing as an effort to increase hotel branding for tourists, and intensify the use of information technology in hotel operations so as to increase hotel competitiveness against similar accommodation businesses. conclusions the rapid development of tourism in bali province has led to an increase in the number of businesses and the number of accommodation rooms available and offered to tourists. this implies that an optimal competitive strategy was needed so that business sustainability can be guaranteed. a study on the competitive strategy of star hotels in the sanur area, by taking the research object of a three star hotel in this area, concluded: the dominant strengths of the hotel were safe and comfortable accessibility to sanur beach, employee friendliness, and the hotel’s strategic location very close to sanur beach, shopping centers and traditional markets and equipped with quality services; the main weaknesses identified included the lack of readiness of the hotel in preparing mice facilities as well as congestion that often occurs due to the accumulation of tourism businesses in the sanur area; the popularity of bali as an international destination and the massive use of information and communication technology with reliable service quality was an opportunity for accommodation businesses in the sanur area; the occurrence of unhealthy price competition during the e-journal of tourism vol.8. no.1. (2021): 70-76 76http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 low season and the increasing number of budget hotels were the two main threats faced by star hotels in this region; considering the internal and external environment of the hotel, using ife and efe matrices, the appropriate competitive strategy used by hotels wass an aggressive competitive strategy by penetrating into new markets and maintaining ‘traditional markets’, in addition to diversifying existing products and or services offered. this strategy could be implemented through: increase offline and online promotions; increasing cooperation with tour operators or agents in the form of e-marketing based on information technology as an effort to increase hotel branding for tourists; and intensifying the use of information technology in hotel operations, so that to increase hotel competitiveness against similar accommodation businesses. references boyd, h. w. (2000) manajemen pemasaran: suatu pendekatan strategis dengan orientasi global. jilid 1. jakarta: erlangga. bps bali (2019) provinsi bali dalam angka 2019. bali: bps – statistics of bali province. david, f. and david, f. r. (2016) strategic management: a competitive advantage approach, concepts and cases. pearson–prentice hall florence. hitt, m. a. et al. (2011) ‘strategic entrepreneurship: creating value for individuals, organizations, and society’, academy of management perspectives, 25(2), pp. 57–75. hunger, j. d. and wheelen, t. l. (2003) strategic management. edisi tiga. yogyakarta. kotler, p. and keller, k. l. (2009) ‘manajemen pemasaran, jakarta: erlangga’, laksana. terjemahan fajar. rumere, n., wiranatha, a. s. and pujaastawa, i. b. g. (2020) ‘planning of country border area as a tourism destination in jayapura city’, e-journal of tourism, pp. 384–398. sugandi, y. b. w., paturusi, s. a. and wiranatha, a. s. (2020) ‘communitybased homestay management in the village tourism of tete batu, lombok’, e-journal of tourism, pp. 369– 383. e-journal of tourism vol.8. no.1. (2021): 115-124 115http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 e-tourism as a promotion media for cimande tourism village dhanik puspita sari*, rima pratiwi batubara sekolah tinggi pariwisata bogor, indonesia *corresponding author: puspitasaridhanik@gmail.com doi: https://doi.org/10.24922/eot.v8i1.71452 abstract cimande tourism village promotion is done to provide information to potential visitors about the tourism potential in the region. promotion using the website (e-tourism) is believed to convey information more clearly and widely. this research was conducted in cimande tourism village, in caringin district, bogor regency. research uses qualitative descriptive methods. the research object is cimande tourism village website’s with access desawisatacimande.com. the result discover that cimande tourism village website has a fairly good level of visibility by using search engines namely google, yahoo and bing. promotional techniques are carried out by linking information related to tourism, namely information about the activities of cimande tourism village itself. online public relations not yet available. the websites email are available even though they are still minimal in use. the manager has not recorded the visitors so the ranking related to the visitor does not exist. therefore, the author recommends that managers work together with other institutions to meet human resources needs in order to improving knowledge and skills related to the promotion, especially for websites. in addition, the manager can also ask the relevant institutions to cooperate in the promotion activities of cimande tourism village. keywords: promotion, e-tourism, website, tourism village, cimande article info submitted december 4th 2020 accepted march 18th 2021 published march 31th 2021 number of consumers (in this case tourists) who come to visit and spend time and expenses in an area. one of the purposes of this is to be able to convey or provide information to the public about a product or tourist attraction that of course is expected to attract tourists to visit. if the information needs have been met then the satisfaction of tourists can also be met (anshar and batubara, 2019). the number of forms of promotion is not a benchmark for the success of a marketing activity. choosing the right media according to the characteristics and behaintroduction the village tourism is a form of community-based tourism activity. this type of tourism is being relentlessly carried out given the multiplier effect that can be directly felt by the community, especially in the form of economy. one of the tourist villages that is being developed is cimande tourism village. the location is not so far from the capital city of jakarta and the ease of accessibility becomes an advantage for this tourist village. marketing is the spearhead of the e-journal of tourism vol.8. no.1. (2021): 115-124 116http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 related to the concept of tourism village development, pearce (1995) interprets the development of tourist villages as a process that emphasizes ways to develop or advance tourist villages. more specifically, the development of tourist villages is interpreted as efforts to equip and improve tourist facilities to meet the needs of tourists. rural tourism is a tourism consisting of a whole rural experience, natural attractions, traditions, unique elements that can overall attract tourists (joshi, 2012), and every tourist must have different motivations and desires between one and the other which makes their motivation background in determining where to do tourist activities (sari, 2019). promotion promotion is any form of communication used by the company to inform, persuade, or remind people of the products, services, shadows, ideas or involvement of the company and the public with the intent to accept and perform the actions as desired by the company (sigit in wardana, 2015). what a company or business entity wants is the sale of products that they own in the form of goods or services so that they can benefit in the form of economic benefits. the economic benefits that will be gained of course come from the spending made by tourists during their visit and spending time in the destination of tourism, the higher the amount of money spent, it will automatically impact the increase in income from the tourism sector of a region (sari, 2018). promotion is a process of introducing products to consumers in an interesting way. the promotion is included in marketing that has the principle of communication to attract the public’s interest in the objects offered. the purpose of the promotion is to influence and inform the public that there are products offered (marpaung and bahar, 2002). to be able to attract tourists vior of the market segment is important. continuous modernization requires that the promotional forms placed through the right media are placed through the right media. e-tourism is one form of media or promotional tool on the rise now. the ease of accessing information through the internet as well as the increasing use of social media coupled with the large number of internet users in indonesia makes this promotional media very useful. the existence of the website is very important to be developed in cimande tourism village. with the website, the manager can develop his tourism potential more widely and quickly (batubara, 2020). therefore, research needs to be done to find out the promotional activities carried out by the manager of cimande tourism village. in addition, to be aware of the condition of the website used as a promotional medium by cimande tourism village. this is done in order to know the suitability of e-tourism that will be used cimande tourism village. literature review village tourism village tourism is one form of application of community-based and sustainable tourism development. tourist villages as a form of rural tourism can provide many benefits to the development efforts of various resources owned by rural areas (sugiarti, 2008). the development of tourist villages can have a positive impact on the villagers themselves, such as the new employment land for the community so as to lower the unemployment rate in the village. in addition, the tourism village that carries the concept of ecotourism will make a village able to maintain the sustainability of nature and culture of the village. another thing is, a tourist village can make a village into an independent village because it can provide alternative jobs that can be entered by the local community. e-journal of tourism vol.8. no.1. (2021): 115-124 117http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 is by displaying the tourist activities that have, without the activity will not be able to attract tourists to be able to visit (sari, 2017). thus the promotion of tourism is an effort made by the tourists to be able to attract the attention of tourists by putting together a tourism product that is appropriate to be sold to tourists. a form of tourism promotion activity is carried out in a relatively short time by prioritizing activities for the main purpose of increasing the appeal of tourist products to prospective tourists. promotion media media is one of the containers of distribution of works so that it can be seen and felt by consumers. media can be interpreted as a supporting tool to conduct an activity. promotion is an effort to tailor travel products to the demand of tourism, so that the products offered become more attractive. tourism promotion activities can be done through various media such as print and electronic media. promotional media that can be used are leaflets, booklets, catalogs, videos, advertisements, newspapers and others (marpaung and bahar, 2002) and promotions are one of the four basic elements of marketing on the website (stankov, ćurčić and dragićević, 2010). the official website of a destination is one of the important elements that is now attached to the destination itself. the use of the internet is massif, making the relationship between tourism and the internet as one of the promotional media platforms. promotional media is created to influence consumers to buy products offered and packaged in such a way as to look perfect. the advantage of using electronic media in the form of a website for a travel agent is that they can display images and videos from almost any destination in the world (stankov, ćurčić and dragićević, 2010), the hotel can display the rooms it has, as well as the utilization of the website for promotional activities of a destination, the tour destination manager can display images of all the resources it has. in promotional media in the form of websites, the basic use and level of use of the destination’s official website is a mustnote. in detail, which should be considered more observantly in the form of domain name (adequacy of domain name, adequate tdl, existence of country code), basic year of website site, website type, credibility and functionality of website site (website owner existence, copyright and data quotation, update), quality of content presentation (navigation – menu bar in all website sites, navigation function, quick search and sitemap-, color contrast , availability of foreign languages), visibility and search engine devices, internet promotion techniques (the presence of links, link structure (travel and tourism sectors, non tourism sector, banner presence), online pr (news section, chat, forums, online polling), the presence of email marketing elements, the presence of ratings based on the number of visitors and the region of the ranking of origin, country) (stankov, ćurčić and dragićević, 2010). e-tourism e-tourism is a form of travel recommendation, but it can also be in the form of an application that can help to organize and organize the user’s travel (sebastia et al., 2009). the minister of tourism at the opening of the cultural festival in bali pointed out that e-tourism is a digital platform that connects all tourism stakeholders, facilitates the licensing process, integrates all tourism activities and provides convenience for all tourists exploring the charms of indonesia through an easy-to-use app, anytime and anywhere (noviyanti, 2014). every tourist destination, including cimande tourism village certainly competes with other similar tourist destinations in an effort to attract tourists to visit, and e-journal of tourism vol.8. no.1. (2021): 115-124 118http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 can reach all layers of community with the most minimal obstacles, therefore the use of means of communication and promotion such as official website is very important (fernández-cavia et al., 2014). the official website of a destination can also be used to provide accurate information and have several advantages and advantages. excellence content in travel services is an important strategy in an e-tourism web design to attract tourists (ku and chen, 2015). in order to provide clarity of information and promotion of e-tourism in the form of a website, the official tourist destination, then there must be some important aspects that must be fulfilled. on any website must include several aspects, namely: 1) technical aspects (homepage, ease of use and access, and positioning), 2) communicative aspects (number of content or selection and use of language, 3) relational aspects (interactivity, social web, mobile communication), and 4) persuasive aspects (marketing, branding, discourse analysis) (fernándezcavia et al., 2014). methods this research was conducted in cimande tourism village, caringin district, bogor regency. cimande tourism village is located between two hills of mount pangrango and mount salak. the area ± 335 ha with an altitude of 550 mdpl. the technique used to analyze is a descriptive technique, i.e. all collected data is analyzed and searched for common thread with theories available so that it can interpret and draw conclusions based on the description of answers given by the source about the activities, media and messages stated in the promotion. primary data is taken from tour participants, local governments and local communities, while secondary data is obtained through literature studies, past research and others. data collection is done with observations, interviews, documentation and litelature study. the technique used to analyze is a descriptive technique, i.e. all collected data is analyzed and searched for common thread with theories available so that it can interpret and draw conclusions based on the description of answers given by the source about the activities, media and messages stated in the promotion. primary data is taken from tour participants, local governments and local communities, while secondary data is obtained through literature studies, past research and others. data collection is done with observations, interviews, documentation and library searches. here are the indicators used in the study (table 1). results and discussion promotion is a marketing tool with the aim of informing, reminding, providing information and persuading to buy. in order to achieve it all then the promotional mix can be done. promotional mix of advertising, sales promotion, personal sales, public relations and publicity and direct marketing. cimande tourism village conducted several promotional mixes to introduce the area to a wide audience. promotion in the form of public relations and publicity and direct marketing. in public relations and publicity activities, the media used and its form is in the form of press releases and digital publications. as for talk shows have not been done. the second promotional activity is by doing direct marketing. the form or media used in this direct marketing activity is through online marketing by using internet-based media such as the use of social media and the official website of cimande tourism village (table 2). both forms of promotion were chosen on the grounds of its wide reach without limits, as well as the lack of costs incurred. e-journal of tourism vol.8. no.1. (2021): 115-124 119http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 table 1. research indicators dimension indicator criteria visibility and search ranking engines visibility and search ranking engines available / not avaliable / rank promotional techniques via internet links available / not avaliable / number link’s structure tourism and travel sector / non tourism and travel sector banners available / not avaliable / number online pr (news section) available / nonavaliable (chat forum) available / not avaliable online poll available / not avaliable marketing email marketing email available / not avaliable rangking (by number of visitor) number of visitor rangking / country source: stankov, ćurčić and dragićević (2010) table 2.cimande tourism village promotion activities promotion mix avaliable not avaliable advertising a. print newspapers, magazines, tabloids, brochures, pamphlets, posters √ b. electronic television, radio, internet √ sales promotion sampel, coupon, cash back, package price, prize, contest, sweepstakes, game, subscription rewards, free testing, product warranty √ public relation and publicity press releases, digital publications, talkshows √ personal selling field selling, retail, executive selling √ direct marketing, direct mail marketing, catalog marketing (online), telemarketing, direct response television (drtv) marketing, kiosk marketing, online marketing. √ source: data research, 2020 december 27, 2019 and will end on december 27, 2020. as a representation of the form of etourism, the official website of cimande tourism village must and should have rucimande tourism village website has a domain name desawisatacimande. com. this name is selected because it is considered memorable by the user. cimande tourism village website was created on e-journal of tourism vol.8. no.1. (2021): 115-124 120http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 les or meet the standard criteria of a website. stankov, ćurčić and dragićević (2010) explained that there are at least a few things to note in the creation of the website including visibility and ranking of search engines, promotion techniques through the internet, online public relations, and elements of e-mail marketing as well as ranking / order of visitors. visibility and search engine visibility in the website is the visibility of the site on search engines (handayani, febriyanto and shofwatullah, 2019). this visibility should and should be optimized to achieve the level of website user visits desired by the tour village website manager. the visibility of a site is influenced by factors such as keywords and search engines used. cimande tourism village website has a fairly good level of visibility. with the keyword “cimande tourism village” then at least cimande tourism village website how many on the 5 largest searches. the search engines used in the author’s observations are google, yahoo and bing. the determination of this search engine is considered a frequent use by tourists. on google search engines, cimande tourism village website is ranked 16th and is found on the second page of the search engine (figure x). thus it can be known that cimande tourism village website search on google search engine is considered bad. this is due to the lack of updates made by the website manager as well as the lack of information provided by the website manager so that internet users prefer to search for regional information to other websites. on yahoo and bing search engines, the cimande tourism village website is in first place. website rankings on a search engine may vary due to several factors. the ranking factor of a website in search engines is influenced by the algorithm of website ranking, search activity, websites visited up to the device used (andri, 2009; santoso, 2009). this is because each search engine records all search traces performed by the user of the device so that later when the user searches for an information will always be associated with information related to the previous information. figure 1. search engine by google figure 2. search engine by yahoo figure 3. search engine by bing basically a lot of ways are done so that website managers can put their website at the top of the rankings. in handayani, febriyanto and shofwatullah (2019) revealed that the implementation of search engine optimization (seo) can improve search engine results pages (serp) websites in search engines, the volume and quality of traffic visits from google search engines by e-journal of tourism vol.8. no.1. (2021): 115-124 121http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 up to 70 percent. search engine optimization (seo) is a systematically performed technique and process to optimize website visibility or visibility. this technique aims to increase the number of visits to a website by utilizing search engine algorithms. internet promotion techniques links links or links are an important component of a website. the link on serves to connect a page to another website page. on cimande tourism village website, the link found is in the form of writing. the link on cimande tourism village website is so that different information themes or discussions can be placed neatly (not mixed) making it easier for the reader to understand the information provided. the type of link used on cimande tourism village website consists of two internal links and external links. internal links are used to connect pages to each other in one website or domain. internal links can be found on the first page of the website with the title “cimande is not just silat and fracture”. on the first page is shown only a little information from the article that is on another page of the website. the internal link is in the form of the word “next”. when the website visitor clicks on the article, it will be linked to the information on the other website page that is about the article (the article “cimande is not just silat and fracture”) in the full version. as for external links, it is used to open another web or domain. external use of links can be found on the first page which is the emblem of facebook and instagram. when this symbol is clicked it will be linked on social media. link’s structure cimande tourism village website has a hierarchy-shaped link structure. the hierarchy structure can be imagined as the organizational structure of a society. the hierarchy structure is used to connect the pages on the website. thus the explanation related to the link is an explanation about the tour in cimande village itself. figure 4. links on the website (internal links) figure 5. links on the website (internal links) on cimande tourism village website some links do not work properly. this is because of the incomplete information provided so that when the link is clicked access to the link is not available. thus the repair of the link and its structure should and should be repaired or updated. banners as is the use of banners on print forms. banners on the website are also used as promotional media that can attract visitors to a website. website banners can also create a certain impression of the products displayed. on cimande tourism village website, there is no banner on the website either banner about cimande village proe-journal of tourism vol.8. no.1. (2021): 115-124 122http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 ducts or products from other commercial businesses. figure 6. home website pr online cimande tourism village website provides online public relation (pr) in the form of email and phone (figure x). visitors can ask the manager via email or phone that is already available on the contact page of the website. however, online pr is classified as unresponsive. this is because there are no special officers who can answer all questions from visitors. the manager has not been able to provide officers to monitor the website every day. in addition, the provision of funds for internet quota is also not available. on the website there is also a question and answer page or better known as frequently asked question (faq). however, this page is not well populated so the page found is a q&a in a foreign language. in other words, the faq page is still the original version of the system and has not been changed by the manager. other indicators of online pr are the news section, chat forums and online polls not found on the website of cimande tourism village. figure 7. website faq page element from marketing e-mail on the website, e-mail can be used as a question-and-answer medium and product offering. but until now there have been no questions of visitors through the email. managers also haven’t used email as a medium to offer their products to specific agencies. figure 8. contact page in the contact section of the website is also listed the address and phone number of the manager. however, the address and phone number have not been updated to date so it cannot be used and cannot be used as a reference in seeking information by website visitors. rank until now, the manager has not displayed the number of visitor visits to cimande tourism village area. this is because there are still a lack of visits so it is considered less impactful if displayed on the website. in addition, ranking indicators from the origin of visitors is not a priority for website utilization. the manager prioritizes the website as an information medium so that it is expected that visits to cimande tourism village can continue to exist. based on the results obtained then the components of the website have not all been fulfilled properly. of the 10 indicators observed, at least 5 indicators have been fulfilled by the website manager of cimande tourism village completeness of website dimensions can be seen in table 3. the manager has attempted to make cimande tourism village website has a complete website component. however, e-journal of tourism vol.8. no.1. (2021): 115-124 123http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 due to the absence of special officers in managing the website every day and the lack of sufficient funds for the availability of the website, the manager still relies on the available website only. therefore, the author recommends that managers work with other institutions or institutions to meet human resources needs in improving knowledge and skills related to the promotion of especially websites. in addition, the manager can also ask the relevant institutions or institutions to cooperate in the promotion activities of cimande tourism village. conclusion cimande tourism village conducts promotional activities in the form of public relations and publicity and direct marketing. research shows that cimande tourism village website has a fairly good level of visibility by using search engines namely google, yahoo and bing. promotional techniques are carried out by linking information related to tourism, namely information about the activities of cimande tourism village itself. online public relations are not yet available. email websites are available even though they are still minimal in use. the manager has not recorded the visitors so the ranking related to the visitor does not exist. acknowledgments we would like to express our appreciation and thank you to ristek-brin (kementerian riset dan teknologi / badan riset dan inovasi nasional) of indonesian republich who give us support in financing this research, to sekolah tingi pariwisata bogor (stp bogor) which give us change in doing this research in cimande tourism village. references andri (2009) ‘pengaruh penggunaan search engine, e-mail dan mailing list terhadap kualitas informasi yang dihasilkan dalam lingkungan universitas bina darma palembang’, table 3. website dimensions dimension criteria visibility and search ranking engines a. visibility avaliable b. ranking on search engines google = 16 yahoo = 1 bing = 1 internet promotion techniques a. links avaliable b. links structure avaliable, tourism sector c. banners not avaliable online pr a. news section not avaliable b. chat forum not avaliable c. online poll not avaliable elements of marketing e-mail avaliable rangking (by number of visitor) not avaliable source : research data, (2020) e-journal of tourism vol.8. no.1. (2021): 115-124 124http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 sriwijaya journal of information systems, 1(3), p. 130215. anshar, a. and batubara, r. p. (2019) ‘analisis penerapan prinsip ekowisata di kebun raya bogor’, bogor hospitality journal, 3(2), pp. 1–8. batubara, r. p. (2020) ‘strategi pengembangan oukup sebagai ekowisata kesehatan kabupaten karo’, jurnal ilmiah pariwisata, 25(2), pp. 121–132. fernández-cavia, j. et al. (2014) ‘web quality index (wqi) for official tourist destination websites. proposal for an assessment system’, tourism management perspectives, 9, pp. 5–13. handayani, i., febriyanto, e. and shofwatullah, m. (2019) ‘optimalisasi visibilitas situs ilearning journal center (ijc) pada mesin pencari berbasis search engine optimization (seo) on page’, sains dan teknologi informasi, 5(1), pp. 27–35. joshi, p. (2012) ‘a stakeholder networking for sustainable rural tourism development in konkan region of maharashtra state (india)’, reseach paper, 1. ku, e. c. s. and chen, c.-d. (2015) ‘cultivating travellers’ revisit intention to etourism service: the moderating effect of website interactivity’, behaviour & information technology, 34(5), pp. 465–478. marpaung, h. and bahar, h. (2002) ‘pengantar pariwisata’, bandung: alfabeta. noviyanti, s. (2014) ‘e-tourism: bentuk promosi pariwisata indonesia selanjutnya’, kompas gramedia, jakarta. pearce, d. (1995) ‘tourism a community approach. 2nd: harlow longman’. washington. dc (us): island press. santoso, d. b. (2009) ‘pemanfaatan teknologi search engine optimazion sebagai media untuk meningkatkan popularitas blog wordpress’, dinamik, 14(2). sari, d. p. (2017) ‘the process of making tempe benguk as tourist attraction in kulon progo yogyakarta’, e-journal of tourism, pp. 78–84. sari, d. p. (2018) ‘apakah ada peranan aktivitas wisata dalam peningkatan ekonomi daerah di kota bogor?’, barista: jurnal kajian bahasa dan pariwisata, 5(1), pp. 12–22. sari, d. p. (2019) ‘motivation towards inbound tourism: a study of middle east tourist’, e-journal of tourism, pp. 235–251. sebastia, l. et al. (2009) ‘e-tourism: a tourist recommendation and planning application’, international journal on artificial intelligence tools, 18(05), pp. 717–738. stankov, u., ćurčić, n. and dragićević, v. (2010) ‘assessment of forms and extent of tourism web promotion in serbia’, journal of the geographical institute” jovan cvijic”, sasa, 60(1), pp. 57–68. sugiarti, r. (2008) geografi perdesaan sebuah antologi. yogyakarta: ideas media. e-journal of tourism vol.8. no.1. (2021): 87-96 87http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 participatory planning of tourist train station accessibility and creative industry development muhamad muhamad*, aneke rahmawati master program in tourism studies, postgraduate school, universitas gadjah mada yogyakarta, indonesia *corresponding author: drmuhammad@ugm.ac.id doi: https://doi.org/10.24922/eot.v8i1.71450 abstract wirun tourism village, which covers an area of 265,500 ha, is an area that has its appeal in the creative industry with its strategic location which is located on the main transportation route and is traversed by bus routes that are widely used by people for transportation. there is alternative transportation in the form of tourist trains for the people to expand their reach but they are only able to pass by and overlook the area. the purpose of this study is to determine the process of participatory planning that has high acceptability if implemented. this is because all of the stakeholders are involved in every stage of planning policy formulation. the developed method aims to describe, explain and validate social phenomena as the object of the research by systematically creating descriptions, portrayals or paintings, as well as relationships between the observed phenomena and a process or relationship, providing a complete picture in either verbal or numerical form, presenting basic information of a relationship, creating a set of categories and classifying the research subjects. the results of this study are the concept of participatory planning in the development of the concept of reconstruction, adaptive revitalization in connecting tourist destinations with the gamelan creative industry through spatial and regional revitalization approaches. keywords: participatory planning, accessibility, creative industries article info submitted november 20th 2020 accepted march 18th 2021 published march 31th 2021 accessibility, and infrastructure in going to the destination. another problem is that the destination as a tourist attraction is not based on a structured and documented planning concept according to official development documents. this often happens on site levels such as tourism villages and other development of tourist destinations. as such, support from various internal parties is needed, including the government, all stakeholders, and the community in deintroduction the problems and challenges for tourism in indonesia today are the lack of collaboration between the government and all stakeholders, including the role and the involvement of the community in developing tourist destinations. some of the other issues in tourism development in indonesia are the preservation of natural resources, the participation of the local communities, e-journal of tourism vol.8. no.1. (2021): 87-96 88http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 saron, peking (gamelan), kenong & kethuk, slenthem, gender, gong, gambang, rebab, siter, suling. while the main ingredients in the gamelan are metal, wood, and leather. there is a ritual performed by gamelan-making experts before making the gamelan, the gamelan-making experts in question are the makers of gamelan made from metal, namely bronze in wirun village, sukoharjo regency. several other potentials as developing tourist attractions are as shown in the table 1. the determination of wirun village as a village that has an attraction for tourists to visit and become a tourist attraction lies on the decree of the regent as the level 2 regional head of sukoharjo region number 556/460 / iv / 1993 which was issued on april 10, 1993, which recognized wirun village as an agricultural, arts and culture, as well as industrial tourism destination. this makes wirun village to be known by the surrounding communities, including tourists. the development from 1993 experienced a period of stagnation and did not develop at all, because it did not have any development concepts and documentation. then in 2018 of a decree from the regent veloping tourist destinations. the existence of site-level destinations such as the wirun tourism village, as one of the most well-known tourist villages in sukoharjo, central java is because of the many tourism potentials the region has. the village, which is located in mojolaban district, also has easy access to get to from solo city and karanganyar since it is only one kilometer away from solo city, wirun tourist village is a location visited by many local and international tourists. the tourism attraction is the fact that it is the center of the gamelan creative industry that has developed since the dutch colonial rule. the products of the creative industry have become export commodities and many tourists visit to see how they are made and to order directly from the craftsmen. quoting from the opinion of several experts such as totok susanto (2016), the word gamelan as a creative industry comes from the javanese word “gamel” which means hitting followed by the suffix “an” which indicates a noun. gamelan is a collection of musical instruments that are played together which consist of kendang, bonang, bonang penerus, demung, table 1. the potential of wirun tourism village as a tourist attraction. potential description of the potential small and medium enterprises (ukm). agricultural businesses, livestock, and fisheries, small and medium enterprises (ukm) and home industries, labor are absorbed in various ukm and home industries as creative industries so that they absorb a lot of labor: gamelan makers, tile craftsmen, furniture craftsmen, sungging carving, screen printers, goyor weavers, paper puppet craftsmen. puri sahasra adi pura as the spiritual center is a place of worship that is open to all beliefs and practices of ancient knowledge and practices of mannerism techniques from various traditions, as an interfaith center that still survives until today and many foreign and domestic tourists study and live in wirun village to learn these spiritual materials. embung pengantin it is a location that stores water resources and a source of freshwater biota which is capable of storing water reserves needed, especially during the dry season and as a source of water for irrigation. source: analysis, 2020 e-journal of tourism vol.8. no.1. (2021): 87-96 89http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 of sukoharjo number 414/787 of 2018 was issued, concerning the designation of wirun village, mojolaban district as a tourism village. the stakeholders who played the most role in determining the tourism village were the sukoharjo regency government, the regional development planning agency (bappeda), the sukoharjo regency tourism office assisted by the wirun village community as the recipient village of the policy. the development of the destination to become a tourist destination, including being attractive towards tourists, must meet 3 criteria, namely: the three requirements above according to oka (1996) are in line with the pattern of tourism marketing objectives in destinations so that more tourists come and stay longer in the destination. the sukoharjo regency government realizes that efforts to develop a tourist village in wirun village cannot be carried out by the government alone, instead, they need the support of the related parties. figure 1. gamelan produced by craftsmen in wirun village, mojolaban, sukoharjo is still surviving using traditional technology. source: researcher’s documentation, 2020 the realization of a tourist village with a creative gamelan industry has experienced obstacles and problems. the problem is the level of participation and the role of the community in the development of tourist villages in wirun village is still low, currently being stagnant. these problems include a) the lack of socialization of tourism villages to the community which causes a lack of public knowledge about the importance of tourism. socialization of potential attractions in wirun tourist village, including the active role of the tourism awareness group (pokdarwis) is less than optimal, b) lack of understanding of the village community on the importance of tourism, c) accessibility problems, especially between modes of transportation in the form of a tourist train that crosses wirun village. a stopping point for the tourist is needed, d) the main entrance to wirun village is needed for clarity and characteristics, e) lack of involvement of stakeholders in the development of wirun tourist village. as a tourism village located in mojolaban district, it has an important role as a liaison and recipient of the creative industry. sukoharjo regency includes large industries including textile and pharmaceutical industries, medium-sized industries including furniture, plastics, food/ beverage and garment industries, small intable 2. requirements for the development of tourist destinations to become tourist destinations. tourism aspect description of aspect something to be seen for the tourists the destination must have a tourist attraction that is different from other regions’ attractions. something to do for the tourists the destination has activities for people who live in destinations and recreational facilities that can make them stay longer at the destination something to be bought by the tourists this destination has the availability of shopping facilities for tourists, especially souvenirs and creative industries from the handicrafts of people living in the destination. source: various developed sources, 2020 e-journal of tourism vol.8. no.1. (2021): 87-96 90http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 dustries including tempe, tofu, traditional herbal medicine, mushrooms, food/beverage industries the following is a table of the leading regional products of sukoharjo regency and the distribution table of the leading industries: from the table 3 & 4, it can be seen that the leading product in sukoharjo regency is processed food, followed by textiles and textile products. meanwhile, the district that produces the most superior products is mojolaban district with 9 kinds of leading industries in sukoharjo regency. the 9 types of the leading industries are: processed food, textiles and textile products, gamelan, roof tile, alcohol, batik, lurik (manual loom), brick, and shuttlecock. from the table 5, it can be seen that there has been an increase in the number of companies/industries in sukoharo regency, which is 348 companies/small industries from 2011 to 2018. the next increase was for medium companies/industries, namely 105 medium companies/industries. the increase also occurred in large companies/industries, namely an increase of 195 companies/industries. if all of them are summed up, the total increase in all companies/industries in sukoharjo regency is 648 companies/industries. the problems faced by wirun village have the characteristics of panca helix which was adopted as an operational approach to encourage innovation activities at the territorial or site level such as wirun village. the characteristic is particularly useful for sites with relevant knowledgebased economies, creative industries driven by innovation, all supported by consensus action by the parties concerned. in destinations at the site level where conditions are not supportive, the implementation of panca helix is still considered ineffective. this can occur especially in areas with poor economic growth rates, where innovation and knowledge from academics lack support from the industries, viale and ghiglione, (1998). the main purpose of this research is how to revive the tourism village with involvement in planning which is supported table 3. local leading products of sukoharjo regency product number of business units textile and textile product 1,107 batik 88 lurik and sarung goyor (manual loom) 205 traditional herbal medicine 120 alcohol 123 rattan furniture 289 wooden furniture 820 guitar 250 gamelan 21 shuttlecock 98 leather crafts (tatah sungging and calligraphy) 49 processed food 2,206 roof tile 398 engraved glass 4 wuwung and talang seng (zinc gutter) 124 source: sukoharjo regency industry and manpower agency (2017) e-journal of tourism vol.8. no.1. (2021): 87-96 91http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 table 5. classification of companies/industries in sukoharjo regency year classification of company/industry total small medium large 2011 103 121 9 233 2012 100 88 65 253 2013 260 135 84 479 2014 284 149 95 528 2015 306 157 102 565 2016 321 175 106 602 2017 321 224 200 745 2018 451 226 204 881 source: central bureau of statistics of sukoharjo regency table 4. distribution of leading industries in sukoharjo regency sub-district type of industry kartasura processed foods, textiles and textile products, engraved glass, and crafts gatak processed foods, textiles and textile products, rattan furniture, javanese clothing, and crafts grogol processed food, textiles and textile products engraved glass, guitar, batik, shuttlecock and embroidery baki processed foods, textiles and textile products, engraved glass, and shuttlecock sukoharjo processed food, textiles and textile products, tatah sungging, wooden furniture, batik, woven bamboo, and traditional herbal medicine nguter processed foods, textiles and textile products, and traditional herbal medicine mojolaban processed food, textiles and textile products, gamelan, roof tile, alcohol, batik, lurik (manual loom), bricks, and shuttlecocks polokarto processed foods, textiles and textile products, batik, alcohol, and roof tile tawangsari processed foods, textiles and textile products, sarung goyor, and batik weru processed food, textiles and textile products, lurik (manual loom), batu bata, talang & wuwung seng, roof tile bulu processed food, textiles and textile products, bird cages, wooden furniture, bags from plastic waste bendosari processed foods, textiles and textile products, sesame oil, and woven bamboo source: sukoharjo regency industry and manpower agency (2017) e-journal of tourism vol.8. no.1. (2021): 87-96 92http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 by efforts to connect the tourist train transportation route. the stopping point is a tourist route from the city point to the tourist village in the form of the main entrance for the tourist train line from purwosari station, solo city to wonogiri regency. it is hoped that the route will be able to stop at the tourist village that previously existed but is now gone (demolished). it is hoped that these stopping points will facilitate the transportation route for tourists and make it easier to reach tourist destinations. as such, a participatory planning concept approach is needed in the revitalization of the area including developing the potential of the tourism village in the form of the gamelan creative industry to become a growing and developing area, especially the resurrection of the village’s creative economy. method the developed method aims to describe, explain and validate social phenomena as the object of the research by systematically creating descriptions, portrayals or paintings, as well as relationships between the observed phenomena and a process or relationship, providing a complete picture in either verbal or numerical form, presenting basic information of a relationship, creating a set of categories and classifying the research subjects. the data collection technique is carried out by interview, to gather information about the planning process carried out by the wirun village government. interviews were conducted on research subjects which included key informants, namely people affected by policies and policymaking. the next technique is the observation used to measure site analysis, studying the history of the station that is no longer there, the distance of connection through mapping, conservation actions that must be taken, supporting documents, and revitalization of the area. documentation of research implementation is carried out to document various activities and implementation of the tourist train station master plan and focus group discussion (fgd), which is a data collection method commonly used in qualitative research. result and discussion the purpose of the focus group itself is to obtain input or information on issues that are local and specific. the resolution of this problem is determined by the other party after the information has been collected and analyzed. the implementation of focus group discussions is done with the aim of 1) so that each participant has the opportunity to speak, express opinions, and be actively involved in the discussion, (2) discussion participants come from policymakers and various elements, as presented in the table 6: table 3 illustrates the concept of participatory planning involvement and participatory elements that the tourist train station plan has received attention and responses from various parties to realize the plan until now. this is in line with carayannis and campbell (2010) thinking of the importance of government, university and industry policies as well as civilian communities interacting intelligently, effectively, and efficiently, this approach makes the concept of participatory tourism train station planning as follows: figure 2. theoretical framework and participatory planning concept, 2020. source: research analysis spatial approach e-journal of tourism vol.8. no.1. (2021): 87-96 93http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 a spatial approach is a development approach aimed at managing spatial planning, both geographically, demographically, and the village potential (bintarto and hadisumarno, 1991). to explore the tourism potential in wirun village, the wirun village government has taken a spatial approach as a guide to the basic framework for rural development and is a document that reflects the entire wirun station master plan including developments in a rural area. this spatial approach also answers the problems and development demands needed by the village government and community in the future. the implementation of a focus group discussion (fgd) with the stakeholders on participatory planning of the tourist train station in wirun village, it can be seen that development planning in wirun village uses a bottom-up system, meaning that the planning process involves the entire community (azwar, 1988). proposals from the villagers can be submitted to the rt/rw, then it is discussed at a regular monthly meeting. the agreed-upon proposals are then brought to a village level meeting attended by representatives from the rt/rw, bpd, and village government. table 6. participatory elements and focused discussion participants in the formulation of the master plan for the tourist train station in wirun village. focus discussion participants and policy makers functions and authority academic elements: university the university collaborates with the tourism village, especially in the mapping of the village potentials, in the development scheme of the fostered villages. in 2018-2020 the village government asked for cooperation with the university to send thematic student community service (scs) students for up to three consecutive years (2017-2020) industrial elements. pt kai persero pt kai persero plays an important role in determining the direction of policy and support in realizing the wirun station stopping point as well as legal formal. the most important direction on technical issues and the mechanism of the permit process from land status and ownership status. government elements sukoharjo regency government wirun village government sukoharjo district government has a role in formulating the basic framework for development in the regional spatial plan (rt/rw). the wirun village government plays a role in formulating the basic framework for rural development and is the document that reflects the entire development plan. community elements tourism awareness group (pokdarwis) their most important role is the creation of a tourism board with the involvement of the community in the program. media elements surat kabar solo their most important role as a mass media is publishing news and information to the public about participatory planning. source: researcher’s analysis, 2020 e-journal of tourism vol.8. no.1. (2021): 87-96 94http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 figure 3.village regional map and tourist train line. source: researcher’s analysis, 2020 participatory approach. the participatory approach is based on pre-planned development planning made by the village, involving elements from universities, local government, communities, media, and industry (panca helix). the university plays a role in mapping the potential and existing problems and assisting in community empowerment such as micro, small, and medium enterprises, that are included in the creative industry. local and village governments play a role in facilitating the development of tourism facilities and infrastructure, such as road infrastructure to provide accessibility. the industrial elements are working together in supporting the participatory planning of the tourist train station master plan. the role of the community, although still low in terms of participation, is to maintain the tourism environment so that it remains comfortable and safe to visit, and to increase environmental conservation so that it remains sustainable. the role of the mass media is to promote tourist objects and publishing tourism village activities to a wider audience so that the tourist village is increasingly known as the center of the creative industry. regional revitalization approach the theoretical concept according to alberts and brinda (2005) stated that revitalization is an effort to revitalize an area or part of an area that was once vital/alive, but which has undergone degradation. the revitalization approach must be able to recognize and take advantage of environmental potential from several aspects including historical value, area significance, location uniqueness, and the image of the area (danisworo and martokusumo, 2002). the participatory planning of the wirun tourist train station is to restore the train station building that was lost due to the aging building materials. figure 4. the concept of revitalizing the railway station area through participatory planning. source: researcher’s analysis, 2020 program sustainability the sustainability of participatory planning and development of village potential is a sustainability program that is defined as the ability to maintain the function of the services that have been arranged in a program to continue functioning without any assistance from outside parties (setyawan, rahmi and mitchell, 2000). program sustainability is carried out continuously by emphasizing the active role of the community. the following are the sustainability program activities as a location of the development program for the fostered community in the form of creative ine-journal of tourism vol.8. no.1. (2021): 87-96 95http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 table 7. participatory plotting through surveys and wirun station data compilation location point location data requirements tourist train station planning point relatively flat land, land ownership belongs to the village treasury, strategic location, passed by the bathara kresna railway to solo and wonogiri. station, ticketing room, waiting room, parking area, ticket room, warehouse, and generator connecting lines in the form of roads and pedestrian paths. the land is relatively flat, the land is owned by the village treasury, strategic location, vegetation paths as a guide 400 meters long connecting line to the station area parking area relatively flat land, the land is owned by the village, strategic location, capacity to park 4 wheels and 2 wheels vehicles. a parking area and village transportation intermodal source: data of the existing location, 2020 table 8. program sustainability program sustainability sustained programs/sources of funding program’s support indicators of success and direct impact on the community potential mapping in the village planning and product development (tourist attractions/resources, facilities, infrastructure) district government, district, university district government, village government, village community, university the community makes programs communication with pt kai for participatory planning planning and human resource development district government tourism board, university tourism board basic human resource development training for access to the central government organizational/institutional planning and development district government tourism board, university district village government, university formation of responsible administrations. planning and developing the station area environmental arrangements public works service, tourism board, university local government village government, university planning program documents and supporting activities. planning and development of community roles and capacities public works service, tourism board local government village government, university the formation of tourism awareness group administration e-journal of tourism vol.8. no.1. (2021): 87-96 96http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 dustries such as gamelan craftsmen, puppet craftsmen, and other traditional arts. conclusion planning carried out in a participatory manner is planning that is carried out through a deliberative development planning mechanism at the sub-districts, district/city level, as well as at the provincial level. policies that are determined through a participatory process have high acceptability if implemented because all stakeholders are involved in every stage of planning policy formulation. revitalization is an effort to revitalize an area or part of an area that was once vital/alive, but which has undergone degradation. the revitalization approach must be able to recognize and take advantage of environmental potential from several aspects including historical value, area significance, location uniqueness, and the image of the area.the existence of the creative industry is part of something tourists must be able to see, something that tourists able to do, something that tourists able to buy so that the connection between destinations university elements, industrial elements, government elements, community elements, and media elements are important elements in mapping potential, identifying problems, and helping to solve problems. aknowledgement ministry of research and technology/national research and innovation agency (ristek–brin). master program in tourism studies, postgraduate school of universitas gadjah mada, yogyakarta. universitas gadjah mada directorate of community service, yogyakarta. references alberts, h. c. and brinda, m. r. (2005) ‘changing approaches to historic preservation in quedlinburg, germany’, urban affairs review, 40(3), pp. 390–401. azwar, s. (1988) sikap manusia: teori dan pengukurunnya. liberty. bintarto, r. and hadisumarno, s. (1991) metode analisis geografi. jakarta: lp3s. carayannis, e. g. and campbell, d. f. j. (2010) ‘triple helix, quadruple helix and quintuple helix and how do knowledge, innovation and the environment relate to each other?: a proposed framework for a trans-disciplinary analysis of sustainable development and social ecology’, international journal of social ecology and sustainable development (ijsesd), 1(1), pp. 41–69. danisworo, m. and martokusumo, w. (2002) ‘revitalisasi kawasan kota sebuah catatan dalam pengembangan dan pemanfaatan kawasan kota’, info urdi, 13. oka, a. y. (1996) ‘pengantar ilmu pariwisata’, bandung: angkasa. setyawan, b., rahmi, d. . and mitchell, b. (2000) pengelolaan sumberdaya dan lingkungan hidup. yogyakarta: gadjah mada university press. e-journal of tourism vol.8. no.2. (2021): 140-148 140http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 service quality to customer satisfaction with situational leadership as moderation (case study on travel agent) ari yuniarso1*, albertha dwi setyorini2, sarfilianty anggiani2 1bina nusantara university, indonesia 2trisakti university, indonesia *corresponding author: ari_y@binus.edu doi: https://doi.org/10.24922/eot.v8i2.72592 abstract covid-19 pandemic has become a major challenge for the movement of the indonesian economy and the world. not a few people who have to accept a pay cut policy, some are laid off for a while, and even have to lose their jobs. so that this situation is a slap in the face to various industries, especially the tourism sector. especially for travel agents, they face many obstacles, such as dealing with passenger funds due to canceling travel due to the covid-19 pandemic. the study was conducted by measuring the quality of service with customer satisfaction on travel agents in a pandemic condition. the method of determining the sample used in this study is the purposive sampling method. the analytical technique used is path analysis technique. the resulted from the service quality variables has no significant effect on customers satisfaction but the customers feel the satisfactory after they doing the trip with bali citra kinawa sentosa travel agent supported. keywords: covid-19 pandemic, service quality, customers satisfaction, travel agent article info submitted: april 24th 2021. accepted: september 22th 2021. published: september 30th 2021 and souvenir traders were forced to temporarily stop their economic activities. one of the consequences felt by the tourism service business actors above is the cancellation of trips, room and place bookings as well as the worst case is that all customers ask for a refund which sometimes overwhelms these business actors, as well as the high number of tour cancellations due to the pandemic, especially related to with changes in consumer behavior trends in traveling, it is the toughest challenge for airlines and travel agents cannot return tickets for prospective passengers with cash. because there is no cash flow to return to operations if consumers ask for a cash refund. travel agents introduction the covid-19 pandemic is a major challenge for the movement of the indonesian and world economies. not a few people have to accept the policy of cutting wages, some are temporarily dismissed, and even have to lose their jobs. this situation is certainly a slap in the face of the tourism sector. not only tourism but several other sectors that are still related to the tourism sector were also affected. for example, the culinary sector, airlines, hotels, and also msmes. tourist areas that are usually crowded with visitors now have to lose their markets. hotels, planes, restaurants, e-journal of tourism vol.8. no.2. (2021): 140-148 141http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 figure 1. quality gap. source: parasuraman, zeithaml, berry (1990) literature review service is any action or activity that can be offered by one party to another, which is basically intangible and does not result in any ownership. the product may or may not be associated with a physical product. often seen as a complex phenomenon. the word service itself has many meanings, from personal service to service as a product (kotler and armstrong, 2017). according to kotler and armstrong (2017: 31), services are basically all economic activities whose results are not physical products, which are usually consumed at the same time as time produced and provide added value (for example, such as comfort, entertainment, pleasure or health) or solving problems faced by consumers. according to tjiptono and chandra (2011: 35), services have four main characteristics that greatly affect marketing, namely: (1) intangibility (intangible) services have intangible characteristics but can be felt so that consumers will look for how good the quality of services provided by expect tourists to refrain from applying for a refund, due to their travel plans being canceled due to the pandemic. they even suggested that potential affected passengers prefer the option of rescheduling their trip instead of applying for a refund. and all of that will happen in 2020, reflecting on the experience of a travel agent in bali named pt. bali citra kinawa sentosa from march to december 2020 where there are no flights to any tourist attraction and the cancellation and refund requests are large and must be completed one by one. according to parasuraman, zeithaml & berry (1990) in the servqual dimension measures the service action provided to customers in 5 dimensions, namely tangibility, reliability, responsiveness, assurance and emphaty, with gaps as shown below. on the right arrangement of these dimensions to the customer satisfaction will create a good image of the travel agent. in addition, there is a factor of customer satisfaction who has experienced service rather than travel agents on their trip. in its implementation, there are psychological factors that influence, including talent, careers, organizational commitment and employess, managing work-life balance (thompson & bunderson; 2003). in this study the factor organizational commitment and employess to customers is more included in the criteria from the perspective of the travel agency towards its customers. this research is intended to analyze the behavior of travel agent customers of pt bali citra kinawa sentosa in terms of services provided as well as customer satisfaction so far and reflect on the conditions of the covid-19 pandemic, where many customers with various characters submit their complaints about the cancellation of their trips due to this pandemic. e-journal of tourism vol.8. no.2. (2021): 140-148 142http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 the company . consumers will draw conclusions about the quality of service from the places, people, equipment, means of communication, and the prices they see. (2) inseparability of services is produced and felt at the same time when buyers and sellers make transactions. the buyer is also present when the service is rendered, this interaction is a feature of a service. (3) service variability varies greatly, depending on who produces the service, when and where the service is provided. (4) perishability (not durable), the non-durable nature of the service is not a problem if demand is constant. however, if demand is not constant, the company providing services will experience a complex demand problem. chang and yeh (2017) define that service quality has a long-term effect in shaping customer satisfaction and will make customers loyal to the company. service quality can be realized if by means of being able to meet the needs and what the customers want and properly able to match customer expectations (tjiptono and chandra, 2011, p.180). meanwhile, according to parasuraman, zeithaml, and berry (1988), service quality is how far the difference is between reality and expectations desired by customers.. according to parasuraman et al (1988) there are five dimensions of service quality (in bharwana, bashir & mohsin 2013): (a) tangible (tangible), namely the appearance and ability of the company’s physical facilities and infrastructure and the condition of the surrounding environment is clear evidence of service delivery. provided by the service provider. the indicators of the tangible dimension are the appearance of physical facilities, tools and equipment as well as the appearance of employees. (b) reliability, namely the ability of employees to provide services that have been promised with expectations in accordance with customer desires. the indicators of the dimension of reliability are providing services as promised, being reliable in handling customers, providing accurate and precise services according to what the customer wants. (c) responsiveness, namely how the company is able to serve what customers need quickly and precisely. the indicator of the responsiveness dimension is readiness to provide what customers need, and to provide services quickly and precisely. (d) assurance (certainty), namely knowledge, courtesy, and the ability of employees to generate confidence and trust given to customers, to create a sense of trust in the company. the indicators of the assurance dimension are that employees have extensive knowledge, employees have a consistent polite attitude towards customers, can maintain the trust given by customers, can convince customers with professional work. (e) empathy , namely care and personal attention given to customers. the indicators of the empathy dimension are giving individual attention to each customer, providing what customers need, the company providing the best service for customers according to tjiptono and chandra (2011, p.137), there are principles that shape and maintain an appropriate environment in order to improve sustainable service quality. there are six principles that must be applied, namely: (1) leadership: leaders must be able to direct their organization in an effort to improve service quality properly. (2) education: all levels of company employees, from managers to operational employees, are required to get education about service quality. (3) strategic planning: the company must measure and know the quality objectives used, so that it can direct the company to achieve its vision and mission. (4) review: the process is an effective way to change organizational behavior, the existence of this process can ensure attention to efforts to establish quality. (5) communication: good communication within the organization can implee-journal of tourism vol.8. no.2. (2021): 140-148 143http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 ment a service quality strategy, be it communication with employees, customers, or with others. (6) reward: every employee who performs must be rewarded (reward) in this way it will motivate employees to continue to increase their productivity. fang, chiu, and wang (2011) explain that customers will feel satisfied if they are served well by the company, which creates a strong perception of the services provided by the company and from there it will lead to high trust given to the company. feelings of happiness that are obtained or generated from the buying experience (bharwana, bashir, and mohsin, 2013). according to giese and cote (2010), in general, customer satisfaction leads to customer response, whether the customer is very satisfied with the product, the response occurs based on time, namely after the product selection, consumption, and how long the satisfaction lasts. there are three indicators of customer satisfaction (fang, chiu, and wang, 2011). (1) satisfied with the product or service, the customer feels that the product or service provided by the company has met the desired expectations. (2) a good experience while shopping, customers who have used products or services from the company, feel that the service and quality of the goods or services provided are very damaging. (3) the perception that buying goods or services at the store is a good thing, customers will tend to go back to shopping at the company because they feel that what the company provides to customers is quite satisfying. customer satisfaction is determined by perceptions of service quality as well as personal factors. for efforts to improve customer satisfaction, companies must measure and monitor customer satisfaction (tjiptono and chandra, 2011, p. 314), namely: (1) complaints and suggestions system: the company must provide easy and convenient access for customers in delivering criticism and suggestions. . (2) ghost shopping: the company employs several people who act as the company’s potential customers and competitors. based on this experience they were asked to report their findings. (3) lost customer analysis: the company calls back customers who have stopped buying for a long time to understand why this happened, and can provide policies and improvements going forward. (4) customer satisfaction survey: the company will get direct feedback from customers, with this the customer will feel cared for by the company. methods this research uses a quantitative method, this method is used because the data that is manifested is data in the form of numbers. in addition, data processing was carried out using statistical analysis. so it can be said that this research is a quantitative research. this research method is associative, that is, research is used to find the effect of independent variables on the dependent variable. the study was conducted to determine the effect of service quality on customer satisfaction in travel agents in the covid-19 pandemic. the location of this research is at pt. bali citra kinawa sentosa. the research object in this study is the influence of service quality on customer satisfaction on travel agents. the type of data used is quantitative data. quantitative data in this study were obtained through information regarding data related to service quality data with customer satisfaction in travel agents. sources of data in this study are primary data and secondary data. the method of collecting data in this research uses the method of observation and interviews using a research questionnaire. data obtained and collected results from document studies, photo documentation, field observations, and interviews in 2020. the sampling mete-journal of tourism vol.8. no.2. (2021): 140-148 144http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 hod used was random sampling method in order to obtain a sample of 43 people. analysis of the data obtained using the spss 25 (statistical product and service solutions) with the path analysis method. path analysis is a technique for analyzing the causal relationship that occurs in multiple regression if the independent variable affects the dependent variable not only directly but also indirectly. so path analysis can be said to be an extension of multiple regression analysis, although based on history there are basic differences between path analysis that are independent of statistical procedures in determining causal relationships, while linear regression is indeed a statistical procedure used to analyze causal relationships between the studied variables. the f test is carried out to analyze the effect of all variables, both independent and mediating, on the dependent variable together. then proceed by using the t test to clarify the details of each influence of the variables expressed in each hypothesis. by using a significance level of 0.05 as a standard in decision making. based on the variables described in the literature review, the authors compile a about a hypothesis that describes the effect of service quality on customer satisfaction on travel agents in the covid-19 pandemic. results and discussion the study was conducted on 43 respondents randomly using a questionnaire method. table 1. characteristics of respondents by gender gender number of respondents (person) male 24 female 19 source : primary data, 2021 based on the results of the interview, from the data received by respondents, it was found that respondents with a higher education level up to the undergraduate were 33 people compared to respondents whose education level was up to the master. however, from the results of the interview, there were no respondents with education up to doctor. furthermore, from the results of the respondents’ answers, analysis of the validity and reliability of the existing data was obtained, with the following results: table 2. results of the validity test of service quality variables item-total statistics scale mean if item deleted scale variance if item deleted corrected item-total correlation cronbach’s alpha if item deleted sq1 18.85 2.178 .634 .763 sq2 18.73 2.751 .297 .840 sq3 19.05 1.698 .633 .777 sq4 18.98 1.774 .886 .674 sq5 18.93 2.120 .601 .770 source: primary data (processed), 2021 based on the results of the validity test on the service quality variable coded sq, the corrected item total correlation value that exceeds the limit of the test number is 0.257 which is obtained from the r table for validity with a sample of 43 respondents. thus it can be concluded that all indicators of service quality variables are valid. table 3. reliability test results of service quality variables reliability statistics cronbach’s alpha n of items .809 5 source: primary data (processed), 2021 based on the results of the data reliability test for the service quality variable, e-journal of tourism vol.8. no.2. (2021): 140-148 145http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 it was obtained a value of 0.809 with the cronbach alpha value used as a condition for this reliability test with a value of 0.7. so from the cronbach alpha value for this service quality variable is greater than the 0.7 test limit, this variable is declared reliable. table 4. results of the validity test for consumer satisfaction variables item-total statistics scale mean if item deleted scale variance if item deleted corrected item-total correlation cronbach’s alpha if item deleted cs1 32.51 11.506 .491 .914 cs2 32.56 10.452 .801 .890 cs3 32.73 9.201 .700 .906 cs4 32.49 10.856 .818 .892 cs5 32.59 10.699 .796 .892 cs6 32.59 9.899 .814 .887 cs7 32.61 9.744 .852 .884 cs8 32.46 11.255 .536 .911 source: primary data (processed), 2021 based on the results of the validity test on the customer satisfaction variable coded cs, the corrected item total correlation value that exceeds the limit of the test number is 0.257 which is obtained from the r table for validity with a sample of 40 respondents. thus it can be concluded that all indicators of service quality variables are valid. table 5. reliability test results of consumer satisfaction variables reliability statistics cronbach’s alpha n of items .909 8 source: primary data (processed), 2021 based on the results of the data reliability test for the consumer satisfaction variable, it was obtained a value of 0.909 with a cronbach alpha value which was used as a condition for this reliability test with a value of 0.7. so from the cronbach alpha value for this consumer satisfaction variable is greater than the 0.7 test limit, this variable is declared reliable. table 6. results of the situational leadership variable validity test item-total statistics scale mean if item deleted scale variance if item deleted corrected itemtotal correlation cronbach’s alpha if item deleted sl1 23.63 3.838 .881 .874 sl2 23.71 3.762 .856 .876 sl3 23.68 4.472 .449 .933 sl4 23.63 3.638 .707 .905 sl5 23.56 4.102 .815 .886 sl6 23.61 3.894 .877 .876 source: primary data (processed), 2021 based on the results of the validity test on the variables of service providers who are coded eo, the corrected item total correlation value that exceeds the limit of the test number is 0.257 which is obtained from table r for validity with a sample of 40 respondents. thus it can be concluded that all indicators of the service actor variables are valid. table 7. results of situational leadership variable reliability test reliability statistics cronbach’s alpha n of items .909 8 source: primary data (processed), 2021 based on the results of the data reliability test for the service actors variable, it was obtained a value of 0.909 with a cronbach alpha value which was used as a condition for this reliability test with a value of 0.7. so from the cronbach alpha value for the service actor variable is greater than the 0.7 test limit, this variable is declared reliable. the f test is carried out to analyze e-journal of tourism vol.8. no.2. (2021): 140-148 146http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 the effect of all variables, both independent and mediating, on the dependent variable together. then proceed by using the t test to clarify the details of each influence of the variables expressed in each hypothesis. by using a significance level of 0.05 as the standard. table 8. determination coefficient test results model summary model r r square adjusted r square std. error of the estimate 1 .937a .878 .872 .15999 a. predictors: (constant), sl, sq source: primary data (processed), 2021 based on the analysis, it can be seen that the coefficient of determination or r2 = 0.878 means that 87.8 percent of the variation in customer satisfaction can be explained by variations in service quality and situational leadership, while 12.8 percent is influenced by other factors not included in the model. table 9. simultas test results (test f) anovaa model sum of squares df mean square f sig. 1 regression 7.400 2 3.700 144.545 .000b residual 1.024 40 .026 total 8.424 42 a. dependent variable: cs b. predictors: (constant), sl, sq source: primary data (processed), 2021 based on the results of the simultaneous analysis, the variables of service quality and customer satisfaction have a simultaneous effect on service actors at the 5 percent level of significance, this can be seen in the prob value. the f-statistic is 0,000 which is smaller than 0.05, and the calculated f-value is 144.545. this means that the variables of service quality and customer satisfaction have a simultaneous effect on service actors. table 10. regression test results coefficientsa model b unstandardized coefficients standardized coefficients t sig. std. error beta 1 (constant) -.706 .316 -2.235 .031 sq .422 .087 .387 4.854 .000 sl .715 .092 .619 7.768 .000 a. dependent variable: cs source: primary data (processed), 2021 based on the results of data analysis, it shows that service quality has a positive but insignificant effect on customer satisfaction as indicated by the regression coefficient of 0.422 with a significance level of 0.000 which is smaller than 0.05. this means that if the quality of service provided by travel agents pt. bali citra kinawa sentosa increases, so consumer satisfaction will increase, because good service quality will cause an increase in the desire of consumers to continue traveling with the travel agent concerned. meanwhile, the situational leadership variable has a positive and significant effect on travel service actors as indicated by the regression coefficient of 0.715 with a significance level of 0.000 which is smaller than 0.05. this shows that situational leadership on customer satisfaction from travel agent pt. bali citra kinawa sentosa is very good so that it can have a positive impact. the quality of the services provided interacts directly with customer satisfaction, that is, as good as the company must be able to provide all good services so that it has a good impact on what customers receive (chou, lu, and chang, 2014). when the company has met the satisfaction desired by the customer, it will form a customer loyalty attitude towards the company. meanwhile, according to naik, gantasala, e-journal of tourism vol.8. no.2. (2021): 140-148 147http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 and prabhakar (2010) good customer satisfaction has an effect on profitability in almost every business. for example, when customers feel good service, each will usually tell their relatives and relatives that the company has provided good service. most people reward businesses that treat them the way they want to be treated; they will even pay more for this service. conclusion based on the results of the analysis and discussion carried out through the research that has been carried out, it can be concluded that: (1) service quality variable has a positive and significant effect on customer satisfaction at pt. bali citra kinawa sentosa. (2) the situational leadership variable has a positive and significant effect on customer satisfaction at pt. bali citra kinawa sentosa. customer satisfaction is very good during the covid-19 pandemic, because of the quality of service provided by the travel agent pt. bali citra kinawa sentosa is increasing, so that consumer satisfaction also increases, because good service quality will lead to an increase in consumer desire to continue the journey with the relevant travel agent. acknowledgement based on the conclusions described above, the suggestions and input that can be given to pt. bali citra kinawa sentosa for future improvements are as follows: for the company pt. bali citra kinawa sentosa is expected for the company to improve its service quality. because of the variable quality of service, for the better in the future, it is necessary to prepare capabilities and readiness related to travel agents by providing training to employees in order to increase their ability to provide the best quality. it is also expected that the company maintains the level of customer satisfaction, so it is necessary to pay attention to customer satisfaction so that there is no decline. for future research, it is hoped that further research can complement the weaknesses of the study by increasing the number of samples, and also providing additional customer loyalty variables to add further relationships to customer satisfaction. it can also be used as material for descriptive studies of service quality references bharwana, t., bashir, m., & mohsin, m. (2013). impact of service quality on customer satisfacion : a study fromservice sector espacialy private collage of pakistan. international journal of scientific and research publications, 2250-3153. chang, y.h., lu, c.s & chou, p.f (2014). effects of service quality and customer satisfaction on customer loyalty in highspeed rail services in taiwan. transportmetrica a: transport science, 30, 83±103. fang, y.h., chiu, c.m., & wang. e.t.g., (2011). understanding customers satisfaction and repurchase intentions, internet research, 21 (4), 479±503 giese, j., & cote, j. (2000). defining consumer satisfaction. academy of marketing science review, 1(1), 1±22. kotler, p., & armstrong, g. (2017). principles of marketing. united kingdom : pearson. menpar ingatkan travel agent beralih ke digital tourism. (2018). retrieved from http://www.cnnindonesia.com naik, c., n., k., gantasala, s., b., & prabhakar, g., v. (2010). service quality (servqual) and its effect on customer satisfaction in retailing. european e-journal of tourism vol.8. no.2. (2021): 140-148 148http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 journal of social sciences, 16(2), 231±243. pambagio,a. (2018). data, target, dan implementasi sektor pariwisata. retrieved from https://news. detik.com/kolom/d3886618/data-target-dan-implementasisektor-pariwisata parasuraman, a., zeithaml, v., a., & berry, l., l. (1988). servqual a multiple-item scale for measuring consumer perceptions of service quality. journal of retailing, 64(1), 12±40. tjiptono, fandy dan chandra, gregorius. 2011. service, quality & satisfaction. edisi ketiga, yogyakarta: andi issued. e-journal of tourism vol.8. no.2. (2021): 229-236 229http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 social network and small business sustainability: a case study in borobudur temple tourism park putri usmawati1, yanu e. prasetyo2*, muhammad fedryansyah1 1padjajaran university, indonesia 2national research and innovation agency, indonesia *corresponding author: yanu002@lipi.go.id doi: https://doi.org/10.24922/eot.v8i2.77768 abstract this study aims to determine the characteristics and patterns of the social network of souvenir traders in the borobudur temple tourism park and explore the relationship between social networks and the sustainability of the souvenir merchants’ business. in this qualitative study, researchers conducted data collection (observation and in-depth interview) between january 2018 and january 2019 before the covid-19 outbreak hit the area. social network data and information from the interview were analyzed and visualized with the node-xl computer program. our findings showed that the formation of a social network of souvenir merchants and small traders was based on kinship, friendship, interests, and contractual relationships. the structures that are maintained and developed in the borobudur temple tourism park area contain interrelated actors. while the relationship between suppliers and merchants is diagonal, the social interaction and network pattern among small traders in the borobudur temple tourism park is horizontal. souvenir merchants and small traders in the borobudur temple tourism park are always maintaining their social capital to survive in their business. we can learn that each merchant is closely connected with some key fellow merchants and small or medium traders from this pattern. this network and ties among small traders can also determine trust and social capital between actors. through each small traders’ social network, a business network based on interest, kinship, friendship, and contractual relationships can be unraveled. keywords: borobudur temple, tourism park, indonesia, social network, small traders, business sustainability, trust article info submitted: august 31th 2021. accepted: september 19th 2021. published: september 30th 2021 and pricing of goods, including selling locations and other social and economic opportunities (listiana, 2005). for instance, the relationship between small-traders and suppliers is not only on souvenirs distribution but also on exchanging information regarding the latest types of merchandise and information about other trading partintroduction each actor (merchant, supplier, small traders, buyer, and local business authorities) has a unique and distinctive relationship pattern in a tourism-based business setting. a relationship between traders can be seen in the procurement, distribution, e-journal of tourism vol.8. no.2. (2021): 229-236 230http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 mine the characteristics and patterns of the social network of souvenir traders in the borobudur temple tourism park and explore the relationship between social networks and the sustainability of the souvenir merchants’ business in this area. method primary data sources were obtained directly from the field through participatory observations and in-depth-interviews with informants. researchers observed the physical conditions of the borobudur temple tourism park area (location of the market, the arrangement of booths, types of merchandise, etc.) and other actor activities (interactions that occurred between small traders and buyers). data collection was conducted between january 2018 to january 2019 before the covid-19 outbreak hit the area. in this study, researchers conducted in-depth interviews with 12 key informants. some additional data dan information was taken from several sources such as books, newspapers, the internet, and pt. borobudur temple tourism park. informants are divided into four categories, (1) small traders in the borobudur temple tourism park (2) souvenir merchants or suppliers people who sell merchandise to small traders. (3) buyers and visitors of borobudur temple, and (4) the chairman of the association of souvenir traders in the borobudur temple tourism park. we used node-xl computer program to visualize our network data. results and discussion the history of small traders in the borobudur temple tourism park area began around the 1970s. merchandise sold at that time was batik clothes, sungu handicrafts in the form of a ladle, rakes, crafts made of batok shells, and hats. suppliers of merchandise came from pekalongan, pucang, ners. the interaction of various actors in the small business network creates unique patterns and relationships. research on merchants’ social networks in indonesia has been conducted by several scholars, including bukhari (2017), who examined the social network of street vendors (pkl) in banda aceh city. bukhari’s research results found that the street vendors are “nano units” that create an informal buying and selling process and pattern scattered in society. the informal network is vital for street vendors since it can reduce the risk of losing work. this informal social network is seen as being able to create opportunities for poor people to escape poverty. from the aspect of communication, the existence of similarity in language seems to make it easier for small traders to disseminate information, chat with each other, gossip, complain, and joke between them (vera sufyanti, 2007). networks and trust are also the most critical aspects of small business social capital, as parasmo and utami (2017) found in the antique dealer network pattern in surabaya. the borobudur temple park area itself is a unique business setting. listiana (2005) states that the borobudur temple tourism park’s existence has a positive impact on residents’ economy, such as expanding business opportunities, opening up new jobs, increasing income, and the creativity of traders in developing their small businesses. however, an important tourist attraction such as the borobudur temple also impacts rising prices for goods and services around the area. the informal market’s social networks in the borobudur temple tourism park consist of suppliers, traders, buyers, customers, and merchant associations. this existing social network directly affects the sustainability of people’s businesses in this area, especially small and medium enterprises that rely on the borobudur temple’s brand and icon. this paper aims to detere-journal of tourism vol.8. no.2. (2021): 229-236 231http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 and gombong (central java). small traders are free to sell souvenirs in the area. there is no arrangement for stalls. in 1975 regional government market service of magelang regency began to collect fees from small traders. the outdoor market location is around the base of the borobudur temple formerly known as the indras, named by the indras restaurant and inn. small traders were selling their souvenirs and crafts around the indras’ restaurant and motel. in 1982 traders were relocated near the borobudur bus terminal. the magelang regency market service offers two options to all small and informal traders: joining pt taman wisata candi borobudur, placed in the east of borobudur terminal, and those who followed the magelang regency government, set near the borobudur bus terminal (see figure 1). figure 1. the borobudur temple tourism park area from above. entrance (yellow), exit (red), and outdoor souvenir’s market (blue). source: google earth in 1985 the small traders were again moved to the borobudur temple tourism park. small traders who participate in pt taman wisata candi borobudur are entitled to a kiosk or booth in the borobudur temple tourism park area. in contrast, small traders who participate in the magelang regency government do not get a booth in the borobudur temple tourism park area. there are 100 kiosks in the borobudur temple tourism park. with the movement of these stalls, there was a huge change for small traders. there was no organization of small traders at that time. after moving to the borobudur temple tourism park area, a merchant and small traders association was formed. the association becomes a forum for joint activities for small traders. the association programs include a family gathering, picnics, and representing meetings for small traders when there is a policy from the borobudur temple tourism park management. besides, there are also activities to increase small traders’ skills and capacities such as english and french language training. at that time, many foreign tourists visited borobudur temple, and these tourists often bought souvenirs. around 2000 the association functioned as representative of small traders and providing information on policies taken by the management of pt taman wisata candi borobudur. based on the type of merchandise, small traders in the borobudur temple tourism park area consist of souvenir smalltraders (clothes, bags, necklaces, bracelets, wood carvings, miniatures of borobudur temple, chains in the form of borobudur temple, etc.), hat, fruits, food and beverage kiosk, umbrella renters, and stroller tenants. meanwhile, small traders are separated into three different locations: (1) east gate market, (2) central gate market, and (3) west gate market. east gate market are located around the east exit gate of borobudur temple. central door market are located around the exit gate of borobudur temple, and west gate market are located around the exit gate of borobudur temple in the west (see figure 1). based on stalls’ size, a small business in the borobudur temple tourism park area consists of kiosk traders, stall traders, and hawkers. kiosk traders are small traders who occupy permanent stalls that have e-journal of tourism vol.8. no.2. (2021): 229-236 232http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 been provided by the management of pt taman wisata candi borobudur since 1985 (100 stalls in total). one stall occupied by 2-4 small traders. the kiosk vendor pays the rental fee to pt. taman wisata candi borobudur in an amount that varies depending on its size, which is around rp. 60,000 to rp. 150,000 per month (2019). based on the interview with mrs. sr (kiosk owner), the heirs can inherit the kiosk (children/ grandchildren of the family). however, this policy is not stated in the contract. stall traders are small traders who occupy a 3 x 2-meter stall. these stall traders also have to pay fifteen thousand rupiahs (collected by the association’s chairman and then distributed to pt taman wisata candi borobudur). the hawkers are informal traders who sell their merchandise by handing them out. the merchandise sold by hawkers also varies. some sell clothes, crafts, accessories, bracelets, necklaces, hats, key chains, umbrellas, fans, and even fruits. these hawkers often have problems with kiosk traders and stall traders because they often sell their products to visitors of the kiosk or the stalls. figure 2. small traders are paying debts to suppliers and exchanging information with other traders. doc: putri usmawati (2019) small traders in the borobudur temple tourism park area open their business in the morning, at 07.00 wib. on holidays, small traders begin to open their kiosks or stalls at 06.00 wib. at noon, traders usually use their break time to pray, lunch, or go home to see children who have returned from school. and then they returned to open the business again until 17.00 wib. there are certain days, such as during idul fitri, vesak, chinese new year, or christmas and new year holidays. small traders close their stalls at 21.00 wib. some small traders stay overnight at the stalls when the park is crowded with tourists. for small traders, holidays are the best opportunity for them to gain multiple profits compared to regular days. there is a couple of large-scale suppliers/wholesalers in the network. this wholesale supplier has merchandise in bulk. some are self-produced (home industry scale), and some are taken from the producers. small traders and suppliers have been trading for more than ten years. small traders who trade under ten years are usually new traders or second-generation traders. small traders who are still in business for more than 20 years have a unique strategy for sustaining their family business. these skills and strategies include the ability to maintain relationships with suppliers, the ability to manage finances and business strategies. according to key informants, trust is essential in establishing good relationships with fellow traders and suppliers. traders can find it easily both in the financial capital and in products. in terms of financial support, traders are usually given money in the form of merchandise and are paid 1 or 2 months later. small traders who are trustworthy can take more inventory than other small business owners. small traders networks several types of networks formed in souvenir traders’ social networks in the borobudur temple tourism park. based on social relationships, small traders’ systems are composed of kinship, friendship, shared interests, and contract-based affinities. it can be understood about family, relatives, friends, and neighbors’ critical role in developing and maintaining social networks carried out by merchants and small traders because businesses are passed down from e-journal of tourism vol.8. no.2. (2021): 229-236 233http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 generation to generation by their families and relatives. network of kinship an example of a social network based on kinship is the relationship between mrs. sr, and mr. r. mrs. sr is the older brother of mr. r. initially, r worked as a staff at a motel in borobudur. however, since getting married and then having children, r decided to quit his workplace because his salary could not meet his wife and children’s needs. she complained to her brother (mrs. sr) about her family’s economic problems. mrs. sr advised r to help her business while waiting for another stall or kiosk that could be occupied. for approximately one year, r helped mrs. sr. r received information that there was an empty stall that could be settled. then r rented the booth and sold various souvenirs, especially those made of teak wood. because based on her experience helping mrs. sr, r saw that the opportunity to sell teak wood was profitable. r started looking for information on teak wood suppliers. mrs. sr provided information about the supplier’s location and supply system. mrs. sr introduced r to the supplier. the limited access to information about the empty or occupied stalls is known only by people in the network. it shows that networks based on kinship are essential for exchanging information between actors in the network. network of friends there is also a network that is formed from friendship. some small traders depend on friends when they need money or financial support. even though they cannot borrow a large amount, they think this is very effective because borrowing money from friends does not incur interest, like borrowing money from a bank or a pawnshop. this is motivated by a reciprocal relationship. as experienced by a small trader, “a.” due to limited capital, if a has difficulty paying merchandise debts to suppliers, he will borrow money from friends, mostly fellow small traders. there was no written agreement when he borrowed money, only based on trust. however, merchant a always paid his debt even with installments. he revealed that the trust that had been entrusted by his friend would not be denied to maintain the friendship. here we can see the unwritten responsibility of a network based on a personal relationship. friendship is also useful in business relationships, including obtaining information about suppliers’ names, addresses, and prices. this means that social capital in the form of trust in friendship helps develop business and networks. friendship networks can arise due to various reasons, such as locality (originating from the same hometown), common fate, and shared interests. the values of reciprocity, trust, and cooperation characterize friendship. this can be seen when a small trader takes a lot of merchandise from one supplier, then repeatedly does not pay off the debt. he will be “punished.” if there is a problem with the supplier, other traders do not want to help him because he has been warned. network with shared-interests the second aspect of forming social networks is based on shared-interests, especially economic interest, in maintaining their business. small traders establish and maintain mutual relationships with their business partners or fellow traders, suppliers, and buyers. for example, small traders try to build familiarity with the product with suppliers and hope that they will get and owe the merchandise. having “debt” to suppliers is a common practice for small traders to maintain business relationships. by having debt for inventory, the supplier would come to his stall every week. small traders will use it to ask about new merchandise while paying off the previous debt. in this relationship, the suppliers gain e-journal of tourism vol.8. no.2. (2021): 229-236 234http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 their profit, and on the other hand, the small traders can also maintain the relationship and trust with suppliers. contract-based relationship there is also the type of network based on contractual relationships. traders often feel worried about the policies of pt. taman wisata candi borobudur management, which is sometimes considered not to be pro-small traders. the small traders› community hopes that the association›s leader will be able to convey their aspirations for the policy issued by pt taman wisata candi borobudur. the chairperson of the association has the power to talk and bargain with pt taman wisata candi borobudur regarding market relocation, renovation of merchant stalls, and other regulations. network, trust and business sustainability the network below (figure 3) shows the borobudur temple tourism park’s souvenir traders’ network. the larger nodes are small traders who become “key actors” in the networks. a key actor is a person entrusted by the merchant to distributes information about the arrival of new merchandise. several types of suppliers only supply merchandise to specific traders, with the excuse that their inventory remains exclusive. usually, these key actors are also used by other small traders to obtain merchandise from these suppliers. the key actor in this network is sr’s mother. several big suppliers, such as mr. b, often contact mrs. sr, who comes and visits every three months from solo, central java. “usually, mr. b contacted me, asked about any merchandise that had run out, and gave me the news that there was new merchandise. later i will tell other traders who i trusted. if there are traders in debt and don’t want to pay, i feel uncomfortable with mr. b. i am taking responsibility. that’s how it feels”. figure 3. social networks of informants in the borobudur temple tourism park according to reader (1964), connectedness is a line of communication between the ego and between one individual and another in social networks to establish cooperation as a means for business continuity. we can see this form of connection from the communication aspect. traders usually communicate with fellow traders and suppliers directly/face-to-face and indirectly via sms, telephone, or whatsapp. the ease of communication allows the exchange of information between small traders and business partners. in the relationship between small traders, density can be described by the thickness of relationships among actors. with this pattern, small traders know each other, understand each other, and generate trust. in addition to business relations, they also develop social relationships, such as coming and supporting when a disaster hits, attending a merchant’s child marriage, or merely being friends to confide in among small traders. figure 4 shows that there are differences in network groups based on their color. larger nodes are small traders who are the key informants in this study; smaller nodes are those who become the network of key informants. from the network map above, mrs. sr has the most ties and links. she e-journal of tourism vol.8. no.2. (2021): 229-236 235http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 has close relations with various types of small traders, both kiosk and stall traders. the ease of communication allows the exchange of information both with fellow small traders with suppliers. trust between them is useful for the merchant’s business’s continuity. the social network that is formed can help in terms of social and financial capital. after all, cooperation among them can make it easier to run a small business in borobudur temple tourism park. for small traders, social network is a tool to facilitate business sustainability. from the aspect of human resources, the social networks that occur among them must be cooperative to benefit all parties mutually. figure 4. the centrality of informant social networks at the borobudur temple tourism park. the centrality degree is defined as the number of ties that a node (small traders) has. conclusion the formation of social networks among merchants and small traders’ community in borobudur temple tourism park was usually based on kinship, friendship, interests, and contract-based relationships. small traders have relatively high meeting frequencies and intensity. also, there is physical closeness, both in the business’s residency and location—these family bonding and friendship relations can also create solidarity and higher emotional connections among them. the relationship among souvenir traders in the borobudur temple tourism area is horizontal. meanwhile, the relationship between suppliers and small traders, small traders and the association’s leader is a diagonal relationship. the business continuity and sustainability of merchants in borobudur is influenced by social capital and social networks, which are inseparable. in other words, small traders at borobudur temple tourism park must always maintain trust between them and expand their social capital by developing new social networks to support business sustainability. references ageng, elmas. 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(2020): 300-322 http://ojs.unud.ac.id/index.php/eot 300 e-issn: 2407-392x. p-issn: 2541-0857 study on ecotourism development in kapota island wakatobi regency, southeast sulawesi province wijaya1 and janianton damanik2 1researcher at the center for tourism studies, ugm 2senior researcher at the center for tourism studies, ugm corresponding author: djaypuspar@ugm.ac.id article info received 3 september 2020 accepted 18 september 2020 available online 30 september 2020 abstract the current paper aims to identify the distribution of ecotourism attractions, identify the strengths, weaknesses, opportunities, and threats of ecotourism development, as well as formulate appropriate development strategies. qualitative descriptive analysis was employed by relying on various methodologies including direct observation, unstructured interview, focus group discussion, and documentation study. it was found that kapota island possesses tremendous ecotourism resources and potentials due to its abundant biodiversity, such as coral reefs, mangroves, seagrass meadows, beaches, dive spots, cave, lake, landscapes, customary and traditional culture, as well as historical heritages. the island’s diversity and uniqueness remain pristine/maintained due to the support given by the wakatobi national park office (balai taman nasional wakatobi – tnw), customary institutions, and local communities. accordingly, future development strategies include: (a) integration in the development of ecotourism destinations, local island based industry, collaborative marketing through digital tourism and organization of local operators; (b) orientation towards community based ecotourism to strengthen empowerment and participation of local communities; (c) capacity building of ecotourism actors and operators (tourism awareness group, kapota customary institution, and village owned enterprise administrators); and (d) increase of collaborative capacity among stakeholders. keywords: conservation, development, ecotourism, kapota island e-journal of tourism vol.7. no.2. (2020): 300-322 http://ojs.unud.ac.id/index.php/eot 301 e-issn: 2407-392x. p-issn: 2541-0857 introduction the government’s attention to take advantage of indonesia’s ecotourism continues to rise due to its immense potentials and the existence of 54 national parks (ministry of environment and forestry klhk, 2019). most ecotourism destinations are located in conservation areas that not only have biodiversity potential, but natural beauty potential as well (klhk, 2019). data from klhk (2019) shows that the total of conservation land areas in indonesia has currently reached 27.134 million hectares, which are distributed into 554 units of conservation areas. these conservation areas are accordingly distributed and specified as follows: (a) strict nature reserve 16%; (b) wildlife reserve 18%; (c) nature recreation park 3%; (d) hunting park 1%; (e) grand forest park 1%; (f) national park 60%; and (g) nature reserve/nature conservation area 1%. facts indicate that foreign tourist visits to conservation areas continue to positively increase. during the 2015-2019 period, as many as 2.059 million foreign tourists were recorded to have visited conservation areas, wherein nearly 20% of them visited in 2019. komodo national park recorded the highest number of visitors in 2019 at 144,073 visitors. the average foreign tourist visit to conservation areas was at 411,689 visitors per annum, with a growth rate of 13.84% annually in the last 5 years (directorate general of natural resources and ecosystem conservation, klhk, 2019). the trend of domestic tourist visits to conservation areas also continue to rise. during the 2015-2019 period, as many as 31.866 million domestic tourists had visited various conservation areas (klhk, 2019). in 2019, as many as 7.464 million domestic visitors were recorded, which is an increase of 7.88% or 544,920 visitors compared to the previous year. it is assumed that the attraction of natural potentials with its immense biodiversity had been one of the determining factors in the increase of visitors. domestic tourist visits to conservation areas can serve as a huge asset in the development of ecotourism and nature tourism throughout indonesia, since the number of domestic tourists has experienced an upsurge in the last 3 years. tangkuban perahu nature recreation park, west java ranked as the most visited in 2019 with as many as 913,641 visitors due to its easy access and proximity to the tourists’ places of origin. by correlating these visits with the amount of non-tax state revenue (pendapatan nasional bukan pajak – pnbp), the total contribution of ecotourism in 2019 is e-journal of tourism vol.7. no.2. (2020): 300-322 http://ojs.unud.ac.id/index.php/eot 302 e-issn: 2407-392x. p-issn: 2541-0857 calculated to have reached idr 169.555 billion (klhk, 2019). one of the conservation and ecotourism areas in southeast sulawesi province is the island of kapota in wakatobi national park (wnp). wnp is included as a part of the world’s coral triangle (wwf, 2017) and one of indonesia’s 54 national parks (klhk, 2019). these islands function as a habitat to over 590 species of fish and 396 types of coral reefs with exceedingly high value in conserving the marine ecosystem. such abundant biodiversity has consequently led to unesco establishing the national park as one of the world’s biosphere reserve in 2012 (muhtadi, 2012). the park is a marine protected area that consists of four main islands, namely wangi-wangi island, kaledupa island, tomia island, and binongko island with 97% marine area and merely 3% land area. in addition to the four major islands, there are smaller inhabited and uninhabited islands. wwf took stock of the number of islands in the area in 2006 and identified as many as 22 islands being included in the wnp area, including the island of kapota (sumarno, 2016). governmental regulation no. 50 year 2011 concerning the national tourism master plan places wakatobi as one of the national tourism strategic areas and one of the 10 national priority tourism destinations. such recognition serves as a strong and strategic institutional framework to create a tourism development plan on the islands. in tune with the above, the wakatobi regency tourism master plan (2015) asserts kapota as one of the strategic regional tourism development areas under the theme of ecotourism and conservation. the environment of kapota island remains natural along with its coastal village areas and various attractions for marine ecotourism activities, which are considered to be of utmost excellence due to its rich biodiversity and lush natural resources. for the purpose of integrated development, it can serve as a single ecotourism destination cluster coupled with hoga island and onemobaa island, which have been more frequented by foreign tourists. nonetheless, based on observations in the field, a number of fundamental issues were found in the context of ecotourism destination development. studies pertaining to potentials, identification of challenges, opportunities, and threats of development, lack of amenities, basic infrastructure, and even the relatively limited quality of human resources. a previous study found that potential conflict in the management of the island is quite resilient (sari, 2017) and it needs to be resolved. consequently, tourism activities e-journal of tourism vol.7. no.2. (2020): 300-322 http://ojs.unud.ac.id/index.php/eot 303 e-issn: 2407-392x. p-issn: 2541-0857 in the area remained relatively stagnant and surrounding communities have yet to reap ample benefit from such activities. the distribution of attraction sites or spots, their strengths, weaknesses, opportunities, and threats when developing are issues that need to be identified to begin development of these attractions. the lush natural resources potential (diversity of coral reefs and types of marine biotas, particularly fish, in the islands of wakatobi rank among the highest in the world – supriatna, 2008) is only one of the strengths the island has. however, there is no shortage of threats and weaknesses brought about by residential activities on land and fishing models that are not in line with conservation purposes (yulius, et al., 2015). by having a map that outlines the distribution of these sites, development strategies that relate to the conditions of these tourist attraction spots, their strengths, weaknesses, opportunities, and threats may subsequently be formulated. the main objective of the current paper is to: (1) identify the distribution of ecotourism attractions; (2) identify strengths, weaknesses, opportunities/ chances, and threats in ecotourism development; and (3) formulate appropriate development strategies by referring to the swot analysis results. literature review the term ecotourism emerged at the end of the 1980s as a direct result of worldwide reaction and recognition of global ecological and sustainable practices (diamantis, 1999). historically speaking, the term ecotourism was adopted to illustrate a phenomenon of nature tourism (wallace & pierce, 1996). in more detail, ecotourism refers to a concept or philosophy capable of guiding nature-based tourism management and planning (stein, 2004). since the beginning, ecotourism has progressed consistently and extensively. as a result, ecotourism is considered as the largest and fastest growing subcomponent in the tourism industry (dowling & fennell, 2003; hawkins & lamoureux, 2001; wttc, 2004). in general, scholars and practitioners often cite the following two definitions of ecotourism. the international ecotourism society (2005) defines ecotourism as a form of responsible travel to natural areas that conserves the environment and improves the wellbeing of local people. ceballos-lascurain and the world conservation union (1996) state that ecotourism is environmentally responsible travel and visitation to relatively undisturbed natural areas, in order to enjoy, study, and appreciate nature and any accompanying cultural features e-journal of tourism vol.7. no.2. (2020): 300-322 http://ojs.unud.ac.id/index.php/eot 304 e-issn: 2407-392x. p-issn: 2541-0857 both past and present, that promotes conservation, has low negative visitor impact, and provides for beneficially active socio-economic involvement of local populations. these definitions are asserted by western (1997); arida, et al. (2014) stating that ecotourism refers to tourism activities that are responsible towards natural conservation. ecotourism must be able to create and satisfy the desire of nature by way of conserving, preserving the ecology, and involving the active participation of tourists in every aspects of development. the responsibility and conservation aspects are reemphasized by damanik & weber (2016) by defining ecotourism as nature-based tourism activities that are sustainable, managed distinctively, have a positive impact on the environment, locally oriented, non-consumptive, and focus on experiences as well as education about nature. essentially, ecotourism refers to travel and visitation to natural areas with responsibility towards the natural environment. the travel is aimed at enjoying and appreciating nature, and it is managed based on local principles for conservation and educational purposes that involve local communities and all the cultural norms they possess (arida, et al., 2014). ultimately, an authentic environment is always more appealing to visitors than an artificial one (wahab, 1989). thus, ecotourism is one of the forms of special tourism activities that is distinguished from mass tourism. the special interest feature is most prominent, and seeking quality experience in a pristine natural environment during a visitation is given precedence to features that expose hedonistic proclivities. in addition, economic contribution to environmental conservation and local communities by creating small and medium enterprises tend to be more dominant (fandeli & mukhlison, 2000; salazar, 2007). in a more observable reality, the characteristics of ecotourism product and market are educational and small-scale, respectively (damanik & weber, 2006). in relation to this, from (cited by damanik & weber, 2006) composed three more operational basic concepts for ecotourism. first, outdoor travel in natural areas that does not lead to environmental degradation. in ecotourism activities, people commonly use energy saving power sources such as solar power, wood constructions, recycled materials, and water springs. second, ecotourism activities prioritize the use of transportation facilities created and managed by communities. in principle, existing accommodations are not an extension of international hotel chains and food dishes e-journal of tourism vol.7. no.2. (2020): 300-322 http://ojs.unud.ac.id/index.php/eot 305 e-issn: 2407-392x. p-issn: 2541-0857 offered are not made using imported ingredients but locally based products instead. there need to be benefits for local communities so that ecotourism must function as a potential instrument to improve social behaviors for environmental conservation purposes (buckley, 2003). third, this kind of tourism travel pays significant attention to the natural environment and local culture. visitors normally learn a lot from local communities about culture and nature, and not be patronizing them instead. the context of locally based products is heavily emphasized in the development of ecotourism due to its principle of highlighting local features, particularly the empowerment of local communities. this includes labor, basic infrastructural improvements (scheyvens, 1999), food ingredients, construction materials, and even the use of local currency (panos media briefing, 1995). hirotsune (2011) affirms there are three interconnected keywords in ecotourism, namely: conservation of nature and culture, contribution of benefits to local residents, and development opportunities through ecotourism. the emphasis on the locality aspect is inseparable from the idea of neopopulism that has been developing in the last few decades. neo-populism is oriented toward placing the entire development activities at the community level and associating them with the conservation of natural resources (butcher, 2007). the idea criticizes and offers a new concept to the development approach that is oriented toward the exploitation of natural resources that threatens their sustainability and more inclined to pay little attention to the active role of local residents. the features mentioned in the later are most likely attached to mass tourism (marzouki, et al., 2012). in the context of ecotourism, the elementary concept proposed involves protection of the environment, utilization of local facilities, significant attention and orientation to local culture and environment (arida and rohman, 2019). ecotourism can be considered as a development activity that involves a wide range of stakeholders. the local community holds a central position as any changes that occur in the ecotourism area directly affects their life and livelihood (fennel, 2002; khalid, et al., 2019). the local government consisting of various bureaucratic entities, business actors or investors, and the visitors themselves have varying interests that may subsequently create misinterpretations about the context of ecotourism development (butcher, 2007). eusebio et al. (2018) found, among others, that the intensity of visitors’ relationship with local communities and the location they visit leads to a positive public e-journal of tourism vol.7. no.2. (2020): 300-322 http://ojs.unud.ac.id/index.php/eot 306 e-issn: 2407-392x. p-issn: 2541-0857 perception regarding ecotourism development. accordingly, the development of ecotourism potential in a region needs to be based upon a critical assessment of all the advantages and disadvantages that its existing elements have. rich natural resources do indeed serve as a prominent basis of development in the region, but the optimal role of investors or the private sector can accelerate achievement of ecotourism development results (snyman, 2017). in terms of supporting capacity, the aspect of site distribution is crucial so that ecotourism activities can reduce negative impacts and enhance visitor satisfaction (sadikin et al., 2017). this implies that development of ecotourism potential requires synchronization between various advantages and limited existing resources. nasrun (2016) found that the ecotourism management model in wakatobi had been carried out in three stages, namely: (1) wakatobi national park established the banakawa forestry and rural extension center (sentra penyuluhan kehutanan perdesaan – spkp) to identify and map out ecotourism potentials, and empower local communities; (2) the ministry of tourism and wakatobi regional tourism office collaborated with local organizations to prepare facilities and infrastructure that support ecotourism activities and empower local communities; (3) wakatobi national park, the regional government, and local communities jointly established a tourism awareness group (kelompok sadar wisata – pokdarwis) as an institutional umbrella that is expected to be capable of running their ecotourism management practices properly. community engagement in ecotourism management is considered low throughout all stages of development. in the planning stage, the total average of community engagement was only at 4.65 (on a scale of 100), while the implementation stage was at 11.35, and the monitoring stage at 3.85. such low community engagement was influenced by several factors such as lack of information disclosure relating to ecotourism development, weak coordination and communication among ecotourism stakeholders, minimum public understanding about ecotourism, and existing dynamics of local politics. methods kapota island, wakatobi regency was selected as the location for the current study, which employed the qualitative descriptive method. the location was chosen based on the ecotourism resources available on the island, namely its rich biodiversity. rafika (2011) found various e-journal of tourism vol.7. no.2. (2020): 300-322 http://ojs.unud.ac.id/index.php/eot 307 e-issn: 2407-392x. p-issn: 2541-0857 tourism destinations that include physicalbiological elements, historical heritages, arts, culinary delight, and handicrafts. these destinations are supported by seven connecting pathways, which consist of six terrestrial paths and one aquatic path. the use of the qualitative method is deemed appropriate to elaborate the status of a collection of people, subjects, a set of conditions, through systems or even current events with the purpose of creating a systematic illustration or description, and relationship among the examined phenomena (nazir, 2011). ecotourism correlates with people and the environment along with all the impacts that relationship between the two induces. field research was conducted twice in april and june of 2018 in order to obtain a more comprehensive description about the subject of study. before conducting the field survey, data from various documents published by statistics indonesia (bps), wakatobi regional government, ministry of village, development of disadvantaged regions, and transmigration (kemendesa), and the internet were collected to acquire a general outline of the region. nonparticipant observation was employed on ecotourism potentials (beaches, craft activities, modes of transport, tourists, and so forth) during the field survey. in-depth interviews were conducted to obtain data from residents, business actors, ngos, community figures, and local government officials with varying time and duration. focus group discussion was purposely selected as a method since it allows researchers to gather more abundant data than those collected from any other method (afiyanti, 2008, nyumba, et al., 2018). swot analysis was chosen since the current study is a preliminary step to drafting a strategic plan. it is used to identify and examine existing resources internally and externally, their patterns and tendencies that may have either positive or negative impacts on a business entity (namugenyia, et al., 2019), including regional government unit. swot analysis provides a clearer outline on how the strategies for future ecotourism development on kapota island should be. results and discussion distribution of ecotourism attraction generally, there are three factors that keep the island relatively better preserved from rapid environmental degradation. first, the local community remains reluctant to turn the area into a conventional tourism site, with constructions of hotels, resorts, and other facilities. this is due to the strong role that kapota customary institution has in controlling the land. most of the areas in and around the island are included as e-journal of tourism vol.7. no.2. (2020): 300-322 http://ojs.unud.ac.id/index.php/eot 308 e-issn: 2407-392x. p-issn: 2541-0857 customary land that cannot easily change function, subsequently resulting in a relatively well maintained traditional, cultural, and natural authenticity. second, the island is located within the marine protected area of wnp established by the ministry of environment and forestry, which consequently allows it to maintain a strong formal legal authority for conserving its cultural and natural assets. third, monitoring and support provided by international non-government organizations to maintain the national park conservation area. the position of the island, which is in close proximity to the regency’s capital, surely pose both advantages and challenges to regional development. the challenges include rather sensitive environmental issues, which continue to be scrutinized by ecotourism market on both national and global scales. despite the existing legal prohibition of extractive industrial activities, threats of environmental degradation continue to rise from economic activities, including tourism activities that are not based upon sensitivity toward marine resources. domestic wastes coming from the island and outside of it are also among one of those challenges. when ecotourism destination management is applied as a basis, these challenges will become great opportunities to develop the island area. the basic asset of attraction is already available in the form of abundance in natural resources, culture, arts, tradition, and history. the condition of the shoreline that runs along the island is characterized by beautiful coastal landscapes filled with healthy sea corals and clean, unpolluted sea waters. in addition, there are 20 snorkeling and diving spots located around the island that visitors can enjoy (wwf, 2017). several agricultural, forestry, and fishery potentials may also be utilized to support culinary tourism and various handicrafts, including local cultural rituals that continue to be maintained to this day. kapota considers ecotourism as a potential product of excellence—supported by crafts. ecotourism attractions are quite varied and based on flora and fauna, natural lake, natural cave, spring water, beaches, arts and culture, as well as historical heritages. there are as many as 16 flora species and 23 fauna species that can attract visitors. other biophysical attractions, such as tailaronto’oge lake, dewata cave, oa wolio & batu sahu’u beaches, and kolowowa beach, add to the diversity of these potential attractions (table 1). e-journal of tourism vol.7. no.2. (2020): 300-322 http://ojs.unud.ac.id/index.php/eot 309 e-issn: 2407-392x. p-issn: 2541-0857 table 1. ecotourism attractions in kapota island flora fauna beaches, diving spots, lake, and cave historical sites and culture crafts and culinary treats • 16 flora species (bamboo, orchid, moringa, coconut, morinda, mangrove, sea grass, coral reefs) • 7 species of sea grass. • 25 species of coral reefs—23 species categorized as hard coral (acropora) and 2 species categorized as soft coral (non acropora) 23 bird species, 2 mammal species, 3 reptile species and butterflies) • around wangiwangi and kapota reefs, as many as 20 diving spots are recorded • tailoronto’oge lake • kolowowa beach • oa wolio and watu suhu’u beach • osuno beach • kampa beach • timur beach • dewata cave (bats) • kolowowa spring • dolphin attractions • katiama fort • togo molengo old town • banakawa rock • sacred sites, saru’sarua (place for ancestral spirits of kapota community), laudina, watululu, and watu ndengundengu • kolo and kapota tourism village • arts of bamboo weaving and leja sarong weave • traditional dance • customary celebrations called karia (circumcisio n process for boys), somboa (seclusion ceremony for girls reaching a matured age), and kansoda’a (closing ceremony for the entire series of events) • kabuenga celebration (ayunan): a matchmakin g forum. • culinary dish: kasuami source: rpkp wakatobi regency, 2018 numerous ecotourism attractions are distributed throughout north kapota village (15 sites), kapota village (8 sites), kabita togo village (3 sites), kabita village (6 sites), and kolo tourism village (3 sites). the characteristics of these villages relatively vary and they are in need of much organization. thus, in order to develop the area, these ecotourism attractions need to be supported by availability of tourism facilities, particularly amenities to meet e-journal of tourism vol.7. no.2. (2020): 300-322 http://ojs.unud.ac.id/index.php/eot 310 e-issn: 2407-392x. p-issn: 2541-0857 visitors’ needs. in further detail, the conditions of existing facilities are described as follows. (a) standard accommodation facilities are still unavailable as of current, and consequently visitors’ accommodation needs are merely fulfilled by local residential house owners on a limited scale. kapota to date has been developed as a supplementary tourist attraction spot for the town of wanci, which renders its potential in providing facilities to become relatively disadvantaged. through the provision of limited assistance by pokdarwis, several residential homes have begun to be prepared as embryonic homestays along with facilities and services that are still rudimentary (interview with head of greater kapota pokdarwis, 2018). (b) the opportunity for culinary businesses to operate is actually available, but people have not invested in it as a permanent business. restaurants remain unavailable on the island. it is commonplace for visitors who happen to drop by the island to ask for assistance from local residents to provide them with food or they may bring their own. (c) availability of information, signposts, locations, and translations are essential elements for tourists, and these are exceedingly lacking on the island. as an example, there is only limited information provided in and around the lake and fort areas, so there is no knowledge shared or acquired during visitation to these areas. the existing information board has also begun to deteriorate due to lack of maintenance. there are a few exceptions, wherein some supporting tourism facilities have been provided in tailaronto’oge lake, such as a multipurpose building, gazebo, toilet, and footpath. however, travelers on foot need to be cautious since the condition of the wooden bridge on the lake side is unsafe. some parts of the bridge are broken or holey, which may endanger visitors. the crucial point in this case is proper maintenance of facilities that have been constructed through either government, private, or community funding. accordingly, facilities need to be maintained thoroughly for the sake of the island’s sustainability. another facility that support ecotourism development is transportation that connects visitors from, to, and during their stay at the destination site, be it through land, sea, or air. these transportation accesses not only deal with the aspect of quantity, but quality, punctuality, comfort, and safety as well (damanik & weber, 2006). transportation e-journal of tourism vol.7. no.2. (2020): 300-322 http://ojs.unud.ac.id/index.php/eot 311 e-issn: 2407-392x. p-issn: 2541-0857 connectivity facility on the island is provided in the form of a harbor— residents’ main access to go in and out of kapota island. the harbor connects the town of wanci and kapota, and it is a vital facility for tourism activities and economic activities of people in general. the town remains lively with activities of residents embarking and disembarking the boats (called “jonson” in the local vernacular). it is also an interesting spot where people can view the town of wanci across the island. nonetheless, there are several factors that do not support visitors’ needs in the area. first, tourists are unable to find standard gift shops or restaurants. it is difficult to spend a night and stay over on the island, let alone for several nights, since there is also a risk of not being able to get proper meals. second, there is no appealing spot that can be set as a place for visitors to take pictures at. as the main gateway to the island, facilities that can provide positive first impressions to visitors should be made available. swot analysis of ecotourism development a. strengths strengths are indicated, among others, by the support that the wakatobi national park office and kapota customary institution have continued to provide. the national park office considers ecotourism as one of the strategies to conserve natural resources. support is also given by the regional government concerning ecotourism development of kapota island as explicitly stipulated in official documents, namely the regional spatial plan (rtrw) for the 2012-2032 period, regional mid-term development plan (rpjmd) for the 2016-2021 period, and the regional tourism development master plan (ripparda) for the 2016-2026 period. given the strengths described in the above passage, the kapota island area is considered to have the opportunity of being developed into an ecotourism destination in line with ecotourism principles. these principles, among others, include: (a) conservation principle; (b) local community engagement principle; (c) economic principle (by acquiring direct financial benefits for conservation purposes through contributions or extra expenses from visitors); (d) educational principle (by offering experiences and knowledge); and (e) tourism principle (by creating a sense of safety and comfort, as well as provide satisfaction along with valuable experiences to visitors) (suhandi, 2020). b. weaknesses ecotourism requires very basic facilities and infrastructure to make it easier for tourists to engage in their activities. factually speaking, the current conditions e-journal of tourism vol.7. no.2. (2020): 300-322 http://ojs.unud.ac.id/index.php/eot 312 e-issn: 2407-392x. p-issn: 2541-0857 of the tourism infrastructure and facilities are still insufficient. this is the main weakness. the quantity and quality of exceedingly limited facilities are apparent from the availability (or lack) of restaurants, homestay, road access to tourism sites, as well as equipment for snorkeling and scuba diving on the island. as an example, out of the hundreds of residential houses, only eight met the minimum standards required for a homestay. meanwhile, some of the insufficient infrastructure observed included public washing, bathing, and toilet facilities (mck), tourist transportation in the area, parking area, clean water, and electricity. these limited conditions have rendered kapota underprovided to facilitate the basic needs of tourists. furthermore, a classic weakness is the operators’ lack of budget and human resource capacity. although a basic plan is available, its implementation is hampered by limited fund. such embryonic ecotourism activities merely depend on sheer natural attractions without any packaging made based on a well-defined and measured program. if a tourist were to arrive, they would not find any series of tourism activities with a description about their type, frequency, and duration. it can be said that nature’s abundance has marked the island as an ecotourism attraction. nevertheless, how ecotourism activities should be carried out in the area does not seem to be well designed as of yet. availability of human resources to manage ecotourism attractions is also limited in both quantity and quality. the current study was unable to find any local tourism activist with a professional background on ecotourism and conservation. this tends to consequently undermine the crucial role that ecotourism holds as one of the movers of island area conservation and economy, since ecotourism actually plays a key role in the region. suhandi (2020) asserts that ecotourism maintains four roles. first, ecotourism creates businesses that are sustainable, ecofriendly, sensitive to sociocultural issues in the community, and economically feasible. second, ecotourism functions as one of the means to create quality tourism experiences and enhance knowledge about nature, historical heritages, and culture. third, ecotourism serves as a media to boost local economy and create funding mechanism for conserving biodiversity and preserving culture. fourth, ecotourism raises the awareness of operators and visitors alike about the standards of sanitation and health in tourism—as well as about the conservation of natural resources, culture, and values of tradition knowledge in the community. these four key points have not e-journal of tourism vol.7. no.2. (2020): 300-322 http://ojs.unud.ac.id/index.php/eot 313 e-issn: 2407-392x. p-issn: 2541-0857 been realized due to the lack of human resources. another weakness is that online based promotion media (digital tourism) has not been conducted earnestly and people still rely on conventional media in the form of leaflets and booklets. at a glance, it may be difficult to understand that in the current digital era there is still a lack of digital technology utilization. however, according to an informant, this is a result of low human resource capacity and lack of promotional budget, and promotional matters are handed over to business actors from outside of the region. subsequently, community participation in ecotourism development within the island area remains low. such conditions, as stated by sari (2017), implies that tourism has not come into contact with the fabrics of kapota’s social life, and residents are neither involved directly nor indirectly since they do not have access to information about tourism and ways of marketing their tourism potentials to the wider public. c. opportunity the opportunity for ecotourism development is quite significant, which is not unlike the central government’s support to the development of island areas. strong policy support is one of the determining factors in tourism development (jenkins, 2015). as of current, tourism development programs from the central government have reached the island of kapota. among them are provided by the ministry of tourism and creative economy (kemenparekraf), such as the construction of the wooden bridge surrounding lake tailaronto’oge spanning for ±1 km, assistance in preparing wakatobi regency’s rural area development plan (rencana pembangunan kawasan perdesaan – rpkp) with kapota island as its locus (2018), and the development of the island’s traditional market area in 2019 by the ministry of villages and development of disadvantaged regions, and transmigration (kemendesa). moreover, the ministry of public works and public housing (kemen pupr) had also constructed roads on the island to facilitate the flow of goods and people. another opportunity refers to the consequences brought about by the establishment of wakatobi as one of the national tourism strategic areas and one of the 10 national priority tourism destinations. furthermore, another opportunity is the trend of the global and national ecotourism market. at the global level, the growth of the ecotourism market has been recorded to be far higher than the entire tourism market. based on an analysis by the international ecotourism society (damanik and weber, 2006), the growth of the ecotourism market is approximately e-journal of tourism vol.7. no.2. (2020): 300-322 http://ojs.unud.ac.id/index.php/eot 314 e-issn: 2407-392x. p-issn: 2541-0857 between 10-30 percent per annum. nationally speaking, foreign tourist visitations to conservation areas (where ecotourism is applied) in indonesia continue to climb in the 2015-2019 period, which recorded as many as 2.059 million visitors. this is also the case for the number of domestic tourists visiting conservation sites, which also continued to rise during the 2015-2019 period, totaling as many as 31.866 million visitors (klhk, 2019). these numbers indicate that ecotourism is predicted to be a highly prospective tourism market in the future. d. threats threats may come from competing similar type of ecotourism destinations that have good quality, attractions, and services. another threat is the advent of external human resources that may be more competent and professional in the field of ecotourism business/services as they may gradually replace local human resources. in addition, there are also issues relating to environmental degradation caused by abrasion, development activities, and conflict of interests between conservation and utilization for ecotourism development. it is as mentioned by informant 1 in the following passage. “the potential for coastal abrasion disasters has also increased due to rampant sand mining. that is done by people from here and outside [the island]. the impacts are starting to be felt […], toppled coconut palm trees on the shores, collapsed roads. if this is ignored, the tourism area status is gone …. it will be more difficult to protect the environment around here”. another threat that needs to be anticipated is potential conflicts concerning the excessive utilization of natural resources that will clash with conservation efforts conducted by the government. the elaborations above are subsequently arranged into a matrix pertaining to swot analysis on ecotourism development. the swot analysis matrix is presented in its entirety in table 2 below. e-journal of tourism vol.7. no.2. (2020): 300-322 http://ojs.unud.ac.id/index.php/eot 315 e-issn: 2407-392x. p-issn: 2541-0857 table 2. kapota island ecotourism development swot analysis matrix strengths-s • various ecotourism attractions based on nature, culture, historical heritages, culinary treats, and crafts (s1) • relatively pristine (natural) environment (s2) • solid support by regional government (s3) • solid support by kapota customary institution for ecotourism development (s4) • hospitality of kapota community (s5) • easy access from regional capital along with boats and harbor facilities (s6) weaknesses-w • lack of public facilities and infrastructure in the area (w1) • lack of ecotourism facilities in the area (w2) • lack of competent organization and human resources (w3) • lack of infrastructure development fund (w4) • lack of digital based (online) promotion media (w5) • low local community participation (w6) • lack of maintenance to ecotourism facilities (w7) opportunities-o • program/policy support from central government (kemenparekraf, kemen pupr, kemendesa, and klhk) (o1) • establishment of wakatobi as a national tourism strategic area (kspn) and one of the 10 national priority destinations (o2) • national and global ecotourism market trend remains open (o3) strategies s-o • developing attractions by using a priority scale (s1+o1+o2) • enhancing attractions in the form of various ecotourism packages (s1+s2+s4+s6+o1+o2+o3) • developing attraction packages for arts, culture, crafts, and culinary treats (s1+s4+s5+o2+o3) • engaging in collaboration/network, coordination, and synergy of programs among stakeholders (s3+o1+o2) strategies w-o • improving public facilities and infrastructure in the area (w1+w3+o1+o2) • improving tourism facilities in the area (w2+o1+o2) • building capacity of local human resources through trainings, internships, and comparative studies (w3+o1+o2) • improving tourism promotion through online media (digital tourism) (w5+o1+o2) • raising public awareness through the tourism awareness and seven enchantment programs (w7+o1+o2) threats-t • new competing ecotourism attractions with better quality of service (t1) • environmental degradation due to abrasion and development activities (t2) • conflict of interests between conservation and utilization by the community (t3) • pandemic (t4) strategies s-t • creating attraction products that differ from destinations in other regions (s1+s2+t1) • encouraging green activities and tourism awareness campaigns continuously (s2+s4+t2) • encouraging collaboration between local communities and the government (s3+s4+s5+t3) strategies w-t • improving the quality and uniqueness of attractions to respond to competition between existing destinations (w4+t1) • monitoring and maintaining facilities constructed in ecotourism attractions (w7+t2) source: analysis results, 2018 internal eksternal e-journal of tourism vol.7. no.2. (2020): 300-322 http://ojs.unud.ac.id/index.php/eot 316 e-issn: 2407-392x. p-issn: 2541-0857 ecotourism development strategies kapota island’s ecotourism development strategies refer to the swot analysis matrix by producing 4 (four) alternatives, namely: (a) strategy so (a strategy that utilizes strengths to take advantage of opportunities); (b) strategy wo (a strategy that minimizes weaknesses to take advantage of opportunities); (c) strategy st (a strategy that utilizes strengths to address threats); and (d) strategy wt (a strategy that minimizes weaknesses and prevents threats). a. strategy so (strengths and opportunities), which is a strategy that optimizes strengths (s) to take advantage of opportunities (o), includes: 1. developing attractions by using a priority scale, namely tailaronto’oge lake and oa wolio beach. the variety of attractions, totaling more or less 35 spots, is relatively difficult to develop in unison due to lack of resources. hence, a priority scale needs to be determined. tailaronto’oge lake and oa wolio beach are considered as potential spots for development due to easy access from kapota harbor, existing tourism facilities like wooden bridge along the lake side, gazebo, and the fact that these two spots function as destinations for tourists when visiting kapota. 2. packaging these attractions by preparing various ecotourism packages. 3. developing attraction packages for arts, culture, crafts, and culinary treats. 4. engaging in collaboration/network, coordination, and synergy of programs among stakeholders. b. strategy wo (weaknesses and opportunities), which is a strategy that minimizes weaknesses (w) to take advantage of opportunities (o), includes: 1. improving public facilities and infrastructure in the area such as access to areas around the island, clean water, electricity, waste management. 2. improving tourism facilities in the area, such as tic, restaurants, lodging/homestay, snorkeling and diving equipment. 3. building human resource capacity of local business actors and operators through trainings, internships, and comparative studies. relevant skill trainings for the community concerning issues such as food packaging, crafts, homestay, souvenirs, foreign language, tour guide, arts and e-journal of tourism vol.7. no.2. (2020): 300-322 http://ojs.unud.ac.id/index.php/eot 317 e-issn: 2407-392x. p-issn: 2541-0857 culture, as well as search and rescue (sar). in terms of the kapota sarong (leja) product, it should be directed to: (a) maintain cheap and easy to acquire supply of raw materials; (b) conduct product diversification; (c) develop manufacturing technology; (d) improve institutional organization (cooperatives or weavers group); (e) enhance marketing efforts; (f) maintain business continuity through regeneration by resuming the business (provide education concerning the local community’s love of weaving); and (g) be given government support in the form of education and training, assistance in providing production tools, capital loan, participation in exhibitions, patent protection (particularly for leja sarong weaving product), and fostering the community’s love of craft products. 4. improving tourism promotion through online media (digital tourism). other than promotion via digital media, the following stage is the need to facilitate collaboration with travel agents, both domestic and foreign. 5. raising public awareness through the tourism awareness and seven enchantment (safe, orderly, clean, cool, beautiful, friendly, and memorable) programs. c. strategy st (strengths and threats), which is a strategy that utilizes strengths (s) to address threats (t), includes: 1. creating attraction products that differ from destinations in other regions. 2. encouraging greening activities and tourism awareness campaigns continuously to both local communities and visitors. 3. encouraging conservation partnerships between the government and local communities. reinforcing the concept and branding of kapota ecotourism— development that is in harmony with the seven principles of ecotourism. in this context, kapota island ecotourism needs to be guided properly so that its development is in line or does not impede environmental conservation efforts as well as have a positive impact in boosting local economy. d. strategy wt (weaknesses and threats), which is a strategy that minimizes weaknesses (w) and prevents threats (t), includes: 1. improving the quality and uniqueness of attractions to face e-journal of tourism vol.7. no.2. (2020): 300-322 http://ojs.unud.ac.id/index.php/eot 318 e-issn: 2407-392x. p-issn: 2541-0857 competition among existing ecotourism destinations. 2. monitoring and maintaining facilities that have been constructed in ecotourism attractions, such as tailaronto’oge lake, and dewata/bat cave. conclusion and recommendation the current study revealed that kapota island has various attractions as an ecotourism destination. these attractions are in the form of nature, culture, and even historical heritages distributed throughout the island. ecotourism development in kapota, undoubtedly, remains weak, and it has yet to touch upon the fabrics of social life. infrastructure support, public facilities, and tourism facilities are still insufficient for tourists. such lacking conditions are considered as one of the challenges/weaknesses in the efforts of developing ecotourism. an opportunity that may be developed by local communities is to encourage the involvement of strategic ecotourism business units as a way to empower people in the region. the threat of environmental degradation as a result of development on the island must be anticipated from the onset since it may threaten the island’s coastal community’s socio-economic and ecological continuity in the future. the strategies for ecotourism development in kapota island are achieved by employing an optimized offensive strategy, namely by utilizing all existing strengths and opportunities. ecotourism development should be aligned with the community’s economic, cultural, and social conditions, and it should not clash with the conservation efforts that have been conducted. furthermore, strong commitment and engagement of stakeholders are key in the development of kapota island as an ecotourism destination in wakatobi regency, in particular, and southeast sulawesi, in general. the recommendation, based on the study results, is to suggest measures and efforts to accelerate kapota island ecotourism development. first, attractions should be developed using a priority scale. tailaronto’oge lake is considered as the highest priority for development with the support of cultural attractions. second, concrete activity/program support provided by all pentahelix elements, namely the government, private sector, scholars, communities, and media. third, public infrastructure, public facilities, and tourism facilities in the area, such as clean water, electricity, waste management, accommodation (lodging and restaurant), and other facilities should be improved. fourth, opportunities and e-journal of tourism vol.7. no.2. (2020): 300-322 http://ojs.unud.ac.id/index.php/eot 319 e-issn: 2407-392x. p-issn: 2541-0857 support should be given to tourism awareness group operators and craft business actors to participate in internship or training activities periodically in more developed ecotourism destinations or craft tourism villages in order to enhance their capacity. fifth, support should be given to raise public awareness through actual actions, such as environmental awareness and tourism awareness campaigns, green activities, and beach clean-up events. sixth, there is a need for support in developing online-media-based promotion and marketing network across various sectors and actors. acknowledgement we would like to convey our gratitude to the ministry of villages, development of disadvantaged regions, and transmigration of the republic of indonesia that have funded the current research through a self-managed collaboration with the center for tourism studies, ugm. we would also like to send our appreciation to our colleagues, the team from the planning, research, and development agency (bappelitbang), the village community empowerment office, and the tourism office of wakatobi regency, along with mr. suhaeri as kapota island’s local champion. references afiyanti, y. 2008. focus group discussion sebagai metode pengumpulan data penelitian kualitatif. jurnal keperawatan indonesia, 12(1), 5862. arida, i. n. s., and rohman. 2019. perencanaan pariwisata and keberlanjutan: potret perencanaan pariwisata di karangasem, bali. denpasar: cakra media utama. arida, i. n.s., baiquni, m., damanik, j., and ahimsa-putra, h. s. 2014. dinamika ekowisata tri ning di bali: problematika and strategi pengembangan tiga tipe ekowisata di bali. kawistara, 4(2), 111–127. buckley, r. 2003. case studies in ecotourism. cambridge: cabi. butcher, j. 2007. ecotourism, ngos and development: a critical analysis. london: routledge. ceballos-lascurain, h. 1996. tourism, ecotourism, and protected areas: the state of nature-based tourism around the world and guidelines for its development. iucn: cambridge. 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(2020): 384-398 http://ojs.unud.ac.id/index.php/eot 384 e-issn: 2407-392x. p-issn: 2541-0857 planning of country border area as a tourism destination in jayapura city nelman rumere1, agung suryawan wiranatha2, ida bagus gde pujaastawa2 1master program in tourism, udayana university 2center of excellence in tourism, udayana university corresponding author: nelmanrumere@gmail.com article info received 3 september 2020 accepted 18 september 2020 available online 30 september 2020 abstract this article investigates and identifies the involvement of stakeholders, analyzes internal and external factors that influence the planning of country border areas, and formulates strategies and programs for developing national border areas. this study used qualitative methods with ife, efe, ie and swot analysis. data collection was carried out by observation, interviews, documentation study, literature study, and fgds. the number of informants was 13 people who are competent and chosen deliberately. the results of this study indicate that the country border area is in a medium internal and external position, meaning that the border area of the country is in quadrant v, the strategy in quadrant v is to hold and maintain. quadrant v indicates that the border area has developed and needs to be maintained. therefore, the right grand strategies to be applied are market penetration and product development. strategies and programs for developing country border areas with the strengths-opportunities strategies are mapping and polarization of tourist attractions, maximizing the types and diversity of tourism products in the border areas of the country, and evaluating cross-border festivals. development programs by weaknesses-opportunities analysis are dissemination and training for human resource development particularly for the local people, construction of public facilities, tourism infrastructure, and coordination between stakeholders, and development programs. meanwhile, by weaknesses-threats analysis, namely focus group discussions, seminars, workshops, entrepreneurship training, formal education for the local youths, security and cleanliness of tourist attractions, and regulatory evaluation. keywords: regional planning, tourist destinations, country borders e-journal of tourism vol.7. no.2. (2020): 384-398 http://ojs.unud.ac.id/index.php/eot 385 e-issn: 2407-392x. p-issn: 2541-0857 introduction tourism is one of the non-oils and gas sectors that has a positive impact on the economy, especially contributing to earning foreign exchange. tourism also provides job opportunities for the community in general and tourism in particular can provide business opportunities for local communities. the government is currently starting to plan the border area of the country as the frontier of the country as well as making the border area a cross-border tourist destination. one of the country's border areas currently planned and developed by the government is the border between indonesia and png (papua new guinea). the border between indonesia and papua new guinea is located in the city of jayapura, precisely in skouw village, muara tami sub-district. the area has potential for various tourist attractions, but there are four main tourist attractions that are well-known and visited by tourists, including artificial tourist attractions such as state border monuments, cross-border markets, and cross-border festivals, while its natural tourist attractions, namely holtekam beach. the border monument between indonesia and papua new guinea has become the country’s icon but has also become a tourist attraction that attracts domestic tourists, local tourists and foreign tourists, especially tourists from papua new guinea. the cross-border market is currently a shopping attraction, which is often visited by foreign tourists from papua new guinea. papua new guinean tourists who shop at border markets have a very positive impact on the local community, because these tourists spend a lot of money to shop for various indonesian products that are traded by local people. another man-made tourist attraction is entertainment tourism such as a cross-border festival event which is planned by the ministry of tourism to increase the number of tourists visits as much as possible through cross-country borders. the cross-border festival activities have a very positive impact, because these activities attract a large number of tourist arrivals from papua new guinea to indonesia. the development of national border tourism needs to be supported by the availability of accessibility, public facilities and tourism infrastructure. the availability of accessibility and public facilities has been built and provided by the government to facilitate the movement of community and tourist activities in the border areas, while the availability of tourism facilities and infrastructure such as accommodation, restaurants, bars, caffetaria, souvenir shops, and other tourism facilities is not yet available, so a strategy is needed. and planning an appropriate tourism program so e-journal of tourism vol.7. no.2. (2020): 384-398 http://ojs.unud.ac.id/index.php/eot 386 e-issn: 2407-392x. p-issn: 2541-0857 that tourism facilities and infrastructure can be immediately built so that they can support tourism activities in the border areas of the country. the border area of the country is usually prone to conflict, so the security system needs to be improved so that it is safe for every tourist and local people who have activities in the area. cleanliness and sanitation in each tourist attraction need to be paid attention to by the government and local communities in order to provide a good image for every visitor traveling in the border area of the country. the involvement and synergy of various parties such as the central government, the jayapura city government, the papua province government, regional tourism associations such as asita, the indonesian hotel and restaurant association (phri), tourism consultants, tourism academics, and indigenous peoples' institutions need to be improved so that the border area of the country can be optimally developed. regulations related to the development of country border areas need to be well planned by the central government and local governments in order to provide legal certainty for local communities, investors, and tourists. other most important aspects that need to be considered in planning the development program of the border areas of the country are the socio-cultural aspects and wisdom of the local community, environmental aspects, economic aspects of local people, political aspects between the two countries, and legal and human rights aspects of the two countries. these aspects need to be planned properly according to the conditions and development of the border areas of the country, so that in the future the development of border areas can develop properly. this article analyzes the involvement of stakeholders related to the planning and development of the country's border areas, analyzes the internal and external factors that affect the planning of the country's border areas, and determines the development program strategy that will be carried out according to the developments and conditions of the border areas. theory and method the theory used in relation to this research is butler's (1980) tourism area life cycle theory and tourism planning theory and uses ife, efe, ie and swot analysis. the tourism area life cycle theory is used to study and analyze the development phases of the country's border areas, while the tourism planning theory is used to analyze the strengths, weaknesses, opportunities, and threats resulting in a development program for the border area. the tourism e-journal of tourism vol.7. no.2. (2020): 384-398 http://ojs.unud.ac.id/index.php/eot 387 e-issn: 2407-392x. p-issn: 2541-0857 area life cycle theory distinguishes several stages in tourism development, which consists of seven stages, namely the discovery stage, the involvement stage, the development stage, the consolidation stage, the stagnation stage, the decline stage, and the stage of rejuvenation. based on butler (1980) theory analysis, the theory is then implemented according to conditions, facts and developments in the field. it is concluded that the country border area in jayapura city is in the phase or stage of involvement, which means that there are four possibilities that will occur at this stage, namely (1) there is control from the local community, so far, the management system for the potential tourist attraction of the border area is still managed. by local people without the involvement of private parties or foreign investors. the physical development of tourism such as hotels, bars, restaurants, cafes and other tourism facilities has not yet been built. (2) an increase in the number of tourist visits, at this stage it can be seen that the tourists who end up in the border areas of the country so far are less significant, especially foreign tourists, although there are visits, they can be found at certain times. while there are quite a lot of domestic tourist visits, but usually these tourists visit on holidays or are found when cross-border events such as cross-border festivals and trade border activities are held. (3) an area becomes a tourist destination marked by the start of promotion, this can be seen that the government is starting to synergize with regional tourism associations or institutions to jointly engage in promoting potential tourist attractions in the border areas of the country. (4) the existence of an initiative from the local community to develop their area, this stage can be illustrated that the community begins to form customary institutions to create cultural activities such as starting to develop art and dance, opening micro-businesses, initiatives to develop local products as culinary delights, developing a creative economy, as well as taking the initiative to maintain cleanliness and security in the border areas of the country. ife, efe, and ie analyzes are used to analyze internal and external factors in order to determine the right strategy related to product development and market penetration. swot analysis is used to identify potential tourist attractions as well as to analyze internal factors consisting of strengths and weaknesses, and to analyze external factors consisting of opportunities and threats so that these factors are used as a basis for determining management strategies and development programs for border areas. this analysis begins by identifying the potential for tourism and e-journal of tourism vol.7. no.2. (2020): 384-398 http://ojs.unud.ac.id/index.php/eot 388 e-issn: 2407-392x. p-issn: 2541-0857 related factors such as strengths and weaknesses. in the formulation of the strategy, an important role is focused on the involvement of stakeholders so that tourism potential is well developed and contributes to local communities and gives a good impression to every visitor or tourist. another aspect that needs to be considered in the strategy is tourism facilities and infrastructure, because with the tourism infrastructure it can make it easy for tourists then the other most important focus is the development of human resources, because with the presence of human resources, local communities can develop their potential natural resources. data collection techniques and methods were carried out by means of observation, interviews, documentation study, and fgds (focus group discussions). primary data were obtained from the results of the fgd and the results of interviews with competent and deliberately selected informants; the number of informants was 13 people. secondary data is in the form of regulatory documents, basic agreements between the two countries, strategic planning for the development of state border areas, and profile documents of state border areas. the collected data were analyzed using ife, efe, ie, and swot matrices. tourism facilities such as accommodation, restaurants, bars, cafeterias, souvenir shops, and other tourism facilities are minimal or even unavailable. correct and effective policies and regulations are needed and it is necessary to increase the synergy of the central government, local governments and other parties involved in the development of the country's border areas. so far, the government has only focused on the construction of public facilities, while tourism facilities and infrastructure have not been given attention, which sometimes affects tourist activities in the border areas of the country. planning for a tourism area requires several things, such as the direction of the function area, space direction, facility and utility plans, transportation plans, indication of priority area programs, and activity development plans (ariani and suryawan 2018). planning for the border areas of the country is expected to continue to be developed through adjustments to regulations so as to have a positive impact on the acceleration of infrastructure development in border areas in order to improve communities in the border areas of the country (sholihah 2016). meanwhile, according to (page 2009) that the physical spatial approach, this approach is based on geographic land use traditions, development strategies based on different planning through spatial principles. for example, the grouping of visitors in an area, and these solutions are to avoid conflict. e-journal of tourism vol.7. no.2. (2020): 384-398 http://ojs.unud.ac.id/index.php/eot 389 e-issn: 2407-392x. p-issn: 2541-0857 results and discussion stakeholders involvement planning and developing potential tourism resources in the border areas of the country need stakeholder involvement. the involvement of the stakeholders referred to in this paper is as follows: a. government government involvement in the planning and development of state border areas is to carry out physical development and non-physical development. the physical construction planned and built by the government is the construction of bridges, roads, international terminals, animal health quarantine buildings and human health clinics, clean water supply, telecommunication facilities, lighting (electric power), as well as carrying out other physical constructions intended for tourist activities and people in the border area of the country. non-physical development carried out by the government, namely the development of human resource capacity such as conducting tourist attraction management training, training in managing local food into culinary delights, entrepreneurial training, disseminating immigration regulations for stakeholders involved in planning and developing country border areas, disseminating regulations and laws for communities in state border areas, dissemination of cross-border provisions between countries both traditionally and internationally, disseminating cross-border ownership of identity cards for citizens in country border areas, fostering national insight and national awareness, training related to efforts to return border crossers, improve legal order and administrative order regarding the citizenship status of country border residents. b. regional tourism associations / institutions the involvement of asita (association of the indonesia tours and travel agency) papua is to assist the government in increasing tourism promotion in the border areas of the country. the involvement of the hpi (indonesian tour guides association) in the papua region is to conduct tour guide training for the community, especially local people who come from border areas. the involvement of the papua lpkp (institute for research and tourism consultancy) is to conduct research related to the development of the border tourism market segment, conduct surveys and identify tourist attractions in the border areas, identify diversification of tourism products, and conduct research related to the motivation of tourists visiting the border areas. e-journal of tourism vol.7. no.2. (2020): 384-398 http://ojs.unud.ac.id/index.php/eot 390 e-issn: 2407-392x. p-issn: 2541-0857 c. community the involvement of local communities in the development of state border areas is to support government programs in increasing human resource capacity. the community's participation, for example, has taken part in training in the tourism sector, such as training in tourist attraction management, training for local guides, culinary training with local ingredients, entrepreneurship training, and other trainings held by the government. other involvement of the local community is participating in providing ideas and input to the government regarding the development of the country's border areas as well as maintaining the security situation, and maintaining the cleanliness of the attractive environment of the border areas. factors affecting the development of country border areas internal factors that influence the development of the border areas of the country, namely the human resources of the local community, the availability of public facilities, the availability of tourism infrastructure, and coordination between stakeholders, to analyze these internal factors the ife matrix is used. the ife matrix results show that the main strength of the border areas is easy access with a value of 0.101, while the main weakness factor of the border areas is the lack of availability of tourism facilities with a value of 0.079. the ife matrix results show a total value of 2.94, which means that the border area of the country has an average internal position. external factors that influence the development of border areas are security, regulations, tourists, crossborder permits, and public transportation, to analyze these external factors the efe matrix is used. the efe matrix results show that the main opportunity for the border area is millennial tourists with a value of 0.111, while the main threat factor is security, such as drug trafficking and illegal firearms trade with a value of 0.103. the efe matrix shows a total value of 2.90, which means that the country's border area is in a medium external position. matching stage, at this stage the ie matrix is used. based on the ie matrix, it can be seen that the x-axis (total ife value) is 2.94 and the y-value axis (efe total value) is 2.90. this scale shows that the border area of the country is in quadrant v, the strategy in quadrant v is to hold and maintain. quadrant v shows that the country border area in jayapura city has developed and needs to be maintained, so the right strategies to be applied are market penetration and product development. the details are shown in figure ife and efe matrices. e-journal of tourism vol.7. no.2. (2020): 384-398 http://ojs.unud.ac.id/index.php/eot 391 e-issn: 2407-392x. p-issn: 2541-0857 figure 1. the results of the ife and efe matrix analysis (source: david, 2017) the results of the study concluded that the country border area in jayapura city has natural, cultural, and man-made tourist attractions. the development of national border tourism is currently in the involvement stage, which means that there are four possibilities that will occur, namely (1) there is control from the local community, so far the management system for the potential tourist attraction of the border area is still managed by the local community without the involvement of the private sector. or investors from abroad. the physical development of tourism such as hotels, bars, restaurants, cafes and other tourism facilities has not been built. (2) increasing the number of tourist visits, at this stage it can be seen that the tourists visiting the border areas of the country have so far been less significant, especially foreign tourists, although there are visits, they can be found only at certain times. meanwhile, there are quite a lot of domestic tourist visits, but they visit on holidays or when cross-border events are held, such as cross-border festivals and trade border activities. (3) an area becomes a tourist destination that begins with a promotion, this can be seen that the government is starting to synergize with regional tourism associations or institutions to jointly engage in promoting potential • backward, forward or horizontal integration • market penetration • market development • product development strong 3.0 to 4.0 growth and coaching hold and maintain • market penetration • product development harvest success • savings • disposal e-journal of tourism vol.7. no.2. (2020): 384-398 http://ojs.unud.ac.id/index.php/eot 392 e-issn: 2407-392x. p-issn: 2541-0857 tourist attractions in the border areas of the country. (4) there is an initiative from the local community to develop their area, this stage can be illustrated that the community begins to form customary institutions to create cultural activities such as starting to develop art and dance, opening micro businesses, initiatives to develop local products as culinary delights, developing the economy. creative, as well as taking the initiative in maintaining cleanliness and security in the border areas of the country. in order for the tourism potential of developing country borders to be maximized, it is necessary to involve the government, regional tourism associations, local communities, and the private sector (investors). education such as training, dissemination, seminars, workshops need to be carried out in order to provide knowledge for local communities in exploiting the potential of tourism resources in the border areas of the country. regulations related to the development of tourism in the border areas of the country need to be studied and evaluated so that there is legal certainty for tourists, investors and the public in carrying out activities in the border areas of the country. planning strategy and development program to identify problems with developing potential tourist attractions in the border areas of the country, it is necessary to study and discuss internal and external factors as follows: a. internal factors internal factors that influence the development of state border areas are the factors of strength and weakness. strength factors, including the national border monument, local community culture, natural tourist attractions (beaches, mountains, and forests), cross-border markets, and access from downtown jayapura to the country border area. weakness factors include public facilities, tourism facilities and infrastructure, local human resources, local people's understanding of tourism awareness, and coordination between stakeholders. b. external factors external factors that influence the development of the country's border areas consist of opportunities and threat factors. opportunity factors include tourists, diversification of tourism products, crossborder festivals, local people's economic income, and local community employment opportunities (participation). threat factors are security, regulation, cross-border permits, and public transportation. e-journal of tourism vol.7. no.2. (2020): 384-398 http://ojs.unud.ac.id/index.php/eot 393 e-issn: 2407-392x. p-issn: 2541-0857 the internal and external factors above were analyzed using swot matrix analysis, which can be seen in table 1. table 1. swot matrix analysis for country border area development internal external strengths weaknesses 1. country border monument 2. local community culture 3. natural tourism destinations 4. cross-border markets 5. access from and within the border area. 1. public facilities 2. tourism facilities 3. local community human resources 4. local people's understanding of tourism awareness 5. coordination between stakeholders opportunities s-o strategy (sthrenghts-opportunities) w-o strategy (weaknesses-opportunities) 1. tourists 2. diversification of tourism products 3. cross border festival 4. local community economic income 5. local community employment opportunities (participation) harnessing potential strengths by taking opportunities: improve the management of tourist destination areas and the provision of tourism facilities for tourist visits to border areas. increase the diversification of tourism products, in order to provide certainty for tourists' decisions to choose to travel in the border areas of the country. evaluating the cross-border festival event, so that it becomes a market opportunity for neighboring countries such as papua new guinea and other pacific countries. overcoming weaknesses in order to take opportunity: increasing the education of human resources for local communities, in order to take full advantage of the tourism potential of the border areas. improve public and tourism facilities to facilitate tourists improve coordination and good cooperation between stackeholders, and hold activities that bring tourists to border areas and promote the potential of national border areas. threats st strategy (strengths-threats) wt strategy (weaknesses-threats) 1. security 2. regulation 3. cross-border permits 4. public transportation utilizing the strengths to anticipate threats: making maximum use of the potential of man-made and natural tourist destinations, in order to be able to attract tourists. utilizing the market as a crossborder shopping destination. increase access to the area and access within the border area. overcoming weaknesses in order to take advantage of opportunities: improve local community human resources, to develop micro-businesses in border areas. increase the human resources of the local community so that they are able to compete in jobs, especially working in special fields of the tourism industry. increase security in each tourist destination, so that tourists feel safe. the need for definite regulations, so that there is legal certainty for local tourists and investors. source: rangkuti, 2001 e-journal of tourism vol.7. no.2. (2020): 384-398 http://ojs.unud.ac.id/index.php/eot 394 e-issn: 2407-392x. p-issn: 2541-0857 based on the data in the matrix above, each strategy used is described as follows: a. the so (sthreangths-opportunities) strategy, makes a special polarization mapping of tourism development in the border areas of the country, maximizes the types and diversity of tourism products in the border areas of the country, and evaluates cross-border festivals in order to increase the number of tourist visits from pacific countries through cross-border countries. b. wo (weaknesses-opportunities) strategy, dissemination and training of human resource development, especially local communities, construction of public facilities and special tourism facilities, and improving coordination between stakeholders. c. st (strengths-threats) strategy, optimizing cross-border market economic activity, and providing access to and within country border areas that connect tourist attractions to one another. d. the wt (weaknesses-threats) strategy, conducts focus group discussions, seminars, workshops, training local communities for entrepreneurship, improves formal education for local youth, collaborates with other parties such as environmental activists, government and other private parties related to waste management in every tourist attraction, and existing regulations should be re-evaluated. development program the country border area development program is described based on the strategy of strengths-opportunities, weaknessesopportunities, and weaknesses-threats. a. development programs with strengthsopportunities: mapping and polarization of tourist attractions in the border areas of the country, maximizing the types and diversity of tourism products in the border areas of the country, and evaluating cross-border festivals. b. development program with weaknesses-opportunities: dissemination and training of human resource development, especially local communities, construction of public facilities, tourism infrastructure, and coordination between stakeholders. c. development program with strengthsthreats: optimizing cross-border market economic activity and providing access to and within the country's border areas. d. weaknesses-threats development program: focus group discussions, seminars, workshops, entrepreneurship training, formal education for local youth, safety, and hygiene of tourist e-journal of tourism vol.7. no.2. (2020): 384-398 http://ojs.unud.ac.id/index.php/eot 395 e-issn: 2407-392x. p-issn: 2541-0857 attractions, evaluation, and enforcement of regulations. conclusions and suggestions conclusions based on the above analysis, it can be concluded that the land border area between countries in skouw, jayapura city has potential tourist attractions, such as natural tourism attractions, cultural tourism attractions, and man-made tourist attractions. the development of national border tourism areas requires the involvement of various parties, such as the government regarding regulations, physical development and nonphysical development. regional tourism associations or institutions such as asita related to tourism promotion in border areas, the indonesian tour guides association regarding tour guide training for local communities, papua's lpkp (tourism research and consultancy institute) related to tourist attraction identification surveys, tourism market segment development research, and related research tourist motivation. the participation of the local community is to support government programs, participate in providing input or suggestions and ideas, maintain the security situation, and participate in maintaining a clean environment for tourist attractions in the border areas of the country. the results of the ife and efe matrices show that the country's border area is in the internal and external average position, which means that the country's border area is in quadrant v, the strategy in quadrant v is to hold and maintain. quadrant v shows that the country border area in jayapura city has developed and needs to be maintained, so the right strategies to be applied are market penetration and product development. based on the identification of internal and external factors that affect the development of national border areas, the strategy for developing state border areas is the so (strengths-opportunities) strategy, making a special polarization mapping for tourism development in the border areas of the country, maximizing the types and diversity of tourism products in the border areas of the country, and evaluating the cross-border festival in order to increase the number of tourist visits from pacific countries through cross-country borders. wo (weaknesses-opportunities) strategy, dissemination and training in developing human resources, especially local communities, building public facilities and special tourism facilities, and improving coordination between stakeholders. the wt (weaknesses-threats) strategy, conducts focus group discussions, seminars, workshops, training local people for entrepreneurship, improves formal e-journal of tourism vol.7. no.2. (2020): 384-398 http://ojs.unud.ac.id/index.php/eot 396 e-issn: 2407-392x. p-issn: 2541-0857 education for local youths, collaborates with other parties such as environmental activists, environmentalists, government and other private parties related to waste handling at each tourist attraction, and existing regulations should be evaluated and enforced. national border area development program, with strengths-opportunities: mapping and polarization of tourist attractions, maximizing the types and diversity of tourism products in the border areas of the country, and evaluating crossborder festivals, development programs with weaknesses-opportunities: dissemination and training for human resource development, especially local communities, development of public facilities, tourism infrastructure, and coordination between stakeholders, and development programs with weaknessesthreats: focus group discussions, seminars, workshops, entrepreneurship training, formal education for local youth, safety and hygiene of tourist attractions, and regulatory evaluation. suggestions suggestions that can be given are that the government should develop tourism infrastructure and evaluate local regulations, second: asita should promote tourism potential in the border areas of the country, third: the indonesian tour guides association should carry out guide training for local communities, fourth: regional tourism consultants should conduct research on the tourism market segment and research on the motivation of tourists in the border areas of the country, and fifth: local people should support government programs, provide suggestions or input and ideas, and participate in maintaining the security and cleanliness of the environment for tourist attractions in border areas. the results of the ife, efe and ie matrix analysis show that the position of the border region of the country is in a medium internal and external condition. therefore, the right strategies to be applied are market penetration and product development. the right programs that can be carried out related to the development of country border areas, namely first: mapping and polarization of tourist attractions and evaluation of cross-border festivals. the second program: dissemination and training on human resource development, especially local communities, construction of public facilities, tourism infrastructure, and coordination between stakeholders. third program: focus group discussions, seminars, workshops, entrepreneurial training, formal education for local youth, safety, and hygiene of tourist attractions, and evaluation of local regulations. e-journal of tourism vol.7. no.2. (2020): 384-398 http://ojs.unud.ac.id/index.php/eot 397 e-issn: 2407-392x. p-issn: 2541-0857 acknowledged the author would like to thank dr. drs. i nyoman sunarta, m.si. as the dean of the faculty of tourism, udayana university and dr. ir. i gusti ayu oka suryawardani, m.mgt., ph.d. as the coordinator of the udayana university tourism masters study program. the author also thanks ir. a. a. p. agung suryawan wiranatha, m.sc., ph.d. as the first supervisor and dr. ida bagus gde pujaastawa, ma. as the supervisor ii who has guided the author from beginning to end. the author's gratitude goes to central and local government officials, leaders of local tourism associations or institutions, and leaders of local community customary institutions for providing data and information related to the development of the country's border areas. references ariani, ni k.d. dan i.b. suryawan. 2018. perencanaan pengembangan kawasan pariwisata pantai lebih, desa lebih, kabupaten gianyar. jurnal destinasi pariwisata. vol. 6, no. 2, hlmn. 258-263. e-issn: 25488937. afrianto, s.y., p.g. wiloso dan g. sasongko. 2017. evaluation of the implementation of tourism policy. vol. 21, no.1, hlmn. 76-98. antariksa, basuki. 2016. kebijakan pembangunan kepariwisataan. malang jawa timur: intrans publishing. ardana, i gusti gede. 2007. pemberdayaan kearifan lokal masyarakat bali dalam menghadapai budaya global. denpasar: pustaka tarukan. arjana, i gusti bagus. 2015. geografi pariwisata dan ekonomi kreatif. jakarta: rajagrafindo persada. butler, r.w. 1980. the concept of a tourist area cycle of evolution: implication for management of resources. canadian geographer, xxiv, 1: 5-12. university of western ontario. damanik, j. dan f. h. weber. 2006. perencanaan eko wisata dari teori ke aplikasi. yogyakarta: cv. andi offset. david, fred r and forest. r. david. 2017. strategic management: a competitive advantage approach, concepts and cases, 16th edition. london: pearson education, inc. dewi, m.a., i. rachmawati., s. issundari dan m. sugiarto. 2020. developing border tourism in sota, merauke through tourism festival. athens journal of tourism. vol. x, no. y. pp. 1-13. francos, v. dan b. lionel. 2008. pemasaran pariwisata internasional: sebuah pendekatan strategis. jakarta: yayasan obor indonesia. skäremo, gustav. 2016. cross-border tourism development: a case of the ӧresund region. umeå university: department of geography and economic. master thesis in human geography. e-journal of tourism vol.7. no.2. 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(2019): 1-27 http://ojs.unud.ac.id/index.php/eot 1 e-issn: 2407-392x. p-issn: 2541-0857 impacts of transformational leadership on effective implementation of csr 2.0 – the case of croatia tea golja juraj dobrila university of pula/ faculty of interdisciplinary, italian and cultural studies corresponding author: tea.golja@unipu.hr article info received 28 november 2018 accepted 28 january 2019 available online 18 march 2019 abstract lack of confidence in businesses, lack of transparency and new demands from various interested and responsible stakeholders calls for the application of new leadership styles that encourage simpler, faster and effective implementation of socially responsible practices in the organization. there are many definitions of leadership as it means different things to different people. leadership is about setting vision, empowering, inspiring and influencing people and reaching the set goals. leadership is not a synonym for management. corporate social responsibility requires finding the appropriate balance of economic, ecological and socio-cultural determinants in any organizational system. it is important to develop and nurture leadership style that leads to healthy implementation of socially responsible practices and promotes positive organizational culture. poor leadership brings a plethora of negative consequences. transformational leadership, with more supportive and responsive leaders, boosts the transition towards corporate social responsibility 2.0 or the so-called systematic or radical corporate social responsibility a concept introduced and investigated by visser (2012). this article analyses, evaluates and discusses csr 2.0 and presents perspectives of senior level managers (hotel managers) on the concept of csr 2.0. hotel managers from the biggest croatian hotel companies were interviewed. author elaborates the applied leadership style and the interrelatedness of csr 2.0 with the transformational leadership that can be seen as leadership 2.0. author further argues the importance of transformational leadership for the effective implementation of csr 2.0. a set of required leadership competences for adopting and successfully implementing and/or reaffirming corporate social responsibility 2.0 is presented. keywords: corporate social responsibility 2.0, transformational leadership, tourism, croatian hotel companies e-journal of tourism vol.6. no.1. (2019): 1-27 http://ojs.unud.ac.id/index.php/eot 2 e-issn: 2407-392x. p-issn: 2541-0857 introduction leaders do not have to be great men or women by being intellectual geniuses or omniscient prophets to succeed, but they do need to have the "right stuff" and this stuff is not equally present in all people. kirkpatrick and locke (1991, p. 59) background new style leaders or transformational leaders are more sensitive to global sustainability challenges. they recognize that poverty must be tackled with innovative strategies that build economic growth but on a sustainable way. they innovate, create, strengthen communities, tackle social problems and climate change and respect the environment. transformational leaders recognize the importance of implementing socially responsible strategies in their ordinary business practices but overall, integrate them in their main corporate strategies. they promote large-scale structural and organisational change for the promotion of high living standards, high quality employment and social progress in general. research objectives drawing on the above, the purpose of this paper is to investigate the relatedness between transformational leadership and csr 2.0 in tourism. the novelty of this research is in testing the relationship between main characteristics of transformational leadership and main csr 2.0 principles creativity, scalability, responsiveness, glocality and circularity. (visser, 2013) authors further presented main leadership traits as seen by the interviewed hotel managers and interrelate them with key dimensions of corporate social responsibility 2.0. a set of required leadership competences for adopting and successfully implementing and/or reaffirming corporate social responsibility 2.0 is presented. literature review leadership and the trait theory very many different views and opposite views on leadership and leader‟s characteristics are obvious. there are as many definitions of leadership as there are leaders. (daskal, n/d) even today there is no single leadership theory that can be applied in every case. (stippler et.al., 2011) leadership is a leader‟s most significant peculiarity and his developing in leadership contributes most greatly to e-journal of tourism vol.6. no.1. (2019): 1-27 http://ojs.unud.ac.id/index.php/eot 3 e-issn: 2407-392x. p-issn: 2541-0857 the organization. (gao, 2013) in the work of bensimon (2009) where she highlighted several definitions of leadership provided by presidents of different colleges, one shall be pointed. „leadership is the totality of the person.“ according to fiedler (2006, p. 371) leadership can be viewed as a problem of wielding influence and power for the existence of different types of groups. it is leader-member relations, task structure and position power that construct three important aspects in the total situation that influence the leader's role. leadership is the ability to adapt the setting so everyone feels empowered to contribute creatively to solving the problems. (smith, n/d) leadership is the art of motivating a group of people to act towards achieving a common goal. (ward, 2018) leadership is realized through many small life decisions that leader makes throughout the day. (catranis, 2017, p. 33.) leadership is multidimensional in skills and orientation. (gallos, 2008, p. 3) there are even different classification of leadership. gao (2013, p. 79) classifies leadership into: (1) individual refers to that of an individual leader holding a certain post in an organization and that is influenced by a leader‟s peculiarity; (2) group the join force of individual leaders at the same level in an organization and (3) organizing the join force of the group leadership at all levels and results from the interaction among all the individual leadership at the same levels and all the group leadership at distinguishable levels. aligned with that individual leaders shape strategy, execute decision, manage talent, develop future talent, and act with personal proficiency. (ulrich, d. and smallwood, n., 2012) kruse (2013), who has written several books on leadership, underlines clearly what leadership is not: (1) leadership has nothing to do with seniority or one‟s position in the hierarchy of a company; (2) leadership has nothing to do with titles; (3) leadership has nothing to do with personal attributes; (4) leadership isn‟t management. the point number one is a clear opposite opinion from the gao‟s (2013) view of individual leadership. it cannot be neglected that many leaders do not hold formal positions in the organisation whilst at the same time we have evidences where authoritative people are not showing any leadership characteristics. however, the differences in defining leadership have been marked by hunt (2004) who arguments that the definition of leadership will depend on one's conception of leadership that is linked to various factors, including among others the nature of reality and ontological issues, stakeholder perspectives, and e-journal of tourism vol.6. no.1. (2019): 1-27 http://ojs.unud.ac.id/index.php/eot 4 e-issn: 2407-392x. p-issn: 2541-0857 levels-of-analysis issues. leadership can be identified across contexts and cultures. (keohane, 2010, p. 24). goleman (2000) outlines six leadership styles that spring from different components of emotional intelligence: (1) coercive leaders demand immediate compliance; (2) authoritative leaders mobilize people toward a vision; (3) affiliative leaders create emotional bonds and harmony; (4) democratic leaders build consensus through participation; (5) pacesetting leaders expect excellence and self-direction; (&) coaching leaders develop people for the future. caramela (2017) distinguishes four ways that good leaders achieve success: (1) bettering their environment; (2) knowing their team and themselves well; (3) maintaining a positive attitude and (4) building a next generation of leaders. three main leadership theories (models) can be identified: trait approach, style approach (behavioural that distinguishes task behaviours and relationship behaviours) and contingency approach. (nordhouse, 2009) the forth approach – contemporary leadership theories has been evolving recently. one of the oldest theoretical perspectives on leadership is often associated with thomas carlyle's and francis barton's „great man“ theory of leadership where the importance of innate attributes (especially by people of the higher class) have been argued. accordingly, a leader must be born with a certain set of personality attributes for them being impossible to develop. great man theories evolved into the trait theories of leadership later. these theories mostly disregarded the point whether traits were inherited or acquired as some could be inherited whilst others could be learnt. the focus was put on how traits influence leadership. proponents of the trait theory listed five main characteristics of leaders: (philips, 2009, p. 5) (1) power; (2) intelligence; (3) persuasion; (4) personality and (5) charisma. one of the earliest researches on individual traits was conducted by bird in 1940 who listed 79 traits that were identified in 20 researches but only 5% of the listed traits were common to four or more researches (geiger, 1967). it was, even at that time, obvious that the certain list of stable and enduring traits for good leaders is difficult to be strictly defined. mann (1959) identified six personality traits that distinguish leaders from non-leaders: intelligence, masculinity, adjustment, dominance, extraversion, and conservatism. the universality of leadership traits was questioned. e-journal of tourism vol.6. no.1. (2019): 1-27 http://ojs.unud.ac.id/index.php/eot 5 e-issn: 2407-392x. p-issn: 2541-0857 many of the early scholars on leadership theories disregarded the importance of situation because of the opinion that the certain traits are easily transferable across very many different situations. stogdill (1948, 1974) became sceptical on trait theory and supported more the importance of interaction between the individual and the social situation and his studies have shown that both traits and situational variables contribute to leadership. in his paper published in 1948 he reviewed more than a hundred leadership studies (between 1904 and 1947) in which some attempts have been made to determine the traits and characteristics of leaders across 27 groups of factors. he found 8 traits that distinguish an average individual in leadership role from an average group member: intelligence, alertness, insight, responsibility, initiative, persistence, self-confidence and sociability. in his findings he pointed out that no guarantee exists that an individual possessing the above listed traits will surely become a successful leader. it is different traits relevant to situation that are important. this made him conclude how difficult it is to identify an agreed set of leadership attributes that would guarantee leadership success. however, in his second survey he validated the idea that leader's characteristics make a significant part of leadership. in his second survey he identified 10 traits associated with leadership: achievement, persistence, insight, initiative, self-confidence, responsibility, cooperativeness, tolerance, influence and sociability. (nordhouse, 2010, p. 17). kirkpatrick and locke (1991) list six traits on which leaders differ from non-leaders: (1) drive: achievement, ambition, energy, tenacity, initiative; (2) leadership motivation: personalized vs. socialized; (3) honesty and integrity; (4) self-confidence; (5) cognitive ability; (6) knowledge of the business and (7) other traits: charisma, creativity/originallity, flexibility. kouzes and posner (2012) identified the top four traits associated with good leadership: being honest, forward-looking, inspiring, and competent. nordhouse (2010, p. 18) summarized main studies of leadership traits identified by researchers from the trait approach. e-journal of tourism vol.6. no.1. (2019): 1-27 http://ojs.unud.ac.id/index.php/eot 6 e-issn: 2407-392x. p-issn: 2541-0857 table 1. the summary of trait research studies stogdil l (1948) mann (1959) stogdill (1974) lord, deva der and allege r (1986 ) kirkp atric and locke (1991 ) intellig ence alertne ss insight respon sibility initiati ve persiste nce selfconfide nce sociabi lity intellig ence mascul inity domin ance extrav ersion conser vatism adapta bility achieve ment persisten ce insight selfconfiden ce respons ibility coopera tiveness toleranc e influenc e sociabili ty intelli gence masc ulinity domi nance initiat ive motiv ation integr ity confi dence cogni tive abilit y task knowl edge source: nordhouse, p. g. (2010, p. 18) trait approach was again revived with the emphasis put on charismatic and transformational leadership. as nordhouse (2010) concludes, the trait approach began with an emphasis on identifying the qualities of great persons and the inborn attributes, followed by qualities that could be learnt. than it shifted to include the impact of situations on leadership, and, currently, has shifted back to reemphasize the critical role of traits in effective leadership. transformational leadership transformational leadership has been proved as successful in many business settings. it has gained the popularity during 1980s. the concept of transformational and transactional leadership was introduced by burns (1978) who used the term “transforming leadership” whilst bass (1985) elaborated further burns's theory and introduced several modifications particularly in viewing and measuring transformational and transactional leadership as separated concepts. burns (1978) explained transformational leadership as a process in which "leaders and followers help each other to advance to a higher level of morale and motivation“ whilst at the same time the process was characterized as beneficial for the organisational life and the life of people engaged in the organisation. thomson et. al. (2016) define transformational leadership as a leadership style that promotes effective change management and organizational transformation. transformational leaders pay attention to individual and personal e-journal of tourism vol.6. no.1. (2019): 1-27 http://ojs.unud.ac.id/index.php/eot 7 e-issn: 2407-392x. p-issn: 2541-0857 differences in needs for development and growth and provide necessary resources to help followers to realize their dreams. (zenab kazmi and naaranoja, 2013, p. 74). bass and avolio (1995) introduced factor analysis later upgraded through the multifactor leadership questionnaire (mlq form 5x) or the most popular survey used in measuring transformational and transactional leadership. transformational leaders achieve superior outcomes by using the „4i model“: (bass, 1985) (1) idealized influence (charisma) leaders act as role models, are willing to take risk, are consistent, show high levels of integrity and ethics. charismatic leaders display conviction, take stands, and appeal to followers on an emotional level (judge and piccolo, 2004, p. 755) ; (2) individualized consideration – leaders act as coaches or mentors for giving individualized attention to the professional development of each and every follower and offering them tailor made new learning opportunities (bass et.al., 2003); (3) intellectual stimulations – whilst addressing organizational problems leaders involve followers and require from them creative and innovative solutions to the identified challenge (bass et.al., 2003) and (4) inspirational motivation involving followers in the development of a preferred vision for the future, communicating clear expectations, and by demonstrating a clear commitment to the shared goals and vision of the group or team (wolinski, 2010). six key behaviours associated with transformational leaders are: (podsakoff, mackenzie, moorman and richard, 1990, p. 112) (1) identifying and articulating a vision; (2) providing an appropriate model; (3) fostering an acceptance of group goals; (4) high performance expectations; (5) providing individualized support and (&) intellectual stimulation. transformational leadership is multidimensional and different relationships exists between the dimensions. (deinert et.al., 2015, p. 13) these researchers directly linked the 5 big personality traits or the big 5‟s (neuroticism, extraversion, openness to experience, agreeableness and conscientiousness) with the 4 subdimensions of transformational leadership (the bass‟s 4i model) and proved differential relationships between the five personality traits and the four subdimensions of transformational leadership. hence, extroversion, openess, agreeblenes, conscientiousness were all positively related to transformational leadership but not all of them were strongly linked with each sub-dimension of transformational leadership as some relationships were more significant. they found none-journal of tourism vol.6. no.1. (2019): 1-27 http://ojs.unud.ac.id/index.php/eot 8 e-issn: 2407-392x. p-issn: 2541-0857 significant links between neuroticism and transformational leadership and all its subdimensions. so, different combinations of the personality traits are differentially related to the transformational leadership behaviours and they suggest a separate examination of transformational leadership sub-dimensions. according to hyatt (n/d) leadership 2.0: (1) embraces change because of new leaders being on the cutting edge of experimentation; (2) demonstrates transparency for old-style leaders being opaque; (3) celebrates dialogue for new-style leaders listening more than talking; (4) employs collaboration for new-style leaders enjoying teamwork; (5) practices sharing because new-style leaders freely share their contacts, insights, time, energy and money; (6) welcomes engagement for new-style leaders don't care much about hierarchy and (7) builds community because new-style leaders get great satisfaction from working together and building a sustainable community. accordingly, leadership 2.0 is strongly related to transformational leadership as the above outlined characteristics of leaders go hand in hand with the basses 4i (bass, 1985) model and 6-dimensional model as outlined by podsakoff et. al. (1990). varios benefits transformational leadership brings on the organisational but personal level as well – for those closely linked with internal organisational environment (employees). transformational leadership contributes to higher levels of employee satisfaction. (mujkić et. al., 2014) a significant relationship between transformational leadership and employee motivation was proved in the research of ahmad et.al. (2014). following on that, the empirical results of the research conducted by al zefeiti (2017) indicate that transformational leadership behaviours (core transformational leadership, providing individualized supports, intellectual stimulation, and setting high performance expectation) have a significant impact on contextual performance whilst core transformational leadership and providing individualized supports have a significant impact on task performance. judge and piccolo (2004) found that transformational leadership has positive, nonzero relationships with the following leadership criteria: (a) follower job satisfaction, (b) follower leader satisfaction, (c) follower motivation, (d) leader job performance, (e) group or organization performance, and (f) rated leader effectiveness. the evidence has showed that transformational leadership facilitates knowledge sharing among e-journal of tourism vol.6. no.1. (2019): 1-27 http://ojs.unud.ac.id/index.php/eot 9 e-issn: 2407-392x. p-issn: 2541-0857 employees by enhancing followers‟ perceived team goal commitment and perceived team identification. (liu and li, 2018) garcia-morales, lloréns‐montes and verdú‐jover (2008) analysed the direct and indirect influence of knowledge and innovation as mediating variables on the relation between transformational leadership and performance. their study has demonstrated that transformational leadership affects slack knowledge, absorptive capacity, tacit knowledge, organizational learning and innovation. stimulating the relations between these intermediate variables permits the creation of positive synergies that improve organizational performance. the relationship between creativity and transformational leadership was in the focus of the research conducted by zenab kazmi and naaranoja (2013, p. 77) whose research has proved that creativity is positively linked with the individual differences through transformational leadership. they provided basis for the implementation of “transformational leadership” as being the attractive management choice amongst the other management choices. transformational leadership was investigated in the paper of leithwood (1992) where he argumented that transformational leadership contributes to maintaining collaborative culture in settings like educational institution. however, the effectiveness of transformational leadership varies depending on the cultural values of an individual. (spreitzer, hopkins perttula and xin, 2005) a harvard study of s&p 500 and global 500 firms that evaluated the ability of leaders to strategically reposition the firm found some common characteristics of the most successful transformations: (scott and evan, 2017) (1) transformational ceos tend to be “insider outsiders”; (2) they strategically pursue two separate journeys; (3) they use culture change to drive engagement, (4) they communicate powerful narratives about the future; (5) they develop a road map before disruption takes hold. transformational leadership can inspire workers to embrace change by fostering a company culture of accountability, ownership and workplace autonomy. (white, 2018) in the next section author will investigate further the relationship between transformational leadership and corporate social responsibility as the micro aspect of sustainable development. e-journal of tourism vol.6. no.1. (2019): 1-27 http://ojs.unud.ac.id/index.php/eot 10 e-issn: 2407-392x. p-issn: 2541-0857 transformational leadership and transformational csr there have been various initiatives in defining corporate social responsibility mostly for the focus they have selected as central, the issues that particular country or organisation wants to highlight and the priorities of key issues within one organisation. in tourism, it was mostly environment seen as the most important dimension of corporate social responsibility as it is, obviously, crucial for the development of tourist product. (golja, 2008, krstinić nižić and golja, 2009) however, it is becoming more evident that, on the priority list, social and cultural dimension of corporate social responsibility is getting high attention. for instance, croatian tourism and hotel companies are putting enormous efforts in providing higher standard for their employees, invest in their professional development and in providing them decent quality of life. corporate social responsibility has been defined by the european commission (2011, p. 6) as the responsibility of enterprises for their impact on society. an excellent review of definitions of corporate social responsibility has been provided in the work of hamidu, md haron and amran (2015, p. 85) where they summarized main dimensions of each definition from different periods and identified 6 core characteristics of csr (voluntary, internalizing or managing externalities, multiple stakeholder orientation, alignment of social and economic responsibilities practices and values and beyond philanthropy. the main dimensions are as follows: 1) 1950‟s – 1960‟s philanthropy (religious & humane philosophies, community development, unregulated philanthropy, poverty alleviation and obligation to the society); (2) 1970's – 1980's regulated csr (extension of csr commitments, csr as symbol of corporate citizenship, stakeholder relationship management, corporate reputation, socio-economic priorities, bridging governance gap, stakeholders rights and legal & ethical responsibilities); (3) 1990'2 – 21st century instrumental/strategic csr (competitive strategy, environmental protection, sustainability, internationalisation of csr standards and transparency & accountability). velsor (2009) concluded that very little theoretical and empirical research on the leadership aspect of csr exists. waldman, siegel and javidan (2003, p. 6) believe that transformational leadership theory represents a prominent example of the neo-charismatic paradigm that may provide new possibilities for the upper e-journal of tourism vol.6. no.1. (2019): 1-27 http://ojs.unud.ac.id/index.php/eot 11 e-issn: 2407-392x. p-issn: 2541-0857 echelons perspective in general, and the understanding of corporate social responsibility in particular. several researches pointed the positive link between transformational leadership and csr. (du, swaen, lindgreen and sen, 2012) waldman, siegel and javidan (2004) found a positive correlation between transformational leadership and strategic corporate social responsibility. wabitsch (2014) proved that transformational leadership motivates managers for csr in meetings, because it enhances trust, understanding and commitment to csr. the differences between transformational and transactional strategies as reflected in the work of castello', lozano and barbera' (n/d) lay in their main purpose and key role in developing changes in the organisation. they see transfomrational strategies as those providing innovations, inspirations and morality to managers whilst transactional as those that consolidate the csr inititiave through meeting and responding to stakeholders' reactions to changing expectations. (castello', lozano and barbera', n/d, p. 4, 8) transformational leaders are more sensitive to: (un global compact and accenture, 2013, p. 52): (1) environmental and social issues and bear in mind their importance for the success of their business; (2) climate change issues, water security, growth and employment; (3) philanthropy which is seen only as one little aspect of corporate social responsibility but not its core dimension; (4) engaging investors on sustainability; (5) partnership with different stakeholders in the community (ngos and ohers); (6) measuring ans rewarding sustianability in employee performance assessments and remuneration. in the same report (un global compact and accenture, 2013, p. 16), seven themes enabling leading companies to achieve value creation and impact on global sustainability challenges were detected: (1) realism and context – understanding the scale of the challenge and the opportunity; (2) growth and differentiation – turning sustainability to advantage and value creation; (3) value and perfromance; (4) technology and innovation – new models for success; (5) partnership and collaboration – new challenges, new solutions; (6) engagement and dialogue – broadening the conversation; (7) advocacy and leadership – shaping future systems. this is alligned with the visser's dna model of csr 2.0 presented in the table that follows. (visser, 2013, p. 150) e-journal of tourism vol.6. no.1. (2019): 1-27 http://ojs.unud.ac.id/index.php/eot 12 e-issn: 2407-392x. p-issn: 2541-0857 table 2. visser's model of csr 2.0 visser is one of the strongest critics of traditional corporate social resposnibility model and holds opinion that the different kind of csr is needed if we are to reverse the current direction of the world‟s most pressing issues in the social, environmental, ethical and econimic ecosystems. (visser, 2012) visser (2013, p. 18) distinguished several business ages (greed, philantrophy, marketing, management, responsibility) and associated them with stages of csr (defensive, charitable, promotional, strategic, systematic), the preveled modus operandi (ad hoc interventions, donations, public relations, management systems, business models), key enablers (investments, projects, media, codes, products) and stakeholders (shareholders, government & employees, communities, general public, shareholders & ngos/csos and regulators and customers). methodology the study provides a combination of theoretical and empirical research. the theoretical framework summarizes main points of the leadership trait theories, underlines and arguments main characteristics of transformational leadership, as well as those connected to csr 2.0 although scarce (according to authors presumptions) and highlights some of the benefits transformational leadership brings on the level of the organisation and on the personal level. dna code strategic goals key indicators value creation economic developme nt capital investment beneficial products inclusive business good governance institutional effectivenes s leadership transparenc y ethical practices societal contribution stakeholder orientation philanthrop y fair labour practices supply chain integrity environment al integrity sustainable ecosystems ecosystem protection renewable resources zero waste production e-journal of tourism vol.6. no.1. (2019): 1-27 http://ojs.unud.ac.id/index.php/eot 13 e-issn: 2407-392x. p-issn: 2541-0857 in the empirical research authors will examine the links between main characteristics of transformational leadership and leadership traits to main principles of csr 2.0 (visser, 2013). authors will present main leadership traits as seen by the interviewed hotel managers and interrelate them with key dimensions of corporate social responsibility 2.0 in order to conclude about the strength of relationship of that particular trait and csr 2.0 – in general and specific to particular dimension. based on the literature review, and the main principles of csr 2.0 (visser, 2013) the following hypothesis were tested: 1) transformational leadership is positively related to corporate social responsibility in general 2) transformational leadership is positively related with main principle of csr 2.0 – creativity 3) transformational leadership is positively related with main principle of csr 2.0 – scalability 4) transformational leadership is positively related with main principle of csr 2.0 – responsiveness 5) transformational leadership is positively related with main principle of csr 2.0 – glocality 6) transformational leadership is positively related with main principle of csr 2.0 – circularity the sample consisted of 17 hotel managers from different destinations in istria: rabac, poreč and rovinj and from three different hotel companies. results and discussion following this cue, we set out to examine the relationship between transformational leadership traits and main principles of csr 2.0 as seen by interview hotel managers from the sample. in the following scheme we will present the most important leadership traits as seen by the hotel managers from the sample. hotel managers were asked to rank 13 leadership traits authors singled out as important for csr 2.0. authors will comment on their relatedness with main csr 2.0 principles: creativity, scalability, responsiveness, glocality and circularity. (visser, 2013, p. 146) e-journal of tourism vol.6. no.1. (2019): 1-27 http://ojs.unud.ac.id/index.php/eot 14 e-issn: 2407-392x. p-issn: 2541-0857 schema 1. the most important traits of good leaders according to hotel managers‟ opinion source: author‟s research and analysis the most important leadership traits for hotel managers are: (1) responsibility, (2) the ability to motivate and empower employees, (3) commitment, (4) ethics and (5) persistence. responsibility is strongly related with all of five principles of csr 2.0: creativity, scalability, responsiveness, glocality and circularity. the ability to motivate and empower employees is strongly related with creativity – one of the principles of csr 2.0. we need more creativity to foster positive changes in the social, economic and environmental spheres. creativity cannot be nurtured by standardization. if companies are accepting various standards and implementing them in their business models, two things can happen – managers go strictly by the book, with no experimentation at all and managers can become creative about how to trick the system (visser, 2013, p. 164). creativity means taking risks and recognizing opportunities. in hotel business it can be considered as important trait in leading the innovations in tourism sector that will attract new customers that take care of socially responsible tourism product/experience in a tourist destination. creative managers foster creativity spirits in their followers and empower them to strengthen their will and ambitions in finding innovative solutions to current challenges. when it comes to competition, we must recognize the importance of several tourist destinations on the mediterranean that compete with croatia for the same source markets. it is northern african destinations (tunis and morocco), turkey, greece, spain, france and italy. commitment can also be strongly associated with creativity because leaders should be able to show their commitment to creative and innovative projects that derive from their “think global, act local” mind-set. in line with mentioned, the principle of glocality comes evident. leaders need to respect the environment and the society were they operate and be able to combine international standards, 6,88 8,88 5,88 10,53 7,65 6,65 7,12 7,35 2,82 5,29 7,41 9,24 5,29 in te g ri ty co m m it m e n t e n th u si a sm a n d p a ss io n re sp o n si b il it y e th ic s cr e a ti vi ty a n d i n n o v a ti o n s ch a ri sm a a d a p ta b il it y t h in k g lo b a l, a ct l o ca l d y n a m is m p e rs is te n ce th e a b il it y t o m o ti va te … a sp ir a ti o n t o l e a rn a n d …0 2 4 6 8 10 12 e-journal of tourism vol.6. no.1. (2019): 1-27 http://ojs.unud.ac.id/index.php/eot 15 e-issn: 2407-392x. p-issn: 2541-0857 views, latest developments (in technology, general trends in tourism) with local tradition whilst nurturing cultural identity of the tourist destination and its people. scalability is another csr 2.0 principle that can be linked to responsibility and commitment. it is scalable projects in tourism that we need in tourism to make stronger positive changes in the environment towards sustainable development. new ideas of sustainable projects in tourism should go to scale. in tourism it means that sustainable and innovative projects need to be implemented in other destinations as well in order to create scalable changes in the society and in the sector. for the case of croatia, hotel managers and leaders from the sample can replicate their ideas in other destination by firstly, communicating progress to the senior management of the hotel company, proving the success of sustainable innovation and then enthusiastically being open to distribute ideas and aspirations to other hotel managers in different destinations where the hotel company operates (i.e. northern croatia, dalmatia and dubrovnik). hotel managers from the sample are highly aware of the importance of knowing the ethical boundaries of the organisation. it is code of ethics and the exemplary behaviour of people at the top that prevent unethical behaviour. minor ethical lapses can have major impacts, and it is good that hotel managers have recognized it as important. ethics permeates through every aspect of socially responsible business and it is built in every csr 2.0 principle. persistence helps to keep up the work. it helps a leader to confront challenging situations that affect his work. persistence is the ability to work on solutions and work towards success. persistence is strongly correlated with creativity, scalability and circularity. tourism is very much climate-dependent. although not contributing much to the general emission of carbon-dioxide, out of the 5% of contribution, majority derives from transport. it is tourism managers and leaders that need to foster changes and implementation of sustainable and alternative transport choices – at first amongst its followers. it is leaders that need to be creative and persistent in making positive changes in the environment through improving their business practices and implementing not management systems but innovative solutions in the following areas: a) tourism products/services/experiences, b) process/technology and c) institutional environment. though countries are increasingly committed to respecting international environmental standards, environmental performance benchmarking assessments show that deforestation, e-journal of tourism vol.6. no.1. (2019): 1-27 http://ojs.unud.ac.id/index.php/eot 16 e-issn: 2407-392x. p-issn: 2541-0857 overfishing, and air and water pollution continue to reduce the global natural capital. (world economic forum, 2017, p. 6). when asked to rank the level of importance of different leadership traits using the likert scale (1 – 7), hotel managers from the sample, see responsibility as extremely important trait for leaders (76,47%). the ability to motivate and empower employees is seen as very important by 47,06% of hotel managers and extremely important by 47,06% of managers. commitment is very important for 47,06% hotel mangers and extremely important for 35,29% hotel managers. ethics is perceived very important for 47,06% of hotel managers whilst extremely important for 29,41% managers. hotel managers were asked to determine the importance of various key dimensions of csr of the future (csr 2.0). the results are presented in the scheme that follows. schema 2. the importance of various csr 2.0 dimensions source: author‟s research and analysis based on the obtained responses, hotel managers believe good management to be very important dimension of the csr 2.0 (58,82%). two second most important dimensions are contribution to the society and environmental protection and improvement of the quality of ecosystem. when taking into account the scores managers associated to different dimension and the appropriately applied weight (based on the liker scale), the results are: 1. creation of new values 2. good management 3. contribution to the society 4. environmental protection and improvement of the quality of ecosystem. 0 0,1 0,2 0,3 0,4 0,5 0,6 0,00% 5,88% 5,88% 11,76% 23,53% 11,76% 17,65% 23,53% 41,18% 58,82% 52,94% 52,94% 35,29% 23,53% 23,53% 11,76% not at all important important slightly important neutral moderately important very important extremely important e-journal of tourism vol.6. no.1. (2019): 1-27 http://ojs.unud.ac.id/index.php/eot 17 e-issn: 2407-392x. p-issn: 2541-0857 the above results are much related to the previously mentioned leadership traits associated with transformational leadership. creating new values is aligned with the principle of creativity, whilst good management with responsiveness, scalability, circularity, glocality and creativity in its nutshell. value creation fosters economic development. good governance targets higher institutional effectiveness. contribution to the society is mostly linked with the principle of glocality and circularity. it means stronger involvement of different stakeholders in the business thinking process and decision-making process. environmental protection and improvement of quality of ecosystems is mostly linked with scalability and circularity and it contributes to more sustainable ecosystems. when asked to characterize their leadership style, 41,18% of hotel managers pointed that they firstly present the problem, get inputs from persons that are not managers and then bring decision. it is obvious that, whilst applying the mentioned leadership style, managers have a slightly higher power and influence than others in the organization that do not hold managerial positions. 35,29% of hotel managers are able to bring decision that will be accepted by other people who are not managers nor hold any managerial position meaning that managers have the complete power and influence to control the decision-making process in the organization. in the context of csr 2.0, stronger engagement of employees in the decision-making process is more favourable for empowering employees and fostering their overall satisfaction. the complete results are presented in the scheme that follows. schema 3. the main characteristics of leadership style of hotel managers in istria 35,29% 0,00% 0,00% 5,88% 41,18% 17,65% i am able to bring decision that will be accepted by other people who are not managers nor hold any managerial position i need to "sell" the decision prior to its acceptance i need to present the decision and answer on a few questions posed by persons who are not managers i need to present a trial decision which will be subject to change based on the inputs from persons that are not managers i present the problem, i get some inputs from the persons that are not managers and i bring decision. e-journal of tourism vol.6. no.1. (2019): 1-27 http://ojs.unud.ac.id/index.php/eot 18 e-issn: 2407-392x. p-issn: 2541-0857 conclusion and suggestions ever since croatia got its independence, for almost three decades, tourism has become one of the largest and fastest-growing economic sectors in the country. according to the croatian central bank statistics, tourism currently contributes with 19,6 (preliminary data for 2017). (ministry of tourism of the republic of croatia, 2018) according to world travel and tourism council (2017) the total contribution of travel and tourism to croatian gdp was 24,7 in 2016 whilst the direct contribution was 10,7% of gdp and tourism generated 138.000 jobs directly (10% of total employment). ministry of tourism of the republic of croatia, just recently, has ordered the creation of tourism satellite accounts for croatia. a satellite account is a term developed by the united nations to measure the size of economic sectors that are not defined as industries in national accounts. for instance, tourism is an amalgam of industries such as transportation, accommodation, food and beverage services, recreation and entertainment and travel agencies. (unwto, n/d) with this measurement technique, it will be possible to calculate the exact economic contribution of tourism in terms of revenues, contribution to gdp, to employment etc. tourism in croatia has experienced expansion and diversification (on the supply but demand side as well). tourism has contributed towards employment and economic growth, as well as to development in rural areas, and even lessdeveloped areas such as slavonija, lika and gorski kotar (war-hit places). istria is a great example tourism creating new opportunities and leading transformations of rural and deserted areas. creative industries, cultural tourism (culture, enogastronomy) transformed inland part of istria and opened the hidden beauty of inland istria to tourists. it is not mass tourism that is leaving traces in that part of istria but sustainable and special interest tourism. a very wide range of interested stakeholders provide service in this, crosssector industry of experiences and stories. hotel companies play an important role in shaping the growth and development of tourism in particular croatian destinations but with multiple of impacts of the branding of tourism on the national level. human resources and their level of education play an irreplaceable role in the development of tourism in croatia. this crucial factor is becoming particularly important in terms of current unfavourable and negative demographic trends croatia e-journal of tourism vol.6. no.1. (2019): 1-27 http://ojs.unud.ac.id/index.php/eot 19 e-issn: 2407-392x. p-issn: 2541-0857 faces as well as the gradual aging of the population in general. in the table that follows authors will summarize main principles of csr 2.0, link them with leadership traits associated with transformational leadership and suggest possible applications for more efficient implementation of csr 2.0 in tourism in croatia. tabel 3. principles of csr 2.0 and transformational leadership traits with possible applications in tourism (shift towards csr 2.0) principles of csr 2.0 according to visser (2016, p 146) explan ations of princip les of csr 2.0 leadershi p traits contributi ng to various principles of csr 2.0 applications for tourism in croatia creativity “busine ss creativi ty need to be directe d to solving the world’s social and environ mental 1. respo nsibilit y 2. the ability to motiva te and empo wer emplo yees 3. comm itment  need to foster innovatio ns and creative thinking from the bottom.  innovatio ns on the three level: product/se proble ms.” (visser, 2012, p. 10) 4. ethics 5. persist ence rvice/expe riences, processes and institution s.  need for meaningf ul investmen ts in human capital by fostering their empower ment, through education, capacitybuilding for human resources developm ent, system of mentorshi ps – mutual learnings and sharing of experienc es, profession al orientatio n and motivatio n, lifee-journal of tourism vol.6. no.1. (2019): 1-27 http://ojs.unud.ac.id/index.php/eot 20 e-issn: 2407-392x. p-issn: 2541-0857 long learning opportunit ies, developin g worklife balance programs for employee s in tourism etc.  collaborat ion with schools and faculties in providing employme nt service to students and education of parents.  need for the efficient promotion of different profession s in tourism in cooperatio n with local, regional and national governme nt bodies.  clear definition of career pathways in the tourism industry in croatia and efficient promotion .  cofinanced and fullyfinanced study programs in tourism and hospitality managem ent in cooperatio n with local universitie s or developm ent of its own study programs that will e-journal of tourism vol.6. no.1. (2019): 1-27 http://ojs.unud.ac.id/index.php/eot 21 e-issn: 2407-392x. p-issn: 2541-0857 scalability “the need of project s that will be scalabl e (go to scale).” (visser, 2012, p. 10) responsibi lity persistence ethics  foster the use of organic and ecological products in the hotels in each and every destinatio n the same hotel company operates.  best csr practices that can be applied on the wider scale in tourism. sharing of experienc es and accommo dating them to different cultural ecosystem s and spheres in various destinatio n.  constant education of customers and employee s on responsibl e practices. responsiv eness the need for transfor mative respons iveness that will questio n whethe r the industr y and the particul ar busines s model is part of the solutio n or part of the proble m we face. responsibi lity ethics  creating the culture of leadership .  respondi ng to the serious challenges of sustainabi lity like environm ental and ecosystem degradatio n, land use, saturation, waste generation and other negative effects on the environm ent that are inherent to the tourism e-journal of tourism vol.6. no.1. (2019): 1-27 http://ojs.unud.ac.id/index.php/eot 22 e-issn: 2407-392x. p-issn: 2541-0857 industry.  fostering transparen cy through communic ation (corporate social responsibi lity reports, sustainabi lity reports or integrated reports).  strengthe ning internal and external communic ation. glocality “think global, act local!” responsibi lity commitme nt scalability ethics  applicatio n of worldwid e accepted good managem ent practice to local conditions .  implemen tation of cultural and natural heritage in creation of tourism products/e xperience s.  respect of local identity and strive to strengthen the local difference s, habits and customs. circularity the constan t feeding and nourish ing commu nity and employ ee wellbei ng. responsibi lity persistence  selfsufficient and sustainabl e hotels.  invest in employee s the sample consisted of 17 hotel managers from different destinations in istria: rabac, poreč and rovinj and from three different hotel companies. sample size is the main limitation of this study. e-journal of tourism vol.6. no.1. (2019): 1-27 http://ojs.unud.ac.id/index.php/eot 23 e-issn: 2407-392x. p-issn: 2541-0857 for this reason, it is difficult to find significant relationships from the data. this is why authors have not used statistical tests as they normally require a larger sample size to ensure a representative distribution of the population. authors will further extend this research for few more months in order to obtain more significant dana and be able to test it using adeguate statistical tests. on the other side, this is the first study that applied the principles of csr 2.0 in the context of tourism and the study where the argumentation for application of different leadership traits required by transformative leaders is provided in the context of their relatedness with main principles of csr 2.0 always within the tourism sector. references ahmad, f. et.al. 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(2021): 23-33 23http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 stakeholder’s perceptions about sustainable tourism in the main attraction of banda aceh halal tourism (baiturrahman great mosque) muhammad baiquni1, heriani2* 1tourism studies, gadjah mada university, indonesia 2universitas terbuka, indonesia *corresponding author: heriani@ecampus.ut.ac.id doi: https://doi.org/10.24922/eot.v8i1.68442 abstract mosque is place of worship as well as religious symbols that have religious and social aspects. the aspects can be used as places of worship, while social aspects are referred to as places of community activity, places of learning, cultural development, art of building, even in times of war for acehnese fighters. but in the current era of globalization, mosques are no longer a place of worship, but also a tourist destination for both muslims and non-muslims. there are three the main halal tourism destinations indonesia, they are west sumatra, west nusa tenggara and aceh province . the addition of material directly is very important, especially in terms of control and physical appearance of the mosque. the baiturrahman mosque in banda aceh is one of them, since 2015 major improvements have been made enough to restore the face of the historic mosque. this study is a case study that tries to explore the in-depth perspective of several informants regarding sustainable tourism, focusing on mosques as halal tourism attractions. data collection techniques used are observation, in-depth interviews, and documentation. this research is expected to be able to find out (a) the attraction of baiturrahman great mosque (b) to explore the deep perspectives of stakeholders regarding sustainable tourism, in this case concerning the baiturrahman mosque as the main attraction of halal tourism in banda aceh. the results of this could be as input and consideration for the development of halal tourism, especially the development of tourism in other mosques in aceh province and indonesia. keywords: stakeholders, attraction, halal tourism, sustainable tourism article info submitted december 30th 2020 accepted march 18th 2021 published march 31th 2021 on the one hand is a positive thing for the development of society, but on the other hand the negative impact is also very large. a lot of information and scattered are sometimes difficult to distinguish which are really facts and which are fictitious (lies) or the trend is called a hoax. communities introduction the development of information technology at this time raises the post-truth era in which various kinds of change are found, especially social change. community access to information has been very easy, e-journal of tourism vol.8. no.1. (2021): 23-33 24http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 of baiturrahman grand mosque is currently around 4 hectares in which there is a pond, a main tower, 7 domes, 4 towers, and 1 main tower. baiturrahman grand mosque currently has a new face, a major renovation which is a mega project that began in 2015. the renovation was centered on the courtyard of the mosque which was done hardening, the yard that was once overgrown with green grass was replaced with imported marble floors. then various kinds of palm trees and geulumpang (aceh’s language) trees which are historic trees have also been replaced with electric umbrellas such as the nabawi mosque in medina. toilet facilities, ablution places, and parking in the basement are made in a class of star hotels. some parties and various media outlets discussed and praised the beauty and splendor of the new face of the baiturrahman mosque and some also saw that it was an urgent need of the people and supported tourism in the baiturrahman grand mosque. reparation, renovation and addition of aesthetics and facilities of the mosque which is a tourist destination ideally can provide comfort for the people in worship and make a positive contribution to increasing tourism. the big question is whether the stakeholders of baiturrahman grand mosque have been paying attention to the principles of sustainable tourism in the renovation, which will be explored through the following research questions: what are the potential and attractions of tourism baiturrahman grand mosque?; what are the stakeholders’ perceptions about sustainable tourism, related the project of renovating baiturrahman grand mosque banda aceh? literature review halal tourism halal tourism is one of the new concepts that are developing in the world toeasily access and generally disseminate it without ensuring that the information is true. the most sensitive and viral issues in the mass media that are usually directly divided are usually religious or political issues. conflict and various conflicts can eventually arise in the community from small to large scale. facilities of worship such as mosques with their social function can be a hope to help inform and provide knowledge about the facts that are true, so that people are not easily carried away by emotions only in responding to various information available. the mosque is generally known as a building where muslims worship. the word “mosque” comes from arabic, namely “sajada, yasjudu, sajdan”. “sajada” means “bowing with solemnity, prostration, and kneeling”. to show a place, the word “sajada” was changed into “masjidan” meaning “place to worship allah “. the word mosque is referred to in the al-qur’an 28 times, this indicates the importance of the mosque’s position for muslims. mosques are religious symbols that have religious and social aspects. according to jalil (2012), the religious aspect is seen from its function as a place of worship, while the social aspect is based on its function as a place of learning, cultural development, building art, a place of community activities such as a place of community learning in addressing social media information, even in times of the war of independence of the acehnese fighters sometimes made the mosque a stronghold. one of the mosques of the pride of the people of aceh is the baiturrahman grand mosque. this mosque is not only an icon of the city and tourism in banda aceh, but is a witness to the history of aceh’s civilization from the era of the glory of iskandar muda (1614), the era of dutch colonialism, until the devastating tsunami waves swept through the city of banda aceh. after experiencing a number of extensions, the area e-journal of tourism vol.8. no.1. (2021): 23-33 25http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 day, which continues to grow by the world. in 2010 the population reached 1.6 billion people from 5.3 billion inhabitants of the world population (23.4% of the total soul population in the world) and is expected in 2020 to be 1.9 billion people from 5.8 billion people of the world or around 24.9% of the total soul in the world (pew research center forum on religion & public life, 2011). the large population of the muslim world directly encourages the world of tourism. according to shakiry (2006), the concept of islamic tourism (islamic tourism) or halal sports is not only limited to religious tourism, but extends to various forms of tourism, because it does not conflict with islamic values. this activity includes principles to respect local customs and customs, and care for the environment, bring back values, ethics and morality in the midst of a culture of consumerism that is rampant and encourages understanding and dialogue between countries, cultures and different civilizations to find out about the background of the community and different relics. religious tourism and mosque tourism; main supporters of halal tourism religious tourism is one of the various other tours in the concept of halal tourism. although halal tourism does not have to be in the form of religious tourism, it is undeniable that halal tourism relies heavily on destinations and religious attractions. religious tourism is a tourism based on belief in a religion, with the aim of increasing faith and belief in the religion. ficci report and yes bank ltd. (2012) entitled “diverse beliefs: tourism of faith religious tourism gains ground” defines religious tourism as “a journey with the main motives of gaining experience from various religious forms, or products they produce, such as art, culture, tradition and architecture (sharma, 2016) mosque tourism is a form of religious tourism. the development and growth of tourism in islamic countries has given birth to new innovations in promoting mosques as tourism centers. according to shafaei and mohamed (2017), the mosque has become one of the popular destinations among local and international tourists as part of an attractive tour package. the attractiveness of each mosque is different, some have the attraction of the beauty of the architecture of the building, interesting religious activities / events, the atmosphere of the mosque, mosque management, as well as the history and events that have occurred in the mosque. besides that, comfort and service are the main support for mosque tourism. mansor’s research (2015) describes the importance of providing and certifying mosque tour guides to support services and comfort for both pilgrims and tourists. tourist attraction each region tries to develop its potential as a tourist attraction for tourists. damanik and weber (2006) state that tourist attraction is an object that has uniqueness, originality, authenticity, and diversity. now, the object of tourist attraction is becoming increasingly diverse, one of which is the tourist attraction that is owned by places of worship, such as mosques. sofyan (in republika 2018) stated that there are 3 important aspects that must be owned by mosque-based tourist destinations, namely comfort, service and attractiveness. the tourist attraction of the mosque which is intended to open only relies on the beauty and architecture of the mosque, but can be in the form of creative activities initiated by mosque managers. the historical and philosophical value of the mosque must also be maintained as a characteristic and attraction for tourists. e-journal of tourism vol.8. no.1. (2021): 23-33 26http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 sustainable tourism tourism is like two sides of a coin, can bring profit or loss. the advantage of the tourism sector is undoubtedly, because in addition to increasing the income of a country or region, it also directly revives the economy of the community, although sometimes it is not as lucky as the investors of big tourism and of course open wider employment opportunities. behind the benefits, tourism can also bring negative things, such as pollution and environmental damage, cultural shifts and others. jenkins (2013) describe that: “sustainable tourism is closely linked to the natural environment, is socially acceptable and is empathetic to the culture and the environment of a destination. environmental protection, current social structures and culture can all be seen as providing an economic boom for a region. but the emphasis should be on advocating new developments that secure the needs of future generations as well as providing for the needs of the present.” from the statements, it is understood that sustainable tourism is part of sustainable development by considering the needs at this time by not ignoring the ability of future generations to meet their needs. over time, the concept of sustainable development was adopted into the concept of sustainable tourism development. sustainable tourism development is interpreted as a tourism development process that is oriented towards the sustainability of the resources needed for future development. sustainable tourism can simply be defined as tourism that takes full account of current and future economic, social and environmental impacts, meeting the needs of visitors, industry, the environment and local communities. there are 7 guiding principles for achieving sustainable tourism development, according to burns and holder (1997) in suwena (2010), namely: “first, the environment has intrinsic value that can also function as a tourism asset. its utilization is not only for short-term interests but also for the benefit of future generations. second, tourism must be introduced as a positive activity that provides mutual benefits to the community, the environment and the tourists themselves. third, the relationship between tourism and the environment must be made in such a way that the environment is sustainable for the long term. fourth, tourism and development activities must be concerned about the natural scale / size and the character of the places where these activities are carried out; fifth, in other locations, harmony must be built between the needs of tourists, place / environment, and the community; sixth, a world that tends to be dynamic and full of change can always provide benefits. adaptation to change, however, don’t get out of these principles. seventh, the tourism industry, local government, and environmental watchdog organizations (ngos), all have the duty to care about the principles above and work together to make it happen. damanik and weber (2006) then conclude that there are 3 dimensions of sustainable tourism that must be the concern of all parties, namely the environmental, social and cultural, and economic dimensions. sustainable mosque the term sustainable mosque is classified as still very rarely heard, but the concept is actually not new in the teachings of islam. continuous mosque is a mosque that can be a bridge between the human relationship with the creator (habluminallah), the relationship between humans and humans (habluminannas) and the relationship between humans and the environment (habluminal’alam). these three things are the main aspects of a sustainable mosque concept that should be considered in prose-journal of tourism vol.8. no.1. (2021): 23-33 27http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 pering each mosque (sapri et al., 2014). most people have been aware that the mosque is only for the afterlife, that is our relationship with god. in addition, the construction of the mosque is also identified with physical development that can be said to be endless and satisfied. construction of facilities or renovating parts of the mosque that are not needed are facts that are common in the field. some people also have the view that a good mosque is a mosque with a magnificent building, some mosque managers and worshipers also compete to show that the mosque is the most magnificent. mosques that are also tourist destinations began to slowly turn their faces into majestic. the renovation, expansion to increase grandeur was carried out with the main reason that development was the capacity of pilgrims. baiquni and susilawardani (2002) suggest that sometimes various phenomena around us are seen and claimed as a development, but in fact it actually does damage, as is the case with various renovation activities of the mosque. looks for the good of the mosque, but it turns out that the action actually damages the mosque. therefore, the concept of sustainable mosque is an urgent matter to be socialized, so that managers, worshipers and muslims know and implement sustainable mosque management. method this research was carried out in the city of banda aceh, precisely in baiturrahman grand mosque located in gampong baru, baiturrahman which is a landmark of the city of banda aceh, as well as the main tourism icon of the city dubbed the foyer of mecca (serambi mekkah). this research is a qualitative research with a case study approach. baiturrahman great mosque, one of the largest and historic mosques is also known as a religious tourism destination in the city of banda aceh, chosen as the object of research. the method used in data collection includes literature review, open interview, observation, electronic data search and document review from various sources related to the object of research. data analysis is an activity that is essentially to give meaning or interpret data by organizing, sorting, grouping, giving codes or signs, and categorizing them into sections based on certain groupings so that a finding is found on the proposed problem formulation. through a series of activities, qualitative data that is usually scattered and stacked can be simplified so that it can be understood more easily. result and discussion the main tourist attraction of baiturrahman grand mosque tourist attractions according to damanik and weber (2006) are objects that have uniqueness, originality, authenticity, and diversity. mosque tourist attraction which is intended not only rests on the beauty and architecture of the mosque, but can be in the form of creative activities initiated by mosque managers. the historical and philosophical value of the mosque must also be maintained as a characteristic and attraction for tourists. based on observation activities, in-depth interviews supported by literature and document search, baiturrahman great mosque has several tourist attractions, namely: the mosque’s architecture as attraction baiturrahman grand mosque which is the pride of the people of aceh was built during the reign of sultan iskandar muda (1607-1636 ad), but had experienced a great fire during the dutch military aggression in 1873, when the roof of the mosque was still rumbia. this mosque has been renovated several times by both the dutch east indies government and the last e-journal of tourism vol.8. no.1. (2021): 23-33 28http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 regional government of the baiturrahman grand mosque renovated since 2015 and was inaugurated in early 2017. this mosque is located in downtown banda aceh with a building area of 3,500 m2, which is equipped with seven domes, five towers with seven entrances. one of america’s largest online media, the huftington post confirms this mosque in the 100 most beautiful mosques in the world. while yahoo enters the baiturrahman mosque into the 10 most amazing mosques in the world (sungkar, 2015). religious atmosphere of the mosque as attraction baiturrahman mosque as a sacred place and worship for muslims has a variety of religious activities which usually become its own attraction for tourists to come to attend, such as the grand tabligh, activities of ramadan, maulid and other religious activities. historical attraction of the mosque baiturrahman mosque is not only a tourism icon of the city of banda aceh, but is the main icon of the city of banda aceh, even a symbol of aceh’s pride. anyone visiting aceh will feel incomplete if you don’t visit a historic mosque which is a witness to the glory of iskandar muda, the era of dutch occupation and the enormity of the tsunami of december 26, 2004. when people, buildings, trees fell and were destroyed, thousands of bodies were scattered -where, this mosque remained solid and was a refuge for thousands of acehnese people at that time. a tourist from malaysia told me: “this mosque is certainly a beauty, of course. after all, the history of our tsunami is understandable if the mosque is in effect, this mosque is a mosque where the place is safe. right “ (rsm)1 1rsm : initial name of informant to save her/his “yes, beautiful, this one is beautiful and the history also exists, so he is like combined one of the big ones that is not neglected according to it, in malaysia there are many beautiful mosques, but we go where people first, yes it is indeed an unspoken history ok ok lah.so far ok. “(rsm) rsm expressed its main interest in visiting baiturrahman grand mosque as the historical value of the mosque, especially because of the history of the mosque as one of the mosques that survived the tsunami. according to rsm in his country there are indeed many magnificent and beautiful mosques, but the history and story of a mosque can defeat it all. the historical attraction of the baiturrahman grand mosque is a great potential that must be developed and managed properly as stated by sofyan (2018) that if you want to highlight the history of the mosque as an attraction, the most important thing to do is display historical evidence in the form of relics. relics and historical explanation. therefore, baiturrahman mosque needs to be equipped with a historical gallery or museum that displays various historical collections and stories about the mosque, so that tourists or local people can easily find out more about the history of the mosque. spiritual attraction of the mosque norman (2014) suggests that spiritual tourism is a type of tourism whose motives are to admire, explore and learn and take lessons from all of god’s creations and events that occur in the world, whether buildings, historical heritage, nature, or the graves of religious people , heroes and religious leaders. by looking at the evidences of the greatness of god, humans can become individuals who are good at giving thanks for the gifts they have given and can learn valuable lessons for their lives, whether religious or not. the experiences of spiprivacy. e-journal of tourism vol.8. no.1. (2021): 23-33 29http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 ritual tourism will usually create peace of mind and inner satisfaction. according to norman (2014), the main point of spiritual tourism is the motivation or intention of tourists. some tourists who visit the baiturrahman great mosque in banda aceh are not only muslim tourists, but many nonmuslim tourists visit the mosque with different motivations, as some international tourists have talked to and chat with them. the main motive for their visit to the baiturrahman mosque is that they want to see the mosque directly which is the pride of the people of aceh and is one of the places of worship that survived and survived the 2004 tsunami and the people who took refuge there survived. they want to get the spiritual atmosphere at the baiturrahman mosque. baiturrahman great mosque stakeholder perceptions about sustainable tourism, related to the 2015-2017 renovation environment is one of the important factors that must be considered in any tourism development. environment is the main resource of tourism that must be ensured its sustainability and sustainability. the environmental aspect of the baiturrahman grand mosque is very important to be studied, moreover it has just been renovated since 2015-2016. various views emerged from several stakeholders regarding the environmental conditions of the baiturrahman mosque during the renovation and completion of the mosque. one of them was disclosed by mi informants: “why is there a megaproject.... because tourist arrivals continue to increase while the capacity of the supporting facilities starts parking is narrow, so now it has been built to win the customary style of the city. and also supporting facilities for congregants with disabilities, disabled people”. figure 1. electric umbrellas that are not open. source: researcher documentation (2018) the next informant is jm who has almost the same perception as mi, he said: “first, people worship easily ... then the second is something new, well ... something is different from other places, so that is why the aceh government is working on this, although there are pros and cons, there is no harm.” jm stated that the renovation of the grand mosque was mainly intended for ease of worship and the second important thing according to him was by giving these electric umbrellas a unique and unique way that hopes to attract more worshipers and tourists, both domestic and foreign tourists to visit baiturrahman grand mosque, banda aceh. jm also explained that the renovation was indeed colored by the pros and cons of its implementation. the following informant is one of the different voices from previous informants regarding the renovation. as stated by wa informants: “this banda aceh grand mosque is actually criticizing us like this, please build it, but the green open space should not be damaged, which is one of the trees that has a long historical value, whether it is an acid tree or all kinds” e-journal of tourism vol.8. no.1. (2021): 23-33 30http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 wa added that: “so.. there is indeed a type of tree plant which in our opinion has been a solution to overcome the green open space, because it is getting narrower” wa did not refuse to develop and renovate it, but the important point from the environmental aspect highlighted by the renovation by wa is the green open space of baiturrahman mosque which consists of grasses and various trees, including trees that have a long historical value in aceh history to remain maintained and preserved. the following is a picture of the condition of baiturrahman grand mosque before renovation. figure 2. baiturrahman great mosque before renovation with green open space. source: yr’s photo, informant collection (2015) the figure 2 is the condition of baiturrahman grand mosque with a stretch of green grass and shady trees before renovation. when the renovation megaproject will begin, one by one the trees begin to be cut down, including large trees which are replanted to mark and remember the history of the acehnese struggle that took place in the mosque. tree logging continues and the mosque’s yard is possible and replaced with marble floors. furthermore, the felled trees were replaced by installing electric umbrellas on several sides of the mosque. then some facilities are built such as parking, toilet where ablution, stairs lift to the basement then there are two pathways for disability. the following picture is the condition of the mosque after renovation. figure 3. masjid raya baiturrahman after renovation. source: photo collection of habib razali (2017) an informant expressed his opinion about baiturrahman great mosque. yi2 said: “if i think personally, the umbrellas of the grand mosque reduce the beauty of the masjid raya baiturrahman, used to be more beautiful with trees, now arid and hot” yi believes that the current condition of the grand mosque is not as beautiful and comfortable as before, although various additional facilities exist. but the cool atmosphere in the courtyard of the great baiturrahman mosque used to make anyone feel at home sitting while doing various activities on the grass and under shady trees, even in the sunny day there was no more. based on the observations of the author, during the day it will feel so hot and the soles of the feet feel very sore walking on the hot floor, moreover there are none of the umbrellas that are open and functioned as heat protectors. social and culture an important aspect of further deve2yi : initial name of informant to save her/his privacy. e-journal of tourism vol.8. no.1. (2021): 23-33 31http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 lopment is social and culture. one important social dimension according to damanik and weber (2006) is to involve as much as possible in planning, implementation and monitoring. one of the wi informants revealed: “our voices are lacking or more are not heard by those who have higher authority in managing the grand mosque compared to us, we often announce various things related to mosque service or management, but it is easier to respond”. wi 3 added: “we have never been invited to sit together talking to the renovation plan, suddenly it starts suddenly” stories and opinions of informants there is a vision of a communication channel between the stakeholders of the baiturrahman great mosque that has not been well established. there is still dominance of one of the stakeholders in the decision making and storage of the mosque. figure 4. warning sticker in the mosque. source: researcher documentation (2018) the figure 4 of an announcement containing warnings to alert thieves because there have been many cases of theft of goods, especially tourists who are on the 3wi : initial name of informant to save her/his privacy. toilet and ablution place, even information from one of the mosque managers that the motorbike of the baiturrahman grand mosque mosque was parked too missing a few months ago. announcement board is not only one, but is in several angles. it is also a very serious social problem, which shows the security system of baiturrahman grand mosque which is still weak. a mosque is a place of worship, a sacred place, a house of god that should be the safest place and no crime, but it is now increasingly common in baiturrahman mosque . the next important dimension where development must protect and maintain cultural heritage, historical heritage, and local wisdom is culture,. some informants expressed a lot about the cultural dimension related to the renovation of the baiturrahman grand mosque. one of them is about historical relics in the form of trees that have long been replanted replacing the original trees that function like monuments or monuments commemorating the history of the struggle of the acehnese people in the mosque. wa informant said: “the issue that we are developing is saving some trees that have histories that are sites in our opinion, the site of why the trees planted by the first people that are a sign that the entrance of the main mosque but ended also was cut down”. the tree that functions like a historical monument is the geulumpang tree (aceh language), but it is more familiarly called the kohler tree because under the tree a dutch general named kohler who wanted to burn and destroy the grand mosque which also functioned as a fortress was shot dead by the acehnese from the mosque’s main terrace. the original tree has long been developed and the wood is deviated in the aceh museum, and then replanted similar trees and in the same place until they grow again into old trees until finally felled again before the renovation of e-journal of tourism vol.8. no.1. (2021): 23-33 32http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 the mosque. cultural wisdom and local beliefs related to the baiturrahman mosque are also found in the people of banda aceh, as stated by yr4: “take him to the courtyard of the mosque, open his footwear, set him up on the grass, then wipe both of his thighs and calves with moisture from the grass in the courtyard of the mosque” yr told about the local belief of the local community that if there were toodler who could not walk, it was suggested to be taken to the mosque yard in the morning and touched his feet to the grass which was still wet with moisture, with allah’s permission the child could walk immediately. however, after the renovation of the mosque and the hardening of the mosque’s yard, the local wisdom was difficult to find because there was no more grass in the courtyard of the mosque. economy the third dimension of sustainable tourism is economics. one aspect of the economy is about increasing and equalizing income and business opportunities for local communities (damanik and weber, 2006). this economic dimension is the only one of the three dimensions that still persists and there is no change very far from time to time. since the time of the kingdom, the baiturrahman mosque was always side by side with the market, the economy of the community around the mosque was so vibrant. currently, there are also many souvenir shops around the main mosque, traditional coffee shops and food stalls. even motorbike rickshaws which are local transportation are still many and faithfully waiting for the public and tourists to use their services, even though online transportation already exists in banda aceh. 4yr: initial name of informant to save her/his privacy. figure 5. motorized becak parked in front of baiturrahman grand mosque. source: researcher documentation, 2018 figure 6. street vendors at baiturrahman grand mosque. photo source: researcher documentation (2018) some street vendors also feel the economic impact of the visits of various guests at the grand mosque, especially local tourists and bring families, especially children. but unfortunately the arrangement of the street vendors has not been done and arranged properly so as not to leave the impression of slums at the entrance of the mosque. conclusion baiturrahman grand mosque banda aceh has a variety of tourist attractions that must be maintained and managed well . sustainable tourism is an important concept to be a guide in every development and management of each of these tourist attractions. based on extracting informatie-journal of tourism vol.8. no.1. (2021): 23-33 33http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 on about the perspectives of stakeholders the baiturrahman grand mosque regarding sustainable tourism concluded that not all stakeholders have an understanding of important aspects of sustainable tourism. the main man ement authority of the masjid raya baiturrahman has not applied all the principles of sustainable tourism, especially after the renovation of the mosque. some environmental, social and cultural issues arise after the renovation, and now is the time to fix one by one with management based on the principles of sustainable tourism and the principle of openness to receive input and criticism from anyone. references baiquni, m. and susilawardani (2002) pembangunan yang tidak berkelanjutan: refleksi kritis pembangunan indonesia. transmedia global wacana. damanik, j. and weber, h. f. (2006) ‘perencanaan ekowisata’, yogyakarta: penerbit andi. jalil, l. a. (2012) arsitektur masjid kuno di aceh; kajian terhadap masjidmasjid kuno di pesisir aceh. banda aceh: bandar publishing. jenkins, i. (2013) sustainability in tourism a multidisciplinary approach. switzerland: springer gabler. norman, a. (2014) ‘the varieties of the spiritual tourist experience’, literature & aesthetics, 22(1). sapri, m. et al. (2014) ‘potential of facilities management in uplifting mosque management functions’, in international conference on masjid, zakat and waqaf (i-maf), pp. 1–13. shafaei, f. and mohamed, b. (2017) ‘malaysia’s branding as an islamic tourism hub: an assessment’, geografia-malaysian journal of society and space, 11(1). shakiry, a. s. (2006) ‘islamic tourism, for whom?’, islamic tourism magazine. available at: www.islamictourism. com. sharma, r. (2016) ‘evaluating total carrying capacity of tourism using impact indicators’, global journal of environmental science and management, 2(2), pp. 187–196. suwena, i. k. (2010) ‘format pariwisata masa depan” dalam pariwisata berkelanjutan dalam pusaran krisis global’, denpasar: penerbit udayana university press. e-journal of tourism vol.7. no.2. (2020): 229-249 http://ojs.unud.ac.id/index.php/eot 229 e-issn: 2407-392x. p-issn: 2541-0857 comparison study of foreign tourist preferences in choose the attributes of tourism destination pre and post natural disaster ni ketut arismayanti 1,2 and irma rahyuda 1 1faculty of tourism udayana university, bali, indonesia 2center of excellence of tourism udayana university, bali, indonesia corresponding author: arismayanti_pariwisata@unud.ac.id article info received 28 july 2020 accepted 31 august 2020 available online 30 september 2020 abstract post natural disaster there is a shift in the atributs selection of tourism destinations. this research was conducted at a bali tourism destination when agung mountain natural disaster occurred. the background of the research objective to find out the preferences of overseas tourists, in choosing tourist destinations during their visit destinations by comparing the conditions of pre and post natural disasters. the types of data used in this study are qualitative and quantitative data. data sources come from primary and secondary data. data collection techniques by observation, interviews, questionnaires, documentation and literature. data analysis techniques with descriptive statistics and conjoint analysis, sampling techniques with slovin formulas for foreign tourists who have visited bali pre and post natural disasters of mount agung eruption. this research findings that preferences of foreign tourists in the selection of tourist destinations before natural disasters are strongly influenced by low prices / special offers, but after natural disasters are greatly influenced by information or promotion in articles in magazines/newspapers and films when to choose tourism destinations. keywords: preference, foreign tourist, natural disaster, tourism destination introduction natural disasters cannot be avoided. wherever we are, have the opportunity to be affected by natural disasters. likewise, tourists who visit a tourism destination, they are far from their home country, the possibility of natural disasters that they will experience could occur. often tourists have planned their trip to a destination, but in the planned time of travel, there is a natural disaster at the destination. of course, this is not easy for tourists and tourism managers in these destinations. the findings of this study are expected to be used as a view to see the disaster from the market point of e-journal of tourism vol.7. no.2. (2020): 229-249 http://ojs.unud.ac.id/index.php/eot 230 e-issn: 2407-392x. p-issn: 2541-0857 view, in this case tourists. tourism management is not only seen from pleasure activities, but also pays attention and anticipates the possibility of a crisis, one of which is natural disasters. natural disasters are caused by hydro-meteorological, climatological, geophysical and biological phenomena which adversely impact on the natural and built environment of affected regions (mata-lima et al, 2013). community participation as a host in a destination has an important role in disaster management. there is a need for dissemination of information regarding disaster response earlier in the experience of health professionals, prior to the occurrence of a disaster (dunin-bell, 2018). the natural disaster of the eruption of mount agung that occurred in bali had a major impact on the condition of tourism on the island. mount agung which has an altitude of 3142 masl (meters above sea level) has a long history of eruptions. based on pvmbg records (center for volcanology and geological disaster mitigation), the volcano has erupted four times since 1800. four eruptions occurred in 1808, 1821, 1843, and the last was in 1963. the last natural disaster in 1963 occurred since february 18, 1963 and ended on january 27, 1964. natural disasters are magmatic. the eruption of the mountain in 1963 resulted in 1,148 people died and 296 people were injured (tempo, 2017). bali is a world tourist destination. tourists who come to bali continue to increase from year to year. bali region is divided into eight districts and one city. besides bali island, bali also consists of other small islands, namely nusa penida island, nusa lembongan, and nusa ceningan which are klungkung regency, serangan island in denpasar city, and menjangan island in buleleng regency. bali is geographically located at 8 ° 3'40 "8 ° 50'48" south latitude and 114 ° 25'53 "-115 ° 42'40" east longitude. relief and topography of the island of bali in the midst of a mountain range that extends from west to east. bali is located between java and lombok. the total area of bali as a whole reach 5,636.66 km² or 0.29 percent of the vast indonesian archipelago. based on relief and topography, in the middle of the island of bali lies a mountain range extending from west to east and between these mountains there is a cluster of volcanoes, namely mount agung which is the highest point in bali as high as 3,142 meters. this volcano last erupted on 61 march 1963. mount batur (1,717 meters) located in bangli is also one of the volcanoes. while the volcanic mountains include mount merbuk (1,356 meters) in jembrana, mount patas (1,414 meters) in buleleng, and mount seraya (1,058 meters) e-journal of tourism vol.7. no.2. (2020): 229-249 http://ojs.unud.ac.id/index.php/eot 231 e-issn: 2407-392x. p-issn: 2541-0857 in karangasem, and several other mountains. the existence of these mountains causes the geographical area of bali to be divided into two unequal parts, namely north bali with a narrow and sloping lowland, and south bali with a broad and gentle lowland. the slope of bali island consists of flat land (0-2 percent) covering 122,652 ha, undulating land (2-15 percent) covering 118,339 ha, steep land (15-40 percent) covering 190,486 ha and very steep land (> 40 percent) covering an area of 132,189 ha. bali also has four lakes, namely lake beratan, lake buyan, lake tamblingan and lake batur. research objective this research was conducted in bali for one year, since the eruption of mount agung and the closure of i gusti ngurah rai airport for 3 days (27-29 november 2017) which resulted in many tourists feeling anxious and returning to their country and also many tourists who canceled planned visit to bali. room occupancy rates dropped dramatically to levels below 10% in december 2017. various marketing and promotional efforts were undertaken by tourism ’stakeholders to attract tourists' interest in visiting this island of the gods. although the current condition of mount agung has been lowered from alert to alert, tourist arrivals are not as much as the previous year in the same period. the visit is dominated by domestic tourists. however, the number of foreign tourists began to increase, although not significantly. this study aims to determine the preferences of foreign tourists on a trip to bali as seen from the selection of tourist destinations visited while in bali given the eruption of mount agung natural disaster has not ended and eruptions can occur at any time. in this study tourists who will be respondents are foreign tourists who have made repeated visits to bali, that is before natural disasters and return visits after natural disasters. by conducting a comparative analysis of the preferences of visiting foreign tourists, it is hoped that this research will be able to produce a recovery policy in bali after natural disasters. literature review the eruption of mount agung at the end of 2017 has had a significant impact on the condition of tourism in bali. in november 2017, many tourists canceled their visit to bali, even though december was a high season because many tourists celebrated christmas and the new year in bali. various marketing and promotional efforts continue to be carried out by the stakeholders' to restore the image of bali as a tourist destination that is safe to visit. this e-journal of tourism vol.7. no.2. (2020): 229-249 http://ojs.unud.ac.id/index.php/eot 232 e-issn: 2407-392x. p-issn: 2541-0857 of course also affects the government's target of the number of tourists visiting indonesia and plans for several world events to be held in bali. the theories / concepts used in this study include: 1) preferences preference is as or (the right to) take precedence and take precedence over others or it can also have the meaning of choice, tendency, liking, so preference is interpreted as a person's tendency to prioritize something (language center of the ministry of national education, 2002: 894). meanwhile, according to frank (2011: 63), preference is the process of ranking all things that can be consumed with the aim of obtaining a preference for a product or service. consumer preferences appear in the alternative evaluation stage in the purchasing decision process. in that stage the consumer is faced with a wide choice of products and different kinds of different attributes. based on the above definition, it can be concluded that preference is a ranking process that reflects preferences or tendencies with the aim of obtaining a preference for a product or service. kotler and keller (2009: 229) state that there are three patterns of preference that can be formed: (1) homogeneous preferences indicate a market where all consumers have almost the same preferences, markets do not show natural segments; (2) diffused preferences, consumers with this preference have very varied preferences. if there are several brands in the market, each wants to position themselves in the competition space and show real differences to adjust to differences in consumer preferences; (3) group preferences are generated when natural market segments arise from groups of consumers with the same preferences. 2) tourist characteristics talking about tourism, certainly will not be separated from people who travel or are known as tourists. soekadijo (2000: 3) sets limits "a tourist is a person who travels from his residence without staying in the place he is visiting or only temporarily staying at the place he is visiting". according to seaton and bennet (in suwena and widyatmaja, 2010: 39) the picture of tourists is usually distinguished by the characteristics of the trip (trip descriptor) and the characteristics of the tourist (tourist descriptor). (1) trip descriptor, tourists are divided into groups based on the type of trip they take. several groupings of tourists based on their travel characteristics can be seen in table 1. (2) tourist descriptor, focusing on tourists, is usually described as "who wants what, why, when, where, and how much?" to explain these things, e-journal of tourism vol.7. no.2. (2020): 229-249 http://ojs.unud.ac.id/index.php/eot 233 e-issn: 2407-392x. p-issn: 2541-0857 several characteristics are used, including the following. table 1. characteristics of tourist travel characteristics distribution length of visit 1 – 3 days 4 – 7 days 8 – 28 days 29 – 91 days 92 – 365 days distance traveled (can be used kilometers / miles) local in one province other province overseas time to travel daily time weekend holiday break school accommodation used comercial (star and non-star hotel) non comercial (stay in friend/family house) modes of transportation flight car train cruise travel organization by self family school company travel agent source: smith (1989) in suwena and widyatmaja (2010). socio-demographic characteristics socio-demographic characteristics try to answer the question "who wants what". this division based on these characteristics is most often done in the interests of tourism analysis, planning, and marketing, because the definition is very clear and the distribution is relatively easy (kotler, 1996). some further classifications of socio-demographic characteristics can be seen in table 2. table 2. socio-demographic characteristics of tourists characteristics distribution gender man women ages 0 – 14 year old 15 – 24 25 – 44 45 – 64 > 65 education level not completed in primary school elementary school high school diploma bachelor degree) post graduate (s2, s3) work (civil servants / employees, entrepreneurs, professionals and others) not working (housewives, students) marital status single maried divorse source: smith (1989) in suwena dan widyatmaja (2010). geographical characteristics geographical characteristics divide tourists based on their location of residence, usually divided into village-city, province, or country of origin. this division can also be further grouped based on the size (size) e-journal of tourism vol.7. no.2. (2020): 229-249 http://ojs.unud.ac.id/index.php/eot 234 e-issn: 2407-392x. p-issn: 2541-0857 of the city of residence (small, medium, large / metropolitan), population density in the city and others. psychographic characteristics these psychographic characteristics divide tourists into groups based on social class, life style and personal characteristics. tourists in the same demographic group may have very different psychographic profiles. wall and mathieson (2006) states that tourist profiles can be divided into 2, namely: 1) characteristics of tourists viewed from the socioeconomic (age, level of education, income, employment, family size, family life cycle, experiences that affect attitudes, perceptions, motivation and decisions taken); 2) characteristics of tourists as seen from their behavior which includes the needs, desires, motivations consisting of driving factors and pull factors in carrying out tourism activities, the attitude of travel features and attributes of the chosen destination, awareness and sources of information in traveling. in addition, in a cognitive-normative approach, plog (in pitana and diarta, 2009: 48) develops the typology of tourists as follows: (1) allocentric, namely tourists who want to visit places that are not yet known, are adventure (adventure), and utilize the facilities provided by the local community. (2) phychocentric, namely tourists who only want to visit tourist destinations that already have facilities with the same standards as those in their own country. they travel with certain programs and utilize facilities with international standards. (3) mid-centric, located between allocentric and phycocentric. based on tourist behavior in a tourist destination, gray (1970) in pitana and diarta (2009: 49) distinguishes tourists into two, namely: (1) sunlust and (2) wanderlust. sunlust tourist is a tourist who visits an area with the main purpose for rest or relaxation. this type of tourist expects climate conditions, facilities, food, etc. that are in accordance with the standards in their home country. in contrast, wanderlust tourists are tourists whose travel trips are driven by motivation to gain new experiences, learn new cultures, or admire natural beauty that has never been seen. tourists like this are more interested in tourist destinations that are able to offer cultural uniqueness or natural scenery that has high learning value. 3) tourism destination law number 10 of 2009 concerning tourism states that a tourism destination is a geographical area within one or more e-journal of tourism vol.7. no.2. (2020): 229-249 http://ojs.unud.ac.id/index.php/eot 235 e-issn: 2407-392x. p-issn: 2541-0857 administrative regions in which there are tourist attractions, public facilities, tourism facilities, accessibility, and communities that are interrelated and complement the realization of tourism. whereas pitana and diarta (2009) define a tourism destination as a place that is visited with a significant period of time during one's trip when compared to other places traversed during the trip. in addition, hadinoto (1996) states that a tourist destination is a specific area chosen by a visitor, where he can stay and reside for a certain period of time. based on a review of tourism destinations it can be concluded that a tourism destination is a geographical area visited by a visitor in which there is a tourist attraction, public facilities, tourism facilities, accessibility, as well as communities that are interrelated and complement the realization of tourism. manolis (2011) in the travelsat benchmaking survey states that the main factors influencing tourists in choosing tourist destinations are as follows: 1) friends or relatives recommendation; 2) world renowned must-see destination; 3) information on the web; 4) cheap deal/ special offer; 5) geographically close destination; 6) travel agency recommendation; 7) article in a magazine/ newspaper; 8) movie realized in the country; 9) appealing advertising on it; and 10) heard about in the tv news. methodology this research is a collaboration between qualitative and quantitative approaches conducted by observation, interviews, and questionnaires. presentation of the results of data analysis is done formally (in table form) or informal (in narrative form). the study began with the distribution of questionnaires related to the preferences of foreign tourists in choosing tourist destinations in bali before and after the eruption of mount agung. the variables used in this study related to the preferences of foreign tourists towards tourist destinations are (manolis, 2011): 1) friends or relatives recommendation; 2) world renowned must-see destination; 3) information on the web; 4) cheap deal/ special offer; 5) geographically close destination; 6) travel agency recommendation; 7) article in a magazine/ newspaper; 8) movie realized in the country; 9) appealing advertising on it; and 10) heard about in the tv news. while the data sources are primary data and secondary data. determination of respondents in this study using accidental sampling techniques. the number of respondents taken using the slovin formula, with an error rate of 10% specifically for foreign tourists as many as 100 people. foreign tourists selected as respondents are foreign tourists who have e-journal of tourism vol.7. no.2. (2020): 229-249 http://ojs.unud.ac.id/index.php/eot 236 e-issn: 2407-392x. p-issn: 2541-0857 made repeated visits to bali, that is before natural disasters and return visits after the eruption of mount agung, so based on tourist preferences it can be seen whether there are differences in the selection of tourist destinations in bali. bali related to natural disasters. by conducting a comparative analysis of the preferences of visiting foreign tourists, it is hoped that this research will be able to produce a recovery policy for bali tourism after natural disasters. in this study used descriptive statistical analysis techniques and conjoint analysis. descriptive statistics are used to analyze data by describing or describing data that has been collected as it is without intending to make conclusions that apply to the public or generalize. conjoint analysis is an analysis technique used to examine the impact of the attributes of an object or service simultaneously on a person's preferences for that object or service (gudono, 2015). results and discussion characteristics of tourists visiting bali data of foreign tourists visiting bali every year shows an increasing trend, but interestingly there is a change in the trend of visits by nationality. if in previous years australian national tourists who dominated the visit to bali, but in 2017 and 2018 were dominated by chinese tourists. likewise, the number of indian tourists visiting bali showed an upward trend and was ranked third after australia. the number of chinese tourists who come to bali is generally in groups and uses the services of a travel agent. based on interviews with chinese tourists, they stated that the recommendations of families and people who were figures / idols greatly influenced their decision to visit and choose tourist destinations. for example, if there are artists that they idolize on holiday to bali, then the tendency of fans of these artists will come to visit the tourist destination. however, the main obstacle is the ability of chinese tourists to english, so they need a special mandarin guide to be able to explain the tourist attractions they visit. in contrast to india, the surge in indian tourists coming to bali due to the opening of direct flight access from india to bali has led to a significant increase in the number of indian tourists visiting bali. the number of foreign tourists visiting bali can be seen in tables 3 and 4. e-journal of tourism vol.7. no.2. (2020): 229-249 http://ojs.unud.ac.id/index.php/eot 237 e-issn: 2407-392x. p-issn: 2541-0857 table 3. number of foreign tourists visiting bali in 2008-2018 year the number of tourist visits growth (%) 2008 1,968,892 18.26 2009 2,229,945 13.26 2010 2,493,058 11.80 2011 2,756,579 10.57 2012 2,892,019 4.91 2013 3,278,598 13.37 2014 3,766,638 14,89 2015 4,001,835 6.24 2016 4,927,937 23.14 2017 5,697,739 15.62 2018 6,070,473 6.54 source: dinas pariwisata provinsi bali, 2018. table 4. number of foreign tourists visiting bali based on the 20 largest nationalities nationalities r 2017 share (%) r 2018 +/(%) share (%) chinnese 1 1.385.850 24,32 1 1.361.512 -1,76 22,43 australian 2 1.094.974 19,22 2 1.169.215 6,78 19,26 indian 3 272.761 4,79 3 353.894 29,75 5,83 british 5 243.827 4,28 4 270.789 11,06 4,46 japanese 4 252.998 4,44 5 261.666 3,43 4,31 american 6 191.106 3,35 6 236.578 23,79 3,90 french 7 177.864 3,12 7 195.734 10,05 3,22 malaysian 10 170.459 2,99 8 194.760 14,26 3,21 german 8 177.184 3,11 9 185.863 4,90 3,06 singaporean 12 125.934 2,21 10 144.549 14,78 2,38 south korean 9 174.842 3,07 11 143.581 -17,88 2,37 new zealand 15 86.463 1,52 12 111.967 29,50 1,84 russian 14 94.898 1,67 13 111.610 17,61 1,84 netherland 13 102.235 1,79 14 108.429 6,06 1,79 taiwanese 11 129.921 2,28 15 106.058 -18,37 1,75 philipine 17 57.826 1,01 16 88.344 52,78 1,46 canadian 16 63.385 1,11 17 66.619 5,10 1,10 italian 18 50.045 0,88 18 56.222 12,34 0,93 spain 19 44.690 0,78 19 51.278 14,74 0,84 thailand 20 42.070 0,74 20 47.367 12,59 0,78 total 4.939.332 86,69 5.266.035 6,61 86,75 others nationalities 758.407 13,31 804.438 6,07 13,25 total arrival 5.697.739 100,00 6.070.473 6,54 100,00 source: dinas pariwisata provinsi bali, 2018. e-journal of tourism vol.7. no.2. (2020): 229-249 http://ojs.unud.ac.id/index.php/eot 238 e-issn: 2407-392x. p-issn: 2541-0857 the characteristics of tourists visiting bali are seen based on gender, age, level of education, occupation, nationality, type of accommodation chosen, destination of travel, marital status, number of visits, length of visit, tourist activities undertaken and tourist attractions visited. the characteristics of tourists can be seen in table 5. table 5. characteristics of tourists visiting no. variable indicators number of visits (person) percentage (%) 1 gender man 77 77 woman 23 23 2 ages 15-24 years old 49 49 25-44 43 43 45-64 7 7 >65 1 1 3 education level junior high school 3 3 hihg school 37 37 diploma/bachelor 54 54 master/doctoral 6 6 4 job student/college 45 45 public servant 19 19 bussiness man 21 21 private employee 13 13 no work 2 2 5 nationality european 41 41 australian 29 29 asian 16 16 american 11 11 african 3 3 6 accomodation type hotel 50 50 villa 24 24 homestay 11 11 cottage 9 9 bungalow 6 6 7 travel purpose traveling 87 87 bussiness/mice 13 13 8 marital status single 75 75 married 15 15 divorce 10 10 e-journal of tourism vol.7. no.2. (2020): 229-249 http://ojs.unud.ac.id/index.php/eot 239 e-issn: 2407-392x. p-issn: 2541-0857 9 travel time to bali 2 times 67 67 3 times 23 23 4 times 6 6 5 times 1 1 8 times 1 1 10 times 1 1 20 times 1 1 10 use travel agency no 79 79 yes 21 21 11 length of stay 2 days 1 1 3 days 18 18 4 days 19 19 5 days 1 1 1 week 34 34 2 weeks 9 9 3 weeks 1 1 1 month 13 13 2 months 3 3 5 months 1 1 12 the tourist attraction visited kuta beach 69 na sanur 18 na ubud 18 na seminyak 16 na legian 14 na canggu 9 na nusa dua 8 na monkey forest 8 na padang-padang beach 7 na tanah lot 6 na others 24 na 13 the tourist activities carried out culinary 69 na swimming 39 na surfing 23 na shopping 13 na walking around 11 na diving 9 na praying 5 na others 11 na source: data of reseach, 2018. e-journal of tourism vol.7. no.2. (2020): 229-249 http://ojs.unud.ac.id/index.php/eot 240 e-issn: 2407-392x. p-issn: 2541-0857 the characteristics of tourists are dominated by men, the age range of adolescents and young adults with a diploma / strata education level 1. the characteristics of tourists based on nationality can be seen that european nationality tourists dominate (41 percent), and then followed by australian, asian and american tourists. characteristics of tourists based on marital status, dominated by unmarried, the number of visits 2 times, do not use the services of a travel agent, the most time per visit per visit for 1 week and the most tourist attraction chosen by tourists as a tourist spot is kuta beach. tourism activities carried out while in bali, it can be seen that the most tourist activities undertaken by tourists are culinary tours, then followed by swimming, surfing, shopping, walking, diving, and praying activities. other activities include: spa and massage, watching the sun, sunbathing, climbing, yoga, jogging, paraselling, business, watching barong dance, and visiting family. preferences of foreign tourists pre and post natural disasters of mount agung eruption based on the results of the conjoin analysis in this study which is divided into four parts, namely the implementation of the pre-test, the results of the conjoin analysis, the utility level analysis of each attribute, and the analysis of the importance level of the attribute. the level of importance attribute the recommendation of friends / relatives, the value of the utility is not recommended friends / relatives shows a positive number 0.561 for foreign tourists before natural disasters and a positive number 0.922 for foreign tourists after natural disasters. while the recommendation of friends / relatives only get a utility value that shows a negative number of 0.561 for foreign tourists before natural disasters and a negative number of 0.922 for foreign tourists after natural disasters. this shows that before and after the eruption of mount agung, foreign tourists did not prefer the recommendation of friends / relatives in choosing a tourist destination. in the attribute of destination that must be seen by the world, the value of utility not destination that must be seen shows a positive number of 0.352 for foreign tourists before natural disasters and a positive number of 0.500 for foreign tourists after natural disasters. whereas the attribute of destination that must be seen gets a utility value which shows a negative number of 0.352 for foreign tourists before natural disasters and a negative number of 0.500 for foreign tourists after natural disasters. it can be concluded that before and after the eruption of mount agung, e-journal of tourism vol.7. no.2. (2020): 229-249 http://ojs.unud.ac.id/index.php/eot 241 e-issn: 2407-392x. p-issn: 2541-0857 foreign tourists prefer tourist destinations not based on world renowned must-see destination. attribute information on the website, the value of utilities no information on the website shows a positive number of 0.806 for foreign tourists before natural disasters and a positive number of 0.895 for foreign tourists after natural disasters. whereas information on the website about tourist destinations received utility values which showed a negative number of 0.806 for foreign tourists before natural disasters and a negative number of 0.895 for foreign tourists after natural disasters. it can be concluded that before and after the eruption of mount agung, foreign tourists prefer there is no information on the website about tourist destinations. low price attributes / special offers, foreign tourists prefer low prices or special offers before natural disasters with a positive utility value of 0.297. whereas after natural disasters, foreign tourists tend not to choose low prices / special offers with a positive utility value of 0.640. the value of low-cost utility / special offers shows a positive number of 0.297 for foreign tourists before natural disasters and a negative number of 0.640 for foreign tourists after natural disasters. while not a cheap price/special offer on tourist destinations, the utility value shows a negative number of 0.297 for foreign tourists before natural disasters and a positive number of 0.640 for foreign tourists after natural disasters. it can be concluded that there is a difference in the orientation of the election between before and after the natural disaster of the eruption of mount agung based on low prices/special offers. in terms of location proximity, foreign tourists prefer proximity to locations with a positive utility value of 0.016 before natural disasters. meanwhile, after a natural disaster, foreign tourists do not choose the proximity of the location with a positive utility value of 0.468. the value of the proximity location utility shows a positive number of 0.016 for foreign tourists before natural disasters and a negative number of 0.468 for foreign tourists after natural disasters. while not the proximity of the location in the selection of tourist destinations get a utility value that shows a negative number of 0.016 for foreign tourists before natural disasters and a positive number of 0.468 for foreign tourists after natural disasters. it can be concluded that there was a difference in the orientation of the election between before and after the natural disaster of the eruption of mount agung based on the proximity of the location. e-journal of tourism vol.7. no.2. (2020): 229-249 http://ojs.unud.ac.id/index.php/eot 242 e-issn: 2407-392x. p-issn: 2541-0857 the attribute of a travel agent recommendation, the value of the utility not recommended by the travel agent shows a positive number of 0.581 for foreign tourists before natural disasters and a positive number of 0.730 for foreign tourists after natural disasters. while recommendations from travel agents get utility values that show a negative number of 0.581 for foreign tourists before natural disasters and a negative number of 0.730 for foreign tourists after natural disasters. it can be concluded that before and after the eruption of mount agung, foreign tourists are more likely not to choose a recommendation from a travel agent. article attributes in magazines / newspapers, foreign tourists prefer articles in magazines in the selection of tourist destinations before and after natural disasters compared to articles in newspapers. the utility value of articles in the magazine shows a positive number of 0.744 for foreign tourists before natural disasters and a positive number of 0.830 for foreign tourists after natural disasters. while articles in the newspaper get a utility value that shows a negative number of 0.744 for foreign tourists before natural disasters and a negative number of 0.830 for foreign tourists after natural disasters. it can be concluded that before and after the eruption of mount agung, foreign tourists chose articles in the magazine as a medium in the selection of tourist destinations. in the film attribute, the value of destination utilities contained in a film shows a positive number of 0.353 for foreign tourists before natural disasters and a positive number of 0.447 for foreign tourists after natural disasters. whereas the destination not in any film gets a utility value which shows a negative number of 0.353 for foreign tourists before natural disasters and a negative number of 0.447 for foreign tourists after natural disasters. it can be concluded that before and after the eruption of mount agung, the film media affected the selection of tourists in choosing tourist destinations. attractive advertising attributes, foreign tourists do not choose tourist destinations based on attractive advertisements, both before and after natural disasters. the utility value of not choosing based on attractive advertisements shows a positive number of 0.644 for foreign tourists before natural disasters and a positive number of 0.607 for foreign tourists after natural disasters. whereas choosing tourist destinations based on attractive advertisements gets utility values that show a negative number of 0.644 for foreign tourists before natural disasters and a negative number of 0.607 for foreign tourists after natural disasters. it can be concluded that before and after the eruption of mount agung, foreign tourists e-journal of tourism vol.7. no.2. (2020): 229-249 http://ojs.unud.ac.id/index.php/eot 243 e-issn: 2407-392x. p-issn: 2541-0857 did not choose a tourist destination based on attractive advertisements. attributes hear the news on tv, the value of utilities not hearing about tourist destinations on tv news shows a positive number of 0.544 for foreign tourists before natural disasters and a positive number of 0.813 for foreign tourists after the disaster. while hearing about tourist destinations on tv news has a utility value which shows a negative number of 0.544 for foreign tourists before natural disasters and a negative number of 0.813 for foreign tourists after natural disasters. it can be concluded that before and after the eruption of mount agung, foreign tourists prefer tourist destinations not based on information from tv news. attribute importance analysis analysis of the importance of attributes will produce the attributes that are most considered by tourists in choosing tourist destinations, both before and after natural disasters. the results of questionnaire data processing with conjoint analysis showed the importance level of attributes sorted from the most important to the least important attributes. the level of importance of attributes can be seen in table 6. table 6. attributes of importance indicators pre the mount agung natural disasters post the mount agung natural disasters friends or relatives recommendation 8.351 10.764 world renowned mustsee dest 10.752 9.461 information on the website 9.470 10.220 cheap deal/ special offer 11.472 8.889 geographically close destination 12.549 9.120 travel agency recommendation 9.823 10.898 article in a magazine/ newspaper 11.359 13.296 movie realized in the country 9.288 10.074 appealing advertising on it 7.899 7.242 heard about in the tv news 9.038 10.035 total 99.99 99.99 source: data of research, 2018. table 7 shows that the most important attribute according to respondents in choosing tourist destinations in bali prior to natural disasters was the proximity attribute of location with a percentage of 12.549 percent. furthermore, the second factor that is considered by foreign tourists is the attribute of low prices or special offers with a percentage of 11.472 percent. the third attribute is the attribute of articles in magazines/ newspapers with a percentage of 11.359 percent. unlike the consideration of foreign tourists after a natural disaster with the e-journal of tourism vol.7. no.2. (2020): 229-249 http://ojs.unud.ac.id/index.php/eot 244 e-issn: 2407-392x. p-issn: 2541-0857 attribute value of articles in magazines / newspapers (13.296 percent), travel agent recommendations (10.898 percent), recommendations of friends / relatives (10.764 percent). the order of importance based on the attributes most considered by tourists in choosing tourist destinations, both before and after the natural disaster of the eruption of mount agung can be seen in table 7. table 7. sequence of attributes based on level of interest rank pre the natural disasters post the natural disasters 1 geographically close destination article in a magazine/ newspaper 2 cheap deal/ special offer spesial travel agency recommendation 3 article in a magazine/ newspaper friends or relatives recommendation 4 world renowned must-see destination information on the website 5 travel agency recommendation heard about in the tv news 6 information on the website movie realized in the country 7 movie realized in the country world renowned must-see destination 8 heard about in the tv news geographically close destination 9 friends or relatives recommendation cheap deal/ special offer 10 appealing advertising on it appealing advertising on it source: data of research, 2018. significance and predictive accuracy testing significance and predictive accuracy testing in this study was conducted on 100 respondents. significance testing in research using conjoint analysis can be done by looking at the value of pearson's r and kendall's tau correlations based on questionnaire data processing. pearson's r and kendall's tau significance values if under 0.05, then have a very strong significance relationship. the results of the conjoint analysis will be validated by looking at pearson's r and kendall's tau correlation values, if the correlation value shows a number above 0.5, it can be interpreted that the correlation has a strong predictive accuracy or otherwise valid. the results of the questionnaire data that have been processed using statistical package for the social sciences (spss) version 18, have a correlation value that can be seen in table 8. table 8. correlation value between attributes utilities pre natural disaster utilities post natural disaster value sig value sig pearson’s r 0,994 0,000 0,996 0,000 kendall’s tau 0,939 0,000 1,000 0,000 source: data of research, 2018. e-journal of tourism vol.7. no.2. (2020): 229-249 http://ojs.unud.ac.id/index.php/eot 245 e-issn: 2407-392x. p-issn: 2541-0857 based on table 8 it can be seen that the significance value of pearson's r and kendall's tau is 0.00 (below 0.05) which means that each attribute has a very strong significance relationship. while the pearson's r correlation value of 0.980 and kendall's tau of 0.875 means that the value is above 0.5, thus indicating a strong relationship between estimate and actual. thus, it can be said that the opinions of the 100 respondents can be accepted to describe the preferences of tourists towards the selection of tourist destinations before and after the natural disaster of mount agung. bali tourism post-natural disaster recovery policy based on the results that have been described above can be given several considerations related to the recovery policy of tourism in bali after natural disasters, among others: (1) the existence of mount agung natural disasters, information in print and electronic media and information from travel agents becomes very important and basis for tourists to decide in choosing a tourist destination when traveling. the information presented will form public opinion which will later spread by word of mouth which will be a recommendation from friends / relatives who are important attributes in the selection of tourist destinations. the media should be careful in providing information because it can form opinions and images about the condition of tourism destinations. the role of the media in providing true and positive information greatly helps the speed of recovery of a tourist destination affected by disaster. (2) when natural disasters occur, various promotional and marketing activities in the form of advertisements, various low price offers are not able to influence tourists' decisions in choosing tourist destinations. so various hot deal offers and other promotions are not recommended. (3) films have a large impact in shaping information, images and ideas for visiting and choosing these tourist destinations. lots of tourist destinations then become famous after being used as the background of a film. promotion through film is highly recommended, of course the theme in the film should be able to strengthen the brand image of the tourist destination which is used as the location of shooting the film, provide a positive image / image and have a positive impact on tourist destinations. e-journal of tourism vol.7. no.2. (2020): 229-249 http://ojs.unud.ac.id/index.php/eot 246 e-issn: 2407-392x. p-issn: 2541-0857 the importance of creating tourist loyalty because the cost required is less than the cost of promotion and marketing in attracting new tourists. tourist loyalty will only be created if tourists are satisfied with existing tourist products. more tourism products are services or combinations of services and goods. providing the best possible service to tourists supported by all tourism stakeholders in bali will be able to realize tourist loyalty. conclusion preferences of foreign tourists in the selection of tourist destinations before natural disasters are greatly influenced by low prices/special offers, proximity of locations, articles in magazines/ newspapers and films. the order of attributes based on the level of interest of foreign tourists in the selection of destinations before natural disasters is the proximity of the location, low prices/ special offers, articles in magazines/ newspapers, destinations that must be seen in the world, travel agent recommendations, information on websites, films, hear about on the news tv, recommendations of friends/relatives, and interesting advertisements. preferences of foreign tourists in the selection of tourist destinations after natural disasters are greatly influenced by articles in magazines / newspapers and films. the order of attributes based on the level of interest of foreign tourists in the selection of destinations after natural disasters is an article in a magazine / newspaper, travel agent recommendations, recommendations of friends / relatives, information on the website, hear about on tv news, films, destinations to be seen in the world, proximity of locations, cheap prices / special offers, attractive advertisements. bali tourism recovery policy after natural disasters is the importance of information conveyed media as well as information from travel agents as a basis for tourists to decide in choosing a tourist destination when traveling. the role of the media in providing positive information greatly helps the speed of recovery of a disaster-affected tourist destination. in addition, film has a large impact in shaping information, images and ideas for visiting and choosing tourist destinations and being able to strengthen the brand image of a tourist destination that is used as the location of shooting films, providing a positive image / image and having a positive impact on tourist destinations. the suggestions that can be conveyed in this study are based on the objectives of the problem and suggestions from tourists when the questionnaire is distributed, including: e-journal of tourism vol.7. no.2. (2020): 229-249 http://ojs.unud.ac.id/index.php/eot 247 e-issn: 2407-392x. p-issn: 2541-0857 (1) the natural disaster of mount agung is very well understood by tourists who come as something that cannot be predicted, but the most important thing is the readiness of bali tourism stakeholders in the destination in providing precise and accurate information and being able to provide certainty, guarantee safety and professional in handling when the disaster occurs. (2) the emergence of various hoaxes and various information deliberately exaggerated for a long time on various information media and social media can destroy the image of a destination. various post-disaster promotion and recovery efforts carried out after the disaster so far have only been in vain. the government should make regulations that can act on this. if bali and indonesia are committed to developing tourism, all stakeholders should have an obligation to protect it. (3) increasing the number and capacity development of the existing tourism information center. (4) the importance of improving services to tourists in various economic sectors and activities. the importance of maintaining environmental cleanliness and free of plastic waste. if we are able to do it, bali's image as a tourist destination will be better. references alano, emmanuel and minsoo lee 2016, natural disaster shocks and macroeconomic growth in asia: evidence for typhoons and droughts, 2016 asian development bank 6 adb avenue, mandaluyong city, 1550 metro manila, philippines, issn 2313-6537 (print), 2313-6545 (e-issn) publication stock no. wps168584-2. alma, buchari 2007, manajemen pemasaran dan pemasaran jasa, alfabeta, bandung. anonim 2008, kamus besar bahasa indonesia, gramedia pustaka utama, jakarta. anonim 2009, undang-undang ri nomor 10 tahun 2009 tentang kepariwisataan. barsky, jonathan 2012, points, price, promotions? how guests select hotels around the world. available: http//hotelexecutive.com/business_re view/3381/points-price-promotionshow-guests-select-hotels-around-theworld badan pusat statistik (bps) provinsi bali, 2018. bali dalam angka 2017, badan pusat statistik provinsi bali. bordelon, bridget m, ksenia kirillova, and jeffrey schaffer 2015, tourism planning post disaster: community perceptions of tourism development, department of hotel management, bit-mesra, ranchi-835215, johar – journal of hospitality application & research volume 10 issue 2 june 2015. e-journal of tourism vol.7. no.2. 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(2019): 119-129 http://ojs.unud.ac.id/index.php/eot 119 e-issn: 2407-392x. p-issn: 2541-0857 the role of local government in fostering the economic of community: a lesson from tourism development at nusa penida islands of bali eka n. kencana center of excellence in tourism udayana university corresponding author: i.putu.enk@unud.ac.id article info received 25 february 2019 accepted 04 march 2019 available online 18 march 2019 abstract for bali and its administrative territories, tourism and the related sectors are very important for their development agendas. referring to bali statistic office, the agricultural sector and food and beverages services, contribute more than one-third of bali’s gross regional domestic product (pdrb) for the year 2017. it is not surprising, then, tourism and the related industries have been positioned as the important pillars for the economic development of bali. consisting of nine regencies or city, klungkung, after denpasar city as the capital of bali, is the second smallest region with its area is 315 km square or approximately 5.59 percent of bali area as much as 5,366.66 km square. in the last five years, the local government of klungkung is intensively developing nusa penida district as a marine tourists destination. the aim of this essay is to study the causal relationship between government roles and the economic benefit of tourism for the local people. a hundred and thirteen people of nusa penida were questioning their perception regarding the benefits of tourism for their families. applying variance-based sem, this work found the roles did not directly affect the economy of local people. however, by the mediation of tourists' behavior as well as the tourism industries at nusa penida, the role of klungkung’s government is significantly influence the economy of nusa penida people. keywords: coastal tourism, economic benefits, klungkung, plsc, roles. introduction background klungkung is the smallest regency amongst nine regencies/city in bali province. its area covers about 5.58 percent of bali area which is as much as 5,366.66 km squares. refers to klungkung statistic office, the economic of klungkung in the year 2017 is dominated by the agricultural sector (bps, 2018) with its contribution as much as 22.43 percent, then is followed by accommodation services and food and e-journal of tourism vol.6. no.1. (2019): 119-129 http://ojs.unud.ac.id/index.php/eot 120 e-issn: 2407-392x. p-issn: 2541-0857 beverage supplies around 14.44 percent. comparing to the economic growth of bali province, the growth of klungkung in the year 2017 is slightly less than bali, i.e. 5.59 percent and 5.34 percent, respectively (bps, 2018)(bps provinsi bali, 2018). despite these figures, tourism at klungkung grows very fast. the number of domestic and foreign tourists visit the destinations at klungkung increase 41.7 percent for period 2013-2017. in the year 2013, the number of domestic and foreign visitors to klungkung was recorded 298,979; increase to 423,626 visitors in the year 2017 (bps, 2018). nusa penida islands of klungkung is located at the southern part of this regency, is very popular for its beach panorama. in the year 2017, this district contributes almost 70 percent to the total visitors of klungkung. besides the beach, nusa penida island is well-known for the natural dolphin attraction as well as for other coastal attraction. based on the three favorite destinations or villages on this island, i.e. toyapakeh, lembongan, and jungutbatu village, tourism at nusa penida can generate 1.025 billion rupiahs in 2016 (bps, 2017). from the macroeconomic angle, no one doubts the importance of tourism development at nusa penida for fostering the economies of the local community. however, to the best of our knowledge, no research has been conducted to study the influences of tourism at the microeconomic level. in addition, if the effects exist, the mechanism of tourism could give benefits to the economies of local people is still unclear. noting these facts, our work aims to reveal the role of klungkung’s government in fostering the economies of local people at nusa penida islands. a recent study regarding the effect of local regulation on business behavior showed the local government of badung, the center of bali tourism, has been successfully regulated the hospitality businesses at kuta and nusa dua areas. according to the leaders in both areas, tourism industries in badung have been successful in implementing the philosophy of sustainable tourism development. through the combination of the community needs and government development goals, by hearing the community voice and as well as in getting the local bodies to involve in local tourism development; the active participation of local people in the development process has been built and promoted (kencana, 2016). in accordance with the economic impacts of tourism, many researchers argued, despite the positive influences to increase people income at the destination, e-journal of tourism vol.6. no.1. (2019): 119-129 http://ojs.unud.ac.id/index.php/eot 121 e-issn: 2407-392x. p-issn: 2541-0857 tourism also triggers unfair competition among small-scale businesses and the increasing of consumable prices, as the two dominant negative impacts of tourism from economic views. okazaki in his research at palawan, the philippines, believed the importance of community participation in tourism activities is essential for the community to get more benefits than the burden costs of it (okazaki, 2008). the community participation as an effect of local government roles and businesses behavior has been proved significantly influence the positive as well as negative impacts the economies of host people (chiang and huang, 2012)(tosun, 2002), with proper and active participation, these positive impacts would increase whilst the negative effects would reduce (kencana, 2017)(sanchez, 2009). research objectives referring to the paper by sanchez (sanchez, 2009), there are four important elements in determining the successfulness of the development process of tourism, namely the communities’ attitudes, participation mechanism, tourism benefits, and the challenges in realizing participation. in general, there are exist some push as well as pull factors to make people want to participate and/or barrier their participation. in short, economic benefits are argued as the primary motive for positive participation. based on those arguments, this work aims to study the roles of local klungkung government in fostering the economic benefits for people at nusa penida islands regarding tourism development at this destination. the primary hypothesis in this work is the roles of local government has impacts on the economy of local people, and two secondary hypotheses are the behavior of tourists’ industries and visitors’ attitudes contribute to the people income, significantly. methodology to study the influence of local government roles to the economic benefits for the local community, a hundred and fifteen people of nusa penida were selected as the respondents. a tested questionnairé with 5-scaled likert’s items is administered to collect people perception regarding the proposed model which is involved 4 constructs, i.e. (1) the government's role, (2) the businesses’ behavior, (3) visitors’ attitude, and (4) the economic benefits for the local community. prior to the distribution, the instrument was tested on a pilot study conducted at pantai berawa in the e-journal of tourism vol.6. no.1. (2019): 119-129 http://ojs.unud.ac.id/index.php/eot 122 e-issn: 2407-392x. p-issn: 2541-0857 southern of badung regency. this area is relatively homogenous with the beach and people of nusa penida. the pilot study is aimed to elaborate on the items’ validity and the instrument’s reliability. the data for this work were collected on july 2018 at nusa penida by questioning the respondents about the perception regarding the government roles, the attitudes of visitors as well as the businesses’ behavior on tourism activities at this destination. they were also asked either tourism gives benefits or not for them and their family as well. the data were analyzed by implementing variancebased structural equation modeling (vbsem) technique in smartpls 3.2.4 from ringle et al. (ringle, wende and will, 2017). the structural model for this work that involves four constructs is depicted on fig. 1 with the hypotheses as follows: h1: the local government role in developing nusa penida tourism successfully increase the economic benefits for the community; h2: the local government role in developing nusa penida tourism is significantly affecting industries’ behavior; h3: the local government role in developing nusa penida tourism is significantly influencing visitors’ attitude; h4: the behavior of hospitality industries or businesses that are operating at nusa penida island is significantly contributing to the economic benefit of tourism; and h5: visitors’ attitude is significantly contributing to the economic benefit of tourism at nusa penida. figure 1. the operational model of the research e-journal of tourism vol.6. no.1. (2019): 119-129 http://ojs.unud.ac.id/index.php/eot 123 e-issn: 2407-392x. p-issn: 2541-0857 results and discussion characteristics of respondents after careful inspection, two of the 115 questionnaires that are filled were not eligible to be included in the analysis because of incomplete responses. the average age of the respondents is 40 years with the smallest and largest age recorded are 20 and 70 years, respectively. judging from the length of life at nusa penida, on the average the respondents have lived in their village for 37 years, with a standard deviation of 14 years. in addition, most of the respondents have completed a high school or higher education level, and most of them support their families by working on the agricultural sector (7.5 per cent), micro/small industries (12.7 per cent), transportation (10.0 per cent), as well as general trade, hotels and restaurants industries (17.3 percent). the structural equation model (sem) basically, the sem consists of two sub-models, the outer or measurement model, and the inner or structural model. referring to hair et al. [11], both models must be checked before the inferential were made. on sem, the outer model will represent the relationship between a construct with its indicators, and the inner or structural model outlines the causality amongst constructs. for the outer model, the mathematical representation of the relationship between construct and its reflective indicators as follows: xi = γ0j + γ1j ξj + δi; i = 1, …, p; j =1, …, q (1) in equation (1), p and q represent the numbers of indicators of respective latent and the number of constructs on the developed sem, respectively. at the analysis stage, xi and ξj are stated in the standardized form so that the γ0j is eliminated from equation (1). the summary of the analysis for the measurement model by utilizing smartpls 3 (ringle, wende and will, 2017) is shown in table 1. this analysis is doing by applying the consistent partial least square technique (plsc) from (dijkstra and henseler, 2015) that was proven more powerful than the traditional pls. e-journal of tourism vol.6. no.1. (2019): 119-129 http://ojs.unud.ac.id/index.php/eot 124 e-issn: 2407-392x. p-issn: 2541-0857 table 1. the summary of measurement model analysis latent variable code and item description outer loading pvalue government role α value = 0.809 ρa value = 0.860 cr =0.805 ave = 0.432 gr-01 high and clearly commitment 0.741 0.000 gr-02 combining top-down and bottom-up approaches 0.547 0.000 gr-03 develop effective regulation in sustainable tourism 0.784 0.000 gr-04 consistent law enforcement 0.735 0.000 gr-05 actively in fostering the local participation 0.588 0.000 gr-06 actively in fostering the involvement of local bodies 0.499 0.000 industries’ behavior α value = 0.774 ρa value = 0.808 cr =0.781 ave = 0.426 ib-01 prioritizing the local workforce 0.521 0.000 ib-02 manage waste properly 0.716 0.000 ib-03 respect the local values and traditions 0.820 0.000 ib-04 actively in maintaining destination security 0.820 0.000 ib-05 contributes financially to traditional activities and rituals held by local communities 0.454 0.000 visitors’ attitude α value = 0.820 ρa value = 0.839 cr =0.820 ave = 0.484 va-01 visitors easily mingle with the local community 0.609 0.000 va-02 visitors are able to communicate with the host 0.698 0.000 va-03 visitors appreciate the traditions and culture of local people 0.852 0.000 va-04 visitors respect the holy areas in the destination 0.756 0.000 va-05 contribute financially to traditional activities 0.515 0.000 host perception of economic benefit α value = 0.758 ρa value = 0.881 cr =0.789 ave = 0.466 eb-01 increasing employment opportunities 0.791 0.000 eb-02 increasing business opportunities 0.973 0.000 eb-03 increasing the income of family members 0.727 0.000 eb-04 increasing the quality of public facilities 0.375 0.002 eb-05 increasing the number of public facilities 0.297 0.002 note: α value = alpha (cronbach) coefficient ρa value = rho (dijsktra) coefficient cr = composite reliability ave = average variance extracted the highlighted numbers are below the threshold table 1 shows all of the constructs have some invalid items (the outer loading values is less than 0.70 as the lowest threshold (hair et al., 2014)) and the average variance extracted (ave’s) of all constructs less than suggested as much as 0.50 (peng and lai, 2012). referring to this finding, the indicator with the smallest outer loading for each respective construct is eliminated, and then the outer model is re-analyze sequentially until the remaining items have values fall within desirable criteria. at the final stage, one indicator of visitors’ attitude, two indicators of e-journal of tourism vol.6. no.1. (2019): 119-129 http://ojs.unud.ac.id/index.php/eot 125 e-issn: 2407-392x. p-issn: 2541-0857 industries’ behavior and the economic benefit constructs, and three indicators of government roles were eliminated. the final measurement (after the invalid indicators were eliminated) quality of each construct is depicted in fig. 2: figure 2. the measurement quality of constructs for a latent variable or construct with reflective indicators, besides the loading values and the ave’s, the researcher has to validate the composite reliability (cr), the ρa or dijkstra’s coefficient, and the discriminant validity of a construct. the lower bound of the cr and ρa are 0.70 (park, 2009) and 0.70 (dijkstra, ringle and henseler, 2015), respectively. as depicted in fig. 2, all the remaining indicators have outer values above 0.70 and four constructs have the ave’s, the ’s, the ρa’s, and the cr’s are greater than the thresholds were suggested. from this finding, the inner or structural model is valid to be analyzed. utilizing the bootstrap procedure on smartpls that was set to run for 5,000 sub-samples, we checked our structural model. this model represents the significance of the causal relationship between exogenous and endogenous construct, directly or indirectly through mediation or moderation of another construct. the results are listed in table 2. referring to fig. 1 and fig. 2, there are five hypotheses about the direct effects of an exogenous to its respective endogenous one. table 2 showed two out of these hypotheses could not be accepted at 5 percent of significance level, namely the direct effect of government roles and industries’ behavior on the economic benefits perceived by the local community. e-journal of tourism vol.6. no.1. (2019): 119-129 http://ojs.unud.ac.id/index.php/eot 126 e-issn: 2407-392x. p-issn: 2541-0857 the other three paths demonstrate the significance of exogenous’ effect on its respective endogenous construct. to infer the determination coefficient of an endogenous construct (r 2 ), we follow the criterion suggested by chin (1998) in kencana and manutami (2017). according to chin, the threshold values to declare an endogenous construct is weak, moderate, or substantial are 0.19, 0.33, and 0.67. noting the r 2 s of three endogenous constructs are greater than 0.33 but less than 0.67, we argued all of them have been moderately explained by its exogenous one. the last step in conducting sem is assessing the model fit. some criterion has been proposed to approximate the fitted model. according to henseler, hubona and ray (2016), currently, the only available model criterion fit is the standardized root mean square residual (rmsr) with the cut-off value of 0.08 is accepted for stating the pls model has an adequate power to explain the causal relationship amongst constructs. for the final model, we got the rmsr of 0.068, is less than the cut-off value. this finding assures us to go further in establishing the interpretation of the hypotheses. table 2. the summary of structural model analysis type of effect the constructs hypothesis path value pvalue exogenous mediation endogenous direct effects visitors’ attitude – economic benefits h5 0.529 0.000 industries’ behavior – economic benefits h4 0.192 0.141 government roles – visitors’ attitude h3 0.515 0.000 government roles – industries’ behavior h2 0.546 0.000 government roles – economic benefits h1 0.023 0.855 indirect effects government roles industries’ behavior economic benefits – 0.105 0.149 government roles visitors’ attitude economic benefits – 0.272 0.008 total effects visitors’ attitude – economic benefits – 0.529 0.000 industries’ behavior – economic benefits – 0.192 0.141 government roles – visitors’ attitude – 0.515 0.000 government roles – industries’ behavior – 0.546 0.000 government roles industries’ behavior and visitors’ attitude economic benefits – 0.400 0.000 source : own calculation (2018) note : the highlighted numbers showed an insignificant effect e-journal of tourism vol.6. no.1. (2019): 119-129 http://ojs.unud.ac.id/index.php/eot 126 e-issn: 2407-392x. p-issn: 2541-0857 discussion our work revealed the direct effects of the government roles and industries’ behavior did not significantly contribute to the economic benefits of tourism at nusa penida islands, as perceived by the local communities (h1 and h4 could not be accepted). however, contrary to these findings, the local people perceived the visitors of nusa penida brought some positive effects on their economic (h5 is accepted). fig. 2 showed, from the economic perspective, the local people perceived tourism activities at their villages increase the business as well as job opportunities as the dominant impacts. the outer values for both indicators (eb-02 and eb-01) are 0.935 and 0.921, respectively. however, by looking at the dominant reflective indicator of the industries’ behavior with the biggest outer loading is the industries respect the local values and traditions (ib-03), it is clear that local people did not perceive the significant effect of the tourism industries’ existence. an analogous explanation can also be made to reveal the insignificant effect of government roles in enhancing the local economies. the greatest value for the outer loading of three reflective indicators of the roles is found in developing effective regulation to assure tourism at nusa penida sustain (gr-03). the insignificant effect of the local government roles in enhancing the economies of local people, directly, can not be separated from the characteristic of this research is conducted in a short time manner. referring to mansuri and rao (2004), to develop community-based driven tourism, a long time horizon is needed so that the local people get the economic benefits as well as socio-cultural and environmental benefits. meanwhile, the regulations in the short run, directly and significantly, affect industries’ behavior and visitors’ attitude. through the power ‘to control and manage’ the tourism resources, the local government has been perceived successful in building sustainable tourism of nusa penida islands by developing effective business regulations and law enforcement. however, our work showed the direct (significant) effect of visitors’ attitude on the local economies. the appreciation of visitors to local traditions and/or culture in the ‘entrance fee’ as well as donation, people feel the tourists have made a direct contribution to their economies. despite the insignificant effect of government roles to enhance the economies of local people directly, the roles are effectively regulated the industries’ behavior as well as visitors’ attitudes in tourism activities at nusa penida islands. noting these facts, h2 and e-journal of tourism vol.6. no.1. (2019): 119-129 http://ojs.unud.ac.id/index.php/eot 127 e-issn: 2407-392x. p-issn: 2541-0857 h3 cannot be rejected. furthermore, through the roles were developed to regulate industries’ behavior and visitors of nusa penida, the roles of klungkung government in fostering the economies of people at nusa penida have a significant effect. in addition, by combining topdown and bottom-up philosophies to the development of the destination, the people of nusa penida believe their voices will be recognized and be considered in tourism planning. leksakundilok in his research stated that combining the power of local government, tourism industries, and the capacity of local people is necessary to improve the positive impacts of tourism for the community (leksakundilok, 2004). by the mediation of tourists’ attitudes and industries’ behavior, the effect of local government roles on the economic benefits of tourism become significant with the path value of 0.400. conclusions and further research this work reveals the insignificant effect of business’ behavior and government’ roles, directly, in improving the economic benefits of people at nusa penida islands regarding the tourists’ activities in their own yards. the immediate effects of tourism at this destination especially for the improvement of economic benefits have come from visitors’ activities. however, to make it sustainable, the local people must also empower their capacity as well as their competencies in providing qualified tourism products/services. the collaboration works amongst industries, government, the local bodies, and the other stakeholders are important to realize nusa penida as a community-based sustainable destination. in addition, another important finding of this work is the ability of local government roles to foster the economic benefits of tourism for people of nusa penida islands, in the short-run, only by the mediation of visitors’ attitude and tourism-related businesses’ behavior. the limitation of this work is the assumption about people’s perception of villages with massively tourist’s activity is indifference from the villages that are newly developed as tourism destinations. future researches should consider this assumption by differentiating the people according to the development phase at their village. in addition, future research is also suggested to categorize the respondents according to their status in the community. community leaders might have a different opinion regarding the impact of tourism when it is compared to the opinion from community members. e-journal of tourism vol.6. no.1. 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(2021) http://ojs.unud.ac.id/index.php/eot ii e-issn: 2407-392x. p-issn: 2541-0857 e-journal of tourism p-issn: 2541-0857, e-issn: 2407-392x volume 8, nomor 1, march 2021 editor in chief prof. dr. i komang gde bendesa, universitas udayana (scopus id: 57193197621) editorial boards prof. dr. made budiarsa, universitas udayana (scopus id: 57193715077) prof. dr. terry de lacy, victoria university, australia (scopus id: 23073072700) prof. geoffrey lipman, hasselt university, belgium (scopus id: 55314553200) prof. christine petr, universite de bretagne-sud, france (scopus id: 14030556600) prof. patrick legoherel, université d’angers, france (scopus id: 6506067264) dr. agung suryawan wiranatha, universitas udayana (scopus id: 56996123000) managing editor dr. i gusti ayu oka suryawardani, universitas udayana (scopus id: 57190262038) peer reviewers prof. dr. i wayan ardika, universitas udayana (scopus id: 6508090296) prof. dr. made antara, universitas udayana (scopus id: 57201540950) prof. dr. i nyoman darma putra, universitas udayana (scopus id: 24741071600) prof. dr. janianton damanik, gadjah mada university (scopus id: 57192676817) prof. dr. muhammad baiquni, gadjah mada university (scopus id: 57210758742) prof. dr. bet el silisna lagarense, politeknik negeri manado (scopus id: 55990881600) dr. devi roza k. kausar, universitas pancasila (scopus id: 35146005500) dr. hera oktadiana, james cook university, australia (scopus id: 57079190600) publisher centre of excellence in tourism, udayana university in partnership with indonesian hotel general manager association and bali tourism village communication forum address centre of excellence in tourism, udayana university jalan p.b. sudirman denpasar bali 80232 email: ejournal.tourism@unud.ac.id; riset.pariwisata@unud.ac.id phone: +62 81237641918 ; website: https://ojs.unud.ac.id/index.php/eot/ https://ojs.unud.ac.id/index.php/eot/ e-journal of tourism vol.8. no.1. (2021) http://ojs.unud.ac.id/index.php/eot iii e-issn: 2407-392x. p-issn: 2541-0857 table of contents social media marketing strategy of indonesian tourism in the time of pandemic aulia chloridiany........................................................................................ 1 – 13 shopping tourism development through top five products in yogyakarta city, indonesia ani wijayanti, amelda pramezwary, emmita devi hari putri, atun yulianto, r. jati nurcahyo, erlangga brahmanto ............................. 14 – 22 stakeholder’s perceptions about sustainable tourism in the main attraction of banda aceh halal tourism (baiturrahman great mosque) muhammad baiquni, heriani heriani......................................................... 23 – 33 a marketing strategy analysis of ats tour and travel during covid-19 pandemic brian ongko, i dewa gde satrya ............................................................... 34 – 40 on different perspective: image of yogyakarta as a tourist destination from domestic and international tourist’s perception karlina maizida .......................................................................................... 41 – 58 the role of social capital in serangan sub-district, denpasar-bali i gede putra nugraha, i made antara, made budiarsa, syamsul alam paturusi ............................................................................... 59 – 64 online marketing strategy analysis of pt. bagus trans wisata kevin benedict lesmana, rustono farady marta, sugeng wahjudi ......... 65 – 69 accommodation business competition in bali: competitive strategy for star hotel in sanur agung rendra wijaya, i komang gde bendesa, agung suryawan wiranatha ....................................................................... 70 – 76 e-journal of tourism vol.8. no.1. (2021) http://ojs.unud.ac.id/index.php/eot iv e-issn: 2407-392x. p-issn: 2541-0857 surviving strategy of hospitality sector in pandemic situation edvi gracia ardani, anton harianto .......................................................... 77 – 86 participatory planning of tourist train station accessibility and creative industry development muhamad, aneke rahmawati ..................................................................... 87 – 96 service quality, brand attributes, satisfaction and loyalty of guests staying at le meridien hotel bali jimbaran luh putu triyanti ariestiana dewi, agung suryawan wiranatha, i gusti ayu oka suryawardani ................................................................... 97 – 114 e-tourism as a promotion media for cimande tourism village dhanik puspita sari, rima pratiwi batubara .............................................. 115 – 124 creative tourism in the era of new normality in the advancement of culture muhamad muhamad, dina ruslanjari, azmy hanif .................................. 125 132 front matter eot vol. 8 no. 1 2021 cover eot 2021 (1) editorial rev e-journal of tourism vol.8. no.2. (2021): 172-183 172http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 recreation opportunity spectrum analysis of strategic area tourism destination pelang region herlina suksmawati, leily suci rahmatin*, praja firdaus universitas pembangunan nasioanal “veteran” jawa timur, indonesia *corresponding author: leily.suci.par@upnjatim.ac.id doi: https://doi.org/10.24922/eot.v8i2.77562 abstract tourism planning and development should be adjusted based on regional characteristics and applicable policies, but over time, tourism planning often pays less attention to the carrying capacity of the region. so there is a need for an analytical study of tourism planning that is tailored to the characteristics of the region to create sustainable tourism. this research was conducted at the pelang regional tourism destination, trenggalek regency using recreation opportunity spectrum analysis and the concept of attractions, amenities, access, ancillary to see tourism potential. the research methodology used is qualitative description with the methods of collecting observation data, documentation studies and indepth interviews. tourism development in the pelang regional tourism destinations based on regional tourism development planning is included in the concept of natural tourism development with collaborative management between stakeholders, but in the current development implementation when viewed from the recreation opportunity spectrum analysis there is no clear management system and the pelang tourism destinations are classified as the characteristics of semi-primitive areas have not paid attention to aspects of appropriate land use functions, especially in the development of tourism supporting infrastructure. keywords: ros, dpd, tourism potential article info submitted: august 20th 2021. accepted: september 18th 2021. published: september 30th 2021 aspects of the tourism sector that rely on human movement and travel between regions are located in the transportation, accommodation and supporting infrastructure sectors for the sake of achieving travel. tourism creates products that can only be obtained by traveling and visiting activity producers, landscapes that cannot be found in the area of origin are the driving force for travellers, rojek (in franklin 2003) tourism is not only in the form of literature and writings about regional landscapes but also physical visits to enjoy the scenery and touintroduction tourism is an industry that does not merely produce the usual formal production with real products, tourism is often an activity that is supported by the same sector in each region, although with different supporting components (lickorish, 1997). tourism is one of the supporting industries for economic, cultural and environmental development, not only globally but at the regional level as well as a promising industry (unwto, 2005). the supporting e-journal of tourism vol.8. no.2. (2021): 172-183 173http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 different from each region and good management will make tourism an industry that is not only of economic value. tourism is expected to be sustainable for the natural and social resources of local communities in tourism areas (newsome, moore and dowling, 2013). it is the same thing that is now starting to be realized by stakeholders in pelang district, the potential for areas with coastlines to become opportunities for tourism development. purpose of the research is to analyze the potential development planning of the pelang regional tourism destination area, the characteristics of the area with hilly and coastal landscapes have the opportunity to become superior tourism, but over time there needs to be a balance between the usability of the area and the value of the area designation, especially in tourism, so that tourism becomes a priority. sustainable industry. the analysis of regional characteristics will be a guideline for the development and planning of tourism areas, especially in determining aspects of supporting tourism activities, tourism transportation, tourism accommodation and other tourism supporting infrastructure. purpose of the research is to analyze the potential development planning of the pelang destination area by using a tourism planning analysis that is adapted to the characteristics of the region, in order to create sustainable tourism both in terms of natural resources, economy and socio-culture of the local community. thus, tourism development planning is no longer based on the interests of certain stakeholders. literature review tourism destinations a geographical area located in one or more administrative areas in which there are tourist attractions, public facilities, tourism facilities, accessibility, and communities that are interrelated and complement rism potential of a tourism destination area. the main function of the tourism industry is to serve tourists, all forms of activity in tourism are related to service products and are tangible (camilleri, 2018). tourism destinations are the center of activities in the tourism industry, in tourism destinations a network of systems is formed that can have an impact on other supporting sectors, both positive and negative , so that it is necessary to have tourism planning and management wrapped in the concept of sustainability (cooper, 2016). regional planning and development is important to adjust land use, so that integrated development in an area creates memorable tourism, development management provides identification of opportunities for development more sustainable tourism development planning will provide a match between tourist expectations and the availability of potential developed in tourism activities in its development aspects of ros (recreation opportunity spectrum) analysis makes management development aspects based on regional characteristics so that they are integrated (brown, 1982). tourism development is also formed based on tourism potential which is currently not only about luxury and modern services, but also as a fulfillment of people’s curiosity about activities in certain places so that they can gain new experiences in the midst of post-modern community trends (page, 2019). new experiences are the main goal of visiting destinations with uniqueness, beauty, and value in the form of a diversity of natural, cultural, and manmade wealth that is the target or purpose of tourist visits (tourism law, 2009). in the development of tourism activities, various innovations in planning and developing tourist destinations have become important, to improve the quality of tourist attractions. regional characteristics, the availability of accommodation, access, facilities and infrastructure for attractions that are e-journal of tourism vol.8. no.2. (2021): 172-183 174http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 the realization of tourism (tourism law, 2009). tourism destinations are areas that are limited by administration, which can be in the form of regions, countries, islands, cities and villages, where tourists spend at least one night in the area using tourism supporting products, tourism resources and enjoying the attractions found in tourism destinations. tourism destinations are also limited based on their management to increase marketability and the target market that is expected to come to visit (unwto, 2002). destination analysis is important to determine the potential of the pelang tourism area, supporting sectors and other industries in the implementation of tourism. regional tourism strategic areas tourism destination areas that have the main function of tourism with planning and development according to their potential in one or more aspects so as to have an impact on other sectors, such as economic, social and cultural growth, empowerment of natural resources, and environmental carrying capacity. regional strategic areas are defined as tourism destinations that are superior to certain regions in increasing tourism development, the kspd referred to in this study is the plang kspd which is a tourism area with a natural concept with collaborative management. this analysis is used to see the suitability of the area designation with the regional planning and development policies of trenggalek regency so as to make sustainable tourism. recreation opportunity spectrum as a concept used in developing a planning framework for outdoor recreation areas, ros is used to be able to define the characteristics of the area and the suitability of land use and transportation patterns as well as other tourism supporting facilities. clark and stankey (1979) describe the most specific arrangement of factors that influence the development of tourism areas. implying that six basic factors are used to define ros namely access, use of resources outside of tourism, tourism management, social interaction, acceptance of visitor impacts, and other acceptable impacts. brown (1982) details 6 (six) physical characteristics of the region in determining planning and development opportunities for tourism areas, primitive destination setting, which is characterized as an area where human activity is very rare except for those who expect tranquility to blend with nature, the use of modern transportation is not allowed, primitive destinations are destinations that do not prioritize facilities. semi-primitive is divided into semi-primitive with motorized vehicles and without motorized vehicles. characteristics of destinations with minimal provision of facilities as a safe limit both against environmental damage and visits, management control may be found in the area but is very low, if semiprimitives are motorized, it is possible to use vehicles motorized but very low, and vice versa if the semi-primitive area is non-motorized then the use of motorized vehicles is not allowed but there is still management control that is different from primitive where all forms of activity are only with nature without any mixing of activities outside the destination. next, roaded natural is a destination with the characteristics of a natural area but with facilities developed outside the tourism destination area to provide comfort, tourist attractions are still in the form of natural landscapes with limited management, activities outside of tourism can also be found in this area but are still very rare. characteristics of rural areas of destinations with facilities that have been developed to be able to receive visits, modification of renewable resources and the development of other supporting facilities have begun to increase. availability of trails, motorized transportation, accommodation and arrangement of the physical e-journal of tourism vol.8. no.2. (2021): 172-183 175http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 environment in order to develop tourism activities. urban characteristics of destinations with modern facilities, infrastructure facilities are provided in large numbers with emphasis on comfort and fulfillment capacity with the number of visits mass, the convenience factor takes precedence over the physical character of the environment. ros analysis is used to identify the pelang regional tourism destinations and the suitability of tourism planning development to the physical environment of the region. especially in determining the characteristics and classification of tourist attractions that are designated as tourism strategic areas for pelang beach and kili kili beach regions. aspect 4a formation of tourism destinations that can attract tourist visits cannot be separated from aspects of 4a (attractions, amenities, access, ancillary) (cooper, 2016). tourist attraction is anything that has uniqueness, beauty, and value in the form of a diversity of natural, cultural, and man-made wealth that is the target or purpose of tourist visits. amenities are all forms of activities and services provided to meet the needs of tourists during their visit to travel, both accommodation facilities, food and beverage services, souvenirs, banking and other additional facilities. access is often interpreted as road facilities available in tourism destinations, access is also about transportation networks and transport capacity in meeting the needs of moving between areas of origin to tourist destinations, including the availability of land terminal infrastructure, air and rail lines, in the research on sustainable development strategy for ecotourism at tangkahan, north sumatra by wiranatha (2015), access indicators in tourism are considered important by visitors both in terms of means of communication and transportation, but from the results of research access to tourist attractions is inadequate. ancillary is a destination management organization or management system that exists in tourism destinations, management can be in the form of formal and informal organizations, national or regional as well as the public or private sector. methods research was conducted at pelang regional tourism destinations, trenggalek regency in two tourist attractions namely kili kili beach and pelang beach, data was collected through observation and documentation related to supporting pelang tourism planning and development. indepth interviews were conducted to obtain information about the development stages currently in the dpd pelang. this research approach uses a qualitative approach with a qualitative descriptive method, looking for an overview of the research data, comparing the data obtained and looking for the relationship between each data obtained. results and discussion tourism development is inseparable from the wealth of resources that can be potential in determining each attraction that will be a factor attracting tourists to visit a tourism destination (boniface, brian and cooper, 2014). tourist attraction itself is defined as an activity that is unique and can provide a value experience for visiting tourists, the existence of a leading destination in trenggalek regency, which is one of the regencies that is included in strong economic development in the wilis circle area. the panggul kspd destination is a regional tourism planning and development area. the potential of tourism destinations is also supported by four aspects of tourism, the nature of tourism that demands collaboration between every aspect of the organization and product so as to produce e-journal of tourism vol.8. no.2. (2021): 172-183 176http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 an integrated network of tourism activities, both in the form of tourist attractions, supporting facilities and management (cooper, 2016). potential 4a (attractions, amenities, access, ancillary) pelang regional tourism destinations. attractions, all forms of activities that can be enjoyed and carried out by tourists while doing tourism are very important, various forms of tourist attractions or tourist attractions are the leading tourist destinations in the pelang area which are superior in regional tourism development. the combination of types of attractions is a potential in the development of regional tourism, several tourist attractions are found in tourism destinations in the pelang area. natural tourist attractions, attractions whose sources come from natural wealth, ownership of attractions are often disguised as administrative areas or local ownership, these attractions are classified as resource-based tourist attractions thus the characteristics of the area become important to the selling value of attractions. the attractions of dpd pelang are resource-based, pelang beach which is located in the southern region is approximately 1.5 hours to 2 hours drive from the city center of trenggalek district, white sand beach with a direct boundary to the indian ocean, the uniqueness of pelang beach is also found in the presence of a waterfall. the characteristics of the hilly area make it an added value. kili-kili beach, is a beach that is still in the same line as pelang beach but is separated from bukittinggi, the characteristics of kili-kili beach are more of a turtle conservation area, the activities that are the main attraction on kili-kili beach are mostly turtle conservation activities. tourists who come have the characteristics of special interest tourists. an artificial tourist attraction, this attraction was originally not there because of tourism activities but functioned for other activities, but there are also tourist attractions that are deliberately made to fulfill the wishes of tourists (cooper, 2016). tourist attractions made by dpd pelang include heritage areas, both historical and cultural heritages, as well as the planning process for developing a culinary center that will become an additional attraction so that it will become a new value in the introduction of local culinary that is not only different from other regions but also has history. the existence of natural and artificial tourist attractions in the pelang dpd is a potential tourism development that is interesting to visit, the location of tourist attractions in one area and a short travel time are the choices for tourists visiting various types of attractions. amenities, most tourist activities are carried out in tourist destinations, the needs needed during tourism will be important to be available in the area, the provision of facilities shows the multi-sectoral nature of tourism supply and interdependence between various sectors ranging from the provision of physical facilities to the need for service products hospitality (cooper, 2016). the availability of additional facilities and hospitality provides an opportunity to increase regional income if every available facility is local and under regional ownership, the expenditures made by tourists will directly become income for the region (cooper, 2016). the availability of hospitality services in the form of lodging and food and beverage services from dpd pelang is more for msmes, the added value of facilities with management from msmes makes strengthening the local economy, local cultural values and the introduction of local culinary delights will be an attraction for tourists to choose to use services provided locally. however, what is often an obstacle in the development ofservices hospitality which also includes food and beverage services regarding management in services is the conformity of expectations to be obtained while using the available services, as e-journal of tourism vol.8. no.2. (2021): 172-183 177http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 well as minimum standard of facilities that can provide comfort in using both in terms of hygiene, sanitation and decent conditions. use. access, access is defined as the availability of supporting facilities and infrastructure to and while in tourism destinations, not only as the provision of connecting roads, terminals, but also transportation networks that support tourism which is an activity of moving from the area of origin to the destination. the convenience and diversity of transportation modes and supporting infrastructure during the trip is an experience for tourists when going to tourist destinations, traveling from one area to another will not be easy and efficient if it is not supported by the availability of adequate transportation support facilities and infrastructure, both in terms of numbers availability with the capacity of the facility as well as the feasibility of the transportation network to be used (boniface, brian and cooper, 2014). dpd pelang does not yet have an integrated transportation system, the procurement of public transportation in the form of a transportation network is not well organized, the types of public transportation that can be used are limited with operating hours and the range of service areas for tourism locations can only be reached by private vehicles. in addition, several accesses to tourist attractions to the dominant beach in the area behind the hills are in poor condition. ancillary, is another aspect that must exist in tourism destinations, management organizations or in tourism are known as destination management organizations (dmos) (pike and page, 2014). dmos or organizations that manage tourism can be formal or non-formal, in tourism in dpd pelang management is intertwined with the division of obligations in every tourism development, both at the district, sub-district and village levels. the management of each tourist attraction in the pelang dpd consists of the local government, local communities and contributions from conservation activists, especially for the kilikili beach whose main attraction is turtle conservation. however, often the effectiveness of various tourist attraction managers becomes an obstacle in developing better tourism services, sectoral ego becomes an important issue, especially related to user fees and the provision of tourism supporting infrastructure development. this can also be an obstacle if coordination between stakeholders is not well established, as is what is happening in the pelang dpd, there is a collaboration gap between relevant stakeholders in tourism development and marketing at the district, sub-district and village levels. build collaborative coordination among stakeholders. recreation opportunity spectrum, planning for tourist destinations that are used to analyze the character of tourist destinations to be able to provide diverse marketing opportunities, ros planning framework in research aims to see land management and suitability (brown, 1982). as in this paper, the existence of tourist attractions in the strategic area of the pelang tourism destination makes this area with a hilly structure an opportunity to become an outdoor tourist attraction, with a unique landscape that is different from the surrounding area with coastal tourist attractions. development planning in the form of existing systems in tourism, management arrangements and supporting industry support to make tourism activities develop sustainably, the existence of a tourist attraction in the pelang area managed by various stakeholders has its own challenges, both in the form of policies and regulations, administrative boundaries and management authorized to carry out regional planning and development in the form of tourism supporting infrastructure and other 4a aspects. such characteristics must of course also be a benchmark in making further e-journal of tourism vol.8. no.2. (2021): 172-183 178http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 tourism development decisions. the planning of the pelang beach and kili kili kspd which is a form of outdoor tourism activity and comes from the existence of resources makes the tourist attraction area unique and has a marketing selling value. the factors that influence the development of the kili kili and pelang beach areas seen from the characteristics of the area that have been adopted from (clark and stankey in sarbanes, 2011) provide an overview of the factors that influence tourism development seen from various aspects of supporting the tourism industry. analysis of ros characteristics provides guidance for relevant stakeholders regarding regional development so that it can guide policy making and regional planning decisions. clark and stankey provide an overview of how the benefits of ros in analyzing the characteristics of the area so that it can provide convenience and assist in the formulation of appropriate management objectives, for example an area that cannot receive noise, namely the primitive area, of course, developed using the concept of special interest tourism that only certain people only hope for peace in the journey undertaken. the aspect that was seen during the research on the pelang ksdp, especially the kili kili beach and the first pelang beach in the form of access, was divided into three basic components in looking at the characteristics of the region, including: ease of reaching tourism destinations, pelang kspd especially pelang beach and kili kili which are the mainstay of tourism. natural tourist attraction located in an area with a hilly landscape and not on the main road connecting the regions makes access to the location a fairly long time allocation, taking less than 2 3 hours drive from the city center of trenggalek regency. however, the availability of directions makes it easier to find the location of tourist attractions. the design of the ease of reaching the area is one of the determining factors for regional development, determining the right development concept to have a sustainable impact on tourism destinations. the access system to tourism destinations is one of the factors in planning and developing tourism destination areas, the suitability of road facilities and the transportation used will have an impact on regional functions, the readiness of the region to accept noise with the construction of road facilities and transportation routes is an important aspect that must be considered. in the table above, the pelang kspd, especially the kili-kili and pelang beaches, which are behind the hills, makes land use for road infrastructure development important, adapted to semi-primitive areas, especially with hilly landscapes, regional resilience and regional acceptance capacity will be important when there is a change in the concept of tourism development, kspd pelang which in this case the kili kili and pelang beaches are two tourist attractions with the concept of nature, but the characteristics of the 2 beaches have differences, especially attractions and activities that tourists can do for kili kili beach tourism activities designed not for mass tourism and not with modern transportation routes and facilities, this is because the area is a conservation area, in contrast to pelang beach which is designed to accept tourists without special interests. however, when viewed from the pelang beach area, aspects of transportation routes and road facilities, especially in tourist attractions, are no longer semi-primitive areas, it is also a note in this study that it is important in tourism sustainability to pay attention to land use and land use in accordance with the characteristics use in the development of tourism facilities and infrastructure. access to the area is still largely constrained by the quality of roads and lanes, inadequate roads and well-designed transportation routes. mode of transport, the provision of e-journal of tourism vol.8. no.2. (2021): 172-183 179http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 adequate transportation facilities will make the image of a tourist destination better, the importance of the role of transportation is now also a global issue, especially regarding the safety and comfort of transportation users, therefore the establishment of policies regarding the development and procurement of mass transportation supporting tourism activities is very important. important in its implementation, the policy of using transportation can also support activities, especially tourism with the concept of nature that prioritizes hospitality and tourism sustainability. at the outset, it is easy to assume that each form of transport is very different. in fact, all systems share some common characteristics, which have important practical implications. as burkart and medlik stated more than 25 years ago: ‘transportation systems can be analyzed in three parts: paths or routes, means used, and infrastructure or terminals’ (burkart and medlik, in middleton, 2009). modern transportation is a factor that reduces the motivation of visits to tourist attractions, but there are some exceptions to this, in the development of pelang kspd tourism which is an area with a natural landscape describing the development of transportation facilities that are not environmentally friendly, the use of transportation facilities is more important towards regional access. the lack of environmentally friendly mass transportation such as a well-systemized transportation network makes this area a semi-primitive area characteristic with motorized transportation support, but in some areas it is still considered a semi-primitive area without motorized transportation, this is because the area was developed as a conservation area. turtles so that the area’s entry point to the location of a tourist attraction is without the use of transportation modes. the available mode of transportation is limited to land transportation, and only in the form of buses between cities within the province and village transportation, but cannot directly reach tourist destinations. the lack of development and provision of transportation means a minus in tourism development when viewed from the satisfaction of tourists to enjoy a comfortable and safe travel atmosphere. utilization of resources outside of tourism activities, the design in the development of areas that are adapted to the needs of the population who resides permanently in the tourism destination area becomes important as tourism develops, the availability of resources will become economic goods for local communities if there is no control in planning and developing tourism. every resource is basically the property of the local community, there must be an evaluation in the use and utilization of resources so that they do not become scarce goods. utilization of resources outside of tourism activities usually occurs due to the high number of visits to tourism destinations, causing high competitiveness between tourists and local communities. the existence of the pelang kspd tourism destination in an unspoiled area requires planning and development of nature-based tourism by taking into account sustainable resources. sustainable development is designed to meet the needs of the present without eliminating its existence in the future, but several aspects that occur in tourism development in the pelang kspd area regarding the development of permanent facilities that eliminate the main functions of nature-based tourism areas, such as the provision of permanent footpaths, stairs to the hills , and several irrigation lines and artificial ponds. so with the characteristics of areas with semi-permanent landscapes, attention is needed, especially in developing and procuring infrastructure to support sustainable tourism activities. ecologically sustainable, namely: tourism development does not cause negative effects on the local ecosystem. in addition, conservation is a necessity that must be pursued to protect e-journal of tourism vol.8. no.2. (2021): 172-183 180http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 natural resources and the environment from the negative effects of tourism activities. 2. socially acceptable, namely: refers to the ability of local communities to absorb tourism activities without causing social conflict. 3. culturally adaptive, meaning that local communities are able to adapt to a quite different tourist culture (tourist culture). 4. economically profitable, meaning: the benefits derived from tourism activities can improve the welfare of the community (arida and sunarta, 2017). availability of tourism destination managers, in tourism management there are many models that can be applied in planning and building the management of tourism destinations, especially to increase demand (sharma, 2014), but there is often a mismatch between the expectations of the stakeholders who are responsible for a particular tourism destination. strategic mechanisms are often needed in achieving management conformity, hall and mcarthur in newsome convey several examples of management in conservation areas with regional zoning, every aspect of zoning is developed according to the function of the area, especially towards the procurement and improvement of facilities and infrastructure. the conservation area is prohibited from having permanent buildings, and no activities are allowed during the period of environmental restoration for some time in order to maintain the balance of the ecosystem. similar to the management contained in the development of the pelang kspd area, the priority of management becomes important when the area is included in the conservation area, namely the kili kili coast, the manager becomes the main door in enforcing development and conservation policies, understanding the process in conservation and the vulnerability of the area will become important aspect in maintaining the sustainability and sustainability of tourism. however, a collaborative management system is also another option to create a balance in management by involving every tourism stakeholder, both local governments, local communities, and conservation observers. in contrast to kili-kili beach, pelang beach dominates the role of local government under the district tourism office, every aspect of development and planning is managed by the dina, with the involvement of local communities who are semi-involved. the characteristics of management in the development and planning of the pelang kspd tourism are far from balanced collaboration, the dominance of several parties who are still strong tends to hinder tourism development, the readiness of each tourism stakeholder in terms of resources is still very limited so that it can be categorized as an area with semi-primitive characteristics with limitations. the use of technology in the process of managing tourist attractions, especially in terms of entry fees and networks between tourist attractions in recording the number of visits at a certain time. social interaction is defined as a dynamic relationship between individuals and individuals, between individuals and groups or between groups and groups in the form of cooperation, competition or conflict. social interaction is an orderly relationship in the form of actions based on social values and norms prevailing in society. social interaction is not enough just to be explained as a reciprocal relationship between humans based on certain patterns, because social interaction is still based on certain characteristics or characters. in order to be categorized as a form of interaction, the reciprocal relationship between humans must have certain criteria such as, there must be more than one actor, there is communication between actors, there is a time dimension and there are certain goals (setiadi and kolip, 2011). in social interaction there are also elements, namely: social action; this action is understood as an act, behavior or action taken by humans to e-journal of tourism vol.8. no.2. (2021): 172-183 181http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 achieve certain goals. social contacts; individual or group action in the form of a sign that has meaning for the perpetrator, and the recipient responds to the action with a reaction. social communication; interpreted as a process of giving mutual interpretation to or from between parties who are in a relationship and through that interpretation the parties who are interconnected manifest behavior as a reaction to the intent or message intended by the other party (setiadi and kolip, 2011). social interactions that occur in the community in the pelang kspd area, between the community and tourists are not enough to just be explained as reciprocal relationships. rather, it is based on several elements, so that it can be categorized as a form of interaction. the elements contained in social interaction are social action, social contact and social communication. so, with the fulfillment of elements in social interaction, the relationship that exists in tourism activities between the community and tourists as well as within the community can be said to be social interaction. social action, in this case the local community as the host, has not really formed the level of frequency in the reciprocal relationship of activities carried out in tourism, enough between buyers and sellers, not as hosts in service activities. social conflict occurs only for a moment without any follow-up and gives the impression that it is not optimal in the field of tourism hospitality services, and social communication that occurs is limited to relationships in economic transactions without any impression that continues as a story that will be carried after the tour is over. semi-primitive characteristics are very clearly visible in the panggul kspd area, but the need to increase tourism awareness from local communities will be an added value in tourism development and planning. the impact of tourist visits seen from the level of impact and the extent of the impact is still not widely seen, this is also because the number of visits is still limited to special interest tourists and local tourists but not yet mass. however, the problem of household waste and waste is something that deserves attention in order to maintain sustainability and comfort during tourism activities, it is necessary to treat household waste and waste that is not easily decomposed so that the problem of waste and waste can turn into other positive things if the management is applied properly, both in the recycling process and in the utilization of biogas from recycled waste. this is something that is now being designed by stakeholders so that the waste problem is no longer a contributor to environmental destruction. the level of regional resilience seen from the location of the southern coastal area makes the pelang area prone to earthquakes and tsunamis, building structures and evacuation routes are important in planning the development of tourism areas. in addition, the landscape of hilly areas that tend to be prone to landslides requires that land use in development must pay attention to the border areas of ravines and cliffs. the development of tourism that is not yet mass in nature, provides an opportunity for the pelang kspd area to be able to provide prevention in the fulfillment of infrastructure facilities that are adapted to regional characteristics. environmentally friendly and sustainable infrastructure facilities will be an important aspect in fulfilling the hospitality services of the pelang kspd, and become a supporting element for sustainable tourism. the characteristics of the pelang coastal and kili-kili kspd areas which are adapted to the determination of the characteristics of the ros area based on the explanation above are described in table 1 characteristics of the pelang coastal area (adopted from clark and stankey, 1979). the results of the observation and study of documentation are detailed in the table below regarding the regional analysis e-journal of tourism vol.8. no.2. (2021): 172-183 182http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 based on the influencing factors. table 1. characteristics of the pelang coastal area characteristics of the semi primitive region of the pelang kspd area for pelang beach and kili kili tourist attractions, development planning that needs to be adjusted includes the use of resources outside of tourism activities which should pay attention to local aspects so that the level of competition between local communities and tourists will not cause negative impacts in the future, in addition, the existence of disaster-prone areas requires a more planned development concept, especially in the feasibility study of disaster-prone areas in tourism development. conclusion analysis of potential 4a of the pelang tourism destination has opportunities in increasing regional tourism, especially the diversity of tourist attractions. however, in terms of access and amenities, improvements are needed both in terms of the availability of transportation and supporting infrastructure, as well as hospitality services in the form of lodging, food and beverage services which are not widely available. management and collaboration between stakeholders has not been well organized and there is no special tourism organization within the local community to create tourism awareness. in terms of analyzing the characteristics of the pelang dpd area, it is included in the character of a semi-primitive area with several supporting characteristics such as access to tourism destinations, land use functions outside of tourism activities which are still dominated by green areas, as well as the impact of tourism activities on the environment and socio-cultural surroundings. still relatively low. stakeholder participation and collaboration is needed to create sustainable tourism, planning and development that is prepared by adjusting the characteristics of the region will minimize the negative impact of tourism. acknowledgments to all tourism stakeholders of trenggalek regency, especially in the pelang kspd area, research team colleagues and faculty leaders who have given research permits, university level leaders who have provided funding support and trust to the research team to carry out one form of tri e-journal of tourism vol.8. no.2. (2021): 172-183 183http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 dharma with research. references arida, i. n. s. and sunarta, n. (2017) pariwisata berkelanjutan. bali: cakra press. boniface, brian and cooper, c. (2014) worldwide destinations: the geography of travel and tourism fifth edition. elsevier ltd. brown, p. j. (1982) ‘recreation opportunity spectrum with implications for wildlife-oriented recreation’. burkart, a. j. and medlik, s. (1974) ‘tourism: present, past, and future’. london: heinemann. camilleri, m. a. (2018) travel marketing, tourism economics and the airline product: an introduction to theory and practice. springer. cooper, c. (2016) essentials of tourism second edition edition second. pearson education limited. lickorish, l. j. (1997) ‘travel statistics— the slow move forward’, tourism management, 18(8), pp. 491–497. newsome, d., moore, s. a. and dowling, r. k. (2013) natural area tourism ecology, impacts and management 2nd edition. channel view publications. page, s. j. (2019) tourism management. routledge. setiadi, e. m. and kolip, u. (2011) pengantar sosiologi: pemahaman fakta dan gejala permasalahaan sosial: teori, applikasi dan pemecahannya. kencana. sharma, k. (2014) introduction to tourism management. tata mcgraw-hill education. unwto (2005) making tourism more sustainable a guide for policy makers. wiranatha, a. s. (2015) ‘sustainable development strategy for ecotourism at tangkahan, north sumatera’, e-journal of tourism, 2(1), pp. 1–8. e-journal of tourism vol.9. no.1. (2022): 58-66 http://ojs.unud.ac.id/index.php/eot 58 e-issn 2407-392x. p-issn 2541-0857 enhancing repurchase intention at warung kopi tepi sungai depok: the role of customer experience maidar simanihuruk*, yuviani kusumawardhani, lovita susan audilla sekolah tinggi pariwisata bogor, indonesia *corresponding author: maidar_manihuruk@stpbogor.ac.id doi: https://doi.org/10.24922/eot.v9i1.82285 article info submitted: january 12th 2022 accepted: march 7th 2022 published: march 31th 2022 abstract experience is the most critical stage in earning customers' hearts. any marketing strategy must include the creation of a positive customer experience. the higher the impact on customer pleasure and the willingness to return and acquire the products sold, the better the customer experience. warung kopi tepi sungai depok has various advantages despite its less-than-ideal location. it provides guests with comfort and a peaceful rural setting. the purpose of this research is to determine how customer experience influences repurchase intent at warung kopi tepi sungai depok. in order to collect more comprehensive, valid, accurate, and objective data, a quantitative method was used in the study. a total of 101 customers who visited the café were included in the sample. both factor and regression analysis was employed in the data analysis. customer experience had a substantial impact on repurchase intention (t = 8.356 > t table with a significance of 0.000 (ρ < 0.05). with its interior design and unique style, the customer experience at warung kopi tepi sungai depok has a dominant influence on influencing repurchase intention, and consumers are interested in returning to this place. the author makes a suggestion, advising that more attention be paid to and development of the website be done in order to establish direct contacts with clients. this cafe has to improve its services, offer new menu items, and keep its facilities clean. then warung kopi tepi sungai depok will be the top option of the customers. keywords: repurchase intention; customer experience; revisit intention. introduction background in reaching the point of consumer satisfaction to generate consumer repurchase intention, a cafe business has to take into account how much the determination of the prices, menu to be offered, and the quality of the service that will be provided by the cafe. but for now, focusing attention on those aspects is taken for granted. therefore, now is the time for cafes to be aggressive in carrying out promotions, as well as provide unique benefits and experiences for consumers so that consumers are very memorable and can always remember it. the services provided must be able to evoke sensations and experiences that will http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 58-66 http://ojs.unud.ac.id/index.php/eot 59 e-issn 2407-392x. p-issn 2541-0857 generate repurchase interest in a company. in creating a customer experience, the company will always be emotionally involved in much activity so that consumers will get a unique, memorable, and unforgettable experience on the spot and will create a sense of desire to revisit (hasan, 2013; sayuti & dewi, 2015). the purpose of a business is to make consumers feel satisfied. the creation of satisfaction felt by consumers in the cafe business will provide several advantages for a company, including the establishment of a good relationship between the company and the consumer itself to be more harmonious, provide a good basis for repurchasing and create consumer loyalty to the company, and form word of mouth recommendations. the higher of the customer experience will obviously affect consumer satisfaction and will directly affect the consumer's desire to come back and buy the products sold. the company will gain multiple benefits, through the dissemination of positive information from consumers to consumers (tjiptono, 2000; safitri, 2017). converse, if there is no satisfaction obtained by consumers, it will result in consumers switching to other companies. the lack of satisfaction obtained by consumers will result in consumers being reluctant to make repeat purchases at a particular company or brand. to accomplish customer satisfaction, it is necessary to provide an interesting experience. if consumers feel uncomfortable and disappointed then what happens is that consumers will complain and criticize the cafe and provide a bad experience for consumers. with the experience provided in the form of the best service and providing a different atmosphere from existing cafes, consumers will feel happy, comfortable and make the cafe the main choice to revisit. with a not-so-strategic location, warung kopi tepi sungai cafe, depok has several advantages. it has comfort and a quiet rural atmosphere that makes customers happy. researchers are interested in knowing the relationship between customers and repurchase intention at warung kopi tepi sungai cafe, depok. research objectives this current study was intended to analyze the effect of the dimension of customer experience (sense, feel, think, act, and relate) on the repurchase intention (transactional interest, referential interest, preferential interest, and explorative interest) of the customers visiting the warung kopi tepi sungai café, depok. literature review customer experience customer experience is a personal experience that is obtained due to certain stimuli, for example, those given by marketers before and after the purchase of goods and services (upayani, susrusa, & anggreni, 2019). customer experience refers to the experience felt by customers of a brand, product, or service to increase the value of a sale. the experience felt by customers of a brand, product, or service to increases the value of a sale and evoke emotions and feelings that have an impact on marketing, especially the sale of products and services such as café (schmitt, 2003; monica & widaningsih, 2020). the five dimensions of customer experience. these five dimensions are: sense, feel, think, act, and relate. (1) sense, associated with style, verbal and visual that can create an impression that can be remembered by customers. an approach has a goal to feel and create experiences related to feelings through seeing by touching, feeling, and smelling in other words related to the five senses which include style, theme and color; (2) feel, it relates to the mood and emotions of a person's soul. this is not just about picturesque, but the mood and emotions of the http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 58-66 http://ojs.unud.ac.id/index.php/eot 60 e-issn 2407-392x. p-issn 2541-0857 soul that can evoke happiness or even sadness. the intended feel is an emotional feeling that comes from the heart in a positive way and the feeling of joy that occurs. the sensing element can also affect mood and positive feelings or emotions; (3) think, creative thoughts that arise in the minds of consumers of a brand company. customers are invited to engage in creative thinking. the principle of thought consists of 3: surprise, intrigue, and provocation; (4) act, the actual behavior and lifestyle of a person. it has to do with how to get people to do things and express their lifestyle. the marketing act strategy is designed to create a customer experience that relates to body movements or in other words the movements and interactions that arise. act experience includes flesh that is related to the body, not only the sensation and perception of the outside world, the action of the machine also works fully which can cause interaction, because it is closely related to physical behavior on lifestyle and from the interacting parties; (5) relate, attempts to connect one person to another, to a brand or company, and to culture. this relates to a person's culture and reference group that can create identity. the company must be able to create an identity (generation, nationality, and ethnicity) for its customers with the products or services offered. companies can use culture in advertising and web design that can identify certain customer groups. repurchase intention consumer purchase intention is a consumer behavior where consumers have a desire to buy or choose a product, based on experience in choosing, using and consuming, or even wanting a product. the factors that influence buying interest are related to feelings and emotions, if someone feels happy and satisfied in buying goods or services then it will strengthen buying interest, and dissatisfaction will usually eliminate that interest (kotler & keller, 2012; satria, 2017). the aida model is a stage model of consumer buying interest before making a purchase: attention, interest, desire, and action (kotler & keller, 2012; priansa, 2017). (1) attention, this stage is the initial stage that appears in assessing a product or service in accordance with the needs of prospective customers, besides that products and services are also studied by these prospective customers; (2) interest, prospective customers begin to be interested in a product and are interested in buying the products or services that have been offered, because they have received the information and services; (3) desire, prospective customers at this stage begin to think and discuss the products and services offered. they have the desire, and the desire to buy that is starting to emerge. prospective customers have begun to be interested in the product or service, and this stage is marked by strong interest from potential customers to buy and try the product or service offered; (4) action, this stage, the prospective customer already has stability accompanied by a sense of confidence to buy and also use the product or service that has been offered. repurchase intention, the individual's perception about buying again a determined service from the same company, taking into account his or her current situation and likely circumstances (hellier, geursen, carr, & rickard, 2003). according to (ferdinand 2002) repurchase intention is a consumer commitment that is formed after the consumer makes a purchase of a product or service, the consumer's positive impression of a brand, and consumers are satisfied with the purchase. repurchase intention arises after the customer gets an expected and desired satisfaction with a service. repurchase intention that occurs continuously can mean that the customer has become a very loyal customer for a product or service (priansa, http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 58-66 http://ojs.unud.ac.id/index.php/eot 61 e-issn 2407-392x. p-issn 2541-0857 2017; monica & widaningsih, 2020). repurchase intention is identified through indicators: transactional interest, referential interest, preferential interest, exploratory interest (ferdinand 2002; ailudin & sari 2019). transactional interest, a person's tendency to buy a product; referential interest, the tendency of a person to refer products to others; preferential interest, an interest that describes the behavior of someone who has a primary preference for the product and it can only be changed if something happens to the preferred product; explorative interest, the behavior of someone who is always looking for information about the product of interest and looking for information to support the positive properties of the product. research methods research location and time this research was conducted at warung kopi tepi sungai café, depok for five months, from march 2021 to july 2021. the research began from the process of data collection until completion and focuses on customer experience affect repurchase intention at warung kopi tepi sungai café, depok. with a not-so-strategic location, it has several advantages, comfort and a quiet rural atmosphere that makes customers happy. this research is expected to help the object to know whether their customer experience affect repurchase intention at warung kopi tepi sungai cafe, depok. data collecting the type of research data consisted of primary data and secondary data. both the qualitative and quantitative data were used in the current research. the data were obtained from both the primary and secondary data sources. the data were collected through the library research and field research (observation, direct interview, questionnaire, and documentation). data collection in this research was conducted through observations, interviews, documentation, and library studies. research population and samples the research sampling is based on the requirements of the regression analysis in which the requirements for the number of samples are 101. the population in this study included all the customers who visited the warung kopi tepi sungai depok. the sample consists of 101 respondents utilizing non-probability sampling of purposive sampling technique that allows the researcher to not giving equal opportunities to all elements of the population to be selected as a respondent. of these, 101 responses were deemed useful and used in the data analysis with a valid response rate of 90 percent. variables and data analysis the completed and structured closeended questionnaires were coded and keyed in the statistical package for social sciences (spss) computer program version 23 and descriptive analysis such as means, standard deviation, and correlation analysis was performed. next, further investigation using hierarchical simple regression analysis was executed to assess the relationship between one independent variable (customer experience) and the dependent variable (repurchase intention), controlling the effect of a different of independent variable on the dependent variable which thereafter could furnish empirical findings in supporting the outlined research objectives. this is an associative research approach, which means it is used to determine the effect of independent variables on the dependent variable. at warung kopi tepi sungai, depok, a study was done to investigate the impact of customer experience on repurchase intention. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 58-66 http://ojs.unud.ac.id/index.php/eot 62 e-issn 2407-392x. p-issn 2541-0857 result and discussion demographic characteristics of respondents in table 1 depicts the respondents’ demographic characteristics of respondents. male respondents made up 57.4 percent of the sample while females made up 42.6 percent. this shows that males are more consumptive in buying products at warung kopi tepi sungai depok. the respondents are dominant aged 20 – 25 years (54.5 percent) with education of 50.5 percent are high school graduates and this explains that consumers who visit warung kopi tepi sungai depok are of productive age. most of the consumers are from depok city area (63.4 percent). the characteristics of the occupation 39.6 percent are students, 20.8 percent are other (can be family). from this data, consumers who buy products are dominated by students and families. income of respondent is known that 39.6 percent has an income of < idr 1,000,000, 32.7 percent of idr 3,000,000 – idr 5,000,000, and 17.8 percent of idr 1,000,000 – idr 5,000,000. this shows that consumers who buy products at warung kopi tepi sungai depok from a lower-middle economy. they are usually sensitive to prices and comparisons with prices of other similar products, so that in determining the price of warung kopi tepi sungai depok must be careful and with an in-depth study, with the loyalty of consumers who buy products at this café will be maintained. the characteristics of frequently visit, it is known that second – fourth time (41.6 percent), and more than sixth time 24.8 percent. it shows that consumers who come to the warung kopi tepi sungai depok are loyal consumers. to keep loyal consumers, warung kopi tepi sungai can provide special prices and always innovate so as not to be abandoned by loyal visitors. considerations for choosing this place, the data obtained are 30.7 percent comfortable place and 24.8 percent services provided. this shows that consumers choose the warung kopi sungai depok because of the convenience of the place and service. from the characteristics of consumer motivation, it is known that 43.6 percent is due to affordable prices and a comfortable cafe atmosphere. this shows that many consumers feel very comfortable buying products at affordable prices. table 1. the distribution of demographic characteristics a. gender f % b. age f % male 58 57.4 14 19 20 19.8 female 43 42.6 20 – 25 26 – 34 35 43 55 23 3 54.5 22.8 3.0 c. city of residence f % d. education f % bogor jakarta bandung depok lain-lain 20 6 4 64 7 19.8 5.9 4.0 63.4 6.9 middle school high school diploma bachelor degree post graduate 2 51 32 15 1 2.0 50.5 31.7 14.9 1.0 e. occupation f % f. income of respondent f % student private employee government employee entrepreneur the other jobs 40 28 2 10 21 39.6 27.7 2.0 9.9 20.8 < 1,000,000 1,000,000 – 3,000,000 3,000,000 – 5,000,000 > 5,000,000 40 18 33 10 39.6 17.8 32.7 9.9 g. frequently visit f % h. consideration for choosing f % http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 58-66 http://ojs.unud.ac.id/index.php/eot 63 e-issn 2407-392x. p-issn 2541-0857 first time second fourth time fifth – sixth time more than sixth time 6 42 28 25 5.9 41.6 27.7 24.8 menu diversity service location discount/promotional price convenience place the other option 5 25 17 12 31 11 5.0 24.8 16.8 11.9 30.7 10.9 i. source information f % j. motivation f % family member/spouse friends relatives social media/advertising/brochure the other source 9 63 22 7 8.9 62.4 21.8 6.9 affordable prices cozy place interior unique, distinctive & interesting the other motivation 44 44 8 5 43.6 43.6 7.9 5.0 source: the processed primary data (2021) descriptive statistics the descriptive statistic for respondent response of the customer experience affect repurchase intention is presented in table 2. table 2. respondent response of customer experience affect repurchase intention variable: customer experience labels means sd attractive and impressive interior and outdoor styles ces1 4.16 .596 the atmosphere is very friendly with nature and comfortable ces2 4.32 .599 old cafe design and unique style atmosphere ces3 4.38 .676 staffs are friendly cef1 4.10 .686 quality of food and drinks cef2 3.97 .608 convenient place cef3 4.16 .628 café instagram able cet1 3.37 .845 provide promotions for members cet2 3.45 .932 serving a trending menu cet3 3.63 .797 affordable prices cea1 4.22 .657 direct interaction with customer cea2 3.94 .719 memorable experience cea3 3.92 .659 has update information through social media cer1 3.47 .831 have website to establish a direct relationship with customers cer2 3.18 .942 special treatment for regular customers cer3 4.12 .671 variable: repurchase intention labels means sd interest visiting ri1 4.0 .678 prefer café ri2 3.47 .855 recommend to relatives and close friends ri3 3.87 .716 recommend food, drink, and service ri4 3.76 .838 interested in menu and service ri5 3.77 .705 first choice ri6 3.18 1.1 purchase product offering ri7 3.53 .657 looking for update information ri8 3.45 .806 http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 58-66 http://ojs.unud.ac.id/index.php/eot 64 e-issn 2407-392x. p-issn 2541-0857 the multi-item statements are designed for a five-point likert scale ranging from 1 (strongly disagree) to 5 (strongly agree). as seen in table 2 above, the highest mean value is on ces3 indicator statement which is at an average of 4.38 which means that respondents agree that warung kopi tepi sungai depok has an interior with old design and unique style atmosphere. whereas the lowest mean value is on the statement of customer experience statement cer2 which is at an average of 3.18, which means that neutral respondents state that warung kopi tepi sungai depok has not provided website facilities to establish direct relationships with customers. the highest mean value is on repurchase intention ri1 indicator statement which is on average 4.0 which means respondents almost all agree that consumers are interested revisit warung kopi tepi sungai depok. while the lowest mean value is on the repurchase intention ri6 indicator statement which is at an average of 3.18 which means that neutral respondents stated that warung kopi tepi sungai depok is not the main choice. the standard deviation value has a value close to 1 (whole number) which is between 0.596 to 0.942, and 0.657 to 1.1 which means that the diversity of respondents gives answers large enough and is not homogeneous in providing answers to tourist attraction, which means that all answers given by respondents vary. reliability analysis reliability refers to a sense that the instrument used in research to obtain the desired information can be trusted (reliably) as a data collection tool and able to reveal actual information in the field. the reliability test method used is the cronbach's alpha method, construct is considered reliable if the alpha coefficient is> 0.70 (sugiarto, hendratono and djoko 2015). the reading of cronbach’s α for all the variables as described in table 3 exceeds the criterion of 0.70, indicating the survey instrument is reliable to measure all constructs consistently and is free from random error. tabel 3. reliability analysis variable number of items cronbach’s alpha costumer experience 15 .855 repurchase intention 8 .870 source: the processed primary data (2021) results of the regression analysis simple correlation analysis is used to determine the relationship between one independent variable to the dependent variable. determination analysis in simple regression is used to determine the percentage contribution of the influence of the independent variable on the dependent variable (sugiyono 2016). tabel 4. customer experience affect repurchase intention r r square adjusted r square std. error of the estimate .643 .414 .408 3.594 source: the processed primary data (2021) as seen in table 4, correlation among customer experience on repurchase intention is seen. the r number is 0.643, this shows that there is a strong relationship between customer experience on repurchase intention. the determination coefficient is obtained by r2 (r square) by 0.414. this shows that the percentage contribution of the influence of customer experience on repurchase intention by 41.4% while 58.6% is influenced by other variables not examined. as indicated in table 5, the results of http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 58-66 http://ojs.unud.ac.id/index.php/eot 65 e-issn 2407-392x. p-issn 2541-0857 linear regression hypotheses testing, t test to determine the effect of customer experience (independent) on the fixed variable (dependent). table 5. hypothesis testing results hypothesis statement score remarks h1 customer experience on repurchase intention t = 8.356 sig. = .000 h1 accept h0 reject source: the processed primary data (2021) in table 5, the results of the t-test analysis related to costumer experience on repurchase intention at warung kopi tepi sungai depok, the t count > t table was obtained; 8.356 > 1.660 with a significance of 0.000 (ρ < 0.05). the positive t value indicates that costumer experience has a direct relationship with repurchase intention. so, it can be concluded that the costumer experience has a significant influence on repurchase intention. conclusion based on the results of the study, the conclusions the dimension of customer experience are: sense, feel, think, act, and relate positively and significantly contributed to repurchase intention: transactional interest, referential interest, preferential interest, exploratory interest at warung kopi tepi sungai depok. one of the indicators customer experience variables has the lowest value, an indicator of the use of the website warung kopi tepi sungai depok. a website needs to be created so that consumers can use the website to make reservations easily, buy products through the website or find out all the latest information related to warung kopi tepi sungai depok to establish direct relationships with customers. while the lowest mean value is on the repurchase intention indicator statement stated that warung kopi tepi sungai depok is not the main choice. to achieve its, warung kopi sungai tepi depok needs to be improving its services, add new menus, and maintain the cleanliness of the warung kopi sungai tepi depok. then, warung kopi tepi sungai depok will become the customer's first choice. acknowledgments the author would like to thank the bogor school of tourism (stp bogor) who has given assistance in the form of finance. references ailudin, m., & sari, d. (2019). pengaruh customer experience terhadap minat beli ulang (studi pada pelanggan one eighty coffee bandung). eproceedings of management. vi, pp. 1050-1057. bandung: telkom university. ferdinand, a. (2002). pengembangan minat belli merek ekstensi. semarang: badan penerbit universitas diponegoro. hasan, a. (2013). marketing dan kasuskasus pilihan. yogyakarta: center for academic publishing service (caps) . hellier, p. k., geursen, g. m., carr, r. a., & rickard, j. a. (2003, december). customer repurchase intention: a general structural equation model. european journal of marketing, 17621800. doi:10.1108/03090560310495456 kotler, p., & keller, k. l. (2012). marketing management (14 ed.). (k. bloom, & e. scarpa, eds.) new jersey, united states of america: prentice hall: pearson. monica, t., & widaningsih, s. (2020). http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 58-66 http://ojs.unud.ac.id/index.php/eot 66 e-issn 2407-392x. p-issn 2541-0857 pengaruh customer experience terhadap minat beli ulang (studi kasus pada taman kardus bandung). eproceedings of applied science. vol vi no 1, pp. 30 35. bandung: telkom university. retrieved from https://openlibrarypublications.telkom university.ac.id/index.php/appliedscie nce/article/view/11505 priansa, d. j. (2017). perilaku konsumen dalam persaingan bisnis kontemporer. bandung: alfabeta. safitri, k. (2017). analisis pengaruh customer experience dan kepuasan konsumen terhadap minat beli ulang di storia cafe mmxvi. jurnal terapan manajemen dan bisnis, iii(1), 66-75. satria, a. a. (2017). pengaruh harga, promosi, dan kualitas produk terhadap minat beli konsumen pada perusahaan. performa: jurnal manajemen dan start-up bisnis, ii(1), 45-53. sayuti, m. h., & dewi, c. k. (2015). analisis pengaruh customer experience terhadap minat beli ulang konsumen pada kafe nom nom eatery bandung. eproceedings of management, ii, pp. 1932-1940. schmitt, b. (2003). customer experience management. a revolutionary approach to connecting with your customer. new york: john wiley & sons. sugiarto, p., hendratono, t., & djoko, s. (2015). metodologi penelitian hospitality & pariwisata. tangerang: matana publishing. sugiyono, p. d. (2016). metode penelitian manajemen (pendekatan kuantitatif, kualitatif, kombinasi (mixed methods), penelitian tindakan (action research, dan penelitian evaluasi). bandung: alfabeta cv. tjiptono, f. (2000). prinsip-prinsip total quality service (tqs). yogyakarta: andi offset. upayani, n. a., susrusa, k. b., & anggreni, i. a. (2019). pengaruh unsur-unsur costomer experience terhadap minat pembelian kembali (studi kasus pada konsumen anomali coffee ubud). e-jurnal agibisnis dan agrowisata, viii(1), 3948. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.8. no.2. (2021): 184-196 184http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 green hotel concept and practices in indonesia nining yuniati* sekolah tinggi pariwisata ambarrukmo yogyakarta, indonesia *corresponding author: niningyuniati@gmail.com doi: https://doi.org/10.24922/eot.v8i2.76346 abstract the term of green hotel is still less popular in the community, tourists and even tourism practitioners, as well as many people who do not understand the definition and practice. in indonesia, green hotels remain an important concern for the government and the private sector regarding the contribution to environmental preservation and reducing the impact of global warming. the application of the green hotel concept still raises pros and cons due to a number of burdensome requirements for business actors. they mostly assume green hotel is a burden and will reduce the comfort of hotel guests. eventhough in terms of tourists side many of them need green hotel, but in fact not all travelers understand about the green hotel, especially in indonesia. this paper examines a number of green hotel empirical concepts and facts that have been conducted in various countries and then compares with indonesia. the case in yogyakarta is an example on how tourists have not fully understood the concept of green hotels keywords: green hotel, environmental, tourist, guest article info submitted: august 1st 2021. accepted: september 17th 2021. published: september 30th 2021 in line with the issue of global warming, various media then publishing the impact of global warming. the community then start recognizing the importance of green management that is defined as processes and practices within an organization by reducing, eliminating, and preventing negative environmental impacts on all activities undertaken. (akehurst, afonso, & goncalves, 2012; wolok, 2019) later, in its development this condition lead to the era of ‘new tourism’ which stimulating the green consumers in 1990s that consumers are increasingly aware of the environmental impact of understanding and embrace enviromentalism ideology and then this ideology began to spread throughout the world (nor azila mohd noor, haniza shaari, & kumar, 2014). in this context consumers introduction over the last few years the awareness of environmentally friendly development has continued to grow (chan & chan, 2013). green hotel, also well-known as an environmentally friendly hotel, is becoming increasingly recognized by consumers. the popularity of green hotels cannot be separated from the spotlight of the increasing environmental impact caused by tourism activities, containing hotels that include: leakage from community income, pollution, environmental degradation, labor problems, overbuilding, energy use, over use of non durable goods, waste disposal that affects water, soil, and air pollution (graci & dodds, 2008; sonya graci & kuehnel, 2011). e-journal of tourism vol.8. no.2. (2021): 184-196 185http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 research objectives the purpose of this research are review and do an assement to people i.e the tourists on how the green hotel has been implemented in indonesia. a simple case study was conducted to confirm the perceptions of both foreign and domestic tourists regarding the practice of green hotels. this case study was conducted in yogyakarta, one of the most popular tourist destinations in indonesia. literature review the growing of environment awareness and environmentally friendly practices for hotel business managers have driven to a number of certification bodies in various regions of the world aimed at improving the implementation of green hotel practices and other environmentally friendly businesses. for instance, the united states has leadership in energy and enviromental design (leed) & energy star designation; us green building council (usgbc) then the green globe and eco management and adult scheme (emas) indexs developed by wttc (world travel and tourism council), ihei (international hotel enviromental initiative) in uk, up to international-class professional organizations have participated in promoting the implementation of environmentally friendly hotels such as the unep (united national enviromental program), the wto (world tourism organization), wwf (world wildlife fund), and green star rating system developed by the australian building council. hotel is the main component of a tourist destination (gunn, 2002). hotel is a temporary stopover for tourists, including room service and food and beverage service, the most important thing of a hotel product is human resource in the form of services (perera & pushpanathan, 2015). in other word the hotel can be regarded as a tourist attraction, because the main product tend to start choosing eco-friendly products including in the use of accommodation or hotels. in his research on the international hotel environment initiative and accor, mensah (2014) stated that 90% of hotel guests prefer staying in hotels whose environmental concerns. other studies conducted by jd power & associate 2007 “north america hotel guest satisfaction study” indicates that 75% of guests are eager to involve in the hotel’s environmentally friendly initiative activities (butler, 2008). meanwhile a survey held by penny (2007) to a number of hotel managers in macau found that 65% of respondents believe that well-managed green management can contribute toward hotel imaging and its competitiveness. indeed, based on the above facts and data are enough to describe the concept of the green hotel and the importance for the dynamics of tourism trends forward. nevertheless, the green hotel even though often its shape is a luxury hotel but usually identical with ‘less comfortable’. consumers are sometimes unconcerned in ecolabel products that seem expensive and unattractive especially when correlated to non-eco-label products (johri & sahasakmontri, 2016). previous opinions from manaktola and jauhari (2007), said that in general consumers will not be willing to pay premium for eco-label products. the practice of green hotel in indonesia has not been so famous since the criteria and the definition of green hotel itself is still not widely known and recognized by the hotel industry players in general. still, the trend towards the implementation of the green practices of the hotel has actually been felt by all the people, especially the guests. it’s just the opinion of pros and contra about green hotels that connotes costly in operations is often a factor inhibiting practice in the field. e-journal of tourism vol.8. no.2. (2021): 184-196 186http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 of the hotel in the form of its services play a role in determining the whole tourist experience, so it can be classified as a tourist attraction. in addition, tourists who visit the hotel not only staying, but also do various activities such as recreation-relaxation, culinary, shopping to business and education activities. independently hotels can be said having no significant impact on the environment, but in certain accumulations the hotel greatly affects the use of resources such as water, energy (electricity, fuel) and environmental impacts from waste (baker, davis, & weaver, 2014; jaiswal & kant, 2017). some of the hotel industry’s motivations to switch to sustainable management of sustainable management include: competitiveness, customer loyalty, labor retention, recognition and award, policy / political compromise, risk management, and enhancing the company’s brand value (sonya graci & kuehnel, 2011). moreover, there are many ways that the hotel is applied in implementing this policy such as the use of energy-efficient lamps, the use of safe detergents, water-efficient showers, local production, green installations, and solar heaters that ultimately gain in some savings and prevention efforts environmental pollution (rahman, 2017). the term of green hotel or green lodging according to (nadia tszentke, david kirn, & lynch, 2014) is a hotel business associated with 5 (five) stages of hotel life cycle those are planning, construction, operation, maintenance or renovation shorthand for being environmentally responsible so as to minimize environmental impacts in purchasing, operations and plan management. according to the green hotel association (2018), it has a definition as an eco-friendly hotel where its management is very concerned with the use of clean water, energy use and use, and efforts to reduce waste and other forms of savings in order to maintain environmental sustainability. based on the definition of the hotel and also some of the experts above, green hotel or can be mentioned as an environmentally friendly hotel is a responsible accommodation or accommodation services by following green living practices. to attain this status of the hotel must be certified by an independent third party or by the country where the hotel is located. as for the criteria used may vary which in essence is how the hotel is able to maintain the surrounding environment. furthermore, sonya graci and kuehnel (2011) notes from various studies around the world that through the concept of green hotel at least obtained savings in the use of energy and water up to 20%, garbage reduction up to 15%, improve the quality of the surrounding environment, and increase employee motivation. green hotels, not only have the concept of keeping water conservation, reducing energy use, and reducing solid waste production, but more widely contain contributing to the environment, maintaining and developing the surrounding culture, and taking an active role in the development of the regional economic community. the term “green hotel” is pictured as a hotel that is committed to environmental sustainability as efficiently as possible in using of energy, water and materials related to service quality. based on the above assumptions, it is quite clear that the green hotel is a manifestation of the increasing awareness of environmental sustainability, especially in the hospitality industry. the concept of green hotel itself is actually part of green tourism product, the chain of sustainable tourism development which then rolled out in various eco-friendly concepts such as green management, green building, green tourism and other green trends. the criteria used in assessing green hotels in indonesia should cover at least 10 criteria : land use, energy use, water cone-journal of tourism vol.8. no.2. (2021): 184-196 187http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 servation, environmentally friendly materials, air quality, building governance (waste management), green purchasing, hotel management, food management and corporate social responsibility (csr) (auliandri & angraeny, 2017; kemenpar, 2013). the assessment refers to asean green hotel standard (ntos, 2012), which is the concept of human resource development, waste treatment, energy efficiency, water use efficiency, air quality management, sound pollution management, water-used management and handling, management of handling toxic chemical waste disposal. the green revolution practice, one of which is applied through the eco-friendly hotel policy in the us, is introduced with the concept of eco-labeling (this concept has been started in europe since 1985, it is a logo showing that the hotel practices environmentally friendly management), certification conducted by independent institutions, and award for successful (sharma, 2011). even later in its development this revolution led to the association green hotel association which is one of the international professional association institutions (www.greenhotels.com). according to sharma (2011) just because of some environmental problems the need of green hotels is growing day by day and they are becoming the heart of the tourism industry. the tourist and hotel guests are now a days more concerned for environmental issues and environmentally friendly hotels in their accommodation choice. this is becoming a standard for luxury hotels. eco label for hotels in becoming standard and choice for tourists.without cutting comfort from the menu of guest services, hotels can provide wide range of resources and best practices and innovations technologies which are environment friendly. a comparative study of the strategies used by leading hotels in us stated that marriott hotel is one of the most leading hotels of us is using the strategy for environmental conservation. the marriott hotel is seek to understand and act on direct and indirect environmental impacts on the business operations. through this policy the hotel marriot managed to improve the efficiency of the hotel: 1) reducing energy and water consumption by 25% per available room by 2017, 2) greening their $ 10 billion supply chain, 3) expanding their green hotel development tenfold over the next five years, 4) educating and inspiring associates and guests to support the environment, 5) addressing environmental challenges through innovative initiatives including rainforest protection and water conservation (yang, 2017) several reviews above it is sufficient to explain the understanding of factors associated with green hotels: cost saving. according to robinot and giannelloni (2015) savings on various expenses is the most important benefit for a hotel. the hotel can maximize efforts efficiently and reduce waste so that it becomes more costeffective than its competitors. for instance, the hotel can reduce energy consumption by 20% 40% without reducing performance. competitive advantage. green hotels serve a competitive edge as leaders in the industry. all this time, the operation of eco-friendly hotels is a key requirement, especially as non-renewable resource costs raise, increasing regulation and increasing demand from environmentally conscious consumers. therefore, hotels that operate environmentally sound hotels will have a great opportunity to achieve competitive advantage by being “cutting edge” in a globally-developed cycle of sustainability. employee performance. it will be able to encourage the emergence of enthusiasm, as well as motivate employees to support sustainable growth goals. in addition, according to sofia batista ferraz, cláudia buhamra, michel laroche, and veloso (2017) in his research found that environmentally sound hotel operations have a poe-journal of tourism vol.8. no.2. (2021): 184-196 188http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 sitive impact on job satisfaction, morale, pride and employee loyalty. customer satisfaction, motivation and loyalty. they can be obtained because consumers whose environmental awareness values can be fulfilled by the operational demands of environmentally friendly hotels. for 25 years the consumer demand for this has shown an increase. consumers are increasingly concerned about recycling programs, the efficiency of transport fuel and organic food. regulatory compliance. there are numerous state regulations govern the use of waste, water, greenhouse gas emissions and energy use. the hotel should be able to anticipate future regulations and incur fees. with the implementation of green hotels will consistently allow companies to adapt to the rules and avoid the potential costs that arise. risk management. graci and dodds (2008) discloses that companies that integrate environmental issues in every business decision and reduce their environmental impacts can improve their “position” for better security, thus securing their investment and company reputation. methods this research was conducted by combined method of secondary research and field research (survey). studies conducted by secondary research methodn, that is research which source of data obtained from other side, those are literature library, scientific publication, journal, and also browsing from internet. this type of research is commonly referred to as desk research. research is based purely on the researcher’s ability to summarize and analyze data, facts, and existing theories or concepts by way of generalization, correlation, and comparison. meanwhile, field research (survey) in question is to conduct research by field survey is to provide questionnaires to hotel users related to the perceptions of the hotel’s green practices. the survey method is done as follows: the location of the sampling was conducted in yogyakarta. the assumption used is yogyakarta is one of the popular tourist destinations in indonesia. yogyakarta currently has a considerable hotel population of 1,160 hotels according to data from indonesia hotel and restaurant association (ihra); target respondents are foreign tourists and domestic tourists who stay in yogyakarta. the number of respondents surveyed are 120 consisting of domestic tourists and foreign tourists; the method used is simple random sampling which is without regard to the strata in the population and every member of the population has the same opportunity to be sampled. in addition to the survey of this study as well as conducting interviews to tourists for what they chosen; the field research instrument used was a questionnaire with several interview questions and interview guides. results and discussion how far the role of the hospitality industry in the tourism industry, it can be seen from the expenditure of tourists when it comes to a place or a tourist destination. in indonesia more than 50% of the money that tourists spend on the hospitality industry (kemenpar) (2017) in particular accommodation services. similarly, in countries that show the importance of the hotel’s contribution to tourism, a study in the united states in 1969 stated that the money circulating in the hospitality sector was $ 7.25 billion, and by 2013 travel and tourism revenues reached us $ 1.5 trillion in hotels or accommodation that is the largest contributor with a contribution value of 19%, in addition to food and beverages and transportation (http://selectusa.commerce.gov, 2018). e-journal of tourism vol.8. no.2. (2021): 184-196 189http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 the indonesian hotel and restaurant association (phri) said that currently the number of hotel rooms in indonesia reaches 270,500 units, and will increase by 58,000 next year, the largest in asean. the hotel will become a significant sector contributing to the country’s revenue, by 2023, indonesia will have as many as 256,000 units of the total 2,400 hotels with an average occupancy rate of 52%. (www. industri.bisnis.com, 2016) sinangjoyo (2013) in study of hotels in yogyakarta mentioned that the implementation of green hotel standards in yogyakarta in general have implemented environmentally friendly practices. however, there are some obstacles in fact, that is the attitude of less consistent done by hotel staff, lack of awareness of guests, the lack of socialization and the assumption that the implementation of green hotels actually cost expensive. this is like becoming a common problem in the hospitality industry in general. another aspect that makes the hotel green is still not so desirable is the assumption that the investment in green hotel construction will cost higher than the hotel in general, although with the concept of operational with the environment will save sustainable operational costs (energy and water) the company may increase as energy conservation and environmental conservation is done by the hotel (sonya graci & kuehnel, 2011). the assessment of green hotel practices in indonesia is one of those initiated by marie e. pangestu in 2012 when she served as minister of tourism and creative economy (menparenkraf) through the national green hotel award scheme, stating that of the many 4 star hotels and 5 who stood in indonesia, was not yet understand the concept of green hotel. green hotel award 2012 event is the first time in indonesia and responded less positive by 290 hotels members of the hotel and restaurant association of indonesia (phri). of these, only 76 hotels have returned dispatched forms of participation. from those numbers of the 76 hotels, there are only 32 pass the initial verification. of these only 31 hotels are willing to be visited by the jury as a further assessment stage. taken from the assessment of green hotel in indonesia in 2017 was announced there are 20 best hotels in indonesia (2017), among which 10 hotels are declared eligible to represent indonesia in the asean green hotel award 2018. the 10 hotels are novotel bangka hotel & convention center, novotel bandung, hotel santika premiere jogja, jogja plaza hotel, singgasana hotel surabaya, ayodya resort bali, bali tropic resort & spa, novotel manado golf resort & convention center, the park lane jakarta and eastparc hotel yogyakarta. meanwhile, 10 other hotels listed in the top 20 hotels are sheraton lampung hotel, novotel yogyakarta, batam view beach resort, ramada bintang bali resort, patra jasa semarang convention hotel, aston bogor hotel & resort, hotel pullman jakarta central park, jw marriot hotel jakarta, puri bagus lovina and kayumanis nusa dua private villa & spa. the criteria used in the assessment of green hotel awards in indonesia are 10 things including land use, energy use, water conservation, environmentally friendly materials, air quality, building governance (waste management), green purchasing, hotel management, food management and corporate social responsibility (csr) (kemenpar, 2016). assessment is also conducted on hotel buildings and hotel management system. comparison of value is, 25% for building and 75% for management problem (management). the building in question is the use of environmentally friendly materials and the management in question is to implement an efficient and environmentally friendly system, whether it is about equipment, electricity, waste and other aspects related to environmental ime-journal of tourism vol.8. no.2. (2021): 184-196 190http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 pact risks. the national green hotel award is a commitment of the government (ministry of tourism of the republic of indonesia) together with the green building council indonesia (gbc indonesia), the association of hotel engineers (asathi), other relevant agencies and stakeholders to give appreciation and appreciation to the perpetrators hotel managers who are committed to apply environmentally friendly principles. hopefully it will be able to be a program that bridges the gap in the debate, discourse and embodiment of the green movement in indonesia. government through the ministry of tourism also suggests that actually green hotel is a duty of the perpetrators of the hotel industry with the reasons: the hotel industry must involve in the dangers of climate change due to global warming by reducing carbon emissions, saving energy, conserving water, and using environmentally friendly materials; hotels that save energy such as electricity, water, and fuel are apparently aimed at saving on hotel operating expenses; demands from the public that business actors participate in energy saving and environmental awareness. currently (2016) the government has dismantled a guidance and guidance of green hotel implementation (www.kemenpar.go.id) which is the implication of hotel green awards event held 2 (two) years to the hotel industry in indonesia. the drafting of the 2016 “green hotel” implementation guideline is to encourage the wider community to improve understanding for the wider community (this is not limited to the hoteliers’ only societies) to climate change adaptation. as well as spurring them to increase adaptation capacity to climate change, particularly in the hospitality industry sector, as well as contribute to the effort and ease of future implementation plans for the reduction of national greenhouse gas emissions from the building sector. in most current news, mentioned that the competition will be tighter among the hospitality business, especially in the asean region. this has then, led to the creation of environmentally-friendly hotel standards or “green hotel standard” in the asean region. instead of the practice of green hotels in large-scale, star hotels, or chains, in indonesia there is also the concept of ecofriendly hotel whose base is the design and management concept that blends with nature, and conservation aspects that remain the top priority, ecolodge or eco-hotel, or eco-friendly hotel. the meaning of the three terms is the same connotation, according to the dictionary of oxford means that lodging with hotel facilities (cottage ecotourism) is designed in such a way that minimal negative impact on the surrounding environment, usually built together with the natural environment (www.ecotourism. org, 2012). the concept and criteria of this ecolodge is almost the same as the green hotel. in the international ecolodge guideline published by the international ecotourism society (ties) a world-class organization concerned with ecotourism, it defines ecolodge or eco-friendly hotel concepts including participating in environmental conservation both natural and cultural, contextual with the environment, using water with no excessive, involving the local communities and providing educative values to both employees and tourists the number of ecolodge in indonesia currently more than 50 units, among others: lodges ekologica, portibi farm, in cicurug; the pinewood lodge and organic farm, in cisarua; kaliandra eco resort & farm (east java); greenhost boutique hotel and rumah turi (yogyakarta); ecoguesthouse (solo); samboja lodge (east kalimantan); the kelimutu crater ecolodge and; puri lumbung cottages in munduk village (north bali); taman sari bali in e-journal of tourism vol.8. no.2. (2021): 184-196 191http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 pemuteran (balibarat); saribuana ecolodge in batakaru mountain (tabanan); bali ecostay at kanciana village (tabanan); bambu indah eco luxury boutique hotel, ubud; amber house bamboo pavilions on gili meno island (ntb); eco divers resort lembeh (north sulawesi); kadidiri paradise dive resort (togian island); wakatobi dive resort is located in southeast sulawesi in the marine reserve area; ecovillage silimalombudi lake toba (samosir island). those number of ecolodge above shows that the concept of green hotel is slightly different from the concept of green hotel as applied to star hotels. in other words, the practice of green hotel in indonesia is divided into two groups: star hotel group and ecolodge or eco-hotel. government in indonesia itself is more concerned about the application of green hotel standards that are destined for urban hotels which are generally distinguished by the term star hotels and non-stars. meanwhile, ecolodge or eco hotels get more attention from foreign media or other international appreciation. for instance, the appreciation of ecofriendly hotels obtained by nihi sumba or popularly known as nihiwatu is a resort located on sumba island, west sumbar, east nusa tenggara this resort is awarded as the best hotel in the world. the award is given by travel + leisure which results are obtained based on a survey of travel + leisure readers. nihiwatu got a score of 98.35 and is in position number one of 100 list of the best hotels in the world. although rated as a newcomer, nihiwatu beat 99 other hotels on the list to beat world-class eco-hotels such as spectator (united states), huka lodge (new zealand), southern ocean lodge (australia), montage kpalua bay (united states), the lodge glendorn bradford (united states), the willcox (united states), casa gangotena (ecuador), twin farms (united states), and the singular patagonia (chile). instead of beautiful location, world-class facilities, nihi sumba island is well-liked for its variety of projects involving resort guests to help local communities through the sumba foundation. such as the manufacture of clean water sources, health clinics, child nutrition improvement, and education of school age children. generally, the practice of green hotel in indonesia is quite good, proved by the increasing attention of the public, government and industry to take an active role in environmentally friendly tourism activities. however, in line with the increasing tourist visits, where hotels become an important part of the activities of tourists should be the hotel should get special attention. this is mainly the impact it has on the long term. the issue of global warming is one of the responsibilities of the tourism sector, especially the hotels to participate in helping to create a sustainable and sustainable environment. how far the role of the hospitality industry in the tourism industry can be seen from the expenditure of tourists when it comes to a place or a tourist destination. in indonesia more than 50% of the money spent by tourists is spent on hotels or accommodation and the number of hotel rooms in indonesia is the largest in asean. the hotel will become a significant sector contributing to state revenue, up to the year 2023 with an average occupancy rate of 52%. various forms of business need to be done to minimize the occurrence of global warming through the steps implemented through the movement “green” to the hotel business actors who are committed to apply the principles of environmentally friendly through water savings program, energy savings, the use of environmentally friendly materials and reduce solid waste. the wide of indonesian territory with unequal conditions in various regions, quite complicae-journal of tourism vol.8. no.2. (2021): 184-196 192http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 te the integration effort in implementing green hotel policies in the same level in various regions. there are areas that may have been very aware of the implementation of green hotels such as bali, jakarta, but certainly many other areas that have not been able to karen various factors. as a sharpening in this analysis, referring to perceptions and also the practice of green hotels has also conducted a simple survey of 120 respondents of foreign tourists and domestic tourists who are in yogyakarta. the results of this survey generated in a number of opinions as table 1: table 1 explains that of 57 (48%) of foreign tourist respondents and 63 (52%) of domestic tourists respondents obtained information that: most foreign tourists (65%) have known green hotel and 35% do not know; most domestic tourists (78%) are not familiar with green hotel, and only 22% know about green hotels; most foreign travelers (69%) want to use green accommodation and 31% tend not to want to use environmentally friendly accommodation (green hotels); most domestic tourists (51%) say ‘do not know’ or can be interpreted hesitantly when asked about the desire to use environmentally friendly accommodation, 37% are unwilling, and 12% want to use environmentally friendly accommodation. the fact above shows that foreign tourists more understand about the green hotel. from the results of a number of interviews conducted by most foreign tourists have ever stayed in a number of hotels labeled ‘green hotel’ so it can quite feel what kind of service obtained when using the hotel. while most of domestic tourists who do not know about the green hotel, because in general they cannot distinguish the real service hotel is labeled ‘green hotel’ with the non-green ones. in a further statement, generaly foreign tourists are more motivated to use eco-friendly hotels as accommodation options. their awareness of the importance of preserving the environment and maintaining the negative impact of hotels is part of the basis why eco-friendly hotels are more mainstream. meantime, domestic tourists are more likely to say ‘do not know’ as a result of the lack of understanding of the green hotel and all its aspects that tend not to have a firm argument in determining the accommodation to be used. some other tourist statements related to the understanding of green hotel can be observed in table 2. table 2 explains that: both foreign tourists (90%) and domestic tourists (70%) agree if the hotel implements environmentally friendly management, so that do not want 10% for foreign tourists and 30% for domestic tourists; the majority of foreign tourists (71%) understand that hotels can impact on environmental pollution and table 1. tourist opinion about green hotel practice in yogyakarta (part 1) group of respondent respondent opinion number of respondent percentage do you know about green hotel do you want to use ecofriendly accommodation yes no yes no do not know foreign tourist 57 48% 65% 35% 69% 31% domestic tourist 63 52% 22% 78% 12% 37% 51% total 120 100% noted: data taken by research at 2019 e-journal of tourism vol.8. no.2. (2021): 184-196 193http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 21% do not understand, and 8% not knowing; the majority of domestic tourists (57%) do not understand that hotels can impact on environmental pollution, 28% know, and 15% doubt that hotels can impact on environmental pollution; most foreign tourists (40%) rated that green hotel practices in yogyakarta are rated good, 25% rate enough, and 35% rate less; most domestic travelers (58%) assessed that the green hotel practices in yogyakarta were rated enough, 20% rated good, and 22% rated less. the fact above explains that foreign tourists are more appreciative and understand about the concept of green hotels, while domestic tourists have the desire or motivation to support the management of environmentally friendly hotels. the background and experience of hotel green accommodation plays an important role in the awareness of tourists on the green values of hotels. foreign tourists who have more experience compared to domestic tourists tend to be easier to receive while domestic tourists are still hesitant due to lack of experience and understanding of green hotels. based on the above results of the survey clearly shows how the difference of respondents opinion of foreign tourists and domestic tourists. it is clear that domestic tourists still do not quite understand about the green hotel, while foreign tourists have a better understanding. factors such as background experience, the number of references to accommodation services that have been used become the basis for the emergence of these opinions. conclusion green hotel practice in indonesia cannot been thoroughly accepted yet, but it can be said that there is a tendency for hotel managers to continue to practice the concept of green hotel in real terms. not only include star hotels but also began to expand in non-star hotels, including boutique hotels such as ecolodge. various obstacles such as perceptions and procedures about green hotels identical with high costhigh maintenance, support and government participation through a policy that has not been optimal, and understanding of green hotel procedures are things that are part of the constraints of green hotel practices in indonesia. currently (2016) the government through the ministry of tourism has launched a blend of green hotel which is expected to be a guide for hotels in implementing green hotel practices. nevertheless, what has been pursued by the government through regular awards organized by table 2. tourist opinion about green hotel practice in yogyakarta (part 2) group of respondent respondent opinion do you agree if the hotel must apply environmentally friendly management? do you know that the hotel play a role in environmental pollution? in your opinion, how is the practice of green hotel in yogyakarta? agree disagree neutral yes no do not know good enough not good foreign tourist 90% 0% 10% 71% 21% 8% 40% 25% 35% domestic tourist 70% 0% 30% 28% 57% 15% 20% 58% 22% e-journal of tourism vol.8. no.2. (2021): 184-196 194http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 the annual national green hotel award is one of the government’s strategic steps to support the green hotel implementation campaign in indonesia. tourist trends that show a tendency to care more about the environment and are aware of the importance of green products and eco labels are another driving factor that will further enhance the spread of green hotel practices in indonesia. the tendency to use hotels with green hotel concept, from tourist side is also high, it’s just that tourists still not fully understand what kind of green concept hotel. foreign tourists more understand and able to accept environmentally friendly hotels, while domestic tourists tend to be still dubious and do not understand how the concept of green hotels. the role of the government and the hospitality industry in educating guests about green hotels is needed to increase the awareness of tourists how to live in a green hotel. hotels also need to maintain the comfort of tourists even if the hotel implements environmentally friendly policies. the efforts that have been pursued by the government through regular awards organized annually national green hotel award is one of the government’s strategic steps in order to support the green hotel implementation campaign in indonesia. future tourist trends that show an increasing tendency to care about the environment and are aware of the importance of green products and eco-labels are another driving factor that will further enhance the spread of green hotel practices in indonesia and possibly in other countries as well. this research has not fully reveal about the implementation and practice of green hotel in indonesia. the hotel green terminology can be of great significance, which later can be developed in further studies of how it is practiced in hotels in primary destinations in indonesia as well as in other countries, building criteria and green environment of the hotel, services performed by hotel-based hotels environmentally friendly management and so forth. references (kemenpar), k. p. 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(2020): 323-348 http://ojs.unud.ac.id/index.php/eot 323 e-issn: 2407-392x. p-issn: 2541-0857 the effect of marketing mix and service quality on satisfaction and revisit intention to kampung coklat, blitar regency antonietta gizela dethan1, i gusti ayu oka suryawardani2 and agung suryawan wiranatha2 1master program in tourism, udayana university 2center of excellence in tourism, udayana university corresponding author: anet.dethan@gmail.com article info received 28 august 2020 accepted 10 september 2020 available online 30 september 2020 abstract marketing mix and service quality are two important aspects that need to be considered by a tourist attraction in order to provide satisfaction to tourists. tourist satisfaction can be achieved if the products sold are supported by good quality and price of products and services. satisfaction can also affect the intention of tourists to revisit these tourist attractions. the problem that occurs in educational tourism in kampung coklat, blitar regency is that some tourists are not satisfied with the elements of the marketing mix and the quality of the services offered. this study aims to analyze the effect of marketing mix and service quality on tourist satisfaction in kampung coklat, blitar regency, to analyze the effect of marketing mix and service quality on revisit intention to kampung coklat, blitar regency and to analyze the effect of tourist satisfaction on revisit intention to kampung coklat, blitar regency. the number of respondents in this study were 100 people who were chosen deliberately with the criteria being at least 17 years old and visiting kampung coklat for the first time. the analysis was performed using structural equation modeling (sem) through the smartpls version 3.0 application. the results showed that marketing mix and service quality had a significant effect on tourist satisfaction, marketing mix and service quality had a significant effect on revisit intention, and tourist satisfaction had a significant effect on revisit intention. keywords: marketing mix, service quality, satisfaction, revisit intention e-journal of tourism vol.7. no.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 324 e-issn: 2407-392x. p-issn: 2541-0857 introduction one of the famous tourist attractions in blitar regency is kampung coklat. this educational tour is located in plosorejo village, kademangan district, blitar regency. initially kampung coklat was a 750 m2 area of cocoa plantation owned by kholid mustafa's family which later became a new tourist attraction in blitar regency. the concept of this new tourist attraction is cocoa educational tour and was officially opened in august 2014. this concept is a distinct advantage among other tourist attractions in kademangan district. after the opening of kampung coklat, the number of tourist visits tends to continue to increase even though in 2016 it experienced a decline due to the emergence of various new tourist attractions in blitar regency. in order to increase the number of return visits in the following year, the management of the kampung coklat educational tour carried out the promotion, development and expansion of land. irawan (2002) describes several driving factors of customer satisfaction, namely service quality, product quality, emotional factors and the ease of obtaining products or services. furthermore, lupiyoadi (2001) stated that service quality is a determining factor for the success and quality of a company. although in 2017 and 2018 the number of visits to educational tourism in kampung coklat has increased significantly, there are still complaints that tourists feel while in this tourist attraction. complaints about the quality of service that tourists feel include some employees being unfriendly and polite, the unavailability of packaging and delivery services directly from kampung coklat, cleanliness of toilets, parking areas and chocolate galleries are too crowded, especially during the holiday season. in addition to service quality, customer satisfaction can be achieved if the company is able to sell products with good quality and affordable prices. therefore, price and product are important aspects in the marketing mix that companies must pay attention to. the fact is that tourists are not satisfied with the price of processed cocoa products which are classified as expensive but do not match the good quality of the product. some tourists argue that the processed cocoa products for educational tours of kampung coklat are less innovative and creative and lack authentic and delicious taste. revisit intention is defined as an encouragement for someone to return to a destination that has been previously visited (nuraeni, 2014). crompton (1992) explains that there is a relationship between satisfaction and revisit intention to a destination. crompton's statement is supported by ahmad, et.al (2011), namely if tourists e-journal of tourism vol.7. no.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 325 e-issn: 2407-392x. p-issn: 2541-0857 have the intention to revisit it is very likely that someone will recommend a tourist attraction to others. the urgency of this study is to analyze the effect of the marketing mix and service quality on tourist satisfaction and revisit intention to educational tourism in kampung coklat, blitar regency. the results of the study are expected to be used as consideration for the educational tourism management of kampung coklat in understanding the needs and desires of tourists as well as recommendations to increase the number of tourist visits to kampung coklat in blitar regency. research purposes this research aims to: 1. analyzing the effect of marketing mix and service quality on tourist satisfaction in kampung coklat, blitar regency. 2. analyzing the effect of the marketing mix and service quality on revisit intention to kampung coklat, blitar regency. 3. analyzing the effect of tourist satisfaction on the revisit intention to kampung coklat, blitar regency. literature review previous research suryawardani and wiranatha (2018) conducted a research on tourist behavior based on theory planned behavior to evaluate marketing strategies at the sanur village festival. the conclusion of the study is that visiting intention is significantly influenced by attitudes toward behavior and perceived behavior control, plan to revisit (actual behavior) is significantly influenced by behavioral intention and perceived behavior control. suryawardani (2018) examines the effect of service quality (physical evidence, reliability, responsiveness, assurance, and empathy) on tourist satisfaction in pulina bali agro-tourism. this research results in service quality (physical evidence, reliability, responsiveness, assurance and empathy) which has a significant effect on tourist satisfaction and tourist satisfaction has a significant effect on the revisit intention of tourists to pulina bali agrotourism. suryawardani, et.al (2019) examined the effect of service quality on revisit intention through tourist satisfaction in sasak sade village, lombok. suryawardani, et.al (2019) found that service quality has a significant effect on tourist satisfaction, tourist satisfaction has a significant effect on revisit intention, e-journal of tourism vol.7. no.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 326 e-issn: 2407-392x. p-issn: 2541-0857 service quality has a significant effect on revisit intention to sasak sade lombok village. suryawardani, et.al (2019) examined the influence of tourist motivation on revisit intention in traditional villages with the results that push and pull factors have a significant effect on tourist satisfaction, satisfaction has a significant effect on revisit intention, driving factors have no significant effect on revisit intention while pull factors have a significant effect on tourist satisfaction. suryawardani and wiranatha (2019) examined the role of motivation and trust for golf tourist loyalty in bali. this study proves that intrinsic and extrinsic motivation has a positive effect on tourist trust, motivation affects the level of tourist loyalty through the variable of trust as a mediating variable, tourist trust has a significant effect on loyalty. wiranatha and suryawardani (2018) examined the loyalty of foreign tourists to cultural and historical heritage tourism in bali and found that the variables that affect tourist satisfaction are intrinsic, extrinsic motivation and trust. suryawardani and wiranatha (2017) found that intrinsic and extrinsic motivation has a significant effect on the loyalty of foreign tourists as natural tourism visitors mediated by tourist satisfaction. wiranatha and suryawardani (2016) examined the loyalty of foreign tourists to marine tourism in bali and found that intrinsic motivation has a significant effect on tourist confidence in diving, extrinsic motivation has a significant effect on satisfaction. in addition, tourist satisfaction in carrying out diving activities has a positive effect on loyalty in carrying out further activities. mahadewi (2018) conducted research on the effect of marketing mix and service quality on revisit intention through satisfaction with the results of the marketing mix having a significant negative effect on tourist satisfaction. service quality has a significant positive effect on tourist satisfaction at the grand watu dodol destination, marketing mix has a significant positive effect on revisit intention, service quality has a significant positive effect on revisit intention and tourist satisfaction has a significant negative effect on revisit intention. marketing mix kismono (2001) explains that the marketing mix is a combination of variables or activities that are the core of marketing which consists of product, price, promotion and distribution strategies. foster quoted by subagyo (2010) marketing mix is a term that describes all elements of marketing and production factors that are deployed to achieve company goals. according to mcdaniel and gates (2001) marketing mix is a unique mix of products or services, e-journal of tourism vol.7. no.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 327 e-issn: 2407-392x. p-issn: 2541-0857 pricing, promotion, offering and distribution, designed to meet consumer needs. kotler and armstrong (2008) classify the marketing mix into 4ps, namely product, price, promotion and place. quality of service tjiptono (2007) states that service quality is an effort to meet the needs and desires of consumers and the accuracy of their delivery in balancing consumer expectations. zeithaml (in umar, 2000) describes five dimensions of service quality, namely: 1. reliability is the company's ability to provide services as promised accurately and reliably 2. responsiveness is the responsiveness of employees to assist and provide prompt and accurate services by delivering clear information to customers. 3. assurance is the manners, abilities, and knowledge of employees to instill customer trust. assurance consists of competence, credibility, courtesy, and security 4. empathy is individual attention in order to understand customer wants and needs. empathy consists of access, communication and understanding of customers 5. tangibles or physical evidence, namely the company's ability to show its existence to external parties. satisfaction satisfaction can be said as an effort to fulfill something or make something adequate (tjiptono and chandra, 2011). customer satisfaction is the level of a person's feelings after comparing the perceived results with their expectations (kotler and armstrong, 2001). some of the driving factors for customer satisfaction according to irawan (2002) include product quality, service quality, emotional factors and the ease of obtaining a product or service. tjiptono (2005) explains that there are four methods that can be used to measure customer satisfaction, namely 1) complaint and suggestion systems, 2) ghost shopping, 3) lost customer analysis and 4) customer satisfaction surveys. customer satisfaction surveys can be conducted in four ways, namely 1) directly reported satisfaction (measuring satisfaction using specific items that directly state the level of customer satisfaction), 2) derived satisfaction (questions asked related to customer expectations of products and customer perceptions of actual performance) products), 3) problem analysis (respondents are asked to disclose the problems they face related to the product or service and e-journal of tourism vol.7. no.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 328 e-issn: 2407-392x. p-issn: 2541-0857 suggestions for improvement) and 4) the importance of performance analysis (respondents are asked to rate the importance of various relevant attributes and the level of company work on each attribute). revisit intention petrick, et.al (2001) explained that revisit intention is the desire to travel in the future and is influenced by consumer attitudes towards the past. according to miller (in basiya and rozak, 2012) revisit intention is the mental state of a person who plans to take certain actions for a certain period of time. nuraeni (2014) defines revisit intention as an encouragement for someone to revisit to a destination that has been visited before. the main factor determining tourists will revisit a destination is the experience and satisfaction obtained while in that destination (choo & petrick, 2014; petrick, et.al, 2001; ranjbarian & pool. 2015; um et.al, 2006). crompton (1992) explains that there is a relationship between satisfaction and revisit intention to a destination. research methods site and time of research the research site was carried out in the educational tour of kampung coklat, which is located at jalan banteng blorok no. 18 plosorejo village, kademangan district, blitar regency. the time for conducting this research was for two months, namely january to february 2020. population and research sample the population of this study was the number of tourist visits in kampung coklat, blitar regency in 2018, namely 761,666 people. this study uses purposive sampling technique, namely the technique of determining respondents with certain considerations, in which respondents were selected with terms relevant to the research method (sugiyono, 2009). domestic tourists who were used as respondents in this study were selected by applying the criteria of being at least 17 years old and visiting kampung coklat, blitar regency for the first time. hair, et.al (2010) explains that the sample size is at least 50 and the total sample is 5 to 10 indicators. therefore, the number of samples is determined using five times the number of research indicators, namely 5 x 20 indicators = 100 samples. thus, the number of samples used in this study was 100 respondents. research variables and indicators research variables and indicators can be seen in table 1 below. e-journal of tourism vol.7. no.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 329 e-issn: 2407-392x. p-issn: 2541-0857 table 1. variables and indicators of research variable indicator code total source marketing mix (x1) the location of kampung coklat is easy to reach x1.1 5 kotler dan amstrong (2008); tjiptono (2005); chandra (2002); mahadewi (2018); ananda et.al (2013); laksana (2008); nurapriani (2015) the price of admission to kampung coklat is affordable x1.2 kampung coklat advertisement on social media is interesting and informative x1.3 there are directions to kampung coklat which are easily seen x1.4 tour packages are available to learn about the process of making processed chocolate x1.5 quality of service (x2) employees understand the needs of tourists x2.1 6 suryani (2017); priyanto (2018); suryawardani (2018); parasuraman, et.al (1988); mahadewi (2018); umar (2000) toilet hygiene is well maintained x2.2 the employees have good knowledge about kampung coklat's products x2.3 employees communicate using polite language x2.4 employees serve tourists friendly x2.5 neat-looking employees x2.6 satisfaction (z) the experience gained is as expected z1 5 kotler dan amstrong (2001); suardana (2014); suryawardani (2018); priyanto (2018) satisfied with the admission price of kampung coklat z2 happy to visit kampung coklat because the location is easy to reach z3 the services provided are as expected z4 satisfied with the quality of processed cocoa products z5 revisit intention (y) making kampung coklat the first choice for revisiting y1 4 mahadewi (2018); griffin (2005); listyowati (2018); fitriani (2017); zhang, et.al (2017) wish to revisit kampung coklat in the future y2 recommend kampung coklat to friends, family, colleagues y3 invite family, friends or colleagues to visit kampung coklat y4 e-journal of tourism vol.7. no.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 330 e-issn: 2407-392x. p-issn: 2541-0857 data analysis technique the data analysis technique used is sem or structural equation modeling with the help of the smartpls version 3.0 application. some of the tests carried out are: 1. evaluation of the measurement model (measurement / outer model) 2. evaluation of the structural model (structural / inner model) results general characteristics of respondents the characteristics of the research respondents were classified into several sections, namely based on gender, age, occupation, latest education, arrival, source of information and purpose of visit. the majority of respondents were female (69%). most of the respondents (53%) were between the ages of 17 and 25 years with the most recent predominantly bachelor's education (64%) and worked as private employees (30%). domestic tourists who were respondents in this study mostly aimed to vacation (72%) with family (56%) and they knew about the educational tourism of kampung coklat from friends or relatives (65%). test of the validity and reliability of research variables the validity and reliability tests in this study were conducted on 100 respondents. the validity test was carried out by looking at the value of convergent validity and discriminant validity. convergent validity is tested by looking at the loading factor value of each indicator on each variable. the loading factor value must also meet the requirements above 0.70 which are presented in table 2 below. table 2. result of convergent validity test source: primary and processed data, 2020 code marketing mix quality of service satis faction revisit intention x1.1 0.825 x1.2 0.823 x1.3 0.711 x1.4 0.787 x1.5 0.774 x2.1 0.863 x2.2 0.793 x2.3 0.811 x2.4 0.867 x2.5 0.729 x2.6 0.870 z1 0.788 z2 0.871 z3 0.800 z4 0.754 z5 0.763 y1 0.799 y2 0.903 y3 0.930 y4 0.904 e-journal of tourism vol.7. no.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 331 e-issn: 2407-392x. p-issn: 2541-0857 discriminant validity assessment is carried out by comparing the square root of the average variance extracted (√ave) for each variable with the correlation between variables and other variables. table 3 below presents the results of the discriminant validity test. table 3. results of the discriminant validity test variable average variance extracted (ave) marketing mix quality of service satisfaction revisit intention marketing mix 0.577 0.760 quality of service 0.660 0.802 0.812 0.845 0.666 satisfaction 0.603 0.855 0.777 0.798 revisit intention 0.784 0.923 0.885 source: primary and processed data, 2020 based on table 2 and table 3 above, it can be seen that each indicator in each variable has an outer loading value of more than 0.70 and the ave value of the four research variables is more than 0.50. this shows that the indicators of each research variable used are valid. in addition to the validity test, the next is to test the variable reliability assessed from cronbach's alpha and composite reliability of each variable. a variable is said to be reliable if the cronbach's alpha and composite reliability values are more than 0.70. the results of the research variable reliability test are presented in table 4 below. table 4. research variable reliability test results variable reliability cronbach’s alpha composite reliability marketing mix 0.878 0.905 quality of service 0.926 0.939 satisfaction 0.940 0.948 revisit intention 0.907 0.935 source: primary and processed data, 2020 based on the results of the reliability test of the research variables presented in table 4 above, it is known that the value of cronbach's alpha and composite reliability on the four variables is more than 0.70 so that all research variables have met good reliability. from e-journal of tourism vol.7. no.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 332 e-issn: 2407-392x. p-issn: 2541-0857 the results of the validity and reliability test, it can be concluded that the indicators as measuring latent variables are valid and reliable measures. results of the measurement model analysis (outer model) analysis of the measurement model (outer model) shows the role of indicators in reflecting the variables formed by the constituent indicators. the indicator is reflective, where the estimator value can be seen from the outer loading value. ghozali (2014) refers to chin (1998) suggests that an individual's reflexive measure is said to be high if it correlates more than 0.70 with the construct to be measured. however, for research in the early stages of developing a measurement scale the loading value of 0.50 to 0.60 is considered sufficient. the significance of this relationship can be obtained through a bootstrap process of 500 times and a sample of 100. testing results of measurement model for marketing mix variable the results showed that all indicators reflect the marketing mix variable significantly. the output of the measurement results of the marketing mix variable is reflected by 5 indicators which can be seen in table 5 below. table 5. testing results of measurement model for marketing mix variable source: primary and processed data, 2020 code indicator original sample (o) standard deviation (stdev) t statistics (|o/stdev|) significance x1.1 the location of kampung coklat is easy to reach 0.825 0.035 23.798 significant x1.2 the price of admission to kampung coklat is affordable 0.823 0.044 18.775 significant x1.3 kampung coklat advertisement on social media is interesting and informative 0.711 0.071 9.986 significant x1.4 there are directions to kampung coklat which are easily seen 0.787 0.049 16.042 significant x1.5 tour packages are available to learn about the process of making processed chocolate 0.774 0.061 12.767 significant e-journal of tourism vol.7. no.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 333 e-issn: 2407-392x. p-issn: 2541-0857 based on table 5 above, it can be seen that the value on the x1.1 indicator, namely the location of kampung coklat is easy to reach, is the highest among other indicators of 0.825. this reflects that tourists who are visiting kampung coklat for the first time in kademangan district, blitar regency feel that this educational tourism location is easily accessible by private transport. furthermore, the indicator with the smallest outer loading value is x1.3, namely kampung coklat advertisement on social media which is interesting and informative of 0.711. the small value of the x1.3 indicator shows that the use of social media as a media for online promotion and the creation of attractive and informative advertisements needs to be optimized. test results of the service quality variable measurement model the results showed that all indicators reflect service quality variables significantly. the output of the measurement of service quality variables is reflected in the 6 indicators can be seen in table 6 below. table 6. testing results of service quality variable measurement model source: primary and processed data, 2020 from table 6, it is known that the outer loading value of the x2.1 indicator, namely neatly-looking employees, is the highest at 0.870. therefore, the x2.1 indicator needs to be maintained in order to give a good impression to tourists. the indicator with the lowest outer loading value is the x2.5 indicator, which means that employees serve tourists friendly at 0.729. the facts in kampung coklat show code indicator original sample (o) standard deviation (stdev) t statistics (|o/stdev|) significance x2.1 employees understand the needs of tourists 0.863 0.037 23.334 significant x2.2 toilet hygiene is well maintained 0.793 0.048 16.415 significant x2.3 the employees have good knowledge about kampung coklat's products 0.811 0.050 16.213 significant x2.4 employees communicate using polite language 0.867 0.031 27.997 significant x2.5 employees serve tourists friendly 0.729 0.062 11.750 significant x2.6 neat-looking employees 0.870 0.040 21.926 significant e-journal of tourism vol.7. no.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 334 e-issn: 2407-392x. p-issn: 2541-0857 that there are some employees who are less friendly in providing services to tourists. this indicates that the attitude of employees when serving tourists needs to be improved. testing results of the satisfaction variable measurement model the results showed that all indicators were able to reflect the satisfaction variable significantly. the output of the measurement of the satisfaction variable is reflected in 5 indicators, which can be seen in table 7 below. table 7. testing results of the satisfaction variable measurement model source: primary and processed data, 2020 in table 7, it can be seen that the indicator with the highest outer loading value is z2, which is satisfied with the entrance ticket price for kampung coklat, which is 0.871. the z4 indicator, namely the services provided is as expected, has the lowest outer loading value of 0.754. overall, the five indicators can reflect the tourist satisfaction variable with an average tourist response value of 4.05. test results of the measurement model of revisit intention variable the results showed that all indicators were able to significantly reflect the revisit intention variable. the output of the measurement results for the revisit intention variable is reflected by 4 indicators which can be seen in table 8 below. code indicator original sample (o) standard deviation (stdev) t statistics (|o/stdev|) significance z1 the experience gained is as expected 0.788 0.053 14.902 significant z2 satisfied with the admission price of kampung coklat 0.871 0.033 26.760 significant z3 happy to visit kampung coklat because of its easy to reach location 0.800 0.068 11.807 significant z4 the services provided are as expected 0.754 0.062 12.120 significant z5 satisfied with the quality of processed cocoa products 0.763 0.039 19.783 significant e-journal of tourism vol.7. no.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 335 e-issn: 2407-392x. p-issn: 2541-0857 table 8. measurement model testing results for variable of revisit intention source: primary and processed data, 2020 from table 8 above, it can be seen that the y3 indicator, which is recommending kampung coklat to friends, family, colleagues have an outer loading value of 0.930 and y1 makes kampung coklat the first choice to revisit of 0.799. the perception of tourists is good for the revisit intention variable, which is 3.91. in general, the revisit intention variable can be reflected by the four indicators. results of the structural equation model analysis (inner model) the output of the structural equation model developed after analysis through the 500 times bootstrapping process can be seen in figure 1 below. figure 1 structural equation model of the effect of marketing mix and service quality on satisfaction and revisit intention code indicator original sample (o) standard deviation (stdev) t statistics (|o/stdev|) significance y1 making kampung coklat the first choice for a return visit 0.799 0.059 13.601 significant y2 wish to revisit kampung coklat in the future 0.903 0.035 25.692 significant y3 recommend kampung coklat to friends, family, colleagues 0.930 0.017 56.092 significant y4 invite family, friends or colleagues to visit kampung coklat 0.904 0.021 43.010 significant e-journal of tourism vol.7. no.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 336 e-issn: 2407-392x. p-issn: 2541-0857 the feasibility test of the structural model is carried out by looking at the coefficient of determination (r2). chin (1998) states that a model is said to be weak, moderate and strong if the r2 value is 0.19-0.32, 0.33-0.66 and more than 0.67 (ghozali, 2014). in the structural model, there are two values of r2, namely the satisfaction variable (z) of 0.802 and the revisit intention (y) variable of 0.876. the magnitude of the r2 value means that the predictive power of the two variables is in the strong category. this category means that as much as 80.2% of the variance of the satisfaction variable can be explained by the marketing mix and service quality and satisfaction is able to explain the revisit intention variable by 87.6%. direct effect the direct effect can be seen through the value in the output path coefficient. the results of the direct effect of exogenous variables on endogenous variables are presented in table 9 below. table 9. direct effect of exogenous variables on endogenous variables source: primary and processed data, 2020 table 9 above shows that the five research hypotheses can be accepted because they meet the assessment criteria according to ghozali (2014), namely a pvalue less than 0.05 (5% significance level) and a t-statistics value of more than 1.96. based on the value of the direct effect in table 9 shows that: hypothesis exogenous variable → endogen variables outer loading standard deviation (stdev) t statistics (|o/std ev|) p value s significance h1 marketing mix → satisfaction 0.496 0.097 5.101 0.000 significant h2 marketing mix → revisit intention 0.982 0.071 13.904 0.000 significant h3 quality of service → satisfaction 0.447 0.092 4.867 0.000 significant h4 quality of service → revisit intention -0.303 0.069 4.371 0.000 significant h5 satisfaction → revisit intention 0.214 0.086 2.497 0.013 significant e-journal of tourism vol.7. no.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 337 e-issn: 2407-392x. p-issn: 2541-0857 a. marketing mix (x1) has a significant effect on satisfaction (z) and revisit intention (y) b. service quality (x2) has a significant effect on satisfaction (z) and revisit intention (y) c. tourist satisfaction (z) has a significant effect on revisit intention (y) indirect effect the indirect effect can be seen through the value at the output of the specific indirect effect. the results of the indirect effect of exogenous variables on endogenous variables that are associated with intervening variables are presented in table 10 below. table 10. indirect effect of exogenous variables on endogenous variables source: primary and processed data, 2020 table 10 shows that the marketing mix has a significant effect on revisit intention through satisfaction and service quality has a significant effect on revisit intention through satisfaction. both of these relationships show that the satisfaction variable (z) is able to mediate the marketing mix variable (x1) and service quality (x2) on revisit intention (y) well. total effect the total effect can be seen through the value on the total effect output. the total effect is a combination of the direct effect and indirect effect of an exogenous variable on endogenous variables. the test results used a significance level of 5% (0.05). the total effect of the relationship between variables is presented in table 11 below. exogenous variables → endogenous variables outer loading standard deviation (stdev) t statistics (|o/stdev|) p values significance marketing mix → satisfaction → revisit intention 0.106 0.048 2.212 0.027 significant quality of service → satisfaction → revisit intention 0.096 0.044 2.191 0.029 significant e-journal of tourism vol.7. no.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 338 e-issn: 2407-392x. p-issn: 2541-0857 table 11. effect of total exogenous variables on endogenous variables source: primary and processed data, 2020 table 11 above shows that the marketing mix (x1) and service quality (x2) have a significant effect on tourist satisfaction (z) and revisit intention (y) to educational tourism in kampung coklat, blitar regency. furthermore, it is known that the dominant tourist satisfaction is influenced by the marketing mix of 49.6%. this finding is in line with the results of previous studies that the marketing mix has a dominant influence on satisfaction (susila, 2017; abdul, 2018; hendranata, 2017; setiawan, 2016; amilia, 2016; hasanah, 2016). result of feasibility analysis of structural equation model evaluation of the feasibility of structural equation models needs to be done before interpreting the results of the analysis (suryawardani, 2018). table 12 below shows the results of the model feasibility test carried out using the sem method through the smartpls version 3.0 application. exogenous variables → endogenous variables original sample (o) standard deviation (stdev) t statistics (|o/stdev|) p values significance marketing mix → satisfaction 0.496 0.097 5.101 0.000 significant marketing mix → revisit intention 1.089 0.052 21.122 0.000 significant quality of service → satisfaction 0.447 0.092 4.867 0.000 significant quality of service → revisit intention -0.207 0.060 3.421 0.001 significant satisfaction → revisit intention 0.214 0.086 2.497 0.013 significant e-journal of tourism vol.7. no.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 339 e-issn: 2407-392x. p-issn: 2541-0857 table 12. feasibility statistical value of research variables variable variable type composite reliability ave r2 marketing mix exogenous 0.905 0.577 na quality of service exogenous 0.939 0.660 na satisfaction exogenous / endogenous 0.948 0.603 0.802 revisit intention endogenous 0.935 0.784 0.876 mean 0.929 0.656 0.839 source: primary and processed data, 2020 based on table 12 above, the ave value is 0.656 and the r2 value is 0.839. the feasibility of a complete structural equation model or calculating the gof (goodness of fit) value of a model is carried out using the following formula tenenhaus, et.al (2005). gof = √𝐶𝑜𝑚 𝑥 𝑅2 = √𝐴𝑉𝐸𝑥 𝑅2 referring to table 12 for the above equation, ave is the weighted average value obtained from the number of indicators of each variable using the formula of tenenhaus, et.al (2005) above, then the gof of the model is calculated as 0.808 and more than the 0.50 threshold to state the model can be accepted and interpreted so that the analysis can be used. discussion several previous researchers stated that the marketing mix has a positive and significant effect on tourist satisfaction (abdul, 2018; amilia, 2016; hasanah, 2016; hendranata, 2017). one of the elements of the marketing mix that has a dominant effect on satisfaction is price (setiawan, 2016; susila, 2017). this dominant influence is in line with the results of this study, namely the x1.2 indicator for the entrance ticket price of kampung coklat has the highest outer loading value of 0.823. the high value of the x1.2 indicator is also supported by the results of the analysis of respondents' responses to the z2 indicator i.e. satisfied with the kampung coklat entrance ticket price of 4.24. this means that as many as 83% of respondents are satisfied with the affordable price of admission tickets to educational tours in kampung coklat. thus, this study proves the theory of consumer behavior in sangadji and sopiah (2013) that satisfaction results from the evaluation process of consumption activities that have been carried out. e-journal of tourism vol.7. no.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 340 e-issn: 2407-392x. p-issn: 2541-0857 furthermore, it is found that one of the indicators on the service quality variable needs to be improved. the indicator is x2.5 namely employees serving tourists friendly with the lowest outer loading value of 0.729. field facts show that there are some employees serving tourists less kindly. this finding is in line with the respondents' low perception of the z4 indicator of services provided according to expectations of 3.82. this low perception value indicates that the expectations of tourists regarding service quality are not fulfilled properly so that it has an impact on the satisfaction of tourists in kampung coklat, blitar regency. this is consistent with irawan's (2002) statement that service quality is one of the driving factors for tourist satisfaction. referring to table 11 which shows that service quality has a significant effect on tourist satisfaction by 44.7%. these results are also supported by the findings of suryawardani (2018) that the five elements of service quality, namely physical evidence, reliability, responsiveness, assurance and empathy have a significant effect on the satisfaction of agro tourism tourists in pulina bali. the role of satisfaction as an intervening variable between marketing mix and intention to return is presented in table 10. based on table 10, it is known that the effect of marketing mix on revisit intention to educational tourism in kampung coklat through tourist satisfaction is significant as indicated by a p-value of 0.027 (<0.05 ). this p-value means that the higher the tourists' satisfaction with the marketing mix will indirectly have an impact on the high revisit intention to educational tourism in kampung coklat. this indirect effect is in accordance with the findings of suryani (2017) that marketing mix through satisfaction has an effect on the revisit intention of tourists who love snorkeling on pahawang island, lampung. the results of the indirect effect test in this study prove the statements of several researchers (choo & petrick, 2014; petrick, et.al, 2001; ranjbarian & pool, 2015; um, et.al, 2006) that the main factors determining tourists will revisit a destination is the experience and satisfaction that visitors get while in the destination. the opinion of some researchers is reinforced by mowen & minor (2002) that tourists expect satisfaction so that it can be assumed. if tourists are satisfied with their tourism experience, they will recommend it to others. the opinion of mowen & minor (2002) was also found in the results of the analysis of respondents' responses to the y3 indicator recommending kampung coklat to friends, family, colleagues of 4.06. this value of 4.06 means that as many as 75% of respondents are willing to recommend educational tours of kampung coklat to e-journal of tourism vol.7. no.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 341 e-issn: 2407-392x. p-issn: 2541-0857 others. however, the x1.3 indicator of kampung coklat advertisement on social media is interesting and informative, which needs to be of particular concern to the kampung coklat manager. this x1.3 indicator has the lowest outer loading value of the five marketing mix indicators of 0.711. the results of the observations show the fact that the number of kampung coklat advertisements on social media instagram and youtube is small and the design is less attractive and informative. the low value of the x1.3 indicator is supported by the results of research by elia (2018) that the promotion mix has a direct effect on visiting decisions. the findings of elia (2018) are in accordance with the results of testing the direct influence of the marketing mix variable on the revisit intention variable which is presented in table 9. value 0.000 (<0.05). in addition, the effect of the marketing mix on revisit intention is shown in table 11, namely the revisit intention of tourists to revisit the educational tourism in kampung coklat, which is influenced by the marketing mix variable by 89%. this finding is also supported by the average value of responses to the marketing mix of 4.36 and previous research that the marketing mix has a significant effect on revisit intention (mahadewi, 2018; mulyati, 2018). the next influence mediated by satisfaction is the quality of service on revisit intention to visit kampung coklat, blitar regency. the results showed that service quality had a significant effect on revisit intention through tourist satisfaction with a t-statistic value of 2,212 (> 1.96). this indirect effect indicates that a tourist will return to the educational tour of kampung coklat because he/she is satisfied with the services. therefore, the indirect effect found in this study proves the findings of shonk and chelladurai (2008) that satisfaction can be a mediating variable between service quality and revisit intention in sports tourism. furthermore, tourist satisfaction with the quality of service provided by the employees of kampung coklat is evidenced by the average value of the responses to the service quality variable of 3.87. the average value is also supported by the number of research respondents (77%) having a good perception of the x2.6 indicator of neat-looking employees. the good value of tourist perceptions on the x2.6 indicator and based on the statement of kotler (2005) regarding the method taken to increase the number of customers, the management should be able to provide consistently good quality service. this needs to be done because based on the theory of tjiptono (1998) a satisfied tourist will become loyal by revisiting a tourist e-journal of tourism vol.7. no.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 342 e-issn: 2407-392x. p-issn: 2541-0857 attraction in the future. the theory of tjiptono (1998) is shown in the results of the respondents analysis on the y2 indicator wanting to revisit kampung coklat in the future at 3.90 and an outer loading value of 0.903. in other words, 67% of respondents have the intention to revisit to kampung coklat in the future. the results of this study also indicate that service quality has a direct and significant effect on revisit intention. this direct effect is evidenced by a p-value of 0.000 (<0.05) which is presented in table 9. this significant effect is in line with the research of nuraeni (2014) that one of the variables that has a significant effect on interest in returning to visit is service quality. suryani (2017) also found that the interest in returning tourists to pahawang island in lampung is directly influenced by the quality of service. research by nuraeni (2014) and suryani (2017) is also supported by the results of the analysis of respondents' responses to the y4 indicator, namely: inviting family, friends or colleagues to visit kampung coklat with a score of 4.09. the y4 indicator value means that if tourists feel the quality of services provided has met expectations, tourists will invite people around them to visit the educational tour of kampung coklat. conclusion based on the results of the research and discussion that has been presented, it can be concluded that 1) marketing mix and service quality have a significant effect on tourist satisfaction in kampung coklat, blitar regency, 2) marketing mix and service quality have a significant effect on the revisit intention to kampung coklat, blitar regency, 3) tourist satisfaction has a significant effect on the revisit intention to kampung coklat, blitar regency. in general, the tourist satisfaction variable is able to become an intervening variable between the marketing mix and service quality on revisit intention to educational tourism in kampung coklat, blitar regency. in addition to being an intervening variable, satisfaction can also directly influence the tourist intentions of kampung coklat by 21.4%. the marketing mix at 49.6% and the service quality at 44.7% influenced the dominant tourist satisfaction. this indicates that satisfaction needs to be the focus of the management in order to significantly increase the intention of tourists to return to the educational tour of kampung coklat. in order to increase tourist satisfaction with the promotional elements (advertisements) in the marketing mix variable, it can be done by improving the advertising design to be more attractive and e-journal of tourism vol.7. no.2. (2020): 323-348 http://ojs.unud.ac.id/index.php/eot 343 e-issn: 2407-392x. p-issn: 2541-0857 informative. in addition, the management of kampung coklat is expected to be able to maximize the use of social media, especially instagram as a medium for online promotion. so far, the number of advertisements on instagram is still minimal, the use of hashtags is also not maximized and there are almost no english advertisements found. therefore, management is advised to make advertisements using english, optimizing the use of hashtags when promoting kampung coklat on instagram. this needs to be done so that domestic and foreign tourists can find out about educational tours of kampung coklat from social media. furthermore, the management of kampung coklat is advised not to increase the price of entrance tickets because tourists' perceptions of the affordability of entrance tickets are good. thus, tourist satisfaction with this educational tour entrance ticket needs to be maintained. the aspect of service quality also deserves attention in order to increase tourist satisfaction which will also have an impact on the number of tourist visits. the service quality that needs to be improved is the attitude of employees when serving tourists. the perception of tourists towards employee friendliness in providing services is said to be quite good. improving service quality can be done by regularly conducting training and evaluating employee performance. the management is expected to provide maximum training so that employees are able to serve tourists in a friendly manner. in addition to improving service quality in terms of employee friendly attitudes, management needs to maintain the neatness of employee appearance. in addition to improving the promotional elements in the marketing mix and employee friendliness when serving tourists, management needs to pay attention to product prices and the quality of processed chocolate products produced and sold in educational tours in kampung coklat. on the background of the problem, it is explained that tourists are not satisfied with processed cocoa products that are sold too expensive but are not accompanied by innovations and creations of authentic and delicious flavors. therefore, there is a need for product quality control to be able to produce various types and tastes of delicious processed chocolate that are sold at affordable prices. in addition, it is recommended that the educational tourism management of kampung coklat be able to cooperate with goods delivery expeditioners to facilitate tourists who want to send chocolate and other souvenirs directly from kampung coklat without packing and shipping themselves. this will make it easier for tourists who want ease of delivery. the e-journal of tourism vol.7. no.2. 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(2020): 289-299 http://ojs.unud.ac.id/index.php/eot 289 e-issn: 2407-392x. p-issn: 2541-0857 the influence of tourist motivation on revisit intention to alas harum agro tourism of gianyar regency, bali pebrianita ivana karo sekali1, i gusti ayu oka suryawardani2, ratna komala dewi1 1 agribusiness study program, faculty of agriculture, udayana university 2 centre of excellence in tourism, udayana university corresponding author: pebri.ivana@gmail.com article info received 20 august 2020 accepted 3 september 2020 available online 30 september 2020 abstract the positive perception of tourists about tourist attraction will give satisfaction to tourists which in turn will create intention to revisit. this study aims to analyze the influence of motivation (intrinsic and extrinsic) on the tourists’ satisfaction of alas harum agrotourism, and analyze the effect of tourist satisfaction to revisit intention. the purpose of this study is also to evaluate the contribution of alas harum agrotourism to the welfare of the community and surrounding farming families. the research data was processed in quantitative data using the smart-pls version 3.0 program and qualitative data was processed with descriptive analysis. the number of respondents in this study was 50 respondents. the results showed that intrinsic and extrinsic motivation had a significant effect on tourist satisfaction (p = 0,000). tourist satisfaction has a significant effect on revisit intention (p = 0,000). the results also showed that alas harum agrotourism contributed both to the community and surrounding farmers. based on the results of the study, it is expected that alas harum agro tourism can improve the quality of services and be able to maintain the beauty of nature to increase the motivation of tourists, that are having good results already. keywords: tourist motivation, visitor satisfaction, revisit intention, partial least square introduction background according to sutjipta (2001), agrotourism can be defined as an integrated and coordinated system of activities for tourism development as well as agriculture, in relation to environmental preservation and improvement of the welfare of the farming community. people's preferences and motivations tend to lead to fulfillment of needs in the form of enjoying specific objects such as beautiful natural scenery, cool air, and processing of various kinds of agricultural products, both traditional and modern. e-journal of tourism vol.7. no.2. (2020): 289-299 http://ojs.unud.ac.id/index.php/eot 290 e-issn: 2407-392x. p-issn: 2541-0857 this has an impact on shifting the consumption patterns of tourists who are "back to nature", this is a sign as well as an opportunity for the development of agrotourism either in the form of an area that offers natural scenery and fresh air or in the form of agribusiness products and their processed products. suryawardani's (2016) research results regarding the calculation of bali tourism leakage found that the average amount of leakage in bali tourism from the accommodation sector was 20% and the highest leakage was in star hotels which are chain hotels (53.3%). the results also found that the source of the leak was the use of imported drinks (64.1%), imported food (20%) and foreign workers (2.1%). so, what is done to minimize the leak is to optimize the potential for tourist attraction based on bali's nature and culture. the tourist attraction based on bali's nature and culture is agrotourism. one of the popular agrotourism among tourists is alas harum agrotourism. the development of tourism in a tourist attraction is considered good if the tourist attraction is managed appropriately and can maintain the tourist attraction to become a sustainable agrotourism. alas harum agrotourism needs to look at the competitive conditions of agrotourism in the future, in order to protect the company's market share from the threat of other competitor conditions. this condition underlies the need for studies or research to optimize the existing potential to realize the motivation of tourists to achieve their goals, namely satisfaction. the realization of tourist motivation will have an impact on the satisfaction of traveling for tourists who visit because their goals have been achieved, as well as efforts made to increase tourist visits, which will have an impact on the revisit intention of these tourists. based on this, the tourist attraction of alas harum agrotourism is a worthy object to be researched, especially regarding the influence of tourist motivation, tourist satisfaction, revisit intention, and the contribution of alas harum agrotourism to the surrounding community and farmers. research questions based on the above background, the research questions that can be raised in this study are (1) how does motivation (intrinsic and extrinsic) influence tourist satisfaction at alas harum agrotourism? (2) how is the influence of tourist satisfaction on tourists' revisit intention to alas harum agrotourism? (3) what is the contribution of alas harum agrotourism to the welfare of the community and surrounding farming families in supporting sustainable agro-tourism? e-journal of tourism vol.7. no.2. (2020): 289-299 http://ojs.unud.ac.id/index.php/eot 291 e-issn: 2407-392x. p-issn: 2541-0857 research objectives based on research questions, the objectives to be achieved in this study are (1) to analyze the influence of motivation (intrinsic and extrinsic) on tourist satisfaction at alas harum agrotourism, (2) to analyze the effect of tourist satisfaction on tourists' revisit intention to alas harum agrotourism, (2) 3) to evaluate the contribution of alas harum agrotourism to the welfare of the local community and farmer families in supporting sustainable agro-tourism. scope of research the scope of research focuses on tourists who visit alas harum agrotourism. this research is limited to assessing the motivation (intrinsic and extrinsic) of tourists on the satisfaction of tourists in alas harum agrotourism in forming revisit intention and evaluating the contribution of alas harum agrotourism to the welfare of the local community and farming families in supporting sustainable agro-tourism. the analytical method used in this research includes quantitative data processed using the structural equation model (sem) analysis alternative method with pls (partial least square) using the smart-pls 3.0 software program. while the qualitative data was processed using descriptive analysis to obtain an overview of tourist characteristics, information about alas harum agrotourism, and the contribution of alas harum agrotourism to the welfare of the local people and farming families. methodology research site and time this research was conducted at the tourist attraction of alas harum agrotourism in tegallalang village, gianyar regency, bali. the research was conducted for three months from march to may 2019. alas harum agrotourism was chosen as the location of the research carried out purposively based on certain considerations, including alas harum agrotourism, which is one of the agrotourism in the tegallalang area which is crowded with tourists and there have never been any researchers who conducted research in agrotourism regarding the analysis of tourist motivation on revisit intention. types and sources of data the types of data collected for this research are quantitative data and qualitative data. the quantitative data of this research are the answers to the quantitative questionnaire statements from alas harum agrotourism tourists, tourist motivation, tourist satisfaction, and revisit intention. the qualitative data of this e-journal of tourism vol.7. no.2. (2020): 289-299 http://ojs.unud.ac.id/index.php/eot 292 e-issn: 2407-392x. p-issn: 2541-0857 research are in the form of names and addresses of research objects, history of alas harum agrotourism, organizational structure, job descriptions of each section in alas harum agrotourism, and alas harum agrotourism's contribution to the welfare of the community and farmers. based on data resources used in this study are primary data and secondary data. primary data is data made by researchers for the specific purpose of solving the problem at hand. respondent data were collected by the researcher directly from the first source or the place where the object of research was carried out by interviewing and filling out a questionnaire. secondary data includes literature, articles, journals, and sites on the internet relating to the research conducted. method of collecting data there are several methods used in collecting the research data, namely, filling out questionnaires and interviews with tourists at alas harum agrotourism, interviews with alas harum agrotourism management, heads of tegallalang village, farmers, and the local community. direct observation in the alas harum agrotourism area to see directly the activities of tourists and agro-tourism management. literature review, by reading books, literature, similar research results, and other media related to the problem under study by collecting written sources and relevant data. population and sample of research the population taken by the researcher is alas harum agrotourism tourists who have visited alas harum agrotourism and are still in the research location. determination of the number of samples in this study was determined by a non-probability sampling technique by means of purposive sampling, namely the sampling technique with certain considerations or deliberately (sugiyono, 2015). the sample used in this study amounted to 50 respondents, with the consideration that this number has met the minimum requirements of 30 and a maximum of 100 samples for the sem analysis method based on the smart-pls program, with a sample size of 50, which means that it meets the minimum sample requirements of smartpls. research variables and measurements the variables used in this study are latent variables, namely unmeasured variables. the way to measure these variables is to use indicators to reflect their role as indicators so that the variables can be measured. the types of variables in this study are distinguished as follows; (1) affecting latent variables are latent variables that affect other latent variables, (2) affected latent variables are latent e-journal of tourism vol.7. no.2. (2020): 289-299 http://ojs.unud.ac.id/index.php/eot 293 e-issn: 2407-392x. p-issn: 2541-0857 variables that are influenced by other latent variables. research instruments and measurement scale the instrument in this study was structured, meaning that each question had an alternative answer. alternative answers using a likert scale. in the likert scale, the variables to be measured are translated into variable indicators. this assessment has an alternative answer using a scale of 1 to 5, with the terms of each assessment. data analysis the data obtained were processed quantitatively and qualitatively. quantitative data were processed using the smart-pls version 3.0 program to analyze the influence of tourist motivation on tourist satisfaction and the effect of tourist satisfaction on revisit intention. qualitative data is processed with descriptive analysis to evaluate the contribution of alas harum agrotourism to the welfare of the community and surrounding farming families in supporting sustainable agrotourism, analyzing the description of tourist characteristics, and information about alas harum agrotourism. smart-pls has two measurement models in its analysis, namely; (a) evaluation analysis of the measurement model (outer model), (b) evaluation analysis of the structural model (inner model). results and discussion respondent characteristics respondents in this study were 50 people who were determined through a non-probability sampling technique by means of purposive sampling. the general characteristics of respondents in this study were analyzed based on country / city of origin, gender, age, occupation, level of education, with whom to come to bali, visits to bali, the main purpose of visiting bali, and the type of activities they prefer to visit in bali. results of the measurement model analysis (outer model) 1. the results of the evaluation of convergent validity evaluation of convergent validity begins by looking at the item's reliability (validity indicator) which is indicated by the loading factor value. according to ghozali (2014), the value of loading factor is considered sufficient if the justification of an indicator to its latent variable is at least 0.7. all loading factor values on each indicator in the study have a value greater than 0.7. this shows that all indicators are valid in measuring variables, so that they can be used in research. the construct reliability test is evaluated by looking at the value of composite reliability or cronbach's alpha. the cronbach's alpha value on all e-journal of tourism vol.7. no.2. (2020): 289-299 http://ojs.unud.ac.id/index.php/eot 294 e-issn: 2407-392x. p-issn: 2541-0857 variables is more than 0.7 and the composite reliability value on all variables is also more than 0.7. this shows that the variable is said to be reliable. the variable has a convergent value of good validity if the ave (average variance extracted) value is greater than 0.5. table 1. cronbach's alpha, composite reliability and ave scores variable cronbach’s alpha composite reliability ave intrinsic motivation 0,919 0,935 0,675 extrinsic motivation 0,945 0,954 0,724 tourist satisfaction 0,965 0,969 0,759 revisit intention 0,912 0,938 0,792 ave value for each variable is above 0.5. this shows that the variable is able to explain more than half of the variance derived from its indicators. 2. results of the evaluation of discriminant validity test the discriminant validity at the variable level by comparing the root of the ave value of a variable with other variables. these criteria are based on fornell-larcker, where the ave root value of each variable is greater than the correlation value of a variable with other variables (fornell and larcker, 1981 in santoso, 2018). table 2. fornell-lacker criteria latent variables extrinsic motivation intrinsic motivation tourist satisfaction revisit intention extrinsic motivation 0,851 intrinsic motivation 0,683 0,821 tourist satisfaction 0,835 0,817 0,871 revisit intention 0,758 0,658 0,870 0,890 the correlation between latent variables itself is higher than other variables. this shows that all latent variables have good validity. table 3. ave value and ave root construct ave intrinsic motivation 0,675 0,821 extrinsic motivation 0,724 0,850 tourist satisfaction 0,759 0,871 revisit intention 0,792 0,889 e-journal of tourism vol.7. no.2. (2020): 289-299 http://ojs.unud.ac.id/index.php/eot 295 e-issn: 2407-392x. p-issn: 2541-0857 the root value of ave on all variables is greater than the correlation between variables and other variables. this shows that all latent variables have good validity. results of the structural model analysis (inner model) the model in this study is intended to see the effect of border motivation on revisit intention to alas harum agrotourism through structural equation modeling (sem) to obtain the best model. based on the model framework and hypotheses in this study, the following is a structural equation model. figure 1. smart pls 3.0 based structural equation model output 1. r square (r2) test table 4. r square score r square tourist satisfaction 0,819 revisit intention 0,758 the value of r2 on the tourist satisfaction variable and interest in visiting again has strong predictive power because the r2 value is above 0.75 (henseller et.al., 2009 in santoso, 2018). 2. test of godness of fit (gof) table 5. fit model test results saturated model estimated model srmr 0,070 0,071 chin-square 648,278 650,585 nfi 0,673 0,672 the smrm (standardized root mean residual) value, namely the structural equation model, is declared to e-journal of tourism vol.7. no.2. (2020): 289-299 http://ojs.unud.ac.id/index.php/eot 296 e-issn: 2407-392x. p-issn: 2541-0857 have met the gof criteria or is said to be feasible if the srmr value is <0.10, the chin-square value ≥ 0.05, and the nfi (normed fit index) value> 0.5. the srmr (standardized root mean residual) value, the chin-square value, the nfi (normed fit index) value have met certain requirements, so this model indicates a good model or is declared fit and reliable to be used to test the hypothesis. hypothesis test the significance of the estimated parameters provides very useful information about the relationship between the research variables. the basis used in testing the hypothesis is the value in the path coefficients. table 4.11 provides the estimated output for testing the structural model. table 6. path coefficients original sample sample mean standard deviation p values intrinsic motivation  tourist satisfaction 0,461 0,464 0,079 0,000 extrinsic motivation  tourist satisfaction 0,520 0,516 0,081 0,000 tourist satisfaction  revisit intention 0,870 0,866 0,050 0,000 1. the influence of intrinsic motivation on tourist satisfaction the results of testing the first hypothesis indicate that the relationship between the intrinsic motivation variable and the tourist satisfaction variable has a pvalue of 0,000. p-value <0.05, then h0 is rejected. these results indicate that the intrinsic motivation variable has a positive and significant relationship to the tourist satisfaction variable. thus, ha in this study is accepted, meaning that in this study the intrinsic motivation variable with its indicators has a significant effect on the tourist satisfaction variable. the most significant indicator that plays a role is that the concept of enjoying nature will get better inspiration about positive things (im3) with a loading factor value of 0.879 and a p-value of 0.000. indicators that have a low significant value are getting away from a tedious routine (im2) with a loading factor value of 0.770 and the pvalue of 0.000. the results of this analysis support the research results of suryawardani et. al (2017), which states that intrinsic motivation has a significant effect on tourist satisfaction in visiting nature-based tourism in bali. e-journal of tourism vol.7. no.2. (2020): 289-299 http://ojs.unud.ac.id/index.php/eot 297 e-issn: 2407-392x. p-issn: 2541-0857 2. the effect of extrinsic motivation on tourist satisfaction. the results of testing the second hypothesis show that the relationship between extrinsic motivation and tourist satisfaction has a p value of 0.000. p value <0.05, then h0 is rejected. the results show that extrinsic motivation has a positive and significant relationship to tourist satisfaction. thus, ha in this study is accepted, meaning that the extrinsic motivation variable with its indicators has a significant effect on the tourist satisfaction variable. the most significant indicator that plays a role is accommodation / lodging around alas harum agrotourism with charming natural nuances (em5) with a loading factor value of 0.919 and a p-value of 0.000. the indicator that has a low significant value is a unique handicraft (em8) with a loading factor value of 0.804 and a p-value of 0.000. the results of this analysis support the research results of wiranatha et. al (2018), that extrinsic motivation has a significant effect on the satisfaction of foreign tourists on sea-based tourism (diving) in bali. 3. the effect of tourist satisfaction on revisit intention the results of testing the third hypothesis indicate that the relationship between tourist satisfaction and revisit intention has a p value of 0,000. p value <0.05, then h0 is rejected. these results indicate that tourist satisfaction has a positive and significant relationship to revisit intention. thus ha in this study is accepted, meaning that in this study the tourist satisfaction variable with its indicators significantly influences the revisit intention variable. the most significant indicator that plays a role is satisfaction with the cleanliness of the tourist attraction of alas harum agrotourism with a loading factor value of 0.929 and a p value of 0.000. the indicator that has the lowest significant value is the satisfaction with food and beverages served with a loading factor value of 0.828 and a p value of 0.000. according to porter in hadiutama (2008), satisfaction is a feeling of happiness or disappointment after comparing perceptions with expectations. the results of this analysis support alit's (2018) research, which states that tourist satisfaction has a significant effect on revisit intention. this proves that tourist satisfaction in agro-tourism is good so that it affects revisit intention. contribution of alas harum agrotourism to communities and farmers according to astarhadi (1995), contributions can be made in various fields, namely thinking, leadership, e-journal of tourism vol.7. no.2. (2020): 289-299 http://ojs.unud.ac.id/index.php/eot 298 e-issn: 2407-392x. p-issn: 2541-0857 professionalism, finance, and others. the contribution made by alas harum agrotourism can be seen in the fulfillment of the raw materials used in alas harum in the presentation of food derived from local agricultural products. alas harum agrotourism also employs a workforce that generally comes from local people. the number of local workers working at alas harum agrotourism is currently 159 out of 163 total employees, which means that around 97.54% of the employees working at alas harum agrotourism are local people and there are seven farmers who work in agro-tourism arrangements with a salary of rp. 90,000 / day. another impact can be seen from the number of tourists visiting alas harum to provide business opportunities for the community by providing products or services. alas harum agrotourism is also active in helping local community activities including religious or cultural activities in every village / banjar in the tegallalang district area. assistance was also given to several universities in gianyar, such as elizabeth university, which previously submitted a proposal request for funding assistance to alas harum agrotourism. alas harum agrotourism also provides financial assistance to the tegallalang village head office to assist existing programs in tegallalang village, so that the existence of alas harum agrotourism has a very good impact on tegallalang village. conclusions conclusions based on the results and discussion that has been carried out in this study, it can be concluded; (1) the intrinsic and extrinsic motivation of tourists has a positive and significant influence on tourist satisfaction of alas harum agrotourism, (2) tourist satisfaction has a positive and significant effect on the interest in returning to alas harum agrotourism, (3) the contribution of alas harum agrotourism to society and farmers. its surroundings include employment, financial assistance provided to the tegallalang village office, financial assistance to villages / banjars in the tegallalang district area, and assistance also given to several universities in gianyar, one of which is elizabeth university. in addition, the contribution made by alas harum agrotourism can be seen in the fulfillment of the raw materials used in alas harum in serving food originating from local agricultural products of the local community. suggestions based on the results of the discussion and conclusions of this study, several suggestions can be proposed which are expected to be used as input for the e-journal of tourism vol.7. no.2. (2020): 289-299 http://ojs.unud.ac.id/index.php/eot 299 e-issn: 2407-392x. p-issn: 2541-0857 management of alas harum agrotourism, namely: (1) further research is needed on the influence of tourist motivation on revisit intention to determine marketing strategies, (2) unique handicrafts need to pay attention to the diversity of types, product quality, and product packaging in order to increase tourist satisfaction at alas harum agrotourism which has an impact on improving the image of shopping. acknowledgement thank you to all those who have supported and provided assistance in the form of data, thoughts, materials etc., so that this journal article can be completed properly. i hope that all the information written in it can be useful. references astarhadi. 1995. kamus besar bahasa indonesia. jakarta: rineka cipta ghozali, i. 2014. structural equation modeling, metode alternatif dengan. partial least square (pls). semarang: badan penerbit universitas diponegoro. isbn: 979.784.400.2 hadiutama, julianto. 2008. hubungan antara kepuasan kerja dengan loyalitas karyawan (studi kasus terhadap karyawan universitas sanata dharma yogyakarta) [skripsi]. (id): universitas sanata dharma. yogyakarta. http://repository.usd.ac.id/f. (diakses, 13 juli 2019). purnami, n.n.a., dan i g.a.o., suryawardani. 2018. pengaruh kualitas layanan terhadap kepuasan wisatawan agrowisata bali paulina untuk membentuk minat kunjungan ulangi. [skripsi]. (id): universitas udayana. bali santosa, paulus insap. 2018. metode penelitian kuantitatif (pengembanganan hipotesis dan pengujiannya menggunakan smartpls). yogyakarta: andi. sugiyono. 2015. metode penelitian kuantitatif manajemen. bandung: alfabeta, suryawardani, i g.ao., i k.g. bendesa, m. antara, d. nursetyohadi dan a.s. wiranatha. 2016. international journal of applied business and economic research, vol. 14, number 12. (2016), page: 9377-940. serals publication pvt., ltd. new delhiindia. suryawardani, i g.ao., a.s. wiranatha, i k.g. bendesa, m. antara dan gravaribarbass. 2017. a structural model of foreign tourists’ loyalty in naturebased torism in bali. international journal of applied business and economic research, vol. 15, number 9. (2018), page: 195-215. issn: 0972-7302. sutjipta, i nyoman. 2001. agrowisata. (diktat) magister manajemen agribisnis. [thesis]. (id): universitas udayana. bali wiranatha, a.s., i g.a.o., suryawardani, i k.g bendesa dan m. antara. 2018. model of foreign tourist’s loyalty on marine tourism to visit bali. international journal of multidisciplinary educational research, volume 5, issue 3 (2), 2016. e-journal of tourism vol.8. no.2. (2021): 237-249 237http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 evaluation of chse-based homestay business management in ubud tourism area ida ayu karina putri1*, agung suryawan wiranatha2, i gusti ayu oka suryawardani2 1master program in tourism, udayana university, indonesia 2center of excellence in tourism, udayana university, indonesia *corresponding author: idaayukarinaputri@gmail.com doi: https://doi.org/10.24922/eot.v8i2.78277 abstract the bali provincial government together with the indonesian ministry of tourism and creative economy in the recovery of tourism in the new normal era, by implementing the certification of cleanliness, health, safety and environmental sustainability also known as chse in the management of tourism business including homestay business in ubud tourism area. this research aims to evaluate homestay business management during covid-19 pandemic and to evaluate tourism recovery efforts in ubud tourism area. the research was conducted by observing 30 homestays in the ubud tourism area. data analysis technique was using qualitative and quantitative descriptive analysis. the results showed homestay business management in the ubud tourism area has already a good implementation of chse management. tourism recovery efforts in ubud tourism area were ‘we love bali’ campaign, the establishment of a green zone and socialization for strengthening the destination organization management-governance destination that have been well implemented. keywords: covid-19 pandemic, tourism management , recovery plan, new normal article info submitted: august 29th 2021. accepted: september 26th 2021. published: september 30th 2021 50% to the grdp of bali province (merdeka, 2020). recovery efforts carried out by the provincial government of bali and the government of indonesia through the ministry of tourism and creative economy in the recovery of tourism in the new normal era are encouraging the arrival of domestic tourists and local visitors by implementing health protocols in tourism activities by issuing standard and certification programs for cleanliness, health, safety, and environment sustainability, which is then introduction the covid-19 outbreak occurred in early 2020 which spread rapidly causing a major impact on the global tourism industry due to restrictions on community activities and restrictions on travel. restrictions on tourism activities worldwide have caused a drastic decrease in the number of foreign tourist arrivals to bali province since the beginning of april 2020 which has an impact on bali’s economic growth because the tourism sector contributes more than e-journal of tourism vol.8. no.2. (2021): 237-249 238http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 implementation and deviations that occur in achieving the goals. management theory is used to evaluate the management of homestay businesses in the ubud tourism area. crisis management is a strategic planning process for crises which consists of a process that changes some risks from negative conditions with the aim that organizations can control activities (banks in rini sugiarti, 2012), crisis management framework according to fink (1986) in ritchie , (2004) consists of four stages, namely 1) prodromal stage or the stage when a crisis occurs and cannot be avoided, 2) actuate stage or stages of crisis that cannot be handled and cause losses, 3) chronic stage or stages of post-crisis recovery conditions such as recovery, and 4) resolution is the stage of routine recovery back to a better or new direction. the chronic stage represents a crisis condition for homestay businesses in the new normal era in the ubud tourism area. methods this research was conducted in the ubud tourism area, gianyar regency with a coverage area of ubud, tegallalang and payangan sub-districts. this research method uses a qualitative method with an exploratory approach. an exploratory research approach is used to examine the phenomenon of the performance of homestay businesses during the covid-19 pandemic and the application of health protocols by homestay businesses in the new normal era in the ubud tourism area. data collection techniques were carried out by observation, surveys through in-depth interviews and documentation. population and sample collection techniques were carried out using purposive sampling. the population in this study were the owners or managers of homestay businesses in the ubud tourism area, which consisted of a total of 30 abbreviated as chse with the label of “indonesiacare” which has been regulated in the regulation of the minister of tourism and creative economy of the republic of indonesia number 13 of 2020 on tourism businesses, including the homestay business. homestay businesses in the ubud tourism area, from the beginning of tourism development in bali to the covid-19 pandemic, still maintain services and hospitality with a culture-based approach to the local community so that homestay businesses can be a safe and comfortable accommodation business choice, it is necessary to conduct research on management evaluation homestay business in the new normal era. based on the urgency of this background, this article has the objectives of 1) to analyze the performance of homestay businesses during the covid-19 pandemic, 2) to evaluate the management of chse-based homestay businesses in the ubud tourism area, and 3) to formulate a recovery plan for these businesses. homestay business in the new normal era in the ubud tourism area. literature review the theory used in this study is management theory (terry, et al 2020) and crisis management theory (ritchie, 2004). according to terry et al. (2000) the achievement of predetermined goals is to use the help of human resources and other sources. the management function in this theory consists of 1) the planning function, which is to determine the goals to be achieved in the future, 2) the organizing function, namely classifying and determining activities and assigning responsibility to certain parties to carry out these activities., 3) the actuating function by determining the need for human resources through development to achieve the goals to be achieved and 4) the controlling function by measuring the e-journal of tourism vol.8. no.2. (2021): 237-249 239http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 homestays. the technique of determining informants is to determine key informants with the consideration of informants knowing the condition of the ubud tourism area, including the chairperson of the ubud homestay association, the chairperson of the indonesian hotel and restaurant association (phri) of bali province, the gianyar regency tourism office, community leaders from puri saren agung ubud and the owner of arma museum. the data analysis technique used in this study was quantitative descriptive by narrating statistical results from the evaluation of homestay business management in the ubud tourism area. the quantitative descriptive analysis technique uses a likert scale using five points of assessment to measure the readiness of homestay owners in implementing chse-based management through observational guidance. observations consist of 16 parameters which are presented in table 1. overview of homestay businesses in ubud tourism area the origin of the development of homestay businesses as the epicenter in the ubud tourism area homestay has been known to have started in the early 1930s with the arrival of foreign painters who stayed at the ubud palace. foreign tourists staying at that time were treated like family and were not treated as foreigners. the service and friendliness during their temporary stay at puri agung ubud caused many foreign tourists to have the same experiences. along with the times, puri ubud has inspired the local people in ubud village to change their residence into a temporary lodging place for tourists so that they can benefit economically and maintain arts and table 1. parameters of chse-based homestay management observation guidelines in the ubud tourism area parameter cleaning with disinfectant on banisters, tourist facilities, and tourist items. provide hand washing facilities with soap/handsanitizer that are easily accessible to guests. cleaning the air conditioner (ac) filter regularly. ensure that public spaces and goods are free of vectors and disease-carrying animals. checking the temperature and spraying disinfectant for guest luggage. the officer or employee of the temperature checker uses a faceshield. require workers/hr and guests to wear masks. set the distance on the seat or floor in the reception unit. put up an appeal board or poster for the prevention of covid-19 provide covered trash cans and waste sorting. implementing a non-cash payment method (cashless payment). cooperating with health facilities. implementing standard operating procedures for managing homestay businesses during the covid-19 pandemic. dissemination of information to maintain a clean and healthy lifestyle coordinating with the local covid-19 task force always seek and comply with health regulatory information from the government and related agencies. e-journal of tourism vol.8. no.2. (2021): 237-249 240http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 culture and the existence of a homestay business spreads in every coverage area in the ubud tourism area. figure 1. ubud area of puri saren agung source: research documentation, 18 april 2021 harmony as an important aspect in achieving happiness is what homestay owners in the ubud tourism area are trying to realize by applying the tri hita karana philosophy. the elements of tri hita karana are modified into parahyangan, palemahan and pawongan. suteja (2012) in wiweka (2014) explains that the philosophy of tri hita karana is three sources of happiness or well-being which consists of three aspects, namely the spiritual aspect (parahyangan) which is a harmonious and balanced relationship between humans and god, the social aspect (pawongan) is harmonious relationship between humans and other humans and environmental aspects (palemahan) is the relationship between humans and the environment. the homestay business management from the results of observations and interviews with homestay business owners in the ubud tourism area can be seen in table 2. the parahyangan aspect in table 4 can be seen from the presence of sanggah, the family shrine and religious ceremonies carried out by homestay owners for spirituality and fostering a good relationship with god by carrying out traditional ceremonies and rituals that grow in bali. sanggah and traditional ceremonies from the owner’s family become a cultural sight when guests are in the balinese traditional homestay compounds as shown in figure 2. figure 2. foreign tourists celebrate galungan day with the homestay owner source: instagram of nyoman sandi guest house table 2. implementation of tri hita karana in the management of homestay businesses in the ubud tourism area parahyangan (maintaining a harmonious relationship with god) pawongan (maintaining harmonious relations between humans) palemahan (maintaining a harmonious relationship with the environment) the homestay owners hold a prayer ceremony limiting the activities of tourists in the procession of religious ceremonies the principle of equity (brotherhood) between homestay owners and employees involvement of local residents as homestay employees special layout for tourists in the homestays use of local building materials maintain the cleanliness and beauty of the local environment work to conserve potential and resources source: field survey results, 19 april 2021 e-journal of tourism vol.8. no.2. (2021): 237-249 241http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 the foreign tourist couple in figure 2 is celebrating galungan day with pande gunadi putra’s family as the homestay owner. the foreign tourists in their uploads on instagram media told the procession of the prayer ceremony and stated that participating in the celebration of the holiday was an unforgettable experience because they could recognize and understand the culture practiced in bali as well as an authentic experience that cannot be experienced if they had stayed in hotels in general. second, the pawongan aspect is seen in the application of the principle of equity between owners, administrators, homestay employees, and the involvement of local communities as employees. the pawongan principle can also be realized in the form of providing special services by providing valuable experiences offered as shown in figure 3. figure 3. tourist activities at nyoman sandi guest house source: instagram of nyoman sandi guest house the picture above shows the activities of foreign tourists while staying at nyoman sandi guest house. the activities offered include cooking class activities such as making balinese culinary specialties, lawar, making and decorating prayer facilities such as canangs, offerings, rice harvesting activities in the rice fields and interacting with local farmers. tourists can try to use the traditional clothes of the archipelago such as using kebaya, cloth, and scarves. experience is the first important element for tourists staying in homestays apart from room facilities. tourists can interact with local families, eat balinese food, and live life like a local is something that is not possible in a hotel. the owner of a homestay business in the ubud tourism area in the palemahan aspect is reflected in physical care to maintain the sustainability and beauty of the environment. homestay care can be done by doing spiritual cleansing or purification through a traditional ceremony procession to minimize the influence of leteh, which means dirty or bad conditions that need to be neutralized through religious ceremonies that can foster a sense of security and comfort for tourists, employees, and homestay owners. results and discussion homestay business performance during the covid-19 pandemic in ubud tourism area the covid-19 pandemic has had a major impact on all sectors, including the tourism sector. the ubud tourism area is a center for arts and cultural tourism, feeling the impact of the covid-19 pandemic, such as shop closures, job losses, and decreased income. the accommodation business in the ubud tourism area must be temporarily closed because there are no tourists staying, as is the case with homestay businesses. the declining performance of homestay businesses during the covid-19 pandemic includes a decrease in occupancy, operational changes, and a decrease in prices in managing homestay businesses during the covid-19 pandemic. the covid-19 pandemic has caused hotel occupancy rates in bali to drop drastically. based on interviews with homestay business owners in the ubud tourism area, there was a decline in homestay business occupancy in ubud district by 80%, whie-journal of tourism vol.8. no.2. (2021): 237-249 242http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 le before the pandemic the occupancy rate reached 90% to 100%. there was a 90% decrease in occupancy in tegallalang and payangan sub-districts because the two sub-districts are alternative destinations if accommodation businesses in ubud district are fully booked or crowded. changes in the operation of homestay businesses in the tourism area during the covid-19 pandemic because there is an adaptation period in the new normal era. homestay business owners must develop standard operating procedures during the covid-19 pandemic for managers, employees, and tourists. standard operating procedures for homestay managers or owners include setting operating hours or the deadline for tourist acceptance, limiting the number of tourists in one room, the need to use masks and the flow of tourist entrances. the covid-19 pandemic has caused several accommodation businesses to temporarily close their operations or reduce prices and provide vouchers for tourists who stay overnight to generate income during the covid-19 pandemic. accommodation businesses in the ubud tourism area which consist of homestay businesses, villas, hotels and resorts provide the best offers at lower prices compared to conditions before the covid-19 pandemic. competition in price offers between accommodation businesses is due to price declines, which is one of the efforts to survive during the pandemic, as has been done from star hotels to homestay businesses. a homestay business in the ubud tourism area with complete facilities such as a bedroom, swimming pool, breakfast, air conditioner (ac) facilities and community activities before the covid-19 pandemic which has a normal price range of rp. 400,000/night up to rp. 650.000/night must compete with five-star hotels that offer the same price as the normal price range for homestay businesses. this causes the homestay business to have to reduce the price to half of the normal price so that the business can survive for the cost of maintaining facilities. the results of observations and surveys conducted show that the normal homestay price range before the covid-19 pandemic and the promo price during the covid-19 pandemic per night in the ubud tourism area can be seen in table 3. the comparison of homestay prices before the pandemic and during the pandemic in table 5.1 provides an overview of the change in homestay rates in normal situations and during the covid-19 pandemic it fell by 50% with the hope that domestic tourists could stay because the market for new normal tourism is domestic tourists and the local people. homestay businesses in their performance during the covid-19 pandemic were circumvented by packing staycation packages. staycation is a form of vacation or recreation in a tourism area that has a relatively close distance, with a short time and a more affordable price. the packaging of the staycation trend in the homestay business is to offer room use packages with conditions for check-in and check-out on the same day (day use) and the use of rooms for 2 days 1 night (one night stay) as offered by gunung merta bungalows in figure 4. table 3. price range comparison of homestay businesses before and during the covid-19 pandemic in ubud tourism area normal prices prices during the covid-19 pandemic rp. 200.000 – rp. 300.000 rp 100.000 – rp150.000 rp. 350.000 – rp. 450.000 rp. 175.000 – rp. 250.000 rp, 500.000 – rp.650.000 rp. 250.000 – rp. 350.000 source: research survey results, 2021 e-journal of tourism vol.8. no.2. (2021): 237-249 243http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 figure 4. offers staycation packages at gunung merta bungalows ubud source: instagram of gunung merta ubud the staycation offer made by gunung merta bungalows which can be seen with instagram media in figure 4, is to offer packages such as one night stay and daycation. one night stay package with facilities to stay in a superior room, get a welcome drink, and access to a swimming pool. the daycation or daypass package consists of a daycation with lunch (stay in a superior room with a duration of 5-7 hours, lunch, pool access and wi-fi access), birthday daycation (stays in a superior room with a duration of 5 to 7 hours, welcome drink, bed decoration, birthday cake, wi-fi access and swimming pool), day cation with bbq (stay in superior room, bbq style lunch, free wi-fi access and swimming pool access. chse-based homestay business management evaluation management of chse-based homestay businesses in the ubud tourism area in an effort to restore tourism was analyzed using management theory by (terry, et al. 2002) which consists of four functions, namely (1) planning, (2) organizing, (3) actuating, and (4) monitoring. (1) planning recovery efforts carried out by the government of indonesia through the ministry of tourism and creative economy of indonesia in the recovery of tourism in the new normal era, namely attracting domestic tourists and local visitors to visit by implementing health protocols in tourism activities. the planning function carried out by the ministry of tourism for the creative economy is to develop health protocol parameters from june 2020 to july 2020 by collaborating and synergizing with tourism industry stakeholders, central and regional government actors and academics. the ministry of tourism and creative economy (kemenparekraf) issued regulation of the minister of tourism and creative economy of the republic of indonesia number 13 of 2020 concerning cleanliness, health, safety, and environment sustainability certification, which was then abbreviated as chse with the label “indonesiacare” to measure readiness for implementing health protocols and issuing guidelines. chse implementation in tourism businesses including tourist attractions, hotels, tourist lodges, restaurants, white water rafting, tourism transportation businesses, diving tours, and golf tours in the new normal era. planning for the implementation of health protocols in homestay businesses in the ubud tourism area begins with the approach of association members, then asks the readiness of each member of the association, and prepares health protocols according to the implementation guidelines by the ministry of tourism and creative economy. the purpose of the chse certification is to control the spread of the covid-19 virus and build the confidence of tourists and visitors to feel safe while in the homestay. (2) organizing the function of organizing the management of chse-based homestay businesses in the ubud tourism area is to determine the responsibilities and obligations of stakeholders in the chse verification and certification process. the organization of homestay businesses is led by the gianyar regency tourism office, which is responsible for issuing chse certification e-journal of tourism vol.8. no.2. (2021): 237-249 244http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 at the regional level, approaches and disseminates homestay businesses to implement health protocols, coordinates with the gianyar regency hotel and restaurant association (phri) and ubud homestay association (uhsa) in distributing information related to chse verification and supervising the implementation of chse parameters for homestay businesses in the ubud tourism area. phri gianyar regency has the responsibility as a team of verifiers for the homestay business assessment process that will carry out the chse certification process and is responsible for providing the latest information and policies from the government and related agencies to affiliate members including uhsa. uhsa has the responsibility to record association members by taking a personal approach to implementing a comprehensive chsebased health protocol. (3) actuating the actuation in the management of the chse-based homestay business in the ubud tourism area includes steps to achieve goals, namely by carrying out the verification and certification process carried out by the ministry of tourism and tourism economy and the gianyar regency government as shown in figure 5 below. figure 5. tourism business management verification and certification flow source: https://chse.kemenparekraf.go.id figure 5. describes the steps in the chse-based management verification and certification process for tourism businesses. the chse-based homestay business management verification and certification process begins with registering a homestay business identity and account activity on the official website of the ministry of tourism and creative economy. registration and account activity is done by registering an active email address and activating an account. the next step is to conduct an assessment according to the chse implementation guidelines for homestay businesses. the assessment process can be done online. homestay owners can download the questionnaire or assessment form provided on the ministry of tourism and creative economy website. for homestay businesses that meet the assessment criteria, the homestay business owner will be directed to upload a selfdeclaration statement by sending the results of the self-assessment to the system which will be forwarded to the auditor team. the self-assessment audit process will be carried out by a team of auditors consisting of a national integrated team (ministry of tourism and creative economy, ministry of health, and the association of indonesian hotels and restaurants), the bali provincial government and the gianyar regency government. the self-assessment statement that has been carried out by the homestay owners will be forwarded to the auditor to go to the process stage by following up on filling out the questionnaire and supporting evidence that has been submitted by the homestay business owners. homestay owners who pass the validation process can fill out a self-declaration statement and get an “i do care” certificate and labeling by an indonesian certification agency, but homestay owners who do not pass will be given a recommendation by the auditor team to draw up corrective steps according to the parameters that have not been met. the number of tourism businesses that received chse certification in bali province based on data contained in the ministry of tourism and creative economy’s website consists of 1006 businesses consisting e-journal of tourism vol.8. no.2. (2021): 237-249 245http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 of 41 tourist attractions, 215 homestay and tourist cottage businesses, 528 hotels, 178 restaurant units and 9 transportation service businesses. the homestay and tourist cottage businesses located in the ubud tourism area with a total of 399 units whose distribution can be seen in figure 6. figure 6. percentage of chse certified (i do care) homestays or tourist cottages in ubud tourism area source: ministry of tourism and creative economy, 2021 figure 6. shows a chart of the percentage of chse (i do care) certified homestay businesses with a total of 139 units (35%) in ubud sub-district, 135 units (34%) in tegallalang sub-district and 125 units (31%) in payangan sub-district. the percentage of the number of homestay businesses in the ubud tourism area indicates that the actuating function from the local government to the homestay business owner has been effective. (4) monitoring monitoring is a stage in management which is the process of observing activities to ensure standard procedures with the aim of planning and taking corrective steps if there are deviations. monitoring function is carried out on the management of homestay business in the ubud tourism area through monitoring the implementation of the chse readiness protocol from the ministry of tourism and creative economy that has been carried out by homestay businesses by coordinating and involving the government at the ministry level, the bali provincial government, and the gianyar regency government based on their functions and responsibilities. management evaluation of chsebased homestay businesses in ubud tourism area evaluation of the implementation of the protocol for cleanliness, health, safety, and environmental sustainability was carried out on 30 homestay businesses in the ubud tourism area by conducting interviews and observations with homestay business owners. figure 7. application of the chse protocol in homestay business source: research documentation, 10 april 2021 observations were made using observation guidelines that were compiled based on the parameters contained in the self-assessment with the guidelines of the ministry of tourism and creative economy regulation no. 13 of 2020 concerning standards and certification of cleanliness, health, safety, and environmental sustainability of the tourism sector in the corona virus disease pandemic. the results of the evaluation of the management of the homestay business management in the ubud tourism area can be seen in table 4. table 4. shows that the level of implementation of the chse-based homestay business management procedures in the ubud tourism area is categorized as good with a percentage of 76.20% e-journal of tourism vol.8. no.2. (2021): 237-249 246http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 which means that the homestay business in the ubud tourism area has complied with and implemented the parameters contained in the implementation of the chse protocol well, but still has to be improved, such as the parameter spacing the seat or floor in the reception unit with a score of 50.67% which means that these parameters have been applied enough. the results of observations and interviews show that homestay business owners are of the opinion that adjusting the distance in the homestay business area is not necessary because the homestay is a balinese compound building concept with an open area so that tourists do not need to keep their distance because table 4. evaluation of the implementation of chse-based homestay business management procedures in the ubud tourism area observation parameters score (%) category cleaning with disinfectant on banisters, tourist facilities, and tourist items. 114 76 very good provide hand washing facilities with soap/handsanitizer that are easily accessible to guests. 130 86,67 good cleaning the air conditioner (ac) filter regularly. 117 78 good ensure that public spaces and goods are free of vectors and disease-carrying animals. 98 65,33 good checking the temperature and spraying disinfectant for guest luggage. 98 65,33 good the officer or employee of the temperature checker uses a faceshield. 97 62,67 good require workers/hr and guests to wear masks. 142 94,67 very good set the distance on the seat or floor in the reception unit. 76 50,67 enough put up an appeal board or poster for the prevention of covid-19 93 62,00 good provide covered trash cans and waste sorting. 100 66, 67 good implementing a non-cash payment method (cashless payment). 99 66,00 good cooperating with health facilities. 128 85,33 very good implementing standard operating procedures for managing homestay businesses during the covid-19 pandemic. 137 91,33 very good dissemination of information to maintain a clean and healthy lifestyle 138 92 very good coordinating with the local covid-19 task force 140 93,33 very good always seek and comply with health regulatory information from the government and related agencies. 140 93,33 very good level of implementation of chse-based homestay business management procedures in ubud tourism area 1.946 76. 83 good source: data analysis results, 2021 e-journal of tourism vol.8. no.2. (2021): 237-249 247http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 tourists can wait in the bale daja (north side building) or bale dangin (east side building) so as not to cause a crowd. homestay business recovery plan in ubud tourism area in the new normal era implementation of the chse protocol in the ‘we love bali’ campaign the provincial tourism office and the ministry of tourism and creative economy are restoring the tourism sector in bali province by inaugurating the ‘we love bali’ campaign. ‘we love bali’ is an educational program on the application of chse-based health protocols with the aim of creating tourist safety in tourist attractions and building safety awareness in the mindset of tourism actors and tourists. the ubud tourism area was part of the ‘we love bali’ campaign held on november 25, 2020 to november 26, 2020 through the visit of participants to tourist attractions in ubud sub-district, tegallalang sub-district and payangan sub-district. participants got facilities of accommodation for two nights at a hotel or homestay that have been determined by the committee. participants visited tourist attractions that had implemented the chse protocol including puri saren ubud (ubud), ceking rice terrace (tegallalang) and sekar bumi farm (payangan). visits to tourist attractions were ended by going to the accommodations that have been determined by implementing health protocols. the accommodation businesses in ubud district that have been selected are those that have implemented the chse protocol and are ready to serve we love bali participants. the procedure for accepting ‘we love bali’ participants using the chse protocol from checking temperature, cleaning participants’ belongings with disinfectant liquid, filling out participant check lists, providing holy places with soap and hand sanitizer, maintaining distance and using masks have been implemented. the response of the participants was very positive in the ‘we love bali’ activity. the we love bali campaign can be a promotional medium for tourism recovery by ensuring that tourist attractions, restaurants, and accommodation businesses are safe to visit because they have implemented health protocols. figure 8. we love bali participants taking a group photo at the homestay source: ubud homestay association archives (2020) ubud tourism area as a green zone the bali provincial government has prepared a covid-19 free green zone which will be used as a free covid corridor (fcc). the covid-19 free green zone is a safe zone for covid-19 safe tourist travel by establishing a healthy zone through a vaccination program for the community, tourism actors and people who live and work in tourism areas. the implementation of the covid-19-free green zone has been realized in three areas, namely in ubud, nusa nusa and the sanur tourism area. the indonesian government supports the opening of a green zone in the ubud tourism area by providing 47,045 doses of vaccine. mass vaccination is carried out by tourism workers as the first step in the plan to open tourism in bali. the mass vaccination program carried out in the ubud tourism area is for the trust of tourists who will visit, in addition to mass vaccinations, there are improvements to facilities by adding a pcr lab to facilitate the process of e-journal of tourism vol.8. no.2. (2021): 237-249 248http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 monitoring tourists in an effort to control covid-10. the bali provincial government will monitor the effectiveness of vaccines in the three regions in june 2021. if there is a graph of a decline in covid-19 cases, foreign tourism will be opened by considering countries that are still volatile. figure 9. president jokowi’s visit at puri saren ubud source: ministry of health, 2021 dissemination of strengthening regional destination governance the ministry of tourism and creative economy is strengthening the destination organization management (dmo) structure and destination governance at the local government level (destination governance) by holding a ‘kick off program for strengthening destination management organization governance (dmo-dg). it is a structured and synergistic management of tourism destinations that includes the functions of coordinating, planning, implementing, and controlling organizations in an innovative and systematic way through the use of integrated networks, information, guided technology with the participation of the community, tourism associations, tourism industry, academics, and government that has process objectives and benefits for the community (ministry of tourism 2013). the purpose of the dissemination of strengthening the structure and governance of regional destinations is an effort to revitalize the province of bali as a tourism destination and restore the tourism area in bali towards the green zone. dissemination of strengthening structure and governance of regional tourism destinations is a strategy or management tool by involving academics, tourism actors, communities, community leaders, local governments and the media. dissemination of strengthening the structure and governance of regional tourism destinations was held in the tourism green zone of bali province, namely the nusa dua tourism area, sanur tourism area and ubud tourism area. figure 10. dissemination of dmo-dg strengthening at royal pita maha ubud source: balipost conclusion the performance of homestay businesses during the covid-19 pandemic experienced a drastic decline. evaluation of the implementation of management of homestay businesses based on chse in the ubud tourism area has been carried out on 30 homestay businesses with good implementation (76.20%), but still needs to be improved, for example on the parameter setting the distance on the seat or floor in the reception unit with a score of (50.67%) which means the implementation was quite good. the recovery plan for homestay businesses in the ubud tourism area in the new normal era is guided by strengthening human resources, strengthening operational resources, and strengthening administration and management. recommendations e-journal of tourism vol.8. no.2. (2021): 237-249 249http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 that can be given include (1) the gianyar regency government needs to evaluate the parameters of chse certification and, facilitate chse-based health protocols for homestay actors (2) tourism entrepreneurs are expected to be able to build synergy and support chse-based homestay management. (3) the homestay owner supports the chse certification program and forms an integrated network of homestay business owners in the ubud tourism area. (4) academics are expected to be able to map the tourism potential in the ubud tourism area, which can be promoted with the activities of tourists staying at homestays. references kemenpar. 2020. peraturan menteri pariwisata dan ekonomi kreatif/kepala badan pariwisata dan ekonomi kreatif nomor 13 tahun 2020 tentang standar dan sertifikasi kebersihan, kesehatan, keselamatan, dan kelestarian lingkungan sektor pariwisata dalam masa penanganan pandemi corona virus disease 2019 ritchie, brent. 2004. chaos, crises and disasters: a strategic approach to crisis management in the tourism industry. tourism management. sugiarti, rini. 2012. manajemen krisis candi borobudur (studi deskriptif kualitatif pada pt. taman wisata candi borobudur, prambanan, dan ratu boko dalam pelestarian world heritage pasca erupsi merapi). fakultas ilmu sosial dan humaniora. universitas islam negeri sunan kalijaga yogyakarta suteja, mertha. 2012. tri hita karana and world peace, bali hinduism philosophy of life. surabaya: paramita. terry, george. 2000. dasar‐dasar manajemen, jakarta: bumi aksara,2000. merdeka.com. 2020. “pariwisata terpukul pandemi covid-19, bali kehilangan devisa rp 9,7 triliun per bulan”. sumber: https://www.merdeka.com/uang/ pariwisata-terpukul-pandemi-covid19-bali-kehilangan-devisa-rp97-triliun-per-bulan.html. diakses pada 19 juni 2021. nyepi holiday package: e-journal of tourism vol.5. no.2. (2018): 105-111 http://ojs.unud.ac.id/index.php/eot 105 e-issn: 2407-392x. p-issn: 2541-0857 development of tenun ikat troso industrial center as a tourist village in the district of jepara izza ulumuddin ahmad asshofi and artin bayu mukti faculty of tourism, universitas stikubank semarang, indonesia corresponding author: izza.asshofi@gmail.com article info received 26 august 2018 accepted 17 september 2018 available online 24 september 2018 abstract troso is a village that was developed by the government of the district of jepara to be a tourist village. it has the potential of home-based crafts such as weaving which could be developed into industrial centers. however, not all community members realize the potential. the community members don‟t recognize that troso is going to be developed as a tourist village. on the other hand, the way the community member doing their business is very ineffective. there is no coordination with other businessmen to accommodate and to control the business. each entrepreneur is working on their tradition to enrich their own business. one entrepreneur to another is a competitor. for these reasons, the village needs to be developed in order to be efficient for the welfare of all people in troso. purpose of this research is to understand the existence of tenun ikat troso industrial center and to evaluate development strategy of tenun ikat troso industrial center as a tourist village in the district of jepara. swot. the results show that (i) strength – opportunity strategy was focusing on digging deeper of the potency and then wrap them up in a specific brand which will impact on economic sector, (ii) strength – threat strategy was focusing on offering the potency of the village to investor to create added value of the village to attract tourists, (iii) weakness – opportunity strategy was focusing on building the community awareness of a tourist village plan and the importance of troso weaving industry association, and (iv). weakness – threat strategy was focusing on identifying existing weaknesses of the troso tourist village and then inviting other stakeholders to get involved in developing the village. keywords: development; tenun ikat troso; tourist village introduction background jepara is known as a city of carving since there is a wood carving crafts centers which is famous overseas. furniture and carving is spread evenly in all districts with their respective expertise. another advantage of jepara district is ikat troso weaving (tenun ikat troso). tenun ikat troso skills has already possessed by the troso residents that originated from legacy: tenun gendong (piggyback weaving). in 1943, troso residents began to develop tenun pancal (foot weaving) and then in 1946 switched into nonweaving machine tools (handloom) until now. a series of exhibitions followed by efforts to improve quality in accordance with market demand, the handicraft industry is increasingly recognized, not only in the domestic but also in the international market. businessmen rely on the gate market in bali, jogjakarta, and jakarta. e-journal of tourism vol.5. no.2. (2018): 105-111 http://ojs.unud.ac.id/index.php/eot 106 e-issn: 2407-392x. p-issn: 2541-0857 according to data from the bureau of public relations of central java province on the superior potential in the regions, development of tenun ikat troso can be seen from the number of business units reaching 287 pieces and enable to recruit more than 3,700 workers. the value of products produced during the year of 2010 reached more than idr 269 billion. this figure is estimated to increase if the employers employ workers who are not registered are considered. now, tenun ikat troso not only found in the village of troso, but has spread in many other villages in the sub-district of pecangaan, such as the village of karangrandu, pulodarat, pecangaan wetan, ngeling, sowan lor, sowan kidul, and dunan. the spread is caused by the limited land owned by businessmen and later the businessmen opened new workshops in another village or the businessmen place their weaving machine in the houses of the workers. lack of awareness of troso villagers is the main problem in development of troso tourist village. they don‟t even know that troso is being directed to be a tourist village. in fact, troso residents do not welcome visitors warmly when they want to see the original process of weaving in the workshop. visitors will only be appreciated if they come into the showroom to buy the product. the villagers think that a showing is not a part of business, they just think that only showroom is a place for business. therefore, the businessmen should creatively organize this tourist attraction of tenun ikat troso and educate the public about the tourist village. surely, this must be supported by sufficient tourism component and the role of government to realize troso becoming a village tourist. a tourist village is in line with the direction of national development. tenun ikat troso industrial center is one concrete manifestation of the creative industries that promote the talent, expertise, and a high artistic value. the phenomenon of the creative industries is not a new thing for the village of troso which has proven to have an asset of creativity since the first. in matters of creativity, troso has no doubt. however, the ability and passion to integrate special products created by the businessmen should be utilized in order to create an ideal condition of an industrial center. over the last two years, tenun ikat troso industrial center has been developed rapidly (in exports). the tenun ikat troso not only penetrates the domestic market but was able to penetrate the international market; hence, it is not denied when the villagers of troso continue to show progress fairly quickly. that potential is then developed to build troso as an attractive tourist village. strong appeal in the village of troso become more strategic when it is integrated with cultural attraction and supporting tourist components presented in a structure of a society that blends with the customs and traditions prevailing in troso. recognizing the magnitude of the strategic value and regard to the existing potential of troso, it is important for troso to be well planned as a tourist village becoming more interesting for tourists. as a tourist village, it is a form of a creative industrial center of yarn-backed material and supported by tourist objects which have historical values, social and cultural life of jepara. objectives of the research the objectives of this research are: 1. to understand the existence of tenun ikat troso industrial center. 2. to evaluate development strategy of tenun ikat troso industrial center as a tourist village in the district of jepara literature review jepara is known as a city of carving since there is a wood carving crafts centers which is famous overseas. furniture and carving is spread evenly in all districts with their respective expertise. another advantage of jepara district is ikat troso weaving (tenun ikat troso). tenun ikat troso skills has already possessed by the troso residents that originated from legacy: tenun gendong (piggyback weaving). in 1943, troso residents began to develop tenun pancal (foot weaving) and then in 1946 switched into nonweaving machine tools (handloom) until now. a series of exhibitions followed by efforts to improve quality in accordance with market demand, the handicraft industry is increasingly recognized, not only in the domestic but also in the international market. e-journal of tourism vol.5. no.2. (2018): 105-111 http://ojs.unud.ac.id/index.php/eot 107 e-issn: 2407-392x. p-issn: 2541-0857 businessmen rely on the gate market in bali, jogjakarta, and jakarta. develop variants of weaving products that can be the uniqueness character of jepara. based on regent decree of jepara no. 050/105 of the year of 2015 which states that troso is declared to be a weaving tourist village, it is expected that all the people of the village of troso . it is also subsequently supposed to become one of the icons as a jepara weaving industrial center. in jepara, tenun ikat troso is an official uniform for civil servants and employees of public enterprises on wednesday and friday. this is supported by the decision of the governor of central java which sets tenun ikat troso as uniform on thursday. in its development, tenun ikat troso experiencing upand down conditions. the most fundamental thing is there is no coordination among the businessmen on the price; selling similar products, but the price discrepancy is high enough. in other word, it‟s in one area but not centralized. this leads to an unhealthy competition among the businessmen (wherry, 2005; biederman, 2008; walker, 2009). tenun ikat troso industrial center is one concrete manifestation of the creative industries that promote the talent, expertise, and a high artistic value. the phenomenon of the creative industries is not a new thing for the village of troso which has proven to have an asset of creativity since the first. in matters of creativity, troso has no doubt. however, the ability and passion to integrate special products created by the businessmen should be utilized in order to create an ideal condition of an industrial center. troso is being directed to be a tourist village. tourist attraction of tenun ikat troso need to be promoted by tourism industry in jepara in order to develop tenin ikat troso which will become a village tourist. a tourist village is in line with the direction of national development. tenun ikat troso industrial center is one concrete manifestation of the creative industries that promote the talent, expertise, and a high artistic value. the phenomenon of the creative industries is not a new thing for the village of troso which has proven to have an asset of creativity since the first. in matters of creativity, troso has no doubt. however, the ability and passion to integrate special products created by the businessmen should be utilized in order to create an ideal condition of an industrial center. research method this research is a qualitative approach. it is a qualitative style in which the researcher is as the main instrument of the research, where the researcher as a planner that sets the research focus, selects the informants, as the executor of collecting the data, interpreting the data, taking provisional conclusion in the field and analyzing data in the field in natural setting. source data used are primary and secondary sources and data retrieval is taken through purposive sampling technique in order to get informants in accordance with its capacity. the technique of collecting data is through interviews, observation, library research, and documentation. to get the validity of the data is done by triangulation.data are analyzed using reduction techniques, data modeling, and verification of conclusions that continued using swot analysis (rangkuti, 1998; sugiyono, 2009). results and discussion identifying tourism component of tenun ikat troso industrial center there are several tourist destinations in troso that can be beneficial to enhance the added value as a tourist village. besides the attraction of making tenun ikat troso, tourists can also make a devotional visit to the tomb of ki senu and nyai senu, and visiting the phenomenal mosque jami‟ datuk ampel founded by mbah datuk gurnadi singorojo in the 16 th century. the four components of tourism are accessibility, attraction, amenities, and ancillary services (cooper et al., 1993). based on the data obtained in the field, the accessibility to the village of trosois about 1.5 km of kudus – jepara highway; that would also help to improve the mobility of the population. in troso, not commonly found information about tourist village proclaimed by the government. one of the businessmen, syaikhu, even don‟t know if there is a government program of troso as a tourist e-journal of tourism vol.5. no.2. (2018): 105-111 http://ojs.unud.ac.id/index.php/eot 108 e-issn: 2407-392x. p-issn: 2541-0857 village. "... i've heard this even from panjenengan, mas. during this time i sell tenun ikat troso yes merchandise only. if there is a tourist village socialization right as a citizen should be known, well socialized. the only official information about troso is taken from the official web of tourism and culture department of jepara, http://ticjepara.com. in accordance of selling tourism packages of weaving process as an attraction to tourists, abdul basir as a troso headman said, "tenun ikat trosois as a product as well as an attraction. people come to find tenun ikat troso, if they have time they want to see the process of weaving. ultimately, they then purchase tenun ikat for souvenirs." the meaning of communication, electricity, radio, and television has also been installed by almost every resident house. lately, the interest of the internet is quite high. currently, there is only one homestay in troso, namely niqira homestay, newly built in early 2015 and now has not completed the process. the homestay is only comprised of two floors with eight rooms without food and beverage service. in troso, a representative restaurant is unavailable. people can go to a small shop owned by local community. in the mid 2015's has opened a minimarket in jalan troso bugel. trosohas no chamber of tourism to manage the tourist village. basir admitted that establishing a chamberis not easy, "it‟s not easy to involve citizens. people take care of the tourist village is usually busy and busy." therefore, there is still no chamber of tourism till now. troso tourism component based on swot analysis most of troso population working on weaving industry; hence, it‟s good potential to upgrade them in a tourist village. table 3.1 troso villagers occupation no occupation total 1 farmer 330 2 labor 386 3 tenun businessmen 277 4 public servant 218 5 tenun worker 3.746 6 trader 467 7 stock farmer 34 8 fisherman 0 9 mechanic 6 10 doctor 5 total 5.469 source: monography of troso village, september 2014 in accordance with the strategy, here are the findings of internal and external conditions combined with the existing tourism components: table 3.2 troso tourism component based on swot analysis no tourism components internal condition external condition s w o t 1 attraction a) site attraction 1) interesting destination  2) comfortable atmosphere  3) historical place  b) event attraction 1) mice  2) festive  3) sport tourism  c) natural amenities 1) geography and landscape  2) flora and fauna  3) health center  d manmade supply 1) historical object  2) cultural object  3) religious object  e the way of life 1) custom  2) traditional ceremony  3) handicraft  2 accessibility http://ticjepara.com/ e-journal of tourism vol.5. no.2. (2018): 105-111 http://ojs.unud.ac.id/index.php/eot 109 e-issn: 2407-392x. p-issn: 2541-0857 a transportation 1) road condition  2) transport fare  3) accessible transportation  4) transport network  5) mileage  6) travel time  7) nearest terminal  b information 1) street sign/ route  2) information board  3) online access  4) printed media  5) tourist guide  6) information center  7) map  3 amenities a accommodation  b shopping center  c café  d public facilities  4 ancillary services a tourism information center  b travel agent  c chamber of tourism  d business association  source: data processed, october 2015 discussion tourism component analysis of tenun ikat troso by selling nice package of the original manufacturing process of tenun ikat trosowill allow visitor a unique and phenomenal experience. after having had experience in making tenun ikat troso, tourists certainly do not hesitate to buy tenun ikat trosofor souvenirs. as yoeti (2007) said that a tourism destination must have something to see, something to do, and something to buy. the table 3.2 indicates that attraction is the main strength of troso. that could be part of the construction phase of tourism as stated by butler that an attraction will entice investors that can bring travel markets systematically to the development of tourism. in addition, the strength becomes very feasible to be developed so it does become more beneficial to society and economic value. there are two important factors in accessibility, they are transport access and information. in terms of transportation, transport fare is a weakness, but the conditions on the ground indicate that the prices are still affordable. other factors such as road conditions, the type of accessible vehicle, transport network, the distance from the city center, travel time from the city center, and the nearest terminal are all actually be strengths for troso. in terms of information, factors like media information, online media, brochures, map, information center, and tour guides are weakness that needs to be solved. development in terms of amenities is an activity that takes a long time and endowment funds. amenities like accommodation have not been developed specifically for tourism purposes. the gate to enter trosois the only amenity sign of tenun ikat troso. ancillary services in a tourist village are meant to facilitate tourism activities. currently, the existing institution in trosois the government itself. the hope is that the more advanced country with a turnover and higher profits for the welfare of citizens, but if all businessmen walk alone it is not possible to create an ideal tourist village. abdul basir admitted if he had no specific plans related to the development of tenun ikat troso. "maybe next year we can try. it‟s not easy to involve the community. we still continue to market tenun ikat troso while supported by jepara government through the department of tourism and culture to vigorously promote to outside." basir explained. in this case, the function of ancillary services cannot be said to work in accordance with its role. cooper et al. (1993) said that if the ancillary services are required for tourist organization to take care of tourism service. development strategy on tourism components of tenun ikat troso industrial center s-o strategies in the development of tenun ikat troso industrial centers as tourist village as follows: exploring the tourism e-journal of tourism vol.5. no.2. (2018): 105-111 http://ojs.unud.ac.id/index.php/eot 110 e-issn: 2407-392x. p-issn: 2541-0857 potential to be developed into an integrated and well-managed tourist village. by transforming into a tourist village, troso is expected to increase local economy, to arrange nice packages in making tenun ikat troso with performances that attract tourists, to involve the community in the development of the tourist village in order to create tourism awareness on society. s-t strategies in the development of tenun ikat troso industrial centers as tourist village as follows: offering the potential of tourism to local governments or private sectors to work on the existing potential to be further developed into an attractive tourist village, learning from other tourist villages which have developed tourism potential on craft, always introducing the tourism potential to the other communities through jepara people who resettle in other city. w-o strategy in the development of tenun ikat troso industrial centers as tourist village as follows: building awareness on the importance of associations to operate responsible business, so prices are not easily manipulated by middlemen or other parties; building synergy among businessmen who have capital to invest in working on the development of tenun ikat troso industrial centers as a tourist village; continuing to develop the image of troso as a tourist village of tenun ikat; establishing strategic alliances with various parties of tourism organizers. w-t strategy in the development of tenun ikat troso industrial centers as tourist village as follows: identifying the weaknesses that exist in order to fulfill the requirement of a qualified tourist village of tenun ikat; building awareness to the local communities that tourism cannot be developed alone, tourism must involve many parties (stakeholders) and supported by adequate tourism components; lobbying to the various level of government to excellently develop tenun ikat troso. development program of tenun ikat troso industrial center as a tourist village seeing the strategy developed in the development of tenun ikat troso industrial center as a tourist village, it‟s believed to refer to the uniqueness of this tourist village in terms of cultural tourism or social tourism or rural tourism. it is expected to keep the brand image in public mind that the unique form of troso tourist village is tenun ikat that would be an attractive craft to any traveler. the following programs can be undertaken by the government and troso villager to achieve those objectives: promoting tourist village program governments can execute policies by issuing regulations related to tourism especially on a tourist village to support its development. this can be done through publications, campaigns, and integrated web of troso tourist village with the department of tourism and culture and other promotional media. developing tourism destination of the tourist village program developing tourism destination should try to change an environment into a better place that attracts attention of tourists. this can be done by promoting tourist packages in making tenun ikat troso from beginning to end where tourists also have to spend the night in troso (certainly beneficial economically for the community) because the process of making complete tenun ikat troso takes two to three days. developing the prominent products of the tourist village program it‟s crucial to keep the standard of tenun ikat troso since it‟s handmade products. there should be innovation on design and quality maintenance. establishing ancillary services of the tourist village program it is necessary to establish an ancillary service such a chamberof tourism. the ancillary service can play roles in activities that support the development of tourism such as empowerment of local communities, product prices control, marketing tricks, standardization of products and tourist services, and tourist guide training. e-journal of tourism vol.5. no.2. (2018): 105-111 http://ojs.unud.ac.id/index.php/eot 111 e-issn: 2407-392x. p-issn: 2541-0857 conclusion and suggestion conclusion tourism components in the development of tenun ikat troso industrial centers as a tourist village in jepara have not worked optimally and need to be undertaken by the troso and jepara government to manage an attractive tourist village. development strategy of tenun ikat troso as a tourist village in jepara is using combining strategies of the strengths opportunities (s-o), the strengths threats (st), weakness opportunities (w-o), and weaknesses threats (w-t), which are then integrated into programs through promoting tourist village, developing tourism destination of the tourist village, developing the prominent products of the tourist village, and establishing ancillary services of the tourist village. suggestion tourism components must be run maximally in order to increase the number of visitors. it‟s essential to execute development strategies which focused primarily to involve the local community of troso. establishing an association or chamber of tourist village in troso in order to create a harmonious synergy among the businessmen and control responsible business operation. references biederman, p. s. (2008) travel and tourism: an industry primer. pearson/prentice hall. cooper, c. j. et al. (1993) tourism: principles and practice. london: pitman publishing. rangkuti, f. (1998) analisis swot teknik membedah kasus bisnis. gramedia pustaka utama. sugiyono (2009) penelitian kualitatif. bandung: alfabeta. walker, j. r. (2009) introduction to hospitality. new jersey: pearson. wherry, f. (2005) „the “authenticities” of ethnic and tourist arts: meanings and money in village handicraft workshops and small-sized factories‟. american sociological association. yoeti, o. a. (2007) perencanaan dan pengembangan pariwisata. jakarta: pradnya paramita. nyepi holiday package: e-journal of tourism vol.6. no.1. (2019): 88-101 http://ojs.unud.ac.id/index.php/eot 88 e-issn: 2407-392x. p-issn: 2541-0857 does motivation and trust important for tourists’ loyalties? a quantitative perspective from golf tourism in bali of indonesia panudiana kuhn 1 , komang gde bendesa 2 , agung suryawan wiranatha 3 and i gusti ayu oka suryawardani 4 1 doctoral program of tourism studies, udayana university – bali 2 professor of tourism studies, udayana university – bali 3 head of center of excellence in tourism, udayana university – bali 4 centre of excellence in tourism udayana university bali corresponding author: panudiana.kuhn@gmail.com article info received 20 january 2018 accepted 15 february 2019 available online 18 march 2019 abstract golf is one of several sport tourist attractions that are increasingly demanding by domestic and foreign tourists during their visit to bali. unlike the others type of tourist attractions, golf tourism could be classified as a quality attraction. tourists who play golf spend more money than other sport activities. refers to this fact, golf tourism could be an alternative to realizing the establishment of quality tourism in bali. this work aims to study the significance of the determinants of tourists' satisfaction as well as their loyalty in visiting bali as a destination that offers golf attractions. intrinsic motivation and extrinsic motivation from golfers are positioned as the antecedent of the level of satisfaction with their trust to the golf providers acts as the mediation of the causal relationship occured. using 5-scale likert questionnaire, the opinions of 113 foreign tourists who played golf in bali were used to examine the structural equation models that were built. the results of the analysis show that both types of motivation have positive influences on tourist trust in golf operators, and through the trust mediation, these motivations positively influence the level of tourist loyalties. the results of the analysis also showed that tourists‟ trust to the golf operators had a significant effect on tourist loyalty. the main findings of this research conclude the vital role of tourists‟ trust to the golf operators in bali in increasing their loyalty to play golf while visiting bali. keywords : golf, trust, satisfaction, loyalties, motivation, sem. introduction background tourism along with the agricultural sector, is the main pillar for the economic growth of bali province. in the year 2015 the number of foreign tourist visited to bali was recorded 4,001,835 people, in 2016 amounted to 4,927,937 people, and in 2017 increased to 5,697,739 people (bali provincial tourism office, 2018). based e-journal of tourism vol.6. no.1. (2019): 88-101 http://ojs.unud.ac.id/index.php/eot 89 e-issn: 2407-392x. p-issn: 2541-0857 on these data, bali province has a very strategic position in the development of indonesian tourism. the rapid development of bali tourism is inseparable from the dynamics of the external environment, namely: (a) the increased awareness of quality tourism; (b) the better arrangement of national tourism with the establishment of three categories of tourism products; and (c) the increasing new tourism destinations. these conditions signal bali to start abandon the tourism development paradigm or strategy that is only focused for increasing the number of tourist tourists alone (mass tourism), but dare to turn to a quality tourism development strategy (quality tourism). according to international association of golf tour operators (iagto), in the year 2012 the value of worldwide golf business is around usd 20 billions (iagto, 2013) and become a driving force for the rapid growth of golf tourism in various countries such as kazakhstan, nicaragua, myanmar, and afghanistan. in addition, the data also show that the spending of golfers are higher than other tourists. refers to mr. george chandra, ceo of the royale jakarta golf club, foreign tourists that playing golf while their visit to indonesia generally spend usd 5,000–6,000; or around 5 to 6 times greater than „ordinary‟ tourists that were recorded as much as usd 1,190 (tourism ministry of indonesia, 2015). those facts show the potential of golf tourism to develop and to establish in bali, to shift the development agenda from mass tourism towards quality tourism. research objectives various marketing theories believe motivation is an important antecedent in determining consumer decisions to buy the goods and/or services. in this work, intrinsic and extrinsic motivation are positioned as the antecedents of tourists' interest in playing golf while in bali. as a consequence, the tourists‟ loyalty to revisit bali was examined. the causal relationship is built between antecedent and consequent variables, and tourists‟ trust on golf operator is placed as the mediator variable. specifically, this work aims to: 1. study the effects of intrinsic and extrinsic motivation of tourists playing golf in bali on their trust in golf operators; 2. study the direct effects of intrinsic and extrinsic motivation on tourists‟ loyalty to revisit bali; 3. examine the mediation role of the trust in causal relationship between motivation and tourists loyalty; and e-journal of tourism vol.6. no.1. (2019): 88-101 http://ojs.unud.ac.id/index.php/eot 90 e-issn: 2407-392x. p-issn: 2541-0857 4. elaborate the total effects intrinsic and extrinsic motivation on tourists‟ loyalty to revisit bali. literature review motivation has a lot of meaning and definition. for example, ryan & deci (2000) interpreted motivation as “… to be moved to do something.”. this definition implies that one person with no motive to acts for doing something will be categorized as an unmotivated person. mill & morrison (1998) argued motivation arise when people wants to satisfy his/her need. in general, according to moutinho (1987), motivation is a driving force to assure a person get satisfaction based on his/her action. some literatures, for example ryan & deci (2000), bénabou & tirole (2003), reinholdt (2007), yoo, han and huang (2012); differentiate the motivation into two types, i.e. intrinsic motivation, and extrinsic motivation. according to ryan and deci (2000), the motivation should be viewed from two perspectives, namely (a) the level of motivation, and (b) the orientation of motivation. the level of motivation refers to „how much‟ of motivation arise in doing certain activity, whilest the orientation points to the „type‟ of motivation directs one in doing an activity. both authors, in 1985 introduced the self-determination theory (sdt) to differentiate type of motivation that responsible for doing an activity based on reasons or goals. they introduced the intrinsic motivation which is refers to the enjoyable or attractiveness of an activity to be experienced, and the extrinsic motivation which refers to doing activity because the actors hope to get separable outcome (ryan & deci, 2000). regarding the rise of electronic marketing on products/services offered in tourism businesses, the trust amongs participant (producers as well consumers) become an important part of marketing strategies. refers to mayer and davis (1995), trust is “the willingness of a party to be vulnerable to the actions of another party based on the expectation that the other will perform a particular action important to the trustor, irrespective of the ability to monitor or control that other party.”. the keypoint of this definition is the willingness to take risk that the experience did not conform the expectation. for golf attraction in bali, the players take risk that the golf operators as well as the golf course may be not fulfill the advertisement. according to ratnasingam (2012), the trust can be differentiated into three categories, which are: 1. competence trusts, refers to the ability of producers to provide products and/or services as well as e-journal of tourism vol.6. no.1. (2019): 88-101 http://ojs.unud.ac.id/index.php/eot 91 e-issn: 2407-392x. p-issn: 2541-0857 to demonstrate their capabilities and/or competencies which are match to the promise they offered; 2. predictability trust, refers to the consistency of quality of products and/or services that are perceived by the consumers; and 3. relationship trust, refers to customers‟ reliance upon the honesty, concern, and care demonstrated by the providers. the last concept involved on our work is destination loyalty. marketing literature noted the repeating purchases or a recommendation to third party by consumers referred to consumers‟ loyalty. by considering tourist destinations as a product and/or service offered, the concept of destination loyalty could be applied. recently, tourism researchers have included the visitors‟ loyalty into tourism products/services. jacoby and chestnut (1978) cited in yoon and uysal (2005; p. 48) argued the measurement of loyalty can be measured in one the following: (a) the behavioral approach; (b) the attitudinal approach; and (c) the composite approach. in our work, we measured golfers‟ loyalty by applying the behavioral approach, and has been characterized by sequence of purchase, proportion of patronage, or probability of purchase (yoon & uysal, 2005). methodology the data collection of this work was conducted at five golf resorts in bali, namely bali national golf club nusa dua, bukit pandawa golf & country club, bali handara kosaido country club, new kuta golf, and bali beach golf course. applying the quantitative approach, the data was collected by distributing questionnaires to 113 foreign tourists who played golf at above resorts on september 2017. the statements on the questionnaire are closed statements with 5 degrees likert‟s scale with 1 represents the most negative assessment or perception, and 5 shows the most positive judgment or perception. item validity and reliability measurement were carried out prior to data collection by spreading it to 35 tourists who played golf at the bali beach golf course on july 2017. items that are not or less valid are repaired or eliminated, before the final data collection is carried out. structural equation model is used as shown in figure 1: e-journal of tourism vol.6. no.1. (2019): 88-101 http://ojs.unud.ac.id/index.php/eot 92 e-issn: 2407-392x. p-issn: 2541-0857 figure 1. the operational model of the work to study the effect of intrinsic as well as extrinsic motivation toward the visitors‟ loyalties to play golf while visiting bali, the trust of visitors to the golf operators was positioned as the mediator construct. the hypotheses in our work are as follow: h1 : the intrinsic motivation of visitors has a positif effect on the their trust to the golf operators. the greater their intrinsic motivation will cause the greater on their trust; h2 : the extrinsic motivation of visitors has a positif effect on the their trust to the golf operators. the greater their intrinsic motivation will cause the greater on their trust; h3 : the intrinsic motivation of visitors has a positif effect on the their loyalties for playing golf while visiting bali. the greater their intrinsic motivation will increased their loyalties; h4 : the extrinsic motivation of visitors has a positif effect on the their loyalties for playing golf while visiting bali. the greater their extrinsic motivation will increased their loyalties; h5 : visitors‟ trust to the golf operators mediates the effects of intrinsic as well extrinsic motivation toward their loyalties for playing golf in bali. to validate those hypotheses, we applied partial least squares structural equation modeling (pls-sem) and we used smartpls (ringle et al., 2014) as an analytical tool. this technique is used with following considerations: 1. the sample size is relatively small. categorized as a non-parametrical technique, pls-sem is not limited to fulfill the normality distribution assumption likes its counterpart covariance-based sem (kencana & manutami, 2016). in addition, tenenhaus et al. (2005) showed pls-sem did not loose its power test even for very limited sample; e-journal of tourism vol.6. no.1. (2019): 88-101 http://ojs.unud.ac.id/index.php/eot 93 e-issn: 2407-392x. p-issn: 2541-0857 2. the application of pls-sem among social researchers tend to increase, recently. according to bollen (2002) and tenenhaus et al. (2005), plssem is a powerful tool to study the causal relationship amongst latent variables. results and discussion the quality of instrument prior to data collecting, we tested the quality of questionnaire by distributing it to 35 golfers at the bali beach golf course on july 2017. for each of four constructs involved in our model, the item validity and construct reliability are measured. according to churchill (1979), a reflective item is declared valid to measure a construct if its correlation with the total items in respective construct is greater or equal to 0.30; and the construct is said reliable if its cronbach‟s alpha (α) at least 0.60 (hair et al., 1995). using spss 25, we checked the quality of instrument by analyzing 31 questionnaires (4 questionnaires were eliminated because they did not completely fill). the result is showed on table 1. the table shows all of the contructs have reliable measurement by noting the alpha (α) coefficients are greater than the threshold value 0.60. in addition, for each contruct, all of its reflective items have the correlation values are greater than 0.30 as suggested. from these viewpoints, we conclude our questionnaire sufficient to use for data collection. table 1. the quality assessment of the questionnaire latent variable code short description corr elatio n α if delete d intrinsic motivatio n α coef. = 0.684 int01 play golf gives other experiences 0.300 0.722 int02 play golf to escape from daily routines 0.453 0.628 int03 to improve golf‟s skill & knowledge 0.427 0.646 int04 like playing/parti cipating in golf activities 0.418 0.643 int05 play golf for relaxation & health 0.721 0.624 extrinsic motivatio n α coef. = 0.752 ext01 love to play at new golf resort 0.609 0.682 ext02 interested to play at famous destination 0.756 0.639 ext03 the resort has good 0.534 0.706 e-journal of tourism vol.6. no.1. (2019): 88-101 http://ojs.unud.ac.id/index.php/eot 94 e-issn: 2407-392x. p-issn: 2541-0857 facilities & services ext04 the resort has beautiful sceneries 0.533 0.712 ext05 be a member of a community/g olf club 0.404 0.820 trust to golf operators α coef. = 0.915 tru01 the operators have enough experiences 0.785 0.897 tru02 the operators provide safety & security during playing golf 0.726 0.908 tru03 the operators have good reputation 0.834 0.886 tru04 the operators qualified in managing the golf course 0.783 0.896 tru05 the operators competent in satisfying the players 0.806 0.892 loyalties α coef. = 0.835 loy01 willing to say positive things 0.739 0.780 loy02 willing to promote bali as a golf destination 0.492 0.848 loy03 willing to revisit bali on next holidays 0.801 0.764 loy04 willing to recommend to friends or relatives for playing golf in bali 0.836 0.750 loy05 more lilely to choose bali than the other destination for playing golf 0.461 0.864 source: own analysis (2018) the participants’ profile as aforementioned, a hundred and thirteen tourists who play golf while visiting bali were participate on our work. however, five data were not eligible to analyze because of incomplete response. the remaining data (a hundred and eight data) were further analyzed. descriptively, the gender of participant is dominated by male golfers (85 per cent), belong to 26-55 years group (59 per cent), and 31 per cent stated their main job are professional e-journal of tourism vol.6. no.1. (2019): 88-101 http://ojs.unud.ac.id/index.php/eot 95 e-issn: 2407-392x. p-issn: 2541-0857 workers/manager in their own country. most of them (81 per cent) can be classified as the repeater guests by noting the number of their visit to bali more than two times, even more than a half of them have been visited bali at least five times including current visit. from these viewpoints, it can be concluded tourists who enjoyed to play golf while visiting bali are the loyal tourists, are grouped in the middle ages with middle to upper income level. in addition, their main motives to visit bali is for holiday or recreation (57 per cent), than playing golf in the second position (7 per cent). the main reason they come to bali either for vacation or playing golf is the famous of balinese arts and culture. the interesting point is the option that visiting bali because of its (cheap) price takes place at the last reason; it was chosen by 2 participants (1,6 per cent). this fact is a positive indicator to say golf tourism is a proper choice to shift the mass tourism development into quality tourism. the measurement model basically, pls-sem consists of two sub-models, i.e. (a) the measurement or outer model, and (b) the structural or inner model. many references regarding sem recommend to elaborate each of these sub-model, respcetively, before inferences were made (hair, hult, ringle, & sarstedt, 2014; kencana & darmayanti, 2017; peng & lai, 2012). on sem, the measurement or outer model represents the causal relationship between a construct and its indicators/items. this relationship can be classified into two categories, namely reflective or formative relationship. for the reflective relationship, is characterized by all of items is depended on their respective construct, the researcher has to check the average variance extracted (ave) and the composite reliability (cr) values. both values represent the internal consistency as well the convergence of a construct. refering hair et al. (2014), to assure a construct has sufficient internal consistency, the cr have to ≥ 0.708; and construct‟s convergence is achieved when the ave ≥ 0.50 (peng & lai, 2012). for formative relationship, the researcher has to show the path coefficient(s) from the item(s) to the respective construct is significant. guiding by the threshold values for the ave and the cr, we examine the measurement model with the result is showed on table 2. this table showed intrinsic as well extrinsic motivation has ave less than the threshold although the crs are greater than 0.708 as suggested. by carefully inspection of the outer (factor) loading of each items in intrinsic and extrinsic e-journal of tourism vol.6. no.1. (2019): 88-101 http://ojs.unud.ac.id/index.php/eot 96 e-issn: 2407-392x. p-issn: 2541-0857 motivation, we found int01, int02, and ext04 are the items with loading less than 0.60. despite of its significance values, according to henseler, hubona and ray (2016), the item should be reviewed to become an indicator of a construct if its loading less than 0.60. to do this, we eliminate the item(s) sequently, start from the item with the lowest outer loading value; and the similar inspection was conducted. the final measurement model is listed on table 3. table 2. the result of measurement model latent variable item code factor loadi ng stan dard devi ation pvalue intrinsic motivation ave = 0.405 cr = 0.771 int01 0.573 0.136 0.000 int02 0.587 0.130 0.000 int03 0.654 0.113 0.000 int04 0.747 0.107 0.000 int05 0.604 0.137 0.000 extrinsic motivation ave = 0.456 cr = 0.806 ext01 0.761 0.156 0.000 ext02 0.724 0.161 0.000 ext03 0.672 0.112 0.000 ext04 0.560 0.162 0.000 ext05 0.643 0.146 0.000 trust to golf operators ave = 0.637 cr = tru01 0.781 0.053 0.000 tru02 0.821 0.047 0.000 tru03 0.809 0.060 0.000 tru04 0.850 0.042 0.000 tru05 0.723 0.079 0.000 0.897 loyalties ave = 0.586 cr = 0.875 loy0 1 0.642 0.125 0.000 loy0 2 0.839 0.123 0.000 loy0 3 0.810 0.137 0.000 loy0 4 0.856 0.141 0.000 loy0 5 0.654 0.141 0.000 source: own analysis (2018) table 3 concluded all of the constructs with their respective items have sufficient internal consistency as well convergent validity to represent the measurement model. for intrinsic motivation, the tourists play golf while visiting bali are mostly driving by motive to play or participating in golf activities. for extrinsic motivation, tourists explain they love to play golf at new golf resort (ext01) and they are anthusiast to play golf in bali as a favourite destination around the world (ext02). furthermore, their trust to golf operators qualify in managing the golf course (tru04) and their willingness to recommend to their friends or relatives playing golf in bali (loy04) are the items with the greatest outer loading for each of respective construct. based on the measurement model, we conclude that all of the e-journal of tourism vol.6. no.1. (2019): 88-101 http://ojs.unud.ac.id/index.php/eot 97 e-issn: 2407-392x. p-issn: 2541-0857 contructs or latent variables in the model are worth to analysis their causal relationship in the inner sub-model. table 3. the result of final measurement model latent variable item code factor loadi ng standa rd deviati on pvalue intrinsic motivation ave = 0.557 cr = 0.789 int03 0.723 0.118 0.000 int04 0.836 0.099 0.000 int05 0.671 0.159 0.000 extrinsic motivation ave = 0.526 cr = 0.816 ext01 0.762 0.175 0.000 ext02 0.743 0.181 0.000 ext03 0.728 0.119 0.000 ext05 0.665 0.161 0.000 trust to golf operators ave = 0.636 cr = 0.897 tru01 0.786 0.050 0.000 tru02 0.821 0.049 0.000 tru03 0.798 0.071 0.000 tru04 0.846 0.048 0.000 tru05 0.731 0.079 0.000 loyalties ave = 0.587 cr = 0.875 loy01 0.646 0.134 0.000 loy02 0.848 0.133 0.000 loy03 0.810 0.154 0.000 loy04 0.858 0.158 0.000 loy05 0.640 0.154 0.000 source: own analysis (2018) the inner model contrary to variance-based sem software such as amos or lisrel that uses parametrical techniques in estimating the path coefficients for, smartpls utilizes a non-parametrical approach in calculating the coefficients between exogenous and endogenous contructs. for the inner model, we applied bootstrap method with 5000 sub-samples. in examining the inner model, in addition to path coefficients and their significance values, hair et al. (2014) recommend to evaluate the coefficient of determination (r 2 ) for each of endogenous contructs in the inner model. the threshold values to declare an endogenous construct is weak, moderate, or substantial are 0.19, 0.33, and 0.67 (kencana & manutami, 2017; wiranatha, suryawardani, satriawan, pujaastawa, & kencana, 2016). the greater the r 2 , the more power of exogenous constructs in describing the endogenous one. table 4 shows the result of the inner model by applying bootstraping technique in smartpls 3. discussion from table 4, it is clear that both endogenous constructs have been weak described by their exogenous. despite of this fact, the causal relationship amongst exogenous and endogenous constructs e-journal of tourism vol.6. no.1. (2019): 88-101 http://ojs.unud.ac.id/index.php/eot 98 e-issn: 2407-392x. p-issn: 2541-0857 gives some important points. first, both motivations have significant effects on trust. intrinsic as well extrinsic motivation of tourists to play golf while visiting bali is significantly affects their trust to the golf operators. the more their motives, the more their trust to the operators. from this finding, we can not reject the hypotheses h1 and h2 that are stated the intrinsic motivation of players (h1) as well their extrinsic motivation (h2) affect positively their trust to golf operators in five golf courses in bali. secondly, the effect from the intrinsic motivation is slightly greater than the extrinsic motivation. this finding is inline with the work by yoo, han and huang (2012) whom studied intrinsic and extrinsic motivators in promoting elearning. they found intrinsic motivators (effort, attitude, and anxiety) affected the intention to use e-learning more strongly than extrinsic motivators (performance expentancy, social influence, and facilitating condition). another work that also demonstrated extrinsic motivation did fit to use as an antecedent of trust is conducted by akhlaq and ahmed (2013) whom studied the effect of motivation on trust. by setting their work on trust in the acceptance of internet banking in pakistan, both authors argued only intrinsic motivation is responsible to affect users‟ acceptance. table 4. the result of inner model variabel latents path coefficients exoge nous endo geno us direct effect indirect effect total effect co ef. pval ue co ef. pval ue co ef. pval ue intrinsi c motiva tion trust 0.2 37 0.0 42 * 0.2 37 0.0 42 * extrins ic motiva tion trust 0.2 21 0.0 14 * 0.2 21 0.0 14 * intrinsi c motiva tion loya lty 0.1 77 0.1 20 ns 0.0 55 0.1 31 ns 0.2 32 0.0 45 * extrins ic motiva tion loya lty 0.0 04 0.4 89 ns 0.0 52 0.1 08 ns 0.0 56 0.3 60 ns trust loya lty 0.2 34 0.0 32 * 0.2 34 0.0 32 * note : r 2 for trust = 0.156; r 2 for loyalty = 0.116 * significant at 5 percent; ns not significant source : own analysis (2018) e-journal of tourism vol.6. no.1. (2019): 88-101 http://ojs.unud.ac.id/index.php/eot 99 e-issn: 2407-392x. p-issn: 2541-0857 third, tourists‟ trust to golf operators significantly affect their loyalty. the more tourists‟ trust to the operators, the more their level of loyalties. this loyalty is mostly reflects to the willingness to recommend for playing golf in bali (loy04) with path coefficient as much as 0.858, than follows by the willingness to promote bali as a golf destination (loy02) with path coefficient equal to 0.848. similar research conducted by čater & čater (2009) also confirmed the effect of trust on customers‟ loyalty. they found the trust to professional service providers is directly influenced the affective commitment, and in turn will gives positive effect on customer loyalties. other research that supports our work is conducted by sarwar, abbasi, & pervaiz (2012). the authors studied the effect of customers‟ trust on customer loyalty as well and customer retention in cellular operators in pakistan. they found customers‟ trust to the cellular operators had positive and significant effect on their loyalties to the companies, with the effect is equal to 0.559. considering these two researches, we argue that the visitors‟ trust to golf operators in bali is very important to create their loyalties to revisit bali. finally, both motivations did not show significantly direct influence on tourists‟ loyalty to play golf while visiting bali. both path coefficients from intrinsic and extrinsic motivation to tourists‟ loyalty as much as 0.177 and 0.004, respectively, did not prove statistically significant. however, by the mediation effect of their trust to the operators, the total effect of intrinsic motivation become significant with the path value increased to 0.232. noting the golf resort has beautiful sceneries (int04) as the dominant reflection of tourists‟ intrinsic motivation, and their trust that the operators qualified in managing the golf course (tru04) as the dominant mediator, it can be understood the signicance effect of intrinsic motives to their loyalties. conclussion conclussion regarding this work that aimed to study the causal relationship amongst motivation of foreign tourists playing golf while their visit to bali, their trust to golf opetrators, as well their loyalties, several points can be concluded: 1. descriptively, the primary motive of foreign tourists to visit bali is for holiday or recreation and their main reason to come is experienced the famous of balinese arts and culture as well as to play golf. noting that price is the least consideration for their coming, than golf tourism is a proper choice to shift the mass e-journal of tourism vol.6. no.1. (2019): 88-101 http://ojs.unud.ac.id/index.php/eot 100 e-issn: 2407-392x. p-issn: 2541-0857 tourism development in bali into quality tourism; 2. the intrinsic motivation of tourists playing golf in bali is dominated by the desire to enjoy the beautiful sceneries of the golf course, and the extrinsic motivation of tourists playing golf in bali is dominated their desires to play at new golf resort and the reputation of bali as a famous tourist destination. in additon, both motivations have direct influence toward tourists‟ trust to the golf operators. their trust that the operators qualified in managing the golf course as well as their capabilities to provide safety & security during playing golf is the keys of the trust in golf tourism in bali; and 3. noting tourists' trust is the main determinant of the structural equation model developed in this study, the efforts to maintain and increase their trust to the golf operators are vital so that the level of their loyalty to play golf in bali can be maintained and/or improved. references akhlaq, a., & ahmed, e. 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(2021): 215-228 a proposed partnership scheme of bangkok mass transit system (bts) and mice corporations: passenger satisfaction and tourism transport policy approach pem dechen, sittichai sanyost, ahmad mujafar syah* naresuan university international college, thailand *corresponding author: ahmadmu@nu.ac.th doi: https://doi.org/10.24922/eot.v8i2.74318 abstract this research examined and proposed a partnership scheme between bangkok mass transit system (bts) and mice corporations (mice: meetings, incentives, conventions & exhibitions) where one representative from bts and six respondents from six different mice corporations volunteered in the study. the research was conducted by two different sequences and undertaken by a mixed methodology. out of 400 ridership satisfaction questionnaires, 300 were validated to have ridership experiences to mice venues with bts. post-passenger satisfaction study, the results were used to inform bts and mice corporations to navigate in-depth interviews. spss runs to quantify travel frequencies, demographic profiles, and passenger satisfaction while thematic analysis framed the interview results. the finding underscored the two major significances as they correspond to the objective of the study: (1) the overarching governance proposal of bts’s short-term partnership scenario with mice corporations where an informed policy benchmark from “england strategic action plan for tourism 2010-2020” robustly examined; (2) the novelty over the deficient study of integrated transport-mice strategic planning within the southeast asian region. keywords: partnership scheme, passenger satisfaction, bangkok mass transit system (bts), mice corporations article info submitted: june 17th 2021. accepted: september 19th 2021. published: september 30th 2021 industry job absorbance at 7 million workforce or up to 20% of the total employment (bank of thailand, 2021). these tourism receipts have contributed a solid industry growth at 11% of the total country’s gdp (bank of thailand, 2021). additionally, with regard to tceb (2019) and meet in thailand (2020), the growth of the mice (meetings, incentives, conventions & exhibitions) industry has been contributing an impressive international exchange reveintroduction revisiting the growth of the travel and tourism economy in thailand, prior to the pandemic, the kingdom’s tourism has been progressing from 8 million visitors to 39.92 million by the end of 2019 – the great and remarkable improvement over the past 2 decades (ministry of tourism and sport, 2021). the tourism revenue generated as of 2019 was recorded at 2 trillion baht with e-journal of tourism vol.8. no.2. (2021): 215-228 216http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 gulatory expenditures (albalate & bel, 2009). it drives positive externalities where inevitably, urban people depend heavily on their socioeconomic benefits (celiński & sierpiński, 2014). through that holistic socioeconomic expectation, bangkok, as the capital city, has to be very sensitive in adapting to the needs of urban mobility – including its major source of economy, the tourists. with so many existing benchmark studies on logistics in response to tourism growth, bangkok needs to enable a keen outlook on the mutual linkages between business sectors, which in this case, includes a partnership of bts with mice venues. the bangkok skytrain or best known as the bangkok mass transit system (bts) has been operating since 1999. it is the first electric mass transit railway system to begin operations in thailand and endeavors to increase the paths in the suburbs of bangkok so that it can transport more residents and tourists to a wider area of bangkok (bts, 2019). the bts trains have offered the right direction in solving the public transport issue within a packed metropolitan area. the sky train consists of a 36.92 kilometers elevated railway system that operates above the street system in bangkok. bts has two lines that it operates, the sukhumvit line and the silom line. there are today 35 stations along two routes (bts, 2019). with the fact that bts has rapidly served the ridership; through the support of transit facilities such as safe and convenient pedestrians, well-joined road links around the transit terminals, rooms for disabling access both in and out of the bts transit terminals, clear and safe circulation lines of passengers within the terminal, and good rush hour management (noichan & dewancker, 2018), bts still has many problems posed by inconvenient transit trips from several transfers such as packed connection areas, frequency and punctuality issues, and difficult access for disabled riders nue since 2010, marked by the numbers of mice travelers were constantly skyrocketing from 679,585 to 1,280,000 per 2017. as reported in the tourism & travel competitiveness index 2017, distributed by the world economic forum, among the 136 countries worldwide, thailand has been ranked 34th and is ranked 3rd among southeast asian members and standing below singapore and malaysia (meet in thailand, 2020). in 2018, thailand convention and exhibition bureau (tceb) has planned the actual number of 1,340,231 international mice individuals to thailand, generating revenue of 3.4 billion us dollars alone – equal to 109 billion baht. thailand’s mice industry is indeed progressing its operational service capabilities. with a clear mission of bangkok metropolitan region (bmr), and tceb as a public body for mice business administrators in thailand, their core mission is to create and improve the competitive mice industry environment. as tceb (2019) mentioned, the 4 key objectives of mice capability are concisely communicated as extending the knowledge to new generations of future leaders; elevating capabilities through knowledge, content sharing, networking, promotion, and marketing activities; expanding support for domestic and international trade alliances; as well as enhancing service and operational quality to international standards. with the same critical degree, over the surge of domestic and international visitation for thailand’s mice, the transport system has been serving fundamental logistics and its integrations cannot be left trivial. according to celiński and sierpiński (2014), the transport system strongly influences other businesses, especially those around the areas nearby. when it is managed in a manner that all transport infrastructures, residents, and visitors are well integrated upon, the positive externalities of this travel economy system could pay out the overall establishment and re217http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 (noichan & dewancker, 2018). in addition, bts has not yet achieved the main goals to reduce the number of private vehicles and attract more ridership (noichan & dewancker, 2018). despite the critiques, bts has proven to be one of the fast-growing logistics infrastructures and the largest leading service industries in thailand. it satisfied many passengers’ means of transportation, and its rapid economic growth has been constantly progressing. passengers from so many different backgrounds, including mice travelers, rely on this mode of transportation. nevertheless, the satisfaction study from bts’ passengers’ point of view has not yet been explored. likewise, resonating to previous research in mass transportation for a city and its support toward the development of mice industries, especially within the context of thailand, the researchers found that in addition to infrastructure, service, congestion, and transit issues in bts, there are insufficient studies recommending the contemporary of partnership strategy on how mass transportation within a city like bangkok being governed benefiting all the stakeholders including the passengers, mice corporations, and tourism businesses as a whole. thus, the research on how the governance within the bangkok mass transit system (bts) being adapted to reach out to the mice tourists commuting with bts and how the integrated collaboration between bts and mice venues being strategically proposed and implemented is becoming an important study to explore. literature review passenger satisfaction on integrated system of public transport on the basis of a customer satisfaction study, shiau and luo, 2012 argued that meeting customer satisfaction is pivotal for a corporation’s long-term credibility. this also would stimulate a continuous mutual relationship between the market and the brand (shiau & luo, 2012). from customers’ demand perspectives, sustainable and integrated modes of transport will soon transform the travel demand’s behaviors. customers would tend to progress to a more efficient pick up on modes of public transportations that are not only committed to green technology but also more integrated and safer, punctual, and reliable (replogle & fultorn, 2014). afrer all, as replogle and fultorn (2014) extended, the passenger satisfaction understanding among the public transport id framed as where the passenger has a default service delivery expectation, the concept of actual ridership experience, as well as perceived specific satisfaction indicators of a certain public transport for a certain group of individuals. depending on what public service’s indicators a researcher would exercise for the purpose of his/ her satisfaction study, most commonly, the study would lead to the literature review of service quality in transit systems from which diversified factors of passenger’s satisfaction are based (de ona, et al., 2012). the nature of the mass transportation system in the city that is owned by the public enterprise and/or semi-private ownership is generally monopolistic where the competitions are extremely rare (pavlina, 2015). extending to the mentioned fact, while the other private companies are grasping the principles of a solid company culture towards customer priority, the public enterprises are hypothetically seen with less focus of customers’ satisfactions, and hence, putting aside a customer’s input is not unusual (pavlina, 2015). “therefore, in public and/or semi-private firms, the view of the customer is often omitted whereas in economics and marketing, this kind of view is widely studied (mouwen, 2015). having said that, in order to receive the overall rating of service quality within the mass public transport system in the city, regardless of the measurement of which service being e-journal of tourism vol.8. no.2. (2021): 215-228 218http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 tested, the passenger satisfaction is vital (pavlina, 2015). as much as we understand that either private companies, or public enterprises, or the combination of both are praising the service excellent principles to maintain their values and overall portfolios. and without undermining the respective nature of the company’s capitals, the voices from the customers should never have been left trivial. especially, when we want to rebuild or seek another strategy on customer engagement and service quality excellence through mutual business partnerships (pavlina, 2015). according to antonucci, et.al. (2014), the factors to studying customer satisfaction toward public transport are divided into two categories, from each of the subcategories entitled with significant details. there are: observed variables that include service organization, safety, reliability, human resources, comfort, and cleanliness. de ona, et al., (2013) resonated the indicators of observed variables that lie within a service indicator ranging from speed, frequency, and punctuality of transport, and information whereby these indicators may navigate the level of passenger satisfaction at its highest rate. meanwhile, the second category is latent variable. this variable included the perceived service quality and delivery, and logistics parameters (antonucci, et.al., 2014 & pavlina, 2015). to support aforementioned passenger attributes for a benchmark’s research framework purpose, research by mouwen (2015) further explained that based on the case study in the netherlands, the customer opinion on public transport may range from service attributes on-time performances, travel speed, service frequency, driver behavior, and the cleanliness of the vehicles. however, to compare it fairly, the passenger satisfaction study in the netherlands may differ from any other countries due to its exceptional logistics systems on bicycles and high fare of public transports are inevitably affecting special satisfaction attributes (pavlina, 2015). as this study extends the study from pavlina (2015) albeit with more emphasis on observed variables, the association between bts’s current operations and pavlina (2015) is considered more cohesive as the satisfaction indicators presented adhere to what bts is currently lacking in customercentered study. pavlina (2015) has done the study within the czech republic’s city transport condition. pavlina (2015) furthered the indicators of passenger satisfaction on public transport, based on different buying behavior, travel motive, the demographic structure of passenger, the statistics of tourist in the targeted research city, through the satisfaction framework of “optimal model” as shown in table 1. a proposed strategic partnership scheme from england’s strategic action plan for tourism 2010-2020 “transport is acknowledged as one of the most significant factors to have contributed to the international development of tourism” (page, 2005, p. 3). the tourism economics may rely heavily on integrated transport systems as people are moving within a destination by predominant full factors of urban centers attractiveness and in integrated public transports (page, 2005). this is, therefore, as page (2005) added, prioritizing a system approach of traveling through advanced connections of the public transport systems is an integral part to supporting travelers’ decision-making processes prior to their visit to the destination. “these elements are linked, in the first instance, by the flow of information followed by visitors traveling between originating and receiving destinations” (page, 2005 p. 14). in order for all these processes to happen, the integral intermediaries are public transport systems (page, 2005; lumsdon, 2004; mill & morrison, 1992). lumsdon and page (2004b, p. 1) 219http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 table 1. satisfaction with public city transport – the optimal model latent variable observed variable service timetable clarity (timetables on the public transport stations are clear) station proximity (the public transport stations are accessible without any problem) vehicles cleanliness (insides of vehicles are clean and maintained) information (information in the public transport vehicles such as maps, station signal, is sufficient transport comfort (traveling in the public transport is comfortable regardless of season; summer or winter) safety (travelling in the public transport is safety) transport speed (transport speed is satisfactory with regard to the traffic situation) punctuality (punctuality of public transport is precise and unfailing) logistic parameter transport comfort (traveling in the public transport is comfortable regardless of season; summer or winter) punctuality (punctuality of public transport is precise and unfailing) service continuity (service continuity is time and space manageable; it means that transport changes are not complicated) frequency (frequency of public transport is sufficient with regard to the number of passenger) transport speed (transport speed is satisfactory with regard to the traffic situation) fare (fare including price and validity is affordable) source: pavlina (2015) deepened the theoretical understanding of integrated public transportation systems through the perspectives of tourists as the end users: “the development of a theoretical framework of analysis has focused on a systems approach. the tourist system is defined by mcintosh, et al. (1995, p. 21) as a “set of interrelated groups coordinated to form a unified whole and organized to accomplish a set of goals”. likewise, according to mill and morrison (1992), the tourism system is a cycle of exchange processes where the market, the travel supports (e.g. transport, hotel), the destination, and marketing schemes are integrated in a mutual manner. from the economics perspective, the endeavors of a state toward the traveler using public transport must be unyieldingly supported by the cooperation of public and shareholders due to the nature of transport economist of transport in leading and examining the different types of transport modes and their competitiveness such as the relation to price, speed, convenience, and reliability (page, 2005). page (2005 p. 37) “economists attempt to understand what affects people’s travel behaviors and the choices they make in relation to transport (i.e. travel choice modeling) is something that is rarely consumed for its own sake”. it generally means, as page (2005) added, the consumption of services as a whole package (i.e. traveling to work and leisure by public transport). according to mill (1992 p. 83) “the demand for transport in alignment to tourism is also characterized by (1) instantaneous and unpredictable nae-journal of tourism vol.8. no.2. (2021): 215-228 220http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 ture of demand where the operators are imposed to manage the overcrowded supplies mechanism to avoid travelers’ dissatisfaction; (2) derived demand where a traveler is using public transport for business purposes and primary demand where the travelers fulfill the pursuit of their vacation purposes; (3) lastly, non-prices items (e.g. service quality, reliability, and punctuality). at this point, even though this economic theory was not exclusively written for the purpose of passenger satisfaction, ortujzar, and willumsen (1991) argued that economic factors influencing the demands of travelers to decide which destination is appropriate. thus, the economic fulfillment and/or value of money can be assessed by looking at socioeconomic factors (e.g. age, income, profession, and family status). and thus, this research elaborates the combination of those factors from pavlina (2005) and ortujzar and willumsen (1991) in the demographic variables. as a descriptive analysis, rather than adopting the transportation-tourism theory, this research would enable the informed policy on public transport in the uk and whenever applicable, would emphasize the existing policy with bts’s strategy on partnering with mice corporations in bangkok. in this case of england, the tourism sector has been the major contributor where public transport adaptability toward inclusive service delivery is imperative. moreover, policy study on transport and tourism provides a vast array of examinations on indicators by which a certain developing state may be able to utilize (page, 2005). with a thriving service industry in the uk of 79.2% based on the central intelligence agency report in 2017 and its commitment toward the environment and pollution control, policy interventions as well as global co-operation (oecd report, 2017), the uk has been a global lab for sustainable public transport, environmental commitment research and tourism economics studies. in a sequence manner, benchmarking a policy tool from england’s strategic action plan for tourism 2010-2020 (short-term action) is the right decision. it is able to navigate the action-plan mapping between the public transport management in the city, region, or a country and related supporting industry within the policy action of three years (short term) shown in table 2. the decision to exercise the “short-term action’’ solely because of the partnership scheme study between bts and mice corporations is found to be new for thailand context, the policies of england’s strategic action plan for tourism 2010-2020 on three to five years (medium-term), and ten years (long term) are not examined. after all, this research has been merely employing the passenger satisfaction’ theory from pavlina (2015) and a policy tool from england’s strategic action plan for tourism 2010-2020. the study was not constructed by any theoretical framework for a specific research area of bangkok. thus, both satisfaction and partnership proposals in the result section are purely a product of benchmarking contests. methods this research implemented mixed methodology. a quantitative method was conducted for the first phase of this research by enabling the data collection whereby 400 samplings on travel frequency of bts’s ridership to mice venues was distributed. 300 validated samplings with prior travel experiences with bts to mice venues were proceeded, as to find ridership satisfaction rates in that matter. while the preliminary survey on travel frequency to mice venue with bts was modified by the authors, the demographic data (gender, age group, education & nationality) was gained from a previous study by pavlina (2015) and ortujzar and willumsen (1991) and the satisfaction questionnaires for 221http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 table 2. short-term action (3 years) action lead partners (where appropriate) delivery partners outcome or success measure i. identify ways to minimize weekend and bank holiday rail closures and other such events through investigating alternative maintenance solutions and/or scheduling association of train operating companies (atoc) department for transport (dft); local authorities; greater london authority (gla); transport for london (tfl); network rail; campaign for better transport; academic partners; destination organizations number of complete line closures over weekends reduced through local agreements; evidence of partnership working between dmos and train operating companies to reduce visitor disruption; evidence from destination organizations to demonstrate improvements. ii. identify examples of best practice in the coordination of public transport services between transport modes and destinations. academic partners; visitengland destination organizations; transport operators case studies to be published (including updates on work in progress); promote best practice examples e.g. development of public transport leisure services (leisure routes); leisure traffic management; integrated transport schemes (e.g. york). iii. work with operators to achieve greater coordination in terms of information provision, communication and timetabling. atoc dft; network rail; local authorities; transport operators; campaign for better transport; destination organizations; visitengland; academic partners; visitengland campaign for better transport information for tourists; simplified ticketing and access to market; seek sustainable transport solutions including use of local public transport by visitors and alternatives to use of the car at destinations; recognized improvement in information provision with cited examples; better web-based integrated travel information and access to apps; case studies to be published. iv. promote use of travel plans for tourism businesses, destination organizations and local authorities delivering tourism services. sustainable transport – british cycling organization (sustrans); good journey local government association (lga); local authorities; motoring organizations publish examples of tourism businesses promoting best practice and features through ve corporate resources. v. simplify and improve rail pricing, ticketing restrictions and packages for leisure users e.g. development of smart cards for leisure users. atoc destination organizations; tourism businesses; visitor attractions group examples of improved provision for leisure travellers; integrated ‘tourist’ ticket offers vi. work with the dft to influence leisure journey times and minimize peak period holiday disruption. dft network rail; transport operators; highways agency set up intergovernmental working group/task force to oversee improvements to service. encourage coordination between the transport sector and major events through identifying and sharing case studies on the benefits of working together. demonstrate that transport, tourism and wise growth can work together and offer solutions to transport problems for visitors, employees and residents alike. destination management offices atoc; motorists organizations; academic partners national park authorities; sustrans; academic partners; visit england case studies to be published and disseminated; better use of transport sector collateral (opportunities to advertise or to promote) and to inspire travel by public transport using mixed media. dissemination of best practice that can be adopted throughout destinations, especially in more remote or rural areas or parts of england poorly served by public transport. source: adapted from england a strategic action plan for tourism 2010-2020 e-journal of tourism vol.8. no.2. (2021): 215-228 222http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 mice travel purposes were modified from pavlina (2015). then, purposive sampling was chosen, due to the classification of travel intention that was targeted merely to the passenger with bangkok’s mice travel experience with bts. 300 purposive samplings were considered representative as it represents the total of bts’s population from the actual average ridership report in 2018 from krungsri (2019) at 723,851. for the qualitative method, 1 public relation & marketing manager from bts, and 6 different senior managers of mice corporations, with extensive mice event leads within the greater bangkok metropolitan areas, volunteered for in-depth interviews. the selected respondents justified the sample size towards data “saturation point”, which when sufficient, generates no newer content (goulding, 2017; shaw, 1999). while the respondent data managerial position for bts is not classified as per prior respondent’s consent, personal profile of passengers, bts, and mice corporations’ personal profiles, as well as mice corporation portfolios, were not at all disclosed. a pilot study of 30 pre-questionnaires and 1 pilot interview was conducted prior to the actual data collection. all pilot, actual surveys distributions, and interviews were collected from september 2019 to march 2020. as this research is intended to provide an extensive descriptive analysis from the data of passenger satisfaction on bts accessing to mice venues, and led to the result of in-depth interviews from bts managers and mice corporations on the strategic partnership scheme that benefit both passengers and participating organizations, the hypothesis is not run. nevertheless, the passenger satisfaction survey results were used to supplement the information sharing to both bts and mice corporations on the current passengers’ issues. the satisfaction result would also build constructive study recommendations on what effects do the highest, moderate, and lowest responses on passenger satisfaction influence the strategic actions of a better partnership between bts and mice corporations and within thailand context. in addition, for in-depth interview purposes, a policy benchmark on tourism and transport schemes from a report of england’s strategic action plan for tourism 2010-2020 was benchmarked to navigate the framework on the partnership schemes between bts and mice corporations. the quantitative data were analyzed by spss software in order to gain the frequency of demographic data, and the percentage of satisfaction responses. both travel frequencies and satisfaction rates were measured by employing five-point likert scales. the likert scales ranging from 5 (always) to 1 (never), and 5 (strongly satisfied) to 1 (strongly dissatisfied) respectively. the interview transcripts were coded using the thematic analysis where the responses from bts and mice corporations were coded and then framed respectively reflecting the policy tool of england’s strategic action plan for tourism 2010-2020 (short-term actions). the policy benchmark utilized for navigating the partnership proposal map of bts and mice corporations. results and discussion passenger satisfaction in accessing mice venues with bangkok mass transit systems the collected data was analyzed and presented as follows: the respondents, passengers using the bts, (n=400), were asked to answer a pre-constructed statement based on their experiences to access the mice venues in greater bangkok metropolitan areas by bts. with 300 surveys validated for having experiences traveling to mice venues 223http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 with bts, the surveys progressed by collecting 10 factors of passenger satisfaction in accessing mice venues with bts. prior to that, the demographic data based on pavlina (2015) and ortujzar and willumsen (1991) explored gender, age group, education, and nationality of the respondents were also sought out. table 3. preliminary survey on travel frequency to mice venues with bts preliminary survey likert scale % travel frequency to mice with bts (n=400) always 16% most of the time 34% about half the time 19% once in a while 6% never 25% total 100% simulation of england’s strategic action plan for tourism 2010-2020 on bangkok mass transit system (bts) and mice corporations post-passenger satisfaction results on the bts adaptability to support trips to mice venues, in-depth interviews proceeded to targeted respondents of bts and mice corporations. due to time constraints in this research, and the fact that both bts and mice corporations are new to this proposed partnership idea, the examination of the approach on a policy tool of england’s strategic action plan for tourism 20102020 would only be focused on short-term action (3 years) as the guiding term actions according to the short-term policy emphasized. the short-term england’s strategic action plan for tourism 2010-2020 would mean the assessment of maximum achievement of the partnership can be utilized by solely implementing the least amount of project and/or partnering costs, “especially where different sectors/sub-sectors fail to work together or fail to engage with destination managers, event organizers, dmos and local authorities” (england’s strategic action plan for tourism 2010-2020, p.8). it sets the pilot partnership guidelines with a collaborative outcome projection of three years. in other words, the approach of this “short-term actions (3 years)” would fit the most when only two parties (bts & mice corporations) first attempt to manage the partnership scheme despite the variety of delivery partners as highlighted in this policy. table 4. demographic profile of respondent (validated n=300) item n % nationalities n % gender male female 129 171 43% 57% thai 139 46% chinese 48 16% singaporean 6 2% american 16 5% age group 21-25 25+ 189 111 63% 37% australian 12 4% russian 6 2% czech 9 3% education no higher degree bachelor’s degree > bachelor’s degree 48 186 66 16% 62% 22% french 2 1% german 9 3% indian 26 9% indonesian 18 6% japanese 9 3% total 300 100% e-journal of tourism vol.8. no.2. (2021): 215-228 224http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 the rationale behind this partnership scheme between the bangkok mass transit system (bts) and mice corporations are based by several studies in integrated public transport system with tourism destinations. the study also has attempted to explore and recommend the current phenomenon where responsive governance and initiative on public transport and travel providers in bangkok are still insignificant. looking back to the united kingdom, the research on tourists and/or passenger satisfactions toward the availability and suitability of public transportation systems have been long embedded within a framework of public policy (page, 1994). despite the evolving process, the development of the uk’s public transport has always deemed the necessity of decision making on “service encounter and travel experience” (page, 1999, p. 129). page (1999) highlighted the policy framework from which the planning measures must indicate the implementations of tourist congestion in large urban areas. at this stage. government support lies firmly on an extended management of tourist traffic in the outer cities, collaboration and/or integrative promotion (both public and destination management) during the low-season, navigation of the actual forecast of traffic and direct promotion to the tourists, well-established and networked public transports, and the implementation of the integrations both within the public transport providers, and public-private partnerships (page, 1999), which in this case, the mice corporations. of general travel and tourism support, hall (1999, p 181) explained the variety of roles in tourist transport: (1) linking the origin market with the tourist destination; (2) providing access and mobility within a wide destination area (region or country); (3) offering access and mobility within a tourist attraction; (4) providing travel along a recreational route. the vitality of progressing the collaborative initiative between the mass transport systems and the travel and tourism industry also premised based on previous transport-tourism economic research. albalate and bell (2009) emphasized the role of public transport within a global flow of tourists whereby the collaboration with the city administrators, including businestable 5. passenger satisfaction in accessing mice venues with bts (validated n=300) factor agreed and strongly agreed % indicated otherwise% 1. the bts stations and transits are accessible to mice venues without any problem 70% 30% 2. punctuality of bts trains to mice venues is precise and unfailing 69% 31% 3. frequency of bts trains is sufficient with regard to the number of passengers in mice venues 38% 62% 4. bts service continuity is time and space manageable 68% 32% 5. bts trains speed is satisfactory with regard to the traffic situation in mice venue areas 72% 28% 6. traveling to mice venues by bts is comfortable regardless of seasons 52% 48% 7. information about mice venues and/or event schedules is sufficient in the bts stations or trains 18% 82% 8. timetables on the bts stations and transits reflect the mice events 22% 78% 9. overall passenger satisfaction with bts to access mice venues in bangkok 66% 34% 10. bts fare to mice venues is affordable 55% 45% source: author. adapted and modified from pavlina (2015) 225http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 table 6. in-depth interview – partnership simulation of bangkok mass transit system (bts) and mice corporations as adapted from england’s strategic action plan for tourism 2010-2020 action lead partner (s) scheme proposed delivery partners i. identify ways to minimize weekend and thailand public holidays rail closures and other such events through investigating alternative maintenance solutions and/or scheduling bangkok mass transit system (bts) ministry of transport (mot); thailand department of land transport; local authorities/bangkok metropolitan region (bmr); thailand convention and exhibition bureau; mice venues; destination organizations, tourism authority of thailand (tat) “currently, we do not have any agreement/cooperation with mice corporations to address the possibilities of alternative maintenance solutions during the weekends or thailand public holiday. the agreement of continuous services of bts is, however, being oversight closely by local authorities and it is strictly a one-way process between bts and bangkok’s authorities (e.g. mot, bmr). meanwhile, tat would only come after with its support (e.g. tourism promotion, possibly mice, etc.) once city administration confirmed.” bts action lead partner (s) scheme proposed delivery partners ii. identify examples of best practice in the coordination of public transport services between bts and mice corporations. bts and mice corporations bmr, destination organizations; transport operators; thailand convention and exhibition bureau; mice venues “we have not initiated any kind business agreement in the current time on bts leisure services to mice venues, leisure traffic management specified only to mice destinations and the works are normally done by either thailand convention and exhibition bureau or bangkok’s city tourism.” bts “meanwhile, integrated transport infrastructures, for example, directions and transits from the airport to major international venues, are clearly established by bangkok’s authorities despite no exclusive business agreement between us (bts & mice corporations).” bts “due to the inexistence of business agreement, the information sharing options to all travelers on public transport prior to the events, have always been initiated by mice corporations alone. bts provides advertising channels for this purpose. and so far, we have worked with thailand convention and exhibition bureau or thailand authority of thailand on an event basis, allowing access to event ticket deals. meanwhile with bts, so far only for “on-board” marketing deals” mice corporation 1-6 action lead partner (s) scheme proposed delivery partners iii. bts and mice corporations work with operators to achieve greater coordination in terms of information provision, communication and timetabling. bts and mice corporations thailand convention and exhibition bureau; mice venues; tourism authority of thailand (tat); destination organizations; accommodation and airport services “in terms of information support, bts marketing team are very welcoming to support the channels for advertisements, either inside the train or inside bts’s station/ transit areas.” mice corporation 1 “with prior communications/agreement, bts would have actual records of events/activities which will be held around bts areas. if that event is big enough, we will consider the offer of promotion on a case by case basis. then bts will provide a 1-day ticket deal to mice organizers and the condition of this ticket has to be used within 1 year after the date of purchase. this also includes the recommendation of selective hotels/accommodation partners or transport to the airports. however, an official, binding long-term, specific bts-mice corporations’ agreement is yet to be available.” bts. “so the business agreement between bts and mice businesses is not tightened by clear partnership agreement, not is it advised by either tourism authority of thailand, destination offices, or thailand convention and exhibition bureau.” mice corporation 2 & 3. “for example, during the preparation of the events, the organizers will intentionally approach bts for the purpose of promotional tickets and advertisement (whenever necessary).” mice corporation 4 & 5. “as we always try our best to hold the events near bts stations, for a better crowd purpose, we thought that we are better off with a fixed business agreement with bts so the work can be done more efficiently. and local authority can help this happens by enabling industry discussions/networking especially thailand convention and exhibition bureau.” mice corporation 1-6. action lead partner (s) scheme proposed delivery partners iv. promote use of travel plans for mice travel purpose, bts delivering tourism services. bts thailand convention and exhibition bureau; mice venues “as much as we focus on tourists’ travel experiences, our main target is broad to all tourists, not specific only for mice travelers. thus, the action plan on supporting mice business from the external mice tourist demands, other than promotional ticket and advertisement, has not yet existed. later in the future, we may have the opportunity to collaborate with your proposed partners, mice corporations or tceb.” bts action lead partner (s) scheme proposed delivery partners v. simplify and improve rail pricing, ticketing restrictions and packages for leisure users e.g. development of smart cards for leisure users. bts local authorities/bmr; thailand convention and exhibition bureau; mice venues; destination organizations, tourism authority of thailand (tat) “integrated tourist tickets and mice events tickets are available on the basis of agreement – normally organizers will reach out to us.” bts action lead partner (s) scheme proposed delivery partners vi. work with mice corporations to influence leisure journey times and minimize peak period and holiday disruption. bts and mice corporations local authorities/bmr; thailand convention and exhibition bureau “as we are hands off of this policy process, we would hope thailand convention and exhibition bureau or bangkok’s local authority could advocate on this corporation with bts. for example, prioritizing or providing special passenger lines of mice events during peak periods and/or clear event boards in their stations/transits.” mice corporation 3 action lead partner (s) scheme proposed delivery partners vii. encourage coordination between the transport sector and major events through identifying and sharing case studies on the benefits of working together. demonstrate that transport, tourism and wise growth can work together and offer solutions to transport problems for visitors, employees and residents alike. bts and mice corporations thailand convention and exhibition bureau; mice venues; tourism authority of thailand (tat); destination organizations; accommodation and airport services “calling for a public meeting between bts, mice corporations and other public transportation modes in the greater bangkok area for addressing/promoting and setting chapters of this integrated cooperation.” mice corporation 5 & 6 “in addition to the bts passenger satisfaction study, with a good satisfaction rate from the study, a special partnership scenario should be created between bts and mice corporations as the mice business in bangkok is growing exponentially. the efforts could also promote the overall tourist infrastructure of thailand leading to continuous good tourist experience.” mice corporation 2 e-journal of tourism vol.8. no.2. (2021): 215-228 226http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 ses are imperative. and as sarma (2003) resonated in his study within northeast india’s destination, that the tourists’ decision-making process also considers heavily on the availability of integrated, and sufficient public transports. thus, unfulfilled integrations would hinder the travel decisions to a destination, leaving a city/region with less economic competitiveness (khadaroo & seetenah, 2008). conclusion this research has a clear yet arguable conclusion on the lack of strategic policy guidance on partnership between the mass public transport and private travel and tourism enterprises like mice corporations. the findings have strongly indicated that the independence and business confidence of bts as a huge transport enterprise is mostly influenced by a stagnant government policy support. it has been hindering the outreaches of mice corporations to bts’s initiatives, leaving these two, what was supposed to be an interchangeable partner in thailand’s travel and tourism sectors, less acquainted. when putting the bts and mice corporation’s partnership scheme in the context of england’s strategic action plan for tourism 2010-2020, the novelty of this study underpins critical arguments (both reflected from satisfaction surveys & interviews): (1) the frequency of bts trains and regulated transits system should be addressed to avoid unsecured and packed readership environment, (2) when official, long-term, and regulated partnership is endorsed by bangkok authorities, mot, tat, and tceb, the availability of information about mice venues and/or event schedules, the actual timetables on the bts stations and transits that reflect the mice events, as well as more affordable bts’s tickets to mice events would cater to the needs of bts riders during their trips to mice venues, enabling more ridership’s service satisfaction and trust. after all, as the thailand government has clearly divided the authorized bodies for respective mice, transport, and public-private destination management, an enforced integration between bts and mice corporations should likewise be deemed critically. that would eventually help encourage the creation of a smart travel systems for bangkok and thailand as a whole. references abeyratne, r. 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(2020): 250-264 http://ojs.unud.ac.id/index.php/eot 250 e-issn: 2407-392x. p-issn: 2541-0857 resilience ecotourism in papua amid covid 19 pandemic liliana dewi tourism department, faculty of economy and business national university corresponding author: lilidewi.ana@gmail.com article info received 13 july 2020 accepted 31 august 2020 available online 30 september 2020 abstract tourism destination is facing numerous crises caused by climate change, natural disaster, economic recession, instability political, internal turmoil and terrorism. these crises affect inbound tourism flows and consequently the tourism industry. new crisis as we know covid 19 pandemic affecting many sectors, the most affected is the tourism industry. purpose of this research was (1) to determine mitigation strategies of ministry of tourism and creative economy amid covid 19 pandemic, (2) to learn the adaptation strategy of community ecotourism to survive amid covid 19 pandemic and (3) to analyze the implication of covid 19 epidemic on ecotourism destination resilience in papua. the research was qualitative research with descriptive explanation, and data collections used interview, documentation, literature study. swot analysis method to analyze strength, weakness, opportunity and threat of resilience ecotourism in papua. the procedure of data analysis techniques in this research used (1) data reduction, (2) presentation data, (3) conclusions. the result of this study showed there were three adaptation strategies (1) physically (2) economically, and (3) social. covid 19 pandemic gives big implicated to the economic sector, social and culture sectors on ecotourism destination resilience. cancellations of guest booking and travelling restriction impact on community ecotourism lifecycle. meanwhile, other industries such as geography, demography, natural resources, politic and security were not implicated by covid 19 pandemic. keywords: ecotourism, resilience, papua, covid 19 introduction background covid 19 pandemic makes the world facing an unprecendeted global health emergency with an unparalleled impact on societies and livelihood; one of them is a travel and tourism the most affected by this crisis. based on unwto world tourism barometer report impact of covid 19 pandemic has caused a 20% decreasing in international tourist arrivals e-journal of tourism vol.7. no.2. (2020): 250-264 http://ojs.unud.ac.id/index.php/eot 251 e-issn: 2407-392x. p-issn: 2541-0857 during the first quarter of 2020 and forecast could lead to an annual decline of between 60% and 80% compare to 2019. figure 1. international tourist arrivals source: unwto, 2020 figure 1 showed data that following the lockdown in many countries, travel restrictions and the closure of airports and national borders impact on decreasing 57% number of arrivals in march 2020 compared to international tourist arrivals in the previous year, 2019. this data means lots of the amount of global tourist arrivals decline, loss in revenue and tourism jobs atrisk situation. covid 19 pandemic was first confirmed to have spread to indonesia on march 2, 2020. since that day, the epidemic had spread to all 34 provinces in indonesia. prevention covid 19 pandemic getting more wide-spread, large scale social restriction is an option to be implemented in indonesia. pandemic gave the tourism sector the hardest time to recover, thorugh the ministry of tourism and creative economy of indoensia reveal data number of international visitors to indonesia were decline comparing to january until march 2019. data showed in figure 2. figure 2. number of international visitor to indonesia. source: the ministry of tourism and creative economy, 2020 data on figure 2 from indonesia ministry of tourism and creative economy explain total internationalvisitor from 26 main gates in indonesia such as ngurah rai – bali airport, soekarno hatta – banten airport, juanda-east java airport, kualanamu-north sumatra sirport, husein sastranegara-west java airport, adi sucipto-yogyakarta airport, bil-ntb airport, sam ratulangi-north sulawesi, minagkabau-west sumatra airport, s. syarif kasim ii-riau airport, s. iskandar muda-aceh airport, supadio-west kalimantan airport, sultan m. badaruddin ii-south sumatra airport, batam-riau 0 500,000 1,000,000 1,500,000 number of international visitor to indonesia 2020 vs 2019 year 2020 2019 e-journal of tourism vol.7. no.2. (2020): 250-264 http://ojs.unud.ac.id/index.php/eot 252 e-issn: 2407-392x. p-issn: 2541-0857 island port and airport, tanjung uban-riau island port, tanjung pinang-riau island port, tanjung balai karimun-riau island port, tanjung benoa-bali port, jayapurapapua terminal, atambua-ntb terminal, entikong-west kalimantan terminal, arukwest kalimantan port, nanga badau-west kalimantan port were 1,272,083 million international visitor on january 2020; 863,960 international visitor on february 2020; and 470,898 international visitor on march 2020 have been calculated. meanwhile, data on 2019 start from january were 1,201,735 and february 1,243,996; march 1,311,911 international visitors. this means that during pandemic covid 19 and social distancing restriction affected on number of interntional visitors slowly decrease every month start january untuk march 2020 comparing with data number of international visitors on 2019 show increasing numbers before pandemic covid 19. based on data from (travel, 2020) some of tourist attractions on java island, bali island, sumatra island, kalimantan island, sulawesi island, east nusa tenggara and other destination were closed. the impact of the spread of the covid 19 felt by the hotel, restaurant, airline, entrepreneur who had massive share and investment value. therefore, the ministry of tourism and creative economy take mitigation action. first, the social protection program for workers in the tourism sector. second, reallocated the existing budget. third, preparation of economic stimulus for business in tourism and creative economy sectors. fourth, online training such as financial planning, english course, upskill and reskilling the human resources competencies in spa business. fith, #banggabuatanindonesia, and #belikreatiflokal campaign to encourage people contribution helping each other to local products. indonesia ministry of tourism and creative economy predicts ecotourism product will attract tourists after the pandemic. the pandemic has changed the activities, behaviour of tourist. the tourism standard of health, safety, and clean protocols become new trends. nature-based tourism activities and outdoor activities and outdoor activities will be a quick rebound because ecotourism is niche tourism. therefore, ecotourism might become a new trend. the objective of this research is studying: 1) how mitigation strategies of the ministry of tourism and creative economy amid covid 19 pandemic. 2) how adaptation strategy of community ecotourism amid covid 19 pandemic. 3) how the covid 19 pandemic implication on ecotourism destination resilience in papua. e-journal of tourism vol.7. no.2. (2020): 250-264 http://ojs.unud.ac.id/index.php/eot 253 e-issn: 2407-392x. p-issn: 2541-0857 literature review ecotourism is a type of tourism program that simple adopted by traditional communities. based on (wiranatha, 2015), ecotourism is an alternative form of tourism activity that recently adopted by the expertise and local communities to bring benefit for the local economy and to preserve the nature conservation ecotourism encourages local residents to use their culture in the natural conservation of their surroundings, contemporary forms an attraction for tourist. (sitorus, 2017) explained the objective of ecotourism activities is to learn, to appreciate, and to preserve nature and to enhance the income of local communities. ecotourism consist of interacting agents including visitors, entrepreneurs and local communities, continually learn and adapt to external changes to find the best fit with the environment, and connect social, ecological, and economic subsystems through reliable feedback mechanism (nabin, 2013). local communities in ecotourism activities become an essential role in the process of implementation of ecotourism. also, the government and entrepreneur acting as a catalyst or stimulus and a vital role in the development to increase the participation in ecotourism activities (singgalen, 2019). (razak, 2017) define there are several components why ecotourism activities can be a new trend: (1) education level motivate ecotourism demand. higherlevel education tends to have a connection to ecotourism activity request; (2) segmentation ecotourism from young, elderly healthy individuals. ecotourism is niche tourism; (3) female roles determine ecotourism destinations; (4) holiday pattern changes; (5) quality service; (6) communication and information technology; (7) travel options; (8) individual security, safety, hygiene; (9) increased social and environmental concerns; (10) globalization of the economy. ecotourism should be based on the indigenous community given fact that society has better knowledge of their natural potentials, culture, culinary and handicrafts (farid, 2020). ecotourism program is one forms of community resilience that in a way, could support the efforts to extensive protection of forests and sea ecosystems (farid, 2020). resilience is the ability to handle a natural disaster, social politic conflict, policy, knowledge to adapted with climate change, ability to manage ecosystem sustainability. building community resilience is to reorganize the social life and environment that is resilient to various shocks. e-journal of tourism vol.7. no.2. (2020): 250-264 http://ojs.unud.ac.id/index.php/eot 254 e-issn: 2407-392x. p-issn: 2541-0857 resilience concept needs to integrate with the framework of empowerment and sustainability of community livelihood (mahmudi, 2020). resilience defined as the capacity of a social-ecological system to absord disturbance and reorganize while changing to retain mostly still the same function, structure, identity and feedbacks (nabin, 2013). resilience in the social-ecological system connected with diversity, innovation, the capacity to handle the disturbance and self-organization to respond to the changing environment. since who proclaim issue of covid 19 pandemic, it has affected to ecotourism industry in papua, travel and homestay booked was cancelled, zero tourism activities, the loss of jobs has posed financial problems for tourist guides. local communities play a substantial role in ecotourism area, perspectives on sustainable development and environmental protection issue are vital for effective management (jamaliah, 2017). method during covid 19 pandemic, and social distancing restriction impacted on how this research was conduct. the researcher tried to do the research used a qualitative method with a descriptive explanation. data collections include literature study, website and webinar. the procedure of data analysis techniques in this research was (1) data reduction, (2) presentation data, (3) conclusions. the informant involved in this research is leader of perkumpulan penggerak usaha dan penghidupan masyarakat asli raja ampat (perjampat) association, manager of trek-papua tours. the study of the intended document is the searching of information through the internet to sharpen the analysis. this study focuses on three adaptation strategies: (1) physically adaptation strategy, (2) economically adaptation strategy, and (3) social adaptation strategy. in the early stages, researcher searching information about issues of pandemic covid 19 impacted tourism industry, joined webinar held by unwto talked about impact of covid 19 and a glimpse of hope for tourism industry, webinar workshop solution synergy of sustainability tourism amid pandemic covid 19, rural tourism during epidemic covid 19, econusa tv. furthermore, searching article journal about ecotourism and resilience, data literature from unwto and ministry of tourism and creative economy about numbers of international tourist arrivals and names of the foreign visitor to indonesia, mitigation action of ministry of tourism and creative economy. the researcher e-journal of tourism vol.7. no.2. (2020): 250-264 http://ojs.unud.ac.id/index.php/eot 255 e-issn: 2407-392x. p-issn: 2541-0857 traced information through website, interview, and online news to ensure real condition. result and discussion mitigation impact of covid 19 pandemic to tourism industry in indonesia indonesia ministry of tourism and creative economy has predicted that the decrease in international tourists visits indonesia as the impact of epidemic covid 19. data show in table 1. table 1. number of international visitor to indonesia on january-march, 2019-2020 main gate 2019 2020 percentage ngurah rai 1,329, 681 1,040,92 8 -21,72 soekarnohatta 585,30 7 357,116 -38,99 juanda 51,678 34,521 -33,20 kualanamu 59,197 41,066 -30,63 husein sastranegara 43,993 30,270 -31,19 adi sucipto 28,209 18,633 -33,95 bil 9,284 11,821 27,33 sam ratulangi 32,971 14,004 -57,53 minangkabau 15,868 10,874 -31,47 s. syarif kasim ii 8,510 6,787 -20,25 s. iskandar muda 5,549 10,329 86,14 ahmad yani 6,494 4,923 -24,19 supadio 6,553 4,389 -33,02 sultan hasanuddin 4,155 3,572 -14,03 sultan m. badaruddin ii 4,030 2,297 -43,00 batam 466,12 4 295,572 -36,59 tj, uban 151,15 1 63,922 -57,71 tj. pinang 38,222 18,246 -52,26 tj. balai karimun 30,842 21,523 -30,22 tj. benoa 12,914 8,768 -32,10 tj. mas 8,973 3,991 -55,52 jayapura 12,178 5,670 -53,44 atambua 20,549 23,379 13,77 entikong 6,087 4,679 -23,13 aruk 4,964 4,297 -13,44 nanga badau 3,500 1,923 -45,06 total visit 2,946, 983 2,043,50 0 -30,66 sources: indonesia minstry of tourism and creative economy, 2020 cumulatively, data from january until march showed in 2019 were 2,946,983 visitors, meanwhile the number of international visitors in january until march 2020 was 2,043,500 visitors. a total visit means there -30,66 percentage number of foreign visitors decreased. there 23 main gates were a decline in the sum of international visitors. at the same time there three main gates such as bil or international airport lombok, s. iskandar muda airport, and atambua airport showed the increasing number of international visitors. simultaneously with travelling restriction, there is a list of closed tourism attraction in regards to covid 19 pandemic. data shown in table 2. e-journal of tourism vol.7. no.2. (2020): 250-264 http://ojs.unud.ac.id/index.php/eot 256 e-issn: 2407-392x. p-issn: 2541-0857 table 2. list of closed tourism attraction in regards to covid 19 no. destination tourist attraction 1 2 central java jakarta ancient human museum in sangiran karimunjawa marine national park merbabu national park mountain selok national park grojogan sewu nature park guci nature park telogo warno/pengilo n nature park mountain merapi national park national monument and surrounding area ancol kota tua ragunan zoo ismail marzuki setu babakan pitung house onrust archaelogy park the jakarta history museum the prasasti museum the mh thamrin museum the art & ceramic museum the textile museum the puppet museum the maritime museum the joang 45 museum macan museum mandiri museum the youth pledge museum museum if national awakening the national museum the national library seribu archipelago national park muara angke wildlife reserve rambut island wildlife reserve pavilion of dki at tmii jakarta planetarium dance laboratory and karawitan, condet cipir island kelor island benyamin suaeb park puppet show bharata miss tjitjih jakarta training art building basoeki abdullah museum formulation of the proclamation manuscript e-journal of tourism vol.7. no.2. (2020): 250-264 http://ojs.unud.ac.id/index.php/eot 257 e-issn: 2407-392x. p-issn: 2541-0857 3 4 bali bandung museum indonesia national gallery bight club/pub/disc otheque family karaoke/execu tive karaoke bar griya massage spa movie theater billiard steam bath ice skating manual dexterity and mechanical game arena for adult shopping malls hotels all beaches and all entertainment area in north kuta hotels alun-alun bandung city park bandung planning gallery the bandung city museum bandung creative hub dago car free day bosscha observatorium gedung sate museum djuanda forest park bandung geology museum korea village bandung hotels 5 6 7 8 9 bogor surabaya solo east nusa tenggara central kalimantan hotels hotels radya pustaka museum keris museum keraton museum balekambang park danar hadi batik museum taru jurug zoo pura mangkunegara an ketoprak art & performance sriwedari man puppet performance tumurun private museum 17 pulau riung nature park batang island nature park baumata nature park bipolo nature park camplong nature park gugus pulau teluk maumere nature park lapang island nature park menipo nature park rusa island nature park ruteng nature park teluk kupang nature park tuti adagae nature park bukit tangkiling nature park sebangau national park tanjung e-journal of tourism vol.7. no.2. (2020): 250-264 http://ojs.unud.ac.id/index.php/eot 258 e-issn: 2407-392x. p-issn: 2541-0857 10 11 12 13 14 15 west kalimantan central sulawesi south sulawesi sulawesi tenggara north sulawesi others keluang nature park tanjung putting national park mount palung national park tanjung belimbing nature park kelam hill nature park bukit baka bukit raya national park betung kerihun danau sentarum national park lore lindu national park bancea nature park wera nature park pinjan tanjung matop wildlife reserve kepulauan togean national park bantimurung bulusarung national park lejja nature park malino nature park taka bonerate national park wakatobi national park bunaken national park gili meno gili trawangan gili air mpunt merbabu borobudur temple prambanan temple ratu boko temple kalasan temple all tourism destination in pangandaran the bromo tengger semeru national park rinjani mountain the komodo national park kutai national park alas purwo national park ijen crater nature park kerinci seblat national park aketajawe lolobata national park mount leuser national park bukit igupuluh national park bukit duabelas national park mount gede pangrango national park all jatim park arena maount tambira national park amaris ambon hotel le grandeur swiss bellhotel balikpapan nasa banjarmasin hotel swiss bellhotel harbour bay zest hotel el hotel kartika wijaya royal orchid e-journal of tourism vol.7. no.2. (2020): 250-264 http://ojs.unud.ac.id/index.php/eot 259 e-issn: 2407-392x. p-issn: 2541-0857 batu amaris pettarani makasar m. bahalap palangkaraya hotel louis kienne pandanaran semarang hotel louis kienne simpang lima maxone sukabumi hotel santika ice bd hotel benteng v’redeburg yogyakarta museum balai kriti museum temple (pawom mendut, sambisari, sari, barong, banyunibo, ijo, gebang, keulan, dieng, muarajambi, bumiayu, benteng marlborough, bung karno’s exile) batang gadis national park south bukit barisan national park ujung kulon national park sources: indonesia minstry of tourism and creative data from table 2 explained there more than 14 destinations in indonesia with tourism attraction such as museums, shopping malls, national parks, hotels, temples, nature park, art & performances, spa, and movie theatres were closed. indonesia government, through the ministry of tourism and creative economy, takes mitigation action amid pandemic covid 19 with first, social protection program for workers in the tourism sectors, distribute cloth masks. second, reallocated the existing budget. third, preparation of economic stimulus for business in tourism and creative economy sectors. the charitable donation will give to 44,925 art and creative sector’s employees. fourth, online training on improvement room attendant competencies, financial planning, english course, upskill and reskilling the human resources competencies in the spa business, increasing the capacity of mice industry professional competencies. fifth, #banggabuatanindonesia and #belikreatiflokal campaign to encourage people contribution helping each other to local products. sixth, evaluation and rearrangement of ecotourism travel pattern have adjusted with the new normal condition. focusing on ecotourism and wellness tourism would be supported. in this case need a guarantee of cleanliness, health and safety preservation environmental quality of the area and involvement of local communities seventh, managing visitor management, e-journal of tourism vol.7. no.2. (2020): 250-264 http://ojs.unud.ac.id/index.php/eot 260 e-issn: 2407-392x. p-issn: 2541-0857 managing quota and dividing large groups into small groups during tourism activities. adaptation strategy for new normal cleanliness, health, and safety (chs) program associated in indonesia tourism destination. the readiness of new standard tourism destination and community disciplines of hygiene, healthy and clean protocol. bali, yogyakarta and riau island would become three priorities tourism destination were chs program applied, followed by labuan bajo, lombok, banyuwangi, 5 priorities destinations and next to all tourism destination in indonesia. there are main essential factors such as cleanliness in the room, public space with disinfectant, availability handwashing facilities and soap, clean trash net have associated. ministry of tourism and creative economy maintains the existence of indonesia tourism in east asia market, such as japan, south korea, chinese, taipei by organized through webinar series with more than 100 tourism industry practitioners from each organization. visual artists did exhibition from a home campaign organized by the ministry of tourism and creative economy, was a substitute for showrooms which have been the mainstay for displaying their works. aadc program for accept, adapt, digital, and creative collaboration program was an adaptation strategy for micro, small, medium entrepreneurs (msmes) sectors. ministry of tourism and creative economy has applied several mitigation actions to the tourism industry, workers, entrepreneur during and after the pandemic. adaptation strategy of the chs program also was used for new normal indonesia tourism destination. ecotourism in papua nature is still genuine, unique and unique culture, a particular interest of maritime, world heritage site lorentz national park, teluk cendrawasih national park, wasur national park, transfly landscape & ecoregion, abun in west papua turtle conservation, asmat. all these potentials are still pure to be a tourist attraction. one of the iconic tourist attractions in papua is raja ampat, has preservation coral reef at misool ecoresort; kayak conservation. this conservation 100% income from tourism activities went to local communities and conservation purpose; marine wildlife reserved preserved the sustainability of biodiversity in the islands; raja ampat research & conservation center; green turtle research. e-journal of tourism vol.7. no.2. (2020): 250-264 http://ojs.unud.ac.id/index.php/eot 261 e-issn: 2407-392x. p-issn: 2541-0857 adaptation strategy scotourism in papua amid pandemic covid 19 the similar stories also happen in papua; all tourists scheduled cancelled. homestay, all of a sudden, has no occupation, no activitiy, no income. they have impacted to livelihood local communities. based on information from the coordinator of raja ampat association of business players and natice people’s livelihood (perjampat), the pandemic situation had encouraged local communities to move on the other way to survive. methods of local communities in adaptation strategy amid pandemic in papua used different ways, such as sustaining the environment, protecting sea surrounding tourism attraction areas from illegally catching fisher that could be damaged environment. the pandemic force local communities back to the previous livelihood activities, such as hunting wild boar, planting, selling yellow rice and wild boar to market, selling coffee, coffee beans, sage, do online business. meanwhile, the perjampat activities were made new trekking paths, identified wildlife along the original trekking path as new ecotourism offers, updating websites, fixing 2021 trips planning, build new facilities such as bungalow, homestay and renovation homestay. obstacles implementation adaptation strategy lack of coordination and cooperation between government and communities makes different understanding, fear to be suspected covid 19 so communities did not tell the truth to medical personnel when going to the hospital. fast infected various gender, ages; vaccination still on progress research. data were collected for ecotourism practitioners by the government, but support has not received yet by communities. the implication of pandemic covid 19 on ecotourism resilience in papua the implication of covid 19 pandemic on ecotourism resilience in papua in this research there were eight aspects of resistance will be explained. first, geography aspect. geography for ecotourism was a vital tourism attraction; also a habitat for flora and fauna, and the environment becomes cleaner and fresh. second, natural resources aspect. less of human activities on natural resources bring benefit to refresh, breath and regrow. third, demography aspect was affected by the pandemic, and several populations decline 2% infected by covid 19, 70% hospitalized. e-journal of tourism vol.7. no.2. (2020): 250-264 http://ojs.unud.ac.id/index.php/eot 262 e-issn: 2407-392x. p-issn: 2541-0857 fourth, ideology aspect on ecotourism resilience had not been affected. communities have a strong ideology of pancasila. fifth, politic aspect also not changed. sixth, economy aspect have big implicated of pandemic covid 19 on ecotourism resilience. loss of income, jobs makes ecotourism practitioners and communities must survive. seventh, social culture aspect on ecotourism resilience affected on the new habit on communities, practitioners started to be more concern about cleanliness, hygience, health, and safety; also need to be more sensitive on small group tourist, sanitation and hygiene of homestay and surrounding facilities, kitchen, food, more space on the room. periodic clean and disinfectant ecotourism activities tools properties and mode of transportation. eighth, safety aspect on ecotourism resilience need more protection fro illegal fishing, illegal action on ecotourism destination. discussion this research focuses on three adaptation strategies forms, physical, economy, and society. virus covid 19 was a new disaster where hardest impacted to economic sectors, and common areas to all indonesia region, even many countries. it is different from a natural disaster. it did not affect may destination, but covid 19 changed lots of tourism destination in the economy and social sectors. tourist destination needs adaptation strategy on the physical area amid pandemic covid 19 was local communities need to protect the environment from illegal industries or action. therefore, local communities, tourism activities, tourism practitioners can be adapted from mitigation action to survive on the economy and social sectors. based on information from coordinator perjampat, adaptation strategy of local communities during pandemic covid 19 from the economy sector were encouraged communities to adapt again to the previous livelihood before tourism activities such as selling some product planting coffe and sage, fish, yellow rice, and wild boar to the traditional market and online business. meanwhile, from the social sector during pandemic there no ecotourism activities, local communities adapted with planting hydroponic, build homestay, coordinate with local government search new trekking at kampung dokay and sosi, fishing and clean wash fish. at the same time, adaptation strategy on the physical sector of ecotourism was protecting sustainability environment, especially sea from illegal fishing, clearing area for preparation planting. e-journal of tourism vol.7. no.2. (2020): 250-264 http://ojs.unud.ac.id/index.php/eot 263 e-issn: 2407-392x. p-issn: 2541-0857 swot analysis a swot analysis evaluates the interna strengths and weaknesses, and the external opportunities, and threats in an organization’s environtment (bonnici, 2015). analysis of internal strenghts and weaknesses internal strength of papua communities to resilient ecotourism during the pandemic is using natural resources from forest, sea, land by hunting wild boar, fishing skill, and planting skill made them able to endure. weaknesses of resilient ecotourism communities were less of coordination between government and communities, illegally fishing, lack of knowledge of covid 19, tendency depends on tourism sectors as the main livelihood. analysis of external opportunities and threats opportunities to resilient ecosystem amid pandemic covid 19 19 refreshed, regrow, restructure environment. ecotourism in papua able to alive again with a new environment, as a result, ecotourism in papua will have a new track, original path, new attraction to promote also to support conservation. communities also have new standard skills to live with cleanliness, hygiene, health, and safety. have the opportunity and have time to strengthen institutional, fixing the website, differentiation new product to offer. planning and mitigation risk management have time to create value-added. the threat to resilient ecotourism in papua was new changing protocal standard on running ecotourism business industry. there was the demand on cleanliness, hygiene, health, and safety of homestay and surrounding, kitchen products, facilities, restaurant, ecotourism attraction tools. tendency stimulate tourism package needed to recover, demad on small group tourist, changing on tourist travelling behaviour and market share, demand more space on room, example tourist will not be willing to be in lots of people at the same room. there was high-cost forecasting. conclusion there were seven mitigation programs strategies of ministry tourism and creative economy amid covid 19 pandemic. social protection for workers was the important, followed by reallocated budget, a stimulus for tourism business sector, live online training, campaign, evaluate and re-arrangement of ecotourism travel pattern and standard protocol, managing visitor management. e-journal of tourism vol.7. no.2. (2020): 250-264 http://ojs.unud.ac.id/index.php/eot 264 e-issn: 2407-392x. p-issn: 2541-0857 eight aspects of implication of covid 19 pandemic on ecotourism destination resilience were geography, natural resources, demography, ideology, politic, economic, social culture, safety. acknowledgement national university funded this research. this research aims to contribute to tourism research industry during covid 19 pandemic. references bonnici, t. s. (2015). swot analysis. wiley encyclopedia of management. farid, m. (2020, february 24). econusa. retrieved from https://www.econusa.id/en/ecostor y/ecotourism--nature-conservationand-indigenous-communityresilience-: https://www.econusa.id/en/ecostor y/ecotourism--nature-conservationand-indigenous-communityresilience jamaliah, m. &. (2017). ecotourism resilience to climate change in dana biosphere reserve, jordan. journal of susainable tourism. mahmudi, a. (2020, may 11). memahami konsep community resilience & situasi masalahnya. 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(2015). sustainable development strategy for ecotourism at tangkahan, north sumatera. e-journal tourism vol. 2. no. 1, 1-8. retrieved from https://ojs.unud.ac.id/index.php/eot/a rticle/view/19437/12877. nyepi holiday package: e-journal of tourism vol.5. no.2. (2018): 85-93 http://ojs.unud.ac.id/index.php/eot 85 e-issn: 2407-392x. p-issn: 2541-0857 an error correction model analysis of indonesia’s tourism and international trade tonny hendratono and veny anindya puspitasari universitas bunda mulia jakarta corresponding author: veny.anindya@gmail.com article info received 24 august 2018 accepted 12 september 2018 available online 20 september 2018 abstract the tourism sector is the mainstay of indonesia's foreign exchange contributor. through its affordability with various other sectors, tourism is considered to be able to influence the country's international trade through the mechanism of exports and imports. this study aims to analyze the influence of tourism on indonesia's trade balance in the short and long term. the theory of comparative advantage and heckscher-ohlin are aimed to answer the purpose of this study. using the error correction model (ecm), this research shows that tourism has a positive and significant impact on exports and imports in the long and short term. however, in the long term the influence of tourism on imports is greater than that of exports. the opposite thing is happened in the short term. keywords: tourism, international trade, error correction model introduction background indonesia's economy during 2014 in the second quarter of 2018 shows its optimism. this optimism arises one of them from the economic growth that increased in 2017 compared to the previous year. the world bank even predicts that indonesia's economic growth in 2018 will reach 5.2%. to be able to maintain a stable economy and move towards a better direction; through one of the nine priority agendas for indonesia that was proclaimed through nawacita, indonesia’s president and vice president joko widodo jusuf kalla (jokowi jk) government is intensively developing indonesia from the periphery in order to catch up all this time, one of them is an economic lag. through the national medium term development plan (rpjmn) issued by jokowi jk which is an extension of the master plan for the acceleration and expansion of indonesian development (mp3i) from the previous government, which is in line with the national development vision set forth in law no. 17 of 2007 concerning the 2005-2025 national long term development plan; the jokowi jk government wanted to invite all the people to catch up. source: central bureau of statistics, 2018 figure 1. indonesian economic growth in 2010 2017 e-journal of tourism vol.5. no.2. (2018): 85-93 http://ojs.unud.ac.id/index.php/eot 86 e-issn: 2407-392x. p-issn: 2541-0857 tourism is a sector that contributes significantly to the indonesian economy. this sector is even targeted to contribute to gross domestic product (gdp) in 2017 at 13% of national gdp. gdp in the tourism sector occurs through the expenditure of domestic tourists, government tourism budgets, foreign tourist spending, and investment in tourism businesses which include: (1) business tourism attraction; (2) tourism area business; (3) tourist transportation services; (4) travel services; (5) food and beverage services; (6) accommodation provider; (7) organizing entertainment and recreation activities; (8) organizing meetings, incentive trips, conferences and exhibitions; (9) tourism information services; (10) tourism consulting services; (11) guide services; (12) water tourism; and (13) spa. the tourism sector also plays a strategic role in creating added value for the national economy through its reach to many other sectors such as infrastructure, transportation, and other services. with this role, the tourism sector is considered to be able to contribute greatly to increasing the country's foreign exchange reserves. therefore, it can be said that the tourism sector is one sector that is able to influence a country's trade balance. research objective this study aims to analyze the influence of tourism on indonesia's trade balance in the short and long term. literature review international trade theory: comparative advantages the relevance of international trade theory with the tourism economy has been recognized for a long time. the discussion of tourism relations with international trade in the literature usually refers to two main approaches: (i) the theory of comparative advantage and (ii) the heckscher-ohlin (h-o) theory. the theory of comparative advantage is a theory put forward by david ricardo. according to him, international trade occurs when there are differences in comparative advantage between countries. he argues that comparative advantage will be achieved if a country is able to produce more goods and services at a lower cost than other countries. in the theory of comparative advantage, a nation can improve its standard of living and income if the country specializes in the production of goods or services that have high productivity and efficiency. this theory is based on assumptions: (1) labor theory of value, namely that the value of an item is determined by the amount of labor used to produce the item, where the value of the goods exchanged is balanced by the amount of labor used to produce it; (2) international trade is seen as an exchange of goods with goods; (3) the costs of transportation and others are not taken into account; (4) marketing, production run at a fixed cost, this means that the scale of production has no effect; (5) factors of production are not mobile at all between countries. therefore, a country will specialize in the production of goods and export them if the country has an advantage and will import goods needed if it has a loss in producing. according to the law of comparative advantage of david ricardo, even though a country is less efficient than (or has an absolute loss to) other countries in producing both types of commodities produced, there is still a basis for trading that benefits both parties. in the theory of comparative advantage (comparative advantage) it is stated that the difference in the abundance of relative production factors serves as the main basis for a country to conduct international trade. a country will produce and then export items that have the biggest comparative advantage (the item that can be produced cheaper or more efficiently and more productively) and import goods that have comparative disadvantage (goods that produce higher costs themselves). in the context of tourism, this theory applies to many developing countries with abundant tourism and labor resources such as indonesia because they have an abundance of factors of production to develop tourism products, means having comparative advantages to export tourism services. e-journal of tourism vol.5. no.2. (2018): 85-93 http://ojs.unud.ac.id/index.php/eot 87 e-issn: 2407-392x. p-issn: 2541-0857 international trade theory: heckscherohlin according to the heckscher-ohlin (h-o) theory a country will trade with other countries because the country has comparative advantages. the basis of comparative advantage in h-o theory is: (1) endowment factors, namely ownership of factors of production in a country; and (2) intensity factors, namely the technology used in the production process, whether labor intensity or capital intensity. each country that conducts trade tends to specialize in the production and export of certain goods because the country has relatively large and cheap production factors to produce it. on the contrary, each country will import certain goods because the country has relatively few production factors and is expensive to produce. however, it does not mean those countries that do not have superiority in the ownership of production factors cannot trade with other countries. although a country does not have abundant resources or factors of production in the tourism sector but is able to produce tourism products and services that are attractive so that it is included in the ranks of the main tourist destinations in the world (khan and lin, 2002). another approach that is often used to see the influence or relationship of trade with tourism is based on the motives of people to travel. according to spillane (1994), people traveling are driven by the desire to: (1) have pleasure (pleasure tourism); (2) recreation (recreation tourism); (3) sports (sports tourism); (4) cultural tourism (cultural tourism); (5) for conventions (convention tourism); and (6) for trading business or business purposes (business tourism). the motive that is considered most relevant to trade is a business trip. because this trip is a professional trip (professional trips) and usually associated with work or position. this business tour is not only carried out by entrepreneurs or industrialists, but also by the visitors of the exhibition. entrepreneurs / industrialists and exhibition visitors also act as consumers / buyers and sellers for certain products in the countries visited. therefore, the success of business travel directly will create a flow of exports and / or imports in the next period. however, tourist visits with other motives can also affect trade. tours for fun or leisure purposes can identify business opportunities, which can further affect exports and imports in the next period. tourists can also consume certain types of goods that are not produced in tourist destinations so that the country must import. the implication is that the country is experiencing pressure for import needs. in addition, tourism also shows a shift in consumption from the countries of origin of visitors to tourist destinations. thus, tourism and trade can show complementary or substitutionary relationships, depending on the goods to be imported or exported, as a representation of international trade (santanagallego, ledesma-rodríguez and pérezrodríguez, 2011). research methods data in this study, the data used is the number of foreign tourist arrivals to indonesia, exports and imports for the period january 2015 to december 2017 which are presented monthly and produce a time series data. analysis method error correction model (ecm error correction model) is a linear regression model that determines the long-term balance between several variables. in the error correction model an adjustment is made so that there is a balance between what is desired and what is happened. error correction models can be used on variables that are not stationary but cointegrated. the error correction model is used to overcome the problem of nonstationary time series data, smooth regression problems, correct short-term imbalances and to form long-term equilibrium relationships between variables. because this study uses time series data, the use of the ecm model is carried out through several stages, namely: (i) stationary test (unit root test) to prove the stability (normality) pattern of each variable, so that the resulting regression is not spurious (false) so it does not produce e-journal of tourism vol.5. no.2. (2018): 85-93 http://ojs.unud.ac.id/index.php/eot 88 e-issn: 2407-392x. p-issn: 2541-0857 a wrong interpretation. the testing method used is phillip perron test. (ii) integration degree test to find out to what degree a data will be stationary. if the variables included in the equation above have the same degree of integration, then these variables are said to have equilibrium relationships or cointegrated and can be said to have a long-term balance relationship; and (iii) develop an ecm regression model to correct short-term imbalances towards long-term equilibrium. results and discussion phillip-perron data stationary test (pp) this test was carried out using nonparametric statistical methods in explaining the existence of autocorrelation between residuals without including the independent variable of differential inaction. the advantage of using this test is the assumption that there is no form of function for the residual process variables so that the pp test is said to be a nonparametric test. because it is non-parametric, the pp test can be used in many cases and in large samples, the pp test will show good results. table 1. root test unit pp results export import tourism with intercept 0.5480 0.6470 0.6217 with intercept and trend 0.8718 0.9372 0.0000 without intercept and trend 0.7573 0.7080 0.9913 source: developed in this research from table 1 can be seen that in the export variable, all probabilities are above 1%, 5%, or 10%. this means that the root test of the export variable unit is not stationary. the same thing also happens to the import variable where all the probability values exceed 1%, 5%, or 10% so that they are declared not stationary. whereas for tourism variables there is one probability value whose value is smaller than 1%, 5%, or 10%, that is when tested with intercepts and trends. but in other tests (with intercepts and without intercepts and trends) the probability value is greater than 1%, 5%, or 10% so that it is declared not stationary. thus it can be concluded that at this stationary stage, all the research variables are not stationary so it needs to do the first stage integration degree testing. table 2. results of first level integration test export import tourism with intercept 0.0002 0.0005 0.0002 with intercept and trend 0.0005 0.0038 0.0000 without intercept and trend 0.0000 0.0000 0.0000 source: developed in this research the test results shows that the data has met stationary requirements because the probability value is smaller than 1%, 5%, or 10% and all-time series data can be concluded to be integrated at the same degree, namely one or i integration degree (1). cointegration test cointegration test was popularized by engle & granger (1987) (gujarati, 2009). the cointegration approach is closely related to the testing of the possibility of a long-term balance relationship between research variables. the cointegration approach can also be seen as a test of theory and is an important part of the formulation and estimation of a dynamic model (engle and granger, 1987). the cointegration test used in this study is the cointegration test developed by johansen. e-journal of tourism vol.5. no.2. (2018): 85-93 http://ojs.unud.ac.id/index.php/eot 89 e-issn: 2407-392x. p-issn: 2541-0857 table 3. estimation of export variable long term equation varia ble coeffici ent std. error tstatist ic probabi lity c 5838.39 2 2380. 010 2.453 096 0.0207 touris m 0.01227 0 0.003 472 3.533 719 0.0014 r 2 0.30842 3 numb er of obs. 30 source: developed in this research from table 3 can be made the following equation: export = 5838.392 + 0.012270 tourism. besides that, it can be seen that the probability value is 0.0014. this means that in the long run, the tourism variable significantly affects the export variables at a significance level of 1%, 5%, and 10%. the influence of tourism is able to explain the variation of the export variable movement of 0.308423, as indicated by the r2 value. changes in the independent variable (tourism) are able to explain the variation of the dependent variable (export) around 30.84%, while the rest (around 69.15%) is explained by other variables outside the model. table 4. estimation of import variable long term equation varia ble coeffici ent std. error tstatisti c prob . c 1399.26 7 2302.9 67 0.6075 93 0.54 84 touris m 0.01730 8 0.0033 60 5.1512 27 0.00 00 r 2 0.48657 0 numbe r of obs. 30 from table 4 can be made the following equation: import = 1399,267 + 0.017308 tourism. in addition it can be seen that the probability value is 0.0000. this means that in the long run, the tourism variable significantly influences the import variables at a significance level of 1%, 5%, and 10%. the influence of tourism is able to explain the variation in the movement of the import variable of 0.486570, as indicated by the value of r2. changes in the independent variable (tourism) are able to explain the variation of the dependent variable (import) around 48.65%, while the rest (around 51.34%) is explained by other variables outside the model. table 5. johansen cointegration test result hypothes ized eigenv alue trace 0.05 prob. ** no. of ce(s) statisti c critica l value none * 0.5841 68 38.76 206 35.12 090 0.01 95 at most 1 * 0.4928 53 21.30 716 18.40 771 0.01 91 at most 2 * 0.3737 14 8.375 688 3.951 466 0.00 40 the trace statistic value r = 0 is greater than the critical value with a significance level of 5%, which is 38.76206> 35.12090. this means that the null hypothesis which states that no cointegration is rejected and an alternative hypothesis stating that there is no cointegration cannot be rejected. based on the econometric analysis above, it can be seen that among the three variables in this study, there is one cointegration at the 5% significance level. thus, the results of the cointegration test indicate that between tourism, export and import movements have long-term stability / balance and similarity movements. in other words, in each short-term period, all variables tend to adjust to each other, to achieve long-term equilibrium. e-journal of tourism vol.5. no.2. (2018): 85-93 http://ojs.unud.ac.id/index.php/eot 90 e-issn: 2407-392x. p-issn: 2541-0857 error correction model (ecm) test after conducting the cointegration test and the results shown by the model explain that the data has a long-term relationship or balance. what about the short term, it is very possible that there is an imbalance or both do not reach balance. the technique for correcting short-term imbalances towards a long-term balance is called the error correction model (ecm), which was introduced by sargan and popularized by engle-granger. the ecm model is generally a concept of a time-bound econometric model that aims to balance short-term conditions with long-term equilibrium conditions through an adjustment process. engle & granger (1987) argued that if among a number of variables there is cointegration, then a condition called error correction representation is obtained which indicates that what happens to the dependent variable is not only affected by the independent variable but also influenced by the balance of the cointegration relationship. the imbalance of this cointegration relationship is shown by the error correction term value. in addition, ecm econometrics is useful in overcoming the problem of nonstationary time series data and spurious regression problems. table 6. ecm estimation results of export variable variable coeffici ent std. error tstatisti c prob . c 20.8331 6 272.38 43 0.0724 05 0.94 28 d(touri sm) 0.00905 4 0.0038 52 2.0907 85 0.04 65 ect1(1) 0.19396 9 0.1280 98 1.5142 27 0.14 20 r 2 0.18040 1 number of obs. 29 table 7. ecm estimation results of import variable variable coeffici ent std. error tstatisti c prob . c 24.0298 4 250.74 53 0.0958 34 0.92 44 d(touri sm) 0.00869 7 0.0036 42 2.0860 70 0.04 69 ect2(1) 0.14791 7 0.1258 30 1.1755 37 0.25 04 r 2 0.15360 8 number of obs. 29 from the estimation results in tables 6 and 7 it can be seen that in the short term variations in the movement of the value of the dependent variable dexport are significantly influenced by the dtourism variable at a significance level (real level) of 5%. similarly, the influence of dtourism on the dimport variable in the short term is also significant at the significant level of 5%. the lag variable (ect1 and ect2) which represents the error correction term (ect) in both equations does not show a significant effect. in general, the ecm model above is able to explain variations in export and import together, each at 18.04% and 15.36%. the results of ecm regression for short-term equations in tables 6 and 7 can be summarized in the form of the following equation: dexport = -20.83316 + 0.009054 dtourism 0.193969 ect1 (-1) dimport = 24.02984 + 0.008697 dtourism 0.147917 ect2 (-1) the regression results in the dexport equation show that the speed of adjustment in this short-term model is 0.193969. this indicates the variable speed in adjusting its movement towards the long-term trend. with a negative value means that the decrease in the imbalance value of the variables in the model explains the change in 1 export unit (dexport) of 0.193969. in other words, about 19.39% of the imbalance between the actual export value and the e-journal of tourism vol.5. no.2. (2018): 85-93 http://ojs.unud.ac.id/index.php/eot 91 e-issn: 2407-392x. p-issn: 2541-0857 desired export value will be eliminated or eliminated in one period (one month). meanwhile, the regression results in dimport equations show that the variable speed in adjusting the speed of adjustment towards the long-term trend is -0.147917. with a negative value means that around 14.79% the imbalance between the actual import value and the desired import value will be eliminated or eliminated in one period (one month). discussion from the results of a series of tests that included unit root tests, cointegration tests, and ecm tests, the results showed that in the long run the tourism sector had a positive and significant influence on indonesian international trade. the increase of the tourism sector by 1% will increase the export value by 1.2% and the import value will increase by 1.7%. likewise, if the tourism sector has decreased by 1%, the export value will decrease by 1.2% and the import value will decrease by 1.7%. but even though the influence is positive and significant, the magnitude of the influence is not too large. tourism data used in this study is the number of foreign tourists visiting indonesia. if it is associated with exports, if the number of foreign tourists visits increases by 1%, it will increase the export value by 1.2%. indonesia's tourism exports are divided into three main products namely natural tourism, cultural tourism, and man-made tourism (ministry of trade, 2015). in 2015, cultural tourism dominated tourism exports by 65%. as an implication, requests for souvenirs that reflect the uniqueness of certain regional cultures such as wayang and angklung are quite high (ministry of trade, 2015). when in their home country, foreign tourists still want to feel the regional culture in indonesia they have visited. but in 2017 the tourist trend is changing. marine tourism and other nature dominate the motives of foreign tourists to visit indonesia (prodjo, 2017). many tourism objects in indonesia offer natural beauty and experience to interact with nature such as diving and mountain climbing. this is supported by the government which will continue to increase the number of visa-free recipient countries and also add tourism facilities. one of the tourism facilities that is the main attraction is cruise ships. in indonesia there are five ports that can be used as cruise ship embarkation, namely tanjung priok port, tanjung perak harbor, belawan port, makassar port, and bali benoa harbor. the transition of this tourist trend and coupled with the stability of the rupiah exchange rate has triggered low tourism exports in the long run. low value also occurs in the longterm influence of foreign tourist arrivals on indonesian imports where every 1% increase in foreign tourist arrivals to indonesia will increase imports by 1.7%. but in fact this positive relationship shows a chance of leakage for the state. leaks occur when requests for international standard equipment used in the tourism industry, imported food and beverages that are not able to be provided by local or domestic communities. especially in developing countries, international standard food and drinks must be imported from abroad on the grounds that standards are not met, and consequently local products and local communities as producers cannot market their products for the benefit of tourism. the amount of income from the tourism sector is usually also accompanied by the amount of costs that must be spent to import the products that are considered international standards. although both have a positive and significant influence, it turns out the influence of foreign tourist arrivals to indonesia on indonesian imports in the long run is greater than its exports. this could be because the factors of comparative advantage that affect exports in the long term can quickly experience adjustments such as tourist tastes for the types of tourism that are in demand as well as government intervention in controlling the rupiah exchange rate. whereas imports which tend to be more affected by foreign tourist arrivals can occur due to the characteristics of foreign tourists coming to indonesia. according to the central bureau of statistics (2018), tourists coming from china, singapore, and australia are in the top ranks of the countries that visit indonesia most frequently in 2017. of the three countries, tourists from singapore and australia share the same characteristics namely liking modernity. they really like visiting night clubs e-journal of tourism vol.5. no.2. (2018): 85-93 http://ojs.unud.ac.id/index.php/eot 92 e-issn: 2407-392x. p-issn: 2541-0857 and enjoying entertainment and drinks that are classified as luxury and imported from abroad (spillane, 1994; visitpare, 2017). the intensity of tourist arrivals from singapore and australia was allegedly the cause of higher import increases compared to exports in the long run. in the short term, foreign tourist arrivals to indonesia affect exports and imports positively and significantly but not up to 1% where 0.9% and 0.8% respectively. this could be due to the nature of their visit which is only a few days so it does not provide a significant economic impact. but in contrast to the long term, in the short term foreign tourist arrivals affect exports more than imports even though they are not too far apart. this could be because in the short term foreign tourists still feel the impression of the tourism they feel on tourist attractions in indonesia. but in the long run that impression can be lost because many other tourist destinations in the world also offer comparative advantages. conclusion based on the findings and analysis in the previous section it can be stated that in the long run and short term tourism has a positive and significant influence on the growth of indonesian exports and imports. in tourism it affects imports more than exports. this is due to the characteristics of foreign tourists visiting indonesia who like modernity by visiting nightclubs and increasing demand for goods from abroad. whereas in the short term tourism influences the country's exports in the short term foreign tourists can still feel the impression of the tourism they feel while in indonesia. suggestions for further research based on the conclusions stated earlier, there are several suggestions that can be used as recommendations for the government in formulating tourism policies and international trade, as follows: 1) a small tourism influence on indonesia's international trade needs to be addressed by integrating government policies to increase the number of foreign tourists visiting indonesia with international trade policies. in the process, the government needs to synergize several relevant ministries such as the ministry of tourism, ministry of finance, ministry of industry, and ministry of trade and nonministerial institutions such as the creative economy agency to jointly enhance the comparative advantage of indonesian tourism. 2) regarding the magnitude of the influence of tourism on imports, the government also needs to review the import duty policy especially on beverage products. the high import duty imposed on beverage products, especially alcoholic beverages, is vulnerable to smuggling. therefore, the government through the directorate general of customs and excise needs to take various anticipatory and safeguard measures such as increasing difficulties so that the security system is not easily penetrated by potential smugglers by carrying out multiple layers of supervision. references central bureau of statistics (2018) laporan perekonomian indonesia 2017. available at: https://www.bps.go.id/publication/2017/ 09/27/96607b0fa1ba5649ce573500/lapo ran-perekonomian-indonesia-2017.html (accessed: 10 august 2018). engle, r. f. and granger, c. w. j. (1987) ‘cointegration and error correction: representation, estimation, and testing’, econometrica: journal of the econometric society. jstor, pp. 251– 276. gujarati, d. n. (2009) basic econometrics. tata mcgraw-hill education. khan, h. and lin, c. c. (2002) ‘international trade and tourism: evidence from cointegration and causality tests by using singapore data’, in the 33rd annual conference of travel and tourism association (ttra), pp. 23–26. e-journal of tourism vol.5. no.2. (2018): 85-93 http://ojs.unud.ac.id/index.php/eot 93 e-issn: 2407-392x. p-issn: 2541-0857 ministry of trade (2015) geliat ekspor law no. 17 of 2007 concerning the 20052025 national long term development plan pariwisata. available at: http://djpen.kemendag.go.id/app_fronte nd/admin/docs/publication/9201455003 103.pdf (accessed: 10 august 2018). prodjo, w. (2017) tren 2017 masih wisata bahari yang ‘instagramable’. available at: https://travel.kompas.com/read/2017/01/ 04/151400927/tren.2017.masih.wisata.b ahari.yang.instagramable. (accessed: 10 august 2018). santana-gallego, m., ledesma-rodríguez, f. and pérez-rodríguez, j. v (2011) ‘tourism and trade in oecd countries. a dynamic heterogeneous panel data analysis’, empirical economics. springer, 41(2), p. 533. spillane, j. j. (1994) ‘siasat ekonomi dan rekayasa kebudayaan pariwisata indonesia’. yogyakarta (id): kanisius. visitpare (2017) memahami karakter & budaya wisatawan mancanegara. available at: https://visitpare.com/senidan-budaya/memahami-karakterbudaya-wisatawan-mancanegara/ (accessed: 10 august 2018). e-journal of tourism vol.9. no.1. (2022): 67-82 http://ojs.unud.ac.id/index.php/eot 67 e-issn 2407-392x. p-issn 2541-0857 tourism potential evaluation and strategy formulation for pine forest of gelagahlinggah: experience from a community engagement anom hery suasapha*, i wayan mertha, ida bagus gede agung widana, luh yusni wiarti, ni putu oka agustini, lukia zuraida, diah cynthia putri bali tourism polytechnic *corresponding author: anom_hs@ppb.ac.id doi: https://doi.org/10.24922/eot.v9i1.82250 article info submitted: january 12th 2022 accepted: march 8th 2022 published: march 31st 2022 abstract this article is written based on a research conducted as part of a series of community engagement done by lecturers of tourism destination program of bali tourism polytechnic for the community of gelagahlinggah customary village. the village is located at kintamani of bangli regency, and is part of buffer zone for batur unesco global geopark. the aim of the research was to evaluate the tourism potential of the pines forest of gelagahlinggah, and to produce strategies to develop those potentials. the research implemented quantitative and qualitative approach, utilizing survey as the method for collecting primary data. to increase the validity of the data, the sample was determined purposively. therefore, the respondents should understand the existing condition of the pines forest of gelagahlinggah village, and able to evaluate its tourism potentials. the questionnaire was developed on google form to allows for practicality. a sample of 100 respondents were collected, based on which a dataset was then prepared for analysis. the analysis using exploratory factor analysis (efa) to extract factors in the form of strengths, weaknesses, opportunities and threats indicating the tourism potentials of the pine forest of gelagahlinggah. the tourism potentials were then processed in a swot matrix to develop strategies for those tourism potentials. the research result reveals some tourism potentials of the pine forest of gelagahlinggah, and strategies suitable to develop those potentials. keywords: tourism potentials; evaluative; pine forest; strategy. introduction background gelagahlinggah is a customary village, located at kintamani of bangli regency in bali. gelagahlinggah is one of buffer villages of the batur unesco global geopark. located on the mountains, in the middle of a pine forest, gelagahlinggah possess a cool weather and a calm ambience resulted from the pine forest itself. the pine forest of gelagahlinggah are state own property under management of kesatuan pengelolaan hutan (kph) bali timur (forest management unit of eastern bali) who has handed over http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 67-82 http://ojs.unud.ac.id/index.php/eot 68 e-issn 2407-392x. p-issn 2541-0857 51 hectare of the forest to be manage by a group of forest farmer (kelompok tani hutan) from gelagahlinggah customary village. the group has been trying to develop some tourist activities on the 51 hectare land, requiring assistance from government, tourism academia and other stakeholders on the process. gelagahlinggah has been a place for lecturers of tourism destination study program of bali tourism institute to conduct one of its three obligation, the community engagement. since 2018, not less than 5 community engagement programs had been conducted in the village, based on mutual understanding between the village and the lecturer themselves. the first engagement was done on june 2018, to increase awareness of the villagers on sapta pesona (the seven charms) and the sadar wisata (awareness as a host or as a local community of a tourist destination). the second engagement was done on october 2019. the aim of the second community engagement was to increase the capacity of the community of gelagahlinggah village in designing tourism product as well as to market the product on the internet through collaboration with ota. the third engagement was done on june 2020. this engagement was special since it was done in the pandemic covid-19 situation. given that the aim of the third engagement was to prepare a legal aspect in the form of letter of cooperation agreement between stakeholder of gelagahlinggah pine forest, the engagement was done in the form of discussions in order for the agreement can be made and written. due to the pandemic, those discussion was done online on zoom platform. the result was a letter of cooperation agreement between gelagahlinggah customary village and the gelagahlinggah lestari forest farmer group, known by the kph bali timur (forest management unit of eastern bali) as the government body responsible for the management of the pine forest of gelagahlinggah. to follow-up with the result of the third community engagement, the fourth engagement was done on november 2020. with the legal aspect for the development of tourism activity in the forest have been secured, it was understood that tourism potentials evaluation needed to be conducted to prepare the basis for the planning of tourism development in the pine forest of gelagahlinggah. moreover, in order for the development of tourism in the area to be acknowledge and supported by the local government who is responsible in developing the tourism potentials in its region (article 23, paragraph 1, letter c of law number 10 of 2009 concerning tourism), those tourism potentials need to be evaluated first. therefore, in order to evaluate the tourism potential of the pine forest, the fourth community engagement of lecturers of tourism destination study program was done in the form of applied research, which is another obligation of university besides the teaching (etzkowitz & leydesdorff, 2000) and the community engagement itself (goddard & kempton, 2016; calzada & cowie, 2017). through this research, it was hoped that 2 out of the three obligations of the university can be pulfilled. evaluation of tourism potentials is an important step in the decision to invest in tourism (mamun & mitra, 2012; hoang et al, 2018; puška, stojanović, & maksimović, 2019; sestras, et al., 2020; puška, et al., 2021), as well as in the planning of tourism (yan, gao, & zhang, 2017). the process will also provide a hindsight on the prospect of tourism development in an area (hoang et al, 2018). other than the objectives mentioned earlier, research for the community engagement conducted for the community of gelagahlinggah customary village was also intended to provide a basis for strategy formulation based on the result of the tourism potentials evaluation process. therefore, the research was combining tourism potentials evaluation with strategy formulation. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 67-82 http://ojs.unud.ac.id/index.php/eot 69 e-issn 2407-392x. p-issn 2541-0857 result of the fourth engagement was then served as the basis for the fifth community engagement conducted by lecturer of tourism destination of bali tourism polytechnic for the community of gelagahlinggah customary village. the fifth engagement was done on june 2021. the aim of the fifth engagement was to advocate the bottom-up initiative of the community for their potential tourist attraction to be lagalized as one of tourist attraction under the government of bangli regency. this article is written to share some of the experience that was gained from doing those 5 community engagements, especially the applied research of which result has been the basis for legalization of the status of gelagahlinggah pine forest as one of tourist attaction in bangli regency. with the background of the research had been presented, the later part of this article will discuss the methodology, the result and the discussion as well as suggestion that can be made based on the research. by doing so, this article also provide alternative methodology that can be use to evaluate tourism potential. research methods once the research design has been fixed, instrument for collecting data was developed. since the aim of the research was to evaluate the tourism potentials of pine forest at gelagahlinggah village, it was agreed that the variable from which the statements of the questionnaire will be derived, should incorporate variables that enable the identification of the tourism potential, from the point of their strengths and weaknesses (internal variable), as well as opportunities and threats (external variable). therefore, the variables for this research consisted of the components of tourism destination, such as attraction, access, amenities and tourism organization (burkart, 1976; cooper, 2016; fletcher et al, 2018). the variables also taken into account results of preliminary survey and discussion notes collected from previous community engagements, such as the physical characteristics of the forest, the stakeholders of the forest, and the potential tourism activity that can be perform in the forest, as well as the conservation role of the forest. those variables served as the basis for the statements that made up the questionnaire. since the questionnaire aimed to collect data in the form of perception of the respondents toward tourism potentials of the pines forest of gelagahlinggah village, the statements are constructed to specifically measured the strengths and weaknesses, as well as the opportunities and threats of those variables mentioned above. therefore, the questionnaire consisted of two groups of statement. the first group is the internal statements, consist of items intended to measure strengths and weaknesses of the variables. the second is the external statements, consist of items constructed to measure the opportunities and the threats of development of tourism in the pines forest of gelagahlinggah. there were 30 internal items and 28 external items. the questionnaire using 5 point likert scale based on rensis likert (likert, 1932), with the scale ranging from strongly disagree (1) to strongly agree (5), with a middle point (3) corresponds to neutral position (undecided) to allow for the respondent to respond the questionnaire correctly should for some reason they can’t respond the statement on the questionnaire. before being used, the questionnaire was item analyzed to test its validity and reliability (lester, inman, & bishop, 2014; hair, black, babin, & anderson, 2014; field, 2017). the sample for the research derived from population of students of bali tourism polytechnic, majoring tourism destination and tourism management. since the respondents were asked to provide their perception toward tourism potentials of http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 67-82 http://ojs.unud.ac.id/index.php/eot 70 e-issn 2407-392x. p-issn 2541-0857 pine forest of gelagahlinggah village, they should be those who already known the pine forest of gelagahlinggah. thus, only students who had been visited the pines forest that were chosen as the respondent. the decision to select the population from the students of tourism destination and tourism management itself based on a consideration that the students from those study programs has the knowledge and capacity to evaluate tourism potentials since they had been studying it for a while and practicing it during their practicum. a sample of 100 respondents were collected for further analysis based on hair, black, babin, & anderson (2014). the analysis combining quantitative and qualitative approach performed in a sequence consisted of 2 phases. the first phase was to extract the strengths, weaknesses, opportunities and threats (swot) through exploratory factor analysis (efa) to the data collected from the sample of 100 respondents. the second phase was strategy formulation based on matching process of strategy formulation suggested by david (2011). the material for the strategy formulated through swot matrix was the strengths, weaknesses, opportunities and threats resulted from the first phase of analysis. all of the quantitative procedure from validity and reliability test to the efa was done on spss version 26. result and discussion efa for internal variable efa for the research was done for both internal and external variable. for the internal variable, the efa was used to extract factors from 30 statement/item. the expected result was factors that indicates tourism potentials of the pine forest of gelagahlinggah in the form of their strengths as well as the weakness. kaizer, mayer olkin (kmo) measure of sampling adequacy (msa) for the internal variable are as shown in the table 1 and table 2 below. table 1. kmo and bartlett's test kaiser-meyer-olkin measure of sampling adequacy. .873 bartlett's test of sphericity approx. chisquare 2202.909 df 406 sig. .000 table 2. anti-image correlation matrice item msa item msa item msa i1 .916a i12 .886a i22 .863a i2 .699a i13 .921a i23 .922a i4 .896a i14 .880a i24 .701a i5 .908a i15 .885a i25 .690a i6 .921a i16 .739a i26 .888a i7 .765a i17 .868a i27 .872a i8 .749a i18 .651a i28 .902a i9 .915a i19 .874a i29 .891a i10 .907a i20 .882a i30 .538a i11 .938a i21 .859a both the spss output of msa above are the result of the second efa procedure run for the internal variable. it was due to existence of an item (i3) with individual msa below 0,50 as the minimum value that the efa needed to be re-run. after removing the item that was not suitable for further analysis, the msa shows that both overall and individually the sample has been adequate to proceed with the analysis. overal msa shows a value of 0,873, called “meritorious” showing a good indication of sampling adequacy (hair, black, babin, & anderson, 2014). the individual msa as shown on table 2 (the bold typed numbers) are also showing sign of good sampling adequacy, since none of them are below 0,50 as the minimum value to be deemed adequate to be proceed with the analysis. since the sample has been adequate, the next step is to interpret the factor http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 67-82 http://ojs.unud.ac.id/index.php/eot 71 e-issn 2407-392x. p-issn 2541-0857 extracted from the items. table 3 shows that there are 6 factors can be extracted from 29 items that were being analyzed. the rotations sums of squared loading show that the 6 extracted factors represent 71,154 % from the total variation in the data. table 3. total variance explained co mp. initial eigenvalues extraction sums of squared loadings rotation sums of squared loadings total % of variance cumulative % total % of variance cumulative % total % of variance cumulative % 1 11. 809 40.720 40.72 0 11.8 09 40.720 40.7 20 6.0 32 20.799 20.7 99 2 2.6 59 9.170 49.89 0 2.65 9 9.170 49.8 90 4.3 99 15.168 35.9 67 3 2.1 71 7.488 57.37 8 2.17 1 7.488 57.3 78 4.0 53 13.975 49.9 42 4 1.5 55 5.364 62.74 2 1.55 5 5.364 62.7 42 2.4 67 8.506 58.4 48 5 1.2 62 4.351 67.09 3 1.26 2 4.351 67.0 93 2.3 60 8.138 66.5 86 6 1.1 78 4.062 71.15 4 1.17 8 4.062 71.1 54 1.3 25 4.569 71.1 54 7 to 28 0.0 77 0.266 99.791 29 0.0 61 0.209 100.000 extraction method: principal component analysis. using varimax method, 29 items that constructed the 6 factors were then rotated. tabel 4 shows the result of the rotation, from which the exact item that constructed each factor can be observe. table 4. rotated component matrix item component 1 2 3 4 5 6 i10 0.836 0.127 0.198 -0.062 0.044 0.027 i9 0.829 0.077 0.204 -0.009 0.170 -0.072 i13 0.809 0.288 0.248 -0.136 0.070 0.048 i11 0.679 0.335 0.303 -0.181 0.070 0.000 i12 0.675 0.169 0.369 -0.089 -0.012 0.088 i5 0.645 0.444 0.112 -0.083 0.067 0.267 i6 0.639 0.393 0.227 0.111 0.065 -0.059 i4 0.628 0.452 0.147 -0.194 -0.019 0.255 i1 0.529 0.503 0.088 -0.203 0.314 0.177 i29 0.131 0.758 0.075 -0.082 0.046 0.066 i28 0.222 0.712 0.201 -0.070 0.135 -0.188 i17 0.228 0.705 0.236 0.048 0.064 -0.003 http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 67-82 http://ojs.unud.ac.id/index.php/eot 72 e-issn 2407-392x. p-issn 2541-0857 i14 0.495 0.601 0.181 0.135 -0.080 0.014 i15 0.525 0.594 0.153 0.140 -0.107 -0.037 i27 0.258 0.592 0.295 -0.124 0.157 0.277 i26 0.294 0.505 0.368 -0.236 0.240 0.035 i20 0.384 0.173 0.816 -0.117 0.071 -0.045 i21 0.186 0.303 0.808 -0.070 0.219 0.043 i22 0.272 0.271 0.776 -0.050 0.175 0.121 i19 0.404 0.172 0.756 -0.079 0.096 -0.018 i23 0.466 0.340 0.545 -0.046 0.209 0.051 i7 -0.213 -0.029 -0.184 0.797 -0.064 0.032 i8 -0.224 -0.181 -0.177 0.779 -0.121 0.163 i16 0.127 -0.086 0.236 0.665 0.137 -0.028 i30 -0.003 0.185 -0.227 0.567 0.325 -0.061 i25 0.045 0.087 0.219 0.047 0.916 -0.004 i24 0.127 0.084 0.182 0.073 0.908 -0.025 i2 0.133 0.085 0.181 0.231 0.065 0.796 i18 0.026 0.089 0.367 0.294 0.374 -0.574 extraction method: principal component analysis. rotation method: varimax with kaiser normalization.a a. rotation converged in 7 iterations. based on hair jr et al (2014), for a sample size of 100, only item with loading factor more than 0,55 that are considered as a constructor of a factor. therefore, table 4 shows that there are 8 items that constructed the first factor. those items are i10, i9, i13, i11, i12, i5, i6, i4. the second factor are constructed by 6 items (i29, i28, i17, i14, i15, i27). the third factor constructed by 5 items (i20, i21, i22, i19, i23). the fourth factor constructed by 4 items (i7, i8, i16, i30), while the fifth and the sixth factor are each constructed by 2 items, i25, i24 and i2, i18 respectively. the table also shows that there are 2 items (i1 and i26) that is not corresponded to any extracted factors. with all items that constructed each factor has been known, a name can be prepared for each factor. based on the theme of each item, the name for each factor extracted from the efa on 29 items of 100 samples are as follow: 1. tracking is the most suitable activity that will maximize the experience of visitor in enjoying landscape, panorama and cool weather of the pine forest of gelagahlinggah. 2. outbond, glamping and camping are also suitable to develop at pine forest of gelagahlinggah due to its vegetation, cool weather, panorama and landscape. 3. the landscape and temperature of the pine forest of gelagahlinggah suitable for wellness activity such as yoga and meditation. 4. the flora, fauna and the slope of pine forest of gelagahlinggah are its obstacles in developing tourism activities. 5. the slope of pine forest of gelagahlinggah is its obstacle to develop yoga and meditation. 6. the flora and fauna of pine forest of gelagahlinggah are its uniqueness. content of the factors shows that the first, second, third and sixth factor are the strengths of the pine forest of http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 67-82 http://ojs.unud.ac.id/index.php/eot 73 e-issn 2407-392x. p-issn 2541-0857 gelagahlinggah, while the fourth and the fifth are its weaknesses. result of analysis shows that trekking is considered the strongest strength of pine forest of gelagahlinggah. it is also the most suitable activity that can be develop at the forest since for many, trekking is a great leisure activity that can be taken by visitor (leister, 2019), that will allows them to appreciate the geodiversity, the landscape as well as the weather condition of the place they are enjoying (rozycki & dryglas, 2014). trekking can be done on different location such as mountain, desert, tropical area, glacial, polar, river, swamps and volcano (rozycki & dryglas, 2014). trekking on the pine forest of gelagahlinggah offer a great opportunity for the visitor to enjoy the cool weather, the fresh air, beautiful mountain landscape and panorama of the place while also presenting themselves with opportunity to learn about the place through the help of trekking guide (poudel & nyaupane, 2016), should the trekking emphasize education in it. given the greenness of the pine forest and given that trekking is a form of physical exercise, their combination will resulted in good mental and physical health of those who are engaged in the activity (pretty, 2004). the same goes with camping, glamping and outbond. even though the physical aspect of camping and glamping are less than outbond, the greenery surrounding location of the activity will benefit mental health of visitor engaged in those activity, since the green surrounding will benefit mental and physical health (pretty, 2004; budiasa, suparta, & nurjaya, 2019). camping, glamping and outbond at gelagahlinggah pine forest can be combined with trekking to optimize its positive benefit, as well as to lengthen the stay of visitor. yoga and meditation carried out on the forest are also have great benefit on physical health (mathias et al, 2020) because of relaxation effect resulted from both activities (ohe et al, 2017). unlike other tourism activities that more associated with short term of joy and happiness, yoga and meditation can lead to a longer joy and happiness (dillette, douglas, & andrzejewski, 2018), and also to transform the practitioner’s mind, body and soul into a realized, harmonized and perfected being (sharma, 2020). unfortunately, this is quite difficult to be offer at gelagahlinggah pine forest due to its location on the mountain making it difficult to have a plain area where visitor can seat and relax in a mindfulness activity or doing certain yoga pose or stretching. should this weakness to be overcome, there are modification need to be done on the landscape to provide the suitable ground for both activities. should the conservation role of the pine forest preventing for modification on the forest land, still the landscape, the clean and fresh air, the weather, and the pine tree offer great potential for “forest bath” that has received more attention since the pandemic covid19 spread all over the world (farkic, isailovic, & taylor, 2021). with trekking being the strongest strength possesses by the pine forest of gelagahlinggah, it can be differentiated or even modified as a forest walk activity or forest bath that will also benefit mental and physical health of the visitors (joung, et al., 2020). efa for external variable efa for external variable conducted to extract factor that represent the opportunity and threat of tourism development of pine forest of gelagahlinggah. the process was similar with the one conducted for internal variable. the sample are 100 respondent and the number of items is 28. unlike the efa conducted for the internal variable that needed to be repeated, the efa for external variable did not need to be repeated. the kmo-msa and all individual msa are above minimum requirement, with the first shows a “meritorious” value (kmo-msa = 0,839), http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 67-82 http://ojs.unud.ac.id/index.php/eot 74 e-issn 2407-392x. p-issn 2541-0857 while the latter are all above 0,50, as shown on table 5 and table 6. therefore, the sample for external variable are adequate to proceed with further analysis with efa. table 5. kmo and bartlett’ test kaiser-meyer-olkin measure of sampling adequacy. .839 bartlett's test of sphericity approx. chisquare 1974.742 df 378 sig. .000 table 6. anti-image correlation – measure of sampling adequacy (msa) item msa item msa item msa e1 .871a e11 .576a e20 .871a e2 .887a e12 .528a e21 .859a e3 .585a e13 .751a e22 .842a e4 .554a e14 .877a e23 .913a e5 .912a e15 .887a e24 .838a e6 .878a e16 .890a e25 .806a e7 .844a e17 .939a e26 .790a e8 .603a e18 .901a e27 .783a e9 .874a e19 .885a e28 .673a e10 .748a a. measures of sampling adequacy (msa) rotation on 28 items with pca, with eigenvalue set to the value of 1 or greater as shown on table 7 indicates that the items were grouped into 7 factors that represent 74% of the total variance that can be explained by those 7 factors. this can be further explained by the output of rotated component matrix. table 7. total variance explained comp initial eigenvalues extraction sums of squared loadings rotation sums of squared loadings total % of variance cumulative % total % of variance cumulative % total % of variance cumulative % 1 9.908 35.386 35.386 9.908 35.386 35.386 7.042 25.148 25.148 2 2.821 10.076 45.462 2.821 10.076 45.462 2.682 9.580 34.728 3 2.343 8.367 53.829 2.343 8.367 53.829 2.565 9.162 43.890 4 1.769 6.319 60.148 1.769 6.319 60.148 2.326 8.309 52.198 5 1.505 5.377 65.524 1.505 5.377 65.524 2.299 8.210 60.408 6 1.288 4.599 70.124 1.288 4.599 70.124 2.029 7.247 67.655 7 1.092 3.901 74.025 1.092 3.901 74.025 1.783 6.370 74.025 27 0.079 0.282 99.783 28 0.061 0.217 100.000 extraction method: principal component analysis. using varimax rotation method, the items were rotated to see the composition of items that constructed each of the 7 factors shown on table 7. the result are as follows: http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 67-82 http://ojs.unud.ac.id/index.php/eot 75 e-issn 2407-392x. p-issn 2541-0857 table 8. rotated component matrix item component 1 2 3 4 5 6 7 e16 0.894 0.025 0.034 0.253 0.015 -0.058 0.081 e15 0.858 0.103 0.077 0.168 0.075 -0.009 0.068 e19 0.851 0.070 0.071 0.142 0.067 0.156 0.095 e20 0.835 0.039 0.062 0.228 0.021 0.082 0.162 e14 0.779 0.113 0.057 0.155 0.197 -0.067 0.063 e18 0.757 0.000 0.270 0.267 -0.166 0.042 -0.071 e17 0.704 0.077 0.364 0.084 -0.155 0.112 -0.074 e23 0.691 0.188 0.248 0.035 0.054 0.209 0.238 e5 0.548 0.364 -0.075 0.205 -0.068 0.257 0.120 e26 0.254 0.870 0.055 -0.011 0.071 0.033 0.108 e27 0.182 0.841 0.185 0.025 0.053 0.166 0.014 e28 -0.176 0.736 0.228 0.279 -0.065 0.028 -0.109 e10 -0.214 0.153 0.678 0.303 0.150 0.144 0.027 e22 0.394 0.086 0.633 0.112 -0.078 0.402 0.218 e24 0.369 0.331 0.611 0.077 0.209 -0.215 0.026 e21 0.445 0.027 0.611 0.085 -0.074 0.140 0.225 e25 0.318 0.363 0.593 0.174 0.182 -0.189 -0.096 e9 0.374 0.057 0.127 0.785 0.073 -0.044 0.161 e2 0.400 0.080 0.133 0.684 -0.124 0.052 0.009 e1 0.332 0.152 0.289 0.641 -0.103 0.076 0.150 e12 0.022 0.015 0.030 -0.020 0.914 0.031 -0.091 e11 -0.073 0.041 0.101 -0.027 0.905 0.115 -0.141 e13 0.483 0.028 0.057 -0.085 0.550 0.046 0.333 e3 0.030 0.101 0.139 0.053 0.035 0.884 0.113 e4 0.180 0.074 -0.035 0.008 0.157 0.802 -0.254 e8 -0.008 0.179 0.007 0.001 0.194 0.238 -0.735 e6 0.297 0.249 0.237 0.322 -0.052 0.149 0.606 e7 0.308 0.229 0.122 0.425 0.113 0.151 0.589 extraction method: principal component analysis. rotation method: varimax with kaiser normalization.a a. rotation converged in 7 iterations. table 8 shows items that constructed each of the 7 factors extracted from the external variable of tourism development in the pine forest of gelagahlinggah. there are 8 items that constructed the first factor, 5 items that constructed the third factor, and 2 items that constructed the sixth factor, while the rest are constructed each by 3 items. items that constructed the first items are e16, e15, e19, e20, e14, e18, e17, e23 and e5. the second factor constructed by e26, e27 and e28. the third factor constructed by e10, e22, e24, e21 and e25. the fourth factor constructed by http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 67-82 http://ojs.unud.ac.id/index.php/eot 76 e-issn 2407-392x. p-issn 2541-0857 e9, e2 and e1. item e12, e11 and e13 constructed the fifth factor. item e3 and e4 constructed by e3 and e4, while items e8, e6 and e7 constructed the seventh factor. with the composition of item constructed each factor has been known, a name for those factors can then be prepared. the name of those factor are as follows: 1. there are stakeholders who are available to help in conserving and developing tourism potentials of pine forest of gelagahlinggah. 2. electricity and internet are available inside the pine forest. 3. fresh-water supply are available and can be piped into the pine forest. 4. the attraction available at the pine forest will attract domestic and foreign visitor. 5. conservation role of the forest will hold back the development of tourism in the forest 6. there are similar attractions available near the pine forest of gelagahlinggah. 7. the road to get to the pine forest of gelagahlinggah is quite dangerous. the 7 factors that has been named above are the opportunities and the threats of tourism development of gelagahlinggah pine forest. there are 4 opportunity out of the 7 factors, while the rest are considered the threats. the opportunities are the first to the fourth factors, while the fifth to the seventh factor are the threats. stakeholders are very important for development of tourism as their opinion can influence the vision of the development as well as the strategy to achieve that vision (duglio, et al., 2019). it is very important to always consult the stakeholder since it will ensure the goal of tourism development to be achieved (hardya & pearson, 2017; manaf et al, 2018) there are different concepts of stakeholder, ranging from the triple-helix, the quadruple-helix and the penta-helix. the government, the industry and the academia are those made up the triple-helix (etzkowitz & leydesdorff, 2000). to those three party, civil participant was added, and the four of them were then called the quadruple-helix (goddard & kempton, 2016). four (4) out of 5 of the penta-helix are the same with those which made up the quadruple-helix, with the addition of social entrepreneur/activist/bricoleurs/assemblers as its fifth party (calzada & cowie, 2017; calzada, 2020). experience from previous community engagement shows that stakeholder of tourism development at gelagahlinggah pine forest consist of the local community, the government, kph bali timur (forest management unit of eastern bali) and the academia. as tourism academia who conducted the community engagement, we have been trying to place all of those stakeholders at the same position. even so, the difference in power between those stakeholder (saito & ruhanen, 2017) are always visible. the community with their bottomup initiative to develop their tourism potentials will always have to secure agreement from kph bali timur for every plan they have for the pine forest. the community will always try to seek guidance from the academia on how to best develop the tourism potentials. those condition shows the difference in power of the stakeholder, making collaboration between those stakeholders as the very fundamental for the successful of the tourism development at gelagahlinggah pine forest. as the facilitator, government has provided road, electricity, water supply and the internet to be available at the village and also in the forest of gelagahlinggah. this is important since availability of those infrastructure are important to accelerate tourism facility development (wijaya & damanik, 2020; vindiana, novani, mayangsari, & alamanda, 2020). the very supportive kph bali timur was also http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 67-82 http://ojs.unud.ac.id/index.php/eot 77 e-issn 2407-392x. p-issn 2541-0857 playing a very important role in making sure that the bottom-up initiative from the local community of gelagahlinggah customary village will always be supported as long as it does not violate the conservation role of the forest. series of community engagement, research and involving students in both processes conducted by academia presenting opportunity for the development of tourism at gelagahlinggah pine forest. on the other hand, those activities will provide opportunity for academia to play its role in sharing knowledge (arraiza, et al., 2018) and co-creation (rinaldi, cavicchi, & robinson, 2020) of tourism destination on a long-term collaboration, showing an evolution of stakeholder collaboration (rinaldi, cavicchi, & robinson, 2020), while providing themselves with source of matherial for teaching, case study and also future research. support from all those stakeholder are very important to overcome threats possesses by the forest in developing tourism. by expanding the collaboration with another stakeholder such as the private sector, there is a good chance that the collaboration will come up with an idea on how to develop a competitive advantage to make gelagahlinggah pine forest stand out among the similar attractions. strategy formulation having extracted the strength, weakness, opportunity and strength (swot) indicating the tourism potentials of tourism development for pine forest of gelagahlinggah, the first phase of analysis has been finished. the next phase is matching those strengths, weaknesses, opportunities and threats in the swot matrix to produce strategies suitable to develop those tourism potentials. the swot matrix are as follows: table 9. swot matrix of strengths, weakness, opportunities and threats from the result of the first phase of analysis internal external strength: 1. tracking is the most suitable activity that will maximize the experience of visitor in enjoying landscape, panorama and cool weather of the pine forest of gelagahlinggah. 2. outbond, glamping and camping are also suitable to develop at pine forest of gelagahlinggah due to its vegetation, cool weather, panorama and landscape. 3. the landscape and temperature of the pine forest of gelagahlinggah suitable for wellness activity such as yoga and meditation. 4. the flora and fauna of pine forest of gelagahlinggah are its uniqueness. weakness: 1. the flora, fauna and the slope of pine forest of gelagahlinggah are its obstacles in developing tourism activities. 2. the slope of pine forest of gelagahlinggah is its obstacle to develop yoga and meditation. opportunity: 1. there are stakeholders who are available to help in conserving and developing tourism potentials of pine forest of gelagahlinggah. s-o strategy 1. prepare tracking treks that integrate conservation and education on the pine tree and the forest. (s1, o1) 2. determine location and prepare area for outbond, camping and glamping with supervision from the kph bali timur. (s2, o1, o2, o3). w-o strategy 1. select the best possible location to minimize danger brought by the flora and fauna with supervision from kph bali timur (w1, o1). http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 67-82 http://ojs.unud.ac.id/index.php/eot 78 e-issn 2407-392x. p-issn 2541-0857 2. electricity and internet are available inside the pine forest. 3. fresh-water supply are available and can be piped into the pine forest. 4. the attraction available at the pine forest will attract domestic and foreign visitor. 3. prepare products on camping and glamping with supervision from stakeholders. (s2, o1, o2, o3). 4. prepare area for yoga and meditation with supervision from kph bali timur (s3, o1, o2, o3) 5. prepare interpretation on the role and benefit of pine tree with supervision from academia. (s4, o1) 2. select the best possible location, suitable for yoga and meditation practice, with supervision from the stakeholders. (w2, o1, o2, o3). threat: 1. conservation role of the forest will hold back the development of tourism in the forest 2. there are similar attractions available near the pine forest. 3. the road to get to the pine forest of gelagahlinggah is quite dangerous s-t strategy 1. focusing the product on responsible tourism activity that combining tourism with education and conservation as its core (s1, s2, s3, t1). 2. developing pine forest of gelagahlinggah as solely a sustainable tourist attraction which will focus more on quality (s1, s2, s3, t2, t3) w-t strategy 1. prepare only products that in line with the conservation role of the pine forest on the location permitted by the kph bali timur. (w1, w2, t1) based on the swot matrix above, the research was able to produce 4 sets of strategies to develop tourism at gelagahlinggah pine forest. those strategies have been presented before the community of gelagahlinggah customary village and kph bali timur on a presentation session held on november 2nd, 2020. the aim of the session was to gain other perspective on the strategies that have been produced based on the strengths, weaknesses, opportunities and threats. the session was productive where suggestions and additional informations was yielded to added to the research result. the session was also confirmed that the community of gelagahlinggah customary village will focus on the so strategy, especially the first strategy that require them on focusing to prepare a better tracking treks with emphasize on education of importance of pine forest conservation as well as the ecological, health and economical role of the pine tree, under supervision from the kph bali timur. willingness of the authority, especially kph bali timur in allowing the community of gelagahlinggah custormary village to develop trekking tourism in the forest is showing a paradigm shift from top-down to bottom-up approach (islam, ruhanen, & ritchie, 2017). this shift will lead to empowerment and better life satisfaction of local people (pujiastuti, 2019; abdillah, leewellyn, & yadisaputra, 2020) of gelagahlinggah customary village. this is important because empowering local community and ensuring their wellbeing can be the difference in achieving sustainability through community-based tourism (piartrini, 2018), as well as in achieving a better destination governance and better conservation of the forest. conclusion the research result shows that there are 4 strengths and 2 weaknesses of tourism development at gelagahlinggah pine forest. the result also shows that there are 4 opportunities and 3 threats indicating the tourism potentials of gelagahlinggah pine http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 67-82 http://ojs.unud.ac.id/index.php/eot 79 e-issn 2407-392x. p-issn 2541-0857 forest. swot matrix of those strengths, weaknesses, opportunities and threats was able to produce 4 sets of strategies. s-o strategies are the set of strategy that had been chosen to be implemented for the development of tourism in the area. the selection of the s-o strategies was based on assumption that these strategies are those that will maximize the possibility of success, since it relied on the strengths, to take the opportunities available for developing tourism at the pine forest of gelagahlinggah. the stakeholder had chosen so strategy number 1 (prepare tracking treks that integrate conservation and education on the pine three and the forest) as the strategy that will be implement first, due to its implementation that will not require a strong financial capacity, something that still lacking for developing tourism at gelagahlinggah pine forest. the choosing of the first strategy of the s-o strategy was something of a mutual agreement between stakeholders. even though this was done with careful consideration, still this is the limitation of the research. to better select the strategy, it is better to conduct another research to prioritize those s-o strategies based on its performance on selected strategy criteria. therefore, this article recommended to conduct the next research in prioritizing the strategy for developing tourism in gelagahlinggah pine forest. acknowledgments gratitude and appreciation for the community of gelagahlinggah customary village especially for their leader and elder, mr. jro bandesa i wayan sumadi and the head of gelagahlinggah lestari forest farmer group, mr. i nyoman sumarta, for letting us doing our community engagement at gelagahlinggah customary village. gratitude and appreciation are also extended for the head of kph bali timur, mr. ir. i made warta, m.ma, the head of bangli tourism office, mr. drs. wayan adnyana, section head of tourism industry of bangli tourism office, mr. i gede putu budiastawa, s.st.par., m.par, as their contribution are important in the development of tourism in the gelagahlinggah village. also, to mr. i wayan gobang edy sucipta, s.ip., m.m, vise director of tourism management body for batur unesco global geopark (bppbugg) for his role in connected us with the gelagahlinggah customary village. to fellow lecturers and staff of tourism destination program, as well as students of tourism destination and tourism management program of bali tourism polytechnic, thank you for your kind support for each of our community engagement. gratitude for the director of bali tourism polytechnic as for his support that we are motivated to write and to try to publish our research result through journals and conferences. references abdillah, f., leewellyn, v., & yadisaputra, m. 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(2017). a mathematical model for tourism potential assessment. tourism management. doi:http://dx.doi.org/10.1016/j.tourma n.2017.07.003 http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.8. no.1. (2021): 41-58 41http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 on different perspective: image of yogyakarta as a tourist destination from domestic and international tourist’s perception karlina maizida* faculty of cultural sciences, universitas gadjah mada, indonesia *corresponding author:karlina.maizida@ugm.ac.id doi: https://doi.org/10.24922/eot.v8i1.69741 abstract this study examines the differences in how domestic and international tourists perceived the image of yogyakarta as a tourist destination. this survey-based quantitative research used online-questionnaire to collect data from the domestic and international tourists who have visited yogyakarta. using a non-probability convenience sampling method, 304 useable questionnaire responses were collected through any social media network. the image of yogyakarta as a tourist destination in this study consists of four parts: top of mind image, destination visual image selection, cognitive and affective evaluation. to test the different perspectives about cognitive and affective components of an image between domestic and international tourists, a non-parametric mannwhitney u-test was performed. the result shows that there is a significant difference in cognitive evaluation about an image of yogyakarta as a destination nevertheless, no significant difference was found in the affective evaluation. the differences also appeared in the part of visual image selection whereas domestic tourists mostly choose malioboro as the best picture to describe yogyakarta while international tourists choose a temple more than others. at the top-of-mind, international tourists mentioned borobudur as a part of heritage sites and history frequently while most domestic tourists mentioned art and culture, shopping, and culinary. furthermore, a methodological issue and practical implication are also discussed. keywords: destination image, domestic and international tourist, yogyakarta, indonesia article info submitted january 24th 2021 accepted march 18th 2021 published march 31th 2021 nation image has broadly been conducted, many have shown that it is the crucial factor in selecting a destination to visit (hunter, 2008). in the past thirty years, destination image is a subject that successfully gained attention of many scholars because of its dynamic argument on the conceptual framework and methodology (gallarza, saura and garcía, 2002). research shows introduction an image that a person holds on something is unique and it depends on both cognitive and emotional factors. handful research argued an image has contributed to people’s choice, motivation, and attitude toward a product or destination (cooper et al., 2008). research about tourist destie-journal of tourism vol.8. no.1. (2021): 41-58 42http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 ta tourism office. nevertheless, for foreign tourist visitation to yogyakarta total growth percentage from 2015 to 2019 is getting smaller although the number of tourist visitation is increased (dinas pariwisata diy, 2019). compare to bali as the most visiting destination in indonesia, it was only 5.79% of total international tourist visited indonesia came to yogyakarta while bali took 43.40% from total international tourist visitation (kemenpar, 2018). subsequently, if we look at the document of the strategic plan of yogyakarta tourism office it is clearly stated that the government’s vision is “special region of yogyakarta in 2025 as the centre for education, culture and leading tourist destinations in southeast asia in an advanced, independent and prosperous society” and to achieve it, one of the missions is to increase the number of domestic and international tourist as well as the length of stay. for the domestic tourist, the visitation number target is achieved. in contrast, for international tourist the number still below the target moreover, the average length of stay for both tourists were still quite short no more than two days (dinas pariwisata diy, 2019). it is shown that yogyakarta still not become a ‘first of mind’ tourist destination in indonesia for international tourists even though it is a remarkable destination for domestic tourists. by this assumption, it is important to investigate how domestic and international tourists perceive an image of yogyakarta as a tourist destination to decide the right strategies regarded to government’s vision. another reason this study conducted in yogyakarta is considered to image that attached to yogyakarta so far. yogyakarta has long been knowing as a city of culture, tradition, and a city of students (santoso, 2019). aside from that attached image, yogyakarta truly has various attractions from the natural landscape, heritage sites and buildings as well as cultural events enrich with tremendous history along with destination image has a positive correlation with visit intention (chen & tsai, 2007; prayag & ryan, 2012). many tried to examine factors or attributes influence image (baloglu & brinberg, 1997; fakeye & crompton, 1991), some of them tried to investigate destination image from a different perspective such as domestic and international visitors (bonn et al., 2005; quintal et al., 2014; stone & nyaupane, 2019), as well as resident and tourist (slak valek and williams, 2018). comparative research about imaged has shown that tourist perception about the destination has propensity depend on national or country of origin, cultural differences, and their geographic origin (bonn et al., 2005; law et al., 2007; quintal et al., 2014). moreover, those comparative research about image generally emphasize that the image of destination may differ from one person to another. understanding the image of a destination from various perspectives enables tourism planning and development more precisely. it is the first study that the main purpose is to examine the different perceptions of destination image from domestic and international tourists in one of the major tourist destinations in indonesia, yogyakarta special region. research indicated that elements of the tourist industry spend a huge amount of money in an effort of building an image for their destination (ross, 1998). it is confidentially said that image is a significant factor to support tourism planning and development and regarded to promoting destination (tasci, gartner and tamer cavusgil, 2007). this study was conducted for several reasons. first, yogyakarta is one of the most favourite and popular destinations for domestic tourists. data showed from 2014-2018 it is always being the big five of most visiting destinations (biro pusat statistik, 2018). more than six million domestic tourists visited yogyakarta in 2019 and it is beyond the target of the yogyakare-journal of tourism vol.8. no.1. (2021): 41-58 43http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 its existence. endowed with tremendous potentiality, it is unsurprisingly that the government is preparing yogyakarta for a prominent international tourist destination. a destination image consists of both positive and negative attributes (quintal, phau and polczynski, 2014). recently as we can search in any news media, yogyakarta also deals with congestion and safety issues such as juvenile delinquency, fraud in tourist attractions, and sexual harassment among foreign women tourists. those incidents will certainly affect the image of yogyakarta as a tourist destination that is being prepared as an international tourist destination. not least, like most other tourist destinations around the world during the pandemic, predicting when tourism might recover due to fluctuation of positive case number of covid-19 is still inconvenient. along with the government’s efforts, this present study is expected to be one of the references to support recovery tourism in yogyakarta through carrying out proper planning, development, and promotion by understanding the image of yogyakarta from multiple perspectives. last, a study conducted about the image of yogyakarta from the perspective of tourists is limited and some that we can find in literature has done by researchers, (khairani & setyowardhani, 2013; nurazizah & marhanah, 2020; santoso, 2019) none of them examines the perception of international tourist or comparing both groups. an understanding of destination image in both groups is important as the requirement to develops a tourism destination. literature reviews destination image: components and attributes an image is defined as the overall belief, idea, and impression that person holds about a place or destination (crompton, 1979; kotler & gertner, 2002). it is a mental response that an individual has about a place or tourism destination. as a mental response, many scholars suggest that image encompass both cognitive as well as affective components and research which examines both is believed would be more comprehensive (baloglu & mccleary, 1999; gartner, 1994). cognitive components involve memory or remembering, thinking, attention, selection, and evaluation (tasci, gartner and tamer cavusgil, 2007). an extensive study about destination image has been doing by researchers to examines various cognitive attributes of image (gallarza, saura and garcía, 2002). since mayo (mayo, 1975) proposed scenery, congestion, and climate as three main attributes of image, more research has been conducted to identified attributes of image in various destinations. some research also shared same attributes of image. the attributes of image vary from functional like landscape, natural and cultural attractions to more psychological like safety, local people’s receptiveness, and quality of service (gallarza, saura and garcía, 2002). more research identified other attributes depend on the existing condition of a destination (baloglu, 2001; chen & tsai, 2007; echtner & ritchie, 1993). since a structured approach is common use for destination image research (ross, 1998), different study about image in different destination uses various attributes from simply 3 attributes to more extensive up to 82 attributes (tasci, gartner and tamer cavusgil, 2007). affective components related to emotion or what do people feel, it could be either positive or negative response about something with varying intensity. it is a continuum from the highest intensity starting from emotions subsequently feeling, followed by moods and at the lowest intensity is attitude or evaluation (tasci, gartner and tamer cavusgil, 2007). unlike cognitive attributes of image, the attributes of the affective component have not been exe-journal of tourism vol.8. no.1. (2021): 41-58 44http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 tensively developed (echtner and ritchie, 1993) and one of the concepts we can find developed by russel and colleagues (baloglu and brinberg, 1997) which defined eight attributes or variables of affective component namely pleasant-unpleasant, exciting-distressing, arousing-sleepy and relaxing-distressing. another study found that affective components have three dimensions which are captivating, exciting, and relaxing (coban s, 2012). top of mind image many image researchers developed an approach for studying image that more multi-methods than common use like semantic differential and likert scale, to gain a better understanding of tourist’s perception (konecnik & gartner, 2007; slak valek & williams, 2018; stepchenkova & li, 2014). an unstructured approach to study image used in 1993 (echtner and ritchie, 1993) proposed three open-ended questions which the first question was “what images or characteristics come to mind when you think of xxx as a vacation destination?” that represent the functional attributes of overalls image destination. the first question proposed then adjusted with top-ofmind (tom) association to study destination image (stepchenkova and li, 2014) and the result showed that tom data can give researchers at least half a clue to an arduous question about image. moreover, tom could be a starting point of any story depicted by a tourist about their visit to a destination (slak valek and williams, 2018), and the result showed that top-of-mind tourist’s image of destination was different across culture. these also to conclude that the first thing that comes to tourists’ mind about a place or destination is considered as favourable or might be the most salient in their memory. this conducted study uses the concept of top of mind to investigate image that most attached to the memory of tourists who have been to yogyakarta before. destination visual image pictures are considered to have a significant role in creating and communicating an image of a destination (mackay and fesenmaier, 2000). moreover, pictures are regarded to be more powerful instruments for memory stimulation and individual association (ye and tussyadiah, 2011), and one of tourism stakeholders that use a picture or visual image to present the destination is dmo. unwto conveyed that destination management organisation or usually simplify as dmo has a strategic function in developing destination as a coordinator of all elements that work together to make up destination. recently, with the massive development of information and communication technology, the online platform such as website and social media is commonly used by dmo to give any information and promoting destination through visual image or video post (molinillo et al., 2018). visual images have a propensity to inspired tourists and motivated them to visit a destination based on which visual image or photograph they like (ye and tussyadiah, 2011). while dmo uses the same visual images on the website to promote and introduce a destination, nevertheless tourists might select or has one favourite on picture particularly which they feel connected to. several pieces of research have conducted using visual images or photos to examine destination image with various techniques from photo elicitation-interview (matteucci, 2013; stone & nyaupane, 2019) through photo selection from some visual images collected by dmo or researcher that best-described destination to the tourist (slak valek & williams, 2018; ye & tussyadiah, 2011). the result showed that tourist’s selection of visual image about the place they wanted to visit in destination heavily depend on their cultural background. moreover, different tourist chooses a diffee-journal of tourism vol.8. no.1. (2021): 41-58 45http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 rent picture that best describes destination particularly based on their feeling or experience. domestic and international tourist on destination image study domestic tourist refers to a resident’s travel within their country of residence, infrequently have currency, language, and visa implication while international tourists have because they travel outside the country of origin cooper, et al., 2008). unwto described an international tourist as: “a person who travels to a country other than that in which he/she has his/her usual residence, staying at least one night but no more than one year in the country visited and whose main purpose of visit can be classified under: pleasure, professional and other purposes (studies, health, pilgrimage)” (ross, 1998). based on the definition, we can conclude that domestic and international tourists at least have one main difference that refers to the geographic area because both came from a different country and hold different nationalities. national cultures are intended to hold common value and people within a culture share common beliefs, attitudes, and behaviour (mackay & fesenmaier, 2000; triandis, 1994). it is to shows that the tourist’s perception about destination possibly varies across culture and nation, and a handful of research supported this notion. comparative studies about destination image from the perspective of domestic and international visitor has conducted before (bonn, joseph and dai, 2005). the research found significant differences in destination image perception among resident, domestic and international tourists in tampa bay, florida. compare to resident and domestic tourist, the international tourists came to tampa bay had higher service and environmental standard in a tourist destination, it is showed that evaluation of the image varies across nation. the different perceptions of domestic and international tourists also found on the attributes of financial risk and service provided by destination (quintal, phau and polczynski, 2014). the study conducted in the western australia south-west region showed that international tourists perceived higher financial risk or value of money than local tourists in destination. unwto stated that representation of the image is not built from something that does not exist but rather a form of transformation from something existing (cooper, et al., 2008). it is shown that investigating tourist’s perceptions about an image that existing in their mind from previous visit is enable more effective image planning and development. image perception of past visitors could vary across attributes and country of origin (bonn, joseph and dai, 2005). subsequently, knowing multi perceptions of a destination image is beneficial because destination image is shaped over time from experiences within destination (slak valek and williams, 2018). research about the image of yogyakarta as a tourist destination is limited. based on the repository in an academic journal, three research found but none of them investigate image from the different perspective of a tourist. a study that investigated variables that influence yogyakarta’s’ image found that both cognitive and affective components had contributed to the image (khairani and setyowardhani, 2013), this result echoing previous study conducted by destination image researchers before. another research conducted in 2017 (andajani, et al., 2017) showed that domestic tourists had positive image of yogyakarta, and it influences visit intention of tourists. this present research is the first study about the different perceptions of yogyakarta, as a destination based on tourist’s geographic origin. this study is trying to scrutinize destination image from multiple perspectives (domestic and international tourist), components of image (afe-journal of tourism vol.8. no.1. (2021): 41-58 46http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 fective and emotional) with a quantitative method, using structured and unstructured techniques. recognizing the crucial role of image for tourism planning and development, research about destination image from various perspectives is necessary to be conducted. methods the present study is an online survey-based quantitative research using a structured and unstructured scale. the main purpose of the research is to explore and examine the differences in domestic and international tourist perception on the image of yogyakarta as a tourist destination. a questionnaire was developed to test the main hypothesis that there is a different perception about yogyakarta as a tourist destination between domestic and international tourists. questionnaire in the situation of pandemic covid-19 where most of tourists destination has visitation dropped dramatically and mobility of the people can easily spread the virus (unwto, 2020), using online questionnaire is assumed as an appropriate way to conduct survey research. an online questionnaire is fast to deliver, easy to administer, and can reach respondents globally (sekaran and bougie, 2016). furthermore, it is aligned with the purpose of this study and targeted respondents. the questionnaire was written both in english and bahasa indonesia, for different targeted respondents (international and domestic tourists) and it had proofread by professional certified. the online questionnaire was designed based on several previous studies about tourist destination image. it consisted of the following four parts: top-of-mind image of yogyakarta. tom response dealt with any idea that first comes to mind when respondents think about a destination (stepchenkova and li, 2014). this is the first part of the questionnaire, an unstructured approach to investigate tourists’ perception of yogyakarta as a destination using an open-ended question. both domestic and international tourists proposed the same question “what comes first to your mind when you think about yogyakarta as a tourist destination”? this technique was used by slak valek & williams (2018) to understand the most easily recalled image of destination. in this study, it is will be the clearest and salient memory a tourist could remember about their previous visitation to yogyakarta. destination visual image selection. pictorial advertising research denotes that visual stimuli are more immediately recalled and affect evaluation toward a product (ye and tussyadiah, 2011). it is adjusted in this study that tourists will ask to choose one picture that best describes yogyakarta as a tourist destination. eight pictures retrieved from yogyakartas’ dmo official website (www.visitingjogja.com) has been selected based on the criteria as the most liked and commented pictures by a user of the website in each type of tourism. those pictures (figure 1.) depicted several kinds of tourist attractions in yogyakarta across from nature, culture, historical site, and building that represent yogyakarta. cognitive evaluation of destination image. it is including several attributes that developed and self-administrated from an extensive literature review and previous studies (baloglu & mangaloglu, 2001; liu et al., 2017) subsequently adjusted with the condition of yogyakarta as a tourist destination. to examine cognitive evaluation, the likert scale was used in this study. it is consisting of the same 14 attributes for both domestic and international tourists then 1 more attribute about easiness to find english speaking local people added to the questionnaire for international tourists. this is based on the reason that internatioe-journal of tourism vol.8. no.1. (2021): 41-58 47http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 nal tourist speaks in a different language from local people and the broadest language use in the world and used as a global language is english (rao, 2019). respondents were asked to rate all statements regarded cognitive attribute of image on a 5-point scale from 1=strongly disagree to 5=strongly agree. affective evaluation of destination image. many previous studies before suggested to emphasize both cognitive and affective components when studying about image (baloglu, 2001; khairani & setyowardhani, 2013). in this study, four attributes of affective evaluation that first proposed by russel in 1980 and has been using in many studies of image afterward (baloglu and brinberg, 1997) is used. like cognitive evaluation, the likert scale is using to examine this component, and respondents were asked to rate four statements about yogyakarta on a 5-point scale, ranging from strongly disagree (number 1) to strongly agree (number 5). sample one of the main disadvantages of conducting a survey through an online questionnaire is dealing with sampling issue (sekaran and bougie, 2016) still, we can confidently say that this study used a non-probability, convenience sampling and it means that the statistical sampling bias applies. in this research, the sample constituted domestic and international tourists who have visited yogyakarta before. the main criteria for the respondent were their last travel to yogyakarta maximum of three years ago or in 2017. the three years was implemented because the government strategic plan about tourism in yogyakarta is arranged every five years so that within 3 years there is no major change and tourist still well remembered about their last visit. the next criteria were based on the definition of tourist, which they should stay overnight, spend at least one night (24 hours) to one year maximum in yogyakarta. in terms of domestic tourists, they should not originally from yogyakarta special region. data collection and analysis data were collected using an online questionnaire through any social media network such as facebook, instagram, linkedin, and whatsapp during august to september 2020. a total of 345 questionnaires were filled out by respondents which option1 option 2 option 3 option 4 option 5 option 6 option 7 option 8 figure 1. visual image of yogyakarta. 1. sewu temple, 2. malioboro street, 3. vredeburg fort museum, 4. sultan palace, 5. merapi mountain, 6. tugu monument, 7. ngrenehan beach, 8. making batik in giriloyo tourism village. e-journal of tourism vol.8. no.1. (2021): 41-58 48http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 involved 217 domestic tourists and 128 international tourists. 41 data were screened out due to double response, incomplete filled out, and did not match with the criteria (ex. visited yogyakarta more than 3 years from 2020, originally from yogyakarta for domestic tourist). total 195 responses from domestic tourists and 109 responses from international tourists were processed and analysed using spss. data for each target group were collected separately in two databases, one for domestic tourists and one for international. subsequently, the two databases were merged into one spss file to proceeds with a comparison test and further analysis. one attribute of cognitive component (english speaking local people) in questionnaire for international tourist was analysed separately and will discuss further. after combined in a single database a descriptive statistical analysis was conducted for all the questions in the questionnaire (mean, median, standard deviation). later on, it is found that the frequency of data was not normally distributed thus, a non-probability approach was selected to examines the significant differences between domestic and international tourists, the mann-whitney u-test was run. result and discussion the majority of respondents who represented both domestic and international tourists were female and young people between 16-25 years old as shown in table 1. of domestic tourist respondents, 55.4% were females and 44.6% were males. the majority (45.6%) were aged 16-25%, and only 1% were older than 55 years old. most domestic tourists commonly from different provinces in java island (77.9%), with the highest percentage, were from central java (25.1%). most domestic tourists have visited yogyakarta more than 10 times (47.2%). the finding of frequency of domestic tourist visitation shows that they are mostly a repeater is indicated that yogyakarta as a main domestic tourist destination. a typical international tourist respondent was also female, 16-25 years old, of asian nationality and first-timer. most international tourist respondents were female (53.2%), 45% were male and 1.8% were non-binary and young people aged between 16-25 were the majority (67%). the majority of international tourist respondent was from asia (66.1%), followed by europe (19.3%). more than 50% of international tourist respondents have visited yogyakarta once (57.8%). even though this study did not count on population and sampling ratio proportionally, still from the demographic background of respondents it is showed a similar result of tourist visit to yogyakarta from the data that published by statistical office. in 2019 domestic tourist visited yogyakarta was mostly from java with the biggest percentage was central java followed by east java then jakarta (dinas pariwisata diy, 2019). still, based on the statistical data, international tourists visited yogyakarta mostly from asia (39%) then followed by europe (19%). in this study, asian tourists visited yogyakarta mostly from south-east asia, japan, and south korea while european tourists mostly from dutch, germany, and france. the majority international tourists visit yogyakarta was young age between 16-25 years and the occupation were mostly student (30.3%) followed by employee (23.9%) and the rest of 45.8% were varied. it is shown that the image attached to yogyakarta as a city of a student was confirmed in this study. similarly, for domestic tourists total of 30.3% were students followed by teachers 19.5% then employees 13.3% and the rest 36.9% were varied. top of mind image the top-of-mind result showed that e-journal of tourism vol.8. no.1. (2021): 41-58 49http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 table 1. the demographic of respondents variable frequency (n) domestic tourist international tourist percentage (100%) frequency (n) percentage (100%) gender: male 87 44.6% 49 45% female 108 55.4% 58 53.2 non-binary 0 2 1.8 age group: 16-25 89 45.6% 73 67% 26-35 60 30.6% 23 21.1% 36-45 16 8.2% 8 4.6% 46-55 28 14.3% 4 3.7% above 55 2 1.0% 4 3.7% place of origin: jakarta, capital city 29 14.9% west java and banten 33 16.9% central java 49 25.1% east java 41 21% sumatra 17 8.7% kalimantan 13 6.7% sulawesi 6 3.1% bali 2 1.02% west nusa tenggara 3 1.5% papua 2 1.02% africa 2 1.8% america 72 2.8% asia 3 66.1% australia 11 10.1% europe 21 19.3% timed visit: 1 15 7.7% 63 57.8% 2-4 48 24.6% 33 30.3% 5-7 32 16.4% 4 3.7% 8-10 8 4.1% 0 0% > 10 92 47.2% 9 8.2% total 195 100% 109 100% ject; the name of a place; tourist attractions through feeling, attitude, and mood; cognitive and affective even conative, and those should be categorized carefully. based on what respondents’ first think about yogyakarta was varies from physical to more psychological attributes. many responses wrote by the respondent is vary from an obe-journal of tourism vol.8. no.1. (2021): 41-58 50http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 frequency analysis we seek words mentioned frequently and many similar words were categorized in one certain attribute, a temple, borobudur, and sultan palace were merged as history and heritage sites for instance. the domestic tourist respondent top-of-mind results put art and culture on the top (20%), followed by positive evaluation (15%) such as fun, comfort, good, chill, relax and so on. some unique characteristics that more psychologically rather than physically like classic, traditional, exotic, and ‘special’ accounted for 9% of domestic respondents. it is about emotion, feeling, mood, and ambiance they experienced when they were in yogyakarta and 1% wrote negative evaluation which was a traffic jam. as shown in table 2., the result of the top-of-mind image in domestic tourist respondents had slightly different from international tourists. the first thing that they can recall about yogyakarta, 40% were history and heritage sites (which 63% of it mentioned borobudur), followed by art and culture (16%), 13% wrote a positive evaluation about yogyakarta, 6% of international tourist respondent were thinking about nature followed by malioboro, friendly people and culinary took equal percentage (5%). surprisingly 5% were thinking about negative evaluation like traffic jams and hot climate. interestingly, 1 respondent mentioned an irrelevant thing about yogyakarta, it was mount bromo that located in east java. table 2. tourists’ top-of-mind image top of mind image category domestic tourist international tourist frequency (n) percentage (%) frequency (n) percentage (%) art and culture: city of culture, rich in culture, cultural destination, cultural highlight, art 39 20% 18 16% history and heritage sites: temple, borobudur, prambanan, ratu boko 25 13% 44 40% nature: mountain, beach 14 7% 7 6% shopping: malioboro street 24 12% 5 5% culinary: coffeeshops, gudeg, street food 28 14% 5 5% friendly people 7 4% 5 5% cheap price 9 5% 0 0% unique characteristics: classic, traditional, exotic, special ‘jogja istimewa’, romantic, memory, diverse, going home 17 9% 4 4% positive impression: fun, comfort, calm, good, wonderful, chill, relax 30 15% 15 13% negative impression: traffic jam, hot climate 2 1% 5 5% irrelevant answer: mount bromo 0 0% 1 0.9% total 195 100% 109 100% e-journal of tourism vol.8. no.1. (2021): 41-58 51http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 an interesting finding in this study is mostly international tourist respondents (26%) were thinking about borobudur when they recalled yogyakarta. borobudur is one of the biggest and famous buddhist temples has been listed as a world heritage site by unesco since 1991 (hampton, 2005). borobudur temple is located not in yogyakarta special region area, it is in magelang, central java province about 40 km from the city of yogyakarta and it is easy to access. it is shown that international tourist who visits yogyakarta also visits area nearby which possibly effect on the length of stay and it is the problem that stakeholder acknowledges in the last two decades (dinas pariwisata diy, 2019). borobudur, prambanan, and ratu boko temple are under management by taman wisata candi (twc) an entity entrusted with the care of those temples and become the most significant attractions for international tourists (timothy and wall, 1997). based on the result, it might be that international tourists only passing through yogyakarta to visit borobudur or temples around then moving on. yogyakarta has been long known as a centre for cultural tourism. this notion is supported by the result of this study. the number of 20% domestic tourist respondents and 16% international respondents are recalled art and culture at the top-of-mind. this percentage number could be bigger if we merged both category history and heritage sites with art and culture together because indeed, borobudur and other temples nearby is cultural heritages. another prominent finding of the difference of top-of-mind image for the domestic and international respondents is about shopping and culinary. the number of 12% domestic respondents recalled malioboro (the main shopping attraction in yogyakarta for tourists) at top-of-mind and 14% recalled culinary. while borobudur becomes a most significant attraction for international tourists, malioboro seems to be the most favourite attraction for domestic tourists and this is reminding us of the anecdote ‘you never been to yogyakarta if you have not gone to malioboro’. further, this result is corroborated by finding in destination visual image. last, in the top-of-mind image, the salient percentage also shown in positive attributes. both domestic and international tourist recalled yogyakarta as a good place physically and psychologically. the unique characteristic of yogyakarta was also evaluated in a positive sense. unfortunately, the number of 5% international tourist respondent recalled negative things about yogyakarta by its hot weather and heavy traffic jammed. it might be influenced by tourist country of origin. four international tourist respondents give a response about hot climate is originally came from japan, a one of asian sub-tropical country. compared to indonesia as a tropical country, this response is rationally acceptable. destination visual image selection it is clearly shown in table 3., that most international tourist respondents (76%) choose temple as the best picture to describe yogyakarta as a tourist destination while the sizeable of domestic tourist respondent (41.5%) choose malioboro followed by tugu monument and temple with the same percentage (18.5%). the descriptive analysis from which photograph was frequently chosen by respondents showed that there are distinct differences between domestic and international tourists’ perception of the image of yogyakarta based on their preference for visual image provide, more than in top-of-mind image which quite diverse. in this destination visual image selection, the result is sharp describes. pictures or photographs are considered to be more potent instruments for memory stimulation and personal association (ye and tussyadiah, 2011). the result showed that domestic tourist respondents e-journal of tourism vol.8. no.1. (2021): 41-58 52http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 associate yogyakarta with malioboro, then tugu monument and temple while, a majority of international respondents associate yogyakarta with temple. even though this finding is must be prudently to be generalized because of the non-probability sampling issue, more investigation certainly needs to conduct as a follow up of this study. yogyakarta, in a massive study, is mentioned as the centre of javanese culture (hampton, 2005; timothy & wall, 1997; yusuf, 2017) and temple is associates with culture, it is a cultural and heritage site. culture seems to be the most significant attractiveness for international tourist respondents who have visited yogyakarta before, and it is important to build acknowledgment of foreign tourists about this yogyakartas’ wealthiness. as mentioned before that image is better as a transformation of something existing rather than build from something new so that it needs to be considered by tourism authorities in yogyakarta to strengthen this cultural image if they targeted more international visitors. it is not solely relying on cultural and heritage attractions nearby such borobudur temple nevertheless invigorates cultural attractions that existing in yogyakarta is considered to be more important. in contrast, the propensity to associate yogyakarta with malioboro is obvious in domestic tourist responses. malioboro is the main street or area in yogyakarta where the majority of the city’s attraction (timothy and wall, 1997). it is the busiest street in yogyakarta with variety stores, street vendors that sells enticing goodies from souvenirs and craft, dining place, street food stall, a street busker and various affordable accommodation nearby. malioboro is the main shopping street in yogyakarta, a very well-known and possibly the main attraction, especially for domestic tourists. another visual image chooses by domestic tourist respondents in salient numbers (18.5%) is tugu monument. it is a popular landmark in yogyakarta located in the yogyakarta city center about less than 2 km from malioboro. both malioboro and tugu monument to be like ‘a must visit place’ in yogyakarta for domestic tourist. as the busiest street and popular landmark on the colonnaded street from north to south, various events are frequently held in those places like a carnival, cultural parade, carfree day even mass protest. the implication of malioboro and tugu monuments’ popularity for domestic tourist is causing crowd and congestion in the area nearby. this is the issue that the tourism authority in yogyakarta should be considered and some strategic planning need to be addressed. perceived destination image (cognitive and affective evaluation) a reliability analysis was performed for the perceived destination image of yogyakarta scale. it is comprising 4 items in affective evaluation and 14 items plus 1 more item in cognitive evaluation about easiness to find english speaking local people in yogyakarta for international tourist. based on cronbach’s alpha value, 0.86 for cognitive evaluation and 0.800 for affective evaluation it means that both questionnaires for domestic and international tourists achieved high internal consistency. after the reliability test is conducted the next step that must be done to proceed a significant difference between domestic and international tourist respondents is to find the mean (m) and standard deviation (sd). to further identify the significant differences between domestic and international tourists, a distribution analysis is conducted to test the normality of data frequency. based on the spss analysis, the findings show that cognitive and affective evaluation of image data frequency were not normally distributed thus, a non-parametric approach to the distribution analysis was selected. a mann-whitney u-test is selected to identify significant differences e-journal of tourism vol.8. no.1. (2021): 41-58 53http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 between both groups of respondents on the cognitive and affective image of yogyakarta as a tourist destination (table 4). based on the mann-whitney u-test the result shows that there is significant different on the cognitive evaluation image of yogyakarta as a tourist destination from the perspective domestic and international tourists (p-value 0.0001) nevertheless, there is no significant different in affective evaluation (p-value 0.282). the table below shows descriptive analysis on domestic and international tourist responses about attributes of image in both components (table 5). the result shows that both domestic and international tourist respondents are strongly agreed on most of attributes in cognitive evaluation which are good accommodation, beauty of natural sceneries, appealing local culinary, interesting cultural attraction as well as historical sites. in more psychological attributes, both are also strongly agreed that yogyakarta is a safe destination with nice weather and friendly local people. moreover, yogyakarta is kind of destination that offers valuable of money and for domestic tourist, it also has long been known that compare to other most visited destinations in indonesia such as jakarta and bali, yogyakarta is considered as a low-cost living region. in the attribute about general infrastructure, the level of agreement between domestic and international tourists is different whereas domestic respondents showed strongly agree (m=4.18) and international respondent response agree (m=3.43). infrastructure seems to become a common issue in developing countries. many developing countries that depend on the tourism sector for economy, tend to focus their tourism planning on the development and distribution of infrastructure and facilities (timothy and wall, 1997). the infrastructure work in indonesia seems endless and is always carried out throughout the year from loading-unloading or built-rebuilt a road, airport, facilities in tourist attraction and so on. this infrastructure problem possibly affects the image of a destination especially in developing countries like indonesia. the level of agreement in the three attributes about transportation system, cleanliness, and tic (tourism information centre) are not as strong as other attributes nevertheless both domestic and international tourist respondent still agree that yogyakarta is clean, has a good transportation system and good service of tic. this finding could be considered by the tourism authority in yogyakarta to increase the service on tic, cleanliness, and accessibility in tourist attractions. for international tourist respondents, they do agree (m=3.57) that it is easy to find english speaking local people. interestingly, in all affective attributes of image both domestic and international tourist respondents are fully agreed that yogyakarta is a pleasant, arousing, relatable 4. mann-whitney u-test for perceived destination image in cognitive and affective components total mann-whitney u wilcoxon w z asymp. sig. (2-tailed) cognitive evaluation 8151.500 14146.500 -3.373 0.001 affective evaluation 9865.500 15.860.500 -1.076 0.282 significant at the level α = 0,05 e-journal of tourism vol.8. no.1. (2021): 41-58 54http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 table 5. mean, standard deviation and level of agreement for destination image (cognitive and affective evaluation) component and attributes of image type of tourist n m sd sd error level of agreement cognitive: yogyakarta has a variety of good quality accommodation domestic 195 4.35 .659 .047 strongly agree international 109 4.28 .837 .080 strongly agree yogyakarta has a good quality infrastructure and public facilities domestic 195 4.18 .744 .053 strongly agree international 109 3.43 .994 .095 agree yogyakarta has a good transportation system domestic 195 3.84 .958 .069 agree international 109 3.31 1.046 .100 agree yogyakarta has beautiful natural scenery and attractions (ex: beaches, mountain) domestic 195 4.64 .597 .043 strongly agree international 109 4.68 .575 .055 strongly agree yogyakarta offers interesting cultural attractions or events domestic 195 4.56 .626 .045 strongly agree international 109 4.58 .598 .057 strongly agree yogyakarta has interesting historical attractions and sites domestic 195 4.64 .551 .039 strongly agree international 109 4.76 .543 .052 strongly agree yogyakarta provides appealing local cuisines domestic 195 4.46 .788 .056 strongly agree international 109 4.43 .725 .069 strongly agree yogyakarta is a clean tourist destination domestic 195 3.91 .878 .063 agree international 109 3.33 1.081 .104 agree yogyakarta has enjoyable shopping places and souvenir stores domestic 195 4.33 .730 .052 strongly agree international 109 4.19 .855 .082 strongly agree yogyakarta is a safe place for tourists domestic 195 4.09 .869 .062 strongly agree international 109 4.08 .934 .089 strongly agree yogyakarta has nice weather for strolling around domestic 195 4.16 .864 .062 strongly agree international 109 4.07 .879 .084 strongly agree local people in yogyakarta are nice and friendly domestic 195 4.55 .593 .042 strongly agree international 109 4.77 .538 .052 strongly agree it is easy to find english speaking local people in yogyakarta international 109 3.57 agree the tourism information centre (tic) is easy to access and offers a good service domestic 195 3.94 .889 .064 agree international 109 3.31 .988 .095 agree yogyakarta is a place that offers value for money domestic 195 4.58 .624 .045 strongly agree international 109 4.35 .821 .079 strongly agree affective: yogyakarta is a pleasant tourist destination domestic 195 4.68 .509 .036 strongly agree international 109 4.67 .594 .057 strongly agree yogyakarta is an arousing tourist destination domestic 195 4.51 .595 .043 strongly agree international 109 4.26 .886 .085 strongly agree yogyakarta is a relaxing tourist destination domestic 195 4.43 .717 .051 strongly agree international 109 4.30 .908 .087 strongly agree yogyakarta is an exciting tourist destination domestic 195 4.59 .588 .042 strongly agree international 109 4.60 .722 .069 strongly agree total 304 scale: 1= strongly disagree; 2= disagree; 3= not sure; 4= agree; 5= strongly agree e-journal of tourism vol.8. no.1. (2021): 41-58 55http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 xing, and exciting tourist destination. furthermore, no significant differences were found in this affective component of image. this positive response about yogyakarta is should be maintained by increasing service from all tourism stakeholders. the wealthiness of cultural attractions, friendliness of local people with valuable of money is a combination that possibly could determine visit intention of tourist. conclusion this study again, confirming previous studies about an image that show image perception could differ across culture and country of origin. there is a significant difference in the destination visual image and cognitive evaluation. nevertheless, there is no significant difference in the affective evaluation of image, both tourists have positive emotions when they were in yogyakarta. in the top-of-mind image, international tourists recalled borobudur temple as the place that they remember most about yogyakarta while domestic tourists recalled malioboro. the destination visual image gives a clearer insight into this. yogyakarta that has long been known as the city of culture with friendly local people and unique characteristic are the attached image that tourist perceives so far is justified in this study. international tourists, in particular, are not generally aware of the wealthiness of cultural and also natural attractions in yogyakarta so practically this study could support tourism stakeholders to design tourism planning, promotion and segmentation of the tourism product. furthermore, the infrastructure and congestion issue also need to be considered as something that might be distorted image of yogyakarta that most perceive as a good tourist destination in many attributes. limitation the basic limitation of using convenience sampling like in this study is the reader should remain about take generalization of the result and interpretation carefully even though the main result of this study is supported by previous research. conducting an online survey seems very common recently, researchers also need to be aware especially about the disadvantage related to limited respondents involved in the survey. for further research tourist, data should be gathered according to nationality proportionally so a comprehensive cross-cultural examination would be clearer. acknowledgment this research was fully funded by the inter-culture department, faculty of cultural sciences ugm. i would like to highly give appreciation to all enumerators for their efforts in collecting data online. references andajani, s.t., m.m., e., junaidi, a. a. and widjaja, f. n. 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(2020): 193-204 http://ojs.unud.ac.id/index.php/eot 193 e-issn: 2407-392x. p-issn: 2541-0857 culinary versus gastronomy argumentum ad populum elimination amiluhur soeroso1 and dewi turgarini 2 1stipram yogyakarta 2 indonesia university of education bandung corresponding author: amisoeroso@gmail.com article info received 8 june 2020 accepted 31 august 2020 available online 30 september 2020 abstract food becomes one of main income of tourism sector which supports gross domestic product. food and beverage is also suspected to be the tourists’ motivation for travelling. people, publicly, and government recognize it more as culinary. however, there is a view that argumentation which is constructed by public seems to be not accordance with the real situation. gastronomy, which accommodates foodshed, cooking, until foodscape and human behaviour, is perceived to be more appropriate as a comparison argument. related to that matter, in this paper, researcher is trying to study and to compare two-sided definition of terminology over culinary and gastronomy as a way to eliminate argumentum ad populum. keywords: culinary, gastronomy, foodshed, foodscape, argumentum ad populum introduction tourism now has become a sexy world to supply the state finances. in the state speech on friday, august 16th 2019 at dpr mpr ri (parliament) building, senayan jakarta, the president of indonesia conveyed that the foreign exchange obtained from tourism sector had reached us$ 19.29 billion from 15.8 million foreign tourists in 2018 with average spending per arrival (aspa) was us$ 1,220 per arrival. the contribution of tourism sector towards gross domestic product in 2019 raised 4.80 percent compared to that in 2018 that reached 4.50 percent. some contributor sectors of gross domestic product are food, accommodation, and food and beverage provider in small enterprises had an encouraging increase (table 1). this sector has much related to tourism business. the data in 2019 seems to be relieving. gross domestic product of business in each sector went beyond that in 2018. e-journal of tourism vol.7. no.2. (2020): 193-204 http://ojs.unud.ac.id/index.php/eot 194 e-issn: 2407-392x. p-issn: 2541-0857 unfortunately, in 2020 there is an anomaly in tourism sector. the plague covid-19 attack has made it apparent death even half collapse and must change the way of doing business. however, post pandemic covid19, this sector is believed to show back the significant contribution over gross domestic product of indonesia. table 1. gross domestic product based on small scale enterprise (idr) pdb lapangan usaha 2017 2018 2019 2020 *) food plant 438,889.50 449,732.10 446,869.50 115,527.20 horticulture plant 197,325.60 218,713.20 238,830.50 56,902.30 plantation crops 471,466.40 489,185.60 517,507.80 123,138.30 animal husbandry 213,780.80 232,274.70 257,007.90 65,522.20 agricultural and hunting services 26,063.90 27,593.20 29,307.00 7,533.20 fishery 348,827.60 385,908.00 419,982.20 109,637.20 accommodation provider 91,953.30 96,571.70 99,160.50 23,635.50 food and beverage provider 295,059.80 316,138.00 341,107.20 86,111.10 source: bps/ central bureau of statistics (2020) note: *) quarterly i-2020 food (including drink) or also known as food and beverage is a promising tourism supporting element. in the world of tourism, food is often related, or is discussed from various aspects like its origin, to taste, aroma, raw material, spices, processing places, way of processing, even to research, consumer behaviour and so on. in 2019, accommodation provider sector as well as food and beverage, as main indicator of tourism activity, increased 5.8% (y.o.y). this high growth was supported by food and beverage sector (6.9%), whereas the growth of accommodation provider sector precisely decreased 1.3%. perhaps, it happened because of disruption caused by technology(application) of accommodation provider in tourist destination which could decrease the hotel occupation (revindo et al., 2020). therefore, the performance of food and beverage is significant towards tourism sector in indonesia that needs to be supported to keep on growing. figure 1. the growth of accommodation and food and beverage provider sector source: revindo et al. (2020) e-journal of tourism vol.7. no.2. (2020): 193-204 http://ojs.unud.ac.id/index.php/eot 195 e-issn: 2407-392x. p-issn: 2541-0857 a tour, which is food and beverage designed as the main purpose, becomes a tourist motivation factor to travel. this tourism includes in cultural category (nios, 2018) and identified with “food tourism” or “tasting tourism”. indonesian government through tourism department since 2012 has been using “culinary” term to express a tourism that is related to food so that stipulate it as an icon (kemenpar, 2012). there are various terminologies for the food field spoken by common people. they call it cookery, cuisine, dish, banquet, catering, culinary, gastronomy and so on. the last two terms is interesting topic since has become a contradiction very often, even an exciting debate among the supporters. therefore, the aim of this paper is to find a point over the term of culinary and gastronomy in line with the designation. surely, this is so as not to become an argentum ad populum in tourism. culinary culinary is derived from the word culinary as an adjective (kū′lin-ar-i) which relates to a kitchen or cuisine or something uses a kitchen. the word culinary is rooted from latin culinarius or culina means a kitchen (chambers 20th century dictionary, 2019). in ancient english, culinary is written as cyln means cooking. the first word of culinary was written in 1638, and then re-introduced by the humanists sourced from classic latin in the 16th century (engyes, 2019). culinary is an art, a way, a technique of food cooking around or relates to a kitchen. the word culinary is connected with cooking, especially as a developed skill or art (cambridge, 2020). vocabulary (2020) explained, culinary means having to do with cooking or the kitchen. if you go to culinary school, you're learning how to cook, most likely because you want to work as a chef. foxeslovelemons (2013) said “what i learned in culinary school” series, i’ll be sharing tips and tricks that i learned from two years of working with some of the country’s best chefs. this will include big things like learning to work efficiently, and small things like how to cook bacon perfectly. all of them will be applicable to your home kitchen, making you a faster, better, and more confident cook. of course, once again, this is only conducted in the kitchen area. “culinary” refers to an adjective (culinary art, culinary school, and so on). culinary art is based on food, preparation, aesthetic, and everything depends on different cultures or location where it is developed, or relates to a kitchen of cuisine. culinary is about cooking food relates to cooking practices or cooking activities. e-journal of tourism vol.7. no.2. (2020): 193-204 http://ojs.unud.ac.id/index.php/eot 196 e-issn: 2407-392x. p-issn: 2541-0857 gastronomy gastronomy is derived from a french (1800-1900) gastronomie which is adopted from ancient greek (αστρονομία) gastronómia. gastro or gastér means “stomach”, while nómos (γαστήρ and νόμος) means knowledge or law. so, gastro is understood as “cooking” and nomi means “a rule or a law system about certain field”. cooking skills continued to develop as an actual field of study until 1800s. instead of just learning how to cook food, people began to focus on how food became an experience – how senses interacted to create complete dish to enjoy. france, of course, was the first to claim the title and field as theirs. if look further to the past time, archestratus in the 4th bc mentioned gastronomy “pleasure to pursue delicacy”. he wrote a book “gastronomia”, which generally means “a rule for stomach”, contained an eating guide (santich, 1996). in the modern era, gastronomy began to reintroduce in 1803 by jaques delille joseph de berchoux (2015), a french writer. he wrote a poetry “la gastronomie ou l'homme des champs à table (gastronomy, or the peasant at the table)”. there are many researchers like soeroso (2014a), soeroso and susilo (2013), lilholt (2015), shenoy (2005), manolis (2010), santich (2010), pullphothong and sopha (2013) who stated that the focus of gastronomy is not merely culinary in the kitchen but also relates to the ins and outs of cultures, especially human behaviour in selecting raw material, and then in tasting, feeling, serving the food and having consuming experience, as well as in seeking, learning, researching and writing about food and everything relates to ethics, etiquette and nutrition for people in different countries (figure 2). figure 1. gastronomy sources: shenoy (2005), manolis (2010), santich (2010), pullphothong & sopha (2013), soeroso, (2014a), turgarini (2018) gastronomy is one of those terms often tossed around in the culinary field, used to define everything from fine dining experiences to specific studies of the chemical manipulation of food. while popular use puts the word almost always in e-journal of tourism vol.7. no.2. (2020): 193-204 http://ojs.unud.ac.id/index.php/eot 197 e-issn: 2407-392x. p-issn: 2541-0857 the hands of chefs and cooks, gastronomy actually goes beyond cooking to define the food world as a whole. from the science of human digestion to the study of cultures and the way they interact with food, gastronomy is all about the relationship between humans, food, and the world we live in (reluctant gourmet, 2011). gastronomy is an art and a science, even cross ethnic, nation, race, group, religion, gender and culture appreciation by learning how to eat, food and beverage in detail to use in various conditions and situations. other dimension of gastronomy is its characteristic connects to food, meal and living environment (physically, biologically or culturally) of cultivation place of food sources or often called foodshed. one of examples is agricultural cultivation has significant relation to aroma, taste, food colour, even original point or place, environment of raw material and human behaviour or the maker’s nation (soeroso, 2014a, 2014b). differentially, gastronomy has practical (conversing food to dishes), theoretical (closely with food science) and technical (performance, system evaluation) field of study, as well as food product development, molecular (a transformation of food physio-chemical), geography, history, tourism and so on. gastronomy associated with foodshed (feagan, 2007), a geographic region that produces the food for a particular population. the term is used to describe a region of food flows, from the area where it is produced, to the place where it is consumed, including: the land it grows on, the route it travels, the markets it passes through, and the tables it ends up on. foodshed, according to kloppenburg et al. (1996), describe as socio-geographical space, where human activity is embedded in the natural integument of a particular place. gastronomy also relates to food landscape which means a food spatial distribution (sobal & wansink, 2007; winson, 2004; johnston & mackendrick, 2009), ecological site (johnston & mackendrick, 2009), institutional arrangements (sobal & wansink, 2007), a structure in community who establishes food environment (burgoine et al., 2009), the system of production, chain, ethic and food policy (freidberg, 2010). foodscape can be visualized as a location, a place for food to display or to serve for consumption or buying (brembeck & johansson, 2010), or a space relates to food and eating, including services as a part of food consumption as well (winson, 2004). foodscape is a socio-cultural construction of system relation between food products with the space as well as their attributes and the meaning of the food place consumed or explored (knasko et al., 1990; zukin, 1991; winson, 2004; sobal & wansink, 2007); or e-journal of tourism vol.7. no.2. (2020): 193-204 http://ojs.unud.ac.id/index.php/eot 198 e-issn: 2407-392x. p-issn: 2541-0857 according to dolphijn (2005) is an interaction process among what the food is, where the location is and who the food consumer is. therefore, it is obvious that foodscape is an inseparable part from gastronomy. consumers will come to enjoy food products, as well as to have conversations while enjoying the atmosphere of the space of that food service provider, and finally they just buy experiences of food eating. in relation to tourism, the international culinary tourism association defines gastronomy as "the pursuit of unique and memorable eating and drinking experiences" (manolis, 2010). chaney and ryan (2012) identify that gastronomic tourism is one of tourism activities newly known by public. thus the gastronomy tourists are those who are willing to travel other places for tasting and seeking experiences over authentic local food in destinations (pullphothong & sopha, 2013). why does gastronomy relate to culture? culture is a characteristic and knowledge of group of people comprises language, religion, cuisine, social habit, music and art. the word “culture” derives from french term which taken from latin “colere”, means tend to the earth and to grow, or cultivation and nurturing. culture (kbbi, 2019) is a thought, customs and common sense. the derivation word of culture is culture which means a way of human thinking and acting. culture (koentjaraningrat, 2015) is a whole system of ideas, actions and creations of human beings in their lives. culture also becomes one’s own of human beings by learning. then what does culture relate to gastronomy? eagleton (1997) argued that gastronomy emphasizes on food as core component of each culture. as a part of culture, authenticity eating is a combination of joyful, utility and social, while food is a dictionary of heart situation and sensation (ellmann, 1993), so that the relation between human beings and their food (as cultural product) is characteristic. so, selection on kinds and how the food is consumed will become a marker for identity and differences (richards, 2012, 2015). this perspective indicates food is not merely energy, but also comprises widely meaning as a means to increase the quality of life, of a vehicle for socializing, to enrich experiences, to reveal identity or social status and even to become conflict prevention, and to protect the homeland. therefore, regardless of how to serve, both locals and tourists who visit a tourist destination, they consistently determine their gastronomy choices according to their e-journal of tourism vol.7. no.2. (2020): 193-204 http://ojs.unud.ac.id/index.php/eot 199 e-issn: 2407-392x. p-issn: 2541-0857 social class identity, which in turn will show power and control of social and economy hierarchically (everett, 2009). some simple examples shows that gastronomy is a part of culture which can be seen from the presence of tumpeng, kerupuk and bakar batu. tumpeng is not only as rice eaten along with side dishes, but also personifies a relation between macro cosmos and micro cosmos, between the creator and the creation (indogastronomy, 2016). tumpeng is used in various social traditional occasions. kerupuk is originally food for poor people (detikfood, 2017). previously, this product was made as an effort of the remaining rice efficiency so that it is not wasted. then the remaining rice is dried by drying it in the sun. after that, it is processed to become raw ingredient which then fried to become kerupuk. both foods are recognized internationally as authentic indonesian food. meanwhile, the tradition of bakar batu is a way of people in papua to celebrate birth, wedding, designation of tribal chief and so on. they cook food flanked by stacked stones on fire and burned until the firewood burn out, so that the stones are blazing heat. those stones are arranged in a hole which has been previously dug. after all ingredients are put in the hole and flanked by those stacked stones, wait until cooked. figure 2. gastronomy product development source: turgarini (2018) food as cultural a cultural product (see figure 3), previously, was an “elementary product” as a consumption means to fulfil human’s basic needs to survive. however, the function of food was then transformed as “existence product” commercially and transactional, even though the food is still the same as the previous product. on the third step, food product benefit is now polished and enriched with art, special skill and technique through processing, cooking and then presenting it so that resulting “palate or taste product” where taste, aroma, display begin to be important to raise consumers’ appetite and also healthy. the next step, food is like a fulfilment of nutrition standard, quality of life, social, experience, status, conservation to national defence. in the top, food is enriched and e-journal of tourism vol.7. no.2. (2020): 193-204 http://ojs.unud.ac.id/index.php/eot 200 e-issn: 2407-392x. p-issn: 2541-0857 positioned as “gastronomy product” which can become attraction due to comprises elementary function, benefit, joyful, happiness, curiosity fulfilment, as well as social aspects (turgarini, 2018). therefore, culinary process still becomes a part of each gastronomic culture stage. cooking itself is a food processing process from level one to five on gastronomy product. however, culinary area is only around kitchen. this is different from gastronomy which adopts all food ecosystem starts from foodshed to foodscape and dining tables even post enjoying the served dishes. argumentum ad populum elimination nowadays, culinary has become vocabulary for anything relates to food (including raw ingredient, foodscape, and consumers’ behaviour). this term is considered to be true because it has been used by mostly public even government officials. however, in this case, actually there is an argumentum ad populum, in logic, is a fallacious argument that concludes a proposition to be true because many or all people believe it alleges, if many believe so, it is so. this type of argument is known by several names, including appeal to the masses, appeal to belief, appeal to the majority, appeal to the people, argument by consensus, authority of the many, and bandwagon fallacy, and in latin by the names argumentum ad populum, argumentum ad numerum, and consensus gentium (miller et al., 2009). from the explanation above, the argument that has been used “culinary is the same as gastronomy” is not appropriate in use. argumentum ad populum means “asking people’s opinion is considered to be true due to be believed by many people”. argumentum ad populum is a form of relevant digression, namely a digression emerges whenever a conclusion taken is not relevant with or is not a logic implication from its premise that makes people fooled. the argumentum ad populum is an argument, often emotionally laden, that claims a conclusion is true because most, all, or even an elite group people irrelevantly think, believe, or feel that it is. this argument is characterized here with many examples and shown to be sometimes persuasive but normally fallacious if there is no direct relevant evidence presented for the truth of its conclusion. in other words, argumentum ad populum (an appeal to popularity, public opinion or to the majority) is an argument, often emotively laden, for the acceptance of an unproved conclusion by adducing irrelevant evidence based on the feelings, prejudices, or beliefs of a large group of people (philosophy, 2020). e-journal of tourism vol.7. no.2. (2020): 193-204 http://ojs.unud.ac.id/index.php/eot 201 e-issn: 2407-392x. p-issn: 2541-0857 culinary is mentioned to connect with kitchen and cuisine (merriamwebster, 2020), connected with cooking or food (oxfordlearnersdictionaries, 2020); of, relating to, or used in cooking or the kitchen (dictionary, 2020), so that becomes a part of gastronomy processing stages, and not vice versa (see figure 2). the meaning of gastronomy is widely compared to culinary begin from choosing the ingredient, cooking in the kitchen (culinary), tasting, serving, seeking eating unique food experience, ethic and etiquette of culinary art up to the food enters the stomach and nurturing the consumers. beyond that, gastronomy also relates to research and writing about food. conclusion the definition of gastronomy has a broad spectrum, from foodshed (a place for cultivation and distribution of food) up to foodscape (a place for food to serve as well as dining table as a place for serving food) even goes beyond the limits, that seeking eating experience, researching and writing about food still become a part of its ecosystem. meanwhile culinary is merely a partially process of gastronomy. culinary habitat does no relate to foodshed, while its foodscape is only limited to cooking space as a form of cooking activity or only around kitchen. therefore, the use of pronunciation and definition of culinary to co-optation all eating food procession is not appropriate. the understanding of culinary in the micro order cannot be congruent or has not the same meaning as gastronomy in macro level. there are many people, starts from common people up to government officials misled on argumentum ad populum with relevance error making meaning confusion between culinary and gastronomy. this case has become a misleading accepted by public. hence, the term of culinary and gastronomy as eating culture should be return to each position and be used according to the meaning. tourism ministry along with tourism departments in all provinces in the republic of indonesia can initiate the confusion justification of the term. however, the provision of food and beverage is a significant support for tourism. references bps/ central bureau of statistics. 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(2021): 125-132 125http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 creative tourism in the era of new normality in the advancement of culture muhamad muhamad*, dina ruslanjari, azmy hanif postgraduate school, universitas gadjah mada yogyakarta, indonesia *corresponding author: drmuhammad@ugm.ac.id doi: https://doi.org/10.24922/eot.v8i1.71453 abstract within the development of tourism in the era of new normality, especially for cultural tourism activities which do not only place tourists merely as spectators or connoisseurs, creative tourism is the main destination for alternative tourism, which is expected to maximize the potential for creative tourism for cultural advancement. the main objective of this study is to determine the position based on creative tourism to actualize the cultural advancement in the yogyakarta special region and the borobudur temple area. this study uses a qualitative research method with a case study approach with locations in the yogyakarta special region and the borobudur temple area, magelang regency. data collection techniques are carried out by observation and literature study, with a qualitative data analysis model based on theories of tourism development. the results of the research study show that the current stage of the development of creative tourism in the era of new normality in the province of yogyakarta special region and the borobudur temple area, magelang regency is in between the consolidation of involvement between the industrial world and the stakeholders and the development of innovative products for cultural advancement. keywords: creative tourism, new normality, cultural advancement article info submitted january 18th 2021 accepted march 18th 2021 published march 31th 2021 and festivals, tourist villages, museums, historical buildings and many other activities that will give them more experiences while traveling. development of the creative economy nowadays still faces many problems, challenges, and obstacles. the ministry of tourism and creative economy of indonesia came up with rencana induk ekonomi kreatif: new indonesian powers through 2025 that has identified seven main issues that will be new challenges for the development of creative economy, which are creative human resources, materials, industrial comintroduction nowadays, tourists have changed their tourism journey from buying products into buying experiences. furthermore, there has been a change from mass tourism into responsible tourism. this tourism model has developed from the mass tourism model that only goes to a destination to take pictures and pay the destination a visit. in the next development, more tourists have been traveling to a destination to learn more about the local community, for example they are now visiting art galleries e-journal of tourism vol.8. no.1. (2021): 125-132 126http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 ta, especially at shopping centers like the culinary industry; gudeg, bakpia, geplak and others are scattered in the center of traditional foods. in addition, shopping tourism centers, such as beringharjo market and malioboro, are the centers of creative industries that have become shopping destinations. this shopping tourism destination is a place for buying many handicraft or craft products. looking at those examples, it is determined that the role of the creative economy is the most important part of tourism and can not be separated from tourism destinations and tourist activities. according to swesty (2019) the structure of the relationship between the creative economy is very much related for self-development as in the following explanation. figure 1. self development requirement stages. source: richards and wilson (2007) (modified). the requirements for basic human needs are: needing, wanting, having and behaving in which if those are juxtaposed into tourism types (mass tourism, cultural tourism and creative tourism), will result into another type of needs. according to richards and wilson (2007) the fulfillment of the basic needs are mass tourism to meet basic needs, creating distinctions is the purpose for cultural tourism, and then self development is the purpose for creative tourism. the emergence of creative tourism has been influenced by the changing of tourism motivation that will raise creative activities with active participants as an activity that will improve one’s skills. many countries like new zealand, petitiveness, finance, market, infrastructure and technology, institutional and business climate. in this global economy challenge, the government has been trying to support the development of the creative industry to become the strategic sector that will play a bigger role into the national economy especially to contribute more for the gdp (gross domestic product), job creations and exports. many new policies for this development have been made, and some of them have been prioritized for the development of the creative economy as written in rpjm nasional 2015-2019, which also established the creative economy agency that will especially see through the development for the creative economy. according to prince (2011); richards (2011); marques (2012); richards and marques (2012); lee and lee (2015) some experts, there have been many requests related to tourism products, including creativity based tourism, or better known as creative tourism. the term creative tourism (creative based tourism) has gained a place in the answer in an economy filled with creative elements from destinations that have led to innovations in its development. according to the creative friendly by tourism network states: “the creative tourism is considered a new generation of tourism that involves the tourists themselves and the locals in the creation of the tourist product (co-creation).” with the terminology above, the experts consider creative tourism to be a new generation of tourism which involves the tourists themselves and local residents in the manufacture of tourism products (cocreation). the growth and development of the creative economy at present, especially in tourist destinations such as yogyakarta, means that tourism can not be separated from creative economy activities. as an example, the tourist activities in yogyakare-journal of tourism vol.8. no.1. (2021): 125-132 127http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 america, austria, spain, canada, taiwan and even thailand have provided creative tourism activities as one of their tourism attractions. in indonesia, creative tourism has not developed optimally even though it could be found easily in a lot of destinations, one of them are in yogyakarta and borobudur temple area. these two locations are very dominant in tourism development also as an effort to meet the supply of the creative industry as a trading commodity. but, even with creative tourism activities, yogyakarta’s reputation as a cultural city and borobudur temple as a nation-wide heritage, these areas are still unable to develop properly. in the end, creative tourism has not been able to be a tourism that can afford creative industry products. talking about the creative industry in yogyakarta and the borobudur area which has unique industrial centers and is spread across four districts andcity and bantul regency is a district that has the most crafts compared to other districts which can be seen in the figure below which includes yogyakarta city, sleman regency, bantul regency, kulonprogo regency and gunungkidul regency. figure 2. number of handicraft business units in yogyakarta in 2017-2019. source: bappeda yogyakarta (2020) according to the description above, several research questions that will be explored in this study are: how is the creative tourism development in yogyakarta during the pandemic? and what are the factors (internal and external) that influence the creative tourism development in yogyakarta and borobudur area? methods this research will use a case approach method (case study research). the research approach with the case study method is carried out intensively, in detail, and in depth on an individual, institution or certain symptoms with symptoms or narrow areas (arikunto in gunawan, 2016). this research is intended to formulate a form of creative tourism development in yogyakarta and the borobudur area. types and sources of data and data collection methods are grouped into two types, namely primary data and secondary data as follows: table 3. research data types of data data approach and methods primary direct observation in art centrals in yogyakarta secondary literature reviews on journals, government documents, geographic, demographic, social and economy data, government agency reports. observation through dinas koperasi, ukm, perindustrian for more information on umkm and creative tourism products. source: authors (2018) the technique for data collecting was done with interview and observation to obtain primary data. the interview was conducted in a semi-structured interview, using a list of questions that have been prepared and planned in advance. in this interview model, informants were asked for e-journal of tourism vol.8. no.1. (2021): 125-132 128http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 their opinions or ideas, because the purpose of this interview was to find problems more openly. the data collection technique is carried out by sampling technique throughsnowball samplingby targeting who is the target, among others: tourists, craftsmen, heads of upt, cooperatives, the office of cooperatives, ukm and industry, department of tourism, and bps, secondary data is obtained through literature study , literature, data in the form of sources of research results and publications through journals, books, research reports related to creative industries, creative tourism or destination development models. results and discussion internal factors that affect tourism development are attractions or tourist attractions in the process of making pottery and batik in 2019 and making visits. at that time, tourists were not interested in visiting. next, many tourists are interested in buying products and other creative industry goods. during its development, many tourists are interested in witnessing the making of written batik, pottery and other industries. the process of making hand-written batik and pottery by tourists, involves active participation of tourists, there is interaction between local people and tourists because they act as guides. there is a cultural exchange both in terms of language and experience when interactions occur. in the end, tourists will gain new knowledge and experiences from the results of creative tourism as a result of production tours of making pottery. this context can provide the most important feedback in efforts to promote local culture. external factors affecting the development of tourism in kasongan tourism village. at present the role and influence of externalities is currently very supportive for various things in the development of the creative economy, several factors that influence and influence the development of tourism. 1) accessibility; 2) marketing table 4, research aspects and required data. research aspects required methods of data source destination profiles in yogyakarta special region province socio-economic data, demographic data, history of regional regulations and governor regulations. monitoring, observation, interview, literature review. bappeda. management system for craft center activity systems in destinations stakeholders vision and mission, institutional management, promotion, marketing, tour packages, number of visits, tourism village income, partnership observations, interviews, literature reviews dinas pariwisata, upt koperasi, district industrial offices, dekranasda tourism tourism system (attractions, amenities, access, ancillary) institutions, facilities, infrastructure, institutions, transportation, natural, cultural and artificial attractions,accommodations observation, interviews, literature reviews bps. source: analysis, 2016 e-journal of tourism vol.8. no.1. (2021): 125-132 129http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 strategy; 3) networking (government, academics, and business / buyers); and 4) tourism development trends. the explanation of the external factors is as follows. accessibility indonesia has the potential for a world-class tourism industry by utilizing the wealth of tourism in a sustainable manner. indonesia is one of the habitats with the largest biodiversity in the world. indonesia also has a variety of tourism which is an attraction for tourists. the world economic forum (wef) travel and tourism competitiveness report 2017 ranked indonesia 14 (out of 136 countries) for its rich natural resources and 23rd for cultural resources and business travel. the accessibility system aims to improve the quality of the road network, provide public transportation and nonmotorized means at the program location, and improve access to basic services and infrastructure that are important for tourists’ satisfaction in enjoying the tour experience. this aims to improve the infrastructure needed for the preservation of natural and cultural wealth. the results of observations whether or not to improve the quality of infrastructure include components consisting of: there are external factors constraints in the development of the creative industry, including: (i) poor access, quality of services and infrastructure for the community, visitors and entrepreneurs; (ii) limited skills of the workforce and tourism services from the private sector. if these obstacles can be overcome in an integrated manner, the creative industries in yogyakarta and the borobudur area will be able to develop an international tourism industry. marketing promotion strategy external factors besides the accessibility that have been built, marketing strategies also affect tourism development. along with development, the creative industry has received a lot of guidance from various kinds of agencies, both government and private parties. these agencies then help provide a display space, or gallery or art shop, many visitors or buyers who come. marketing aspects do than to open the gallery, they are also reaching marketing medium in the form on line. this digital media is a way of informing and obtaining information in a fast and cheap way. activities in order to support local companies to take advantage of economic opportunities in the tourism sector that increasingly rely on digital technology, including; table 5. types of craftsmen in forming creativity in yogyakarta and borobudur area. type of worker information artisans as creative individuals of product creative craftsmen who only produce handicrafts are indigenous people who have been engaged in the business of making the handicraft industry from generation to generation (over generations) crafters as: creative individuals who create creative products and creative processes. producing creative industries by employing several craftsmen and having their own gallery or showroom and forming environmental patterns in shaping creativity. crafters as creative individuals who create creative environments and products and creative processes. crafters who employ and have the competence and ability as independent craftsmen and have their own gallery or showroom and form environmental patterns in shaping creativity. source: analysis, 2020 e-journal of tourism vol.8. no.1. (2021): 125-132 130http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 table 6. external analysis in efforts to improve accessibility quality component accessibility quality improvement road transportation services to improve the quality and condition of roads related to tourism, improve the quality and condition of roads related to tourism, bridges, construction, widening, repair, reconstruction, rehabilitation and maintenance, to meet national standards and targets for steady road conditions by developing land transportation infrastructure to improve the quality and maintenance of roads and bridges in accordance with standards national target with stable maintenance conditions. infrastructure services and tourism services. non-motorized vehicles, construction of parks and green open spaces, construction and improvement of regional public transport facilities such as bus stops and terminals, docks, ports where ships dock and ferry terminals, as well as taxi and truck stops; basic infrastructure services related to tourism such as drinking water supply, waste management, wastewater management and sanitation in the core tourism area. source: analysis of various literature, 2020 table 7. necessary / unnecessary activities in basic infrastructure services basic infrastructure activities necessary / unnecessary the road sector routine road maintenance; preventive maintenance of roads not periodic maintenance / rehabilitation of roads not road reconstruction / improvement not road widening (adding lanes) yes road construction * yes routine maintenance, periodic maintenance, bridge rehabilitation not bridge construction * yes planning, controlling and monitoring services for preservation and capacity building of national roads not tourism infrastructure and services new infrastructure for pedestrians, bicycles and non-motorized transportation, such as sidewalks, trails, bicycle lanes, road crossings, pedestrian bridges. yes efforts to improve infrastructure for pedestrians, bicycles, and non-motorized transportation, such as sidewalks, footpaths, bicycle lanes, road crossings, pedestrian bridges, and others not city parks and garden improvement activities and green open spaces to beautify the city not city parks and garden development projects and green open spaces to beautify the city yes source: observational analysis, 2020 e-journal of tourism vol.8. no.1. (2021): 125-132 131http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 networking (government, academia, business / buyers) the third external factor that affects the development of tourism in yogyakarta and the borobudur area is the role of institutions (government, private sector and universities), and art traders from abroad (buyers). the first factor based on the analysis is the influence of several creators and observers of culture. another factor is the existence and role of government, private and university institutions. the identification of the roles of these various institutions can be seen in the following table 9. another external factor that influences the development of the creative industry in the yogyakarta region at this time or the new norm is the existence of art traders from abroad. originally, these foreign art traders were tourists who came to visit kasongan. they buy creative industries which are then attractive to their colleagues, and repeat purchases occur until they see prospects and business opportunities. they started to buy more and even used container trucks, along with a graph of the development of elements of export and import of the creative industry figure 3. creative industry crafts : clay, silver, and leather. source: bappeda yogyakarta (2020) the presence of art traders (exporters) from abroad has influenced the creativity of craftsmen to produce products that suit the tastes of foreign markets. ceramic crafts that function as table chairs in cylindrical, rectangular, hexagonal, and octagonal shapes decorated with primitive-style scratching techniques and plant motifs are produced for australia, korea, japan and canada. the jars with the motifs of the moon, star and smiling sun are in great demand by the european, australian and canadian markets as part of sales preparations for christmas and summer holidays.in the 2000s, western society liked statues with traditional-spiritual values. several factors in tourism development trends also affect tourism development, some interviews revealed that there is a shift in traditional cultural trends starting with visits made to local communities, cultural sites and historic cities until this trend shifts to tourist participation in creative activities or events. conclusions there are internal factors in the development of creative tourism in the new era that can shape creativity to attract creative tourism, namely; creative individual, creative environment, creative product and creative process. there is a process of cultural exchange both in terms of language and experience during interactions between tourists and creative industry creators in gaining new knowledge and experiences from the results of creative tourism, so as to provide the most important feedback in efforts to promote local culture.there are obstacles to these external factors in the development of the creative industry, including: poor access, quality of services and infrastructure for the community, visitors and entrepreneurs, limited skills of labor and tourism services from the private sector. the stage of the development of creative tourism in the new normal era in yogyakarta and the borobudur temple area, magelang regency is at the stage of consolidation of involvement between the e-journal of tourism vol.8. no.1. (2021): 125-132 132http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 industrial world and stakeholders and the development of innovative products for cultural advancement. aknowledgement ministry of research and technology/national research and innovation agency (ristek–brin). master program in tourism studies, postgraduate school of universitas gadjah mada, yogyakarta. universitas gadjah mada directorate of community service, yogyakarta. references bappeda yogyakarta (2020) number of handicraft business units in yogyakarta in 2017-2019. available at: http://bappeda.jogjaprov.go.id/dataku/ pencarian_data/index?page=1&perpage=10. gunawan, i. (2016) metode penelitian kualitatif: teori dan praktik. jakarta: bumi aksara. lee, j. and lee, h. (2015) ‘deriving strategic priority of policies for creative tourism industry in korea using ahp’, procedia computer science, 55, pp. 479–484. marques, l. (2012) ‘boosting potential creative tourism resources: the case of siby (mali)’. prince, s. (2011) ‘establishing the connections between the goals of sustainable development and creative tourism’. richards, g. (2011) ‘creativity and tourism the state of the art’, annals of tourism research, 38(4), pp. 1225– 1253. richards, g. and marques, l. (2012) ‘exploring creative tourism: editors introduction’. richards, g. and wilson, j. (2007) tourism, creativity and development. routledge. e-journal of tourism vol.9. no.1. (2022): 31-41 http://ojs.unud.ac.id/index.php/eot 31 e-issn 2407-392x. p-issn 2541-0857 slow tourism possibilities in cimande tourism village – west java dhanik puspita sari* sekolah tinggi pariwisata bogor, indonesia *corresponding author: puspitasaridhanik@gmail.com doi: https://doi.org/10.24922/eot.v9i1.82895 article info submitted: january 23th 2022 accepted: march 5th 2022 published: march 31th 2022 abstract cimande tourism village is a village located in tarikolot, bogor regency, indonesia. it has a lot of tourism potential, both natural tourism, cultural tourism, and artificial tourism. this green, calm and cultural area is expected to be able to provide alternative types of tourism that are thick with experience and also have a significant economic impact by extending the length of stay of tourists. the purpose of this research is to see how much potential cimande tourism village has to be applied as slow tourism. slow tourism is a form of tourism theme which stresses quality in gaining experience during tourism activities rather than quantity. the study used descriptive qualitative methods. a checklist is given to nine tourism academics whose results are recapitulated and then analyzed and described clearly. the results found that most of the key elements of slow tourism could be found and it could also be applied in order to establish the form of slow tourism as alternative tourism. this research only focuses on the supply side from an academic perspective to find out how potential cimande for slow tourism before it’s developed. slow tourism is not a common form of tourism, in indonesia, no research has ever been conducted on slow tourism before, the result find out that cimande has a great possibility to be developed into a destination with the concept of slow tourism. keywords: slow tourism; cimande village. introduction background it is undeniable that tourism is currently one of the most driven industries in almost all of the world. in indonesia, tourism is one of the main industries that generate foreign exchange for the country. globally, in 2019 the travel and tourism sector created 334 million jobs and contributed 10.4% to the global economy (world travel and tourism council, 2021). in indonesia, in 2019 the tourism and travel sector contributed to gdp of 5.9% of the total economy or 64.7 billion dollars(world travel and tourism council, 2021). the income obtained from this sector decreased in 2020 due to the covid-19 pandemic that hit the whole world, including indonesia. and this is the main cause of the income obtained from the tourism sector decreased drastically and only touched the figure of 34.5 billion with a gdp contribution of only 3.2% of the total economy in indonesia (world travel & tourism council, 2021). http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 31-41 http://ojs.unud.ac.id/index.php/eot 32 e-issn 2407-392x. p-issn 2541-0857 currently, tourism has become a human need. routines that are passed routinely and monotonously every day cause a lot of saturation in each individual. requires a release that is in a positive way and also full of meaning. the desire to seek new experiences and also feel something authentic which is different from what usual life goes makes tourists tend to look for something that can emphasize the experience that will be passed and obtained during tourism activities. experiences and sights are the main things that tourists look for in order compared to novelty and art (kumar, 2019). coupled with the covid-19 pandemic that occurred, the government issued various policies to limit community activities, especially in terms of gathering and also conducting tourism activities. many tourist attractions and restaurants are closed and of course, add new pressure to the community psychologically. which drives a strong impetus to carry out tourism activities by following strict rules and protocols in accordance with government directives. during this pandemic, or in the era of the new normal, tourism activities cannot be carried out in the same way as before the covid-19 pandemic hit. regulations limiting the maximum number of tourists to be in an area or place make mass tourism activities difficult. plus, tourists will definitely think more about the risks they will face when doing activities together with many people. and also, of course, a greater number of tourists who join in a tourist activity can make the experience felt during the tour is not optimal. therefore, the form of exclusive tourism activities, with a small number of tourists coupled with the flexibility to interact in an effort to get a memorable experience, is needed by tourists. and in this case, slow tourism is the perfect form of tourism in the current situation and conditions. traveling in a slow way will make tourists enjoy the trip more and produce a lot of tourist experiences. where in carrying out slow tourism activities, of course, it cannot be separated from slow destinations, slow transport, and slow food which are provided in tourist destinations. people tend to choose slow transport like using train, coach, bus, cycle and even on foot in doing traveling compared to air and car transport (dickinson et al., 2011; kumar, 2019). cimande tourist village is located in the tarikolot area, west java. this village is located not far from the capital city of indonesia, jakarta. it has magnificent natural beauty, the thick sundanese culture which is still maintained is the main attraction for tourists, plus the good accessibility makes it easier for tourists to come and visit. to be able to visit here is not difficult. it can be reached by using land transportation, either private car or public transportation. the main market share is domestic tourists. however, that does not mean that there are no foreign tourists who come. most tourists who come do not stay for a long time. this also cannot be separated from the promotional activities carried out in an effort to bring tourists to come and visit (sari & batubara, 2021), so that it can contribute to the local area (sari, 2018). and this is a problem that must be found a way out. research on slow tourism in rural areas has not been done much. in indonesia, research on slow tourism in rural areas has never been done. usually, research conducted in rural areas is in the form of sustainable tourism and also communitybased tourism. whereas slow tourism itself is an alternative form of tourism in the form of sustainable tourism that involves the active participation of the community so that it is directly proportional to the economic impact that will be obtained by the local community as well of course as part of forming an awareness of the sustainability of its rural tourism resources. slow tourism is one form of tourism that can be implemented in cimande tourism village. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 31-41 http://ojs.unud.ac.id/index.php/eot 33 e-issn 2407-392x. p-issn 2541-0857 although most studies on slow tourism are conducted in destinations for urban tourism (chung et al., 2018; meng & choi, 2016), it does not mean that it cannot be implemented in rural areas (kumar, 2019) in the form of tourist villages. most likely what will arise when the implementation of slow tourism in cimande village is the duration of the stay of tourists which will be longer and is expected to be directly proportional to the amount of expenditure that will be issued by tourists during their trip so that they can make a more significant contribution to the economic life of the local community. therefore, it is important to do research to find out whether the cimande tourism village can be implemented in the form of slow tourism based on its attributes or potential, so that it can be used as an alternative form of tourism that contributes directly to the local community because it involves all parts of the community. literature review slow tourism the concept of slow travel is inseparable from the emergence of the slow food and slow cities (cittaslow) movement that began in the 1980s and 1990s in italy. this movement emerged in response to the opening of mcdonald's fast-food outlets in the culturally rich area of rome and was initiated by carlo petrini. like slow food, its goal of slow cities puts more emphasis on the experience that will be obtained based on good food, a healthy environment, a sustainable economy and of course in accordance with the local wisdom of the people in one place (knox, 2005; kumar, 2019), which has been widely researched by academics (knox, 2005; kumar, 2019; mayer & knox, 2006; parkins & craig, 2006; tasch, 2008) which emphasizes the specificity of a local area with a global context in an effort to achieve a better quality of life for local communities (kumar, 2019). like the slow food movement and cittaslow, the form of slow tourism is not just carrying out activities or travel in a slow way, but more than that. consumption of local food with local heritage gastronomy also ensures that the production process carried out with a high level of tourist involvement becomes a form of slow tourism activity that can be carried out. tourism activities that are carried out in a slow way can give rise to a uniqueness of a place that can arouse and trigger the desire to always be and move, and want to continue to gain new knowledge and experiences as a form of living knowledge. slow tourism cannot be separated from a trip that is held slowly. slow travel has the aim of being able to restore the essence of having quality leisure time which is closely related to social relations in an effort to minimize the carbon footprint (dawson, d., karlis, g. and heintzman, 2008; honore, 2005; mair et al., 2008). this is also what makes tourism slow to be predicted as an alternative form of tourism in realizing sustainable tourism (kumar, 2019). slow tourism can also be considered as a cultural and social reality (di clemente, j.m.h.; mogollón, e.; salvo, p. and cerro, 2014; ernszt & marton, 2021; lumsdon & mcgrath, 2011). there are four main pillars in slow tourism (pecsek, 2018): locality, sustainability, social wellbeing, and experience. figure 1. the components of slow tourism (ernszt & marton, 2021; pecsek, 2018) http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 31-41 http://ojs.unud.ac.id/index.php/eot 34 e-issn 2407-392x. p-issn 2541-0857 beside the above components, there is also a key elements of slow tourism, the dimensions is (caffyn, 2012) : 1) place (locality, disctictiveness, landscape, heritage, environtment and produce), 2) people (community, culture, local enterprise, cuisine, hospitality, authenticity), 3) time (place, relaxation, unhurried, more in depth), 4) travel (distance, speed, mode, low carbono), 5) the personal (well-being, pleasure, conviviality, learning, meaning, enjoyment, understanding). this research evaluate the possibilities of implementation of slow tourism using the fives key elements of slow tourism (caffyn, 2012). alternative tourism existing tourism activities are mostly a form of mass tourism that emphasizes quantity over quality. this causes a lot of over-tourism in several destinations due to the number of tourist visits that exceed the allowed capacity. in this case, alternative tourism is felt to be one of the solutions by connecting the interests of various stakeholders, also making it one of the aspects of the local community, the surrounding environment, nature, and resources (christou, l.; cyprus, 2012) could be in the form of ecological tourism, rural tourism, cultural tourism, green tourism, creative tourism, nature tourism, community-based tourism, voluntary tourism, responsible tourism, geotourism, integrated tourism (dangi & petrick, 2021; theng et al., 2015; triarchi & karamanis, 2017; weaver & lawton, 2007) with developing sustainable tourism purpose and avoiding mass tourism (triarchi & karamanis, 2017). in general, alternative tourism is a form of tourism that in practice deals directly with nature and social communities in an effort to produce a positive economic impact for the local community. utilize its resources wisely and also minimize the negative impacts that may arise from the economic, cultural, and environmental side. therefore, alternative tourism is closely related to involvement and direct contact with nature and local culture while respecting, enjoying and participating in conserving nature and cultural resources (medeiros et al., 2021). the characteristics in alternative tourism are as follows: 1) not crowded and accommodation with local style and managed independently with a small number, 2) the number of visitors is not too large but consistent in each period, 3) economic activities carried out by local communities related to tourism activities are only complementary and not used as the main source of livelihood, 4) there is involvement between the community and the local government, 5) mostly carried out in areas with the designation of protection or conservation (guillemain et al., 2007). in the cimande tourist village, the type of accommodation that is widely available there is a homestay which is a resident's house that has local characteristics and is managed independently. the tourism activities carried out always involve the local community as actors in tourism activities who are also accompanied by the tourism awareness group (pokdarwis) and are fully supported by the head of cimande village. the main attraction it has is the culture and also the potential for its natural beauty. so that it can be included as alternative tourism. research methods this research is conducted in cimande tourism village which is located in tarikolot, bogor regency, west java indonesia. this study uses qualitative methods. the primary data was gathered from tourism academicians, while secondary data were gathered through the study literature and other previous study conducted by other researchers. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 31-41 http://ojs.unud.ac.id/index.php/eot 35 e-issn 2407-392x. p-issn 2541-0857 the research method used in this study is descriptive qualitative which strengthens in percentage where primary data is collected and classified according to pre-determined conditions and described by categories to obtain final results and requalified. primary data collection was carried out using direct observation methods to get a comprehensive understanding of the description of cimande tourism village with its tourism resources in order to support the possibility as if it could be implemented in the form of slow tourism. qualitative methods are used to understand a phenomenon that is still little known (coyne, 1997), but can also be used to convey phenomena or things that are known but difficult to present quantitatively (coyne, 1997). this method is also usually subjective because it is thick with personal opinions between individuals who are used as a reference source. therefore expertise in the field of tourism becomes important to be able to map it. so that the choice in the field of tourism as a resource can be one way to be balanced the observation is conducted by several people who are selected according to the desired criteria namely those who had an educational background and good knowledge of the world of tourism. nine lecturer of tourism, who have visited and traveled, even some of them also conducted a study on tourism and marketing in the cimande tourist village, were asked to conduct observations in this cimande tourist village. that is by choosing people who are in accordance with the theme and research objectives (anderson et al., 1994), with the main criteria being a work background in the form of tourism academics, and having visited and carried out tourism activities in cimande tourism village. it is hoped that the information and opinions obtained can provide clear results regarding the theme being carried out. the observation was done by nine people (kuzel, 1999) who were academics. they observed and had visited and carried out tourism activities in cimande tourism village, both cultural tourism or nature tourism using land transportation. both those who travel for only one full day or stay there for several days. the data obtained is then collected and also presented with a percentage to strengthen the result to see how far the possibilities to implement slow tourism in the cimande tourism village. result and discussion tourism activities carried out in cimande tourism village are currently centered on natural tourism activities and cultural tourism which are the strengths of its attractions. however, most tourists who come and visit only do tourism activities for a short time. this of course has more or less an impact on the amount of tourist spending which is certainly not so large, where this is of course directly proportional to the amount of income that will be obtained by the community itself as actors and organizers of tourism activities (sari, 2018). the research conducted tries to provide an overview of the possibility of applying the concept of slow tourism in cimande tourism village with all the tourist resources it has and the extent to which the existing attractions can be composed in such a way as to extend the duration of the stay of tourists in that place. data interpretation is done by calculating the percentage frequency (winarno, 2004), which is obtained by using the formula: f p = n p = pecentage of the answer f = frequency of the answer n = number of respondence x 100% http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 31-41 http://ojs.unud.ac.id/index.php/eot 36 e-issn 2407-392x. p-issn 2541-0857 where the percentage data obtained are classified into several criteria (ali, 1984) as follows: 0% = none 1 % 39 % = small 40% 49% = almost half 50% = half 51% 75% = most 76% 99% = generally 100% = entirely the results of the opinions that come from tourism academics who have visited and also tourism activities in the cimande tourism village have been simplified and made a quantitative table in the form of a percentage about how much attraction or potential cimande village has to be composed as slow tourism. are as follows: tabel 1. key element of place dimension indicator yes percentage (%) average percentage (%) place locality 9 100 74.81 distinctiveness 9 100 landscape 4 44.4 heritage 9 100 environment 8 88.9 produce 5 55.6 source: own elaboration, 2022. place dimension is the first key dimension in the implementation of slow tourism. for cimande tourist village itself, locality, distinctiveness, and heritage are the main points that are felt to be the most dominant. the wisdom of a local culture that is still held firmly and practiced for generations. the typical life of the village community is still thick with the use of natural resources that do not explore but still run side by side with nature as well. cimande as the birthplace of martial arts that spread throughout the archipelago still adheres to all the rules that apply to their ancestors. the presence of historical relics sites in several points of the location of this village becomes a special attraction for tourists to come and visit. many tourists come to visit just for the purpose of visiting this historical site. some of them regularly come at certain times. in addition, the assessment is felt to be the lowest in the landscape owned by this village. this could have occurred because the existing landscape is not much different from the landscape of the villages in bogor regency. however, with the existing landscape can still be done tourism activities that also involve tourists’ engagement in it and this has not been managed optimally. tabel 2. key element of people dimension indicator yes pecentage (%) average percentage (%) people community 8 88.9 77.34 culture 9 100 local enterprise 8 88.9 cuisine 8 88.9 hospitality 9 100 source: own elaboration, 2022. people dimension is the second dimension that is assessed. culture and hospitality are the two strongest things that can http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 31-41 http://ojs.unud.ac.id/index.php/eot 37 e-issn 2407-392x. p-issn 2541-0857 be obtained from the people. the cimande community still holds strong its culture and is reflected in every behavior and also the way of life adopted by its community. regular cultural activities are held in this village. the majority of the villagers are martial artists who have a high level of martial arts. nevertheless, the philosophy of life held makes them a peaceful society, avoids violence except in desperate situations and also always appreciates the elderly making them a friendly society. this is always reflected in every tourist activity conducted, they with open arms always welcome tourists who come with a smile and also the friendly and humorous attitude that is always shown. tabel 3. key element of time dimension indicator yes percentage (%) average percentage (%) time pace 9 100 92.60 relaxation, unhurried 8 88.9 more in depth 8 88.9 source: own elaboration, 2022. time dimension has the highest average value compared to the average value of other dimensions. the rhythm of the tour makes it possible to do it in a relaxed, unhurried way so that it provides space for tourists to be able to do activities to appreciate the beauty, culture and also the meaning of life obtained during the tour activities. the tourist activities that are done can also be done with a longer time so that the experience obtained is an experience that is difficult to forget. such as practicing pencak silat, practicing farming, cooking local food to be consumed together, making kites, watching the sunrise and many other tourist activities. this is felt to be very important, because the main core of tourism activities is the activities in it (sari, 2017), and this is what will certainly be part of the motivation of visiting tourists (sari, 2019) to visit again. tabel 4. key element of travel dimension indicator yes pecentage (%) average percentage (%) trav el distance 5 55.6 66.70 speed 5 55.6 mode 7 77.8 low carbon 7 77.8 source: own elaboration, 2022. travel dimension is the dimension that has the lowest average rating of all key elements in slow tourism. the smallest rating is in the distance indicator as well as the speed. in terms of distance, the location of the tourist village of cimande is indeed located not far from the highway and also the motorway access. this is what makes the mileage to reach this tourist village does not take long. however, during the tourist activities carried out in the tourist village of cimande, mostly in visiting one destination to another destination is done on foot so that the travel time can be extended. in the remaining indicators, the tourist travel activities carried out are felt to be minimal use of vehicles with a large expenditure of carbon residue. most of the tourists who come do not need air transportation. buses, cars and motorbikes can reach this place easily. during the deep journey to the tourist village of cimande, no significant http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 31-41 http://ojs.unud.ac.id/index.php/eot 38 e-issn 2407-392x. p-issn 2541-0857 congestion was encountered. this is of course very good and has a positive value in terms of protecting the environment by not producing carbon dioxide that can damage the environment. tabel 5. key element of the personal dimension indicator yes percentage (%) average percentage (%) the personal wellbeing 7 77.8 88.90 pleasure 8 88.9 recreation 9 100 learning 9 100 meaning 6 66.7 understanding 9 100 source: own elaboration, 2022. in the key dimension of the personal, the indicator with the smallest assessment is found in the meaning indicator. meaning here referes to tourist activities carried out while in the tourist village of cimande. it makes tourists awaken or realize a certain positive meaning from within. make tourists aware of the meaning of a situation or life they go through. this may arise because the duration of tourist activities is still in a short period of time. so that the feeling of tourists' involvement in the local culture or community is still limited. on the other hand, the highest assessments were on indicators of recreation, learning and also comprehension. where this means that the tourist activities that are done always provide a sense of comfort in doing recreational activities, and it is ensured that in every activity that is done there is always a positive side of learning that can be understood by tourists. therefore, the tourist village of cimande can be reserved for every tourist of various ages. from young to old age and also suitable for tourists traveling with groups such as families and communities conclusion slow tourism performs more experience rather than other type of tourism offered to tourist. and it also could contribute to preserve the nature and environment. based on the result analysis, it can conclude cimande tourism village has the potential to be implemented as slow tourism. the highest value is in the key elements of time and personal. these two things are the strength of the existing key element. and the lowest value is in the travel dimension. however, when viewed from the total score obtained in each dimension is in the category of generally which lies between 76% -99%. this confirms that cimande tourism village possibly implemented to perform slow tourism. recommendation in terms of place dimension, the existing landscape is ideally in line with land management productivity activities which be able to be used as a tourist attraction by involving tourists in it. inviting tourists to participate in the process of planting rice, gardening aloe vera and also harvesting snake fruit can be better if it’s composed by arranging a tourist route and also equipped with interesting story telling. from the travel side, the speed in crossing each route to each destination point can be done by searching slower routes and always inserting the involvement of tourists. given enough time for tourists to be able to carry out appreciation activities in each destination, they visit to be able to produce a memorable experience during tourist activities. in order to maximize this, obviously, this certainly requires good visitor management. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 31-41 http://ojs.unud.ac.id/index.php/eot 39 e-issn 2407-392x. p-issn 2541-0857 slow tourism can be classified as alternative tourism practicing sustainable tourism with strong engagement within the community as a host and tourist as customer in the picture of tourism activities unfortunately, there is no single article published discuss about this form of tourism in indonesia. in the future, researchers should also do research in the tourist point of view, to find out the demand of a slow tourism. the future development in composing a slow tourism which could match with the expectation of tourist will be really feel necessary, because it will not only will give a positive contribution to the locals but also will contribute to environment sustainability. acknowledgments i would like to experess my gratitude to cimande tourism village for their support in order to complete this research. references ali, m. 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(2022) http://ojs.unud.ac.id/index.php/eot ii e-issn: 2407-392x. p-issn: 2541-0857 e-journal of tourism p-issn: 2541-0857, e-issn: 2407-392x volume 9, number 1, march 2022 founder prof. dr. i komang gde bendesa, universitas udayana (scopus id: 57193197621) dr. agung suryawan wiranatha, universitas udayana (scopus id: 56996123000) editor in chief prof. dr. i komang gde bendesa, universitas udayana (scopus id: 57193197621) editorial boards prof. dr. made budiarsa, universitas udayana (scopus id: 57193715077) prof. dr. terry de lacy, victoria university, australia (scopus id: 23073072700) prof. geoffrey lipman, hasselt university, belgium (scopus id: 55314553200) prof. christine petr, universite de bretagne-sud, france (scopus id: 14030556600) prof. patrick legoherel, université d’angers, france (scopus id: 6506067264) dr. agung suryawan wiranatha, universitas udayana (scopus id: 56996123000) managing editor dr. i gusti ayu oka suryawardani, universitas udayana (scopus id: 57190262038) peer reviewers prof. dr. i wayan ardika, universitas udayana (scopus id: 6508090296) prof. dr. made antara, universitas udayana (scopus id: 57201540950) prof. dr. i nyoman darma putra, universitas udayana (scopus id: 24741071600) prof. dr. janianton damanik, gadjah mada university (scopus id: 57192676817) prof. dr. muhammad baiquni, gadjah mada university (scopus id: 57210758742) prof. dr. bet el silisna lagarense, politeknik negeri manado (scopus id: 55990881600) dr. devi roza k. kausar, universitas pancasila (scopus id: 35146005500) dr. hera oktadiana, james cook university, australia (scopus id: 57079190600) publisher centre of excellence in tourism, udayana university in partnership with indonesian hotel general manager association and bali tourism village communication forum address centre of excellence in tourism, udayana university jalan p.b. sudirman denpasar bali 80232 email: ejournal.tourism@unud.ac.id; riset.pariwisata@unud.ac.id phone: +62 81237641918 ; website: https://ojs.unud.ac.id/index.php/eot/ https://ojs.unud.ac.id/index.php/eot/ e-journal of tourism vol.9. no.1. (2022) http://ojs.unud.ac.id/index.php/eot iii e-issn: 2407-392x. p-issn: 2541-0857 table of contents the analysis of determinant factors of customer preferences on café as a culinary tourism destination in malang nonny aji sunaryo, mazarina devi, laili hidayati, zorayda nabila denata, firlia wahyu puspitasari ............................................................................. 1 – 7 strategies and policies for the acceleration of bali tourism recovery i putu astawa .............................................................................................. 8 – 19 the phenomenon crisis management on tourism destination development (perspectives on travel management and ergonomic destination) ni made eka mahadewi, ni ketut dewi irwanti ....................................... 20 – 30 slow tourism possibilities in cimande tourism village – west java dhanik puspita sari..................................................................................... 31 – 41 determining factors of tourist interest in culinary tourism in malang anggi saputri, laili hidayati, nonny aji sunaryo .................................... 42 – 46 rural creative tourism as a growth triangle on the slopes of mount sumbing, magelang in the new era of normality muhamad muhamad, sri rahayu budiani.................................................. 47 – 57 enhancing repurchase intention at warung kopi tepi sungai depok: the role of customer experience maidar simanihuruk, yuviani kusumawardhani, lovita susan audilla ... 58 – 66 tourism potential evaluation and strategy formulation for pine forest of gelagahlinggah; experience from a community engagement anom hery suasapha, i wayan mertha, ida bagus gede agung widana, luh yusni wiarti, ni putu oka agustini, lukia zuraida, diah cynthia putri 67 – 82 e-journal of tourism vol.9. no.1. (2022) http://ojs.unud.ac.id/index.php/eot iv e-issn: 2407-392x. p-issn: 2541-0857 the government support on women entrepreneurial intention affected by layoffs in tourism industry kristi karla arina, athina isabella sumanti, gabriel gradianto ................ 83 – 96 glorifying cultural scapes to conflictual tourismscapes: the dynamics of tourism development in rural indonesia rina widiastuti, wisma nugraha christianto richardus, budiawan ......... 97 – 112 lesson learned: shaping collaboration among tourism stakeholders during mount agung eruption gde indra bhaskara..................................................................................... 113 – 125 e-journal of tourism vol.8. no.1. (2021): 1-13 1http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 social media marketing strategy of indonesian tourism in the time of pandemic aulia chloridiany* ministry of tourism and creative economy, indonesia *corresponding author: aulia@indonesia.travel doi: https://doi.org/10.24922/eot.v8i1.71445 abstract tourism is among one of the hardest hit sectors caused by the covid-19 pandemic. according to unwto (2020), 100-120 million direct tourism jobs were at risk and international tourist numbers in january – may 2020 decreased 56% year on year. indonesia’s tourism sector is not an exception. the number of foreign tourist visits to indonesia fell down -89.22 % year on year, which definitely affects the whole condition of indonesian tourism. therefore, the indonesian government have done several efforts to manage the situation since the pandemic started. due to limitation of offline activities, digital marketing, including social media, had become the main strategy to maintain indonesian tourism’s presence in the market. this paper will discuss the social media marketing strategy has been done by the ministry of tourism and creative economy (motce) indonesia to promote indonesian tourism during pandemic time, especially for the global market. using social media marketing strategy (smms) framework from li, larimo and leonidou (2020), this research found that the social marketing media strategy has been implemented by motce could be categorized as the social content strategy, as the indonesia travel accounts focus on suitable contents with the audiences who struggle with the pandemic. indonesia travel as the official social media marketing accounts, has been active to post contents even since the beginning of the pandemic through facebook, instagram, twitter, youtube, weibo, and wechat. from january to september 2020, indonesia travel posted more than 683 contents. however, the pandemic has driven the indonesia travel accounts to slightly changed the marketing objectives, adapting with what audiences wanted. not only posting about the beauty of tourism destinations in indonesia, since february they also post about covid-19 related information. keywords: tourism, marketing strategy, digital marketing, social media, pandemic article info submitted february 15th 2021 accepted march 18th 2021 published march 31th 2021 all over the world until more than 44.7 million cases were founded as of october 2020 (johns hopkins university, 2020). on march 11th, 2020, director general of world health organization officially anintroduction the covid-19 disease was first emerged in wuhan, china, in december 2019. since then, the disease has spread e-journal of tourism vol.8. no.1. (2021): 1-13 2http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 become the main strategy to maintain indonesian tourism’s presence in the market. as in the motce official press release, deputy minister of tourism marketing, nia niscaya, stated that the online promotion and campaign should be optimized in order to build awareness in global markets (kemenparekraf, 2020a). considering the above situation, this paper asks a main question: “what is the social media marketing strategy of indonesian tourism during covid 19 pandemic situation in 2020, especially for the global market?”. specifically, this paper digs the social marketing strategy has been done by the ministry of tourism and creative economy (motce) of the republic of indonesia, which is in charge for the national tourism policy in indonesia. research period is from january to september 2020. literature review according to kaplan and haenlein (2010), “social media is a group of internet-based applications that build on the ideological and technological foundations of web 2.0, and that allow the creation and exchange of user generated content”. moreover, social media can be classified into: 1) collaborative projects (i.e., wikipedia); 2) virtual communities (i.e., twitter, tripadvisor, travel blogs); 3) content communities (i.e., youtube, flickr, pinterest, instagram); 4) social network sites (i.e., facebook, linkedin); and 5) virtual games/ social worlds e.g., online games of microsoft x-box or sony playstation and websites like second life) (minazzi, 2015). meanwhile, social media for marketing purpose are defined as platforms on which people build networks and share information and/or sentiments (kaplan and haenlein, 2010). social media have been admitted to change the marketplace drastically, therefore li, larimo and leonidou (2020) conclude that social media markenounced the covid-19 can be characterized as pandemic. soon after the announcement, many countries have enforced travel restrictions. as a consequence of the travel restrictions, tourism sectors suffered and became one of the hardest hit sectors caused by the covid-19 pandemic. unwto (2020) predicts 100-120 million direct tourism jobs were at risk and usd 910 billion to 1.2 trillion in exports for tourism – international visitors’ spending was lost. in fact, during january to may 2020, international tourist arrivals were decreased 56% year on year, means loss of usd 320 billion in exports from tourism in five months. president of the republic of indonesia, joko widodo, announced the first covid19 cases on march 2nd, 2020. a month later, the president decided to close the borders for visitors from all countries in order to curb the covid19 imported cases (jakarta post, 2020). the decision was implemented in regulation of minister of law and human rights of the republic of indonesia number 11 year 2020 concerning temporary prohibition for foreigner to enter the territory of the republic of indonesia, signed on april 2nd, 2020. in result, foreign visitors to indonesia as of august 2020 were only 164.970 visits, declined drastically into -89.22% year on year (motce and central statistics bureau, 2020). the decrease definitely affects the whole condition of indonesian tourism. the minister of tourism and creative economy of the republic of indonesia (motce), wishnutama kusubandio, stated that 13 million workers of tourism sectors as well as 32.5 million workers of indirectly-related-to-tourism were affected by pandemic (detik, 2020). therefore, the indonesian government have done several efforts to manage the situation since the pandemic started. due to limitation of offline activities, digital marketing, including social media, had e-journal of tourism vol.8. no.1. (2021): 1-13 3http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 ting strategy (smms) as “an organization’s integrated pattern of activities that, based on a careful assessment of customers’ motivations for brand-related social media use and the undertaking of deliberate engagement initiatives, transform social media connectedness (networks) and interactions (influences) into valuable strategic means to achieve desirable marketing outcomes.” figure 1. a conceptualization of the process of developing social media marketing strategies figure 2. theoretical anchoring of components constituting the process of developing social media marketing strategies in addition, li, et al. (2020) suggests three important criteria to differentiate smmss, i.e: 1) the nature of the firm’s strategic social media objectives with regard to using social media; 2) the direction of interactions taking place between the firm and the customers; and 3) the level of customer engagement achieved. besides, there were four categories of smms representing increasing levels of strategic maturity: 1) social commerce strategy; 2) social content strategy; 3) social monitoring strategy; and 4 social crm strategy. in the context of tourism, significances of social media marketing in tourism are: 1) directing visitors and customers to the right travel information; 2) sending personalize messages and content directly to interested segment of customers (jashi, 2013). moreover, kotler, bowen and makens (2010) agrees that digital marketing, including social media, as the fastest-growing form of direct marketing. as he states, “for travel products, it can be argued that social media entails a change from one-toone recommendations from individuals to many-to-many conversations.” but personalization is only one of some benefits of using social media, the others are: interactive; immediate and timely; cost effective; engagement and social sharing capabilities. on the other hand, the challenges are: results are hard to measure; and user controlled (kotler, et al., 2010). methods this paper uses a qualitative case study approach. for a qualitative research, this study sought to explore and understand the meaning by individuals or group of people ascribed social or humanitarian issues (creswell, 2013). the type of research is a case study. qualitative research is a case study research strategy where researchers investigate carefully a program, event, activity, process, or group of individuals. the cases are limited by time, which is january to september 2020 period. researchers collected detailed information using a variety of data collection procedures based on a predetermined time (creswell, 2013). data gathered in this research are from digital data, i.e. articles in websites, posts in social media, and social listening tools data. results and discussion social media under motce the indonesian government, in this case motce, is officially in charge for some social media accounts. first, kemene-journal of tourism vol.8. no.1. (2021): 1-13 4http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 parekraf (abbreviation of kementerian pariwisata dan ekonomi kreatif motce) as the official corporate accounts of the ministry to inform public about the tourism and creative economy policy. second, pesona indonesia travel social media accounts to promote indonesian tourism to indonesian citizens, so that the accounts use indonesian language. third, indonesia travel social media accounts to promote indonesian tourism to global markets. the social media accounts under motce are mostly using facebook, instagram, twitter, and youtube, which can be classified as the virtual communities, content communities, and social network sites (minazzi, 2015). the platform choices were also suitable with the world’s most used social platforms like facebook, youtube, instagram, wechat, tiktok, and twitter. while kemenparekraf serves general public as the corporate accounts, pesona indonesia travel and indonesia travel fulfil the functions as the social media marketing channels for indonesian tourism. however, pesona and indonesia travel slightly have different purposes in terms of targeted audiences. pesona indonesia targeted indonesian people to build networks and share information and/or sentiments (kaplan and haenlein, 2010; li, et al., 2020), while indonesia travel targeted foreigners. the different target audiences bring different approaches, i.e pesona indonesia uses indonesian language while indonesia travel uses english, chinese, japanese, korean, dutch, deutsch, and arabic. indonesia travel as the official social media accounts for promoting indonesian tourism to the global market to answer the research question, this paper focuses on the social media marketing strategy run by indonesia travel accounts. as explained before, the indonesia travel social media accounts were intended for global markets, in accordance with the indonesian tourism’s target markets. indonesia travel accounts in instagram, twitter, and youtube use only english for global users. while the facebook account uses language in accordance with the ip address, i.e. english (for global account), japanese, korean, french, dutch, deutsch, russian, and arabic. to serve chinese market, wechat and weibo’s social accounts were also made. in addition, this year motce creates new tiktok account, both for global and chinese market. performance of indonesia travel in 2019 under president joko widodo who has governed since 2014, tourism has been the leading sector of indonesian economy. the marketing strategy of indonesian tourism basically aims to build branding – awareness – selling of indonesian tourism destinations. one of the marketing efforts is digital marketing, including social media. to attract and engage with more audiences, indonesia travel as the official social media marketing accounts implemented combination between user generated contents and contents those conformed with government policy. according to 2019 motce internal data, majority audience of @indtravel accounts comes from generation y, or commonly known as “millennials”. the global audiences loved the indonesian tourism destinations, especially the natural ones, followed by cultural. moreover, bali is always the number one destination to visit in indonesia, and has proven to attract audiences in every country from each platform. indonesia travel social media marketing strategy in january – august/september 2020 this section shows the perspectives both from motce or the indonesian government through the social media contents as well as the customers which is reflected e-journal of tourism vol.8. no.1. (2021): 1-13 5http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 table 2. official social media accounts under the ministry of tourism and creative economy, indonesia name content focus targeted audience unit in charge social media accounts kemenparekraf informing the government’s tourism and creative economy policy indonesian and foreign nationals bureau of public communication, under the secretary of motce facebook: @parekrafri instagram: @kemenparekraf. ri twitter: @kemenparekraf youtube: @kemenparekraf tiktok: @kemenparekraf pesona indonesia travel promoting indonesian tourism indonesian citizens consumers/ tourists (g to c) directorate of marketing communication, under the deputy minister of tourism marketing facebook: @pesonaidtravel instagram: @pesonaid_travel twitter: @pesonaid_travel youtube: @pesonaindonesiaofficial indonesia travel promoting indonesian tourism foreign nationals consumers/ tourists (g to c) directorate of marketing communication, under the deputy minister of tourism marketing facebook: @indonesia. travel instagram: @indtravel twitter: @indtravel youtube: @indonesiatravel wechat: indtravel 印印印印 印印印 weibo : 印印印印印 tiktok: @indonesia.travel and indonesia.travel 印印印 印印印印 through sprinklr social listening tools data. the best post contents were taken from indonesia travel’s twitter accounts which has the biggest number of followers among with other indonesia travel social media accounts (1.3 million followers). meanwhile, sprinkl captures data related with indonesia tourism keywords. january 2020 when the first pandemic news in china reached indonesia, the government as well as the people of indonesia didn’t really aware that this disease would spread here. thus, business run as usual. so does indonesia.travel as the official social media accounts to promote indonesian tourism for the global market. looking back at indonesia travel’s contents on january 2020, posts’ details were as follows: 26 in instagram, 4 in youtube, 12 in facebook, and 11 in twitter. from those posts, all were about indonesian tourism destinations and special events, e.g. chinese new year. on the other hand, from customers’ perspectives, there was no significant turmoil. sentiment index on indonesia tourism topic captured by sprinklr (january, 2020) shows that from 20 target markets, only australia gets low score which is 27,12%. according to this data, the other markets’ scores were above 50% which e-journal of tourism vol.8. no.1. (2021): 1-13 6http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 means good. february 2020 however, in february, the pandemic tension started to feel in indonesia. the indonesian government issued advisory on covid19 and suspending direct flights from and to china on february 5th 2020. motce also issued official statement regarding covid19, which published as the first article in special page of the indonesian tourism promotion website, www.indonesia.travel/coronavirus. the contents related to covid19 appeared as the best post of indonesia travel’s twitter account in february 2020, which had 40,366 impressions and got good engagement rate, 5.8%. while sentiment index on indonesia tourism topic captured by sprinklr (february, 2020) shows three countries got low score, which were singapore (47.5%), south africa (39.03%), and thailand (47.89%). table. 3. description of indonesia travel social media accounts platforms accounts language target markets facebook @indonesia.travel english global japanese japan korean south korea french france dutch the netherland deutsch germany russian russia arabic saudi arabia, united emirates of arab, middle east countries instagram @indtravel english global twitter @indtravel english global youtube @indonesiatravel english global wechat indtravel 印印印印 印印印 chinese china weibo 印印印印印 chinese china tiktok (douyin in chinese) @indonesia.travel indonesian and english global (including indonesia market) indonesia.travel 印 印印印印印印 chinese china figure 3. indonesia.travel social media contents on january 2020 figure 4. indonesia tourism sentiment index by sprinklr, january 2020 http://www.indonesia.travel/coronavirus http://www.indonesia.travel/coronavirus e-journal of tourism vol.8. no.1. (2021): 1-13 7http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 figure 5. indonesia.travel social media contents in february 2020 figure 6. indonesia tourism sentiment index by sprinklr, january 2020 march 2020 in march, the social listening tools showed worrying data that 7 of 20 countries got low score of sentiment index: australia, hongkong, malaysia, new zealand, russia, singapore, and united states. on the other hand, indonesia travel’s social media accounts kept posting about covid19 related information as well as indonesian tourism destinations. figure 7. indonesia.travel social media contents in march 2020 figure 8. indonesia tourism sentiment index by sprinklr, march 2020 april 2020 in april, the social listening tools showed worse conditions that 9 of 20 countries got low score of sentiment index: australia, hongkong, germany, malaysia, netherlands, south africa, thailand, united states, and united kingdom. new zealand, russia, singapore, and united states. meanwhile, motce changed the wonderful indonesia branding into thoughtful indonesia, to show empathy on the pandemic situation. the government also pushed the stay at home campaign to curb the virus spread. furthermore, motce followed the travel tomorrow campaign initiated by unwto. those all policies were translated into below social media posts. figure 9. indonesia.travel social media contents in april 2020 e-journal of tourism vol.8. no.1. (2021): 1-13 8http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 figure 10. indonesia tourism sentiment index by sprinklr, april 2020 may 2020 in may, the indonesia travel social media accounts got steady with the #stayathome #traveltomorrow #thoughtfulindonesia hashtags, while still showing the beauty of indonesian tourism destination contents. in the meantime, the social listening tools showed relieving conditions that 19 of 20 countries had high score of sentiment index. it means that the targeted markets had positive perceptions of indonesia tourism topics. figure 11. indonesia.travel social media contents, may 2020 figure 12. indonesia tourism sentiment index by sprinklr, may 2020 june 2020 in june, there is no big changes of government policy towards foreign tourists. therefore, the indonesia travel social media accounts continued the previous pattern, posting indonesian tourism destinations with #stayathome #traveltomorrow #thoughtfulindonesia hashtags. the social listening tools also showed stable condition, with 18 of 20 countries got high score of sentiment index. figure 13. indonesia.travel social media contents, june 2020 figure 14. indonesia tourism sentiment index by sprinklr, june 2020 july 2020 in july, the indonesia travel social media accounts continued the previous campaigns and the social listening tools showed 17 of 20 countries had high score of sentiment index, meaning that global markets still had positive perceptions of indonesian tourism. e-journal of tourism vol.8. no.1. (2021): 1-13 9http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 figure 15. indonesia.travel social media contents, july 2020 figure 16. indonesia tourism sentiment index by sprinklr, july 2020 august 2020 there is no big change of the social media campaign for international market this month. the social listening tools also showed the stable condition with 17 of 20 countries had high score of sentiment index. figure 17. indonesia.travel social media contents, august 2020 figure 18. indonesia tourism sentiment index by sprinklr, august 2020 september 2020 in september, the indonesia travel social media accounts introduced a new campaign style with asking an international influencer who stay in the country to join the campaign. as a result, the posts about the influencer became the best post in indonesia travel’s instagram account this month. figure 13. indonesia.travel social media contents, september 2020 e-journal of tourism vol.8. no.1. (2021): 1-13 10http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 indonesia travel social media marketing strategy during covid-19 pandemic: an analysis from the above social media contents as well as social listening tools data, this paper would discuss and analyze how the social media marketing strategy developed by indonesia travel based on li, larimo and leonidou (2020) framework. drivers the indonesian government considers tourism as one of the leading sectors in the country. therefore, all efforts have been done by motce to support the sector, especially the marketing one. the marketing strategy of indonesian tourism basically aims to build branding – awareness – selling of indonesian tourism destinations. it was achieved through combination of offline marketing activities (i.e. events, sales missions, festivals) and digital ones. one of the important digital marketing strategies was promoting indonesian tourism through social media channels. in indonesian case, the social media channel to promote indonesian tourism for the global markets is indonesia travel. targeting those who will visit indonesia (g2c), indonesia travel opens many social media accounts based on market preferences, i.e. instagram, facebook, youtube, tiktok, wechat, and weibo. however, the pandemic situation forced the indonesian government to stop all offline activities, especially when the country’s borders were all closing in april 2020. indonesian couldn’t promote tourism destinations abroad as well as foreigners couldn’t come to indonesia for uncertain times. the situation forced the government to change slightly the marketing objective, currently only to maintain the awareness of indonesian tourism destinations in potential tourists’ minds. as stated by deputy minister of tourism marketing, nia niscaya, the online promotion and campaign should be optimized in order to build awareness in global markets. hence, it is the time for indonesia travel has become the backbone to present indonesian tourism to the world. on the other hand, the motivations from potential tourists from all over the world also has changed since the pandemic started early this year, especially due to the travel restrictions. they were curious about the pandemic situation in tourism destinations, including in indonesia. referring to the social listening tools motce used, sprinklr, there were worrying situation at the beginning of the pandemic when more and more target countries got low scores of sentiment index when we talked about indonesia tourism topics in social media environment. in january, there was only singapore which got sentiment score under 50%. in february, there were three countries; in march, there were 7 (seven) of 20 (twenty) countries; and in april, there were 9 (nine) which had low sentiment scores toward indonesian tourism. those numbers mean that the countries had negative perceptions about indonesian tourism destinations, probably related with the covid19 situation here. therefore, the bad situation must be responded with the right action. inputs implementing the new direction from government as well as responding on the digital users’ behaviours during pandemic, motce through the indonesia travel social media team initiated to engage with audience through: posting more information about the current situation regarding covid19 in indonesia that may be needed by the audiences. information here are including about the immigration or visa, flights, and closed tourist attractions. the detailed articles were published in special landing page indonesia.travel/coronavirus, so that the social media users can access the site. this initiative has started since february 2020 until now. e-journal of tourism vol.8. no.1. (2021): 1-13 11http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 changing the wonderful indonesia logo into thoughtful indonesia on april 23rd, 2020 to show empathy on the current pandemic situation (kemenparekraf, 2020c). furthermore, the logo changing also inspired the the indonesia travel’s social media contents to be more emphatic to the audience, not to ask them to travel for now. this kind of tone still have been implemented until now. riding the wave on #stayathome campaign while introducing activities at home related with indonesian tourism and creative economy. for example: how to cook indonesian food; how to create indonesian traditional handicrafts; etc. the campaign has been held from april to june 2020. following #dreamnow #traveltomorrow hashtag initiated by unwto while posting user generated content photos of tourism destinations in indonesia, from april to this time. supporting #indonesiacare movement, a policy made by motce originally for the tourism industry (g2b) on july 10th, 2020 (kemenparekraf, 2020b). this movement was intended to implement cleanliness, healthy, safety, and environment sustainability (chse) protocols in tourism attractions as well as accommodations in indonesia. initiating #fromindonesiawithlove campaign for the global market as directed by minister of tourism and creative economy in september 2020. from customers’ perspectives, we can see that the social media user’s behaviors towards indonesia tourism issues has become relatively positive from may to september 2020. from 20 target countries, in may 2020 there was only one country which had low score under 50%; then in june 2020 there were two countries; in july 2020 there were three countries; and in august there were three countries. throughputs this phase is explained by social connectedness as well as social interaction between the government, which is represented by indonesia travel as the official social media accounts, and the customer, which are the followers. during pandemic, indonesia travel accounts has been still active. total they post 683 contents from january to september 2020 through: 93 facebook posts; 312 instagram posts (instagram feeds, instagram stories, instagram tv); 266 twitter posts; 12 youtube videos. the contents posted were also varied in order to connect and interact with the audiences, i.e.: ugc photos; interactive quiz; interview with the international influencer who lives in indonesia; etc. outputs in 2019, indonesia travel followers liked most about indonesian natural tourism destinations and their favourite one is bali. but, at the early phase of the pandemic, they wanted more information about covid19 related information, i.e. immigration or visa, current condition of covid-19 cases in indonesia, etc. indeed, according to the best posts of indonesia travel’ twitter account in february and march, contents about covid19 related information were most likeable. it means that the inputs given by indonesia travel were matching with what audiences wanted. moreover, from march to september 2020, the audiences tended to be bored with covid19 related posts and they liked tourism destination contents more. although indonesia travel has never asked the audience to have holiday during pandemic, the audiences still like and comment on the posts. it might be considered that they miss traveling to destinations like indonesia. if we looked at the engagement rates of the content posted in indonesia travel e-journal of tourism vol.8. no.1. (2021): 1-13 12http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 social media accounts, the best post is related with indonesian tourism destinations, about 3 days 2 nights plan in bali, which reaches 9.3% point. conclusion the covid-19 pandemic shook tourism industry like no other crises. the travel restrictions to curb the disease spreading had implication to the drastic decrease of international tourist visitors, tourism exports, and jobs loss. indonesia was no exception. due to the closing borders, international tourists from january to august fell down -89.22% year on year. however, even during pandemic, the indonesian government didn’t stop the marketing activities to promote indonesian tourism for the global market. because of the limitation of offline activities, digital marketing – especially social media – has become the backbones of indonesia’s tourism marketing efforts. indonesian government, in this case is motce, used the official social media marketing accounts, namely indonesia travel, to promote indonesian tourism through facebook, instagram, youtube, twitter, wechat, and weibo. from january to september 2020, indonesia travel posted 683 contents through the accounts. the pandemic has driven the indonesia travel accounts to slightly changed the marketing objectives, adapting with what audiences wanted. not only posting about the beauty of tourism destinations in indonesia, since february they also post about covid-19 related information. for 3 (three) months, the audiences liked this kind of contents. however, from may to september, those potential tourists returned to like and comment the tourism destinations, although indonesia travel has never asked followers to travel during pandemic. according to li, et al, (2020), the social marketing media strategy has been implemented by motce during pandemic could be categorized as the social content strategy, as the indonesia travel accounts focus on suitable contents with the audiences who struggle with the pandemic. references creswell, j. w. (2013) qualitative inquiry and research design choosing among five approaches. third edition. united states of america: sage publications ltd. detik (2020) wishnutama gambarkan kondisi pariwisata yang babak belur dihantam corona. available at: https://travel.detik.com/ travel-news/d-5017196/wishnutamagambarkan-kondisi-pariwisata-yangbabak-belur-dihantam-corona (accessed: 30 november 2020). jakarta post (2020) indonesia bans entry of foreigners to curb spread of coronavirus. available at: https://www. thejakartapost.com/news/2020/03/31/ indonesia-bans-entry-of-foreignersto-curb-spread-of-coronavirus.html (accessed: 30 november 2020). jashi, c. 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(2010) marketing for hospitality and tourism (fifth edition). new jersey: pearson prentice hall. li, f., larimo, j., & leonidou, l. c. (2020). social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. journal of the academy of marketing science, 1-20. minazzi, r. (2015) ‘social media marketing in tourism and hospitality’. motce and central statistics bureau (2020) data kunjungan wisatawan mancanegara bulanan tahun 2020. unwto (2020) ‘international tourism faces deepest crisis in history •’, world tourism barometer. e-journal of tourism vol.9. no.1. (2022): 47-57 http://ojs.unud.ac.id/index.php/eot 47 e-issn 2407-392x. p-issn 2541-0857 rural creative tourism as a growth triangle on the slopes of mount sumbing, magelang in the new era of normality muhamad muhamad*, sri rahayu budiani universitas gadjah mada, yogyakarta *corresponding author: drmuhammad@ugm.ac.id doi: https://doi.org/10.24922/eot.v9i1.84035 article info submitted: january 10th 2022 accepted: march 6th 2022 published: march 31th 2022 abstract the substantial goal is how the creative tourism in rural areas can develop through tourism activities where the tourist can develop the creative potential through active participation in the experience of learning arts, legacies, or special characteristics of the location as the destination. the implementation method explains clearly about the research subject during the pandemic: such as gathering information by identifying problems and asking questions so that answers will be found in the field, researchers will ensure the capability/feasibility of other variables. the variables in the study include: the component of destination requirements as an important element so that tourists feel satisfied and enjoy all the components contained in the destination. the results of the service activities for the development scheme of the assisted villages are used to determine the important elements in cruising tours so that a model of developing a tourism village development that is independent and prosperous is formed. including policy elements at the government level and village level in the master plan for tourism development on the slopes of mount sumbing and its surroundings in a quality and sustainable tourism. suggestions for the next research is to build relevant theories that can be used as a reference for the next researcher. keywords: creative tourism; independent tourism village. introduction background through the strategic area of regional tourism which has the main function of magelang regency, central java currently has tourist attractions that are on the rise, namely villages located on the slopes of mount sumbing. some of the villages that are growing rapidly in the tourism sector are: kebon legi village, banjarejo village, temanggung village, and mangli village, this village is located in kaliangkrik district, magelang regency. the region has been designated as strategic tourism region in addition to mount sumbing agrocity region, borobudur agrocity region, and merapi-merbabu agrocity region. the three areas are strategic areas with the theme of developing natural tourism areas, agricultural tourism and cultural tourism areas of mount sumbing. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 47-57 http://ojs.unud.ac.id/index.php/eot 48 e-issn 2407-392x. p-issn 2541-0857 on the highest slope is temanggung village, which has a beautiful natural and exotic cultural landscape. the butuh hamlet is nicknamed as the nepal van java. true to its nickname, butuh hamlet offers its unique scenery in the form of villagers; houses on the mountainous slope, seemingly piling up to one another, as can be seen in nepal. nepal is a country located in south asia and one of the landlocked nations. nepal only has two land borders, one with prc in the north, and india in the south, west, and east. despite its small territory, the nation has a diverse landscape, from the damp teri in the south, to the tall himalayas in the north. nepal has eight of the ten tallest summits in the world, including mount everest near the chinese border. kathmandu is the capital and its largest city. a difference between nepal van java in temanggung village, magelang regency with nepal is, while nepal has a background scenery of mount everest, nepal van java has the background scenery of mount sumbing. when the weather is clear, the 3,371 meter tall mountain becomes the main background of butuh hamlet. the scenery of houses that seems to pile up atop one another and the background of mount sumbing created a perfect combination for photography. the nepal van java experience is perfect for drone cameras, which can capture the houses that pile up on the slope perfectly, which itself is an exotic tourism attraction in butuh hamlet during holiday, the area is packed with visitors. vehicles, from motorbikes to cars usually packed the roads of butuh hamlet. the visitors only need to pay for a parking fee if they want to visit the nepal van java in butuh hamlet. the fee amounts to rp 2,000 for motorbikes and rp 5,000 for cars. due to the covid-19 situation, the visitors must follow the health and safety protocols, like wearing masks, washing hands with soaps, and social distancing. if one is feeling sick or under the weather, it is advisable to stay at home instead. a hamlet in magelang regency is famous for its similarity with the himalaya mountain range, nepal. the hamlet has multiple story houses with the background scenery of the magnificent mount sumbing in the north. the beautiful panorama and the incredibly fresh air will leave a lasting positive impression in every visitor’s heart and memory. butuh hamlet is located in temanggung village, kaliangkrik district, magelang regency, central java. the location of this hamlet is claimed to be the highest in magelang regency, located right at the foot of mount sumbing with an altitude of 1,620 meters above sea level. the hamlet is located at the northernmost area. the mount sumbing itself is divided into three regions; magelang, wonosobo, and temanggung. a river flows through the center of the hamlet, dividing the area. the term nepal van java has recently surfaced in indonesia’s tourism industry. because of its beauty, which is comparable to nepal’s villages, butuh hamlet, located on the slope of mount sumbing, became the highlight of both domestic and international tourism. the village tourism concept itself is currently promoted by the ministry of tourism and creative economy/tourism and creative economy agency (kemenparekraf/baparekraf), considering the thousands of villages scattered throughout indonesia, which mostly have their own tourism and creative economy potential that can be developed. the village tourism concept itself is currently promoted by the ministry of tourism and creative economy/tourism and creative economy agency (kemenparekraf/baparekraf), considering the thousands of villages scattered throughout indonesia, which mostly have their own tourism and creative economy potential that can be developed. so why nepal van http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 47-57 http://ojs.unud.ac.id/index.php/eot 49 e-issn 2407-392x. p-issn 2541-0857 java? the nickname is given because of the tourism village’s location which is at the slope of mount sumbing, and its houses are seemingly piled up to one another, just like the ones in nepal. furthermore, when the weather is clear, we can see directly the beauty of mount sumbing which became the background of butuh hamlet. traveling activities in the butuh hamlet include exploring the village which has its own characteristics. tourists go around the village, experiencing the beautiful and friendly atmosphere of butuh hamlet and follow the daily activities of the residents of butuh hamlet, namely farming. farming or picking your own vegetables in the butuh hamlet. nepal van java is also equipped with various instagramable spots that we can use to take pictures and share them on social media. some of these places are in the hamlet gate, nepal terrace, depok park, mosque terrace, to climbing gate. after the tourists have explored the tourist villages, there are also coffee shops in people’s houses and viewing positions that offer 360-degree beautiful views. in addition to the enjoyable beautiful sunrise, the butuh hamlet tourist village also has a selection comfortable homestay to be a place to rest, while waiting for the sun to start to rise. route to nepal van java to go to nepal van java, there are two routes that we can choose, namely through yogyakarta and semarang. the difference is, if from yogyakarta takes about 2 hours. meanwhile, from semarang and using the toll road, it takes about 2.5 hours to travel. interest in tourist visits can be seen in the table below. as can be seen, before going viral on social media, the average nepal van java visitor was only around 251 people per month. now the average visit has increased dramatically to 19,113 people per month. in early 2021, the tourist visitors amounted to 19,605 people. the number had decreased from the previous month, which amounted to 28,520 people. in february 2021, the number of visitors experienced a decrease of more than 40% to 8,814 people and experienced an increase in the next month of 3,731 people, amounting to 12,545 people. meanwhile, from april to may 2021, the number of visitors keeps decreasing as the enforcement of restrictions on community activities (ppkm) gets more and more strict. figure 1. rate of tourist visitors to “nepal van java” during the covid-19 pandemic. from figure 1 above, it can be seen that the number of tourists who visited the nepal van java in 2020 were increasing. the number were then decreased to may 2021 along with the implementation of the enforcement of restrictions on community activities (ppkm). even so, the number of tourists from january to may 2021 is still higher than january to may 2020. the number of tourists visiting the growth triangle area affects the amount of income from the tourist attraction. the length of stay of tourists also affects the incoming income. theoretically, the longer tourists stay in a tourist destination, the more money they spend in that area, at least for the purposes of eating, drinking, and hotel or lodging accommodations during their stay. income can be obtained from the sale of entrance tickets and shopping expenses from tourists. the results of observations, income from ticket sales in the growth triangle area in january 2020 to may 2021. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 47-57 http://ojs.unud.ac.id/index.php/eot 50 e-issn 2407-392x. p-issn 2541-0857 the problem of this research is how to identify the components and conditions of creative tourism destinations as a condition that there must be special tourist objects and attractions that are different from what other regions have to see and important elements so that tourists feel satisfied in enjoying their trip on village cruising tours, in nepal van java, in butuh hamlet, temanggung village, kalingkrik district, magelang regency, central java. the above questions provide research questions for which answers will be found in the field. the purpose of the research is to find out the development of creative tourism through tourism activities, and the active participation of tourists and the community in the creative economy, enriching art, culture as a heritage or special character of a place as a destination. the questions asked contain variables related to research and the researcher will ensure the capability/feasibility of one variable with another variable. the implementation of this study focused on creative tourism as an alternative to tourism, especially during the pandemic, as follows. figure 2. scheme and focus of the study source: situation analysis, 2021 the first stage of this research is to look at the development of tourism activities during the pandemic and how to identify the components and requirements of creative tourism destinations as the main requirements and which are different from those of other destinations, so that creative tourism is an alternative tourism for tourists during the pandemic. research methods the research location, namely in magelang regency, central java, currently has tourist attractions that have a very good visitation rate and are experiencing a surge in visitors, namely the villages located on the slopes of mount sumbing. some of the rapidly growing villages in the tourism sector are: kebon legi village, banjarejo village, temanggung village and mangli village, this village is located in kaliangkrik district, magelang regency. the time of the research was carried out for 7 months, from april 2021 to october 2021. the method of implementing the development of the assisted villages was carried out descriptively with research methods that describe the characteristics of the population or phenomena and dynamics being studied in the village. therefore, the research method will focus mainly on explaining the object of research to answer what events or phenomena occur. this study method is research that seeks to describe a phenomenon, an indication, of the current state of affairs. the main focus of the implementation method lies in the problems that occur now (actual) or when the research is carried out. in this study method, the researcher chose the one that has the highest level of tourist visits and has a rapid development in the tourism sector. the research subjects to be studied include gathering information with questions, interviews and identifying problems and providing research questions where answers will be found in the field obtained from local communities. the questions asked must contain components related to the focus of the component in tourism. this study ensures the capability/feasibility of one component with another research component which includes: components of destination requirements for tourists and important elements so that tourists feel satisfied in enjoying http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 47-57 http://ojs.unud.ac.id/index.php/eot 51 e-issn 2407-392x. p-issn 2541-0857 attractions for all components contained in the destination. implementation activities continue to be carried out, among others, with an online model implementation through the use of the internet network with community members, especially tourism awareness groups and the magelang regency government, in this case, with the magelang regency tourism office. result and discussion in accordance with the constitution of republic of indonesia number 10 of 2009 concerning tourism, a tourist destination which is also called a tourism destination is a geographical area located within one or more administrative areas in which there are tourist attractions, public facilities, tourism facilities, accessibility, and community, which are interrelated and complement the realization of tourism. according to prof. mariotti in oka a yoeti (1996), tourist destinations must have interesting things that can be offered to tourists. tourism destination must fulfill the three following prerequisites: table 1. components of terms of destination terms for tourists creative tourism components creative tourism components that can be developed as an alternative to tourism have something to be seen the destination must have special tourist objects and attractions, which are different from what other areas have to see. provide various activities these destinations must be provided with facilities to carry out recreational activities that can make tourists comfortable on their trips. provide something that can be bought the destination must have facilities for shopping, especially souvenirs and handicrafts that can be brought back to the place of origin of the tourists. source: study analysis, 2021. table 2. elements of tourists attraction creative tourism elements criteria and indicator explanation the central attraction of the tourism industry. a) has a tourist attraction, especially a tourism attraction from the creative culture of the community b) have at least more than one attraction that utilizes and upholds the local culture of the community c) have other attractions that support the existence of the destination and can develop in supporting the destination. an attraction is something that is able to attract tourists who want to visit it. the motivation of tourists to visit a tourist destination is to fulfill or satisfy some need or demand. usually, tourists are attracted to a location elements of facilities tend to be oriented towards attractions in a location because the facilities must have an attractiveness that allows them to be purchased by tourists. a) have lodging or accommodation facilities at least around the tourist village location b) have shopping facilities both inside and around the tourist village location basic tourism facilities (including public spaces, information, houses of worship, security, sanitation, etc.) c) tourism supporting facilities that facilities tend to be supportive and does not encourage growth and tends to develop at the same time or after attractions develop. attractions can also be in the form of facilities http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 47-57 http://ojs.unud.ac.id/index.php/eot 52 e-issn 2407-392x. p-issn 2541-0857 creative tourism elements criteria and indicator explanation support the development and adjustment of tourist attraction objects (art performance areas, stages, audience seats, elements of facility and infrastructure development a) repairs of supporting facilities that support the attractions b) repairs if facilities according to the current and future needs c) development of facilities according to context of the existing attractions d) attraction and facility element cannot be achieved easily if the basic infrastructure is still lacking. a) there are repairs or construction of supporting facilities for tourism activities b) infrastructure includes all below and above ground construction and a region or area elements of transportation a) elements of transportation land, sea, and air elements of transportation, elements of transportation and means for tourists to reach tourist attractions hospitality the elements of hospitality include: certainty of security guarantees is very important for tourists tourists who are in an unfamiliar environment source: study analysis, 2021. the elements in table 2 above are elements of a tourist attraction which are facilities and five important elements so that tourists feel satisfied on their journey. the number and type of facilities depend on the needs of tourists. according to gunn and turgut (2002), facilities are service facilities and infrastructure supporting tourism which will later be able to meet the needs of tourists while traveling to a place. in this characteristic, the facilities in question include basic facilities and supporting tourism activities. this criteria can be broken down into several indicators. elements of attractions and facilities cannot be achieved easily if there is no basic infrastructure. andi hasbi, ahmad ab, muhamad muhamad, (2021). infrastructure includes all construction below and above the ground and a region or area 4) transportation elements transportation include elements of transportation and means for tourists to reach tourist attractions 5) hospitality elements hospitality include elements of local community’s acceptance of tourists. tourists are in an unfamiliar environment, therefore, it is important to ensure security, especially for foreign tourists. many things are still lacking, the development of tourism activities so far has more or less encouraged the development of economic, social and cultural activities. integrated planning to anticipate the development of tourism activities that tend to move quickly needs to be based on accurate and up-to-date data, information and facts that includes several things such as beauty, sustainability, markets and a balance between the authenticity of the area and the addition of new facilities that are appropriate to the context. to realize an integrated planning concept for existing rural tourism potentials and not be limited to conceptual plans, an inventory of tourism potential at the rural level needs to be carried out carefully and thoroughly with detailed, in-depth and operational discussions http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 47-57 http://ojs.unud.ac.id/index.php/eot 53 e-issn 2407-392x. p-issn 2541-0857 and includes problems which is technical in nature with a multi-disciplinary, multipersonal and multi-dimensional approach so that in the end the quality of the area and the tourist objects in it can be improved. figure 3. the landscape of the kaliangkrik region of magelang regency which sells natural and cultural landscapes as a competitive tourist attraction as a community economic revival. source: researcher’s documentation, 2021 the tourism sector for villages that are ready to position the tourism sector can have an important meaning for the regional economy, especially at the village level, andi hasbi, ahmad ab, muhamad muhamad, (2021). similar to other regions, the rise of villages trying to develop themselves by optimizing the use of tourism resources to encourage economic growth, increase job opportunities and regional and community income. the basic pattern of tourism development is a guideline that must be considered in its preparation. this plan concerns the background to be achieved, with the aim of getting a clear picture of tourism development at the rural level including: medium-term plans (6–10 years) and short-term plans (1-5 years). the involvement of the nepal van java community is the one that formed in the tourism awareness group is participation in the entire development process starting from decision making in identifying problems and needs, planning programs, as well as evaluating and enjoying the results. community participation in various collective actions through local activities has resulted in a social learning process which can then increase the community's capacity to participate better in joint actions and subsequent local activities, mukhlison, wiryanto, muhamad muhamad (2021). according to rocharungsat, pimrawee, (2008), from another point of view, community participation in development can also serve as both input and output. as input, according to rocharungsat, pimrawee, (2008), community involvement in tourism management forms a tourism awareness group organization (pokdarwis) and the role of the village government in establishing a tourist village through local regulations approved by the regent of the magelang regency government. tourism activities in law number 10 of 2009, and muhamad muhamad (2021) state that tourism is everything related to tourism, including the exploitation of tourist objects and attractions as well as businesses related to the implementation of tourism, thus tourism includes: a) all activities related to tourist travel, b) exploitation of tourist objects and attractions such as: tourist areas, recreation parks, historical heritage areas, museums, cultural arts performances, community or natural life: natural beauty, volcanoes, lakes, and beaches, c) business of tourism services and facilities, namely: tourism service businesses (tourist travel agencies, travel agents, conventions, incentive trips and exhibitions, tourism consultants, and tourism information). according to muhammad muhamad, saryani (2021), it is stated that the tourism facility business consists of accommodation, restaurants, bars, tourist transportation. tourist destinations must be able to have components as important requirements in destinations, muhammad http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 47-57 http://ojs.unud.ac.id/index.php/eot 54 e-issn 2407-392x. p-issn 2541-0857 muhamad and widya rini, (2020). the existence of village cruising tours, in nepal van java, in butuh hamlet, temanggung village, kalingkrik district, magelang regency, central java, fulfills important components, including the following in table 4 below. table 3. component analysis of quality creative tourism requirements components and terms condition of destination the creative tourism component is an attraction that can be seen by tourists. • an altitude of 1,620 m above sea level is located in the northernmost part. • when the weather is sunny, we can see firsthand the beauty of mount sumbing which became the background • the highest location in magelang regency, at the foot of mount sumbing • the mount sumbing itself is divided into three region; magelang, wonosobo, and temanggung. • the villagers’ houses seems to be stacked up, similar to the ones in nepal. • a river flows in the center of the hamlet, dividing the area source: study analysis, 2021. table 4. component analysis of quality creative tourism requirements components and terms condition of destination components of attractions that provide activities for tourists. • walk around the village and feel the beautiful and friendly atmosphere. • instagramable spots that we can use to take pictures and share on the social media. some of these places are in the hamlet gate, nepal terrace, depok park, components and terms condition of destination mosque terrace, and climbing gate • following the daily activities of the residents of butuh hamlet, namely farming. farming or picking vegetables source: study analysis, 2021. table 5. analysis of components of prerequisites for quality creative tourism components and terms condition of destination attraction components that can be bought by the tourist. a). buying the local vegetables of butuh hamlet : 1. celery 2. chili 3. mustard 4. corn 5. tobacco, 4. corn, 5. cassava, 6. chili, 7. tomato 8. cabbage 9. spring onion 10. eggplant. b). dine-in at the local community’s restaurants : 1. instant indomie, 2. special vegetables 3) red ginger coffee , and more source: study analysis, 2021. creative tourism attractions the condition of attractiveness at the study site is adjusted to the concept of the master plan for natural tourism development (rippda) in magelang regency. the ripka document of the central java province tourism development master plan has been prepared and determined. the document has determined the vision and mission of tourism development in the next 5-10 years. the bakalsari development area (bandongankaliangrik-windusari) includes the following main functions: 1) kaliangkrik district as the development of agriculture, tourism and nature conservation. 2) bandongan district as the development of agriculture, education, trade and http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 47-57 http://ojs.unud.ac.id/index.php/eot 55 e-issn 2407-392x. p-issn 2541-0857 tourism supporting activities. 3) windusari district as the development of agriculture, tourism and nature conservation. a quality creative tourism attraction is largely determined by several factors, namely: it is a tourism activity where tourists can develop their creative potential through active participation in the experience of learning art, heritage or the special characteristics of the place visited, muhamad muhamad, saryani (2021). the creative communities in the destination in terms of tourism must be based on the local culture. art and cultural activities become an important part of this process, so the community will still thrive, when, in time, the tourist leave their tourism destination. “the advantage of this pattern is that the creativity of the community continues to develop, while simultaneously reviving the local people’s economy, more importantly, regional tourism will stay alive because they are supported by local creativepreneurs local people who are creative and have a high entrepreneurial spirit. figure 4. one of the distributions of tourist attractions in temanggung village in butuh hamlet temanggung village. source: researcher’s documentation, 2021. the location of the butuh village in temanggung village is claimed to be the highest hamlet in magelang regency, located right at the foot of mount sumbing with an altitude of 1,620 meters above sea level. the hamlet is located at the northernmost area. the mount sumbing itself is divided into three region; magelang, wonosobo, and temanggung. a river flows through the center of the hamlet, dividing the area. the term nepal van java has recently surfaced in indonesia’s tourism industry. because of its beauty, which is comparable to nepal’s villages, butuh hamlet, located on the slope of mount sumbing, became the highlight of both domestic and international tourism. the village tourism concept itself is currently promoted by the ministry of tourism and creative economy/tourism and creative economy agency (kemenparekraf/baparekraf), considering the thousands of villages scattered throughout indonesia, which mostly have their own tourism and creative economy potential that can be developed. conclusion 1. the development of tourism during the pandemic experienced rapid development through creative tourism. 2. creative tourism is part of alternative tourism which is a tourism concept that is more friendly to nature and the local community, which cannot be obtained when visiting tourist destinations in general. 3. tour packages that promote culture, nature and something unique to the destination will be in great demand. 4. the main key for tourism and creative economy actors to survive in the midst of a pandemic is to have good adaptability, innovation, and collaboration, now community actors are starting to change, and this is accompanied by shifting tourism trends. 5. branding of tourism destinations is very influential on tourist interest. 6. high quality creative tourism attraction resources are largely determined by http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 47-57 http://ojs.unud.ac.id/index.php/eot 56 e-issn 2407-392x. p-issn 2541-0857 several factors, namely: it is a tourism activity where tourists can develop their creative potential through active participation in learning experiences of art, heritage or the special character of the places visited 7. the creative communities in the destination in terms of tourism must be based on the local culture. art and cultural activities become an important part of this process, so the community will still thrive, when, in time, the tourist leave their tourism destination. 8. component analysis of destination requirements for tourists temanggung village has the potential as a destination that has tourist attraction as a form of village cruising attraction. 9. the region has been designated as strategic tourism region in addition to mount sumbing agrocity region, borobudur agrocity region, and merapi-merbabu agrocity region. the three areas are strategic areas with the theme of developing natural tourism areas, agricultural tourism and cultural tourism areas of mount sumbing. references andi hasbi, ahmad ab, muhamad muhamad, (2021) pengaruh knowledge management terhadap pengembangan sumber daya manusia dan kinerja karyawan perhotelan di sulawesi selatan (effect of knowledge management against human resources development and employees performance of hospitality in south sulawesi), jurnal kawistara sekolah pascasarjana universitas gadjah mada yogyakarta, volume 10, no 22, https://doi.org/10.22146/kawistara.56 756 undang-undang nomor 10 tahun 2009, tentang kepariwisataan, kementrian pariwisata republik indonesia muhamad muhamad (2021), participatory planning of tourist train station accessibility and creative industry development, jurnal nasional terakreditasi, universitas udayana bali, jurnal etourism, volume 8, doi: https://doi.org/10.24922/eot.v8i1.71 450, e-issn:2407-3942x muhamad muhamad (2021), creative tourism in the era of new normality in the advancement of culture, , jurnal nasional terakreditasi, universitas udayana bali, jurnal e tourism, volume 8, doi: https://doi.org/10.24922/eot.v8i1.71 450, e-issn:2407-3942x muhamad muhamad, widya rini , (2021) partisipasi masyarakat pada penerapan pembangunan pariwisata berkelanjutan (studi kasus desa wisata pujon kidul, kabupaten malang), jurnal 'pariwisata' terapan,(vol. 3, no. 2, 2019) sekolah vokasi, universitas gadjah mada yogyakarta. muhamad muhamad (2021), study of city public open space elements as an urban tourism (case study of public open space in yogyakarta city, prosiding, iop conference series: earth and environmental science 3rd international seminar on livable space, issn/isbn 780 012062, universitas trisakti, jakarta. muhamad muhamad, widya rini (2021), design of tourism development in cultural corridors and public spaces in kraton yogyakarta area, iop conference series: earth and environmental science 452 (2020) 012046 iop publishing doi:10.1088/1755 1315/452/1/012046, issn/isbn 10.1088/17551315/452/1. https://iopscience.iop.org/issue/17551315/452/1. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. 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(2007) tourism, creativity and development. routledge subejo, s; nurul chamidah; nirmala sari; suyoto hs,. sunarru samsi hariadi, muhamad, (2021)’)strategi komunikasi dan pemanfaatan teknologi informasi dan komunikasi dalam pengembangan desa wisata pada masa pandemi covid-19 di cirebon, jurnal ketahanan nasional, sekolah pascasarjana universitas gadjah mada yogyakarta, volume 27 no. 1, april 2021 halaman 90-111 , https://doi.org/10.22146/jkn.61859 yoeti, h. oka a. dkk, (2006) , pariwisata budaya: masalah dan solusinya, jakarta: pt. pradnya paramita. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.8. no.2. (2021): 207-214 207http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 impact of job crafting to work engagement: mediating role of person-job fit and job resources on the tour guide siti nur azizah*, harini abrilia setyawati universitas putra bangsa, indonesia *corresponding author: sitinuraziz@yahoo.com doi: https://doi.org/10.24922/eot.v8i2.73046 abstract this research was conducted to examine the effect of job crafting to work engagement with person-job fit and job resources ad mediating variables. the population of this study is a tour guide in jogjakarta, indonesia with a sample of 125 people in this research was carried out in early january 2020. we used convenience sampling as the sampling technique. a 5-level likert scale is used to measure respondents’ attitudes. smart pls (partial least square) for windows processed the results were obtained with. research showed that job resources act as a full mediation between the relationship between job crafting and work engagement. and person-job fit variable also has a fully mediating role in the relationship between job crafting and work engagement. the conclusion of this study is that the job resources owned by employees will balance the needs of workers and show a mediating effect so that employees can increase their involvement in work. likewise, person job fit refers to the relationship between employee characteristics and job characteristics, which is a variable that can increase the job involvement of tour guides. various practical implications are described in this paper. keywords: person-job fit, tour guide, job resources, job crafting, work engagement article info submitted: may 20th 2021. accepted: september 18th 2021. published: september 30th 2021 ka and bakker, 2016). we believe that more job crafting employees are more tied to their jobs than employees with low job crafting. job crafting has a positive influence on work engagement (tims, bakker and derks, 2014). employees can be tied to the company and their work because they feel comfortable at work, and it’s can be obtained if there is a match between themselves and the work they are doing or so-called person-job fit. kristof‐brown, zimmerman and johnson (2005), states that person-job fit refers to the relationship between employee chaintroduction schaufeli et al. (2002) stated that work engagement is defined as a positive mental condition, providing job-related satisfaction which is defined as vigor, dedication, and absorption. employees will do everything they can without any coercion because they are already immersed in the work they are doing. work engagement can be shaped well by many factors, one of which is employee job crafting. job crafting is a modification of tasks or job characteristics on one’s initiative (roczniewse-journal of tourism vol.8. no.2. (2021): 207-214 208http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 a tourist destination favored by both local and foreign tourists. natural potential in the form of beautiful beaches and cultural heritage such as the yogyakarta palace has become a world tourist attraction. jogjakarta is also unique as a city of education in indonesia so that it is a special attraction in addition to its unique culture. people keep visiting other than because of the tourism potential as well as the good service from the tour guide. tour guides have to make any modifications to their work and must be able to do creative services. their job demands will have a good collaboration with their skills. they must also be able to resolve complaints from tourists. this study aims to analyze effect of job crafting on work engagement and examine the role of job resources and the mediation role of person-job fit on the effect of job crafting on work engagement on tour guides in jogjakarta, indonesia. literature review work engagement work engagement refers to a positive and satisfying psychological state (harju, hakanen and schaufeli, 2016). this definition is in line with wingerden, derks and bakker (2018), who argues work engagement is a positive work-related activity characterized by vigor, dedication & absorption. bakker, demerouti and sanz-vergel (2014) added with workers who have high engagement and involvement with their work indicate that these workers have quite sensible personal innovation compared to alternative employees. previous analysis has shown that there’s an associate influence between person-job work and work engagement. the study was conducted by chen, yen and tsai (2014) on twenty-five hotels in taiwan expressed that person-job work contains a positive result on work engagement. racteristics and job characteristics. when employees have suitability with their job, they will work to the best of their ability. person-job fit is a condition that describes an employee’s suitability or ability with job demands, individual needs, and what the job can provide to employees (cable and derue, 2002). chen, yen and tsai (2014) states that person-job fit has a positive effect on work engagement. however, we found a difference from the results of research conducted by cifre et al. (2013) that person-job fit does not have a significant effect on work engagement. and we found that there is a positive effect of job crafting on a person-job fit (chen, yen and tsai, 2014). this result is different from tims, derks and bakker (2016) that job crafting does not affect person-job fit. we believe that these findings allow modification of some of the above studies, such as making work engagement as the dependent variable, job crafting an independent variable, and person-job fit as a mediating variable. van den heuvel, demerouti and peeters (2015) stated that job crafting affects job resources. job resources are important for employees because they provide flexibility and provide opportunities to develop their skills. whereas at work, employees who have work engagement need sufficient resources when they work. a profession as a tour guide requires high job crafting. when doing work as a guide for tourists who are enthusiastic about their tour and demand satisfaction from their tour, the role of a tour guide is very meaningful in the next tour visit to an area. jogjakarta, indonesia is a province that has natural and cultural potential that is interesting to visit. based on data from the central statistics agency for the special region of yogyakarta, the number of visits by both local and foreign tourists exceeds 4 million visits in 2019 (bps diy, 2019). this shows jogjakarta as e-journal of tourism vol.8. no.2. (2021): 207-214 209http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 person-job fit person-job fit could be a condition that describes the existence of a match between associate workers’ abilities with job demands, individual needs, and what the duty will give to employees (cable and derue, 2002). meanwhile, newton et. al. in julia et. al. (2015) argue that the person-job fit involves the suitableness of individuals and requirements that are directly involving a selected job. the suitableness of the individual with the duty can profit the individual as a result of the individual can work to the simplest of his ability and will feel happy and happy as a result of the works by his / her field of work. once workers have interaction in job crafting, they expertise that means in their work, that will increase their job work (bakker, tims and derks, 2012). tims and bakker (2010) in chen, yen and tsai (2014) additionally show that job crafting will increase someone’s job fit. kira et al., (2010) in chen, yen and tsai (2014) found that job crafting job collaboration incorporates a positive result on workers’ property workability. research from chen, yen and tsai (2014) that job crafting will increase person-job work and in turn will increase their job involvement. in different words, someone’s job work mediates the result of job crafting on job involvement. job resources bakker, demerouti and sanz-vergel (2014) defines job resources like physical, psychological, social, or structural aspects of labor that not solely have the potential to cut back the negative effects of job demands and facilitate to attain work goals, however additionally stimulate personal growth & learning and develop a positive state of labor engagement. job resources accommodate 3 components, namely talent variety, autonomy & organic process opportunities which will increase work engagement as a result of these factors each in and of itself and extrinsically will encourage employees. schaufeli and bakker (2004) state that work engagement is influenced by job resources. job resources are capital for employees to be able to build job modifications and creativity. besides, job crafting has the potential to extend work engagement from job resources closely held by staff job resources become a sort of help after they face job demands and obstacles. job resources are physical, social, psychological, or organizational aspects of labor which will cut back job demands concerning the psychological sacrifices provided by employees. job resources additionally influence achieving goals. staff who are engaged in their work pays additional attention to the job, however, it additionally depends on the number of obtainable job resources. job crafting redesigning work has long been seen as a top-down approach, which is outlined because the actions that organizations go for improve employee motivation and structure performance (tims & bakker in roczniewska & bakker, 2016). however, it’s progressively recognized that employees may additionally amend sure aspects of their job so the work higher fits their talents and preferences (wrzesniewski and dutton, 2001). this perspective changes workers from staff who are reactive to the work that has been created by the organization to become additional active in coming up with the reality of their work, creating workers chargeable for their work (tims & bakker in roczniewska & bakker, 2016). this customization is named job crafting. wrzesniewski & dutton (2001) outline job crafting because the physical and psychological feature changes that people build in their work to align work with their preferences, motives, and interests. chen, yen and tsai (2014) that is, each job crafting is completely relating to work engagement, this shows that the bigger the e-journal of tourism vol.8. no.2. (2021): 207-214 210http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 worth of job crafting, the upper the extent of employee work involvement is additionally high. hypothesis studies the current study uses the literature review as a basis to formulate the following hypotheses: h1: job crafting affects work engagement h2a: job crafting affects job resources h2b: job resources affect work engagement h2c: job resources mediate the effect of job crafting on work engagement h3a: job crafting affects person-job fit h3b: person-job fit affects work engagement h3c: person job fit mediates the effect of job crafting work engagement figure 1. study framework. method sample data from the yogyakarta special region tourism office in 2019 shows that there are more than 500 tour guides in jogjakarta. this study distributed 250 questionnaires to travel agents in jogjakarta by email and 125 questionnaires can be processed during november 2019-january 2020. measurement the main source of this research was developed with a questionnaire, measured using a 5 likert scale, with a range from strongly disagree (1) to strongly agree (5). work engagement is a positive and satisfying state related to thinking in work as measured by vigor, dedication, and absorption (schaufeli et al., 2002), consisting of 9 items. job crafting is defined as physical and cognitive changes made by individuals in their work to align work with their preferences, motives, and interests (wrzesniewski & dutton, 2001), measured by task crafting, relational crafting, and cognitive crafting with 9 statement items. job resources are physical, psychological & social aspects that are functional in achieving work goals, reducing work demands related to physiological and psychological costs, and stimulating personal growth and development (bakker, demerouti and sanz-vergel, 2014), measured by social support, autonomy, quality of relationships with superiors. and performance feedback with a 10 item statement. meanwhile, a person-job fit is a condition that describes the existence of a match between an employee’s ability with job demands, individual needs, and what the job can provide to employees (cable and derue, 2002), measured by need supply fit and demand ability fit measured by 6 statements. the data analysis tool uses variance-based structural equation modeling with tools such as smartpls version 3.2.8. results and discussion demographic data demographic data in table 1 shows that most respondents in this study have a young age of 20-30 years as much as 52%. most of the respondents were male as much as 82% with good education, namely 77% from higher education. validity test the validity of the instruments of work engagement, job crafting, job resources, and person-job fit variables in table 2-5 shows that all pass the validity test marked with a loading factor of > 0.7 (ghozali and e-journal of tourism vol.8. no.2. (2021): 207-214 211http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 table 1. demographic data demographic amount % age (years) 20 30 64 0,52 31 40 41 0,33 41 50 19 0,15% sex male 102 0,82 female 23 0,18 education bachelor 77 0,62 high school 48 0,38 table 2. validity test variable item loading factor work engagement i feel full energy at work 0,823 i feel strong when i work 0,877 i feel like working when i wake up in the morning 0,855 i am enthusiastic about the work that i have 0,914 my work inspires me 0,751 i am proud of the work i do 0,839 i feel good when i work intensely 0,830 i was dissolved in the work i had 0,856 i get carried away while working 0,758 job crafting i propose a new way to improve performance 0,866 i change the scope of the job assignment 0,887 i have a choice of work assignment according to my work expertise 0,886 i try to get to know other people well 0,924 l make friends with colleagues who share the same interest 0,858 i attended a job evaluation 0,885 i think that my job provides a purpose in life 0,913 i think that my job has a positive impact on my life 0,849 i thought about how important my job is to the company 0,840 job resources i got help from my co-workers 0,820 i have freedom at work 0,872 my boss shared an important issue regarding the company 0,802 i can discuss work problems with superiors 0,887 i get compliments from my superiors for doing well 0,728 i received sufficient information about the work 0,895 person job fit the attributes i look for in work are fulfilled 0,820 my current job gives me everything i want 0,872 there is a match between what the job offers and what you want 0,802 the job demands are comparable to my skills 0,887 my skills match the job requirements 0,728 the education i have is by my job 0,895 e-journal of tourism vol.8. no.2. (2021): 207-214 212http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 latan, 2015). reliability test table 6 below shows the results of the reliability test against 4 instruments show reliable results because each instrument has a cronbach’s alpha & composite reliability value of more than 0.60 and an ave of more than 0.50 (ghozali and latan, 2015). thus, the interpretation of the correlation coefficient shows a strong relationship with the coefficient interval > 0.60. hypothesis testing the results of the research in figure 2 and table 4 show t-values 2.045> 1.96 and p-values 0.007 <0.050, this shows that job crafting variables have a positive and significant effect on work management (h1 accepted). the results of this study indicate an at-value of 3.279> 1.96 and a p-value of 0.001, this indicates that the job crafting variable has a positive and significant effect on job resources (h2a is accepted). the results of this study show 5,748> 1.96 and p-values of 0,000 <0.050, this indicates that the job resources variable has a positive and significant effect on work management (h2b is accepted). the results of this study indicate that the t-values are 4.569> 1.96 and p-values 0.000, this shows that the job crafting variable has a positive and significant effect on the person-job fit (h3a is accepted). the results showed that there was an effect of person-job fit on work engagement with t-values 7,636> 1, 96, and p-values 0,000 <0, 050, this indicates that the person-job fit variable has a significant effect on work engagement (h3b is accepted). figure 2. the empirical direct effect model the table 4 shows the results of the reliability test on all instruments showing reliable results because each instrument has a cronbach’s alpha & composite reliability value of more than 0.60 and an ave of more than 0.50. based on table 5, it can be seen that all independent variables have a significant influence on the dependent variable except table 3. reliability test variable cronbach’s alpha composite reliability ave work engagement 0,933 0,944 0,651 job crafting 0,928 0,937 0,501 person-job fit 0,852 0,890 0,576 job resources 0,926 0,938 0,605 table 4. path coefficients direct effect direct effect o mean stdev t values p values job crafting -> work engagement 0,462 0,503 0,226 2,045 0,007 job crafting -> job resources 0,516 0,519 0,157 3,279 0,001 job resources -> work engagement 0,587 0,611 0,102 5,748 0,000 job crafting -> person-job fit 0,642 0,654 0,145 4,569 0,000 person-job fit -> work engagement 0,699 0,684 0,088 7,636 0,000 e-journal of tourism vol.8. no.2. (2021): 207-214 213http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 the job crafting variable on work engagement. this shows the role of job fit mediation on the effect of job crafting on work engagement (h2c accepted). it is proven that job resources can mediate the effect of job crafting on work engagement partially (h3c accepted). conclusion the results showed that job crafting that is outlined as dynamic the boundaries and conditions of labor tasks and work relationships and also the that means of work needs corporations to search out out what percentage skills their employees have, and might be applied to their jobs or in things outside of his job. job crafting can have a giant influence on workers to become additional involved with their company. also, therefore that workers will bond with the company, they have comfort in working, and this can be obtained if there’s a match between themselves and also the work they do. person job match refers to the link between worker characteristics and job characteristics (kristof‐brown, zimmerman and johnson, 2005). chen, yen and tsai (2014) stated that job crafting will increase person-job fit, and successively increases their job involvement. in different words, a persons’ job match mediates the impact of job crafting on job engagement. this analysis shows that job crafting includes a positive and vital impact on job resources. job resources owned by employees can balance the wants of the task (demerouti, bakker and gevers, 2015) and show the impact of mediation so workers will increase their involvement in work. the world of business enterprise requires human resources who will modify numerous aspects of labor and match the skills possessed by workers so employees (tour guides) are more and more involved. much organizations equivalent to business enterprise agents should build efforts therefore that workers recruited have adequate talents and skills and still make coaching efforts to enhance worker skills with a decent approach between superiors and subordinates. references bakker, a. b., demerouti, e. and sanzvergel, a. i. (2014) ‘burnout and work engagement: the jd–r approach’, annu. rev. organ. psychol. organ. behav., 1(1), pp. 389–411. bakker, a. b., tims, m. and derks, d. (2012) ‘proactive personality and job performance: the role of job crafting and work engagement’, human relations, 65(10), pp. 1359–1378. cable, d. m. and derue, d. s. (2002) ‘the convergent and discriminant validity of subjective fit perceptions.’, journal of applied psychology, 87(5), p. 875. chen, c.-y., yen, c.-h. and tsai, f. c. (2014) ‘job crafting and job engagement: the mediating role of personjob fit’, international journal of hospitality management, 37, pp. 21–28. cifre, e. et al. (2013) ‘job-person fit and well-being from a gender perspective’, table 5. path coefficient indirect effect path o mean stdev t values p values person-job fit -> work engagement 0,592 0,599 0,174 3,409 0,001 job resouces -> work engagement 0,413 0,397 0,163 2,527 0,015 job crafting -> work engagement -0,163 -0,166 0,240 0,677 0,485 job crafting -> person-job fit 0,665 0,662 0,129 5,171 0,000 job crafting -> job resouces 0,519 0,507 0,163 3,183 0,001 e-journal of tourism vol.8. no.2. (2021): 207-214 214http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 revista de psicología del trabajo y de las organizaciones, 29(3), pp. 161– 168. demerouti, e., bakker, a. b. and gevers, j. m. p. (2015) ‘job crafting and extrarole behavior: the role of work engagement and flourishing’, journal of vocational behavior, 91, pp. 87–96. ghozali, i. and latan, h. (2015) ‘partial least squares konsep, teknik dan aplikasi menggunakan program smartpls 3.0 untuk penelitian empiris’, semarang: badan penerbit undip. harju, l. k., hakanen, j. j. and schaufeli, w. b. (2016) ‘can job crafting reduce job boredom and increase work engagement? a three-year cross-lagged panel study’, journal of vocational behavior, 95, pp. 11–20. van den heuvel, m., demerouti, e. and peeters, m. c. w. (2015) ‘the job crafting intervention: effects on job resources, self‐efficacy, and affective well‐being’, journal of occupational and organizational psychology, 88(3), pp. 511–532. kristof‐brown, a. l., zimmerman, r. d. and johnson, e. c. (2005) ‘consequences of individuals’fit at work: a meta‐analysis of person–job, person–organization, person–group, and person–supervisor fit’, personnel psychology, 58(2), pp. 281–342. roczniewska, m. and bakker, a. b. (2016) ‘who seeks job resources, and who avoids job demands? the link between dark personality traits and job crafting’, the journal of psychology, 150(8), pp. 1026–1045. schaufeli, w. b. et al. (2002) ‘the measurement of engagement and burnout: a two sample confirmatory factor analytic approach’, journal of happiness studies, 3(1), pp. 71–92. tims, m., bakker, a. b. and derks, d. (2014) ‘job crafting and job performance: a longitudinal study’, european journal of work and organizational psychology, 24(6), pp. 914–928. tims, m., derks, d. and bakker, a. b. (2016) ‘job crafting and its relationships with person–job fit and meaningfulness: a three-wave study’, journal of vocational behavior, 92, pp. 44–53. wrzesniewski, a. and dutton, j. e. (2001) ‘crafting a job: revisioning employees as active crafters of their work’, academy of management review, 26(2), pp. 179–201. e-journal of tourism vol.8. no.1. (2021): 77-86 77http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 surviving strategy of hospitality sector in pandemic situation: case hospitality business in jakarta edvi gracia ardani1*, anton harianto2 1entrepreneurship program, universitas agung podomoro, indonesia 2hotel operations program, universitas multimedia nusantara, indonesia *corresponding author: edvi.gracia@podomorouniversity.ac.id doi: https://doi.org/10.24922/eot.v8i1.71449 abstract crisis in 2020 is the impact of unexpected covid-19 spreading all around the world in which period all social and economic aspects are forced to slowing down or even temporarily stopped. in almost all countries in the world, only few sectors are allowed to run the business normally. the sectors are mainly business offering basic needs such as grocery stores, certain food and beverage, and medical. the phenomena attack blatantly hospitality sectors and it must be faced by the stakeholders of the industry. in indonesia, hospitality industry does suffer. the human centric characteristic of the industry requires interactions between people. human interactions are well explained as the core activities in tourism industry in the old normal while it is to be avoided during the new normal of covid-19. business owners and managers fight against the condition which finally pushed them hardly to unfortunate decisions for the human capital of the industry and for many other strategic issues. the crisis is present and brings a huge impact to the hospitality sector that includes hotel and restaurant business. this study is to describe the picture of how this sector in jakarta area overcomes the pandemic situation and until what extent the management is capable to handle. a qualitative research is conducted with narrative approach, by empathising to the human capital in the sector using grounded theory approach. challenges are encountered by the hospitality practitioners and each one of them are trying to survive with their own way. keywords: hospitality business, surviving pandemic, covid-19, innovation article info submitted january 5th 2021 accepted march 18th 2021 published march 31th 2021 the fastest period for tourism industry. it was reported in marketeers.com (2019), especially the hotel industry was reported to develop more rooms by different hotel chains in the island of java, sumatera, and lombok. this development is enhanced the initiatives of the hotel chains to take advantage of technology that continues to introduction business in the tourism sector has experienced a significant development seen in various regions in indonesia. it has been known as a promising sector to grow in the near future. the growth was discussed in various media and it seemed to be e-journal of tourism vol.8. no.1. (2021): 77-86 78http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 tor that has been affected by the pandemic. this economic sector surely includes the industry of hospitality in indonesia which represents 60% of the income in tourism sector with 40% from hotel business and 20% from food and beverage business. in indonesia like in other countries all around the world, the government works very hard to identify the dangers of the situation and take the right measures of prevention. nonetheless, the economic wheels must be running to ensure the life of more than 260 million of people in indonesia, so does the hotel industry. this situation is not preferred to anyone since measures should be strict and not easy to be handled by tourism industry because of the nature of the industry which is all about people interaction. people are not only encouraged by the government to stay home to avoid further spread of the virus, but regulation about social distancing in a big scale, for not saying confinement, was also issued to prevent the spread of the virus. the problem becomes then public where business owner and management are to having the responsibility to ensure the sustainability of the business. it just seems like trying to mix oil into water. the regulations issued by the government in many ways are not favour of business practitioners due to the importance of the health sector. the challenges met by the industry players are more in how to run the business in the condition. many hotel or restaurant owners or managers are struggling to find solutions to keep their business run. uncertainty is part of entrepreneurship, and the pandemic is a crisis that all entrepreneurs did not expect to happen. as it does not happen regularly like economic one, it seems to be harder to handle. thus, the objectives of this study are to explore how the hospitality business owners and managers overcome this exceptional situation. the identification of the problems encountered, how they react to solve them, and their straevolve. one of international hotel chains in indonesia has claimed that their research resulted a new segmentation of their target market which is tech-savvy tourist that opens a new property portfolio in a modern urban style equipped with interactive social spaces. the phenomena of hospitality business fast growth are not only in hotel sector but also in food and beverage sector with innovative recipes that are offered in the marketplace. in different article, marketeers.com (2019) reported that beverage business such as milk tea and bubble tea has grown very fast with many stores offering almost the same product with different choices since 2014. the role of human resources dominates the tourism sector. as part of hospitality industry, hotel and restaurant business in indonesia are well-known with its hospitality and kindness of the staff to the guests or tourists. as experience is nowadays the most expected characteristic of tourism activity, interactions between both tourism practitioners and tourists become the most genuine experience with local people of a tourism destination. this interaction has been discussed by carlzon in 1987 in his book entitled the moments of truth. the term “moment of truth” in hotel industry emphasize on how every meeting between the guest and the service provider bring exclusivity and importance to the guest (sarpong, 2016). the growth of the tourism business is promising, meanwhile the pandemic of covid-19 has never been invited to invade all over the world. this pandemic forced the world citizen to lessen the interactions between them due to its high level of contamination. the government of indonesia has followed the instructions from world health organization to prevent the coming of the virus into the country, but there is no guarantee of it. indonesia has the same concern in fighting the pandemic not only in health sector but also in economic sece-journal of tourism vol.8. no.1. (2021): 77-86 79http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 tegy in running the business. the benefit of the study will be to enrich the knowledge of hospitality business strategy especially in facing pandemic crisis. it will contribute insights and knowledge to the business owner and manager about how hospitality business practitioners react to the condition in indonesia. the scope of the industry that is covered in this study is hotel business and restaurant or food and beverage business that includes different levels of smes that exclude the luxury type of business. literature review hospitality industry understanding the context of hospitality industry can be describe as to proudly caring about others in the same way as caring about oneself because it is a service industry (walker and walker, 2014). the scope of hospitality industry is very closed and linked to the tourism industry. thus, as in a widen perspective, alastair morrison suggests that the scope of hospitality and tourism industry is divided into 5 categories that includes travel, lodging, assembly and event management, restaurants and managed services, and recreation (walker and walker, 2014). according to kotler, bowen and makens (2017), hospitality industry is about businesses that offer accommodation, prepared food and beverage service, and/or entertainment. the lodging or accommodation sector itself has different types and classification of the business. the classification in every country differs as it is regulated by the government, but mostly the hotels are ranked between 1 star to 5 stars. walker and walker, (2014) suggests types of accommodation based on american hospitality business practice as the following: city centre hotels, airport hotels, freeway hotels and motels, casino hotels, convention hotels, full service hotels, economy or budget hotels, boutique hotels, extended-stay hotels, condotels and mixed-use hotels, and bed & breakfast inns. the lodging sector is only classified by the regulations as hotel rated 1 to 5 stars in indonesia. as a component the hospitality and tourism umbrella, restaurant business accommodates vital biological need of eating that covers also the need of people for socialization and to be entertained (walker and walker, 2014). in indonesia, food and beverage business covers not only the restaurant or what we call rumah makan, but also small business such as food street. the food street vendors in indonesia has quite big number as it was reported by trusted online news that there are 22 million. jakarta itself was reported having more than 80.000 food street vendors that data is validated by the local government in 2016. the character of hospitality industry the culture in the hospitality industry is focusing on serving and satisfying the guests which are encouraged by the top management then flowing down (walker and walker, 2014). walker and walker (2014) also suggest that as a 24-hour service industry, hospitality business opens 365 days a year and 7 days a week which constantly strive for outstanding guest satisfaction leading to guest loyalty and of course profit. according to (mcginley, mattila and self, 2020) the human resources in hospitality industry are gritty people who are passionate and diligent that character reduces the intention of their mobility and tends to be loyal in the industry. high competency in serving guests is the key to their character. however, this competency will only help hospitality business owners to be assured on their loyalty if the recruitment is being incorporated by grit in the screening phase (mcginley, mattila and self, 2020). according to king and so (2015), hotel staff who has strong knowledge of branding will be able to give the promise of the brand to the e-journal of tourism vol.8. no.1. (2021): 77-86 80http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 guests. thus, the essence of service in the industry is in fact determined by the moment of truth as suggested by carlzon, that is delivered by the staff, while according to king and so (2015), the role of the general manager is fundamental to ensure the service level that push guests satisfaction. cave, prayag and ryan (2012) suggest that interaction between guest and host in hotel industry may create emotional relationship. the role of manager and frontline staff is very important to give special attention to the guests. as human being, the needs of socialization will be high especially when they go to a destination where they do not know anyone. as a hotel guests, they expect to learn about the destination through their interactions with hotel employees and enhanced with local people (cave, prayag and ryan, 2012). sustainability of the business in hospitality industry business in general would do anything to be sustainable for a long period of time. sustainability is the ability to achieve continuing economic prosperity while protecting the natural resources of the planet and providing a high quality of life for its people and future generations. as stated in the sustainable development goals in the 21st century, economic, social, and environmental aspects play important roles in the sustainability of an organization. operators of hospitality businesses have generally embraced the concept of sustainable hospitality and are increasingly operationalizing it. (walker and walker, 2014). what kotler, bowen and makens (2017) suggested that all managers in hospitality industry must understand marketing, may be translated that marketing is one of the most important thing that support economic aspects for the sustainable business. an interesting fact suggested by rantala et al. (2019) that cost savings are one of the main chauffeurs when sustainability and innovation are exploited at the same time. this must be challenging for any business especially in hospitality industry since cost savings are generally related to lessen the quality of services. however, it may be valid for certain conditions. innovation for sustainability business sustainability and innovation seem to have a very close relationship. most businesses and managers of different functions and levels are interested in innovation (tang, 1998). managers need to understand how innovation is being manage and initiated for business growth purpose. innovation for sustainability is potential to accelerate the developments in economic, social, and ecological systems (rantala et al., 2019). thus, innovation in hospitality industry will help the development of not only the internal stakeholders but also may impact economic, social, and ecological systems surrounding the business entity. nagji and tuff (2012) suggests an innovation ambition matrix to manage a company innovation portfolio. the matrix gives managers an innovation framework for surveying all the initiatives the business which includes core innovation, adjacent innovation, and transformational innovation. core innovation is about optimizing existing products for existing customers, adjacent innovation is about expanding from existing business into new to the company business, while transformational innovation is expected to develop breakthroughs and inventing things for the market that do not yet exist. transformational innovation might be used for a uncommon phenomena such as pandemic in 2020 that occur all around the world. research framework the interesting part of the hospitality industry in pandemic situation gives many burdens. the situation limits interactions which is the core activity of the industry. e-journal of tourism vol.8. no.1. (2021): 77-86 81http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 the framework of this research is to get the practices performed by the business owners and managers on how to sustain in a crisis situation and to perceive the participation of innovation in the exit strategy of the business burdens. methods pandemic situation can be considered as a force majeure situation whereas people tend to run their business in a situation called normal for everyone. the data collection was a challenge since the communication process is performed online. the research has the objective to obtain interesting information about the strategy from business owners or managers in overcoming the pandemic situation whereas there are issues in regard to the character of tourism industry. thus, to obtain information by empathizing with the situation, the methodology used is qualitative using grounded theory approach. an interpretive paradigm is being selected as it constructs the patterns that are formed by the informants. grounded theory then is being used that comprises a systematic, inductive, and comparative approach for conducting inquiry for the purpose of constructing theory (bryant, 2017). the data is collected through observation the hospitality businesses that were significantly promoting an innovative idea and enhanced with in-depth interviews with the business owners or managers. the observation is participatory strengthened by interviews performed to informants who are the people in jakarta. there are 10 informants as theoretical sampling is obtained to hospitality practitioners are taken from various type of business. ten key informants are chosen from business owners and managers from national hotel chain, independent hotel, small food and beverage business known as street vendors in great jakarta area as the sampling is purposive (denzin and lincoln, 2018). the interview processes are based on grounded theory research which is to examine individual and collective actions, as well as define social processes (denzin and lincoln, 2018). this strategy, as known by theoretical sampling, allows researchers to shift the iterative process between data collection and analysis to obtaining the data to illuminate this category, fill out its properties, and define its implications (denzin and lincoln, 2018). as an inductive approach of data analysis, the research is to build patterns of the key informants in their business decision strategy, while deductive approach helps the result to be completed by further data collection (creswell and creswell, 2018). the role of the researcher is the key instrument who gather and interpret the data whereas the data analysis steps and the methods used for presenting the data, interpreting it, validating it, and indicating the potential outcomes of the study. researchers’ past experiences shape interpretations that may create favourable or non-favourable conclusions about the participants. the hospitality background experience of the researchers plays also important role in the research to interpret the interview results. the research was performed from may to july 2020 and the communication with the participants was performed through online video platform. results and discussion as retrieved from secondary data in different popular literatures, hospitality industry development has been noticed to grow fast, and the tourism industry seemed to be promising. pandemic covid-19 is being officially announced affecting people in indonesia starting in the beginning of march 2020 that has ruined the paradigm of promising business sector in indonesia. e-journal of tourism vol.8. no.1. (2021): 77-86 82http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 yes, the euphoria of trying to develop tourism and hospitality business such as hotels and restaurants did happen before the pandemic started in 2020 especially in indonesia. whereas indonesian government has planned acceleration program to develop potential destinations in several provinces, but all the plans have needed to be slowing down due to the pandemic. since pandemic is the responsibility of the government, precautions about this situation have been regulated. with the respect to the health concern, the hospitality business cannot open as usual because there are strict rules of opening hours and the government has also decided to arrange the delivery of the service through national and regional regulations. preliminary findings the first phase of the research is to interview 10 people in jakarta who have the knowledge about hospitality business. the interview was performed to find out on how the hospitality business is being run and in what condition they are being put by the situation. the findings are coded with the following result (table 1). based on findings as displayed in table 1, there are 10 issues to be considered in looking for solutions which are (1) people stay home. (2) no possible interaction, (3) no trust to others, (4) people do not buy prepared food, (5) no sales, (6) hygiene and cleanliness for people’s health, (7) need to reduce cost, (8) perishability is a problem, (9) need to work for living, and (10) uncertain situation. people are staying home with no possible interaction. the trust to others become difficult since everyone can be carrier of the virus. this distrust led people not to buy prepared food, because of people concern about hygiene and cleanliness that may affect their health. in this situation, the sales are very low even it happens to be zero income. thus, it becomes a problem in running the operations of the business and the prime cost is mostly to be reduced. in hospitality industry, perishability of the product or service is a problem. there is no turning back time to catch up the sales whereas the staff are still in needs to work and earn their salary normally. this uncertain situation is challenging for the hospitality business owners and managers to overcome the run of the business. the findings from the first interview leads the research to interview hospitality business owners and managers to the findings from the secondary data, obtained from mass media and government regulations, show that the pandemic situation is controlled by the government. however, as an unexpected and force majeure event, the government did not have the experience to handle. the situation converts into uncertain for everyone in the country. jakarta has another issue of government communication that does not help the situation. the central government and local government did not find agreement on how to handle the situation, thus it affects the business in general. between economic problem and heath problem, it is very problematic to control more importantly because most of the population of jakarta comes from other regions. in this case, people mobility cannot be avoided. however, the instruction to stay home is being followed by most of them, that slows economic turnover in the region. stay home lifestyle becomes mature and restaurants are adjusting to changing their business model towards online delivery services whereas malls will become less and less popular (yuswohady, 2020b). moreover, yuswohady (2020a) explain his findings that with the prohibition of traveling and leaving the house, hospitality & tourism was reported very affected with occupancy rate that is approaching zero and online food delivery or room cleaning services. yuswohadi (2020a) also predicted that hospitality industry would enter the e-journal of tourism vol.8. no.1. (2021): 77-86 83http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 table 1. preliminary interview about the situation of hospitality business in pandemic situation participant people perspective coding 1 people tend to stay home and do trust no one including gojek driver (delivery man). we do not know whether consuming prepared food and beverage is safe enough for our family’s health. people stay home no trust to others hygiene and cleanliness for health 2 it is a stay home period where we spend time with our family, whereas the business still needs to be run for our life as well as our staff’s. people stay home people’s life must go on 3 it seems that the government does not know how to overcome the situation since the regulations keep changing and we have to fit our strategy accordingly. uncertain situation 4 the most significant issue in our business is the cost. we do not have any clue on how the cost can be reduced. perishability of our product is an issue, and it is just cannot be avoided. need to reduce cost perishability is a problem 5 everyone stays home. no one buy prepared food and beverage because of its hygiene and safety issues. we have to throw things away to the garbage which is bad for the business. people stay home people do not buy prepared food 6 we cannot interact with our guest because of the probability of virus spread. social distancing is very important. it is challenging on how to serve without interaction with our guests. no interaction possible social distancing 7 people are afraid to go out. when they go out, they do not look for food outside. the delivery service by third party is also affected because we never know if the delivery man is healthy or not. people stay home people do not buy prepared food delivery by gojek is not trusted 8 no one can guarantee if the hotel changes the bed sheets and other facilities every day. the pillow can be used by anyone, and the spread of the virus may be happening. untrust feeling about cleanliness 9 welcoming guests in our property is a challenge, because even us, we are afraid of meeting people, but if we do not work, we will not get any salary. afraid of meeting people need to work for living 10 we sold 0 portion of our menu since the announcement of social distancing regulations. the daily cost especially the staff becomes burden for us. no sales cost problem being noted that the 10 issues found in the preliminary findings would be the used as the base of the questions to the participants in this phase. the findings were interesting since the patterns were almost similar. from 10 key informants, the result of the interviews was recapitulated into findings categorized into food and beverage business and hotel business. the food and beverage business key informants were food street business owners, small restaurant owners, and restaurant managers. the hotel business key informants were hotel general fall category in the stay home economy which is a new trend due to the pandemic. the preliminary findings would be then reconfirmed by expert interview to check and validate the situation. further findings as the subsequent step of the research, the interview key informant of this phase is business owners and managers. the interview has the aim to find out the strategy that has been decided for their business to overcome the pandemic. it was e-journal of tourism vol.8. no.1. (2021): 77-86 84http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 managers from different stars which are 3 star and 4 star hotels. the findings of food and beverage sector were interesting. the food street business was jumping into 0 revenue for a few days. the issue of social distancing or part of confinement regulation required people to stay home that does not allow them to buy food from outside. delivery service from gojek or grab could not help neither since there was an apprehension to go out or receive something from outside people’s home. different to this, restaurants tend to better survive with take away and delivery service because people trust them more especially in the hygiene and sanitation. however, closing the outlets was also a problematic to maintain the expected revenue. it happened due to the unpredicted shifting rules from the government. business owners need to always be aware of those changes because the regulations arranged different rule of opening restaurant the business. it has been an iteration process that for a few weeks, it was prohibited to open then it was allowed again to reopen. during the uncertainty, many wastes were thrown away because there were no sales. the condition could not be avoided. the employee cost and benefits were handled by eliminating daily workers and maximizing the existing resources. cost of operations was problematic, but some measures were taken to solve the problem. business owners and managers has fought to find the right innovative business model that works with the behaviour of the stay home lifestyle. in a period, social impact business model was powerful to be implemented since people were sympathy to those who lost jobs. buying low price with good quality of food to be delivered to those in needs became a trend. moreover, online promotional material was also the key to inform people in jakarta who are willing to share with those in needs. the skills needed was to create content for social media promotion. however, this kind of business model has surprisingly given an increment on their monthly result. in addition to that, expanding the network was a must, nonetheless quite challenging, but it is very important the increase the awareness of the business that may lead to becoming loyal. unlike food and beverage business, hotel sector has had more opportunity to survive. the perishable character of the business was the pain for the management to determine the strategy. rooms are the core products in hotels, while food and beverage as well as other services are supporting into the business. most of hotels have not been able to sell rooms under 30% during the confinement. the phenomenon has affected all hotel business in the region and does not give any chance to get guests’ trust due to the quick spread of the virus. the hotel managers have had tendency to wait and watch at the beginning of the pandemic. the challenges besides the room revenue loss, are also events that occupy the meeting rooms. the rooms were managed to be opened in some areas. it means that the hotel only uses rooms located in certain areas for guests. the strategy is to help cost saving especially the energy. related to food and beverage expenses, the supply depends on suppliers and not doing direct purchase to the traditional market anymore. it helps the hotel to manage its cash flow. daily worker staff were the first to go and the permanent staff were forced to take unpaid leave for about 10 to 15 days a month. permanent staff were also required to maximise their working hours. in marketing program, hotels are trying to survive with lowering room rates, selling room vouchers valid for 1 year, and self-quarantine program. for the food and beverage department, hotels try to sell food delivered to the community surrounding, though it does work slowly. to show the hotel existence to the market, maintaining existing clients and looking for new contacts were perfore-journal of tourism vol.8. no.1. (2021): 77-86 85http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 med by the marketing staff expecting post pandemic business. the relationship management are managed carefully because a wrong information spread means bigger effort to get the trust back from their guests or customers. based on the further findings from expert interview, the patterns of both hotel and restaurants business seem to be similar. through this research, the construct of the patterns can be described as factors to surviving crisis in hospitality industry. the dimensions found are (1) being alert to the government regulations, (2) keeping essential human capital, (3) creating innovative and attractive program to gain customer trust, and (4) maintaining and developing networks. figure 1. a framework on surviving strategy in hospitality sector at the first place, hospitality business is to being alert to the government regulations is needed because pandemic must be handled by the government. erratic government regulations make it difficult for businesspeople to determine their strategy. the level of uncertainty is high, and it requires a strong plan of strategy options. secondly, the human capital is the second important field to be handled. hospitality business in indonesia tends to hire daily workers that will not be possible to do in pandemic situation to reduce the cost. business owners or managers are to keep the essential human capital who optimally contribute to the business and effectively manage their responsibility to cover the service. the third one is about customer trust that requires a lot of efforts from the business practitioners. innovation in the program creation to attract the attention of the current or future hotel clients is essential. it is a challenge to create programs since it needs to consider many elements related to the revenue, such as hygiene and sanitation, staff performance, and creating trustworthiness. as suggested by nagji and tuff (2012) in the innovation ambition matrix, the level innovation required would be more into adjacent even transformational. finally, widen the network is the least to do that requires no cost but efforts from the marketing team. as a long-term impact of marketing strategy, it will help the hotel to be recognised and remembered by the target markets and may create further business. conclusion pandemic does give challenges in many ways to the hospitality sector. human interaction as the core activity of the hospitality business does not allow the business to be run normally. social distancing with a part of confinement allows them to welcome only half capacity of the property. this situation cuts their revenue down from customers and requires a strategic action for the sustainability of the business. the most difficult part in getting the business back on track is to convince guests to stay and consume with trust especially on the hygiene, safety, and cleanliness of the property or outlet. the character of the people in a country will impact on how long the situation will last. in this situation, the cognitive competence of business practitioners and owners is strongly required to show their vigilant character in preventing the spread of the virus. the surviving crisis theory constructed in this research is recommended to be validated to a widen number of participants in further research to find out e-journal of tourism vol.8. no.1. (2021): 77-86 86http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 how hospitality business really survive the pandemic. a quantitative survey is suggested to complete the findings. references bryant, a. (2017) grounded theory and grounded theorizing, pragmatism in research practice. new york, ny: oxford university press. cave, j., prayag, g. and ryan, c. (2012) ‘visitor interactions with hotel employees: the role of nationality’, international journal of culture, tourism and hospitality research, 6(2), pp. 173–185. creswell, j. w. and creswell, j. d. (2018) research design: qualitative, quantitative, and mixed methods approaches. 5th edn. denzin, n. k. and lincoln, y. s. (2018) the sage handbook of qualitative research. 5th edn, sage publications, inc. 5th edn. edited by n. k. denzin and y. s. lincoln. sage publication, inc. king, c. and so, k. k. f. (2015) ‘enhancing hotel employees’ brand understanding and brand-building behavior in china’, journal of hospitality and tourism research, 39(4), pp. 492–516. kotler, p., bowen, j. t. and makens, j. c. (2017) marketing for hospitality and tourism. 7th global. pearson education limited. mcginley, s., mattila, a. s. and self, t. t. (2020) ‘deciding to stay: a study in hospitality managerial grit’, journal of hospitality and tourism research, 44(5), pp. 858–869. nagji, b. and tuff, g. (2012) ‘managing your innovation portfolio’, harvard business review, 90(5). rantala, t. et al. (2019) ‘identifying strategies for sustainable entrepreneurship’, in ritala, p. (ed.) innovation for sustainability: sceptical, pragmatic, and idealist perspectives on the role of business as a driver for change, pp. 213–229. sarpong, s. (2016) ‘the service industry and the “moment of truth”: the quest for the holy grail’, athens journal of tourism, 3(1), pp. 25–40. tang, h. k. (1998) ‘an integrative model of innovation in organizations’, technovation. elsevier science ltd, 18(5), pp. 297–309. walker, j. r. and walker, j. t. (2014) introduction to hospitality management. 4th edn. pearson education limited. yuswohady (2020a) stay @ home business: the fall & the rise. available at: https://www.yuswohady. com/2020/04/14/stay-home-businessthe-fall-the-rise/ (accessed: 7 august 2020). yuswohady (2020b) “stay @ home” economy. available at: https://www. yuswohady.com/2020/03/25/stayhome-economy/ (accessed: 7 august 2020). nyepi holiday package: e-journal of tourism vol.6. no.2. (2019): 252-268 http://ojs.unud.ac.id/index.php/eot 252 e-issn: 2407-392x. p-issn: 2541-0857 improving tourism destination management through sustainable tourism development model a case study on tsr edy sahputra sitepu administrasi niaga, politeknik negeri medan corresponding author: eddiestp@gmail.com article info received 17 january 2019 accepted 07 september 2019 available online 30 september 2019 abstract as a priority destination, lake toba area should immediately clean up so as not to lag behind compared to other destinations. one important indicator of the good governance of tourism in this priority destination is, when the destination has run the management and development of tourism/destination with the principles of sustainable tourism development (std). according to global sustainable tourism council (gstc) the principles that must be met, among others are; 1) demonstrating effective sustainable management, 2) maximizing social and economic benefit to the local community and minimizing negative impacts; 3) maximizing benefit to cultural heritage and minimizing negative impacts; and 4) maximize benefit to the environtment and minimizing negative impacts in accordance with permenpar no .14 / 2016. given the importance of std implementation in the lake toba area, this research tries to assess and influence one of the important destinations in lake toba area, namely taman simalem resort (tsr) located right on the edge of lake toba, merek sub district, karo district. it is expected that by encouraging tsr in applying std, tsr can become a local champion and become model of std application in toba lake area. keywords: sustainable tourism development, std criteria, taman simalem resort (tsr) introduction background upon completion in 2015 the millennium development goals (mdgs) development concept has been continued with a new concept called sustainable development goals (sdgs) and is valid from early 2016 to 2030 (nam, 2016; wysokińska, 2017). along with the declaration of sdgs, as one of the countries that adopt sdgs, the indonesian government also provides a proactive response. in the same year as the launching of sdgs, where the government through the ministry of tourism ri e-journal of tourism vol.6. no.2. (2019): 252-268 http://ojs.unud.ac.id/index.php/eot 253 e-issn: 2407-392x. p-issn: 2541-0857 launched the sdgs program in the tourism sector known as the sustainable tourism development (std) program. in 2017, to begin assessing the performance of sustainable tourism development the ministry of tourism has also implemented the indonesia sustainable tourism award – ista (kemenpar, 2016). in the previous year, kemenpar ri has been holding 20 districts / cities that states are ready to carry out the development of tourism destinations with the principle of sustainable tourism development, among others; 1) kabupaten lombok barat, 2) kabupaten wakatobi, 3) kabupaten berau, 4) kabupaten raja ampat, 5) kabupaten kepulauan morotai, 6) kabupaten palangkaraya, 7) kabupaten hulu sungai selatan, 8) kota pontianak, 9) kabupaten biak numfor, 10) kota ternate, 11) kota sleman, 12) kabupaten magelang, 13) kabupaten pangandaran, 14) kabupaten probolinggo, 15) kabupaten pesisir selatan, 16) kota sabang, 17) kota bintan, 18) kota medan, 19) kabupaten belitung and 20) kota palembang (dewipule, 2015). in addition to the determination of 20 pilot project destinations for std implementation, kemenpar ri also set 10 national priority tourism destinations, consisting of;1) danau toba, 2) tanjung kelayang, 3) kepulauan seribu, 4) tanjung lesung, 5) borobudur, 6) bromotengger-semeru, 7) mandalika, 8) wakatobi, 9) pulau morotai dan 10) labuan bajo (ibo, 2015; kominfo, 2016). as one of the priority destinations, lake toba area certainly must be cleaned up immediately so as not to lag behind compared to other destinations. the important indicator of the good governance of tourism in the priority destination is that the destination has run the management and development of tourism / destination with the principles of sustainable tourism development (std). the std principles that must be met refers to the global sustainable tourism council (gstc). these principles are then adopted to bepermenpar no.14/2016 (kemenpar, 2016; gstc, 2017). in relation to the above mentioned things, this paper will further report the results of exploring applied research. how the application of std can be improved in quality with mentoring activities, where research has been done on one of the important destinations in lake toba area of simalem resort park (tsr) located right on the edge of lake toba, kecamatan merek, kabupaten karo. e-journal of tourism vol.6. no.2. (2019): 252-268 http://ojs.unud.ac.id/index.php/eot 254 e-issn: 2407-392x. p-issn: 2541-0857 literature review sustainable development became one of the important keywords underlying the framework of development around the world today, departing from the realization that the earth is not merely belonging to the current generation. the concept of original sustainability development is a concept developed by environmentalists who surfaced in the 1970s (liu, 2003). explicitly the idea of sustainable development first became the concern of the union for the conservation of natura and natural resources (iucn, 1980) in the document world conservation strategy. in 1987, sustainable development was conceptualized as a merger of two schools of thought namely; theory of development and sustainable environmental management. where the merger of the two concepts was first echoed in the brundtland report entitled 'our common future'. furthermore, sustainable development is described as 'development that meets the needs of today's generations without compromising the ability of future generations to meet their needs'. the same document also stipulates that development activities may be said to be sustainable development activities (in a region, country or world) if, the total amount of resources, labor, reproducible capital goods, natural resources, consumable resources is not decreases over time (wecd, 1987). sustainable development has a very diverse definition, steer & wadegery (1993) reveals at least more than 70 definitions of sustainable development. inevitably, in its development, people from various fields then use the term sustainable development in different contexts and approaches (heinen, 1994). nevertheless, as revealed lele (1991), the philosophy of sustainable development can generally be explored by looking at the term 'development' and 'sustainability'. sustainable development is defined as a concept that introduces structural transformation to society so that development activities (physically and socially) do not threaten the desired growth, through social unrest, environmental pollution or depletion of resources. if we examine further, the same thing also expressed by fennell (2014), tribe (2011) dan paunović & jovanović (2017). over time, sustainable development came into being in the socalled millennium development goals (mdgs) agreed at the un millennium summit in new york in 2000, attended by 189 countries and signed by 147 heads of government and valid until 2015 (hulme, 2009). the 8 general objectives of the e-journal of tourism vol.6. no.2. (2019): 252-268 http://ojs.unud.ac.id/index.php/eot 255 e-issn: 2407-392x. p-issn: 2541-0857 mdgs include; 1) eliminating poverty, 2) realizing basic education for all people, 3) promoting gender equality and 4) empowering women, 5) reducing child mortality, 6) improving maternal health, fighting against hiv / aids, 7) ensuring environmental sustainability and 8) developing a global partnership for development (wysokinska, 2017). then in september 2015, officially at the united nations sustainable development summit meeting in new york, attended by more than 190 countries, a new chapter for sustainable development with a concept called sustainable development goals (sdgs) to continue the mdgs up to 2030. in general, 17 objectives of sdgs can be grouped into four pillars, namely 1) human development, 2) economic development, 3) environmental development, and 4) governance. there are also 5 foundations of sdgs namely; 1) human, 2) planet, 3) prosperity, 4) peace, and 5) partnership (wysokińska, 2017). it was also stated that there are 17 objectives of sdgs, among others related to issues of poverty, hunger, health and welfare, education, gender equality and women's empowerment, water and sanitation management, energy, economic growth, infrastructure, intraand interstate gaps, production and consumption, climate change, marine conservation, terrestrial ecosystems, justice for all people and partnerships in which relevant indicators are needed (hák, janoušková dan moldan, 2016). one of the most active sectors to internalize the concept of sustainable development is the tourism sector, known as the concept of sustainable tourism development (std). this sustainable tourism has become a popular discourse of the 1980s, although it is still patchy, has not been integrated and assumptions that still tend to be wrong (liu, 2003). similar to sustainable development, sustainable tourism development also has a diverse definition according to experts, as suggested by butler (1999), lane (1994), hunter (1995) and others. the unwto defines sustainable tourism development as an activity to meet the diverse needs of tourists at this time and the needs of the relevant tourist destination areas, while still protecting and enhancing opportunities and resources for the future. it is considered to lead to the management of all resources in such a way that economic, social and aesthetic needs can be met while maintaining cultural integrity, important ecological processes, biodiversity and life support systems (unep & unwto, 2005). e-journal of tourism vol.6. no.2. (2019): 252-268 http://ojs.unud.ac.id/index.php/eot 256 e-issn: 2407-392x. p-issn: 2541-0857 in indonesia this concept began to be introduced since early 2016. along with the declaration of sdgs, the government of indonesia through the tourism ministry of indonesia made a pilot project of tourism development with the concept of sustainable tourism development. tourism ministry of indonesia has partnered with 20 districts / municipalities committed to implementing sustainable tourism practices. even to support the program tourism ministry of indonesia has issued permenpar no.14 / 2016 on guidelines for sustainable tourism development destination (kemenpar, 2016). criteria and indicators based on the global sustainaible tourism council (gstc) there are 4 pillars to find tourist places, hotels or tour operators who have or have not implemented the development yet. the four pillars elsewhere; a) demonstrate management of sustainable destinations, b) maximize economic benefits for host communities and minimize negative impacts, c) maximize benefits for communities, visitors, and cultures; minimize negative impacts and d) maximize benefits for the environment and minimize negative impacts. steps to establish iso code of conduct and code of iseal alliance standards, international bodies providing assistance for development and development of standards for sectors (gstc, 2017). by the government of indonesia, through the ministry of tourism, the four pillars, along with the criteria for sustainable tourism development of gstc is then adopted into the standard of management of sustainable tourism destinations and set forth in permenpar no.14 / 2016. the scope of sustainable tourism destinations set forth in permenpar no.14 / 2016, among others, includes; a) management of sustainable tourism destinations, b) economic utilization for local communities, c) cultural preservation for communities and visitors and d) environmental preservation (kemenpar, 2016). a similar approach in assessing sustainable tourism development is also underway (bassi dan sheng, 2012), oecd (2014), and seaford & jeffrey (2015). castellani & sala (2010) using sustainable performance index for tourism policy development, blancas, gonzález, lozanooyola, & pérez (2010) using a system of sustainable tourism indicators. ritchie & crouch (2003) suggests that a sustainable destination has 4 pillars, ie; a) ecological sustainability, b) economic sustainability, c) sociocultural sustainability dan d) political sustainability. while hardy, e-journal of tourism vol.6. no.2. (2019): 252-268 http://ojs.unud.ac.id/index.php/eot 257 e-issn: 2407-392x. p-issn: 2541-0857 beeton, & pearson (2002) formulate conceptual entanglements and operational contexts of sustainable tourism incorporation consisting of 5 aspects, namely; a) economic vision, b) conservation vision, c) community vision, d) academic response and e) industry response. previous research rizkianto & topowijono (2018), nurhidayati (2007), afriza, kartika, & riyanti (2018) put forward the concept of cbt (community based tourism) applied to achieve sustainable tourism management.law, delacy, & mcgrath (2017), assess the application of sustainable tourism development using green economy indicator framework, while kristjánsdóttir, ólafsdóttir, & ragnarsdóttir (2018) trying to examineintegrated sustainability indicators for tourism (isit). akama & kieti (2007) discuss issues surrounding sustainable tourism as a tool for socioeconomic development in kenya. tosun (2001) presents a challenge analysis of sustainable tourism development in developing countries. several other researchers have also analyzed how std implementation strategies, among others; nowacki, kowalczyk-anioł, królikowska, pstrockarak, & awedyk (2018), singh (2018) dan amerta, sara, & bagiada (2018). the study of criteria in recent studies, among others, is put forward by; torres-delgado & lópez palomeque (2017), ottenbacher, schwebler, metzler, & harrington (2018), peng & tzeng (2017), kumar et al., (2017), dos santos, méxas, & meiriño (2017) and others. research methods this study examines how the application of sustainable tourism development with national indicators that have been established by tourism ministry of indonesia. the research was conducted in 6 months in 2017, which in the early stages performed; 1) introduction of the std concept to tsr management and owners, and 2) developing agreements with management and owners for std implementation; 3) implementing baseline assessment and fgd; 4) providing mentoring process; 4) conducting final assessment and fgd. in the mentoring process intervention action was done to provide strengthening on the aspect or indicators that are still weak based on the baseline assessment. strengthening actions are conducted in the form, socialization, meetings, discussions, fgds with tsr management and key stakeholders, improvement of administrative documents, e-journal of tourism vol.6. no.2. (2019): 252-268 http://ojs.unud.ac.id/index.php/eot 258 e-issn: 2407-392x. p-issn: 2541-0857 the making of sops, improvement of behavior and others. the variables observed among others are divided into 4 parts, namely; 1) management of sustainable tourism destinations, 2) economic utilization for local communities, 3) cultural preservation for the community and visitors and 4) environmental preservation (kemenpar, 2016; gstc, 2017). measurements are made by assessing the dimensions of the variables used, with ordinal scales; score 4 if fully fulfilled (green), score 3 partially fulfilled (blue), score 2 less fulfilled (yellow) and score 1 unfulfilled or category red (dergibson & siagian, 2006) and kemenpar (2016). the scoring process was conducted in an fgd forum involving 24 people, among others; management of tsr (1 person), owner of tsr (1 person), tourism office of karo regency (1 person), tourism office of north sumatera province (1 person), asita sumut (1 person), phri (1 person) (1 person), village apparatus (3 persons) around tsr (people), community leaders (2 persons), tsr (2 persons) representatives, college representatives in this case from tourism academy (2 persons), (2 persons), organic farmers (2 persons), police (1 person), representatives of local artists (2 persons), balai lingkungan hidup (1 person). in addition to fgd researchers also conducted direct validation in the field to see the real conditions that occur. results and discussion baseline assessment the baseline assumption phase is carried out by conducting field visits to the tsr located in the district of brand, karo district. in this baseline assessment the indicators used in the application of sustainable tourism development are filled in fgd forums by involving key stakeholders (as noted in the methodology). the baseline assessment results are presented as follows: table 1. results of the implementation baseline assessment criteria excellent (green) good (blue) adequate (yellow) poor (red) total section a: demonstr ate effective sustainabl e managem ent 0 18 19 6 43 0.00% 41.86 % 44.19% 13.95 % 100 % section b: maximize economic benefits to the host communit y and minimize negative impacts 0 9 12 0 21 0.00% 42.86 % 57.14% 0.00 % 100 % e-journal of tourism vol.6. no.2. (2019): 252-268 http://ojs.unud.ac.id/index.php/eot 259 e-issn: 2407-392x. p-issn: 2541-0857 section c: maximize benefits to communit ies, visitors, and culture; minimize negative impacts 0 9 3 1 13 0.00% 69.23 % 23.08% 7.69 % 100 % section d: maximize benefits to the environme nt and minimize negative impacts 0 13 14 1 28 0.00% 46.43 % 50.00% 3.57 % 100 % sum 0 49 48 8 105 sum % 0.00% 46.67 % 45.71% 7.62 % 100. 00% source: fgd results data processed based on table 1, it is known that of the 4 std implementation variables, there are no variables that are categorized as green and most are in blue, yellow and red categories with relatively balanced blue and yellow proportions and fewer red categories. this indicates basically the application of std in the tsr is relatively good but still in the blue (good) and yellow areas (enough) and requires intervention to shift to green and blue categories. from table 1 it is also known that section a (demonstrate effective sustainable management) has 18 items (41.86%) with well-implemented (blue) criteria, 19 items (44.19%) with sufficient criteria (yellow) and 6 items (13.95%) with less criteria (red). it is understandable that in general in terms of management aspects, tsr is actually good enough in implementing sustainable management. some things that need to be improved include how the tsr can develop multiyear development plans involving public participation, tsr also has not proceeded to obtain sustainability standards, report on the development of safety and security related events, customer satisfaction reports, weaknesses of administrative documentation and etc. in section b there are 0 items in green category, 19 items (41,86%) in blue category, 19 items (44,19%) in yellow category and 6 item (13,95%) are in red category. the three indicators that have the highest score include on how tsr has provided support to local entrepreneurs and encourages fair trade, provides employment and career opportunities for local communities and has monitored the economic impacts of local communities but has not been well documented. some of the indicators that are considered to be weak (having the lowest score) are related to access of local communities to enter the very limited area of tsr, awareness about tourism and knowledge about the local people's low tourism and support for local people who are deemed to be lacking well documented. e-journal of tourism vol.6. no.2. (2019): 252-268 http://ojs.unud.ac.id/index.php/eot 260 e-issn: 2407-392x. p-issn: 2541-0857 in section c there are 0 items in the green category, 9 items (69.23%) in the blue category, 3 items (23.08%) in the yellow category and 1 item (7.69%) are in the red category. field findings and fgds found that tsr has interpreted the sites in the tsr region well, in the spot activities have been made announcements, sign, site interpretation in several languages namely english, indonesia, karo (with script karo). visitor behavior has also been well observed in various activities both indoor and outdoor, as well as protection of local attractions by periodically displaying local art in cooperation with local communities. however, several things that still need to be improved on how tsr can work together with the karo district tourism officework together to protect the cultural heritage, better visitor management so that it is not only visited at particular times of day and takes into account intellectual property rights (artists and local craftsmen). while in section d there are 0 items in special category, 13 items (46,43%) in good category, 14 item (50%) in enough category and 1 item (3,57%) in less category. in this aspect d there has been no indicator that entered in the green category. some relatively well-done items include protection against sensitive environments, environmentally friendly transport and environmental risk control. important things to note and have a relatively low score, among others; how tsr considers more about energy conservation, water management, and water security. final assessment based on table 2 it is known that from 4 std implementation variables, there is a significant change in the final assessment result compared to the baseline assessment result. in the final assessment, most items have been included in the green category, especially in section a and section c, while for section b and section d the majority of the blue criteria, this change means that there has been a significant improvement after the mentoring treatment on tsr governance. table 2. results of final assessment of std application criteria excellent (green) good (blue) adequate (yellow) po or (r ed) total section a: demonstrate effective sustainable management 23 17 3 0 43 53.49% 39.53 % 6.98% 0. 00 % 100 % section b: maximize economic benefits to the host community and minimize negative impacts 9 12 0 0 21 42.86% 57.14 % 0.00% 0. 00 % 100 % e-journal of tourism vol.6. no.2. (2019): 252-268 http://ojs.unud.ac.id/index.php/eot 261 e-issn: 2407-392x. p-issn: 2541-0857 criteria excellent (green) good (blue) adequate (yellow) po or (r ed) total section c: maximize benefits to communities , visitors, and culture; minimize negative impacts 8 3 2 0 13 61.54% 23.08 % 15.38% 0. 00 % 100 % section d: maximize benefits to the environment and minimize negative impacts 6 22 0 0 28 21.43% 78.57 % 0.00% 0. 00 % 100 % sum 46 54 5 0 105 sum % 43.81% 51.43 % 4.76% 0. 00 % 100 .00 % source: fgd results data processed based on the above table it is known that for section a has 23 items (53.49%) with criteria implemented with green criteria, 17 items (39.53%) with blue criteria, 3 items in yellow category and no items are in red category. this is quite an increase compared with baseline condition where in category a there are 18 items (41,86%) with well implemented criteria (blue), 19 items (44,19%) with yellow criteria and 6 item (13,95 %) with red criteria. for section a based on baseline results, the highest scores are;1)crisis and emergency management, 2) destination management organization and 3) safety and security. the lowest scores include; 1) visitor satisfaction, 2) tourism seasonality management and 3) asset and attraction inventoryation. in the final assessment the results are; items with the highest value among others; 1) aspects of promotion, 2) crisis and emergency management and 3) destination management organization. the lowest score is; 1) property acquisitions, 2) asset & attraction inventarisation and 3) tourism seasonality management. in section b there are 9 items (42,86%) in excellent category, 12 items (57,14%) in good category, 0 item in adequate and poor category. it means that there is a significant improvement in the implementation of std governance compared to baseline conditions, where there are 0 items in excellent category, 19 items (41,86%) in good category, 19 items (44,19%) in adeaquate category and 6 items (13, 95%) are in the poor category. while at the baseline the highest score among others on the indicator; 1) supporting local entrepreneurs and fair trade, 2) local career opportunities and 3) economic monitoring, in the final assessment the orders become; 1) supporting local entrepreneurs and fair trade, 2) local career opportunities and 3) economic monitoring. the lowest score among others; 1) local access, 2) tourism awareness and education and 3) support for community, then in the final transform e-journal of tourism vol.6. no.2. (2019): 252-268 http://ojs.unud.ac.id/index.php/eot 262 e-issn: 2407-392x. p-issn: 2541-0857 to 1) local access, 2) tourism awareness and education and 3) support for community. for section c in the final assessment there were 8 items (61.54%) which were very well impregnated (green), 3 items (23.08%) were good executed, 2 items (15.38%) were in adequate category and 0 items in poor category. this achievement also indicates an increase in the application of std in section c. previously there were only 0 items in the excellent category, 9 items (69.23%) in good category, 3 items (23.08%) in adequate category and 1 item (7.69 %) are in poor category. if at the baseline the highest score among others on the indicators; 1) site interpretation, 2) visitor behavior and 3) attraction protection, at baseline transform to;1) site interpretation, 2) visitor behavior and 3) cultural heritage protection. the lowest baseline scores include; 1) cultural heritage protection, 2) visitor management and 3) intellectual property, then in final assessment become 1) attraction protection, 2) visitor management and 3) intellectual property. while in section d there are 6 items (21,43%) are in excellent, 22 item (78,57%) in good category, and each 0 item for good and adequate category. this condition improved significantly compared with the baseline result, where there were 0 items in the excellent category, 13 items (46.43%) in good category, 14 items (50%) in adequate category and 1 item (3.57%) were in poor category. for section d based on the baseline result, the highest score among others on indicators; 1) protection of sensitive environments, 2) low-impact transportation, and 3) environtmental risk. in the final assessment the highest score occurs on 1) solid waste reduction items, 2) wastewater and 3) protection of sensitive environments. the lowest baseline scores include; 1) energy conservation, 2) water management and 4) water security,then change into 1) light and noise pollution, 2) low-impact transportation and 3) water management in the final asessment. treatment activities after the implementation of the baseline assessment activity, tsr is further informed about the importance of the application of sustainable tourism development. to induce tsr management with std application the researcher performs a number of treatment stages, prior to final assessment, namely: a) implementing the socialization of tourism destination implementation with std concept based on gstc and permenpar no.14 / 2016 criteria. e-journal of tourism vol.6. no.2. (2019): 252-268 http://ojs.unud.ac.id/index.php/eot 263 e-issn: 2407-392x. p-issn: 2541-0857 b) conducting mentoring and strengthening for each aspect related to the implementation of std. assistance activities are conducted on each relevant work unit. c) implementing the improvement of std implementation in accordance with gstc criteria with a duration of 3 months, by performing periodic evaluations per 2 weeks. d) conducting a final assessment.include tsr on indonesia sustainable tourism award (ista) activities organized by kemenpar ri in 2017. in this case the result is very encouraging because tsr can get recognition of ista award as the 2nd best destination in environmental management and preservation (alex, 2017). conclusions and suggestions some important things that can be concluded in this study are as follows: 1) the process of assistance and treatment of tourism destinations tsr has managed to improve the quality of governance of tourism destinations with the concept of std. if the baseline is still minimal achievement implementation in the green and blue categories but in the final assessment there is improvement so that the majority of indicators of the assessed variables into the category of green and blue as expected. 2) tsr basically has a good awareness and commitment in applying the concept of sustainable tourism development. std-oriented activities in many ways have actually been implemented for a long time. owners and management in a sustainable manner have tried to make good planning, empower the economy of the local community, preserve the culture and preserve the environment, but it must be admitted there are still many weaknesses and still need improvement continuously, along with the development of std concept which for some key stakeholders is still considered as a novelty. the weakest of all observed aspects is the availability of reports and administrative documents that record the progress of improvement over time and need to optimize and increase synergies with local governments in particular and other stakeholders in general. 3) the implementation of sustainable tourism development is a journey and a long struggle and for better e-journal of tourism vol.6. no.2. (2019): 252-268 http://ojs.unud.ac.id/index.php/eot 264 e-issn: 2407-392x. p-issn: 2541-0857 implementation requires synergy of all parties (key stakeholders). as a leading tourist destination in the area of lake toba, the existence of tsr with excellence in applying std should continue to get support from all parties and tsr can be used as a local champion in the area of lake toba as a destination that implements the development of tourism development. 4) further research needs to be done to see the implementation of std on a wider spectrum especially for lake toba area which is currently being hit by various negative issues such as environmental pollution, forest fire, transportation security, economic empowerment of local communities and others. reference afriza, l., kartika, t. dan riyanti, a. 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(2021): 34-40 34http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 a marketing strategy analysis of ats tour and travel during covid-19 pandemic brian ongko, i dewa gde satrya* tourism study program, ciputra university surabaya, indonesia *corresponding author: dewa.gde@ciputra.ac.id doi: https://doi.org/10.24922/eot.v8i1.68935 abstract the spread of the covid 19 virus originating from china has made the world finally declare that this virus has become a pandemic status. one of the industries that have had a bad impact on the spread of this virus is tourism. tour and travel service providers that is struggling to survive this pandemic is ats tour and travel. the problem experienced by the ats tour and travel company today is the adjustment of the marketing strategy that will be used in the era of the pandemic that is affecting the world today. with these problems, the research was conducted qualitatively by interviewing 10 informants who were deemed to be representative to answer the problems that occurred during the covid 19 pandemic. the results showed that in the indicators of crisis stages, ats tour and travel had taken steps in all stages crisis well. in the indicator of disaster management, ats tour and travel have also made its best efforts to prevent the impact of the covid-19 pandemic, this includes health protocols that have been implemented, warning systems by only opening tourism in the green zone, informative media about covid and tourist attractions that are not can be visited, disaster management by working with local guides and porters for site security and coordination. in the marketing strategy, it can be seen that currently, the target market for ats tour and travel is changing, which initially served tour packages for foreign countries, is now starting to increase the domestic market. keywords: crisis stages, marketing strategy, disaster management, covid-19 article info submitted january 8th 2021 accepted march 18th 2021 published march 31th 2021 a focus as a travel service provider to the united states. the problem experienced by the ats tour and travel today is the adjustment of the marketing strategies used in the pandemic era that is befalling the world today. the intense competition in the pandemic era is also an issue that must be resolved by changing its marketing strategy. tour and travel companies are currently required to introduction one of the industries that have had a bad impact on the spread of the coronavirus is tourism. one of the tour and travel companies that are struggling to survive this pandemic is ats tour and travel. this company is based and established for the first time in surabaya, east java, indonesia. this company was founded in 1992 with e-journal of tourism vol.8. no.1. (2021): 34-40 35http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 tourists; offer minimal prices; launch the promotion strategy. faisal and arief (2017) state that sales have an important role in service marketing, because: personal interaction between service providers and consumers is very important; the service is provided by people, not by machines; people are part of service products. kurniawan et al (2018) stated that the indicators of the marketing strategy are as follows: market segmentation: is the process of dividing consumers into several classes based on several things such as character, needs and others. market segmentation itself is intended to implement any activities provided by tourism service providers to consumers, this will provide better and more measurable services. target market is an effort to classify consumers according to the same characteristics and needs and become the company’s promotional objectives. market position: kurniawan, et al. (2018) defines market positioning as a “strategy to direct customers” by building a sense of trust, confidence and competence for customers so as to create an existence in the minds of customers and lead them credibly. tourism disaster management basically, a crisis that hit the world economy can be resolved. with good management, all elements of the company and society can get through the crisis they are experiencing. based on research conducted by faulkner (2001), there is disaster management planning in tourism as follows. protocol: is a clearly written set of emergency activities, what tourism authorizations must be obeyed and the rules that all elements must observe. disaster management centre: tourist attractions or tourism service providers must continue to coordinate with the disaster management command centre and provide all health facilities. adjust to survive and of course, they must have a strategy that must be considered. in an era of a pandemic like this, tour and travel service providers are more applying strategies to survive the threat of bankruptcy compared to adding other sub-lines of business. one of the ways that must be done is by implementing a marketing strategy that is specially designed in conducting business defense (safety). salam, et al. (2019)) state that marketing strategy can be interpreted as a fundamental plan to achieve company goals by developing a competitive advantage, so that marketing strategies are not absolute, but can change at any time according to company needs. therefore, this study focuses on the most appropriate marketing strategies for tour and travel companies, especially ats tour and travel. literature review marketing strategy astuti and kusumawati (2018) states that the tourism industry marketing strategy must be seen in the developed tourist behavior model. in this case, it means that the behaviour of tourists in choosing a tourist destination is influenced by internal aspects of the tourists themselves, such as demographics, social networks, personalities, values, experiences and attitudes of tourists, which in turn will form motives in choosing tourist destinations. . furthermore, external aspects of a tourist destination such as attractiveness, sales methods, facilities, services, country/region as a destination host, the presence of other tourists, and tourist destination management can shape the image of a tourist destination. faisal and arief (2017) state that marketing strategies can be implemented by tourism service provider companies as a real effort to maintain sales growth and possibly increase the following: growing purchase motivation on potential customers or e-journal of tourism vol.8. no.1. (2021): 34-40 36http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 media and monitoring: the need for centralized media communication to provide appropriate and non-contradictory information. the role of the media, in this case, is to provide information to tourists about emergencies or the stage of recovery. warning system: tour service providers and tourist attractions must coordinate the existing prohibitions and warnings regarding health and all the facilities in it. coordination and approach: there is a need for testing of tourist attractions through coordination and approaches from tourist attractions to ensure that tourist attractions are safe to open. kasali (2013) states that there is a crisis management strategy model as follows: the pre-domal stage: is the initial stage which includes early detection of signs of an error in the system, but it turns out that it cannot be assumed that this can turn into a major crisis. initial symptoms were detectable, but they could not be contained and resolved, resulting in a crisis. in this case, the crisis experienced is a crisis originating from an external source, namely the covid 19 pandemic which has hit the entire world. the acute stage appears when there are already many victims and the indonesian government has implemented several regulations that have caused the tourism industry to slow down. the acute stage when the covid 19 pandemic in indonesia reached its peak and many tourists were afraid to travel. chronic stage: in this stage, it means that the conflict will end. in this phase, the crisis has found its bright point again. in this case, tourism service companies have begun to be able to create new marketing strategies in the middle of the new normal. choerunissa and nugraha (2020) states, the analysis of the crisis management process is as follows: crisis identification: the company should start reading and identifying the crisis. this must be strengthened through data such as the number of covid cases, cities that have been opened to the tourism industry and other things related to health protocols. crisis analysis: at this stage of crisis analysis, the company already has the data and is ready to execute it. in this case, in the new normal era, the indonesian government has opened several areas where tourism activities are allowed. in this analysis stage, various advanced marketing strategies are also prepared to overcome the sluggish performance of the tourism industry. crisis isolation: the last crisis analysis is crisis isolation. in this case, the company must perform during the acute crisis stage. this is because when the pandemic crisis has become acute, companies must still have income and reserve funds for the sustainability of the company. surveillance marketing is marketing to survive, meaning that in difficult times a company runs its business operations what steps must be taken so that the company can survive and avoid bankruptcy. gunagama, et al. (2020) stated that there are 3 recommendations that must be made by tourist service providers in the midst of the covid-19 pandemic as follows: crisis management and impact mitigation; the stage of providing stimulus and accelerating the healing; the stage for post-pandemic tourism preparation. methods in this study, researchers used a qualitative approach to obtain the desired research results. according to sugiyono (2018), qualitative research is an exploratory process in understanding individual behaviour and can describe social problems in it. in this study, the researcher has two functions, the first being the researcher as a research instrument and the second being the researcher as the research evaluator. interviews were conducted online via video call. there are several factors that e-journal of tourism vol.8. no.1. (2021): 34-40 37http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 make researchers want to conduct research at the ats tour and travel location: it is a large-scale company engaged in the tour and travel sector; it is a tour and travel company affected by the covid 19 pandemic; it is a tour and travel company that survived the covid 19 pandemic era; it is a tour and travel company with a range of tours to foreign countries. the object in this research is ats tour and travel, while the subject in this study is by conducting interviews with people who are considered to understand the problems in this study. the subjects who were the source of the data in this study were selected based on the considerations and objectives of the study. the object selected based on the research objectives will make it easier for researchers to explore the object to be studied. according to yusanto (2020), qualitative methods also mean treating research sources as subjects and not objects. this is where the resource person can find himself as something of value. because the information is very useful in this study. triangulation is a method used in qualitative research to check and establish validity by analyzing data from various perspectives, each way from interviews and observations to data source triangulation will produce different evidence or data, which in turn will provide a different view of the phenomenon. researched (sugiyono, 2018). the reliability test in this study was conducted by conducting semi-structured interviews as a data source. to support data reliability in this study, interview transcripts will be attached to the research report. results and discussion choerunnisa and nugraha (2020) states that crises have a specific communication area, which includes external and internal aspects of the organization during crisis situations. in this study, the crisis that occurred was a coronavirus pandemic. through the answers from internal and external informants, the condition of ats tour and travel is like travel agents in general, which is not as good as before the covid 19 pandemic. octavianus as marketing director of ats tour and travel stated that sales had decreased very drastically. “the condition of the ats company itself is certainly not much different from the conditions of other travel agents, where the condition of the company is not as good as before the covid 19 pandemic” (bh-tk, f-1) “now it is 99.9% there is no activity during the pandemic. “ (io-tk, h-1) sandy wahyudi, a marketing expert who became the informant for this study explained that in a pandemic, no good marketing strategy could change anything unless the company diversified its products. “actually, this covid pandemic hit the tourism industry and its derivatives the most, such as hotels, tourism travel, airlines, and many who have shifted shifts, such as thailand airways now selling fried food, then air asia has become a market place, hotels are starting to become offices for staycations for working from a hotel and so on. in my opinion, this is not always only a year, at least as long as the vaccine has not been found. the proof is that marketing is done with any effort still does not believe in travelling, so actually, even a great marketing strategy program will not be able to lift quickly if a business is only selling those products during the pandemic. for example, hotels only sell lodging, it won’t work, so now many hotels are making virtual tours/ events and they rent even apologies for covid patient residences, like that is more or less so. during the pandemic can not only sell what the peacock a has been selling. “ (sw-tk, e-journal of tourism vol.8. no.1. (2021): 34-40 38http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 i-1) through the answers of the following informants, it can be understood that ats tour and travel is a company that mainly operates a lot in the international market so that when the coronavirus becomes more widespread, the possibility to sell the international market is more difficult than the domestic market, so the step taken is to sell the market to domestic. the company external informants from this study argued that even though the government carried out the psbb, it was still busy everywhere. it’s just that many people are still afraid or paranoid so they don’t want to travel. “actually, prior to this pandemic, ats vacation did not sell domestic product tours in series, but since the new covid normal this month until now and so on, we continued to make domestic products, so previously there were no predictions, just following the developments.” (bh-ta, f-5) through the informants’ answers from ats tour and travel consumers, they wanted a vacation that was not too far from surabaya and not too crowded. another informant stated that at this time he did not want to have a vacation abroad first, only wanted a vacation close to the city. “i wish there was a virtual vacation like that or a less crowded vacation, places that many people rarely visit.” (bl-tp, k-9) sandy wahyudi stated that the public was aware of the new normal so that the many holidays like now (christmas and new year) are a harvest for the tourism industry. “last week i had a long holiday, took my family to semarang, all the hotels in semarang were full. so actually this travel tour has risen. since august september it has started to harvest. october november even harvested again because of the long holiday christmas and new years. actually, it’s time to harvest because everyone understands that if you leave the house, wear a mask, bring a hand sanitiser, wash your hands. so it’s actually jammed, surabaya is jammed, my friend said in jakarta is stuck. it’s back to normal, so you don’t have to immediately, yes, you have to run. now is the right time to run. “ (sw-tk, i-8) according to an informant who came from ats tour and travels consumers, he said he really wanted to go on vacation, but if the vaccine was found, the level of desire would be even more. he also gave his opinion that in the new normal era, he still wanted to do tourism activities as long as it was with health protocols. “if i really have to go on vacation because of work stress, i want a tour package that maintains health and is in accordance with health protocols. and the distance is also not far. (kr -tp, m-9) through informants’ answers from internal and external, that the health protocol is a campaign from ats tour and travel. the company also guarantees that the buses to be used will be sprayed with disinfection every morning and restaurants for tourism activities have also been sterilized. informants from consumers also added that the ats tour and travel company maintains its staff by providing rapid services for every three months and providing boundaries between consumers and drivers in their tour vehicles. “of course we have done this for the health protocol, we have done it, we keep encouraging this health protocol to guests, so we continue to emphasize it like that. currently, besides telling us what the contents of the product are like, we mean where we go, the tour is in whichever is so, we also emphasize that this trip is safe with health and hygiene, such as e-journal of tourism vol.8. no.1. (2021): 34-40 39http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 buses that are disinfected every morning, and also restaurants and hotels that already have certification for cleaning the safety of their comfort. “ (bh-pk, f-10) “so most of us still follow up via whatsapp, telephone, payments are mostly cashless, transfers for edc are all kinds of things. we also have a platform for online payments too, so we limit our touches, direct contact with staff.” (oc-pk, g-13) “for our consumers, we don’t know exactly, it is only the covid sop from the office, so, for example, the vehicle that belongs to me is all for the shuttle, there is a barrier between the driver and the passenger, while the passengers who ride us don’t ask for rapid tests and so on, so we don’t know. rapid test or not. what is certain is that for the crew, do it 3 times a month quickly. “ (io-pk, h-12) the expert who became an informant in this study stated that tour and travel companies must include travel costs with all matters related to health protocols such as face shields, hand sanitisers and masks. “that’s related to cost, sometimes there are travel tours that include the cost of the trip with a hand sanitiser, with a face shield, with the rapid test included in the plane ticket, that’s also a bonus for consumers. but maybe there are consumers who are more comfortable bringing their own equipment, face shield or mask itself. so it’s optional if you want a bundling ticket including the protocol equipment, how much you don’t have to bring it yourself, i don’t have to include it, i guess. “ (sw-pk, i-10) according to consumers in this study, when tour and travel included travel costs with a rapid test, it was very helpful for them to go on vacation. “in my opinion, at least they provide a rapid test facility before leaving and it has become a package with the price of the travel. it’s fine in my opinion. “ (rw-pk, n-10) conclusion when it is viewed in the indicators of crisis stages, ats tour and travel has taken steps in all stages of the crisis properly. ats tour and travel has detected the influence of covid-19 on the tourism industry and has made every effort to reduce the impact of the crisis. in indicators of disaster management, ats tour and travel have also made its best efforts to prevent the impact of the covid-19 pandemic, including, implemented health protocols, warning systems by only opening tourism in the green zone, informative media about covid-19 and tourist attractions which should not be visited, disaster management by working with local guides and porters for location security and coordination. in this indicator, only one sub-indicator is considered lacking, namely the protocol indicator. many consumers expect the price offered to be included in the rapid test package when leaving because this can shorten and simplify tourist time. in the marketing strategy, it can be seen that currently the target market of ats tour and travel has changed, which initially served tour packages for foreign countries, is now starting to increase the domestic market. however, in terms of market segmentation, currently, ats tour and travel has not changed much because most of its consumers are still middle and upperclass consumers who continue to prioritize comfort when travelling, even though only domestically. references astuti, w.p. and kusumawati, a., (2018). e-journal of tourism vol.8. no.1. (2021): 34-40 40http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 upaya pemasaran pariwisata ponorogo melalui city branding dalam meningkatkan kunjungan wisatawan (studi kasus pada city branding kabupaten ponorogo dengan tagline “ethnic art of java. jurnal administrasi bisnis, 55(1), pp.48-58. choerunnisa, s. and nugraha, a.r., (2020). strategi manajemen krisis humas pln uid jabar dalam menangani blackout jaringan jawa bagian tengah. communiverse: jurnal ilmu komunikasi, 5(2), pp.137-150. faisal, m. and arief, a.m.r., (2017). pelaksanaan bauran promosi paket wisata di pt. urbanitas tour and travel pekanbaru riau (doctoral dissertation, riau university). faulkner, b. (2001). towards a framework for tourism disaster management, tourism management, 22(2), pp. 135– 147. gunagama, m. g., naurah, y. r. and prabono, a. e. p. (2020). pariwisata pascapandemi: pelajaran penting dan prospek pengembangan, losari: jurnal arsitektur kota dan pemukiman, pp. 56–68. kasali, r. (2013). marketing in crisis. gramedia pustaka utama. kurniawan, a.w., hasiholan, l.b. and malik, d., (2018). strategi pemasaran dan rencana pengembangan rumah makan (studi deskriptif kualitatif strategi pemasaran dan rencana pengembangan omah roso resto and café di cabang baru pemuda semarang)’, journal of management, 4(4). salam, h.i., widodo, j. and zulianto, m., (2019). strategi pemasaran pada pt nuansa wisata prima nusantara tour & travel jember. jurnal pendidikan ekonomi: jurnal ilmiah ilmu pendidikan, ilmu ekonomi dan ilmu sosial, 13(1), pp.66-71. sugiyono. (2018). metode penelitian kuantitatif, kualitatif, dan r&d. bandung: alfabeta. yusanto, y. (2020). ragam pendekatan penelitian kualitatif’, journal of scientific communication (jsc), 1(1). nyepi holiday package: e-journal of tourism vol.6. no.1. (2019): 65-87 http://ojs.unud.ac.id/index.php/eot 65 e-issn: 2407-392x. p-issn: 2541-0857 reading anomaly of tourist satisfaction in pilgrimage tourist destination of sunan muria tomb, kudus, central java fahmi prihantoro 1 , ghifari yuristiadhi masyhari makhasi 2 , and muhammad rosyid abdillah 3 1 faculty of arts and humanities, universitas gadjah mada 2 vocational school, universitas gadjah mada 3 faculty of arts and humanities, universitas gadjah mada corresponding author: fahmi_p@ugm.ac.id article info received 14 january 2019 accepted 11 february 2019 available online 18 march 2019 abstract satisfaction of tourists is the key success for tourism destination sustainability because it is a reason for tourists to return to the destination. this research wanted to see the anomaly at sunan muria tomb, kudus, central java related to the satisfaction of tourists on the limited accessibility which is one of the four components that must be owned by a tourist destination according to cooper, et.al. (1993), in addition to attractions, amenitas, and ancillary service. this research uses descriptive qualitative method and phenomenological approach. methods of data collection with field observation, in-depth interviews and literature study. the results of this study indicate that access to the tomb of sunan muria, both with the stairs and motorcycle taxi is still far from feasible. the stairs are not flat because it is made of stone times, quite steep and there is no cover on so if the rain down the stairs become muddy and slippery. although there is motorcycle taxi service, but the level of security (riding safety) is also low. this destination for tourists still has interesting attractions as pilgrimage destination with adequate amenitas (food stalls and lodgings) and ancelery service (from the ym2sm or sunan muria foundation and the tourism office of kudus district government), although accessibility is very problematic. all the visitors complained about this, but that did not dampen interest for a return visit. this is an anomaly in the sunan muria pilgrimage destination. keywords: anomaly; tourist satisfaction; pilgrimage tour; tomb of sunan muria; kudus central java. introduction background discussing pilgrimage tours in indonesia is inseparable from the tomb of wali, kings and relatives of the kingdom and historic mosques that are still associated with the spread of islam in indonesia. however, if comparing apple to e-journal of tourism vol.6. no.1. (2019): 65-87 http://ojs.unud.ac.id/index.php/eot 66 e-issn: 2407-392x. p-issn: 2541-0857 apple between the grave and the mosque then the seemingly significant of the socioeconomic dynamics is the tomb. it is reasonable because even though almost all the tombs of wali are adjacent to the mosque, but more intended by the pilgrims is the tomb of wali, and not the mosque. chambert loir and guillot (2010) read there is a factor of public understanding of the teachings of tarekat that encourage the wave of pilgrimage on the tombs of wali in indonesia. as an illustration, the results of field observations and interviews note that the number of visits to the tomb of sunan giri in gresik every day an average of 2000-3000 people and the majority of visitors directly to the tomb without visiting the mosque (prihantoro and yuristiadhi, 2018). sunan giri tomb is one of the many tomb of wali, king, and royal relatives who became pilgrimage tourism destination in indonesia. but of the many tombs, which are more visited every day are the tombs of wali songo spread across the north coast of java, from cirebon to surabaya. not a few tourist agencies that provide tour packages, two days one night to visit the grave of wali songo minus sunan gunung jati and tour package three days and two nights for full version. tour packages provided by this tour agency sprang up in order to respond to the request of community groups or schools that conduct the pilgrimage tour (prihantoro and yuristiadhi, 2018). the pilgrimage phenomenon of the tombs of wali who are part of religious activities, it can be said that religious beliefs, whether spiritualism, religiosity, or both can encourage a large surge of tourist visits in the tombs of wali, even with limited facilities and services. this study focuses on the phenomenon of the waves of tourists visiting the tomb of sunan muria although geographically its location is less accessible for tourists because it must rise to more than 400 steps. even if using motorcycle taxi, safety reading is less attention. from preliminary research conducted, it is known that tourists who use motorcycles to muria mount do not get enough safety, ranging from helmets, speed, as well as capacity of passenger. according to cooper, et.al. (1993), there are four components that must be owned by a tourist destination, i.e. 1) attractions, 2) accessibility 3) amentias 4) ancillary service (institutional and human resources supporters of tourism). of these four points, sunan muria's tomb in the researcher's perspective based on preliminary research has the greatest problem with accessibility. therefore the formulation of the problem of this research is why accessibility should be a problem for tourists thus lowering the number of their visit to the tomb of sunan muria, but e-journal of tourism vol.6. no.1. (2019): 65-87 http://ojs.unud.ac.id/index.php/eot 67 e-issn: 2407-392x. p-issn: 2541-0857 the opposite happened. tourists do not see it a problem even considers it part of the attraction of the tomb of sunan muria compared to other wali cemeteries. this is an anomaly of the satisfaction of tourists who want to see further in this study. prior to this research, specific research on sunan muria was conducted by several researchers, including umar hasyim (1983) and widodo et al. (2016) and wuryono (2014). the writings of umar hashim "sunan muria between fact and legend" published by menara kudus is one of the earliest academic works of the sunan muria story. previously published books are still a compilation of the whole story of wali songo. this book explains the controversy of the sunan muria lineage, the family and descendants of sunan muria, the debate over whether sunan muria was chinese, sunan muria's position amongst wali songo and folklore around sunan muria. while the book written widodo, et al titled "sunan muria today". the book, which is the result of the research of diponegoro university lecturers, further updated the data that umar hasyim had presented earlier, related to the socio-economic development after the tomb of sunan muria buried by the management foundation. while muryono in his book "napak jejak pemikiran sunan muria" more review the thoughts and philosophy of sunan muria teachings. in addition to the above three researchers, the notes on sunan muria are contained in the wali songo story that compiled the stories of the guardians who spread islam in java in the period of the xvi century, one of them from salam (1974). one of the controversial books that tells about wali songo is mulyana (1968, republished 2008) which comes from the attachment of parlindungan book titled tuanku rao. of the writings that exist about muria, there has been no historical research that describes the research method that can be accepted academically about the figure of sunan muria and the journey of his life. almost all of the outstanding writings use the oral tradition that developed around the people living around the muria mount, the location of the tomb of sunan muria today. raj and griffin (2015) in “religious tourism and pilgrimage management: an international prespective” said that pilgrimage tourism is closely related to the religious system which, by its transcendental concept, decreases the activity of visiting holy sites. raj and griffin emphasize that what matters in pilgrimage tourism is management because the potential of tourists / pilgrims driven on religious beliefs is enormous. ritzer, as quoted by raj and griffin (2015), said that the e-journal of tourism vol.6. no.1. (2019): 65-87 http://ojs.unud.ac.id/index.php/eot 68 e-issn: 2407-392x. p-issn: 2541-0857 tourism phenomenon that binds pilgrimage activity is very likely to change the concept of a "must-see" destination to a "must see" pilgrimage site. thus, pilgrimage tourism will very likely be dealing with massive destructive tourism phenomenon over pilgrimage sites. from the perspective of the impact of pilgrimage tourism, it is undeniable that this pilgrimage tourism will bring promising socio-economic impacts for people living around the pilgrimage sites, such as souvenir shops, travel agents, hotels, and even hospitals (vijayanand, 2012). while ashfaq and parveen (2014) noted changes in the structure of the labor force in matavashino devi from the development of pilgrimage tours. for example, the decline in the number of people working as farmers from 19612001, also from the household industry sector that tends to fall. sectors that tend to increase are laborers and services, especially tourism. libison and muraleedharan (2008) also reveal the growing economic impact of the growing pilgrimage tour at pura sabarimala, kerala, india. the study presented data that the presence of tourists in the pilgrimage season could bring in an average income of rs 31,000 (or rp 6,072,000) and beyond the pilgrimage period of rs. 25,550 (or rp 5,055,000) per month. from the perspective of management science, creating loyal customers is the core of every business (kotler and koller, 2008). therefore, quoting don peppers and martha rogers, kotler and koller convey that "the only value a company can create is the value created by the customer. a business is said to be successful if able to obtain, maintain and increase the number of customers. "if tourism activity in sunan muria is also seen as a business activity then the perpetrators of tourism pilgrimage tourism there, including foundation managers and motorcycle taxi drivers should be able to create loyal customers with the satisfaction that is present in them. citing oliver as quoted by tjiptono and diana (2015) said that customer satisfaction is seen from three things: 1) the extent to which the quality of service impacts the consumption value, 2) the extent to which the work produces added value is better (extended value), 3) where cost-based values shift to value-based satisfaction. these indicators ware used to read customer satisfaction is exactly reversed in the pilgrimage destination of sunan muria. this research is a qualitative research with phenomenological approach. the design of this research is descriptive qualitative. data collection techniques used field observation, in-depth interviews and literature study. e-journal of tourism vol.6. no.1. (2019): 65-87 http://ojs.unud.ac.id/index.php/eot 69 e-issn: 2407-392x. p-issn: 2541-0857 findings and discussion pilgrimage activities at sunan muria as one of the wali songo who has contributed to spread islam in java in the xvi century, sunan muria for most javanese and even indonesian in general is a religious and respected figure. after he died, his tomb was visited by many pilgrims who wanted to get blessings from him. in widodo, et al (2016: 25), sunan muria is considered one of wali whose prayers are always granted by god. therefore many pilgrims who come to expect the saints who have died can be a messenger (intermediary) of prayers that they want to pray to god. actually, visitors to the tomb of sunan muria not only come from indonesia, but also come from singapore, malaysia, brunei darussalam and others. there are pilgrims who come in small groups (riding motorcycles or cars), but also some who come in large groups using bus. the road from the city of kudus to colo (village where sunan muria tomb located) is not too wide and there are at some corners that slightly complicate the driver because of the narrowness of the road, but not dampen the number of pilgrims who come there by bus. arriving in the parking lot (the bus is at the bottom after the retribution locket, while the car and motorcycle right under the stairs to the tomb), pilgrims still have to climb 400 more stairs. that too not dampens the steps of the pilgrims to go to the tomb of sunan muria. although there are 391 motorcycle taxis (widodo, et al, 2016: 127) which are also ready to deliver to the door of the tomb and mosque complex on the muria mount and bring back down, not a few of the pilgrims who still choose to walk up and down the stairs. many pilgrims crowded the tomb of sunan muria especially in the month of sura (muharram), mulud (rabiul awwal), rajab and sha'ban (widodo, et al, 2016: 26). in addition to these months, almost every weekend the tomb is also packed with pilgrims. observations conducted by researchers, the pilgrims usually have arrived in the tomb complex around dawn or before dawn. after fajr prayer finished, the wave of pilgrims began to enter the tomb. due to the incoming and outgoing flow of pilgrims already arranged in such a way, then there is no stampede between the pilgrims who will enter and who will come out. however, if visitors want a special purpose in their pilgrimage, for example, they have to report to the foundation's board to be facilitated. not a few pilgrims who intend selametan so they bring chickens, goats, even buffaloes to be slaughtered there (widodo, et al, 2016: 2627). e-journal of tourism vol.6. no.1. (2019): 65-87 http://ojs.unud.ac.id/index.php/eot 70 e-issn: 2407-392x. p-issn: 2541-0857 in addition to regular pilgrimages, there are certain moments that are used as a benchmark by the pilgrims to visit (sowan) to the tomb of sunan muria, among them during the ceremony ganti luwur and guyang cekatak. ganti luwur (changing tomb cover) ceremony of sunan muria tomb was originally performed on 10 sura (muharram), but since the 1960s by the caretaker at that time was changed its implementation on 15 sura due on 10 sura to coincide with haul (date of die) of sunan kudus and haul of kiai mutamakin in kajen pati. the picking of the ganti luwur date does not mean that sunan muria died on that date because there is no reliable source and no historical research has been constructed from various sources when sunan muria died. before the term ganti luwur is known, the more popular earlier term is salin luwur. the meaning is the same. buka luwur ceremony of sunan muria tomb held in a relatively long series of events, which is about two weeks. as reported by widodo et al (2016: 30-31), the series of changes of luwur in islamic year 1435 or bc year 2016 started from monday pahing (30 dzulhijjah 1435 h / 5 november 2016 ce) and ended on tuesday pahing (15 muharram 1435 h / 19 november 2016 m). among these dates there are some events, i.e. the work of cleaning the springs nglaren continued by selametan, manaqib, dandan luwur pasareyan, istighosah asy-syuro, orphan donation, buffalo cuts, khotmil qur'an bil ghoib (reading qur’an till finish) for sons and daughters, the blessing of public figures and external contributors, public studies, the installation of the eel and the last is the distribution of rice wrap. while the ceremony guyang cekathak is a ceremony begging for rain fell. this event is held when the people of java enter the peak of the dry season. this ceremony is usually held on friday wage in september or an important day jumuah wage dry season (widodo, et al 2016: 31). this ceremony begins with a cekathak, or saddle horse relics sunan muria from muria mosque complex to the eyes of sendang rejoso iar. according to oral tradition in the community around muria, sendang rejoso is where sunan muria take ablution (wudlu). they believe this is because it is this spring is the closest springs from sunan muria mosque. until now sendang rejoso still used by the public for bathing is also used to fill the barrel relics sunan muria, after being drained every night on 1 muharram. the guyang cekathak tradition according to widodo, et al (2016: 32) is organized in order to invite people around muria to preserve the water source located north of the sunan muria mosque, e-journal of tourism vol.6. no.1. (2019): 65-87 http://ojs.unud.ac.id/index.php/eot 71 e-issn: 2407-392x. p-issn: 2541-0857 right on the slopes of muria. in this springs it is washed and washed. once washed, the water is then sprinkled to the residents. it was done as an expression of happiness that the life of sunan muria, the family and society still emit water. after the ritual of horse saddle washing then continued with the conservation and eating together. after the meal, the ritual ended with a holy dawet drink which symbolized the people's expectation to soon rain. from the data collected by widodo (2016: 87-107) it is known that there are many motivations that present in the minds of the community so encourage them to attend the pilgrimage at the grave of sunan muria. among the pilgrims wanting healing from the disease or delivering nadzar because healed from the illness. in addition, there are pilgrims who seek the smoothness of their wishes, including the execution of their children's marriages and circumcisions. pilgrims also have the hope of being instantly rewarded, wanting to express gratitude for being successful in owning a home, solving family problems, paying off debts, and even getting a motorcycle or car. additionally, many of the major pilgrims from the students who applied for prayer to be facilitated in the test or grateful have passed the final exam and succeeded in ascending class. tourists satisfaction at pilgrimage destination sunan muria customer satisfaction is key in creating customer loyalty. many benefits received by the company by achieving a high level of customer satisfaction, in addition to improving customer loyalty but also to prevent customer turnover, reduce customer sensitivity to prices, reduce marketing failure costs, reduce operating costs caused by increasing number of customers, increase advertising effectiveness, and enhanced business reputation (fornell, 1992). neither with a tourism destination, customer satisfaction should be the main thing that must be achieved by the managers. customer satisfaction, in this case tourists, in the world of tourism can only be achieved if they get everything they need and what they want according to their initial expectations. according to barsky (1992), customer expectations are often accepted as factors that affect customer satisfaction, but there is no convincing evidence that customers directly lead to satisfaction or dissatisfaction. by knowing and understanding what tourists need and want according to their expectations, the manager of a destination will be easier in creating maximum tourist satisfaction. according to government regulation of the republic of indonesia number 50 year 2011 concerning master e-journal of tourism vol.6. no.1. (2019): 65-87 http://ojs.unud.ac.id/index.php/eot 72 e-issn: 2407-392x. p-issn: 2541-0857 plan of national tourism development year 2010-2025, tourism destination area hereinafter referred to tourism destination is geographical area which is in one or more administrative area in which there are tourist attraction, public facilities, tourism facilities, accessibility, and interconnected communities and complete the realization of tourism. damanik and weber (2006) explains, there are at least three main components that must be owned by a tourist destination that is, attractions (attractions and attractions), accessibility (ease to reach objects and attractions), and amenitas (tourism facilities and infrastructure). meanwhile, according to cooper, et.al. (1993), there are four components that must be owned by a tourist destination, namely: 1) attractions, 2) accessibility 3) amenities (4) ancillary service (institutional and human resources supporting tourism). the condition of each component above must be good and adequate, because it will complement each other in meeting the needs and desires of tourists. if one of the components is not ideal, it will certainly cause bad image for other components, so that will indirectly reduce the satisfaction of tourists in visiting a destination. in order to explore deeper perspective to read the anomaly of tourist satisfaction at pilgrimage tourism destination of sunan muria, kudus, central java, the author will describe the satisfaction form of each tourism component above. attractions the national tourism development master plan 2010-2025 defines attraction is anything that has uniqueness, beauty, and value in the form of diversity of natural wealth, culture, and man-made products that are the target or destination of tourist visits. the tourist attraction found in the pilgrimage tourism destinations sunan muria tomb quite diverse. tourists who come to enjoy some treats other tourist attraction, in addition to the tomb of sunan muria which is the main purpose. some of the tourist attraction is included in the type of cultural tourism, nature and also artificial. some of the tourist attraction contained in pilgrimage tourism destinations sunan muria tomb include: something to see tourist attraction on pilgrimage tourism destination sunan muria tomb that can be seen by tourists who visit include: montel waterfalls. this waterfall is one of the waterfalls located on the slopes of muria mount, kudus district. it is not far enough from the tomb of sunan muria, only about 1.5 km. it can be taken using motorcycle taxi every day or by walking e-journal of tourism vol.6. no.1. (2019): 65-87 http://ojs.unud.ac.id/index.php/eot 73 e-issn: 2407-392x. p-issn: 2541-0857 down the mountain roads up and down. air plunge with a height of about 25 meters is presenting a quite charming scenery with shaded trees are very lush. the cold water that falls and the cool air that always accompany to provide a sense of comfort for the weary travelers after traveling. monthel waterfall is managed by the office of culture and tourism of kudus regency. in general, the condition of waterfall is quite interesting for tourists. however, some negative things are still evident from the management of this tourist attraction. based on observations made, not many waste bins are provided so many tourists throw the garbage carelessly. in addition, there is another path leading to the waterfall, in addition to roads provided by the managers, which are managed by local residents by attracting illegal levies. around the waterfall, there are also often some traders who "force" visitors to buy their merchandise at a price that is quite higher than the market price. according aryaguna, it certainly makes him feel less comfortable in enjoying the existing tourist attraction (interview with aryaguna, 31/8/2016). management of a tourist attraction should pay attention to the convenience of visiting tourists. the existence of some negative things as mentioned above certainly can reduce this comfort. so it is very reasonable if tourists are reluctant to visit back to this place. views of kudus city from hilltop. destination pilgrimage tourism tomb of sunan muria is located on mount muria, precisely in the north of the capital of kudus district. geographical location at the top of the mountain, making this tourist destination has a natural scenery of the mountains that can spoil the eyes of visitors. in the sunny afternoon, kudus city looks like a vast expanse of green fields. when the night, the sight of a small light flickering very charming to be witnessed. unfortunately, there is no convenient location that can be used by tourists to enjoy the beauty of this scene. the view can be seen by tourists from some roadside points with very unsafe conditions, because many motorcycle taxi that pass this way. however, there are also some cafeterias that can be used by tourists who want to enjoy the atmosphere of natural coolness of muria mount, although the location is below so the view was less so visible. mosque. there are several mosques that are located around the destinations pilgrimage tourism tomb of sunan muria. however, there is a mosque that is believed to be a mosque relic of sunan muria. the mosque is located close to the sunan muria tomb. according to e-journal of tourism vol.6. no.1. (2019): 65-87 http://ojs.unud.ac.id/index.php/eot 74 e-issn: 2407-392x. p-issn: 2541-0857 manaf, the current condition of the mosque has changed completely, because it has done a thorough restoration by the previous board (interview with abdul manaf, 31/8/2016). despite the mistakes, but the current board is not able to do much because it has all happened. according to him, they are only able to save some relics that are currently still stored safely. some relics of the old mosque building are: (1) soko support (pedestal), (2) wooden frames, (3) barrel, (4) wells. tomb. in addition to seeing the beauty of the mosque which is located near the tomb of sunan muria, tourists can also witness directly the tomb of sunan muria located in a praying or tawashul room. this room is commonly used by pilgrims in prayers and doing tawashul to sunan muria. this room was built during the time of president abdurrahman wahid (gus dur) with architecture dominated by wood raw materials. before arriving at the location of the tomb of sunan muria, visitors must pass through the aisle which is the connecting road between the mosque complex with the tomb complex. inside this hallway, visitors are required to remove their footwear, because it has passed through the sacred area that must be free from unclean. on the way, we can see the security post, ym2sm office and the guest desk used by pilgrims to report the number of their entourage and hand over the infaq that has been collected. there is an interesting thing when we pass the infaq box guard officer, the officer will knock a stick to a wooden box that makes a noise. this sound is meant to remind pilgrims who have not entered infaq. arriving in the middle tawashul space, will appear some other graves besides the tomb of sunan muria who stands the biggest. the tomb is covered by a white cloth commonly called luwur. inside the luwur, there is a large stone nisa that can only be seen in the procession of the show luwur. in the upacar, the headstone will be cleaned by the officer and the luwur will be replaced with a new cloth. traditional ceremonies. there are two traditional events that can be witnessed by tourists by the destination pilgrimage tourism tomb of sunan muria. the event is the ganti luwur and guyang cekathak. according widodo et al. (2016), replacement ceremony luwur sunan muria was originally held on 10 sura (muharram), but because on that date coincides with haul of sunan kudus and haul of mbah mutamakin from kajen, pati, the ceremony was changed on 15 sura (muharram). e-journal of tourism vol.6. no.1. (2019): 65-87 http://ojs.unud.ac.id/index.php/eot 75 e-issn: 2407-392x. p-issn: 2541-0857 something to do some activities that are usually done by tourists when visiting destinations pilgrimage tourism sunan muria tombs include: pilgrims, praying and tawashul. tourists who visit destinations pilgrimage tourism tomb of sunan muria complex usually dominated by pilgrims who only visited the tomb. every day there are pilgrims who visit this tomb. even the pilgrimage to the sunan’s tomb is an annual routine of several community groups. pilgrims are from various regions in java, sumatra, kalimantan and sulawesi. even some pilgrims come from abroad like malaysia, singapore and brunei darussalam. there is some time that is believed to be the main time in making a pilgrimage to the tomb of sunan muria, such as sura (muharram), mulud (rabiul awwal), rajab, and sha'ban. in addition, thursday legi and friday pahing also became the main day in making the pilgrimage. the day is believed to be the day of sunan muria organizing the study (widodo et al., 2016). however, today every day this tomb is never deserted from pilgrims. at the end of weekend or long holiday, this sunan muria tomb will be crowded with pilgrims. there are various motivations that bring tourists to pilgrimage to the tomb of sunan muria. this motivation arises from the various beliefs that flourished in the community about the sanctity and greatness of walisongo, one of which is sunan muria. some of the motivations are as follows (widodo, et al., 2016): efforts to seek recovery from illness, applying for a good wish, hope to have a child, giving thanks after having new house, can solve family or child problems, can pay off debts, get motorcycle or car from arisan (regular social gathering which are saving and in turn collected money used to buy a motorcycle or car interchangeably), have passed the final exam or the class increase test. in addition to some of the motivations mentioned above, there are several other motivations that also lie behind the pilgrims to visit. one of the most common motivations expressed by pilgrims is to pray for sunan muria and recite the tahlil and verses of the qur'an for him. this is as revealed by hasyim, one member of the pilgrim entourage from blitar district. he claimed to be the first time following a group of yasinan groups near his home (interview with hasyim and suparman, 30/8/2016). other motivations have been excavated by the author as revealed by aziz and iqbal. aziz claimed to be visited by raden umar said or sunan muria and asked him to come to visit the tomb of e-journal of tourism vol.6. no.1. (2019): 65-87 http://ojs.unud.ac.id/index.php/eot 76 e-issn: 2407-392x. p-issn: 2541-0857 sunan muria. he claimed to have received the call since 2005, but only had a chance at night that day. has a strong inner bond with the walisongo so as to be able to communicate with them. according to this man from pekalongan regency, he left alone though only first visit to the tomb of sunan muria and stay in this mosque for three days (interview with aziz, 31/8/2016). not unlike the recognition iqbal, visitors from the district sukabumi, west java. he also admitted to getting a call from sunan muria through a dream, which asked him to come on a pilgrimage. according to him, he would not dare to come to this grave if not get a call from the owner of tomb. iqbal said he had been staying for 3 days and just like aziz, he also came alone by public transportation. (interview with iqbal, 31/8/2016) drinking water form gentong (barrel). the agenda of pilgrims after completing prayers, tahlil, and tawashul is out through the exit that has been provided. at the end of the passage, visitors will find a barrel of water commonly drunk by pilgrims. barrel is one of the remains of sunan muria that still original. currently, the barrel is planted in the ground for the safety of the barrel itself (widodo et al, 2016). pilgrims do not have to bother taking water from the barrel, because there are officers who will pour it into the glasses that have been provided. barrel is always filled with water from sedang rejoso until the 1980s, because more and more visitors who need water and water supplies from sendang rejoso not sufficient, the sunan muria foundation officer took water from laren spring which supposedly became a place of taking ablution and wash for sunan muria and family (widodo et al, 2016). water barrel is believed to provide blessing for the drinker, so do not be surprised if many pilgrims who bring jerry to bring home this water. following the ganti luwur and guyang cekathak ceremonies. as has been explained before, tourists who come also can follow the series of events that are held. only, this ceremony is held at certain times only so that not every day can be enjoyed by tourists. it is better for tourists who want to follow these ceremonies to prepare themselves from afar, because the complex of the tomb of sunan muria will be filled with pilgrims on those days. enjoying the view. tourists who come to visit by walk can enjoy the scenery around muria hill. but pity, there is no special spot that can be used by tourists to enjoy the beauty. roads that can be used by tourists to enjoy the beauty of this nature are also quite dangerous, because many motorcycle taxis are milling e-journal of tourism vol.6. no.1. (2019): 65-87 http://ojs.unud.ac.id/index.php/eot 77 e-issn: 2407-392x. p-issn: 2541-0857 about carrying passengers at high speed. as if, the pedestrian should be succumbing to motorcycle taxi rider. figure 1. attention sign for pedestrian resource: personal document something to buy according widodo et al. (2016), there are three types of merchants who sell around the destination pilgrimage tourism tomb of sunan muria, the traders who sell in stores, stalls and hawkers. the condition of shops and stalls that are in the destination pilgrimage tourism sunan muria tomb has been very representative, comfortable and clean. the shop near the grave site is owned by yayasan masjid and makam sunan muria (ym2sm) of foundation of sunan muria, while other shops and stalls are owned by perhutani (institution which managed owned government forest) and private property. merchants who sell at pilgrimage tourism destinations sunan muria tomb incorporated in several groups of merchants in accordance with the location and organization that overshadow. merchants selling at the foundation's stores are merged into the ym2sm merchant union. merchants who do not occupy the land belonging to the foundation belong to the padamu group, including traders selling around the tomb of sunan muria. while traders which sell in the parking lot (lower terminal) are incorporated in the organization group kinanti. the entire group of merchants is also incorporated in a large organization p3kw (union of merchants kiosk and warung). they used to do devotional work every saturday legi. (widodo et al., 2016). merchandise sold by traders is very diverse, ranging from knick-knacks inscribed sunan muria such as pens, pins and other items. it also sells various accessories such as bracelets, rings, necklaces, agate rings, monel rings, sandals and shoes, as well as empty bottles or jerry cans that pilgrims will use to bring water back to the barrel. there are also traders who sell snacks (snacks) that can be used as souvenirs. there are also some unique items that may be difficult to find in other areas such as wood dragon muria which is believed to drive rats, parijotho, ganyong and wrinkle. tourists who want to relax for a moment enjoys the food can also stop at the stalls that sell food and soft drinks. the price offered is also not much different e-journal of tourism vol.6. no.1. (2019): 65-87 http://ojs.unud.ac.id/index.php/eot 78 e-issn: 2407-392x. p-issn: 2541-0857 from other areas so that tourists will not feel too expensive. although still often encountered some naughty traders who fix the price is too high, especially to tourists from outside the region. based on observations made, generally all the tourist attraction that is in the destination pilgrimage tourism tomb of sunan muria is very interesting to visit tourists. unfortunately, sunan muria's grave and cultural activities that are closely related to the tomb still dominate other tourist attractions, so that some of the supporting tourism resources in this tourist destination lacks the interest of tourists to visit. the reason, tourists who come in general is a group of pilgrims who come just for a pilgrimage course, without any intention to visit other tourist attractions. there needs to be a study that will formulate strategic steps to increase the length of stay of tourists who visit this destination. generally, tourists who come is a group of pilgrims who have bought a package tour pilgrimage walisongo. when the pilgrimage to sunan muria has been felt enough, they will soon rush to leave the detection of this tour to continue the journey to the next tourist destination. increasing the length of stay of tourists certainly can increase the economic income of local communities. accessibility according to the national tourism development master plan 2010-2025 the accessibility of tourism is all types of transportation facilities and infrastructure that support the movement of tourists from the region of origin of tourists to the tourism destination and movement within the area of destination tourism in relation to the motivation of tourist visits. accessibility is a central component in any development of a tourist destination. accessibility is what will bring tourists to come to visit a tourist destination. accessibility to destinations pilgrimage tourism tomb of sunan muria is all forms of transportation modes and supporting facilities used by tourists to this tourist destination. the geographical location of pilgrimage tourism destination sunan muria tomb located at the top of mount muria, making the road as the main access road winding and filled incline. these conditions require tourists who visit to be careful in driving their vehicles, especially when the rainy season comes. road conditions that climb, buy and slippery can pose a danger to its users. conditions of accessibility to destinations pilgrimage tourism tomb of sunan muria can be said is sufficient. the road conditions are well paved and wide enough to make it easier for transportation to pass, even though the bus is large. in e-journal of tourism vol.6. no.1. (2019): 65-87 http://ojs.unud.ac.id/index.php/eot 79 e-issn: 2407-392x. p-issn: 2541-0857 addition to using private vehicles and rental, the existence of public transportation to tourist destinations is also quite adequate, although the condition is worrying. this condition of adequate accessibility is not yet supported by adequate parking area. in the peak season of the visit, parking location will not be able to accommodate the number of vehicles to be parked. so to be able to park the vehicle, the carrier vehicle pilgrims should be queuing alternately with pilgrim vehicles that will leave the location. accessibility that still needs to get serious attention and be a keen spotlight is access from vehicle parking location to the tourist attraction that is there. there are two ways that can be selected by tourists to get to some existing tourist attraction, namely by walking or using motorcycle taxi services. the thing that needs to be serious attention is, the condition of the road for pedestrians to reach the attraction of the tomb of sunan muria is a ladder with a length of approximately 500 meters. this, it is very exhausting for elderly tourists and children and women. on the other hand, motorcycle taxi services that can be used also very not pay attention to passenger safety and comfort. according to manaf, the revitalization plan of stairs and roads used by motorcycle taxi to the tomb of sunan muria has been planned. he targeted at 2016 should be done, but because there is a delay in submitting proposals to the provincial government, the plan should be postponed until 2017. it is considered important to increase the comfort and security of tourists in the destination pilgrimage tourism tomb of sunan muria. (interview with abdul manaf, 31/8/2016) the steps that can be used by tourists to the tomb of sunan muria numbered hundreds, because it is located at the top of mount muria. these stairs are used by tourists who choose to walk, either to go to the grave or down from the tomb. along the steps, to the right and left, there are many merchants who peddle their wares both in shops, stalls and in halls. the offered merchandise is also diverse as described previously. for tourists who are reluctant to use stairs, can use the asphalt road commonly used by motorcycle taxi in delivering it’s passengers to the tomb of sunan muria. if using this road, tourists should be very careful, because the condition of the road uphill and narrow often filled by motorcycle taxi rider who drive a vehicle at high speed, either to rise or fall from the tomb. this motorcycle taxi carpenter does not seem to care whether there is a passing pedestrian, or passengers who he was dispatched. as mentioned earlier, tourists who feel heavy to walk, then the choice is to e-journal of tourism vol.6. no.1. (2019): 65-87 http://ojs.unud.ac.id/index.php/eot 80 e-issn: 2407-392x. p-issn: 2541-0857 use motorcycle taxi services. the sunjite muria is a member of pasmm (muria motorcycle cohesion group) which has been established since 1988 (widodo et al., 2016). the number of its members reaches 391 people which is divided into two shifts: day shift and night shift the morning shift begins at 05:00 to 17:00, while the night shift begins at 17:00 until 05:00 motorcycle taxi activity lasts for 24 hours in one day. it should be known beforehand by tourists who want to use the services of motorcycle taxi of muria destination. the uphill road conditions forced the motorcycle taxi rider to drive their vehicles at high speed. however, according to manaf, it is very natural to remember the contours of land that is uphill, if motorcycle taxi builders do not take square from the possibility of the vehicle will not be strong uphill. in addition, safety equipment is also not provided to passengers, such as helmets or protective coats. it is certainly very dangerous for the safety of the passengers themselves, because the narrow road conditions sometimes cause the motorcycle taxi rider almost touched each other. (interview with abdul manaf, 31/8/2016) hasyim, a tourist who claimed to be the first time to join the pilgrimage with yasinan group near his house, said that he came to the tomb of sunan muria by using motorcycle taxi services. the reason, he felt far away if you have to walk down hundreds of stairs. in addition, he felt too old and unable to walk far. according to him, using services motorcycle taxi much better because it will be faster until, just that, he confessed fear when motorcycle taxi rider spur the vehicle with high speed. in addition, the atmosphere of the night was very cold especially after rain. (interview with hasyim, 31/8/2016) observations show that tourists expect a change in the accessibility side to the tomb of sunan muria. generally, they complain that the commonly used staircase is tortuous and inhuman, while when using motorcycle taxi services, they have to risk their lives and the safety of their lives. conditions of accessibility to the tourist attraction sunan muria tomb can be said is still bad, because many get the negative spotlight from tourists who come. in addition to the condition of stairs and also motorcycle taxi services that many complained of tourists, the condition of parking area also get negative criticism from tourists. researchers themselves experienced when the car parking tariff that used felt very high. there are no clear rules governing the amount of parking rates, so most parking managers charge fees as they see fit. the e-journal of tourism vol.6. no.1. (2019): 65-87 http://ojs.unud.ac.id/index.php/eot 81 e-issn: 2407-392x. p-issn: 2541-0857 existence of parking locations that occupy private land can indeed be the reason for the irregular parking tariff, but it is good to be held the amount of clear parking tariff so that the tourists will feel more comfortable. during this time, tourists feel cheated and harmed by the large parking rates. major changes must be made by the management foundation of the tomb of sunan muria and local government as responsible for the provision of tourism supporting infrastructure. the condition of the rungs should be improved to be more humane to use, while motorcycle taxi service management should also be changed by providing security and safety means such as helmets and protective jackets. in addition, the existence of life insurance for customers will also provide a sense of security for passengers who use the services motorcycle taxi it. conditions of parking area should also get attention, so there is a clear parking rates so as not to cause harm to tourists. amenities amenities are any means and infrastructure supporting tourism used by tourists to meet their needs. public facilities become one of the pillars of amenities that also must exist in a tourist area. according to the national tourism development master plan 2010 2025 tourism facilities are all types of facilities specifically aimed at supporting the creation of convenience, comfort, safety of tourists in making visits to tourism destination. some examples of amenities part of them, hotels or inns, restaurants, gas stations, souvenir shops, shopping centers, public toilets and so forth. the availability of such facilities and infrastructure will provide extra comfort for tourists who come. the condition of inadequate amenities will reduce the satisfaction of tourists, because they will have difficulty to meet the needs of his life during a tour. based on the results of observations that have been done, the condition of amenities in destinations pilgrimage tourism sunan muria tomb is sufficient, it's just that some components of amenities is not there at all there. there are still many hotels and inns, limited food stalls, souvenir shops, shopping malls, public toilets and vehicle parking locations. some components of amenities that do not exist in this tourist destination among others, automated teller machine (atm) and also gas stations, though looks trivial but some tourists will need this facility. the existence of hotels and inns in the area of destinations pilgrimage tourism tomb of sunan muria the number is still limited. there is only one hotel belonging e-journal of tourism vol.6. no.1. (2019): 65-87 http://ojs.unud.ac.id/index.php/eot 82 e-issn: 2407-392x. p-issn: 2541-0857 to the government of kudus regency, namely graha muria hotel. while the existing lodging, is a house owned by local people who are used for small business lodging. this lodge only greets guests who come in groups, because the calculation of the cost amount is calculated based on the number of buses used by the entourage. according widodo et al. (2016), the cost of stay is calculated per one big bus rp. 200.000, with cost sharing rp. 100.000, for realtor giving order and rp. 100.000, for homeowners. usually one bus will be accommodated in two houses, so that every homeowner will get rp. 50.000, -. in 2009, the number of listed lodgings was as many as 18 pieces, although the number of unregistered more. revenue earned from renting a house as a lodging is small, but people earn other income by selling drinks and food and other necessities to their guests, so that income will be more (widodo et al., 2016). has been explained in the previous discussion, that the traders who sell the destination pilgrimage tourism sunan muria tombs there are three types, who sell in stores, stalls or by hawk. it has been described also the types of merchandise sold by the traders. the number of traders who occupy the shop owned by ym2sm amounted to 165 people divided into three groups, namely: (1) top groups, ranging from serial number 1 to 91; (2) middle group, starting sequence number 92 to 146; and (3) under group, starting sequence number 147 to 165 (widodo et al., 2016). traders who sell at stalls, not ym2sm's, some occupy land owned by perhutani, and some occupy their own private land or rent to landowners. these traders have been selling for quite a while; some even have been selling for 28 years. they are incorporated in the padamu organization, although many traders do not participate in this organization, so the numbers are quite difficult to know (widodo et al., 2016). while hawkers who sell around the destination pilgrimage tourism sunan muria tombs in number is also very fluctuating, adjusting the hectic visit to this tourist destination. for tourists who feel hungry and want to buy food, drinks, or souvenirs for families at home, they can buy from these merchants. the next amenity facility is public toilets; toilets located around sunan muria tombs belong to ym2sm. the toilets are managed by the foundation and become voluntary economic foundations of the foundation. the toilet is a form of ym2sm service to the coming pilgrims. in addition to toilets belonging to the foundation, there are also private community-owned toilets located on either the street or close to the parking lot of the e-journal of tourism vol.6. no.1. (2019): 65-87 http://ojs.unud.ac.id/index.php/eot 83 e-issn: 2407-392x. p-issn: 2541-0857 vehicle. this toilet becomes the economic income of the surrounding community. in addition to the above mentioned amenities, the existence of places of worship is also an absolute thing in the availability of tourism infrastructure facilities. as a pilgrimage tourist destination, of course the existence of places of worship can be ascertained. there are several mosques in the destination pilgrimage tourism tomb of sunan muria. the mosque which is near the tomb of sunan muria condition is very representative. very comfortable and quiet when used to worship and unwind. while some other mosques are located near the settlement society is also very adequate conditions. many pilgrims use it as a place of rest for a moment before continuing the journey to the tomb. ancillary service according to the national tourism development master plan year 2010 2025, tourism institution is an integral element and its network is developed in an organized manner, covering the government, local government, private and community, human resources, regulation and operational mechanisms, achievement of objectives in the field of tourism. while the tourism organization is an institution both within the government and the private sector associate with the conduct of tourism activities. the organization officially responsible for the management of pilgrimage tourism destinations sunan muria tomb is the foundation of masjid and the tomb of sunan muria (ym2sm). in accordance with notarial deed sulchan abdul malik, s.h., number 30, ladder august 19, 1998, this foundation stands and is based in kudus. ratification of the management of masjid and tomb of sunan muria by ym2sm based on the decree of the minister of law and human rights of the republic of indonesia, directorate general of administration of general law, number: s2218.ht.02.th.2007 (widodo et al., 2016). after the establishment of ym2sm, the management of the mosque and the tomb of sunan muria became the responsibility of this organization in its entirety. good environmental management in and around the tomb, as well as cooperating with the colo villagers in management in the wider environment. in addition, it is also responsible for the management of infaq and shodaqah income distributed by pilgrims. indirectly, the management of ongoing tourism activities should also be the responsibility of ym2sm. e-journal of tourism vol.6. no.1. (2019): 65-87 http://ojs.unud.ac.id/index.php/eot 84 e-issn: 2407-392x. p-issn: 2541-0857 according widodo et al. (2016), the role of manager and stakeholder of tomb suanan muria seen in the purpose of the foundation, namely: 1) securing and preserving the mosque and tomb of suanan muria as an asset of national heritage objects 2) managing masjid and tomb of sunan muria in accordance with islamic law ahlussunnah wal jama'ah 3) facilitate service for pilgrims at all times and times 4) to accommodate the interests of mosque management and sunan muria tombs with the government and community of colo village and its surroundings 5) assisting the government of the republic of indonesia in the mentalspiritual development based on the islamic teachings of ahlussunnah wal jama'ah. in addition to stand alone as an organization responsible for the management of pilgrimage tourism destination sunan muria tomb, ym2sm also involves the cooperation of the people of colo village in running all its activities. quoted from widodo et al. (2016), such conditions are indicated through the following: 1) distribution of funds to the community in need. some operational and maintenance funds for masjid and makam sunan muria are used for social activities such as death benefit, donations for orphans, spiritual activities, development assistance, social and religious education and education. 2) donation of four buffaloes to four villages of colo village by the foundation at the time of alms of the earth on the moon dzulqo'idah (wulan apit) 3) organizing merchants in an organization container called ppym2sm which incorporates several pre-existing merchant organizations. 4) in cooperation with two motorcycle taxi organizations called muria motorcycle transportation association (pasmm) and rural motorcycle taxi association (pop). these two organizations have owned and formed their own rules and management, so as not to cause any unrest. 5) manage the finances used for social, religious and educational support, care and development of ym2sm and operational funds of ym2sm. 6) development of mosque environment and sunan muria tomb adapted to the rules of handling heritage objects. in addition to elements of the organization and surrounding communities who are responsible for the management of pilgrimage tourism activities in the destination of tourism pilgrimage tomb of sunan muria directly, local government should also have the same responsibility. the role of the local government of kudus regency in the management of pilgrimage tourism destinations sunan muria tombs include: 1) provision of facilities and infrastructure to support e-journal of tourism vol.6. no.1. (2019): 65-87 http://ojs.unud.ac.id/index.php/eot 85 e-issn: 2407-392x. p-issn: 2541-0857 tourism activities such as accessibility. this can be seen from the plan of road construction as well as the steps that will be done soon. as manaf points out, the revitalization plan of stairs and roads used by motorcycle taxi to sunan muria tomb has been planned. this year should be done, but because there is a delay in submitting proposals to the provincial government, the plan should be postponed until next year. it is considered important to increase the comfort and security of tourists in the destination pilgrimage tourism tomb of sunan muria (interview with abdul manaf, 31/8/2016); 2) provision of amenitas facilities, one of which is the hotel and inn owned by the local government of kudus, grha muria kudus. this hotel is one of the regional owned enterprises (bumd) kudus district which is often crowded by tourists when the holiday season arrives. the price offered is very affordable for tourists who want to stay there; 3) development of retribution locket (tpr) used to attract user fees that will enter the destination of tourism pilgrimage tomb of sunan muria. this levy is local revenue (pad) that will be reused as operational fund of the local government of kudus regency. in general, institutions that already exist and run on the destination pilgrimage tourism tomb of sunan muria can be said to have been very good. this is evident from the cooperation established between various stakeholders (stakeholders) who are responsible for the management of tourism activities there. each stakeholder has understood and knows the extent of their main duties and functions, so there is no overlapping of interests. any form of mismatch will be discussed until there is agreement between various parties involved. conclusion the complex of mosque and tomb of sunan muria when viewed from four aspects that become the standard of the feasibility of a destination, i.e. attractions, amenities, accessibility, and ancillary service can be said to have met the standard of destination eligibility. as a pilgrimages site, the tomb of sunan muria has a strong appeal because the figure of sunan muria is highly respected and even cultured by society because of its religiosity. thousands of people make pilgrimage to the grave of sunan muria mainly on weekends or certain days, such as haul and ganti luwur, also with the amenities. in the frugal traveler, the facilities provided in the mosque complex and the tomb of sunan muria is complete enough that includes bathrooms, lodging, food stalls, souvenir sales, and parking lots to motorcycle taxi services. in e-journal of tourism vol.6. no.1. (2019): 65-87 http://ojs.unud.ac.id/index.php/eot 86 e-issn: 2407-392x. p-issn: 2541-0857 addition, the strong authority of the complex management foundation also strengthens the institutional role in relation to the management of mosque and tomb complexes. however, in the tourist records access to the tomb of sunan muria, both with the stairs and motorcycle taxi is still far from feasible because the stairs are not flat because it is made of stone times, quite steep and there is no cover on so if the rain down the stairs to be muddy and slippery. although there is motorcycle taxi service, but the level of security (riding safety) is also low. this destination for tourists still has interesting attractions with adequate amenities (diner, lodging) and ancillary service (from the ym2sm of sunan muria foundation and the tourism office of kudus district government), although accessibility is very problematic. all the visitors complained about this, but that did not dampen interest for a return visit. this is an anomaly in the sunan muria pilgrimage destination. acknowledgement the researchers expressed gratitude for the research grant given by faculty of arts and humanities, universitas gadjah mada for academic year 2016/2017. references ashfaq, m and parveen, s (2014). socio economic impact of pilgrimage tourism: a geographical enquiry of mata vaishno devi. journal of scientific and research publication 4 (7): 1–6 barsky, j.d (1992) customer satisfaction in the hotel industry: meaning and measurement. hospitality research journal, 16(1): 51-73. cooper, c., fletcher, j., gilbert, d., and wanhill, s (1993), tourism: principle and practice. longman scientific & technical. harlow. chambert loir and guillot (2010). ziarah dan wali di dunia islam. depok: komunitas bambu. damanik, j dan weber, h (2006). perencanaan ekowisata dari teori ke aplikasi. yogyakarta: puspar ugm dan andi. fornell, c (1992). a national customer satisfaction barometer: the swedish experience. journal of marketing, vol. 56 hasyim, u (1983) sunan muria antara fakta dan legenda. kudus: menara kudus. kotler p and koller kl (2008). manajemen pemasaran jilid 2. jakarta: erlangga. libison and muraleedharan (2008) economic benefits of pilgrimage tourism: a case study of sabarimala pilgrimage with special reference to pandalam rural locality in kerala (india). south asian journal of tourism and heritage vol.1, no. 1, pp. 57-64, 2008. e-journal of tourism vol.6. no.1. (2019): 65-87 http://ojs.unud.ac.id/index.php/eot 87 e-issn: 2407-392x. p-issn: 2541-0857 mulyana, s. (2008) runtuhnya kerajaan hindu-jawa dan timbulnya negaranegara islam di nusantara. yogyakarta: lkis. peraturan pemerintah republik indonesia nomor 50 tahun 2011 [government regulation of the republic of indonesia number 50 year 2011]. prihantoro f and yuristiadhi g (2018). behavior of tourists and the future of middle class tourism: a phenomenological study of sunan giri and sunan drajat tombs. conference paper. the 1st international conference on south east asia studies (icseas 2016). kne social sciences. raj, r and griffin, k (2015) religious tourism and pilgrimage management: an international perspective, published wallingford, oxfordshire, uk; boston, ma: cabi. salam, s. (1974) sekitar wali songo. kudus: menara kudus. tjiptono and diana (2015) pelanggan puas? tak cukup. yogyakarta: andi. vijayanand. (2012). socio-economic impacts in pilgrimage tourism. international journal of multidisiplinary research 2 (1): 329–343. widodo, sutejo k., alamsyah, indrahti, sri, maziyah, siti, dan amaruli, rabith jihan (2016). sunan muria today. semarang: tigamedia pratama. wuryono, w (2014) napak pemikiran sunan muri: dari ekoreligi hingga akidah muttahidah. kudus: pondok pesantren darul falah. interviewees abdul manaf (61), ym2sm (sunan muria foundation) head abi aryaguna (22), student, klaten, pilgrim suparman (49), farmer, blitar, pilgrim aziz (61) building worker, pekalongan, pilgrim iqbal (33), enterpreneur, cirebon, pilgrim hasyim (56), farmer, lamongan, pilgrim e-journal of tourism vol.8. no.1. (2021): 14-22 14http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 shopping tourism development through top five products in yogyakarta city, indonesia ani wijayanti1*, amelda pramezwary1, emmita devi hari putri1, atun yulianto1, r. jati nurcahyo1, erlangga brahmanto1 1universitas bina sarana informatika, indonesia 2universitas pelita harapan, indonesia *corresponding author: ani.awi@bsi.ac.id doi: https://doi.org/10.24922/eot.v8i1.67018 abstract yogyakarta is a city tourism that has no natural tourism potential. shopping tourism can become an alternative strategy to increase the expenditure and length of tourists stay in yogyakarta. the research is a qualitative research. the research aims to examine shopping tourism products in yogyakarta. the research attempts to identify top five products as the main magnetism of shopping tourism in yogyakarta. data analysis is conducted through reduction techniques. the research obtained top five culinary products, they are gudeg, bakpia, bakmi jawa, kopi joss, and kipo, while the top five souvenir products are batik, silver, dagadu, wayang, and miniature. keywords: superior products, shopping tourism, souvenirs, culinary, storytelling article info submitted november 30th 2020 accepted march 18th 2021 published march 31th 2021 as well as being the highest contributor to expenditure after accommodation because two-thirds of tourist expenditure is used for shopping (turner and reisinger, 2001). shopping activities are the most tourist expenditure and become their main activity (choi et al., 2008). it can extend tourist arrivals, and they usually stay four times longer than recreational tourists (dimanche, 2003). shopping tourism is a very strategic alternative to develop the tourism aspect in yogyakarta. one important aspect that must be considered in managing the shopping tourism is the demand of tourists who have different characteristics between foreign and local tourists. the local tourists prefer to buy souvenirs, which is 36%, while fointroduction developments in the tourism aspect are able to encourage a shift in the motivation of travels, leading to something that raises shopping tourism to increase in its visiting (tömöri, 2010). although tourists do not always buy products in every shopping area, it is able to provide pleasure for them, as well as creating a familiar atmosphere with the unique culture (way and robertson, 2013). shopping tourism has social, cultural and economic impacts both for tourists and for the local community. shopping activities are generators on a trip, and provide a very significant source of income for the local community. in a trip, 30% of tourists activities are shopping, e-journal of tourism vol.8. no.1. (2021): 14-22 15http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 superior products of shopping tourism. literature review shopping tourism and shopping activity have different meanings (saayman and saayman, 2012). shopping tourism is a trip which the main motivation is to buy various products that are difficult to obtain outside the area of origin. while shopping activity is an expenditure for purchasing various products other than food, drinks, and daily necessities, both for self-consumption and for others. shopping tourism has a wider scope than shopping activity. shopping tourism includes all products that are interesting for tourists, including food and beverages that are not included in shopping activity. traveling is always synonymous with shopping activities. although travelers rarely mention shopping as the main reason, traveling is incomplete without shopping (turner and reisinger, 2001). the survey results of the american travel industry association showed 63% of tourists doing shopping activities (gentry, 2001), and they spend three to four times more than ordinary buyers (rosenbaum and spears, 2005). traveling provides a major influence in making decisions regarding purchases, including products to be purchased and the place of purchase itself (swanson, 2004). the purchase decision affects the buying process and the method of payment. tourists have three main considerations in making product purchases, 1) brand. trust in a brand encourages tourists to buy quality products from well-known manufacturers (lehew and wesley, 2007), 2) product uniqueness. tourists tend to hunt for unique products that are not found in their home (reisinger and turner, 2002). the product will become a special pride when returning to their home, and it is often used as souvenirs for relatives. 3) impulsivity. tourists do shopping because of their expereign tourists demand the culinary (34%) (diy shopping tourism analysis, 2016). demand and expenditure is divided into two groups, they are basic expenditure and non-basic expenditure. basic expenditure includes accommodation, food and drinks, and transportation. while non-basic expenditure consists of souvenirs, tour packages, entrance fees, local guides, attractions, and other tourism needs (analysis of diy shopping tourism in 2016). based on research data from bank indonesia branch office diy with a sample of 550 tourists in 2017, the average tourist expenditure of domestic tourists per day are 1.5 million and foreign tourists are 1.9 million. the biggest cost component is 42.45% used for transportation, second expenditure for accommodation is 33.40%, expenditure for visiting destinations is 11%, while culinary has the lowest percentage, which is 8.40%. based on this research, it is known that the level of expenditure and length of tourists staying in yogyakarta is still low. it is due to their perception related to yogyakarta as a tourist destination having cheap prices, so they prepare a small budget. this is a consideration for yogyakarta in designing tour packages to attract tourists who are willing to spend a lot of budget and stay longer. one strategy that can be implemented in the development of shopping tourism is the strengthening of top five products as magnetism for tourists to do shopping. this research aims to study various shopping products to bring up five superior ones, both culinary and non-culinary. previous studies deal more about tourist behavior related to shopping tourism satisfaction (turner and reisinger, 2001) and shopping tourism experiences (lin and lin, 2006). while research on products is limited on it’s uniqueness (reisinger and turner, 2002; swanson and horridge, 2006), while this research not only product uniqueness, but also mapping products that are capable of becoming e-journal of tourism vol.8. no.1. (2021): 14-22 16http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 riences in traveling to several destinations. the urge to buy products comes after a visit that involves the emotions of them, so that they have a strong desire to have a product or to taste the culinary. shopping tourism provides business opportunities for local people and has an impact on improving welfare. shopping tourism is able to be alternatively implemented to develop a tourist destination. shopping tourism is enhanced through collaboration with event planners and tour leaders so that shopping activities become part of tourist trips. the cooperation becomes reciprocal and mutually beneficial. tourists who carry out tourism activities at various events, such as festivals and exhibitions can be persuaded to continue the trip to the nearest shopping places, and vice versa tourists who do shopping can be invited to enjoy various events held. beside the cross-stakeholder cooperation, shopping activities can also be increased through cooperation between traders who have different products. a restaurant as a culinary center provides space to display various souvenirs, while souvenir vendors provide restaurant coupons or display food that can be enjoyed at a nearby restaurant (swanson, 2004). this can be done if each trader understands the differences in the products offered and is able to carry out a synergic and sustainable marketing process (swanson, 2004). tourists always have an interest in local products, this is a reference for traders in their product development. some important factors that are considered in managing shopping tourism are being able to define local products well, knowing market space, designing shops to accentuate their image, holding special events to attract tourists, friendly employees and knowledgeable human resources about the product. shopping tourism has become one of the types of tourism having high demand, according to the many thematic shopping centers as tourist destinations that are visited. shopping while traveling has a different feel from everyday shopping activities. shopping tourism provides flexibility to explore shopping centers without the burden of daily routine, and is able to realize the desire to obtain goods that are not bought because of busyness. tourists have the opportunity to explore shopping centers without having to be burdened with savings. tourists who do shopping activities tend to have a stronger shopping experience compared to local buyers (christiansen and snepenger, 2002). tourists who have satisfying experiences tend to re-visit and repurchase with relatively greater expenditure than before (huang and hsu, 2009). well-managed tourist experiences have an economic impact on the local community (wong and law, 2003; hsieh and chang, 2006), as well as showing a good tourism image (tosun et al., 2007). the shopping experience is defined as the overall satisfaction and dissatisfaction of tourists with the products and services which they get (tosun et al., 2007). tourist shopping satisfaction is influenced by three aspects, including cost, shop presentation, and product display (turner and reisinger, 2001). the three elements determine the level of satisfaction and interest of tourists to decide for buying a product. tourist experience becomes a reference in evaluating the quality of a product measured through price, service, shop facilities, shop atmosphere, shop appearance, store comfort, promotions, store reputation, and after sales service (lin and lin, 2006). souvenirs are an important component of shopping tourism, being able to be tangible evidence of a travel experience that can be brought home (wilkins, 2011; dey and sarma, 2012). souvenirs have unique characteristics that give stories of the areas visited, and are distributed directly as a tourist attraction (swanson, 2004). souvenirs can be a reminder of several things, e-journal of tourism vol.8. no.1. (2021): 14-22 17http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 including events, places, special moments, and people. considering the importance of souvenirs, a destination needs to focus on souvenir portability (vasheghani-farahani, esfandiar and tajzadeh-namin, 2014). quality of the souvenirs can influence tourists to buy, forming their preferences, and providing satisfaction for them to take home. it becomes an inseparable part of the tourist experience (swanson and horridge, 2006). methods this research is a qualitative descriptive study using primary and secondary data. primary data were obtained through direct observation in the city of yogyakarta, focus group discussions, open questionnaires, and quotation tests. respondents were selected by purposive sampling method, they were representatives of various stakeholders involved both directly and indirectly in tourism management in the city of yogyakarta, including the department of tourism, the department of public works, the department of transportation, the department of industry, trade, and agriculture, the office of communication, informatics, and certificates, the indonesian shopping center management association board, the regional development planning agency, the tourism promotion board, the hotel and restaurant association of indonesia, the national crafts council, the indonesian tourists association, the association of indonesian handicraft exporters and producers, bank rakyat indonesia, the media, the tourism awareness group , and academics. the first focus group discussion was held on may 9th, 2019 inviting representatives from each department by filling out the open questionnaire provided and conducting discussions to enrich information. meanwhile, the quotation test was conducted on 30th september 2019 to verify the data. data analysis techniques were carried out through three stages, data reduction, data presentation, and data verification. data reduction was done by selecting and simplifying data through sharpening data analysis, then presented in narrative form and containing thematic information. data verification was done through stringed tests that invite various stakeholders to find further evidence that was able to strengthen the data, as a reference for drawing conclusions in determining the five leading products of shopping tourism. the novelty of this research is the mapping of top five of culinary and non-culinary products, which serve as a reinforcement of shopping tourism in the city of yogyakarta. results and discussion yogyakarta especially the city itself is a tourist destination that has urban characteristics, and has no natural tourist attraction. yogyakarta relies on the potential of non-natural tourism, including culture, history, artificial, culinary, and shopping. shopping tourism is one type of tourism that is very strategic to be developed in the city of yogyakarta, because it is able to increase government and local community income. one of the shopping tourism development strategies that has been carried out by the yogyakarta’s government is the establishment of shopping tourism centers as stipulated in the 2012-2015 ripparda diy, including malioboro, bakpia pathuk centers, kotagede silver centers, taman sari batik centers, prawirotaman batik centers, baringharjo markets, yogyakarta animal and ornamental plant market (pasty), and xt square. the establishment of this shopping center is expected to increase expenditure and length of stay of tourists. yogyakarta is one of the districts in the special region of yogyakarta that has the highest level of tourist expenditure compared to the other four districts, as pree-journal of tourism vol.8. no.1. (2021): 14-22 18http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 sented in table 1. in table 1, it is recorded that tourist expenditure in yogyakarta has the highest percentage and increases every year, both domestic and foreign tourists. the increase in overall expenditure has not been maximal yet, because there are expenses that have decreased in several items of shopping products. the decline in these expenditures are shown in table 2. in the table 2 listed item tourists purchase the impaired shopping, the tour guide, and local transportation. this decrease is partly due to advances in information technology that made it easy for tourists to access all information, so the need for tour guides and local transportation began to decrease. while foreign tourist purchases declined on almost all items including; accommodation, food and drink, local transportation, performing arts / culture / recreation, shopping for health / beauty, clothing, and others. from table 2 it can be said that the level of expenditure of foreign tourists has decreased on many items of purchase. this is a consideration in managing shopping tourism, in order to be able to increase the expenditure of foreign tourists who contribute to the country’s foreign exchange. the quality of shopping tourism can be improved through the mapping of two groups of tourism products,it is culinary products and souvenir products. the maptable 1. trends of tourist expenditures in 2016-2018 district domestic tourists (idr) foreign tourists (u$) 2016 2017 2018 2016 2017 2018 yogyakarta city 817,085 949,851 992,301 408.8 428.34 474.90 sleman 269,051 411,638 387,635 113.6 183.89 194.24 bantul 234,632 284,739 273,962 101.5 106.57 119.39 gunung kidul 122,666 136,168 164,492 76.8 81.7 77.52 kulon progo 103,764 106,967 92,085 20.3 27.73 24.95 source: government tourism office of special region of yogyakarta (2016, 2017, 2018) table 2. mean expenditure per year item purchase domestik foreign 2017 2018 2017 2018 accomodation 354.969 564.623 245.39 111.65 food and drinks 171.626 381.270 86.21 46.41 travel agency 12.015 472.44 286.70 tour guide 47.622 31.700 16.68 46.49 local transportation 68.136 36.043 31.33 22.25 art/culture/recreation performances 91.488 50.855 77.63 56.93 shopping health/beauty shopping other 73.711 91.149 47.9 11.07 handicraft products 219.898 236.031 158.22 217.96 culinary products 222.031 41.61 clothing 97.268 263.672 106.93 44.43 others 21.024 54.41 5.49 source: government tourism office of special region of yogyakarta (2017, 2018) e-journal of tourism vol.8. no.1. (2021): 14-22 19http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 ping of tourism products aims to obtain five superior products or top five that are able to become icons of each shopping center. the determination of the top five products also aims to facilitate marketing and market segmentation. mapping of products to determine the top five is done by considering the data obtained from the fgd and secondary data. the top five is based on several criteria, they are; product quality, storytelling, price, packaging, flexibility, distinctivity, being able to become an icon, being able to be the theme of development, and raising the identity of a tourist destination. based on the analysis of tourist expenditure in yogyakarta in 2018, it is known that several items that can be used as superior products can be seen from the percentage of product purchases, as presented in table 3. in table 3, it is noted that products which attract domestic and foreign tourists from three product groups, including; woven fabric and leather for handicraft products, bakpia and gudeg for culinary products, and batik and t-shirts for clothing products. for culinary products, coffee is quite attractive to foreigners but less desirable by domestic tourists. indonesia is very well-known as a producer of various types of quality coffee, so that it attracts foreigners to taste the various types of it. based on the results of the discussion at the fgd obtained data on popular culinary products in the city of yogyakarta, including; gudeg, oseng-oseng mercon, kopi joss, bakpia, javanese noodles, kipo, fried chicken, kotagede karang sate, and yangko. meanwhile, souvenir products consist of perak kotagede, batik sogan, dagadu, wayang kulit tamansari. the product is used as an icon, namely silver kotagede. based on this, the top five products for the culinary category are gudeg, bakpia, joss coffee, java noodles, and yangko. the top five products for the souvenir categories are batik, silver, shatable 3. percentage of tourism product purchase items in 2018 no item purchase procentage(%) no item purchase procentage(%) wni wna wni wna craft products culinary products 1 wood 22,2 9.7 11 bakpia 59.2 32.2 2 bamboo 12,0 8.3 12 gudeg 24.1 25.2 3 leather 19.7 15.3 13 jadah tempe 3.5 0.7 4 fabric woven 17.9 20.8 14 coffee 4.2 24.0 5 others (key chains, temple miniatures, angklung, sandals, hats) 19.7 34.7 15 others (jogja scrummy, wingko babat, soto, brem, wedhang uwuh, geplak, gethuk) 2.7 6.8 clothing products 16 eel 2.7 1.4 6 batik fabric 24.9 36.1 17 fried chicken 3.7 9.6 7 batik clothes 39.2 31.0 8 blangkon 3.6 1.9 9 t-shirts 31.4 21.5 10 others 1.0 9.5 source: government tourism office of special region of yogyakarta (2018) e-journal of tourism vol.8. no.1. (2021): 14-22 20http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 dow puppets (wayang), dagadu t-shirts, and miniatures. the popular product data is used as the basis for determining top five products that meet the main criteria of uniqueness. the product chosen is unique, as an icon, and has an interesting story that is able to shape the experience of tourists (reisinger and turner, 2002; swanson and horridge, 2006). from the results of data analysis, obtained top five culinary products and souvenirs, which are presented in table 4. the government improves and maintains the existence of products by designing product innovation, improving product quality (lin and lin, 2006), training human resources, holding various events, such as workshops or exhibitions, promotions (swanson, 2004), and creating shopping centers. the government supports the establishment of shopping centers, including: silver centers in kotagede, gudeg centers in wijilan, bakpia centers in patuk, and wayang kulit centers in tamansari. the development of shopping centers receives full support from the government through rtrw (regional spatial planning) regulation, so that it becomes a priority for regional governments in fulfilling facilities and infrastructure as well as marketing programs. the experience of shopping tourism in yogyakarta is built by reinforcing the storytelling of each product. the tourism manager cooperates with various stakeholders in designing thematic shopping destinations through collaboration with cultural tourism, including: hindise as the kotabaru icon, chinatown designation for the ketandan area, and heritage city for kota gede. table 4. top five culinary and souvenir products culinary products souvenir products gudeg food intended for mataram soldiers, comes from the word hangudek which is stirring, as one of the making of the food batik batik comes from the word mbatik ((amba) large & (titik) dot), batik means combining dots into images / motifs bakpia one type of cake acculturated with chinese culture. in its development bakpia has a variety of flavors and shapes. perak (silver) perak starts from panembahan senopati mataram who orders the servants in the palace to make gold and silver jewelry. kopi joss beverage coffee served hot charcoal that is lifted directly from the furnace. wayang (shadow puppet) souvenir in the form of puppet figures, traditional arts, made from materials, wood, leather, and silver. bakmi jawa (javanese noodles) traditional food prepared traditionally using brazier, with fire from charcoal, which is cooked per serving. dagadu the slogan of the yogyakarta slang language, which means “your eyes”. dagadu products, including t-shirts, sandals and key chains. kipo kota gede special food made from glutinous rice flour which was originally a special food of the kings of islamic mataram. miniature three-dimensional objects that are imitations of tourist destinations that can be seen from all directions source: reseacher (2019) e-journal of tourism vol.8. no.1. (2021): 14-22 21http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 conclusion shopping tourism is an alternative tourism development strategy in the city of yogyakarta. shopping tourism is able to attract tourists by bringing up top five products as tourist destination icons that have unique characteristics, and have storytelling that is able to provide an experience. five products that are superior in yogyakarta are gudeg, bakpia, kopi joss, bakmi jawa, and kipo as culinary products, while souvenir products are batik, silver, puppet (wayang), dagadu, and miniature. government efforts in supporting the development of culinary tourism include hr training, holding various events, such as workshops or exhibitions, promotions, and creating thematic shopping centers. further research recommendations, focus more on story telling of top five products to improve tourist experience and strategies to collaborate on top five products with events to increase spending and length of stay of tourists. acknowledgments this research can be completed properly by support and assistance of the ministry of tourism. the authors would like to thank all the assistance provided by the ministry of tourism of the republic of indonesia. references choi, t.-m. et al. (2008) ‘shopping behaviors of individual tourists from the chinese mainland to hong kong’, tourism management, 29(4), pp. 811– 820. christiansen, t. and snepenger, d. j. (2002) ‘is it the mood or the mall that encourages tourists to shop’, journal of shopping center research, 9(1), pp. 7–26. dey, b. and sarma, k. . (2012) ‘influences on souvenirs buying intentions of tourists in craft-rich regions, asean.’, journal on hospitality and tourism, 11, pp. 66–85. dimanche, f. (2003) ‘the louisiana tax free shopping program for international visitors: a case study’, journal of travel research, 41(3), pp. 311–314. gentry, c. r. (2001) ‘the sport of shopping’, china store age, 77(9). government tourism office of special region of yogyakarta (2016) report of yogyakarta city travelers expenditure analysis in 2016. government tourism office of special region of yogyakarta (2017) report of yogyakarta city travelers expenditure analysis in 2017. available at: https://drive.google.com/file/d/1ksei4 7rgc5irpuzpeign94npu8polqun/ view. government tourism office of special region of yogyakarta (2018) report of yogyakarta city travelers expenditure analysis in 2018. available at: https://drive.google.com/file/d/1ksei4 7rgc5irpuzpeign94npu8polqun/ view. hsieh, a.-t. and chang, j. (2006) ‘shopping and tourist night markets in taiwan’, tourism management, 27(1), pp. 138–145. huang, s. and hsu, c. h. c. (2009) ‘effects of travel motivation, past experience, perceived constraint, and attitude on revisit intention’, journal of travel research, 48(1), pp. 29–44. lehew, m. l. a. and wesley, s. c. 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(2012) ‘shopping tourism or tourists shopping? a case study of south africa’s african tourism market’, tourism economics, 18(6), pp. 1313–1329. swanson, k. k. (2004) ‘tourists’ and retailers’ perceptions of souvenirs’, journal of vacation marketing, 10(4), pp. 363–377. swanson, k. k. and horridge, p. e. (2006) ‘travel motivations as souvenir purchase indicators’, tourism management, 27(4), pp. 671–683. tömöri, m. (2010) ‘investigating shopping tourism along the borders of hungary—a theoretical perspective’, geojournal of tourism and geosites, 6(2), pp. 202–210. tosun, c. et al. (2007) ‘tourist shopping experiences and satisfaction’, international journal of tourism research, 9(2), pp. 87–102. turner, l. w. and reisinger, y. (2001) ‘shopping satisfaction for domestic tourists’, journal of retailing and consumer services, 8(1), pp. 15–27. vasheghani-farahani, f., esfandiar, k. and tajzadeh-namin, a. (2014) ‘effective factors on souvenir purchase: the case of foreign tourists’ viewpoint in tehran city’. way, k. a. and robertson, l. j. (2013) ‘shopping and tourism patterns of attendees of the bikes, blues & bbq festival’, journal of hospitality marketing & management, 22, pp. 116–133. wilkins, h. (2011) ‘souvenirs: what and why we buy’, journal of travel research, 50(3), pp. 239–247. wong, j. and law, r. (2003) ‘difference in shopping satisfaction levels: a study of tourists in hong kong’, tourism management, 24(4), pp. 401–410. e-journal of tourism vol.8. no.2. (2021): 161-171 161http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 the urban heritage tourism development strategies in gajah mada denpasar heritage area based on the visitors’ satisfaction fenilia tamaratika1*, agung suryawan wiranatha2, i gusti ayu oka suryawardani2 1master program in tourism, udayana university, indonesia 2center of excellence in tourism, udayana university, indonesia *corresponding author: tamaratika.fenilia@gmail.com doi: https://doi.org/10.24922/eot.v8i2.78276 abstract market driven is one of the aspect of tourism development strategy approaches. the purpose of this research is intended to formulate development strategies for gajah mada denpasar heritage area as an urban heritage tourism destination based on the level of visitors’ satisfaction. this research is based on descriptive quantitative method. the data used in this study are qualitative and quantitative data that obtained through literature study, observation, interviews and questionnaires to 100 respondents who had experienced on visiting gajah mada heritage area before the covid-19 pandemic in indonesia. data were analyzed using importance performance analysis (ipa) and supported by descriptive analysis methods. the results showed that the development strategy needs to be emphasized on intensify the bad performance of the tourism destination elements in quadrant i and maintain the good performance of the tourism destination elements which are the part of quadrant ii, based on the cartesian quadrant’s result. keywords: development strategy, urban heritage tourism, satisfaction, gajah mada denpasar heritage area article info submitted: august 28th 2021. accepted: september 25th 2021. published: september 30th 2021 as a priority area as well as efforts to improve the corridors of the gajah mada heritage area, revitalize the badung market to become smart. heritage market, building kumbasari park, arranging the tukad badung riverbank and murals along the walls of buildings around the river. however, in the process, the number of tourist visits in this area has not reached the expectations (denpasar city tourism office, 2019). the level of tourist visits is directly proportional to the level of visitor satisfaction with a destination, if visitors as consumers are satisfied by the performance of the introduction the denpasar gajah mada heritage area has been planned by the denpasar city government to be developed as urban heritage tourism since 2015 based on the potential of the cultural and historical values of denpasar city since the royal or precolonial period. as an effort to realize this, a number of juridical and practical actions have been taken, both through enactment of regulations in regional regulations and denpasar mayor regulations which emphasize the gajah mada heritage area e-journal of tourism vol.8. no.2. (2021): 161-171 162http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 these elements, apart from being an attribute forming a destination, also plays an important role in providing a satisfying travel experience to tourists. special interest tourism special interest tourism is a form of travel in which tourists visit a place because they have a special interest or purpose regarding a type of object or activity that can be found or carried out at the location or tourist attraction (hall and weiler, 1992). referring to pendit (1999), special interest tourism is seen as one type of tourism, namely tourism that has special selections and offers outside of other general tourist interests. in principle, weiler and hall (1992) formulate that the development of special interest tourism is based on tourist travel motivation which includes 1) novelty seeking, namely the search for something unique, 2) quality seeking, namely the search for quality experiences, 3) rewarding, namely rewards on an object, 4) enriching, namely the enrichment of knowledge of an activity, 5) adventuring, namely involvement in adventure, 6) learning, namely the learning process of the activities followed. consumer behavior referring to the definition put forward by engel in rangkuti (2002), consumer behavior is an action that is directly involved in obtaining, consuming and disposing of products and services, including the decision processes that precede and follow this action. every individual has a certain need that is influenced by push factors and pull factors both from outside and within the individual in order to fulfill his goals, one of which is a sense of satisfaction if individual desires can be fulfilled in accordance with their expectations. in this regard, rangkuti (2002) in his book patterned consumer behavior into a consumer behavior model, in which most of the consumer behavior models are sourced from the stimulus response destination; they will tend to be loyal and will even recommend the destination further to others (kotler, 2012). considering that visitors are the main subject in the continuity of tourism activities, it is important to pay attention to aspects that can foster tourist satisfaction with the performance of products and services at destinations in the hope of increasing the level of visits, increasing the number of return visits or even gaining consumer loyalty. in addition to seeing the potential and problems of the destination, in its development it is necessary to consider an assessment from the market driven aspect, so that the development of the destination can be carried out through an appropriate and comprehensive strategy, not only from the management side but also from the needs and assessment of visitors as consumers of performance of destination elements. the research questions in this study are:1) what are the potentials and internal and external problems of the gajah mada heritage area related to its development as urban heritage tourism? 2) what is the degree of visitors’ satisfaction who have visited the gajah mada heritage area based on the destination mix variable which is elaborated on the concept of developing urban heritage tourism? 3) what is the strategy for developing the gajah mada heritage area as an urban heritage tourism based on the results of the degree of visitors’ satisfaction? literature review destination mix the destination mix theory is a theory put forward by mill and morrison (2009) in their book “the tourism system” in which the important components in the tourist attraction mix consist of five main elements which include attraction, facilities, infrastructure, transportation and hospitality resources, which is often abbreviated as afith. the existence of e-journal of tourism vol.8. no.2. (2021): 161-171 163http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 model for performance given by places that meet their needs, which are then processed psychologically with intervention from the expectation factor so that a sense of satisfaction or dissatisfaction is obtained from the results of consumption carried out. satisfaction literally, oliver (2010) argues that satisfaction refers to the response or opinion of consumers about a product or service that provides a level of pleasure, whether the product can or cannot meet or exceed the level of consumer pleasure. satisfaction can also be interpreted as a feeling felt by consumers after comparing expectations with the reality obtained, which is influenced by a number of factors when consumers visit, namely the hospitality of the local community and employee attitudes, service quality, responses to tourist complaints, facilities and accommodations and the price offered (hasan, 2015). hariani et al. (2020) explains that consumer responses in the form of satisfaction or dissatisfaction will be reflected in related consumer behavior. this is supported by kotler (2012) that in terms of consumers who are satisfied with the performance of the products they use, consumers will tend to be loyal to the same product, recommending the product further to other people, be it family, friends, relatives and others, giving testimonials or a good story and make the company a priority of choice when making other purchases or making return visits (re-visit). tourism destination development referring to nuryanti (1994), it is stated that tourism development is a process of continuous matching and adjustment between tourism supply and demand in order to achieve the predetermined mission. in the development of a destination, there are various efforts that are planned in such a way as to be able to attract visitors. sunaryo (2013) states that in the development of tourist attractions, it is obligatory to pay attention to the main components which include (1) objects and attractions; (2) accessibility (; (3) amenities; (4) ancillary services; (5) institutions, namely the presence and involvement of each element or stakeholder (including the local community as hosts) to support the implementation of tourism activities. in addition, yoeti (1985) argues that basically a tourism object needs to meet at least 3 (three) criteria in order to attract visitors, namely (1) something to see, which is something that can be seen or become a spectacle; (2) something to do, namely something that can be done to give a feeling of pleasure or relaxation and bring new experiences; (3) something to buy, namely the existence of something that facilitates tourists to shop which is generally a characteristic or icon of the related tourist attraction so that it can be used as a souvenir. urban heritage tourism urban heritage tourism takes advantage of the curiosity and longing of tourists to enjoy and learn about the origins and what happened in the past. given that this type of tourism emphasizes urban areas, pothof (2006) reveals that the development of urban tourism has a complexity that cannot be separated from the texture and character as well as the reasons for the specific features that make tourism in urban areas different from other types of tourism. conceptually ngamsomsuke et al. (2011), states that in general, heritage tourism plays an important role as a sector of community economic development, including for urban communities in addition to carrying the benefits of cultural heritage conservation. referring to the research, that there are four aspects that need to be considered in the development of heritage tourism in an area, namely (1) the management system applied, (2) the surrounding environment e-journal of tourism vol.8. no.2. (2021): 161-171 164http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 of the heritage site, (3) economic activity and (4) social support from the surrounding community. methods the scope of this research location is the gajah mada heritage area in denpasar which includes the jalan gajah mada corridor area, the jalan thamrin corridor area and the jalan veteran corridor area where the scope of the location refers to the core zone of the gajah mada cultural conservation area stipulated in denpasar mayor regulation number 60 of 2020 about the gajah mada cultural conservation area. this study uses a quantitative descriptive approach which is supported by a qualitative descriptive analysis. respondents in this study were determined by accidental sampling technique, namely visitors who had visited the gajah mada heritage area in denpasar in the period before the first covid-19 pandemic in indonesia with the aim of temporary visits and conducting economic transactions in the area, while the informants were determined by purposive sampling, namely stakeholders at the denpasar city tourism office, denpasar city creative economy agency, denpasar city culture service, and traders in the gajah mada heritage area. data collection was carried out by using a questionnaire research instrument with a likert scale of 1to5, as well as interview guidelines and field observation guidelines. the data analysis used is importance performance analysis (ipa) and descriptive analysis method. results and discussion potential and internal and external problems of the gajah mada heritage area in denpasar identification of potentials and problems in the gajah mada heritage area as an urban heritage tourist attraction in this study was carried out by secondary data collection which was also supported by primary data collection. based on the results of research data collection, it appears that the potential and problems in the gajah mada heritage area can be classified into two: i.e. internal and external problems. internal and external potential based on the identification results, several internal potentials that can be utilized in the development of the gajah mada heritage area as an urban heritage tourism include: the gajah mada heritage area has a variety of cultural heritage assets that have different characteristics with the attraction of cultural / historical heritage with other regions. the gajah mada heritage area is the zero kilometer point in denpasar city. there are badung market and kumbasari market as well as kumbasari park (tukad korea) which are well known by the balinese people. there are arab and chinese enclaves in the surrounding area that support the uniqueness of the gajah mada heritage area. the gajah mada heritage area is supported by good road network infrastructure, clean water, electricity and telecommunications because it is located in the center of denpasar city. in addition, several external potentials related to the gajah mada heritage area in its development as urban heritage tourism are: the development of online-based public transportation such as online-based motorcycle / car taxis to the bali teman buses which serve routes through the gajah mada heritage area. the development of onlinebased information technology for the development of tourist attractions. one of the missions of tourism development in denpasar city is to develop destinations with the advantages of cultural heritage tourism attractions and city tours. there is a denpasar mayor regulation number 60 of 2020 concerning the gajah mada cultural conservation area, which accommodates the e-journal of tourism vol.8. no.2. (2021): 161-171 165http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 utilization of cultural heritage assets as well as to preserve and protect the city’s cultural heritage. there is a denpasar city vision for 2021-2026, namely a culture-based creative city towards denpasar maju. there are plans for programs and activities of the denpasar city tourism office in 2021-2022 which will focus on improving the quality of infrastructure, accessibility, security and tourism human resources, increasing the quantity and quality of organizing tourism events, increasing the development of various tourist attractions and improving the quality of various tourism activities, existing tourist attractions, as well as tourism marketing (promotion) that is more integrated with stakeholders and the community as well as increasing the use of it. there are plans for programs and activities for the denpasar city culture service for 2021-2022, which emphasize the development of cultural values, management of cultural wealth including the holding of festivals such as the denpasar film festival, maha bandana prasadha, the nusantara palace festival, and other regional cultural festivals. internal and external problems internal problems in the gajah mada heritage area include: the level of readiness of traders / tourism service actors in the gajah mada heritage area, especially in terms of human resource awareness as tourism actors and also the use of foreign languages. lower area supervision and maintenance. traffic jams in the area. structuring the area’s environment and hygiene issues. the availability of tourism facilities is not optimal, such as parking lots, public toilets, atm centers. lack of regional marketing/promotion measures. lack of coordination and cooperation between parties involved in area management. some of the external problems in the gajah mada heritage area include: competition with other tourist attractions such as sanur, as well as various tourist attractions in other regencies such as gianyar regency and badung regency. the high level of conversion / commercialization of land in the center of denpasar city. lack of public awareness and appreciation of the historical value and cultural heritage of the city. metropolitan lifestyle. the ongoing covid-19 pandemic. economic difficulties, both in terms of regional finances for the development of tourist attractions and the economic capacity of the global community. the relationship between the level of visitor interest and the performance of tourist attractions in the gajah mada heritage area, denpasar the calculation of the average level of importance and the overall level of satisfaction of the items in this case is carried out to find the mean (mean) in making a cartesian diagram that describes the performance of tourist attractions at a later stage. based on the calculation results, it was found that the average value of the level of satisfaction (performance) was 2.92 while the average value of the level of importance (importance) was 4.02 out of 27 items, which are elements of the tourist attraction of urban heritage tourism in the gajah mada heritage area. from these results, it can be seen that the average satisfaction (performance) is still smaller than the value of importance. this shows that visitors to tourist attractions are of the opinion that there is still dissatisfaction with elements of tourist attractions in the gajah mada heritage area, denpasar. in addition, when viewed from the analysis of the comparison between the tourist attraction performance assessment score and the consumer interest assessment score, it is shown that the level of conformity between the importance and performance of each element of the tourist attraction as a whole is 72.02 %. these ree-journal of tourism vol.8. no.2. (2021): 161-171 166http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 sults indicate that the value of tki <100%, which means that the performance of the elements of the gajah mada heritage area tourist attraction as an urban heritage tourism has not been able to optimally satisfy the expectations of visitors. for more details, the calculation results are presented in table 1 and table 2. performance position of tourism attraction elements in the gajah mada heritage area, denpasar cartesian diagrams are used to map the elements of tourist attraction in the gajah mada heritage area to see their performance position which in the diagram will be distributed into 4 (four) quadrants. from the distribution of these positions, it will be known which elements require improvement (action) or need to be maintained (hold). the axis in the diagram represents performance with a median value of 2.92 while the ordinate represents importance (importance) with a median value of 4.06. in this study, the description of a cartesian diagram was made with the help of the ibm spss 26 software application, which resulted in the mapping of tourist attraction elements as shown in figure 1. figure 1. cartesian diagram importance performance analysis of visitor satisfaction with elements of tourist attraction in the gajah mada heritage area (source: data processing results, 2021) based on the description above, the performance of the elements of tourist attraction is distributed into 4 (four) quadrants as follows : quadrant i the elements contained in quadrant i are elements that are considered important by visitors, but in terms of performance it is considered not good enough or classified as low so that it cannot create a sense of satisfaction to consumers. the elements included in quadrant i are: (1) information and knowledge obtained from tourist attractions (x1.1), (2) quality of tourist attractions (x1.3), (3) comfort in tourist attractions (x5 .1), (4) hospitality and service alertness at tourist attractions (x5.2), (5) maintenance conditions heritage sites in tourist attractions (x6.1), (6) promotions carried out on tourist attractions (x6.2), (7) sanitation and hygiene levels in tourist attractions and their surroundings (x7.2), (8) availability of security officer (x9.2). quadrant ii quadrant iii. quadrant iii shows the distribution of elements that have a low level of importance and are also considered to have poor performance, so that these elements have a relatively low influence on the level of visitor satisfaction. the elements distributed in this quadrant include: (1) application of information technology in dtw (x1.2), (2) availability of public toilets (x2.1), (3) availability of souvenir shops (x2.2), (4 ) availability of information center (x2.3), (5) availability of banking facilities (x2.4), (6) support for government services, institutions, traditional villages and others (x9.3).quadrant iv in quadrant iv, the elements that are considered to have a low level of importance for visitors are distributed but the implementation has gone very well so that it gives the impression of being excessive. elements belonging to this quadrant include: (1) ease of access to public transportation and/or rental vehicles at tourist attractions (x4.1), (2) quality of public transportation e-journal of tourism vol.8. no.2. (2021): 161-171 167http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 table 1. mean of importance level and overall performance level elements of tourist attractions in the gajah mada heritage area, denpasar element code performance (xi) importance (yi) (1) (2) (3) (4) information and knowledge obtained from tourist attractions x1.1 2.56 4.11 application of information technology in tourist attractions x1.2 2.82 3.98 quality of tourist attractions x1.3 2.68 4.22 availability of public toilets x2.1 2.23 4.02 availability of gift shop x2.2 2.20 3.60 information center availability x2.3 2.28 3.98 availability of banking facilities x2.4 2.70 3.94 quality of the road network to tourist attractions x3.1 3.85 4.09 clean water quality in tourist attractions x3.2 3.43 4.13 quality of telecommunications network (signal) in tourist attractions x3.3 4.03 4.22 the quality of the electricity network in tourist attractions x3.4 3.92 4.11 availability of signage at tourist attractions x3.5 2.93 4.07 easy access to public transportation and/or car rental in the tourist attraction x4.1 3.08 3.84 quality of public transportation vehicles and/or rental vehicles in tourist attractions x4.2 3.00 3.70 cost of transportation services in tourist attractions x4.3 3.03 3.65 convenience in tourist attractions x5.1 2.72 4.35 hospitality and promptness of service in tourist attractions x5.2 2.80 4.09 conditions for maintaining heritage sites in tourist attractions x6.1 2.16 4.46 promotions carried out in tourist attractions x6.2 2.32 4.22 the beauty of the tourist attraction and its surroundings x7.1 3.00 4.31 the level of sanitation and hygiene in the tourist attraction and its surroundings x7.2 2.85 4.31 the overall architectural character of the tourist attraction and its surroundings x7.3 3.43 4.17 convenience of transacting in tourist attractions x8.1 3.14 4.21 equivalence of the price range offered in tourist attractions x8.2 3.23 3.87 the willingness of the community to provide assistance and information x9.1 3.20 3.86 availability of security guards x9.2 2.40 4.14 support services from government, institutions, traditional villages and others x9.3 2.90 3.89 total 2.92 4.06 source: primary and processed data (2021). vehicles and/or rental vehicles at tourist attractions (x4.2 ), (3) transportation service fees at tourist attractions (x4.3), (4) equivalence of price range offered at tourist attractions (x8.2), (5) community willingness to provide assistance and ine-journal of tourism vol.8. no.2. (2021): 161-171 168http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 table 2. level of conformity of importance and satisfaction of regional elements of tourism destinations in the gajah mada heritage area, denpasar element code performance (xi) importance (yi) conformity level (tki)(%) information and knowledge obtained from tourist attractions x1.1 256 411 62.29 application of information technology in tourist attractions x1.2 282 398 70.85 quality of tourist attractions x1.3 268 422 63.51 availability of public toilets x2.1 223 402 55.47 availability of gift shop x2.2 220 360 61.11 information center availability x2.3 228 398 57.29 availability of banking facilities x2.4 270 394 68.53 quality of the road network to tourist attractions x3.1 385 409 94.13 clean water quality in tourist attractions x3.2 343 413 83.05 quality of telecommunications network (signal) in tourist attractions x3.3 403 422 95.50 the quality of the electricity network in tourist attractions x3.4 392 411 95.38 availability of signage at tourist attractions x3.5 293 407 71.99 easy access to public transportation and/or car rental in the tourist attraction x4.1 308 384 80.21 quality of public transportation vehicles and/or rental vehicles in tourist attractions x4.2 300 370 81.08 cost of transportation services in tourist attractions x4.3 303 365 83.01 convenience in tourist attractions x5.1 272 435 62.53 hospitality and promptness of service in tourist attractions x5.2 280 409 68.46 conditions for maintaining heritage sites in tourist attractions x6.1 216 446 48.43 promotions carried out in tourist attractions x6.2 232 422 54.98 the beauty of the tourist attraction and its surroundings x7.1 300 431 69.61 the level of sanitation and hygiene in the tourist attraction and its surroundings x7.2 285 431 66.13 the overall architectural character of the tourist attraction and its surroundings x7.3 343 417 82.25 convenience of transacting in tourist attractions x8.1 314 421 74.58 equivalence of the price range offered in tourist attractions x8.2 323 387 83.46 the willingness of the community to provide assistance and information x9.1 320 386 82.90 availability of security guards x9.2 240 414 57.97 support services from government, institutions, traditional villages and others x9.3 290 389 74.55 total 7889 10954 72.02 source: primary and processed data (2021) e-journal of tourism vol.8. no.2. (2021): 161-171 169http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 formation (x9.1). urban heritage tourism development strategies in the denpasar gajah mada heritage area based on the visitors’ satisfaction level the formulation of an urban heritage tourism development strategy in the gajah mada heritage area in denpasar is formulated into four parts based on each quadrant that has shown the priority of developing the performance of each element of tourist attraction in the gajah mada heritage area. in addition, the formulation of a development strategy cannot be separated from the potential and problems of internal and external tourist attractions so that the strategy can be comprehensive. the description of each formulation of the development strategy is as follows. quadrant development strategy i as explained that the elements in quadrant i are elements that have a high level of importance but in practice they provide low performance so that they cannot provide optimal satisfaction to visitors. for this reason, the elements in quadrant i as a whole can be addressed with a development strategy through 1) utilization of tourism and cultural festivals as well as murals to information technology as information media and learning the history of tourist attractions in the form of story telling, 2) preparing development priority plans and revitalizing the area through physical arrangement to improve the quality of tourist attractions, 3) increase the quantity and quality of tourism facilities supported by chse standards to create convenience in tourist attractions, 4) improving the quality of human resources in the region through dissemination, coaching and training both related to basic foreign languages, as well as hospitality in the tourism sector, 5) developing an integrated tourism management system by the denpasar city government in maintaining heritage sites in tourist attractions, 6) increasing promotion through print media, social media to partnerships with the private sector / travel agents and influencers, as well as establishing special branding for the gajah mada heritage area in denpasar, 7) increasing the availability of facilities and infrastructure for cleanliness that is evenly distributed in the area as well as increasing public awareness in maintaining the cleanliness of the tourist attraction environment and surrounding areas, 8) improve the security surveillance system and control of tourism activities at tourist attractions. quadrant ii development strategy the development strategy for elements belonging to quadrant ii is emphasized on strengthening the following things, namely 1) maintenance of service performance of road networks, clean water networks, telecommunications networks, and electricity networks in tourist attractions and surrounding areas, 2) quality maintenance signage on tourist attractions, 3) reactivation of tourist attractions in the gajah mada heritage area in the form of city tours with public transportation facilities, 4) providing attractive selfie points by utilizing the beauty of tourist attractions and their surroundings, 5) maintaining the sustainability of unique environmental characteristics around to increase tourist attraction, 6) maintain the convenience of transacting at tourist attractions for ease of economic activity. quadrant iii development strategy the development strategy for the elements in quadrant iii is emphasized on improving performance to anticipate future development trends and optimizing tourist attraction services. this strategy can be pursued by 1) improving the use of information technology such as the use of barcode scanning to applications based e-journal of tourism vol.8. no.2. (2021): 161-171 170http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 on android and ios to support the ease of organizing tourist activities, 2) improving the quality and quantity of public toilets in tourist attraction areas, 3) provision of special supported souvenir areas. with the differentiation of product development that is typical of the gajah mada heritage area, 4) improved quality of information centers in tourist attraction areas, 5) improves the quantity and quality of banking facilities in tourist attraction areas, 6) improves social cooperation support from the city government, institutions, traditional villages and other parties in the tourist attraction and surrounding areas. quadrant iv development strategy the elements contained in quadrant iv are currently considered excessive by visitors to the gajah mada heritage area. however, in responding to this, it is still necessary to monitor and control the performance of these elements, both in terms of ease of access to transportation, the quality of public transportation vehicles and rental vehicles to tourist attractions and the cost of transportation services at tourist attractions. in addition, the similarity of price ranges also needs to be considered in order to create fair market competitiveness in economic activities in the tourist attraction environment. the community needs to be given training in providing assistance and information so as not to give wrong information to visitors regarding the gajah mada heritage area. conclusion based on the results of the analysis and discussion in this study, it can be concluded: (1) from an internal perspective, the potential possessed is the majority of the diversity of cultural heritage assets and the availability of tourism supporting infrastructure facilities and ease of transactions and transportation access in this area. for internal problems, it tends to be that the introduction of information and knowledge is still not optimal, the readiness and skills of human resources are low, and the management, maintenance and supervision of heritage sites are not yet optimal. (2) from an external perspective, there is potential for policy support from the city’s local government, advances in information technology for the development of online-based tourist attractions, as well as the trend of millennial tourists. external problems that affect regional development are the ongoing covid-19 pandemic, the high need for commercialization of land in the urban environment, the tendency to change lifestyles due to modernization and globalization, competition with other tourist attractions and economic recession. (3) the results of the ipa analysis show that the performance of the elements of the tourist attraction of the gajah mada heritage area has not been entirely able to satisfy the visitors. (4) the strategy of developing the gajah mada heritage area is carried out by increasing the performance of the main priority elements of development in quadrant i which is also the main weakness of tourist attraction, maintaining the performance of elements in quadrant ii which in this case becomes the main strength of tourist attraction, improve the performance of elements in quadrant iii and control the performance of elements that tend to be excessive in quadrant iv. references ebejer, john. 2019. urban heritage dnd cultural tourism development: a case study of valletta’s role in malta’s tourism. journal of tourism and cultural change. hair, et al. 1995. multivariate data analysis 6 ed. new jersey: pearson education. e-journal of tourism vol.8. no.2. 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(2019): 178-195 http://ojs.unud.ac.id/index.php/eot 178 e-issn: 2407-392x. p-issn: 2541-0857 approaches to indonesia cultural tourism policy: stakeholders’ perspectives on the cultural tourism governances in bayan ahmad mujafar syah and dini hajarrahmah graduate research assistant – boston university department of administrative sciences boston university 808 commonwealth avenue, mezzanine boston, ma 02215, united states corresponding author: syah.ahmadmujafar@gmail.com article info received 23 march 2019 accepted 02 september 2019 available online 30 september 2019 abstract in support to the initiative of indonesia government on the priority destinations project (ten new bali) where mandalika in lombok island is being endorsed as one of “new bali” targeted development destination, the research is aimed to analyze the effective roles of national and regional government on the development of cultural tourism destination in bayan village, north lombok administrative region, as it is one of the alternative tourism attractions in lombok island. for the purpose of objectivity, this research has limited the source and scope of the observation only from related stakeholders and lombok local tourism government thus the research employed an indepth interview through designated stakeholders clusters. the research examined and summarized the finding from the stakeholders’ perspectives that have either direct or indirect concerns toward bayan village’s development from which; a proposed recommendation on a tourism policy framework for cultural destination was concluded. based on our finding, the situation where the development initiated both by national and regional tourism government in lombok did not show a fair distribution to all promising destinations especially bayan village in north lombok as one of cultural tourism assets in north lombok. keywords: cultural tourism destination, cultural tourism governance, tourism policy, stakeholder perspectives. introduction current standing of bayan tourism administration resonating the priority tourism initiative of “ten new bali’ back in 2016 which one of its targeted destinations is mandalika in lombok, this research went over and extended the examination of another source of destination in lombok and endeavored the finding on how the stakeholders perceived the crossgovernmental and non-governmental e-journal of tourism vol.6. no.2. (2019): 178-195 http://ojs.unud.ac.id/index.php/eot 179 e-issn: 2407-392x. p-issn: 2541-0857 incorporations and impacts between the emerging national’s destinations tourism initiative and continuous development of respective supporting tourism areas within a destination. bayan in north lombok is a true heritage destination and cultural tourism asset both national and regional tourism government needs to develop. bayan has all it takes to be of the most prominent cultural tourism destinations in lombok offering culture, history, ecotourism, and it exhibits a real life of one of the oldest indonesian tribe in their nature with the uniqueness of its ancient belief in islamic practices where the oldest ancient mosque and traditional sasak tribe houses are being preserved and exhibited. in addition to those, the geographical fact about bayan village is that the center of this cultural village lies between the strategic point-of entries to rinjani national park (sembalun & senaru) making this village very much accessible by the tourists especially for those who are transiting prior to or after the rinjani’s tracking. bayan as one of cultural destinations in lombok have been advocating their needs toward the fairness implementations of lombok’ tourism policy and cooperation that touches upon the holistic development support both priority destination and the alternative ones. despite different perspectives gained from different stakeholders being interviewed in this research, almost all of the local stakeholders in bayan village, due to their strong ties to cultural, family and community, expect the tourism’s policy realization to have a deployed impact to all tourism areas in bayan rather than pulling the local people in bayan to find a living in emerging destinations within lombok. this is of course shown contrast perspectives, which will be explained in the finding sections, when the external stakeholders of bayan spoke up the critical objectives of tourism policy in lombok and how indonesia government is very well informed about the essential role of alternative and cultural tourism in a certain destination like bayan. research objective inspired by the previous studies on tourism policy, this research main objective is to evaluate the regional tourism policy in bayan village, north lombok based on several field observations on the stakeholders’ perspectives. this study also aims to explore the social and political issues behind the policy implementation processes administered by the north lombok government and how the crossgovernmental and non-governmental bodies synergize the work on the field. e-journal of tourism vol.6. no.2. (2019): 178-195 http://ojs.unud.ac.id/index.php/eot 180 e-issn: 2407-392x. p-issn: 2541-0857 the findings from this study would provide a better understanding to tourism policy researchers and regional tourism policy decision makers about how the government decentralizes, incorporate and comply with the regional tourism plan, regulation and community engagement for a cultural destination area that results in a fair and sustainable overall growth in bayan village, north lombok. this research would also propose a better policy formulation and practice from the extracted policy formulation theory in order to provide a better tourism policy recommendation that can be applied in tourism research of other indonesia destinations that touch upon the empowerment of locals’ socioeconomic growth within the establishment of cultural tourism as alternative growth factors. methodology the qualitative analysis that will be conducted would be in the form of a case study on tourism stakeholders’ participations, tourism policy and its incorporation in support to destination and community development of bayan village in north lombok, west nusa tenggara. this case study mainly seeks: how tourism stakeholders in lombok and bayan village in particular view and evaluate what policies are being well implemented and what are not from the regional government that is currently in power and mainly conducting the tourism policy tasks. from this qualitative study, the researchers expect to be able to test and improve the preliminary hypotheses and construct the new model of regional tourism policy structures and practices for bayan village that can also be applied to other indonesia’s destinations. the data and information in this research will be collected through several methods. literature findings, in-depth interview and discussion with key persons in government, ngos, local scholars and communities as well as document review, would be employed to gain information for the qualitative analysis. the data of lombok tourism statistics will be obtained mainly from the ministry of tourism and creative economy, indonesia statistics bureau and line ministries, such as ministry of finance, ministry of cooperative small and medium enterprises, ministry of public works and ministry of acceleration development of backward regions. the research and data collection were done within the period of fifteen months started on may 2017 to august 2018. e-journal of tourism vol.6. no.2. (2019): 178-195 http://ojs.unud.ac.id/index.php/eot 181 e-issn: 2407-392x. p-issn: 2541-0857 the respondents in this research collected to twenty-six (26) participants and are classified into four (4) different groupings: 1. the stakeholders in ngo grouping that includes three (3) different respondents from “genpi lombok and sumbawa”; 2. the stakeholders in scholar grouping includes five (5) different respondents from institute technology bandung, universitas gadjah mada and universitas mataram; 3. the stakeholders in government officials grouping includes three (3) different respondents from national tourism ministry of indonesia, the tourism department officer in north lombok, and the transportation department in north lombok; 4. the stakeholders in the local communities and tourism industry grouping include fifteen (15) different respondents where five (5) respondents came from bayan tribe communities, four (4) respondents came from bayan and rinjani tourism industry people, three (3) respondents came from bayan’s farmer communities, two (2) from bayan’s tourism and social development communities and one (1) from the secretary of bayan’s village government. literature review cultural tourism the notion of cultural tourism both in the late history or todays’ understanding, according to smith (2003) is all about the history and heritage of a certain destination with its people. and as smith (2003) added, the cultural tourism also touches people’s contemporary lives and how they live in accordance to their past upbringing and values. richard (2001a: 7) ascertained, “not just the consumption of the cultural products of the past, but also contemporary culture or “the way of life” of a people or region. cultural tourism can therefore be seen as covering both “heritage tourism” (related artefacts of the past) and “art tourism” (related to contemporary cultural production).” according to zeppel and hall (1992), cultural tourism can be classified into two categories of visitation motives; “heritage and arts tourism”. nonetheless, in many contexts of cultural tourism studies, the heritage and arts are being formed as an entity of what the cultural tourism could offer as its distinguished package. “the arts and heritage are inextricably linked, and it is almost impossible to distinguish between them, particularly in the context of indigenous communities where the distinction between past, present, and future is not as clear-cut or linear as in western societies.” (smith 2003: 30). a technical definition of cultural tourism according to (richards 1996: 24) “all movements of persons to specific cultural attractions, such as museums, heritage e-journal of tourism vol.6. no.2. (2019): 178-195 http://ojs.unud.ac.id/index.php/eot 182 e-issn: 2407-392x. p-issn: 2541-0857 sites, artistic performances and festival outside their normal place of residence.” linking the stakeholders’ perspectives with a tourism public policy construct freeman (1984) defines a stakeholder as “any group or individual who can affect or is affected by the achievement of the organization’s objectives”. donaldson and preston (1995) refined freeman’s definition stating that to be identified as a stakeholder the group or individual must have a legitimate interest in the organization or activity. research has been conducted on stakeholders, stakeholder identification and involvement in business management, which focuses on the management and power of stakeholders (clarkson, 1995; donald & preston, 1995; freeman, 1984). research on stakeholder right to be involved irrespective of their level of power has been conducted (carmin, darnall, & milhomens, 2003; curry, 2001; steelman, 2001). research on stakeholder groups and the significance of their interests has been published (andereck & vogt, 2000; davis & morais, 2004; de lopez, 2001; gunn, 1994; gursoy et al., 2002; yuksel et al., 1999). research on stakeholders and their role in tourism development meets with identifying four stakeholder categories: tourists, residents, entrepreneurs and local government officials (goeldner & ritchie, 2003). freeman (1984) states that an organization has relationships with several groups and individuals e.g., employees, customers, suppliers, and members of the communities, governments, stating that: “stakeholder is any group or individual who can affect, or is affected by, the achievement of a corporation’s purpose. stakeholders include employees, customers, suppliers, stockholders, banks, environmentalists, government and other groups who can help or hurt the corporation. a stakeholder should denote those groups which make a difference in an organization is (by definition) any group or individual who can affect or be affected by the achievement of the organization’s objectives” (freemen, 1984). in the correlation between government and tourism policy, sabatier (1999) mentioned that the process of policy making takes into account the conduct where issues are being brought to related government to solve. “government traditionally formulates alternatives and select policy solutions based on consultations” (kerr, 2003). in the correlation between government and tourism policy, sabatier (1999) mentioned that the process of policy making takes into account the conduct where issues are being brought to related government to solve. “government e-journal of tourism vol.6. no.2. (2019): 178-195 http://ojs.unud.ac.id/index.php/eot 183 e-issn: 2407-392x. p-issn: 2541-0857 traditionally formulates alternatives and select policy solutions based on consultations” (kerr, 2003). and, this is what this research is aiming to conduct and exercise the input from the stakeholder prior shaping the policy proposal. hall (1994) mentioned that government would enact both legislation for the sake of the destination development and generate the right policy making for the empowering the general economic and regulatory parameters within the industry. hall (1994) added that the efforts to government tasks within the regional tourism policy would include the work of provision of infrastructure, planning, protection of environment, zoning policy, training, and education for the locals. thus, the policy participation should also take a strategic ownership throughout the process of tourism policy making. according to holloway (1998), the emerging growth of tourism industry is the reflection of alliances, voluntary and partnership that happens between business, communities and public sectors playing an active role in defining the policy, driving the initiatives and evaluating and solving the challenges and sharing mutual benefit. the policy analysis and research framework, after the finding of stakeholders’ perspectives on the target issues of the research area, this research is constructed by reflecting the flow of work to a guiding framework idea of public policy analysis for tourism by kerr (2003) that seeks out the most adequate tourism policy analysis and research approaches where the stakeholders’ perspectives build upon the strategic linkage of the proposed policy approach. tourism public policy and public administration despite the emerging research interest in the tourism public policy, government interventions and public sectors’ influences on the tourism development policy-making process and its relation to a right practice proposal of public administration, (richter, 1983;1989), according to jenkins et al., (2014), tourism, however, as one of the sectoral areas of public policy has not been gaining sufficient scholarly concerns if it is compared to several extent of public policy and political science literature. and, there are relatively small numbers of research being conducted to analyze the right theories of tourism (jenkins et al., 2014). with the nature of tourism as a catalyst to the development of a national economy and the utilization machine towards the national workforces, it is inevitable that tourism context should be held accountable and it is relatively imperative as an integrated public e-journal of tourism vol.6. no.2. (2019): 178-195 http://ojs.unud.ac.id/index.php/eot 184 e-issn: 2407-392x. p-issn: 2541-0857 administration management studies (coles & hall, 2011). with the facts that not all the policy dimensions of tourism are the cores assessments of the tourism research (benckendorff & zehrer, 2013), there have been several studies in tourism and its relation to public policy and administration that are discussing certain focus of perspectives and tourism’s interrelation with several studies to gaining some new approaches. (church, 2004; hall & jenkins, 2004; airey & chong, 2010; halkier, 2010; dredge & jenkins, 2012; kernnell & chaperon, 2013). the finding within the studies of public policy and public administration on the context of european tourism according to devine and devine (2011) are predominately discussing about the roles of state government on tourism and how for some extents, its roles are being driven by policy approaches enabling a less intervention of regional public entities. learning from the nordic tourism perspectives (hall 2014), this is saying a new concept of public policy and administration approach in the tourism development endeavors that the state government is not a single power of political network and thus the civic engagement, public and local interest, democratic adaptation, as well as culture and community-based tourism planning, are entitled to the scope of public policy studies despite not necessarily correlated focus of public policy analysis and tourism management (hall, 2008; bramwell, 2014; zapata, 2014). hall (2013) delivered his thought that so often, the focus on tourism policy research has a sole identification to certain tourism’s networks without getting to deeper critics toward networks’ values and their actions. similarly, an uncritical focus on the tourism development potential of public-private partnerships in areas such as urban regeneration, place marketing, events, and attractions as a mag ic solution in much of the tourism literature, has often meant that some of the broader debates about the implications of such partnerships for communities and democratic decisionmaking has often gone unrecognized (jerkin & stolk, 2003; gonzales, 2011; heeley 2011; zapata & hall, 2012; jordan et al., 2013). thus, hall (2008) explained that one of the most interesting approach in the tourism public administration studies is the community-based approaches and as the tourism public administration’s practice goes broader in the develop countries, “the focus on economic development and destination competitiveness has often been approached via the lens of innovation (svensson, 2005; hall 2008). the national and local state is recognized as having an important role in tourism innovation via its e-journal of tourism vol.6. no.2. (2019): 178-195 http://ojs.unud.ac.id/index.php/eot 185 e-issn: 2407-392x. p-issn: 2541-0857 public policy settings (hall, 2009b; halkier, 2010). finding current implementations and approaches to cultural tourism public policy establishment in bayan village, north lombok, in west nusa tenggara indonesia from the in-depth interviews that were being conducted to four different group of stakeholders; ngos group, scholars group, government officials groups and local community and tourism industry in bayan village group, the findings found out that the current implementations and approaches to both tourism public policy and cultural tourism administration establishment in bayan village have not yet been formed strategically due to several opinions. the former member of tourism research at the institute technology bandung and a current advisor of several tourism ngos for indonesia said: during my tenure at the development project in bayan back than in 20122015, i found some bitter facts that bayan was threated merely as an ordinary village. they (the communities) have so much potentials and assets but so far, the institutions that supported bayan comes from private like the one i did with british council and bank mandiri. we did several training for all households, built small library, local swimming pool near the cultural forest, and meeting venue for cultural event. and in regards to the government’s initiation on “ten new bali” which one of its priority destinations are in lombok, the author exercised the national government acknowledgement and focus about bayan village as a cultural destination from the perspectives of a former chief of tourism research in institute technology bandung. he explained the current governance program the national tourism ministry is currently administering as summarized below: i have no capacity to tell you how much this initiation (ten new bali) impact on the establishment of north lombok, where bayan tribe is residing, owing to the fact that my area of assignment is in the capital, jakarta. however, from so many meetings with the tourism minister, i can at least tell you that even though the initiation of ten new bali doesn't touch all areas of lombok and north lombok in particular, it is (ten new e-journal of tourism vol.6. no.2. (2019): 178-195 http://ojs.unud.ac.id/index.php/eot 186 e-issn: 2407-392x. p-issn: 2541-0857 bali project in lombok) going to have a great impact as it is developed. why? because, it is very logic, the establishment of destination in mandalika in central lombok will automatically impact all areas of lombok, as all tourists will be exhibited not only by mandalika but overall lombok area. i am confident that lombok would have a great impact trough tourism and north lombok in particular, would manage to grow along the way despite the development has not touched upon the alternative areas like bayan, yet. as he added in his interview explanation: this is basically politic. the ministry of tourism and research organization like us cannot rely on what the regulation has said because sometimes the political networks and elites define more on certain important projects. however, i strongly believe that within the tourism administration, both national and provincial, would encourage the regulations for alternative, cultural tourism like we have in bayan north lombok. with tourism policy and protection to cultural assets in bayan village that have not been fully enacted, the information from the national government officer at the ministry of tourism and creative economy in jakarta explained from the perspective of the complexity in the autonomy structure that indonesia government has long mandated enabling the power allocations in tourism management to the regional and local governments. she delivered her perspectives as follows: within our authorities of the ministry of tourism, we have some limitations. the reasons are right now, we are bounded by the autonomy, which means that all works are being deployed accordingly based on respective area and governance within respective destination. another reason is, we are currently ranked third among other public ministries levels, which means that we do not have many capacities to build or allocate budget. in addition to destination promotion, which the priority areas are also being assigned by the minister, we focus on creating and evaluating the regulation, coordination, and facilitation. we do can, build physical infrastructures but it must e-journal of tourism vol.6. no.2. (2019): 178-195 http://ojs.unud.ac.id/index.php/eot 187 e-issn: 2407-392x. p-issn: 2541-0857 use special allocation of budget with almost rare for bayan at this moment. the national tourism authority cannot really interrupt the klu (north lombok) owing to decentralization. we do not have anything. we just coordinate and promote and, prepare the destination and its communities. that’s why we cannot touch a lot bayan. so, the local government is becoming so vital. from the perspectives of our respondent at the national tourism ministry in jakarta, we found out that the uniformity of tourism public policy in the cultural destinations cannot really be governed and oversight by the national tourism administration, despite the notion of national authority. and as she added in her interview: we are, from the national level has some barriers to directly reach the establishment bayan village due to us as a system, have so many levels of authorities that are more entitled to this job. not to mention the department of village and culture in that area (province). if we talk about bayan, we need to see first: the local government commitment about the development of its tourism because, one of the tourism stakeholder is community. they are the host, the owner and the protector of their destinations as known as “sapta pesona”. and bayan, i cannot talk specifically about bayan but the program about the development of "tourism villages" we used to work together with the ministry of village back then in 2009 – 2014, we were entitled budgets from pnpm mandiri pariwisata for the development of "tourism community". the budget (apbn) was given directly to the community in all destinations, until the statute of village autonomy socialized, the budget stopped. this budget for "tourism village organizer" for all physics, educations, etc. and, even though we haven’t touched bayan as priority areas, since 2016, we work with the ministry of village to construct the policy implementations and have the best use of the budget for the development of the villages specifically the "tourism villages". for pilot project, we only have 30 villages until now where we do not have bayan in there, yet. the ministry of village works more for physical work, infrastructure, product development and tourism workers empowerment. while the e-journal of tourism vol.6. no.2. (2019): 178-195 http://ojs.unud.ac.id/index.php/eot 188 e-issn: 2407-392x. p-issn: 2541-0857 ministry of tourism work on the level of certification, community engagement (sadar wisata), promotion, and tourism business development such as proposing the homestay project, hospitality investments, culinary trainings, and overall digital promotion on the indonesian tourism exchange. the complexity in defining the right networks toward the approach to cultural tourism public policy establishment in bayan village, north lombok was also explained by a scholar from the university of mataram, a state university in lombok: in spite of a clear awareness of national, provincial and regency government about bayan’s cultural competitiveness, however, due to the provincial government’s focus on the tourism development in lombok is mainly directed to the major areas of attractions like those in the main cities of resorts areas, it is unfortunate that at this moment, the platforms that directs both policy initiatives and local government budget for a tourism development initiative in bayan are still so poor. this is also because the regional tourism department in north lombok where cultural bayan village is located is considered still so young which was established in no more than a decade. however, the challenge in defining the right approaches to north lombok’s tourism public policy is clear now. i, as a local scholar, would urge a prompt response of bayan community to engage in communitybased tourism development because i believe that is what we can do and most matter at the moment. the approach toward the tourism public policy construct that protects bayan is apparently still facing long-way efforts to gain public and tourism’s networks attentions. this is, as scholars from gadjah mada university gave the information on political issues, national regulations, and current zoning regulation along rinjani national park area: the kspn or as known as "the strategic destinations for national tourism development" for lombok rinjani and sembalun areas has actually been initiated and is being published by the government of indonesia the ministry of tourism. however, after a careful reading, we haven't found bayan, the area between sembalun, rinjani and senaru (in north lombok) in that e-journal of tourism vol.6. no.2. (2019): 178-195 http://ojs.unud.ac.id/index.php/eot 189 e-issn: 2407-392x. p-issn: 2541-0857 kspn. bayan doesn’t belong to either cultural area or commercial tourism area. this makes bayan have a difficult time in gaining both supports in material and human development for their area. and from the political perspective, bayan, geographically has not yet considered potential by all levels of government and/or private sectors, as it does not really support what the market demands are currently requesting. this also owing to the fact the overlapped issues between the government officials that set up different regulations for bayan, merely for their sectoral interest, makes bayan faces difficult days of development on its regional policy and cultural area protection. the current standing of government regulations is being enacted in a respective manner where the regulations on the cultural assets are done alone by the ministry of education and culture, the environment, seas and forests are regulated and administered by the ministry of environment and forestry, the infrastructures along bayan are regulated by the ministry of infrastructure and the tourism regulations in general are administered by the ministry of tourism. having said that, the complexity in identifying which policy approaches and from which ministry should bayan refers to is becoming real. the observation also managed to extract the perspectives from the a project manager of a local ngo in lombok and, the regency government officer of north lombok where the former head of tourism department in the regency of north lombok and now, a current chief of transportation department for the same regency. both respondents delivered similar thoughts as the followings: the implementation toward the policy-making for the tourism destinations in the regency of north lombok, despite the young age of the tourism department in this region, unfortunately was not being strategically planned due to the newly formed of this regency governance. as we are now giving our main focus to the “gili islands” where most tourists would come and spend nights, the regency tourism regulation for other destinations has not been fully published unless the “regulation for the retribution of tourism regions”. within the regions in north lombok namely bayan, e-journal of tourism vol.6. no.2. (2019): 178-195 http://ojs.unud.ac.id/index.php/eot 190 e-issn: 2407-392x. p-issn: 2541-0857 gangga, khayangan, tanjung, and pemenang, the regency regulation pertaining to cultural tourism likewise, has not been initiated. the protection toward the cultural communities and their cultural assets are still being managed by respective cultural network like in bayan community. this is of course, with the help of regulations by several national ministries like the ministries of culture and education for the protection of “ancient mosque” in bayan and the ministry of infrastructure for the overall controls of physical development in all areas under the north lombok region. nonetheless, the north lombok tourism department, has not initiated anything pertaining to tourism policy and regulation unless the regulation for the retribution of tourism regions. the process to tourism public policy and government’s clear guidance on the empowerment of cultural bayan communities has been long waited by the people of bayan. as the interviews were pointed to cultural leaders, farmers, locals and tourism business owners in bayan, they explained their opinions on the current tourism development implementations in bayan and how they are going with the strategic approaches to develop their regions. they also delivered what legal efforts they are expecting from the government for their communities’ overall growth: we thanked ngos and private (british council, aman, bank mandiri) for initiating the general development in bayan that involves human resources empowerment, farmers’ trainings, children’s nutrition’s, tourism product development and physical supports. those private and ngos have fully unlocked our potentials and awareness about the tourism competiveness we have as a community. and with a gradual tourism development efforts being done by our local government, with government’s capacity as the developer in the physical areas of bayan such as roads, sanitations, public educations and tourism promotion to rinjani national park, we have constructed our own community-based approach to maintain our tourism, nature and cultural assets. this is at least, something that we have to do while waiting for a local government to really allocate the budget for our development. bayan’s business e-journal of tourism vol.6. no.2. (2019): 178-195 http://ojs.unud.ac.id/index.php/eot 191 e-issn: 2407-392x. p-issn: 2541-0857 community, together with cultural leaders and local people come together as a network to promote and preserve bayan under the cultural conduct and regulations. this is really what we call as “community-based work”. what we, as a cultural community expect is a real communication between government and locals on how to allocate the budget for the “homestay” planning. discussion model of the component parts to a heterogeneous approach to cultural tourism destination in bayan village model framework adopted from kerr (2003) the adoption of the a heterogonous approach that includes only specific networks, participants and framework of analysis is expected to meet the most adequate structure of cultural tourism policy construct for bayan village in north lombok. an approach would define more cohesive resultant relationship between those participating bodies in managing the tourism policy administration and long –term action plan. “it also takes into account the transition form government to governance, where institutional and sectorial processes become contingent on each other and on their context.” (kerr, 2003). the model of the component parts to heterogeneous approaches to cultural tourism destination in bayan village as adopted from the “scottish tourism policy decisionmaking” by kerr (2003), clearly defines the most appropriate integration of a resultant relationship for the development of cultural tourism destination, as it is an asset of alternative tourism in north lombok area. the approach would manage a clear identification of job descriptions via strategic integration of all tourism-development related indonesia national ministries or local government to work hand in hand in fulfilling the gap in regulating bayan as a destination. from the stakeholders’ perspectives gained from the observation, it is also critical that the approach would suggest the solution toward the disputes of overlapped regulations that are being issued by respective ministries naming the ministry bayan cultural tourism policy: heteregenous approach in decision-making institutionalism group and network approaches the policy stream approach elite approach governance the advocay coalition framework e-journal of tourism vol.6. no.2. (2019): 178-195 http://ojs.unud.ac.id/index.php/eot 192 e-issn: 2407-392x. p-issn: 2541-0857 of tourism and creative economy; indonesia statistics bureau; the ministry of finance; the ministry of cooperative small and medium enterprises; the ministry of public works; the ministry of acceleration development of backward regions; the ministry of forestry; the ministry of education and culture; the provincial government of west nusa tenggara; the local government of north lombok. it caused the policy implementation ineffectiveness and confusion on the regional level and limited intervention avenues on the national level of government (the ministry of tourism of indonesia). the collaboration of all related institutional bodies in bayan would lead to a defined assessment of group networks where all physical or human development projects that support the development in cultural village of bayan would be able to refer to the right stakeholders outlook. at this rate, an understanding about how big the interventions the government that involves in cultural village of bayan’s development could pass and how much shares of power they need to prioritize to non-governmental group networks, would structure the right flow of work and investment scheme in developing bayan. in other words, the public sectors’ elasticity to open arenas toward the mutual collaborations is being held imperative as a new way of practice in indonesia’s public administration on the tourism sector. proposing a group network under the scheme of indonesia’s tourism public administration means giving a less portion of public intervention toward the regulatory policy process and decision and giving open hands culture in their public governance’s realm. for the case of bayan cultural village in north lombok, the proposed approach would give a realization avenue toward the practice of governance in replace to government. the last to expect from the proposed heterogeneous approach toward the emerging development case of bayan cultural village tourism’s public policy is the construct of the advocacy policy. this is then being proposed and explained briefly through the adoption of publicprivate partnership practices in constructing the policy stream pipelines (kerr, 2003) which from this logic, the participants in the approach including the group networks, elites and government, may have a full access to a right acknowledgement in the managementknow-how of the policy interchanges processes. knowing how the policy interchange would work and compensate every needing destination towards the investment scheme, regulation-making, human development process, the creation of independent network on specific e-journal of tourism vol.6. no.2. (2019): 178-195 http://ojs.unud.ac.id/index.php/eot 193 e-issn: 2407-392x. p-issn: 2541-0857 destination, and the fairness budget allocation for destination development, are all beneficial agendas of this heterogeneous approach. let us say the development of mandalika, a priority destination in lombok that is being chosen under the project of “ten new bali”. conclusion under the policy stream and networks that allow the interchanges of policy and regulatory processes, there will be bigger opportunities for bayan in gaining more exposures and development where in this scenario, all related stakeholders including elites are being well informed about bayan’s existence and its rich cultural assets. the expectation from this cycle of approach can reflects a snowball effect, which in turns, government as a focal administrator of bayan’s development, would put bayan as a destination partners of mandalika in their partnership agenda under a legal regulatory policy that is being formed together with all related ministries. this would bring cultural village of bayan as an alternative support, in the cultural destination context, offering lombok’s tourism a wide variety of attractions for tourists and at the same time, driving forward the development of bayan cultural village as a whole asset of a national or regional destination. references airey, d., & chong, d. 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(2019): 28-42 http://ojs.unud.ac.id/index.php/eot 28 e-issn: 2407-392x. p-issn: 2541-0857 problems and prospects of peace tourism in post-war sri lanka: a policy challenge in the millennial era palliyaguruge ravindra chandrasiri department of social sciences, faculty of social sciences and languages sabaragamuwa university of sri lanka corresponding author: palliyaguruge@ssl.sab.ac.lk article info received 28 november 2018 accepted 28 january 2019 available online 18 march 2019 abstract peace tourism is becoming an emerging trend in the millennial era. it produces new dimensions of peace as well as tourism. therefore, the concept of peace tourism is considered as a very broad concept with multiple aspects and there is no common agreed definition of peace tourism. the numerous facets of peace tourism are designed to lead “positive peace”, a term coined by johan galtung (1996). post-war sri lanka is in a position of achieving positive peace through reconciliation. in this theoretical and empirical background, this paper is going to examine the problems and prospects of peace tourism in post-war sri lanka. what is peace tourism in the millennial era and how can it help achieve positive peace in sri lanka? these questions will be addressed in this paper while examining the relationship between peace tourism and reconciliation policies in post-war sri lanka. the research design of this study is based upon the hermeneutic approach, apost-positivist research methodology. other research methods of the study include key informant interview (kii) and content analysis methods. key words: peace tourism, positive peace, post-war sri lanka, reconciliation, tourism in millennial era, development. introduction background the world travel & tourism council (2006) has proclaimed that the world‟s most peaceful countries enjoy increasing levels of peace and prosperity, while the least peaceful countries are spiraling into violence and conflict. the institute for economics & peace reported in the global peace index 2018: measuring peace in a complex world that per capita growth between 1948 and 2018 has been three times higher in highly peaceful countries when compared to countries with low levels of peace. the e-journal of tourism vol.6. no.1. (2019): 28-42 http://ojs.unud.ac.id/index.php/eot 29 e-issn: 2407-392x. p-issn: 2541-0857 report also highlighted that in 2017, the global economic impact of violence was $14.76 trillion ppp, which is equivalent to 12.4 per cent of global gdp, or $1,988 per person in 2018 (institute for economics & peace, 2018). the most developed nations have enjoyed an exceptional period of both peace and economic expansion. however, the rest of the world has been less fortunate, although the post-war era has brought beneficial changes, notably decolonization and self-determination (bramwell, and lane, 2010). with regard to sri lanka specifically, from 1983 to 1987, sri lanka experienced negative growth rates in tourist arrivals (between minus 6% and minus 21%), reducing the number of tourists arriving in sri lanka to the 1978 level. with the end of the jvp conflict in the late 1980s and conflict with the ltte mainly confined to the less tourism-oreinted north and east areas, tourists soon regained confidence (alluri, leicher, palm and joras, 2014). in most cases, travellers search for safe and interesting places to visit. the absence of safety within a destination region often overrides the quality of experiences and attractions these regions offer the visitor, and so an alternative destination is sought (boyd, 2000). these indicators suggest that peace is highly important to tourismsupported development. however, the tourism industry‟s capacity to generate both positive and negative impacts on destination areas creates a challenge in describing the relationship between tourism development and peace (levy and hawkins, 2010). traditionally, the term “tourism” has included a diverse range of themes, however, recently, a concept called 'sustainable tourism' has emerged. it has been defined by the world tourism organization (2005) as "tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities". the term “sustainable tourism” has come to represent and encompass a set of principles, policy prescriptions, and management methods which chart a path for tourism development so that a destination area‟s environmental resource base (including natural, built, and cultural features) is protected for future development (hunter, 1997). at the same time, a sustainable tourism approach can provide a higher quality tourist experience, an improved quality of life for local residents, justification for environmental protection and enhancement of cultural pride (levy and hawkins, 2010). the united nations general assembly established 2017 as the “international year for sustainable e-journal of tourism vol.6. no.1. (2019): 28-42 http://ojs.unud.ac.id/index.php/eot 30 e-issn: 2407-392x. p-issn: 2541-0857 tourism for development”, thereby setting an ideal stage for the tourism sector to reflect on its role in the global community and to embark on a common journey towards the un 2030 sustainable development goals (united nations world tourism organization, 2018). aligned with sustainable tourism, peace tourism has been emerging as a growing concept of the millennial era, especially post-war situations. in this theoretical and empirical context, this study will explore peace tourism and its impact on achieving positive peace in post-war sri lanka as a part of broader reconciliation initiatives. this study has three dimensions of significance, namely, theoretical, empirical and significance at the policy level. in terms of theoretical significance, the study associates two distinct paradigms: tourism and peace. it brings together theoretical insights from sustainable tourism and from the concept of positive peace, and produces new paradigms of peace tourism in the millennial era. the study will then examine how it is possible to build up peace culture through tourism, especially sustainable tourism. empirically, the study will identify possibilities and challenges which are encountered by tourism industry in sri lanka. this is significant because it may help to develop livelihood and entrepreneurship among the rural and urban citizens of the country. at a policy level, this study is important because it highlights the need for peace tourism as a part of mainstream tourism. in addition, this study acknowledges the importance of achieving positive peace through reconciliation policies and non-tourism sectors. research methods the 20 th century witnessed three major developments within the social sciences. the first was the establishment of the hegemony of positivism in all branches of the social sciences. the second was the emergence in the early decades of the 20 th century of hermeneutics and phenomenology as alternatives to positivist social sciences. the third was the emergence of an array of radical social sciences perspectives, such as marxism, critical theory, radical humanism, feminism, post-structuralism and postmodernism; all of which were also critical responses to positivism (uyangoda, 2015:147). the research design of this study is based upon hemanutic approach under the postpositivist research methodology. according to gadamer (1977:22), e-journal of tourism vol.6. no.1. (2019): 28-42 http://ojs.unud.ac.id/index.php/eot 31 e-issn: 2407-392x. p-issn: 2541-0857 hermeneutic research methodology helps to bring something close which is quite far from the researcher. it helps to overcome a certain strangeness. the researcher finds the hermeneutical approach exceedingly relevant to understand „human experience‟ in depth, as opposed to „human behaviour‟ at the surface level (uyangoda, 2015:147). that is why the hermeneutic paradigm was applied in this research. a content analyzing method is also used as research method of the study. what is 'peace tourism' „peace tourism‟, in a narrow sense, is the travelling of tourists to peace sites, monuments, museums etc. in order to learn from the experience that these places reveal (wohlmuther and wintersteiner, 2014). however, in this study, the meaning of „peace tourism‟ is not confined to that simple idea. rather, it is established upon the much broader and holistic concept of „positive peace‟. tourism and peace is not a new phenomenon. as early as 1925 at the opening of the „international congress of official associations of tourist propaganda‟ in the hague, netherlands, professor wim treub (as the dutch host) stressed the need for “encouraging travel so that different peoples could understand and become better acquainted with each other, thus collaborating to the peace so earnestly desired among peoples, who had just survived a prolonged and deadly war”. in 1929 the british travel and holidays association declared „travel for peace‟ as the theme for its inaugural meeting (wohlmuther and wintersteiner, 2014). then, in 1967, the un had its „international tourism year‟ and this was given the optimistic slogan „tourism: passport to peace‟. next followed the 1975 conference on security and cooperation in europe (csce) and the „helsinki final act‟, mentioned tourism as an important means of achieving increased cooperation and better understanding between cultures (wohlmuther and wintersteiner, 2014). the 1980 manila declaration on world tourism described tourism as a 'vital force for peace and international understanding. this was followed by the tourism bill of rights and tourist code that was adopted at the world trade organisation's general assembly held in sofia, bulgaria in 1985, and cited tourism's contribution to ' ... improving mutual understanding, bringing people closer together and, consequently, strengthening international cooperation' (higgins-desbiolles, 2003). e-journal of tourism vol.6. no.1. (2019): 28-42 http://ojs.unud.ac.id/index.php/eot 32 e-issn: 2407-392x. p-issn: 2541-0857 a conference on „tourism – a passport to peace‟, held in 1987 in shannon, ireland, was followed by the first „global conference on tourism – a vital force for peace‟ in vancouver 1988. this conference resulted in the first publication on „peace through tourism‟ (edited by louis „amore, who founded the international institute for peace through tourism‟ in 1986 and jafar jafari). the global summit on peace through tourism, held in amman, jordan in 2000, then produced the „amman declaration on peace through tourism‟, which became an official document of the united nations (wohlmuther and wintersteiner, 2014). in 1995 the charter for sustainable tourism was drafted by the world conference on sustainable tourism held in the canary islands. it was recognized in its preamble that „... tourism affords the opportunity to travel and to know other cultures, and that the development of tourism can help promote closer ties and peace among peoples, creating a conscience that is respectful of diversity of culture and lifestyles'. the global code of ethics for tourism was then presented to the wto's general assembly meeting in santiago, chile in 1999. it asserted that 'firmly believing that, through the direct, spontaneous and non-mediatized contacts it engenders between men and women of different cultures and lifestyles, tourism presents a vital force for peace and a factor of friendship and understanding among the people of the world‟(higginsdesbiolles,2003). „responsible tourism‟ has its origin in the „cape town declaration‟ (2002), which recommends guiding principles for economic, environmental and social responsibility in tourism development. the cape town proclaimed “it is not a brand or type of tourism, the term encompasses a framework and a set of practices that chart a sensible course between the fuzziness of eco-tourism and the well-known negative externalities associated with conventional mass tourism” (wohlmuther and wintersteiner, 2014). it is an ethical approach that addresses all stakeholders involved in the tourism development process, from the planners and managers to the host populations, local governments and businesses to the outbound tour operators and tourists visiting the destination. the guiding principles of responsible tourism are in accordance with sustainable tourism (wohlmuther and wintersteiner, 2014). tourism is, according to one definition, the voluntary movement of persons whose aim is business, pleasure or e-journal of tourism vol.6. no.1. (2019): 28-42 http://ojs.unud.ac.id/index.php/eot 33 e-issn: 2407-392x. p-issn: 2541-0857 leisure (satani, k. 2003:38). in achieving peace through tourism, two methods can be applied such as; one track diplomacy and two track diplomacy (pratt, and liu, 2016). one track diplomacy is essential to achieve negative peace (absence of war), while two track diplomacy mainly serves for positive peace. track one diplomacy is the diplomatic relationships between two or more states at the international level. it also refers to policies and programmes taken by governments to mitigate violence and promote peace. track two diplomacy refers to unofficial, person-to-person relationships. it has been said that “tourism operates at the most basic level of track two diplomacy by spreading information about the personalities, beliefs, aspirations, perspective, culture and politics of the citizens of one county to the citizens of another” (d‟amore, 1988). this type of cross-cultural personal relationship can be developed through tourism. in that sense, each and every citizen can become „peace ambassadors‟. this notation of tourism transformed the concept of „tourism as an agent for dispute, inequality, and exploitation of the poor‟ into „tourism as an agent for peace‟. it helps to achieve and preserve peace and harmony both within a society as well as between societies (wohlmuther and wintersteiner, 2014). in this sense, as an operational definition of this study, „peace tourism‟ can be likened to positive peace, a term coined by galtung (1996). a broad definition of peace refers to peaceful relationships not only between nations, but also between groups or communities, between individuals, and between people and nature (salazar, 2006). „peace tourism‟ in a narrow sense is the travelling to peace sites, monuments, museums etc. in order to learn from the experience that these places reveal. it is tourism about peace and for peace (wohlmuther and wintersteiner, 2014). this study extends the concept of peace tourism to not only the involvement of human beings but also all other living organism and environment. then the concept of peace tourism can be defined, as coined by satani (2003:37), „holistic gaia peace‟. it is tourism about peace and for peace (wohlmuther and wintersteiner, 2014). peace tourism in post-war sri lankan context in this study, as an operational definition, peace tourism in post-war sri lankan context implies five areas, such as; 1. local and international tourists in war effected area e-journal of tourism vol.6. no.1. (2019): 28-42 http://ojs.unud.ac.id/index.php/eot 34 e-issn: 2407-392x. p-issn: 2541-0857 2. establishment of war-museums 3. heritage tourism 4. peace ambassador 5. holistic gaia peace local and international tourists in war effected area sri lanka has been beset with two interlinked conflict lines since the 1970s. the conflict between the sri lankan government and the janatha vimukthi peramuna (jvp) emerged in 1971, when a group of primarily young sinhala men protested against limited socio-economic opportunities in the southern and central provinces. there was renewed fighting between 1987 and 1989 which took the lives of about 60,000 people before the government brutally crushed the insurgency. since 1994, the jvp has been a political party representing sinhalese nationalist views. the civil war between the liberation tigers of tamil eelam (ltte) and the sri lankan government was also triggered in 1983 with the killing of 13 government soldiers by tamil men in the north, which led to anti-tamil pogroms. the conflict is commonly interpreted as an ethno-political conflict between the sinhalese majority and the tamil minority, although conflict dynamics and causes have altered over time. after five unsuccessful peace negotiation attempts, the sri lankan government defeated the ltte in may 2009 by military means (alluri,lei cher,palm and joras, 2014). due to the thirty years of protracted war, there was a division between citizens living in two geographical parts of the country: the government controlled areas and the ltte controlled areas. as the result of cease fire agreement in 2002, the divergence line was marked by two check pointes which were established at omanthay. one of them was created by ltte (liberation of tamil tigers for elam) and other was constructed by military forces of sri lankan government. the distance between the two checkpoints was approximately 1km. during the war time, no one could pass omanthay. however,following a cease fire agreement, general people can move through omanthay, after undergoing security clearance. at the time of cease fire agreement and post-war period, larger number of local tourists as well as foreigners visited war effected northern and eastern province of sri lanka. kilinochchi, jaffna, and mulative were their primary destinations in northern province of sri lanka. in particular, the 2003 ceasefire agreement raised tourist confidence and the „magic threshold‟ of e-journal of tourism vol.6. no.1. (2019): 28-42 http://ojs.unud.ac.id/index.php/eot 35 e-issn: 2407-392x. p-issn: 2541-0857 500,000 arrivals was surpassed (alluri, leicher, palm and joras, 2014). travel is not a recent phenomenon and it is not exclusively rooted in european societies (bianchi, 2006). tourist experiences will reduce the perceived differences between tourists and hosts, improve the negative ethnic attitudes, and strengthen the feeling of togetherness. however, it would be an overstatement to say that tourism is the one and only way to increase harmonious relations and worldwide understanding (satani, k. 2003:37). tourism can help foster peace and secure a more harmonious world (higgins-desbiolles, 2003). as pointed out by the literature, mutual crossborder tourism that pays attention to the narratives of „the other side‟, can eventually decrease opposition between the two „sides‟ (wohlmuther and wintersteiner,2014). furthermore, local and international tourists in war effected areas can open up new economic opportunities, such as businesses between colombo and jaffna, reopening hotels and home stays. new trade relationships were built up between sinhalese and tamil communities following the ceasefire while during the war time, these relationships were hidden by brutal war. hence the postwar situation established free movement among civilians and it encouraged mutual understanding between localities. over time, it may lead to positive peace through the two track diplomacy or multi track diplomacy. establishment of war-museums „war tourism’, or „dark tourism’, is defined as the commercial use of the desire to make exciting but morally doubtful „real life‟ adventures in conflict or war zones. when visiting a historic battlefield today, for example, this can be done in the spirit of pacifism, to learn from history, or can be driven by an interest in arms, warfare, and military strategy. thus, it is important to look more closely at how the events are presented by (state or private) tourism agencies (wohlmuther and wintersteiner, 2014). it is labelled as „military tourism‟ or „dark tourism‟ (hartmann, 2014). in 1955, hiroshima and nagasaki opened a peace museum and peace park („hiroshima peace park guide‟ 2005). in the following years many renovations, extensions, and additions have made both cities a veritable place of pilgrimage for peace people (van den dungen, 2014). the hague officially describes itself as an „international city of peace and justice‟. likewise, in post-war sri lanka, there is an established warmuseum at mulative, in the northern part of sri lanka called ‘deyata kirula’. there e-journal of tourism vol.6. no.1. (2019): 28-42 http://ojs.unud.ac.id/index.php/eot 36 e-issn: 2407-392x. p-issn: 2541-0857 the negative side of warfare displayed in an effort to demonstrate the necessity of peace and harmony. the evidence of war in any given country is often visible in both the natural and cultural landscapes –e.g., in the form of battlefields, and war memorials and museums, respectively – but the material evidence of anti-war and peace is far less known and far less visible (van den dungen, 2014). if these arguments are accepted, it is necessary to promote peace and anti-war sentiments among the people rather than war victories and war tourism because by showing weapons and battle strategies, people may learn to mobilize to initiate war or other forms of conflicts and societal crimes. heritage tourism heritage tourism is another aspect of peace tourism. sometimes, it is identified as „cultural tourism.‟ it has three aspects. • firstly, tourism as an experience of the ‘other’, and of otherness in general, may open the minds of people and teach them that the world has more to offer than just one model of living: a critically revised and limited version of the contact hypothesis; • secondly, mutual cross-border tourism to pay attention to the narratives of the other side, and eventually overcome their strict opposition to one another; • thirdly, peace tourism to learn from the history of war and the history of important peace makers (wohlmuther and wintersteiner, 2014). however, in this study, the concept of heritage tourism is being applied to denote a very broad concept. sri lanka has more than 2500 years of written history and very ancient archeological sites. according to recent findings of the archeologists, there are more than 6000 years of dated archeological sites in sri lanka. all of them are proven by radiocarbon dating with scientific technology. there are so many cultural heritage sites like buddhist temples, hindu shrines, hindu kovils and muslim mosques in sri lanka. people are different in many ways different language, culture, race, ethnicity, the colour of our skin, how we worship, the way we dance – yet we are all far more alike than we are different. the more people volunteer all over the world and make friends with local people, the more peaceful the world will be (brown, and morrison, 2003). e-journal of tourism vol.6. no.1. (2019): 28-42 http://ojs.unud.ac.id/index.php/eot 37 e-issn: 2407-392x. p-issn: 2541-0857 at the time of thirty years protracted war between ltte and sri lankan military forces, except four occasions, not all cultural heritage sites were attacked but some were protected. in that sense, the religious and cultural tolerance of both military sides can be seen positively. further, palliyaguruge and pannilage (2017) have pointed out that cultural uniqueness, diversity of farming style in cinnamon cultivations and diverse pattern of people‟s attitude and behavior in sri lankan culture and society in the context of globalization. they may be quite interesting for foreigners as tourist as well as cultural explorers. as the result of this ingrained tolerance, an excellent opportunity has opened up for sinhalese, tamil and muslim people to visit a diverse array of cultural heritage sites within sri lanka. since the end of the war, the numbers of local and foreign tourists visiting these cultural heritage sites has been increasing. these visits promote mutual understanding of „other‟ cultures and help to develop intercultural relationships, especially during times of cultural and religious celebrations. this empirical situation opens up new grounds to inculcate peace tourism in post-war sri lanka. peace ambassador there is another potential contribution of volunteer vacationers that must be acknowledged and where the impacts reach beyond simply the guest and hosts. volunteer travelers can be often seen as ambassadors for peace. this is because, when volunteers visit other places in the world, they have an opportunity to discover not just the things that make us different, but also those similarities that tend to bind people together. if through their journeys, people can gain a better understanding and appreciation for different cultures, religions, and heritage, this may lead to greater understanding within their home communities as volunteers share their insights with their local communities. and if tourism can harness these individual travel ideals, it will certainly be a more positive contributor to world peace. these were the underlying themes at the second global summit on peace through tourism in geneva, switzerland, in february 2003. the vision articulated at this event was that every traveler could be a peace ambassador (brown, and morrison,2003). travelers who are committed to cultivating positive peace in the global society often prioritize inner peace or mindfulness, which is usually obtained through practicing meditation. as many e-journal of tourism vol.6. no.1. (2019): 28-42 http://ojs.unud.ac.id/index.php/eot 38 e-issn: 2407-392x. p-issn: 2541-0857 sri lankans are following theravada buddhism, the practices of ‘vidarshana’ and ‘samatha’ meditation are quite common throughout sri lanka. this poses a very good opportunity for tourists and lay persons to visit sri lanka and experience these forms of meditation, thereby attaining a degree of mindfulness. on the other hand, many sri lankan buddhists do not practice mediation. instead, they are following „protestant buddhism‟, as mentioned by gananatha obesekara (1972). indeed, other sri lankans practice hinduism, christianity and muslim religions and may not routinely engage in meditation.furthermore, even without engaging in meditation, tourists can see the problems in the places they visit, relate them to their own community and take up action to improve the world in some way as a result (higgins-desbiolles,2003). "in the context of tourism it can be seen to represent the self-realisation of one‟s desires and identity, through travel, free from politically motivated impediments, and suggestions” (bianchi, 2006). however, there is a huge potential to develop mindfulness with inner peace through the practicing of meditation in sri lanka. there are currently few foreigners coming to sri lanka to know about mindfulness, which is integral part of the peace tourism. the use of home stays may help to utilize the potential of using the practice of different religions and engaging with different beliefs to create a degree of mindfulness. but, that is not enough. the government and private sector need to prioritizing formulating new policies to promote wide-scale mindfulness through the mediation. holistic gaia peace satani (2003:37) developed the concept of holistic gaia peace in his master thesis. the concept of gaia was used by ancient greek to denote the notion of „mother earth‟. then, james ephraim lovelock brought the concept to the contemporary world to highlight the importance of environment and all living organism in the world. it refers to environmental tourism in a peaceful manner. currently, tourism is seen as an economic factor, as an ecological challenge, and critically as a (positive or negative) factor of social justice, sometimes also as a menace to the „authentic traditions‟ of the indigenous populations (wohlmuther and wintersteiner, 2014). according to statistics (alluri, leicher, palm and joras, 2014) of the sri lankan tourism sector, there is an increasing number of tourists arriving in e-journal of tourism vol.6. no.1. (2019): 28-42 http://ojs.unud.ac.id/index.php/eot 39 e-issn: 2407-392x. p-issn: 2541-0857 the country. many of them are coming for eco-tourism, such as whale watching in mirissa, for example. by participating in these types of activities, the environmental damage caused by tourism can be reduced. sri lanka is a very beautiful country with a green environment filled with unique flora and fauna. in such a context, unorganized plans in the eco-tourism sector ultimately damages the local environment. this is an emerging challenge of the post-war, millennial era in sri lanka. therefore, a crucial aspect of peace tourism is that eco-tourism organizers are well-prepared and knowledgeable about the local environment. they must also pay sincere attention towards to promoting the concept of „holistic gaia peace‟. conclusion the world tourism organization and the world travel and tourism council both enthusiastically promote the opening of new markets, the de-regulation of corporate enterprise, and the inalienable right to travel (bianchi, 2006). „reality tours‟ have also recently arisen in popularity as the antithesis of conventional tourism, whereby tourists engage in a more realistic experience of the host community (alluri, leicher, palm and joras, 2014). this may encourage a greater understanding of „other‟ cultures by the tourists. indeed 'tourism can reduce prejudices, conflicts and tensions through challenging negative stereotypes (pratt, and liu, 2016). „peace tourism‟, in a narrow sense, is the travelling to peace sites, monuments, museums etc. in order to learn from the experience that these places reveal (van den dungen and lollis , 2014). it is tourism about peace and for peace. it may also include specific peace education programmes. theoretically, peace tourism is the opposite of „war tourism‟ (wohlmuther and wintersteiner,2014). although “tourism as a force for peace” has been a popular positive message relayed by the industry, consultants and some academics in recent years, the reality is that tourism has very little influence on peace and security issues, at least at the macro level, and that tourism is far more dependent on peace than peace is on tourism (hall, timothy, and duval, 2008). as a conclusion, it can be said that there is two-way or mutual relationship between peace and tourism. the concept of peace tourism implies that positive peace may be attained through two or multiple track diplomacy. this study attempts to explain the concept of peace tourism by applying a holistic approach or holistic gaia peace e-journal of tourism vol.6. no.1. (2019): 28-42 http://ojs.unud.ac.id/index.php/eot 40 e-issn: 2407-392x. p-issn: 2541-0857 approach. there is scope for peace for all living and non-living organism in the world to be partly achieved through sustainable tourism. however, this form of tourism faces new challenges, as well as potential benefits, in the millennial, postwar era of sri lanka. acknowledgement i must grateful to sabaragamuwa university of sri lanka for providing financial support to attend the 2 nd bali international tourism conference 2018, organised by the udayana university, denpasar, bali, indonesia. secondly, i must express my sincere gratitude to my dearest friend shannon o‟hara-smith (lawyer in australia) for her sincere dedication to make proof reading this article. references alluri, r.m., lei cher, m., palme, k and joras,u. (2014). understanding economic effects of violent conflicts on tourism: empirical reflections from croatia,rwanda and sri lanka, international handbook on tourism and peace, austria: drava verlag. bianchi, r. (2006). tourism and the globalization of fear: analyzing the politics of risk and (in)security in global travel, tourism and hospitality research, palgrave macmillan vol. 7, 1, 64–74. boyd, s.w. (2000). „heritage‟ tourism in northern ireland:opportunity under peace, current issues in tourism, vol. 3, no. 2. bramwell, b. & lane, b. (2010). sustainable tourism: an evolving global approach, journal of sustainable tourism, 1:1, 1-5. http://dx.doi.org/10.1080/096695893 09450696. brown, s and morrison, a.m. (2003). expanding volunteer vacation participation an exploratory study on the mini-mission concept, tourism recreation research vol. 28(3), 73-82. d‟amore, l. (1988). tourism – the world‟s peace industry, journal of travel research, vol.27, no.1, p.38. gadamer, hans-georg, (1977). philosophical hermeneutics, david e. linge, trans. and ed., berkeley and london: university of california press. e-journal of tourism vol.6. no.1. (2019): 28-42 http://ojs.unud.ac.id/index.php/eot 41 e-issn: 2407-392x. p-issn: 2541-0857 galtung, j. (1996) peace by peaceful means: peace and conflict, development and civilization. london: sage. hall, c.m., timothy, d. j., and duval, d. t. (2008). security and tourism: towards a new understanding, journal of travel & tourism marketing, 15:2-3, 1-18. http://dx.doi.org/10.1300/j073v15n0 2_01. hartmann, r. (2014). dark tourism, thana tourism, and dissonance in heritage tourism management: new directions in contemporary tourism research, journal of heritage tourism, 2014 vol. 9, no. 2, 166– 182, http://dx.doi.org/10.1080/1743873x. 2013.807266. higgins-desbiolles, f. (2003). reconciliation tourism: tourism healing divided societies, tourism recreation research vol. 28(3), 2003: 35-44. hunter, c. (1997). sustainable tourism as an adaptive paradigm, annals of tourism research, vol. 24, no. 4, pp. 850-867. available from:http://orcp.hustoj.com/wpcontent/uploads/2016/01/1997sustainable-tourism-as-an-adaptiveparadigm.pdf (accessed on 3 rd october 2018). institute for economics & peace. (2018) global peace index 2018: measuring peace in a complex world, sydney, june 2018. available from: http://visionofhumanity.org/reports (accessed on 3 rd october 2018). levy, s.e. and hawkins, d.e. (2010). peace through tourism: commerce based principles and practices, journal of business ethics, 89:569– 585. doi 10.1007/s10551-0100408-2. salazar, n.b. 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(2014). tourism and peace – an emerging field of action and research, in international handbook on tourism and peace, austria: drava verlag. world travel & tourism council, (2006). tourism as a driver of peace, london, united kingdom. world tourism organization & united nations environment programme, (2005). making tourism more sustainable: a guide for policy makers, madrid, spain. e-journal of tourism vol.9. no.1. (2022): 20-30 http://ojs.unud.ac.id/index.php/eot 20 e-issn 2407-392x. p-issn 2541-0857 the phenomenon of crisis management development on tourism destination ni made eka mahadewi1*, ni ketut dewi irwanti2 1bali tourism polytechnic 2university triatmamulya *corresponding author: eka.mahadewi@gmail.com doi: https://doi.org/10.24922/eot.v9i1.84038 article info submitted: december 25th 2021 accepted: march 5th 2022 published: march 31th 2022 abstract in every destination, crisis could be affecting the global tourism industry sector. gurtner (2007) asserted that crisis management as a science, is still in its infancy largely due to the difficulties in standardizing, measuring, and comparing one crisis situation with another. crisis usually related to political issues, economic or social situation at the destination and distributed all over the world through numerous media channels. this paper aimed at providing a combination concept of crisis management and ergonomic perspective. a model came to this study to answer the phenomenon of crisis management on tourist destination. by providing a literature-based overview on how a decline in visitor numbers due to crisis management and the destination do not implement the ergonomic components; an integrative model designed to know the answer why the numbers of visitor declined to tourist destination and why the income from tourism sectors decreased. the results of this paper will try to describe and to emphasize particular types of tourism crisis and accordingly, possibilities to improve and manage them. some literatures-based theoretical and it implementation to bali as tourist destination used to elaborate tourism condition such as: (1) the type of tourism crisis in bali as a favourite tourist destination; (2) the tourism product and services of bali tourism from ergonomic perspective; (3) the relationship of crisis and its supporting product and services for bali tourism from ergonomic perspective; (4) the phenomenon crisis and its tourism development from ergonomic perspectives to quality and sustainability of bali tourism. keywords: tourism crisis; ergonomic destination; tourism development; travel management. introduction background a big country with a diverse culture is the identity of the indonesia. however, this strength has not been able to make the development and growth of indonesian tourism at the forefront of bringing in foreign tourists compared to thailand, singapore and malaysia. the crisis of trust from the world community came to indonesia due to the lack of updated information on security, comfort and services in the tourism sector. a tourism crisis is defined as any unforeseen tourism event that affects tourists' confidence in a destination that http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 20-30 http://ojs.unud.ac.id/index.php/eot 21 e-issn 2407-392x. p-issn 2541-0857 interferes with its ability to operate normally. the tourism crisis describes conditions that can threaten the normal operation and conduct of tourism businesses; damage the tourist destination as a whole including the reputation of safety, attractiveness, comfort; thus affecting the perception of the destination which in turn causes a decline in the local tourism and travel economy, affects the tourism business and affects tourist visits and expenditures (sonmez, apostolopoulus, tarlow, 1999; wto, 2003; king and cottrel, 2007). no tourist destination is completely immune from the crisis but to minimize the vulnerability of the crisis, stakeholders in tourist destinations need to implement greater initiatives in managing their tourist destinations (bierman, 2003). ergonomics-based on destination management can make bali as a quality and sustainable destination. the government, as the highest stakeholder in tourism management, needs to provide crisis management knowledge to the community after the covid-19 pandemic. more systematic input from human resources was identified as a way to assist tourism businesses in preparing for and dealing with crisis (pforr and hosie, 2008). bali and even indonesia need to prioritize destination development on ergonomic destination management and the placement of human resources that are competent in developing their tourism. this can create a sense of security, comfort and excellent service for destinations. during covid 19, bali experienced a decrease in the number of tourist visit, both domestic and international. based on hotel occupancy in bali, in april – august 2020, the bali hotel occupancy become 0%, it is means no visitor or tourist stay at hotel, and no arrival at the airport. on december 2019, the hotel occupancy only became 62,55%; in 2020 is 19,00% and hotel occupancy target on december 2021 is 30% (bali tourism authority, 2021). from another data recorded, crisis in bali came from tragedy bali bomb blast in 2002 and 2005. the tourism sector in bali decreased in tourist arrival on 2003 and 2006. fluctuation in the number of foreign tourists occurred in the range 1997 to 2007; from 1997 to 1998 and 1999, the number of visits to indonesia decreased by about 500 thousand tourists (down 11 percent). the decline tourists visiting bali only 3 percent. after political situation in 1998; the number of tourists visiting bali rise steadily. the decline tourists again occurred in 2003 and in 2006. as well known in 2002 and 2005 as the tragedy bali bombings. in bali, the number of tourists fell from 1,28 million to 99 thousand. learn from experienced the fluctuation bali tourism, and compared to asia tourist destination; bali need to improve the services including the policy, security, safety, coordination and information (undp, et.al., 2003; prideaux, 2005; mahadewi, et.al., 2014; diaz and rodriques, 2016; ollivaud and haxton, 2019; mckercher, et.al., 2021). research objectives the research objectives of this study were as follows: (1) to identify the type of tourism crisis in bali as a tourist destination; (2) to identify the tourism product and services of bali tourism from ergonomic perspective; (3) to identify the relationship of crisis and supporting product and services for bali tourism from ergonomic perspective; (4) to construct of phenomenon crisis and its tourism development from ergonomic perspectives to quality and sustainability of bali tourism. literature review crisis management and its important to tourism industry martens, et.al. (2016) wrote the importance of crisis management for the http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 20-30 http://ojs.unud.ac.id/index.php/eot 22 e-issn 2407-392x. p-issn 2541-0857 tourism industry. tourists or visitor came or not come to visit a specific tourism destination is because its image. image is pictures, figure, portrait that many people have about personal, company, organization, or product. image as part of behavior of an individual or self-image (schiffman & kanuk, 2008 on mahadewi, et.al., 2014). the destination image differs from other image types since it is inevitably linked to the destination image is also highly influenced through non tourism related information sources (echtner and ritchie, 2003). by getting the impression, that the destination is not safe to visit, potential tourists will exclude the destination from their list of places considered for a visit (glaesser, 2003). crisis classification based on sausmarez, 2007 on martens, et.al (2016) put into three types: (1) potential crisis; (2) latent crisis, (3) acute crisis (see figure 1). potential crisis included (1) crisis communication; (2) crisis management; (3) crisis preparedness; (4) crisis prevention. ergonomic to tourist destination ergonomics is a multidisciplinary field that examines human activities and their environment with the principles of fitting the job to the person (grandjean and kroemer, 2000). ergonomic is about designing for people, and terminology of ‘workplace’ replaced to ‘comfort zone’ to easier implementation to tourism destination perspectives. ergonomic is defined as the science of fitting a workplace to the user’s needs, ergonomics aims to increase efficiency and productivity and reduce discomfort. in a tourist destination, implementation of ergonomic ideally used in every facility and supporting tourist attraction. capacity of roads, pedestrian area, tourist capacity in tourist objects, bus or transport composition, stairs in every accommodation or in tourist object, all need to be assessed when creating a workspace or comfort zone, whether it is at the indoor or at outdoor (manuaba, 2006; irwanti and mahadewi, 2019). figure 1. the temporal classification of crisis source: sausmarez, 2007 on martens, et.al (2016) ergonomics information, communication, technology current technology developments as a tool for tourist to access information. the ministry of communication and information (2019), used the information technology to support tourist destinations which include 3 stages: (1) planning: tourists need planning before traveling to tourist destinations by searching for potential crisis imaginary crisis that might occur in the future latent crisis occurring crisis that does not yet have measurable negative influence acute crisis occurring crisis that has perceivable and measurable negative influence http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 20-30 http://ojs.unud.ac.id/index.php/eot 23 e-issn 2407-392x. p-issn 2541-0857 information through the web, page or social media which is then continued by making online reservations from flight ticket reservations to lodging; (2) on the way to tourist destinations (on tourism system we called ‘bridging element’), tourists use mobile phones to access tourist objects, culinary, tourist attractions, and others; (3) after traveling, tourists share experiences through the media social. the use of information technology in this digital era is very important. to support the process of delivering information precisely and accurately, it is necessary to apply the display principle. the display principle used on the web, page and social media is a form of ergonomics implementation that makes it easier for tourists to get information about the tourist destinations they are going to. the display principle has a function to avoid errors in information, is easy to remember, interesting to read, avoids fatigue and boredom of the content that is displayed, and so on. font arrangement, spacing, layout, color, animation, and content are the basic principles of using displays. (manuaba, 2016; sever, 2019; sethi, 2020). ergonomics in tourist activities tourist activities are tourist activities carried out while in tourist destinations. various tourist activities carried out by tourists include cycling, tracking, jogging, walking in the rice field, rafting and so on. in carrying out tourism activities, it is always strived to keep tourists healthy, safe and comfortable. the application of ergonomic principles in creating safety and comfort in carrying out tourist activities is very important, in this case it needs to be considered; 1) the type of tourism activities carried out (whether in the category of activities with heavy, medium or light loads), 2) the equipment used whether it meets the safe and comfortable rules, and 3) the use of time in carrying out activities does not exceed the physical and psychological capacity of tourists. for example, before carrying out cycling or tracking activities, tourists who participate in these activities must meet the provisions of 1) the suitability of capacity with tourism activities in terms of age, gender, physical fitness and physical capacity, 2) determination of mileage and 3) rest time, rest needed when the physical load increases which is characterized by an increase in pulse rate (genaldy, et. al., 2007; shackel, 2007; manuaba, 2016; lintangsari, et.al., 2020). tourism development tourism is the set of relationships that determine people’s temporary and not habitual displacement, including at least one overnight stay in a location other than the usual residence (andreis & carioni, 2019). tourism comprises a complex, collaborative, interrelationship of suppliers organization and destinations. destination managers and leader of the organization facilitate destination-level partnership between various stakeholders. destination managers also mitigate risks, crisis and risk perceptions to establish a positive image and increase the attractiveness of tourist destinations. despite the interest in crisis impacts, a paucity of research exists on understanding how destination leaders or managers address crisis at the local level (fyall, garrod & wang, 2012; fyall et.al, 2012; chew & bahari, 2014; becken & hughey, 2013 on todman-lewis, 2017). research methods this research used systematic and integrative literature review. systematic review is a synthesis of the available research and experiment which concentrate on a specific research problem. this type of review helps the researchers to overcome likely biases by adopting some http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 20-30 http://ojs.unud.ac.id/index.php/eot 24 e-issn 2407-392x. p-issn 2541-0857 methods (de souza, 2010). an integrative literature review is a non-experimental design. the researchers objectively put critique, summarize and make conclusions about subject matter through a systematic search, categorization and thematic analysis of past qualitative and quantitative research studies on the subject (lobiondowood and haber, 2010.; sparbel and anderson, 2000; toracco, 2005., on dela and janet, 2017). an integrative review, a comprehensive and inclusive methodology permits the inclusion of both quantitative and qualitative research articles (whittemore and knalf, 2005). secondary data collected from literature related topic crisis management, tourism, destination, ergonomic; and a content analysis was conducted to documents. result and discussion from some literatures which been used for this study; show that crisis is a condition or event intensified by flawed managerial structures or resistance to change (gurtner, 2007; fyall, garrod and wang, 2012; martens, et.al., 2016; todman-lewis, 2017; rossi, 2020; bandoi, et.al. 2020; mckercher, et.al. 2021). bali as a tourist destination have experienced in crisis who affected tourism sectors, such as political events, natural disasters, bali bomb blast and pandemic covid 19. to provide an overview of chosen literature the used publications are designed as an integrated model in figure 2. crisis on travel & tourism types of ergonomic *types of crisis tourist destination *yellow & red zone destination preparedness figure 2. the integrative research model the crisis management on tourism and ergonomic perspectives on destination study case: bali (adopted from gurtner, y., 2007; fyall, garrod and wang, 2012; martens, et.al., 2016; todman-lewis, 2017; rossi, 2020; bandoi, et.al. 2020; mckercher, et.al. 2021) potential crisis latent crisis acute crisis tourist destination image cognitive ergonomic physical ergonomic organizational ergonomic lack of service at the destination: road, bridge, transport, etc political issue (1965); bali bomb blast (2002, 2005) pandemic covid 19 t e c h n o lo g y , in fo rm a ti o n , c o m m u n ic a ti o n tourist activities & facilities; lack on comfort/safe/ security; poor service, bad environment (bacteria, virus, mold) mental process, perception, memory, reasoning and motor responses policy, process, socio culture decline in visitor numbers; no income from tourism sector, economic, social problem increase in visitor numbers; big income from tourism sector, positive impact to quality, premier destination and bali sustainability positive negative tourist activities & facilities; comfort, clean, safe, security; excellent service, clean, health environment clean, safety, health comfort facilities http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 20-30 http://ojs.unud.ac.id/index.php/eot 25 e-issn 2407-392x. p-issn 2541-0857 the figure shows the integrative theory concept and its implementation to condition of bali tourism. this figure as the answer of the all objective research. potential crisis could become from lack of service, lack of design of infrastructures, facilities or services. latent crisis usually came from political issue and terrorism. and pandemic covid 19 as part of acute crisis for destination. there are four types of ergonomic called as a total ergonomic, it can be described into: (1) ‘physical ergonomic’ examines the relationship between physical activity and human anatomy, anthropometry, physiology and biomechanics; (2) ‘cognitive ergonomics’ examines the human relationship with memory, mental process, perception, reasoning and motor responses. it relates to decision making, human and computer interaction, mental works, workload, training, stress,; (3) ‘organizational ergonomics’ examines the relationship between humans and organizations, policies, working time, working conditions, participation and team work are important components in the organization (manuaba, 2006). and (4) environmental aspect included clean, safety, hygiene. aspects of security and comfort in tourist destinations need to be considered, not only for tourists but also for managers and even all tourism stakeholders. safe conditions which are avoiding the risk of harm while being comfortable means the fulfillment of one's physical and psychological needs based on each individual's perception. safe and comfortable conditions are part of an ergonomic study that considers physical, cognitive, and environmental aspects. some things that need to be considered in supporting aspects of security and comfort in tourist destinations are infrastructure and facilities. in general, tourist destination facilities do not have ergonomic standards that refer to appropriate technology (a) economical, the technology used must take into account the benefits to be obtained, b) technical, the technology chosen does not absorb much energy, c) ergonomic, useful technology and does not have a negative impact on physical and mental health, d) socio culture, tourist needs are adjusted to culture and aesthetic values, e) energy saving, excessive use of energy can damage the existing order, f) does not damage the environment, the technology used does not have a negative impact on the environment. ergonomic standards that refer to appropriate technology can be used as the basis for building facilities to foster a sense of security and comfort for tourists. the development of facilities and infrastructure as well as supporting facilities in tourist destinations already has a reference standard but has not been implemented comprehensively. the standard for the procurement of infrastructure and supporting facilities is contained in the minister of tourism regulation no. 3/2018 concerning the special allocation fund for physical development in the tourism sector. this regulation states the provisions for the construction of tourism facilities which include development of tourist attractions and improvement of tourism amenities. development of tourist attraction, among others; development of tic (tourist information center); 2. making changing rooms and/or toilets; 3. construction of the pergola; 4. gazebo making; 5. installation of garden lights; 6. construction of guardrails; 7. development of the stage for arts/performances; 8. development of souvenir stalls; 9. construction of plazas / culinary hawker centers; 10. construction of places of worship; 11. construction of a viewing deck; 12. construction of identity gates; 13. construction of pedestrian paths/walks/roads within the area, boardwalks, and parking lots; and 14. manufacture of directional signs. while the increase in tourism amenities include; 1. construction of tourist docks; 2. construction of yacht docking/stopping points; 3. construction of a dive center and its http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 20-30 http://ojs.unud.ac.id/index.php/eot 26 e-issn 2407-392x. p-issn 2541-0857 equipment; 4. construction of a surf center and its equipment; 5. construction of dams; and 6. procurement of glass bottom boats (permenpar, 2018). one of the provisions for the construction of infrastructure facilities made in this regulation refers to the capacity and needs of users (tourists) such as using the dimensions of the human body (anthropometry) to determine comfort and safety in using the facilities. anthropometry is one of the fields of study in ergonomics. anthropometric data is used for various purposes, such as work station design, work facilities, and product design in order to obtain appropriate and appropriate sizes with the dimensions of the human limbs that will use them (wingjosoebroto, 2008). so that the use of anthropometric measurements is not only used in designing infrastructure and facilities but also used to design every product produced in tourist destinations, including hotel products such as hotel design, room design, hotel equipment design and including souvenir designs. in addition to anthropometry, the use of the principle of visual display in ergonomics in tourist areas is important. for example the placement of identity gates, displays or directional signs, maps and certain signs to find locations in tourist areas. determination of viewing distance, typeface, character size, color selection, placement will minimize tourist errors in receiving information (irwanti & mahadewi, 2019). as a destination, not all of tourism aspect used of ergonomic procedures and rules. when the destination managers or leaders do not stand and follow the ergonomic component; it can become crisis in all aspect of facilities, infrastructures, services related tourism. a crisis, especially in its early stages, tends to generate a situation of chaos, panic, uncertainty and general confusion. in order to increase the probability of recovery strategy success, it is equally essential managing human and financial resources and fostering an adequate level of cooperation between all stakeholders, from public to private sectors, from tourism central bodies to local offices. it will help destination to make an image. the physical damage caused by tourism crisis can be managed and restored quickly, but the damage done to the image of the destination might be more complicated to rebuild and strengthen (minar, l. 2019). the destination image can play a crucial role in tourism behavior and intention to travel (mahadewi, et.al., 2014). bali as a small island that had suffered from a man-made crisis all had different impacts on tourism behavior. bali reported the declining tourist arrival during crisis on 2003, 2006 (see figure 1 and 2). table 1 show that crisis happen in 2021when the arrival of tourist (dominant domestic market) going to decrease. the condition of destination of bali took place as potential and acute crisis. it will become two option: positive impact and negative impact. mckercher, et.al (2021) mention on their research, bali as premier tourism destination. this statement gave positive impact to bali. another impact came from covid 19 and affected economic sector. economic crisis affecting tourism include global recession, weak national economies, and sudden changes in exchange rates. all these can result in a loss of tourist or consumer confidence and alter the propensity to travel. any crisis in the categories reviewed as figure 4, will damage the tourism sector’s ability to operate normally, either because of damage to transport and other infrastructure and facilities, or because of the perception that the destination is unsecure or unsafe. sensitivity to destination development disturbances can be caused by the inability of the destination to implement ergonomic rules, which should have a good impact to bali as a tourist destination. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 20-30 http://ojs.unud.ac.id/index.php/eot 27 e-issn 2407-392x. p-issn 2541-0857 table 1. bali tourists arrival 2018-2021 month 2018 2019 2020 2021 january 743,456 793,527 879,702 282,248 february 655,719 692,113 721,105 240,608 march 762,622 787,616 567,452 305,579 april 777,287 795,997 175,120 330,593 may 682,521 656,082 101,948 363,959 june 1,156,151 1.287,877 137,395 498,852 july 906,347 935,930 229,112 166,718 august 770,364 925,360 355,732 202,187 september 774,144 812,003 283,349 298,950 october 762,124 853,007 337,304 468,826 november 806397 852,626 425,097 no data yet december 960,859 1,152,901 382,841 no data yet total 9,757,991 10,545,039 4,596,157 3,158,520 source: bali tourism authority (5 november 2021). the condition of destination of bali took place as potential and acute crisis. it will become two option: positive impact and negative impact. mckercher, et.al (2021) mention on their research, bali as premier tourism destination. this statement gave positive impact to bali. another impact came from covid 19 and affected economic sector. economic crisis affecting tourism include global recession, weak national economies, and sudden changes in exchange rates. all these can result in a loss of tourist or consumer confidence and alter the propensity to travel. any crisis in the categories reviewed as figure 4, will damage the tourism sector’s ability to operate normally, either because of damage to transport and other infrastructure and facilities, or because of the perception that the destination is unsecure or unsafe. sensitivity to destination development disturbances can be caused by the inability of the destination to implement ergonomic rules, which should have a good impact to bali as a tourist destination. relationship between tourism development, quality of life and sustainability performance are very important topics and benchmarks in long-term policies and strategies global, regional dan local level (bandoi, et.al. 2020). regarding the objectives research, through our analysis, we were able to identify the problem of bali tourism from ergonomic perspective and crisis management approach. conclusion the results of the study may be significant to the effective practice for policy maker by helping destination managers identify factors affiliated with crisis and with ergonomic preparedness to facilitate the continuation of core business activities before, during, and following crisis. the results offered guidance to destination leaders or managers on improving readiness at the local level. other contribution of the study to policy maker, destination leaders, destination business to adopt a proactive approach to planning and managing for possible risks affecting tourism destination and its business operations. the conclusions that could be taken from this study are: (1) the type of tourism crisis in bali as a tourist destination during the pandemic covid-19 were identified as acute crisis; (2) the tourism product and services of bali tourism need to be improved from ergonomic perspective; (3) the relationship of crisis and supporting http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 20-30 http://ojs.unud.ac.id/index.php/eot 28 e-issn 2407-392x. p-issn 2541-0857 product services for bali tourism from ergonomic perspective were positively impact to the growth of bali tourism destination development; (4) the coordination and cooperation of tourism stakeholders is needed to develop bali tourism destination development. leaders or managers can handle crisis effectively by knowing which preparedness strategies are best suited for specific risks by using ergonomic approach; and how to identify qualified individuals to collaborate with when handling emergencies. acknowledgement i would like to express my special thanks of gratitude to tourism leaders and managers in bali tourism authority, bali hotel and restaurant association, who support this project by giving data information related tourism development and strategic destination. i would also like to extend my thanks to my institution bali tourism polytechnic for providing me with all the facility that was required. references andreis, f.d. and carioni, m.a. 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(2006) ’macro ergonomic approach on work organization with special reference to the utilization of total ergonomic ship approach to obtain humane, competitive and sustainable work system and products. proceeding national seminar on ergonomy, surabaya. 21-22november martens, h.m., feldesz, k. merten, p. (2016) ‘crisis management in tourism-a literature based approach on the proactive prediction of a crisis and the implementation of prevention measures’. athens journal of tourism-volume 3, issue 2, pages 89-102 mckercher, b., tolkash, d., eka mahadewi, n.m., ngurah byomantara, d.g., (2021) ‘the relationship between motive and indestination behaviour’. journal of hospitality and tourism management. 46. pp.432-439 mckercher, b., tolkash, d., eka mahadewi, n.m., ngurah byomantara, d.g., (2021) ’individual tourism system’. journal of tourism management. 82. minar, l. 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(2007). ‘factors influencing the application of ergonomics in practice’. journal of ergonomic. vol. 23. issue 8. taylor francis online sonmez, sf., backman, sj., (1992) ‘crisis management in tourist destination‘. pensykvania university. clemson university. vision in leisure and business. vol.11 number 3. article 4. todman-lewis, cvm. (2017) ‘startegies for crisis preparedness of tourist destination’. walden university. disertation nd doctoral studies. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 20-30 http://ojs.unud.ac.id/index.php/eot 30 e-issn 2407-392x. p-issn 2541-0857 college of management and technology undp., usaid., world bank. (2003). ‘bali beyond the tragedy’. report of the consultive group indonesia (cgi). documents1.worldbank.org. bali whittemore, r., and knafl, k., (2005) ‘the integrative review: update metodology’. jurnal of advanced nursing, 546-553. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.7. no.2. (2020): 349-368 http://ojs.unud.ac.id/index.php/eot 349 e-issn: 2407-392x. p-issn: 2541-0857 optimization of sapta pesona (seven enchantments) with waste management on tourist village development: case of cimande tourist village maidar simanihuruk sekolah tinggi pariwisata bogor corresponding author: meydar_bj@yahoo.co.id article info received 9 september 2020 accepted 18 september 2020 available online 30 september 2020 abstract through the community-based tourist approach, coaching of the sapta pesona program is one way to provide knowledge to the community that area they live in is a tourist area. tourists will visit if the area is safe,orderly, clean, cool, beautiful, friendly and memories. the purpose of this research is to know community public awareness of cleanliness, determine the distribution and volume of waste, the waste management evaluation system that has been carried out, and environmental management at cimande tourist village. the method of research used is qualitative and quantitative methods in order to obtain more comprehensive, valid, reliable, and objective data. the sample consists of 35 participants of coaching from community of cimande village. the factor and regression analysis were used for the data analysis. the results of the study showed that coaching significantly contributed to the community interest in waste management (t = 2.512> t table with a significance of 0.017 (ρ <0.05). the distribution of the generated waste accumulates in almost every rt (neighborhood) and there are 20 illegal landfill garbage dumps. the author makes a suggestion, urban village head with pokdarwis, village cadres and youth organization had to have a program to invite all cimande community to do environmental cleanliness by mutual cooperation on regularly in order to optimize cleanliness with waste management to achieve cimande clean, reach out to people from door to door, making them realize the importance of cleanliness and segregation of waste. keywords: sapta pesona, seven enchantments, waste management, tourist village, cimande e-journal of tourism vol.7. no.2. (2020): 349-368 http://ojs.unud.ac.id/index.php/eot 350 e-issn: 2407-392x. p-issn: 2541-0857 introduction background in accordance with the direction of the president of the republic of indonesia joko widodo, which is to develop indonesia from the periphery with regions and villages within the framework of unity is with the idea of a village and tourist, and then the idea of a tourist village emerged. this directive succeeded in elevating several villages to become tourist destinations. through village development, it is hoped that rural communities will gain insight into awareness of the protection of the natural environment, sustainable culture, and be able to empower the available resources, remain diligent in carrying out daily habits, and carry out their main livelihood. so that it is expected to be a tourist attraction. this type of special interest tourist can be offered in a tourist village, where there is more emphasis on experiential elements and active tourist that involves tourists in direct contact with the surrounding community. one of the villages that is currently developing local cultural tourist with its trademark cimande silat is the cimande tourist village located in caringin district, bogor regency. cimande village is a developing tourist village located in bogor regency, famous for its medical tourist 'fracture massage’ and culture tourist 'pencak silat'. in this location, various human activities are centralized, both local residents, patients seeking treatment, patient companions, tour operators, and visitors / tourists. activities carried out directly and indirectly cause damage to the environment, such as piles of organic waste and plastic waste, rubbish scattered on the side of the road. if this condition is not immediately addressed, it can threaten the environment and sustainable community life. cleanliness is an environmental condition that displays a free atmosphere, from dirt, garbage, sewage and pollution. the pollution factor or vision of tourists in terms of cleanliness in a location or village environment will affect the interest of the tourists to return or no longer to the location or village. to realize the interest of tourists visiting an area, it can be realized with sapta pesona. the community should be able to create a beautiful atmosphere of enchanting, clean as well as create interesting and comfortable conditions and atmosphere for the tourists. clean, where tourist village provides conditions that show clean and hygienic properties such as environmental conditions, tourist facilities, service equipment and human beings who provide such services. e-journal of tourism vol.7. no.2. (2020): 349-368 http://ojs.unud.ac.id/index.php/eot 351 e-issn: 2407-392x. p-issn: 2541-0857 the volume of waste generation always increases with the increase in population. based on information from the ministry of environment and forestry (klhk), the national waste generation amount reaches 175,000 tons per day if using the assumption that 0.7 kg of waste produced per person per day is assumed. the total population of cimande village is 6,800 people, so the assumption of the amount of waste generated by multiplying the assumption of waste generated by each person per day is 4,760 kg per day. preventing the implementation of landfills and environmental damage is necessary for waste management at cimande tourist village. as a developing tourist village, village communities who need awareness in waste management, this research aims to monitor the distribution and volume of waste at this village, the waste management evaluation system that has been carried out, and environmental management at cimande tourist village which is free of waste. through a community-based tourist approach, it is hoped that the community will be wiser in managing and a sustainable village environment free of waste. as a tourist village, the application of the sapta pesona concept is important in its foundation because it can encourage public awareness to be good hosts. in addition, the application of sapta pesona will also attract tourists to an area, thereby increasing the role of the community as the maximum beneficiary of the development of tourist activities. formulation of the problems based on the background description above, the formulation of the problems are as follows: 1. what is the distribution and volume of waste in the cimande tourist village area? 2. what is the waste management system in the cimande tourist village? 3. what is the environmental management strategy in the cimande tourist village? literature review sapta pesona in order to attract his interest in visiting an area, sapta pesona can be realized. the community must be able to create a beautiful, enchanting atmosphere and create attractive and comfortable conditions and atmosphere for tourists. tourists will feel at home staying longer, satisfied with their visit and giving beautiful memories in their life. the seven elements of sapta pesona, namely: (1) safety, where a condition that can be felt and experienced a safe atmosphere, free e-journal of tourism vol.7. no.2. (2020): 349-368 http://ojs.unud.ac.id/index.php/eot 352 e-issn: 2407-392x. p-issn: 2541-0857 from threats, disturbances, and acts of violence and crime, is protected, (2) orderliness, which provides conditions that reflect orderly and orderly and discipline in all aspects of community life both in terms of vehicle traffic, use of facilities as well as in various other community behaviors, (3) cleanliness, where the conditions are clean and hygienic in both environmental conditions, tourist facilities, service equipment and human beings provide these services, (4) cool atmosphere, providing a fresh, cool and comfortable atmosphere because of regular and beautiful reforestation both in the form of parks and greening in each residential environment, (5) beauty, which provides beauty, conditions that reflect the arrangement that orderly, orderly and harmonious both regarding infrastructure, facilities, use of a harmonious color scheme, in harmony with de with the environment and showing national personality traits, (6) friendliness, which provides warm hospitality, namely the attitude and behavior of people who are friendly and polite in communicating, providing services and helping hands without strings attached; (7) memories, which give memories, namely pleasant impressions and will always be remembered. waste garbage is solid, solid waste or waste which is a byproduct of urban areas or the life cycle of humans, animals or plants. garbage is goods that are not used and wasted or items whose owner / user or ordered have been disposed of with the intention of not being taken away (kodoatie, 2005; siahaan, 2016). according to the indonesian national standard (sni) number t-13-1990, what is meant by waste is solid waste containing useless organic and inorganic substances and must be managed so that it does not apply to the environment and protect building investment. waste management based on the regional regulation of bogor regency number 2 of 2014, waste is the residue of human daily activities and / or natural processes in solid form, consisting of household waste and household-like waste. if waste management does not receive serious attention and is only considered a "small thing" for the community and is not managed seriously, it will become "big and scary" in the future. in order to achieve optimal solid waste services, it is time for a paradigm shift in waste management. according to the law of the republic of indonesia number 18 of 2008 concerning waste management, it is a comprehensive and continuous systematic e-journal of tourism vol.7. no.2. (2020): 349-368 http://ojs.unud.ac.id/index.php/eot 353 e-issn: 2407-392x. p-issn: 2541-0857 activity which includes waste reduction and handling. waste management is a process that needs to be done with the aim of converting waste into something that has economic value and breaking waste into something that is not endangering the environment (masjhoer, 2017). to achieve optimal solid waste services, it is time for a transformative paradigm shift in waste management at cimande tourist village. the transformative paradigm is the concept of waste management at cimande tourist village, which can prevent or minimize pollution and other negative impacts that are detrimental to society and the environment. according to (witoelar, 2006; siahaan, 2016) new policies are needed to change the paradigm of waste management from the end of pipe approach, namely disposing of waste directly to the landfill towards waste management with the 3r principle, namely reduce, reuse and recycle. waste management policy emphasizes reducing waste at its source, sorting and recycling. the initial step that is very important in changing this paradigm is to change the policy towards minimizing waste at its source, not at its disposal. the impact of tourist on the environment tourist can have a negative or positive impact on the environment, depending on the planning and management of tourist development in a destination (gee, 1997; masjhoer, 2017). general impacts arising from tourist (inskeep, 1991; masjhoer, 2017): 1. positively impact. if tourist has good planning and management, it can maintain and improve environmental conditions in various ways. positive impacts of tourist, namely: conservation of protected areas, conservation of archaeological and historical sites, improvement of environmental quality, improvement of the environment, improvement of infrastructure, and increasing environmental awareness. 2. negative impact. tourist development that does not have proper planning, development and management will have a negative impact on the environment. the negative impacts may vary depending on the type of tourist development and the specific environmental characteristics of the tourist area. the relationship between the scale of tourist development and the carrying capacity of the environment greatly affects the e-journal of tourism vol.7. no.2. (2020): 349-368 http://ojs.unud.ac.id/index.php/eot 354 e-issn: 2407-392x. p-issn: 2541-0857 expansion of the resulting environmental impacts. the negative impacts of tourist are water pollution, air pollution, noise, visual pollution, waste problems, ecological disturbances, damage to archaeological and historical sites, and land use problems. coaching coaching from a humanist perspective is person-centered principles, it views positive change and selfactualization as a driving force in the human psyche (roger, 1959; ives, 2008). behavior based approach, advocates a behavioral approach that acknowledges the complexity of both the human being and her environment, but which nevertheless focuses on facilitating practical change over psychological adjustments. this approach is action focused insofar as it looks to the future and seeks to create change and imbed it in real life contexts, but it still leans heavily towards personal development, emphasizing the need for client learning, and to a lesser degree adopts a therapeutic emphasis on the coaching relationship (stober, wildflower, & drake, 2006; ives, 2008). according to (whitmore, 2003; ives, 2008) portrays coaching as “optimizing people’s potential and performance.”. to coach means to convey a valued colleague from where he or she is to where he or she wants to be (evered & selman, 1989; ives, 2008), “to focus, motivate and support others in achieving their goal” (parsloe & wray, 2000; ives, 2008), “collaborative solution-focused, result-orientated and systematic process in which the coach facilitates the enhancement of life experience and goal attainment in the personal and/or professional life of normal, non-clinical clients (grant, 2003; ives, 2008). coaching is an intervention aimed at helping the coaches to focus on and achieve their clearly defined goals. the coach uses openended questions to provoke thought, raise awareness, and to inspire motivation and commitment. methodology research location and time this research was conducted at the cimande tourist village located in area tarikolot, kecamatan caringin, bogor regency for five months, from january 2020 to february 2020, and continued again on july 2020 to september 2020 due to the covid pandemic from march 2020 to june 2020. the research began from the process of data collection until completion. this research focus on optimizing sapta pesona with waste management in the development of cimande tourist village. e-journal of tourism vol.7. no.2. (2020): 349-368 http://ojs.unud.ac.id/index.php/eot 355 e-issn: 2407-392x. p-issn: 2541-0857 this research is expected to help the community in providing knowledge about the importance of cleanliness through sapta pesona coaching. so that it can change the behavior of people who care about the environment and are aware that the area they live in is a tourist area that tourists will always visit if the area is clean, beauty, comfortable, orderly, and safe. through a community-based tourist approach, it is hoped that the community will be wiser in maintaining and managing a sustainable village environment free of waste. as for the general research roadmap carried out during five months, from january 2020 to feb 2020 and july 2020 to september 2020, as follows figure 1. research roadmap (2020) the research activities that have been carried out are identifying the volume of waste generation that follows the population. village communities need awareness in waste management and environmental management that is free of waste. with the application of the sapta pesona concept as the basis for its development in order to encourage high awareness of the cimande village community in environmental cleanliness. data types and sources the type of research data consisted of qualitative data consisting of an overview of the cimande tourist village e-journal of tourism vol.7. no.2. (2020): 349-368 http://ojs.unud.ac.id/index.php/eot 356 e-issn: 2407-392x. p-issn: 2541-0857 and quantitative data which included the number of participants who attended in the counselling of the sapta pesona with waste management on tourist village development, the characteristics of participant and the answers to the questionnaire statements obtained from participant. data sources used in this research were obtained from primary data sourced from direct respondents and secondary data not sourced from respondents. data collecting both the qualitative and quantitative data were used in the current research. the data were obtained from both the primary and secondary data sources. the data were collected through the library research and field research (observation, direct interview, questionnaire, and documentation). data collection in this research was conducted through observations, interviews, documentation and library studies. research population and samples the research sampling is based on the requirements of the regression analysis in which the requirements for the number of samples are between 30 to 100. the number of research samples is 35 respondents with the consideration that the number has met the minimum requirements in the analysis using statistical package for social sciences (spss) computer program version 22. the sampling technique is done by probability sampling of simple random sampling technique that is simple to accomplish and easier to explain to others without paying attention to the strata in the population. sampling of respondents was done by 35 people for participant who attended in the coaching of the sapta pesona with waste management on tourist village development. variables and data analysis the completed and structured close-ended questionnaires were coded and keyed in the statistical package for social sciences (spss) computer program version 22 and descriptive analysis such as means, standard deviation, and correlation analysis was performed. next, further investigation using hierarchical regression analysis was executed to assess the relationship between a set of one independent variable and the dependent variable, controlling the effect of a different set of independent variables: coaching on the dependent variable: community interest in waste management, which thereafter could furnish empirical findings in supporting the outlined research objectives. e-journal of tourism vol.7. no.2. (2020): 349-368 http://ojs.unud.ac.id/index.php/eot 357 e-issn: 2407-392x. p-issn: 2541-0857 results and discussion cimande tarikolot village is one of the villages in the caringin district, bogor regency, which is located between two hills, mount pangrango and mount salak. the village of cimande tarikolot is bordered by pancawati village in the north, in the east it is bordered by sukabumi regency and borders with lemahduhur village in the west and south. the distance of cimande village from the center of caringin district is about 5 km, from the center of bogor regency about 34 km and from the national capital about 70 km. with an area of + 335 ha, an altitude of 550 m above sea level, divided into 2 urban villages, 4 rw (hamlet) and 17 rt (neighborhood). residential area of 252 ha with a population of 6,800 inhabitants. the population distribution is not evenly distributed in each rt (neighborhood). the areas with the densest population are rt 11 to rt 15, with an average number of over 130 households and the rest averaging around 100 households. the majority of residents (53%) are men, consisting of 1,702 heads of families spread over 2 urban villages, 4 rw (hamlet) and 17 rt (neighborhood).. the education level of the village community, the majority are primary school (sd) 60%, middle school (smp) 22%, high school (sma) / smk graduates 12%, the rest are kindergarten and bachelor's 1.6% graduates. the majority of people's livelihoods are farming, self-employed, employees, traders, farm laborers. demographic characteristics of respondents in table 2 depicts the respondents’ demographic characteristics of respondent. male respondents made up 37 percent of the sample while females made up 63 percent. the respondents who attended in the counselling of the sapta pesona with waste management on tourist village development are dominated aged 36-45 years (57 percent) because of some of them are village cadres of cimande tourist village. they get information about sapta pesona made up 69 percent are obtained from coaching from the government tourist service & academic. e-journal of tourism vol.7. no.2. (2020): 349-368 http://ojs.unud.ac.id/index.php/eot 358 e-issn: 2407-392x. p-issn: 2541-0857 table 1. the distribution of demographic characteristics demographic characteristics a. gender f % b. age f % male 13 37 18-25 6 17 female 22 63 26-35 2 6 36-45 20 57 46-55 7 20 c. education f % d. occupation f % primary school 16 46 farm laborer 10 29 middle school 1 3 village cadres 14 40 high school 15 43 youth organization 2 6 university 3 9 litbang & babinsa 2 6 doctoral tourist awareness groups 7 20 (pokdarwis) e. source information about sapta pesona f % social media/advertising 2 6 coaching from academic 7 20 coaching from the government tourist service & academic 24 69 seminar 1 2.5 friends 1 2.5 total 35 100 total 35 100 source: the processed primary data (2020) results of observation the distribution of the generated waste at cimande village accumulates in almost every rt (neighborhood). each rt (neighborhood) has at least one illegal landfill (garbage dump). however, there are several rt (neighborhood) that have more than one illegal garbage dump, such as rt 08 which has 5 illegal dumping points. so that in the entire village there are 20 illegal landfill garbage dumps. local waste originating from household rubbish is a source of permanent waste generation, where the volume of waste is very large and relatively constant. based on information from the ministry of environment and forestry (klhk), the national waste generation amount reaches 175,000 tons per day if using the assumption that 0.7 kg of waste produced per person per day is assumed. the total population of cimande village is 6,800 people, so the assumption of the amount of waste generated by multiplying the assumption of waste generated by each person per day is 4,760 kg per day. e-journal of tourism vol.7. no.2. (2020): 349-368 http://ojs.unud.ac.id/index.php/eot 359 e-issn: 2407-392x. p-issn: 2541-0857 figure 2. waste generations in sewers, rt 11, cimande village source: researcher's personal documents (2020) figure 3. waste generation in green area, rt 09, cimande village source: researcher's personal documents (2020) figure 4. waste generation near the grave, rt 08, cimande village source: researcher's personal documents (2020) figure 5. waste generation in sewers, rt 08, cimande village source: researcher's personal documents (2020) e-journal of tourism vol.7. no.2. (2020): 349-368 http://ojs.unud.ac.id/index.php/eot 360 e-issn: 2407-392x. p-issn: 2541-0857 waste management in cimande village local government participation the role and local government in the waste management strategy in the form of providing the necessary facilities and infrastructure, including the number of cleaners who act as implements every day is not yet visible. the unavailability of tps (temporary disposal sites) has resulted in the community dumping garbage in illegal dumpsites, such as in several garbage dumps that are in sewer airways or in landfills without permanent buildings in every neighborhood unit at cimande village. the accumulation of garbage that has never been collected becomes sedimentation so that it closes the airways of the sewers and even creates an unpleasant odor that pierces the residents' noses. the presence of black smoke and burns in what is called an illegal tps (temporary disposal site) and plastic, organic and other garbage mixed together. there is no role and local government in waste management efforts at the cimande village through coaching on waste management. the extension is an important part of providing knowledge about waste to the community, so that the community understands how importance of waste management and is willing to get involved in waste management strategies. karang taruna as a community social youth organization in cimande village has just started to reactivate their activities in early 2020. one of the programs carried out by karang taruna is to help with waste management strategies in the form of taking garbage from house to house in several rt, namely in rt 01, 02, 03 and 06 due to personnel and funding limitations. waste management activities began on june 15, 2020. the mechanism for collecting garbage from house to house by assigning five persons personnel cleaning for each rt, which is carried out every wednesday night. the waste that is taken is then collected into sacks and then carried by the cleaning staff to be collected by the designated roadside. on wednesday morning, dlh (environmental service) officers will transport the garbage sacks and bring them to the leuwiliang tpa (final disposal site). the form of financing carried out by the community in rt 01, 02, 03 and 06 is to pay rubbish disposal fees every month. this levy is managed independently by the karang taruna group to pay the cleaning staff that every wednesday night picks up trash. the amount of rubbish retribution is idr 15,000 per household / month. the amount of this fee is for the cost of transporting waste from the house to the leuwiliang landfill (tpa). idr 5,000 for each five persons personnel cleaning and idr 10,000 for fee of dlh (environmental service) officers. e-journal of tourism vol.7. no.2. (2020): 349-368 http://ojs.unud.ac.id/index.php/eot 361 e-issn: 2407-392x. p-issn: 2541-0857 figure 6. process collecting the rubbish source: researcher's personal documents (2020) the behavior of the people who do not care about the environment needs to be changed. this is not easy, because changing behavior is something that cannot be done in a matter of hours or days. the method that can be done is with socialization that is able to touch all levels of society intensively and continuously. in order to optimize sapta pesona with waste management in the development of the cimande tourist village, there are strategies that is carried out, as follow: 1. coaching from academy coaching of the sapta pesona program is one way to provide knowledge to the community that the area they live in is a tourist area that tourists will visit if the area is safe, orderly, clean, cool, beautiful, friendly and memories. the objective of the sapta pesona program extension is to increase awareness and sense of responsibility for all levels of the cimande village community to be able to act and make it happen in everyday life. the purpose of this coaching is to change people's behavior in order to: don’t dispose of rubbish improperly and to participate in maintaining the cleanliness of the facilities and environment of tourist objects and attractions. figure 7. coaching from academy source: researcher's personal documents (2020) after completion of the coaching, the researcher gave the participants a questionnaire form to see if they had any interest in making improvements in waste management so don’t dispose of rubbish improperly and to participate in maintaining the cleanliness of the facilities and environment of tourist objects and attractions. e-journal of tourism vol.7. no.2. (2020): 349-368 http://ojs.unud.ac.id/index.php/eot 362 e-issn: 2407-392x. p-issn: 2541-0857 table 2. community interest in waste management question f % 1. willing to implement the 3r program (reduce-reuse-recycle) scale 4: 10 28.6 scale 5: 25 71.4 2. willing to have own rubbish can scale 4: 5 14.3 scale 5: 30 85.7 3. will throw trash in own rubbish can scale 1: 1 2.9 scale 3: 2 5.7 scale 4: 4 11.4 scale 5: 28 80 4. willing to do cleanliness the environment with mutual scale 4:8 22.9 cooperation every month scale 5: 27 77.1 total 35 100 source: the processed primary data (2020) in table 2, describes the results of coaching. the answer of the community strongly agrees to be willing to implement the 3r (reduce-reuse-recycle) program, want to have their own trash cans, want to throw garbage in their own trash cans and want to do environmental cleanliness by mutual cooperation every month. 2. rubbish can make rubbish can with bamboo material. cimande village has many bamboo trees that can be used as trash cans. garbage bins are also distinguished by organic and inorganic waste, where this will facilitate the sorting of waste and further waste utilization. the placement of these trash cans at several points per rt (neighborhood) is to pull out the trash and collect the garbage so that a clean environment is created. according to khalik (2014: 29) the condition of the environment around the tourist area must be maintained by not littering and maintaining cleanliness at public facilities because littering can affect the comfort of tourists in visiting. figure 8. making rubbish baskets by the community source: researcher's personal documents (2020) reliability analysis reliability refers to a sense that the instrument used in research to obtain the desired information can be trusted (reliably) as a data collection tool and able to reveal actual information in the field. the reliability test method used is the e-journal of tourism vol.7. no.2. (2020): 349-368 http://ojs.unud.ac.id/index.php/eot 363 e-issn: 2407-392x. p-issn: 2541-0857 cronbach's alpha method, construct is considered reliable if the alpha coefficient is> 0.70 (sugiarto, hendratono, & djoko, 2015). the reading of cronbach’s α for all the variables as described in table 3 exceeds the criterion of 0.70, indicating the survey instrument is reliable to measure all constructs consistently and is free from random error. table 3. reliability analysis variables number of items cronbach’s alpha coaching 9 .781 community interest in waste management 4 .821 source: the processed primary data (2020) descriptive statistics the descriptive statistics for respondent response of the effect of coaching on community interest in waste management is presented in table 4. table 4. respondent response of the eeffect of coaching on community interest in waste management labels means sd variable: coaching c1 4.86 .355 c2 4.71 .622 c3 4.89 .323 c4 4.74 .443 c5 4.89 .323 c6 4.51 .781 c7 4.14 .944 c8 4.46 .701 c9 4.37 .843 labels means sd p1 4.71 .458 variable: p2 4.86 .355 community interest in waste p3 4.66 .838 management p4 4.77 .426 source: the processed primary data (2020) e-journal of tourism vol.7. no.2. (2020): 349-368 http://ojs.unud.ac.id/index.php/eot 364 e-issn: 2407-392x. p-issn: 2541-0857 the multi-item statements are designed for a five-point likert scale ranging from 1 (strongly disagree) to 5 (strongly agree). as seen in table 3 above, the highest mean value is on c3 and c5 indicator statement which is at an average of 4.89 which means that respondents agree that the speaker was friendly and had a pleasant personality and the material presented was in accordance with the conditions in cimande tourist village. on p2 indicator statement is at an average of 4.86 which means that respondents are willing to have their own trash can. the standard deviation value not all has a value close to 1 (whole number) which means that the diversity of respondents gives answers homogeneous and not homogeneous in providing answers to coaching which means that some of answers given by respondents vary and another respondent gives same answers. table 5. respondent response of understanding and knowing information about sapta pesona question labels means sd * one of the government's tourist programs is sapta pesona sp1 4.49 .742 * the objectives of implementing the sapta pesona program sp2 4.26 1.01 * the sapta pesona program is beneficial for cimande tourist village environment sp3 4.80 .406 * the sapta pesona program can be applied at cimande tourist village sp4 4.34 .684 * society applies sapta pesona points sp5 4.03 .923 * society's attitude towards sapta pesona sp6 4.71 .750 source: the processed primary data (2020) as seen in table 5, the highest mean value is on sp3 indicator statement which is at an average of 4.80 which means that respondents agree that the sapta pesona program is beneficial for cimande tourist village environment and 71 percent respondents agree that the most difficult thing to do from the seven points of sapta pesona, is cleanliness (table 6). table 6. respondent response: difficulty of doing sapta pesona sapta pesona f % safety orderliness 25 71 cleanliness cool atmosphere beauty 3 9 friendliness memories no answer 7 20 source: the processed primary data (2020) e-journal of tourism vol.7. no.2. (2020): 349-368 http://ojs.unud.ac.id/index.php/eot 365 e-issn: 2407-392x. p-issn: 2541-0857 results of the regression analysis simple correlation analysis is used to determine the relationship between one independent variable to the dependent variable. determination analysis in simple regression is used to determine the percentage contribution of the influence of the independent variable on the dependent variable (sugiyono, 2016). table 7. the effects of coaching on community interest in waste management variable r r square adjusted r square std. error of the estimate x .401 .161 .135 1.658 source: the processed primary data (2020) as seen in table 7, correlation among coaching on community interest in waste management are seen. the r number is 0.401, this shows that there is a moderate relationship between coaching on community interest in waste management. the determination coefficient is obtained by r2 (r square) by 0.161 for x. this shows that the percentage contribution of the influence of coaching on community interest in waste management by 16.1% while 83.9% is influenced by other variables not examined. table 8. hypothesis testing results hypothesis statement score remarks ha coaching significant effect t = 2.512 h1 accept on community interest in waste sig = 0.017 h0 reject management source: the processed primary data (2020) in table 8, the results of the t-test analysis related to coaching on community interest in waste management, the t count > t table was obtained; 2.512 > 1.692 with a significance of 0.017 (ρ < 0.05). the positive t value indicates that the coaching has a direct relationship with community interest in waste management. so, it can be concluded that the coaching has a significant influence on community interest in waste management. conclusions based on the results of the study, several conclusions can be drawn as follows: e-journal of tourism vol.7. no.2. (2020): 349-368 http://ojs.unud.ac.id/index.php/eot 366 e-issn: 2407-392x. p-issn: 2541-0857 1. the distribution of the generated waste in cimande village accumulates in almost every rt (neighborhood) and there are 20 illegal landfill garbage dumps. local waste originating from the activities of local residents is a source of permanent waste generation, where the volume of waste is very large and relatively constant. the total population of cimande village is 6,800 people, so the assumption of the amount of waste generated by multiplying the assumption of waste generated by each person per day is 4,760 kg per day. 2. the waste management system in the cimande tourist village in the form of providing the necessary facilities and infrastructure, including the number of cleaners who act as implements every day is not yet visible. the unavailability of tps has resulted in the community dumping garbage in illegal dumpsites there is no role and local government in waste management efforts in the cimande village through coaching on waste management. karang taruna as a community social organization in cimande village has just started to help with waste management strategies in the form of taking garbage from house to house in several rt (neighborhood), in rt 01, 02, 03 and 06. waste management activities began on june 15, 2020. the mechanism for collecting garbage from house to house by assigning five persons personnel cleaning for each rt, which is carried out every wednesday night. the waste that is taken is then collected into sacks and then carried by the cleaning staff to be collected by the designated roadside. on wednesday morning, dlh (environmental service) officers will transport the garbage sacks and bring them to the leuwiliang tpa (final disposal site). 3. in order to optimize sapta pesona with waste management in the development of the cimande tourist village, there is a strategy that is carried out. coaching of the sapta pesona program is one way to provide knowledge to the community that the area they live in is a tourist area that tourists will visit if the area is safe, orderly, clean, cool, beautiful, friendly and memories. the results of coaching, community strongly agrees to be willing to implement the 3r (reducereuse-recycle) program, want to have their own trash cans, want to throw garbage in their own trash cans and want to do environmental cleanliness by mutual cooperation every month. the effect of coaching has a positively and significantly contributed to community interest in waste management at cimande tourist village e-journal of tourism vol.7. no.2. (2020): 349-368 http://ojs.unud.ac.id/index.php/eot 367 e-issn: 2407-392x. p-issn: 2541-0857 suggestions bogor regency regional regulation no. 2 (2014) concerning waste management, namely in order to create a healthy and clean bogor regency from waste that tends to increase and the volume, type and things that can have a negative impact on health and environmental pollution, so it is necessary to carry out waste management. local government (urban village head) can impose strict sanctions in order to provide a deterrent effect and educate the community to raise more awareness about maintaining a clean environment and has to have a program to invite all cimande community to do environmental cleanliness by mutual cooperation every month in order to optimize cleanliness with waste management in the development of the cimande tourist village to achieve cimande clean. tourist awareness groups (pokdarwis), village cadres and youth organization (karang taruna) have to reach out to people from door to door, making them realize the importance of cleanliness and segregation of waste. local government (urban village) need to find new land and build tps with permanent buildings to accommodate the waste generation in each rt (neighborhood unit) location. because the temporary disposal sites were deemed unsuitable, a lot of trash was scattered and gave off an unpleasant smell. there needs to be a plan to move (relocate) the temporary garbage dump to a tps location with a permanent building. treatment and volume of waste must be carefully calculated so that the existing infrastructure and facilities can function optimally acknowledgement the author would like to thank ristek-brin (ministry of research and technology / national research and innovation agency) of the republic of indonesia who has given assistance in the form of finance and providing research funding. the author also thanked bogor school of tourist (stp bogor) who giving the opportunity to the author as a lecturer to do field research at the cimande tourist village. references evered, r., & selman, j. 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(2003). in n. b. publishing, coaching for performance. london. e-journal of tourism vol.9. no.2. (2022) http://ojs.unud.ac.id/index.php/eot i e-issn: 2407-392x. p-issn: 2541-0857 e-journal of tourism vol.9. no.2. (2022) http://ojs.unud.ac.id/index.php/eot ii e-issn: 2407-392x. p-issn: 2541-0857 e-journal of tourism p-issn: 2541-0857, e-issn: 2407-392x volume 9, number 2, september 2022 founder prof. dr. i komang gde bendesa, universitas udayana (scopus id: 57193197621) dr. agung suryawan wiranatha, universitas udayana (scopus id: 56996123000) editor in chief prof. dr. i komang gde bendesa, universitas udayana (scopus id: 57193197621) editorial boards prof. dr. made budiarsa, universitas udayana (scopus id: 57193715077) prof. dr. terry de lacy, victoria university, australia (scopus id: 23073072700) prof. geoffrey lipman, hasselt university, belgium (scopus id: 55314553200) prof. christine petr, universite de bretagne-sud, france (scopus id: 14030556600) prof. patrick legoherel, université d’angers, france (scopus id: 6506067264) dr. agung suryawan wiranatha, universitas udayana (scopus id: 56996123000) managing editor dr. i gusti ayu oka suryawardani, universitas udayana (scopus id: 57190262038) peer reviewers prof. dr. i wayan ardika, universitas udayana (scopus id: 6508090296) prof. dr. made antara, universitas udayana (scopus id: 57201540950) prof. dr. i nyoman darma putra, universitas udayana (scopus id: 24741071600) prof. dr. janianton damanik, gadjah mada university (scopus id: 57192676817) prof. dr. muhammad baiquni, gadjah mada university (scopus id: 57210758742) prof. dr. bet el silisna lagarense, politeknik negeri manado (scopus id: 55990881600) dr. devi roza k. kausar, universitas pancasila (scopus id: 35146005500) dr. hera oktadiana, james cook university, australia (scopus id: 57079190600) publisher centre of excellence in tourism, udayana university in partnership with indonesian hotel general manager association and bali tourism village communication forum address centre of excellence in tourism, udayana university jalan p.b. sudirman denpasar bali 80232 email: ejournal.tourism@unud.ac.id; riset.pariwisata@unud.ac.id phone: +62 81237641918; website: https://ojs.unud.ac.id/index.php/eot/ https://ojs.unud.ac.id/index.php/eot/ e-journal of tourism vol.9. no.2. (2022) http://ojs.unud.ac.id/index.php/eot iii e-issn: 2407-392x. p-issn: 2541-0857 table of contents resident perception of conflict with tourism enterprise: an investigation at a mountainous destination in vietnam duong thi hien, tran duc thanh .............................................................. 126 – 143 visitors’ evaluation of destination attributes of penglipuran village anom hery suasapha ................................................................................. 144 – 156 systematic literature review and future agenda: leadership style and dimension in rural tourism settings yuviani kusumawardhani .......................................................................... 157 – 173 a sustainable tourism development strategy in manggarai regency dewa gde satrya, virginia felizia muljono .............................................. 174 – 183 social media (youtube) content analysis to 5 indonesian’s super priority destination candraning koes primastahta, cakry lientang widyaninggar, la mani .. 184 – 195 implementation of conservation tourism in supporting the protection of the essential turtle ecosystem area at taman kili kili beach wonocoyo, panggul herlina suksmawati, leily suci rahmatin, praja firdaus .......................... 196 – 209 planning of gastronomic tourism destinations in balikpapan city gozali gozali .............................................................................................. 210 – 217 tourist satisfaction patterns and index for travel companions while traveling in bali ni ketut arismayanti, i ketut suwena, i made sendra ............................. 218 – 234 the assessment of community participation in the development of marine tourism in the spermonde islands fajar aditya nugroho, ginta eldina, nino wahyu novanda, nicola tesalonika br. ginting, regita dwi putri ...................................... 235 – 243 e-journal of tourism vol.9. no.2. (2022) http://ojs.unud.ac.id/index.php/eot iv e-issn: 2407-392x. p-issn: 2541-0857 the strategy for handling the impact of covid-19 pandemic by sanur tourism actors i putu angga suta pramana putra, agung suryawan wiranatha, i gusti ayu oka suryawardani .................................................................. 244 – 253 factors affecting buyer decision on tourism business event nining yuniati ........................................................................................... 254 – 264 the preference of domestic tourist towards the tourism destination during pandemic period in bali dheanita sekarini octanisa, i komang gde bendesa, i gusti ayu oka suryawardani, agung suryawan wiranatha .................. 265 – 275 e-journal of tourism vol.9. no.2. (2022): 210-217 http://ojs.unud.ac.id/index.php/eot 210 e-issn 2407-392x. p-issn 2541-0857 planning of gastronomic tourism destinations in balikpapan city gozali gozali* school of postgraduate of tourism studies, gadjah mada university, indonesia department of hospitality management, balikpapan state polytechnic, indonesia *corresponding author: gozali@poltekba.ac.id doi: https://doi.org/10.24922/eot.v9i2.88944 article info submitted: july 14th 2022 accepted: september 20th 2022 published: september 30th 2022 abstract planning the development of food-related tourist destinations often ignores the expectations of tourists themselves. this phenomenon almost occurs in various regions in indonesia, especially in balikpapan city. the purpose of this study is to analyze the planning of gastronomic tourism destinations from the tourists' perspective. this research was conducted using a descriptive survey method to determine the expectations of tourists visiting manggar beach in balikpapan city regarding the gastronomic aspect. data collection was carried out in april–june 2022 using an online questionnaire (google form), which was distributed to 117 respondents. the results of data collection were analyzed using spss 21.0 descriptively (frequency, arithmetic mean, and standard deviation). the scale of validity and reliability was measured. research findings show that the gastronomy offered by culinary centers is less varied, most 76.9% of visitors have the habit of bringing raw food ingredients and cooking independently, 15.4% brought food and beverages from home, and 7.7% bought those available at culinary centers. most of the visitors rated the satisfaction variable indicator in the unfavorable category, the lowest average value was y2 (x̅ = 1.82, sd= 0.38) and the highest mean y8 (x̅ = 2.50, sd = 0.76). keywords: gastronomy; gastro tourism; destination planning; tourist expectations. introduction background the development of food tourism (food tourism, culinary tourism, gastro tourism) has recently experienced a positive increase in many regions in indonesia. however, its existence often faces serious problems that cause deterioration and unsustainability. this phenomenon, encourage innovation in food literacy, culinary arts, cultural identity, local entrepreneurship and balance sustainable development in tourism destinations (ranteallo & andilolo, 2017). for this reason, the culinary tourism industry manager must consider this change, adjust the products offered according to tourist requests and preferences (türker & süzer, 2022) and create memorable or creative experiences (ali et al., 2016). because, in culinary tourism, what is offered to tourists is the taste, texture, culture, heritage, local culinary culture, customs, and the http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 210-217 http://ojs.unud.ac.id/index.php/eot 211 e-issn 2407-392x. p-issn 2541-0857 experience of enjoying authentic food and beverages (the world food travel association, 2019). meanwhile, in reality, there are not a few and often found culinary centers in tourist destinations that operate as they are, are not in demand by visitors and tend to be abandoned by the market as happened in the manggar beach tourist destination, balikpapan city, east kalimantan. even though tourism that offers this beach atmosphere every weekend, the number of tourist visits reaches 3000-5000 people and a significant increase to 47.900 people during the eid holiday and contributes to local income of 562.850.000 in 2022 (putri, 2022). however, this potential has not been fully supported by a comprehensive development plan. this can be seen from the policy products and development plans made by the local authorities, which are limited to managing the manggar beach area, not yet regulating in detail the development of culinary tourism destinations in the manggar beach area. whereas the culinary business that is integrated with tourist destinations requires special arts and must involve professional actors in its management. according to ellis et al., (2018) the development of food-centric destinations depends on the cooperation of various parties and government support, in order to realize an optimal tourism experience (wijayanti & damanik, 2019). researchers have previously discussed this type of tourism (carpio et al., 2021; pamukçu et al., 2021; blomstervik et al., 2021; kim et al., 2021; pérez galvez et al., 2017; tsai & wang, 2017). however, very few studies offer a holistic view of gastronomic tourism planning from a tourist perspective. therefore, this paper focuses on the issue of planning the development of gastronomic tourism that is integrated with coastal tourist destinations based on tourist perceptions. this study is important in determining and understanding tourist preferences in planning the development of gastronomic tourism. due to the development of food-related tourism in recent years, changing expectations of tourists seeking to experience the identity and authenticity of local food, and new culinary trends (ellis et al., 2018; türker & süzer, 2022). this paper aims to analyze the planning of gastronomic tourism destinations in the balikpapan area which is useful for tourism professionals and the government in developing this type of tourism. considering that balikpapan city has authentic (culinary and cultural) potential to be developed and offered as a gastronomic tourism destination in the future. in addition, balikpapan is currently trying to prepare itself as a buffer city for the government center for the new indonesian capital (purwanto, 2022). this study will contribute to the relevant literature in determining and understanding tourist preferences for culinary tourism development planning, which is valuable for local governments and tourism professionals in the process of planning and developing gastronomic tourism in accordance with tourist preferences in balikpapan city, east kalimantan. methods this research was conducted using a descriptive survey method. in particular, it is focused on planning the development of gastronomic tourism on the manggar beach in balikpapan city. this study aims to assess the perception of tourists. data was collected using a questionnaire distributed to 117 respondents in addition to observation, interviews, and documentation (sugiyono, 2017). respondents were determined using a nonprobability sampling technique, namely the accidental research sample of local http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 210-217 http://ojs.unud.ac.id/index.php/eot 212 e-issn 2407-392x. p-issn 2541-0857 tourists who had visited manggar beach in balikpapan city. due to the covid-19 pandemic situation in balikpapan city, the distribution of questionnaires was carried out online using a google form in april june 2022. the survey instrument was measured using a four-point likert scale (sunarto & riduwan, 2017): very poor (1), poor (2), good (3), and very good (4). the four-point likert scale eliminates aspects of doubt to avoid uncertain answers, resulting in more precise data (wijayanti & damanik, 2019). results and discussion overview of research locations manggar beach is located in the balikpapan city area, east kalimantan, indonesia, precisely in the manggar and teritip villages, east balikpapan district, which is connected to the makassar strait route as shown in picture 1. picture 1. location of manggar beach (source: google maps, 2022) this beach tourism object has an area of 13,000 m2 and the presence of pine trees which are its trademark. this tourist destination is managed directly by the upt pantai manggar segara sari which is an arm of the balikpapan city government. most of the tourists who visit manggar beach come from various cities around balikpapan city such as penajam paser utara, bontang, tenggarong, and samarinda. this tourist destination not only provides rides for sea water games, but also provides various supporting facilities, one of which is a culinary center that offers local cuisine as shown in picture 2. picture 2. manggar beach culinary center (source: field survey, 2022) manggar beach management also provides a sit cross area for visitors as shown in picture 3. picture 3. sit cross area of the manggar beach culinary center (source: field survey, 2022) visitors can use the area to enjoy food and beverages ordered and purchased at the culinary center. manggar beach is a favorite tourist destination for tourists to spend free time with family while enjoying the beach atmosphere as shown in picture 4. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 210-217 http://ojs.unud.ac.id/index.php/eot 213 e-issn 2407-392x. p-issn 2541-0857 picture 4. portrait of manggar beach tourists (source: field survey, 2022) tourists who visit generally have a habit of bringing food and beverages or food ingredients (such as chicken, beef, and seafood) which are ready to be processed using the equipment they carry independently as shown in picture 3. picture 3. the habits of manggar beach tourists (source: alfonso, 2017) the food ingredients are processed directly with the barbecue technique and carried out on the beach. instrument test instrument testing was conducted on 25 respondents which included validity and reliability tests. the validity test was carried out by comparing the total item correlations that were correlated with the r-table value, which was obtained by 25 respondents, namely 0.396 as shown in table 1. table 1. correlated-item total correlation value. no questioners items r-statistics 1 x1 0.447 2 x2 0.418 3 x3 0.447 4 y1 0.629 5 y2 0.875 6 y3 0.441 7 y4 0.574 8 y5 0.595 9 y6 0.790 10 y7 0.677 11 y8 0.434 12 y9 0.732 13 y10 0.544 14 y11 0.626 15 y12 0.407 source: field survey, 2022 from table 1, we can see that the statement items in the questionnaire are valid because the r-statistical value is greater than the r-table value (ie 0.396). the reliability test was conducted to determine the consistency of the questionnaire in measuring the same symptoms (umar, 2003) the test is carried out by comparing the cronbach alpha value with a critical value of 0.6. the results of the reliability test can be seen in table 2. table 2. cronbach's alpha values (α). variable α critical value x 0.872 0.6 y 0.816 0.6 source: field survey, 2022 from table 2 it can be seen that the value of cronbach's alpha is greater than the critical value of 0.6 so that all variables in the instrument are reliable (umar, 2003). http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 210-217 http://ojs.unud.ac.id/index.php/eot 214 e-issn 2407-392x. p-issn 2541-0857 characteristics of respondents the survey results showed that male and female visitors were evenly distributed at 51.3% and 48.7%, respectively. manggar beach visitors are dominated by the age of 35 years (71.8%), the rest (28%) are 3640 years old. table 4. characteristics of the respondents. no description f % 1 gender male 57 48.7 female 60 51.3 2 age 15-25 41 35 26-35 43 36.8 36-62 33 28.2 3 education senior high school 13 11.1 diploma 46 39.3 bachelor 34 29.1 post graduate 24 20.5 4 marital status married 46 39.3 unmarried 71 60.7 5 origin balikpapan 84 71.8 beyond balikpapan 30 25.6 beyond east borneo 3 2.6 6 frequency of visits 1 time 35 29.9 2-3 times 40 34.2 4-5 times 17 14.5 >5 25 21.4 source: field survey, 2022 the level of education of visitors is evenly distributed: diploma (39.3%), and undergraduate (29.1%) and postgraduate (20.5%). most of the visitors (71.8%) came from balikpapan city, (25.6%) from outside balikpapan city, although they still live on the island of east kalimantan. most visitors (34.2%) have visited more than twice. gastronomy at the culinary center of manggar beach the survey results show that there are at least nine outlets operating at the manggar beach culinary center. most of the food products offered are local foods as shown in table 5. table 5. gastronomy offered no outlet menu items 1 mr. doddi's restaurant fruit salad clear vegetables grilled chicken iced tea orange juice 2 nabila's shop mixed vegetables with the peanut sauce chicken soto fried chicken milo pop ice iced tea 3 citra shop mixed vegetables with the peanut sauce rawon fried chicken coconut ice 4 warung segara sari rujak/gado-gado meatball grilled fish fried fish coconut ice iced tea 5 disporpar canteen chicken noodle pop mie sweet and sour shrimp assorted fried snacks coffee assorted fruit juices 6 mr. mur's meatballs chicken noodle meatball iced tea orange juice 7 manggar juice king sweet and sour salad assorted fruit juices 8 sate madura mr. indra chicken satay and rice cake iced tea orange juice 9 lesehan shop mixed rice assorted fried snacks ice tea orange juice source: field survey, 2022 http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 210-217 http://ojs.unud.ac.id/index.php/eot 215 e-issn 2407-392x. p-issn 2541-0857 table 5 shows that most of the food and beverage products offered are uniform, and seem to be less varied in type. even one outlet with another outlet tends to offer the same type of menu. visitor habits the survey results show that the habits of tourists who visit manggar beach are mostly 76.9% bringing raw materials and cooking directly (x2), 15.2% bringing ready-to-eat food (x1) and 7.7% buying food offered at the manggar beach culinary center (x3) such as which is shown in table 6. table 6. tourist habits (x) questionnaire items f % x1 18 15.4 x2 90 76.9 x3 9 7.7 source: field survey, 2022 visitor satisfaction the survey results show that the level of visitor satisfaction with culinary centers located in the manggar beach area is mostly still far from expectations as shown in table 7. table 7. visitor satisfaction (y) questionnaire items n x sd y1 117 2.29 .52 y2 117 1.98 .37 y3 117 2.11 .36 y4 117 1.82 .38 y5 117 2.11 .37 y6 117 2.20 .40 y7 117 2.38 .53 y8 117 2.50 .76 y9 117 2.34 .47 y10 117 2.17 .38 y11 117 2.07 .45 y12 117 2.35 .47 source: field survey, 2022 on average, visitors gave an unfavorable rating on the arrangement or design of the culinary center (y1), the quality of food and beverages (y2), the cleanliness of the culinary center area (y3), the variety and innovation of the menu offered (y4), excellent service with human resources. skilled (y5), comfort of the surrounding environment (y6), visual presentation of food and beverages (y7), availability of adequate chairs and tables (y8), availability of sanitation and clean water (y9), price offered (y10), availability of trash bins adequate (y11), and cleanliness of food and serving utensils (y12). the manggar beach tourism destination development program by the balikpapan city government the results of the documentation study in this study found that the manggar beach development program was in the regional tourism development unit of spkw zone ii (teritip) which was stated in the regional tourism development master plan (ripkd) document for balikpapan city 2016-2026 and was implemented by upt pantai manggar segara sari. there are at least two programs that will focus on developing culinary tourism, namely: 1) managing culinary areas, and 2) encouraging and facilitating regional and national specialty restaurants. conclusion the development of gastronomic tourism requires comprehensive planning and management initiatives and the support of various actors, especially the government. in this paper, the findings of the research conducted on the manggar beach of balikpapan city have been presented. the results clearly show that the food and beverage products available at the culinary center are less diverse, each outlet offering the same type of menu. the findings of this study further confirm that the majority of visitors 76.9% bring food ingredients and http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 210-217 http://ojs.unud.ac.id/index.php/eot 216 e-issn 2407-392x. p-issn 2541-0857 cook directly in the area, because the culinary center manager has not been able to meet visitors' expectations. on average, visitors gave a poor assessment of tourist satisfaction indicators such as menu variety and innovation, getting the lowest average value of y4 (x̅ = 1.82, sd = 0.38). therefore, the manager of the manggar beach tourist destination must consider the findings of this research in planning the development of a culinary center in the future. for visitors, enjoying the beach atmosphere while cooking independently with their family can lead them to a pleasant, satisfying and happy experience. the habit of visitors like this cannot be avoided and their existence is ignored. in closing this research, we suggest that the existence of a culinary center in the manggar beach area needs to be refreshed, it is not enough to rearrange the area. however, strategic steps are needed, namely: 1) placing the development of culinary tourism specifically as the main program for developing regional tourist attraction objects, 2) formulating regional food and beverage policies, and 3) strengthening human resources with special abilities in the fields of gastronomy and hospitality. finally, we believe, to realize this, collaboration, coordination, unity, and multi-stakeholder cooperation are needed in a holistic and sustainable manner. acknowledgement this study is supported by dr. ir. djoko wijono, m.arch. school of postgraduate of tourism studies, gadjah mada university. references alfonso, a. (2017, december 5). kunjungan wisata pantai manggar balikpapan. anggialfonso.com. http://anggialfonso.com/kunjunganwisata-pantai-manggar-balikpapan/ ali, f., ryu, k., and hussain, k. (2016). influence of experiences on memories, satisfaction and behavioral intentions: a study of creative tourism. journal of travel & tourism marketing, 33(1), 85–100. https://doi.org/10.1080/10548408.201 5.1038418. ayu, g., hendriyani, d., gusti, i., dewi hendriyani, a., antara, m., and sudiarta, n. (2022). the loyalty model of foreign tourists consuming traditional balinese food. global business & finance review, 34–48. https://doi.org/10.17549/gbfr. 2020.25.3 blomstervik, i. h., prebensen, n. k., campos, a. c., and pinto, p. (2021). novelty in tourism experiences: the influence of physical staging and human interaction on behavioural intentions. current issues in tourism, 24(20), 2921–2938. https://doi.org/10. 1080/13683500.2020.1854197. carpio, n. m., napod, w., and do, h. w. 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(2022). tourists’ food and beverage consumption trends in the context of culinary movements: the case of safranbolu. international journal of gastronomy and food science, 27, 100463. https://doi.org/ 10.1016/j.ijgfs.2021.100463. umar, h. (2003). metode riset bisnis (2nd ed.). pt. gramedia pustaka utama. wijayanti, a., and damanik, j. (2019). analysis of the tourist experience of management of a heritage tourism product: case study of the sultan palace of yogyakarta, indonesia. journal of heritage tourism, 14(2), 166–177. https://doi.org/10.1080/1743873x.20 18.1494182. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.8. no.1. (2021): 65-69 65http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 online marketing strategy analysis of pt. bagus trans wisata kevin benedict lesmana*, rustono farady marta, sugeng wahjudi master of communication science, postgraduate program, universitas bunda mulia, indonesia *corresponding author: kevinbenedict0702@gmail.com doi: https://doi.org/10.24922/eot.v8i1.70278 abstract the tourism industry is one of the largest industries in the world, including indonesia. so it is said that this industry has a considerable influence, so that it can be ascertained that this is an opportunity for a business. the large number of existing social media makes marketers have to see an appropriate and broad target. based on this, marketers must be fully prepared with the selection of media, certain efforts and ways to attract consumers. pt. bagus trans wisata has used new media as a channel in promoting its travel products. one of the new media used, namely facebook, the use of this new media is one proof of the success of a well-known company name throughout indonesia. new media is a new form of social media used by the public, considering that conventional media is less effective in conveying mass messages. this paper aims to examine marketing strategies through social media at pt. bagus trans wisata. this research uses descriptive research with a qualitative approach which aims to identify, describe and explain the actual situation related to the marketing strategy undertaken by the service company pt. bagus trans wisata tour & travel jakarta. keywords: online, marketing, tourism, travel article info submitted february 2nd 2021 accepted march 18th 2021 published march 31th 2021 tion, the government always tries to pay attention to the development of tourism. the tourism industry is an industry that includes various roles, professions, and jobs in its continuity. all of them have their respective roles to make the tourism industry run well. (setiawan, 2019). lately there have been many community-based companies that have initiated “open trips”. these various companies have provided new nuances in their types of travel since 2016. this causes tourists to switch because the price offered is quite skewed and adds to the scope of new friends because the characters who follow this trip introduction tourism is one of the areas favored by the indonesian government for earning foreign exchange. tourism as a form of development encouragement plays a role as a source of foreign exchange income and also contributes a lot to other fields. until now, the tourism sector is still positioned as the leading sector for the indonesian economy. (suryani, 2017). indonesia has enormous tourism potential and it is hoped that this will be able to become one of the strengths of reliable infrastructure development. in this connece-journal of tourism vol.8. no.1. (2021): 65-69 66http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 development of information technology affects the lifestyle of today’s consumers. similar to the research raised by ariani putri (2010) entitled “the role of online media in marketing of tourism products at the nusa jaya travel agency, bandung,” in her research, the author said that promotion on online media can facilitate consumers and be more efficient for companies. (sari, et al., 2016). methods this study uses a descriptive research type with a qualitative approach that aims to identify, describe and explain the actual situation related to the marketing strategy undertaken by the service company pt. bagus trans wisata. the research location was determined using the purposive area method. data collection methods used by researchers include in-depth interviews, observation methods and documentation techniques. in addition, the primary data source is a data sourced from pt. bagus trans wisata and other data is secondary data which is data through literature in the same direction as this research. the analysis technique used is the swot analysis technique which focuses on the marketing strategy of pt. bagus trans wisata in attracting tourists to use pt. bagus trans wisata. results and discussion marketing strategies carried out through online media at pt. bagus trans wisata is a strategy to make it easier for potential tourists to access the tour packages they want. the influence of online media also affects segmenting, targeting and positioning. the market share of this company is mostly seniors and also aged 40 years and over who already have a lot of free time, but it is undeniable also with other circles. (salam, et al., 2019). come from any group with locations of residence in various cities in indonesia. this type of travel is popular with most people, especially the millennial generation who want to have a new network of friends and a minimal budget. usually companies have many travel packages on each of the dates on the holidays. (brahmanto, 2015). the destinations offered are al so diverse, unique, and rarely owned by travel agents in general. open trip travel agencies market their travel products through online media, either through instagram, facebook, or even the newest platform for millennials, tiktok. this open trip travel agency also often invites several artists and celebrities to attract consumers to be interested in traveling with this company. the company, which has only been running for 4 years, promotes its travel products only through online social media, namely facebook. (atiko, et al, 2016). facebook is one of the most widely used social networks by indonesians, so it is not surprising that facebook can be a business opportunity as well as a very potential product marketing tool. facebook provides a place to meet and communicate between a member and other members. with the increasing number of members who gather, facebook then offers ad spots to members in marketing or promoting products. (watie, 2016). every activity at pt. bagus trans wisata is well organized into a tour package and marketed to individual and group tourists via online media. the target market segmentation is indonesian citizens who wish to travel abroad on a sloping budget. no wonder there are many millennials who join this travel program. (aryani, 2017). consumers or potential tourists do not even need to come to the company, but can access via facebook by opening a site that is already available or can directly contact via whatsapp to the intended number. online media was chosen because the rapid e-journal of tourism vol.8. no.1. (2021): 65-69 67http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 in marketing the package, pt. bagus trans wisata is included in the btc or business to customer category, namely tourists who buy tour packages directly to pt. bagus trans wisata will be subject to a published rate according to the price given on facebook or via whatsapp. current technological developments are directly proportional to the rapid growth of travel agencies in indonesia. (budiasih, 2019). table 1. matrik swot analysis marketing of tour packages through online media at pt. bagus trans wisata ifas efas strenght(s) 1. the tour packages displayed are quite diverse 2. have competitive prices 3. the photos of the departing group are convincing 4. marketing costs incurred cheaper 5. can be seen by multitudes from all over the world 6. prospective tourists find it easier to see the travel package weaknesses (w) 1. tourists must have an online platform first to find out the products offered. 2. pt. bagus trans wisata does not have an official website yet 3. sometimes admins often reply to messages too much 4. suspicion often arises because marketing is only online. opportunity (o) 1. to establish cooperation with travel agents and tourism accommodation in other countries 2. it is easier to add or update new travel products 3. accompanied by products and services, sales will be in accordance with the target. 4. improving technology and communication facilities. so strategy 1. improve and develop products that are of interest to potential tourists 2. increase the use of media facilities for promotion 3. promote better cooperation with tourism industry players in indonesia and other countries. 4.increase promotion through online media so that more tourists can access the website. wo strategy 1. promote prices by informing good products 2. provide new options for tourists who want to determine the tour package as desired 3. the information posted on facebook must be in accordance with the facts. threats (t) 1. competition is getting tougher to promote similar travel packages 2. the emergence of a new travel agency that has its own creativity and uniqueness 3. there was abuse when ordering travel products online 4. there was a crisis of trust because the transaction was not direct. st strategy 1. make a variety of trips and unique destinations so that they are more attractive 2. provide the best price and according to the facilities provided 3. re-confirm the identity of potential tourists (passport, id card, account book) when making transactions. wt strategy 1. given the convenience with payment in installments and in full d-7 departure 2. providing information on travel products through the whatsapp group that has been formed, so that there is priority for those who have left or do not have a facebook account 3. improve the quality of service by holding events and gatherings so that trust will arise. e-journal of tourism vol.8. no.1. (2021): 65-69 68http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 therefore, facing this, pt. bagus trans wisata continues to improve its strategy to be able to compete in current conditions. discussing these problems, a swot analysis was obtained regarding the strengths, weaknesses, opportunities, and threats in marketing travel products online at pt. bagus trans wisata which can be seen in table 1. based on the research results table 1, it can be described that the marketing of the tour packages of pt. bagus trans wisata is right to choose online media as a promotional and marketing medium. judging from the swot analysis where each strategy shows and increases the excellence in marketing the tour packages of pt. bagus trans wisata by minimizing and eliminating weaknesses and threats. the right strategy is used for marketing tour packages through online media at pt. bagus trans wisata is to take advantage of travel packages that are diverse, unique, and attractive package packages to increase tourist interest and cheap package prices must be accompanied by product quality so that sales are on target, provide accurate information on facebook so there is no crisis of tourist trust, as well as using an internet connection system that has good quality, in order to minimize the occurrence of system errors. and currently the company pt. bagus trans wisata uses online media to increase the level of tourist visits, but marketing through printed media such as brochures and other electronic media has not been forgotten. because it would be better needed when doing promotions in places that are visited by many people, such as holding exhibitions. conclusion the results show that facebook does not only play a role as a promotional medium in the development of a travel agency, but also as a medium for communicating with potential customers. in addition, the use of social media (facebook) in developing travel products can change from being unknown to being known by many people. this has a very positive impact or influence on sales results in a travel agency company. on the other hand, current technological developments are in line with the rapid growth of travel agents in indonesia which is increasingly mushrooming and competition is fierce. pt. bagus trans wisata certainly continues to improve its strategy to stay afloat and compete with other travel agents. discussing these problems, a swot analysis was obtained regarding the strengths, weaknesses, opportunities and threats in marketing tour packages through online media at pt. bagus trans wisata based on the results of the research above, it can be said that it is right to choose online media as a media for promotion and marketing of tour packages. because it has been proven in the swot analysis it shows that many internal factors have a positive impact on the company. the advantages of each strategy that come from within the company must be continuously improved which aims to further minimize the weaknesses and threats of competitors. standing in a service company, pt. bagus trans wisata must continue to develop new strategies in order to survive in the tourism industry and be able to compete with companies, especially travel agents. references aryani, n. l. p. n. (2019). analisis segmentasi pasar dalam menentukkan pasar sasaran utama pada pt. pacto bali travel. jurnal penelitian agama hindu, 1(1) pp. 105-111. atiko, g., sudrajat, r. h., and nasionalita, k. (2016). analisis strategi promosi pariwisata melalui media sosial oleh kementrian pariwisata ri (studi e-journal of tourism vol.8. no.1. (2021): 65-69 69http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 deskriptif pada akun instagram@ indtravel). eproceedings of management, 3(2). budiasih, m. (2019). pariwisata spiritual di bali. pariwisata budaya: jurnal ilmiah agama dan budaya, 2(1) pp.7080. brahmanto, e. (2015). magnet paket wisata dalam menarik kunjungan wisatawan asing berkunjung ke yogyakarta. media wisata, 13(2). setiawan, i. (2015). potensi destinasi wisata di indonesia menuju kemandirian ekonomi, prosiding seminar nasional multi disiplin ilmu&call for papers unisbank (sendi_u), 53(9), pp. 1689–1699. sari, a. p., negara, i. m. k., & suardana, i. w. (2016). strategi pemasaran paket wisata melalui media online di truly asia tour and travel. jurnal ipta (industri perjalanan wisata), 4(1), pp. 74-78. salam, h. i., widodo, j., & zulianto, m. (2019). strategi pemasaran pada pt nuansa wisata prima nusantara tour & travel jember. jurnal pendidikan ekonomi: jurnal ilmiah ilmu pendidikan, ilmu ekonomi dan ilmu sosial, 13(1), pp. 66-71. suryani, a. i. (2017). strategi pengembangan pariwisata lokal. jurnal spasial: penelitian, terapan ilmu geografi, dan pendidikan geografi, 3(1). watie, e. d. s. (2016). komunikasi dan media sosial (communications and social media). jurnal the messenger, 3(2), pp. 69-74. e-journal of tourism vol.9. no.1. (2022): 8-19 http://ojs.unud.ac.id/index.php/eot 8 e-issn 2407-392x. p-issn 2541-0857 strategies and policies for the acceleration of bali tourism recovery i putu astawa* regional development planning agency of bali province, bali, indonesia *corresponding author: putuastawa19@yahoo.co.id doi: https://doi.org/10.24922/eot.v9i1.84154 article info submitted: january 14th 2021 accepted: march 10th 2022 published: march 31th 2022 abstract bali tourism has been suspended due to the covid-19 pandemic. therefore, efforts to revive tourism and restore the economy in bali are needed. the main objectives of this study are (1) to analyze the efforts to build the trust of the tourists to visit bali, (2) to analyze the policies to encourage tourists to come to bali. this study utilized a qualitative approach. the study was conducted in bali, and data was collected through interview, observation, and documentation techniques. the key informants in this study were the heads of the following institutions: bali provincial tourism office, statistics of bali province, bali provincial health office, and bank indonesia. the result of this study revealed that building trust from the tourists to visit bali can be done by suppressing and reducing the spread of covid-19, repetition of public awareness socialization campaigns about health protocols implementation, providing healthcare facilities, medical personnel, and paramedics, tight travel control at bali’s entry and exit points, vaccination of tourism workers and the community, and implementation of green zones. furthermore, the strategies to encourage tourists to come to bali are free covid corridor, meeting incentive conference exhibition, work from bali, influencer collaboration through the “we love bali” program, and digitalization of inclusive tourism. this study is essential to be conducted to assist in restoring tourism and economic conditions in bali. keywords: tourism; economy; trust; travel; tourists. introduction background covid-19 pandemic has caused a massive downturn that the tourism industry has seen in its history. all kinds of tourism activities have been stopped; flights were grounded, hotels were closed, international travels were restricted and even prohibited. in the past, the global tourism industry experienced a downturn after the 9/11 terror attack. a year later, bali was hit by a similar disaster, which resulted in the collapse of the island’s economy. compared to the impact of that terrorism, the effect of the covid-19 pandemic on the tourism industry is much more severe. the ongoing pandemic has kept people wondering when it will end and ultimately created shared challenges for all tourism stakeholders to address. on march 23, 2020, three days after warnings and appeals for covid-19 cases were publicly announced by the national government, the provincial government of bali immediately took various anticipatory http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 8-19 http://ojs.unud.ac.id/index.php/eot 9 e-issn 2407-392x. p-issn 2541-0857 steps to minimize the spread of the virus. the bali government, in an integrated manner through the circular letter of the governor of bali number 45/satgascovid19/iii/2020, appealed for physical distancing, implementation of wfh (work from home), closures of the schools, shopping centers, and tourist attractions, as well as establishing mutual cooperation task forces at the traditional village level. the spread of covid-19 in bali was increasing day by day. the majority of the cases happened at three main clusters, namely (1) traditional and religious ceremony cluster, (2) family cluster, and (3) office cluster. this situation became a major concern for policymakers in formulating and implementing strategic preventive policy measures. the government then enacted community activity restrictions following the instruction of the minister of home affairs number 02 of 2021, regulation of the governor of bali number 46 of 2020, circular letter of the governor of bali number 3355 of 2020, and circular letter of the governor of bali number 01 of 2021. by these efforts, the trend of covid-19 transmission in bali decreased since early december 2020. even though the spread decreased by the end of 2020, the transmission rate increased again in 2021, with the number of cases reaching an average of 330 by the end of january 2021. the surge in covid-19 cases in bali caused a decrease in the number of foreign tourists visiting bali. apart from the stringent regulations in each country concerning international travel, the number of covid-19 cases in indonesia also became a concern for international tourists. the number of foreign visitors to bali declined drastically. the positive growth recorded during the past six years experienced a massive change in 2020. this can be seen in graph 1.1 about the number of foreign tourists visiting bali from 2015 to 2020. based on a year-on-year comparison using the data of 2019 and 2020, the cumulative percentage of international visitors coming to bali decreased by -83.26% (statistics of bali province, 2020). bali contributes 55.26% of national foreign exchange from the tourism sector, which means a decline in the number of foreign visitors in 2020 had the potential to cause a loss on tourism-generated national revenue. according to the estimated inbound path of foreign tourists to bali in 2020, which was released by bank indonesia, the potential loss of foreign exchange was expected to reach idr 108 trillion. this estimate was stated in a detailed calculation that the potential loss of foreign tourists reached 5,227,322 people, with the average expenditure per tourist being usd 1,409,90. therefore, with the united states dollar exchange rate against the indonesian rupiah of idr 14,692, the potential loss of foreign exchange due to covid-19 is idr 108,280,280,657,027 or equivalent to usd 7.4 billion (bank indonesia, 2021). the problem then is how to design the right policies to build the trust of the tourists with the current restrictions and limitations caused by the pandemic. as a concrete step to address this problem, it is necessary to prepare appropriate analysis and strategies to accelerate tourism recovery on a micro and macro scale. therefore, the objectives of this study are 1) to analyze the efforts made to build the trust of the tourists visiting bali and 2) to analyze the policies made to encourage tourists to come to bali. literatur review faulkner (2001) noted an increasing number of disasters and crises affecting the tourism industry, from natural to humaninduced events. when a disaster occurs, the public seeks crisis management information to determine whether the disaster will affect them and what they should do about it (reynolds & seeger, 2005). http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 8-19 http://ojs.unud.ac.id/index.php/eot 10 e-issn 2407-392x. p-issn 2541-0857 similarly, based on the regulation of the minister of tourism of the republic of indonesia number 10 of 2019 concerning tourism crisis management, it is stated that: “in tourism crisis management, the emergency response taken is by during disasters is to execute communication strategy to disseminate information.” one theory that can be used as a reference in disseminating information is the theory of human information behavior, also known as information behavior. wilson (2000) states that this theory can be defined as the totality of human behavior in relation to sources and channels of information, including both active and passive information seeking, and information use. however, it should be noted that the process of information seeking of each individual is different, so segmentation is needed in the information delivery process. as stated by daellenbach, parkinson & krisjanous (2018), in the context of disasters, segmentation has the potential to identify the groups in the population that may be more vulnerable and have a better understanding of what can motivate them to improve preparedness. targeted initiatives are those that precisely match the audience profile and increase the opportunities of reaching that audience, grabbing their attention, and reaching an agreement. similarly, dietrich, rundle-thiele, & kubacki (2016) state that identifying the unique characteristics of the market segment allows for better understanding, enabling a greater ability to build and deliver targeted and effective initiatives for each segment. tsai et al. (2016) suggest that although the local government may have their community disaster prevention plans, and the government seeks to meet the public demands for safe conditions, the community must also help each other and face the disaster together. in addition, by jointly improving the economic and social resilience, the government and the community will be able to establish effective economic and social resilient mechanisms at a regional scale to increase the self-reliance capacity in the event of a disaster. the community’s ability to face, adapt to, and recover from pressures caused by a disaster is known as resilience (pelling, 2003). for tourists, the availability and accessibility of information are the main factors behind the perception of individual and social group risk (rindrasih, 2018). correct information about disaster will help them build awareness and preparedness for it. although it sounds negative, early information about the disaster will minimize the risks that can occur. thus, it can be illustrated that for managing disasters such as the current covid-19 pandemic, conveying accurate information based on the community segments will be an effective step to build the economic and social resilience of the community. when this economic and social resilience can be firmly and evenly established, the community will comply and participate in implementing health protocols consciously and with discipline. such discipline and compliance to the protocols will be better when they come from the community’s awareness and understanding of the situation, which can be obtained through straightforward, firm, and welltargeted information rather than coercion. this awareness will ultimately lead to comprehensive community resilience to suppress the spread of covid-19 cases, which becomes the main requirement for the recovery of the tourism economy in bali (ardani and harianto, 2021). research methods this study was conducted with a qualitative approach. this research was conducted in the province of bali in the period may december 2021. data were collected through three techniques, namely (1) interviews, (2) observations, and (3) http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 8-19 http://ojs.unud.ac.id/index.php/eot 11 e-issn 2407-392x. p-issn 2541-0857 documentation. the key informants of this study are the heads of bali provincial tourism office, statistics of bali province, bali provincial health office, and bank indonesia. this study focused on two data collection techniques utilized as materials for analyzing the phenomenon that occurs. the first technique used is passive participant observation to observe the phenomenon without being directly involved in the related activity. the second technique used is documentation by collecting data through records of the events that already happened. documents can be in the form of writing, pictures, or monumental works of an individual. the results of the study are believed to be more credible if they are supported by existing academic papers. the techniques for data collection in this qualitative method are used with the following considerations: (1) limitation to move around caused by covid-19 pandemic, (2) passive participant observation and documentation are considered capable and sufficient to provide an overview of the historical situations that have occurred during covid-19 pandemic to date. through this method, policy strategies are systematically formulated to accelerate bali’s economic recovery through tourism activation. result and discussion building the trust of the tourists visiting bali the parameter of the tourist confidence to revisit the destination and the readiness to reopen the tourism is the decrease in covid-19 cases. one aspect that can be used to see tourist confidence is the trending popularity of searching the word “bali” through search engines. this trend can be measured through google trend. from search history at domestic scale, there has been a decline in search activity for the keyword “bali” on search engines from march 2020. based on the keyword data stored in google big data or google suggestion, there are three most popular queries netizens are paying attention to when searching about “bali”, which are “covid bali”, “corona bali”, and “covid 19 bali” (yuniarso, et al 2021). based on the above data, it can be observed that the trust of domestic and international tourists is focused on the queries about the condition of bali related to covid-19. thus, comprehensive, integrated, and thorough measures are needed to stop the covid-19 spread. these measures must also be accompanied by efforts to build social and economic resilience. if the community does not have social and economic resilience, the covid19 outbreak will take longer to stop. creating community resilience, especially amongst the tourism workers, needs to be done through funding assistance and access to information on opportunities to distribute the products they produce. it should be realized that the tourism workers who lost their jobs will feel insecure and uncomfortable about their lives. in addition to direct cash assistance through village funds, special funding assistance should also be given to them. this takes into account that the sector of accommodation and food & beverage is the leading sector in the grdp of bali province. therefore, it is natural that when this sector slumps, tourism workers are the first ones to receive funding aid. providing direct funding assistance or opening access to funding will also drive incentives for consumption, which eventually will keep the economy running. however, it should be noted that (1) data collection on the affected tourism workers must be conducted accurately and adequately. funding aid can be done by considering several criteria, such as the place of work, years of service, and the skills possessed. furthermore, another thing to consider later is (2) the ease and consistency of the http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 8-19 http://ojs.unud.ac.id/index.php/eot 12 e-issn 2407-392x. p-issn 2541-0857 funding assistance to stimulate the distribution of business opportunities in the community that will contribute to their survival. interest rate reductions and procedures to apply for financial aid can also be collaborated with various banks and financial institutions, both at the national and regional levels. a concrete realization of this initiative is the credit application system for the balinese people through kurbali.com, which makes it easier for the people to access funding. the socialization about access to funding information can also be done through the companies where the tourism workers were previously employed. these companies, such as hotels, restaurants, travel agencies, and others, have a database of their employees that can be used to assist in disseminating the information quickly. for daily workers, such information can be shared through association organizations that become the information gateway. in addition to the funding assistance, it is also necessary to open access for tourism workers who have lost their income to shift to other industries in order to be independent and able to support their lives. for instance, those who have skills in cooking, farming, or producing goods and services can be given access to information on where they can sell or distribute their products, what media they can use to promote their products and other things that will help them generate income. a concrete step that can be taken is by creating a dedicated application that serves as an online marketplace for the tourism worker to sell their products and encourage the local community to support and prioritize shopping through this online application. the vaccination process is also the key to accelerating the decline of covid19 spread. priority and equal distribution of vaccines to the community will surely assist in reducing the number of covid19 cases. the first and foremost step to recover tourism in bali is to suppress or eradicate the spread of covid-19 on the island. this should start by providing a sense of security for the community. obligations and demands for discipline to the community must also be accompanied by fulfilling their right to have a sense of security. therefore, guaranteeing the community’s sense of security, particularly concerning the individual economic conditions, will drive collective efforts to prevent the further spread of covid-19. the accelerated decline of covid-19 cases will gradually build the tourists’ confidence to consider plans for return visits. consistency to build trust: through repetition of public awareness socialization campaigns on the implementation of health protocols the social and economic resilience of the community must be carried out with commitment and consistency. suppose the economic resilience can be realized through funding assistance and access to information, which are parts of the community’s rights to attain a sense of security and comfort in living through the pandemic. in that case, the next step is to request the community to fulfill their obligations to comply and implement health protocols with discipline. in general, there are several things that can be done to build tourist confidence about the health protocols which are implemented in bali, including (1) implementing and campaigning standardized health protocols in a disciplined manner, (2) providing healthcare facilities, medical personnel, and paramedics, (3) strict supervision on the implementation of health protocols by a dedicated team and task force, (4) tight travel control at the entry and exit points in bali, (5) vaccination of tourism workers and the community, and (6) implementation of green zones on select tourist destinations. these six items will be described in detail by explaining the measures taken to build trust. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 8-19 http://ojs.unud.ac.id/index.php/eot 13 e-issn 2407-392x. p-issn 2541-0857 implementing and campaigning standardized health protocols it should be realized that the ongoing pandemic has caused public boredom mainly due to the stringent restrictions in place. to minimize boredom, especially in implementing health protocols, the information and the methods of socialization campaign must be conducted by classifying the community segments based on their geography, demographics, behavior, and psychographics. through this grouping, it will be possible to choose the suitable media and method to re-socialize the health protocols that the public must comply with and implement. social communication efforts in the form of campaign repetitions on health protocols, which are executed appropriately, effectively, and efficiently, and with harmonious language, content, and context, can be customized based on each community segment. in addition, it is also essential to convey that the primary key to economic recovery for the balinese people is through tourism recovery. one requirement for tourism recovery is the urgency to reduce the spread of covid-19 as soon as possible. the media used to communicate this message should also be selected based on the consumer segments. integrating digital and traditional communications can be done so that the message can reach a mass audience while at the same time also optimizing it to be received personally by each individual in the community. providing healthcare facilities, medical personnel, and paramedics the campaign about health protocol implementation needs to be supported both by the readiness of infrastructure and human resources, which are the availability of a good quantity of qualified medical personnel and paramedics. building the trust of the tourists can be supported with information on the distribution of healthcare locations for the prevention and control of covid-19, particularly around tourist destinations. these destinations can refer to the green zones area, which becomes the tourism priority. in the future, other destinations will be able to participate in preparing the facilities and human resources that will support the reopening of bali to welcome the tourists again. supervision on health protocol implementation (chse and 7m) the implementation of health protocols in the tourism activity must go both ways, from the tourism service providers and the tourists themselves. the implementation of chse (clean, health, safety, and environment sustainability) certification is necessary for building the trust of the tourists. the actors in the tourism industry must fully understand and implement the health protocols based on chse standards. furthermore, the chse certification will also assist them in providing a sense of comfort and security for the tourists (yuniati, 2021). on the other hand, the community also needs to support the implementation of health protocols in an orderly and disciplined manner. this can be done by following 7m which are wearing mask (memakai masker), washing hands (mencuci tangan), keeping a safe distance (menjaga jarak), limiting mobility (membatasi mobilitas), increasing immunity (meningkatkan imun), staying away from crowds (menjauhi kerumunan), and obeying the regulations (menaati aturan). in addition, a policy to do a judicial operation by involving civil service police, department of transportation, army, police, and law enforcement team is also needed, especially when considering that there are still some clusters in the community that do not comply with health protocols. “discipline” is a keyword to reduce and suppress the number of covid-19 spread to build the trust of the tourists. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 8-19 http://ojs.unud.ac.id/index.php/eot 14 e-issn 2407-392x. p-issn 2541-0857 tight travel control at the entry and exit points in bali the previous social campaign must also be followed by a collaborative implementation of the programs by all actors in the tourism industry. the readiness of the tourist screening system and procedure at every tourist entry and exit point is essential to show bali’s consistent effort to build the trust of domestic and international tourists. for example, the procedure and simulation of bali tourism free covid corridor (btfcc) and the sop of health protocols for passengers, employees, and tenants, as well as healthcare facilities at the ngurah rai international airport, can be some key actions to successfully build the tourist trust, especially in the eyes of the international community. vaccination of the tourism workers and the community the vaccination program has been carried out since the beginning of 2021 and is still ongoing. it is expected that vaccination can be done to all indonesian people, with a priority given to those residing in bali. according to rhismawati (2021), the governor of bali expected the island to have achieved herd immunity by december 2021. to achieve this target, the vaccination program was divided into three stages targeting three different groups, which are (1) the first vaccination stage was for health workers, (2) the second vaccination stage was for the senior citizen, teachers, army, police, civil servants, hotel employees, private employees, traditional market sellers, and groups who often deal with the public, and (3) the third vaccination stage was for the people who do not have frequent contact with the public, such as housewives and others. suparta (2021) states that by may 2021, bali received 1.3 million doses of vaccine and later was provided with an additional 673,180 vaccine doses. in total, bali received 1,973,180 covid-19 vaccines of astrazeneca and sinovac types. the balinese people who participated in the vaccination program reached 1,268,115 people. from this number, 895,394 people already received their first dose of the vaccine, and 372,721 people already received their second dose. based on the governor of bali’s target to obtain an additional 500,000 doses of vaccine from the third week of may to june and july 2021, it was projected that 3 million balinese people could participate in the vaccination to achieve herd immunity. the apparent challenge during the vaccination program was on educating the public about the importance of implementing comprehensive vaccination for everyone in bali. education should be delivered with the right means of communication and through the right media based on the target community. a detailed explanation of vaccine knowledge, vaccination process, the necessary requirements, and other technicalities need to be properly conveyed. vaccination, although it does not make a person immune to covid-19, it is medically believed to reduce the risk of exposure to covid-19 by 65-75%. this vaccination will contribute to building the trust and confidence of the tourists as it will reduce the chances of contracting covid-19. implementation of green zones three out of four destinations have been designated as green zones in bali. they are ubud, sanur, and nusa dua. according to wiratmini (2021), nusa penida was also nominated to be one of the green zones; however, only three destinations were chosen in the end. the appointment of green zones was based on several technical requirements that each destination had to meet, such as having adequate healthcare facilities, accessible laboratories, and sufficient medical personnel. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 8-19 http://ojs.unud.ac.id/index.php/eot 15 e-issn 2407-392x. p-issn 2541-0857 the implementation of green zones is expected to serve as an example in the campaign to build the international community’s trust that bali is still a worthy and safe destination to visit. the implementation of green zones must be properly guarded so that they will become the pilots for the implementation of quality tourism through wellness-based tourism activities that prioritize the safety, health, and happiness of the tourists visiting the three destinations. these three green zones must become role models for other destinations so that the parameters of the implementation of chse can be measured and directed properly. the six steps above in building the trust are in line with the big picture of the strategies from the ministry of national development planning (2021), which divides three main steps to revitalize the balinese economy, namely: (1) restoring the industry and people’s income, (2) restoring the tourism activities, and (3) restoring bali’s economy as a whole. once again, one key to consistently building the trust of the tourists is through repetition of health protocol implementation and socialization campaigns. this will serve as an alarm with a snooze button that can be pressed repeatedly to keep reminding the people. the content and context of this implementation and information should also be adjusted to match the different segments of the target audience and communicated through the right media. this will ensure the message can be received by the general public while also being personalized to target individuals by integrating traditional and digital media for communication. strategies to support the acceleration of tourist visits the strategy to build trust must be continued by creating incentives for tourists to visit bali immediately. even though there are still restrictions on international travel and border closures in various countries, consistent and continuous communication is needed to promote bali’s readiness to welcome back the tourists. there are several things that can be done as a trial to persuade and encourage tourists, which include (1) simulating the implementation of health protocols through free covid corridor, (2) event executions, (3) work from bali campaigns, (4) influencer collaboration, and (5) digitalization for tourism inclusivity. the following explanation describes these five trial strategies as follows. free covid corridor (fcc) the fcc concept is a step to simulate the flow of travel for tourists to visit bali safely and conveniently. from filtering tourist arrivals, collecting data through e-hac (electronic-health card), access to the destinations in the green zones, 3t (testing, tracing, and treatment) implementation, until improving pcr tests. these all will provide assurance and confidence for the tourists that they can enjoy their visit safely, comfortably, and with peace of mind. events (mice) to prove that bali is safe to visit can be started from domestic tourists. one of the big markets for tourism is the mice (meetings, incentives, conferences, and exhibitions) segment. although almost all mice events are held online during the covid-19 pandemics, with the implementation of health protocols based on chse standards and 7m, there is still an opportunity for mice events to be held offline. given that bali has many potential locations for mice, then the events should be prioritized to take place in bali. furthermore, these events will also add to the portfolio that proves bali is ready to host events with excellent health and safety protocols implementation. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 8-19 http://ojs.unud.ac.id/index.php/eot 16 e-issn 2407-392x. p-issn 2541-0857 work from bali digitalization brings changes to many things, including the way we work. telecommuters or digital nomads are a growing trend in this decade. the rise of virtual offices and coworking spaces also supports this work style as they do not have to work from the same place or office. this has created a new tourist market with characteristics of working while vacationing. bali can capture this emerging market, especially since most workers are required to work virtually or not from the office due to the covid-19 pandemic. the pandemic has also caused restrictions on international travel; hence it is difficult for tourists to move from one country to another. as a result, many tourists cannot go to their home countries and must extend their stay in bali. this situation is an opportunity for bali to promote work from bali initiative in collaboration with the tourists. here, they can act as ambassadors to promote the convenience of working from bali to their colleagues at home. they can also share that the island is safe to visit for leisure travelers or those interested in working while vacationing. moreover, it should also be noted that most of these telecommuters or digital nomads come from a and b social economic status, which are the upper-middle-class with purchasing power. collaboration with influencers (“we love bali” program) one strategy of digital marketing communication to attract attention, especially from today’s millennials, is by working with influencers. the development of social media has promoted a consumer behavior that wants to find references about the destination before visiting. youtube, instagram, and facebook are popular social media where people look for these references, which came from the testimonials shared by other travelers who have visited the place. “we love bali” is a program that involves influencers from various community circles. this program becomes an essential component to build opinion and give stimulus to spike the interest from the tourists to visit bali again. in this program, the influencers shared their experience visiting the destinations around bali while also highlighting the new health and safety protocols to keep bali safe to visit. these contents will allow the public to see that bali is ready to reopen its tourism industry. this collaboration with influencers should be optimized with simulation and documentation of their experiences as tourists while visiting the destinations in bali and how the island implements health and safety protocols. in the future, efforts are needed to integrate backlinks from various digital media to help boost the traffic of visits to expand the audience reach, especially to tap into those potential tourists and stimulate their desire to visit bali again. digitalization on tourism inclusivity the restriction and limitation to travel during the covid-19 pandemic have caused tourists to put their travel plans on hold. surely there is a longing in their hearts and minds to resume travels and feel the amazing experiences again. as we leverage their desire for travel and create a nostalgic experience, tourists can be tempted to remember their memories of traveling even though they cannot travel directly. it is possible nowadays through various information technology facilities. the opportunity for tourists to satisfy their longing for a vacation can be provided virtually with the assistance of today’s technological advancement. not only vacations, if it is properly integrated, this virtual traveling can also be used to do a real transaction. information technology optimization can be done through http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 8-19 http://ojs.unud.ac.id/index.php/eot 17 e-issn 2407-392x. p-issn 2541-0857 collaborative efforts between the government, information system developers, and the community around the tourist destination. a concrete example of this collaboration is the use of augmented reality technology that is connected to online marketplace applications. augmented reality will allow tourists to do virtual traveling to various destinations in bali. the conventional outlets by the tourism workers that are located around the actual destination can also be included in augmented reality. thereby, when the tourists make the virtual trip through augmented reality, they can also interact with the sellers and make purchases of goods through an integrated online marketplace in that augmented reality. big data is necessary for this initiative, and therefore, a collaboration between the government, developers, and the community is mandatory. in the future, this virtual traveling can be promotional content that will help tourists experience traveling and purchase local products without visiting the place directly. conclusion tourism and balinese economy recovery can be achieved by building the trust of the tourists, reducing the spread of covid-19, repetition of public awareness socialization campaigns on the implementation of health protocols, providing health facilities, medical personnel, and paramedics, tight travel control at the exit and entry points in bali, vaccination of tourism workers and the community, and implementation of green zones. therefore, the tourists will feel safe and comfortable to travel. furthermore, the strategies to encourage tourists to travel to bali are free covid corridor, mice events, work from bali program, influencer collaboration through the “we love bali” campaign and inclusive tourism digitalization. all of these will assure tourists that bali is safe from covid-19. references angkasa pura. 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(2020): 369-383 http://ojs.unud.ac.id/index.php/eot 369 e-issn: 2407-392x. p-issn: 2541-0857 community-based homestay management in the village tourism of tete batu, lombok yogi birrul walid sugandi1, syamsul alam paturusi2, agung suryawan wiranatha2 1 master program in tourism, udayana university 2 centre of excellence in tourism, udayana university corresponding author: ybws1992@gmail.com article info received 2 september 2020 accepted 18 september 2020 available online 30 september 2020 abstract the dynamics of homestay development in the village tourism in lombok is very rapid after the launching of 99 village tourisms by the west nusa tenggara government. homestay is one of the ways to get benefits of tourism by local community. otherwise, the operation of homestays, especially in tete batu has impacted on three main problems: the welfare distribution is not easy to achieve, conflicts of interest, homestay programs are not well organized. this research aimed to produce community-based homestay management strategies. this study used a qualitative method with swot analysis. data collection was done by observation, interviews, documentation, literature studies, and fgds. there were 17 informants deliberately chosen. the results showed that the position of the homestay was in strong internal and external conditions. the right grand strategies to apply are market penetration, market development, product management and development. the combination strategy results are as follows: establishing and strengthening of homestay institutions, making integrated tour packages, optimizing online promotional content, procuring digital system, improving environmentally friendly villages, increasing the qualied human resources, maintaining the authenticity of nature and traditions, creating variety of new tourist attractions, increasing community empowerment, forming the synergy of pentahelix. keywords: homestay management, village tourism, community-based tourism introduction in the development of lombok tourism, the west nusa tenggara provincial government has launched a priority alternative tourism development program based on the environmental, social, and cultural conservation as well as e-journal of tourism vol.7. no.2. (2020): 369-383 http://ojs.unud.ac.id/index.php/eot 370 e-issn: 2407-392x. p-issn: 2541-0857 improvement of the local economy through the 99 village tourism program. this is based on the impact of mass tourism which has a significant impact on global climate change, socio-cultural degradation, ecosystem damage, and social disparities between rich and poor. therefore, it is hoped that the negative impacts of tourism can be reduced through alternative tourism (haywood, 1988; murphy 1985). one of the strategies is to prioritize the principle of sustainable tourism through a community-based tourism (cbt) approach in village tourisms. in principle, cbt optimizes community integration in the environment, socio-culture, and local economy (noor and pratiwi, 2016: 179). this idea is attempted to involve community participation in organizing local tourism products (simmons, 1994: 98). following up on the orientation of quality tourism development, the west nusa tenggara provincial government has encouraged many parties to explore the potential of village tourisms. the number of village tourisms divided from each district is as follows: 10 in bima, 9 in dompu, 4 in bima city, 4 in mataram city, 13 in west lombok, 16 in central lombok, 18 in east lombok, 8 in north lombok , 9 in sumbawa, 8 in west sumbawa. east lombok dominates the spread of the village tourisms. in terms of homestay development, east lombok has also experienced a rapid increase every year. in 2015, there were 28 homestays, then in 2019 there were 133 homestays (east lombok tourism office, 2019). apart from the good infrastructure conditions of the road to lombok tourist destinations, the cost of building a homestay is also quite affordable for local people. the presence of a homestay also provides a multiplier effect. the ministry of tourism's program is prioritizing the construction of 100,000 homestays in all indonesian village tourisms. it is hoped that the role of the community in the homestay can mobilize collective awareness in developing sustainable village tourisms. (ministry of tourism press release 2016). today, the increasing number of homestay developments and tourism development priorities in the tete batu area have increased significantly. from 7 homestays in 2014 to 32 homestays in 2019 (east lombok tourism office, 2019). some of the tourism actors are motivated to plan a homestay development. as a result, almost every hamlet has a homestay. this can be the main value in providing an authentic experience of living and doing activities with the community with a variety of beautiful landscapes, plantations, agriculture, livestock, hills, waterfalls, culture, arts and traditions that are still inherent in people's daily lives which e-journal of tourism vol.7. no.2. (2020): 369-383 http://ojs.unud.ac.id/index.php/eot 371 e-issn: 2407-392x. p-issn: 2541-0857 become a very valuable combination for tourists and increase the length of stay. however, the existence of homestays in tete batu does not have a management body such as an organization or association. the homestay management system seems to run independently without being managed together to achieve common goals. the impact of this causes at least three main indications, namely the distribution of community welfare is not evenly distributed, there are frequent conflicts of interest in the arrangement of homestays, the program of village tourism activities is not well managed. on the other hand, the homestay management community has the same expectations, namely to create prosperous, sustainable, and developed local resources in terms of tourism. seeing the condition of this inequality, it is considered important to plan community-based homestay management which can then bring together the goals of the tete batu community so far. thus, the participation of the tete batu community does not only obtain efficiency and distribution of material evenly, but how the community itself can share knowledge and transform the learning process for the development of self-potential (cornell: 1997: 250). in this case haywood (1988: 106) describes community participation as a process of involvement of all stakeholders, local governments, ngos, and local residents, as well as planners, so that tourism development decisions can be formulated carefully and wisely. empowerment and community involvement then play an active role in planning, managing and evaluating. therefore, it is easier for the community to understand the processes and proper governance. literature review it is explained in the book asean homestay standard, 2016 that homestay is an accommodation provided by local people as an alternative tourism activity where tourists stay in local people's homes to experience daily life with the host as well as existing tourist attractions. its main value is a means of participating in the activities of local people so that they can witness firsthand the cultural values and daily traditions as well as exploring the natural beauty and tourist attractions. therefore, there are nine criteria for a homestay, namely: 1. availability of homestay providers, 2. facilities, 3. activities, 4. management, 5. location (accessibility), 6. hygiene and cleanliness, 7. safety and security, 8. marketing and promotion, 9. principles of sustainability. in the context of a village tourism, inskeep (1991) in the tourism research and e-journal of tourism vol.7. no.2. (2020): 369-383 http://ojs.unud.ac.id/index.php/eot 372 e-issn: 2407-392x. p-issn: 2541-0857 development center (2011) explains that village tourism is a tourism facility that allows visitors to live in or near the village. the village tourism in question is a place that is administratively classified as a village tourism that is legalized by the local government where there are variants of tourist attractions offered to visitors either directly or through homestays provided by local people. thus, the role of the homestay in the village tourism is very integrated. realizing community-based homestays management, which also requires the concept of tourism and community-based tourism. these two concepts link the interaction and interactions of people in tourism activities that take into account the economic, socio cultural and environmental impacts on local communities (unep & unwto, 2005). this approach is triggered by the negative impact of a destination that has not been able to protect its natural resource ecosystem from the pressure of mass tourism growth (neto, 2003: 4). suansri (2003) also suggests that cbt can be a tool for realizing sustainable tourism. relevant with isnaini (2007) in hadiwijoyo (2012), namely strengthening the capacity of local community organizations in tourism. the principles of development are: 1) supporting and promoting community tourism, 2) involving community members, 3) improving quality of life, 4) ensuring environmental sustainability, 5) maintaining culture, 6) developing crosscultural learning, 7) distributing profits fairly. yaman & mohd (2004) in nurhidayati (2012) explain several keys to sustainable tourism development with a community-based tourism approach, namely: 1) the existence of government support, 2) participation from stakeholders, 3) fair distribution of benefits, 4) efficient use of resources local, 5) strengthening local institutions. next is management theory, according to terry (2000: 9), management is a process or framework that involves guiding or directing a group of people towards organizational goals with the poac (planning, organizing, actuating, controlling) function. planning: preparation of steps, preparing all needs, calculating constraints, and formulating the form of implementation. organizing: harmonizing groups, bringing interests together, exploiting potential in a particular direction. actuating: stimulating members to carry out their respective duties and roles. controlling: activities to monitor, prove and ensure all activities that have been planned, organized, ordered and conditioned before being implemented according to specific targets or objectives. e-journal of tourism vol.7. no.2. (2020): 369-383 http://ojs.unud.ac.id/index.php/eot 373 e-issn: 2407-392x. p-issn: 2541-0857 research methods this research uses a qualitative approach. the primary data of the study were data obtained through direct interviews and fgds with informants who were selected deliberately (purposive sampling). some of the informants consisted of homestay providers, tourism awareness groups, tete batu tourist figures, cultural figures, tour guides, porters, village heads, village-owned enterprises, academics, and the head of the east lombok tourism office. secondary research data is data obtained from written sources in the form of previous research results, relevant books and texts, government report data, researchers also collect internet data from reliable sources in the form of documents, pictures, newspapers. the data analysis techniques are: 1) descriptive analysis, which is processing data obtained from research sources and then reducing it by making an abstraction to make a summary and selecting the data so that it can be adjusted, then identifying and categorizing. the next step is to draw conclusions, namely presenting the data in a simple form according to the criteria and classification, providing verification of the data and information obtained. 2) swot matrix analysis that produces an alternative strategy of homestay management in tete batu village. results and discussion tete batu village is one of the villages that were expanded from its main village, namely kotaraja in 1969 in the district of sikur, located in the north directly adjacent to the mount rinjani national park (tngr) area with an altitude of 700/9000 masl. its area is 8,095.8 hectares with a population of 8,596 people consisting of 4,009 men and 4,587 women. administratively, tete batu consists of 6 (six) areas, namely: tete batu hamlet, lingkung leuk, lingkung deye, orang gerisak, kembang sri and presak. the source of people's livelihood is farming and gardening with commodities such as rice, corn, durian, jackfruit, avocado, mangosteen, chocolate, mahogany, banana, cloves, coffee and coconut. the topography of this village is formed by a canyon that extends like a contour of the land, which presents green and lush panoramas of terraced rice fields. this village also offers beautiful natural scenery, namely steep hills that form waterfalls including jeruk manis waterfall, durian indah waterfall, sarang wallet waterfall, and ulem-ulem valley. different attractions such as the monkey forest, culinary local cuisine, panoramic walk. e-journal of tourism vol.7. no.2. (2020): 369-383 http://ojs.unud.ac.id/index.php/eot 374 e-issn: 2407-392x. p-issn: 2541-0857 finally, the southern rinjani hiking route through timba nuh. current homestay management referring to 9 aspects of the asean homestay standard, namely: 1) homestay provider. the homestay does not always have to be one or the same roof of the house with the owner. at least located in the same yard with the owner. there are 21 homestays in tete batu. eight homestays have made business permits. meanwhile, they do not have a document permit for environmental management (upl) at all. 2) homestay facilities. selection of the type of equipment for bed cover, toilet area, clean water, insect protection, mosquitoes are effectively conditioned. the environment is clean and tidy, the hygiene of drinks and food is very important. then almost all types of homestays have the same building materials. 3) homestay activities / programs. all homestays offer a panoramic walk as an integrated attraction. 4) homestay management. people have the type of workers who do not have many plans and programs and they prefer to be ready to work, so that the technical guidelines for the management system do not exist. 5) location. some homestays can only be reached by footpaths that can only be passed by motorbikes and then on foot. the role of google tracks and google map is very helpful for homestay providers so that they are easily digitized. 6) hygiene and cleanliness. the host provides hand washing equipment, boiled drinking water. piles of leftover food are mostly disposed of in trash cans and then treated by the pokdarwis, the tourism empowerment group. cleanliness of the room, air circulation has been fulfilled. 7) safety and security. safetyrelated medical equipment is not considered important in every homestay. currently, the community health center is still working together to overcome this situation. 8) promotion and marketing. most homestay sales are through the booking.com site. other sites such as air bnb, traveloka, agoda, titan, and last oyo. meanwhile, the tour operators have their own website / blog to sell tour packages in tete batu. 9) sustainable principles. first, local economic sustainability. homestay providers have been able to empower the community, at least in the vicinity. starting from supplying vegetables, participating in cooking, youths becoming tour guides, renting camping equipment, and shuttle services for guests. this triggers the implementation of economic turnover. second, environmental sustainability. tourists also take part in reforestation, most of the community has used environmentally friendly materials, e-journal of tourism vol.7. no.2. (2020): 369-383 http://ojs.unud.ac.id/index.php/eot 375 e-issn: 2407-392x. p-issn: 2541-0857 including reducing plastic. the homestay building was built semi-permanently following the discourse of residential spatial regulation. third, socio-cultural sustainability. to preserve community activities, usually separately the results of event revenue are given to the customary event procession. the farming tradition has not benefited directly from tourism. carrying capacity of homestays the highest number of accommodations in east lombok regency is in sikur district with 46 accommodations with 296 rooms which are dominated by tete batu including the types of hotels and villas. the tete batu area is divided into two, namely tete batu induk where the research was conducted, then tete batu selatan. the neighboring villages are kembang kuning and jeruk manis. all these tourist villages have the same tourism products and market segments. thus, the calculation of carrying capacity must be from the total number of lodgings. during 12 months / 1 year, it is divided into 4 occupancy classifications. low season (december february), middle (march may). in both seasons a quarter of the 21 homestays were occupied. meanwhile, in high season (june, september, october, december) 60% of the homestays are occupied with the average visit rate. finally, during the peak season (julyaugust), almost all homestay rooms are fully occupied. assistance for new homestays the orientation of the assistance carried out is to bring in guests more quickly and guests who visit can also get good service so that the image of the tete batu tourist destination is still felt positively by tourists. thus, new homestay entrepreneurs receive technical guidance from their relatives, and pokdarwis, the tete batu tourism village empowerment group. the form of assistance is in the form of service (hospitality) both in terms of entertaining guests, communicating, and arranging rooms for rooms as well as providing the right food and beverage menu. however, assistance is still lacking in terms of digitizing and operating an online system for homestays and integrated tour packages. the homestay venture capital many of the people around rinjani are still classified as poor, seen from the average economic income of people below 1 million rupiah per month, it is found that there are 5 main aspects of financial support in homestay development. first, installments of income from cultivated fields and rice fields that are more than 1 year. the second is the savings from being a tour guide. third, by selling cows from e-journal of tourism vol.7. no.2. (2020): 369-383 http://ojs.unud.ac.id/index.php/eot 376 e-issn: 2407-392x. p-issn: 2541-0857 livestock. fourth, by becoming a migrant worker in malaysia. fifth, some people get financial assistance from guests who have stayed overnight and by borrowing money from the bank. the cost spent to build a homestay with 2 rooms and 1 small restaurant for guests can reach more than 100 million rupiah. social impact social jealousy often occurs, especially when there is assistance from both the government and the private sector, both physical and financial assistance. concentration of aid sometimes dominates in certain places. meanwhile, other regions within one area did not receive attention so that the distribution of aid was not evenly distributed. in the absence of definite management from the homestay provider, there is a conflict of interest when assisting homestay facilities to people. often the assistance is directed only to certain groups, not to other people who are entitled to receive assistance. so this is very vulnerable to disharmony among tourism actors. in addition, there was a change in the perspective of farmers. farmers already think of money as a logical consequence of commercialization because of the involvement of tourists in their ricefields to take pictures. internal and external factors that influence homestay management in tete batu tourism village internal factors that influence the management of the tete batu homestay are the strengths and weaknesses, namely having a natural rural atmosphere, friendly local people, doing activities in the fields with farmers, strategic location in the southern area of mount rinjani, having a variety of tourist attractions. while the weaknesses: weak wifi and telecommunications networks, the cleanliness of the surrounding environment is not maintained, the noise of community activities, language barriers between people and tourists, homestays do not have governance guidelines. from the sum of item weights x rating, the total value is 3.3. while opportunities for external factors are: the rapid development of the digital booking platform, the development of the mandalika special economic zone, the increase in tourism events in lombok, tete batu is located in the rinjani geopark area, there is strong support from the central and provincial governments regarding assistance with homestay facilities. however, the threats are that the competition for homestays in new tourist villages in the southern rinjani circle is increasing. the total score on external factors is 3.08. e-journal of tourism vol.7. no.2. (2020): 369-383 http://ojs.unud.ac.id/index.php/eot 377 e-issn: 2407-392x. p-issn: 2541-0857 the next stage, based on the total score of internal-external factors, can be seen from the position of the homestay to implement a strategy that is appropriate to the current conditions by entering the total score into the internal-external matrix. the results of this score indicate that the condition of the homestay is in cell 1, which is a strong and high internal-external condition. in this position, the management of a homestay in tete batu tourism village can implement a market concentration strategy, market development, management and product development. figure 1. matrix of internal-external factors (source: david, 2004) management strategy identification of internal and external factors can create four main strategies, namely so (strengthopportunity), wo (weaknessopportunity), st (strength-threat), wt (weakness-threat) which can be seen in detail in the following table: 1.0 1.0 2.0 3.0 3.0 2.0 low 1.0 to 1.99 medium 2.0 to 2.99 high 3.0 to 4.0 4.0 i ii iii iv v vi vii viii ix strong 3.0 to 4.0 average 2.0 to 2.99 weak 1.0 to 1.99 • market penetration • market development • product development grow and build e-journal of tourism vol.7. no.2. (2020): 369-383 http://ojs.unud.ac.id/index.php/eot 378 e-issn: 2407-392x. p-issn: 2541-0857 table 1. swot analysis of community based homestay management in tete batu village strengths (s) weaknesses (w) internal external 1. it has a beautiful, cool, natural and authentic rural atmosphere 2. hospitality of hosts and local people 3. activities with farmers and going around the rice fields 4. strategic location on the border of mount rinjani 5. having a variety of tourist attraction 1. weak wifi and telecommunication networks 2. the cleanliness of the surrounding environment is not maintained 3. noise of local people activities 4. language barrier between the people and tourists 5. homestays do not have definite governance guidelines opportunities (o) so strategies wo strategies 1. the rapid development of the digital booking platforms 2. development of the mandalika special economic zone 3. the increasing number of tourism events in lombok 4. tete batu is included into the rinjani geopark area 5. there is strong support from the central and provincial governments regarding assistance with homestay facilities strategies that use strength to take advantage of opportunities 1. improving the quality of homestay facilities and infrastructure 2. establishment and institutional strengthening of tourism village homestays 3. design integrated tour packages 4. optimization of professional promotional content through online media strategies that minimize weaknesses to take advantage of opportunities 1. procurement of digital system technology facilities 2. improved environmentally friendly village management 3. improving the quality of human resources for industry players (homestays) 4. making technical guidelines for homestay governance with integrated tourist attractions threats (t) st strategies wt strategies 1. the growth of homestays is increasing 2. the development of other new tourism villages in lombok strategies that use strengths to overcome threats 1. strengthening the natural authenticity and traditions of local communities as tete batu icons 2. improve the quality of various tourist attractions strategies that minimize weaknesses and avoid threats 1. increase awareness and empowerment creativity 2. forming and smoothing pentahelix synergy e-journal of tourism vol.7. no.2. (2020): 369-383 http://ojs.unud.ac.id/index.php/eot 379 e-issn: 2407-392x. p-issn: 2541-0857 s-o strategy (strengthsopportunities) strategies: improving the quality of homestay facilities and infrastructure, establishing and strengthening tourism village homestay institutions, designing integrated tour packages, optimizing professional promotional content through online media. from all of this it can be elaborated to be well organized so that it can reach the available segments to grab ongoing and future opportunities. w-o (weaknesses-opportunities) strategies: procurement of digital technology facilities, improving environmentally friendly village management, improving the quality of homestay human resources, making technical guidelines for homestay governance. all of these aspects can immediately provide specific solutions so that all weaknesses can be resolved properly. s-t (strengths-threats) strategy: strengthen natural authenticity and local traditions as an icon of tete batu, increasing the quality of various tourist attractions. the w-t (weaknesses-threats) strategies: increasing awareness and creativity for community empowerment, which is more varied in the context of communities in tourist village areas, forming and smoothing pentahelix synergies such as local government, academics, tourism practitioners, local communities, and the media. be aware of the weaknesses and challenges that will be faced, so collaboration is needed. community-based homestay management program 1. the management program of the s-o strategies a. increased role of community involvement: dissemination to farming communities for the management of plant variants in order to maintain and organize the area, then income from tourism activities can be distributed to farming communities through: provision of farming facilities, provision of basic assistance, social service donations, micro-business fund assistance, educational scholarships , and others. b. strengthening the capacity of the tourism village homestay human resources: initiating the local community to be able to form a tete batu homestay association so that they can organize all their needs and increase their respective capacities in an integrated manner. c. designing integrated tour packages: creating integrated tour package profiles in the form of digital videos and photos, booklets, flyers both shown in e-journal of tourism vol.7. no.2. (2020): 369-383 http://ojs.unud.ac.id/index.php/eot 380 e-issn: 2407-392x. p-issn: 2541-0857 online media and provided in the form of booklets at each homestay. 2. management program of the w-o strategies a. procurement of digital system technology facilities: technical guidance for the use and utilization of the internet effectively for the benefit of interaction with guests, reviewing reviews, registering and controlling tourist traffic, cooperation with the telkom indihome program for shared wifi. b. environmentally friendly village campaign: as a whole the homestay and its surroundings cannot be separated or all are related. the village in general needs to increase programs that use environmentally friendly concepts in terms of tools and cooking materials, saving electricity and water energy, packaging of consumables. c. monthly technical evaluation and monitoring of homestay governance: the need to design a homestay program with complete rules and standards that must be met in homestay governance so that physical planning and a series of activities can be well realized in today's homestay growth. 3. the management program of the s-t strategies a. strengthening natural and traditional authenticity: continuous guidance in destination arrangement and making distinctive attributes of the unique forms of building construction and tourist areas in order to pay attention to the existence of local identities from the character of tete batu village. b. improve the quality of the variety of tourist attractions. so far, tourists can only do activities in the morning and during the day. meanwhile, at night there is no attraction that can be seen and visited. there needs to be an increase in the attractiveness of the homestay such as sasak cultural performances, local theaters, and cultural gala dinners. 4. the management program of the w-t strategies a. community empowerment creativity: learn traditional dance, learn art, both traditional art and music, which then becomes a unity performance. this can be an added value that the tourist can do in the future. b. collaboration and synergy: making mous with local governments, academics, ngos, village communities and the media. e-journal of tourism vol.7. no.2. (2020): 369-383 http://ojs.unud.ac.id/index.php/eot 381 e-issn: 2407-392x. p-issn: 2541-0857 conclusions and suggestions conclusions the current management model, both individual and group homestays in tete batu tourism village do not have an institutional homestay management unit in the form of an association. there is no short-term and long-term program planning from the homestay manager internally. especially for technical planning matriculation. the management currently carried out by homestay providers is to follow developments naturally and run as is according to current needs. internal and external influencing factors are included in the matrix so that the total value of internal is 3.3 while external factors are 3.08. the condition of the homestay is in cell 1, which is very strong. in this case, the homestay can implement strategies for market penetration, market development, management, and product development. thus, the four strategies identified in the swot analysis resulted in several strategies, namely: improving the quality of homestay facilities and infrastructure, establishing and strengthening homestay institutions, designing integrated tourism packages, procuring digital system technology facilities, improving environmentally friendly village management, improving the quality of human resources for the homestay industry, strengthening the natural authenticity and traditions of local communities as tete batu icons, increasing the quality and diversification of tourist attractions, increasing awareness and creativity, empowering more varied communities, forming and launching pentahelix synergy. suggestions a. for homestay providers: the study recommends that the stakeholders immediately initiate the establishment of a homestay association in tete batu, there are a lot of needs that can be done together and homestay programs that must be ensured to run based on the local wisdom of the local community. with the existence of the tete batu tourism village homestay management unit, the capacity building and internal strengthening of the homestay providers will be able to run effectively and sustainably. b. for people in the tourism area: from an outsider's perspective, the community in it must maintain the authenticity of local traditions by preserving the environment and caring for their natural resources. the surrounding community must also be more proud and understand and also seize opportunities to be able to improve the local economy and e-journal of tourism vol.7. no.2. (2020): 369-383 http://ojs.unud.ac.id/index.php/eot 382 e-issn: 2407-392x. p-issn: 2541-0857 potential and collaborate with homestay owners available in tete batu tourism village. c. for the government: so far, the village government seems to have not paid serious attention to the development of its tourist destinations. the village government should be proactive in facilitating homestays, which have been excellent. therefore, the village government urges to make a spatial plan and governance of the tete batu tourist destination. then the homestay management training by the east lombok tourism office was still monotonous. often the training materials and practical materials are the same and repeated so are the participants. the tourism office needs to arrange a form of training and mentoring that is directed, measured, and according to the needs of the latest homestay industry era. references asean. 2016. asean homestay standard. jakarta: the asean sectariat. cornell, d. 1997. participatory development: an approach sensitive to class and gender. development in practice 7 (3), 248-259. david, fred r. 2004. manajemen strategi, konsep-konsep. 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(2021): 97-114 97http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 service quality, brand attributes, satisfaction and loyalty of guests staying at le meridien hotel bali jimbaran luh putu triyanti ariestiana dewi1*, agung suryawan wiranatha2, i gusti ayu oka suryawardani2 1master program in tourism, udayana university 2centre of excellence in tourism, udayana university *corresponding author: luhpututriyanti@gmail.com doi: https://doi.org/10.24922/eot.v8i1.71451 abstract guest satisfaction and loyalty become an indicator of the success of a hotel. service quality and brand attributes are two components that related the satisfaction and loyalty of guests who stay at the hotel. the purposes of this study were 1) to analyse the relationship of service quality and brand attributes to the satisfaction of guests staying at the le meridien bali jimbaran hotel, 2) to analyse the relationships of service quality and brand attributes to the loyalty of guests staying at the le meridien bali jimbaran hotel, 3) to analyse the satisfaction of the guests staying at the le meridien bali jimbaran hotel. this research used quantitative method involving 100 guests who stayed overnight as the respondents. sampling was done by accidental sampling and analysis using structural equation model (sem) with smartpls 3.0 software. the results showed that 1) service quality had a significant effect on satisfaction, 2) service quality had no significant effect on loyalty, 3) brand attributes had a significant effect on satisfaction, 4) brand attributes had significant influence on loyalty, and 5) satisfaction has a significant effect on loyalty. suggestions that can be made in this study that hotel should support loyalty, maintain and pay close attention to brand attributes that need to be improved and guest mindset influence, as well as the should find other aspects that can support and increase guest loyalty. keywords: service quality, brand attributes, satisfaction, loyalty, le meridien bali jimbaran article info submitted january 25th 2021 accepted march 18th 2021 published march 31th 2021 which takes local culture into its properties. le meridien bali at jimbaran is a hotel that compete to attract the tourists come to stay and count on the quality of service and the attributes of the le meridien brand which has an advantage compared with other hotels. service quality is an important aspect and affects the satisfaction of guests stayintroduction le meridien is a property and brand of the marriott international company that focuses on a european perspective. this brand started appearing in the 1960’s and was used as a place where people got together to enjoy the fun of life. le meridien was founded for the first time in paris e-journal of tourism vol.8. no.1. (2021): 97-114 98http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 the sanur festival, bali which is analyzed by smartpls. this study was designed to determine the relationship between revisit intention and planned visits to the sanur village festival and to evaluate marketing strategies based on tourist behavior. this study concludes that tourists’ revisit intention is significantly influenced by attitude toward behavior and perceived behavior control, and plan to revisit is significantly influenced by behavior intention and perceived behavior control. research on service quality that is used as a reference is written by purnami and suryawardani (2018). this study was analyzed using the structural equation modeling (sem) model with smartpls version 3.0. the results of this study indicate that the physical evidence has a significant effect on visitor satisfaction. reliability has a significant effect on tourist satisfaction. responsiveness has a significant effect on tourist satisfaction. assurance has a significant effect on visitor satisfaction. empathy has a significant effect on visiting satisfaction. satisfaction has a significant effect on revisit intention. the results of this study expects that the quality of service is maintained and enhanced in bali pulina agrotourism. research on brands was conducted by diarta, lestari and dewi (2016), this study examines branding which is an inevitable part of the strategy for product and service sales promotion in the era of globalization. this study concludes that branding is very effective in the promotion of sales of processed agricultural products as used in other manufactured products. branding can be considered as a promotional medium so that sales become more competitive with other competitors. similar research on brand variables, service quality and customer satisfaction was also conducted by zalfa (2019). the results showed that the brand image variable had a positive and significant effect on customer satisfaction. ing at a hotel. the more quality services provided by employees at a hotel, the more satisfied the guest is. the level of guest satisfaction will also affect guest loyalty. tourist satisfaction becomes a marker in determining whether or not the hotel is eligible to be re-chosen by tourists as a place to stay. the satisfaction of the tourists will be achieved when reality exceeds expectations. this tourist satisfaction is able to encourage guests who will be loyal to the hotel. each hotel is competing to highlight the advantages of the attributes they have in order to attract tourists to come to stay at their hotel. the guests who stay at le meridien bali at jimbaran come from various countries. this hotel also has the quality of service and brand attributes that can be offered to guests during their stay. the proliferation of hotels with well-known brands with various prominent attributes, this five-star hotel as one of the hotel chains in bali also highlights the quality of service and brand attributes it has. the objectives of this study are as follows: to analyze the effect of service quality and brand attributes on guest satisfaction who stay at the le meridien bali jimbaran hotel to analyze the effect of service quality and brand attributes on the loyalty of guests staying at the le meridien bali jimbaran hotel. to analyze the effect of satisfaction on the loyalty of guests staying at the le meridien bali jimbaran hotel. literature review previous research previous research is used as a reference by the author as a review material in conducting research. the research entitled “evaluation of marketing strategy of sanur village festival based on visitors” behavior “ by suryawardani and wiranatha (2018) examines the behavior of tourists to evaluate marketing strategies carried out at e-journal of tourism vol.8. no.1. (2021): 97-114 99http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 service quality variable has a significant effect on customer satisfaction. servicescape variable has a significant effect on customer satisfaction. research by miteva and ackovska (2017) also analyzes customer satisfaction and customer loyalty. this study shows that there is a strong relationship between brand positioning and customer perspectives that lead to opportunities for customer satisfaction and loyalty. research by al-msallam (2015) shows that customer satisfaction significantly affects customer loyalty and the factors of brand image and price fairness also affect customer loyalty. previous research on brand or hotel attributes on guest satisfaction. this research was conducted by usta, berezina and cobanoglu (2011) with the title “the impact of hotel attributes” satisfaction on overall guest satisfaction “. this study shows that the hotel attributes perceived by guests are an important factor in predicting guest satisfaction. in addition, the findings of this study indicate that there is a strong relationship between the overall satisfaction of guests staying at the hotel and the intention to return to stay. previous research that was used as a review related to brand (hotel) attributes on guest loyalty was written by yusof et al. (2018). the research shows that there is a positive effect of hotel attributes, service performance, and experience quality on hotel brand loyalty. hotels with facilities, furniture and a comfortable atmosphere as well as entertainment in the hotel also affect hotel brand loyalty. another study by nidyatantri, suryawardani and agung (2016) shows that customer satisfaction has a significant effect on customer loyalty of japanese soybean edamame. customer trust has a significant effect on loyalty. customer satisfaction has a significant correlation with customer trust. the results also showed that the indicators of taste, price, coverage, product, promotion, product packaging, and practical effects significantly affected satisfaction. similar research on satisfaction and loyalty variables was written by wiranatha, bendesa and suryawardani (2018). this study is designed to assess the level of satisfaction of foreign tourists in visiting balinese heritage and cultural sites, to identify variables that affect the loyalty of foreign tourists in visiting balinese heritage and cultural sites, to analyze the relationship between the variables that shape the loyalty of foreign tourists in visiting balinese cultural heritage sites. this study used accidental sampling with a likert rating scale. variables were analyzed with smart pls software based on the structural equation model. the results of this study indicate that foreign tourists are mostly satisfied in visiting balinese cultural heritage sites, the variables that affect the satisfaction of foreign tourists visiting cultural heritage sites are intrinsic and extrinsic motivation, there is a significant relationship between intrinsic variables on trust, intrinsic motivation and tourist satisfaction. extrinsic motivation with trust, and between trust and tourist satisfaction. research by yoga, suryawardani and angreni (2016) used amos 22 and spss 22 to analyze data using the structural equation model (sem). the results of this study indicate that the factors that influence customer trust are image, customer benefits, and honesty. there are factors that affect customer loyalty such as repurchases, word of mouth, and not switching to another brand. customer satisfaction has a significant relationship with loyalty. customer satisfaction has a significant correlation with customer trust. research on tourist loyalty was also carried out by wiranatha et al. (2016). this study examines the loyalty of foreign tourists to marine tourism in bali. intrinsic motivation has a significant effect on tourists’ trust in diving, extrinsic motivation has a significant effect on satise-journal of tourism vol.8. no.1. (2021): 97-114 100http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 faction. tourist satisfaction also has a significant effect on guest loyalty. research on loyalty was studied by suryawardani et al. (2017). using accidental sampling technique, amos software version 3.2.3 was used to analyze structural equation modeling (sem) in this study. the results showed that intrinsic and extrinsic motivation had an effect on satisfaction through the mediation of the latent variable of trust. only extrinsic motivation through the mediating variables of trust and satisfaction has a significant effect on the loyalty of foreign tourists to visit nature-based tourism in bali. the results showed that extrinsic motivation variables such as diversity of tourist objects, natural beauty, unique scenery, balinese traditions and biodiversity have a significant effect on tourist loyalty in visiting bali naturebased tourism through the variables of trust and satisfaction. increasing the quality of destinations is very important to be able to achieve the loyalty of tourists visiting bali, including accessibility, quality of service, security, comfort, accommodation, food and beverages to create foreign tourists’ interest in tourism. consumer behavior engel, et al in sangadji and sopiah (2013) suggest that consumer behavior is an action that is directly involved in obtaining, and consuming products and services, including the process that precedes the action. consumer behavior is all activities or actions that encourage these actions before purchasing, when purchasing, using and consuming products and services according to griffin in sangadji and sopiah (2013). according to hasan (2013) consumer behavior is a process that is involved when individuals or groups choose, buy and use products, services, ideas or experiences to satisfy consumer needs or desires. meanwhile, schiffman and kanuk (2012) state that consumer behavior is an action that is directly involved in obtaining and consuming these products and services, including in the decision process that follows this action. kotler and keller (2009) define consumer behavior as a study that examines how individuals and groups and organizations choose, buy, and use goods, services or ideas to satisfy consumer needs and desires. sunyoto (2012) states that consumer behavior is an activity carried out by individuals either directly involved in obtaining and using goods or services which are included in the decision-making process in preparation for determining these activities. according to the definitions presented by the experts, it can be concluded that consumer behavior is a decision taken by individuals, groups or organizations in obtaining or purchasing a product, service, idea or experience. brand brand is a name, sign, symbol or design that is intended to identify goods or services from a single seller or group. brands are an essential part of all cultures that exist on this planet, as well as in the business world. brands help in making decisions, be they big or small ones. brands are the expectations, perceptions, ideas and beliefs that exist in consumers’ memories (kotler, 2010). quality of service service quality according to parasuraman, zeithaml and berry (1988) known as servqual which consists of five dimensions as follows: tangibles, which are physical evidence of a company’s ability in terms of showing its existence to external parties reliability, is the reliability of a company in providing accurate and reliable services. responsiveness, namely the responsiveness or willingness of a company to help and provide fast and responsive service. assurance, is a guarantee or certainty from a company in terms of politeness e-journal of tourism vol.8. no.1. (2021): 97-114 101http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 and the ability of employees of a company to foster customer trust. empathy, sincere attention given by individual employees to customers. satisfaction satisfaction is the accumulated result of the customer in terms of using a product or service. a good product is a product that makes customers satisfied after buying the product irawan (2008). customers who are satisfied with the product or service will recommend or share their experiences with other customers. the following are indicators of satisfaction which include: feelings of satisfaction; always buy a product; recommend to others; customer expectations are met after purchasing the product. loyalty loyalty is a commitment from consumers to persevere deeply to keep subscribing or repurchasing the selected products or services consistently both now and in the future, even though the situation and marketing efforts have the potential to change hurriyati (2005) behavior. brand attribute product attributes are divided into three elements, namely product quality (product quality), product features (product features) and product design (product design) which are used as important elements in these product attributes (kotler and armstrong, 2004). methods location and time of conducting the research this research was conducted at the le meridien bali jimbaran hotel which is located at jl. bukit permai, jimbaran, south kuta district, badung regency, bali 80361. next to a seafood restaurant in muaya beach, jimbaran. located 7 kilometers from i gusti ngurah rai international airport and 4.5 kilometers from the garuda wisnu kencana cultural park. this research was conducted from january 2020 to march 2020. population and sampling the population in this study were guests who stayed at the le meridien bali jimbaran hotel. in 2019, from january to december there were 105,088 guests staying at the hotel. determination of the research sample using accidental sampling technique, the sample is determined by accidental, namely whoever the guests the researcher happens to meet can then be used as a suitable sample as a data source. this sample determination is in accordance with the opinion of ghozali (2014) who analyzed the data with the student version of the smartpls software, which limits the number of samples not to exceed 100 samples. research variables and indicators the variables used in this study are: latent variable (construct), a measure that cannot be measured or is abstract. the latent variable types are as follows: influential latent variables (exogenous variables) are variables that affect other variables which are marked with the symbol x. the exogenous variables in this study are service quality (x1) and brand attributes (x2). influential latent variables (endogenous variables) are variables that are influenced by other variables. in this study, there are two types of latent variables that are influenced, namely latent variables that are influenced by moderating intervening with the symbol y1 (guest satisfaction) and latent variables which are influenced purely by the symbol y2 (guest loyalty). indicators (manifest), are the elements that form latent variables so that they can be measured. e-journal of tourism vol.8. no.1. (2021): 97-114 102http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 table 1. deskripsi operasional variabel laten dan indikator latent variable indicator code total source quality of service (x1) good looking employees. employees have a reliable ability to handle guests. employees are responsive to guest requests. employees have the courtesy to work. employees at work must have attention during guests’ stay and must be able to understand the wishes of guests x1.1 x1.2 x1.3 x1.4 x1.5 5 parasuraman, 2006 brand attribute (x2) le meridien has good quality products le meridien offers products consistently. the attributes offered by the le meridien bali jimbaran hotel are complete. le meridien has guest facilities in an attractive style. le meridien bali jimbaran has a unique building shape. x2.1 x2.2 x2.3 x2.4 x2.5 5 kotlerand amstong, 2004 guest satisfaction (y1) i feel satisfied with the quality products from le meridien bali jimbaran. i feel satisfied with the cleanliness at the le meridien bali jimbaran hotel. i feel satisfied because the products offered by the le meridien bali jimbaran hotel match or even exceed my expectations. the need to stay at the le meridien bali jimbaran hotel is fulfilled. i will continue to buy the products offered by le meridien bali jimbaran. y1.1 y1.2 y1.3 y1.4 y1.5 5 irawan, 2008 loyalty (y2) i will extend the period of stay at the le meridien bali jimbaran hotel. i will stay again at the le meridien bali jimbaran hotel. i will give positive comments during my stay at the le meridien bali jimbaran hotel both in person and on social media. i would recommend le meridien bali jimbaran hotel to others (colleagues and family). i will still choose le meridien brand when compared to other brands. y2.1 y2.2 y2.3 y2.4 y2.5 5 pitaloka, 2012 total 20 e-journal of tourism vol.8. no.1. (2021): 97-114 103http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 data analysis technique an implementation of research requires the existence of methods, ways or tactics as steps that must be followed in solving a problem in order to achieve a goal. the method used in this research is quantitative descriptive method. this study uses sem (structural equation modeling) techniques with mediation effects using smartpls software. some of the tests carried out are as follows: evaluation of the measurement model (measurement/outer model); structural model evaluation (structural/inner model) results and discussion general characteristics of respondents the characteristics of hotel guests consist of the purpose of guests staying, gender, member program, the main purpose of choosing le meridien bali jimbaran as a place to stay and the number of times they have stayed at the le meridien bali jimbaran hotel. the five characteristics of the respondents refer to the research title. the characteristics of respondents based on the purpose of staying were dominated by the purpose of vacationing as much as 72%, the respondent data based on gender were dominated by male guests with a percentage of 64%, while 56% for the percentage who dominated the guest members based on the characteristics according to the member program, characteristics based on the purpose of staying with a value of 39% who chose le meridien bali jimbaran because the brand they owned was based on the main purpose of choosing le meridien bali jimbaran and based on the frequency of stay, 84% of new guests stayed at the le meridien bali jimbaran hotel for the first time. test of the validity and reliability of research variables validity and reliability tests in this study were conducted on 100 respondents who were guests staying at the le meridien bali jimbaran hotel. the validity test was done by looking at the value of convergent validity and discriminant validity. convergent validity was tested by looking at the loading factor value of each indicator on each variable. the loading factor value must also meet the requirements, which is above 0.70. discriminant validity was done by comparing the square root of average vaariance extracted (√ave) in each variable with a correlation between variables and other variables. the table 2 shows that all variables can be said to be valid or good. this is because all variables have an average above 0.50 and the root average value is higher than the variable correlation value. the table above is another method that can be used to measure discriminant validity, namely by comparing the square root of the average variance extracted for each variable with the correlation between variables and other variables in the model. the reliability test results can be measured from the cronbach alpha value and the composite reliability value from each variable. each variable can be said to have a high level of reliability if the cronbach alpha value exceeds 0.7 and the composite reliability value exceeds 0.7. the table above shows that the cronbach alpha and composite reliability values exceed 0.9, which means that all variables have met good reliability. based on the results obtained by involving 100 respondents, both convergent, discriminant validity, cronbach alpha and composite reliability, it can be concluded that the indicators totaling 20 as a measure of the four latent variables are valid and reliable. results of the measurement model analysis (outer model) analysis of the measurement model (outer model) shows each indicator in refe-journal of tourism vol.8. no.1. (2021): 97-114 104http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 table 2. research variable validity test results variables indicator validity convergent √ave ave x1. 1 0.967 x1. 2 0.958 quality of service x1. 3 0.975 0.973 0.947 x1. 4 0.981 x1. 5 0.986 x2.1 0.982 x2.2 0.969 brand attribute x2.3 0.976 0.968 0.938 x2.4 0.954 x2.5 0.960 y1.1 0.945 satisfaction y1.2 0.933 0.967 0.936 y1.3 0.985 y1.4 0.988 y1.5 0.986 y2.1 0.970 y2.2 0.984 loyalty y2.3 0.982 0.978 0.956 y2.4 0.967 y2.5 0.986 source: primary and processed data, 2020 table 3. research variable reliability test results variable cronbach alpha composite reliability service quality 0.986 0.989 brand attribute 0.983 0.987 satisfaction 0.983 0.987 loyalty 0.989 0.991 source: primary and processed data, 2020 lecting the variables formed by the constituent indicators. this indicator is reflective in which the estimated values can be seen from the measurement model. the significance of this relationship can be obtained through a bootstrap process of 500 samples with each sample measuring 100 data. e-journal of tourism vol.8. no.1. (2021): 97-114 105http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 test results of service quality variable measurement models in accordance with the analysis in the table 4, it can be seen that one of the indicators, namely staff have an attention during guest stay and be able to understand the guest needs, has the highest outer loading value compared to other indicators, namely 0.986. the lowest outer loading value is found in the staff have strong ability in check in and check out experience indicator, which is 0.958. this shows that guests who stay at this hotel feel a different quality of service at the le meridien bali jimbaran hotel. table 4. testing results of measurement models for service quality variables indicator statement original sample standard of deviation p value x1.1← x1 the staff service overall 0.967 0.020 0.000 x1.2← x1 staff have strong ability in check in and check out experience 0.958 0.018 0.000 x1.3← x1 staff have anticipation needs 0.975 0.014 0.000 x1.4← x1 polite staff in handling guest 0.981 0.010 0.000 x1.5← x1 staff have an attention during guest stay and be able to understand the guest needs 0.986 0.009 0.000 source: primary and processed data, 2020 test results of measurement model variable brand attributes based on the data table 5, it can be seen that with the analysis that has been carried out, the quality of le meridien exterior and interior overall indicator has the highest outer model value when compared to other indicators, namely 0.982. the lowest outer loading value in this variable is le meridien bali jimbaran pool and lively lobby, which is valued at 0.954. however, even though it has the lowest outer loading value, this indicator has the highest standard deviation compared to other indicators, namely 0.020. this shows that the table 5. test results of measurement model variable brand attributes indicator statement original sample standard deviation p value x2.1 ← x2 quality of le meridien exterior and interior overall 0.982 0.007 0.000 x2.2 ← x2 le meridien bali jimbaran offer a consistency maintenance 0.969 0.010 0.000 x2.3← x2 le meridien bali jimbaran public space 0.976 0.009 0.000 x2.4← x2 le meridien bali jimbaran pool and lively lobby 0.954 0.020 0.000 x2.5← x2 le meridien bali jimbaran stylist and up to date design 0.960 0.019 0.000 source: primary and processed data, 2020 e-journal of tourism vol.8. no.1. (2021): 97-114 106http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 le meridien bali jimbaran pool and lively lobby can be maintained to become the hallmark of this hotel. results of measurement model testing for satisfaction variables based on the data analysis table 6, it can be seen that the indicator i am satisfied of my stay at le meridien bali jimbaran because fulfilled my need has the highest outer model value, which is 0.988 compared to the other four indicators. meanwhile, the indicator i am satisfied with le meridien cleanliness has the lowest outer loading value in this variable, namely 0.933. however, even though it has the lowest outer model value, this indicator has the highest perceived category with a standard deviation value of a0.021. this shows that le meridien bali jimbaran has good cleanliness and must be maintained or even improved. table 6. results of measurement model testing for satisfaction variables indicator statement original sample standard deviation p value y1.1 ← y1 i am satisfied with the le meridien quality of food&beverage 0.945 0.016 0.000 y1.2 ← y1 iamsatisfiedwith lemeridien cleanliness 0.933 0.021 0.000 y1.3 ← y1 i am satisfied with the quality of the attributesthatlemeridiensell because it has fulfilled my expectation 0.985 0.004 0.000 y1.4 ← y1 i am satisfied of my stay at le meridien bali jimbaran because fulfilled my need 0.988 0.003 0.000 y1.5 ← y1 i will continue to buy brand attributes if the desired expectation are achieved 0.986 0.004 0.000 source: primary and processed data, 2020 table 7. results of measurement model testing for loyalty variables indicator statement original sample standard deviation p value y2.1←y2 le meridien brand enhance stay 0.970 0.010 0.000 y2.2←y2 i will stay again at le meridien bali jimbaran 0.984 0.005 0.000 y2.3←y2 i will give positive feedback or comment during my stay at le meridien bali jimbaran through social media or directly to the management 0.982 0.006 0.000 y2.4←y2 intent to recommend le meridien brand to family or relatives 0.967 0.011 0.000 y2.5←y2 intent to consider brand 0.986 0.006 0.000 source: primary and processed data, 2020 e-journal of tourism vol.8. no.1. (2021): 97-114 107http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 results of measurement model testing for loyalty variables based on the results of the research through the table 7, it can be seen that the indicator of intent to consider a brand has the highest outer model value, namely 0.986 compared to the other four indicators. in the table that has been presented, it can also be seen that the intent to recommend le meridien brand to family or relatives indicator has the lowest outer model value, which is 0.967. this indicator gets the highest perception, namely 0.011, which in the future gets the highest perception from guests as respondents compared to other indicators. this shows that the le meridien brand makes guests have the desire to recommend it to others. results of the structural equation model analysis (inner model) structural model analysis or inner model is carried out to determine the relationship between exogenous variables and endogenous variables which has been the hypothesis of this study. the table 8 shows that there are four direct relationships that occur between one variable and another, but there is one variable with other variables for which there is no direct relationship. the results of the direct effect of exogenous variables on endogenous variables are significantly 1% (0.01), so ho is rejected if the p-value is <0.05, then the statistical results of the study are as follows h1: based on the research results, it can be seen that there is a direct influence between service quality and satisfaction with a significant value, namely 0.351, with the original value until the estimate shows a positive number. thus the hypothesis ho is rejected while the hypothesis ha is accepted which states that “service quality has a significant effect. h2: the results showed that there was no significant direct influence between service and guest loyalty who stayed at the le meridien bali jimbaran hotel. ho is accepted because “service quality does not have a significant effect on loyalty”, while ha is rejected because there is no direct influence between service quality and loyalty. the results showed that there was no significant direct influence between service quality and guest loyalty who stayed at the le meridien bali jimbaran hotel. ho is accepted because “service quality does not have a significant effect on loyalty”, while ha is rejected because there is no direct influence between service quality and loyalty. h3: the results show that there is a direct influence with the significant value of the original sample estimate is 0.670, thus ho is rejected while ha is accepted which states that “brand attributes have a significant effect on satisfaction.”. h4: the results showed that brand attributes have a significant effect on loyalty with the original sample value positive estimate 0.160, thus the ho hypothesis is rejected in this study, while ha is accepted table 8. direct effect of exogenous variables on endogenous variables hypothesis exogenous variables → endogenous original sample (o) sample mean (m) standard deviation (stdev) p values h1 x1 → y1 0.351 0.343 0.092 0.000 h2 x1 → y2 -0.043 -0.041 0.039 0.279 h3 x2 → y1 0.670 0.679 0.089 0.000 h4 x2 → y2 0.160 0.158 0.061 0.009 h5 y1 → y2 0.866 0.867 0.070 0.000 source: primary and processed data, 2020 e-journal of tourism vol.8. no.1. (2021): 97-114 108http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 because the study shows that “brand attributes have a significant effect on loyalty”. h5: based on the results of the study which shows that the satisfaction variable has a significant effect on loyalty, the original sample value is positive estimate of 0.866. ho was rejected while ha was accepted because “satisfaction has a significant effect on loyalty”. indirect effect the results showed that the relationship between service quality and loyalty mediated by satisfaction is significant with a t-statistic of 3,521 (> 1.96). the table above shows that the relationship between service quality and loyalty is significant with the original sample estimate value of 0.304 which indicates that the relationship between service quality and loyalty through satisfaction is influential with (p value 0.000 <0.05). furthermore, there is a relationship between brand attributes and loyalty which is mediated by satisfaction with the original sample estimate value is 0.580. based on the results of the study, it shows that the relationship between brand attribute and loyalty mediated by satisfaction is significant with a t-statistic of 6,860 (> 1.96). this shows that the direction of the relationship between brand attribute and loyalty with mediation of satisfaction has a significant effect on value (p value 0.000 <0.05). total effect based on the table 10, it can be concluded that the total effect that occurs from the relationship between exogenous variables and endogenous variables. the table above shows that satisfaction with loyalty has the greatest influence, namely 0.866. so it can be concluded that satisfaction has a dominant effect in creating guest loyalty when staying at the le meridien bali jimbaran hotel. result of feasibility analysis of structural equation model the r square value of the satisfaction variable is 0.877, this shows that the model with endogenous variables of satisfaction has predictive power in the strong category. while the r square value of the loyalty variable is 0.960, indicating that it has predictive power in the strong category. the feasibility of a structural equation model as a whole or calculating the goodness of fit (gof) value of the model can be done by referring to the formula introduced by tetable 9. indirect effect of exogenous variables on endogenous variables exogenous variables→ endogenous var. original sample (o) sample mean (m) standard deviation (stdev) p-values x1 →y1→y2 0.304 0.298 0.086 0.000 x2 →y1→y2 0.580 0.587 0.085 0.000 source: 2020 primary data, (attachment 4) table 10. effect of total exogenous variables on endogenous variables exogenous variables → endogenous variables original sample (o) sample mean (m) standard deviation (stdev) p values x1 → y1 0.351 0.343 0.092 0.000 x1 → y2 0.261 0.257 0.089 0.003 x2 → y1 0.670 0.679 0.089 0.000 x2 → y2 0.741 0.745 0.080 0.000 y1 → y2 0.866 0.867 0.070 0.000 source: primary and processed data, 2020 e-journal of tourism vol.8. no.1. (2021): 97-114 109http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 nenhaus et al (2005) as follows: gof= √𝐶𝑜𝑚𝑥𝑅2=√𝐴𝑉𝐸𝑥𝑅2 referring to the equation table above, ave is a weighted average value with the weight obtained from the number of indicators for each variable. using this formula, the gof of the model is calculated as 0.603 with a size that exceeds the 0.50 threshold to state that the model can be accepted and interpreted, so that the analysis can be continued. the goodness of fit test of the structural equation model can also be seen from the srmr value of the model. the structural equation model is declared to have met the goodness of fit criteria of the model if the smrm value is <0.1 and the model is declared perfect fit if the srmr value <0.08. the results of the goodness of fit test for the structure equation model in the table below show that the srmr value of the pls model is 0.024. because the srmr model value is below 0.08, the pls model is declared perfect fit so it is very feasible to be used to test the research hypothesis. confirmative analysis confirmative analysis in this study is shown to attract infrastructure related to the influence of service quality and brand attributes on satisfaction and loyalty. through the structural equation model (sem) equation model which involves four variables, namely service quality, brand satisfaction and loyalty attributes. the output of the structural equation model developed after the analysis through the algorithmic process can be seen in the table 12. figure 1. output of structural equation model the effect of service quality and brand attributes on satisfaction and loyalty. table 11. feasibility statistics value of research variables variables variable type composite reliability ave (r2) quality of service exogenous 0.989 0.947 brand attribute exogenous 0.987 0.983 satisfaction exogenous /endogenous 0.987 0.936 0.877 loyalty endogenous 0.991 0.956 0.960 source: primary and processed data, 2020 table 12. goodness of fit test result of research model saturated model estimate model srmr 0.024 0.024 d_uls 0.123 0.123 d_g 1.503 1.503 chi_square 650.871 650.871 nfi 0.872 0.872 source: primary and processed data, 2020 e-journal of tourism vol.8. no.1. (2021): 97-114 110http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 this study aims to determine the effect of service quality and brand attributes on the satisfaction and loyalty of guests staying at the le meridien bali jimbaran hotel. this section will discuss the results of calculations that have been carried out based on the results of the pls analysis. testing was done through hypotheses that have been proposed so that we can find out the effect of each variable on the other variables. effect of service quality on satisfaction based on the results of the pls analysis, it shows that service quality has a significant effect on satisfaction (path coefficient of 0.351 with a t-statistic value of 3,814) so that the analysis of the results of this research model shows that good service quality will tend to increase guest satisfaction staying at the le meridien bali hotel jimbaran. indirectly or directly, good service quality will be directly proportional to the level of guest satisfaction. star hotels do not necessarily show that the hotel is able to make the guests staying at the hotel feel satisfied, but when the quality of service has been created properly, it will be able to make these guests satisfied when staying at the hotel. this is supported by guest comments when conducting interviews, “all the staff were really nice and helpful, the bedroom was clean”. this comment was conveyed by a guest named cynthia lim during an interview in the hotel lobby. this guest also said that during her five-night stay at the le meridien bali jimbaran hotel, she was satisfied with the quality of service provided by the hotel employees. cynthia lim also said that, there are many star hotels with good service quality to guests, but she said that “the personalize of the staff make our stay is memorable”, guests feel very special because guests feel special. the service quality variable is in accordance with the results of research with processed data showing that the lowest outer loading value is found in the indicator staff have strong ability in check in and check out experience, namely 0.958. the five indicators that have been used show that employees in overcoming check-in and check-out are the lowest because when checking in and checking out guests have their own expectations that they don’t get during the process. the effect of service quality on loyalty the results of the analysis in this study indicate that there is no significant effect of service quality on loyalty (path coefficient of -0.043 with a t-statistics value of 1.085). this research, which was conducted at the le meridien bali jimbaran hotel, did not produce positive results between the influence of service quality on loyalty. each star hotel has special standards in terms of service quality so as to create guest satisfaction. however, the quality of a hotel service is not a reason for guests to be loyal guests. there are other reasons why these guests become loyal guests. mainly hotels in bali where the quality of service provided by the employees of each hotel is no longer in doubt. so that guests have the perception that every hotel in bali provides good quality service. this is what causes the quality of service not to cause these guests to become loyal guests. this study shows that there is no direct influence of service quality variables on loyalty as evidenced by the existence of deep conversations with hotel employees, febrika aini (loyalty manager). febrika aini stated that most of the loyal guests of the le meridien bali jimbaran hotel became loyal guests due to the brand attributes of this hotel. there are also many positive comments through social media related to hotel maintenance, hotel design, hotel location and so on. however, there are not many loyal guests because they want to get good quality service from employees, guests already expect that star hotels have e-journal of tourism vol.8. no.1. (2021): 97-114 111http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 good service quality. this is also supported by the location of the le meridien hotel in bali where greeting, service with a smile and a warm welcome are easily found in almost all hotels in bali. the influence of brand attributes on satisfaction the results of the analysis using smart pls show that brand attributes have a significant effect on guest satisfaction staying at the le meridien bali jimbaran hotel; loyalty (path coefficient of 0.670 with a t-statistics value of 7.499). these results indicate that the le meridien bali jimbaran hotel brand attributes lead to guest satisfaction. it was also found that 39% of guests chose to stay at the le meridien bali jimbaran hotel due to the hotel’s brand, beating out four other things, namely price, member level, location and others. a total of 39 guests who have filled out the questionnaire have high expectations of the brand attributes of this hotel, so they chose the main reason to stay at this hotel. after doing the research, it turned out that the brand attributes of this hotel that were expressed by the guests were able to be remembered in the memories of the guests, causing them to become loyal guests. quality of le meridien exterior and interior overall, le meridien bali jimbaran offer a consistency maintenance, le meridien bali jimbaran public space, le meridien bali jimbaran pool and lively lobby and le meridien bali jimbaran stylist and up to date design can create a memorable experience for these guests . guest satisfaction can be measured if it exceeds expectations, so what guests get exceeds the guests’ expectations. the same thing was also supported by a guest comment during a short interview, “the stay was absolutelly great and we enjoyed a luxury stay” said a guest named saxena, “we enjoyed the salt water lagoon with the beautifull design, nice taste illy coffee and great. eye opener that i never enjoyed in any other hotel before “furthermore the guest also said that she is a guest who lives in europe feeling the atmosphere of a mix between europe and bali in this hotel” we live in france, and we feel like home here with natural design, balinese feel and the aculturation especially the statues, food, beverage and our up to date room design “. guests also said that they were very satisfied with the brand attributes of this hotel which were not only displayed on social media but actually guests found at this hotel. saxena’s favorite brand attribute is public space which makes guests very comfortable and satisfied at this hotel. the influence of brand attributes on loyalty the results of data analysis using smart pls statistically show that brand attributes have a significant effect on loyalty (path coefficient of 0.160 with a t-statistical value of 2.615) so that the analysis of this research model shows that adequate brand attributes and according to brand standards will lead to on high loyalty. the more adequate the existing brand attributes and what guests expect, the more loyal guests stay, so that the guests will become loyal guests and will come to stay back at the hotel. the short interview process with a guest at that time also supported the strong influence between brand attributes and guest loyalty. a guest named rian who stated that ‘’ we stayed in the hotel for 2 days. hotel location was nice and quite which i love. my kids went to the kids club and enjoyed it. it had a new nintendo switch, plenty of options for toys, nice and clean. this guest also said that the interior design of the room was very interesting. “room was very spacious with a balcony facing the pools or garden”. the effect of satisfaction on loyalty the result of statistical analysis shows that satisfaction has a significant effect on the path coefficient of loyalty of e-journal of tourism vol.8. no.1. (2021): 97-114 112http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 0.866 with a t-statistical value of 12.368). this shows that the more satisfied guests are when staying at the hotel, the more likely it is to create loyal guests so that these guests will recommend the hotel and will come back to stay. the guest characteristics also show that a total of 16 guests also became loyal guests by staying not for the first time in the research period. an interview was also conducted to strengthen this research with one guest named farah, this guest stated that this hotel is good and clean, guests are also satisfied with the facilities at this hotel so they will recommend this hotel to their colleagues and will come back to stay at this hotel. effect of service quality on loyalty mediated by satisfaction the processed research results also show the influence of service quality on guest loyalty mediated by satisfaction. quality of service mediated by satisfaction can create loyal guests. as conveyed by one guest named bejimekki who said that “this is a beautiful clean hotel offering royal service, the staff is attentive and very pleasant. we were just fine. i highly recommend “with the mediation of satisfaction where guests are satisfied with the quality of service provided by employees, thus causing these guests to recommend this hotel either through social media or directly to their friends and family. in addition, the royal service received by guests during their stay made an extraordinary experience for these guests and causes guests to be satisfied when staying at this hotel. the influence of brand attributes on loyalty mediated by satisfaction another finding is the influence of brand attributes on loyalty that is mediated by satisfaction. this interesting thing shows that guest loyalty will increase if the guest is satisfied with the brand attributes of this hotel. this result is also supported by interviews conducted with the same guest, namely bejimekki, who stated that the facilities at this hotel were very adequate and in accordance with what guests expected. “hotel attribute offer something new to create memorable, my very first time seen lively lobby with mix balinese and european style and spacious lagoon, i feel satisfied with lm attribute brand”. as previously stated, this hotel is a clean hotel, and guests feel very comfortable and satisfied with the facilities of this hotel. guests are also le meridien members so guests are satisfied with the lm brand attribute. this creates a new experience for guests that make these guests feel satisfied so that they will come to stay back at this hotel and provide positive comments to the management. conclusions based on the results of research and discussion on the effect of service quality and brand attributes on the satisfaction and loyalty of guests staying at le meridien hotel bali jimbaran, it can be concluded as follows: there is a significant effect of service quality on guest satisfaction who stays at the le meridien bali jimbaran hotel; there is no significant effect of service quality on loyalty; there is a significant effect of brand attributes on guest satisfaction. the more guests’ expectations are met, especially for hotel brands, the more satisfied hotel guests are; there is a significant effect of brand attributes on loyalty. le meridien bali jimbaran hotel brand attributes are able to make guests loyal by recommending this hotel and having the desire to come back to stay at the le meridien bali jimbaran hotel; there is a significant effect of satisfaction on loyalty. satisfied guests will then be able to create strong memories and direct these guests to become loyal guests. e-journal of tourism vol.8. no.1. 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(2021): 197-206 197http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 bali imagined in the context of tourism i nyoman darma putra1*, michael hitchcock2 1centre of excellence in tourism udayana university, indonesia 2goldsmiths, university of london, united kingdom *corresponding author: idarmaputra@yahoo.com doi: https://doi.org/10.24922/eot.v8i2.71449 abstract the contention that bali has been imagined in the context of tourism and that these images do not necessarily correspond to the realities of the destination is not entirely new. however, what this paper argues is that imaginings have occurred over time and began well before the advent of tourism, before becoming incorporated into a more fully developed and more globally recognised tourism image with many elements of the ‘tourist gaze’. these gazes are not just externally derived, but also owe a lot to local imaginings of what bali might be, namely the notion that bali is some kind of heir to the renowned hindu-javanese kingdom of majapahit based in java. this paper traces the evolution of these images blending earlier reports of seafarers, colonial administrators both dutch and british, as well as artists who have lived on the island, into the world of the contemporary media-scape. keywords: imagined communities, the tourist gaze, colonialism, media-scape article info submitted: june 2nd 2021. accepted: september 17th 2021. published: september 30th 2021 cultures and languages with the message ‘that you should know one another’. if you read the brochure written to accompany the opening of this museum-cum-theme park, there is no doubt that it is a nationalist statement and a somewhat spectacular form of political imagining. imagined communities’ is often seen as a work of politics, but there are other ways of looking at the work not least because of the author’s emphasis on the ‘style’ in which such entities are imagined. what we aim to achieve here is an examination of the cultural ways in which such imaginings happen and we combine our approach with insights from another great figure social science, john urry and his seminal work the ‘tourist gaze’ (1990). the focus of this book is the indonesian island introduction imagined communities: reflections on the spread of nationalism (1991) is the title of ben anderson’s widely disseminated and hugely cited monograph, which many believe was inspired by his experience of indonesia. anderson would have been familiar with the nation building projects of a republic proclaimed by sukarno in 1945 be it the famous national monument (monas) in freedom square that tells the story of indonesia’s evolution over time in dioramas or the heroic statues that line jakarta’s most popular thoroughfares. he would also have been familiar with the open air museum known as taman mini built by sukarno’s successor, suharto, with its message to this vast sprawling nation of many e-journal of tourism vol.8. no.2. (2021): 197-206 198http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 ript helped fuel the sense of contemporary indonesian nationalism and the story sits centre stage in accounts of country’s rise to self-determination. to outsiders this may seem a little odd as indonesia is today the world’s largest muslim nation whereas majapahit – its spiritual forebear – was a major hindu state leaving bali and neighbouring areas in java and lombok as a kind of minor bastion of a religion that once held sway over what we know today as indonesia. a minor digression on java is needed here to explain this state of affairs before returning to bali, the central topic of this book. the simple point is that the javanese, especially in the centre and east of the island, never did lose a sense of their hindu heritage despite their conversion to islam, and many continue to refer to their faith as islam jawa and to themselves as kejawen (in the javanese tradition). it is no mistake that the name of the luxury hotel built by the sarkies brothers in surabaya, which was the scene of intense nationalist activity, was changed from the orange hotel (hotel oranje) to the hotel majapahit, which is how it is known today. historians seem to largely agree that this great hindu kingdom became surrounded by dynamic islamic polities, possibly enriched through their connection with islamic global trade routes that pre-dated the western ones, and eventually collapsed. we cannot be sure how this happened and it is beyond the purview on this work to go into this in detail because what is important to how bali has been imagined over time with the claim that the balinese elites are wong majapahit (people of majapahit) who have retained the culture or heritage of this ancient kingdom. what is meant by ‘elites’ here are the so-called titled castes, triwangsa (three nations), of bali’s hindu society, though the term ‘caste’ is used hesitantly here as it is a portuguese derived term that was coined to express the complexities of indian religion and society and of bali, which has been imagined in many ways, both by the balinese themselves and many other external interlocutors ranging from early traders and dutch colonialists to writers, artists, photographers film-makers to mention but a few, as well as tourism, the backbone of the island’s economy. both authors are well aware that our approach is not entirely novel as others have paved the way in works such as boon’s the anthropological romance of bali (1977), picard’s bali: cultural tourism and touristic culture (1996) and vickers’s bali: a paradise created (1989). literature review the imagining of the ‘wong majapahit’ as this is not a history, though there are historical elements, the authors have decided to begin this account of how bali has been imagined over time with the widespread belief in bali, which has been echoed over the centuries by western writers that the island is the living and breathing heir of a kingdom based in neighbouring java that once held sway over much of the archipelago, majapahit (1293 to circa 1517). interestingly, this kingdom is itself very much a form of imagining as it arose out of an encounter with another formidable asian entity, the yuan dynasty of china that had tried to invade java without success in the final outcome. the name of this kingdom seems to inculcate the suffering of the people at the time as its name includes the word ‘bitter’ (pahit). whether or not this kingdom sat the centre of an empire wielding immense power over the archipelago known today as indonesia is outside the remit of this volume, though the discovery of a 14th century manuscript in lombok known as the negara kertagama reveals linkages between majapahit and large numbers of other polities across this vast swathe of islands. once it was translated the manusce-journal of tourism vol.8. no.2. (2021): 197-206 199http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 has never been truly appropriate. it might be better to consider this elite has having a system of titles whereas the majority of balinese are consider to be outsiders or jaba. there is a debate in the literature as to whether these titled people may be considered to be an old austronesian elite who may be loosely described as ‘heavenly born’ and who have acquired some of the trappings of hindu notions of superiority dating from the majapahit era and earlier. the central point here is that they think of themselves as wong majapahit, which is one of the central prisms of how they view their bali. the story of the majapahit migration to bali has several versions and is assumed by many academics to be shrouded in mystery if not partly mythological, but the essential ingredients are as follows. sensing that their celebrated kingdom and their way of life was under threat, the surviving leaders of majapahit sought sanctuary in bali. sometimes it is said that they were accompanied by musicians, artists and dancers, who created the rich artistic heritage that flourishes in bali today. certainly, bali shares with java many cultural features such as the renowned shadow theatre, though the balinese version appears to be more naturalistic whereas the javanese version is highly stylised. perhaps this is because of the adoption of islamic prohibitions on idolatry, though there could be other reasons as these restrictions were never universally enforced in the islamic world. the balinese also share a love of pattern-welded and highly decorated kris and share a common folklore and aesthetic with their neighbours to the west. both cultures have a tradition of gong orchestras known as gamelan, though once again there are significant differences. could these artistic genres simply have spread from java to bali through cultural contact, and does the cultural flow have to be one way only. the answer is that it will probably never know for sure as the documentary details are lacking. one striking omission in bali’s rich cultural register is the lack of a batik making tradition. given the centrality and sophistication of this resist dye technique in java’s court culture and this is perhaps surprising when you consider how portable are the tools used to make batik, known as canting tulis. moreover, batik is not unknown in bali s it appears in various cultural forms such as in the costume of the barong macan, though it was not made locally and originates in lasem in north java. there is also a more recent fashion for preparing batik in bali, which is an introduced activity aimed at tourists. it is also interesting to reflect that bali itself possesses some sophisticated textile techniques that appear not to be known in java, such as the renowned double ikat method of tenganan. what is perhaps worth bearing in mind is that cultural transmissions or exchanges do not invariably involve the complete package and can be haphazard and heavily dependent on the personal interests and tastes of those involved at the time. it also might be useful to refer to the concept of peer polity interaction (renfrew and cherry, 1986), though the edited volume does not specifically feature indonesia in its wide coverage of archaeological debates. given that this is a discussion on how bali is and has been imagined in the style of ben anderson is it sufficient simply to acknowledge the inconsistencies in the historical record and to simply acknowledge that the elites of bali seem pretty certain that they are the heirs to majapahit even though there are some local academics who are not entirely convinced. the point is that certain influential groups imagine bali in the style of majapahit and that is perhaps all that is really important. after all, in the history of england various monarchs have claimed legitimacy through links with king arthur, a largely mythological figure, and perhaps one of the most notable of these claimants e-journal of tourism vol.8. no.2. (2021): 197-206 200http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 was henry viii who invoked the lineage of his welsh ancestors to bolster a claim to the throne that was not always secure. this is an interesting parallel as it is bali’s association with majapahit which makes possible to embed this predominantly hindu island into the larger political of predominantly muslim indonesia. there is also another reason that is worth mentioning at this juncture, though we will return to it later, which was that indonesia’s founding president, sukarno, had a balinese mother. he and his followers were firmly attached to the idea of a religiously plural republic, which is embodied in the state code of five principles known as pancasila. there is of course another take on the source of bali’s rich and diverse cultural heritage, not least with regard to the performing arts. a very interesting review of how we might regard cultural traditions is provided the opening section of matthew cohen’s (2016) inventing the performing arts: modernity and tradition in colonial indonesia. cohen starts with a reference edward shils’ (1981) telling remark that tradition is a consensus between living generations and generations of the dead, bur goes on to point out that this little consensus in this as it appears to be a ‘constant battlefield’. he points out that many of these battlers regard tradition strategically as a collet ion of resources and reservoir of ideas that enable local arts practitioners to resist the global forces of cultural homogenization. this is not so far from anderson’s perspective in that it recognises the dynamic nature of cultural forms as opposed to concerns about authenticity. cohen also examines mark hobart’s (2007) line of argument that dance in bali did not exist in its aestheticized form until the arrival of western administrators, scholars and tourists, which comes quite close to hobsbawm’s (1983) notion of ‘invented tradition’. it was the interest shown in these forms of dance by these important foreigners combined with economic possibilities that lead to the relatively recent evolution of bali’s complex and aesthetically pleasing expressions of dance. certainly, there is an element of this, but we should remember that bali has a long court tradition and whether or not we take the stories of the wong majapahit for granted, it would appear to be reasonable to argue that notions of aesthetics are not entirely new and it occur in other indonesian court-based societies that were not so well favoured with the attention of administrators, scholars and tourists as bali was. both the authors of this book have documented expressions of aesthetics in both hindu and muslim societies, and one should not forget the writings of the late andrew duff-cooper on the aesthetic values of lombok’s hindu peoples. hitchcock’s overview (1991) of textiles across the archipelago, though long outdated, revealed a diversity of aesthetic traditions, though it also indicated clearly when there were chinese, indian and western borrowings. what we are talking about is a synthesis in which imported and local elements are re-imagined and re-created amid the generations. the western imagining of bali bali excited western imagination after illustrations and texts the west’s earliest encounters in the 16th century. that it was a domain recognising kings seemed familiar; that it had strange and frightening customs was not. bali’s image received another twist from raffles’ history of java (1817), which projected the balinese as heirs of a hindu heritage that once flourished in java. the dutch invasion (1906-1908) and the colonization of southern bali unleashed a brutality that the occupier tried to mitigate through economic reconstruction, ushering in tourism, as bali was not suitable for mines or plantations. krause›s bali (1912) created a slightly lurid but tourist-friendly image of the island›s culture. e-journal of tourism vol.8. no.2. (2021): 197-206 201http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 the colonial authorities later adopted the image of the dancer as emblematic of bali, and, as tourism developed in the new order era, they further burnished bali’s image as a beautiful, exotic and culturally rich island. film and photography also played key roles in creating bali’s image from the time of the artist walter spies (1920-30s) until the 21st century. 2010 saw the production of eat pray love starring julia roberts as the newly divorced elizabeth gilbert who embarks on a quest for self-discovery, finding food in italy, prayer in india, and finally love in bali. this dramatization of the island of love, while at odds with reality, is only the most recent insertion of bali into its ever more globalized mediascape, and the reinforcement of longstanding and often conflicting images for a pervasive tourist gaze and its far-reaching influences. cornelis de houtman’s visit to bali, although possibly not the first western ship to reach the island, in 1597 left a longlasting impression in the netherlands and further afield. the english version of houtman’s report is based on unpublished literature left by richard hakluyt, which was edited by purchas in 1624. purchas embellished the original work to highlight trade opportunities when describing the socalled king of bali and his entourage, the hindu religion of the island and the practice of suttee. for europeans bali was an extension of india which dwelt on one hand on its exotic features while on the other it was seen as familiar and king-honouring. these images were built on over the centuries of contact with reports of slave dealing and ferocity, but the original fascination with practices such as suttee endured. but as the 18th century progressed dutch views became less charitable and even as a nuisance for interfering in affairs in dutch controlled java, but interestingly value the martial skills of the balinese, particularly as mountain soldiers. during the period of british rule in java, raffles famously admired the pre-islamic civilization of java, which he associated with the bali of the period and considered to be a ‘commentary on the ancient condition of the natives of java’ (raffles, 1817, 2). ultimately, trade concerns were always at the fore as the dutch vexed about bali’s freedom the trade with nearby british-held territories in asia. however, it took a long time for the dutch to completely control the island and when they did so (1906-08) it ended in bloodshed as two balinese kingdoms fought in suicidal endings known as the puputan, which was essential for the rulers and aristocrats to die gloriously. as news of the massacres got out, holland’s desired image as an ‘ethical’ colonial ruler was severely tarnished. the dutch were in a quandary as bali was hilly and mountainous and it was not easy to develop plantations; it also had few natural resources that could be mined or quarried. as has been famously argued by a number of western scholars, notably michael picard, the dutch opted to introduce tourism, not only to help rejuvenate the economy, but also to provide holiday opportunities close to hand for its administrators and traders. balinese culture was to be a key plank of this strategy and in order to conserve this precious heritage they introduced a policy, which seems strange in the 21st century, which was known in dutch as ‘balisering’ or balinization (picard, 1993). the balinese were to be taught by their colonial overlords on how to be more authentically balinese in the name of tourism, and to these ends a variety of media were employed to get across the message. some of the most remarkable and widely popular texts and images were drawn from a book published in german in 1918 by gregor krause. the date is interesting as it was the aftermath of the first world war and the book’s appeal lay partly in its depiction of e-journal of tourism vol.8. no.2. (2021): 197-206 202http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 an unsullied paradise. krause appears to have been impressed by the dignity of the people and the consideration they showed foreigners, and like earlier commentators he dwelt on the subject of kingship. but his favourite theme was what he took to be the organic link between art, society and religion. he regarded the peasantry as being the ‘true’ balinese living in harmony with nature. but some of his more serious intentions, his romanticism and his support of colonialism, were soon overshadowed by the promotional activities of the nascent tourism industry. bali’s ‘tourist gaze’ in all its familiarity had emerged. results and discussion bali and the early tourist gaze it is widely agreed in the critical literature on tourism that the promotion, presentation and experiences associated with this leisure activity often create an unreal space in which local identities, notably those of the visited and possibly even those of the visitors themselves, are modified, contrived or even staged so that they conform to the visitor’s expectations. lanfant famously argued that the reconstruction of identity often begins with the “gaze of the foreigner’ acting as a kind of reference point and guarantor of identity” (1995, p. 36). john urry (1992) gave us the analytically useful expression the tourist gaze, a perspective that throws light on the link between tourism and self-actualisation, and explores the connection between mobility in modern and postmodern experience with tourism as a choice of lifestyle and/or consumption (not always difficult to differentiate). in such preconditions, the gaze is a concept embodying ways of looking at the world which simultaneously modifies or even creates from scratch what is seen and the way of seeing. the ‘gaze’ appears to be quite powerful in the context of popular culture where a lot of tourism relies on a whole panoply of promotional measures and in situ experiences to interpret whole ways of life and cultural systems. we might then ask who is doing what to whom and in the case of colonial bali the answer is not only obvious but has been well covered in the literature on the humanities and social scientists. the dutch, for reasons explained above, had an industry to get off the ground and consequently used all the marketing and media tools, as well as expertise, at their disposal to get the show moving. a trip to many a dutch library or archive quickly reveals the volume of this material that is kept on record and it is not the purpose to go into detail here as much of it is and remains familiar: dancing girls, exotic festivals, romantic landscapes and wave-kissed beaches to name but a few. if this is all a bit obvious then why continue with this discussion? and it is here that the authors of this paper would like to offer a slightly different route around the tourism gaze impasse, namely the arrival in bali of visual artists, scholars, photographers and film makers who – for want of a better term – gazed on bali, often actively engaging with locally powerful people, in ways that made them stand out from the usual ballyhoo of the tourism industry even though in many ways they were closely connected with it. the idea that artists, many of them creative and cultural entrepreneurs, active in the context of a nascent tourism industry is by no means limited to bali and many examples abound and extend well beyond asia; what makes bali significant in this context is the amount information that is readily available on what happened and how these interactions and engagements worked. bali has also spawned a vast research and popular literature – and it is sometimes said that the cake has been overbaked – but we argue that this misses the point as the abundance of material related e-journal of tourism vol.8. no.2. (2021): 197-206 203http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 to bali provides an opportunity to scrutinise the tourism gaze debate and to offer some different perspectives. miksic and is fellow editors (2011) rightly call for greater awareness of the ‘tourism gaze’ in the context of development, but what we argue is that if this laudable aim is to be achieved then the ‘gaze’ needs to be understood in is variety of manifestations, not least its creative ones, and it is here that we argue that the study of bali has something to offer. there were a number of interlocutors in this period heralding from a vast number of different countries – the netherlands, uk, usa, belgium, mexico, germany, russia etc. – as well as local actors, notably the royal cokorda family of ubud in upland bali. in a paper like this one it is not possible to explore them all as there are many of them and their life stories are wellknown, often quite different and difficult to capture in a limited number of words. thus we have accordingly selected just a few of them for discussion here in order to illustrate our argument about the need to nuance the ‘tourist gaze’. our point is that there were many interactions between these people over time which were frequently creative, but often quite frivolous and fun, but underlying the often somewhat bohemian appearance lay a seriousness: this is no ‘happy valley’. it would take too much time to list all the interlocutors, both foreign and local, involved in this artistic interchange in bali in the inter-war years, and we propose to focus on just one who not only helped shape bali’s image abroad, but also exerted a long term influence over one of bali’s great cultural tourism centres, ubud, not least because he collaborated with both the colonial authorities and one of the island’s leading families, the cokordas. his name was walter spies and he was a multiple expatriate of russian and german origin who had commenced his travels in 1923 after working with f.w. murnau (1889-1923), the great german film director from whom walter learned much about visual media. walter famously collaborated with beryl de zoete on dance and drama in bali (1938) for which he supplied all but two of the illustrations (hitchcock and norris, 1995). walter’s photographs were carefully planned and executed and they provide a highly aestheticized record of bali’s performing arts, and though readership of the book may have been limited, it was not the only outlet for this artist’s vision of bali. he was, for example, employed by the colonial authorities to contribute to the exposition coloniale in paris in 1931 and with fellow artist rudolf bonnet he was closely involved in the growth of the ubud-based artists’ association known as pita maha. works produced by these artists were often destined for tourists, but finer pieces of work also ended up in the bali museum with which spies was closely associated. without the support of the cokorda family none of this could have happened as it was they who provided walter with the land to develop his studio-cum-hotel at nearby campuan. walter himself was also a painter and his dreamlike pictures based on balinese legends were to find their way into the hands of upscale tourists and travellers. he also collaborated with von plessen and dahlseim on the film the island of demons (1931) and was such was spies’ reputation globally that film stars such as charlie chaplin made their way to what was becoming a major cultural centre, ubud. tourism declined during the war years when bali like the rest of what is now indonesia was occupied by the japanese, though the invaders themselves had their own long term plans about how places such as indonesia would form a ‘beautiful south’ for future tourists. but this was not to happen as indonesian passed back briefly into dutch hands and then emerged as a nation in its own right under sukarno’s leadership (1945-1966). there were attempts to revive e-journal of tourism vol.8. no.2. (2021): 197-206 204http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 the tourism industry of the inter-war years, not least with the construction of the bali beach hotel in 1963-1966 with the help of japanese funding, but it was not until the accession of suharto (1966-1998) that the industry started to gather pace. the cumulative tourist gaze by the time of the boom in tourism arrivals that followed the rule of suharto’s new order government, bali’s tourist gaze had acquired a very wide range of accretions, including the persistence of earlier manifestations such as ‘exotic’, ‘artistic’ and ‘erotic’. perhaps under the heading of the first of these we might include the popularity of local cremations both local and royal. one of first big cremations to attract widespread attention was that of tjokorda gde agung sukawati in january 1979 and the fact that it was combined with bonnet’s ashes ensured that it was not only recorded in the bali post, but was widely circulated in the netherlands, the home country of the artist. perhaps the most globally famous of these royal cremations was that of tjok gde agung, cokorda’s third wife, in 2004, which reported on a host of international news channels such as abc australia, bbc, and cnn. the tourist gaze also seems to have been incorporated into local art forms as these became more accessible over time to foreigners. for example, the ngerupuk of torch fire parade prior nyepi was not open to foreigners as was the case with margaret mead in the 1930s as her car was stopped by village security as white people were not deemed to be appropriate participants. arguably, the most widely cited accounts of how bali came to be seen as a romantic holiday island is adrian vickers’ bali: a paradise created (1989). vickers devotes quite a bit of space to film, notably the road to bali (1952) starring bob hope, bing crosby and dorothy lamour. although the film had little to do with the realities of bali, the tropes it relied on endure until this day. in fact the seeds sown in 1952 appear to have lived on until 2010 with eat pray love starring julia roberts. she plays newly divorced elizabeth gilbert who embarks on a quest for self-discovery, finding food in italy, prayer in india, and finally love in bali. bali’s globalized media-scape the dramatization of bali as the island of love is at odds with reality, but it is the one that has outlived the other versions of the foreign gaze and possibly is the one most in keeping with the demands of modern tourism. it can also be given a pedigree that fits well with the 16th century story of the dutch sailors who jumped shop, allegedly on account of the charms of balinese women. the other slightly more discordant images such as ‘strange’, ‘violent’ and even ‘exotic’ bali do not make good copy for advertising tourism. however, there is another image that has stood the test of time is that of ‘heritage’ bali in the sense of the balinese being custodians of something that existed in the past, the version expressed by raffles as early as 1817, which finds expression in the various definitions of world heritage, notably the balinese subak irrigation system or rice cultivation culture. there does not yet appear to be a published analysis of the shock that at least some visitors feel when they realise that bali does not quite live up to its ‘love island’ image and the island has not yet been assigned a syndrome like that of paris in which some japanese tourists experience a severe kind of shock when they discover that the city differs from their expectation. known as the syndrome de paris (パリ症 候群 in japanese), it was identified by professor hiroaki ota in 1986 (1991) and is described as a psychopathology relating to travel. however, there are many accounts of this kind of ‘shock’ in the media and e-journal of tourism vol.8. no.2. (2021): 197-206 205http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 particularly on social media in association with bali. we are not suggesting that there is something that can clearly be identified as the bali syndrome, but what we are documenting is that the current images of bali have historical pedigrees even if they are out of kilter with the realities of this island destination. it is also important to appreciate the contribution of yamashita’s bali and beyond: explorations in the anthropology of tourism (2003) on what role bali has played in promoting the tourism outlook of other islands in indonesia. it is beyond the scope of this paper to quantify how bali has shot to international attention in the media in the time of covid-19, but it is interesting to reflect on the sheer scale of the coverage of the island’s plight for what is a relatively small island destination in international terms. taking just one major global news provider such as the uk’s bbc (https://www.bbc.co.uk/ news/world-asia-53900565) it is interesting to see how detailed the coverage on bali is when one considers that visitors to the island of british origin lie in ninth place as compared with tourists of other nationalities. one could argue that the bbc’s audience is global and so that fact that visitors are drawn from a wide variety of feeder countries supports this wide coverage, but the authors of this paper have wondered whether it is as much the way that bali is imagined that attracts this media coverage as the scale and diversity of its visitor arrivals. conclusion drawing on a range of perspectives on the construction of images of bali that have appeared in a variety of disciplines, notably history, anthropology and sociology, this paper has argued that the tourist image or tourist gaze cannot just be understood in the context of tourism. while the authors concur that the touristic images of bali do not correspond with many of the realities of balinese life, they are by no means recent and that these imaginings occurred over time, beginning well before the advent of tourism. they eventually became incorporated into a more fully developed and more globally recognised touristic image (selwyn, 1996) or what might be called an international ‘tourist gaze’. it is assumed in much of the literature that these gazes are externally derived, created by the interface of the tourist industry and visitors to given destinations, but what this paper has argued that the wellsprings of the gaze in the case of bali are not just an external phenomenon. much is also owed a lot to local imaginings of what bali might be, namely the notion that bali is some kind of heir to the renowned hindu-javanese kingdom of majapahit based in java, a kind of museum of a culture that once flourished widely in what is now indonesia. this paper provides an overview of the evolution of these images over time and how earlier reports of seafarers, colonial administrators both dutch and british, as well as artists who have lived on the island have contributed to the development of a widely recognised image of bali that may in some ways be likened to a brand. and it is not a brand that is simply derived from external forces but one that owes much to local imaginings and not least, creativity. note: an earlier version of this paper was presented at icas 2019 in leiden, the netherlands references anderson, b. 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(2022): 254-264 http://ojs.unud.ac.id/index.php/eot 254 e-issn 2407-392x. p-issn 2541-0857 factors affecting buyer decision on tourism business event nining yuniati* sekolah tinggi pariwisata ambarrukmo *corresponding author: niningyuniati@stipram.ac.id doi: https://doi.org/10.24922/eot.v9i2.86975 article info submitted: may 29th 2022 accepted: september 24th 2022 published: september 30th 2022 abstract not a lot of research related to the determinants that influence delegates to participate in an event. this research is related to a number of factors that influence delegates who are tourism business key players when participating in a tourism event as the case is jitm 2019 which held at yogyakarta. these factos are including accessibility, event organizer, accommodation, venue, and perceived of prices. by observing on 100 respondent who were buyer at the event and by using classical assumption test, it was found that these five factors i.e accessibility, event organizer, accommodation, venue, and perceived of prices were indeed proven to significantly influence the decision to participate in the event. accomodation is the most influential factor, as for the details discussed in this paper. keywords: participation; business event; decision; mice. introduction background in general, people participating in an event are determined by many factors. however, there are specific factors that are often associated with organizing events and have an influence on participants' motivation to attend the event. these factors included 1) adequate accessibility, 2) tourist attractions, 3) amenities, and 4) human resources and stakeholder support. more specifically, it is stated in the attractions section that the concern for this factor is meeting facilities, exhibition facilities, accommodation, and interesting places. for most delegates participating in an event is an opportunity to go leisure, seek and discover a new, unusual experience (g. bowdin, 2012). motivation for interest in an activity at a destination is closely related to the overall satisfaction. it is related to personal factors, both factors psychological aspects (cognitive) and those related to physical aspects (affective) (francisco et al., 2019). psychological aspects such as perceptions of destination, image, attractiveness, quality of service, and other preferred attributes. on the physical aspect, it includes the venue for the event, accessibility to the event location, accommodation, and amenities that make it easy for tourists or event organizers. in addition, individual interest in a destination also depends on how a destination is able to provide good service to visitors (disegna and osti, 2016). in accordance with the event, there is still very little research that examines the factors related to motivation and delegation decisions in participating in the event. even though mice event is considered to be a prospective and profitable business, it http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 254-264 http://ojs.unud.ac.id/index.php/eot 255 e-issn 2407-392x. p-issn 2541-0857 is not easy to attract the interest of the participants. it can be mentioned such as 1) unusual venues such as unique and spectacular places, 2) intensive promotions through a number of media, 3) good services provided by management, 5) availability of accommodation (www.venueseeker.com, 2019). all of them will not simply be a factor of attraction. it has been mentioned in the above description that individual or company participation in an event is multifactor rather than just one factor. accordingly, this study is an attempt to examine a number of factors which are thought to have a major influence in the decision to participate in a number of business events in yogyakarta. the selection of these factors is based on a number of empirical studies from a number of existing studies. the case taken was at the implementation of the 2019 jogja international travel mart (jitm) which was attended by 130 domestic and foreign buyers. jitm has been regularly held annually by the government of d.i yogyakarta as a travel mart event that brings together tourism business actors in yogyakarta with a number of buyers from abroad or from outside yogyakarta. the sellers are local tourism business actors which include hotel and other accommodation services, travel agents, organizers, tour operator, airlines, and cargo service providers. research objectives this study aims to examine the number of factors that are supposed to affect the participation decisions of the delegates with special case at jitm event. those factors which will be evaluated are accessibility, event organizer, accommodation, venue, and (perceived) of price. the tests will be carried out to find out which factors have the most influence. literature review and hypotheses development there are many factors that may affect the feasibility of a mice destination as well as factors that attract delegates when participating in a mice event. this research simply focuses on aspects of accessibility, event organizer, accommodation, venue, and price. the reason is of course adjusting to the characteristics of the destinations that are the research locations in yogyakarta. as the destination of mice tourism, yogyakarta still has a number of limitations in terms of access, professionalism in organizing events and venues, but has advantages in the availability of accommodation and very affordable in prices. accesibility as a factor for buyer decision a classic book written by geofrrey crouch and ritchie (1998) has produced a number of criteria that are commonly used by a number of decision makers in the association and meeting planners are attributes such as: 1) accessibility, 2) local support, 3) extra support during the conference, 4) accommodation facilities, 5) meeting facilities, 6) information, 7) the environment of the meeting location. on another occasion other criteria have been put forward by nadkarni and wai (2007) critical attributes that influence decisions in event participation are 1) facilities and accommodation needs, 2) affordable costs, 3) entertainment and recreation, 4) professional services, 5) supporting infrastructure and accessibility, 6) according to business needs and destination image, 7) local government support. accessibility is an absolute factor that connects the delegation's origin area with the destination area. it has also been widely reviewed in a number of regulations in indonesia, that accessibility is an important factor in supporting the movement http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 254-264 http://ojs.unud.ac.id/index.php/eot 256 e-issn 2407-392x. p-issn 2541-0857 of people from their area of origin to a destination, thus the hypothesis formulated is: h1: accessibility affects the buyer’s decision to participate in the event event organizer as a factor for buyer decision events may have a subjective definition depending on context and needs. tourism events have grown spectacularly in just a few decades and have become a recognized potential activity in the tourism field (getz and page, 2016). in another study, it was also stated that the performance of the event organizer will greatly affect the overall performance of the event (fiona hu kewei et al., 2019) even the satisfaction of the attendees (kakyom kim and tucker, 2016). based on these studies, the proposed hypothesis regarding the effect of event organizers on buyer participation decisions in a business event is as follows: h2: organizer affect the buyer’s decision to participate in the event accomodation as a factor for buyer decision likewise in organizing an event that is popularly known as the mice business, accommodation is one of the important considerations for delegates before deciding to participate in an event. research conducted by alananzeh et al. (2018) stated that the decision to participate in an event is influenced by multifactorial and accommodation which is claimed to be one of the strong influencing attributes. the availability of accommodation at a destination is part of the propensity to travel for most tourists, where they prepare everything before leaving for a business and stay comfortly when they were arrived, a place that provide warranty inside for security, hospitality factor, a supportive atmosphere and environment, competitive prices, quality service, accessibility, tourist attraction, and convenience of local transportation are all factors that influenced the delegation decision (buathong and lai, 2017, santiago rodriguez giron et al., 2019, marketa kubickova and lee, 2018, saqib, 2019). the same thing also stated by (shinyong jung et al., 2018, nadkarni and wai, 2007, stela cristina hott correa, 2020) that accommodation is part of an important consideration for travelers when they want to travel to a destination whether it is for both leisure or business purposes. based on this, the hypothesis that can be formulated is as follows h3: accomodation the buyer’s decision to participate in the event venue as a factor for buyer decision there are many factors that may affect the feasibility of a mice destination as well as factors that attract delegates when participating in a mice event (m.talebpour et al., 2017) the venue greatly influences the decisions of the delegates, especially regarding the perception of the image of the destination that is the place of activity (joshua n weru and njoroghe, 2021). a number of studies mentioned that venues with special criteria such as venues that care and support environmental sustainability are a special consideration for delegates (shinyong jung et al., 2018). based on some of these opinions, the proposed hypothesis is: h4: venue affects the buyer’s decision to participate in the event perceived price as a factor for buyer decision the definition of price here is the perceived price or the perception of the overall cost that must be incurred when traveling to a destination. prices at destinations are an important consideration for buyers when attending business events, this is as mentioned by choongbeom choi et al. (2019) price is said to have a major psychological impact on consumers in http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 254-264 http://ojs.unud.ac.id/index.php/eot 257 e-issn 2407-392x. p-issn 2541-0857 their decision to choose accommodation. price is also a consideration in choosing the airline to be used to the destination (heeshup han et al., 2021) and perceptions of price become an overall consideration in making general travel decisions (alain decrop and cozak, 2014). thus, the perception of this price becomes an important factor related to the delegation's decision to attend an event. based on these arguments, the proposed hypothesis is: h5: price affects the buyer’s decision to participate in the event figure 1. research design methods this research conducted quantitatively, with data collection techniques with non-probability sampling using purposive sampling method. this method is done by taking samples that are tailored to the objectives of the study and it is hoped that the results are in accordance with the research targets. the sample in this case is 100 buyers at the jitm 2019 event in yogyakarta and each respondent represents their respective company. the total existing buyers are 130 buyers but this research only took 100 buyers (covered 70 percent from total attendees). according to an article from berndt (2020) who criticizes the sampling method, it is stated that in determining the sample the researcher must consider many things including the population and in a small population it is very possible to do that all members of the population are samples and since the sample was taken purposively, sample bias can be suppressed. minimal. purposive sampling is used as a control from the researcher because in selecting the sample certain judgments are prioritized, in this case the buyers are the chosen people (not everyone can become a buyer), for example, they must have a medium-high-scale company, have experience in bringing tourists, etc. the analytical method used is statistical analysis with the classical assumption test technique with the help of spss 21 software. the research instrument used was a questionnaire with a number of closed questions. assessment in order to measure perceptual responsiveness using the likert model with the criteria of assesment: very good grade with 5, good grade with 4, neutral grade with 3, not good grade with 2, and bad grade with 1. there were 5 variables tested in this study that consist of accessibility accessibility, event organizer, accommodation, venue, and perceived of prices. the research design and operational variables can be described below: 1) accesibility (x1) consists of three indicators i.e: it is easy to get transportation to the destination, transportation cost, and availability of various moda. 2) event organizer (x2) consists of three indicators i.e: reputable and recognized company, professional at all services, pre and post event services. 3) accomodation (x3) consists of three indicators i.e: easy to find accommodation, hotel costs and needs during the stay, various and type of hotels. 4) venue (x4) consists of three indicators i.e: strategic location, availability of supporting facilities for organizing event, capacity and comfort of venue during the event. accesibility (x1) organizer (x2) accomodation (x3) venue (x4) prices (x5) decision to participate (y) http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 254-264 http://ojs.unud.ac.id/index.php/eot 258 e-issn 2407-392x. p-issn 2541-0857 5) perceived of prices (x5) consists of three indicators i.e: overall costs, costs hotel accomodation and transportation, food, baverage, and souvenir. 6) decision to participate (y) which consists of three indicators i.e: seeking new experience, business opportunities, nostalgic and other leisure motivation. results and discussion description of event and profile of respondent jitm (jogja international travel mart) is an annual event for the local government of d.i yogyakarta related to the travel market that brings together business actors and has been held for the last 10 years. this event involves a number of local sellers and buyers from within and outside the country. in 2019 there were 35 sellers and 130 buyers. in this study, samples taken from the side of 100 buyers only as respondents. the results showed that the respondents consisted of 65 foreign buyers and 35 domestic buyers (see table.2). foreign buyers came from malaysia recorded 16 percent from total participants, ukraine recorded 2 percent from total, india recorded 6 percent from total, france recorded 14 percent from total, philiphine recorded 3 percent from total, singapore recorded 8% from total, italy 4 percent from total, uni emirates arab recorded 2 percent from total, and germany recorded 10% from total. malaysia and france are the most respondents who are also the most dominant buyers. in addition to foreign buyers, this activity was also attended by domestic buyers came from dki jakarta recorded 2 percent from total, east java recorded 5 percent from total, west java recorded 4 percent from total, central java recorded 12 from total, south sumatera recorded 2 percent from total, and bali recorded 10 percent from total. on the domestic side, the dominant buyers are coming from central java and bali. sellers are business actors who have close links with tourism, especially parties who have often participated in jitm activities, those involved as respondents in this study include hotel which recorded 45 percent from total, travel agent recorded 37 percent, event organizer recorded 10 percent, ticket services recorded 6 percent, and airlines recorded 2 percent. knowing the background of consumer decisions is very important to study in more detail the psychological behavior of consumers (lawsona, gleim, & hartlinec, 2021; mormann, griffiths, & janiszewski, 2020). in this case, a number of organizing business events, especially in the tourism sector, have been widely studied but have not found a definite decision on what variables will most influence the delegation's decision. for the case of organizing a tourism business event in yogyakarta (jitm) prior to testing based on the questionnaire it was found that there was a common perception of delegates in a business event, the majority of delegates really had a goal to develop business, apart from meeting colleagues and enjoying holidays (see table 1). this motivation will later have a number of links with the factors that will be tested in this study, namely: accessibility, event organizer, accommodation, venue, and prices. table 1. participants motivation joint business event motivation foreign domestic seeking new experience 25% 18% business opportunities 35% 42% nostalgic and other leisure motivation 40% 40% total (%) 100% 100% the calculation results from descriptive statistics show that the minimum value ranges from 2.00 to 3.00, the average http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 254-264 http://ojs.unud.ac.id/index.php/eot 259 e-issn 2407-392x. p-issn 2541-0857 respondent's assessment of the items per variable is around 3.5 and the highest is 4.0, which tends to be neutral (see table 2). table 2. participants motivation joint business event n min. max. mean std. deviation x1.1 100 2.00 5.00 3.7200 .73964 x1.2 100 2.00 5.00 3.7100 .68601 x1.3 100 2.00 5.00 3.6700 .65219 x2.1 100 2.00 5.00 3.7300 .69420 x2.2 100 2.00 5.00 3.5800 .71322 x2.3 100 2.00 5.00 3.6600 .58981 x3.1 100 2.00 5.00 3.6300 .58006 x3.2 100 2.00 5.00 3.5500 .67232 x3.3 100 3.00 5.00 3.7100 .64031 x4.1 100 3.00 5.00 3.6100 .58422 x4.2 100 3.00 5.00 3.5400 .59323 x4.3 100 3.00 5.00 3.5600 .64071 x5.1 100 3.00 5.00 4.0500 .64157 x5.2 100 3.00 5.00 3.8900 .56667 x5.3 100 3.00 5.00 3.9400 .63277 y.1 100 3.00 5.00 3.7200 .68283 y.2 100 2.00 5.00 3.6700 .62044 y.3 100 3.00 5.00 3.6400 .52262 valid n (listwise) 100 validity shows the degree to which the question items or instruments represent the concept being measured (ghozali, 2017). the validity test can be seen by the total value of pearson's bivariate correlation. the test used two tails test with the number of respondent data (n) = 100 respondents, with a significance level of 0.05. the results of the validity test show that the sig value <0.05. thus, it can be concluded that the questions are valid on all 6 variables and can be used as a research instrument. reliability test shows the accuracy, suitability and consistency of the questionnaire in measuring variables. a questionnaire is declared reliable if a person's answer to a question is consistent or stable over time. reliability testing is carried out only on construct indicators that have passed validity and are declared valid. this test was performed using the cronbach alpha statistical test. the results of this reliability test show that all variables have an alpha coefficient> 0.60 and it can be concluded that all the items of the research variable are reliable and can be used as a research instrument. based on normality test which is used to assess whether the observations are normally distributed or not. the test used is the kolmogorov-smirnov method. the results of the normality test showed that the asymp.sig value was 0.863> 0.05, so it was concluded that the data were normally distributed. based on multicollinearity test that aims to determine whether there is a correlation between the independent variables in the regression model. the multicollinearity test can only be performed if there is more than one independent variable in the regression model. the most common way used to detect the presence or absence of multicollinearity problems in the regression model is to look at the tolerance value and vif (variance inflation factor). the recommended value to indicate the absence of multicollinearity problems is that the tolerance value must be> 0.10 and the vif value <10.based on the test results in this study, it is found that the tolerance value is> 0.1 and vif <10, so the conclusion is that the model proposed in the study is not multicollinearity occurs. the important assumption of a classical linear regression model is that the disturbance that occurs in the regression is homoscedasticity, that is, all the disturbances have the same variants. based on the test results of heteroscedasticity test, it is found that the sig. > 0.05. based on this value, it can be concluded that there is no heteroscedasticity in the regression model, so the regression model is suitable to be used to predict the dependent variable, based on the input of the independent variable. factors that influence the buyer's decision to participation to an event how then accessibility, event organizer, accomodation, venue and perceived prices have an influence on the decision the delegates to participate to the event is using multiple linear regression analysis. in the multiple linear regression analysis model will be tested simultaneously (f test) and partially (t test). the http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 254-264 http://ojs.unud.ac.id/index.php/eot 260 e-issn 2407-392x. p-issn 2541-0857 provisions for the significance test of the f test and the t test are that accept ha: if probability (p) ≤ 0.05 means accessibility, event organizer, accomodation, venue and price have significantly affected the decision to participate in the event. for detail testing for each variable plase see table 3. table 3. multiple regression test result the role of accesibility factor based on table 3. accesibilty (x1) which the t-count value is 3,612, the regression coefficient is 0.251 with probability (p) = 0.001. this value is smaller than the probability value (p) ≤ 0.05, so it can be concluded that the accessibility variable significantly affects the decision to participate in the event. in other words, the better the variable accessibility to a destination will automatically be able to increase the decision to participate to the events. accessibility factors include the ease of getting a mode of transportation to the destination, transportation costs, and the diversity of transportation modes that can be used. the role of event organizer factor based on table 3. event organizer (x2) shows the resulting t-value is 2.824, the regression coefficient is 0.166 with probability (p) = 0.007. this value is smaller than the probability value with (p) ≤ 0.05, so it can be concluded that the organizer variable is significant in the decision to participate in the event. the explanation was that the better the event organizer in performance and reputation would automatically increase the decision to participate from the delegates. the role of accomodation factor accomodation (x3) as showing at table 3. in the partial regression test for this variable, the t-count value is 3,650, the regression coefficient is 0.263 with probability (p) = 0.001. this value is smaller than the probability value (p) ≤ 0.05 so that the conclusion is that the accomodation variable significantly affects the decision to participate in the event. accommodation factors include the ease of finding accommodation, hotel prices, variety and type of hotel. the explanation was that the ease of obtaining accommodation, competitive prices, and varied accommodation types simultaneously would be able to increase buyers' interest in participating in the event. the role of venue factor venue (x4) as showing at table 3 the result of the partial regression test produces a t-value of 3.147 with a regression coefficient of 0.251 and probability (p) = 0.003. this value is lower than the probability value (p) ≤ 0.05, so it can be said that the venue variable has a significant effect on the buyer’s decision to participate to the event. strategic venue location, adequate venue facilities, capacity and comfort of a venue able to increase the interest of buyers to participate to an event in the destination. the better the condition of a venue, the greater the interest of participants in joining the event. the role of prices factor prices (x5) as showing at table 3. the t-count value was obtained for 2.780 regression coefficient 0.230 with probability (p) = 0.007. based on the results of data processing where the probability value (p) ≤ 0.05, it can be concluded that the price variable has a significant effect on the buyer’s decision to participate to the events. this proves that yogyakarta, with its excess of low prices, is able to increase buyer decision to participate to the event. the price component refers to the overall costs that will be incurred, the cost of http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 254-264 http://ojs.unud.ac.id/index.php/eot 261 e-issn 2407-392x. p-issn 2541-0857 accommodation and transportation, as well as the cost of eating, drinking, and shopping for souvenirs. based on all the test results, the formula for the factors that affecting the buyer’s decision at the jitm business event will be obtained as follows: y= -0.612 + 0.251 x1 + 0.166x2 + 0.263x3 + 0.251x4 + 0.230x5 + e constant value -0.612: this means that if none of the variables of accessibility, organizer, accommodation, venue and price affect, then the decision to participate in the event is -0.612. from the table 3. it can be seen that the size of the adjusted r square from the factors of accessibility, event organizer, accommodation, venue and prices in explaining or predicting the decision to participate in the event is 0.702 or 70.2 percent. this means that the independent variables provide sufficient information needed to predict the variation in the dependent variable, and the rest (100 percent -70.2 percent = 29.8 percent) is explained or predicted by other factors outside of the five factors and other models outside that. hypotheses testing the following (see table 4.) is a test of each hypothesis which states that all hypotheses are accepted, meaning that all the factors i.e accessibility, event organizer, accommodation, venue and price affect the decision of delegates to participate in the business event jitm, at once. table 4. the conclusion of hypotheses the most dominant factors influencing the buyer’s decision the results of the dominant factor test in this study obtained the accomodation variable with an effective value of 19 percent and a relative value of 26 percent. thus, it can be seen that the dominant factor in this study is accommodation because it has the greatest effective and relative contribution. the dominant factor test is obtained by using the coefficients table at spss, then comparing the value of b (beta) with α. the further away from 0 (null), the more dominant it is. table 5. the result of factors dominant testing that contribute to buyer’s decision to participate the event table 5 shows that among the factors that influence the decision of buyers to participate is accommodation. in this research, a number of interviews were also conducted with a number of buyers, and they talked about the reasons why hotels are very important in influencing the decision to participate in the event. in general, buyers have the following reasons first, yogyakarta is a small city with a very dense hotel population, various hotels are available with various facilities that give consumers the flexibility to choose what they want and provide a comfortable atmosphere to rest. in yogyakarta there are approximately 1200 hotels with 60 star hotels and the rest are non-star hotels including boutique hotels with unique lodging concepts. second, hotels are considered more secure in terms of health in terms of places and meals, as well as security. third, the proximity of the hotel to the venue or even the location of the venue and a number of other leisure facilities is a distinct advantage for the delegation. although hotel ranks as the most dominant variable that influences the decision of the delegation (buyer), it does not http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 254-264 http://ojs.unud.ac.id/index.php/eot 262 e-issn 2407-392x. p-issn 2541-0857 mean that other variables such as event organizer, accessibility, venue, and prices are less important. basically, all variables are very important and simultaneously influence the decisions of the delegates before deciding to participate in the event. accessibility is at least supported by the existence of an international airport that serves potential flight routes. the existence of the event organizer is at least supported and recognized by the local government. venue has the capacity, facilities, atmosphere that supports comfort during the event, and of course the overall cost in destinations are affordable. conclusion the buyer's role of business event in tourism which is often called travel mart is very important, because it is from these buyers that the demand and trend of tourists is represented. in this forum there is an opportunity for marketing communication between local sellers and buyers who are intentionally invited from abroad or outside the region with the aim of increasing tourist visits to the host destination. by taking a sample of 100 buyers representing their respective companies, it was found that their decision to participate in the event was based on 5 factors, namely accessibility, event organizer, accommodation, venue and prices. these five factors turned out to significantly influence the delegation's decision to participate in the event. thus, based on these results the conclusions of the research obtained are that h1 accepted, h2 accepted, h3 accepted, h4 accepted and h5 accepted. the five variables that significantly influence the decision to participate in the jitm event in yogyakarta the accommodation factor is the most dominant factor with an effective contribution of 19 percent. other factors that have a smaller effective contribution. an important business implication of the research is how then important events in tourism can be managed in the best possible way based on the consideration of these five factors. of course, it is very important to carry out this kind of research gradually at every strategic event that plays an important role in a business field, so that it can provide benefits in decision making or business development policies. the limitation of this research is that there has never been research like this in previous events, this is part of a preliminary study in indonesia. this event is very exclusive and is not open to ordinary consumers, only business to business. however, it has an important role in supporting the development of the tourism sector in the region. suggestions that can be given are to be more intensive in research on business events like this because they have economic importance for the region, depending on the scale of the event, the larger the scale of the event, the greater the benefits that can be obtained. references alain decrop & cozak, m. 2014. consumer goals in vacation decision making. journal of travel & tourism marketing, 31. alananzeh, o., al-badarneh, m., almkhadmeh, a. & jawabreh, o. 2018. factors influencing mice tourism stakeholders’ decision making: the case of aqaba in jordan. journal of convention & event tourism, 20. berndt, a. e. 2020. sampling methods. journal of human lactation, 36. buathong, k. & lai, p.-c. 2017. perceived attributes of event sustainability in the mice industry in thailand: a viewpoint from governmental, academic, venue and practitioner. sustainability, 9. choongbeom choi, sungwoo choi & matilla, a. s. 2019. the role of reference prices in the lodging industry: the moderating effect of an individual’s psychological state. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 254-264 http://ojs.unud.ac.id/index.php/eot 263 e-issn 2407-392x. p-issn 2541-0857 journal of travel & tourism marketing 39. disegna, m. & osti, l. 2016. tourists’ expenditure behaviour: the influence of satisfaction and the dependence of spending categories. tourism economics, 22, 5-30. fiona hu kewei, karin weber & jin, x. 2019. meeting planners’ experiences of multiple service failures: a dynamic model of organizational justice. journal of convention & event tourism 20. francisco, p., alejandro, s. & gabriela, t. 2019. cognitive and affective antecedents of consumers’ satisfaction: a systematic review of two research approaches. sustainability 11. g. bowdin, j. a., r. harris, i. mcdonnell, w. o'toole. 2012. events management, routledge. geofrrey crouch & ritchie, j. b. 1998. convention site selection research : a review, conceptual model and proposional framework. journal of convention and exhibition management, 1, 58-59. getz, d. & page, s. j. 2016. progress in tourism management progress and prospects for event tourism research. tourism management 52, 593-631 ghozali, i. 2017 model persamaan struktural konsep dan aplikasi dengan program amos 24 (update bayesian sem), semarang, badan penerbit universitas diponegoro. heeshup han, bee-lia chua, sanghyeop lee & koo, b. 2021. quality, emotion, price, and social values in building passenger loyalty: impact of relationship quality (mediator) and inflight physical environments (moderator). journal of travel & tourism marketing, 38. joshua n weru & njoroghe, j. 2021. investigating the influence of business events experience on international visitors’ perceived destination image: the case of kenya. journal of convention & event tourism, 22. kakyom kim & tucker, e. d. 2016. assessing and segmenting entertainment quality variables and satisfaction of live event attendees: a cluster analysis examination. journal of convention & event tourism, 17. m.talebpour, z. ghaderi, m. rajabi, m. mosalanejad & sahebkaran, m. a. 2017. service quality aspects and sports scientific conventions: an experience from iran. journal of convention & event tourism, 18. marketa kubickova & lee, s. h. 2018. cuba today: an overview of tourism competitiveness. tourism planning and development, 15. nadkarni, s. & wai, a. l. m. 2007. macao's mice dreams: opportunities and challenges. international journal of event management research, 3. santiago rodriguez giron, dominique vanneste & loannides, d. 2019. an integrative model (imodel) for decision-making in tourism. tourism planning and development, 16. saqib, n. 2019. a positioning strategy for a tourist destination, based on analysis of customers’ perceptions and satisfactions a case of kashmir, india. journal of tourism analysis: revista de análisis turístico, 26, 131-151. shinyong jung, sarah tanford, yen-soon kim & raab, c. 2018. a comparison of planners' site-selection intentions towards a sustainability reward program, location, and overall costs. journal of convention & event tourism, 19. stela cristina hott correa, m. d. s. g. 2020. travelers’ perception of smart tourism experiences in smart http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 254-264 http://ojs.unud.ac.id/index.php/eot 264 e-issn 2407-392x. p-issn 2541-0857 tourism destinations. tourism & development planning 18. www.venueseeker.com. 2019. the venue of future new trends in conference venue selection [online]. available: https://www.venueseeker.com/newtrends-in-conference-venue-selection/ [accessed november 14, 2019 2019]. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 83-96 http://ojs.unud.ac.id/index.php/eot 83 e-issn 2407-392x. p-issn 2541-0857 the government support on women entrepreneurial intention affected by layoffs in tourism industry kristi karla arina*, athina isabella sumanti, gabriel gradianto doctoral program of research in management, pelita harapan university, jakarta *corresponding author: kristikarlaa@yahoo.com doi: https://doi.org/10.24922/eot.v9i1.80576 article info submitted: december 9th 2021 accepted: march 9th 2022 published: march 31st 2022 abstract the likupang tourism special economic zone, north minahasa regency, has experienced a fairly severe economic impact due to covid19. based on data at the beginning of the pandemic, from 2019 to 2020, there was a significant decline in the number of foreign tourists by 81.21%, resulting in a sharp decline in job opportunities and a massive increase in layoffs, especially for women workers. this study discusses the model of local government support to generate entrepreneurial intentions for women who have been laid off due to the covid-19 pandemic. there are four government support as the intervention variable tested, financial support, assistance in design and production, supply chain coordination, and marketing and sales support. while the research object context is the internal locus and external locus of control, acting as exogenous variables. the survey used a questionnaire designed using a 5-point likert scale. questionnaires were distributed to women affected by layoffs who live in minahasa utara regency, sulawesi utara province, indonesia, a total of 75 questionnaires were answered completely. data analysis using smart pls. the results of data analysis show that, without government support intervention, women with an internal locus of control are more interested in becoming entrepreneurs than those with an external locus of control. government support has a significant impact in generating entrepreneurial interest in women with internal and external locus of control. women with an external locus of control are more motivated to become entrepreneurs, especially if they receive financial support, while women with an internal locus of control are more motivated to become entrepreneurs if they are supported in supply chain development. government support for coordinating supply chains adds to the literature on external factors that have an impact on entrepreneurial intentions. the managerial implication of the findings of this study is the importance of the government's role, especially in financial support for women with external locus of control and supply chain support for women with internal locus of control. suggestions for further research are to explore the expectations and needs of women affected by layoffs during the pandemic related to government intervention programs, to be more relevant in increasing their economic resilience. keywords: women entrepreneurial intention; internal locus of control; external locus of control; government support. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 83-96 http://ojs.unud.ac.id/index.php/eot 84 e-issn 2407-392x. p-issn 2541-0857 introduction background indonesia is one of the countries affected by covid-19, data from the world health organization (who) shows that as of november 10, 2021, the indonesian government reported 4,249,323 confirmed cases of covid-19 with 143,592 deaths (novel coronavirus, 2021). the economic impact of the covid-19 pandemic is worst on the tourism industry. according to kemenparekraf.go.id data, the number of indonesian tourists throughout 2020 decreased by 75% compared to 2019 (ri, 2021). according to the indonesian hotel and restaurant association (phri) in republika.co.id, hotel occupancy in indonesia decreased by 20% (phri, 2021). the decrease in the number of tourists has an impact on the amount of income, the impact on the reduction in the number of workers, and an increase in layoffs. the wave of layoffs during the covid-19 pandemic increased sharply for reasons of force majeure and efficiency. data published by tempo magazine shows that as of may 2020, the number of workers laid off in indonesia reached 3.05 million people (tarigan, 2020). bps data shows the number of indonesians working in august 2020 fell by around 4.84 million people in just 6 months (badan pusat statistik, 2020). minahasa utara regency, including the likupang tourism special economic zone, one of the five super-priority destinations of the government of indonesia has experienced a fairly severe economic impact due to covid-19 (kek likupang sulut, 2019). based on data from the central statistics agency (bps), there was a significant decrease in the number of foreign tourists by 81.21% from 130,680 foreign tourists in 2019 to 24,550 foreign tourists in 2020 (badan pusat statistik, 2020). the decline in foreign tourists was the largest, from 93,964 in 2019 to 11,093 in 2020. the decline in the number of tourists in minahasa utara regency due to the covid-19 pandemic caused reduced employment and increased unemployment. based on bps data, the open unemployment rate in minahasa utara regency which in 2019 fell to 5.01%, again increased to 7.88% in 2020 (bps kab. minahasa utara, 2021). layoffs for female workers mean stopping their income. according to gunawan (2011), the first problem faced by someone affected by layoffs is psychological pressure due to uncertainty when the period of unemployment, without income, life feels over. in conditions like this, locus of control as a psychological aspect affects the individual's perspective in dealing with layoffs. many studies on building entrepreneurial intentions for women affected by layoffs have been carried out by several previous scholars (tambunan, 2011; marri et al., 2011; nziku and henry, 2020; li et al., 2021). some scholars have found that entrepreneurial interest is built by locus of control. for example, that entrepreneurial intentions will grow well in people who have a strong internal locus of control (hsiao et al., 2015). bernardus et al. (2020) found that individuals with internal locus of control characteristics will strengthen entrepreneurial intention. alkorful and hilton (2021) found that there is a positive relationship between locus of control (both internal and external) and entrepreneurial intention. in contrast to previous findings, some recent research such as auna (2020) found that there was no influence of the internal locus of control on entrepreneurial intentions. likewise nasip et al. (2017) and cater et al. (2021) found that locus of control is not significantly related to entrepreneurial intention. the research findings above indicate that the locus of control personal characteristics are no longer sufficient to have a significant impact on entrepreneurial intentions. further research is needed, including http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 83-96 http://ojs.unud.ac.id/index.php/eot 85 e-issn 2407-392x. p-issn 2541-0857 studying external factors that can intervene in locus of control in order to build entrepreneurial intentions. this study examines external factors, namely government support, as an intervening variable to grow and build entrepreneurial intention. the object of research is that women are affected by layoffs from the tourism industry, they suffer the most compared to other industries (parvin, 2021). one of the efforts that can be done to help women, especially those affected by layoffs, is to open a business. meanwhile, to open a business they encountered many obstacles. the covid-19 pandemic that has lasted for almost two years, with various restrictions, has caused limitations and many physical and psychological problems (gui et al., 2021). this pandemic is very draining of their capital, materials, and confidence. meanwhile, it is not easy for local governments to develop the best policies to help those open businesses, especially for the victims of layoffs. academic studies are needed as input for the government to help and awaken those affected by layoffs to open businesses to be independent. especially assistance for women tourism workers who have been affected by layoffs. in contrast to the research findings that have been discussed above, there is a research gap, namely the role of external factors that can intervene in the locus of control in order to build entrepreneurial intentions is not widely discussed. especially the intervention program of the minahasa utara regency government to foster and build entrepreneurial intentions for local women who have been laid off from the tourism industry, who suffer the most compared to other industries. empirical research is needed as input for intervention programs for the minahasa utara regency government, because tourism employment in this district in the last two years has drastically reduced by almost 82%. literature review entrepreneurship plays an important role in answering employment problems. entrepreneurial intention is defined as the conscious state of mind that precedes action and directs attention toward entrepreneurial behaviors such as starting a new business and becoming an entrepreneur (moriano et al., 2011). one of the main factors that influence entrepreneurial intention is locus of control. the concept of locus of control was first put forward by rotter in 1996, a social learning theorist. locus of control is a person's perspective on an event whether he/she can or unable to control the events that happen to him/her. locus of control according to kreitner and kinicki (2012) consists of two constructions, namely internal and external. if someone believes that what happens is always under his control and always takes a role and is responsible for every decision making, including the internal locus of control. meanwhile, someone who believes that events in his life are beyond his control, is included in the external locus of control. individuals with an internal locus of control view everything experienced in life as caused by their own actions and abilities. in the face of layoffs, individuals with internal locus of control assume that everything that happens in their lives can be controlled by themselves. thus individuals are able to develop creativity and have high entrepreneurial intentions. bernardus et al. (2020) specifically stated that internal locus of control was found to strengthen the entrepreneurial intentionaction relationship. furthermore, internal locus of control is found to be the most substantial element in developing entrepreneurial intentions (li et al., 2021). there is a positive relationship between internal locus of control and entrepreneurial intention. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 83-96 http://ojs.unud.ac.id/index.php/eot 86 e-issn 2407-392x. p-issn 2541-0857 h1: internal locus of control of women affected by layoffs influences their entrepreneurial intentions. according of li et al., (2021) external locus of control is substantial element in developing entrepreneurial intentions. there is a positive relationship between external locus of control and entrepreneurial intention. external locus of control has more influence on entrepreneurial intention compared to internal locus of control (arkorful and hilton 2021). h2: external locus of control of women affected by layoffs influences their entrepreneurial intentions. entrepreneurship can grow and develop from efforts and control from within and/or due to efforts, influence, or control from outside. for example, government has the responsibility to provide solutions to these problems. one of them is by providing support to women affected by layoffs to become entrepreneurs. at a minimum, the government supports increased in entrepreneurial intention. scholar tambunan (2011) highlighted the need for the government to support small businesses to develop further. support that needs to be done includes market expansion, business networks, financial support, as well as production and design expertise. furthermore, the study by nziku and henry (2020) suggest that policies designed to support women's entrepreneurship, such as financial support, business management support, supplier cooperation support, and market support, need to be formalized and contextualized, in order to be effective. according to hsiao et al. (2015) social capital, such as supply and distribution networks, and human capital, such as process and design innovation capabilities, are key mediating variables in which locus of control influences entrepreneurship. government support in education and training, such as marketing training, production design training, and communication training to establish good cooperative relationships with customers and suppliers, has a significant and positive influence on entrepreneurial intentions (krichen and chaabouni, 2021). government support for small and medium enterprises is needed at every stage. companies that have received assistance from their governments have proven successful in growing (marri et al., 2011). the role of the government such as financial support, support for design and production skills, sales expertise, and capital such as social cooperation relationships with suppliers and distribution channels, significantly affects the social entrepreneurship orientation of small and medium enterprises (mashudi et al., 2018). because the locus of control (kreitner and kinicki, 2012) consists of two constructions, namely the internal locus of control and external locus of control, the hypothesis can be derived: h3: government support in finance, design and production, supply chain, marketing and sales will mediate the impact of the internal locus of control of women affected by layoffs on their entrepreneurial intentions. h4: government support in finance, design and production, supply chain, marketing and sales will mediate the impact of the external locus of control of women affected by layoffs on their entrepreneurial intentions. research methods the quantitative research method is used to examine specific populations, with statistical data analysis to test the hypotheses that have been inferred. the population is all women affected by layoffs, former employees in the tourism industry in minahasa utara regency, sulawesi utara province. determination of http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 83-96 http://ojs.unud.ac.id/index.php/eot 87 e-issn 2407-392x. p-issn 2541-0857 sample data by snowball, provided that women are affected by layoffs during the covid-18 pandemic. questionnaires were distributed to several women who were laid off from tourism jobs in north minahasa regency from july to october 2021 and 75 respondents answered completely and deserved further analysis. the researcher determines the measurements of the construct for internal locus of control (fitzgerald and clark, 2013) are: (1) i get from what i do, (2) in most jobs, people can achieve much of what they want to achieve, (3) people will get the jobs they want, (4) if you don't agree with your boss, you'll decide for yourself, (5) most people can do their job well if they put in the effort, (6) promotions are given to workers who do a good job, (7) people who do a good job will be well rewarded, and (8) most people have more influence than they think. figure 1. conceptual model the construct of the external locus of control (fitzgerald and clark, 2013) are measured by (1) most people get jobs by luck, (2) making money is basically a matter of luck, (3) to get a really good job, it is necessary to have a family member or friend in a high position, (4) career promotion is usually a matter of luck, (5) getting a good job depends on who we know rather than our abilities, (6) to make a lot of money, we have to get to know the right people, (7) it takes luck to be an excellent worker at most jobs, and (8) the main difference between people who make a lot of money and people who make little money is luck. the construct of the entrepreneurial intention (hallam et al., 2016; lee-ross, 2017) are measured by (1) ready to do anything to become an entrepreneur, (2) professional goal to become an entrepreneur, (3) make every effort to start and run their own business, (4) striving to create a company in the future, (5) always thinking about starting a business, and (6) have a strong intention to start a company one day. the construct of the government support (marri et al., 2011) are divided become four dimensions, (1) financial support, (2) design and production support, (3) supply chain support, and (4) marketing and sales support. the measurement items used for financial support were (1) the government provides tax breaks in running the businesses of those affected by layoffs, (2) the government facilitates loans with lower interest rates or easier loan systems to internal locus of control external locus of control government support: • financial • design & production • supply chain • marketing & sales entrepreneurial intention http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 83-96 http://ojs.unud.ac.id/index.php/eot 88 e-issn 2407-392x. p-issn 2541-0857 those affected by layoffs to finance their businesses, and (3) the government facilitates special interest-free loans and long-term repayments to those affected by layoffs. the measurement items used for design and production support were (1) the government facilitates training in packaging design, product design, and marketing strategy design. (2) the government provides technical training or assistance in starting a business for those affected by layoffs. (3) the government facilitates goods production training. (4) the government facilitates service training. (5) the government establishes production centers thematically. the measurement items used for supply chain support were (1) the government coordinates cooperation between production centers/suppliers, sales centers/buyers and those affected by layoffs. (2) the government coordinates the relationship between layoff victims and investors/banks to finance production, sales, or logistics businesses. (3) the government coordinates the logistics efforts of layoff victims to serve production centers/suppliers and sales centers/buyers affected by layoffs. (4) the government facilitates information and communication systems for integration/relationships between production centers/suppliers and sales centers/buyers affected by layoffs. the measurement items used for marketing and sales support were (1) the government facilitates offline sales centers for the products of those affected by layoffs thematically, for example street food, food court areas. (2) the government facilitates online sales centers for the products of those affected by layoffs, for example facilitating market places. (3) the government facilitates the promotion of products resulting from the work of those affected by layoffs, for example opening joint exhibitions on a regular basis. (4) the government directs government agencies to spend on goods or services produced by those affected by layoffs. furthermore, analysis of the data used smart partial least square 3.0 software (ringle et al., 2015), and hypothesis testing is done by assessing the p-value result from the bootstrapping. result respondents who filled in returned the questionnaire to the researcher as many as 75 questionnaires. the characteristics of respondents are shown in table 1. all respondents are women affected by layoffs in tourism industry. they are spread across four generations, with generation z and generation y or millennial over 65%, a quarter of generation x and the rest the oldest generation, baby boomers. their education level is mostly high school (80%). they are mostly married with 2-3 burdens in the family (42.9%) and then are still single (22.9%). their source of income before layoffs was mostly from one source, namely jobs in tourism (74.3%) and onefifth of them source of income from two jobs. their positions before layoffs were mostly operators or field officers (80.6%) and the rest were administration staff. their functions before layoffs were mostly in food production (34.3%), while the rest were spread as front office (17.1%), engineer, driver, housekeeping, marketing and sales, customer care, finance, security, and cleaning service. after they are laid off, most of them live together in family homes (62.9%), and most of their income comes from working as non-permanent workers. table 1. profile of respondents generation % status % work unit before layoffs % position before layoffs % http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 83-96 http://ojs.unud.ac.id/index.php/eot 89 e-issn 2407-392x. p-issn 2541-0857 the measurement model is assessed to ensure that those indicators assigned are valid and reliable (table 2). loading of each item is more than 0.60, all indicators are valid in terms of convergent validity. table 2 also showed the reliability for the block indicator of each variable. composite reliability scores are greater than 0.70, all indicators are considered reliable (ghozali, 2014). table 2. validity and reliability of indicators or measurements variable indicators factor loading composite reliability external locus of control getting a good job depends on who we know more than our ability 0,698 0,825 to make a lot of money, we have to know the right people 0,802 we need luck to be extraordinary workers 0,840 internal locus of control we get income mainly from our own business 0,646 0,787 if the opinion of the leadership does not match expectations, we will make our own decisions 0,688 everyone has the ability to work on something, they just don't realize it 0,883 entrepreneurial intention ready to do anything to become an entrepreneur 0,884 0,954 professional goal is to become an entrepreneur 0,909 make every effort to start and run your own company 0,903 determined to make the company of the future 0,865 always thinking about starting a business 0,861 have a strong intention to start a company one day 0,862 design and production support the government facilitates training on packaging/product design 0,602 0,889 the government provides training/assistance to start a business 0,893 the government facilitates goods production training 0,804 the government facilitates training to provide quality services 0,753 the government establishes production centers thematically 0,851 gen z 20,0 single 22,9 housekeeping 5,7 administration staff 19,4 gen y 45,7 married, no burden 8,6 front office 17,1 operator/field officer 80,6 gen x 25,7 married, 1 burden 8,6 food production 34,3 current house % baby boomer 8,6 married, 2-3 burdens 42,9 marketing & sales 5,7 own house 34,3 married, > 3 burdens 17,1 customer care 5,7 family house 62,9 education % income before layoffs % finance 2,9 rent house 2,9 s1/d4 5,7 1 source 74,3 engineer 14,3 expenditure after layoffs % d1/d2/d3 5,7 2 sources 20,0 security 2,9 savings 8,6 high school 80,0 other business 5,7 driver 8,6 non-permanent work 77,1 junior high school 8,6 cleaning service 2,9 family loan 14,3 http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 83-96 http://ojs.unud.ac.id/index.php/eot 90 e-issn 2407-392x. p-issn 2541-0857 financial support the government provides tax breaks for businesses affected by layoffs 0,928 0,930 the government facilitates loans with low interest rates or an easier loan system to finance businesses 0,928 the government facilitates special interest-free loans and longterm repayments 0,852 marketing and sales support the government facilitates offline sales centers for business products thematically, for example street food, food court areas 0,778 0,877 the government facilitates online sales centers for business products, for example facilitating market places. 0,855 the government facilitates the promotion of business products, for example opening joint exhibitions on a regular basis 0,833 the government directs government agencies to spend on goods or services produced by those affected by layoffs 0,732 supply chain support the government coordinates cooperation between production centers/suppliers and sales centers/buyers affected by layoffs 0,787 0,894 the government coordinates the relationship of layoff victims with investors/banks to finance production, sales, or logistics businesses 0,741 the government coordinates the logistics efforts of those affected by layoffs to serve production centers/suppliers and sales centers/buyers for those affected by layoffs 0,898 the government facilitates information and communication systems for integration/relationships between production centers/suppliers and sales centers/buyers affected by layoffs 0,864 the coefficient of determination r2 for the endogenous construct, entrepreneurial intention, is 0.513, representing that 51.3% of the variance in entrepreneurial intention can be explained by internal and external variances of locus of control and government support based on sample data. the r2=51.3% for endogenus construct is considered at a moderate level. with a moderate r2 value, this structural model deserves further analysis. the next analysis is hypothesis testing, there are four hypotheses, namely two direct impacts of internal and external locus of control on entrepreneurial intention and two indirect impacts through intervening construct government support. smartpls technique examines the hypothesis by assessing p-value after bootstrapping technique. the result of the analysis is shown in table 3 and table 4. with a significance level of = 5%, it was found that women affected by layoffs with a strong external locus of control did not have an entrepreneurial intention (path coefficient 0.117 and not significant), in contrast to women with a strong internal locus of control, significantly had entrepreneurial intention (path coefficient 0.339 and significant). meanwhile, the direct impact of internal and external locus of control on government support, and subsequently the direct impact of government support on entrepreneurial intention, is mostly significant (table 3). only the impact of external locus of control on government support on design and production is not significant at the significance level = 5%. furthermore, the indirect impact of internal and external locus of control through mediation or intervening construct government support on women entrepreneurial intentions affected by layoffs is described in table 4. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 83-96 http://ojs.unud.ac.id/index.php/eot 91 e-issn 2407-392x. p-issn 2541-0857 table 3. hypothesis testing direct effect path coefficient p-values remarks external locus of control -> entrepreneurial intention 0.117 0.683 not significant external locus of control -> design & production support 0.038 0.843 not significant external locus of control -> financial support 0.254 0.008* significant external locus of control -> marketing & sales support 0.306 0.031* significant external locus of control -> supply chain support 0.231 0.048* significant internal locus of control -> entrepreneurial intention 0.339 0.000* significant internal locus of control -> design & production support 0.638 0.003* significant internal locus of control -> financial support 0.532 0.001* significant internal locus of control -> marketing & sales support 0.562 0.038* significant internal locus of control -> supply chain support 0.764 0.000* significant marketing & sales support -> entrepreneurial intention 0.717 0.000* significant supply chain support -> entrepreneurial intention 0. 683 0.000* significant design & production support -> entrepreneurial intention 0.380 0.001* significant financial support -> entrepreneurial intention 0.838 0.000* significant discussion in difficult conditions, where pandemic is still ongoing, the economy has not recovered, women with a strong external locus choose as laborers to work with other people, doing whatever they want as long as they get paid. unlike women with a strong internal locus of control, they try to build a business with their own strengths. based on their experiences when working in hotels or restaurants, some of them with strong internal locus of control opened coffee shops, food, cakes, which are sold online. previously, women were in the florist and gardening divisions, they were in the business of flower plants or ornamental fish. previously, women in the cleaning service, they opened a laundry service. furthermore, if we observe the indirect relationship (table 4), namely the impact of government intervention in the form of financial support, design and production training, supply chain development, as well as opening up marketing and sales spaces, the results are encouraging for both types of locus of control for women affected by layoffs. table 4. indirect effect of government support on entrepreneurial intention http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 83-96 http://ojs.unud.ac.id/index.php/eot 92 e-issn 2407-392x. p-issn 2541-0857 women affected by layoffs with a strong external locus of control, with government support, they are moved to open businesses. government support in marketing and sales has a significant impact (path coefficient 0.219) in generating entrepreneurial intention, as well as support in finance (path coefficient 0.213) and in the supply chain (path coefficient 0.158). efforts that can be made by the government to support marketing and sales, such as facilitating online sales centers for business products, for example facilitating market places. facilitating the promotion of business products, for example opening joint exhibitions on a regular basis. facilitates offline sales centers for business products thematically, for example street food, food court areas. the government directs government agencies to spend on goods or services produced by those affected by layoffs. government support in finance, including facilitating loans with low interest rates or an easier loan system to finance businesses, providing tax breaks for businesses affected by layoffs, facilitating special interest-free loans and long-term repayments. support in building the supply chain includes coordinating the logistics efforts of those affected by layoffs to serve production centers/suppliers and sales centers/buyers for those affected by layoffs. facilitates information and communication systems for integration/relationships between production centers/suppliers and sales centers/buyers affected by layoffs. coordinates cooperation between production centers/suppliers and sales centers/buyers affected by layoffs. coordinates the relationship of layoff victims with investors/banks to finance production, sales, or logistics businesses. meanwhile, government support in design and production is not significant in generating entrepreneurship from female layoff victims with a strong external locus. meanwhile, for women affected by layoffs whose internal control of locus is strong, all forms of government intervention or support have a strong impact, and the impact is even stronger than without support. the most powerful government intervention is facilitating relationships with suppliers of raw materials and product distributors in the distribution chain (path coefficient 0.522). expected supply chain interventions primarily coordinates the logistics efforts of those affected by layoffs to serve production centers/suppliers and sales indirect effect to entrepreneurial intention path coefficient remarks external locus of control -> design & production support -> entrepreneurial intention not significant external locus of control -> financial support -> entrepreneurial intention 0.213 significant external locus of control -> marketing & sales support -> entrepreneurial intention 0.219 significant external locus of control -> supply chain support -> entrepreneurial intention 0.158 significant internal locus of control -> design & production support -> entrepreneurial intention 0.242 significant internal locus of control -> financial support -> entrepreneurial intention 0.446 significant internal locus of control -> marketing & sales support -> entrepreneurial intention 0.403 significant internal locus of control -> supply chain support -> entrepreneurial intention 0.522 significant http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 83-96 http://ojs.unud.ac.id/index.php/eot 93 e-issn 2407-392x. p-issn 2541-0857 centers/buyers for those affected by layoffs, and facilitates information and communication systems for integration/relationships between production centers/suppliers and sales centers/buyers affected by layoffs. the next government intervention program that is expected by women affected by layoffs is financial support (path coefficient 0.446), especially in providing tax breaks for businesses affected by layoffs and facilitating loans with low interest rates or an easier loan system to finance businesses. furthermore, government intervention programs that are able to increase interest in entrepreneurship are marketing and sales support (path coefficient 0.403), especially in facilitating online sales centers for business products and facilitating the promotion of business. provides training/assistance to start a business, facilitates goods production training. government facilitates training to provide quality services and establishes production centers thematically. in total, the impact of all government intervention programs in generating interest in entrepreneurship among women who are laid off victims with a strong internal locus of control (the total path coefficient is 1.613) is 2.7 times greater than that of women with a strong external locus of control (the sum of all path coefficients is 0,59). this means that all government efforts to arouse interest in entrepreneurship in women who are laid off victims with a strong external locus of control are almost three times heavier than for women affected by layoffs with a strong external locus of control. if the government's capacity is limited, then the priority can be done by focusing assistance efforts on women with strong internal locus of control characteristics, because fewer resources are needed. furthermore, of the various intervention programs, the strongest impact on the two characteristics of female control, in order from largest to smallest is supply chain support, then financial support, marketing and sales support, and finally design and production support. this illustrates the priority scale that the local government can choose in generating interest in entrepreneurship for women affected by layoffs in sulawesi utara, especially in minahasa utara. what is most needed at this time is the government to facilitate cooperation with supplier channels to supply more varied and cheaper raw materials as well as with distribution and marketing channels to facilitate and expand the marketing of their products. the government is highly expected, especially in coordinating the logistics efforts of those affected by layoffs to serve production centers/suppliers and sales centers/buyers for those affected by layoffs. facilitate information and communication systems for integration/relationships between production centers/suppliers and sales centers/buyers affected by layoffs. conclusion the present study was designed to empirically investigate the effect of internal and external locus of control of women affected by layoffs on their entrepreneurial intention, with intervention variables being government support in finance, design and production, supply chain, and marketing and sales, during the covid-19 pandemic in regency of minahasa utara, province of sulawesi utara. the following conclusions can be drawn from the present study. the results showed that women with a strong external locus of control did not directly have a significant impact on their entrepreneurial intention. meanwhile, women with a strong internal locus of control, the effect on entrepreneurial intention is very strong and significant. furthermore, for women affected by layoffs with external locus of control, government support in finance, http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 83-96 http://ojs.unud.ac.id/index.php/eot 94 e-issn 2407-392x. p-issn 2541-0857 supply chain, and marketing and sales is able to significantly increase their entrepreneurial intention. meanwhile, women affected by layoffs with internal locus of control, government support in design and production, finance, supply chain, and marketing and sales, are able to generate stronger and significantly stronger interest in entrepreneurial intention, compared to those without government support. this research can provide input for local governments, especially the regional government of regency of minahasa utara, to take strategic policies in generating entrepreneurial intention for women affected by layoffs, especially layoffs in the tourism industry. this research also adds to the knowledge of entrepreneurship management, especially the need for government intervention in difficult times. this research has limitations, namely the number of samples that are not large, due to the limited number of respondents who can be found during the period of strict social restrictions. also limited in the intervening variables tested. in the future, it is necessary to conduct a more in-depth study with a larger number of samples and the intervening variables studied are raised from the needs of the research object, so that the intervention variables have a stronger impact on building entrepreneurial intention. references arkorful, h. & hilton, s. k. 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(2022): 1-7 http://ojs.unud.ac.id/index.php/eot 1 e-issn 2407-392x. p-issn 2541-0857 the analysis of determinant factors of customer preferences on café as a culinary tourism destination in malang nonny aji sunaryo*, mazarina devi, laili hidayati, zorayda nabila denata, firlia wahyu puspitasari universitas negeri malang, indonesia *corresponding author: nonny.sunaryo.ft@um.ac.id doi: https://doi.org/10.24922/eot.v9i1.84037 article info submitted: december 2nd 2021 accepted: march 1st 2022 published: march 31th 2022 abstract malang city continues to be optimistic about being one of the cities that makes culinary tourism one of the mainstay trademarks. in culinary tourism, cafes are one of the destinations that tourists usually go to. currently, the presence of cafes in malang is growing very rapidly. this study aims to analyze the determinant factors that influence customer preference in choosing a café as a culinary tourism destination, especially in malang. this research method is quantitative research, in which the survey was conducted through the distribution of questionnaires. the sample of this research was 120 respondents who were selected purposively. the collected data were analyzed using exploratory factor analysis (efa) techniques. based on efa, and it was found that 5 factors determinant (marketing mix, psychology, personal, attraction social and cultural, personality) of customer preferences on café as a culinary tourism destination in malang. the statictical results indicated that the factor determinants of customer preferences are related to the selection of cafes as a culinary tourism destination in malang. the results of this study can be used by tourism stakeholders in malang city to understand customer preference so that they can develop cafes as destinations of culinary tourism. keywords: determinant factor; customer preferences; café; culinary tourism. introduction background tourism is one of the priority sectors of national development in indonesia, this is because tourism is considered a leading sector that can move other sectors. the food and beverage service provider business is one of the sectors affected by tourism. food and beverages for tourists was basic demand and expenditure (wijayanti et al., 2021). according to (abdillah and wira diana, 2018) the development of food and beverages bussines in tourism destination has been predicted to be continued, because people nowadays consider that eating and drinking not just basicly needs for them but also became a recreational event that bring happines to them or even can a bring a pride. enjoying food and drinks becomes a motivation for several tourists, furthermore, that kind of activity is known as culinary tourism (soeroso and turgarini, 2020). http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 1-7 http://ojs.unud.ac.id/index.php/eot 2 e-issn 2407-392x. p-issn 2541-0857 culinary tourism currently become a strong attraction for some tourist. one of the cities that is never deserted from tourists is malang city, this is because its geographical location in the highlands makes malang city. in the city of malang, there are many choices of tourist destinations that are available and offered, one of which is culinary tourism (setioko, 2019). along with the rise of the global phenomenon of culinary tourism and considering its potential, malang city continues to be optimistic about being one of the cities that makes culinary tourism a reliable trademark (prayogo and suryawan, 2018). based on malang city bps data, the number of restaurants was recorded at 1,444 (bps malang kota, 2018). the restaurant is located in 5 sub-districts (kedung kandang, breadfruit, klojen, blimbing, lowokwaru) in malang city. based on bps data, the location of most restaurants is in klojen district, which is a total of 686 places (bps malang kota, 2019). café is a form of a restaurant that can be a destination for culinary tourism connoisseurs. according (rahmawati et al., 2020) cafe operation, affects the economy of the providers. the continuous and increasing demand from tourists allows for improvement and improvement of the provider's economic conditions. furthermore, providers capture this opportunity, they believe cafe businesses have a big opportunity to generate profits. that could be also one of the reasons rapid growth of cafes presence in malang city. contrary, the significant increase in the number of cafes makes the owners obliged to think of strategies so that their business can live and not die due to competition (tugu, 2019), to make this happen, business owners should know and understand consumer desires and provide products that consumers are interested in. after understanding consumer desires, the owner can design and implement strategies that can increase consumer interest and choose the cafe (qistiya, turgarini and sudono, 2017). in order to understand consumer wants and solve the gaps, this study was conducted to produce data about the determinants factor of tourist or customer preferences for cafes as culinary tourism destinations. according to (m.anang firmansyah, 2019) to find out which products consumers are interested in for the goods or services they consume are to conduct customer research using survey methods. the other reason to conduct this study is that based on a desk study, not many studies have examined café as a culinary tourist attraction. the results of this study can be used by relevant stakeholders as reference material to conduct further research about building, promoting, and preserving culinary tourism, especially in malang. research methods this research is quantitative research, the data collection tool used is a likert scale of 1-4, which is a score of 4 indicating strong agreement with the statement. each statement on the questionnaire represents variables. there are 24 variables in this study. the data obtained, then tabulated and then tested using exploratory factor analysis (efa), to find factors that can explain the correlation between the independent variables studied. a collection of correlated variables is referred to as a factor, then new hypotheses can be generated from the formed factors (shrestha, 2021b). in order to conducted factor analysis, a ratio of sample (respondent) versus measured variables is 5:1, furthermore the total of sample size cannot be less than 100 (fabrigar and wegener, 2012). therefore the number of respondents in this study as many as 120 respondents, the sampling technique was purposive, the respondents in this study were the customers of cafés in malang city. this research location is in café around malang city. data collection is carried out from http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 1-7 http://ojs.unud.ac.id/index.php/eot 3 e-issn 2407-392x. p-issn 2541-0857 june to november 2021. the object of this study is what is determinant factors of customer preferences on café as a culinary tourism destination. result and discussion instrument validity and reliability this study uses a questionnaire as a primary data collection tool, before being distributed validity and reliability testing is carried out through a pilot study of 30 respondents, namely customer cafes in the city of malang. validity and reliability testing is important so that the primary data collected is valid so that it can answer research problems, in the context of quantitative research, the right conclusion is always based on the right quantitative research instrument (budiastuti and bandur, 2018). based on validity test r-count of 24 variabel were higher than r-table (<0.361), than can be avowed that each item in this study questionnaire is valid. futhermore, based on the results of reliability test corbarch alpa value was 0.916 is higher than 0.70, it means that the instrument can provide consistent score results on each measurement. thus, the measurement tool (item/question items) still provides consistent measurement results at different times (bolarinwa, 2015). the value of the reliability test was more than 0.90 which means that this questionnaire was excellent (budiastuti and bandur, 2018). factor analysis based on the exploratory analysis factor technique, the first step is asses data suitability using kmo and bartlett's test. in table 1, the results of the kmo test can be seen. tabel 1. kmo and bartlett's test results kmo and bartlett's test kaiser-meyer-olkin measure of sampling adequacy. .861 bartlett's test of sphericity approx. chisquare 1387.167 df 276 sig. .000 the value of kmo is 0.861, which means the sample size in this study is adequate because it is known that the kmo value is >0.50, it is considered feasible to be tested for factor analysis (shrestha, 2021a). furthermore, the bartletts test value is 0.000 <0.050, which means the variable and sample in this study can be tested using factor analysis. the value of msa results anti-image matrices on the factor analysis are as follows, tangible product (0.758), intangible product (0.833), price (0.827), facility (0.839), attractions (0.874), location (0.890), activity (0.879), culture (0.916), recommendation (0.886), social class (0.874), age (0.826), profession (0.858), economic (0.842), lifestyle (0.838), self-concept (0.887), motivation (0.834), perception (0.858), learning (0.820), believe (0.838), promotion (0.904), image (0.888), environment (0.882), role (0.908), assurance (0.918). based on the results of the msa value for each variable is >0.50, then all the research variables can be analyzed further. the second step of factor analysis is factor extraction using principal components analysis (pca). based on the analysis the communalities and total variance explained value was obtained. the communalities extraction value as follows, tangible product (0.590), intangible product (0.690), price (0.528), facility (0.598), attractions (0.568), location (0.473), activity (0.574), culture (0.571), recommendation (0.698), social class (0.675), age (0.603), profession (0.683), economic (0.715), lifestyle (0.772), self-concept (0.733), motivation (0.646), perception (0.625), learning (0.673), believe (0.775), promotion (0.503), image (0.626), environment (0.620), role (0.567), assurance (0.494). http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 1-7 http://ojs.unud.ac.id/index.php/eot 4 e-issn 2407-392x. p-issn 2541-0857 tabel 2. total varience explained the extraction value is representing varians of the variable (hogarty et al., 2005), as the example the communalities extraction value of tangible product is 0.590, that means 59.0% varians of variable quantity tangible product can be explained from the formed factors. this interpretation applies to all variables of this study, with a note that the greater the communality value of a variable, the closer it is to the formed factor. total variance explained can be seen at table 2, the value of eigenvalues represents each factor variance explained through that specific component which is linear. prior to extraction, twenty-four linear components within the data set are identified. following extraction and rotation, the data set contains five distinct linear components with eigenvalue >1, mean the five factors are extracted. as can be seen in table 2, it can be seen the magnitude of the variance contribution given by each factor to all the original variables. factor 1 contributes to the variance of 14.4% and is the largest variance contribution that affects consumer preferences for cafes as culinary tourism destinations in malang city, several other http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 1-7 http://ojs.unud.ac.id/index.php/eot 5 e-issn 2407-392x. p-issn 2541-0857 factors contribute to the variance, namely factor 2 of 14.2%, factor 3 of 12.9%, factor 4 of 12.5%, factor 5 of 8.3%. so that the total contribution of the variance of the five factors is 62.4%. it is recommended that these factors are maintained at least 50% of the total variance. the result indicates that five factors can account for 62.4% of the common variance shared by twenty-four variables. in addition to determining the number of factors formed based on table 2, the eigenvalue can also be determined based on the scree test, the results can be seen in figure 1. figure 1. scree plot as can be seen at figure 1 the y-axis, eigenvalues are plotted towards to the twenty-four component numbers in their order of extraction on the x-axis. the largest factors with the highest eigenvalues are extracted first, followed by smaller factors. the scree plot is used to calculate the number of retained factors. the scree plot demonstrates that five factors have an eigenvalue greater than one, accounting for the majority of the total variability in the data (shrestha, 2021a). the remaining factors contribute a negligible amount of variability and are therefore regarded as less significant. the final step to obtained factor construct is performing factor rotation, the summary of the factor analysis results can be seen in table 3. based on the results of the rotation of factors as presented in table 3, five factors were formed including factor 1 which was named the marketing mix factor, factor 2 psychology, factor 3 personal, factor 4 social and cultural, and factor 5 personality. these five factors were determinants of customer preferences on cafe preferences as culinary tourism destinations in malang city. regarding the statistical analysis results presented in table 3, it can be seen the first factor is known as the marketing mix. the x2 variable or intangible factor (0.807) has the highest weight on the first factor, meaning that the x2 variable has the greatest influence among other variables in the first factor. the second factor named psychology, the x19 variable or believe (0.806) has the highest weight on the second factor, meaning that the x19 variable has the greatest influence among other variables in the second factor. the third factor named personal, the x13 variable or economic (0.786) has the highest weight on the third factor, meaning that the x13 variable has the greatest influence among other variables in the third factor. the fourth factor named social and cultural, the x9 variable or recommendation (0.794) has the highest weight on the fourth factor, meaning that the x13 variable has the greatest influence among other variables in the fourth factor. the fifth factor named personality is the x14 variable or lifestyle (0.770) has the highest weight on the fifth factor, meaning that the x14 variable has the greatest influence among other variables in the fifth factor. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 1-7 http://ojs.unud.ac.id/index.php/eot 6 e-issn 2407-392x. p-issn 2541-0857 table 3. summary of efa results conclusion based on the study results, it can be concluded five factors were extracted that influence customer preferences on café as a culinary tourism destination in malang. the five dominant determinant factors of customer preferences were the marketing mix (14.4%), psychological (14.2%), personal (12.9%), cultural and social (12.5%), and personality (8.3%), in the total amount of 62.4%, where the rest amount may be affected by other unidentified factors. the results of this study hopefully can be a reference help stakeholders to make build a policy and make decisions. there are some suggestions for further research are to perform a more detailed analysis of the construct factor, and variables of the construct factor such as intangible product, believe, economic, recommendation, lifestyle of customer preferences on café as a culinary tourism destination, especially in malang. acknowledgement this study supported by pnbp ft research grant of universitas negeri malang year of 2021. references abdillah, f. and wira diana, i. b. p. (2018) ‘balanced scorecard implementation in restaurant management’, ejournal of tourism, 5(1), p. 30. doi: 10.24922/eot.v5i1.38458. bolarinwa, o. a. (2015) ‘principles and methods of validity and reliability factor factor name eigenvalues code factor variable factor loading 1 marketing mix 8.248 x2 intangible product 0.807 x1 tangible product 0.728 x4 facility 0.612 x3 price 0.584 x22 environment 0.569 x5 attractions 0.546 x23 role 0.530 x6 location 0.425 x24 assurance 0.399 2 psychology 2.674 x19 believe 0.806 x18 learning 0.766 x17 perception 0.697 x16 motivation 0.588 3 personal 1.658 x13 economic 0.786 x10 social class 0.713 x11 age 0.683 x12 profession 0.663 4 social and cultural 1.331 x9 recommendation 0.794 x7 activity 0.702 x21 image 0.598 x8 culture 0.533 x20 promotion 0.501 5 personality 1.087 x14 lifestyle 0.770 x15 self concept 0.718 http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 1-7 http://ojs.unud.ac.id/index.php/eot 7 e-issn 2407-392x. p-issn 2541-0857 testing of questionnaires used in social and health science researches’, nigerian postgraduate medical journal. medknow publications and media pvt. ltd., 22(4), p. 195. doi: 10.4103/1117-1936.173959. bps malang kota (2018) ‘badan pusat statistik kota malang’. bps malang kota (2019) badan pusat statistik. available at: https://malangkota.bps.go.id/dynamic table/2020/01/10/97/jumlah-restoranmenurut-kecamatan-di-kota-malang2015-2019.html (accessed: 23 march 2022). budiastuti, d. and bandur, a. (2018) validitas dan reliabilitas penelitian dengan analisis dengan nvivo, spss dan amos. 1st edn. jakarta: mitra wacana media. fabrigar, l. r. and wegener, d. t. (2012) exploratory factor analysis. new york: oxford university press. hogarty, k. y. et al. 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(2019) ‘analisis strategi pengembangan wisata kota di kota malang’, jurnal pariwisata pesona, 4(1), pp. 81–88. doi: 10.26905/jpp.v4i1.2524. shrestha, n. (2021a) ‘factor analysis as a tool for survey analysis’, american journal of applied mathematics and statistics, 9(1), pp. 4–11. doi: 10.12691/ajams-9-1-2. shrestha, n. (2021b) ‘factor analysis of students ’ exposure to social media for food and beverage’, 8(february). doi: https://doi.org/10.52403/ijrr.2021021 9. soeroso, a. and turgarini, d. (2020) ‘culinary versus gastronomy’, ejournal of tourism, 7(2), p. 193. doi: 10.24922/eot.v7i2.60537. tugu, m. (2019) kafe di malang yang tumbuh dan tumbang kumparan.com. available at: https://kumparan.com/tugumalang/kaf e-di-malang-yang-tumbuh-dantumbang-1551768038570428054 (accessed: 14 march 2021). wijayanti, a. et al. (2021) ‘shopping tourism development through top five products in yogyakarta city, indonesia’, e-journal of tourism, 8(1), p. 14. doi: 10.24922/eot.v8i1.67018. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.8. no.2. (2021): 250-264 250http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 a conceptual human resource strategy framework for rural tourism after covid-19 pandemic: case study in sukajadi village, bogor district, province of west java yuviani kusumawardhani1*, tiurida lily anita2, maidar simanihuruk1 1sekolah tinggi pariwisata bogor, indonesia 2bina nusantara university, indonesia *corresponding author: kusumawardhaniyuvi@gmail.com doi: https://doi.org/10.24922/eot.v8i2.77440 abstract the covid-19 pandemic demands that all industries adapt quickly, and the tourism industry is no exception. tourism as an industry that contributes significantly to a country’s gdp must be able to respond to changes in tourist interest. tourism village is one of indonesia’s tourism potentials and has a big influence on economic development. however, the level of awareness of village community tourism in indonesia is still lacking. the stigma that the production process only comes from the agricultural production process is still very much attached. the purpose of the study was to find out how the conceptual framework of the human resources (hr) development strategy in the tourist village of sukajadi, bogor regency, west java, after the covid-19 pandemic. the research method used is a qualitative approach with soft system methodology (ssm) analysis tools with expert respondents who are included in the tourism village stakeholders. this study produces a conceptual framework for the human resource development strategy of sukajadi tourism village, which is integrative and holistic in nature to form an hr management system. results show that, three strategies for developing human resources in tourist villages were found to increase the capacity of human resources in tourist villages. these strategies include a policy strategy for developing tourism village communities and tourism awareness groups, a strategy for standardizing msme products, and an approach strategy for tourism awareness groups and institutions. keywords: human resource, rural tourism, human resource strategy article info submitted: august 7th 2021. accepted: september 17th 2021. published: september 30th 2021 largest growth in economic development in a country (grigaliunaite, pileliene, & bakanauskas, 2015; stetic, 2012). unwto data in the first quarter of early 2020 showed the number of tourist arrivals decreased drastically by 57%. this is due to the implementation of lockdowns in seveintroduction during the covid-19 pandemic which is pushing the world towards digitalization, the tourism sector must be able to respond quickly to changes in tourist interest. why is that? because the tourism sector is seen as one of the industries with the e-journal of tourism vol.8. no.2. (2021): 250-264 251http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 community that tourism can provide welfare and increase the income of the village community. unfortunately, the level of awareness of village community tourism, especially in indonesia, is still lacking. they still think that the production process only comes from the agricultural production process. good management is needed between related parties for the realization of a tourist village based on human resource empowerment. hwang, stewart, and ko (2012) said a good partnership between village communities and stakeholders will have a sustainable impact on tourism growth. effective collective action can increase the solidarity, identity, and empowerment of a village community so as to strengthen the position of the village community in negotiating with outsiders (jing and bihu 2017). the united states is revitalizing rural communities with partnerships between universities and rural communities (grunwell & ha 2014). the same thing can be used as an approach to tourism development by revitalizing the village but the rights of villagers are still considered because it can affect the social environment. empowerment of human resources (hr) is the main key to success in implementing the tourism village concept. however, hr is often seen only as an asset, so that hr cannot contribute optimally. hr is a long-term investment for the organization. hr has an important role in determining the sustainability, effectiveness, and competitiveness of a business (noe et al., 2006). hr as the driving factor of the system has a critical role so it needs to be managed systematically with management. hr management requires an understanding of the system boundaries regarding the internal and external environment. why is that? because organizations and humans enter into an open system that is influenced by the external environment. likewise, human resources in the development of ral countries. visit data in the asia pacific also showed a relative and absolute decline, namely minus 33 million arrivals. indonesia as a country in the asia pacific clearly experienced the same thing with a significant decrease in the number of tourist visits, which was 70.57% in september 2020 (bps, 2020). indonesia needs to take tactical steps to adapt to this situation. indonesia is known for its natural potential and various kinds of culture. this shows that indonesia’s tourism potential is very diverse, ranging from nature tourism to cultural tourism. one of the tourism potentials in indonesia is tourism village. tourism village is alternative tourism that offers tranquility, education about local culture, and direct interaction with nature and local people and their culture. saxena et al (2007) said that in today’s modern era, the countryside has a function not only for the production of agricultural commodities, but also as a place for recreation, tourism, special food production, consumption, and e-commerce. lane and kastenholz (2015) indicate that rural tourism has existed since the end of the nineteenth century in europe and america, but in the 1970s and 1980s because of the high market pressure for tourist villages, the community, tourism village communities, and the government no longer cared about tourism. protected area or area. the combination of rural and tourism is an effective development step because it has a large impact on the economy and has a high absorption of labor. the same thing is said by (augustyn, 1998; flisher & felsenstein, 2000) that tourist villages have a great influence on economic income and employment so that the government can restrain population movement from rural to urban areas. the empowerment of human resources in tourism development is reflected in the development of a tourist village. however, the empowerment of human resources also requires the awareness of the village e-journal of tourism vol.8. no.2. (2021): 250-264 252http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 tourist villages involve many parties and are tasked with transforming inputs into outcomes. when the system has been established, the role of hr in the system is to check whether the system is running in accordance with the policy or not and provide feedback in the form of information that will be corrected through corrective action. the systems approach in hr management strategy provides a conceptual framework for integrating all components in the system and integrating hr with the needs of the larger organization. the hr management system that is formed in a tourist village will provide a clear picture of hr to know their respective roles and duties so that policies in realizing a tourist village can be implemented and minimize the obstacles that occur. dessler (2013) also said that the role of proper hr management can help organizations achieve their goals. based on the above background, this research was conducted to find out how the conceptual framework of the human resources (hr) development strategy in the sukajadi tourist village, bogor regency, west java, indonesia after the covid-19 pandemic was carried out. the hr strategy model that is formed is integrative and holistic to form the hr management system. this research is innovative because it is able to describe the problems that occur, especially in the role of the main actor driving the system, and empirically also describes the problem of human resources in developing tourist villages. in addition, this research also provides a framework for further research in the future, which is still rare in this study. literature review human resource management strategy according to kotler & armstrong (2016), human resource management is an integrated and coherent strategic approach to work, development, and human wellbeing within the organization. on the other hand, boxall and purcell (2016) argue that human resource management is a management process that is able to create a highperformance workforce in accordance with the needs of the organization. often human resources (hr) are seen only as “humans” not, as resources, however, more than that, hr are humans who have the knowledge, skills, and energy used in carrying out activities. hr is used as a strategy in achieving organizational goals. hr strategy determines the direction and goals of the organization through its policies and hr management (hrm) practices which are then integrated with each other’s business strategies. strategy must have two main elements consisting of strategic objectives and plans. humans as strategic resources require development in order to become quality resources. rowley and jackson (2012) say human resource development is a process carried out to develop the knowledge, skills, and abilities of workers, as well as competencies developed through training and development, organizational learning, leadership management, and knowledge management for the benefit of the community. performance improvement. according to jusmaliani (2011) to advance the quality of human resources there are three dimensions that must be considered, namely: 1) personality dimension, which involves the ability to maintain integrity, including attitudes, behavior, ethics, and morality, 2) productivity dimensions concerning what is produced by humans in terms of more numbers and better quality, and 3) the dimension of creativity concerns a person’s ability to think and act creatively, creating something useful for himself and society. improving the quality of human resources can be manifested in increasing knowledge, skills, dedication, loyalty, discipline, attitude, behavior, awareness, activity, creativity, productivity, e-journal of tourism vol.8. no.2. (2021): 250-264 253http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 profession, human relations, accountability, corps spirit, and career. thus, hr development activities are basically carried out to produce changes in the behavior of the people who take part in the training. changes in behavior that can be used as indicators of development are the increase in knowledge, expertise, skills, and changes in attitudes and behavior. rural tourism suryawandani et al. (2017) said that a tourist village is part or all of a village area that has tourism potential, products, and activities that can be utilized for tourism development and managed by community groups in the village in a sustainable manner. community-based tourism is considered as an alternative to sustainable tourism because this type of tourism emphasizes the active involvement of local communities and their control over tourism development in their area (marinovski, 2016). the transformation of the village as a tourist destination will increase the need for facilities and infrastructure as well as the management of natural resources and human resources. tourism villages are related to areas that have local wisdom (customs, culture, and potential) which are managed as tourist attractions according to their abilities, which are shown for the social and economic interests of the community (hermawan, 2017). methods research location the research was conducted in the tourist village of sukajadi, bogor regency, west java. this village is geographically located to the south of mount salak and directly adjacent to the mount halimun salak national park. this village has natural potential in the form of pine forests, agro-tourism, culinary tourism, and cultural tourism sampling method the sampling technique used nonprobability sampling, namely purposive sampling. purposive sampling was taken based on certain predetermined criteria. experts play an important role in providing an assessment of the existing problems. the experts used in this study were 5 experts related to, namely (1) the chairman of pokdarwis; (2) a village official; (3) a representative of the tourism destination development of bogor regency; (4) representative of msme actors; and (5) an academician from university. research model the research method used is a qualitative approach with soft system methodology (ssm) analysis tools. data collection is done by preliminary study, observation, literature study, and expert opinion. the soft systems approach is considered a very productive methodology for studying any organized human activity in achieving certain goals (patel, 1995). so that ssm is very suitable to be implemented as a problem-solving framework specifically designed for situations where the problem is essentially difficult to define (martin, 2008; sinn, 1998). the ssm method has 7 stages (figure 1), namely: examine unstructured problems. at this stage, the collection of necessary information related to the hr development strategy, including views and for village development towards a chsebased smart tourism village, assumes the parties involved. primary information is obtained through in-depth discussions with competent experts. meanwhile, secondary data were obtained from library documents of government and private institutions including research materials. express the problem situation. the material obtained in the first stage is then used to build a rich picture (real-world map depiction) or also called a representation of the current state. develop a problem definition related to the e-journal of tourism vol.8. no.2. (2021): 250-264 254http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 problem situation. this section is to formulate the root definition, which is a short sentence that states “a system does p by means of q to achieve r”. the root definition is then stated in the catwoe mnemonic as shown in table 1. build a conceptual model based on the root definition above for each defined element, then build the conceptual model needed to achieve the ideal goal. this model identifies a system of human activities resulting from the expression of problem situations in a rich picture and presents the relationship between activities. this conceptual model is an adaptive process because there is feedback between the modeling process and the results of the expression of the problem situation. all elements contained in the catwoe are included in the conceptual model. comparing the conceptual model with the problem situation. conceptual models are compared to the real world to highlight possible changes in the real world. each party involved provides perceptions and assessments of the activities being modeled, to determine what should be done, maintained, improved or reviewed. the initial draft of the conceptual model was designed by researchers who were then asked for corrections, input, and clarification to each expert as a resource person for this research. a comparison model is formulated covering the activities offered, the reality or real-world conditions that occur and recommendations for follow-up. this model is refined and will be a recommendation for changes. establish appropriate and desirable changes. the purpose of this stage is to identify and search for the desired changes systemically and feasible. changes can occur in terms of structures, procedures or people’s attitudes. take corrective action on the problem. at this stage, recommendations for changes will appear to be implemented. it will show the right system for making changes whose activities can become “real world”. figure 2. research framework using soft system methodology (ssm) approach results and discussion based on the steps used in the ssm approach, the following is an explanation of the results and discussion obtained from each of the studied steps. unstructured problems the main problem in developing a tourist village is the human resource factor. the human resource factor referred to in the context of a tourism village is the potential of each individual involved in the process of developing a tourism villatable 1. elements and definitions of catwoe element of catwoe description customer who benefits from goal activities? actor who carries out the activities? transformation what has to change for input to be output? world view what perspective makes a system meaningful? owner who can stop activities? environment what barriers exist in the system environment? e-journal of tourism vol.8. no.2. (2021): 250-264 255http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 ge as human capital that can be developed to transform inputs into outputs or tourism products. some of the problems that occur in the human resource factor of tourism village development that has been observed in this study are: the improvement and development of human resources are still low because the government is not yet fully aware that to build a tourist village, strong and characterful human resources are needed. lack of understanding and knowledge management about the concept of tourism village, especially in adapting to the new normal era, how to apply clean, health, safety, and environmental sustainability (chse) in tourist villages, creating village tourism products, cultivation, innovation, and the use of technology as a means promotion. lack of awareness and participation of village communities and related stakeholders to integrate into tourism villages so that the level of welfare and income from the village tourism sector is still low. the productivity of the village as a tourist village is not optimal, due to the lack of human resource knowledge regarding the concept of a tourist village. low creativity and innovation because people have not used technology as a component in developing tourist villages. the skills of rural communities in developing tourism products and processing food into culinary products are still low, besides that business actors are still running themselves, not yet integrated directly with tourist villages because there is no awareness that their products can be used as tourism products. the intensity of the training is not continuous so that the village community does not focus on the concept of developing a tourist village, in addition to the inconsistency of outside parties in providing training that is based only on personal and group interests. meanwhile, training is needed for rural communities to improve the quality of tourism village human resources. sihite & nugroho (2018) have a view that hr must play an active and dominant role in every organizational activity because hr is the planner, actor, and determinant of the realization of organizational goals. according to setiawan (2016), the role of human resources is the key to success in achieving performance, such as in the tourism industry, where companies have direct, intangible relationships with consumers who are very dependent on the ability of individual employees to generate interest and create pleasure and comfort for employees. consumers. pajriah (2018) also said that the presence of human resources has an important role in tourism development. the importance of hr factors in the tourism sector is the same as other industries that are especially service-based that hr is a key factor in realizing successful performance (evans, campbell, & stonehouse, 2003). based on the various issues described above, the role of stakeholders (stakeholders) has a major role in encouraging human resource development because they are interrelated with one another. this explanation will be described in the form of a tabulated analysis of the hierarchy of problems and the roles of relevant stakeholders in the human resource development problem of sukajadi tourism village (table 2). tourism village actors where tourism as one of the leading sectors need to be supported by their skills and abilities to carry out their respective roles. in addition, commitment, coordination, and synchronization are needed in the development of tourist villages in which all sub-systems of tourist villages are integrated with each other. constraints mapping the situation of hr problems faced in the development of tourist villages is depicted in a rich picture with various perspectives that focus on structure, processes, relationships, conflicts, and uncertainty, as well as revealing problems, values that are e-journal of tourism vol.8. no.2. (2021): 250-264 256http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 believed and visualized through symbols (figure 2). figure 2. rich picture of constraints based on the rich picture mapping that has been developed, the problem map regarding human resource development includes the ability and quality of human resources, science, and technology, education, and skills as well as the involvement of stakeholders who play a role in it. government policies after the covid-19 pandemic can be both a challenge and a threat to the human resources of the sukajadi tourist village. support from various parties is needed to develop human resources for tourism village actors, especially smes, tourism awareness groups (pokdarwis), and village communities. if not handled properly, indonesian tourism will experientable 2. analysis of the problem hierarchy level involved parties focus issue characteristic directive local government village head ministry of tourism hr development policies in tourism villages tourism village development policy direction and supervision security and conflict social, political, and cultural strategic planning tourism village development policy investment and finance strategic universities sme’s actors bogor regency tourism and culture departement tourism awareness group (pokdarwis) planners and implementers of the tourism village development program hr empowerment coordination between tourism village actors knowledge management managerial organizing monitoring and evaluation tactical pokdarwis accommodation owner sme’s actor homestay owner universities assistance for tourism village actors organizing community groups hr capacity development village community empowerment technical operations tourist area partnership operational rural community sme actors tourist village group universities productivity of tourism village development productivity of tourist village human resources self-development and skills tourist area e-journal of tourism vol.8. no.2. (2021): 250-264 257http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 ce a setback. root definition human resource development in the tourism industry is currently facing global challenges that require solutions by breaking through the boundaries of countries, regions, and continents. one solution that needs to be taken is to increase the competence of human resources owned by a country including indonesia through improving the quality of appropriate education and training (setiawan, 2016). this is what is being faced by indonesia to rise again to increase tourist attraction and interest after the covid-19 pandemic. the process of the hr development system was built using catwoe analysis (table 3). the system carries out hr development activities for tourism villages (p) through the implementation of various hr quality improvement programs on target with the participation of all relevant parties (q) to improve the quality of hr in a sustainable manner in an effort to revive the tourism industry after covid-19 (r). conceptual model based on the root definition, a conceptual model was developed to identify the activities needed to develop hr. this conceptual model is a model that has an adaptive process, in which there are interactions that occur between actors and feedback between the process and the actors in it (figure 3). comparison of models with real world after the conceptual model is built, the next step is to compare the conceptual model with the real world which gives results about what needs to be maintained, improved, and created something new. the recommendations needed at this stage are self-development and skills training, comparative studies of tourist villages as direct learning references, creating tourist villages, tourist village assistants and sustainable research. more clearly and details are in table 4. figure 3. conceptual model of tourism village hr development strategy planning of change the main goal of developing a tourist village is to revive interest in tourism in indonesia after the covid-19 pandemic. besides that, it also improves the regional economy and improves the welfare of msme actors and tourism village communities. so that tourist villages can become the most desirable tourist destinations and provide a direct economic impact for the community of tourist villages after the covid-19 pandemic, tourism village actors must know how to manage post-pandemic tourist villages through their local uniqueness. tourist village actors also need to master several skills that can support the development of a village into a tourist village. efforts that need to be made include improving the quality of tourist village human resources and mastery of knowledge and technology because it is currently entering the era of digitalization. based on dewi, fandeli, and baiquni (2013) that communities in developing areas should be encouraged to identify their own goals and direct tourism development to improve the fulfillment of local community needs. the development of tourist e-journal of tourism vol.8. no.2. (2021): 250-264 258http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 table 3. catwoe analysis description definition result c customer pokdarwis, village community, village head, sme’s actors a actor universities, research institutes, tourist village groups, and local governments t transformation the creation of the formulation of a tourism village hr development strategy with skills training programs, community empowerment, research, and policy formulation. w world view the creation of government policies and knowledge for all stakeholders who are involved together to have a responsibility in planning, implementing, controlling, and improving the human resource capacity of tourist villages. o owner department of tourism and local government e environment limitation hr development program commitment and awareness of tourism village hr is still low lack of role of local government in supporting human resource development in tourist villages villages has a positive contribution to the life and economic welfare of rural communities. it is hoped that through the development of tourist villages, economic equality at the regional level will be achieved, in accordance with the goals of sustainable tourism development. tourism products in tourist villages are the result of integrating village potentials that have local uniqueness and village local wisdom activities such as nature tourism, culture, and community crafts. tourism village human resources must master tourism village marketing technology so that they can utilize technology as a management medium that facilitates the management of the tourist village itself. the program to improve the quality of human resources should be the main focus of various parties in tourist villages in west java and all tourist villages in indonesia so that tourist villages have quality human resources and are able to be competitive. there is a need for collaboration between universities, the private sector, and the government as a tactical step to design and implement hr development policies through an approach to empowering local communities. improvement action the design strategy needs to be formulated and implemented thoroughly, including evaluation and monitoring during the implementation process. strategy formulation provides a map that shows all the dynamics that develop over time. based on figure 4, the tourism village hr development strategy is formulated, the first regarding tourism village hr development policies which are revealed to be programmed through local governments and related agencies that will support improving the quality of tourist village human resources, such as tourism village management skills after the covid 19 pandemic. second, standardization of sme products. pujiyono, setyowati, and idris (2018) argue that common problems that occur in smes include weak capital structure and funding sources, availability and sustainability of raw materials, limited mastery of technology, weak organization, and business management, and lack of quantity and quality of human resources. in the era of increasingly fierce modern global competition, the main caue-journal of tourism vol.8. no.2. (2021): 250-264 259http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 table 4. comparison of conceptual models and real world activities condition of real world recommendation competency and skill development training facilities and infrastructure to facilitate human resource development are still limited procurement of facilities and infrastructure that supports hr development training as well as collaborating with universities, tourism village communities, and sme’s actors approach with institutional strengthening institutions appear not to be well organized, the division of tasks is not clear, and tourism awareness and commitment are low. institutional strengthening approaches need to be performed with assistance from universities and tourism village associations and facilitated to develop tourism villages. comparative studies as direct learning media comparative studies have not been conducted. it is necessary to conduct comparative studies with other tourism villages in order to become learning materials that provide insight, knowledge, and motivation for the village. the role of the regional government to coordinate and cooperate with each other in this comparative study program is also important for the smooth implementation of the program. cultural events (traditional events) cultural events are held situationally and are not routinely performed. public awareness to create and bring out the local uniqueness of the village is still low. situational and cultural events held not routinely performed. public awareness to create and bring out the local uniqueness of the village is still low. intensive mentoring mentoring staff is limited and the commitment of facilitators is still low. the addition of the number of assistants who specifically handle tourism is needed from the tourism office, universities, and tourism village associations. the competence of the companion is also an important thing to note, in addition to the number, of course, the ability and commitment of the companion is also crucial for the development of human resources in the tourism village. supporting personnel assistance staff so far have come from universities that have the obligation to carry out community service activities. local governments should consider recruiting special assistants who have technical skills, holding a minimum of a diploma in charge of providing assistance during the work program so that it is right on target. continuous research universities, the ministry of tourism, and other research institutions have conducted research on the development of tourist villages, analysis of village potential, and the like. meanwhile, studies on human resource development strategies for tourist villages are still limited. studies on the development of human resources in tourist villages to improve the quality of human resources in tourist villages need to be carried out continuously, so that rural communities are able to adapt to current technological developments. this is done to improve people’s welfare, regional income, and boost the country’s economy. e-journal of tourism vol.8. no.2. (2021): 250-264 260http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 ses of difficulties faced by sme entrepreneurs in various regions are limited access to information and dynamic market opportunities, capital and marketing strategies, innovation, and technical human resources. this is what lies behind the need for standardization of sme products in tourist villages so that products from local smes can be directly integrated into tourist villages. sme actors need to improve their knowledge and skills to standardize products, so that product standardization socialization is the right program for tourism village sme actors at this time. third, approach to pokdarwis and institutions. an approach to tourism village actors who have an important role in the development of tourist villages needs to be done so that tourism village human resource development programs can be implemented on target. the approach is carried out by research institutes, universities, and the ministry of tourism and given to tourism village communities and pokdarwis. the approach can be done through training, such as tourism awareness training, then gradually given training that has more value for the community, for example, postpandemic tourism village management training based on clean, health, hygiene, and environmental sustainability (chse), promotion techniques based on digital marketing, and the preparation of tour packages, so that tourist villages are ready to receive post-pandemic tourist arrivals. as for the companions, it is necessary to develop coaching, mentoring, counseling, and training. why does it need to be developed? because so that their skills in coaching, mentoring, counseling and training will increase in assisting village communities and pokdarwis. this study was designed to build a conceptual framework for the human resource (hr) development strategy of the sukajadi tourist village, bogor regency, west java after the covid-19 pandemic. this study contributes to the local government in determining human resource development policies for tourist villages after the covid-19 pandemic so that the tourism industry can make an economic recovery. the conceptual framework of the hr strategy of the tourist village that is built is integrative and holistic to form a human resource management system. figure 4 summarizes the results of this study, namely the conceptual framework of tourism village hr development strategies. figure 4. tourism village hr development strategy through the studies that have been carried out, three strategies for developing human resources in tourist villages were found to increase the capacity of human resources in tourist villages. these strategies include policy strategies for developing tourism village communities and tourism awareness groups, standardization strategies for msme products, and approaches to tourism awareness groups and institutions. thus, there are several programs that are recommended to improve the quality of tourism village human resources including post-pandemic tourism village management skills, standardization of msme products, coaching, mentoring, counseling and training. this program is expected to improve the human resource capacity of e-journal of tourism vol.8. no.2. (2021): 250-264 261http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 tourist villages effectively and on target. the results of the study also emphasize the approach to training programs provided to relevant stakeholders. the literature states that training is very important as one of the organizational strategies to improve human resource capabilities, both competences, and skills. organizational performance depends on hr performance, therefore human capital plays an important role in organizational productivity. to increase organizational productivity, training is highly recommended (govand anwar, 2021). tourist villages can be an alternative for post-pandemic tourists other than because of their characteristics that are deemed appropriate to the post-covid-19 situation which imposes restrictions on the number of tourists each time they arrive. however, several things need to be considered for tourist villages in indonesia. based on data in the 2019 travel and tourism competitiveness index (ttci) report, several indonesian ttci indicators show scores below the average indicator scores of countries in the asia-pacific region, these indicators include indicators of the business environment, health and hygiene, ict readiness, environment sustainability, ground, and port infrastructure, and tourist service infrastructure. as for the human resource and labor market indicators, indonesia has a score equal to the average indicator score of countries in the asia pacific. based on ttci (2019) the same thing was found in this study, where issues regarding the business environment, health and hygiene, ict readiness, environment sustainability, and tourist service infrastructure have not been implemented properly in tourist villages, especially in the tourist village of sukajadi. these indicators point to the ability of human resources in managing all of these indicators so that in addition to the infrastructure that needs to be built by the government, aspects of human resources also need to be improved both in terms of capabilities and skills so that they can produce competitive tourism human resources. rogers (2012) argues that strategic hr management is the process of developing, implementing, and evaluating hr strategies to support the main strategy. based on rodríguez-antón & alonso-almeida (2020) spain has set several strategies for the recovery of the tourism sector in the country in the face of the post-covid-19 pandemic. these strategies include creating conditions for safe tourist destinations and protecting health. in addition, the spanish government has also implemented three policies as tactical steps in the recovery of the tourism sector including, a policy to support companies in the tourism sector agreed by the european commission, a policy of providing incentives to the tourism sector initiated by the spanish government, and a policy to reduce transmission in the tourism sector. tourism sector agreed by each region in the country of spain. this illustrates that other countries are trying to take recovery actions for the tourism sector, especially by prioritizing the principles of clean, health, safety, and environmental sustainability where hr is the main driving factor. the managerial implication of this study is to provide skills-building training to village communities and tourism-aware groups such as digital-based tourism village management training, training on the application of chse in tourist attractions, homestays, and in the food production process originating from msmes. then, educate msme actors with knowledge of msme product standardization by providing food product standardization materials which are then certified with certification agencies such as bpom and mui to obtain bpom and halal certificates. furthermore, providing assistance to the programs mentioned above through coaching, mentoring, counseling, and training. e-journal of tourism vol.8. no.2. (2021): 250-264 262http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 the limitation of this study is the difficulty of digging for valid information to find out the real problem. this happens because the informants are still distracted by personal interests, not public interests. in addition, resource persons with certain positions they have often maintain their reputations so that it seems that there are no significant problems when in fact many obstacles are found when determining tourism village hr development policies. conclusion this study finding the fact that stakeholders have an important role as a driving factor for improving the quality of human resources in tourist villages. therefore, to synchronize the roles of each stakeholder, strategic actions are needed for tourism village actors. the tourism village hr development strategy through the soft system methodology (ssm) approach can contribute to the government in formulating tourism village hr development policies, especially in its efforts to revive tourism after the covid-19 pandemic. the soft system methodology approach can provide a clear and detailed description of the problems that occur so that the conceptual model design of tourism village hr development strategies can be formulated. the involvement of the government, the private sector, universities, and research institutions is very important in several programs that are recommended to improve the quality of human resources in tourist villages. there are three groups that are the target of this program, namely (1) the village community and pokdarwis; (2) msme actors; and (3) tourist village assistants. quality human capital is a long-term investment because it invests in intellect. intellectuality is an important part in the development of an area that can improve the economy and welfare of the community, especially in tourist villages. acknowledgement the researcher would like to thank all stakeholders who are willing to be respondents in this study so that this research can be completed properly and researchers can contribute their thoughts in designing the conceptual framework of the human resource development strategy of sukajadi tourism village. references augustyn, m., & ho, s. k. 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(2021): 149-160 149http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 assessing the effectiveness of technology in destination marketing during the covid-19 pandemic tinashe chuchu* university of the witwatersrand, south africa *corresponding author: tinashechuchu4@gmail.com doi: https://doi.org/10.24922/eot.v8i2.74597 abstract technology has played an important role in tourism and the covid-19 pandemic expanded this role as well as its importance. this research therefore explores the impact that technology made in destination marketing during the time of the pandemic. this research explores the pandemic’s first year of widespread global coverage both in the media and in academic literature. an extensive review of technology use in destination marketing and covid-19’s impact on destination marketing is conducted. the present research is mainly concerned with the first year of the pandemic but is not limited to that period since the adoption of technology in tourism existed before the pandemic but increased due to the pandemic. this research made every attempt to investigate this phenomenon. based on findings of the research, future research direction is proposed. keywords: technology in tourism, destination, marketing, management, covid-19 article info submitted: june 24th 2021. accepted: september 21th 2021. published: september 30th 2021 was also reviewed (ukpabi & karjaluoto, 2017; werthner & klein, 1999). gretzel, fuchs, baggio, hoepken, law, neidhardt, pesonen, zanker and xiang (2020) emphasised that the outbreak of covid-19 called for transformative (electronic tourism) etourism. different perspectives on the pandemics impact were explored. qiu, park, li and song (2020) reviewed the pandemics social impact on tourism. fotiadis, polyzos and huan (2021) explored the minor negative effects of the pandemic to the extreme devastating effects that the global pandemic had caused. this research began one of the first seminal studies that advocated serious adoption of e-tourism in the wake of the global spread of covid-19 this making the pandemic a central tourism issue. introduction the tourism industry has adopted the use of technology over the years (buhalis & o’connor, 2005; ukpabi & karjaluoto, 2017; werthner & klein, 1999). some tourism research that incorporated technology, has investigated acceptance of knowledge sharing systems in the travel and tourism websites (noor, hashim, haron & ariffin, 2005) while other research explored how technology revolutionised the tourism industry (buhalis & o’connor, 2005). yu, xie and wen (2020) conducted tourism research that explored the role of colour psychology on the social media platform, instagram. furthermore, consumer acceptance of information technology in tourism e-journal of tourism vol.8. no.2. (2021): 149-160 150http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 on the technology in tourism from the year 2000 onward while buhalis and law (2008) investigated the progress in the use of information technology in tourism. furthermore, some has research has gone further to assess the impact of technology in tourism (pollock, 1995). a destination as a concept comprising of functional characteristics related to the more tangible aspects of a place as well as the psychological appearances, relating to the intangible characteristics of that place (sonnleitner, 2011). in addition, it is suggested that the first call of action in creating a viable destination brand image is through understanding tourists’ images of the destination. as far as destination marketing and the application of technology in tourism is concerned, tourism experiences have been a key issue. neuhofer, buhalis and ladkin (2012) examined how technology enhanced tourist destination experiences. the idea of developing amusing and memorable experiences for tourists constitutes a prevalent concept in the tourism industry (neuhofer et al., 2012). more recently the covid-19 pandemic as played a major role in tourism literature (fotiadis et al., 2021; gretzel, et al., 2020; kaushal & srivastava, 2021; qiu et al., 2020; sigala, 2020). the following section discusses the studies literature. litertature review technology in tourism the technology acceptance model (davis, 1989) was originally development as an information systems framework but was over the years it has been applied to various fields of study. in marketing (rauniar, rawski, yang & johnson, 2014), business management (dulcic, pavlic, & silic, 2012) and education (ibrahim, leng, yusoff, samy, masrom & rizman (2017). in tourism, chen and tsai (2019), el-gohary (2012), herrero and san martín (2012). noor et al. (2005) and phatthana and mat the primary research objective of this research was to understand the impact that was made by the covid-19 pandemic on tourism while the secondary objective was to investigate the effectiveness of technology in destination marketing during the covid-19 pandemic. foo, chin, tan and phuah (2020) investigated the impact of covid-19 on tourism industry in malaysia. this tourism research continued to make the link between covid-19 and the tourism industry an increasingly pertinent issue especially when it comes to the marketing of destinations. online social networking sites have become the most commonly used sites on the internet (miguéns, baggio & costa, 2008). the use of social media has emerged to become a paramount social phenomenon and an international business trend (cheng & edwards, 2015; hays, page & buhalis, 2013). the growing role of social media in tourism has been increasingly an emerging research topic (zeng & gerritsen, 2014). a social media platform that has become popular with travellers is instagram (gumpo, chuchu, maziriri & madinga, 2020). similarly, there has been an increased interest on social media as a repository of research data traveller decision-making process (hudson & thal, 2013), electronic word of mouth (e-wom) (ye, law, gu & chen, 2011), and travel recommendations (kurashima, iwata, irie & fujimura, 2010). user generated content is acknowledged as having paramount importance to the tourism industry (akehurst, 2009; milano, baggio & piattelli, 2011). destination marketing is a central issue in the development of a destination and in the competition to attract visitors (hvass, 2014). this issue has seen a rise of the adoption of technology in growth and development (buhalis, & law, 2008; li, robinson & oriade, 2017). tourists’ attitudes towards a destination tend to be shaped by that particular destination (gumpo et al., 2020). li et al. (2017) explored the use e-journal of tourism vol.8. no.2. (2021): 149-160 151http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 (2011) adapted the use of the technology acceptance model. the following model presents the tourism adaptation of the technology by noor et al. (2005). the model proposed by noor et al. (2005) remained the same as the original proposed by davis (1989), but was applied to a tourism context. figure 1. the technology acceptance model adapted for tourism research adopted from davis (1989) and noor et al. (2005) the technology acceptance model has been used extensively (herrero & san martín, 2012; lee, kozar & larsen, 2003; noor, hashim, haron & ariffin, 2005; usoro, shoyelu & kuofie, 2010). lee, kozar and larsen (2003) discussed the technology acceptance model in relation to its past, present and future. the travel and tourism industry has arose as a major global economic player and information technology is crucial to this industry’s growth (gretzel & fesenmaier, 2001; noor, hashim, haron & ariffin, 2005). the increased use of technology scope and use of technology has been evident. for instance, herrero and san martín (2012) developed a global model to test and explain the use of websites by users in rural tourism accommodations. usoro, shoyelu and kuofie (2010) explored technology acceptance models use in etourism while hanan and putit (2014) research the marketing of tourism destinations through instagram. online social networking evolved the approach to which tourists prepare for trips (miguéns, et al., 2008). these websites allow users to engage with each other and the service providers as well as provide reviews on service through platforms such as tripadvisor (miguéns, et al., 2008). social media plays a key role in tourism, particularly on information search and decision-making travel behaviours (zeng & gerritsen, 2014). at least 84% of leisure travellers use the internet to plan their trips (leung, law, van hoof & buhalis, 2013; torres, 2010). research on the impact of social media and online communities, such as facebook, youtube, or twitter, on both society and the market place has gained popularity (li & bernoff, 2008; qualman, 2009; weber, 2009; weinberg, 2009), including tourism (hvass & munar, 2012). destination marketing and covid-19 impact on tourism the effect of the covid-19 pandemic on tourism and hospitality is unprecedented (kock, nørfelt, josiassen, assaf & tsionas, 2020). destination marketing is as a central concept in the future growth and sustainability of tourism destinations in an increasingly globalised and competitive market for tourists (unwto, 2011). furthermore, destination image holds a key place in tourists’ decision-making and subsequent travel behaviour (chuchu, chiliya & chinomona, 2018). destination marketing, as a concept has been researched from different perspectives in past tourism research, for example, murphy, pritchard, and smith (2000) and miličević, mihalič, and sever (2016) examined destination destination competitiveness. okumus, okumus and mckercher’s (2007) examined the use food in marketing destinations, while zhang, wu, morrison, tseng, and chens (2018) assessed how a country’s image influences a tourist’s individual evaluation of destination. destination image has been confirmed to have an effect on travellers’ decisionmaking (chen &tsai 2007; chuchu, 2020). the intricacy and interdependency among the key destination-marketing players e-journal of tourism vol.8. no.2. (2021): 149-160 152http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 eventually leads to the development of various tourism-marketing alliances (palmer & bejou, 1995). a cure for covid-19 is currently not in existence (yavuz & ünal, 2020) and this has led to countries imposing travel restrictions on visitors through stringent restrictive measures in an attempt to curb the spread of the disease (altuntas & gok, 2021; piguillem & shı, 2020). the global wide spread of the covid-19 pandemic led to the high cancellation rates, refunds of flights and accommodation bookings (yu, li, yu, he & zhou, 2020). this was a direct outcome of tourists’ perceptions of risk and travel restrictions (yu et al., 2020). there is a vast amount of tourism literature covering the impact of the covid-19 pandemic on tourism (altuntas & gok, 2021; foo et al., 2020; fotiadis et al., 2021; gretzel et al., 2020; kaushal & srivastava, 2021; kock et al., 2020; piguillem & shı, 2020) among other scholarly works. this literature explored various perspectives on covid-19 with altuntas and gok (2021) on domestic travel and quarantines while foo et al. (2020) focused on tourism in malaysia during the covid-19 pandemic. fotiadis et al. (2021) looked into tourism recovery from covid-19, gretzel et al. (2020) focused on post-covid-19 tourism and kaushal and srivastava (2021) on covid-19’s impact on india’s tourism. kock et al. (2020) investigated the psychological effects covid-19 impact on tourist while piguillem and shi (2020) assessed covid-19 quarantine and testing policies. technology adoption in tourism during the covid-19 pandemic the covid-19 pandemic forced the tourism industry to adjust the way in which it operated and one of these was the increased utilisation of technology. social media was adopted in tourism extensively to deal with the covid-19 pandemic (chloridiany, 2021). social media has been mainly publicly used as a tool for travel businesses and destination marketing organisations to maintain contact with tourists in order to generate desire to travel (marketresearch.com, 2021). even though the war against covid-19 is becoming less aggressive and restrictions are easing, it is evident there will be long-standing effects on traveller behaviour and the use of social media (marketresearch.com, 2021). yu et al. (2020) discussed the communication of the covid-19 health crisis on social media. furthermore, yu et al. (2020) made this discussion possible through reviewing over 10 000 comments on social media regarding the covid-19 pandemic outbreak. numerous studies explored the adoption of technology in tourism during the pandemic. for example, sharmin, sultan, badulescu, badulescu, borma and li (2021) researched sustainable destination marketing networks on smartphone-based social media. furthermore, an, choi and lee (2021) looked into traveller’s adoption of virtual travel experiences, destination marketing information quality and visit intention. kumpu, pesonen and heinonen (2021) measured the value of social media marketing from a destination marketing organization point of view while kaefer (2021) discussed the views jaume marín, a tourism expert on destination branding and social media during the time of covid-19. solazzo, maruccia, lorenzo, ndou, del vecchio and elia (2021) explored analysis from big data on smart tourism destination management also during the period of covid-19. method destination marketing, technology in tourism and covid-19 content was taken from resources that include publicly accessible reports, research published databases that include scopus, ibss, doaj and were retrieved through search engines such as google scholar as well as university resee-journal of tourism vol.8. no.2. (2021): 149-160 153http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 arch repositories. the sources utilised for purposes of this research were carefully screened for relevance, currency and suitability. it was not possible to exhaust every possible aspect relevant to destination marketing but comprehensive literature review made every possible attempt to cover the key issues pertaining to the topic. keywords and phrases, which include, “destination marketing”, “technology in tourism” and “covid-19” were utilised in retrieving academic articles. this was to identify common themes and trends. results and discussion the findings of this research are based on the studies reviewed for purposes of this research. themes emerging from the findings are discussed. a total of four themes were identified from the investigation, namely; destination marketing, technology in tourism, covid-19 impact on tourism and destination image. results were based on secondary publicly available sources which included relevant literature and the united nations world tourism organization (untwo) data. theme 1: destination marketing first, it was established that by its very nature destination marketing is a very difficult process to manage (buhalis, 2000; sautter & leisen, 1999). this assertion is in line with the main idea of the present research which explored the difficulty of marketing destinations. according to untwo (2020), domestic tourism is the main reason for covid-19 recovery of most destinations but in most cases this is only partial, as it is not compensating for the decrease in international tourism demand. due to limitations on travel, a trend was created whereby tourists started to post past trips on travel websites as they yearned to travel again (gretzel et al., 2020). furthermore, these travel bans, motivated the increased use of virtual museums that kept destinations competitive (gretzel et al., 2020). theme 2: technology in tourism technology has become actively adopted in tourism over the years. a second theme that emerged from the study was the increased use of technology in tourism. this became apparent with the outbreak and spread of the covid-19 pandemic. etourism and the internet enable interactivity between tourism enterprises and their customers (buhalis & o’connor, 2005). due to traditional offline activities being limited table 1. destination marketing, tourism technology & covid-19 tourism literature theme author(s) destination marketing buhalis (2000), fyall and leask (2006), gretzel, fesenmaier, formica and o’leary (2006), hays, page and buhalis (2013), king, (2002), lange-faria and elliot (2012), pike (2012) and wang and xiang (2007). technology in tourism buhalis and o’connor (2005), buhalis and law (2008), ukpabi and karjaluoto (2017), huang, backman, backman and chang (2016) and werthner and klein (1999). covid-19 impact on tourism altuntas and gok (2021), foo et al. (2020), fotiadis et al. (2021), gretzel et al. (2020), kaushal and srivastava (2021), piguillem and shı, 2020, qiu et al. (2020) sigala (2020) and yu et al. (2020) destination image afshardoost and eshaghi (2020), baloglu and mccleary (1999), beerli and martin (2004), echtner and ritchie (1993), pike (2002) and stylidis (2020), tasci and gartner (2007). e-journal of tourism vol.8. no.2. (2021): 149-160 154http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 as a result of the covid-19 pandemic, digital marketing, especially social media, became the main promoter of indonesian tourism (chloridiany, 2021). theme 3: covid-19 impact on tourism the third theme that emerged from the research was concerned with the impact of covid-19 on tourism. globally, nations imposed quarantines as they were believed to be the most effective approach to reducing the impact of covid-19 (altuntas & gok, 2021). however, altuntas and gok (2021) added that these quarantines negatively affected the hospitality industry as it relies solely on customers. the airline industry and the hotel industry were serverly impacted my covid-19 at its peak in 2019/20 in regions such as malaysia which relies on singapore and china (loo et al., 2020). the chinese government shut-down the country completely for foreign tourists on 29 march 2020 in addition to restrictions that had already been imposed on foreign airlines that included not exceeding 75% capacity and one flight per week (loo et al., 2020). theme 4: destination image the last theme identified was destination image. this emerged from numerous studies reviewed for this research. as far as destination image is concerned, some research, afshardoost and eshaghi (2020) found links between destination image and intention to visit and revisit. the study under investigation also established that there was a decrease in visits to other countries during the first year of the covid-19 pandemic. this could have been due to the image of destinations perceived by travellers as a result of the global pandemic. this is supported by the untwo (2021) which predicted a reduction of international tourism by 70% as a result of the covid-19 pandemic. figure 1 below shows results from tourism experts’ perceptions on the extent to which they felt domestic tourism contributed to destinations’ recovery from covid-19. these results are based on a global survey conducted by the untwo on the impact of covid-19 on tourism and the expected time of recovery. source: adapted from untwo (2021) figure 1. the impact of covid-19 on tourism and the expected time of recovery figure 1 shows the results from tourism experts’ perceptions on the extent to which they felt domestic tourism contributed to destination’s recovery from covid-19. tourism experts from europe were the most positive regarding the contribution of domestic tourism to the recovery of destinations. the least positive group of tourism experts were from africa. almost 75% of this group believed that there would either be a partial tourism recovery or no recovery at all. tourism experts from the middle east were very sceptical about the regions recovery from tourism as none of them could state with certainty that there would be recovery from covid-19. however, 83% of middle eastern tourism experts did partially believe that recovery from tourism was possible for their region while 17% believed they would be no recovery from covid-19. the following section presents the study’s conclusions. conclusion this research focused on assessing the effectiveness of technology in destination marketing during the covid-19 pandemic. a number of themes emerged from e-journal of tourism vol.8. no.2. (2021): 149-160 155http://ojs.unud.ac.id/index.php/eot e-issn 2407-392x. p-issn 2541-0857 the investigation which included, destination marketing, technology in tourism, covid-19 impact on tourism and destination image. technology was visibly effective in keeping destinations relevant and competitive, especially through the use of social media as physical tourist activities were limited due to the pandemic. the research explored extent to which technology was utilised in destination marketing during the first recorded year of the covid-19 pandemic’s global spread. the results of the assessment of technology revealed that e-tourism played a key role in filling the gap left by destination closures and restrictions to travel which motivated the increased use of virtual museums (gretzel et al., 2020). furthermore, tourists made an effort to share past travel memories on social media and in general remained active on travel websites dreaming about their future holidays (gretzel et al., 2020). it was therefore established that technology adoption in tourism was widely accepted but still presented challenges its fair share of challenges to the user. furthermore, it should also be noted that, as much as there is an abundance of literature on covid-19 in various fields including tourism research, it still remains to be further discussed as new knowledge continues to emerge. this is because the pandemic is novel thus required continued exploration. the following section outlines the limitations of the present study and proposes future research direction. references afshardoost, m., & eshaghi, m. s. 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(2023): 1-12 http://ojs.unud.ac.id/index.php/eot 1 e-issn 2407-392x. p-issn 2541-0857 real demand survey (rds) on the development plan of jogya agro techno park (jatp) in kulon progo regency purwanto widodo1, faizi2* 1 department of economic development, faculty of economics and business, universitas pembangunan nasional veteran jakarta 2 department of islamic economics, faculty of economics and business, universitas pembangunan nasional veteran jakarta *corresponding author: faizi.feb@upnvj.ac.id doi: https://doi.org/10.24922/eot.v10i1.89877 article info submitted: july 27th 2022 accepted: march 1st 2023 published: march 30th 2023 abstract agrotechnopark is the idea of the ministry of agriculture, which combines the concept of educational tourism based on agriculture, animal husbandry and fisheries. agrotechnopark is expected to become a centre for developing agricultural products managed as entrepreneurial growth and a service centre for agricultural science technology. the purpose of this study is to find out what factors need to be carried out by the manager of jatp (jogya agro techno park) so that it will be visited by domestic and foreign tourists, where real demand survey (rds) is carried out. meanwhile, jatp is located in wijilan village, nanggulan, kulonprogo, yogyakarta. the type of research is explanatory with a quantitative approach. the purposive sampling technique was carried out the sampling method. data collection techniques in the implementation of rds through primary data and secondary data. the number of samples (n) using a 95% confidence level and 5% sampling error, the respondents obtained for visitors/prospective visitors to jatp tourism were 360 respondents. the survey was conducted from august – september 2019. as a result, the type of tourism has a significant effect on the interest in tourist visits to jatp; the types of tourism that are of particular interest are nature tourism, culinary tourism, and recreational park tourism, attracting potential tourists to jatp. the type of tourism desired by tourists is the type of tourism that does not exist elsewhere and is enjoyable. hence, the concept of jatp, which is agro-tourism, attracts tourists to visit, mainly since it is located far from the crowds of yogyakarta so that tourists can momentarily relieve fatigue from routine activities. keywords: real demand survey; tourists; logistic regression. introduction background jogya agro techno park (jatp) is a priority program for the governor of the special region of yogyakarta, based on the governor's decree number 163/kep/2017 concerning development priority programs. jatp is located in wijilan village, nanggulan, kulonprogo, yogyakarta. jatp is an integrated agricultural area with various agricultural support http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 1-12 http://ojs.unud.ac.id/index.php/eot 2 e-issn 2407-392x. p-issn 2541-0857 activities, such as agricultural areas, livestock areas, plantation areas, and post-harvest processing areas. jatp is designed as a centre for applying agriculture technology and as a container for processing crops. in addition, in terms of innovation to disseminate technology in agriculture. jatp is directed as an area that can make an independent village, get positive values from the community, and increase the community's economic income (rahayu, 2019). jatp is planned to function as a training place, apprenticeship, technology dissemination centre, and community business advocacy centre following the policy directions in the 2015-2019 science park and techno park planning guidelines (prihatin, widyawati & kusumoarto, 2019). the concept of agro technopark shows the integration of activities, including: (1) education and training. the building that accommodates this activity is used to broaden visitors' insight into the agricultural sector. (2) research and development. a facility that accommodates agriculture research, research and development activities is equipped with a laboratory room. (3) exhibition. a building that accommodates the introduction of tools or machines used in agriculture, both traditional technology and modern technology and (4). greenhouse/green house. the yogyakarta government plans to develop jatp, so that it becomes a tourist destination and can compete with the tourist destinations of the borobudur temple in magelang, central java. the yogyakarta government conducted a real demand survey (rds). real needs are needs that do reflect what is needed. the term real needs arises because there are different views in describing the actual conditions of the needs at the community level. generally, there are differences in opinions between policy makers (government) and policy recipients (society). real needs usually describe the actual conditions of community needs, in the sense of focusing on the community's views, not the views of policymakers (usaid, 2008). a real demand survey (rds) is successful if it can attract tourists or potential tourists to visit tourist attractions. this interest is influenced by several factors, including tourist attraction (attractions), accessibility, tariffs, facilities, and information in a package called tourism products, all of which must follow market demand. initially, attractive products are getting lower in quality and become less attractive. therefore quality must always be maintained (andina & aliyah, 2021). this study is intended to determine the real needs of the factors that influence tourist interest in visiting jatp and to see what factors most influence tourist interest in visiting jatp. while the independent variables used are a). types of tours to be held in jatp, b). what tourist attractions should be in jatp, c) what facilities should be provided in jatp and d) accommodation desired by respondents in jatp. the significance of this research is to use the real demand survey (rds), because the use of rds in a survey is still rarely done, especially in indonesia. in addition, the measurement of the variables to be studied uses a nominal measurement scale to reduce perceptual bias due to the use of a likert scale. this research is expected to contribute to similar research, especially rds. literature review tourism in a destination will develop rapidly if there is the involvement of stakeholders who are often referred to as pentahelix. pentahelix is five parties that must be involved in tourism development, namely: (1). the central government and local governments, (2) the community or tourism community that acts as the host. (3) academics who foster the competence http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 1-12 http://ojs.unud.ac.id/index.php/eot 3 e-issn 2407-392x. p-issn 2541-0857 of human resources in tourist destinations. (4) media that publish and disseminate information about tourism destinations, and (5) tourism businesses, namely private parties that provide services and products based on the needs and desires of tourists. tourism is an interrelated cross-sectoral, and cross-regional activity (ismayanti, 2020; kusuma & arifien, 2020). tourism interest is a travel activity carried out by someone with the aim of recreation and entertainment. it has prepared for this travel activity according to law no. 10 of 2009 concerning tourism, namely various tourist activities supported by different facilities and services the community provides. the existence of tourist attractions in tourist destinations, both in the form of natural attractions, cultural attractions, and cultural attractions (sondakh & tumbel, 2016). nuraeni (2014) states that satisfied tourists tend to make repeat visits and will recommend their friends or acquaintances. furthermore, the factors that influence tourist interest in a destination include tourist attraction (attractions), accessibility, rates, facilities, the tourist attraction is the main focus of driving tourism in a destination. in a sense, tourist attraction is the primary driver that motivates tourists to visit a place (ismayanti, 2020). tourist attractions can be in the form of tourist objects and tourist attractions. a tourist attraction is a tourist attraction that is static and tangible, so there is no need for any prior preparation to enjoy it. a tourist attraction is a tourist attraction that can be seen through performances and requires practice and even sacrifices to enjoy it (aprilia, sunarti & pangestuti, 2017). in law number 10 of 2009 concerning tourism, a tourist attraction is anything that has uniqueness, beauty, and value in the form of a diversity of natural, cultural, and artificial products that are the target or purpose of tourist visits. the tourist attraction must be managed in such a way so that its sustainability and sustainability are guaranteed. attractions in the form of tourism objects generally consist of: (a) nature tourism, (b) cultural tourism and (c) special interest tourism. furthermore, setiawan (2015) states that an area will have a high tourist attraction if it has 4 (four) components: attraction, amenity, accessibility, and ancillary. tourist attractions are a significant component in attracting tourists. an area can become a tourist destination if the conditions support it to be developed into a tourist attraction. an attractive tourist attraction is called the capital or source of tourism. three capital attractions attract tourist arrivals, namely 1) natural resources (natural), 2) cultural tourism attractions, and 3) man-made attractions themselves. amenity amenities are all kinds of facilities and infrastructure tourists need while in tourist destinations. the facilities and infrastructure in question include lodging, restaurants, transportation, and travel agents. accessibility is an essential thing in tourism activities. all kinds of transportation or transportation services are critical access in tourism. on the other hand, this access is identified with transferability, namely the ease of moving from one area to another. suppose an area is not provided with good accessibility, such as airports, ports, and roads. in that case, there will be no tourists who will affect the development of accessibility in the area. if a site has tourism potential, it must provide adequate accessibility so that the area can be visited. ancilliary (additional services). additional services must be provided by the local government of a tourist destination, both for tourists and tourism actors. the services provided include marketing, physical development (roads, railroads, drinking water, electricity, telephone, etc.), and coordinating all kinds of activities with all laws and regulations on highways and in tourist attractions. ancillaries are also things that support tourism, such as http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 1-12 http://ojs.unud.ac.id/index.php/eot 4 e-issn 2407-392x. p-issn 2541-0857 management agencies, tourist information, travel agents, and stakeholders who play a role in tourism. aprilia, sunarti & pangestuti (2017) stated that the existing facilities at a tourist spot are one the tourist attractions. tourists will visit again if there are facilities that can meet all their needs while enjoying the tourist attraction. these facilities are also expected to make tourists feel more comfortable and stay longer and give a good impression of their tourist attractions. to support this, providing facilities is also necessary to provide services that can provide convenience and comfort to tourists. tourist facilities are complementary to tourist destinations needed to meet the needs of tourists enjoying a tour. tourist facilities are made to support the concept of existing tourist attractions. therefore, in addition to a tourist attraction, tourist activities carried out by tourists require tourism facilities that support these tourism activities. so that in the end, each component is interrelated in a series of travel tours ranging from tourist attractions and activities to tourist facilities, which are an inseparable unit (salim & wiyana, 2017). according to yoeti (2008), the forms of service facilities within a destination include accommodation, transportation at the destination, restaurants, sports and activity facilities, other facilities, and retail outlets. tourist facilities directly or indirectly provide services to tourists in a tourist destination where its existence is very dependent on the presence of tourist travel activities. sasmita (2017) states that the facilities are grouped into three parts: first, the main facilities are the facilities most needed and felt by visitors while in a tourist attraction, such as lodging, places to eat, souvenir shops, and others. second, supporting facilities are facilities whose proportions are complementary to the main facilities so that tourists will feel more at home. salim & wiyana (2017) state that the facilities needed in a tourist area are as follows: (a) accommodation, (b) restaurant, (c) shopping and (d) public facilities. furthermore, sasmita (2017) stated that accommodation is a critical facility in tourism activities. accommodation is everything that is provided to meet one's needs when travelling. in more detail, tourist accommodation can be a place where visitors can rest, stay, bathe, eat and drink, and enjoy services such as entertainment facilities. this facility will encourage tourists to visit and enjoy tourist objects and attractions for a relatively long time. accommodation consists of (a) hotels/inns, (b) places to eat and drink, and (c) entertainment facilities. supporting facilities: (a) parking lots, (b) souvenir shops, (c) cleaning facilities, (d) public toilets, (e) prayer rooms, and (f) security and order facilities. they are supporting facilities: (a) signposts, (b) information centre and (c) visitor services. methods this type of research is explanatory with a quantitative approach. the purposive sampling technique carried out the sampling method. the purposive sampling technique is a sampling technique with specific considerations (sugiyono, 2010). data collection techniques in the implementation of rds through primary data and secondary data. the number of samples (n) used paul leedy's formula (arikunto, 2006) using a 95% confidence level and sampling error, the respondents, obtained for visitors/prospective visitors to jatp tourism were 359.09 rounded to 360 respondents. respondents are tourists on tour visits to all tourist sites in yogyakarta from august to september 2019. to make the reliability of the research instrument, the validity and reliability of the instrument were tested. testing the validity using the pearson product http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 1-12 http://ojs.unud.ac.id/index.php/eot 5 e-issn 2407-392x. p-issn 2541-0857 moment formula and the reliability of the cronbach alpha coefficient (ghozali, 2001). the variables used are tourist interests, types of tourism, tourist attractions, tourist facilities, tourism accommodations and tourism access, all of which are nominal. while the analytical tool used is logistic regression analysis. the logistic regression model used is: 𝐿𝑛 ( 𝑝𝑖 1 − 𝑝𝑖 ) = 𝛽𝑜 + 𝛽1𝐽𝐸𝑁𝑊𝐼𝑆 + 𝛽2𝐴𝑇𝑊𝐼𝑆 + 𝛽3𝐹𝐴𝑆𝑊𝐼𝑆 + 𝛽3𝐴𝐾𝑂𝑊𝐼𝑆 + 𝛽4𝐴𝐾𝑆𝑊𝐼𝑆 where: pi = tourism interest probability genwise = the type of tourism that the respondent will visit atwis = tourist attractions desired by respondents. faswis = tourist facilities desired by respondents. akowis = tourist accommodation desired by respondents. result and discussion based on the questionnaire results, from 360 respondents, 194 or 53.9% were men, 53.72% were married, 88.98% were from yogyakarta, 4.96% were from central java, and the rest were from other provinces. regarding age, 36.09% are between 17-25 years old, 26-30 years old, 14.60%, 31-40 years old 18.46%, and the rest are above 41 years old. most of the respondents had a high school education (53.44%). based on the question, do respondents feel interested in the jatp development plan? a total of 52.80% expressed interest and would visit jatp. the results of the validity test of the type of tourism variable can be seen in table 1. table 1. test the validity of the type of tourism tourist type questionnaire item pearson correlation sig. (2tailed) information natural tourism 0.338 0.000 valid culture tour 0.471 0.000 valid children's game tour 0.539 0.000 valid culinary tour 0.573 0.000 valid recreational park tour 0.515 0.000 valid educational tour 0.650 0.000 valid zoo tour 0.550 0.000 valid shopping tour 0.467 0.000 valid other 0.147 0.005 valid source: processed data there are 9 question items for the type of visitor tourism variable. the analysis results show that all question items have a sig value. 2 tailed is smaller than 5%, meaning that the question items from the tourism type variable are all valid. the reliability test, which obtained cronbach's alpha value equal to 0.637, is included in the criteria of moderate reliability because it is between 0.50 to 0.70, so it is declared reliable. the results of the validity test on the tourist attraction construct what visitors would be seen in table 2. table 2. test the validity of tourist attractions tourist attractions questionnaire items pearson correlation sig. (2tailed) information adult game rides 0.482 0.000 valid children's play 0.544 0.000 valid 3d cinema 0.451 0.000 valid educational tour 0.452 0.000 valid http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 1-12 http://ojs.unud.ac.id/index.php/eot 6 e-issn 2407-392x. p-issn 2541-0857 tourist attractions questionnaire items pearson correlation sig. (2tailed) information fishing pond 0.416 0.000 valid swimming pool 0.611 0.000 valid bird park 0.541 0.000 valid flower garden 0.478 0.000 valid vegetable garden 0.498 0.000 valid agricultural museum 0.553 0.000 valid instagramable photo spots 0.577 0.000 valid outbond 0.599 0.000 valid jogging track 0.597 0.000 valid source: processed data there are 13 question items for the tourist attractions variable favored by visitors, based on the analysis showing that all question items have a sig value. 2 tailed is smaller than 5%, meaning that all question items from the tourist attraction construct are entirely valid. then tested, the reliability and obtained cronbach's alpha value equal to 0.788 was included in the high-reliability criteria because it is between 0.70 to 0.90, so it is declared reliable. the results of the validity test on what tourist facilities visitors would desire variables can be seen in table 3. table 3. test the validity of tourist facilities tourist facilities questionnaire item pearson correlation sig. (2tailed) information archipelago culinary 0.390 0.000 valid local cuisine 0.286 0.000 valid international culinary 0.286 0.000 valid meeting hall 0.431 0.000 valid souvenir center 0.553 0.000 valid agricultural product sales center 0.543 0.000 valid minimarket 0.505 0.000 valid parking 0.640 0.000 valid atm center 0.664 0.000 valid rubbish bin 0.605 0.000 valid tourist facilities questionnaire item pearson correlation sig. (2tailed) information worship place 0.518 0.000 valid toilet 0.521 0.000 valid tourism information center 0.624 0.000 valid security service 0.212 0.000 valid source: processed data there are 14 question items for the tourist facilities variable desired by visitors, based on the analysis showing that all question items have a sig value. 2 tailed is smaller than 5%, meaning that all question items from the tourism facility construct are all valid. then tested the reliability and obtained cronbach's alpha value equal to 0.766, included in the high-reliability criteria, because it is between 0.70 to 0.90. the results of the validity test on what visitors would desire tourist accommodation variables can be seen in table 4. table 4. test the validity of tourist accommodations questionnaire item pearson correlation sig. (2tailed) information guesthouse 0.365 0.000 valid budget hotels 0.305 0.000 valid 3 star hotel 0.252 0.000 valid 4 and 5 star hotel 0.441 0.000 valid camping ground 0.521 0.000 valid villa 0.641 0.000 valid source: processed data there are 6 question items for the tourist accommodation variable desired by visitors, based on the analysis showing that all question items have a sig value. 2 tailed is smaller than 5%, meaning that all question items from the tourist accommodation construct are entirely valid. then tested the reliability and obtained cronbach's alpha value equal to 0.678, included in the criteria of moderate reliability because it is between 0.50 to 0.70. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 1-12 http://ojs.unud.ac.id/index.php/eot 7 e-issn 2407-392x. p-issn 2541-0857 the results of respondents' answers to the type of tourism variable can be seen in figure 1. figure 1. type of desired tourism in jatp around 86.39% of respondents want natural tourism facilities in jatp, while 56.94% of culinary tourism and 51.39% of recreational park tourism. the results of respondents' answers to the tourist attractions variable can be seen in figure 2. figure 2. desired tourist attractions in jatp as many as 68.61% of respondents want 3d cinema tourist attractions in jatp, 56.39% bird park and 50.83% agriculture museum and flower garden. the results of respondents' answers to the tourism facilities variable can be seen in figure 3. figure 3. desired tourist facilities in jatp as many as 70.28% of respondents want local culinary and toilets, 62.22% for souvenir centers and 61.39% for large parking spaces. the results of respondents' answers to the tourism accommodation variable can be seen in figure 4. figure 4. desired tourist accommodation in jatp 86,39% 35,00% 22,22% 56,94% 51,39% 38,61% 22,78% 21,94% 0,83% 0,00% 20,00%40,00%60,00%80,00%100,00% natural tourism culture tour children's game tour culinary tour recreational park tour educational tour zoo tour shopping tour other percentage of interest in types of tourism in jatp 52,78% 28,89% 68,61% 23,61% 41,39% 35,00% 56,39% 50,83% 24,17% 50,83% 44,72% 20,56% 17,78% 0,00% 20,00% 40,00% 60,00% 80,00% adult game rides 3d cinema fishing pond bird park vegetable garden instagramable… jogging track percentage of interest in tourist attractions in jatp 57,78% 70,28% 9,44% 35,83% 62,22% 43,89% 32,78% 61,39% 51,94% 56,11% 60,00% 70,28% 41,11% 6,67% 0,00% 20,00% 40,00% 60,00% 80,00% archipelago culinary local cuisine international culinary meeting hall souvenir center agricultural product… minimarket parking atm center rubbish bin worship place toilet tourism… security service percentage of interest in tourist facilities in jatp 15,83% 11,11% 8,06% 4,44% 31,11% 14,44% 0,00% 10,00% 20,00% 30,00% 40,00% guesthouse budget hotels 3 star hotel 4 and 5 star hotel camping ground villa percentage of interest in tourist accommodation in jatp http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 1-12 http://ojs.unud.ac.id/index.php/eot 8 e-issn 2407-392x. p-issn 2541-0857 31.11% of respondents want a camping ground, 15.83% wisma and 14.44% villas. for the results of the logistic regression analysis to be used correctly, it is necessary to carry out several tests before interpreting them (widarjono, (2010), ghozali (2006)), namely: 1. omnibus test the omnibus test is used to determine whether the independent variable or independent variable used in the model significantly affects visitor interest in jatp. the results of the omnibus test can be seen in table 5. table 5. results of the tourist visitor omnibus test table 5 shows that the chi-square value is 328,356 with df = 4, a significance value of 0.000. this value is much smaller than 5%, and it is concluded that the independent variables used in this model have a significant effect on interest in visiting jatp tourism. 2. hosmer and lemesshow's test the hosmer and lemesshow test is used to determine the suitability of the empirical data with the model or, in other words, to determine the difference between the model and the data, it is hoped that in this test, there is no difference between the model and the data so that it is said that the model is fit. if the probability of hosmer and lemesshow is greater than the actual level (in this case, it is set at 5%), then it is considered that the model is fit; otherwise, if it is smaller, then the model is not or does not fit. the results of the hosmer and lemesshow test are: table 6. test results of hosmer and lemesshow tourist visitors hosmer and lemesshow's is used to test with the null hypothesis that the observational data match or fit the model (there is no difference between the model and the data, so the model is said to be fit). if the value of hosmer and lemesshow's test statistics is equal to or less than 0.05 (5%), then the null hypothesis is rejected, meaning that there is a significant difference between the observed data and the model. the table above shows that the chi-square value of the hosmer and lemesshow test is equal to 5.285 with a sig of 0.727; this sig value is greater than 5%, and it can be concluded that the model is fit. 3. cox and snell's r square cox and snell's r square is a measure similar to r square in ols multiple regression). however, it is different from ols, for logistic regression using the likelihood estimation technique. nagelkerke's r square is a modification of cox and snell's r square so that it can be interpreted the same as r square. the values of cox and snell's r square and nagelkerke's r square can be seen in table 7. table 7. values of cox and snell's r square and nagelkerke's the nagelkerke r square value is equal to 0.799, meaning that the variability of the variable interest in visiting jatp, which the independent variable can explain, is 79.9%. in comparison, the remaining 20.1% is influenced by other independent variables that are not included in the model. chi-square df sig. step 328.356 4 0.000 block 328.356 4 0.000 model 328.356 4 0.000 chi-square df sig. 5.285 8 0.727 -2 log likelihood cox & snell r square nagelkerke r square 169.598 a 0.598 0.799 http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 1-12 http://ojs.unud.ac.id/index.php/eot 9 e-issn 2407-392x. p-issn 2541-0857 4. parameter estimation and its interpretation the results of the logistic regression analysis can be seen in table 8. table 8. logistics regression analysis results all variables used have a significant effect on interest in visiting jatp. the interpretation of table 8 is: a. suppose the type of tourism provided by jatp is increased by 1 unit. in that case, there will be a tendency to increase the probability of tourist interest in jatp being 2,485 times greater in visitors who are interested in jatp than those who are not. the types of tourism that visitors most favour are: nature tourism, then culinary tourism and recreation park tours. b. suppose tourist attractions in jatp are increased by 1 unit. in that case, there is a tendency to increase the probability of tourist interest in jatp being 1,633 times greater than those not interested in visiting jatp tourism. tourist attractions visitors like are: 3d cinema, bird park, agricultural museum and flower garden. c. suppose the tourist facilities in jatp are increased by 1 unit. in that case, there is a tendency to increase the probability of tourist interest in jatp being 1,877 times greater than those not interested in visiting jatp tourism. tourist facilities most expected by visitors are local culinary, souvenir centre, sample parking and culinary of the archipelago. d. suppose tourist accommodation in jatp is increased by 1 unit. in that case, there is a tendency to increase the probability of tourist interest in jatp being 1,618 times greater than those not interested in visiting jatp tourism. the tourist accommodations most expected by visitors are camping ground, wisma and villas. the type of tourism has a significant effect on the interest in tourist visits to jatp; the types of tourism that are of particular interest are nature tourism, culinary tourism, and recreational park tourism, attracting potential tourists to jatp. the type of tourism desired by tourists is the type of tourism that does not exist elsewhere and is enjoyable. the concept of jatp, which is agro-tourism, attracts tourists to visit, mainly since it is located far from the crowds of yogyakarta so that tourists can momentarily relieve fatigue from routine activities. suppose jatp wants to attract as many tourists as possible. in that case, it must have: a) its level of uniqueness, this uniqueness includes similarity in type, quality, condition, and impression, and b) the level of beauty is an attraction that is constantly increasing; beauty is usually associated with rejection. other measures, such as function, and efficiency, give satisfaction and have their characteristics (widyaningrum, 2016). these results align with nurbaeti's (2021) research, namely that there is a positive and significant relationship between tourist attraction and tourist interest in visiting. tourist attractions have a significant effect on interest in visiting jatp; specifically, the expected tourist attractions are the 3d cinema, bird park, agricultural museum and flower garden. these results align with research (jushendriawati, 2021; suwena & widyatmaja, 2010), where there is a positive and significant influence between tourist attractions and interest in tourist visits. aprilia et al. (2021) show that variabel b s.e. wald df sig. exp(b) jenwis 0.910 0.175 26.994 1 0.000***) 2.485 atwis 0.491 0.100 24.034 1 0.000***) 1.633 faswis 0.630 0.106 35.098 1 0.000***) 1.877 akowis 0.481 0.282 2.912 1 0.088*) 1.618 constant -10.814 1.311 68.077 1 0.000 0.000 keterangan : ***) signifikan pada level 1% **) signifikan pada level 5% *) signifikan pada level 10% http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 1-12 http://ojs.unud.ac.id/index.php/eot 10 e-issn 2407-392x. p-issn 2541-0857 a well-maintained and managed tourist attraction will make it attractive so that tourists want to visit the attraction, satisfy it for recreational purposes, and enjoy the trip. tourist facilities have a significant effect on interest in visiting jatp. in particular, the expected tourist facilities are local culinary, souvenir centres, ample parking and culinary of the archipelago. these results align with research by nurbaeti (2021) and wardani (2018), where there is a positive relationship between tourist facilities and tourist interest. the provision of facilities at jatp needs to pay attention to a) completeness, cleanliness, and neatness of the facilities offered. b). the conditions and functions of the facilities that will be offered are facilities that function correctly and are not damaged. c). ease of using the facilities offered and d) completeness of the tools used are tools used by tourists according to their specifications (kiswanto (2011)). tourist accommodation significantly affects the interest of tourist visits to jatp; the specifically expected accommodation is camping ground, wisma and villas. where accommodation/lodging is where tourists can stay or rest by providing suitable facilities with food and beverage services or without waiters, the existence of accommodation facilities in jatp will encourage tourists to visit and enjoy tourist objects and attractions for a relatively long time. this accommodation information affects tourists' assessment of the choice of accommodation type to be selected, such as the type of facilities and services, price level, number of rooms available and so on. tourists who come and visit a tourist attraction want to be able to enjoy their tour. conclusion based on the results of the discussion, it can be concluded as follows: 52.80% expressed interest in the jatp development plan and intended to visit. the independent variables used are a type of tourism, tourist attractions, and tourism facilities that jointly or partially affect respondents' interest in visiting the jatp development plan. while the most influential variable is the type of tourism, it is necessary to plan carefully about the kind of tourism that will be displayed. based on the survey, the types of tourism desired by respondents include nature tourism in jatp, culinary tourism and recreation park tourism. tourist attractions desired by respondents include 3d cinema, bird park, agricultural museum, and flower garden. tourist facilities: local culinary, souvenir centre, ample parking, and cuisine of the archipelago. tourism accommodation: camping ground, wisma and villas. suggestion based on the findings, the researcher has suggestions from the conclusions conveyed previously, which are as follows. most of the rds respondents came from the yogyakarta area itself, so further rds needs to be expanded to include tourist attractions in yogyakarta and other nearby areas, for example, central java, east java and west java. the variables used in this study are still not standardized, meaning they are used by other researchers with different names and content. therefore, it is necessary to standardize the variables used. references andina, sa and aliyah, i. 2021. factors influencing tourist interests in visiting borobudur temple cultural tourism. chakra travel. journal of tourism and culture. e-issn: 2745-9403. volume 22 volume 1 no 3 (2021). http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 1-12 http://ojs.unud.ac.id/index.php/eot 11 e-issn 2407-392x. p-issn 2541-0857 aprillia, er; sunarti and pangestuti, e. 2017. the effect of tourist attractions and service facilities on tourist satisfaction at balekambang beach, malang regency. journal of business administration (jab), vol. 51 no. october 2, 2017 arikunto. 2006. research procedures a practical approach. jakarta : pt. rineka cipta. erlangga, re and arifien, m. 2020. factors influencing tourist interests in tourist attractions at jatibarang reservoir, gunungpati district, semarang city. geo image 9 (2) (2020) ghozali, i. 2006. advanced multivariate analysis with spss program. diponegoro university publishing agency. isbn 979,704,387.8 ismayanti. 2020. fundamentals of tourism. an introduction. sahid university. jushendriawati. 2021. the influence of tourist attractions, destination images and tourist attractions on interest in visiting amassangan floating warung (water) tourism, malangke barat district. department of management, faculty of economics and islamic business, alauddin state islamic university, makassar. kiswanto, ah 2011. the influence of price, location and facilities on tourist visiting decisions at dampo awang beach rembang tourism object. print: unnes. nuraeni, bs 2014. analysis of factors affecting interest in revisiting tourists at the ranggawarsita museum semarang. journal of business strategy vol. 23 no. july 1, 2014. prihatin, e, widyawati, k and kusumoarto, a. 2019. design concept of jogja agro technopark with ecological architecture approach in kulonprogo yogyakarta. proceedings of the national seminar 'sustainability communities and cities' eissn : 2715-7091. transition in city space, september 9, 2019 purwanggono, gd and aikiriningsih, t. 2015. the effect of ecotourism potential, environment, accommodation, tour guides on tourist interests to visit again (case study on tourism areas in nglanggeran village, patuk, gunung kidul). indonesian tourism journal. vol. 10 no.2, 2015. issn : 1907-2457 (print). issn : 2581-2688 (online). rahayu, m p. 2019. agro techno park in kulon progo regency, diy with a tropical architecture approach. 2019 ramadhan n. 2016. development of attractions at lake bandar khayangan lembah sari tourism object, pekanbaru. department of tourism tourism destination management study program. college of tourism. bandung. 2016 sarim and tri wiyana. 2017. the effect of tourist facilities on tourist visitation motivation (case study of tourist visits in solo). journal of hospitality and tourism. vol.3(no.2) : 294374. th. 2017. issn : 2442-5222 sasmita, a. 2017. study of tourism facilities aspects based on geotourism concepts in the tourism area of silalahi village, toba caldera. department of architecture, faculty of engineering, university of north sumatra, medan. 2017 setiawan, ibn. 2015. identification of tourism potential with 4a (attraction, amenity, accessibility, ancilliary) in sumber wangi hamlet, pemuteran village, gerokgak district, buleleng regency, bali. faculty of tourism. udayana university. denpasar. 2015. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 1-12 http://ojs.unud.ac.id/index.php/eot 12 e-issn 2407-392x. p-issn 2541-0857 sondakh; pmn and tumbel, a. 2016. service, security and attractiveness affect tourist interests who visit natural tourism objects of mount mahawu, tomohon. scientific journal of efficiency. volume 16 no. 01 of 2016. sugiyono. 2010. educational research methods quantitative, qualitative, and r&d approaches. bandung: alphabeta supraptini, n and supriyadi, a. 2020. the effect of facilities, transportation and accommodation on tourist satisfaction in semarang regency. jmd: dewantara journal of management and business. vol 3 no 2, july 2020 suradnya, im 2006. analysis of bali tourism attractive factors and their implications for bali regional tourism planning. soca: journal of agricultural socio-economic, udayana university. suwena, i ketut and widyatmaja, i gst ngr. 2010. basic knowledge of tourism science. first print. udayana university press. usaid, 2008. real demand survey (rds) guide. jakarta publisher, usaid environmental services program (esp), october 2008. wardani, f h. 2018. analysis of factors influencing interest in religious tourists in demak regency (study on the great mosque of demak). faculty of economics, university of muhammadiyah yogyakarta widarjono, a. 2010. applied multivariate statistical analysis. upp stim ykpn. widyaningrum, dr 2016. potential and development of tourism objects in selogiri district, wonogiri regency in 2015”. thesis. faculty of teacher training and education. sebelas maret university. yoeti, oka a. 2008. tourism economics: introductions, information, and applications. jakarta: compass. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 244-253 http://ojs.unud.ac.id/index.php/eot 244 e-issn 2407-392x. p-issn 2541-0857 the strategy for handling the impact of covid-19 pandemic by sanur tourism actors i putu angga suta pramana putra1*, agung suryawan wiranatha2, i gusti ayu oka suryawardani2 1master program in tourism, udayana university 2centre of excellence in tourism, udayana university *corresponding author: sutaangga@gmail.com doi: https://doi.org/10.24922/eot.v9i2.92881 article info submitted: august 25th 2022 accepted: september 25th 2022 published: september 30th 2022 abstract the covid-19 pandemic has given a negative impact on sanur tourism, therefore a strategy for handling the impact of covid-19 pandemic is needed for the restoration of sanur tourism. this study aims to determine the strategies of tourism actors in handling the impact of covid-19. this research uses a qualitative approach with a case study research strategy. the method used is observation, interviews, questionnaires and documentation. the theory used is perception theory to identify visitor perceptions and sustainable tourism theory to analyze the effectiveness of implementing strategies for sanur tourism actors. the results show that the visitor's perception of the image of the sanur destination is very good, it can be seen from the information received by visitors from sanur tourism actors is clear, and the end understands the risks and threats when visiting so that visitors do not want to change their travel plans to sanur. the strategies carried out by sanur tourism actors are reduction, readiness, response and recovery. the effectiveness of implementing the strategy is seen from the environmental aspect, namely improving and rejuvenating the environment, the economic aspect of increasing tourist visits and the social aspect of growing awareness (awareness) of tourism actors and the community in the sanur destination of the risks caused by disasters. the government and tourism actors need synergy in dealing with the impact of disasters on tourism so that they can help and speed up the handling process and minimize the negative impacts that arise. keywords: tourism actors strategy; covid-19; tourism crisis. introduction background tourism is defined as a journey or travel to a certain place or several other places, so that a trip is very necessary for tourism activities, therefore any factors that hinder travel will indirectly have an impact on tourism industry. international issues, such as covid-19 (corona virus) pandemic is an example of this impact. this kind of disaster has again shown the vulnerability of the tourism industry (jiang & ritchie, 2017). based on act no. 24 year 2007, disasters can be grouped into three causes, namely: 1. natural disaster, it http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 244-253 http://ojs.unud.ac.id/index.php/eot 245 e-issn 2407-392x. p-issn 2541-0857 is a disaster that originate from natural phenomena such as floods, earthquakes, and volcanic eruptions, tsunamis and others. 2. non-natural disaster, an event caused by non-natural factors, including technological failures, modernization failures, epidemics, and disease outbreaks. 3. social disasters, are disasters caused by events or series of events caused by humans, including social conflicts between groups, communities and terrorism. various disasters greatly affect the sustainability of tourism. the causes of the obstruction of a tourism travel include tsunami disaster (ghaderi & henderson, 2013), earthquakes (huan et al, 2004), terrorist activity (bowen et al. 2014; samitaset al. 2018), extreme climate change (becken, 2005), health and security issues or conflicts (fotiadis & huan, 2014), and so on. there are several disasters that have directly shaked up tourism, such as terrorism (the tragedy of the hijacking of american airline flight 11 which crashed into the world trade center building in north tower on 11 september 2001, the bali 1 bombing incident in 2002 and the bali 2 bombing in 2001). 2005, madrid train bombings in 2004, london public transport bombings in 2005, mumbai bombings in 2008, boston bombings in 2013, kenya mall attacks 2013). earthquake and tsunami natural disasters (aceh earthquake and tsunami in 2004, japan tsunami in 2011, tsunami christchurch in 2011). hurricane and cyclone natural disasters (hurricane katrinia of 2005, hurricane huricane sandy of 2012). volcanic eruptions (mount agung bali in 2017), global financial and economic crises in 20082010 and disasters or disease pandemics (foot and mouth in 2001, serve acute respiratory syndrome [sars] in 2003, avian influenza [ h5n1] in 2003, and those that we have experienced from 2019 up to this present is the coronavirus disease of 2019 [sars-cov2] in 2019 until now. bali is a province in indonesia that relies heavily on tourism activities, therefore seeing the vulnerability of tourism of course also makes bali very vulnerable to the impact of disasters caused by natural, non-natural or social disasters. in the last 10 years bali has been recorded to have experiences of several disasters with a fairly large capacity; in 2002 bali and its tourism were again shaken by acts of terrorism. more than 200 people were killed in this bombing incident, while more than 200 others were seriously injured and having minor injuries (edun-itas.com 2005). as a result, there has been a decline in the number of tourists coming to bali, three months after the bali bombing, the condition of bali's tourism has not shown any signs of recovery. the condition of bali's tourism at that time, especially in denpasar city was getting uncertain, hotel occupancy rates were reduced, there were cancellations due to tourists' fear of the threat of terrorism, the average hotel occupancy was still below 30%. meanwhile, the number of foreign tourist visits at that time ranged from 1500 to 2000 people per day. (denpasarkota.com 2006). the absence of tourists, both domestic and international, causes the hotel business to have a very bad impact. these impacts even lead to the loss of business potential and it is unclear when will the covid-19 pandemic situation soon end (suryaningsih, et al 2021). in addition, one of the disasters that shaked bali up and its tourism was a natural disaster caused by the eruption of the highest mountain on the island of bali, namely mount agung in 2018. this mountain is an active volcanic mountain, however, mount agung bali was last recorded as a volcanic mountain that erupted in 1963, to be precise, on march 17, 1963. consequently, there were around 1,600 people declared dead in the eruption (kompas.com 2021). in 2018 mount agung bali erupted again, the threat of the eruption of mount agung resulted in many tourists canceling their travel plan to visit bali, other than that, tourists who had traveled and still in bali made their visit time shortened. then this condition was exacerbated by the closure of the i gusti ngurah http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 244-253 http://ojs.unud.ac.id/index.php/eot 246 e-issn 2407-392x. p-issn 2541-0857 rai international airport for two days due to volcanic ash eruptions which disrupted flights, this also resulted in the closure of access for foreign tourists who wanted to come directly to bali. these conditions have caused the hotel room occupancy rate in bali to reach 15%. besides the eruption of mount agung, in august 2018 the island of bali experienced 7 sc magnitude earthquake was followed by several aftershocks and the epicenter at that time was located on the island of lombok. currently, bali tourism is being tested again with the covid-19 pandemic, the covid-19 outbreak has begun to endemic since the end of 2019 in wuhan, china, is now spreading throughout the world. until mid-march 2020, the corona virus has infected as many as 185 countries with more than 270 thousand people. the current impact of the covid19 pandemic on the island of bali is harder when compared to the bali bombings and the eruption of mount agung. because, during mount agung erupted, the occupancy rate of hotels in southern bali such as badung, denpasar and gianyar still reached 60%, this was due to the dangerous radius of the eruption of mount being only 12 km away and when bali experienced the bali bom i and ii tragedy 10 last year the hotel room occupancy rate at that time was still at 20%, quoted from bisnis.com (2020). the chairman of the indonesian hotel and restaurant association or phri of badung regency iga rai suryawijaya said that bali's economy is currently the worst condition in existing history, because the hotel occupancy rate reaches zero (zero). the vulnerability of a destination to disasters that occur often leads to strengthening mitigation plans to equalize the perception that tourism area development cannot be separated from disaster mitigation. even though there is no benchmark or best method in tourism recovery after a disaster or crisis. models that have been effective in dealing with some past disasters may not work for other planners (mansour, 2013). in addition, the development of a tourism area without preparing disaster mitigation can have an impact on the high risk or potential impact of losses and victims caused by disasters in the future. we can see several approaches in handling disasters and minimizing the impact of victims from the disaster, such as the presence of evacuation signs (warnings/signs/danger signs, coast guard posts/search and rescue (sar)/ regional disaster management agency (bpbd), loudspeakers, and early warning systems), evacuation routes, gathering points, and health protocols and logos such as the application of chse in an effort to minimize the spread of the covid-19 virus in a tourist destination. therefore, it is very important to know the perception of tourists in visiting a destination and to examine the handling strategies that are carried out in overcoming the impact of disasters, in this case the researchers conducted research in sanur tourism area. sanur tourism area is very interesting to study because in terms of control, they have their own organization called yps (sanur development foundation), yps's involvement is enermous in sanur tourism development. it is certain that in implementing a strategy for handling disaster impacts, it is necessary to have support from tourism actors themselves, such as yps. in addition, sanur has a very strategic and important position for the city of denpasar because sanur contributes 40% of pad (regional local revenue) and 80% of the total phr (hotel and restaurant tax) in denpasar is generated in sanur. very large (balipost.com, 2019). research methods the theory of sustainable tourism development or sustainable tourism development is defined as a process in development that is carried out without spending and destroying resources. in relation to this research, the handling strategy by the government will affect the implementation of the industry as actors in the field. the form http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 244-253 http://ojs.unud.ac.id/index.php/eot 247 e-issn 2407-392x. p-issn 2541-0857 of the effectiveness of the implementation of the strategy ca be seen from the three components of sustainable tourism indicators, namely environmental, socio-cultural and economic aspects. in this case, the three core indicators are identified through the tourism industry, the responsibility of local communities, and environmental caretakers who are implementers in the field. this research was conducted in the sanur tourism area, eastern denpasar district, denpasar city of bali province. the types of data used in this study are qualitative data and quantitative data. the primary data of this study were obtained directly from interviews conducted with informants, namely tourism actors, the government and related parties regarding strategies in handling the impact of the covid-19 pandemic on sanur tourism. researchers also applied online desk research by collecting written data on the internet from various trusted sources. the determined informants include: (1) government: denpasar city tourism office; (2) tourism organizations: sanur development foundation (yps); (3) tourism industry actors of sanur tourism area: hotel accommodation providers, food and beverage business providers and tourist attraction service providers. in addition, a number of tourists who made visit the tourism area of sanur. the sample was determined by purposive sampling based on the time of visit (when the pandemic was still ongoing) which was then taken by accidental sampling from tourists who were willing to be respondents. the number of the voluntary tourists were 35 tourists. the data collection techniques in this study include observation, interviews, and documentation. the data analysis is an activity of searching or tracking of patterns, in this research, the researchers tried to find out how the covid-19 pandemic has affected sanur tourism activities significantly in the form of decreasing number of visits, then encouraged tourism actors to implement handling strategies to restore sanur tourism. case study research analysis. the theory applied to determine the direction, context, and guidelines in carrying out research activities. result and discussion the visitors' perception of destination image in this research, visitors' perceptions of the destination's image were determined randomly for visitors who traveled in sanur tourism area during the time or during the ongoing covid-19 pandemic, from november 2019 until the time this research was conducted (april 2022). this research took a sample of 40 respondents in which all respondents had the required criteria. referring to the results of the questionnaire, the main purpose of visitors visiting sanur is mostly for vacation and relaxation where the figure obtained is 82.5% and is a very significant percentage when compared to other figures. the visitors have different perspectives on each individual in assessing a destination. it is intrinsic to human beings based on experiences, desire and knowledge of a perceived object. of the 40 respondents, the majority of respondents received information related to covid-19, through the internet, with a significant percentage compared to other figures, it reached 67.5%, while the information obtained through friends was 32.5%. figure 1. the sources of covid-19 information (source: research results, 2022) http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 244-253 http://ojs.unud.ac.id/index.php/eot 248 e-issn 2407-392x. p-issn 2541-0857 based on the results of the study, there are 43% of visitors who find out information related to covid-19 while they are still in their area or country of origin, 32% find out the information while they are in other areas of bali and 25% who find out information when they are in sanur. figure 2. the presence of visitors’ finding out about covid-19 information (source: research result, 2022) this shows that the readiness of the visitors before visiting sanur showed that they have understood or quite aware of the risks that may be faced during their visit to sanur. figure 3. the information received by visitors regarding covid-19 in sanur (source: research results, 2022) based on figure 3. above, it shows that the information received by visitors about covid-19 in sanur is varied, consequently, the information causes different perceptions by each individual respondent. if it is viewed from the information received by respondents, the statement was dominant in "covid-19 has an impact on sanur tourism with a percentage of 47.5%" and "sanur remains safe to visit". the unstable tourism activities are very likely to occur when one of the 4a elements of tourism experiences obstacles. one of them is amenity. figure 4. the visitors' responses to information received regarding covid-19 in sanur (source: research results, 2022) of the 40 respondents, 57% of them responded by searching for more information on the internet, 17.5% of them responded to asking friends or relatives, 12.5% confirmed information received from travel agents or hotels and 12.5% contacted related parties who have the authority in sanur. this shows that the internet media has a very good role in people's lives as a means of information that is easy and very fast to access or obtain. perception of the risks and dangers of covid-19 in sanur. of the total respondents, only 10% of respondents stated that sanur was a risk to visit. however, 90% of respondents stated that sanur is not at risk to visit. there were some opinions from respondents stating that sanur is still being safe to visit, among others, sanur is one of the green zones for bali tourism, which means that sanur has special attention in handling covid-19. the change of itinerary it refers to uncertain situations and conditions and also policy directions that change very quickly and affect the state of opening and closing of tourism destinations, of course this affects changes in visit plans that have been previously planned by visitors or potential visitors. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 244-253 http://ojs.unud.ac.id/index.php/eot 249 e-issn 2407-392x. p-issn 2541-0857 figure 5. the changes in travel plans after finding out information regarding covid-19 in sanur (source: research results, 2022) figure 5. shows that of the 40 respondents who found out the information related to covid-19 in sanur, 80% of them said they had not changed their travel plans and 20% of them said they had changed their travel plans. the impact of covid-19 pandemic toward tourism of sanur the tourism actors in sanur remain optimistic that covid-19 will end soon because the majority of the population of sanur depend on the tourism economy for their livelihood, this chain effect has resulted in many sectors being paralyzed. the impact of covid-19 pandemic on the economy and tourism of sanur, which is very dependent on this sector is becoming increasingly significant, notified by the more decrease number of tourists arrival. the strategies of tourism actors in sanur tourism area reduction in this research is a step or stage of reducing the impact of disaster or the covid-19 pandemic caused in the initial phase by detecting and identifying sources of risk to prevent the emergence of a tourism crisis. the reduction strategy steps taken by sanur tourism actors against the impact of the covid-19 pandemic is by having the implementation of the enforcement of restrictions on community activities (ppkm) in sanur tourism area by denpasar city government. readiness in this research is a step to reduce the impact of the crisis in sanur tourism area and to facilitate tourism to run normally again. based on the results of interviews with the government and tourism institutions in the sanur tourism area, particularly in terms of disaster management, the government and sanur tourism institutions do not yet have an sop in the event of a similar disaster. however, the government and tourism institutions form a network so that this can be a liaison as a coordinating medium. as for other preparedness steps taken by the tourism industry manager, inna grand bali beach sanur in reducing the impact and efforts to reduce the spread of covid-19 in sanur, by implementing staff training & property security. staff training and property security is very important to be applied at the readiness stage, at this readiness stage it will be seen how the readiness of the management is ready to provide security and comfort guarantees for tourists and staff on duty. the response stage is carried out by the management of inna grand bali beach sanur where the management complies with and implements the chse certification standard. chse stands for cleanliness (cleanliness), health (health), safety (security), and environment sustainability (environmental sustainability). the government's response in this case is to help hotels and restaurants that are experiencing financial problems due to the corona virus disease 2019 (covid-19) pandemic, as written in the denpasar mayor's decree 188.45/1105/hk/2020 concerning the application of recipients tourism grants to hotels and restaurants phase i. business actors in tourism industry in sanur cut operational costs such as staff costs by laying off employees and laying off daily workers (dw), however the company and management does not terminate employment (phk) on contract and permanent employees. recovery means the stage of recovery in handling the tourism crisis. some of the actions taken by tourism actors in sanur tourism area are as follows: data http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 244-253 http://ojs.unud.ac.id/index.php/eot 250 e-issn 2407-392x. p-issn 2541-0857 collection of all tourism workers for covid-19 vaccination; promotion and event (hybrid table top); price adjustments and added value for visitors. the submission of information on handling covid-19 to visitors and prospective visitors in this research, the effectiveness of implementing the strategy will be seen through the level of achievement in conveying handling information figure 6. visitors find out information on handling by sanur tourism actors related to covid-19 (source: research results, 2022) figure 6. shows that of the 40 respondents 72.5% of them aware of the handling information and 27.5% of them do not aware of information on handling covid-19 from tourism actors in sanur. this shows the success of tourism actors in conveying information related to handling covid-19 in sanur. the factors that support the successful delivery of information by sanur tourism actors, include; (1) the information conveyed properly and is supported by information technology such as social media news and social networking face book, instagram, etc., (2) the information provided is very updated and accurate according to the situation in the field. (3) the establishment of synergy between the government and actors in the tourism industry as well as sanur tourism organizations in conveying information. from these explanations, it shows that between the government and the actors in the field, they have disseminated information of handling optimally to visitors and potential visitors. the latest information related to the situation in the field not only gives the impression of readiness of the tourism destination to accept visitors, it also builds trust for visitors to visit a destination. the effectiveness of strategy implementation in this research, the effectiveness of implementing strategies by sanur tourism actors will be explained using the concept of sustainable tourism or sustainable tourism. the concept of sustainable tourism according to sadler and wight (in hall, 2003) describes the three basic components of sustainable tourism, namely community base economics, conservation with equity & environment economy integration. 1. social goals social goals are indicators of the concept of sustainable tourism which means benefits for local communities, planning, health, participation, labor and regarding visitor satisfaction. viewed from the impact of strategy implementation done by tourism actors of sanur, it gives a positive impact on local people who are staff at hotels or restaurants in sanur socially. with the opening of sanur beach and all existing tourism facilities visitors started to come. although there were still not many visitors from abroad, we may notice that there were quite a number of local tourists. tourism actors have begun to reorganize and maximize existing facilities to prepare for tourism returns to normal. figure 7. the perceptions to recommend travel to sanur related to the impact of the covid-19 pandemic (source: research results, 2022) http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 244-253 http://ojs.unud.ac.id/index.php/eot 251 e-issn 2407-392x. p-issn 2541-0857 figure 7. shows that from 40 respondents, 87.5% of respondents stated that they would recommend a trip to sanur during the covid-19 pandemic. another very positive perception can be seen in figure 7.5, from 40 respondents, 82.1% of respondents stated that covid-19 was not a threat when visiting sanur tourism destination. thus, it can be seen that on the basis of the perception, visitors do not feel threatened when visiting sanur tourism destinations, visitors feel that sanur tourism destinations are worthy of being recommended to friends, relatives or other potential visitors. in addition, one's motivation and the attractiveness of a destination which has a strong allure will make potential visitors get more motivated to visit a tourism destination. 2. environment and resource goals the effectiveness of the implementation of strategies to deal with the impact of covid-19 on environmental aspects can be seen from the improvements to tourism support facilities in the sanur tourism area, both in terms of spatial planning and infrastructure. 3. economic goals the economic goals referred to in this research are to have economic benefits for local communities, stakeholders and have an impact on the tourism industry economy. based on tourist visits to sanur tourism area, the form of implementing the strategy carried out by sanur tourism actors at the recovery stage has given positive results although it is still not stable. there has been an increase in the number of tourist visits to sanur tourism area, a comparison between 2021 to may 2022, starting to show significant numbers and leading to positive growth. figure 8. the visitors' perceptions concerning the threat of covid-19 pandemic in sanur (source: research results, 2022) figure 9. data on the number of tourist visits in sanur tourism area (source: bali provincial tourism office, 2022) the increase in the number of tourists visits greatly affects the economy of the community in sanur tourism area as well as regional local revenue (pad) and hotel and restaurant taxes (phr). at the time of covid-19 outbreak, hotel occupancy ranged from 10% to at worst zero, however, along with the increase in tourist visits, the room occupancy rate and the purchase of tour packages also began to be accepted by tourism service providers in the tourism area, sanur. in addition, the improvement in the economy will not only be felt by people who work in the tourism industry but also have an impact on tour service providers, local traders, craftsmen, suppliers and even community agriculture will also get a market if hotels and restaurants started to be opened and receive tourists or visitors. another positive impact that is directly felt in sanur tourism area is that the tourism industry has begun to http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 244-253 http://ojs.unud.ac.id/index.php/eot 252 e-issn 2407-392x. p-issn 2541-0857 reopen job vacancies, especially for local communities. conclusion and suggestion conclusion from the results of visitors' perceptions of the image of destinations in sanur tourism area concerning the handling of covid-19 by sanur tourism actors, most of the visitors considered that sanur tourism area was a safe place to visit. the strategies of tourism actors in sanur tourism area in handling the impact of the covid19 pandemic are as follows: reduction strategy carried out by implementing ppkm or imposing restrictions on community activities in order to suppress the impact caused and the spread of covid-19. the readiness strategy or preparedness stage was carried out by tourism actors by implementing staff training and property security. the response strategy was carried out by tourism actors to be able to start and run the tourism industry operations during the tourism crisis; the strategies include: (1). response to the implementation of chse. (2). the government's response is to distribute tourism grants. (3) . provide help desk and information in the sanur tourism area. (4) response from the tourism industry in reducing operational costs. the recovery strategy carried out by sanur tourism actors are as follows: (1) having data collection of all sanur tourism workers for covid-19 vaccination. (2) conducting hybrid promotions and events. (3) adjusting price and providing added value to tourists by the sanur tourism industry manager. the effectiveness of implementing the strategy of tourism actors in sanur tourism area is seen from the three pillars of sustainable tourism, namely: (1) the positive impact on socio-culture is seen from the opportunity for local people to return to work in the tourism industry. (2) the economic impact can be seen based on the increase in tourist visits, which gave an influence on the income of the community, both workers in the tourism industry and local communities who have businesses around them. (3) environmental aspects impact such as environmental conservation and resource utilization as well as maintaining tourism supporting facilities. suggestion based on the conclusions described above, some recommendations can be provided regarding the strategy of tourism actors in handling the impact of covid-19 in sanur. the recommendations are: recommendations to the government, the handling that must be given special attention is the application of disaster mitigation standards that are specifically divided based on disaster groups along with the steps or stages of handling. other recommendations, the government or related agencies can also implement disaster preparedness training to reduce casualties, material and infrastructure damage caused by disasters. the recommendation that researchers can give is that every tourism industry should have a reserve fund to deal with a disaster. in dealing with disasters, the community can support the government or stakeholders in disseminating accurate information to tourists. references chok, s., macbeth, j. & warren, c. (2007). tourism as a tool for poverty alleviation: a critical analysis of „propoor tourism‟ and implications for sustainability. current issues in tourism. kasali, rhenald. 1994. manajemen public relations: konsep dan aplikasinya di indonesia. jakarta: pustaka utama grafiti. lin, d. & simmons, d. (2017). structured inter-network collaboration: public participation in tourism planning in southern china. tourism management. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 244-253 http://ojs.unud.ac.id/index.php/eot 253 e-issn 2407-392x. p-issn 2541-0857 sesra, budio (2019). strategi management sekolah: jurnal menata volume 2, no. 2, julidesember 2019. sugiyono. (2016). metode penelitian kuantitatif, kualitatif dan r&d. bandung: pt alfabet. suryaningsih, i. a., & suryawardani, i. g. a. o. (2021). strategi bertahan hotel berbintang dalam menghadapi situasi covid-19 di kabupaten badung, bali. jurnal kajian bali (journal of bali studies), 11(2), 387-406. tosun, c. (2000). limits to community participation in the tourism development process in developing countries. tourism management. tohirin. 2011. metode penelitian kualtatif dalam bimbingan dan konseling. jakarta: raja grafindo persada. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 144-156 http://ojs.unud.ac.id/index.php/eot 144 e-issn 2407-392x. p-issn 2541-0857 visitors’ evaluation of destination attributes of penglipuran village anom hery suasapha* tourism destination program, bali tourism polytechnic *corresponding author: anom_hs@ppb.ac.id doi: https://doi.org/10.24922/eot.v9i2.82251 article info submitted: january 12th 2022 accepted: september 15th 2022 published: september 30th 2022 abstract destinations attributes are important aspects of a tourist destination that will determine visitors' satisfaction. they are also essential for the dmo to understand the strengths and weaknesses of the destination, thus providing the dmo with important information to further develop the destination. visitors' evaluation of the destination attributes of penglipuran village is still unknown. therefore, his article aims to discuss the visitors’ evaluation of destination attributes of penglipuran village to understand attributes the visitors perceived as important and how they are performing. the research implemented a quantitative approach, using the survey as the main method to collect primary data concerning the perception of respondents toward the importance and performance of those destination’s attributes. the sample was determined purposively and chosen from a population of tourism students of bali tourism polytechnic. importance-performance analysis (ipa) was used to analyze the data collected from 157 respondents. the result shows that there are six attributes considered very important, with three out of those six performings impressively, while the other three are of poor performance. the result also indicates that eight attributes are considered not important, even though three of those are performing impressively, while the other five are performing poorly. based on the result, this article recommended for the tourism management organization of penglipuran village to focus their attention and effort on attributes plotted on the fourth quadrant of the ipa, while providing suggestions to improve the performance of those important attributes deemed as having poor performance. keywords: evaluative; destination attribute; importance; performance; penglipuran. introduction background penglipuran village is a famous tourist destination in the world located in the bangli regency of bali province. it is an old village, and its people are believed to be the real balinese or the original inhabitant of bali island (covarrubias, 1937). those people are known as the bali aga, and the village is classified accordingly as the bali aga village. bali aga villages are the villages that are not influenced much by the invasion of the majapahit kingdom, which occupied bali in 1343. the villagers are those who opposed the way of the ruling majapahit kingdom and thus seek refuge http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 144-156 http://ojs.unud.ac.id/index.php/eot 145 e-issn 2407-392x. p-issn 2541-0857 in the mountains of bali to preserve their traditions (covarrubias, 1937; pringle, 2004). the other villages whose traditions are influenced by the majapahit kingdom's culture are classified as the apanaga villages. other than those two types of villages, some villages were found during the occupation of the dutch. they are classified as the desa baru (ardhana, et al., 2020). besides the level of influence of the majapahit kingdom, another main distinction between bali aga village and the other two villages is their governance system. bali aga villages has a distinct system by which they manage their social and religious matter. the system is called ulu apad. as a bali aga village, the origins of the bali aga people currently living in penglipuran village can be traced to the village of bayung gede (reuter, 1996; agusintadewi & manik, 2016) leading to similar features between these villages. penglipuran village boasts a mix of cultural and natural tourist attractions (suasapha, 2020). known for its cleanliness, many visitors also visit penglipuran for its cultures, such as the traditional houses, the unique and almost identical-looking main entrance of housing compounds (suryawardani, 2021), the traditional cuisine, and the intangible culture in the form of local wisdom and the ulu apad. visitors are also attracted to its bamboo forest, and its green and natural surroundings. and in the age of social media, penglipuran village emerged as one of the most instagramable places, popular among the students who visit penglipuran village who are on the hunt for their instagram pictures. the importance of students as an emerging tourism market has been highlighted by respected parties. unwto for example, in their report entitled global report on the power of youth travel (2016) stated that young people from all over the world are defining a new way of travel. this is because young peoples are full of ideas, full of plans, and hope for their future. on the importance of the youth market, unwto (2016) further explained that they have money but not time. they are resilient because they do not affect much by the economic crisis, they are willing to save their money for the trip, and are not too much affected by a physical barrier as they are young and strong. the youth spent their money directly in the local community, which means that their economic benefits are felt directly by the community. they love to engage in voluntary activities, can popularize a tourist destination through their smartphone, and are a trigger for the specific type of tourism in the form of edutourism. another importance of students is that they are part of academia, and are one of the stakeholders in tourism development (calzada and cowie, 2017). thus, inputs from students are essential for tourist destination development. this article aims to discuss the evaluation of visitors, especially tourism students, on the destination attributes of penglipuran village as a tourist destination. destination attributes are qualities or characteristics of a destination. they pull visitors to a particular destination and engage in a particular tourist activity (baek, et al, 2021). destination attributes will be perceived by the visitor during their visit (jumanazarov, kamilov, & kiatkawsin, 2020), thus reflecting their overall satisfaction (djeria, et al, 2018; biswas et al, 2020). evaluating destination attributes will result in awareness of a destination management organization towards its strengths and weaknesses (pike & kotsi, 2018; djeria, et al, 2018; jumanazarov, kamilov, & kiatkawsin, 2020; baek, et al, 2021), thus providing them with the ability to develop strategies to cope with the weaknesses, and improve the satisfaction of its visitors. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 144-156 http://ojs.unud.ac.id/index.php/eot 146 e-issn 2407-392x. p-issn 2541-0857 material for the research was taken from the result of previous research conducted by suasapha (2020) whose factor analyzed the destination attributes of penglipuran and thus extracted the tourism potential of penglipuran village as a tourist destination. building on the mentioned research result, this research was conducted to provide more information and understanding of how the visitor perceived penglipuran village as a tourist destination. since there is no attempt has been made to research this topic, this research will fill the existing gap in the topic that can provide useful information for the tourism management organization of penglipuran village, as well as for the next research related to the topic. research methods this article is written based on a quantitative approach. data was collected through an online survey from a sample derived from tourism students of the bali tourism polytechnic population. the sample size was 157 and was determined purposively. the questionnaire was an online questionnaire prepared on google form, using 4 points scale. before being used, the questionnaire was item analyzed for validity and tested for reliability. to gain perspective on how the respondent of the research perceived the current state of tourism development, the attributes that they perceived as important, and their evaluation of the performance of those items, importance-performance analysis (ipa) was chosen to analyze the data. ipa is an analysis technic found by john a. martilla and john c. james. ipa is a low-cost and easily understood technic (martilla & james, 1977; oh, 2000) that will provide important information on the area that is performing well, and those that are needing more attention and consideration (martilla & james, 1977). ipa can also be used as a marketing tool in suggesting management strategies (hong, et al., 2020; cai, et al., 2021). ipa will produce a grid of 4 quadrants on which an attribute will be plotted to show its importance as well as its performance (martilla & james, 1977; oh, 2000; hong, et al., 2020; jou & day, 2021; addas, maghrabi, & goldblatt, 2021). due to its simplicity and easiness to use, ipa has been widely used in various disciplines such as tourism, education, health, and ecosystem service (addas, maghrabi, & goldblatt, 2021), as well as customer satisfaction (phadermrod, crowder, & wills, 2019). given criticism pointed at ipa (matzler, et al, 2004) as well as recommendations for its improvement, especially when used in research concerning satisfaction (oh, 2000; arbore & busacca, 2011), this article utilizes the original/traditional ipa based on the original work of martilla and james (1977). the reason is that the research on which this article is based is not in the field of customer satisfaction. in this article, ipa is chosen because it will provide an accurate evaluation of destination attributes of penglipuran village through visitors' self-stated importance and performance. the attributes being researched are the tourism potentials resulting from previous research conducted by suasapha, (2020). those tourism potentials are the basis for developing a questionnaire for this research. the questionnaire consisted of 2 parts, the importance, and the performance. the scale for the questionnaire was also based on martilla and james (1977), which is a 4 points-scale, ranging from 1 (unimportant), 2 (slightly important), 3 (important), and 4 (strongly important) for the "importance" part of the questionnaire, and 1 (poor), 2 (good enough), 3 (good) and 4 (very good) for the "performance" part. the crosshair of the ipa quadrant was determined using http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 144-156 http://ojs.unud.ac.id/index.php/eot 147 e-issn 2407-392x. p-issn 2541-0857 median, instead of mean value, as has been suggested by martilla and james (1977). the analysis was done on microsoft excel and spss version 26. result and discussion a questionnaire consisting of 2 groups of items (importance and performance) has been sent to respondents. the items were constructed based on tourism potentials extracted from previous research mentioned above. there are 14 items for each variable. the validity and reliability tests for the questionnaire are as follows: validity and reliability for variable importance validity and reliability for this article were done on a sample of 30 respondents. the case processing summary in table 1 shows that for variable importance, the data are complete so none of them are excluded from the validity and reliability test. table 1. case processing summary n % cases valid 30 100.0 excludeda 0 .0 total 30 100.0 a. listwise deletion based on all variables in the procedur table 2. reliability statistics cronbach's alpha n of items .874 14 reliability statistics in table 2 show that the questionnaire is reliable to use. cronbach’s alpha value is above 0,6, as the minimum requirement for a questionnaire to be accepted as reliable (hair et al, 2014). item validity is shown in table 3. table 3. item – total statistics scale mean if item deleted scale variance if item deleted corrected item-total correlation cronbach's alpha if item deleted 1. possesses attractive tourist attraction 45.13 28.189 .210 .878 2. the environment is neat, well-arranged, clean and safe 45.07 26.409 .572 .866 3. offers attractive tourist activities 45.23 26.116 .523 .867 4. the villagers are friendly 45.30 26.562 .423 .871 5. accessible 45.60 25.421 .443 .872 6. information about the village are well available 45.43 26.323 .405 .873 7. sufficient tourist facilities 45.17 26.351 .602 .865 8. sufficient supporting facilities 45.50 24.948 .723 .858 9. the destination is professionally managed 45.43 23.909 .744 .854 10. the destination management organization are professional 45.47 25.361 .568 .864 11. it is a popular tourist destination 45.93 22.685 .623 .864 12. receiving a lot of positive online review from its visitor. 45.50 24.052 .670 .858 13. entrance ticket price are legitimate. 45.47 25.430 .556 .865 14. price of food, drink and souvenirs are legitimate. 45.47 25.775 .561 .865 http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 144-156 http://ojs.unud.ac.id/index.php/eot 148 e-issn 2407-392x. p-issn 2541-0857 observing the corrected item-total correlation column of table 3, the correlation value (r) for each item is slightly above (0,3) as the minimum value to be considered a valid item (hair et al, 2014; field, 2017). given that the questionnaire was developed from items extracted with exploratory factor analysis efa), the rvalue for this research is quite predictable. the efa extracted factors from items that were derived from different research variables, such as tourist attraction, access, amenities, and ancillary service (burkart & medlik, 1976; cooper, 2016; unwto, 2017; fletcher et al, 2018). therefore, when a factor is extracted from an analysis where those items were rotated, those rotations will ensure that each factor will be constructed by different items from a variety of research variables. furthermore, the resulted factor also seems to be not closely related to one another, decreasing the correlation between those items. therefore, r values for some items are slightly above 0,3, except for item number 1. the correlation coefficient for item number 1 is 0,210. the value is below the minimum value of 0,3. observing cronbach's alpha if item deleted column for item number 1, the value is 0,878. this value is 0,004 above the cronbach’s alpha shows on table 2 (ὰ = 0,874). this shows that if this item is to be deleted, it will only contribute to increasing overall reliability by as much as 0,004 points. since the increase caused by its deletion will not be significant, and since also the item is important for this research, especially to have a good understanding of the importance and performance of the tourist attraction of penglipuran village, based on lester, inman, & bishop (2014), this item is not deleted. validity and reliability for variable performance the sample analyzed for validity and reliability consisted of 30 respondents. table 4 shows that all of the data are valid and complete, thus none of them are excluded from the analysis. table 4. case processing summary n % cases valid 30 100.0 excludeda 0 .0 total 30 100.0 a. listwise deletion based on all variables in the procedure. the cronbach’s alpha is of a good value. it is above 0,6 as the minimum requirement to be considered reliable (hair et al, 2014; field, 2017), as shown in table 5. table 5. reliability statistics cronbach's alpha n of items .882 14 to see whether all the items are to be kept in the questionnaire, the validity of those items was tested. the result is shown in table 6. table 6. item – total statistics scale mean if item deleted scale variance if item deleted corrected itemtotal correlation cronbach's alpha if item deleted 1. possesses attractive tourist attraction 44.60 24.731 .507 .876 2. the environment is neat, well-arranged, clean and safe 44.17 25.799 .413 .880 http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 144-156 http://ojs.unud.ac.id/index.php/eot 149 e-issn 2407-392x. p-issn 2541-0857 scale mean if item deleted scale variance if item deleted corrected itemtotal correlation cronbach's alpha if item deleted 3. offers attractive tourist activities 44.87 24.051 .481 .879 4. the villagers are friendly 44.27 24.409 .570 .874 5. accessible 44.50 24.534 .415 .882 6. information about the village are well available 44.27 24.064 .639 .871 7. sufficient tourist facilities 44.60 23.214 .650 .869 8. sufficient supporting facilities 45.00 23.310 .510 .878 9. the destination is professionally managed 44.47 23.775 .662 .869 10. the destination management organization are professional 44.47 23.085 .797 .863 11. it is a popular tourist destination 44.47 24.740 .479 .878 12. receiving a lot of positive online review from its visitor. 44.30 24.217 .691 .869 13. entrance ticket price are legitimate. 44.50 23.914 .639 .870 14. price of food, drink and souvenirs are legitimate. 44.67 24.644 .431 .880 the corrected item-total correlation of table 6 shows that all correlation coefficients are above 0,3 as the minimum value to be considered valid. even though there are no items with a correlation coefficient below 0,3, as some of the r values for items on the importance variable, some of the r values for items on the performance variable are also slightly above 0,3. the explanation for this is that all the items on this variable are the same as those of the important variable. therefore, they are constructed by items from different variables, contributing to its mild correlation coefficient. since all items of two variables have been valid and reliable, the questionnaire is good to be used to collect data for the research importance-performance analysis the survey was able to collect data from 157 respondents. those data were then importance-performance analyzed with ipa to produce quadrants as shown in picture 1. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 144-156 http://ojs.unud.ac.id/index.php/eot 150 e-issn 2407-392x. p-issn 2541-0857 figure 1. ipa grid, crosshair by median ipa produces four quadrants, divided by a crosshair of the x-axis indicating the importance and the y-axis indicating the level of performance. the four quadrants are keep-up the good work quadrant, concentrate here, low-priority, and possibly overkill. the first 2 are placed above the x-axis, indicating their high importance while the latter two are placed below the x-axis indicating their lower importance. quadrants keep up the good work and the possibly overkill located on the right side of the y-axis, indicating their good performance, while the concentrate here and the low-priority located on the left side of the y-axis, indicating their poor performance. the first quadrant – keep up the good work attributes plotted on this quadrant are considered important aspects of a destination that a visitor searches in a destination. they also perform impressively, complementing their important status in the minds of visitors. there are 3 items plotted in this quadrant. those items are attribute number 2 “the environment is neat, wellarranged, clean and safe”, attribute number 4 “the villagers are friendly” and attribute number 6 “information about the village is well available”. as a bali aga village, one of the most obvious characteristics of the environment of penglipuran village is the existence of an axis pointing north and south (kaja-kelod) that divided the village into 2 lines of settlement (arimbawa & santhyasa, 2010; hakim & setiadi, 2016), separated by an alley connected the most sacred part of the village in the north, with the most profane part of the village at the south. in between, there is a settlement area where villagers live. therefore, along the north-south axis, the village is also divided into 3 areas based on the concept of the tri mandala. the first is the northern part of the village, where two of the most important temples are placed, called utama mandala. the second is madya mandala or the settlement area. the third is nista mandala, located at the south-end of the axis, where the village’s cemetery is placed (hakim & setiadi, 2016; sudarwani & priyoga, 2018). there are 76 traditional housing compounds in the village of penglipuran, with each having a representation on the village council or the ulu apad (suasapha, 2018). each of those traditional housing keep-up the good work concentrate here low-priority possible overkill http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 144-156 http://ojs.unud.ac.id/index.php/eot 151 e-issn 2407-392x. p-issn 2541-0857 compounds is also built based on the concept of tri mandala, which divides the compound into 3 parts. the holiest part is the house’s temple, called utama mandala. the housing building is called madya mandala, while the toilets and stalls are placed in the nista mandala. for the houses on the right side of the alley, one will find nista mandala immediately after he/she enters the house. for those houses located in the western part of the alley, utama mandala will be found directly when a visitor enters the house (sudarwani & priyoga, 2018). the existence of concepts such as kaja-kelod and tri mandala has made the settlement area of penglipuran village neat and well arranged. the cleanliness is well maintained, resulting in international recognition as the third winner of the cleanest village in the world in 2016. other dan clean, the village is also safe as the result of ongoing socialization and implementation of seven charms or sapta pesona (ningrum, hendradewi, & nurbaeti, 2017). the neat, clean and safe environment of penglipuran has been perceived as important by the respondent of this research. it is also considered as having the most impressive performance. as the attribute related directly to the tradition and cultural aspect of penglipuran village, the management of penglipuran tourist organization must strive to maintain this attribute to be one of the most important and well-performed attributes of the destination. penglipuran is known for its friendly people. as an attribute, the friendliness of local people is perceived as an important attribute by the respondent. this is due to the nature of most tourism products of penglipuran village as a cultural tourist destination that requires the visitor to interact with local people to better understand the cultural attraction of penglipuran village. this research finding concerning the importance of the friendliness of local people is supporting the finding of sari & lestari (2021), who argued that the friendliness of penglipuran village is the second most commented aspect of penglipuran village. since local community perception toward tourism may change as time goes by, it should be noted that this friendliness is also a subject of change, as it is dependent on some aspects of the impacts of tourism (moraru et al, 2021). if they no longer enjoy the positive impact of tourism, that friendliness will change into resentment. the respondent also appreciates the fact that tourism information about penglipuran is easily accessible. the village itself has a website (http://www.penglipuran.net) that provides tourism information for those who require it, although the information is only available in bahasa indonesia. trip advisor is also a good source of information concerning penglipuran. the second quadrant – possibly overkill there are 3 attributes of penglipuran village that are perceived as not too important but its performances are good. the first of those 3 is attribute number 9 “the destination is professionally managed”, the second is attribute number 11 “it is a popular tourist destination” and the last is attribute number 12 “receiving a lot of positive online reviews from its visitor”. this article shows that visitors are not concerned with whether the destination is professionally managed or not. as long as the destination is neat, well-arranged, clean, and safe, and as long as the people are friendly and there is a sufficient amount of information available on the destination, they will be happy. the most important thing for the visitor is likely the availability of attractive tourist activities, sufficient tourist facilities, and attractive tourist attractions at a destination rather than its management, or whether the destination is popular, or receives a lot of positive reviews from its visitors. http://ojs.unud.ac.id/index.php/eot http://www.penglipuran.net/ e-journal of tourism vol.9. no.2. (2022): 144-156 http://ojs.unud.ac.id/index.php/eot 152 e-issn 2407-392x. p-issn 2541-0857 the third quadrant – low priority this quadrant consisted of 5 destination attributes of penglipuran village that respondents perceived as not important, and with poor performance. the first is attribute number 5 “accessible”, the second is attribute number 8 “sufficient supporting facilities”, and the third is attribute number 10 “the destination management organization are professional”. the fourth is attribute number 13 “entrance ticket prices are legitimate”, and the last is attribute number 14 “price of food, drink, and souvenirs are legitimate”. accessibility, tourist facilities, and the dmo are essentially important parts of a destination. along with the attraction, they represent the tourist qualities of a destination that determined the success of a destination’s development (burkart & medlik, 1976; cooper, 2016; fletcher, et al, 2018). therefore, it is quite surprising that respondents perceived these 3 attributes as having low importance and also low on performance. the case is quite similar to attribute number 9 plotted on the second quadrant, showing that respondents may be unaware that cleanliness, tidiness of the environment, attractive tourist attraction, and available activities are the result of good management performed by a competent dmo. this result should not make the dmo feels that their work is not appreciated. they should keep on doing their job in leading, coordinating, and managing the destination through their managerial role, making sure that product development, planning, marketing, community, and stakeholder relation will benefit penglipuran village as a tourist destination. the respondents also perceived that entrance ticket prices and food, drink, and souvenir prices are of low importance and low on performance. price is related to product quality. when the product is perceived as of a low performance, as indicated with attributes plotted on the fourth quadrant, the respondent will feel that the quality of the product did not legitimate its price. the price is higher than the benefit felt by a visitor who pays the price. therefore, the plotting of these 2 attributes of price in this quadrant is consistent with the plotting of 3 attributes of product quality, especially the tourist activities, the attraction, and the tourist amenities in the fourth quadrant. the fourth quadrant concentrate here there are 3 attributes plotted on this quadrant. the first is attribute number 3 “offers attractive tourist activities”, the second is attribute number 7 “sufficient tourist facilities”, and the last is attribute number 1 “possesses attractive tourist attraction”. attribute “offers attractive tourist activities” is perceived as important by respondents, but its performance is poor. the existence of tourist activities at penglipuran village is related to the variety of tourist attractions available. little is known about the satisfaction of visitors toward the tourism products of penglipuran village. the only knowledge that exists on the topic is those published by pertiwi, kesumadewi, & putri (2018) and sari & lestari (2021) which discussed the visitors satisfaction who enjoyed accommodation service provided by homestay at penglipuran village and on determinants of satisfaction and dissatisfaction of tourist visiting penglipuran. information on the visitors' satisfaction with other activities available in the village is still unknown. given little information available concerning the topic, this article shows that the penglipuran village tourism management organization has not been able to prepare interesting tourist activities for those tourist attractions, therefore visitors perceived the quality of those activities as poor. thus, it is important to focus on upgrading the available tourist activities as well as developing new tourist activities based on the strength of tourist attractions available in the area. the tourist attraction is the most important attribute of the tourism system (goeldner & ritchie, 2012), especially the http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 144-156 http://ojs.unud.ac.id/index.php/eot 153 e-issn 2407-392x. p-issn 2541-0857 tourism destination, that draws the visitor to visit the destination (cooper, 2016; unwto, 2017; cooper, 2016; fletcher et al, 2018). in this research, the attribute “possesses attractive tourist attraction” is considered very important, second only to “the environment is neat, well-arranged, clean and safe” as the attribute considered the most important. viewed from the yaxis, this attribute performs fairly according to the result of the analysis. given its importance, as well as its fair performance, this attribute is plotted on the concentrate here quadrant rather than on the first quadrant, so that the penglipuran tourism management organization will be alerted of the need to improve the performance of their tourist attraction. penglipuran village boasts various tourist attractions, ranging from natural tourist attractions to cultural tourist attractions (ningrum, hendradewi, & nurbaeti, 2017; suasapha, 2020). even though there is a variety of attraction available in the village, there are still potentials to be developed to provide more attraction to draw interest from the visitor, such as the ulu apad village governance system, inherited in the village and still being practiced until today (suasapha, 2018). developing the tourism potential into a tourist attraction will provide more power to strengthen the pull effect of penglipuran village as a tourist destination (maulana, ulinnuha, & chandra, 2021). conclusion and suggestion this article tries to discuss visitor evaluation of destination attributes of penglipuran village. based on the result, this article concludes that there are 3 destination attributes of penglipuran village that are perceived as important by the visitor but unfortunately those attributes are not performing as their expectation. those attributes are attribute number 3 “offers attractive tourist activities”, the second is attribute number 7 “sufficient tourist facilities”, and the last is attribute number 1 “possesses attractive tourist attraction”. the 3 attributes are plotted on the fourth quadrant of the ipa, indicating that the tourism management organization of penglipuran village should concentrate on improving the performance of those attributes. to improve the performance of those attributes, this article recommended the tourism management organization of penglipuran village prepare activities that will enable more engagement or interaction between the visitor and the community, rather than just tours, explanations, and pictures. activities such as those that involve the visitor in some of the daily life processes in the village can be a good starting point. involving visitors in the process of making the traditional drink, traditional snack or souvenir are some of the alternatives that can be taken. this paper also recommended developing another tourist attraction, such as introducing more about the village's most distinguishing feature, the ulu apad as the traditional governance system of penglipuran village. the tourism management organization can start by explaining ulu apad, and package it as a guided tour visiting spots inside the village that are related to the practice of the governance system. this will allow for the tangible and intangible parts of the ulu apad to be learned and directly observed by the visitor. tourism facilities are also an important attribute that performing poorly according to the visitor. therefore, this paper recommended the tourism management organization conduct another research to better understand the perception of the visitor toward tourism facilities in the village. acknowledgement this article can’t be finished without the contribution of the respondents. therefore, i would like to extend my gratitude and appreciation to the respondents for their time and willingness to fill out the questionnaire. i would also like to extend http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 144-156 http://ojs.unud.ac.id/index.php/eot 154 e-issn 2407-392x. p-issn 2541-0857 my gratitude and appreciation to the director of bali tourism polytechnic for his motivation and encouragement for us to write and present it at conferences or publish it in the journal. to my wife and our three wonderful daughters, thank you for your support. references addas, a., maghrabi, a., & goldblatt, r. (2021). public open spaces evaluation using importanceperformance analysis (ipa) in saudi universities: the case of king abdulaziz university, jeddah. sustainability. doi:10.3390/su13020915 agusintadewi, n. k., & manik, i. w. (2016). menguak tradisi masyarakat desa bali aga di kabupaten bangli: desa sekardadi dalam jelajah arsitektur . denpasar: universitas udayana. arbore, a., & busacca, b. 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(2018). kajian pola ruang dan rumah tradisional penglipuran. jurnal ilmiah arsitektur dan lingkungan binaan. doi:10.20961/arst.v16i2.23864 suryawardani, i. g. (2021). manajemen wisata perdesaan berdasarkan tingkat kepuasan pengunjung di tiga desa wisata di bali. journal of bali studies, 11(2), 297-316. doi:https://doi.org/10.24843/jkb.202 1.v11.i02.p03 unwto. (2016). global report on the power of youth travel volume thirteen. madrid: unwto. unwto. (2017). a practical guide to tourism destination management. madrid. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.8. no.2. (2021): 265-282 http://ojs.unud.ac.id/index.php/eot 265 e-issn 2407-392x. p-issn 2541-0857 the effect of eudamonic value on product services, satisfaction and happiness of foreign tourists in bali nyoman ariana1,2*, made antara2, made budiarsa2, i nyoman sudiarta1,2 1faculty of tourism, udayana university, bali – indonesia 2centre of excellence in tourism, udayana university, bali – indonesia *corresponding author: ramabharga@unud.ac.id doi: https://doi.org/10.24922/eot.v8i2.82543 article info submitted: august 21st 2021. accepted: september 20th 2021. published: september 30th 2021 abstract there are various factors that cause tourists’ happiness. there are tourists who are happy because of the influence of hedonic, spiritual, social, cultural, psychological, economic, and including eudaimonic values. all of the factors that cause happiness, one of the important factors that need to be explored in determining the happiness of foreign tourists is the eudaimonic value. for tourists, this eudaimonic value is related to various aspects of tourism services in the context of achieving happiness. despite this, the effect of this eudaimonic value in particular on service products, satisfaction and happiness of foreign tourists when traveling to bali is not yet clear. having the background, the objective of this study is to prove the effect of eudaimonic value on product services, examine the effect of eudaimonic value on tourist satisfaction, prove the effect of product service on tourist satisfaction, and examine the effect of tourist satisfaction on the psychological happiness of foreign tourists in bali. this study took a sample of 171 respondents, namely foreign tourists who traveled to bali. the analysis method uses sem (structural equation model). based on the results of the analysis, the research findings are as follows: the value of eudaimonic has a positive and significant effect on the service product, the value of eudaimonic has a positive and significant effect on tourist satisfaction, the service product has a positive and significant effect on tourist satisfaction, and tourist satisfaction has a positive and significant effect on tourist psychology well-being. based on the results of the four tests, these findings can formulate a model of eudaimonic tourist happiness in bali which is acronymized with the term mtes (model of tourists eudaiminic happiness). the conclusion of this research is mtes which covers the happiness of foreign tourists in bali consisting of aspects of eudaimonic value, the service product, tourist satisfaction, and psychology of tourist well being. this study has limitations in terms of the number of test variables because there are still relatively many variables as determinants of the happiness of foreign tourists who travel to bali. for this reason, further research is recommended to test with other foreign tourists variables such as the characteristics of foreign tourists, length of stay, and the desire to visit again to test the happiness of eudaimonic tourists in bali. keywords: eudaimonic, service, satisfaction, happiness, tourists. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.8. no.2. (2021): 265-282 http://ojs.unud.ac.id/index.php/eot 266 e-issn 2407-392x. p-issn 2541-0857 introduction background the relationship between happiness and tourists is interesting to study considering that all tourism activities carried out by foreign tourists certainly want happiness. as hanh (2005) review; old (2009); liu (2013); prama (2013) which states that the main goal of humans is to achieve happiness. even stone (2012) explicitly reviews that traveling is a search for the experience of happiness. for this purpose of happiness, tourists are willing to spend relatively large money and travel long distances, because they only want to find or get happiness. regarding the happiness of traveling, there are several studies that have been carried out by several researchers. for example, xiong (2011) reviews the happiness of tourists in ethical and psychological approaches. filep & deery (2010) explores tourist happiness associated with positive emotions. bimonte & faralla (2012) examines the types of tourists who compare the happiness of tourists in meremma italy. furthermore, corvo (2011) reviews the happiness side of tourists in the realm of global tourists. in addition, another study that reviews tourist happiness was also carried out by gillet et al. (2016) who examined the relationship between photography and the level of tourist happiness. filep (2008) measures the level of tourist satisfaction with a happiness approach from a positive psychological perspective. mccabe & johnson (2013) explores tourist happiness from the determinants of happiness in terms of subjective (personal) happiness and social tourism. nawijn (2011) examines the determination of tourist happiness when traveling. chen & li (2018) focuses on the study of tourist happiness (inbound tourism) which is associated with the level of community happiness. pearce (2009) explores the study of tourist behavior associated with happiness based on a positive psychological perspective, and matteucci & filep (2017) examines the happiness experience of eudaimonic tourists. the importance of meaning of tourist happiness in the current era and the high interest of researchers to study happiness seen from of tourists and tourism perspectives. therefore, it is important to conduct the research on the topic of tourist happiness in bali. in the case of the happiness of foreign tourists in bali, there are theoretical and empirical discrepancies from the perspective of foreign tourists' happiness. on the one hand, foreign tourists who come to bali, the main goal is of course to achieve happiness through traveling. however, it turns out that there are unscrupulous foreign tourists who actually do actions that are not in accordance with the goal of happiness. for example, there are foreign tourists who commit criminal acts and misbehave while traveling in bali. firstly, the proof can be seen from a foreign tourist who came from italy slept in the storefront located in gang benesari kuta (bali post, 2020). secondly, a foreign tourist named jjyc, a danish citizen, set up a tent in the kuta beach area (kumparan.com, 2020). third, tribuntravel.com (2019) also noted a number of deviant foreign tourists' behaviors and became viral in the media, such as: foreign tourists fighting in crystal bay, nusa penida klungkung, an australian foreign tourist carrying out a mugging in canggu. having gap between the expectations of foreign tourists' happiness which is contradictory to the case of foreign tourists in bali as described above, therefore, it is important to explore more deeply about what and how the real happiness of foreign tourists while traveling in bali. this study specifically, examined the happiness of foreign tourists from the aspect of the euhttp://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.8. no.2. (2021): 265-282 http://ojs.unud.ac.id/index.php/eot 267 e-issn 2407-392x. p-issn 2541-0857 daimonic happiness of tourists in bali, which consists of: (a) how is the influence of the eudaimonic value on product services in bali. (b) how is the effect of the eudaimonic value on tourist satisfaction in bali (c) how is the effect of the eudaimonic value on the satisfaction of foreign tourists in bali, and (d) how is the effect of tourist satisfaction on tourist psychology well being. research objectives there are two objectives in this research, general and specific objectives. the general objective is to gain new knowledge about the happiness of foreign tourists who travel to bali, in particular from the perspective of eudaimonic happiness. meanwhile, the specific objectives of this study are (a) to prove the effect of the eudaimonic value on the service product in bali. (b) to prove the effect of eudaimonic values on tourist satisfaction in bali (c) to prove the effect of the service product on the satisfaction of foreign tourists in bali, and (d) to prove the effect of tourist satisfaction on tourist psychology well being. literature review eudaimonic initially, eudaimonic was introduced by aristotle who clearly revealed the great ideas of socrates and plato which stated that the greatest good in life is eudaimonic which includes happiness, pleasure, and virtue (bauer et al, 2008). furthermore, according to ryan & deci (2001) eudaimonic is a reformulation of aristotle's great thought which is related to pleasure and psychosocial meaning in the form of emotions, motivation, personal development and individual relationships with others. bauer et al. (2008) again added his opinion that eudaimonic happiness is often equated with the meaning of a good life. eudaimonic is defined as the full and complete achievement of one's potential in one's involvement in an activity that is inherently meaningful and meaningful. steger et al. (2008). eudaimonic behavior has a stronger relationship to a person's well-being. this eudaimonic behavior is correlated with one's wellbeing (happiness) (steger et al., 2008); steger et al. (2008). meanwhile, according to huta & waterman (2014), simply eudaimonic has dimensions including: growth, meaning, authenticity, excellence. furthermore, steger et al. (2008) again stated that eudaimonic behavior includes those who volunteer (volunteer), make donations, write future goals, express gratitude both orally and in writing, listen carefully to other people's points of view, believe in others, persevere to achieve worthy goals even when they encounter obstacles. ryff (1995) stated that this eudaimonic limit is being equivalent to the theory of psychology well being (pwb). ryff (1995) introduced the pwb theory which consists of six dimensions of psychological happiness, namely self-acceptance, positive relationships with other people, autonomy, environmental mastery, purpose in life, and personal growth. ryff's pbw theory is the result of conceptual references from various sources and researchers. for example, ryff (1995) referred to maslo's findings about selfactualization. erikson found the model "erikson's model of the stages of psychosocial development". erikson in his research discussed a lot about personal development. furthermore, referring to the findings of buhler who was able to formulate basic life tendencies, roger discovered about a fully functioning person, jung discussed specifically and comprehensively about individuation, and jahoda found the formulation of positive criteria of mental health, and other expert findings (ryff, 1995). http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.8. no.2. (2021): 265-282 http://ojs.unud.ac.id/index.php/eot 268 e-issn 2407-392x. p-issn 2541-0857 the search for eudaimonic measurements in tourism contests is relatively complex. this is in line with the thinking of huta & waterman (2014) which states that eudaimonic is a very complex idea. to anticipate so as not to cause confusion in the interpretations of huta & waterman (2014) and bias in the presentation of data and results, research on eudaimonic tourist happiness in tourism should adopt a concept known as non-hedonic. furthermore, according to lee & jeong (2019), the limitations of eudaimonic variables in the tourist experience are summarized into 4 aspects, including (1) meaning, (2) self-connectedness, (3) a feeling of accomplishment, and (4) personal expressiveness. the service product experts have revealed many reviews about service products, one of which is (rust & oliver, 1994). he relates there is a relationship between product service and service quality. according to (rust & oliver, 1994) states that in service quality there are three dimensions, one of which is product service, while the other two are service delivery and service environment. in detail, service products are services designed by service providers by packaging in such a way that the service becomes attractive in the eyes of customers (rust & oliver, 1994). this service product concerns product specifications and service targets. in product service of a business, managerial role is so important in introducing service products which are usually equipped with attractive features and easily recognized by customers. in addition, service design is directed at the interests and expectations of consumers. this is obtained from an experimental effort to find out which services are considered the most important by consumers. rust & oliver (1994) added that good product service also requires the implementation of quality function deployment (qfd) and hauser & clausing, 1988 through the implementation of service quality functions. the application of qfd is very important because the variety of service products and creativity in combining service attributes will be easy to obtain. qfd has particular benefits in designing new service products which are generally done by combining conservative products with extensive service efforts. if the reviews of the service products above are related to tourism, tourism actually also requires a variety of service products that are attractive to tourists. in his article smith (1994) stated that the service products associated with tourism, entitled the tourism product. according to kotler (1984) in his article smith (1994) stated that, explicitly tourism products are not only physical objects but also part of services, staff, places, organizations and ideas. likewise, the findings of medic and middleton (1973) in their article smith (1994) stated that tourism products are a cycle of activities, services, and benefits that constitute the overall tourist experience. furthermore, the components to measure it are tourist attractions, destination facilities, accessibility, image and price. another view according to the theory of jefferson and lickorish (1988) in smith (1994), provides another argument regarding the components of tourism products related to services. jefferson and lickorish (1988: 59) in smith (1994) mentioned that tourism products are a combination of physical and services that are expected to meet the wants and needs of buyers. in short, tourism products are activities that satisfy buyers according to the destination they choose (jefferson and lickorish, 1988: 211). a different approach was stated by sasser, olson, and wyckoff (1978) in smith (1994) regarding service product http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.8. no.2. (2021): 265-282 http://ojs.unud.ac.id/index.php/eot 269 e-issn 2407-392x. p-issn 2541-0857 modeling, he said that service products consist of three components, they are facilitating goods, explicit intangibles, and implicit intangibles. furthermore, sasser, olson, and wyckoff (1978) provided illustrations of this view, for example facilitating goods in a restaurant are the food, explicit intangibles are nutrients or added value in the food, and implicit intangibles are related to service, socialization, atmosphere and relaxation. tourist satisfaction the concept of customer satisfaction has been introduced long ago by adam smith in the 18th century which coincided with the era of free market trade (nigel hill et al., 2007). according to fernández-ballesteros et al. (2001) a person's satisfaction has relevance to health, work, family and travel. furthermore, in terms of scientific research on customer satisfaction, usa researchers were first conducted on the topic of “customer satisfaction index” (churchill jr & surprenant, 1982; gerson, 1993; n. hill, 1996; vavra, 1997). this study uses the method of measuring tourist satisfaction and tourist dissatisfaction. the conception of tourist satisfaction is considered the basis of marketing that focuses on customer needs. in simple terms, the purpose of marketing is to achieve long-term tourist satisfaction which has the main function, namely to attract and maintain tourist satisfaction (drucker, 1999). a similar opinion was conveyed by fahy & jobber (2006) which stated that all forms of business activity were focused on tourist satisfaction orientation. tourist satisfaction is the result of the relationship between experiences and expectations held by tourists when visiting tourist destinations (pizam et al., 1978). tourists will feel satisfied when the whole experience can meet the expectation result. conversely, tourists will feel dissatisfied when the experience is unpleasant or not in line with expectations when traveling (displeasure) (pizam et al., 1978). oliver (1997) defines that tourist satisfaction is a tourist's assessment of the product or service purchased to fulfill his pleasure. this assessment is also related to the fulfillment of tourist pleasure, both in excess and in deficiency. pizam et al. (1978) again added that the definition of tourist satisfaction is a collection of behaviors and experiences obtained by tourists when carrying out tourist activities. furthermore, mcdowall (2010) defines tourist satisfaction as an important concept in understanding the performance of a tourism business management. if the service attributes provided to tourists can achieve guest satisfaction, there is an opportunity to increase customer or tourist loyalty. tourist satisfaction in services in the tourism industry is determined from the variable level of customer perceived value. while the image moderates tourist satisfaction. furthermore, the image is influenced by the variables of physical environment quality, product quality and service quality (ryu et al., 2012). specifically regarding customer satisfaction, ryu et al. (2012) suggested that there are three indicators to measure the level of tourist satisfaction, namely experience is satisfied, good mood and enjoy. these three indicators of customer satisfaction are also adopted by zhong & moon (2020) which states that tourist satisfaction can be measured from three components, namely a satisfying experience, the choice is the right decision, and purchases made can meet consumer expectations. model concept the concept of eudaimonic tourist happiness in bali, was built from several views and concepts of the researchers above, namely first, eudaimonic value using the concept approach of bauer et al, http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.8. no.2. (2021): 265-282 http://ojs.unud.ac.id/index.php/eot 270 e-issn 2407-392x. p-issn 2541-0857 (2008), ryan & deci (2001), huta & waterman (2014), ryff (1995). then for the services product using the concept (rust & oliver, 1994), smith (1994), kotler in smith (1994), medic and middleton in smith (1994) jefferson and lickorish smith (1994). then tourist satisfaction uses the view expressed by ryu et al. (2012), zhong & moon (2020), isen et al. (1978), layard (2002), (swinyard, 1993), and (sherman et al., 1997). then, psychology of tourist well-beeing uses the theory of pearce (2009), smith & diekmann (2017), and lee & jeong (2019). of the four concepts, which are used as a reference for constructing and developing hypotheses regarding the eudaimonic happiness of foreign tourists visiting bali, this study is divided into 4 hypotheses, namely: h1: the eudaimonic value has a positive and significant effect on product services h2: the eudaimonic value has a positive and significant effect on tourist satisfaction h3: product service has a positive effect on tourist satisfaction h4: tourist satisfaction has a positive effect on the psychological happiness of tourists. figure 1. theoretical model & hypotheses sources: (elaborated by researcher (2021), from ryff (1995); (rust & oliver, 1994), smith (1994), ryu et al. (2012), zhong & moon (2020)) methods this research took place in bali. while the research subjects are foreign tourists who travel to bali. the number of samples is 171 respondents. the sample is considered to meet the requirements as stated by hair et al (2006). sem analysis research requires samples between 100 to 200 samples hair et al (2006). the method of analysis in this study is to utilize the use of sem (structural equation modeling) analysis. according to (hair et al; 2014) sem (structural equation modeling) is a method that compiles two elements, namely factor analysis and multiple regression analysis. furthermore, in compiling a model for the eudaimonic happiness of foreign tourists in bali, which is tested from product service variables, tourist satisfaction, and psychological happiness of foreign tourists using sem analysis, it is supported by utilizing the spss (statistical product and service solution) version 25 for windows and amos programs. result and discussion result respondent characteristic based on the results of distributing questionnaires to 171 foreign tourists who traveled to bali, it was found that the characteristics of foreign tourists based on continental origin were varied. foreign tourists from europe are in the first position, namely (61 tourists/ 35.67%). in the second position are foreign tourists from australia (45 tourists/26.32%). next in order are foreign tourists from america (33 tourists/ 19.30%), asia (30 tourists/17.54%) and the lowest is foreign tourists from africa (2 tourists/1.17%). based on these results, this indicates that the main market for tourism in bali is mainly from the aspect of choosing a tourism destination for the search for eudaimonic happiness for http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.8. no.2. (2021): 265-282 http://ojs.unud.ac.id/index.php/eot 271 e-issn 2407-392x. p-issn 2541-0857 foreign tourists in bali, based on these respondents, tourists who come from europe and australia. furthermore, based on official records issued by the government, foreign tourists from europe and australia are always in the top five positions in the bali tourism market. the dominance of european and australian tourists in choosing eudaimonic tours, to achieve happiness during foreign tourists traveling in bali. in line with the existence of bali tourism destinations, which do highlight the image of cultural tourism destinations. this cultural tourism has long been used as a favorites product of tourism in bali. the proof is that every element of balinese culture, from art, religious activities, way of life, technology, communities systems (such as agriculture with subak irrigation) has long been used as part of strengthening the existence of tourist attractions in bali. these parts, all of them become the main attraction for tourists, so that bali tourism can be popular in the world. foreign tourists response in bali based on the results of the distribution of questionnaires circulated to respondents (tourists), it was found that the level of eudaimonic happiness of foreign tourists when traveling to bali obtained an average value of (4.16). which means, the overall eudaimonic happiness of foreign tourists feels happy traveling to bali. of the four variables, namely eudaimonic value, namely the product service, tourist satisfaction, and psychology of tourist well-being, it turns out that the dominant value is included in the category of tourists who feel happy traveling in bali. furthermore, if you look at all the indicators, there is even one indicator that gets very happy, namely the indicator that foreign tourists feel happy and enjoy when traveling in bali (4.25). in addition, specifically for the tourist satisfaction variable, which consists of indicators of tourism services, expectations and accuracy in choosing all of them are also in the very satisfied category. the responses of foreign tourists related to eudaimonic happiness in bali above, in detail from all variables and all indicators can be described as follows: first, the average value of the variable eudaimonic value (euda) is (4,10) including the happy category, which includes the relationship between good (euda1) includes happy category (3.93), respect and respect for others (euda2) happy category (4.23), gratitude open-minded euda 4 happy category (4.20), and euda5 also includes happy category (4.15). second, the average value of the product service (te) variable is almost similar to the category in the eudaimonic value, which is 4.045 including the good or happy category for foreign tourists. the details of the indicator values are feeling happy with all services (sp1) including happy category (4.05) and happy with the availability and variety of tourism products (sp2) also including happy category for foreign tourists (4.04). third, the tourist satisfaction variable obtained the highest average rating among all the variables and indicators in this study. namely, the tourist satisfaction variable shows the average score (4.28), including the very satisfying category for foreign tourists. this variable finds the results of the scores for each indicator, including: the level of satisfaction when traveling (tos1) is categorized as very satisfied (4.25), the foreign tourists expectation indicator (tos2) is very satisfied (4.25) and the indicator of accuracy in choosing tourist services and facilities (tos3) is also categorized as very satisfied (4.26). fourth is the psychology tourist well-being (psw) variable which gets the average response (4.24/very happy). http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.8. no.2. (2021): 265-282 http://ojs.unud.ac.id/index.php/eot 272 e-issn 2407-392x. p-issn 2541-0857 table 1. foreign tourists’ eudaimonic happiness responses in bali indicators m remarks eudaimonic values euda1 have a good, warm and close relationship with family, friends, and others 3.93 happy euda2 respects for others 4.23 happy euda3 have good gratitude in life 4.20 happy euda4 able to adapt to changes in self as well as changes in the external environment and have a clear purpose in life 3.97 happy euda5 open minded for new things 4.15 happy average 4,10 happy the service product sp1 feel happy for all services in bali 4.05 happy sp2 feel happy for the availability and diverse products in bali 4.04 happy average 4,045 happy tourist satisfaction tos1 feeling satisfied when traveling in bali 4,33 very satisfied tos2 feeling satisfied with all tourist services because it fulfills all the expectations when traveling in bali 4,25 very satisfied tos3 feeling satisfied because you have chosen the right tourist services and facilities in bali 4,26 very satisfied average 4,28 very satisfied psychology tourist well-being psw1 feeling happy with the health condition while traveling in bali 4,23 bahagia psw2 feel happy and enjoy while traveling in bali 4,25 very happy average 4,24 very happy overall average 4.16 happy source: research result (2021) the details of the scores for each indicator are as follows, health conditions while traveling (psw1) scored (4.23/happy) and feelings of pleasure and enjoyment while traveling (psw2) with a score of (4.25) categorized as very happy. for more details, it is presented in the following table. goodness of fit index test the initial provision that must be used to measure the goodness of fit index test is to find out whether the model built is appropriate or not. this is done to determine the suitability of the psychological happiness construct model of foreign tourists who travel to bali. the measurement test is to determine the absolute value limits that must be met before testing the model hypothesis. the goodness of fit index limits is expected to be small chisquare 2, significance probability 0.05, gfi 0.09, agfi 0.09, cmin/df 0.90 and several other values. based on a number of measurement requirements, this study found the following test results: 2 = 55.226, p = 0.381, rmsea= 0.022, gfi=0.950, agfi=0.924, cmin/df=1.083, tli= 0.995, pnfi= 0.737, pgfi= 0.621 (table 2). http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.8. no.2. (2021): 265-282 http://ojs.unud.ac.id/index.php/eot 273 e-issn 2407-392x. p-issn 2541-0857 table 2. goodness of fit index measurement no goodness of fit index cut of value measurement level analysis 1. chi-square expected to be small 55.226 good 2. significance probability ≥ 0.05 0.381 good 3. rmsea ≤ 0.08 0.022 good 4. gfi ≥ 0.90 0.950 good 5. agfi ≥ 0.90 0.924 good 6. cmin/df ≤ 5.00 1.083 good 7. tli ≥ 0.95 0.995 good 8. pnfi 0.60 to 0.90 0.737 good 9. pgfi 0 to 1 0.621 good source: research result (2021) the results of the goodness of fit as in (table 2) show that almost all the attributes required for testing in the model have met the requirements. this means that the model being tested is appropriate and appropriate so that the next test can be carried out, namely hypothesis testing. in detail, of the nine types of measurements, all values are good. this means that the formulated model has data indications that are consistent with the theory compiled in the hypothetic model. hypothesis test the next step in researching the psychological happiness of foreign tourists traveling to bali is to test the hypothesis. hypothesis testing is a provisional guess or prediction based on relevant research theory. in testing this hypothesis, there is also a value provision that must be met, namely the cr value > 1.96, and the p value < 0.05, then the hypothesis can be accepted as positive and significant. based on the results of hypothesis testing, it turns out that all relationships between variables are positive and significant. the results of hypothesis testing are as follows, (a) (h1) the relationship between eudaimonic value and the service product is positive and significant with a perfect estimate value of 1,000. (b) (h2) the relationship between eudaimonic value and tourist satisfaction is also positive and significant because the c.r. 2.378 > 1.96 and p value 0.017 < 0.05. (c) (h3) the direct relationship between the service product and tourist satisfaction is positive and significant because the c.r. 8.756 < 1.96 and p value 0.000 < 0.05. (d) (h4) the relationship between tourist satisfaction and psychology tourist wellbeing is positive and significant, namely cr 10,658 > 1.96 and p 0.000 < 0.05. based on the results of the hypothesis above, it turns out that if you look closely, the order of estimate or cr values from the highest to the lowest is (1) the relationship between tourist satisfaction and psychology tourist well-being is positive, (2) the relationship between the service product and tourist satisfaction, (3) the relationship between eudaimonic value and the service product, and (4) the relationship between eudaimonic value and tourist satisfaction. this means that, if the eudaimonic value of a foreign tourist is increased, the product service and tourist satisfaction will also increase. likewise, customer satisfaction will be able to increase if product services are also improved. the psychological happiness of tourists will also increase when the eudaimonic value, product service and tourist satisfaction are also increased. for the case of bali with this result, in order to achieve the happiness of foreign tourists in bali in enjoying tourism services and activities in bali. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.8. no.2. (2021): 265-282 http://ojs.unud.ac.id/index.php/eot 274 e-issn 2407-392x. p-issn 2541-0857 table 3. regression weights of psychology tourist well-being variables estimate s.e. c.r. p the service product <-- eudaimonic values 1.000 tourist satisfaction <-- eudaimonic values .310 .130 2.379 .017 tourist satisfaction <-- the service product .739 .084 8.759 *** psychology tourist well being <-- tourist satisfaction .874 .082 10.658 *** source: research result (2021) so the orientation of tourism actors, both directly and indirectly, requires integration between tourism components, so that they understand the edaimonic values of foreign tourists in bali, so that they are able to provide the best tourism services, which will then lead to the achievement of tourist satisfaction when traveling in bali. discussion bali tourism in the midst of the progress of bali tourism which has been able to achieve brilliant achievements both at the national and international levels. bali was not always smooth in terms of developing tourism. bali tourism has faced some worrisome events. for example, in 2002 and 2005 bali was hit by a humanitarian disaster, namely the bali bombings due to acts of terrorism. this incident not only shocked the world, but also touched the hearts of the international community who empathize with bali because this tragedy claimed hundreds of victims from tourists from many countries. as a form of appreciation and respect for the victims of the tragedy, the balinese government together with all tourism stakeholders built a memorial monument called the ground zero monument, kuta bali. the challenges of bali tourism doesn't just stop with the tragedy above. now bali tourism is again facing tougher challenges due to the covid-19 pandemic. bali tourism since march 2020 has decreased drastically. the number of foreign tourists before the covid-19 pandemic was crowded, reaching 6.3 million in 2019. now, tourists visiting bali have drastically decreased. this condition also has implications for tourism businesses, which are mostly closed. hundreds of thousands of tourism employs were laid off. thus, the impact of this covid pandemic, which not only has a direct impact on tourism service provides, the impact is also felt very heavily by sectors related to the tourism industry, for example creative businesses, micro, small and medium enterprises msmes, agricultural businesses, transportation businesses, and other tourism supporting sectors. in the challenges for the existence and sustainability of bali tourism at this time due to the covid-19 pandemic, one of the important parts in the context of http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.8. no.2. (2021): 265-282 http://ojs.unud.ac.id/index.php/eot 275 e-issn 2407-392x. p-issn 2541-0857 tourism recovery is the provision of tourism services that are able to provide happiness to foreign tourists. specifically, the happiness in question is in the form of psychological happiness or eudaimonic tourists. for example, foreign tourists feel happy because they are given the opportunity to enjoy cultural-based tourism villages, learning local culinary, learning traditional dancing, and other cultural tourism activities that can increase the happiness of foreign tourists when traveling in bali. eudaimonic value dan the service product foreign tourists seek their own happiness based on different motivations in bali. however, specifically in the scope of this research, the foreign tourists in question are discussed only in terms of the psychological happiness (eudaimonic) of foreign tourists. based on the results of the research presented above, this study found that the eudaimonic happiness of foreign tourists has a close relationship with tourism services in bali. the illustration is that the better or higher the value of the happiness of tourists, the better and the higher the quality of tourism product services in bali. this is in line with the findings of lancaster (1971) in kusmarini et al. (2020) which states that the perception of value in a business venture can be used to determine performance, products and services including price. the better the customer's perception of value, the easier it will be to determine in terms of service quality and attributes. the value of eudaimonic happiness of foreign tourists is based on psychological values when traveling in bali, which includes indicators of foreign tourists maintaining good relationships or respect for others, gratitude, clear goals in life, and foreign tourists having an open mind when traveling in bali. all of these dimensions are considered the most important by foreign tourists in bali. because the value of eudaimonic happiness will have implications for the type and form of foreign tourists' assessment of the tourist services received by foreign tourists while in bali. in addition to this, this study also found that foreign tourists were happy with the overall tourism services in bali. beside that, they are also happy with the availability of the variety of tourism products in bali. the difference in the value of foreign tourists in bali will determine foreign tourists in choosing tourist services. to be precise, there are foreign tourists who like high-risk types of tourism activities; there are also foreign tourists who like low-risk types. practically, in bali there are foreign tourists who like the type of hard adventurer tourism, and there are also those who like the type of soft adventurer tourism. this finding is in line with the opinion expressed by alvarez & asugman (2006) which states that the type of planner tourist tends to choose tourism services that are low risk and prefer quality services. this type of tourist is usually favored by female tourists and family tourists. they travel to get psychological happiness and also to gain knowledge of “edu tourism” and new experiences while traveling, especially to increase knowledge for their children who are invited to travel to bali. the indicators of tourism services in bali such as (a) overall tourism services, (b) availability, and (3) diversity of tourism products is an important part chosen by foreign tourists to determine their happiness while in bali. first, the overall tourism service which are included in the main category and supporting tourism services in bali. the second, indicators of service availability in bali are the existence of tourist services is accommodation, restaurants, travel agencies, tourism transportation, tourist attractions and other tourist services. third, the indicator of the diversity of tourism services in bali is the variety of tourism services available both http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.8. no.2. (2021): 265-282 http://ojs.unud.ac.id/index.php/eot 276 e-issn 2407-392x. p-issn 2541-0857 in terms of quantitative and qualitative as well as inclusive and exclusive. in general, it can be said that the diversification of tourism services in bali is relatively good, and has been able to provide happiness to foreign tourists. based on tourism service phenomenon, which has actually been pursued well by bali tourism stakeholders, it turns out that this is in line with the thoughts of rust & oliver (1994) which states that service products are services designed by service providers. so that the service becomes attractive for the customer (tourist) in order to be able to achieve the satisfaction and happiness. eudaimonic value and tourist satisfaction the second finding of this study is that the eudaimonic value of tourists in bali has a positive and significant influence on tourist satisfaction. the better or higher the value of foreign tourists in bali, the satisfaction of foreign tourists will be easier to achieve. the main eudaimonic values considered by foreign tourists that determine the satisfaction of foreign tourists in bali are, (1) good relations or respect for others, (2) gratitude, (3) clear life goals, and (4) having an open mind. these four indicators are factors that foreign tourists feel satisfied traveling in bali. the indicators of tourist satisfaction that are influenced by the eudaimonic value variable include: a), foreign tourists feel satisfied traveling in bali, b) the foreign tourists feel satisfied because the expectations of foreign tourists are fulfilled, and c) the foreign tourists are satisfied because they have chosen the right tourist service. the findings above clearly show that the value of eudaimonic is the cause of the satisfaction of foreign tourists in bali, in fact this is in line with the findings presented by layard (2002). he stated that a person's happiness is related to tourist satisfaction. happiness has characteristics, such as: the condition of tourists is in good condition (well being), tourists can enjoy life (quality of life), and tourists have a good view of life. from customer satisfaction, ryu et al. (2012) suggested, there are three indicators to measure the level of tourist satisfaction, namely experience is satisfied, good mood and enjoy. then, zhong & moon (2020) also stated that, tourist satisfaction can be measured from three components, namely a satisfying experience, the choice made is the right or good decision, and it can fulfilled consumer expectations. the service product dan tourist satisfaction the results of research that prove that tourism product services have an effect on tourist satisfaction have been carried out by many experts. one of them is the research result of pizam et al. (1978), which said that tourist satisfaction is a collection of behaviors and experiences obtained by tourists when carrying out tourist activities. this study also found the same thing for foreign tourists in bali. with good tourism product services in bali, it will also affect the satisfaction of tourists. the higher the service of tourism products in bali, the higher the tourist satisfaction. in addition to this statement, this finding is also in line with the results of gong & yi's (2018) service quality has a positive influence on customer satisfaction. the part of tourism product services in bali that is considered important for increasing tourist satisfaction in bali is the overall service and availability of product diversity. the better the tourism services and diversification in bali, the easier it is to achieve tourist satisfaction. especially in terms of achieving expectations, accuracy in choosing services and overall tourist satisfaction with tourism products in bali. referring to the importance of the role of tourism product services as a factor causing tourist satishttp://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.8. no.2. (2021): 265-282 http://ojs.unud.ac.id/index.php/eot 277 e-issn 2407-392x. p-issn 2541-0857 faction in bali, this is in line with the statement of medik and middleton (1973) in their article smith (1994) which states that tourism products are a cycle of activities, services, and benefits that constitute the overall tourist experience such as tourist attractions, destination facilities, accessibility, image and price. the provision of services and products such as middleton's opinion (1973) will be the basis for the satisfaction of tourists who are happy traveling in bali. in the case of bali, geographically in choosing tourism services, there is a diversity of preferences. there are foreign tourists who choose tourism services such as ubud, which emphasizes the image of cultural tourism. for example, foreign tourists choose services such as those in sanur, because they are interested in beach and marine tourism. and similarly, for foreign tourists who prefer mice tourism services, which tend to be foreign tourists, choose these services in the nusa dua area. tourist satisfaction and positive psychology of tourist well-being the fourth finding in this study is that tourist satisfaction has a positive and significant effect on the psychological well-being of foreign tourists in bali. the psychological happiness variable of foreign tourists consists of indicators including, (a) foreign tourists feel happy with their health and (b) foreign tourists also enjoy traveling in bali. the findings of tourist satisfaction have an effect on the psychological happiness of foreign tourists, in line with the results of layard (2002) research which states that happiness has a close relationship with tourist satisfaction. happiness in the context of a relationship with satisfaction is determined by characteristics such as (a) tourists are in good condition (well being), (b) tourists can enjoy life (quality of life), and (c) tourists have a view that their lives are valuable. conversely, dissatisfaction is defined as unhappiness such as feeling bad (bad mood), not as expected, and the emergence of other negative emotions. in addition to the suitability of this study with the results of layard (2002) as above, this finding is also very clear in its position in terms of strengthening the results of lee et al. (2017). he explained that tourist happiness is influenced by tourism service satisfaction and tourism experience satisfaction. the intention of tourists to want the happiness of life, they are willing to travel to bali. although relatively long distances. in short, foreign tourists will feel happy when they are provided with good tourism services, which furthermore foreign tourists will feel satisfied when traveling in bali. the findings of this research by foreign tourists in bali not only strengthen the two researchers above, it turns out that the results of this study also confirm the findings of gong & yi's (2018) research which states that: (a) overall service quality has a positive influence on customer satisfaction. (b) customer satisfaction has an effect on customer loyalty, and (c) customer loyalty has a positive effect on customer happiness. larivière (2008) also said something similar, that from the customer's perspective, a good waiter will not only provides experience and satisfaction to tourists, but they can also increase the feelings of happiness for tourists. referring to the description of the relationship between the variables above as well as an explanation of the testing of each indicator, this study found a model of eudaimonic foreign tourists' happiness. this model is simply termed the model of tourists eudaiminic happiness (mtes). mtes is proven to be fit as a model of psychological happiness for foreign tourists visiting bali tourism destinations. mtes consists of variables of tourist happiness, namely: eudaimonic value, the service product, tourist satisfaction, and psychology of tourist well being variables. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.8. no.2. (2021): 265-282 http://ojs.unud.ac.id/index.php/eot 278 e-issn 2407-392x. p-issn 2541-0857 figure 2. model of tourists eudaimonic happiness (mtes) of the four mtes variables, this study also found that, (a) the eudaimonic value had a positive and significant effect on the service product (b) the eudaimonic value had a positive and significant effect on tourist satisfaction, (c) the service product had a positive and significant effect on tourist satisfaction, and (d) tourist satisfaction has a positive and significant effect on the psychology of tourist well-being positively for foreign tourists in bali. conclusion based on the review of the results and discussion of the above research, the conclusions and recommendations that can be identified in this study are as follows. conclusion the conclusion of this research is the happiness model of eudaimonic tourists in bali which is acronymized mtes (model of tourists eudaimonic happiness). mtes covers the happiness of foreign tourists in bali which consists of aspects of eudaimonic value, the service product, tourist satisfaction, and psychology of tourist well-being. the finding in detail finds that, eudaimonic value has an effect on the service product (b) eudaimonic value has an effect on tourist satisfaction, (c) the service product has an effect on tourist satisfaction, and (d) tourist psychology of satisfaction has a positive effect on tourist well-being for foreign tourists. in bali. in short, the eudaimonic value is a determinant of the high and low psychological happiness of foreign tourists in bali. recommendations psychologically, the happiness of foreign tourists in bali is determined by the eudaimonic value of tourists, service quality and tourist satisfaction. therefore, specifically for tourism stakeholders, it is necessary to pay more attention to the application of these variables, so that the happiness of foreign tourists can be achieved easily, and the quality of tourism in bali can be better realized in the future. the happiness of foreign tourists is not only determined from the eudaimonic side http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.8. no.2. 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(2020): 205-228 http://ojs.unud.ac.id/index.php/eot 205 e-issn: 2407-392x. p-issn: 2541-0857 sustainability and authenticity of chinese traditional crafts in the contexts of luxury and tourism kelly meng and michael hitchcock goldsmiths, university of london corresponding author: k.meng@gold.ac.uk article info received 6 august 2020 accepted 31 august 2020 available online 30 september 2020 abstract chinese crafts have been examined from economic, historical and aesthetic perspectives, but rather less attention has been devoted to them in the literature on luxury and tourism. when considering the former, it is worth noting that some of the world’s leading brands had their origins in craft businesses, notably louis vuitton, and that craft skills remain important for this industry in the 21st century. on the other hand, there is a common assumption that craft souvenirs represent a cheap and debased version of human material culture but, as many academics have asserted souvenirs come in a wide variety of forms, including what graburn (2000) has called ‘pride goods’, in which peoples visited by tourists sell products that are simultaneously economically useful and boosters of esteem on behalf of the producing community. it is with these thoughts in mind that we turn our attention to the production of chinese craft products in the early 21st century. as one of the leading handicraft producers in the world, the expanding demand for chinese craft products has generated commercial opportunities and strong economic returns, it has also created challenges to the chinese traditional crafts sector which may influence the direction and sustainability of its future development, and as such is worthy of deeper investigation and discussion. keywords: chinese traditional crafts, luxury, tourism, sustainability, authenticity introduction china is one of the leading handicraft producers with around 30% share of world trade (ernst & young 2012). according to a report published by the united nations educational, scientific and cultural organization (unseco) in 2016, the growth rate of china’s exports of ‘cultural goods of visual arts and crafts’ between 2004 and 2013 was 735%, five times greater than her runner-up state, the usa. while the expanding demand for chinese craft products has generated e-journal of tourism vol.7. no.2. (2020): 205-228 http://ojs.unud.ac.id/index.php/eot 206 e-issn: 2407-392x. p-issn: 2541-0857 commercial opportunities and strong economic returns, it has also created challenges to the chinese traditional crafts sector which may influence the direction and sustainability of its future development, and as such is worthy of deeper investigation and discussion. chinese crafts have been examined from economic, historical and aesthetic perspectives, but rather less attention has been devoted to them in the literature on luxury and tourism. when considering the former, it is worth noting that some of the world’s leading brands had their origins in craft businesses, notably louis vuitton, and that craft skills remain important for this industry in the 21st century. on the other hand, there is a common assumption that craft souvenirs represent a cheap and debased version of human material culture but, as an edited collection by hitchcock and teague (2000) showed, souvenirs come in a wide variety of forms, including what graburn (2000) has called ‘pride goods’, in which peoples visited by tourists sell products that are simultaneously economically useful and boosters of esteem on behalf of the producing community. it is with these thoughts in mind that we turn our attention to the production of chinese craft products in the early 21st century. in this paper, we review the issues and challenges that the chinese traditional craft sector is facing due to the historical transformation, before we propose a ‘luxury approach’ as a strategy to seek for a more sustainable trajectory of development. what should be noted from the outset is that this work refers to the products of the han chinese, the country’s major ethnic group, and not the country’s renowned minorities, though the authors have been inspired by work in this area by authors such as gina corrigan (2002). craft & art the ultimate etymology of the english term ‘craft’ is uncertain, but there does appear to be a strong link with the various versions of the germanic and nordic term ‘kraft’, which has connotations of ‘strength’ and ‘power’ and more infamously with the nazis use of the term in the slogan ‘kraft durch freude’ or ‘strength through joy’. the germanic/norse sense of the term was expanded in old english to include notions of skill, dexterity, art science and talent and something that was built or made. mediaeval cities later became centres for guilds built around collectives of crafts producers and the idea that they embodied ‘mysteries’, which later evolved into ‘worshipful companies’ and later charitable organisations as the need for skilled craftwork declined as britain industrialised. indeed, the authors of this e-journal of tourism vol.7. no.2. (2020): 205-228 http://ojs.unud.ac.id/index.php/eot 207 e-issn: 2407-392x. p-issn: 2541-0857 paper both work for goldsmiths college, which was founded by the descendants of the old precious metalworking guild of that name. the terms ‘craft’ is also often association with notions of ‘tradition’, though this is not invariably the case. however, as this paper discusses chinese crafts, which have a long history it is worth considering what ‘traditional’ actually means, especially in its etymological sense in english which contains notions of beliefs or practices handed down over the generations. ultimately, it has origins in the jewish sense of tradition based on mosaic law, but appears to have come into english from the late 13th century french concept of ‘tradicion’, meaning transmission or handing over. in other words, there is association of passing down knowledge or skills over the generations, though not invariably with the same family, and thus has relevance in the chinese context where notions of tradition are closely associated with the concept of culture (文化wehua). the term appears to be derived from ‘wen （文）’, which is associated with the weaving of colours, ornamentation and goods, and ‘hua （化）’ meaning variation, creation and formation. there was period of time when craft was considered irrelevant to any kind of creative work (greenhalgh 2002), but we started rethinking the value of ‘craft’ when the field of crafts begun to shadow impacts on our societal values. in modern history, it was almost 150 years ago when ‘craft’ last evoked scholarly debates among various academic disciplines. the ‘arts and craft movement’ was sparked in the 1880s in britain, largely as a reaction against the deficient product quality of mass mechanical production and the deprived social status of decorative art craft objects with a functional nature (risatti 2007, greenhalgh, 1997 & 2010). since then discussions surrounding the craft and art relationship has never quite resolved the questions whether ‘craft’ should be separated from ‘art’, or could legitimately be defined as ‘art’. leesmaffei and sandino (2004: 207) believed the principle of defining (or differentiating) craft and art was to take into consideration the many changes occurring in any given historical, socio-cultural and geographical context. during the 20th century, the boundary between craft and art became blurred. greenhalgh (2002:1) pointed out that, whilst craft has been gradually “corralled into a particular enclosure”, it is necessary to reflect on the emerging agendas (such as digitalisation in work design and product distribution) in the current field of craft, because these will e-journal of tourism vol.7. no.2. (2020): 205-228 http://ojs.unud.ac.id/index.php/eot 208 e-issn: 2407-392x. p-issn: 2541-0857 manifest, unfold and impact on our society in the coming years. and now, just as we did more than a century ago, we need to rethink craft and re-evaluate its strategic relations with art (shiner 2012). in the final report jointly presented by unseco and the international trade centre (itc), crafts were defined as the “products that are produced by artisans, either completely by hand or with the help of hand-tools or even mechanical means, as long as the direct manual contribution of the artisan remains the most substantial component of the finished product” (unesco & itc, 1997: 6). it goes on to conclude that the distinctive features of crafts “can be utilitarian, aesthetic, artistic, creative, culturally attached, decorative, functional, traditional, religiously and socially symbolic and significant which attribute to the special nature of artisanal products” (ibid). as greenhalgh (2002:1) argued “crafts are a consortium of genres” which have been “deliberately placed together” but can “make sense collectively for artistic, economic and institutional reasons”. greenhalgh’s remark might sound harsh, but it indicates some important properties of crafts which help define and justify the identity of crafts and craftspeople, and being institutionally connected is one of them. furthermore, both thornton (2002) and shiner (2012) contended that it is the multifaceted institutional nature of craft industry that has shaped the developing trajectory of ‘craftworld’ in the western culture, and it has certainly happened in china too, but often with more political interference. a chinese view of crafts, craftsman and craftsmanship ‘crafts’ in chinese translation what is significant is that crafts people have long had a clearly defined space in chinese culture dating to the late zhou dynasty (1046-221 bci). scholars belonging to the legalist or confucian tradition recognised four categories of people based on occupation which were shi (gentry or scholars), nong (peasant farmers) gong (crafts people) and shang (merchants and traders). these occupations were not invariably organised in this order and they were not seen as socioeconomic classes and were not hereditary. this arrangement stands in sharp contrast to two other major civilisations – india and europe – where the role of crafts people has been studied in detail and in which heredity and social standing was accorded great significance in the pre-industrial era. what is also interesting about china is that its crafts people attracted the attention of its renowned sages, namely mozi (c.470-391bc) who is thought to e-journal of tourism vol.7. no.2. (2020): 205-228 http://ojs.unud.ac.id/index.php/eot 209 e-issn: 2407-392x. p-issn: 2541-0857 have come from a lower artisanal background and managed to make his way in to the literary class or gentry. he was born in tengzhou in what is now shandong province and there is some suggestion that his youth was troubled and that he was branded because of his misdemeanours and that his name, mozi, which is not his original name but literally means the tattooed master (eno 2010: 1), reflects this. however, he seems to have overcome this inauspicious start to serve as a minister in the state of song and to open a school for students who wished to become officials. mozi argued against the betterestablished schools of thought of confucianism and daoism, placing emphasis on self-restraint, self-reflection and authenticity as opposed to obedience to ritual. he was also renowned as a carpenter and is attributed with designing a wide variety of mechanical objects ranging from water moving utensils to siege engines. his life is celebrated in the mozi museum in shandong province and current interpretation places him as something of working class and modern day communist hero who designed tools that eased the lives of working people. his followers were mostly crafts people and technicians who were organised in a disciplined manner in the study of mozi’s technical and philosophical writings. in particular, the sage exhorted his followers to lead an ascetic and self-restrained way of life and to renounce material and spiritual extravagance. it would not be misplaced to say that even in the 21st century, the spirit of mozi lives on among contemporary crafts people. the key point in relation to this discussion is mozi’s focus on authenticity, a term which frequently crops up in discussions with contemporary craft practitioners in china. the chinese term ‘gong yi mei shu (工艺美术)’ was first introduced by chinese educator cai yuanpei in his book the origin of art in 1920 (zhu 2009), which was a direct reference to the european and north american arts and crafts movement (and the later japanese mingei movement). educated in japan and influenced by western culture, cai intended to import advanced western thinking to china, however his translated chinese phrase did not fully convey the two components of ‘arts and crafts’. ‘gong yi’ can be closely translated as ‘crafts’ in the chinese context, but ‘mei shu’ was a orthographically borrowed word from the japanese 美術 (bijutsu), meaning ‘beautiful technique’ or ‘techniques of creating aesthetic objects’. whilst in the japanese language ‘mei shu’ is equivalent to ‘fine art’ in the english sense, but in the context of the chinese language it doesn’t completely pair with the e-journal of tourism vol.7. no.2. (2020): 205-228 http://ojs.unud.ac.id/index.php/eot 210 e-issn: 2407-392x. p-issn: 2541-0857 meaning of ‘fine art’ encoded in the english language. and later when ‘design’ emerged from germany as a new notion pioneered by bauhaus with the aim of combining crafts and fine art, ‘mei shu’ was not able to reflect or connect to the new concept (zhu 2009, tian 2010). as a consequence of this combined complication, the term ‘gong yi mei shu’ has long stimulated debate among chinese scholars, policymakers and industry practitioners. a dividing line between crafts and art after the communist party became the ruling party in 1949, the term ‘gong yi mei shu’ became commonly perceived by the public as synonymous with handicrafts in the wider chinese social context, and it particularly applied to the traditional handicrafts that were exclusively manufactured for the purpose of overseas exports after 1950s (zhu & xu 2010, zhu 2009). however, within academic circles divisions emerged as to whether ‘gong yi mei shu’ should be treated as a singular term which placed emphasis on artistic design, or should focus in a rather more limited sense of ‘crafts’ and specifically ‘handicrafts’ (zhu 2009). before 2012, most degrees offered by chinese higher education institutes (e.g. universities) were related to artistic design with the incorporation of western theory and techniques (tang & tao 2014), whereas on the other hand teaching and training in the design and production of crafts were conveyed through occupational schools. the consequence of this divergence within the educational system was that students graduating with a higher education degree would have a much better chance to gain access to professional jobs within the arts and crafts sector which might be labelled ‘white collar’, and who would thereby be considered to have a higher social status, as well as better income and career progression prospects. in contrast, students fully trained in the skills needed to produce crafts would be most likely to become ‘blue-collar’ workers who would normally work with their hands to produce physical products, but would garner less social respect and lower remuneration. it seems the dividing line between crafts and art is quite clear in china, and is noticeably reflected in the differing social standing of craftsmen and artists. in addition, the social status of chinese craftsmen has traditionally been embedded within the hierarchies of chinese society. furthermore, the craftsmen community is further divided into levels based on the degree of association that craftspeople are able to claim with the country’s hierarchical institutions, which means the closer craftspeople are able to link with the central e-journal of tourism vol.7. no.2. (2020): 205-228 http://ojs.unud.ac.id/index.php/eot 211 e-issn: 2407-392x. p-issn: 2541-0857 governmental powers (such as the imperial courts and aristocracy communities in ancient china, and now most likely the prc party apparatus), the more they are respected and hence their crafts are more visible, valuable and collectable (xu, 2016). some chinese scholars contest that the association between the chinese crafts industry and political power is not in fact driven by the commercial market, but instead constitutes the typical political behaviour exerted within government circles. a consequence of this political behaviour is that, once a particular type of craft becomes a ‘special supply’ to the central political powers, the mass public will have restricted or zero accessibility to these crafts, whilst paradoxically possession of a rare item handmade by the favoured craftspeople with a higher social status or stronger political connections will be considered as the symbol of power. disappearing craftsmanship in common with other asian courtbased societies, a great deal of artisanal production in china was clustered around royal and noble centres. the demise of this kind of patronage following the establishment of the republic has long posed a threat to the viability of these traditions. the expansion of domestic and inbound tourism since the 1980s has offered a potential source of revenue. for example, for japanese tourists the purchase of a high end souvenir often represents the second largest expenditure after the purchase of the holiday itself. what seems to have been neglected or overlooked over the last 100 years by the chinese society and polity is that the skills and often localised specialisations associated with craftsmanship is something that has accumulated and evolved over centuries. in western culture, people honour and appreciate the virtues of craftsmanship which may typically be considered to be the most important assets to the craft industry, to be nurtured, inherited and promoted (van bergen 2017). there is a common acknowledgement, shared by both western and chinese culture, that traditional craftsmanship embodies the crafts people’s supreme skills, the extremely high quality and intricate detail of craft products and the sense of craftsmen “giving themselves to their work” (bergadaà 2008:11, xu 2016). but what has caused china gradually to lose some of the essence of its craftsmanship over the last century can be summarised mainly through three stages (xu 2016): the dismantling of imperial power in the early 20th century, which reduced the demand for high-end crafts by e-journal of tourism vol.7. no.2. (2020): 205-228 http://ojs.unud.ac.id/index.php/eot 212 e-issn: 2407-392x. p-issn: 2541-0857 the royal court and the aristocratic communities. the second phase was during the period of chairman mao’s leadership, when the central government had to prioritise the political focus on ‘meeting people’s basic needs’ due to widespread poverty and product shortages, with crafts being given a lower priority, and high-end crafts shunned for their bourgeois associations. the open doors policy since the 1980s, meanwhile, has allowed wider access to national and international markets, but at a cost of mass and intensified production of craft items of questionable quality, and which has even earned for china a reputation of being the world’s largest “provenance for counterfeit goods” (europol & euipo 2017: 6). within such a commercial environment it has been very difficult for many chinese crafts to stand out in international markets on the basis of the quality of craftsmanship, not least because craft themes are often related to chinese myths and legends that are often unfamiliar to peoples abroad. considerable interpretation may be required therefore to make these stories understandable and possibly at some cost. reinstating chinese craftsmanship since chinese primer li keqiang introduced the concept of the ‘spirit of craftsmanship’ in his government work report in march 2016, all genres of professions in the entire nation have since tried to fathom the concept. but what exactly does the new concept imply for chinese society? setting up as a central governmental project, the chinese government wanted to encourage the nation in all industries to improve professional techniques and refine product quality in order to restore consumers’ confidence towards domestic products in the face of fierce competition from foreign products. moreover, in 2017 the government released a ‘plan to revitalise the traditional crafts’, which aimed to “further promote traditional chinese crafts” and “inject momentum into the protection of chinese culture and heritage” (hu 2017), with the objectives of increasing job opportunities and enhancing product diversity within the craft industry. what, then, are the particular implications of the ‘plan’ for the chinese craft industry, as well as to the thousands of craftspeople in china? apart from pursuing professional excellence, the notion of ‘craftsmanship spirit’ is more about promoting a particular set of moral values, which had become e-journal of tourism vol.7. no.2. (2020): 205-228 http://ojs.unud.ac.id/index.php/eot 213 e-issn: 2407-392x. p-issn: 2541-0857 understated in the money-driven society. but in his well-cited book, sennett (2008) claimed moral imperatives only work for better results in a situation where they are institutionally organised. since china rolled out the new concept as a national project, both central and local governments will provide sufficient policy and financial support, but the fine spirit that craftspeople traditionally held may take time to rekindle and require more interpersonal and emotional inputs to nurture (coeckelbergh 2014). in the following paragraphs, we are going to open discussion of the challenges that the traditional chinese crafts face against this backdrop, as well as exploring the potential opportunities which the chinese crafts sector might enjoy in the luxury segment of the market – something chinese-made products have largely been absent from hitherto despite china having become one of the world’s largest consumers of luxury goods. searching for authenticity – a challenge faced by traditional chinese crafts traditional chinese crafts generally refers to “a variety of handicrafts and techniques that have existed for over one hundred years and [are] marked by a long history, exquisite skills, have been passed on from generation to generation, have a complete technical process, have been made of natural materials, have a distinct national style and local features, and are renowned both at home and abroad” (state council of the prc 1997). bearing in mind the official definition, if we conduct a quick survey of the international auction houses in terms of their major bidding deals in recent years, it is not difficult to notice that both chinese traditional crafts and chinese buyers are near the top of the lists on both bidding sides (e.g. sotheby’s and christie’s). also, in many major international art museums, we often find a particular section dedicated to traditional chinese crafts (e.g. victoria and albert museum) ambiguous understanding of the characteristics of ‘authenticity’ under different circumstances. accordingly, we will explore the meaning of authenticity in the context of chinese traditional crafts in two specific contexts: tourism and branding. authenticity in the context of luxury branding authenticity is a concept that has been widely researched but often overused, particularly in the field of marketing. a widely held position is that authenticity is important for consumers and that customers want to acquire something that is real and not something that is fake (gilmore and pine, 2007), though as these authors e-journal of tourism vol.7. no.2. (2020): 205-228 http://ojs.unud.ac.id/index.php/eot 214 e-issn: 2407-392x. p-issn: 2541-0857 concede that authenticity can be seen in a variety of ways and its prominence may vary from one enterprise to another. to simplify a somewhat complex series of arguments, the essence of authenticity lies in the ability of companies to build brands in which consumers have faith and confidence that the products they are buying are somehow rooted to tradition, locality or genuine craftsmanship. research findings suggest that consumers’ perceptions with regard to the authenticity of the products and the locations where they make purchases tend to influence their consumption behaviours (ramkissoon & uysal 2011, kim & bonn 2016, fritz et al. 2017). hede and others (2014, p 1395) tested and confirmed that “consumer scepticism and expectations are antecedents to perceived authenticity of the visitor experience” under the research context of museum in which curatorial expertise provides validation. bergadaà (2008) claimed the experience of authenticity in relation to craft industry falls into three fields: the objects of artistic craftsmanship; the professionalism of craftspeople; and the relationship that is built during the interaction of consumers and craftspeople in relation to the cultural and aesthetic experience associated with crafts production. furthermore, affluent consumers (the mainstay of the luxury markets) are searching for authenticity beyond physical objects, which may sometimes be artificially branded with ‘authentic features’. instead, they pursue the authentic values embedded in the physical object which is “secured by craftsmanship, scarcity of supply, unique aesthetics, the link to the origin, non-necessity, and the high price” (hitzler & müller-stewens 2017: 53). concurrently, luxury brands view authenticity as a prime parameter to differentiate themselves from mass others (heine et al, 2016; hitzler & müllerstewens 2017), and therefore strive to exhibit their excellence and perfection through authenticity in every aspect of their business, as part of their overall management strategies (hitzler & müllerstewens 2017). from this point of view, the traditional chinese crafts are able to match with these ‘luxury credentials’ in the sense of offering ‘authentic value’, which is one of the factors that help explain why some traditional chinese crafts are frequently among the top-priced transactions made on both domestic and international antique auction markets. however, what is particularly interesting about chinese consumers is that, for them, the emphasis on authenticity has a slightly different manifestation, with e-journal of tourism vol.7. no.2. (2020): 205-228 http://ojs.unud.ac.id/index.php/eot 215 e-issn: 2407-392x. p-issn: 2541-0857 less emphasis on a perceived binary relationship between authentic and inauthentic products (liu, yannopolou, bian and elliott 2015). the authors suggest that chinese consumers evaluate authenticity in relational and hierarchical terms as opposed to uniqueness and originality, with two authenticity types emerging – domesticated and mimicked (ibid.). what seems to be emerging from this research is that the chinese place an emphasis on ‘brand equity’ and long-term relationships with consumers, but this is potentially problematic in the context of tourism where craft makers often do not have meaningful and clearly identifiable brands, and are unlikely to engage in longterm relationships with consumers. authenticity in the context of tourism many chinese craft producers sell their wares in the context of tourism, which has a huge domestic dimension. even though the customers often share the same culture as the producers, many craft makers complain the buyers are not very interested in traditional themes and are driven by questions of price rather than quality. a common refrain is that craft producers are being pushed by the demands of this market to produce goods that are not authentic in terms of traditional craftsmanship. several scholars in the field of tourism studies have been investigating the impacts of tourists on the authenticity of handicrafts, with much research focusing on east and south east asia (graburn 1984, parnwell 1993, bruner, 2005, wherry 2006, chang et al. 2008). it worth considering their main observations at this juncture as an additional set of issues comes to the fore, such as the notion of the ‘staged authenticity’ of tourist attractions (mccannell 1973), ‘objective authenticity’ (wang 1999), which is further elaborated by steiner and reisinger (2006) and lau (2010), as well as ‘constructed authenticity’ and ‘existential (subjective) authenticity’ (cohen 1988). cohen and cohen (2012) point out that the “…three discourses are not on the same level: while objective (object) authenticity and existential (subjective) authenticity denote different types of (personally experienced) authenticity, constructed authenticity does not; rather, it relates implicitly to the process of social construction of the other two types”. in an attempt to get to the heart of the authenticity debate in tourism, tom selwyn (1996) offered the distinction between “hot” and “cool” authenticity. selwyn (1996: 20-21) conceived of “hot” authenticity as that “aspect of the imagined world of tourist make-believe…concerned with questions of self and society,” in particular with the e-journal of tourism vol.7. no.2. (2020): 205-228 http://ojs.unud.ac.id/index.php/eot 216 e-issn: 2407-392x. p-issn: 2541-0857 quest for an “authentic self” and “authentic other.” selwyn distinguishes the concept of “cool” authenticity as reserved for propositions which aim to be open to the kinds of procedures described by popper [i.e. are subject to falsification]. selwyn appears to distinguish between a “social” and a “scientific” version of authenticity, or in more theoretical terms, an “emic” and an “etic” one – one experienced by the tourists, the other representing a theoretical topdown approach (cohen and cohen 2012). but what about the situation in china? the meaning of the term ‘authenticity’ in china seems to have a sense which does not differ much from the english use of the term in which authenticity is seen as embodying something that is original and is not a copy. it might also be added that there also the curatorial sense of the word which may be captured in terms such as expertise (of the scholar/curator), provenance (origin), materials, association, name (often in the langue of the place of origin), documentation, measurement and photographic record. in fact, it is often these features that have pride-of-place in a museum’s documentation, and a great deal of effort goes in to the accuracy of the records on file. similar concerns are also seen in the authentication of high quality crafts and luxury goods, which are often interchangeable. all of the above curatorial concerns appear to be taken into account with an underlying desire to protect the authenticity of the creator’s products and in particular the creator’s or company’s intellectual property. this is not just a matter of pride as there is a very strong underlying business imperative to protect the producer’s brand and identity, not least because of the threat of copying without the initial investment in creating. this means that the brand or company that created a given object risks losing its initial investment if it is simply copied by another commercial concern that did not have to invest in the creativity vested in a high quality and desirable item. there are “craft experts” – both chinese and foreign who can provenance crafts and understand the significance of their patterns, style and manner of manufacture, in other words ‘cool authenticity’. however, some chinese crafts have considerable “kerb appeal” and there are now many varieties designed to appeal to tourists – ‘hot authenticity’. but these new forms of “chinese crafts” may not be rooted in the tangible and intangible heritage of traditional crafts, though the results are often pretty impressive. creativity may be defined as a phenomenon whereby something new and of value is formed. creativity may be intangible (e.g. music, stories, humour) or e-journal of tourism vol.7. no.2. (2020): 205-228 http://ojs.unud.ac.id/index.php/eot 217 e-issn: 2407-392x. p-issn: 2541-0857 tangible (paintings, sculptures, buildings). while traditional chinese crafts would at first glance appear to be tangible, there are intangible elements associated with the symbolism of certain designs. while such items may be readily intelligible to chinese purchasers, foreigners are often in need of interpretation, as they may not be familiar with the stories or symbolism inherent in such objects. why is it important to consider tourism? the position of chinese traditional crafts in tourism is mixed. ‘authentic’ traditional crafts may be collected by knowledgeable tourists, both domestic and foreign, and there is a market for high-end crafts that acknowledge the ancient traditions of china but have taken them to new creative heights. interestingly, these exclusive crafts are often designed by very small companies making very high valueadded products, but what about the popular market? informal questioning of tourists and an examination of blog posts where china’s craft products are mentioned, indicates that, for western tourists at least, traditional craft products have limited appeal. the themes, uses and associations of these crafts are often unknown, though there is a growing literature. there is also limited use of the “co-creation of experience” model in china, where the purchaser and the producer come together in a shared creative undertaking. it is these contexts where interpretation can enhance the value-added, not least because tourism is moving on to the consumption of experiences it would appear that many small and medium-sized producers of crafts, as well as some major concerns, are focused on the home market, and seem to assume that their products automatically have international appeal. the ‘authenticity’ and ‘creativity’ of these companies can be directed at the international tourism market through clever designs, shops displays and social media. can ‘luxury branding’ provide an opportunity for chinese traditional crafts? it may sound irrelevant or controversial to bring ‘luxury’ into the current research context, but what many luxury brands have experienced in the last century could have some implications for the development of chinese traditional crafts in both the domestic and international markets. rebecca van bergen (2017) asked if fine european craftsmanship contributed to the success of many internationallyrenowned luxury brands, why hasn’t this happened in the rest of the world? it is an even more sarcastic question to ask in the chinese context: whilst there are thousands (perhaps millions) of skilled craftspeople mastering all forms of traditional chinese craftsmanship, and china’s export of craft e-journal of tourism vol.7. no.2. (2020): 205-228 http://ojs.unud.ac.id/index.php/eot 218 e-issn: 2407-392x. p-issn: 2541-0857 products is in the leading position in the international trade market, why has china only earned herself a very damaging reputation with the label ‘made in china’? on the other hand, if we examine closely those international (mainly european) luxury brands with more than 50 years’ history, their products and experiential qualities seem to share certain common features: these include historical heritage and cultural attachment, unique know-how (craftsmanship), the longlasting quality of the product (and experience), a restricted and selective distribution system, personalised service and excessive prices, and above all a sense of privilege brought to the owners who purchase or possess the products (and experiences) (kapferer & bastien 2012: 47). it is not difficult to find certain of these ‘luxury features’ (such as historical and cultural attachment, craftsmanship) also associated with chinese traditional crafts, as we have discussed in the previous sections. but other components such as product quality and consistency, distribution system, and personalised service, still require further development in order to restore the reputation of traditional chinese crafts and deliver a sense of ‘privilege’ to the consumer. building luxury brands for chinese traditional crafts theoretically, building a luxury brand requires two fundamental elements, which are the historical heritage to which the brand is attached, and a convincing story the brand can tell to luxury consumers (kapferer & bastien 2012). china is hardly deprived of either element, which means traditional chinese crafts possess the fundamentals to metamorphose into luxury products and experiences. however, what seems missing here is the ‘brand’ an identifiable name that can represent the beauty of the traditional chinese crafts and differentiate them from the competitors in the market. however, it is only very recently that china has evinced an intention to build brands that seek to exploit the country’s historical inheritance. while most famous brands in the luxury industry globally have striven for innovation and market expansion since the end of wwii, chinese brands have often moved in the opposite direction, going through a process of nationalisation in the 1950s, and further recession during the cultural revolution. the economic reforms of the late 20th century enabled china to open up to global markets, but while mass-produced but lowpriced chinese goods have contributed significantly to gdp growth in china, this has occurred at a cost of a chinese brand e-journal of tourism vol.7. no.2. (2020): 205-228 http://ojs.unud.ac.id/index.php/eot 219 e-issn: 2407-392x. p-issn: 2541-0857 image that is often associated with inferior quality. it was not until 2006 that the ministry of commerce of the prc (mofcom) announced the first 434 mainland chinese enterprises to be the recipients of the designation ‘china timehonoured brand’, with the aim of promoting famous chinese domestic brands. until now, 1128 brands have been recognised in the list, together with an average of 140 years’ establishment history (ge & wang 2018). however, a mere twenty-one of these brands (2%) are in the category of ‘art and craft’, with a few more craft brands (e.g. the gong qian bamboo fan) included in the category of ‘processing and manufacturing’.1 while perhaps the ‘made in china’ label has stained chinese brands’ reputation in the global markets, particularly in the segments of daily use objects and counterfeit luxury goods, how can this handful of ‘china time-honoured brands’ battle against the prevailing brand image for chinese traditional crafts? developing a sustainable brand for chinese traditional crafts is brand ownership a myth? it may take quite some time for many chinese traditional crafts to build a brand and revitalise their brand image in 1 source of statistics: http://zhlzh.mofcom.gov.cn both domestic and international markets. accordingly, it may be more realistic to take a closer look at some of the established ‘time-honoured’ crafts brands which are recognised by the central government. a few questions may be asked here: how many of these brands are well-known by domestic consumers, particularly the younger generations (e.g. the millennials)? how much is knowledge of the brands appreciated and highly valued by the mass market? and ultimately what are the ‘strategies’ to sustain the brands’ development? the following text will discuss four agendas in relation to these questions, starting with the ownership of the brand. in the luxury industry, there is a universal principle that ‘the brand comes first’ (kapferer & bastien 2012)! the luxury brand owner, whether it is a family or a group, views the brand name as one of most important assets for the enterprise. the brand owner has authority and freedom to steer brand strategies within the enterprise, with the best intention to promote the brand name. in the meantime, the brand owner has all forms of rights to protect the enterprise when the brand name is under threat. the essence of the brand name always stays within the enterprise, e-journal of tourism vol.7. no.2. (2020): 205-228 http://ojs.unud.ac.id/index.php/eot 220 e-issn: 2407-392x. p-issn: 2541-0857 and the brand owner is the guardian and guide for the brand. however, the situation in china seems more complicated for the traditional crafts: obviously many traditional chinese crafts have manged to maintain the original brand names as they were first established, but the brand owners have not necessarily stayed within the brand family due to the nationalisation policies of the maoist era, though interestingly the early communist leaders espoused their support for what they considered to be ‘time honoured’ brands (china daily 15th august 2011). now, in order to rejuvenate authentic craft brands, the government intends to ‘reconnect’ the brand name with the original brand founding family, often through the use of social media (barclay 2017) but this is challenging given that the original brand essence has been long lost over the past 50 years (li & ma 2017). so, perhaps the first challenge faced by both sides is to search for the original brand essence and reposition the brand to adapt to the current market. importance of brand protection brand protection is the second agendum that has to be taken into serious consideration once the brands start trading on both international and domestic markets. in order to protect their vital brand asset, luxury brands have always armoured themselves with layers of protection for their intellectual property rights, ranging from international treaties (e.g. wifo) to regional agreements (e.g. euipo) and domestic legal regulations. for example, christian louboutin devoted six years to the battle against a rivalry company who had replicated the distinctive scarlet red sole; gucci engaged in a 9-year-long international court case to fight for trademark rights against guess; and there are many more examples that might be cited. it might be unrealistic to expect the traditional chinese craft people to equip themselves with legal protection similar to the world-famous luxury brands, not least given weaknesses in the country’s own intellectual property protection legislation, but it is nonetheless necessary for them to acquire and equip themselves with knowledge of the forms of protection they require to guard their own intellectual property in relation to craft work. china has been rather late in developing and enforcing effectively a legal protection system for ipr, which has clearly not helped crafts producers to nurture a conducive atmosphere. the “regulations on protection of traditional arts and crafts” were first issued in 1997, and so far is the only ip regulation with a specific focus on traditional arts and crafts. it has been widely acknowledged that intellectual property is not only an e-journal of tourism vol.7. no.2. (2020): 205-228 http://ojs.unud.ac.id/index.php/eot 221 e-issn: 2407-392x. p-issn: 2541-0857 economic phenomenon but also a cultural one (raustiala and sprigman 2014: 4), which has particular implications in the traditional chinese crafts industry. the authors marron and steel (2000, p. 166) were once informed by a reputable craftsperson that it is a cultural tradition within the crafts community that one should not claim individual ownership of their craft work, because it is considered to be a ‘public good’, which others were therefore allowed to imitate (ibid). this is largely due to the traditional chinese mind-set of collectivism, but also through the nature of crafts industry being institutional or communal. many believe that through sharing, the original creation can be further enhanced through “co-innovation and reinnovation based on the assimilation of imported technologies” (raustiala and sprigman 2014:3). brand promotion as a solution one of the successful tactics that many luxury brands adopt in promoting their products is to showcase the craftsmanship involved in the construction of the final piece of work. a successful luxury brand would usually first make their name within their own domestic market before expanding to overseas markets. according to bain & company (2018), chinese consumers constitute more than 30% of global luxury consumption, and the millennial generation (typically aged 2034) have become major contributors to this. in the face of a younger generation of consumers who clearly have stronger spending power and brand value perception, chinese traditional crafts have not been very effective in drawing their attention, which is a frequent complaint by craft producers surveyed by the authors of this paper. whilst it is not too late to target the younger chinese, the principal question is how? research studies have identified one type of young chinese luxury consumers as ‘spirituals’ (ngai 2012) who have the capacity genuinely to understand and appreciate the aesthetic and social value of objects, and who also pursue associated experiences beyond the material. the documentary programme “masters in the forbidden city”, which was broadcast on china central television in early 2016, became surprisingly popular among the young chinese audience who mostly accessed the episodes through online streaming and tagged the programme as the new ‘online influencer’ (global times 2016). the documentary depicted the life stories of craftspeople preserving and restoring antique works for the forbidden city palace museum, and the success of the documentary sent a clear message: the modern methods used to reinterpret traditional culture now can not only form a bridge between history and e-journal of tourism vol.7. no.2. (2020): 205-228 http://ojs.unud.ac.id/index.php/eot 222 e-issn: 2407-392x. p-issn: 2541-0857 make connection with current realities (song, 2017, 160), but can also build a cultural and emotional connection to young people that rejuvenates their love of ‘good culture’ (ibid). brand inheriting is a mission if it is true that china has been in danger of losing her grassroots essentials of traditional crafts because of political changes and economic development, these paradoxically may be seen as a basis for the revival and perpetuation of china’s historical and cultural heritage. in order to sustain the brands of the traditional chinese crafts, the skills and essence of craftsmanship must be passed onto the next generation, so education and training must be viewed as the first and foremost component. in 2012 the ministry of education re-introduced ‘gong yi mei shu’ (art and craft) into the university undergraduate course catalogue after decades of absence. chinese scholars tang and tao (2014) nonetheless admit that universities face challenges to implement the new course catalogue, but can possibly attempt to do so in three areas: to prioritise and incorporate local crafts which manifest regional characteristics; to invite the experienced craft masters into the lecture room to demonstrate the empirical skills that complement the theories they are learning; and to incorporate innovative ideas related to culture and modern life into the building of the curriculum. an interview with an art scholar mr. li from shanghai adds further reflection on the theme of this paper: he believes that the national policy to promote ‘craftsmanship’ indicates the government’s intention to elevate the social status of craftspeople and their craft works, with the universities acting as one of first gateways to set this in motion. on the other hand, a few chinese haute couture brands guo pei and lan yu have managed to make their way to paris and exhibit their collections since 2016. and what has contributed to their success apart from the chinese themes embedded within their designs is the unique craftsmanship: the traditional embroidery techniques the designers have applied to enable them to deliver unique, exquisite and luxury pieces on the paris fashion stages. conclusion: a strategic development trajectory as academics with their particular research focus on the luxury industry and cultural tourism and museums, we would argue that there is a great deal to learn from history. but this is not an anti-development position as it is clear that human society e-journal of tourism vol.7. no.2. (2020): 205-228 http://ojs.unud.ac.id/index.php/eot 223 e-issn: 2407-392x. p-issn: 2541-0857 should and will develop for myriad good and beneficial reasons, but sometimes we have to surrender to the truth that history repeats itself and we have to take stock and reflect on what happened in the past, and what we can do to improve upon it. chinese handicrafts are simultaneously commodities and heritage-cum-pride goods that have their roots deeply embedded in chinese history going back to at least the zhou dynasty if not earlier. even if we need not take at face value the declared love of the early leaders of the peoples’ republic of china for time-honoured brands, it would seem to indicate that they were voicing perhaps a commonly held view. the proliferation of museums across china at both grand and city level to smaller village-based ones devoted to crafts seems to indicate a string and widespread interest in the country’s craft heritage. however, we need to be cautious as china has been undergoing for some decades an enormous transformation in terms of industrialisation and urbanisation, and it seems reasonable to assume that this may be accompanied in paradigm shifts in terms of consumer behaviour. for example, a study from anshan city in liaoning province that chinese consumers are undergoing a romantic reappraisal of rurality in contradistinction to the symbolic infrastructure of mass urbanisation and industrialisation that may have some similarities to the sentiments of the british and west european romantic period in the late 18th and early 19th centuries that followed a massive wave of industrialisation there (griffiths, chapman and christiansen, 2010). there are good reasons for linking this reappraisal to tourism as hitchcock and barsham (2013) have explored what they call ‘prophets of nature’ and the ongoing relevance of romantic ideals in considerations of the relationship between tourism and the environment. this is perhaps one of the areas that we should be investigating when consider the sustainability and authenticity – however conceivedof chinese traditional crafts. references bain & company (2018), after a three-year deceleration, domestic china luxury market started to rebound in 2016 and achieved 20% growth in 2017. available at: https://www.bain.com/about/mediacenter/press-releases/2018/chinaluxury-report-2018 (accessed on: 25 june 2018). barclay, a. 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(2022): 157-173 http://ojs.unud.ac.id/index.php/eot 157 e-issn 2407-392x. p-issn 2541-0857 systematic literature review and future agenda: leadership style and dimension in rural tourism settings yuviani kusumawardhani* sekolah tinggi pariwisata bogor *corresponding author: kusumawardhaniyuvi@gmail.com doi: https://doi.org/10.24922/eot.v9i2.89035 article info submitted: july 14th 2022 accepted: september 17th 2022 published: september 30th 2022 abstract this article aims to outline research developments regarding leadership styles in rural tourism and a leadership measurement index to explore future research direction opportunities. a systematic literature review was conducted by reviewing a total final sample of 15 articles published from 2012-2021; the database sources used in the study were elsevier, emerald, mdpi, taylor and francais, and harzing's publish or perish with the scopus api key based on inclusion and exclusion criteria for analysis and synthesis to meet the purpose of the article. leadership styles in rural tourism are currently found in 14 leadership styles. all leadership styles in rural tourism illustrate the need for integration and networks to develop successful rural tourism, in contrast to the leadership styles adopted by other sectors. the dimension of leadership measurement in rural tourism is based on the rural tourism characteristics. there are twelve leadership dimensions measurement in rural tourism that are different from the measurement of leadership in general. there are theoretical and empirical gaps, so one of the challenges in applying the dimensions of leadership measurement is bridging research with applications in other sectors. this literature review is presented to describe the leadership style in rural tourism that is needed and has been widely adopted to help and support the community to find a successful leadership style in developing rural tourism. keywords: leadership systematic literature review; leadership in rural tourism; tourism; rural areas. introduction background rural development strategies are often carried out through tourism. rural tourism can provide income for rural communities to cover the economic and social gap between urban and rural areas. the gap is due to a lack of investors, limited opportunities for higher education, and a lack of social services in rural areas. rural tourism greatly contributes to the village community to improve the economy and welfare. in addition, specifically, rural tourism opens opportunities to create agricultural diversification, food and beverage promotion, and destination resource management. however, according to moscardo (2008) case studies on tourism development, often villagers do not receive the benefits of tourism activities directly; only certain groups in the community feel the http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 157-173 http://ojs.unud.ac.id/index.php/eot 158 e-issn 2407-392x. p-issn 2541-0857 benefits of tourism activities. in the context of rural tourism development, rural communities often do not yet have a strong network with stakeholders, making it difficult for governments to integrate local and regional tourism policies into national tourism policies. based on this, a leadership role is needed in developing rural tourism so that rural tourism development strategies can be implemented competitively, sustainably, and positively. the positive impact of rural tourism development can be achieved with effective leadership. effective leadership for rural tourism requires sensitivity to local culture and innovation of rural tourism products. liburd and edwards (2010) also affirmed that strong, committed, and effective leadership is needed for destinations at all levels, government, business, society, and stakeholders must have a proactive role. on the other hand, long and nuckolls (1994) and moscardo (2005) argue that effective tourism leadership in rural tourism development is a leader who has knowledge and enthusiasm in tourism, strong networking capabilities, and broad networking in the community. rural tourism development strategies through leadership are something to consider. wilson (2001) identified that cooperation between tourism operators and local leadership is a success factor in rural tourism development. dwyer et al. (2009) said that leadership in rural destinations should focus on developing tourist products based on cultural and natural experiences and prioritizing this area as a potential resource. another challenge for rural tourism development is the need for crosssectoral cooperation. leadership becomes a planning and evaluation tool to improve the quality and process of implementing successful rural tourism development. however, on the other hand, haven-tang and jones (2012) identified that rural tourist destination strategies are often developed in different ways not to have a coherent rural tourism development strategy. therefore, the role of destination leadership must include in longterm strategic planning. several literature studies identified relevance to destination leadership in rural areas with the fulfillment of the need for increasing rural tourism development strategy. leadership in tourism development must be sensitive to local, regional, and tourism products (hampson et al., 1999; nordin, 2005). the role of leadership in rural tourism development is often ignored. literature studies on rural tourism development have been widely conducted, but those focused on leadership in rural tourism are still limited. this paper focuses to review how leadership styles are adopted in rural tourism. the composition of this paper consists of introductions, methodologies, discussions of leadership styles and leadership dimension on rural tourism. finally, the paper can summarize findings, implications, and considerations for future research agendas. literature review leadership in rural tourism the concept of "the great man" popularized by kirkpatick and locke (1991) has become the basis of leadership theory. initially, leadership theory focused only on the individual as a leader. however, bass (1999); bass and avolio (1993); kirk and shutte (2004) opposes leadership theory that focuses solely on individuals. kirk and shutte (2004) describe many ways to lead, and they define leadership as harnessing the power of one's role that is valuable to society. leadership theory has evolved into many leadership styles. a wide variety of leadership styles have been adopted according to the needs. a leader must have a leadership style that can direct and manage his subordinates to achieve common goals. approaches to leadership styles have been widely made, including community-based leadership, authentic leadership, and http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 157-173 http://ojs.unud.ac.id/index.php/eot 159 e-issn 2407-392x. p-issn 2541-0857 servant leadership (avolio et al., 2009; bass and avolio, 1993; bass and yammarino, 1991; kirk and shutte, 2004; russell and stone, 2002). although leadership styles are already developing, literature studies focusing on leadership styles in rural tourism are limited. therefore, this literature review is important to discuss specifically the leadership styles and leadership dimension that were successfully adopted in rural tourism used by researchers. methods the methodology used in the literature review process is a narrative approach oftenused to study the medical field using systematic literature review (slr) techniques and meta-analysis (tranfield et al., 2003). systematic reviews in management continue to grow to find out the development of research on the topic in question. development of research on a topic is done by collecting research relevant to the topic in large numbers, regardless of the source of the article and the background of the discipline (pittaway, 2005). literature searches are limited to articles published in october 2012-2021. articles searched by keywords "leadership" and "rural tourism" in the title and keywords. keywords are searched in various scientific databases, including elsevier, emerald, mdpi, taylor, francais, and harzing's publish or perish with scopus api key. the method used is preferred reporting items for systematic review and meta analytic (prisma). all articles that pass the selection will be reviewed and summarized based on the author's name, year of publication, analysis method used, findings, and article type. inclusion criteria formulated include 1) articles in the scope of leadership and rural tourism, 2) academic journals ranked q1 and q2, and 3) abstract and title containing keywords "leadership" and "rural tourism". exclusion criteria include 1) all articles published before 2012, 2) journals ranked below q2, 3) abstract not containing keywords "leadership" and "rural tourism". based on the criteria to search, 441 articles were collected. of the 418 are out of context from the topic, so that ther are 23 articles left. of the 23 articles, six articles have the same title, so there are 17 articles left. then, based on the criteria of the journal that has been determined, two articles are issued, and 15 articles left. no additional articles are included so that 15 articles are qualified and tabulated in the summary table. systematic review and meta-analysis chart (prisma) can be seen in figure 1. findings the literature reviews found two main classifications of articles, namely empirical papers and conceptual papers, to discuss leadership in rural tourism. based on table i, although there are some differences in research approaches, researchers' main goal is to examine leadership styles in rural tourism. current research uses the leadermember exchange theory popularized by fisher and robbins (2015), which identifies charismatic, transformational, transactional, servant, and authentic leadership styles. complex problem situations encourage the development and approach of leadership. a leadership style is neither right nor wrong, and it is just that a leader needs to find the leadership style of what is best. tom boydell, mike pedler (2010) identified that leadership must be able to find direction and purpose to face critical and challenging situations so that in the context of this research, tourism development in a rural area can be led by leaders who can bridge all stakeholder interests. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 157-173 http://ojs.unud.ac.id/index.php/eot 160 e-issn 2407-392x. p-issn 2541-0857 figure 1. the prisma flowchart identification records screened n: 17 screening records excluded n: 2 full article for eligibility n: 15 full-text article excluded, with reasons n: 0 eligibility eligible studies n: 15 additional records identified through the reference list n: 0 studies included in the synthesis n: 15 included initial search elsevier: 102 emerald: 212 mdpi: 4 taylor & francais: 85 harzing's publish or perish with scopus api key: 38 total: 441 records after duplication removed n: 17 after filter applied elsevier: 3 emerald: 6 mdpi: 3 taylor & francais: 5 harzing’s publish or perish with scopus api key: 6 total: 23 http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 157-173 http://ojs.unud.ac.id/index.php/eot 161 e-issn 2407-392x. p-issn 2541-0857 table 1. article recapitulation summary no author/year journal name research method findings location type of study 1 (haven-tang, 2012) tourism management perspectives qualitative (case study) transformational leadership approaches are used for rural tourism development through partnership strategies and attracting followers (businesses and supporting organizations). there is a synergy of topdown and bottom-up. adventa, monmouthshire, uk conceptual 2 (slocum and everett, 2014) tourism review qualitative (comparative instrumental case study approach) third-generation leadership approach (seeking resources/capabilities available and network building) is the opposite of the leadership approach through external stakeholders. uk conceptual 3 (pröbstlhaider et al., 2014) tourism review qualitative (case study) four typologies were found to describe four leadership options in rural tourism as a coherent development strategy: a lighthouse model with entrepreneurial leadership, a small-scale land-use model with collaborative leadership, a zoning model with protected area management leadership, and a thematic model with destination organization management leadership. central european conceptual 4 (naderi et al., 2019) international journal of sociology and social policy quantitative (structural equation modelling) transformational leadership has been shown to have a positive effect on social capital. transformational leadership is positively associated with social values. the transformational leadership dimension in rural tourism is a general view of commitment, motivation, and guidance from leaders, the search for new opportunities, and the role of corporate management as a key force. iran empirical 5 (bouchon and prideaux, 2019) advances in hospitality and leisure qualitative analysis (thematic analysis) a local leadership approach is used to develop a comprehensive local-level tourism plan that is holistic and is based on community consultation and recognition of local power relations. timor-leste conceptual 6 (xu et al., 2017) sustainability qualitative (longitudinal case study) through resilient leadership, a community leadership approach is used in two villages in china to address complex problems. cina conceptual 7 (kontogeorgopoulos et al., 2014) tourism planning & development qualitative (case study) charismatic and transformational leadership has led to the success of the cbt concept in kampong mae. thailand conceptual http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 157-173 http://ojs.unud.ac.id/index.php/eot 162 e-issn 2407-392x. p-issn 2541-0857 no author/year journal name research method findings location type of study 8 (moscardo, 2014) tourism planning & development qualitative (case study) a community leader approach with a strong network, capabilities, and knowledge derived from outside communities has a positive impact on rural tourism development. the study also understands the action characteristics of entrepreneurs and tourism leaders to predict the impact of tourism in the countryside. australia/oseania (19) amerika utara (8) eropa (7) afrika (6) asia (4) amerika tengah/selatan conceptual 9 (mcgehee, 2015) journal of sustainable tourism qualitative (case study) the study analyzed the leadership styles of three different rural tourism leaders. each leader has a unique leadership style: serving leadership, communitybased leadership, and authentic leadership. the three leaders succeeded in realizing rural tourism development through social capital. america, north carolina, and haiti conceptual 10 (selin, 2017) sustainability qualitative (case study) backbone leadership in this study is described as a leadership team that has a role such as integration leadership. backbone leadership has two roles, internal and external. the role of internal backbone leadership is to empower local leaders to develop their rural tourism and blend rural vision and mission with leadership teams. the role of external backbone leadership is to facilitate various forms of external project communication and use an extensive professional network to supply financial and information resources to the countryside. usa conceptual 11 (liu and yang, 2019) sustainability qualitative (study case) government network leadership was found in this study through interactions between leaders from local governments and rural tourism committees. this interaction was considered successful, as the leader of the rural tourism committee participated as a policymaker for village governance and was granted freedom for rural tourism governance. the rural tourism committee was also proactive in initiating strategies for village governance. intense and positive interactions between rural tourism committee leaders and village government leaders contribute greatly to solving the problem of rural tourism development. china conceptual http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 157-173 http://ojs.unud.ac.id/index.php/eot 163 e-issn 2407-392x. p-issn 2541-0857 no author/year journal name research method findings location type of study 12 (nomm et al., 2020) tourism management perspectives qualitative community leadership is integrated with advocacy so that dmo (destination management organization) and other functions of destination management (dm) are interconnected and related. community leadership is a function of destination management that focuses on managing the aspirations of the destination community. community leadership has a strong relationship with local communities and other stakeholders to integrate advocacy and community leadership. estonia conceptual 13 (zmys̀lony, 2014) tourism review qualitative (comparative analysis) five dimensions of destination leadership are networking ability, analytical ability, impact capability, economic potential, and legitimacy. stakeholders in emerging destinations have strong impact capability characteristics, analytical capabilities, and legitimacy. polandia conceptual 14 (kennedy and augustyn, 2014) tourism review qualitative and explorative shared destination leadership is formed based on the dynamic interaction between existence, the main causes of development, local knowledge, and familiarity. external and internal factors motivate stakeholder engagement and form interconnected forces to create shared destination leadership. the situational factor found in the study was a competitive environment along the uk waterfront, so a shared form of value-driven transformational leadership could be a choice of leadership style. resort di tepi laut inggris conceptual 15 (tirado ballesteros and hernández, 2019) european planning studies qualitative (study case) the eu leader approach is used to promote rural tourism, where the local action group (lag), which acts as a leader, becomes a means to apply subsidiary institutional principles in village development. the participation approach is used in rural tourism development strategies. however, there is still a gap between leaders and tourism in promoting rural tourism; therefore, the leader's approach to developing tourist villages still needs to be evaluated. spanyol conceptual http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 157-173 http://ojs.unud.ac.id/index.php/eot 164 e-issn 2407-392x. p-issn 2541-0857 a leadership style is neither right nor wrong, and it is just that a leader needs to find the leadership style of what is best. tom boydell, mike pedler (2010) identified that leadership must be able to find direction and purpose to face critical and challenging situations so that in the context of this research, tourism development in a rural area can be led by leaders who can bridge all stakeholder interests. descriptive analysis the final sample consist of 15 articles collected from 8 different journals. table ii summarizes the distribution of articles in each journal by focusing on the discipline areas of the journal as defined by scimago journal and rank (sjr) (sjr 2020). the journal tourism review has the most papers (4), accounting for 27% of the sample. this journal focuses on highquality research articles on business, management, social science facing the tourism industry. overall, 86.67% of publications appeared in the top journals (q1) and 13.33% in (q2). the articles found were spread from various research journals with varying amounts. the most frequently found articles were those published in the journal of tourism review with the total of four, three articles published in the journal of sustainability, two in the journal of tourism planning and development, and two in the journal tourism tourism management perspective. each article published one article in the international journal of sociology and social policy, advances in hospitality and leisure, journal of sustainable tourism, and european planning studies (figure 2). the study of leadership in rural tourism began to develop from 2012 to the present. the number of articles containing studies on leadership in rural tourism was in 2014, which was six articles. however, in 2020 only found 1 article discusses leadership in rural tourism (figure 3). demonstrates an opportunity to continue to develop studies on leadership in rural tourism. table 2. article distribution journal sjr (2021) if (sjr) reference tourism management perspectives 1.45 q1 (haven-tang and jones, 2012; nomm et al., 2020) tourism review 1 q1 (kennedy and augustyn, 2014; pröbstlhaider et al., 2014; slocum and everett, 2014; zmys̀lony, 2014) international journal of sociology and social policy 0.31 q2 (naderi et al., 2019) advances in hospitality and leisure 0.34 q2 (bouchon and prideaux, 2019) sustainability 0.61 q1 (liu and yang, 2019; selin, 2017; xu et al., 2017) tourism planning and development 0.73 q1 (kontogeorgopoulos et al., 2014; moscardo, 2014) journal of sustainable tourism 1.73 q1 (mcgehee, 2015) european planning studies 1.21 q1 (tirado ballesteros and hernández, 2019) http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 157-173 http://ojs.unud.ac.id/index.php/eot 165 e-issn 2407-392x. p-issn 2541-0857 european planning studies journal of sustainable tourism tourism planning and development sustainability advances in hospitality and leisure international journal of sociology and social policy tourism review tourism management perspectives 0 1 2 3 4 5 figure 2. journal distribution according to journal name figure 3. documents published of leadership in rural tourism by year (2012-2021) 7 6 5 4 3 2 1 0 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 year of publication n u m b e r o f a rt ic le s http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 157-173 http://ojs.unud.ac.id/index.php/eot 166 e-issn 2407-392x. p-issn 2541-0857 discussion leadership is one of the topics that interests researchers to develop leadershiprelated literature in rural tourism. research on leadership has been done to contribute to the development of management science, especially leadership. however, leadership studies on rural tourism have not been done so much that this literature study can view how leadership is adopted (table 3). the development of leadership style is also very rapid, but there is a difference between leadership style in the company and leadership style in rural tourism. differences can be identified based on the unit of analysis by which the leadership style is applied. villagers have different characteristics than employees in a company. in addition, their background, education, knowledge, and culture are different, so that the leadership style in rural tourism will be different from in the company. the results of a 15 articles literature study show that the leadership style currently widely adopted in rural tourism is community leadership. rural communities can trust people who can blend in with their daily habits and the local culture, so leaders widely adopt community leadership in rural tourism in developing rural tourism. community leadership adopts transformational leadership's charismatic and intellectual attributes by focusing on the leader's vision and empowering abilities. community leadership proposed by kirk and shutte (2004) uses a collective vision to cover the diversity of people's backgrounds. table 3. leadership styles adopted in rural tourism leadership style author/year transformational leadership (haven-tang and jones, 2012; kontogeorgopoulos et al., 2014; naderi et al., 2019) third generation leadership (slocum and everett, 2014) entrepreneur leadership (pröbstl-haider et al., 2014) collaborative leadership (pröbstl-haider et al., 2014) leadership by protected area management (pröbstl-haider et al., 2014) destination leadership (kennedy and augustyn, 2014; pröbstl-haider et al., 2014; zmys̀lony, 2014) local leadership (bouchon and prideaux, 2019) community leadership (mcgehee, 2015; moscardo, 2014; nomm et al., 2020; xu et al., 2017) charismatic leadership (kontogeorgopoulos et al., 2014) servant leadership (mcgehee, 2015) authentic leadership (mcgehee, 2015) backbone leadership (selin, 2017) leadership of the governance network (liu and yang, 2019) eu leader (tirado ballesteros and hernández, 2019) http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 157-173 http://ojs.unud.ac.id/index.php/eot 167 e-issn 2407-392x. p-issn 2541-0857 leaders who apply a community-led approach empower individuals to understand each other through discussion and problem solving (avolio et al., 2009; kirk and shutte, 2004). mcgehee (2015). mcgehee (2015) identifies three successful rural tourism leadership styles in their countryside through a social capital perspective. the three leadership styles are serving leadership, community leadership, and authentic leadership. social capital is an important component of leadership development (mcgehee, 2015). the use of social capital in leadership can change the culture so that the community has its uniqueness (pearce and conger, 2002). community leadership can overcome some transformational leadership shortcomings because it can be measured effectiveness (avolio et al., 2009). based on the results of the literature review, almost all articles propose leadership have network, partnership principles, and integration. rural tourism development process requires the involvement of stakeholders so that leadership roles can be incorporated into rural tourism development strategies. in addition, through its leaders, the community is expected to directly involved in the planning process of rural tourism development. leaders who can connect with external communities and governments are needed by rural tourism to get an injection of funds and make investors interested in making investments. dimensions of leadership in rural tourism. research on leadership has been done quite a lot that contributes to the development of management science. the results of the literature review show that the leadership dimension focuses on the topdown hierarchy and uses a dynamic and specific directive approach with communication as a tool for social progress rondinelli, a dennis and heffron (2009; yukl (1999) so there is a complex relationship between a leader and his subordinates that can make a big change. marques (2015) measures leadership by task dimensions through focus, motivating, facilitating, and inspiring indicators, and responsibility through indicators of flexibility, trust, value focus, and empathy. kaiser et al. (2012) describe the dimensions of leadership, namely power, influence, strategy, and operational. in addition, the results of a literature review of leadership in rural tourism are currently developing based on how leaders can empower rural communities for successful tourism development. naderi et al. (2019) uses the dimensions of commitment, motivation, opportunityseeking ability, and key strengths to measure the effectiveness of transformational leadership in rural tourism. meanwhile zmys̀lony (2014) defines destination leadership dimensions as networking capability, analytical capability, impact capability, and economic potential and legitimacy capabilities. kennedy and augustyn (2014) describe the dimensions of destination leadership consisting of existence, the main factors causing development, local knowledge, and familiarity. this indicates a gap between the dimension of leadership measurement in rural tourism and the leadership measurement practiced in the industry. differences in leadership measurement attributes are due to differences in the characteristics of the unit of analysis. rural tourism is often perceived as an ecologically and socially sustainable form of tourism in the countryside that creates economic and social benefits for the local communities (pröbstl-haider et al., 2014). rural tourism is not just an enterprise of one village or one destination; it requires the coordination of multi-dimensional resources, including lands, funding, transportation, and marketing, which is beyond the capability of rural residents or small businesses (liu et al., 2020). rural tourism is closely related to empowering communities in tourism development, http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 157-173 http://ojs.unud.ac.id/index.php/eot 168 e-issn 2407-392x. p-issn 2541-0857 connecting, and integrating with stakeholders. researchers use different dimensions to measure leadership in rural tourism because it refers to the characteristics of rural tourism itself. based on the 15 articles selected as samples, twelve dimensions were found developed as research instruments (table iv). researchers use five dimensions for rural tourism leadership that adopt destination and transformational leadership, namely dimensions of commitment, motivation, networking capability, analytical capability, and impact capability. this shows the dimensions that researchers use with indsutry is different. the thing to note is that the measurement of leadership in rural tourism is different from in companies. table 4. dimensions of leadership in rural tourism author/year dimension naderi 2019 commitment motivation ability to find opportunities power zmyslony 2014 networking capabilities analytical capabilities impact capability economic potential and legitimacy kennedy & augustyn 2014 existence the main factors causing a development familiarity new leadership dimension in rural tourism. table 4 needs a new dimension to measure leadership in tourism in response to global challenges. the dimension that can be developed is how stakeholder involvement in rural tourism development can increase, and rural tourism can be integrated with other sectors through leadership. if these two dimensions can be developed in a broader context, they will contribute to rural tourism management practitioners in the current era. in addition, the ability of individual leadership also needs to be considered to build the trust of stakeholders. theoretical gap dan preposition. the challenge often experienced by rural tourism is that they have many stakeholders, but it is difficult to connect, integrate, and have a network among stakeholders. mitchell & hall (2005) describe the challenge as the involvement of many small-scale businesses that must collaborate and provide all product elements, such as accommodation, food, experiences, and attractions. haven-tang and jones (2012) argue that businesses in rural tourism are small-scale and many of the differences, so destination leadership is needed to provide resources, knowledge, and attachment. a study conducted by (nylander and hall, 2005) based on several european rural tourism policies says that there are fragmented, unclear, and uncoordinated structures in rural areas and a lack of integration with other sectors. some studies have identified a lack of destination leadership in rural areas and a lack of analysis of actors and their profiles. a relevant theory in this study is the leader-member exchange theory popularized by (fisher and robbins, 2015), which identifies charismatic, http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 157-173 http://ojs.unud.ac.id/index.php/eot 169 e-issn 2407-392x. p-issn 2541-0857 transformational, transactional, servant, and authentic leadership styles. nevertheless, research on leadership in rural tourism is still very limited. based on these empirical phenomena, there are still theoretical gaps that need to be filled with leadership styles that can be integrated, have a wide network, charismatic, and blend in with local culture because this leadership style is applied to rural tourism that is loaded with local culture. destination leadership that adopts transformational leadership is perceived to accept this gap. destination leadership carried by (kennedy and augustyn, 2014; pröbstl haider et al., 2014; zmys̀lony, 2014) is considered to integrate with rural tourism development in the community development process. future research needs to integrate member-leader exchange theory and destination leadership styles to achieve comprehensive and effective results in rural tourism development. the theory of member leader exchange with destination leadership styles can be used to develop new prepositions to measure the effectiveness of leadership roles in rural tourism development, as shown below: preposition the factors that shape the leadership dimension in rural tourism focus not only on the ability of leaders as individuals but how leaders can build networking and integrate rural tourism with other sectors, which has implications for rural tourism development. conclusions and future research agenda a systematic literature review of the leadership in rural tourism attempts to provide an overview of the development of leadership research in rural tourism over the past few years. based on articles that have been synthesized and understood critically, two significant findings were found. first, the leadership style in adoption in the company is different from the leadership style in rural tourism. companies' leadership styles are often found to adopt transformational leadership styles, while leadership styles in rural tourism adopt destination leadership styles. it is based on the characteristics of rural tourism that involve many stakeholders to be interconnected and integrated. some researchers are already building a leadership dimension by focusing more on individual capabilities, but rural tourism has twelve different dimensions of leadership measurement. based on this phenomenon, there are still theoretical and empirical gaps that need to be aligned so that leadership in rural tourism can be successful and effective for rural tourism development. tourism leadership that can be adopted is destination leadership by adopting transformational leadership so that leaders in rural tourism can integrate, have an extensive network, and accommodate the needs of stakeholders. the dimension developed is how involvement in rural tourism development can increase, and rural tourism can be integrated with other sectors through leadership. if these two dimensions can be developed in a broader context, they will contribute to rural tourism management practitioners in the current era. in addition, the ability of individual leadership also needs to be considered to build the trust of stakeholders. if this leadership can be implemented in rural tourism, it can help the countryside have superior tourism with their respective rural characteristics. the countryside will have superior resources in terms of human capital and social capital. the future research agenda that can propose; first, it is necessary to conduct an indepth study so that the dimension of leadership measurement in rural tourism is as solid as the dimension of leadership measurement in other sectors. second, future http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 157-173 http://ojs.unud.ac.id/index.php/eot 170 e-issn 2407-392x. p-issn 2541-0857 research should consider stakeholder characteristics as inputs to leadership capabilities in rural tourism that should be owned for successful tourism development. the integration of member leader exchange theory and destination leadership is one of the proposed research developments in the future. finally, research has limitations in conducting research limited by the research criteria used. nonetheless, the study findings can be valuable to researchers and practitioners interested in the topic, particularly leadership in rural tourism and its implications for future research. researchers and practitioners seeking leadership styles in rural tourism for adoption on rural tourism development can find a useful framework from the proposed article. references avolio, b.j., walumbwa, f.o. and ... 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(2022): 42-46 http://ojs.unud.ac.id/index.php/eot 42 e-issn 2407-392x. p-issn 2541-0857 determining factors of tourist interest in culinary tourism in malang anggi saputri*, laili hidayati, nonny aji sunaryo department of industrial technology, faculty of engineering, universitas negeri malang *corresponding author: anggi.saputri.ft@um.ac.id doi: https://doi.org/10.24922/eot.v9i1.84039 article info submitted: january 15th 2022 accepted: march 6th 2022 published: march 31th 2022 abstract malang is one of the cities that is rich in tourism. many types of tourism are available in malang, such as nature tourism, religious tourism, artificial tourism, and culinary tourism. culinary tourism is one type of tourism that has the potential to be developed. this can be seen from exploring the culinary arts in a tourist itinerary which is more desirable than visiting tourist attractions or just shopping. the exploration referred to here is that tourists prefer and even deliberately choose tourist destinations because they are interested in the culinary served. currently the presence of culinary in malang is very rapid. one of the culinary products that are very popular with tourists is meatballs. bakso kota cak man is a legendary restaurant that provides meatballs. the significant increase in the number of culinary places makes culinary place owners obliged to think about strategies for how their business can survive. therefore, there is a need for a study that can determine the determinants of tourist interest in culinary tourism in malang. the purpose of this study was to determine the determinants of tourist interest in culinary tourism in malang. this research method is a qualitative descriptive method to determine the determinants of tourist interest and to determine culinary tourism in the city of malang. the results of the study indicate that there are several determinants of tourist interest in culinary tourism in the city of malang, including tourists who are attracted to the city of malang because of service, product quality, location and price. keywords: tourist interest; culinary tourism; malang. introduction background malang is a city in east java that is never quiet, many tourists come to malang, both domestic and foreign tourists. malang has an area of 3,535 km². malang has a lot of tourism potential, besides that malang is also a cold city, various interesting and unique tourist attractions to visit, ranging from natural tourism, culture, history, culinary tourism and others. in 2019, there were 5,170,523 tourists who came to malang. this proves that malang has the power to attract tourists. culinary tourism is one type of tourism that has become a new phenomenon in tourism. culinary business options are very http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 42-46 http://ojs.unud.ac.id/index.php/eot 43 e-issn 2407-392x. p-issn 2541-0857 popular with the public and private entrepreneurs. stakeholders in the field of culinary tourism continue to synergize in presenting their tourism products, namely hotels, inns, cafes, restaurants, and even restaurants which are also a business choice to run. culinary tourism itself has now become a strong attraction for some tourists. the purpose of a culinary tour is places that sell food and drinks, in malang currently there are a number of 1444 restaurants. along with the rise of the phenomenon of culinary tourism in malang city, malang city continues to be optimistic to become one of the cities that makes culinary tourism one of the reliable trademarks. travel in tourist destinations cannot be separated from food consumption as long as tourists come to tourist destinations. one of the important parts of traveling is food, because tourists will definitely enjoy the culinary offerings in the city. that's because eating is one of the primary needs of humans, although in its development, the purpose of eating is not only to fill the stomach, but for an experience. in tourist destinations, tourists usually spend a third of the total budget. by exploring and tasting the food sold, tourists will get an experience of food and drink on the spot. culinary tourism is not only to know and experience other cultures, but also to experience a sense of adventure, adaptability, and openness. in addition to looking for food to meet their primary needs, tourists will look for local specialties. typical food is generally in the form of traditional food whose existence only exists in tourist destinations. this research needs to be done because culinary tourism in the city of malang is progressing very rapidly. in addition, local specialties of malang, especially meatballs are very popular foods in all circles. the purpose of this study was to determine the determinants of tourist interest in culinary tourism in malang. research methods the population of this study are consumers or tourists who visit bakso kota cak man, the selection of culinary places for bakso kota cak man because bakso kota cak man is a legendary culinary in malang. the number of samples taken in this study was 100 respondens this research is a quantitative analytical descriptive, the selection of respondents is nonprobability sampling an accidental research sample of tourists who buy products at bakso kota cak man. the approach used in this research is descriptive qualitative method with the aim of knowing the determinants of tourist interest. this research was carried out in the bakso kota cak man, malang, in march 2021. result and discussion malang is one of the tourist destinations in east java. in addition to its natural beauty, malang also has interesting cultural and historical heritage. regional arts and culinary tourism are well known, not only by local tourists but also by foreign tourists. malang culinary tourism has very good potential. where the tourists remember malang with its special food. in malang, there are many restaurants or restaurants that serve a variety of menus, ranging from special foods, such as meatballs, various processed chicken, soto, and rujak cingur. besides food, malang also serves special drinks, such as tahwa, es krim oen, ronde, etc. of course the menu that is sold in malang is served with attractive price variants and facilities, an area to relax and enjoy the fresh air. a total of 100 respondents, consisting of 37 men and 63 women. they come from several areas, namely surabaya, lamongan, gresik, mojokerto, yogyakarta, solo and malang. a total of 21% are aged 15-20 years, 29% are aged 21-25 http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 42-46 http://ojs.unud.ac.id/index.php/eot 44 e-issn 2407-392x. p-issn 2541-0857 years, 25% are aged 26-30 years, 15% are aged 31-35 years, 4% are aged 36-40 years and 6% are over 40 years old. professions of respondents consist of 18% students/college students, 10% pns/bumn, 23% private employees, 43% entrepreneur and 6% housewives. table 1. services no services frequency percentage 1 not satisfactory 0 0 2 less satisfactory 2 2 3 satisfying 62 62 4 very satisfy 36 36 as can be seen in table 1, 36% said the service at bakso kota cak man was very satisfactory, and 62% were satisfactory. this is because buyers can freely choose the meatballs they want. table 2. product quality no product quality frequency percentage 1 not good 0 0 2 less good 1 1 3 good 31 31 4 very good 68 68 as can be seen in table 2, 68% said the quality of the product at bakso kota cak man was very good, 31% said it was good and 1% said it was not good. this is because buyers can feel the taste of poor meatballs which is delicious and of good quality table 3. location no location frequency percentage 1 not strategic 0 0 2 less strategic 0 0 3 strategic 42 42 4 very strategic 58 58 as can be seen in table 3, 58% said the location was bakso kota cak man very strategic, and 42% said the location was bakso kota cak man strategic. location greatly affects a business, if the location is easy to reach, buyers will be happy to come. location bakso kota cak man is in the middle of the city, which is easy to reach from anywhere table 4. prices no prices frequency percentage 1 unreachable 0 0 2 less affordable 0 0 3 affordable 52 52 4 very affordable 48 48 as can be seen in table 4, 48% said the price of meatballs in bakso kota cak man was very affordable, and 52% said the price of meatballs in bakso kota cak man was affordable. price greatly affects a business, if the price is in accordance with the income of visitors, then the business we run is liked by buyers. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 42-46 http://ojs.unud.ac.id/index.php/eot 45 e-issn 2407-392x. p-issn 2541-0857 based on the data in diagram about the service in bakso kota cak man, 62% of respondents stated that the service at bakso kota cak man was satisfactory. in table 2 about the quality of the product in bakso kota cak man, 68% of respondents said it was very good. in table 3 about the location of the bakso kota cak man, 58% of respondents stated that it was very strategic. and in table 4 about the price at bakso kota cak man, 52% of respondents said it was affordable. as for the results of interviews with a number of tourists who enjoy meatballs in cak man city, they said that malang meatballs have a distinctive taste, so that it makes us addicted, besides the distinctive taste, the price of poor meatballs is very affordable. the service at .... is very liked by buyers, because buyers can choose the type of meatballs they want. the product quality in .....very good, because the meatballs are made from real beef and without preservatives. conclusion based on the data presented above, it can be concluded: (1) the service at bakso kota cak man is satisfactory, tourists are satisfied with the service in bakso kota cak man; (2) the quality of the product in bakso kota cak man is very good, because bakso kota cak man made from real beef and without preservatives; (3) location bakso kota cak man very strategic, because it is located in the middle of malang city, so tourists can easily go to bakso kota cak man; (4) prices of food and drinks in bakso kota cak man affordable, because prices in bakso kota cak man can be reached by all people. acknowledgments the author would like to thank the institute for research and community service (lp2m) state university of malang which has funded this project in the form of a non-tax state revenue grant (pnbp). 0 10 20 30 40 50 60 70 80 service product quality location harga total interest of respondents http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 42-46 http://ojs.unud.ac.id/index.php/eot 46 e-issn 2407-392x. p-issn 2541-0857 references anwar, iful. 2015. the effect of price and product quality on purchasing decisions "bunchbead malang city". journal of management science and research. vol. 4, no. 12 (2015). issn: 2461-0593 besra, e. 2012. culinary tourism potential in supporting tourism in the city field. journal of accounting and business research vol.12 no.1/maret , 74-101. fandeli, c. 2001. tourism management fundamentals. alam. yogyakarta: liberty. hasan, m. iqbal. 2002. principals of decision making theory. jakarta: ghalia indonesia. hasibuan, malayu s.p. 2011. management: basics, understanding, and problems . jakarta: bumi aksara kautsar, muthi achadiat. 2018. “food tourism rises as new trend in travel”. the jakarta post https://www.thejakartapost.com/life/2 018/10/14/food-tourism-rises-as-newtrend-in-travel.html pendit, s. nyoman. 1999. ilmu pariwisata sebuah pengantar perdana. jakarta: pt pradnya paramita. pitana, g. dan putu gayatri. 2005. sociology of tourism, sociological study of the structure, systems, and impacts of tourism. yogyakarta: andi offset pitana, i gde dan surya diarta i ketut. 2009. pengantar ilmu pariwisata. yogyakarta: andi. salusu. 1996. pengambilan keputusan strategik untuk organisasi publik dan organisasi nonprofit. jakarta : pt. gramedia. suwantoro, gamal. 2004. dasar-dasar pariwisata. yogyakarta: andi offset virna, e. 2007. culinary tourism, not just a satisfying stomach tour. warta pariwisata. vol. 9, no. 1. http://ojs.unud.ac.id/index.php/eot nyepi holiday package: e-journal of tourism vol.2. no.1. (2015): 1-8 http://ojs.unud.ac.id/index.php/eot 1 e-issn: 2407-392x. p-issn: 2541-0857 1sustainable development strategy for ecotourism at tangkahan, north sumatera agung suryawan wiranatha udayana university, bali coressponding author: balitruly@yahoo.com article info received 20 october 2014 accepted 02 february 2015 available online 10 march 2015 abstract ecotourism destination of tangkahan is located at the edge of gunung leuser national park, within the sub-regency of batang serangan, regency of langkat, province of north sumatera, indonesia. the ecotourism destination of tangkahan relies upon a distinctive tourist attraction, namely elephant trekking that is undertaken along the edge of the river and in the gunung leuser national park (glnp), as well as the diversity of flora and fauna available at the glnp. there are many activities can be undertaken by visitors at this destination, such as: elephant trekking, wildlife watching at the glnp, trekking at the edge of buluh river and come back by swimming wearing life jacket, tubing (traditional rafting) and canoeing at batang serangan river, swimming at buluh river, camping and outbound activities at the camping ground, village tour at sub-village of kuala buluh, and traditional massage (pijat / kusuk) by local therapist. the research was undertaken to develop strategies which could be used as guidance in managing and developing this ecotourism destination. the proposed strategies were based upon the results of swot analysis. data were assembled from the visitors’ survey, focus group discussions and workshop involving tourism stakeholders and several interested groups. based upon the analysis of existing tourist attractions offered at the ecotourism destination of tangkahan, it could be said that the nature based tourist attractions were considered to be interesting up to very interesting. the uniqueness of elephant jungle trekking in the glnp was the tourism icon of the ecotourism destination of tangkahan. camping ground, plant nursery, and agriculture plantation were potential to be promoted as tourist attractions at the ecotourism destination of tangkahan. based upon the results of swot analysis of the ecotourism destination of tangkahan, several strategies could be recommended for ecotourism development at tangkahan, namely, to maintain the diversity of flora and fauna at glnp as ecotourism attractions at tangkahan, to develop nature based tourism with consideration on the principles of ecotourism and conservation, to improve safety measures for visitors and guides who are undertaking tourism activities at the ecotourism destination of tangkahan, to revitalize the traditional music and dances that are existed at the community of tangkahan to become a tourist attraction, to establish an effort to extend the elephant trekking attraction that has been available at tangkahan, to increase the number of elephants at the community respons unit (cru) tangkahan, which are available for elephant trekking for tourists in order to accommodate an increasing demand of the elephant trekking in the near future, to organise the schedule of elephant trekking activities during rainy season, to improve the quality and quantity of the accommodation available at tangkahan, to establish an emergency system (search and rescue sar) at tangkahan, establish a 1 paper was presented at the asia tourism forum 2012, bandung on 8th – 10th may 2012. e-journal of tourism vol.2. no.1. (2015): 1-8 http://ojs.unud.ac.id/index.php/eot 2 e-issn: 2407-392x. p-issn: 2541-0857 solid waste management system at tangkahan, to develop sewarage treatment systems for accommodation and restaurant at tangkahan, to develop land transportation facilities (particulatly roads) at tangkahan, to improve the accesibility to the locations of tourist attractions within the ecotourism destination of tangkahan, to establish a banking facility at tangkahan, to build public toilets, as well as to establish a management of public toilet at tangkahan, to establish an institution to manage parking area at tangkahan and to establish electricity networks at the centre of tangkahan tourist area. keywords: ecotourism, elephant trekking, wildlife watching, sustainable development. introduction eco-tourism is getting popular as an alternative form of tourism activity which is expected to bring benefits for the regional economy and to contribute to the nature conservation. some countries have implemented eco-tourism in managing national park. eco-tourism has been recognized to contribute to nature conservation, and to bring sustainable benefits to the park management, local community, and government (sudarto, 1999). the eco-tourism type of national park management is also possible to be implemented in the area of gunung leuser national park (glnp) that covers an area of 1,094,692 hectares within the region of two provinces, namely north sumatera and nanggroe aceh darusalam (nad). the glnp has various tourist attractions which also consider being exotic, such as orangutan at bukit lawang (north sumatera), and elephants at conservation response unit (cru) tangkahan (north sumatera). this paper focuses on the eco-tourism at tangkahan in which the elephants are the main attraction. some elephants have been taken care by the cru tangkahan for jungle patrol and to protect the agricultural area near the forest from the wild elephants. however, these elephants have also become attractions for tourists, such as elephant trekking (gunawan, 2008). the tourist areas of tangkahan has been known as one of the popular eco-tourism destinations at north sumatera province. however, eco-tourism development at tangkahan was cosidered to face some challenges, such as: lack of community awareness on nature conservation and environmental sanitation, lack of accessibility and tourism facilities, and lack of supports from local government (langkat regency) and provincial government (north sumatera province). regarding the above challenges, this paper aims to provide some directions which were obtained from an academic study and analysis in order to develop sustainable ecotourism development at tangkahan. the objectives of the study were: (i) to analysis of existing tourist attractions and facilities available at tangkahan; (ii) to undertake an analysis of internal and external factors related to eco-tourism development at tangkahan; and (iii) to establish the strategies and programs that could be used as guidance in managing and developing ecotourism destination at tangkahan by the tourism stakeholders. the study was undertaken in several steps, namely: (i) research preparation, including: literature review, developing research instruments (check lists, questionnaires, and interview guide), and undertaking a coordination effort with provincial and local government, and kantor bb tngl. (ii) data collection: undertaken by field survey, including on site observation, distributing questionnaires and interview to visitors, tourism stakeholders and local community, and focus group discussion (fgd) involving tourism stakeholders and local community (riley, 1991). e-journal of tourism vol.2. no.1. (2015): 1-8 http://ojs.unud.ac.id/index.php/eot 3 e-issn: 2407-392x. p-issn: 2541-0857 (iii) data analysis: undertaken by using tourism destination indicators to analysis of existing tourist attractions and facilities available at the study area, level of importance analysis, internal and external factors (ifas-efas) analysis, swot analysis (expert judgement) (rangkuti, 1998). (iv) workshop: undertaken in order to develop a recommendation of eco-tourism development strategies and programs, involving tourism industry, local government tourism authorities, local community and ngos at the study area. results and discussion destcription of the study areas eco-tourism destination of tangkahan has been relied upon a distinctive tourist attraction, namely elephant trekking that is undertaken along the river edge and in the glnp, as well as the diversity of flora and fauna available at the glnp. other tourist attractions at tangkahan, such as:  nature based attractions, such as: batang serangan river and buluh river, alur garut and gelugur water fall, buluh river and gelugur hot springs, caves (gua kalong, gua kambing hutan, and gua langkup gendek), and palm oil plantation.  culture based attractions, such as: culture and tradition of several ethnics i.e. karo, melayu and java with their traditional dances and music such as: piso surit and terang bulan dance (karo); jaran kepang & ludruk dance (java); and sekapur sirih and serampang dua belas dance (melayu) there were various tourist activities that could be done by visitors at tangkahan, such as: elephant trekking, tubing (traditional rafting) at batang serangan river, swimming at buluh river, camping and outbound activities at the camping ground, wildlife watching at glnp, village tour at kuala buluh subvillage, trekking at buluh river and come back by swimming wearing life jacket, canoeing at batang serangan river, and traditional massage (pijat / kusuk) by local therapists. tourism facilities and services were also already available at tangkahan, but they were considered to be insufficient yet. the facilities and services were including: 6 units accommodation (bungalow and homestay) about 42 rooms with simple facilities, 5 units restaurant / rumah makan with 25 tables, one travel agent namely community tour operator (cto) owned by lembaga pariwisata tangkahan (lpt), and 11 tourist guides who can speak english. eco-tourism tangkahan was supported by several supporting facilities, such as : a visitor centre, a traditional water-based transport made from wood and bamboo (rakit), elephants for elephant trekking activities, foot path for trekking in the glnp, elephant trail, rubber tube that can be rent by tourist for tubing in the river, elephant garden which has been planted for sugar cane and grass (elephant feeds) with organic fertilizer from elephant’s manure, camping ground, and 2 units public toilets located at the back of lpt’s office. however, there was no currency exchanger, and no electricity network by pln and no telephone line by telkom to the tourism area of tangkahan. communication can be made through seluler phone only. parking area was also considered to be limited. tangkahan has already been known by international tourists. in year 2008, there were 979 international tourists visiting tangkahan. the number of international tourists visiting this destination has increased sharply comparing to year 2005 (316 tourists), i.e. increased in average of 69.9% per annum. the number of domestic tourists visiting this destination was much more significant than international tourists. during the year 2008, the number of domestic tourists visiting tangkahan was 8,761 tourists. comparing to the number of domestic tourists visiting this destination in year 2005 (6,476 tourists), it increased in average of 11.8% per annum. based upon the survey undertaken to international tourists, it could be said that:  67% tourists got information regarding tangkahan from website, and 33% tourists got information from other sources (friends, travel agent and others). e-journal of tourism vol.2. no.1. (2015): 1-8 http://ojs.unud.ac.id/index.php/eot 4 e-issn: 2407-392x. p-issn: 2541-0857  the impressions on eco-tourism at tangkahan were mostly positive, such as on environmental management (94%), people friendliness (83%), and tourism destination management (100%).  72 % tourists visited tangkahan for the first time, and 28 % tourists have visited tangkahan for more than one time.  89% tourists suggested that souvenir shops should be available at tangkahan.  all tourists would like to come back again to tangkahan sometime.  50% tourists stayed more than one day at tangkahan, and 94% tourists stayed in bungalow or homestay at tangkahan.  67 % tourists spent their money more than rp. 1,000,000 during their visit at tangkahan.  the employment opportunities resulted from the accommodation and restaurant at tangkahan were estimated about 32 persons at accommodations and about 10 persons at restaurants. anaysis of tourist attractions and facilities based upon the analysis of existing tourist attractions and facilities at tangkahan, it could be said that:  nature based tourist attractions at tangkahan were considered to be interesting up to very interesting. the uniqueness of elephant jungle trekking in the glnp is the tourism icon of tangkahan.  culture based tourist attractions at tangkahan were considered to be interesting. traditional foods, traditional medicines and local tradition were considered to be potential to be promoted as tourist attractions in order to support eco-tourism at tangkahan.  man-made tourist attractions at tangkahan were considered to be interesting up to very interesting. camping ground, plant nursery, and agriculture plantation were potential to be promoted as tourist attractions at tangkahan.  accessibility to tangkahan was considered to be not good, particularly in term of transportation and communication facilities.  tourism facilities and services at tangkahan were considered to be good and sufficient, especially restaurant/ rumah makan. however, accommodation and travel agent, as well as banking facility, public toilet and parking area were considered to be not sufficient yet. based upon the results of analysis of level of importance of tourist attractions and facilities, it could be said that:  there were some tourist attractions considered to be very important, namely: diversity of fauna, uniqueness of fauna, view of nature, and tourist activities available at the destination.  there were several tourism facilities and services considered to be very important, namely: restaurant / rumah makan and public toilet.  some tourist attractions were considered to be important, namely: diversity and uniqueness of flora, handicrafts, traditional arts, traditional foods, traditional architecture, agriculture plantation, and camping ground.  several tourism facilities and services were considered to be important, namely: accommodation, travel agent, and banking facilities (including currency exchanger).  several accessibility indicators were considered to be important, namely: transportation and communication facilities. analysis of internal and external factors some internal factors were considered to be the strengths of tangkahan as an ecotourism destination, namely: 1) tourist attractions (nature, culture, and man-made) 2) tourist activities available at the tourist destination 3) tourism facilities (accommodation and restaurant) 4) land zoning of the tourism area 5) institutions related to tourism management (community or private) 6) community awareness on tourism (sadar wisata) 7) community and tourism industry awareness on nature conservation e-journal of tourism vol.2. no.1. (2015): 1-8 http://ojs.unud.ac.id/index.php/eot 5 e-issn: 2407-392x. p-issn: 2541-0857 on the other hand, some internal factors were also considered to be the weaknesses of tangkahan as an eco-tourism destination, namely: 1) accessibility (land transportation) 2) tourism supporting facilities (public toilet, parking area, health-care facilities) 3) human resources for tourism 4) tourism marketing 5) capability of the local community to invest in tourism 6) cleanliness and environmental sanitation 7) risk of accident during tourist activities. based upon the analysis of internal factors (ifas), the overall internal factors at tangkahan got score of 2.66. it means that these internal factors were considered as the strengths of tangkahan as an eco-tourism destination. several external factors were considered to be the opportunities for tangkahan as an eco-tourism destination, namely: 1) interest of tourists to visit a tourism destination 2) world trend of ‘back to nature’ 3) situation of politics and security (global and national) 4) government role in tourism development (regency, province and central government) 5) collaboration with other institutions. however, some external factors were considered to be the threats for tangkahan as an eco-tourism destination, namely: 1) economic situation (global and national) 2) competitors from similar type of destinations 3) illegal logging 4) sustainability of the tourist attraction (elephant trekking). based upon the analysis of external factors (efas), the overall external factors at tangkahan got score of 2.60. it means that these external factors were considered as the opportunities of tangkahan as an eco-tourism destination. recommendation for ecotourism developmet the strategies and programs that are recommended for tourism development at tangkahan as an eco-tourism destination, namely: 1) strategy: to maintain the diversity of flora and fauna at glnp as ecotourism attractions at tangkahan. programs: a) to identify flora and fauna that are available at the glnp tangkahan b) to publish a pocket book about flora and fauna available at the glnp tangkahan c) to carry out a socialization program for guides, tourists and community about conservation principles and the law of endanger species protection. d) to develop tourist attractions based on wild fauna available at the ecotourism destination of tangkahan, such as bird and butterfly watching. 2) strategy: to develop nature based tourism with consideration on the principles of eco-tourism and conservation. programs: a) to establish code of conduct (coc) and standard operating procedure (sop) for tourism activities that are available at the eco-tourism destination of tangkahan. b) to carry out training on coc, sop and the principles of eco-tourism for guides who work at the eco-tourism destination of tangkahan. c) to inform visitors about coc for tourism activities at the eco-tourism destination of tangkahan. 3) strategy: to improve safety measures for visitors and guides who are undertaking tourism activities at the eco-tourism destination of tangkahan. programs: a) to provide life jackets for visitors and guides who are doing tubing. b) to provide standard outbound equipments and e-journal of tourism vol.2. no.1. (2015): 1-8 http://ojs.unud.ac.id/index.php/eot 6 e-issn: 2407-392x. p-issn: 2541-0857 qualified outbound guides for outbound activities. c) to carry out training on first aid and providing first aid kit for guides who work at the ecotourism destination of tangkahan. d) to provide insurance cover for visitors and guides who are doing high risk tourism activities (such as elephant trekking, elephant jungle patrol, tubing, and outbound) at the ecotourism destination of tangkahan. 4) strategy: to revitalize the traditional music and dances that are existed at the community of tangkahan to become a tourist attraction. programs: a) to empower the traditional dance group by providing trainers and supporting with new music instruments and costumes. b) to perform the traditional music and dances with traditional foods for tourists in a package called a traditional dinner night. 5) strategy: to establish an effort to extend the elephant trekking attraction that has been available at tangkahan. programs: a) to propose a request for the continuation of the existence of the cru and elephants at tangkahan. 6) strategy: to increase the number of elephants at the cru tangkahan, which are available for elephant trekking for tourists in order to accommodate increasing demand of the elephant trekking in the near future. programs: a) to propose a request to obtain more elephants that are available at the cru tangkahan in the near future. 7) strategy: to organise the schedule of elephant trekking activities during rainy season. programs: a) to organise the schedule of elephant trekking activities during rainy season, therefore there will be a balance between tourism and conservation. 8) strategy: to improve the quality and quantity of the accommodations available at tangkahan. programs: a) to improve the quality of accommodations belong to the local community by renovating and repairing the existing accommodations, and should be supported by soft loans from government or bank. b) to increase the number of better quality accommodations that are available at tangkahan by inviting investors to build a new accommodation. 9) strategy: to establish an emergency system (search and rescue sar) at tangkahan. programs: a) to provide sar equipments (rubber boat and other equipments). b) to facilitate the availability of helath-care facilities (clinic or puskesmas) at the location of eco-tourism destination of tangkahan. 10) strategy: to establish a solid waste management system at tangkahan. programs: a) to establish a community based institution for solid waste management at tangkahan under supervision of lpt. b) to increase the availability of garbage bins at the strategic locations within the area of eco-tourism destination of tangkahan. e-journal of tourism vol.2. no.1. (2015): 1-8 http://ojs.unud.ac.id/index.php/eot 7 e-issn: 2407-392x. p-issn: 2541-0857 c) to improve the role of local government in solid waste collection by providing a truck to collect garbage at the eco-tourism destination of tangkahan. 11) strategy: to develop sewarage treatment systems for accommodations and restaurants at tangkahan. programs: a) to build a simple sewarage treatment plant that is suitable for each accommodation and restaurant at tangkahan. 12) strategy: to develop land transportation facilities (particulatly roads) at tangkahan. programs: a) to improve the quality of roads toward the ecotourism destination of tangkahan, especially the roads at the palm oil plantation. 13) strategy: to improve the accesibility to the locations of tourist attractions within the ecotourism destination of tangkahan. programs: a) to build a more permanent foot paths connecting amongst the locations of tourist attractions within the eco-tourism destination of tangkahan. b) to build a simple hanging bridge as a mean to cross the batang serangan river from the back of lpt office. 14) strategy: to establish a banking facility at tangkahan. programs: a) to establish a currency exchanger (a business unit under the lpt) in collaboration with a currency exchanger company that is existed in medan. 15) strategy: to build public toilets, as well as to establish a management of public toilet at tangkahan. programs: a) to build new public toilets at several strategic places at tangkahan, particularly at the camping ground, and near the hot spring at buluh river. b) to build new public toilets at sub-village kuala buluh, in order to accommodate tourists during their activities (village tour) at sub-village kuala buluh. c) to establish a management of public toilets at tangkahan, under supervision of the lpt. 16) strategy: to establish an institution to manage parking area at tangkahan. programs: a) to establish a management of parking area by the local community under supervision of the lpt. 17) strategy: to establish electricity networks into the tangkahan tourist area. programs: a) to facilitate the extension of electricity networks up to the centre of tangkahan tourist area. it is required about 10 electricity poles to reach the centre of tangkahan tourist area from the existing electricity pole. conclusions  the uniqueness of tourist attraction of elephant jungle trekking undertaken along the edge of the river and in the gunung leuser national park (glnp) was the most attractive attractions at eco-tourism destination of tangkahan. other attractive attractions were the nature based attractions including diversity of flora and fauna available at the glnp. eco-tourism destination of tangkahan was also supported by cultural based attractions, such as traditional dances and music, traditional foods and medicines available at tangkahan. e-journal of tourism vol.2. no.1. (2015): 1-8 http://ojs.unud.ac.id/index.php/eot 8 e-issn: 2407-392x. p-issn: 2541-0857  accessibility indicators in terms of transportation and communication facilities were considered to be important by the visitors, however, accessibility to tangkahan was considered to be not good.  the availability of tourism facilities and services, such as public toilets, accommodations, travel agents, and banking facilities (including currency exchanger) were considered to be important by the visitors, however the availability and the services provided by accommodations and travel agent, as well as banking facilities, and public toilets were considered to be not sufficient yet.  based upon the results of analysis of existing tourist attractions and facilities available at tangkahan, it could be said that tangkahan was categorized as a developing eco-tourism destination.  based upon the results of swot analysis of the eco-tourism destination of tangkahan, several strategies could be recommended for ecotourism development at tangkahan, namely: (a) to develop nature based tourism with consideration on the principles of ecotourism and conservation. (b) to improve safety measures for visitors and guides who are undertaking tourism activities at the ecotourism destination of tangkahan. (c) to revitalize the traditional music and dances that are existed at the community of tangkahan to become a tourist attraction. (d) to increase the number of elephants at the community respons unit (cru) tangkahan, which are available for elephant trekking for tourists in order to accommodate an increasing demand of the elephant trekking in the near future. (e) to improve the quality and quantity of the accommodation available at tangkahan. (f) to establish an emergency system (search and rescue sar) at tangkahan. (g) to establish a solid waste management and sewarage treatment system at tangkahan. (h) to improve land transportation facilities (particulatly roads) at tangkahan. (i) to improve the accesibility to the locations of tourist attractions within the ecotourism destination of tangkahan. (j) to establish a banking facility, and to build more public toilets as well as to establish a management of public toilets at tangkahan. (k) to establish electricity networks into the tangkahan tourist area. acknowledgment i would like to acknowledge the support of the unesco jakarta’s office for the financial funding provided to undertake this study. i also thank our colleagues, anak agung gde raka dalem, ida bagus gde pujaastawa, and i nyoman madiun who were involved in this study, for their valuable contributions on this study. references gunawan, m. p. (2008) ‘pariwisata indonesia menuju destinasi pariwisata berdaya saing (volume v)’. bandung: pusat perencanaan dan pengembangan kepariwisataan itb. rangkuti, f. (1998) analisis swot teknik membedah kasus bisnis. gramedia pustaka utama. riley, m. (1991) human resource management: a guide to personnel practice in the hotel and catering industries. butterworth-heinemann ltd. sudarto, g. (1999) ekowisata: wahana pelestarian alam, pengembangan ekonomi berkelanjutan, dan pemberdayaan masyarakat. yayasan kalpataru bahari bekerjasama dengan kehati. e-journal of tourism vol.10. no.1. (2023): 110-117 http://ojs.unud.ac.id/index.php/eot 110 e-issn 2407-392x. p-issn 2541-0857 madura tourism branding through literature imron wakhid harits1, putri nur diana1*, fatimah1, stefan chudy2, ulvia ika surya1 1 universitas trunojoyo madura, indonesia 2 university of palacky olomouc, czech republic *corresponding author: putridiana6666@gmail.com doi: https://doi.org/10.24922/eot.v10i1.96016 article info submitted: december 29th 2022 accepted: march 20th 2023 published: march 30th 2023 abstract literary tourism is closely related to the contribution of literature to the development of tourism. the efforts to brand a place by maintaining the existence of culture and nature have been quite a challenge due to cultural and natural changes of globalization which is increasingly eroding the traditional culture of a place. however, madura with its traditions, cultures, and beautiful nature make madura different and unique from other regions. this study displays branding on madura tourism thus the readers get to know madura in literary works and become travel and tourism references to visit. this research focuses on how tourism branding exists in madura poetry by d. zawawi imron. therefore, this study uses a qualitative descriptive method to determine the setting of place and culture in the poetry by d. zawawi imron as a madurese writer and its potential for developing madura tourism. the results of this study figure out that the inspiration for d. zawawi imron's poetry was madura as his birthplace. in his poems also found the potential for cultural and natural tourism such as kerapan sapi and saronen, as well as village circumstances, kalianget, sumenep, and some vocabulary that reflects madurese characteristics such as nira and siwalan. furthermore, literary tourism hopefully will make a new contribution to multidisciplinary dynamics in applied literary studies. keywords: literary tourism; tourism branding; poetry; madura. introduction background madura island is located in the northeast of east java. it has an area of approximately 5,168 km 2 with a population of more than 4 million people. madura island is divided into four districts, they are bangkalan with an area of 1,144.75 km2 and is divided into 8 sub-districts, sampang has an area of 1,321.86 km2 and has 12 sub-districts, pamekasan has an area of 844.19 km2 and divided into 13 sub-districts, and sumenep has an area of 1,857,530 km2 and divided into 27 districts spread over the mainland and islands. madura island has many favorite tourist spots spread across four districts, in bangkalan district, there are arosbaya hills, siring kemuning beach and others, sampang district has toroan waterfall, nepa monkey forest tours, and others, as well as tourist attractions in pamekasan district such as bukit cinta pamekasan, http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 110-117 http://ojs.unud.ac.id/index.php/eot 111 e-issn 2407-392x. p-issn 2541-0857 and sumenep district has lombang beach, slopeng beach, and others. with the existence of various cultural and historical tourist objects that are interesting to visit including natural tourism, religious tourism, and historical tourism, thus madura island has potential tourism resources. one of them is nature-based tourism such as beaches and mangrove parks. this naturebased tourism includes tourism that utilizes wild and undeveloped natural resources (goodwin, 1996). tourism branding is needed to optimize tourism potential. branding strategy is not only designed to enhance the social and economic development of communities, but also it fosters community towards their cultural revival that can strengthen the pride of their identity (gilmore 2002). for tourism goals, tourism branding can identify, describe, and differentiate a particular destination from others by its appeal characteristics that make the destination distinctive and attractive (blain et al, 2005). the strategies for tourism branding are to know the culture of the place, understand its local community, create a way for the place to be experiential or imagined as a sense of place that makes visitors interested (ryan, 2002). tourism branding strategies also vary, such as the implementation of technology and social media for local tourism promotions to be known or more famous. one of the strategies of tourism branding is through literature. seeing literature with a wider dimension and in a new way is not only facts of art and beauty, but also social facts and cultural facts. literature can contribute to promoting tourism because literary works inspired by travel indirectly provide branding for an area to be notorious and encourage readers to visit. a familiar example is laskar pelangi (2005) by andrea hirata, laskar pelangi which has been translated into dozens of foreign languages and spread out in many countries. it can be concluded that how the place described in a story then becomes a tourism attraction that may have never been imagined, even though laskar pelangi was not originally literature written with a tourism approach but what is produced may unexpectedly have implications for making bangka belitung popular as a tourism destination. furthermore, the novel berujung sakit contains tourism information and describes the social situation and cultural routine of banyuwangi, thus it makes the readers desire to know how banyuwangi is. in economic terms, a brand is as important as the product, making a good product without an alluring brand, then it will have less appeal. therefore, branding can be said to be important in tourism. for example, the folklore of putri mandalika has become a mega resort tourism brand in central lombok. thus, the source of inspiration for tourist destinations is literary works. moreover, as well as madura tourism, literary works can also be tourism branding on madura island. the previous research on the study of literary tourism includes research by lipovšek and kesi (2014) who examines the most popular examples of literature-induced tourism on the european continent such as romeo and juliet by shakespeare, dracula by bram stoker, sherlock holmes by arthur conan doyle and harry potter by jk rowling. further research was conducted by fang li (2019) that focuses on the definition of literary tourism resources and value, including its development and marketing. he also analyzes how to utilize literary tourism in tourism productivity and tourism cultural capital. another study by quinteiro et al (2020) analyzes the coimbra (portugal) as a literary tourism spot. it results that various sites related to literary texts in coimbra by the authors who demonstrate literary tourism potential across the city by identifying 189 authors and 751 literary places. here are several studies on foreign literary tourism, moreover, a famous poet http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 110-117 http://ojs.unud.ac.id/index.php/eot 112 e-issn 2407-392x. p-issn 2541-0857 such as d. zawawi imron contributed to madura branding as a setting and presented a local culture of madura in his poetry thus it can inform readers about madura. furthermore, this study examines the setting of place and the various type of tourism branding in madura which is found in some selected poems by d. zawawi such as (1) kerapan, (2) desaku, (3) malam di dusun, and (4) senja yang merah. literature review literature does not only play an important role in education, historic preservation, and delivering expression. literature can also be a medium to promote an area. lipovšek and kesić (2014) argue that the ultimate way to understand a place is also through the literature that is set there and by imagining the characters and events they participate in thus the readers can construct the place. furthermore, the readers have the desire to visit the places mentioned in the book. literature enables visitors to instantly objectify the view and recognize their knowledge of the object (fang li, 2019). literary tourism can be created when the writers or their works become popular and the readers are interested in the objects related to the authors or their text, it could be their birthplace, their house, even their grave which is shown in the text that into conversation that makes people feel curious to visit (hoppen et al, 2014). the scope of literary tourism consists of study areas, namely (1) tourism theme, such as the poem by rendra sajak pulau bali (1974), (2) literary places, literary figures, such as the writer’s former home, cemetery, museum, or story character, such as siti nurbaya in padang, (3) literary events, such as the ubud writers and readers festival, borobudur writers & culture festival, and (4) ecranisation is when literature transformed into other forms such as films or vice versa (putra, 2019). the reciprocity of literature and tourism is a basis for introducing an interdisciplinary approach to literary studies and tourism studies (putra, 2019). literary tourism, as defined by zhao kang and liu deyan (1993), is the recreation of literary characters and scenes which are first created by using language in literary works by relying on literary works of various genres, taking advantage of its popularity, the public's appreciation of literary works in various regions, and their aesthetic interests. furthermore, wang meng (2018) states that the process of promoting tourism is realized in three aspects, they are tourism motivation means the literary works have a strong encouragement of the subject of tourism. another one is tourist attractions as literary works describe the culture and the tourism object packaging development. furthermore, the literary works also contribute to the aesthetic experiences and emotional sublimation of tourism subjects. therefore, the contribution of literary studies to tourism studies is in the recognition of literary works or writers in the promotion or provision of tourism destination brands thus tourism contributions can be given by literature (putra, 2019). methods the method used in this study is descriptive qualitative to describe and examine the collection of data from selected poems. qualitative research is social science research that collects and analyzes non-numeric data. according to vibha pathak (2013), qualitative research takes an idealistic and humanistic approach to understanding the research question. this research involves classification, analysis, and interpretation to obtain relevant information about certain facts and phenomena. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 110-117 http://ojs.unud.ac.id/index.php/eot 113 e-issn 2407-392x. p-issn 2541-0857 it also assists authors in collecting data, interpreting, and reporting research results. moreover, in analyzing the data, this study applies the concept of literary tourism in several literary works set in madura. the data collection technique in this study has several processes, such as 1) reading the selected literary works several times using the skimming technique to read quickly through the entire text to get an overview of the text and scanning technique to find out important facts or the purpose of the researcher dealing with the research questions. 2) identification, classification, and documentation. identify and classify data related to the research questions and make annotations or notes thus the research data is easier to describe. 3) provide a code to make it easier for researchers and readers to find the differences in data based on the research questions. this study applies data analysis to obtain appropriate and correct data according to miles, huberman, and saldana (2014). the interactive model by miles et al (2014) guides the data analysis. therefore, this study will present three stages after the data collection process, namely data condensation, data display, and drawing/verifying conclusions. results and discussion from the results of the research that has been done, it is found that the inspiration for d. zawawi imron's poems is madura which will be analyzed through the diction, idioms, and atmosphere presented in his poems. the influence of the author's background on his work d. zawawi imron as a legendary writer from madura presents the madurese setting in his works. this cannot be separated from the fact that the author's biographies highlight goals, works, cultures, and other important events in their lives. a poem can be a medium to reflect a person's experience and sensitivity to what he has experienced. like charlotte p. gilman as a female writer who is known as a feminist, humanist, and american writer who has a high interest in women's issues in the late 19th and early 20th centuries. charlotte represents the role of women, one of which is as a subaltern in that century. in 1884, charlotte perkins married and she already had within herself a rejection of the traditionally accepted rules specifically for married women. she refused to sacrifice her life which was completely devoted to domestic chores, raising children, and obedience to her husband with a focus. this rejection led her to focus on painting and writing poetry, essays, and short stories. she divorced and remarried in 1900 and charlotte published numerous works including articles, stories, novels, and poetry. likewise, zawawi imron, he was born and raised in batang-batang, sumenep. zawawi had a strong islamic education he continued his education at the islamic boarding school after graduating from elementary school. then he successfully took the exam for religious teacher education. from 1967-1983 zawawi imron worked as an islamic teacher at an elementary school; from 1983-1985 he served as a junior high school islamic teacher, and from 1985-1993 he served as the head of the sub-division of religious information at the office of the department of religion in sumenep. that is why most of his works include the praise of god as his background deals with religion. furthermore, living in the village develops his creativity to write. zawawi uses a background with dominant natural elements, namely with vocabulary related to the sea, hills, wind, flora, and fauna. in addition to describing the nature of madura, this description of nature also provides implied knowledge http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 110-117 http://ojs.unud.ac.id/index.php/eot 114 e-issn 2407-392x. p-issn 2541-0857 about the attitude to life of the madurese people (chasanah and setijowati, 2002). the setting of the place is reflected in the titles of several poetry collections, the titles of the poems, and the combination of the poems' lines as the embodiment of the color of local madurese. the madurese setting in zawawi's poetry is not only the event scenario that is narrated or implied in the poem but also a platform to convey a message. furthermore, chasanah and setijowati (2002) explain the sociological meaning of using local madurese color in zawawi's poetry such as 1) introducing some madurese vocabulary to the readers, 2) mentioning the setting of places in zawawi's poems to provide information to readers about places in madura, 3) the use of the natural setting provides information to the reader about the natural beauty of madura, and the natural elements that are dominant in madura, and 4) a description of the socio-cultural background provides knowledge about the view of life, tradition, and some typical arts of madura. tourism potential pandit explained in agustina (2012:35) that tourism potential is divided into two, they are 1) cultural potential which is the potential that grows and develops in society, such as traditions, customs, arts, historic buildings, and other things as a result of creativity, taste, and initiative. 2) natural potential in the form of physical potential and geography of an area such as the beauty of villages, agriculture, farms, natural scenery, beaches, forests, and others. 1. culture tourism kerapan sapi it can be seen from the poem entitled kerapan that presents the madurese culture, namely kerapan sapi. kerapan sapi is a characteristic of madura as one of the madura's wealth. local culture is considered to have significant branding value because it can develop tourism. the potential for local culture and wisdom is part of the human creativity product which has economic value (sugiarto and amaruli, 2018). kerapan sapi or kerapan sape is a cow racing competition that used to be presented to celebrate after-harvesting. the visitors usually find the racing animal controlled by human such as horserace but in madura is different, they use cows that are actually not racing animals. the history is when farmers needed cow to plow the land as quickly as possible. that is why kerapan sapi becomes an annual festival on madura island which aims to determine the strongest and fastest cow. therefore, the people who will take part in the kerapan sapi competition will prepare their cows thus they are willing to spend a lot of money to care for the cows, such as providing adequate food and nutrition to become a winner in this cow racing competition. kerapan sapi in madura is held from august to october. this festival is carried out at the village level. then, the winners at the village level will participate at the sub-district level (kewedanaan), then the district level (regent cup), and finally the president's cup. in (stanza 1, line 1) sepasang sapi dengan lari yang kencang membawaku ke garis (a pair of cows with a fast-running lead me to the finish line), it shows that this kerapan sapi uses two cows to pull the wood where the person standing and controlling the pair of cows. for the local madurese, this is not just a competition. this is a prestige that is not only for the owner of the cow. the winner of this festival will gain prestige in society because it not only reflects the person's courage, hard work, and wealth, but also the selling price of the winning cow can be tripled or more. this unique tradition will attract domestic and foreign visitors to visit madura because they can only meet kerapan sapi in madura. thus, the poem of kerapan sapi will eventually has a brand of madura to be a tourism destination. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 110-117 http://ojs.unud.ac.id/index.php/eot 115 e-issn 2407-392x. p-issn 2541-0857 saronen as a local musical instruments the kerapan sapi festival also involves another madurese culture, such as the saronen or trumpet musical instrument to escort kerapan sapi. this aims to increase the euphoria of the competition thus the audience can feel the atmosphere of competition. in (stanza 1, line 1) saronen itu ditiup orang (the saronen is blown by people), it indicates that saronen is a form of madurese culture. in historical records, saronen comes from the name monday (senenan). this is to invite the public to implement islamic law by chanting islamic songs (results of interview, ronny arif y., sumenep tourism and culture office by romadhan, 2018). music culture is one of the efforts to promote tourism in an area, including in sumenep. through this traditional saronen musical instrument, readers will remember madura when they see or know saronen as madurese culture. furthermore, saronen music does not usually involve the saronen instrument only but also other musical instruments such as gong, kempul, kenong, korca, and gendang. the introduction of madurese art in zawawi's poetry is expressed through the mention of typical madurese art tools, one of which is saronen. 2. natural tourism branding in tourism village in madura is a tourism potential based on nature and culture. tourism potential is something that can be developed into a tourist attraction (pendit, 1986). in the poem desaku, he reveals the attractiveness of village tourism which tells about the village atmosphere that has an environment and natural wealth such as gardens, ripe fruits, rice fields which are rarely found in big cities. the advantages and uniqueness of this village in madura to be developed will attract tourists to visit this village destination. in (stanza 2, line 1) selamat datang tamu dari kota! (welcome! guests from the city), it shows that tourists will be welcomed when visiting villages in madura, including city tourists who want to enjoy a village atmosphere away from the hustle and bustle of the city. in (stanza 2, line 1) jangan terkejut menjabat tanganku kasar (don't be surprised to shake with my rough hand), it expresses village people’s characteristics which may be different from urban communities because every day they work in the fields and gardens which allows them to dig, plow, and do work under the hot sun as in (stanza 2, line 3) lantaran setiap hari mengolah zaman (because every day cultivating the ages). the village atmosphere is also suitable for tourists to enjoy in the afternoon. in (stanza 2, lines 4-5) nanti sore kuantar engkau ke kebun dan nikmatilah buahbuahan yang ranum bersama mimpiku (i'll take you to the garden in the afternoon later on and enjoy the ripe fruits with my dream), these show that the village is rich of plants and abundant fruits in the garden, also picking crops that are planted by themselves is one of the village tourist attractions. the simple atmosphere is further imagined in stanza 3, inilah sawahku, daunan kangkung sedang menghijau kecebong dan lele mondar-mandir di sela semanggi dan batang padi di sini kupetik sejuta kasih saying (this is my rice field, the kale leaves are turning green the tadpoles and catfish were pacing back and forth between clovers and paddy stalks here i pick a million affections). villages that have natural beauty such as rice fields make village charm rarely found in urban areas. village tourism that displays natural beauty as in this poem can become agro-tourism that utilizes agricultural businesses as a tourism http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 110-117 http://ojs.unud.ac.id/index.php/eot 116 e-issn 2407-392x. p-issn 2541-0857 attraction. this village tourism branding means combining agricultural activities and tourism activities. agrotourism is an activity to develop an area that has the potential of natural resources in agriculture to become a tourism area. the area of a plantation, vegetable producing, certain cattle producing, and village areas have great potential to become agro-tourism objects (sumarwoto in pranoto, 2013). in stanza 3 it uses the diction of sawah (rice fields), daunan kangkung (leaves of kale), semanggi (clover), and batang padi (paddy stalks), as well as stanza 4 which presents the diction of bangau (crane) and kerbau (buffalo) which are identical with an agricultural atmosphere. the poem of malam di dusun can also be used as tourism branding for village tourism. this poem describes the atmosphere in the village at night, especially in sumenep. the background of this poem is in sumenep and kalianget as in stanza 2. sumenep is known as ‘the soul of madura’ because of the culture and potential wealth and natural beauty of madura thus there are many potentials of madura in sumenep. in its history, the sumenep kingdom existed before the majapahit kingdom and was always associated with arya wiraraja. therefore, in the kerapan poem, the mention of arya wiraraja! perlukan aku menang (arya wiraraja! need me to win) in stanza 4. likewise in the poem senja yang merah, the use of dictions such as siwalan (doub palm) and nira (sap) in various contexts such as dan pohon siwalan di punggung bukit (and the siwalan tree on the ridge) in stanza 1, line 2 and menyadap nira (tapping sap) in stanza 2, line 5 describes the characteristics of madura. thus, the natural tourism potential contained in zawawi imron's poems can become the tourism branding of madura. conclusion from the results of this research, it is found that the inspiration for d. zawawi imron's poems is madura which will be analyzed through the diction, idioms, and atmosphere presented in his poems. the setting of the place is reflected in titles of his several poetry collections, the titles of his poems, and the combination of his poem lines as the embodiment of the local madurese color. there is potential for cultural and natural tourism in zawawi imron's poetry. it can be seen from the poem entitled kerapan that presents madurese culture, namely kerapan sapi and saronen. in the poem, he reveals the attractiveness of village tourism which tells about the madura that has village atmospheres such as gardens, ripe fruits, rice fields. the poem of malam di dusun can also be used as tourism branding for village tourism as the background of this poem is in sumenep and kalianget. therefore, the selected poems by zawawi imron contain the tourism branding of madura. references agustina, n. k. w. (2012). desa budaya kertalangu sebagai usaha daya tarik wisata di kota denpasar (doctoral dissertation, tesis. denpasar: program pascasarjana, universitas udayana). blain, c., levy, s. e., & ritchie, j. b. (2005). destination branding: insights and practices from destination management organizations. journal of travel research, 43(4), 328-338. gilmore, f. (2002). “a country—can it be repositioned? spain—the success story of country branding.” journal of brand management, 9 (4/5): 281-94. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 110-117 http://ojs.unud.ac.id/index.php/eot 117 e-issn 2407-392x. p-issn 2541-0857 goodwin, h. (1996). in pursuit of ecotourism, biodiversity and conservation, 5(3), 277–291. hoppen, a., brown, l., & fyall, a. (2014). literary tourism: opportunities and challenges for the marketing and branding of destinations? journal of destination marketing & management, 3(1), 37-47. kang, z., & deyan, l. (1993). on literature tourism. tourism tribune, 22(3), 43-46. li, fang. (2019). study of development and utilization of literature tourism resources. in 2018 international workshop on education reform and social sciences (erss 2018) (pp. 2226). atlantis press. lipovšek, e., & kesić, s. (2014). journeys beyond pages: the use of fiction in tourism. turističko poslovanje, (14), 51-60. miles, m.b., huberman, a.m. and saldana, j. (2014) qualitative data analysis: a methods sourcebook. sage, london.pathak, v., jena, b., & kalra, s. (2013). qualitative research. perspectives in clinical research, 4(3). pranoto, y. s. (2013). analisis pengembangan desa agrowisata berbasis potensi lokal (studi desa jada bahrin kabupaten bangka). jurnal ilmiah universitas batanghari jambi, 13(3). putra, i. n. d. (2020). teori kajian sastra pariwisata. in teori sastra terbaru: konsep dan aplikasi. yogyakarta: cv grafika indah. quinteiro, sílvia & carreira, vivina & gonçalves, alexandra. (2020). coimbra as a literary tourism destination: landscapes of literature. international journal of culture, tourism and hospitality research. ahead-of-print. 10.1108/ijcthr-10-2019-0176. romadhan, m. i. (2018). pemanfaatan budaya lokal saronen dalam proses manajemen public relations. jurnal representamen: jurnal ilmiah kajian komunikasi, vol. 04 (01), hal. 41-46. romadhan, m. i., puspaningtyas, a., & rahmadanik, d. (2019). the communication process in the cultural preservation of saronen to youth. jurnal pikom (penelitian komunikasi dan pembangunan), 20(1). ryan, c. (2002). the tourist experience. london: continuum. sugiyarto, s., & amaruli, r. j. (2018). pengembangan pariwisata berbasis budaya dan kearifan lokal. jurnal administrasi bisnis, 7(1), 45-52. wang meng. (2018). study on the utilization of literary tourism resources in the development of scenic spots [j]. tourist survey (second half month), (01): 57-59. widana, i. k. a. (2017). peran stakeholder dalam komodifikasi tradisi perkawinan hindu pada paket wisata weeding di kawasan wisata. pariwisata budaya: jurnal ilmiah agama dan budaya, 2(2), 20-31. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 113-125 http://ojs.unud.ac.id/index.php/eot 113 e-issn 2407-392x. p-issn 2541-0857 lesson learned: shaping collaboration among tourism stakeholders during mount agung eruption gde indra bhaskara* faculty of tourism, udayana university *corresponding author: gbhaskara@unud.ac.id doi: https://doi.org/10.24922/eot.v9i1.85470 article info submitted: february 10th 2022 accepted: march 15th 2022 published: march 31st 2022 abstract the purpose of this study is to investigate the situation during the eruption of mount agung and the roles played by tourism stakeholders during the crisis. the findings of the study provide a more in-depth understanding of the lessons acquired by tourism stakeholders in bali when dealing with catastrophic events, particularly natural disasters. for the purpose of this study, this research included interviews with 19 informants from a variety of tourist stakeholders, as well as those in charge of coping with natural catastrophes. according to the findings of the research, there are several lessons that can be learned from the eruption of mount agung, which will help tourism stakeholders be better prepared in dealing with all of the crises that may arise in the future. keywords: natural disaster; tourism; volcanic; mount agung; stakeholder; crisis management. introduction background indonesia is greatly exposed to natural disasters by being located in one of the world’s most vigorous disaster hot spots, where numerous types of disasters such as earthquakes, tsunamis, volcanic eruptions, floods, landslides, droughts and forest fires often occur. the average annual cost of natural disasters, over the last 10 years (2000-2010), is approximately at 0.3 percent of indonesian gdp, while the economic effect of such disasters is mostly much greater at local or regional levels (skoufias et al. 2017). there were two recent disasters occurred in indonesia, bali’s mount agung eruption in november 2017 and lombok earthquake in august 2018. indonesia is a country that prone to natural disasters. bali and lombok as part of indonesia is also highly vulnerable to these natural events. this becomes more complicated because bali and lombok are a famous tourist destination and it means that special handling and guarantees are needed for tourists during their vacation in bali and lombok where natural disasters and crises can be minimized. the bali’s mount agung volcano eruption has affected a number of international tourists visiting bali island. in november 2017, when the eruption occurred, number of international tourist arrival in bali were 361.006, compared to 413.232 in november 2016 and 407 213 in november 2018 (bps 2019). nevertheless, the solid evidence that this natural disaster has affected tourism http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 113-125 http://ojs.unud.ac.id/index.php/eot 114 e-issn 2407-392x. p-issn 2541-0857 industry is the amount of tourist visiting bali in december 2017. there is a steady number of international visitors to bali in december from the year of 2012-2016 which account 9 percent of total visitors in each year, however, there is anomaly found in december 2017 where the number of visitors declining into 5 percent of total number of tourists in 2017 (bps 2019). it is not surprising since many potential tourists cancelling their trips and diverted their vacation to neigbouring countries or similar tourist destination. meanwhile, indonesian minister of tourism stated that lombok is losing 100,000 tourists in 2018 because of a series of earthquakes that hit the resort island (edoardo 2018). the natural event such as mount agung great volcanic eruption is a proof that, a natural disaster causing a chaos to tourism industry. tourists were stranded and misguided in ngurah rai airport and gili trawangan island while tourism providers in bali were overwhelmed by the closure of the ngurah rai airport. this research is going to offer a solution through an approach in using integrated and holistic disaster management framework related to tourism. natural disasters in indonesia according to the indonesian national disaster management authority (bnpb) there were more than 19,000 natural disasters in the period 1815 2018 (bnpb, 2019), making indonesia a useful country for any natural disaster analysis. figure 1. number and types of natural disaster in indonesia from 1815-2018 (source: bnpb, 2019) floods, landslides and tornadoes are the three most frequent natural disasters in indonesia, with amount of 8910, 5981, 4946 events respectively. although these types of natural disasters are the most frequent, however the most fatalities are tsunamis and volcanic eruptions. tsunami casualties recorded 174071 died, followed by volcanic eruption 78641. tsunamis in indonesia only occurred 23 times in the period 1815-2018 but caused the most fatalities. meanwhile, earthquake is the main http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 113-125 http://ojs.unud.ac.id/index.php/eot 115 e-issn 2407-392x. p-issn 2541-0857 cause for severely damaged houses and the second cause is flood. the most prone province for natural disasters in indonesia is central java account for 5575 events and the least prone is north borneo. from 1815 to 2018, the highest number of natural disasters occurred in indonesia is in the year 2017. in bali and lombok, 2013 is the highest occurrence of natural disaster for the last decade (2008-2018) (bnpb 2019). natural disaster management framework in indonesia the indonesian government has issued a number of legitimate documents regarding disaster risk reduction (drr). the most significant one is law number 24 year 2007 on disaster management (goi 2007 in djalante and thomalla 2012). this law acknowledges the need to intensify hazard awareness and to improve a more organized and cohesive method to drr. it introduces fundamental paradigm shifts on drr from reactive to proactive approaches, formally acknowledges that drr is an important part of the people’s basic right to protection and needs to be mainstreamed within government administration and development (undp indonesia, 2008a, b). the basic principles addressed in this legislation include public participation, publicprivate partnership, international collaboration, a multi-hazards approach, continuous monitoring, national and local dimensions, financial and industrial dimensions, an incentive system, and education (adpc, 2008; undp indonesia, 2008a, b). key guiding documents for drr in indonesia include the first national action plan for disaster risk reduction published in 2006 (bnpb, 2006). this was followed by the national guidelines for disaster management 2010-2014 and the national action plan. nowadays, when natural disaster occurred, bnpb is responsible for facilitating and helping the affected area through three stages, consisted of pre-disaster phase, emergency phase and post-disaster phase. prepared phase, in the pre-disaster stage, bnpb carried out four main activities, namely prevention, mitigation, preparedness, early warning and community empowerment. stage of emergency is a series of activities carried out immediately at the time of the disaster to deal with the adverse effects, which include rescue and evacuation of victims, property, fulfilment of basic needs, protection, handling refugees, rescue and restoring facilities and infrastructure. emergency response is a stage of emergency status that starts from emergency alert, emergency response, and emergency transition to recovery. postdisaster phase, availability bnpb rehabilitation and reconstruction toolkit which has a post-disaster rehabilitation and reconstruction implementation tool, namely general guidelines for post-disaster rehabilitation and reconstruction, technical guidelines for budget implementation for post-disaster regional rehabilitation and reconstruction activities, guidelines for settlement sector rehabilitation and reconstruction, implementation guidelines monitoring and evaluation. tourism and natural disaster for several years, the tourism industry has been affected by disasters such as the 1980 eruption of mount helens in the united states (murphy and bayley 1989), the 1991 typhoon val in western samoa (fairbairn 1997), the 1995 eruption of the soufrie`re hills volcano in montserrat (kokelaar 2002), 1998 australia day flood in katherine (faulkner and vikulov 2001), the 1999 taiwan earthquake (huang and min 2002), the 2011 great east japan earthquake and tsunami in east japan (nguyen et al. 2017) and recently the eruption of mount agung in bali (bhaskara 2018) and lombok earthquake in indonesia (gayle and bannock 2018, schneider 2018). the disruptive http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 113-125 http://ojs.unud.ac.id/index.php/eot 116 e-issn 2407-392x. p-issn 2541-0857 nature, inevitability and unpredictable occurrence of disasters has manifold implications for the tourism industry. firstly, disasters destroy the tourism infrastructure at destination, thus making them unable to receive tourists in the immediate aftermath. for example, the eruption in 1995 on soufrie`re hills volcano destroyed the capital, plymouth, airports and seaports (kokelaar, 2002). almost all tourism infrastructure in montserrat was paralyzed and access to the site was devastated. secondly, disasters impact transit routes and source markets, by changing perception of destinations as being safe. for example, the impact of the taiwan earthquake resulted in the number of international tourists visiting the island falling 15% (huang and min, 2002) after the eruption of mt. helens in the united states, the tourism industry in that area affected by the eruption, experienced a 30% decline in revenues (murphy and bayley 1989). typhoon val in 1991, consequently, tourist arrivals in western samoa fell sharply (fairbairn, 1997). secondly, media play an essential role in intensifying this impact on tourist perception (handmer and dovers 2007), thus creating a ‘ripple effect’ (ritchie 2004), which spreads the detrimental effects of disasters geographically and across economic sectors. importantly, in the context of tourism, the ‘ripple effect’ hinders destination recovery as negative public perception of a disaster-affected destination hampers injection of foreign exchange, thus increasing the amount of time needed for the destination to be restored (ritchie 2004). natural disaster framework for tourism the effects disasters can have on a destination, many tourism businesses and governmental organisations fail to develop disaster management strategies as part of their business plans, since in some cases they consider the duty is not their own (drabek 2000; ritchie 2009). hence highlighting the necessity for a formal response by destinations to develop disaster management plans is indispensable (prideaux 2004). the disaster management plans were normally created as a framework to manage the crisis and disaster, not merely for natural disaster incidents, however in order to fit in this study, these frameworks are used and applied to accommodate solely for natural disasters. developed from approaches in fink’s and robert’s emergency management framework, faulkner (2001) created a framework, namely tourism disaster management framework (tdmf). this disaster management framework covers and outlines the lifecycle of a disaster from pre-event to resolution and assigned approaches and strategies to each phase of the event. it can be applied in a variety of tourism related disasters. his work later adapted by prideaux (2004) in order to accommodate massive scale disasters and capable to address single or multiple disasters/crises. nevertheless, the precursor; reconstruction and reassessment review and risk assessment component of the framework is modified by prideaux (2004). the modification suggested to take further action to the original framework. study by ritchie 2004 creates an approach called crisis and disaster management framework (cdmf) which based on the work of faulkner 2001 and the strategic management literature. his work focused is on the development of strategy for monitoring and handling crisis or disasters in the tourism industry. stressed on some stages prevention and planning, implementation and evaluation and feedback as attributes for strategic management of crisis or disasters ritchie’s framework later adapted novelli et al. (2018) – adapted in order to suit for developing countries which include involvement of public http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 113-125 http://ojs.unud.ac.id/index.php/eot 117 e-issn 2407-392x. p-issn 2541-0857 sector/ multiple stakeholders in prevention and planning, inclusion of emergency fund to be administered by the ministry of tourism. another disaster management framework is developed by hystad and keller 2008. they named their approach as destination disaster management framework (ddmf). this was created based on two case studies by the authors targeting tourism business in order to understand level of preparedness. four stages are delineated from this framework such as 1) pre-disaster, 2) disaster, 3) post disaster, 4) resolution with defined roles, responsibly and communication channels for emergency organisations, tourism organisations and tourism businesses. tourist destination resilience according to tyrrell and johnson (2008, p.16) tourism resilience is “the ability of social, economic or ecological systems to recover from tourism induced stress” through anticipating fluctuations through their capability to adjust and revolutionize (peterson et al. 2017). it is vital to building a resilient destination is the resilience of the whole systems (hall et al. 2018) which covers proper planning and engagement, fair sharing of resources, reducing risk, a strong economy and stakeholder collaboration (norris et al. 2008; buultjens et al. 2017). there are some scholars have developed tourist destination resilience such as cochrane (2010); ruiz-ballesteros (2011); buultjens et al. (2017) and hall et al. (2018). cochrane (2010) outlines awareness and control of market forces; stakeholder cohesion; strong and clear leadership and ability to learn, adapt and be flexible. ruiz-ballesteros 2011 focuses on capacity to learn and endure unexpected changes; ability to nurture changes for renewal; combining knowledge and sharing resources and developing opportunities for self-organization. meanwhile, buultjens et al. 2017 mentions ability to synthesize the tourism industry into the disaster management stages and developing of collaborative networks. hall et al. 2018 stresses on awareness of the destination vulnerabilities to disasters/stressor; generating opportunities that helps both the vulnerable and invulnerable stakeholders; capability to develop strategic long-term strategy capacity to adjust processes and collaborate and ability to operate at appropriate regional and local scales. nevertheless, within the tourism literature, scarce have been studied specifically on destination resilience in the context of disaster management (pyke et al. 2016; hall et al. 2018). researchers are becoming more concern of the importance of linking destination management, risk alleviation and resilience, thus the importance of this study to address this gap in the literature. research methods interview semi-structured (or open-ended) interviews ensuring a participant serves more as an informant than a participant (bryman 2002). in semi-structured interviews, researchers usually produce some pre-determined questions asked in a systematic and consistent order. interviews are conducted in a more conversational style and questions are answered in an order, which is more natural to the flow of general conversation (berg 2006; o’leary 2009). semistructured interviews help obtain the informant’s viewpoint, rather than the viewpoint of the researcher. another advantage of semi-structured interviews is that they provide both interviewers and interviewees with sufficient freedom whilst concurrently ensuring all relevant themes are addressed (burns 2000). they ensure that all necessary information can be freely expressed and that any themes arising during the interview will be fully understood (corbetta 2003). http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 113-125 http://ojs.unud.ac.id/index.php/eot 118 e-issn 2407-392x. p-issn 2541-0857 secondary data secondary data can be used to enhance the reliability and validity of the findings from primary data collection (interviews and observation). the secondary data in this study include photos of disasters linked to tourism or activities taken by government and other stakeholders, video clip/footage, maps containing geographical information; blog, instagram, social media and headlines from newspapers. sampling a non-probability/purposive sampling technique is most frequently applied in case studies (burns 2000). a specific case is chosen because it facilitates fulfilling the purpose and achieving the objectives of the research and aims at discovering, obtaining insights and understanding the selected phenomenon (ibid). in other words, researchers’ sample because they need to interview people directly related to the research questions (bryman 2008). the primary limitation of purposive sampling is the difficulty in establishing at the very beginning how many participants are required for interviews and how many participants make the research representative (ibid). warren (2002 in bryman 2008) stated that, for a qualitative interview study to be publishable, a minimum number of 20-30 interviews are necessary. this suggests that, although purposive sampling is important in qualitative research, the minimum size sample requirements apply. informants that are going to be interviewed are such as: table 1. list of participants interviewees no purposes of interview length of interview 1 head of bali's media crisis centre identifying the role of media centre during crisis in bali, not solely about tourism but all sectors in this bali island 1,5 hour 2 head of bali tourism hospitality task force identifying the role and sop in handling tourists during volcanic eruption 1 hour 3 reporter/journalist having a vantage point of what is going on during volcanic eruption, through her, researchers obtaining information about all involved stakeholders 1 hour 4 head of pre-disaster management identifying the role of pre-disaster management department 1 hour 5 head of disaster management discovering the role of during natural disaster occurred 45 minutes 6 head of post disaster management discovering the activities after natural disaster happened 30 minutes 7 head of bali tourism board identifying the role and sop in handling tourists during volcanic eruption 1 hour 8 head of regional hotel and restaurant associations knowing the impacts of volcano eruption on occupancy in hotels 20 minutes 9 head of regional tourism office identifying disaster mgt plan 20 minutes 10 assistant manager of five stars hotel identifying disaster management plan related to eruption 30 minutes http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 113-125 http://ojs.unud.ac.id/index.php/eot 119 e-issn 2407-392x. p-issn 2541-0857 11 head of district hotel associations identifying plan during airport closure 20 minutes 12 head of district homestay association identifying the role of hotel and villa during natural disaster occurred 15 minutes 13 manager of a tourist attraction identifying their role during mitigation 45 minutes 14 chairman of the rafting association knowing the impact of rafting companies after volcanic eruption 20 minutes 15 the owner of a fourstar hotel in sanur impact of the volcano eruption 30 minutes 16 the business owner of milk pie cakes shop at the departure terminal identifying the impact of airport closure 15 minutes 17 driver for foreign tourists impact of the natural disaster on his job 15 minutes 18 room division manager how his hotel responds to the natural disaster 20 minutes 19 manager of five stars restaurant impact of eruption to his restaurant 15 minutes result and discussion researcher divide these findings into several parts such as initial reactions, impact, action/lesson learned from the perspective of tourism stakeholders in order to understand the situation of volcanic eruption in relation to tourism stakeholder. initial reactions as seen on the news on tv and the internet, the balinese government and tourism stakeholders were not well prepared and equipped to deal with the crisis cause by the eruption of mount agung which led to the closure of the ngurah rai airport. “the government of bali province cannot guarantee in providing transportation to the airport or neighbouring airport so no one keen to execute or to ascertain whether or who pays the cost of this transportation. the chain of command was not clear. transportation only arrives at the nearest bus stations without bringing tourists to the neighbouring airports the chaos in november in the provision of transportation was caused because the mitigation team did not exist at that time” (head of bali tourism task force). this is in line with statements by drabek (2000) and ritchie (2009) where despite the devastating consequences that catastrophes can have on a destination, many tourism enterprises and governmental organizations fail to incorporate disaster management techniques into their business planning, as they believe the responsibility is not theirs. however, after chaos in handling tourists occurred in dealing with airport closure, eventually the minister of tourism came to bali and formed an organisation called bali tourism hospitality under which there was a special mitigation team call bali tourism task force. nevertheless, there are 22 to 23 groups in the bali tourism hospitality task force, although they operate independently due to the lack of a clear flow of commands. after doing the simulation several times the mitigation team conducted focus group discussions so the readiness was not only limited to http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 113-125 http://ojs.unud.ac.id/index.php/eot 120 e-issn 2407-392x. p-issn 2541-0857 mount agung but if there was an earthquake or other natural disasters, this task force are well prepared. furthermore, the bali tourism hospitality task force is not only divided by the department section but also divided by the stage at which the disaster occurs hence there is a mitigation team then there is also other team such as an information team. this is similar to faulkner (2001) and ritchie (2004) work that divided the stage at which the disaster occurs. lesson learned we benefit from this disaster because we have sops on how to handle medium or guest guests when the disaster occurs or when the airport is closed” (head of bali tourism). based on the experience in handling of mount agung eruption, the bali tourism task force were finally able to help 2000 guests from lombok who were affected by the earthquake at gili terawangan, gili air, gili meno. they helped to evacuate tourist from those gilis and brought then to benoa harbour and giving them food and drink and providing free transportation to these tourists when they wanted to stay at the hotel book for before leaving bali. the bali task force is also able to handle an estimation of 16,000 foreign tourists enter bali every day and 20,000 domestic tourists enter bali daily. evacuation the 16000 foreign tourists are divided into several days. when airports in bali close, neighbouring airports such as lombok and surabaya will be ready to accommodate tourists in bali or divide these tourists at the two airports. from the perspective of lesson learned in conjunction with safety and security, an assistant manager from a fivestar hotel, giving his statement as below: “we’ve spent hundreds of millions to buy the reeds. we have 31 villas, and all of the roof’s material are from reeds, if there is a volcano erupting there will be ashes, if the ash gets into the reeds the treatment is really tedious. finally, the policy of the company to buy a special tarpaulin. if eruption happens, can later close the roof made of reeds. so, we are ready, because of the previous experience at our sister hotel during the eruption of mount merapi” (assistant manager a five-star hotel). the use of information and technology the information is indispensable during crisis, thus tourists must be kept informed about the danger of the possible volcanic eruption. “in conjunction with the tourism service during mount agung eruption, the most frequent activity is to provide information to tourists that the area is a dangerous area and they should not attempt to enter there. if by chance a tourist is already there, they must know the path to where they assembly if it happened and the volcano erupted. to avoid risk” (local tv reporter). it is not merely the information to the end user, in this case, the tourist but the information circulated among tourism service providers are also crucial as it is shown at the below statement. “for communication we use the whatsapp (wa) group, in ubud there is a wa group for the ubud hospitality help desk and the data is taken from bali tourism board about handling guests and getting up to date information” (head of district homestay association). http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 113-125 http://ojs.unud.ac.id/index.php/eot 121 e-issn 2407-392x. p-issn 2541-0857 in this era of revolution 4.0, the information and technology help tourism stakeholders in distributing information and organising the possible acts that need to be conducted in relation to the natural disaster such as volcanic eruption. the information from whatsapp group helps them to know the real time situation about the issued policy from the government and real time situation in handling tourists who affected by this disaster. below table is the timeline of eruption and tourism stakeholders related activities during the mount agung eruptionbased triangulation between interviews with participants and secondary data from balitourismboard.com. table 2. timeline of eruption and tourism stakeholder related activities 18 september bali tourism professionals giving donation at the shelters for those who are participated in ceremony for mother earth at the mother temple of besakih, which is located at the slope of mount agung. this was when alert level elevated from level 2 (caution) to level 3 (alert) 27 september bali tourism board thanks airbnb for supporting evacuees of mount agung. airbnb asked those living in in non-affected areas to consider making their homes available to mount agung evacuees this information is displayed on their website https://www.airbnb.com/welcome/evacuees/balievacuees 28 september bali tourism board took part in book donation drive initiated by the mount agung study tent group ten alternative airports were prepared in the case of the eruption of mount agung. estimated 5000 passenger would be affected. the closest airports to be prepared for standby are praya airport (lombok) and banyuwangi airport and juanda airport (east java). immigration department and indonesian customs provide tourist visa extension service in the case of stayover. 29 september baii tourism hospitality task force was established and this organization is funded by the indonesian ministry of tourism. their tasks: dealing with tourist related services during the eruption. official website: www.balitourismboard.or.id 1 october 2017 all airline offices in bali are connected to the hotel where tourists stay, hence in the case where airport closes, passengers have options either to extend their stay or transported to the neighboring airports. itdc, the company that manage 4500 rooms in nusa dua show their commitment to facilitate any stranded passengers in accordance to room availability and processes in place. 2 october 2917 bali tourism hospitality calls on all tourism stakeholders, whether directly or indirectly involved in the tourism industry, to be willing to pray for everyone's safety in this crisis on 5th october. according to bai tourism hospitality task force, tourists who saty in sanur, 72 kilometers from mount agung still enjoying their holiday despite the recent situation the nearest tourist attraction namely taman ujung (ujung garden) is still allowed to welcome guests despite it is located 12 km from closed zone. http://ojs.unud.ac.id/index.php/eot https://www.airbnb.com/welcome/evacuees/balievacuees http://www.balitourismboard.or.id/ e-journal of tourism vol.9. no.1. (2022): 113-125 http://ojs.unud.ac.id/index.php/eot 122 e-issn 2407-392x. p-issn 2541-0857 5 october the bali tourism hospitality task force is officially established. they are consisted of three divisions. first division is consisted of bali hotel association and bali chapter of the indonesian hotel and restaurant responsible for dealing with stranded passengers by proving free room nights. second division is association of indonesia tour and travel agencies, responsible for transporting the tourists to the neighboring airports. third division is bali tourism institute, responsible for giving recent information about the eruption and situation, acted as media centre they also create social media account facebook: https://www.facebook.com/balitourismboard/ instagram: @officialbalitourism a visit from minister of tourism to ensure the safety the situation in bali. the minister met the tourists and officials of the central for volcanic geological disaster mitigation, the national search and rescue agency, the disaster mitigation agency (bnpb), and the administration of the karangasem regency. 7 october 2017 3 days visit from a group of leading european travel agents in bali, supported by qatar airways. these travel agents were informed that the main tourist attractions and favourite destinations are safe. 15 october 2017 10 countries (australia, singapore, usa, united kingdom, new zealand, canada, japan, hong kong, south korea, and india) have published travel advisories for bali in relation to the eruption of mount agung. only india then to revise its travel advisory after governor of bali issuing formal statement about the crisis and had a meeting with general consulates of these ten countries. should an eruption occur, including transportation plans, free accommodation for a limited period at accommodation in bali. giving complimentary meals, and how tourists can be transferred by land if bali’s airport is closed temporarily due to volcanic ash. 20 october 2017 bali tourism hospitality task force set 10 locations for providing assistance and information to tourists in the event of the airport’s closure. these called hospitality desk, supervised by 30 lecturers and 150 students from bali tourism institute. · prior to set these desks, the students and lecturers were trained intensively by the deputy for preparedness from the national disaster mitigation agency; tips for handling complaints by bali tour guide association; basic first aid; and trained by psychologists in order to deliver or giving psychological first aid. the training also involve role play in the case of airport closure. 26 november the volcano observatory notice for aviation (vona) has raised the status from orange to red as a result of the pyroclastic is emitted from the volcano. flights run by klm, air asia malaysia virgin australia, and jet star were canceled as a precaution 27 november official statement was issued by bali tourism hospitality task force regarding to closure of bali’s airport ngurah rai. starting from 7:15 monto 7:00 tuesday, 28 november. tourists were told be calm and no reason to panic and hotel management will keep them fully informed about the situation. for those tourists who were planned to check out from their hotel on monday to http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 113-125 http://ojs.unud.ac.id/index.php/eot 123 e-issn 2407-392x. p-issn 2541-0857 tuesday are advised to speak with hotel’s reception since most hotels are offering the best rate for those requiring to extend their stay. for those who have an urge to leave bali, an overland journey by coach and ferry from bali to surabaya is available. 28 november the director general of immigration allowed extensions to foreigners who, because of the absence of a departing flight, extended the period of their original visa. 455 emergency extensions were granted by bali airport immigration office for those two days (27 and 28 november 2017). major number of extensions were given to germans (47), dutch (45) and australians (44). 29 november the emergency visa extension program was put off as a result of availability of flights out of bali. 2 december students from bali tourism institute have been involved actively and taking part in an active role during the eruption on 27 november (162 students and 33 lecturers help the visitors by providing information at several information desks in bali. 22 december president of indonesia posted a vlog (video blog) on friday night stating that bali is safe. this vlog was taken during the afternoon when he visited kuta beach, this afternoon, i’m on the island of the gods, bali island,” said the president, adding that bali is safe. jokowi then explained that he was on kuta beach and repetitively said to the camera,”ramai sekali (it’s so crowded).” the president's visit to bali proved that the island was totally safe. source: modified from bali tourism hospitality and adopted some interviews with participants (2018). conclusion the volcanic eruption of mount agung has taught tourism stakeholders a valuable lesson about the value of working together and the necessity of collaboration between various tourism stakeholders as well as the government in coping with a natural disaster. this experience serves as a valuable lesson, and it has been demonstrated that it can help stakeholders become more vigilant while dealing with the natural catastrophes following the eruption of mount agung, such as the earthquake in lombok. there are some similarities between the natural disaster situation experienced by bali with the previous research about natural disaster and tourism, specifically, unresponsiveness and the stages of the natural disaster and stakeholder involement. references adpc. 2008, monitoring and reporting progress on community-based disaster risk management in indonesia, adpc, bangkok, p. 28. bps, 2019. jumlah wisatawan asing yang datang ke bali menurut pintu masuk, 2009-2018. available from https://bali.bps.go.id/statictable/2018/ 03/05/46/jumlah-wisatawan-asing-kebali-menurut-pintu-masuk-20092018.html. 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(2022): 218-234 http://ojs.unud.ac.id/index.php/eot 218 e-issn 2407-392x. p-issn 2541-0857 tourist satisfaction patterns and index for travel companions while traveling in bali ni ketut arismayanti*, i ketut suwena, i made sendra universitas udayana, indonesia *corresponding author: arismayanti_pariwisata@unud.ac.id doi: https://doi.org/10.24922/eot.v9i2.92111 article info submitted: august 8th 2022 accepted: september 20th 2022 published: september 30th 2022 abstract the travel of tourists to a destination forms a pattern of tourist travel. likewise, a tourist's journey during a trip has an influence on satisfaction and tourists in terms of the choice of destinations visited, memories made, joy in traveling, as well as the tendency to be more important between the chosen destinations compared to travel companions. this study aims to analyze the pattern of tourist travel and the index of tourist satisfaction with travel companions in traveling in bali. this study uses a large sample with the slovin formula for an error level of 4 percent. questionnaires were distributed by accident to 600 tourists. this study uses a mix of qualitative and quantitative methods with data collection techniques through direct observation (observation), interviews (interviews), distributing questionnaires (questionnaires) with likert scale techniques. the data analysis technique used is importance performance analysis (ipa), customer satisfaction index (csi) or the consumer satisfaction index and qualitative descriptive with likert scale technique. the characteristics of tourists who travel to bali are relatively young adults in terms of age and education and a high level of mastery of technology. most tourists look for information on the internet in addition to recommendations from family and friends before tourists travel to bali. this reflects that there has been a change in the use of travel services, media promotion, advertising and other prints. the pattern of door trips visiting bali shows a spider web pattern, which is the first center (hub) pattern from entering tourist attractions spread across regencies/cities in bali. the level of suitability of travel indicators in traveling in bali shows that it is not appropriate or does not meet the expectations of tourists to bali in general. tourist satisfaction with travel companions in the index of traveling in bali is 83.97 (very satisfied/appropriate). keywords: travel patterns; travel companions; tourist satisfaction; bali. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 218-234 http://ojs.unud.ac.id/index.php/eot 219 e-issn 2407-392x. p-issn 2541-0857 introduction the nature of tourism is the whole activity caused by human travel, both individuals and groups with diverse motivations causing demand for goods and services (suwena and arismayanti, 2020). the movement here is in the form of a human journey, which is different from the notion of mobilization or urbanization. travel in tourism is an intentional activity to function as a communication tool and as a liaison for interaction between people in various countries or even continents, with the aim of satisfaction or entertainment and not the interest to obtain a source of life (business). tourism destinations experience dynamics. originally aimed at satisfaction. however, in its development, the goal shifted to tourism in the industrial realm, reaching various fields of interest, including socio-political (conventions), cultural missions, sports, and religion (spiritual, religious). tourism in this sense is a very basic human need. the study of tourism must depart from humans as symptoms, humans in a holistic perspective that is not divided between humans who travel and tourist attractions as tourist destinations, and services as industry (ben, 2018; suwena and arismayanti, 2020). meanwhile, tourists are human beings, not goods without an identity; travel is part of the human phenomenon, namely being aware and its activities as a process of being or not being oneself. so, the nature of tourism has expanded, that tourism is an awareness of the reality of humans who travel to a destination. in supporting tourism, all activities occur and can be carried out by the government, the business world, the community in the area or tourist destination country. in the process of these activities, as a whole, they can have a major influence on economic, social, cultural, and political life as well as security to be utilized for the benefit of the development of a country and a nation. tourism is highly dependent on the quality of the tourist experience and the consequences of tourists' assessment of their satisfaction or dissatisfaction (ladhari, 2009; saha and theingi, 2009; filieri et al., 2017). therefore, it is important for tourism businesses to understand the importance of tourists' perceptions of their experiences, work hard to measure them, and continuously improve ways to satisfy tourists. a memorable tourism experience will lead to perceptions of service quality, tourist satisfaction, and post-consumption behavioral intentions (filieri et al, 2017). bali itself is starting to face the back impact of tourism, such as the length of stay of tourists is getting lower, tourist spending is getting less, urbanization, congestion, garbage, and security disturbances (tirto id, 2018). bali tourism statistics data (2018) records the stay of foreign tourists in the last ten years (20082018) an average of 9.60 days with an average growth rate of 0.01 percent, while domestic tourists average 3 .91 days with an average growth rate of 0.02 percent. the length of stay of tourists has increased, but is quite low. if we compare the average growth in the length of stay of tourists in 2009-2013 with 2014-2018, foreign tourists have increased by 0.02 percent and domestic tourists have remained on average. the quality of the experience becomes very important which will shape the satisfaction and loyalty of tourists visiting a tourism destination. the overall image of a destination not only affects the destination selection process, but also the behavioral intentions of tourists in general (qu et al., 2011). the quality of tourism destinations significantly affects tourist satisfaction which in turn affects behavioral intentions significantly (rajaratnam et al., 2015; wang et al., 2017). tourists who come to visit are expected to get an experience that matches their expectations. a good experience will leave good memories and create a positive image of a tourism destination. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 218-234 http://ojs.unud.ac.id/index.php/eot 220 e-issn 2407-392x. p-issn 2541-0857 tourists in the future, will not only revisit these tourist destinations, but will provide recommendations to friends, family and other potential tourists, either directly or in reviews on the media (such as: social media, tripadvisor, traveloka). this study aims to analyze the travel patterns of tourists in traveling in bali, analyze the level of satisfaction and expectations of tourists for travel companions in traveling in bali, and analyze the index of tourist satisfaction with travel companions in traveling in bali. literature review previous studies using tourist satisfaction referred to in this study were conducted by radder and han (2013); sukanthasirikul and trongpanich (2015); smith et al. (2016); frenandes and cruz (2016); aliman et al. (2016); soteriades (2017); and blazeska et al. (2018). radder and han (2013) in their research on perceived quality, visitor satisfaction, and conative loyalty at the south african heritage museum. museums are increasingly being forced to pay attention to aspects related to marketing such as perceptions of service quality, satisfaction and loyalty. this study uses data from three south african heritage museums that describe the construct of perceived quality and the relationship between perceived quality, satisfaction and conative loyalty using structural equation modeling (sem) techniques. the resulting quality perception model consists of two service-based dimensions (service interaction and proof of service) and two product-based dimensions (product functionality and product enrichment). moreover, the results show that visitors perceive quality to have an indirect effect (via satisfaction) and a direct effect on their behavioral intentions, with the former effect being greater than the latter. the research of sukanthasirikul and trongpanich (2015) has research implications, namely: providing service providers and policy decision makers with insight into tourist expectations and emotions; and policy decision makers should develop activities designed to meet the needs of tourists. the study examined the service quality of the cultural tourism experience felt by tourists in terms of satisfaction and further explored the relationship between perceived value, appraisal emotion, and customer satisfaction. a total of 327 respondents completed a survey conducted at two cultural festivals in thailand using structural equation modeling (sem) techniques, the results revealing the immediate and positive effects of service quality on perceived value, emotional appraisal, and customer satisfaction. the study summarizes the findings and offers some interesting implications for practitioners and researchers. the findings of smith et al. (2016) produced an industry model for use in benchmarking the nature and level of quality in tourism experiences offered by individual businesses. the study presents four contributions to the tourism literature. first, focus on group tours. second, the interpretation of quality travel experiences through four quality filters, namely: practicality, functionality, aesthetics and familiarity. the identification of five (5) quality mediators, namely: travel leaders, locally hosted visits, travel elements, travel groups, and tourism destinations. third, the generation of quality screening of the mediator model. fourth, the continuation of a number of existing tourism and hospitality studies are qualitative in nature which are used to achieve a deep and meaningful understanding of the phenomenon. the research is qualitative in nature with a specific and purposive research scope providing the industry with a model to use in benchmarking the nature and degree of quality in the tourism experience offered by individual businesses. in particular, the quality filtering of the mediator model shows the main filters, mediators http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 218-234 http://ojs.unud.ac.id/index.php/eot 221 e-issn 2407-392x. p-issn 2541-0857 and quality-related processes that serve to attract and retain tourists which are practices related to sustaining business growth. the research of frenandes and cruz (2016) developed a model of experience quality using a six-dimensional structure of experience quality and its impact on loyalty, satisfaction and word-of-mouth applied to the tourism industry and using the perspective of tourists, and their impact on marketing outcomes. research findings regarding the experiential dimension and its impact on business are receiving increasing attention. therefore, understanding the quality of experiences, their drivers and outcomes is important, especially when experience is at the core of service offerings in tourism. research on tourism experiences is sparse and largely conceptual. the study developed a high-level, validated experience quality model in the wine tourism industry that outlines the relevance of dimensions and outcomes. aliman et al. (2016) in his research provides guidelines for tourism managers and destination operators to further develop better strategies to satisfy tourists to langkawi, a well-known tourist destination in malaysia. the study analyzed the antecedents of tourist satisfaction. questionnaires were distributed to 500 tourists using descriptive statistical data analysis techniques, factor analysis and multiple regression. the results showed that 295 (61.2 percent) of the respondents were repeat visitors and another 187 (38.8 percent) were first time visitors. more than half (56.8 percent) of the respondents had a high level of satisfaction with an average item score of 3.90 and above. factor analysis showed seven factors out of 33 items were used to measure the constructs. apart from tourists' expectations, perceived quality, destination image, cost and risk, and perceived value, a new variable known as social security was identified as a predictor. regression analysis reveals that destination image, tourist expectations, costs and risks, and social security have a positive and significant influence on tourist satisfaction. social security was found to be the most important predictor of tourist satisfaction, followed by tourist expectations, destination image, and costs and risks. the findings of this study can provide guidance for tourism managers and destination operators to further develop better strategies to satisfy tourists to langkawi. soteriades' research (2017) aims to analyze customer experience in naturebased attractions and their effect on postconsumption behavior. the study used two theoretical frameworks (experiential economics and behavioral intention) to investigate the defining dimensions of wildlife experience for customer satisfaction, and the relationship between wildlife experience and behavioral intention. the study developed a framework for explaining consumer experience that measures the four dimensions and their relative effects on satisfaction, perceived service quality, and behavioral intentions. the results show that the experiential framework is a valid tool for the study of wildlife experiences. the context of nature-based tourism mentions that the dimensions of experience that affect perceptions of service quality and customer satisfaction are escapism and aesthetics. there is also a strong correlation between wildlife experience and post-consumption behavioral intentions, particularly for word of mouth and repurchase intentions. the research extends existing theory by incorporating new elements and investigating empirically in new contexts. the study analyzes the dimensions of experience in the context of nature-based tourism and customer behavioral intentions, which is to develop a customer experience framework that measures the dimensions of their relationship to experience outcomes (perceived satisfaction and service quality) and their relative influence on behavioral intentions. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 218-234 http://ojs.unud.ac.id/index.php/eot 222 e-issn 2407-392x. p-issn 2541-0857 research by blazeska et al. (2018) emphasizes the importance of permanent improvement of tourism infrastructure in promoting tourism satisfaction in destinations. tourism infrastructure has a major influence on tourist satisfaction in tourism destinations. tourism infrastructure is a set of tools and institutions that form the material and organizational basis for tourism development. it consists of four basic elements, namely: accommodation facilities, gastronomy facilities, accompanying facilities and communication facilities. policies are needed to improve infrastructure, promote integration of tourist services, maintain visitor numbers and encourage guests to stay longer, visit additional locations and increase their spending. the research sample was 200 foreign visitors. the results show that tourism infrastructure has a major influence on tourist satisfaction from tourism destinations. concept description customer satisfaction the measurement of customer satisfaction is one of the most important issues concerning business organizations of all kinds which is justified by the philosophy of customer orientation and the main principle of continuous improvement of modern enterprises (grigoroudis and siskos, 2010). measurement of customer satisfaction can help business organizations in understanding customer behavior, in particular to identify and analyze the things that are the expectations, needs, and desires of customers. customer satisfaction must be measured and translated into a number of measurable parameters. satisfaction is the standard of the total product or service offered to meet customer expectations (gerson, 1993; hill, 1996). olson and dover (in tjiptono and chandra, 2011) state that customer expectations or expectations are customer beliefs before trying or buying a product, which is used as a standard or reference in assessing the performance of the product concerned. however, the conceptualization and operationalization of customer expectations is still a controversial issue, especially regarding the characteristics of specific expectations standards, the number of standards used, and the sources of expectations. every consumer may have different pre-consumption expectations. in addition, different consumers may apply different types of expectations to different situations. in a review of the customer satisfaction literature conducted by giese and cote (2002), twenty definitions were identified that were referred to in customer satisfaction research over a thirty-year period. although these definitions vary (even some of them are inconsistent with each other), these two experts from washington state university found similarities in terms of three main components, namely: 1) customer satisfaction is a response (emotional or cognitive); 2) the response concerns a particular focus (expectations, products, consumption experiences, and so on); and 3) response occurs at a certain time (after consumption, after product/service selection, based on accumulative experience and others). expectations on product performance apply as a standard of comparison against the actual performance of the product. some experts identify the concept of expectation before purchase (wilton, 1988; spreng, 1996 in hasan, 2008: 62), namely: 1) equitable performance is a normative assessment of the performance that should be received by customers compared to the costs and efforts that have been devoted to buying and consuming the product. ; 2) ideal performance is the optimum level of performance expected by a customer; and 3) expected performance is the level of performance that is expected or the most expected-preferred by consumers. customer expectations will continue to http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 218-234 http://ojs.unud.ac.id/index.php/eot 223 e-issn 2407-392x. p-issn 2541-0857 grow according to changes in the environment that provide information and increase customer experience which will affect the level of satisfaction felt by customers. customer expectations have a big role in determining product quality and customer satisfaction. customer expectations can be the reason the same two business organizations can be judged differently by their customers. basically, a close relationship between the determination of quality and customer satisfaction. evaluation of quality by using customer expectations as a reference standard. the factors that determine customer expectations, namely (zeithaml et al., 1993): (1) enduring service intensive is a factor that is stable and encourages customers to increase their sensitivity to service products; (2) transitory service intensive is a temporary individual factor that increases customer sensitivity to services, due to an emergency situation when the service is needed or the last service consumed; (3) personal needs are physical, social, and psychological needs that a person feels will be the basis of his welfare which determines his expectations; (4) perceived service alternatives are customer perceptions of the service level of other similar companies; (5) self-perceived service roles are customer perceptions about the level of involvement in influencing the services they receive, consumers are involved in the service delivery process; (6) situational factors are all possibilities that can affect service performance which are beyond the control of the service provider; and (7) positive word of mouth is a positive recommendation that comes from other trusted people (experts, friends, family, and media publications) more quickly accepted as a reference, because service customers have difficulty evaluating services that they have not experienced themselves. schnaars (1991) stated that basically the purpose of a business is to create satisfied customers. in line with this, various attempts have been made to develop a theoretical framework to explain the determinants, formation processes and consequences of customer satisfaction. broadly speaking, customer satisfaction research is based on three main theories, namely: (1) contrast theory assumes that consumers will compare the actual product performance with pre-purchase expectations. if the actual performance is greater than or equal to expectations, the customer will be satisfied. conversely, if the actual performance is lower than expectations, the customer will not be satisfied. (2) assimilation theory states that postpurchase evaluation is a positive function of pre-purchase consumer expectations. if the disconfirmation process is psychologically uncomfortable, the customer is likely to perceptually distort the difference between his expectations and his performance towards the initial expectation. deviations from expectations tend to be accepted by the customer concerned. (3) assimilation-contrast theory assumes that the assimilation effect or contrast effect is a function of the level of gap between expected performance and actual performance. if the gap is large, consumers will enlarge the gap, so that the product is perceived to be much better/worse than the reality. however, if the gap is not too large, assimilation theory applies. the acceptable deviation range can be crossed, then the gap between expectations and http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 218-234 http://ojs.unud.ac.id/index.php/eot 224 e-issn 2407-392x. p-issn 2541-0857 performance will be significant and that's when the contrast effect takes effect. customer satisfaction is a perception, so additional effort is needed to collect, measure, analyze and explain it. customer perception plays a key role in learning the difference between expectation and experience. the overall gap that results in dissatisfied customers is caused by (hill, 1996): (1) promotion gap: the inability of business organizations to meet the expectations created in the minds of customers mainly by marketing communications. (2) understanding gaps: gaps that occur due to inaccurate understanding of customer needs and priorities by organizational managers. (3) procedural gaps: gaps occur due to the translation of customer expectations into the procedures and operating systems of the business organization. (4) behavior gap: the distinction between customer expectations and organizational performance with a focus on how procedures adequately cover service delivery requirements. (5) perception gap: the difference between the perception of performance and reality. the modern tourism perspective, apart from the consumer elements that determine behavior, an increasing role is played by outcomes, experiences gained at the locations visited, these experiences are valued at levels (bowen and clarke, 2009): 1) personal satisfaction, the extent to which the expectations of tourists are met; 2) the needs of the host community are understood in the complexities of the community, namely economic growth and prosperity, preservation of customs and traditions; as well as 3) environmental quality. tourist concept and tourist experience the concept of visitors and tourists referred to in this study is according to the world tourism organization (wto, 1993; suwena and arismayanti, 2020) which defines visitors as people who travel to other areas outside of their daily environment for a period of not more than 12 consecutive months, participate with the purpose of travel not to earn a living in the area. tourists are visitors who stay overnight or visitors who stay in the destination area for at least one night in accommodation at the destination visited. daily visitors (excursionists) are visitors who do not stay overnight in public or private accommodation in the destination area. tourists are people who travel and their needs are the main driving force behind destination planning, development and management. tourist experience is an interaction between tourists and tourist destinations, where the tourist destination becomes the site of the experience and tourists become the actor of the experience (stamboulis and skayannis, 2003). larsen (2007) argues that a tourist experience should be defined as a past travel-related event that is significant enough to be stored in long-term memory. selstad (2007) defines the tourist experience as a combination of novelty in the search for individual identity and selfrealization. factors that influence the tourist experience, namely: visitors, products (or tourism destinations), and local communities. visitors arrive at tourism destinations with perceptions of the type of experience influenced by the individual's social construction and perceptions derived from media, product information and descriptions, prior knowledge, expectations, and previous travel experiences. tourism products generally refer to experiences with the tourism industry, the public sector, and formal cultural intermediaries (such as travel agents or tour guides). http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 218-234 http://ojs.unud.ac.id/index.php/eot 225 e-issn 2407-392x. p-issn 2541-0857 methods this study uses a mix of qualitative and quantitative methods with data collection techniques through direct observation (observation), interviews (interviews), distributing questionnaires (questionnaires) with likert scale techniques. the data analysis technique used is importance performance analysis (ipa), customer satisfaction index (csi) or the consumer satisfaction index and qualitative descriptive with likert scale technique. qualitative descriptive analysis technique is the process of arranging the sequence of data, organizing it into a pattern, category, and a basic description. or the process of organizing and sorting data into patterns, categories, and basic units of description so that themes can be found and working hypotheses can be formulated as suggested by the data. csi is used to determine the overall level of consumer satisfaction by looking at the level of satisfaction and importance of product/service attributes. this method has advantages, including: efficiency (not only the satisfaction index, but also obtains information related to the dimensions/attributes that need to be improved), easy to use and simple and uses a scale that has high sensitivity and reliability. the maximum csi value is 100 percent, the csi value 50 percent indicates poor service performance or performance, and vice versa. the csi criteria in this study refer to the aritonang (2005) reference, as shown in table 1. table 1. consumer satisfaction criteria based on csi value no. csi rate (%) description (csi) 1 81,00 – 100,00 very satisfied 2 66,00 – 80,99 satisfied 3 51,00 – 65,99 quite satisfied 4 35,00 – 50,99 less satisfied 5 0,00 – 34,99 dissatisfied source: aritonang, 2005. results and discussion the results and discussion describe tourists, travel patterns of visiting tourists, level of satisfaction and tourist satisfaction index with travel companions in traveling in bali. characteristics of tourists traveling to bali the characteristics of tourists visiting bali are based on the almost balanced gender between men and women, the dominance of the young and young adult age groups (17-38 years), undergraduate education level, employment of private employees, motivation to visit, first time visit, mode of transportation car/taxi, as well as the type of accommodation chosen while traveling in bali is a hotel. the tabulation of data on the characteristics of tourists visiting bali with a sample of six tourist attractions in bali can be seen in table 2. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 218-234 http://ojs.unud.ac.id/index.php/eot 226 e-issn 2407-392x. p-issn 2541-0857 table 2. tabulation of tourist domination data on tourist attractions in bali criteria/ tourist attraction age (yo) educatio n level occupati on national ity first time visit ed (%) information source length of stay (days) transportat ion by accomodat ion choosed tirta empul 17 27 bachelor private sector employee europe 80,00 internet 6-10 car / taxi hotel penglipur an village 17 27 bachelor private sector employee asia 59,00 family/friends recommendation 1-5 car / taxi hotel tanah lot 17 27 bachelor private sector employee asia 56,00 internet 1-5 car / taxi hotel monkey forest 28 38 bachelor private sector employee europe 72,00 internet 6-10 car / taxi hotel lovina 28 38 bachelor private sector employee europe 54,00 family/friends recommendation 1-5 car / taxi hotel banjar hot spring 17 27 senior high school private sector employee asia 58,00 internet 1-5 car / taxi hotel the characteristics of tourists who travel to six tourist attractions are a reflection of the characteristics of tourists who travel to bali. this requires the readiness of tourist attractions in particular and bali tourism destinations in general in dealing with the type of tourists who are relatively young adults in terms of age and education as well as a high level of mastery of technology. most tourists look for information on the internet in addition to recommendations from family and friends before tourists travel to bali. this reflects that there has been a shift towards the use of travel agency services, advertising promotion media and other prints to be abandoned by tourists. likewise, the way tourists search for information and make reservations for accommodation and modes of transportation used while traveling in bali, mostly utilize information technology. differences in tourist characteristics based on nationality, especially for asian tourists, are strongly influenced by travel planning carried out by student bus groups who choose popular tourist attractions, affordable entrance tickets, require relatively short travel time and have a large parking area. for example, penglipuran and tanah lot villages, except for the banjar hot springs tourist attraction which is visited by many local people and local tourists from several districts/cities in bali. the characteristics of tourists when viewed from the type of work, namely the dominant private employees, reflect the type of millennial tourists who have a tendency to be relatively young in age, have just finished their studies, have just started work, or have just gotten married, and in their daily life they generally carry out activities together between education, work and travel. this type of tourist has a tendency to try new tourist attractions and tourist destinations for their next tourist destination. even though it is a special tourist attraction, lovina is very popular with retired tourists who have repeat visits and longer stays. bali must be careful with the relatively low number of repeat tourist visits compared to first-time tourist visits because it reflects the low level of loyalty of tourists who travel to bali. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 218-234 http://ojs.unud.ac.id/index.php/eot 227 e-issn 2407-392x. p-issn 2541-0857 travel patterns of tourists visiting bali the travel pattern of tourists visiting bali shows the first central (hub) pattern from the entrance of bali (ngurah rai airport for foreign and domestic tourists, gilimanuk harbor is dominated by domestic tourists, padang bai harbor and tanjung benoa harbor) then to several tourist attractions that spread across regencies/cities in bali. when tourists visit bali through these four entrances, tourists then visit tourist attractions in the regency / city in bali. tourist travel patterns do not indicate that the tourist attraction closest to the tourist entrance is the main choice. tourists randomly select their desired travel destination. likewise, the next tourist destination shows an irregular pattern, the choice of tourists does not always show the closest choice to the previous tourist destination. tourists in choosing a tourist destination are very dependent on information available on the internet (websites and social media), accommodation reservations before arrival, and travel plans for tourists in groups using large buses or mini buses. domestic tourists who use private vehicles, the choice of tourist attraction to be visited seems more flexible and depends on internal and external situations and conditions that influence it. figure 1. travel patterns of tourists traveling to bali description: the first choice of tourists in districts/cities in bali traveler's second choice level of suitability of travelers to travel partners in traveling in bali the performance level on the indicators of travel companions in traveling in bali uses four indicators, namely travel companions affect the choice of tourism destinations, travel companions create deep memories on trips to tourism destinations, travel companions affect the pleasure of traveling to tourism destinations, and travel companions are more important than travel companions’ tourism destination. the level of performance on the indicators of traveling companions in traveling in bali can be seen in table 3. table 3. performance levels on travel partner indicators in traveling in bali no. indicators tirta empul penglipuran village tanah lot monkey forest lovina banjar hot spring bali 1. travel companions influence the choice of tourism destinations 3,96 4,25 3,93 4,30 4,04 4,23 4,22 2. travel companions create lasting memories on trips to tourist destinations 4,11 4,38 4,17 4,41 4,22 4,29 4,29 3. travel companions affect the enjoyment of traveling to tourism destinations 3,99 4,26 4,09 4,24 4,06 4,23 4,18 4. travel companions are more important than tourism destinations 3,90 4,26 3,96 3,95 3,93 4,20 4,10 http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 218-234 http://ojs.unud.ac.id/index.php/eot 228 e-issn 2407-392x. p-issn 2541-0857 based on the data in table 3, it can be seen that the level of performance on the indicators of traveling companions in traveling in bali has an interval score of 3.90 to 4.38 with good to very good measurement criteria. the performance level on the travel companion indicator in traveling in bali shows the highest score on the travel companion indicator creates lasting memories on trips to tourism destinations (4.29/very good or appropriate). while the lowest score on the travel companion indicator is more important than tourism destinations (4,10/good or appropriate). the highest score on the travel companion indicator creating deep memories on trips to tourism destinations is also shown in the tourist attractions sampled in this study with a score interval of 4.11 (tirta empul) to 4.41 (monkey forest). the level of expectation on the indicators of travel companions in traveling in bali also uses four indicators, namely travel companions affect the choice of tourism destinations, travel companions create deep memories on trips to tourism destinations, travel companions affect the pleasure of traveling to tourism destinations, and travel companions are more important than tourism destinations. the level of expectation on the indicators of traveling companions in traveling in bali can be seen in table 4. table 4. expectation levels on travel partner indicators in traveling in bali no. indicators tirta empul penglipuran village tanah lot monkey forest lovina banjar hot spring bali 1. travel companions influence the choice of tourism destinations 3,98 4,50 4,13 4,37 4,19 4,32 4,25 2. travel companions create lasting memories on trips to tourist destinations 4,19 4,40 4,23 4,34 4,30 4,33 4,37 3. travel companions affect the enjoyment of traveling to tourism destinations 4,08 4,36 4,11 4,38 3,99 4,26 4,28 4. travel companions are more important than tourism destinations 3,92 4,37 3,99 4,07 4,03 4,30 4,19 based on the data in table 4, it can be seen that the level of expectation on the indicators of traveling companions in traveling in bali has an interval score of 4.19 to 4.37 with good to very good measurement criteria. the level of expectation on the travel companion indicator in traveling in bali shows the highest score on the travel companion indicator creating deep memories on trips to tourism destinations (4.37/very good or appropriate). while the lowest score on the travel companion indicator is more important than tourism destinations (4.19/good or appropriate). the highest score on the travel companion indicator creating deep memories on trips to tourism destinations is also shown in the tourist attractions sampled in this study with a score interval of 4.19 (tirta empul) to 4.40 (penglipuran tourism village). based on the data in table 4, it can be seen that the level of expectation on the indicators of traveling companions in traveling in bali has an interval score of 4.19 to 4.37 with good to very good measurement criteria. the level of expectation on http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 218-234 http://ojs.unud.ac.id/index.php/eot 229 e-issn 2407-392x. p-issn 2541-0857 the travel companion indicator in traveling in bali shows the highest score on the travel companion indicator creating deep memories on trips to tourism destinations (4.37/very good or appropriate). while the lowest score on the travel companion indicator is more important than tourism destinations (4.19/good or appropriate). the highest score on the travel companion indicator creating deep memories on trips to tourism destinations is also shown in the tourist attractions sampled in this study with a score interval of 4.19 (tirta empul) to 4.40 (penglipuran tourism village). the gap between the level of performance and expectations on the indicators of traveling companions in traveling in bali can be seen in table 5. table 5. gaps of performance levels and expectations of travel partners in traveling in bali no. indicators tirta empul penglipuran village tanah lot monkey forest lovina banjar hot spring bali 1. travel companions influence the choice of tourism destinations -0,02 -0,25 -0,20 -0,07 -0,15 -0,09 -0,03 2. travel companions create lasting memories on trips to tourist destinations -0,08 -0,02 -0,06 0,07 -0,08 -0,04 -0,08 3. travel companions affect the enjoyment of traveling to tourism destinations -0,09 -0,10 -0,02 -0,14 0,07 -0,03 -0,10 4. travel companions are more important than tourism destinations -0,02 -0,11 -0,03 -0,12 -0,10 -0,10 -0,09 based on the data in table 5, it can be seen that the highest gap in the level of expectation on the travel companion indicator affects the pleasure in traveling to tourism destinations (-0.10), while the lowest gap on the travel companion indicator affects the choice of tourism destinations (0.03). on the indicator that travel companions create deep memories on trips to tourism destinations, the monkey forest tourist attraction shows a positive gap (0.07) which means that the level of expectation exceeds the level of tourist performance. based on the level of suitability of travel companion indicators in traveling in bali, it can be seen in table 6. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 218-234 http://ojs.unud.ac.id/index.php/eot 230 e-issn 2407-392x. p-issn 2541-0857 table 6. conformity levels of performance levels and expectations on travel partner indicators in traveling in bali no. indicators tirta empul penglipuran village tanah lot monkey forest lovina banjar hot spring bali 1. travel companions influence the choice of tourism destinations 99,50 94,44 95,16 98,40 96,42 97,92 99,29 2. travel companions create lasting memories on trips to tourist destinations 98,09 99,55 98,58 101,61 98,14 99,08 98,17 3. travel companions affect the enjoyment of traveling to tourism destinations 97,79 97,71 99,51 96,80 101,75 99,30 97,66 4. travel companions are more important than tourism destinations 99,49 97,48 99,25 97,05 97,52 97,67 97,85 based on table 6, the level of suitability of travel companion indicators in traveling in bali shows that it is not appropriate or has not met the expectations of tourists to bali in general. however, the indicators of travel companions creating deep memories on trips to tourism destinations on the tourist attraction of monkey forest (101, 61) and indicators of traveling companions affecting the pleasure of traveling to tourism destinations on the tourist attraction of lovina (101,75) are appropriate or meet tourist expectations. this is because the monkey forest and lovina tourist attractions are the dominant tourist attractions visited by foreign tourists, especially europeans with a young adult age range (28-38 years) who visit together with their partners. tourist satisfaction index of travel partners in traveling in bali based on the csi calculation on the indicators of traveling companions in traveling in bali, it can be seen in table 7. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 218-234 http://ojs.unud.ac.id/index.php/eot 231 e-issn 2407-392x. p-issn 2541-0857 table 7. csi calculation of travel partner indicators in traveling in bali no. indicators mis wf mss ws 1 travel companions influence the choice of tourism destinations 4,25 24,87 4,22 104,94 2 travel companions create lasting memories on trips to tourist destinations 4,37 25,57 4,29 109,70 3 travel companions affect the enjoyment of traveling to tourism destinations 4,28 25,04 4,18 104,68 4 travel companions are more important than tourism destinations 4,19 24,52 4,10 100,52 total mis dan wf 16,40 100,00 weighted total 419,85 customer satisfaction index 83,97 (very satisfaction/ appropriate) based on the csi calculation on the indicators of traveling companions in traveling in bali, it can be seen that the index of tourist satisfaction with traveling companions in traveling in bali is 83.97 (very satisfied/appropriate). travel is about creating a series of beautiful and amazing memories, satisfaction and extraordinary experiences for tourists. service providers must strive to create tourist trips that tourists can always remember and travel companions of their choice in traveling. because travel companions are very decisive and form the memory of tourists in traveling to a destination. conclusion and suggestions the travel pattern of tourists visiting bali shows the first central (hub) pattern from the entrance of bali (airport ngurah rai for foreign and domestic tourists. the tourist travel pattern does not indicate that the tourist attraction closest to the tourist entrance is the main choice. tourists in choosing a tourist destination, it is very dependent on the information available on the internet (websites and social media), accommodation reservations before arrival, and travel plans for tourists in groups using large buses or mini buses. domestic tourists who use private vehicles, the choice of tourist attractions which will be visited seem more flexible and depends on the internal and external situations and conditions that influence it. the level of performance on the indicators of traveling companions in traveling in bali has an interval score of 3.90 to 4.38 with good to very good measurement criteria. the performance level on the travel companion indicator in traveling in bali shows the highest score on the travel companion indicator creates lasting memories on trips to tourism destinations (4.29/very good or appropriate). while the lowest score on the travel companion indicator is more important than tourism destinations (4,10/good or appropriate). the highest score on the travel companion indicator creating deep memories on trips to tourism destinations is also shown in the tourist attractions sampled in this study with a score interval of 4.11 (tirta empul) to 4.41 (monkey forest). the level of expectation on the indicators of traveling companions in traveling in bali has an interval score of 4.19 to 4.37 with good to very good measurement criteria. the level of expectation on the travel companion indicator in traveling in bali shows the highest score on the travel companion indicator creating deep memories on trips to tourism destinations (4.37/very good or appropriate). while the lowest score on the travel companion indicator is more important than tourism destinations (4.19/good or appropriate). the highest score on the travel companion indicator creating deep memories on trips to tourism destinations is also shown in the tourist attractions sampled in this study with a score interval of 4.19 (tirta empul) to 4.40 (penglipuran tourism village). the level http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 218-234 http://ojs.unud.ac.id/index.php/eot 232 e-issn 2407-392x. p-issn 2541-0857 of suitability of the indicators of traveling companions in traveling in bali shows that they are not appropriate or have not met the expectations of tourists to bali in general. however, the indicators of travel companions creating deep memories on trips to tourism destinations on the tourist attraction of monkey forest (101, 61) and indicators of traveling companions affecting the pleasure of traveling to tourism destinations on the tourist attraction of lovina (101,75) are appropriate or meet tourist expectations. the index of tourist satisfaction with traveling companions in bali is 83.97 (very satisfied/appropriate). the suggestions that can be submitted in this research are: the importance of providing information (online and offline) for tourists (considering that the dominant traveler is a first time visit) as well as providing a platform that is able to detect tourist travel patterns based on tourist entrances and demographics, as well as making it easier for tourists to make reservations for tourist attractions, amenities and other tourism services. the need for efforts to improve the performance of travel companions in traveling in bali and in tourist attractions in bali. the need to involve psychological factors in the relationship in the offer of tour packages and promotions as well as the provision of other tourism services targeting small tourist groups who have great opportunities as travel companions for these tourists on their trips. the importance of increasing the tourist satisfaction index in traveling with travel companions by offering products that are more personal, custom, and specific. references aliman, nor khasimah, shareena mohamed hashim, and siti daleela mohd wahid. 2016. tourists’ satisfaction with a destination: an investigation on visitors to langkawi island. international journal of marketing studies 8 (3): 173, doi: 10.5539/ijms.v8n3p173. aritonang, r.l. 2005. kepuasan pelanggan. jakarta: gramedia. ben, sarbini mbah. 2018. filsafat pariwisata, sebuah kajian filsafat praktis. yogyakarta: pustaka pelajar. blazeska, daliborka, zoran strezovski, and angela milenkovska klimoska. 2018. the influence of tourist infrastructure on the tourist satisfaction in ohrid. utms journal of economics, 9 (1): 85-93. bowen david and jackie clarke. 2009. contemporary tourist behavior. london: cabi publishing. filieri, raffaele, frase mcleay, and bruce tsui. 2017. antecedents of travelers’ satisfaction and purchase intention from social commerce websites. in schegg, r. and stangl, b. (eds.). information and communication technologies in tourism 2017, proceedings of the international conference in rome, italy, january 24-26, 2017. springer, wien, pp. 517528. http://www.springer.com/gp/book/97 83319511672. doi: 10.1007/978-3319-51168-9_37. frenandes, teresa and mariana cruz. 2016. dimensions and outcomes of experiences quality in tourism: the case of port wine cellars. journal of retailing and consumer service, 31: 371-379. gerson, richard f. 1993. measuring customer satisfaction: a guide to managing quality service. menlo park: crisp publications. giese, joan l. and joseph a. cote. 2002. defining consumer satisfaction. academy of marketing science review, 2.000 (1). available: http://www.amsreview.org/articles/gi ese01-2000.pdf copyright © 2002 – academy of marketing science. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. 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(2023): 13-21 http://ojs.unud.ac.id/index.php/eot 13 e-issn 2407-392x. p-issn 2541-0857 the effect of firm size and sales growth on the capital structure and financial performance of the tourism industry in indonesia ida ayu putri widawati* master applied of tourism program, bali tourism polytechnic *corresponding author: putri7widawati@gmail.com doi: https://doi.org/10.24922/eot.v10i1.97496 article info submitted: january 30th 2023 accepted: march 5th 2023 published: march 30th 2023 abstract the purpose of this study is to examine the effect of firm size and sales growth on the capital structure on the tourism industry and the effect of firm size, sales growth, and capital structure on the financial performance of a firm in the tourism industry that is listed on the indonesia stock exchange (idx). the sampling technique used a purposive sampling method for the tourism industry companies based on the determined criteria; 21 tourism industry companies that were listed on the indonesia stock exchange in the 2013–2016 period were selected as samples. this research applies a classic assumption test and the multiple regression analysis technique using statistic test on statistical package for social science (spss) version 20. the results of the analysis indicate that firm size has a positive influence on a firm's financial performance; meanwhile, the capital structure has a negative effect on financial performance. sales growth was found to not have any influence on the financial performance. similarly, firm size and sales growth did not have any effect on the capital structure. keywords: firm size; sales growth; capital structure; financial performance. introduction background the growth of the business environment and the more intense competition in the business society require a firm to be able to develop its business. in the effort to develop such a business, besides by conducting operation performance evaluation, marketing, and product development, the firm shall pay attention to the financial or capital aspect to fund its development. the capital structure is a funding composition through equity and debt fund raising (modigliani and miller, 1963). the option of the capital structure is a variation of the two funding categories and varies in each firm. in a relatively new firm, funding sources generally rely on retained earnings and depreciation (myers and majluf, 1984). when the firm is settled or its position in the industry is strong enough, the business owners typically start thinking of conducting business expansion. in that period, the firm will incur a significant expansion cost. therefore, debt fund raising can be a strategic alternative. a firm with a high growth rate certainly requires funding in a large amount to cover firm operational activity. such funds http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 13-21 http://ojs.unud.ac.id/index.php/eot 14 e-issn 2407-392x. p-issn 2541-0857 requirement can be covered by one of the firm's external fund sources, which offer debt. leverage is an important factor that affects profitability because leverage can be used by a firm to increase its capital in the effort to increase profit (singapurwoko, 2011). firm size, whether big or small, can be measured from the level of sales volume, number of permanent employees, and the assets value; however, in this study, firm size is measured using the firm value, which also has a potential correlation with the amount of debt in a firm's capital structure. barclay et al. (2003) found that firm size positively affects leverage. the larger the firm size, the higher the chance of the firm to decide to fund itself using debt. jacelly cespedes et al. (2010) and margaritis et al. (2010) found that ownership concentration positively affects leverage; more concentrated share ownership will result in a larger amount of debt in the capital structure. a large firm typically has a higher asset value and wide asset diversification so that the firm will generate large profits. it is in accordance with the statement that a large firm gives promise of a better financial performance (lin, 2006). financial performance is a result or an achievement of a firm in managing finance effectively and efficiently. calisir et al. (2010) also found that firm size positively affects a firm performance in the information and communication technology sector in turkey. by contrast, huang (2002) found that there was no effect of firm size on the performance of taiwan firms located in china. similarly, talebria et al. (2010) found no effect of firm size on the performance of companies listed in the tehran stock exchange. a firm of a large economic scale has more capability in the effort to expand its market share and to diversify its products; therefore, it requires larger funding, and such funding requirement can be covered by adding a debt amount (leverage). barclay et al. (2003) found that firm size has a positive effect on leverage. the larger the firm size, the higher the chance of the decision to use debt funding. the success of a firm in conducting promotion can increase sales of the product provided, like a tourism firm such as a hotel conducting promotion continually, improving the quality of product and service to increase the room occupancy rate and then be able to increase other sales such as food and beverage sales. thies and klock (1992) found that the increase of sales will result in a decrease of debt usage. increase of sales increases cash inflow; therefore, the requirement of more debt will decrease. thus, a decrease in sales will make it difficult to obtain funding from debt because the economic condition (market) will be undesirable (subdued). sales growth will affect firm performance. if the sales growth decreases, it will result in a decrease of firm profit. sales are the most important element in evaluating firm profitability and the key indicator on firm activity (andrayani, 2013). sales growth can be defined as an increase in the number of sales from year to year or time to time (kennedy and friends, 2013). sales growth indicates strategic success for the firm, because the sales growth rate is reflected by an increase in the firm's market share, which will affect the increase of sales from the firm and thus increase firm profitability (pagano and schiavardi, 2003). the positive and significant effect of sales growth on profitability was demonstrated by research conducted by hastuti (2010), jang and park (2011), hansen and juniarti (2014), and iqbal and zhuquan (2015). meanwhile, sunarto and budi (2009), nugroho (2011), santoso and juniarti (2014), and sari et al. found different results, that is, sales growth has a negative effect and does not have a significant effect on firm profitability. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 13-21 http://ojs.unud.ac.id/index.php/eot 15 e-issn 2407-392x. p-issn 2541-0857 financial performance indicates the success of a company in making a profit. brigham and houston (2001) stated that financial leverage was an alternative that can be used to increase the profit margin. debt usage in investment as additional funding to fund a firm asset is expected to increase firm profit, because a productive asset was used to obtain profit. however, dividend distribution to equity holders becomes larger (brigham and houston, 2001), but the larger usage of leverage results in higher interest rates (brigham and gapenski, 1997). if interest rates were too high while operation profit was not large enough to cover the interest rates, then a firm's performance will decrease. by contrast, the interest rate is a tax reduction that can increase firm value (brigham and gapenski, 1997). in this case, debt can increase performance. if the firm whose require fund adding number of equity, then there is no tax reduction because equity rates do not reduce tax. correlation between leverage and firm profit has been studied by a number of researchers, such as bouresli (2001) and lin (2010), who found that the ratio of debt to the number of assets negatively affects firm performance, but calisir et al. (2010) found a positive effect. previous research mostly examined the manufacturing industry, whereas this research examines the tourism industry, which has different characteristics from those of the manufacturing industry. the tourism industry is very vulnerable to global issues such as security issues, disease issues, and global economic conditions and the asset structure that most of them have. it is a fixed asset and is an industry that requires a relatively large workforce. the tourism business fluctuates seasonally. in restaurant services, for example, the funds for the procurement of raw materials are converted into products so that they take a relatively short time and returns to cash. although the tourism and manufacturing industries offer products according to consumer expectations, the tourism industry requires distribution channels that are faster than those of manufacturing companies. this situation certainly implies that factors that influence the capital structure and financial performance of this industry are different from factors that influence those of the manufacturing industry. from previous research, it appears that the results of the study are still not consistent, as there are still contradictory results. in indonesia, generally put less attention to capital structure composition; as long as they obtain trust from a bank, they will add more debt although the ratio of the debt proportion compared to owned capital is not sufficient. therefore, it is important to analyze whether the large or small size of a firm and the firm's capability to increase sales, reflected by capability to compete in market, affect the firm's capital structure and profit obtained. the purpose of this study is to examine the effect of firm size and sales growth on the capital structure and the effect of firm size, sales growth, and capital structure on the financial performance of firms in the tourism industry that are listed on the indonesia stock exchange (idx). research objectives the purpose of this study is to examine the effect of firm size and sales growth on the capital structure and the effect of firm size, sales growth, and capital structure on the financial performance of firms in the tourism industry that are listed on the indonesia stock exchange (idx). literature review financial performance profitability is one of the indicators used to measure a firm's performance. profitability of a firm indicates the firm's capability to obtain profit in a certain http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 13-21 http://ojs.unud.ac.id/index.php/eot 16 e-issn 2407-392x. p-issn 2541-0857 period in sales rates, asset rates, and certain capital shares (niresh, j. et al., 2014). the indicator used to measure a firm's profitability rate in this study is return on asset (roa). several reasons can be put forward by researchers for why roa is chosen (horne & wachowicz, 2009): (1) it is comprehensive, can be used to measure the efficiency of capital use, product efficiency, and sales efficiency. (2) if a company has industry data, roa can be used to measure industry ratios, so that it can be compared with other companies. (3) roa can be used to measure the profitability of each product of the company. (4) roa can be used as a control function and a planning function. (5) roa can be used to measure the efficiency of the performance of each division. firm size the size of the company can be measured by the size of the sales volume, the number of workers it has, and its asset value; however, in this study, the size of the company is measured using the company's value. barclay et al. (2003) found that firm size has a positive effect on leverage. wimelda and marlina (2013) and rahman and trianni (2013) stated that company size has a positive effect on a company's capital structure. the larger the company size, the more likely the decision to finance using debt. large companies that have large economies of scale have more ability to expand the market, diversify their products so that they need more funds, and cover the need for these funds by increasing the amount of debt (leverage). the higher the sales growth, the higher the company's profitability or financial performance. sales growth has an important role in working capital management. by knowing how much its sales growth is, a company can predict how much profit it will make (livia, 2013). brigham and houston (2001: 39) stated that company profits can be increased by stabilizing the company's sales value. large companies are more promising with respect to good performance (lin, 2006). lin (2006) and wright et al. (2009) found that firm size has a positive effect on performance. calisir et al. (2010) also found a positive effect of firm size on the performance of companies in the information and communication technology sector in turkey. h1: firm size has a positive effect on leverage. h2: firm size has a positive effect on financial performance. sales growth companies with high growth certainly require large funds to finance their company's operational activities. the need for these funds can be met using one of the external sources of funds, namely debt. when the sales growth rate is positive, companies tend to take debt to increase their production and sales capacity (priambodo et al., 2014). by contrast, sales growth also has an impact on company performance. if sales growth decreases, it will have an impact on decreasing company profits. sales are the most important element in assessment of the profitability of a company and are the main indicator of company activities (andrayani, 2013). sales growth can be defined as an increase in the number of sales from year to year or from time to time (kennedy et al., 2013). sales growth indicates a very strategic success for a company because it is marked by an increase in market share, which has an impact on increasing sales of the company, thus increasing the profitability of the company (pagano and schivardi, 2003). the positive and significant effect of sales growth on profitability is evidenced by the results of research by hastuti (2010), jang and park http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 13-21 http://ojs.unud.ac.id/index.php/eot 17 e-issn 2407-392x. p-issn 2541-0857 (2011), hansen and juniarti (2014), and iqbal and zhuquan (2015). h3: sales growth has a positive effect on leverage. h4: sales growth has a positive effect on financial performance. leverage if related to firm value, in certain limit, debt usage will increase firm value through the larger savings on revenue tax compared to distress cost and agent fee. by contrast, in a certain limit, debt usage will decrease firm value, because of the imbalance between profit from revenue tax savings and the amount of distress cost and agent fee (brigham and gapenski, 1997). modigliani and miller's (1963) conceptual framework (mainstream) stated that if the source of capital is debt, it is important for management to consider the cost of debt compared to the benefits of the debt (trade-off theory). with the increase in debt, the company obtains funds to be able to develop its business so that it can obtain additional profits. the capital structure in this study is measured using the amount of debt in its capital structure (leverage) such as the debt-to-equity ratio or the ratio of debt to total capital owned by the company. leverage is one of the important factors that affect profitability because leverage can be used by companies to increase their capital in an effort to increase profits (singapurwoko, 2011). h5: leverage has a positive effect on financial performance. methods the population of this study was 25 tourism industry firms listed on the idx (bursa efek indonesia) from 2013 to 2016. from this population, the sample was selected using the purposive sampling method using the following criteria: (1) published consistent financial statement from 2013 to 2016 and (2) have debt. all tourism industry firms that met such criteria, 21 companies, were taken as the research sample. data collection techniques are obtained through secondary data collection in the form of annual reports of companies including the tourism industry listed on the idx from 2013 to 2016. data were analyzed using double regression analysis. research model: lev = b01 + b11 × [ size] + b12 × [sgr] + e1 pro = b01 + b11 × [ size] + b12 × [sgr] + b13 × [lev] + e1 lev = leverage pro = profitability b01 = intercept b11, b12, b13, = parameters e1 = error term result and discussion result table 1. hypothesis test result variable regression coefficient t value sig. 1 (constant) .289 −1.107 .272 size .018 1.866 .066 sgr .010 −0.461 .646 a. dependent variable: leverage; source: data analysis results table 2. hypothesis test result variable regression coefficient t value sig. 1 (constant) .37.625 −3.113 0.003 size 1.727 3.928 .000 sgr leverage .544 −8.521 .533 −3.017 .596 0.003 b. dependent variable: profitability; source: data analysis result http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 13-21 http://ojs.unud.ac.id/index.php/eot 18 e-issn 2407-392x. p-issn 2541-0857 lev = 0.289 + 0.018 [size] + 0.010 [sgr] + e1 pro =1727 + 0.544 [size] + 0.544 [sgr]8.521 [lev] + e1 to prove the first hypothesis, that is, size has a positive effect on leverage, the regression coefficient significance is tested using the student’s t-test. the t value was calculated using the statistical package for social science (spss) version 20 for windows program. the t value of the firm size variable (size) is 1.866 with a significance of 0.066, which is greater than α = 0.05, meaning that size does not have a significant effect on leverage. so, h1 is rejected. table x indicates that the t value of the firm size variable (size) is 3.928 with a significance of 0.000, less than α = 0.05, meaning that size has a significant effect on profitability. thus, h2 is accepted. the greater the size of the company, the more positive is its effect on the level of profitability generated by the company. to test the third hypothesis, that is, sales growth (sgr) has an effect on leverage, the regression coefficient significance was tested using the t-test. the table above indicates that the t value of the sales growth variable (sgr) is −0.461 with a significance of 0.646, which is greater than α = 0.05, meaning that h3 is rejected; thus, sales growth has no significant effect on leverage. to test the fourth hypothesis, that is, sales growth (sgr) has a positive effect on profitability, the regression coefficient significance test was carried out using the ttest. the table above indicates that the t value of the company growth variable (size) is 0.533 with a significance of 0.596, which is greater than α = 0.05, meaning that the null hypothesis, that is, sales growth has no significant effect on profitability, is accepted. this does not support the alternative hypothesis developed (h4), that sales growth has a positive effect on profitability. to prove the fifth hypothesis, that leverage (capital structure) has a positive effect on financial performance (profitability), the regression coefficient significance was tested using the t-test. the t value was calculated using the spss version 20 for windows program. the table above indicates that the t value of the leverage variable is −3.017 with a significance of 0.003, less than α = 0.05, meaning that leverage has a significant negative effect on financial performance, inversely proportional to h5, that leverage has a positive effect on financial performance; thus, h5 is rejected or not supported empirically. discussion the foregoing result of regression analysis indicates that none of the two variables whose effect on leverage was analyzed, firm size and firm growth rate (sgr), had a significant effect. in this case, large or small firms in the tourism industry did not effect on decision whether it will add firm debt, which the bigger firm did not warrant that the firm increase the amount of debt. this occurred because a larger firm possibly has better cash flow; therefore, such a company does not need larger funding through debt. as increase of sales did not increase leverage, increase of sales did not require capital to increase the company's production capacity, because of the nature of the tourism industry, that is, businesses that provide the hospitality service are dominated by physical assets such as buildings and other fixed assets. in this case, an increase in sales of the service provided relatively did not require funding to cover the increase of service requirement and thus increase such sales; these aspects distinguished the tourism industry and the manufacturing industry from other industries. in the manufacturing industry, increasing sales can affect leverage on source requirement to increase production. the results of this study are supported by abdulkader et http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 13-21 http://ojs.unud.ac.id/index.php/eot 19 e-issn 2407-392x. p-issn 2541-0857 al., (2005), who found that firm size does not have a significant effect on leverage. ghassan al thaleb et al. (2010) found that size had no effect on leverage. effects on three variables such as firm size, the firm growth rate (sgr), and leverage on obtained profitability rate. found that size has positive effect on the firm profitability rate; the larger the firm size, the higher the firm's capability to make profit. this supports hypothesis and previous research results, such as those of research conducted by lin (2006) and wright et al. (2009), who found that firm size has a positive effect on performance. sales growth in this study did not have a significant effect on firm profitability; this could be, first, because the change in sales was not sufficiently high and thus did not result in an increase in firm profitability. second, marginal cost expended could have approached marginal revenue, and the profit, thus, did not change much. this research result supports previous research that was conducted by sunarto and budi (2009), nugroho (2011), santoso and juniarti (2014), and sari et al. (), who found the same result, that sales growth has no significant effect on company profitability. leverage was found to have a significant negative effect on firm profitability; this means that higher leverage will result in a decrease in a firm's financial performance. this result can be explained by the phenomenon that the amount of firm leverage on average exceeds the equity value, indicating the firm's encumbrance on debt incurred that is already an encumbrance, which, therefore, does not allow an increase in firm profit because of the large amount of interest. this research result supports previous research that was conducted by bouresli (2001) and lin (2010), who found that the ratio of debt to total assets has a negative effect on firm performance. conclusion characteristics of companies in the tourism industry in indonesia do not specifically influence the companies' decision to take on debt in positioning their capital structure in terms of company size and sales growth. this is because the characteristics of the tourism industry that conducts hotel service business activities are dominated by physical assets such as buildings and other fixed assets. meanwhile, the size of a tourism company has a role in driving the company's performance as seen from the size of the company's profitability, where the larger the company's size, the greater the company's ability to earn a profit. then, sales growth is not significant in affecting the company's profitability because the change in sales may not be high enough, so it does not result in an increase in company profitability. the second possibility is that the marginal cost incurred is probably so close to the marginal revenue such that the profit does not change much. on the side where sales growth cannot increase high profitability, the company is not brave in making debt decisions. this is because the higher the leverage, the lower the company's financial performance. the amount of leverage that exceeds the total equity value indicates that the company is burdening the amount of debt it has incurred so that it cannot increase its profit because of a large amount of interest. in accordance with the result and limitation of research which was previously presented, future research can be suggested based on the results of the present study, which evaluated effects of different factors on a firm's capital structure and profitability rate and found that the variables did not have significant effects; it is an open call for other researchers to study it further. in accordance with knowledge development, knowledge of factors that affect capital structure and http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 13-21 http://ojs.unud.ac.id/index.php/eot 20 e-issn 2407-392x. p-issn 2541-0857 profitability is developing; therefore, to enrich the financial management study, similar research with the addition of a tested variable effect on the debt structure (leverage) capable of broadening research results should be conducted to advance previous research. this study only analyzed and predicted effects of firm size and sales growth on leverage; in addition, effects of firm size, sales growth, and leverage on firm profitability in firms in the tourism industry that are listed on the idx over the 2014–2016 period. in future research, other variables can be studied to determine whether they affect leverage and profitability itself acknowledgement i would like to express my deep gratitude to professor bambang purwanto for comments and helpful suggestions. professor yasraf my research supervisors, for their patient guidance, enthusiastic encouragement, and useful critiques of this research work references andrayani, ni putu devi. 2013. pengaruh pertumbuhan penjualan, ukuran perusahaan, dan tangibility assets terhadap struktur modal pada perusahaan asuransi yang terdaftar di bursa efek indonesia. skripsi. sarjana jurusan manajemen fakultas ekonomi dan bisnis universitas udayana bali. barclay m.j. marxs l.m. smith jr. cw. 2003. the joint determination of leverage and maturity. journal of corporate finance 9. bouresli, amani khaled. 2001. managerial incen-tives and firm performance: evidence from initial public offering, dissertation, the graduate school southern illinois university. brigham, eugene f dan gapenski, louis c. 1997. financial management theory and practice. orlando: the dryden press brigham f. equeneand dan houston f. joel. 2001. pengantar manajemen keuangan. edisi kedelapan, buku kedua, alih bahasa dodo suharto dan herman wibowo, erlangga, jakarta. cai kailan, fairchild r, and gueney y. 2007. debt maturity sructure of chinese companies. pacificbasin finance journal 16 (2008) 268-297 calisir, fethi, cigdem altin gumussoy, a. elvan bayraktaroglu, and ece deniz. 2010. “intellectual capital in the quoted turkish itc sector”, journal of intellectual capital, vol. ii (4), page 537-553 emery, d.r., finnerty, j.d., 1997, corporate financial management, united states of america, prentice hall international inc. hanafi, m. m. 2013. manajemen keuangan. bpef. yogyakarta hansen, verawati dan juniarti. 2014. pengaruh family control, size, sales growth, dan leverage terhadap profitabilitas perusahaan pada sektor perdagangan, jasa, dan investasi. bussiness accounting review, 2 (1), h: 121-130. hastuti, niken. 2010. analisis pengaruh periode perputaran persediaan, periode perputaran hutang dagang, rasio lancar, leverage, pertumbuhan penjualan dan ukuran perusahaan terhadap profitabilitas perusahaan. skripsi. sarjana pada fakultas ekonomi universitas diponegoro, semarang. horn, james c van and wachowitz, john m. 2009. fundamentals of financial management. salemba empat. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. 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(2023): 118-128 http://ojs.unud.ac.id/index.php/eot 118 e-issn 2407-392x. p-issn 2541-0857 farmer community-based river ecotourism model in gowa regency muhammad idrus taba*, dian as parawansa, muhammad ismail fakultas ekonomika dan bisnis, universitas hasanuddin *corresponding author: emitaba71sa@gmail.com doi: https://doi.org/10.24922/eot.v10i1.93183 article info submitted: october 25th 2022 accepted: march 20th 2023 published: march 30th 2023 abstract tourism is one of the leading business sectors that continues to develop in academic studies. this study aims to reveal a model of tourism activity development in supporting community business improvement in the biroro bontolerung river area, gowa regency. the method applied is descriptive-qualitative with unit analysis of product resources and social resources at the research site. this research has identified the concept of tourism activities that are suitable to be developed in the biroro bontolerung river area based on the concept of experiential tourism. furthermore, this research has resulted in mapping the interests and interests of relevant stakeholders, to be studied further in making development decisions for the government and the community. keywords: ecotourism; river tours; community base. introduction background the covid-19 pandemic that has occurred since 2019 has had a negative impact on global tourism growth (loannides & gyimóthy, 2020), which was marked by a 65% decline in international tourist arrivals or the equivalent of 440 million visits in the first semester of 2020 (unwto, 2020). the asia-pacific region recorded the largest negative growth in international tourist arrivals of -96% above the global average of -87% (unwto, 2021). international, regional, and local travel restrictions have affected the tourism system, namely international travel, domestic tourism, day visits and the air transport industry, cruise ships, public transport, accommodation, restaurants, conventions, festivals, or sporting events (gössling, scott, & hall, 2021). on the other hand, the pandemic has had a positive impact on reducing over-tourism and providing opportunities for sub-urban areas to develop the concept of environmentally-based sustainable tourism (koh, 2020) and smart tourism (susanto et al., 2020). this indicator shows the impact of the pandemic on changes in market preferences, perceptions, and behavior for travel (peters et al., 2020). responding to this change, tourism policy makers need to follow up with product development that is in line with these changes (brouder et al., 2020). the south sulawesi government in the 2015-2030 tourism development master plan (ripparda) has established 7 provincial tourism destinations (dpp) consisting of provincial tourism strategic http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 118-128 http://ojs.unud.ac.id/index.php/eot 119 e-issn 2407-392x. p-issn 2541-0857 areas (kspp) and provincial tourism areas (south sulawesi provincial government, 2015). the dpp area consists of three regional tourism destinations (dpd). first, the southern regional dpd, namely makassar, gowa and its surroundings, bulukumba and its surroundings, the selayar islands and its surroundings. second, the central region dpd, covering wajo and its surroundings, pare-pare and its surroundings. third, the dpd for the north region, covering palopo and its surroundings. toraja and its surroundings. gowa regency is one of the kspps with the theme of nature tourism with the iconic malino city which is relevant to the issue of changing tourist behavior during the pandemic. tourism development in this area has the theme of mountain nature tourism and its inherent features including rivers, valleys, hills, and villages along with environmental conservation efforts, especially mount bawakaraeng. in another policy document (bappeda, south sulawesi, 2017), gowa regency is designated as a leading tourist area. this relates to the area's resources that are suitable for mountain, jungle, and river-based adventure activities. the determination of this area has an impact on the strategy of developing activities on a site scale that does not require massive physical development, but still meets the rules of tourism service standards. the development is intended to support quality-tourism experiences (beardsley et al., 2018) and experiential tourism (kozak & kozak, 2018). malino city, tinggimoncong district, gowa regency is one of the areas designated as a tourism development area. the city of malino is located in the mountains with a landscape of mountains, hills, valleys with several rivers and waterfalls as the main attraction. land cover in the form of forests and tea plantations (although no longer producing) completes the attractiveness of this area, reinforcing the theme of developing riverbased special interest tourism. one of the existing tourist attractions, namely the "takapala" waterfall and the "ketemu mate" waterfall, is located in bontolerung village. in fact, this area has been visited by local tourists regularly. however, the development of tourism activities in this area has not been carried out optimally. the varied potential of the area has not been able to be used to provide a visiting experience for tourists. this is related to the absence of directions for the development of river-based tourism activities and tourism management which still relies on government initiatives. in fact, several studies have shown that the development of river tourism can have a positive impact on the regional economy (ajake & amalu, 2012; budisetyorini et al., 2021; putro et al., 2021), environmental conservation (mafruhah et al., 2020), and social change (sheldon & fesenmaier, 2017). the alternative for developing bontolerung river tourism uses a combination of community-based tourism approaches (khalid et al., 2019) and experiential tourism (meacci & liberatore, 2018; smith, 2006) in order to obtain a formulation of a strategy for developing experience-based river tourism activities that utilizes the potential of the community as actors. major tourism. research on tourism development in the river area through the principles of experiential learning and community-based tourism still has the opportunity to be expanded. it is known that the concept of developing tourism areas has focused on the physical development of the area, or at least departed from the idea that mass-tourists are the best choice for tourism areas. this study tries to provide a different perspective on how a river area is packaged into a product that provides experiences and reveals the interests and interests of the stakeholders in it. considering these conditions, applied research was http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 118-128 http://ojs.unud.ac.id/index.php/eot 120 e-issn 2407-392x. p-issn 2541-0857 conducted to explore data and information regarding river tourism product resources and social resources in bontolerung village, tinggimoncing district, gowa regency. with this, it can be formulated a model for the development of river-based tourism activities on the bontolerung river, bontolerung village, tinggimoncong district, gowa regency. methods this study uses a descriptive-qualitative method to describe the potential of resources owned in a tourism object and its development model. the research location is the bontolerung river area in bontolerung village, tinggimoncing district, gowa regency. the research was conducted in july-august 2022. the method of data collection was through field observations and literature studies. analysis of river tourism development uses a community-based tourism approach (khalid et al., 2019) and experiential tourism (meacci & liberatore, 2018; smith, 2006). an antithesis approach to the previous approach which exploited the physical development of the area or mass-tourist as a measure of tourism performance. on the other hand, these two approaches will provide a different perspective, namely how an area is packaged into a product that provides experience and reveals the interests and interests of the stakeholders in it. results and discussion general description gowa regency is one of 24 regencies/cities in south sulawesi. this regency is 10 km from the center of makassar city, its territory is flanked by a number of regencies/cities. the northern part is with makassar and maros, the southern part is with takalar and jeneponto, the western part is with makassar and takalar, the eastern part is sinjai, bulukumba and bantaeng. it has an area of 1,888.33 km2 (3.01% of south sulawesi's area), divided into 18 sub-districts with 167 villages/kelurahan. the characteristics of the area can be divided into two, namely lowlands and highlands, each with 9 sub-districts. the city of sungguminasa, the capital of the district, includes three sub-districts: somba opu in its entirety, partially pallangga and partly bontomarannu. there are three largest sub-districts which are all located in the highlands, respectively: biringbulu (11.26%), kuncio pao (251%) and parang loe (11.75%) of the area of gowa regency. in terms of population, gowa regency is the third area after makassar city and bone regency which has the largest population of 659,513 (2011). the main occupation of the community is still dominated by the agricultural sector (46.98%), followed by trade (17.74%), services (11.90%), and industry (10.74%). with this pattern and structure of work, the gross regional domestic product (grdp) per capita in 2020, based on constant 2010 prices, is 27.45 million with an average economic growth rate of 6.5 percent. this is quite interesting. because even though it is in the midst of the covid-19 pandemic, the growth trend remains positive at 1.76 percent, while south sulawesi experienced a contraction of 0.70 percent. in addition, this area was previously the epicenter of the transmission, in addition to makassar city and maros regency. however, this achievement does not mean that it has been able to overcome a number of problems in this area. some of the development problems in this region are as follows: 1. the quality of life of the community is not yet optimal. although in the last 10 years, the human development index has increased, this area is still in the middle caste of the 24 regencies/cities in south sulawesi. the problem of the poverty rate, although it has decreased http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 118-128 http://ojs.unud.ac.id/index.php/eot 121 e-issn 2407-392x. p-issn 2541-0857 from 7.53 percent (2019) to 7.38 percent (2020), however, the quality of poverty has not changed. efforts to reduce poverty, create job opportunities, and improve the quality of human resources. this includes issues of access and service quality as well as pro-people, pro-growth, pro-jobs, pro-poor, and pro-environment programs. 2. the regional economy is not yet optimal. although a number of macroeconomic indicators have increased, such as; economic growth, increase in grdp, income per capita, the amount of public saving, investment, but it does not guarantee the creation of a proportional distribution of income. most of the people still have low to middle income. high-income groups are still enjoyed by a small part of the population. therefore, high economic growth on the one hand needs to be accompanied by the movement of the real sector, especially sectors that absorb a lot of labor, such as agriculture, mining and the manufacturing industry. 3. the availability of adequate infrastructure is still limited. infrastructure in gowa regency is still limited. although the budget for the allocation is quite large, the coverage area of this area is very wide, plus nine of its areas are located in highlands full of ravines and cliffs. as a result, the existing infrastructure is not evenly distributed between regions, so there is a gap between the highlands and lowlands as well as urban and rural areas. 4. the development of sub-district, village and sub-district areas is not yet optimal. because the regional development has not been evenly distributed, it also affects the service quality that is not yet excellent. the span of control that is too wide and high makes services to the community inefficient and ineffective. the types of public services that can be delegated to lower authorities should only be carried out, namely from the district to the sub-district to the sub-district or village. especially the strengthening of village institutions, as stated in law number 6 of 2014. where, villages that manage large enough funds need to be supported by the readiness of the superstructure to be encouraged to become independent villages. the extent to which these funds are effective has an impact on improving the performance of the agricultural sector which in turn is able to improve the welfare of rural communities. in addition, how to minimize irregularities in the use of village finances due to limited capacity, quality and accountability of human resources, especially in rural areas. 5. the implementation of good governance is not yet optimal. the quality of public services still requires improvement, especially in the integrated service system for licensing and investment. bureaucratic capacity is still relatively low, especially with regard to institutional and management issues, utilization of information technology, information systems and e-government which are not yet integrated and comprehensive. topography and climate as basis for river tourism the topography of gowa regency is mostly hilly highlands, which is about 72.26% covering 9 sub-districts, namely parangloe, manuju, tinggimoncong, kuncio pao, parigi, bungaya, bontolempangan, tompobulu and biringbulu sub-districts. the remaining 27.74% are lowlands with flat topography covering 9 sub-districts, namely somba opu, bontomarannu, pattallassang, pallangga, barombong, bajeng, west bajeng, bontonompo and south bontonompo sub-districts. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 118-128 http://ojs.unud.ac.id/index.php/eot 122 e-issn 2407-392x. p-issn 2541-0857 of the total area of gowa regency, 35.30% has a land slope above 40 degrees, namely in the parangloe, tinggimoncong, bungaya, bontolempangan and tompobulu sub-districts. with the shape of the topography of the area which is mostly highlands, the gowa regency area is traversed by 15 large and small rivers which have great potential as a source of electricity, irrigation and river tourism objects. one of the largest rivers in south sulawesi is the jeneberang river with an area of 881 km2 and a length of 90 km. above the jeneberang river flow by the gowa regency government in collaboration with the government of japan, has built the bili-bili dam multifunction project with an area of + 2,415 km2 which can provide irrigation water covering an area of + 24,600 ha, clean water consumption (pam) for the people of gowa and makassar regencies of 35,000,000 m3 and for hydroelectric power plants with a power of 16.30 mega watts. based on this, the principles and concepts of tourism development in gowa regency are prepared with reference to a number of important points mentioned above, coupled with an international tourism perspective in encouraging the development of gowa regency tourism at an international standard. the arrangement is at the same time in order to build the ideology and concepts that become the basis for formulating the direction of tourism development in gowa regency in accordance with the functions that have been determined by the central government (based on the regulation of the minister of tourism number 10 of 2016), so that consistency in tourism development in gowa regency is also achieved. contributive gowa regency starts at the regional (provincial), national, and even international levels. thus, the principles of tourism development in gowa regency are based on three main principles that are considered important in accordance with a number of considerations set out in each relevant regulation. the three principles are; first, community-based and local wisdom. in this case, the tourism development of gowa regency emphasizes the community base sector and carries the values of local wisdom that exist and develop in the community. in addition, the people of gowa regency are also positioned not only as objects but also subjects in their tourism development. second, integrative. in this case, gowa regency always optimizes its role actively in achieving goals and standards that apply at the provincial, national, and international levels. thus, tourism in gowa regency is expected to contribute not only to gowa regency itself, but in real terms it can contribute significantly to the development of tourism around and at various levels. fourth, sustainable. in this case, the tourism development of gowa regency in principle must prioritize important aspects that are in accordance with sustainable tourism. this is in order to preserve the resources owned in this area. based on the three existing development principles, the concept of tourism development in gowa regency will focus on the basic sectors in its community while still referring to and carrying out the values of local wisdom that exist and develop and make the people of gowa regency the subject of tourism development. the tourism development is compiled collectively by referring to every effort to achieve goals and standards that apply at the provincial, national, and international levels in ensuring the role and contribution of tourism in gowa regency broadly. in addition, the tourism development of gowa regency is also structured by upholding sustainability aspects as the main principle in ensuring that its tourism development has a positive impact on the environment and its territory in the long term. based on the minister of tourism regulation number 10 of 2016, it is http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 118-128 http://ojs.unud.ac.id/index.php/eot 123 e-issn 2407-392x. p-issn 2541-0857 explained that district tourism destinations are tourism destinations in which there are tourist attractions that have a suitability of district/city scale themes (provincial competitiveness) and have been determined to be the authority of the district/city. the tourism destination plan is a direction for the development of tourism destinations in the tourism zoning system which consists of two parts, namely: 1. determination of the scope of the gowa regency tourism destination (dpk) area; and 2. determination of the gowa regency strategic tourism area (kspk) and gowa regency tourism development area (kppk) which later became the direction for the development of gowa regency tourism destinations. the gowa regency tourism destinations (dpk) were determined by taking into account several things, namely the national rtrw, ripparnas, rtrw of south sulawesi province, ripparprov of south sulawesi, and rtrw of gowa regency. in addition to observing several documents, the determination of gowa tpf is mainly made on the basis of similar characteristics of tourism attractiveness, as mentioned in chapter 4 regarding tourism destinations. the following are the tourism areas of gowa regency with their respective themes: 1. ecotourism area of malino and its surroundings with the theme of adventure ecotourism and agrotourism; 2. cultural and historical recreation area of somba opu and its surroundings with the theme of cultural and historical recreation of the kingdom of gowa; and 3. pattallassang family recreation area with family recreation theme. the division of the gowa regency tourism area development plan which is divided into three tourism areas can be seen in figure 1 below. figure 1. map of the tourism development area of gowa regency source: gowa regency, 2020 http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 118-128 http://ojs.unud.ac.id/index.php/eot 124 e-issn 2407-392x. p-issn 2541-0857 the research area is located in the biroro river area, bontolerung subdistrict, tinggimoncong district, which is located 65 km from the administrative area of gowa regency, south sulawesi province. consists of highlands and valleys with a slope of above 40%. the main source of the biroro river comes from the “ketemu match” waterfall which has a land area of about 3ha. the river winds its way through several neighborhoods in the bontolerung village, before ending at takapala waterfall in the same village. the length of the river flow, from the ketemu mate waterfall in the biror neighborhood to the takapala waterfall in the bontolerung neighborhood is about 1000 meters. of course, this is a natural resource potential that is very useful. tourism product resources the biroro river area with the waterfall "meet the match" has an attraction as one of the natural river attractions in tinggimoncong district along with the bulu balea waterfall, lembanna waterfall, bulan waterfall, tonasa waterfall, and gallang waterfall which then empties into the river. jeneberang and then headed to the makassar sea. the ketemu matchmaking waterfall and the takapala waterfall form a river with a width of about 2-4 meters. this river is a source of clean water and rice fields for people in bontoelrung and bulutana villages. based on secondary data from ripparka gowa 2021-2035, that the tourism area development plan based on leading tourist attractions (dtwu) and supporting tourist attractions (dtwp), tinggimoncng district is stated in the following table source: ripparka gowa (2021-2035) table 1. development plan for dtwu and dtwp in tinggimoncong district, gowa regency dtwu and dtwp development plan regional development goals the realization of competitive and sustainable ecotourism and agrotourism areas area coverage tinggimoncong district, parangloe district, parigi district, kuncio pao district product theme adventure ecotourism and agrotourism featured tourist attractions bawakaraeng mountain, ramma valley, tanralili lake, lembanna waterfall, lembanna pine forest, strawberry garden, malino pine forest, malino highland, takapala waterfall, green valley, bantimurung gallang waterfall supporting tourist attractions parangbugisi waterfall, bissoloro waterfall, meet mate waterfall, butta gowa ecotourism, water http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 118-128 http://ojs.unud.ac.id/index.php/eot 125 e-issn 2407-392x. p-issn 2541-0857 the biroro river area in bontolerung which is flanked by highlands, valleys, and hills with natural vegetation cover in the form of forests, cabbage, mustard and potato vegetable plantations, and rice fields is a complementary attraction with the features of the “ketemu match” waterfall and the “takapala” waterfall. " this view can be enjoyed, from the main access to bontolerung village, from entering malino city, then turning east, to the trekking route to the waterfall location, it takes 15 minutes to get to biroro village, as a visitor distribution point. along the way, there is the potential for natural and cultivated plant species developed by the community. tourism support facilities such as lodging/homestays are adequate. however, the facilities for restaurants and stalls are still in the pilot stage. the number of inn/homestay hotels in bulutana village and bontolerung village is around 32 units, with the highest price of idr 1,600,000 per night and the lowest price of idr 250,000 per night. however, there are also resorts that rent up to idr 7,000,000 per night including meals. usually this is for family gathering classes. but unfortunately, the road infrastructure is not supportive. the road is still narrow, so when the volume of vehicles increases, traffic jams will quickly occur. social resources one of the main elements in tourism institutions is tourism human resources (hr). tourism hr is an important element because of its role as a provider of labor in the tourism industry. the available, competent, and reliable tourism human resources are certainly a driving force for tourism development in gowa regency, so it needs to be a concern for policy makers. based on data obtained from disparbud in the last six years, it shows a consistent increase in the workforce in the tourism sector in gowa regency. however, when viewed from the side of growth in the last three years, it tends to decline (see table 2). in a survey conducted by local government (logov, 2021) on 45 business actors operating in gowa regency, it was found that the majority of business actors absorbed less than five workers (51.11%), followed by the category of employment of 5-20 people (31.11%). the results of this survey indicate that employment in the tourism industry in gowa regency relies on small to medium scale businesses. table 1. development plan for dtwu and dtwp in tinggimoncong district, gowa regency field type of entrepreneur total (in people) 2015 2016 2017 2018 2019 2020 accommodation hotels 76 76 76 76 76 76 lodging 23 61 76 80 88 98 villa 32 43 59 59 59 99 homestay 15 45 75 75 75 89 food and drink restaurant 12 33 47 83 168 168 food stalls 108 286 286 359 362 392 shop 12 402 402 417 417 451 catering 9 31 35 lesehan 30 30 44 44 44 café 61 72 79 http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 118-128 http://ojs.unud.ac.id/index.php/eot 126 e-issn 2407-392x. p-issn 2541-0857 source: gowa regency tourism and culture office (2021) bureauro river development strategy in bontolerung the biroro river area in bontolerung to the takapala waterfall can be developed as a natural tourism area based on experiential tourism, which is a tourist area that provides flexibility for visitors to explore the area with a family adventure approach, agro and education. this principle is in line with several studies on the development of tourist areas in different destinations (meacci & liberatore, 2018; serdane et al; 2020). this development scenario is realized through the packaging of activities as follows. 1) trekking, which is exploring the biroro river flow with the takapala waterfall as the final destination. it can also be expanded by exploring thematic paths of geology, botany and river ecosystems; 2) agro adventures, namely the packaging of tourist activities exploring protected forests and tea plantation areas (malino high land), vegetable plantations in the pattapang and kanreapia highlands to get to know various types of plants, bird watching and enjoying the processed products of local vegetable plantations with vegetarian culinary activities as the main attraction; 3) automotive tourism by developing offroad motorcycle lanes with separate lanes from non-motorcycle activities. to support the packaging, the pattern of area development is divided into at least three, namely: 1) core zone: covering the ketemu jodoh waterfall and the biroro river as the main attractions and binding tourist activities in the core area; 2) buffer zone: includes a buffer area from the biroro river flow which is used in a limited manner by prioritizing the preservation of ecological functions and the spread of tourism activities to reduce the burden on the core zone; 3) development zone: an area that is reserved as a zone for the development of activities and facilities in the future; 4) support zone: an area used as a distribution point for visitors, commercial facilities and a visit circulation center area located at the front/entrance area of the area. the recommended circulation of visits is by loop-line and back-trecking where the flow of incoming and outgoing visitors uses one access gate that is currently available. on the inside, different circulation paths are arranged between the paths leading to the core zone and exiting the core zone. this is done to reduce the impact of the density of visiting activities within the area, spread tourism activities and optimize the visiting experience (morrison, 2013; albrecht, 2017). in the management aspect, a management strategy is recommended by strengthening the function of the bontolerung river ecotourism management community group which has now been formed through community service activities carried out by lppm unhas, in accordance with the principles of community-based tourism (khalid et al., 2019). institutional strengthening can be pursued through the following strategies: 1) the establishment of a tourism object management community that is built through the travel agency 59 59 63 94 100 116 entertainment and recreation 114 114 114 171 258 288 total 451 1149 1228 1528 1750 1935 growth (%) 154,8 6,9 24,4 14,5 10,6 http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 118-128 http://ojs.unud.ac.id/index.php/eot 127 e-issn 2407-392x. p-issn 2541-0857 synergy of the community, local government and universities, by strengthening its formal juridical aspects; 2) training to increase human resource capacity gradually, starting with visitor service training, ohs and business training; 3) strengthening the inclusion of the tourism supply chain by prioritizing products from within the bontolerung village and bulutana village, tinggimoncong subdistrict, gowa regency. conclusion the biroro river area in bontolerung can be developed as a natural tourism area with the theme of experiential tourism, which is a tourist area that gives visitors the flexibility to explore the area with a family adventure approach, agro and education. in the management aspect, a management strategy is recommended by strengthening the functions of the bontolerung tourism awareness group and the bontolerung river ecotourism management community which are currently newly formed. the model for developing river-based tourism activities on the biroro bontolerung river is directed to a sustainable community-based tourism development model (kahlid et al; 2019). to achieve this, the development approach does not rely on government initiatives, but can elaborate on the interests and interests of each stakeholder. this study has provided an information regarding tourism resources in the biroro bontolerung river area and contributed to the enrichment of applied science of tourism management as a consideration for tourism development in tinggimoncong district, gowa regency. the limitation of this research is that it has not revealed the technical aspects of physical, service, and operational planning. this provides an opportunity for further research that will make an important contribution to the object of research. in the aspect of community empowerment, this research provides an opportunity for applied research in the form of a guide to the activation of social and cultural elements in the development of the bontolerung and bulutana areas. references ajake, a. o., & amalu, t. e. 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(2021). development of multiactor multi-criteria analysis based on the weight of stakeholder involvement in the assessment of natural– cultural tourism area transportation policies. algorithms, vol. 14, no. 7, pp. 217, https://doi.org/10.3390/a14070217. rencana induk pembangunan kepariwisataan tahun 2015-2030 (ripparda) sulawesi selatan. smith, m. (2006). wellness tourism. tourism recreation research, vol. 31, no. 1, pp. 1-4, https://doi.org/10.1080/02508281.20 06.11081241. susanto, e., novianti, s., rafdinal, w., prawira, m.f.a., & septyandi, c.b. (2020). visiting tourism destination: is it influenced by smart tourism technology? journal of indonesian tourism and development studies, vol. 8, no. 3, doi: 10.21776/ub.jitode.2020.008.03.04. unwto. (2021). tourism in the 2030 agenda. tourism in the 2030 agenda. https://www.unwto.org/tourism-in-2030-agenda. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 97-112 http://ojs.unud.ac.id/index.php/eot 97 e-issn 2407-392x. p-issn 2541-0857 glorifying cultural scapes to conflictual tourismscapes: the dynamics of tourism development in rural indonesia rina widiastuti, wisma nugraha christianto richardus*, budiawan graduate school, universitas gadjah mada, indonesia *corresponding author: krisnugraha@ugm.ac.id doi: https://doi.org/10.24922/eot.v9i1.83518 article info submitted: february 10th 2022 accepted: march 10th 2022 published: march 31st 2022 abstract this article discusses the cultural village transformation into a tourism village in bejiharjo, a rural tourism destination in indonesia. the yogyakarta government has inaugurated bejiharjo as a cultural village in 1995. tourism induced bejiharjo in 2011 with the idea of community empowerment and welfare promises. unfortunately, transforming cultural scapes into a tourismscapes is very complicated, full of contradictions and controversy. lately, bejiharjo became a conflict arena. based on the actor-network theory, bejiharjo is a space formed in a dynamic network of relationships between actors, both human and non-human actors. using online media observation, semi-structured interviews, and direct observation, the complexity of the relations between actors in the transformation of rural development that causes aestheticisation, consumerism, translation, place-making, touristification, and cosmopolitanism in bejiharjo is explored. the findings of this study reveal that, at first, the cultural scapes ordering of bejiharjo should conserve local cultural values. then, government regulations on tourism development emerged and encouraged the development of rural areas with the concept of a tourism village. this dynamic and interrelated process triggers competition between individual and group interests and causes chronic conflicts in bejiharjo. this study only describes the diversity of actors involved and the impact of tourism orderings on the transformation of bejiharjo. further exploration of the dynamics of power relations between actors is essential to reveal the possibility of resistance and unequal relations, which causes the problem of tourism development in bejiharjo unresolved. keywords: actor-network theory; bejiharjo; cultural village; tourism village. introduction background the tourism sector plays an important role in the indonesian economy. this sector accounts for 5% of indonesia's gross national product. therefore, the increase in the amount of foreign exchange is an important success indicator of tourism sector in the development process of this country. in 2015, the amount of foreign exchange from the tourism sector was idr 175.71 trillion and became idr 229.50 trillion in 2018 (kementerian pariwisata dan ekonomi kreatif, 2019). the increase in tourist visits is proof of the tourism http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 97-112 http://ojs.unud.ac.id/index.php/eot 98 e-issn 2407-392x. p-issn 2541-0857 sector's performance, at least before the covid-19 pandemic. in 2010, the number of foreign visitors reached 7,002,944 people (badan pusat statistik, 2011). meanwhile, in 2019, foreign tourists increased to 16,106,954 people, or 130 percent (badan pusat statistik, 2020). the increase in the number of visits is a manifestation of the government's success in developing the tourism sector in indonesia by managing the four pillars of tourism, i.e., marketing, destinations, industry, and institutions. one of the indonesian government's efforts to increase foreign tourist visits is to promote the development of new tourist destinations in rural areas, one of which is bejiharjo. bejiharjo is a village in yogyakarta, one of the special autonomous regions at the provincial level in indonesia. the village has customs, traditional food, archeological sites, local wisdom, and performing arts diversity. there are dozens of groups of artists and performers in bejiharjo village. it held regular traditional celebrations every year. in 1995, the provincial government of the special region of yogyakarta granted bejiharjo the status of a cultural village because of the preservation of traditional culture. since then, bejiharjo has always taken part in festivals and cultural competitions at the provincial level and has won several times (bejiharjo government, 2016). in 2011, it increasingly recognized bejiharjo for the existence of goa pindul, a tourist attraction managed by residents of this village. goa pindul is a karst cave with an underground river. initially, the river that flows under goa pindul is a place for residents to wash clothes and bathe livestock. motivated by the clean river program of the indonesian ministry of environment, the residents of bejiharjo clean up the watershed around goa pindul and promote it as a tourist attraction (interview with the director of panca wisata, 2019). goa pindul’s popularity has made bejiharjo chosen to be a participant in various tourism village competitions. in 2012, bejiharjo won first place in the provincial and national tourism village competition, the pnpm mandiri tourism village award, and the top 10 winners of the cipta award for environmental conservation (agung pw, 2018). however, since then, bejiharjo's image as a tourism village displaces its status as a cultural village. bejiharjo's success as a tourism village turned out to be full of conflict. an article about the dispute over the management rights of goa pindul was published, first, in online news media in early 2013. different issues and actors emerged and involved in this conflict. until the covid-19 pandemic paralyzed the tourism industry all around the world, the tourism conflict in bejiharjo was not completely over. bejiharjo becomes a conflictual arena after the tourism ordering process obscures the existence of its cultural scapes. on the one hand, tourism contributes to improving the welfare of bejiharjo's people. still, on the other hand, tourism may trigger economic interest struggles between individuals or community groups in this village. how can a village rich in cultural heritage become an arena of conflict when tourism induces the lives of local people? what kind of transformation process takes place there? who is involved in this process? is there an opportunity to resolve the conflict? the discussion in this article will answer these questions. research objectives based on the brief description above, this paper discusses the transformation of cultural scape to a conflictual tourism scape in bejiharjo. in addition, this article also explores the dynamics of the issue and the network of actors involved. understanding the process, the issues, and the http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 97-112 http://ojs.unud.ac.id/index.php/eot 99 e-issn 2407-392x. p-issn 2541-0857 actors is important to unravel the complexities of the problems facing bejiharjo and open up opportunities to solve them in more systematic and structured ways. literature review people visiting cultural and historical resources are one of the largest, most common and fastest growing tourism sectors today. in fact, heritage tourism appears to be growing faster than all other forms of tourism, especially in developing countries. therefore, it is an important potential tool for poverty alleviation and community economic development (unwto, 2005). heritage tourism depends on living cultural and architectural elements, which refer to the use of tangible and intangible pasts as tourism resources. therefore, it contains the existing cultural heritage expressed through elements of intangible heritage, such as music, dance, language, religion, eating and cooking styles, artistic traditions and festivals; the tangible heritage of the built cultural environment, including monuments, historic public buildings, and residences, farms, castles and cathedrals, museums, and archaeological sites and relics (timothy and nyaupane, 2009). cultural heritage includes the vibrant and valuable tangible objects and materials from the collection of cultural institutions, represented by landscapes and built environments, as well as living and intangible heritage, such as customs and traditions. it may mediate cultural heritage through institutional practices, or it may be essentially non-mediated, like traditional practices that are carried out every day. cultural heritage has great potential to improve people's quality of life, understand the past, promote territorial cohesion, promote economic growth, create employment opportunities, and support broader development, such as improved education and artistic careers (borowiecki et al., 2016). understanding and promoting the common ethical values of humanity with a tolerant attitude and respect for the diversity of religious, philosophical and moral beliefs is the basis and the result of responsible tourism; tourism development stakeholders and tourists themselves must adhere to all ethnic groups, including the social and cultural traditions and customs of ethnic minorities and indigenous peoples, and recognize their value (unwto, 2020). integrating tourism and culture, as well as tourists' growing interest in cultural experience, provide unique opportunities for the tourism industry, but it also faces complex challenges (ho and mckercher, 2004; rudwiarti et al., 2017; syah and hajarrahmah, 2019). in some developing countries, culture-based tourism enhancement and promotion can influence people’s livelihoods through the income generated from tourism activities and employment (ahebwa et al., 2016; ezenagu, 2020; timothy, 2014; valle, 2011). a similar situation occurs in indonesia, where the collaboration of cultural heritage preservation programs and tourism has been successful in several areas, for example, culture-based tourism in central java, e.g., borobudur temple and bali, e.g., tanah lot (diarta, 2017). however, in certain areas, such as bejiharjo, integrating cultural preservation and tourism development has encountered several obstacles and even led to conflicts. research methods this study uses online media observation, direct observation, and semistructured interviews. online media observation began in 2016 to october 2020 by tracing news in online media with several keywords, including “bejiharjo”, “desa budaya bejiharjo”, “desa wisata bejiharjo”, “goa pindul”, “konflik goa pindul”, and “wisata goa pindul”. this data collection technique is important to http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 97-112 http://ojs.unud.ac.id/index.php/eot 100 e-issn 2407-392x. p-issn 2541-0857 determine the dynamics of space change, issues, and actors that arise and involved in the development of bejiharjo based on online media coverage. we collected, grouped, and sorted news about bejiharjo and goa pindul in cyberspace. the primary news sources are three national online media, i.e., kompas.com., antaranews.com., and tribunnews.com. the online news media published articles about the development, management, and conflict of bejiharjo intensively. we observed the situation in bejiharjo directly two times. in the first observation, we became tourists who visited goa pindul in october 2019. then, we went to bejiharjo as researchers in november 2020. to complete the field data, we also observed issues and actors online. first, we observe the movement of actors on websites and social media without digital media analytic tools in october-november 2020. second, we observe using digital media analytic tools semrush in january-march 2021. these dual observation techniques are important for understanding the complexity of issues and actors in bejiharjo comprehensively. as the online media and direct observations progressed, we interviewed the actors involved in managing the cultural village and tourism village of bejiharjo. they are the bejiharjo cultural village administrator, the gunungkidul regency tourism office staffs, and the pioneering tour operators of goa pindul. the information from these actors helps uncover the transformation process of the bejiharjo space, the issues, and the network of actors involved in it. the research data analysis used the actor-network theory. in this approach, tourism is a system built, reproduced, and strengthened through human and nonhuman actors (actants). instead of revealing who or what imposes or determines something in tourism, actornetwork theory actually bridges actors and structures, i.e., material sources, objects, space, and technology, to interact, work and create each other (ren, 2011). in actor-network theory, actors do not exist without network relations. this network approach assumes that power and actors arise from performing heterogeneous network relations (johannesson, 2005). the discussion in this article will map the actors involved in the transformation of cultural scapes and tourismscapes in bejiharjo. the actor network theory allows to redefine tourism through the tourismscapes. analytically, these are networks of actors connecting different societies and regions, transportation systems, accommodation and facilities, resources, environment, technology, people, and organizations. a dynamic network of actors occurs in an ordering process of the tourism system called tourismscapes. there are three elements of tourismscapes. first element is the people who use tourism services or the people and organizations that provide these services. second element is a hybrid environment formed by natural and cultural objects, as well as humans. third element is the expanse of a network of objects, machines, technologies that extend the reach of space and time. these three elements create a complex, unstable, nonlinear, and open tourismscapes (van der duim, 2007). we describe bejiharjo's cultural and tourism scapes transformation based on the impact of tourism ordering. the effects of tourism ordering are aestheticisation, consumerism, translation, place-making, tourism, and cosmopolitanism (franklin, 2008). result and discussion bejiharjo as a cultural village http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 97-112 http://ojs.unud.ac.id/index.php/eot 101 e-issn 2407-392x. p-issn 2541-0857 bejiharjo's location is in karangmojo district, gunungkidul regency, special region of yogyakarta. bejiharjo has an area of 18,25 km2. the residents used most of the land in bejiharjo for farming, plantations, livestock, and public facilities (bejiharjo village government, 2016a). the total population of bejiharjo is 15,347 people. most of the population works as farmers. the average population of this village has completed education up to the high school level. as much as 40% of bejiharjo’s income comes from the tourism sector. the rapid development of the village over the last 5 years has made bejiharjo included in the category of an independent village (pemerintah kalurahan bejiharjo, 2020). as a cultural village, the development policy in bejiharjo is inseparable from the privileged status of yogyakarta province. this province has a special status because of the contribution of its king during the war of independence of the republic of indonesia. the ngayogyakarta hadiningrat sultanate was the first kingdom to recognize indonesia's independence in 1945 and provided financial support for the country's formation. in 1946-1949, during the dutch military aggression that threatened the sovereignty of this new state, the ngayogyakarta hadiningrat sultanate became the capital city of the republic of indonesia. based on these historical reasons, the government of the republic of indonesia gave special status to the ngayogyakarta hadiningrat sultanate as the special region of yogyakarta. the indonesian government stipulates the privileges of yogyakarta officially in 1950 and renewed in 2012, based on the law of the republic of indonesia number 13 of 2012. since then, yogyakarta may regulate and manage the internal authority of the region. it manifested this authority in the election of regional heads and the naming of regional government organizational structures. yogyakarta is the only province in indonesia that a king rules. therefore, there is no general election to elect a governor because the king automatically holds this position on the throne. currently, hamengku buwono x is the sultan of yogyakarta who has served as governor for 23 years (pemerintah daerah istimewa yogyakarta, 2019). as the only sultan in indonesia, who officially holds local government power, hamengku buwono x strives to maintain the diversity of his local culture as the authentic identity of the ngayogyakarta hadiningrat sultanate. through various regional policies and regulations, he manages cultural heritage with the support of special funds from the government of the republic of indonesia. regional policies and regulations relating to the management and preservation of cultural heritage in the province of the special region of yogyakarta are regional regulation number 4 of 2011 concerning yogyakarta cultural values, regional regulation number 6 of 2012 concerning preservation of cultural heritage and cultural conservation, governor regulation number 36 of 2014 concerning cultural villages, and governor's decree number 262 of 2016 concerning the inauguration of 56 cultural villages in yogyakarta. bejiharjo’s cultural scapes orders formally began in 1995. through governor’s decree no. 325 of 1995, the yogyakarta government has inaugurated bejiharjo as a cultural village. they based the stipulation on the diversity and the quality of the management of customs, traditional foods, architectural sites, local wisdom values, and performing arts assessment results. the inventory of bejiharjo cultural heritage continued in 2011. this is a part of translation process of regional regulation number 4 of 2011 concerning yogyakarta cultural values. in the regulation, the government urges the http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 97-112 http://ojs.unud.ac.id/index.php/eot 102 e-issn 2407-392x. p-issn 2541-0857 community to report and register the cultural heritage in each village. this data collection is important for distributing funds to preserve local culture in each region. in 2012, the cultural office of the special region of yogyakarta conveyed managing cultural diversity to develop a tourism village. for this reason, cultural villages need to build infrastructure facilities that support tourist visits. this idea received support from the yogyakarta tourism office and the community in cultural villages so that cultural-based tourism villages emerged in yogyakarta. in 2014, the yogyakarta government defined the duties and functions of a cultural village in more detailed through governor’s decree no. 36 of 2014. a cultural village is described as a village that actualizes, develops, and conserves the cultural potential resources, including customs and traditions, arts, traditional games, languages, literature, scripts, crafts, culinary arts, traditional medicine, spatial planning, and cultural heritage. efforts to conserve cultural heritage and diversity in villages should strengthen yogyakarta identity as an integral part of the national and international cultural diversity. based on governor’s decree no. 262 of 2016, the yogyakarta government has re-inaugurated bejiharjo as a culturally independent village and supports the financial needs for managing the organization. the consequences of the stipulation of cultural villages in yogyakarta is the culture aestheticisation, so that it looks more attractive for the tourist. aesthetics refers to the idea that everything looks new and interesting to watch. it relates to the knowledge development of tourists because this is the area of surprise (franklin, 2008). as a part of this process, bejiharjo’s dancers practice regularly and prepare special costumes for performing dances at the cultural festivals or other arts and culture competitions in yogyakarta. this event is held annually by the cultural office of the special region of yogyakarta and it is an obligation for the cultural village to take part. in the event, each cultural village competed to win the award as the best cultural village in yogyakarta, through the live art performances (humas pemerintah daerah daerah istimewa yogyakarta, 2019). besides the aestheticisation process, cultural villages are also involved in a place-making process. for examples, in the management of archeological heritage, government built the sokoliman sites to store and display ancient archeological property. previously, this archaeological heritage scattered in bejiharjo’s area, then the residents collected and registered them to the cultural conservation and preservation center of yogyakarta (balai pelestarian cagar budaya provinsi daerah istimewa yogyakarta, 2021). in 2019, the gunungkidul culture office has budgeted idr 600 million for the restoration of sokoliman sites. the government reorganized the area by building several gazebos to store small menhirs and rearranged the display of other artifacts (sutarmi, 2019). in addition, the gunungkidul communication and information office provides free wi-fi service with a high-speed internet connection in sokoliman sites. this is another government effort to attract tourists to visit the cultural site. they expected that the free internet service to meet the need of the young generation who have a strong engagement with social media (pangaribowo, 2019b). this is the evidence of the touristification, a process to adjust places to support the tourists’ needs. we have mentioned previously, there was a touristification process of bejiharjo cultural village. this is a part of the wider cultural scapes touristification in yogyakarta. the performances of several http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 97-112 http://ojs.unud.ac.id/index.php/eot 103 e-issn 2407-392x. p-issn 2541-0857 dancers and musicians from the cultural villages in the selasa wagen was an effort by the yogyakarta government to attract as many tourists as possible to this province. this event is a special event on tuesday evening art performance held at strategic places in the center of yogyakarta city. subsequently, the process of translation, aesthetics, place-making into touristification leads to cosmopolitanism and consumerism. the tourists from various backgrounds outside the province who enjoy the art performances in yogyakarta are the example of cosmopolitanism process. the yogyakarta cultural values, as outlined in these events, can bring together many people with different races, religions, tribes, and nationalities in one place. those who gather in strategic places consume the show and its intrinsic values. they may also buy food, drink, or souvenirs during the show. this is an example of small-scale consumerism in the tourism ordering process of cultural scapes in yogyakarta. along with the increasing popularity of goa pindul as a tourist icon in 2011, the image of bejiharjo as a cultural village faded. changes in village development priorities occurred in bejiharjo. in the gunungkidul regency regulation number 6 of 2011 concerning the 2011-2020 gunungkidul spatial plan, it shifted the development direction of bejiharjo from culture-based development to tourismbased development. this regulation states that bejiharjo is suitable to be developed into a tourism area. in a letter from the gunungkidul regional spatial planning coordinating board number 591/518 of 2014 regarding the study of the spatial planning of the tourism area of bejiharjo, bejiharjo is a cultural-based tourism area and a special interest tourism area because of the existence of goa pindul as a tourist attraction (dinas kebudayaan dan kepariwisataan pemerintah kabupaten gunungkidul, 2015). the gunungkidul government support for tourism development in bejiharjo caused the popularity of the bejiharjo cultural village to be shifted by the emergence of the bejiharjo tourism village. the entire potential of bejiharjo’s cultural diversity should relate to tourism purposes. tourism is a sector that can improve the welfare of the people of bejiharjo. the principal tourist attraction called goa pindul, contributes as the largest source of the village revenue and expenditure budget in this village. however, tourism also has a negative impact, i.e., chronic conflicts that attract the attention of local and national media, and involve various internal and external actors of bejiharjo. according to bejiharjo cultural village administrator, the conflict related to the management of goa pindul is not a conflict involving the people of bejiharjo as a whole. in the conflict, only certain groups who has economic interest involved. so, this conflict does not have a significant effect on the bejiharjo’s residents of bejiharjo who are not take part in the management of goa pindul. the bejiharjo cultural village administrator agrees that the cause of the chronic conflict in goa pindul is the loss of local cultural values. some managers of goa pindul tourism operator are young people who initially worked outside bejiharjo, as laborers in big cities in indonesia. the urban culture that they brought when they returned to the village caused the local culture of bejiharjo to shift. in the management of goa pindul, money-oriented culture shifts the rural culture such as cooperation and tolerance. this has resulted in an increase of farm laborers, carpenter, and mason tariffs and a decrease of community volunteerism (bejiharjo cultural village administrator personal communication, may 11th, 2020). in 2020, when the covid-19 pandemic stopped the activities of the tourism sector around the world and http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 97-112 http://ojs.unud.ac.id/index.php/eot 104 e-issn 2407-392x. p-issn 2541-0857 panicked all levels of society. cultural activities are held limitedly in bejiharjo and become an economic asset that will survive the pandemic. artists can still practice and perform virtually at the cultural event in 2020. cultural figures have also created bejiharjo batik patterns, which was launched in 2021. they said that the situation during the pandemic has emphasized the importance of returning to local cultural values. many tourism workers return to the agricultural sector by working on their own land as farmers. there are also the ones asking for work as farm laborers from landowners with a minimum wage in order to survive (bejiharjo cultural village administrator, personal communication, may 11th, 2020). bejiharjo as a tourism village once famous for its cultural heritage, bejiharjo is also famous as a village that has a unique geological landscape. there are 12 karst caves in bejiharjo that have the potential to become tourist attractions. the cave that has become a popular tourist attraction is goa pindul. this is an underground cave with a river flowing for 350 meters, with various shapes and sizes of stalactites and stalagmites inside. goa pindul gained tremendous popularity in 2011 so that it became the center of tourismscapes in bejiharjo. its existence diverts the local government's attention to the management of the bejiharjo cultural village. there is no single information regarding when and who started the management of goa pindul as a tourist attraction. however, the majority opinion is that goa pindul’s promotion began in 2010 by subagyo, the director of dewa bejo tourism operators (gunungkidul tourism office, personal communication, september 15th, 2020; deputy director of wira wisata, personal communication, november 21st, 2019; director of dewa bejo, personal communication, september 22nd, 2019). a different opinion was conveyed by the director of bumdes maju mandiri (village owned enterprises), that the initiator of goa pindul’s marketing was the village head of bejiharjo, the head of the village consultative organization, and the regent of gunungkidul (director of bumdes maju mandiri, personal communication, july 11th, 2019). the director of panca wisata tour operators told another story. the idea of using the watershed under goa pindul was the continuation of the clean river and agropolitan program from the indonesian ministry of environment. after these two programs ended, there was a gathering for community aspirations regarding the watershed concept and goa pindul’s use. inspired by the success story of cave management in other villages, the community agreed to develop goa pindul as a special interest tourist attraction. therefore, subagyo’s involvement was a mandate from the bejiharjo government (director of panca wisata, personal communication, november 23rd, 2019). just like the director of panca wisata, the director of tunas wisata did not mention the involvement of subagyo as the initiator of goa pindul management. instead, he mentioned that tourism development in goa pindul was the idea of the gunungkidul tourism office (director of tunas wisata, personal communication, september 24th, 2019). as with bejiharjo’s cultural scapes ordering system, the processes of aesthetics, place-making, translation, touristification, cosmopolitanism, and consumerism occur in the management of goa pindul. this process led to the establishment of bejiharjo tourism village in 2012. however, subagyo said that there was no definitive government decree about the establishment of tourism village in bejiharjo. according to his explanation, when the gunungkidul government asked him to apply for status http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 97-112 http://ojs.unud.ac.id/index.php/eot 105 e-issn 2407-392x. p-issn 2541-0857 as a tourist village, he objected because he felt that the gunungkidul government only wanted to claim the group’s efforts to develop goa pindul (personal communication, may 11th, 2020). however, the results of tracing the bejiharjo’s environmental impact analysis document for village tourism area arrangement and development plan 2015 provide different information. there is a copy of the decree of the head of the gunungkidul culture and tourism office number 013 of 2012 concerning the establishment of the gunungkidul tourism village group in the document (dinas kebudayaan dan kepariwisataan pemerintah kabupaten gunungkidul, 2015). the different stories about the beginning ordering process of goa pindul tourismscapes make it difficult to explain its concept and impact comprehensively. therefore, an explanation of the process of aesthetics, place-making, translation, touristification, cosmopolitanism, and consumerism in goa pindul is a representation of the various stories that exist. the most detailed explanation of goa pindul’s aesthetic process comes from subagyo’s information. subagyo explained the aesthetic process of goa pindul in a video on omarif gk’s youtube channel (2019a), entitled mistis!!! beginilah kisah bayi yang dibuang hingga penamaan goa pindul or mistic!!! this is the abandoned baby’s story and the name of goa pindul. this youtube channel is owned by subagyo’s son, who works as a marketer in goa pindul under the management of dewa bejo tourism operator. subagyo said that, at the beginning of the management of goa pindul, his group members cleaned and removed supernatural things that could interfere with tourism activities. according to tukijo’s story, the spiritual caretaker of goa pindul, this cave is the burial place of ki mangku suryo, a supernatural figure. he believes this figure is the grandson of the king of mataram, panembahan senopati. this belief made subagyo, tukijo, and other group members carry out spiritual activities to honor the supernatural figure so that the tourism activities could start safely (omarif gk channel, 2019b). a different opinion is explained by the director of bumdes maju mandiri. efforts to organize goa pindul have nothing to do with supernatural things. he said that goa pindul was only cleaned physically. there are no special rituals for supernatural figure there. initially, there was a lot of garbage in goa pindul. the residents also used the river under the cave to wash the clothes or bathe livestock. regarding the beliefs about supernatural things, as long as the spiritual caretaker allows, goa pindul is safe for any activities, including tourism (director of bumdes maju mandiri, personal communication, july 11th, 2019). the process after the aesthetics of goa pindul is place-makings. it involved tour operator groups in bejiharjo. unfortunately, place-making occurs sporadically, based on the group’s locations and the residents’ support. the first place-making took place in 2010. dewa bejo was the first tour operator organization to establish a tourism service secretariat in mid-2010. in 2011, dewa bejo received funds from the national program for community empowerment in tourism (pnpm mandiri wisata), a national poverty alleviation program based on community empowerment by the indonesian government in 2007. this program is a translation of presidential regulation number 54 of 2005 concerning the poverty reduction coordination team (tim pengendali pnpm mandiri, 2007). in addition to building a secretariat office, dewa bejo used the funds to build toilet facilities, tires for river tubing, and life jackets. in the same year, students from universitas gadjah mada in students http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 97-112 http://ojs.unud.ac.id/index.php/eot 106 e-issn 2407-392x. p-issn 2541-0857 community services program also assisted the effort to do place-making in goa pindul. they installed goa pindul signboard blocks on the outer wall of goa pindul and near the dewa bejo secretariat office. the students also helped dewa bejo to manage the administrative documents and create organizational profiles. in the late of 2011, the dispute occurred in dewa bejo. this organization split into several new tour operator groups. the tour operator groups are wira wisata, panca wisata and tunas wisata. in the following years, the number of tour operator groups increased. in 2019, there were 11 tour operators in bejiharjo. each group set up their own secretariat offices around goa pindul. in 2020, tour operator groups in bejiharjo are having a hard time surviving the covid-19 pandemic because of the decline in the number of visits to only 2%. this condition causes a decrease in the number of operator groups. if before the pandemic there were 11 groups of tour operators, currently there are only 10 groups that are still surviving. placemaking goa pindul occurs not only physically in the real world. this process also occurs in the internet world by using the google maps service. on google maps, operators mark their existence with a place icon, a camera image on a red or green background. the emergence of these various icons makes goa pindul geographically difficult to find in cyberspace. if we type in the keyword “goa pindul”, the location point shown by google maps actually shows the location of the secretariat offices of the goa pindul tour operator. apart from being a manifestation of place-making, the construction and arrangement of various facilities in goa pindul is a touristification process. the operators provide toilets, parking lots, restaurants, a free internet network, photographers, non-cash payment services, and lodging to attract tourists. here, the tour operators compete to promote various facilities and services. they also often provide over 50% discounts for ticket purchases with special conditions determined by each operator. as a result, uncontrolled ticket prices have led to price wars between operators for years. this situation is further complicated by freelance marketers competing to sell goa pindul tickets at the lowest price. besides the tour operators, the gunungkidul department of culture and tourism office also creates place-making and touristification concepts for developing integrated tourism areas in bejiharjo. after the conflict culminated in 2014, gunungkidul government prepares an environmental impact analysis document for re-ordering bejiharjo’s tourismscapes in 2015. based on the document, tourism development in bejiharjo should prioritize the sustainable environment and local culture (dinas kebudayaan dan kepariwisataan pemerintah kabupaten gunungkidul, 2015). bejiharjo tourism area development plan includes three concepts. the first concept is developing two integrated tourism secretariats, and an integrated tour packages system centered in goa pindul and includes the caves around goa pindul. the second concept in the bejiharjo tourism area development plan is the construction of tourism support facilities. parking areas, toilet facilities and changing rooms, tires and life jackets, food and beverage shops, souvenir shops, public transport shelters, and tourism information center offices are facilities to be built in two integrated tourism secretariat locations. meanwhile, the third concept is the development of mriwis lake. they will develop the only lake in bejiharjo as a culinary tourism area (dinas kebudayaan dan kepariwisataan pemerintah kabupaten gunungkidul, 2015). overall, the environmental impact study of the bejiharjo village tourism http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 97-112 http://ojs.unud.ac.id/index.php/eot 107 e-issn 2407-392x. p-issn 2541-0857 area arrangement and development plan describes several environmental components’ effects, likes the conservation of natural resources as landscapes, flora, and fauna and the social processes for implementing the seven tourism environmental principles, i.e., security, order, cleanliness, coolness, beauty, friendliness, and memories (dinas kebudayaan dan kepariwisataan pemerintah kabupaten gunungkidul, 2015). the environmental impact study also defines positive results that strengthen the government’s plan to develop integrated tourism in bejiharjo. unfortunately, the gunungkidul government canceled the plan because the operators limited the government administrative access to goa pindul and rejected the government’s involvement in bejiharjo’s tourism management. the process of aesthetics, placemaking, and touristification in goa pindul affects increasing domestic and foreign tourist visits to bejiharjo. the highest number of tourist visits occurred in 2014. there were 426,413 domestic tourists and 3,533 foreign tourists in a year (yogyakarta special region tourism office, 2014). the presence of tourists from various regions and countries in goa pindul, with various cultural backgrounds, creates cosmopolitanism in bejiharjo. not only cosmopolitanism but consumerism also occurs in the ordering system of goa pindul’s tourismscapes. the popularity of goa pindul causes thousands of tourists to cram and queued for hours to consume the beauty of the cave and the challenging experience during the tour. in early 2016, the gunungkidul government admitted it was difficult to limit the number of tourists in goa pindul (sutarmi, 2016). despite efforts to limit the number of tourists by reducing visiting hours and quotas every year, the density of visitors occurred again at the end of 2019 (ewi, 2019). in march 2020, the goa pindul tour operator stopped tourism service activities temporarily due to the impact of the covid19 outbreak. before the closure of the goa pindul tourism service, tourist visits had decreased by 75% because of the outbreak that attacked areas outside gunungkidul (yuwono, 2020). during the pandemic, direct observations in goa pindul revealed that there were few activities carried out by workers at the tour operator secretariat office. according to rudi wira wisata, the operators were doing a lot of activities in cyberspace. eighteen websites actively promote and sell goa pindul tickets. this website comprises 12 goa pindul tourist operator official websites and 6 goa pindul freelance marketer websites. both parties compete fiercely to control website traffic. in mid-2020, operators are having a hard time beating freelance marketers because they don’t have a lot of money to pay for traffic. the freelance marketers repeatedly blocked the traffic of visitors to the goa pindul operator's official website. to overcome this, goa pindul operators usually have over one website domain and sub-domain. for goa pindul tourism operators, visitor traffic in cyberspace will affect the number of tourist visits to goa pindul directly (interview with rudi wira wisata, 2020). conclusion the description of the cultural scapes and the tourismscapes transformation in bejiharjo revealed that its forms are from the network of actors and actants. goa pindul tour operators, bejiharjo government, gunungkidul government, yogyakarta government, and freelance marketers are interconnected and involved in the network as the principal actors. in this network, laws and regulations, government decrees, scientific study documents, and social programs are actants that serve as references for actors and legitimize their movements. thus, in http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 97-112 http://ojs.unud.ac.id/index.php/eot 108 e-issn 2407-392x. p-issn 2541-0857 the bejiharjo cultural scapes transformation, the relationship between actors and actants is very dynamic. the impact of tourism ordering in cultural scapes is aestheticisation, place-making, touristification, consumerism, translation, and cosmopolitanism of bejiharjo's cultural heritage. however, these transformations are not sequential but intersecting processes. this is because of changes in the vision and mission of village development, which simultaneously respond to the popularity of goa pindul. the transformation of the bejiharjo cultural scapes is problematic because the basic concept of village development is unclear. in the beginning, culture was the basic concept of bejiharjo’s development. but suddenly, the development of the village has left its cultural base, only because of the popularity of goa pindul, the additional tourist attraction in bejiharjo. glorifying cultural diversity and historical backgrounds is not enough to strengthen the basic concept of cultural village development. as a result, the importance of cultural preservation is only limited to collecting cultural heritage data and holding cultural performances. in fact, culture is not only about appearance or spectacle. more than that, culture comprises intrinsic values that embodied in thought, speech, and behavior. unfortunately, this transformation process shows that tourism ordering systems can quickly replace culture-based systems. therefore, tourism-based development is the right term to refer to the current concept of bejiharjo development. contribution/practical implications based on the conclusion, there are several practical implications for improving the quality of village development in the special region of yogyakarta, especially in bejiharjo. first, even though yogyakarta is an autonomous province based on a sultanate, development should prioritize democratic values. the formulation of development policies should involve the target community so that the concept is acceptable and understandable at the lowest level of society. so far, development participation is not optimal because development policies, both culture-based development policies and tourism-based development, are top down. second, the village government should make a systematic and comprehensive development plan with a clear vision, according to the village’s needs. during our research in bejiharjo, we did not find any development plans that are concerned with the local character. all development plans are direct translations of policies from the central level and follow trends. it is time for the village to form its own identity to plan a clear and targeted development roadmap. third, this research still has limitations in terms of the depth of exploring the causes of conflict in transforming space in bejiharjo. this study only describes the diversity of actors involved and the impact of tourism orderings on the transformation of bejiharjo. further exploration of the dynamics of power relations between actors is essential to reveal the possibility of resistance and unequal relations between actors, which causes the problem of tourism development in bejiharjo unresolved. acknowledgments we would like to thank the bejiharjo cultural village administrator, the gunungkidul tourism office staffs, and the pioneering tour operators of goa pindul: dewa bejo, wira wisata, tunas wisata, and panca wisata for the information provided in the interview and the supporting documents. references ahebwa, w.m., john p aporu, jockey b nyakaana. 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(2019, october). gelar potensi desa budaya bejiharjo memperoleh juara 3 tingkat diy (participating in cultural performances, bejiharjo cultural village wins 3rd place at diy level). https://www.bejiharjokarangmojo.desa.id/first/artikel/538gelar-potensi-desa--budaya-bejiharjo-memperoleh-juara-3tingkat-diy-. october, 10th 2019 (10:00). sutarmi. (2016, march). gunung kidul kesulitan batasi pengunjung gua pindul (gunung kidul is difficult to limit visitors to). https://jogja.antaranews.com/berita/33 8545/gunung-kidul-kesulitan-batasipengunjung-gua-pindul. april, 19th 2019 (10:45). _____. (2019, april). gunung kidul akan memugar situs sokoliman (gunung kidul restoring sokoliman sites). https://www.antaranews.com/berita/8 19598/gunung-kidul-akan-memugarsitus-sokoliman. march, 3th 2021 (11:50). yuwono, markus. (2020, march). dampak corona, sejumlah obyek wisata di gunungkidul memilih tutup (impact of corona, a number of tourist attractions in gunungkidul choose to close). https://travel.kompas.com/read/2020/ 03/23/155526327/dampak-coronasejumlah-obyek-wisata-dihttp://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.1. (2022): 97-112 http://ojs.unud.ac.id/index.php/eot 112 e-issn 2407-392x. p-issn 2541-0857 gunungkidul-memilih-tutup. november, 30th 2020 (08:16). http://ojs.unud.ac.id/index.php/eot nyepi holiday package: e-journal of tourism vol.1. no.2. (2014): 83-90 http://ojs.unud.ac.id/index.php/eot 83 e-issn: 2407-392x. p-issn: 2541-0857 destination management and imaging kintamani towards sustainable tourism ni luh putu agustini k, i made sukarsa, ni wayan sri suprapti and agung suryawan wiranatha school of postgraduate study doctorate degree in tourism udayana university coressponding author: agustinikputu@gmail.com article info received 24 february 2014 accepted 05 august 2014 available online 10 september 2014 abstract kintamani destination has become a forerunner to the development of tourism in bali. the last few years the brand kintamani destinations increasingly unpopular. this study aims to explain the paradigm shift and the role of management kintamani destinations in shaping the quality of service, image, satisfaction, and visitor’s loyalty integrated manner affecting the sustainability of tourism. management acts as a service provider consisting of stakeholders. research on management aspects (supply side) has been implemented in the first phase qualitatively through depth interview. in stage ii, conducted quantitative research on aspects of service quality, image, satisfaction and loyalty of visitors to kintamani using sem (structural equation modeling). by accidental sampling questionnaire conducted to 250 tourists who visit kintamani destinations. later in the third stage, verify the relationship of service quality, image, satisfaction, and loyalty to the sustainability of tourism in kintamani through focus group discussion (fgd). the findings of this research is the paradigm and the role of stakeholders in the destination management affects the quality of services provided in kintamani. aspects of quality of service, image, and satisfaction significantly affect the loyalty of tourists visiting kintamani. the four aspects are directly determine the sustainability of tourism in kintamani. the novelty of this research is both, from the aspect of supply and demand, destination management, service quality, imaging, and satisfaction rating affects loyalty, as well as an integrated manner affecting the sustainability of kintamani tourism destinations. these research results bring to all stakeholders that the management of destinations and image dominant influence on the sustainability of kintamani tourism destinations. thus, these aspects will be the focus of stakeholders in maintaining and developing kintamani tourism destinations. kintamani destinations consider as a tourist destination region lodging (dtwk) with various constraints and limitations. the research on other aspects that critically affect the continuity of kintamani tourism destination needs to be done further. keywords: destination management, service quality, imaging, satisfaction, loyalty, sustainable tourism. introduction background kintamani destination is known as a tourist attraction with a view of a very beautiful sunrise (trip advisor, 2014). activities of community-based tourism (cbt) dominant performed in kintamani. most of the tourism activity in this area involves the community, such as: climbing mount batur, trunyan cemetery, people trekking around in the plantation of buahan village, tourist e-journal of tourism vol.1. no.2. (2014): 83-90 http://ojs.unud.ac.id/index.php/eot 84 e-issn: 2407-392x. p-issn: 2541-0857 bathing in natural hot water toya bungkah and agrotourism picking coffee, vegetables, as well as cultivation fish of lake batur. management involved includes governments, private businesses, local communities and tourism associations. all of them play a role as a stakeholder. the stakeholders have not been able to manage tourist attraction with the quality of service standards. various complaints arise and weaken the image of kintamani destinations. travelers who are not satisfied, will not visit again (disloyal) and would not recommend it to other travelers. this bad image impact on the decrease in the number of tourist visits. some research has been conducted in a variety of approaches in order to find solutions. it takes effort and management strategies of the fundamental aspects of a sustainable society in order to change the paradigm in providing services to tourists. differences of interest in providing service, individual character, and differences in the acquisition of the benefits of tourism trigger social envy among fellow community tourism stakeholders. uncontrolled resource eruption utilization, street vendors, anarchic action traveler fighting, bullying in trunyan, all affect the image of kintamani destinations. considering various thorny issues arise in this destination, it is necessary to do research in a structured on every aspect that contributes to the sustainability of tourism and the local economy. it takes a special method of solving the gradual and systematic in analyzing this problem. research objectives the main objective of this study is to analyze the influence of management destinations, to the quality of service, image, tourist satisfaction, loyalty and sustainability of tourism in kintamani. in more detail described as follows: (1) to evaluate the paradigm and the role of stakeholders, in the management of tourism destinations in shaping the quality of service in kintamani destinations. (2) to analyze the effect of service quality, image, satisfaction, to tourists’ loyalty to kintamani destinations. (3) to verify the relationship of service quality, image, satisfaction, and tourists loyalty to tourism sustainability in kintamani destinations. literature review previous research research of ariana (2009), found that many irregularities behavior of local communities occur in providing services to tourists. causes include: competition (scramble guests), does not have the skills in serving guests, there are no sanctions for such ill treatment, arrogant character, and the tendency of lazy learning in improving competence. research of agustini and suarthana (2013), also found that the image of destinations with variable control wom (words of mouth) significantly affects tourists to visit kintamani destinations. research agustini, suarthana and sutawa (2014) on community-based tourism in trunyan, shows that it takes a synergy between stakeholders in the development of trunyan. the research of sudana and mahadewi (2014) about kintamani as a special interest tourist destination finds that it takes time to grow and build strategy implementation in the development of kintamani destinations. concept and theory of management and imaging referral theories and concepts used in this study include: destination management theory buhalis and spada (2000); caffyn and jobbins (2003); manente (2008); tkaczynski, rundle-thiele and beaumont (2008); samah and aref (2010); saftić, težak and luk (2011). theories and concepts of satisfaction, imaging, loyalty, referring to the theory of grönroos (1984); parasuraman, zeithaml and berry (1985); baker and crompton (2000); hasan (2008); anastassova (2011). at the final stage of the study visitors loyalty relationship with the sustainability of tourism in kintamani refer to sustainable tourism theory clarke (1997); mcgettigan and burns (2004); jamrozy (2007); alonso (2009). e-journal of tourism vol.1. no.2. (2014): 83-90 http://ojs.unud.ac.id/index.php/eot 85 e-issn: 2407-392x. p-issn: 2541-0857 framework based on the results of abstraction and synthesis of theory associated with the background of problems in kintamani destinations, then the frame of the study is described as figure 3.1. stages of this research are determined based on a different perspective that is the perspective of supply (manager), consisting of stakeholders (government, communities, businesses, tourism associations) and the perspective of demand (tourists). this dissertation is divided into three stages. phase i has been carried out to analyze kintamani destinations management aspects of the supply side, with a qualitative analysis techniques through in-depth interview; phase ii from the perspective of demand; analyzing aspects of service quality, imaging, satisfaction, and tourist loyalty to kintamani destinations. quantitative analysis begins by distributing questionnaires to 250 tourists who visit kintamani. the sampling is nonprobability sampling, with accidental sampling technique. the total respondents are 250 and from those who return the questionnaire, 231 data pertained valid, and 19 pertained invalid (outlayer). quantitative research uses analytical tools sem (structural equation modeling). phase iii is analyzed qualitatively through fgd (focus group discussion), in order to verify the relationship aspects in phase i and ii to the sustainability of tourism in kintamani destinations. hypotheses in the qualitative research phase one and three, there are not set hypotheses. meanwhile, based framework and indicators of quantitative research, the hypothesis on phase two is set as follows: hypothesis h1: the quality of service positively and significantly influences the imagery kintamani destinations hypothesis h2: the quality of service positively and significantly influences the satisfaction of tourists to visit kintamani destinations. hypothesis h3: the quality of service, positively and significantly influences the tourist loyalty to visit kintamani destinations. hypothesis h4: destination image positively and significantly influences the satisfaction of tourists to kintamani destinations. hypothesis h5: destination image positively and significantly influences the tourist loyalty to visit kintamani destinations. hypothesis h6: tourist satisfaction positively and significantly influence tourist loyalty to visit kintamani destinations. methodology population and sample the population is taken as a data source and can represent the entire population of the tourists visiting kintamani. the number of tourists who were made respondents is as many as 250 people. while the key informant in-depth interviews and focus group consisted of 13 representatives of stakeholder kintamani destinations. variable research the variables at each stage of the study determined the appropriate approach to the supply side and demand side. thus, the variables analyzed were classified into two, namely variables in qualitative research and e-journal of tourism vol.1. no.2. (2014): 83-90 http://ojs.unud.ac.id/index.php/eot 86 e-issn: 2407-392x. p-issn: 2541-0857 quantitative research. quantitative variables are shown in table 4.1 below. data analysis quantitative analysis uses amos graphics package 18 with sem method. qualitative analysis techniques in this study use a model of existential phenomenology and critical theory by the method of videotapes, interviews, and depth interview. interviews and fgd reviews gradually based approaches appropriate concepts and theories. referral research various parties are used as a benchmark for future studies corroborate the findings. qualitative research method stages i and iii are implemented in kintamani destinations applying qualitative research paradigm. results and discussion stakeholders in management paradigm destinations the results of discussions at the first phase, with qualitative methods through deep interview conclude some of the followings: 1) the difference in the paradigm of stakeholders about the problems that occur in kintamani destinations cause differences in the solution strategy. 2) differences in the paradigm of society in its role as stakeholders contribute causes protracted gap among stakeholders. 3) all stakeholders comprising government, communities, businesses, associations and other tourism players do not play a role in a balanced way in the management of tourist attraction kintamani. 4) it takes synergy, coordination and collaboration among stakeholders in order to carry out managerial functions properly and professionally referring destination management theory and the concept of stakeholders from buhalis (2000); caffyn and jobbins (2003); manente (2008); tkaczynski, rundle-thiele and beaumont (2008); samah and aref (2010); saftić, težak and luk (2011) showed that paradigm and the role of stakeholders in the destination management largely determines the quality of services provided in kintamani. the influence of service quality, image, satisfaction and loyalty of tourists to kintamani destinations based on the analysis using sem, further is described the meaning of the results more deeply and applicably. referring to the hypotheses that have been determined, then the translation of the sem results on the effect of service quality, image, satisfaction and loyalty tourists to visit kintamani destinations is shown in figure 1 below. figure 1. structural modeling e-journal of tourism vol.1. no.2. (2014): 83-90 http://ojs.unud.ac.id/index.php/eot 87 e-issn: 2407-392x. p-issn: 2541-0857 kintamani destinations research hypothesis testing is done by using sem. the acceptance on testing the hypothesis is whether an estimated value can refer to the determination of value (p value ≤ 0.05). the result of hypothesis testing shows the effect of quality of service, image, tourist satisfaction and loyalty can be described in table 5.1 . based on the results of the testing of the structural model in table 5.1, the hypothesis can be summarized as follows: 1) the relationship between variables of service quality and the image of the destination. variable quality of service (x1) has no significant effect towards the variable destination image (x2) with a pvalue equals to (0.134). it can be concluded that the quality of services provided in kintamani destinations does not significantly affect the image. 2) the relationship between variable of service quality and satisfaction of tourists. variable quality of service (x1) significantly influences traveler satisfaction variables (x3), with a p-value equals to (0.004). it can be concluded that there is a significant effect of the quality of service towards the satisfaction of tourists visiting kintamani destinations. 3) the relationship between variables of service quality and the loyalty of tourists. variable quality of service (x1) has no significant effect towards tourist loyalty variable (y1) with a p-value equals to (0.337). it can be concluded that the service quality loyalty does not have a significant effect towards tourists visiting kintamani destinations . 4) the relationship between the images of tourist satisfaction and variables. variable image (x2) has no significant effect towards satisfaction variable (x3), with a p-value equals to (0.125). it can be concluded that the destination image has no significant effect towards tourist satisfaction to kintamani destinations . 5) the relationship between the images and the variable of traveler loyalty.variable destination image (x2) has no significant effect towards loyalty variable (y1), with a p-value equals to (0.448). it can be concluded that the destination image ha no significant effect towards tourist loyalty to kintamani destinations . 6) the relationship between variables of tourist satisfaction and loyalty. satisfaction variable (x3) significantly affects the loyalty variable (y1), with a pvalue equals to (0.004). it can be concluded that traveler satisfaction significantly influences traveler loyalty visiting kintamani destinations. the influence of model on image quality of service, satisfaction and loyalty of traveler the results of direct assessment of the respondents to the variable quality of service, image, satisfaction, and loyalty are at a high enough score that is above (3.6) . according to likert scale, a score is assigned from a scale of 1 to 5. this shows that the indicators presented in the questionnaire study was considered quite relevant and positive as the reflection of the quality of service, image, satisfaction, and loyalty of tourists to kintamani destinations. furthermore, the results of the analysis using sem show that the effect of quality of service, image, and satisfaction shows a positive result to the loyalty of tourists to kintamani destination. description of the model analysis results of this study can be illustrated in figure 5.2 as follows. e-journal of tourism vol.1. no.2. (2014): 83-90 http://ojs.unud.ac.id/index.php/eot 88 e-issn: 2407-392x. p-issn: 2541-0857 based on the results of the model analysis using sem in figure 5.2 it is clearly visible that the variables affect service quality by 34 percent against the image, but not significant (p-value >0.05). variable service quality does by 34 percent against the tourists' satisfaction and is significant (p-value <0.05). variable quality of service only affects 10 percent of the loyalty but not significant (p-value> 0.05). the variables affect the image by 49 percent on tourist satisfaction but not significant (pvalue> 0.05). variable destination image influences by 12 percent on the tourists loyalty but not significant (p-value> 0.05). the highest satisfaction variables affect by 50 percent and give significant impact on loyalty and it is significant (p-value <0.05). the results provide justification to the stakeholders involved in the management of kintamani destinations that the quality of service, image and satisfaction to tourists visiting kintamani destinations determine the travelers’ loyalty. governments, employers, communities, associations, ngos as stakeholders together should give priority to the aspects of quality of service, imaging, and retain tourists visiting guaranteed satisfaction. if these three aspects are met, then the travelers’ loyalty to kintamani destinations will be realized. quality of service with all the indicators, the image formed by the indicator promotion, media, communications, and traveler satisfaction should be a priority to be improved, in order to achieve loyal travelers. stakeholders should pursue promotional activities, media publications, facilitate communication with travelers and provide training behavior (attitude, manners and courtesy) good in serving tourists. provision of intensive coaching and counseling to community tourism players are slowly but surely will change the old paradigm to the new paradigm. community orientation is an excellent service, not just to earn a moment. good service is an important indicator that determines travelers’ satisfaction. at the time of satisfied travelers, with easy access to kintamani destinations, the relevant rates, that travel time is short and psychological comfort are met, and then the hope for them to come back even becomes high. as the core driver management kintamani destinations, the government should renew the website, utilize print, electronic, social media, and increase the marketing budget. empowerment of communities, implement effective training and strengthen regulation in order to improve the quality of service, image and tourist satisfaction. according to the theory, if the tourists are satisfied they would re-purchase or visit again and if they become loyal they would recommend kintamani to other colleagues. limitations of the research this study examines the various aspects that affect the management and image kintamani destinations towards sustainable tourism. in its application, the research results show that some specific characteristics of the region should be put as an important consideration. dtwk status with the structure of the soil, geological conditions of the environment, and that the discharge of the water of the lake is not stable, and the status of mount batur that is still active, make this area very limited to be developed. on the other hand, the character of the local community in kintamani destinations are very specific, somewhat harder and less friendly, while it has a natural appeal unique and fascinating for tourists. varieties of nature-based tourism activities and culture involving local communities make both of these things come into a dilemma, but require foresight researchers to study aspects that e-journal of tourism vol.1. no.2. (2014): 83-90 http://ojs.unud.ac.id/index.php/eot 89 e-issn: 2407-392x. p-issn: 2541-0857 allow the development of this region for the better. further research should pay attention to the specific characteristics of the region, and make the critical aspects of this as a reference in formulating problems and give advice on the research findings. conclusion and recommendation conclusion referring to destination management theory, the theory of imaging, quality of service, satisfaction and sustainability of tourism, the conclusions of this study are: 1. roles and stakeholders in the destination management paradigm affect the quality of services provided in kintamani. 2. aspects of quality of service, image, and loyalty affect tourist satisfaction positively and significantly to visit kintamani. 3. quality of service, destination image, satisfaction, and tourists’ loyalty to kintamani affect the sustainability of tourism. recommendation 1. it is necessary academically to conduct further research on destination management more broadly with indicators that are more complete. application of the concept of quality of service, imaging, standard analysis traveler satisfaction, and loyalty to their overall needs need more in-depth assessment. other aspects that have to do with these variables must be taken into consideration in future research. 2. in its application stakeholders strongly support the development of tourism destinations. kintamani destinations become a mainstay of the world. but the character of the people, the condition of natural resources and human resources are still low. the ability of stakeholders in the governance of destinations, competence of stakeholders in creating quality services, imaging, and creating the satisfaction of tourists still need to be improved. improvement in these areas will ensure the loyalty of tourists. 3. stakeholders must make loyalty rating as a priority because their loyalty is a guarantee of the sustainability of tourism in kintamani destinations. utilization of information and technology, social media and the entire facility which can improve performance of kintamani destinations must be the focus of attention of stakeholders. references agustini, n. l. p. and suarthana, i. k. p. (2013) ‘how does destination management organization (dmo) increase local people participation?’, in proceeding aittei 2nd conference. malaysia. agustini, n. l. p., suarthana, i. k. p. and sutawa, g. k. (2014) ‘challenges and barriers in community base tourism in trunyan village, kintamani’, in proceeding tourism in indonesia. bali. alonso, a. d. (2009) ‘are travellers interested in wine tourism in new zealand?’, international journal of culture, tourism and hospitality research. emerald group publishing limited, 3(1), pp. 13–24. anastassova, l. (2011) ‘tourist loyalty and destination brand image perception: the case of sunny beach resort, bulgaria’, european journal of tourism research. varna university of management, 4(2), p. 191. ariana, i. n. (2009) ‘patologi sosial dalam pariwisata: pelaku sektor informal dan citra pariwisata kintamani’, jurnal analisis pariwisata i volume 9 no 1, p 7-14. udayana university. baker, d. a. and crompton, j. l. (2000) ‘quality, satisfaction and behavioral intentions’, annals of tourism research. elsevier, 27(3), pp. 785– 804. buhalis, d. (2000) ‘marketing the competitive destination of the future’, tourism management. elsevier, 21(1), pp. 97–116. e-journal of tourism vol.1. no.2. (2014): 83-90 http://ojs.unud.ac.id/index.php/eot 90 e-issn: 2407-392x. p-issn: 2541-0857 buhalis, d. and spada, a. (2000) ‘destination management of rural tourism’, journal destination management systems: criteria for success, information technology & tourism, 3(1). caffyn, a. and jobbins, g. (2003) ‘governance capacity and stakeholder interactions in the development and management of coastal tourism: examples from morocco and tunisia’, journal of sustainable tourism. taylor & francis, 11(2–3), pp. 224–245. clarke, j. (1997) ‘a framework of approaches to sustainable tourism’, journal of sustainable tourism. taylor & francis, 5(3), pp. 224–233. grönroos, c. 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(1985) ‘a conceptual model of service quality and its implications for future research’, the journal of marketing. jstor, pp. 41–50. saftić, d., težak, a. and luk, n. (2011) ‘stakeholder approach in tourism management: implication in croatian tourism’, in 30th international conference on organizational science development-future organization. samah, a. a. and aref, f. (2010) ‘people’s participation in community development: a case study in a planned village settlement in malaysia’. putra university, malaysia. sudana, i. p. and mahadewi, n. p. e. (2014) ‘strategi pengembangan pariwisata minat khusus di kawasan pariwisata kintamani kabupaten bangli’, jurnal perhotelan dan pariwisata, 4(2). tkaczynski, a., rundle-thiele, s. r. and beaumont, n. (2008) ‘insights into how regional tourism operators view their markets’, international journal of organisational behaviour. university of southern queensland, 13(1), pp. 16–27. nyepi holiday package: e-journal of tourism vol.2. no.1. (2015): 43-48 http://ojs.unud.ac.id/index.php/eot 43 e-issn: 2407-392x. p-issn: 2541-0857 positioning eco-tourism for improving destination image of bali indonesia i gusti bagus rai utama management study program, economics and humanities departement dhyana pura universitybali, indonesia coressponding author: raiutama@undhirabali.ac.id article info received 20 november 2014 accepted 22 february 2015 available online 10 march 2015 abstract ecotourism attractions in this study include: (1) bali marine park, (2) bali elephant safari park, (3) bali barat (west bali) national park, (4) bali butterfly park, (5) bali reptile park, (6) sangeh monkey forest, (7) ubud botanic garden, and (8) bali botanic garden based on the attributes of “facility, attractiveness, accessibility, and service”. this study utilized quantitative method, specifically exploratory research method and conclusive research method based on previous research and existing theories, in order to achieve the research objectvies with the goal to generate new findings. based on multidimensional scaling analysis, the perception of bali botanic garden is similar to that of sangeh monkey forest and bali barat national park. while not in the same category as bali botanic garden, the similarity coordinate of ubud botanic garden is so close that it is a considerable competitor to bali botanic garden. the ecotourism attractions perceived to have similarities are bali butterfly park and ubud botanic garden. another grouping based on similarity are bali marine park and bali elephant safari park, whose similarity coordinates are quite distant from the other ecotourism attractions. keywords: botanical garden, ecotourism, forest, marine, park, tourism. introduction background the role of tourism for economic development in the province of bali has shown an increasing trend from year to year. according to pitana and gayatri (2005), the role of tourism can be seen from its contribution to employment and regional gross domestic product (gdp). from the employment perspective, in 1998 employment in the tourism sector reached 38% of all employment in bali. this figure increased when compared to 1995 at 34.14%, and the expected increase will continue to occur from year to year. the increasing role of tourism for bali‟s development from year to year is likely to be caused by many factors. one of which is the high desire of tourists (especially foreign tourists) to visit bali. data from the seminar on japanese tourism held on 25-26 february 2002 by the asean-japan center on japanese travel marketing data and basic text, specifically the sub-section “the top ten of the most desired resorts in asia”, put bali at the first place in the category of the most desired resort destinations in asia. this could be a primary assumption to answer why bali as a tourist destination is still interesting for foreign tourists, particularly from japan but also possibly for a wider scale target market. placement of bali as the top ten of the most desired resort destinations in asia indicates the importance of destinations including bali to always focus on the development and preservation of the tourism attractions and attractions that have been greatly admired by tourists, and to combine the various sectors whenever possible. to at least to maintain the pre2001 position of bali attempts are needed to create a touch of comfort for tourists. e-journal of tourism vol.2. no.1. (2015): 43-48 http://ojs.unud.ac.id/index.php/eot 44 e-issn: 2407-392x. p-issn: 2541-0857 to maintain or improve the image of bali as a tourist destination appealing to tourists from around the globe, it is necessary to know the dynamics of tourists‟ perception on bali as corrective information aimed for improvement (self-evaluation) or for the development of new or existing tourist attractions. sudibya (2002) identified several nature-based tourism or "ecotourism" attractions that have been widely known by foreign and domestic tourists since these attractions have been included in the list of tour packages sold by various travel agencies catering for bali. the ecotourism attractions include: (1) bali marine park, (2) bali elephant safari park, (3) bali barat (west bali) national park, (4) bali butterfly park, (5) bali reptile park, (6) sangeh monkey forest, (7) ubud botanic garden, and (8) bali botanic gardens in bedugul. specialized tourism product offerings based on eco and nature is one of the differentiation efforts to increase the appeal of bali as a tourism destination. current status ecotourism and activities can be done in bali bali safari and marine park in gianyar (southeast bali), as part of the taman safari indonesia and a member of waza (the world associations of zoo and aquariums), seaza (the south east asians zoo associations), cbsg (conservations breeding specialist group) and pkbsi (indonesian zoological parks associations), is at the frontline of wildlife conservation in indonesia and is actively involved in ensuring the future survival and well-being of many indonesian animal species through education and conservation programs such as the conservation and release of bali mynah, sumatran elephant, and sumatran tiger (see picture 1). picture 1. bali safari and marine park source: http://www.balisafarimarinepark.com bali barat national park (northwest bali). the bali barat (west bali) national park is a mountainous area consisting primarily of monsoon forest, mangrove forest (310 ha.), lowland rain forest, savanna, sea grass vegetation (40 ha.), coral reefs (810 ha.), sandy beaches, and both shallow and deep sea waters (3,520 ha.). the park is surrounded by six villages with a varied ethnic population (balinese, javanese, madurese and bugis). these villages are either governed by the districts of buleleng (northern villages) or jembrana (western villages). accessibility and land use within the national park is bound to a strict zoning system that defines the degree of activities permitted. the peninsular prapat court, with its extensive web of footpaths, is the most accessible part of the park. the cape is cut off from the rest of the reserve by the main road singaraja-gilamanuk as well as by the forestry plantations inland of the gulf accept (see picture 2). picture 2. bali barat national park source:http://www.northbali.info/nature/bali_ barat_national_park.php bali butterfly park (west-central bali) is a butterfly and insect conservation facility that exhibits a wide range of specimens through its park grounds of approximately 3,000 sqm located in the village of wanasari, 6.5 km north of the tabanan city and 30 km the northwest of denpasar, bali‟s administrative capital. the park claims to be the largest of its kind in asia. the butterfly park is a convenient stopover on excursions to the island's northern region via tabanan. here, visitors can experience an educational tour to see hundreds of butterflies from 15 known e-journal of tourism vol.2. no.1. (2015): 43-48 http://ojs.unud.ac.id/index.php/eot 45 e-issn: 2407-392x. p-issn: 2541-0857 species that thrive in indonesia's tropics, as well as various other insects and arachnids in extensive and informative displays (see picture 3). picture 3. bali butterfly park source: http://www.dewabalitours.com bali botanic garden is located at bedugul area in the middle of the island about 60 km from capital city denpasar, in central tabanan regency and bordering the northern buleleng regency. more than 2000 species of plants are preserved at this botanical garden, representing plants from montane areas of eastern indonesia: bali, nusa tenggara, sulawesi, maluku and papua. new plants are acquired from commercial nurseries, arboreta, botanic gardens, plant breeding programs and collecting expeditions (see picture 4) picture 4. bali botanic garden source: http://bali.panduanwisata.id sangeh monkey forest is located near to sangeh village, abiansemal (south central bali). the six hectares of this monkey forest are filled with giant nutmeg trees capable of growing as high as 40 meters. the main attractions here are the hordes of balinese monkeys inhabiting both the trees and the holy temple, pura bukit sari, found at the heart of the forest. the monkeys of the forest are believed to be sacred and will approach anyone paying respects at the temple (see picture 5). picture 5. sangeh monkey forest source: http://www.indonesiatourism.com/bali/sangeh.html ubud botanic garden was established by a german expatriate, stefan reisner, and his indonesian wife. the site, located in central bali at kutuh kaja village near the renowned art center of ubud, on the banks of a river gorge, is held on a 30-year lease from the local village. it has a botanical collection of local and exotic species and a range of theme gardens: a great fountain, a fern garden, a chocolate garden, a heliconia grove hill, fragrant floors, a meditation court, a bamboo grove, a water lily pond, a rain forest observation post, a bromeliad garden and an alang-alang trail (see picture 6 picture 6. ubud botanic garden source: http://botanicalgardenforsale.blogspot.com e-journal of tourism vol.2. no.1. (2015): 43-48 http://ojs.unud.ac.id/index.php/eot 46 e-issn: 2407-392x. p-issn: 2541-0857 bali reptile park is located adjacent to the bali bird park, and claims to have the most complete collection of reptiles in southeast asia. the park hosts an 8-meter reticulated python, one of the largest snakes in captivity. there is also an extensive collection of indonesian monitor lizards, in addition to the world-renowned giant pre-historic komodo dragons that can reach lengths up to 3 meters. the wildlife sanctuary pulls a large number of visitors due to its wide collection of rare birds and animals (see picture 7) picture 7. bali reptile park source: http://onlinebalidriver.com the conceptual of the perception and product positioning according to simamora (2000), there are two sources of perception: direct perception and indirect perception. indirect perception is formed from the various media used by producers to introduce their products in the form of a human voice, beautiful words and numbers printed in mass media. meanwhile, direct perception is formed from the senses of sight, hearing, smell, taste, and touch. direct perception can be further differentiated based on its source into three types of perception: (1) first is the perception of a product derived from indicators that directly relate to a given product. these indicators include, for example, how large are the crowds visiting a shopping center or the number of certain products circulating in public. (2) second is the perception obtained after exposure or comparison to similar products or other similar attractions, such cibodas botanic garden in bandung is considered better than bali botanic gardens in size and collection. (3) third is the perception formed from direct observation, which is the most important because it is derived from a person‟s direct observation of and interaction with a specific situation. according to rusmini (2001), perception is one's perspective on things. positive perception will encourage someone to purchase a product, whereas negative perception would deter someone from buying the product. heibing and cooper in kasali (1998: 526) stated that perception is the raw material to establish product positioning and then to build a certain image of that product in the eyes of consumers within the target market, relative to similar products or competitors. furthermore, mowen quoted by kasali (1998) defined perception as a process by which individuals are exposed by information, which is then processed in the memory, and then interpreted as information. perception is expected to form from direct observations by visitors or consumers on the attributes of bali botanic garden, among other ecotourism destinations in bali, which will provide positioning information for these ecotourism attractions and also provide a general description on the positioning of similar ecotourism attractions in bali. methodology respondents were determined using accidental sampling method, which is the sampling method that applies to all foreign tourists who happened to be visiting in bali (see picture 8) during the duration of the research and considered able to provide answers about their perceptions of ecotourism in bali. in this study, the sample size was determined using the slovin formula with the degree of error e = 0.10 with the desired margin of error of only 10%. e-journal of tourism vol.2. no.1. (2015): 43-48 http://ojs.unud.ac.id/index.php/eot 47 e-issn: 2407-392x. p-issn: 2541-0857 picture 8. bali tourism map source: www.indonesia-tourism.com since the average number of foreign tourists amounted to n = 1,464,995 annually, then the sample is equal to n=100 respondents using the formula n=n/(1+ne 2 ). the attractions of ecotourism in this study include: (1) bali marine park, (2) bali elephant safari park, (3) the bali barat national park, (4) bali butterfly park, (5) bali reptile park, (6) sangeh monkey forest, (7) ubud botanic garden, and (8) bali botanic garden using the attributes: facilities, attractions or attractiveness, accessibility, and service. data analysis technique used in this research is multidimensional scaling (mds). multidimensional scaling, according simamora (2000), is one of the procedures used to visually map the perceptions and preferences of respondents in a geometrical mapping. according kuncoro (2003), multidimensional scaling aims to measure the difference of an attraction in a multidimensional space based on the common perceptions of respondents of that attraction. the difference is reflected by the relative distances between attractions in the multidimensional space. mds is also called perceptual mapping, which means a procedure that allows researchers to determine the perceived image of an attraction. the goal of mds is to transform consumer ratings on similarity or preferences into relative distances depicted in a multidimensional space. results and discussion based on the findings and data analysis using mds or multidimensional scaling, a depiction of the coordinates for each ecotourism attraction was obtained. corresponding coordinates were be generated in the positioning map for each ecotourism attraction as depicted in the picture 9. picture 9. positioning map of each ecotourism attractionin bali the findings on the perception of the respondents based on assessment similar types of ecotourism attractions illustrated that the closest distance in positioning of “paired attractions” were the results of respondents‟ perception of attractions have close resemblance or similarity to one another. conversely, if respondents consider the ecotourism attractions as having considerable differences form one another; this is shown by the distance between said attractions on the mds map. [1] eco-tourism attraction (bgu_8), i.e., ubud botanic garden, although not within the same matrix as bali botanic gardens, ubud botanic garden is considered very close in multidimensional scale with (krek_1) bali botanic garden. [2] bali butterfly park (bbp_5), on the other hand, is within one matrix with the bali reptile park bali butterfly park botanic garden ubud bali botanic garden bali marine park bali elephant safari park bali barat national park bali sangeh monkey forest e-journal of tourism vol.2. no.1. (2015): 43-48 http://ojs.unud.ac.id/index.php/eot 48 e-issn: 2407-392x. p-issn: 2541-0857 ecotourism attraction ubud botanic garden (bgu_8). bali butterfly park‟s (bbp_5) coordinates are close to bali reptile park (brp_6), which share no resemblance to the group. [3] ecotourism attractions in close competition with one another are bali marine park (mbp_2) and bali elephant safari park (besp_3) and their coordinates are considerably far enough away from resemblance to other similar attractions. [4] respondents' perception on bali botanic garden (krek_1) indicates that its nearest competitor is sangeh monkey forest (bsnf_7) and bali barat national park (bbnp_4) because these attractions are perceived to have similarities. in the observations of the researcher, these three ecotourism attractions share similar typology of tourists who usually visit the attractions, which is largely large tourist groups as in groups of public or private employees, students, families, and so on. conclusion and recommendation conclusion the results of multidimensional scaling analysis showed that bali botanic garden is perceived as similar to sangeh monkey forest and bali barat national park. for the ecotourism attraction ubud botanic garden, although not within the same group as bali botanic garden, its coordinates are very close to that of bali botanic garden, which means that ubud botanic garden can be a noteworthy competitor for bali botanic garden. the group of ecotourism attractions considered to have close resemblance or similarity to one another is the bali butterfly park and ubud botanic garden. another group based on perceived likeness or similarity includes bali marine park and bali elephant safari park and their coordinates are far enough away from the resemblance to other similar attractions. recommendation positioning analysis by measuring the perception of tourists on similar tourism attractions can only describe groups of ecotourism attractions based on the perception of common attributes but have yet to answered which attributes are considered similar and which are considered different, so a more indepth research should be conducted using correspondence analysis to further analyze the advantages of each type of similar tourism attractions in question. references kasali, r. (1998) membidik pasar indonesia: segmentasi, targeting, dan positioning. gramedia pustaka utama. kuncoro, m. (2003) „metode riset untuk bisnis dan ekonomi‟, jakarta: erlangga. pitana, i. g. and gayatri, p. g. (2005) „sosiologi pariwisata‟, yogyakarta: andi. rusmini, m. (2001) „manajemen pemasaran‟, andi offset. yogyakarta. simamora, h. (2000) „manajemen pemasaran internasional‟, jakarta: salemba empat. sudibya, b. (2002) „pengembangan ecotourism di bali: kasus bagus discovery group‟, makalah disampaikan pada ceramah ecotourism di kampus stim-pplp dhyana pura, dalung, kuta pada tanggal, 14. e-journal of tourism vol.10. no.1. (2023): 99-109 http://ojs.unud.ac.id/index.php/eot 99 e-issn 2407-392x. p-issn 2541-0857 conservation of traditional games as wisdom value local and educational tourism attraction rini andari*, beni ismarizal master of tourism, indonesian university of education *corresponding author: riniandari@upi.edu doi: https://doi.org/10.24922/eot.v10i1.101458 article info submitted: january 25th 2023 accepted: march 19th 2023 published: march 30th 2023 abstract rapid technological development not only has a positive effect on education, the negative impact is given such as lack of movement even in a game on the device. traditional games that are almost extinct can be preserved for preservation as well as an attraction in educational tourism. the purpose of the study was to understand that the conservation of traditional games as a value of local wisdom can be an educational tourist attraction. this research uses qualitative to uncover the meaning of research results with case study techniques. the results of exploration of traditional game conservation in kampung adat banceuy can be beneficial for education, destinations, and also local culture. educational tourism not only provides benefits for researchers, but for tourists where recreation can be done while learning directly. keywords: educational tourism; traditional games; wisdom local value. introduction background the rapid development of science, technology and information certainly brings a lot of positive value but not a little negative impact. one of the technological advances today makes the shift in children's interest to play and socialize with others. many children prefer to use their time by playing gadgets. this resulted in traditional games that had good value slowly starting to be abandoned. many possible negative things that children can do through gadgets that are feared can form a less good character such as individualistic attitude and less sensitive to the surroundings. according to ben (2013:168) tourism should benefit and contribute the following: 1) preservation of culture and customs, 2) improved public intelligence, 3) improved health and freshness, 4) maintenance of natural and environmental resources, 5) preservation of ancient relics and cultural heritage of the past. the life of villagers who still maintain the values of local wisdom can attract tourists to visit and the existence of tourist villages can be one alternative to offset the development of this shifting trend. tourists with various motivations travel to tourist villages in order to enjoy people's lives, interact actively in various activities and learn local culture. learning tourism can be viewed as a continuum ranging from general interest learning or exposure while traveling to purposeful learning and travel (ritchie, carr and cooper, 2003). the aim of an http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 99-109 http://ojs.unud.ac.id/index.php/eot 100 e-issn 2407-392x. p-issn 2541-0857 educational trip in the rural areas is: to know the life and activity of the farmers, to create a positive image of the agriculture in the eyes of the next generations/ urban resident consumers (petroman et al., 2016). kampung adat banceuy is a village that still maintains the values inherited by its ancestors, its people live in a rural atmosphere that still preserves cultural values including one of which is a traditional game that is still carried out by the children of kampung adat banceuy and can currently be a tourist attraction. with this traditional game, tourists can enjoy the value of culture, nature and participate in various typical traditional games. to find out the various traditional games that have the value of local wisdom and explore the value of local wisdom that becomes a tourist attraction, it is necessary to conduct research with qualitative research method approaches. today many children do not know traditional games as cultural assets in their area and replace them with modern games when many noble values are contained in traditional games such as, responsibility, cooperation, sportsmanship, thoroughness and much more. by visiting kampung adat banceuy, traditional games can be felt to provide experiences and form creativity, high social spirit, and a sense of respect for the environment. in addition, tourist visits, especially children will get entertainment and relaxation and nostalgia (reminiscing about the past) when seeing and participating in traditional fun games. the direct experience of playing traditional games that are still preserved by the natives while enjoying the cultural value of the community and the natural beauty of the countryside can be the first blend of educational tourism that attract children's tourists. dumouchel (2003) states that outdoor education can increase students' awareness of nature through direct observation. the journey to increase knowledge is not new, but research on this is still a little where the literature has not been focused and is still scattered (abubakar, shneikat and akile oday, 2014). methods qualitative methods are used in this study so that the identification of cultural communities then understands directly in the activities of the community how they behave (john w creswell & creswell, 2018). this study uses case study techniques to uncover the results of research (ritchie et al., 2005). this case study technique provides researchers with the opportunity to explore research more than once with more than one source of information to understand the individuals and groups that are the object of the study (john w creswell et al., 2007). natural arrangement and sourced from primary data is a technique of data collection in qualitative research. researchers made kampung adat banceuy, sanca village, subang regency as a research object to collect data. the data collected consists of several types such as participant observation, interviews, documentation and focus group discussions. data collection techniques are done by observing directly to the community or called participation observation (j.w. creswell, 2017). therefore, the subject that is used as a source of information to be interviewed is the chairman of kampung adat banceuy, cultural actors, and local people who understand the surrounding culture, in addition to interviews also conducted to tourists on tour. the selection of informants is based on the snowball sampling technique, where the sample will continue until the information obtained is accurate and can answer the results of the study. after various processes are carried out to obtain data, qualitative processes are carried out and then describe the research in the form of descriptions. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 99-109 http://ojs.unud.ac.id/index.php/eot 101 e-issn 2407-392x. p-issn 2541-0857 resultand discussion results edu-ecotourism as character education based on the natural environment based on the results of this analysis, it is known that there is a potential tourist attraction to be developed through the cbt approach. three tourist attractions can be developed through the coding process of interview transcripts that researchers have carried out. the following describes the data validity test by comparing the results of observations, interviews, and literature studies. educational tourism is one of the famous sub-types of tourism in the world today (rodger. d., 1998). edu-tourism is any type of program inwhich participants travel to a location either individually or in a group with the primary motive engaging in or having a learning experience. it is comprised of several sub-types including ecotourism, heritage tourism, rural/farm tourism, and student exchanges between educational institutions (yusof et al., 2011). educational tourism conducted in the natural environment can provide a character education. in addition, by utilizing the existing culture in a destination, various values of local wisdom can appear like traditional games that can be utilized. unfortunately, based on the results of observations for 6 months in kampung adat banceuy, no one has explored the potential value of local wisdom reflected in traditional games owned by the people of kampung adat banceuy. the application of the concept of edu-tourism can provide discourse to increase education awareness through the existence of community communities that still enjoy the value of local wisdom and the natural environment from an early age. the implementation of the edu-tourism concept is believed to be an intrusion in improving the level of education of today's young generation. lam et al., 2011 stated that edu-tourist motivations are widely influenced by the commonality of language, historical or colonial links between the home and host nations, geographic proximity and the accessibility of science and technology-based programs. seeing this well-maintained natural environment can have an influence on increasing the interest of tourists to travel educationally. nature-based tourism, especially forest tourism is one of the important forms of educational tourism, are includes natural eco-systems, diversification of the local floral and fauna, natural conservation (bhuiyan et al., 2010). the natural environment that is still maintained naturalness can be used as an open nature library that provides learning materials that include; water, air, energy, and land. kampung adat banceuy has natural wealth that is still maintained, namely having customary forests that store biodiversity. the attraction of natural tourism with eduwisata program can be a medium for the development of talent and environmental education as early as possible in addition to introducing learners to environmental problems, through planting the right perspective and attitude towards nature. so it is expected that they have a high concern for the environment (dumouchel, 2003). the potential of biological natural resources and ecosystems needs to be developed and utilized as well as possible for the welfare of the people (fitriana, 2018). therefore, kampung adat banceuy as an area that has abundant natural resources needs to be preserved and utilized, in order to achieve prosperity for its people. then the preservation that has been done can be developed as a sustainable tourist attraction, in addition to recreation can also be used as a different type of education and more fun. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 99-109 http://ojs.unud.ac.id/index.php/eot 102 e-issn 2407-392x. p-issn 2541-0857 syahrir et al., (2019) conveying that the benefits of educational tourism include; 1) provoke a child's interest in certain things, 2) add information obtained in school, 3) real and true experiences experienced directly by children, 4) insight and knowledge will increase, 5) increase the child's knowledge and knowledge and add vocabulary for children, 6) social skills increase, 7) attitude of appreciating the work and services of others will be embedded, 8) children are more creative and not passive. educational tourism provides an excellent role for the education of children's character from an early age, this can be maximized if it combines educational tourism in an open environment. the supportive atmosphere and cultural and life values that are still attached to tourist destinations can provide maximum results for character education. educational tourism patterns as character education media based on local wisdom values kampung adat banceuy still has a large land area so that local children can carry out traditional games without any interference from motor vehicles so that children can play safely. based on the exploration and analysis conducted, it can be understood that efforts to preserve the value of traditional games in kampung adat banceuy can provide good character value for the local community, and tourists and can provide a pleasant tourist experience through some traditional games. through traditional games that contain meaning and the cultivation of social values in each individual's behavior. this is because traditional games that are done together can train interaction and socializing with their peers. in addition, the addition of insights on how to make toys can be used as education for children to increase creativity. here are some traditional games that can provide education through the values of local wisdom in kampung adat banceuy: 1. gusur upih this game is usually done on the ground or fielded using a simple tool that is in the form of a jambé tree or an old betel nut tree that falls to the ground commonly called upih. gusur upih is often played by boys because it requires strong energy to attract the upih. the trick to play gusur upih is a group consisting of two or more people depending on the size of the betel nut or jambe and each has a task, one person pulls upih which is usually done by a child who is large and stronger energy and one person or more sits on the back of the upih shedding. the base of the upih is a part that has the width of the game is done on a rather slippery ground where the upih can slide and does not make it difficult for people who pull upih. participants of the game are unlimited as long as the tools are available, to add to the excitement of this game made the match by determining the start track and finish line. the group that is declared champion is the group that first reaches the end of the track whose distance has been agreed upon by all participants. gusur upih game can train children's ability to try and work hard. in addition, the willingness to do teamwork and sportsmanship. 2. engklek engklek is one of the interesting games that are often played by children and teenagers in kampung adat banceuy. this game can be played by some people there are no definite conditions. the medium required in engklek game is very simple, before playing all that must be prepared is to form a trajectory drawn tiles. the medium used to draw tiles usually uses precarious pieces or small stones or it can also be with chalk writing. after that prepare a stone http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 99-109 http://ojs.unud.ac.id/index.php/eot 103 e-issn 2407-392x. p-issn 2541-0857 blade or precarious piece to be thrown by the player on the drawing of the plot, then the player will jump in accordance with the applicable rules. the trajectory of the game is generally made above ground or if you want to clean can be done in the yard of the house. how to play engklek is by throwing stone blades or precarious as their tools on each track, they cross the track by foot tiptoeing every track that has been made, who quickly completes the entire series of games, he has the right to choose one area of the engklek track to be his and only the person who wins the area can step on the track while the other participants should not step on the area. even if the area hinders their game. based on this engklek game, the education that can be accepted is to train balance and focus when playing. in addition, it can also introduce to math lessons, where there are semicircular images, squares, and rectangles. training makes strategies and decision-making quickly and precisely when throwing stones. 3. jajangkungan if you visit kampung adat banceuy in the afternoon many children who play in the yard and also some play in the field. one of the traditional games that are often done is jajangkungan or elsewhere in west java also many who call it egrang. this game is widely done by children aged 7 (seven) to 13 (thirteen) years even some teenagers and adults also often do it just a fad for entertainment. not infrequently kindergarten-age children in kampung adat banceuy are also good at playing jajangkungan. the game is made of bamboo made of two equal parts length with each about 2.5 (two commas five) meters to 3 (three) meters. then make two more pieces of bamboo each about 20 (twenty) cm for footrests. furthermore, one of the long bamboo segments is perforated to include a short-sized bamboo. after the short-sized bamboo for footrests is installed, then the tallness made of bamboo is ready for use. how to do this game there is played for speed races and there are shootouts to bring down opponents. if playing jajangkungan to complain about speed, then the players are at the start line, if there is already a start then the players will try as quickly as possible by using the curve to the finish line. the player who is declared victorious is the first to get to the finish line. if the game to bring down the opponent, then two players each face off after boarding and there is already aba-aba start then they will drop each other by hitting the opponent's bamboo legs. the player who succeeds in knocking down the opponent is then declared the winner. the game is also often used as a race on independence day events on every 17th (seventeen) august or often called augustan. this game is usually played on a field or a quiet street. many benefits can be obtained from this jajangkungan game in addition to being seen as a fun, challenging, and not expensive game to make the game tool. the game also trains hard work, tenacity, and sportsmanship. the value of hard work can be reflected in the spirit of the players who try to be winners. the value of tenacity is reflected in the process of making tools that require tenacity so that when used to run the tool is balanced and easy to use. the value of sportsmanship is reflected in honesty and not cheating when playing games and also accepting defeat with airy chest. 4. gatrik gatrik is one of the traditional games that are still often done by children in kampung adat banceuy because it includes interesting games and is done in groups. the tools used in this game are two pieces of wood, one measuring about 30 http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 99-109 http://ojs.unud.ac.id/index.php/eot 104 e-issn 2407-392x. p-issn 2541-0857 (thirty) cm and the other measuring shorter measuring approximately 10 (ten) cm. in addition to pieces of wood, two stones are also needed to store short sticks. the game starts by creating two groups then suits to determine which group first gets a turn to play. how to play gatrik is to store small pieces of bamboo between two stones and then hit by a long bamboo stick until the bamboo floats as far as possible so that it cannot be captured by other groups on guard. the team that is on guard trying to catch a short bamboo, if it manages to catch then the members of the group who are getting a turn to play will put a long bamboo on a brick with a transverse position. then the group of guards would throw a short bamboo towards the long bamboo. if the short bamboo touches the long bamboo, then there is a change of turn to play to the group of guards. if the guard is unable to catch the short bamboo, then the group that is getting a turn to play is entitled to hit back the short bamboo thrown by the guard team. the batting team will continue to hit several times until one time the hit misses, if it fails then the next person from the group will continue until the last person's turn. once finished, the opposing group will reward the sling with a benchmark distance from the last small bamboo that is thrown up to the stone where the beginning of the game begins. the further the short bamboo is thrown, the guard team will carry its opponent further and the group of guards will be more tired of carrying. just like other traditional games this gatrik game provides a number of benefits including being able to train accuracy, dexterity, prudence and solid cooperation. in addition, because it is played in groups, it can train in order to socialize and be able to accept defeat. model of conservation of traditional games as educational tourism containing local wisdom values tourist attractions are closely associated with cultural and natural attractions, but the game is a supporting attraction that can further enrich the tourist attraction. traditional games that can form children's characters can be explored to become educational tourism. in addition to doing traditional games should also be invited to make their own traditional toys, so that tourists get knowledge and experience how to utilize the materials in the surrounding environment into a fun and loaded game containing noble value. through toys and games, the activities of human life are introduced through all the basic abilities of the body; among others throwing, kicking, hearing, hitting and the like. such life activities become a medium of knowledge of bodily functions (alif, sachari and sabana, 2015). play activities have a positive impact in addition to satisfaction can also train themselves in using various body functions owned, so as to create a healthy and fit body, especially for children. for children who do less physical activity by utilizing traditional games the ability to control objects, locomotor abilities and motor skills are low. traditional games are structured and done well will affect the psychomotor, cognitive and emotional development of the child (wahidah, nurlaela and nafa, 2021). by developing this ability, it will train children's mindset to be more creative and active in exploring things. playing active games today is rarely found in urban areas, but can still be enjoyed in the countryside. kampung adat banceuy as a tourist village still preserves the traditional game culture that can be used as an attraction for tourists. in addition, children's tourists can travel educationally in this traditional village by enjoying the natural atmosphere that is still beautiful. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 99-109 http://ojs.unud.ac.id/index.php/eot 105 e-issn 2407-392x. p-issn 2541-0857 the use of tourist villages as educational places can provide inspiration to educators to create effective and interesting learning for students. this research has resulted in a model as follows: figure 1. traditional game conservation model as an educational tourism containing local wisdom values educational tourism through traditional games is considered quite effective, through 3 stages, among others; 1) making games, traditional toys are usually made by natural materials that exist in nature that are then utilized by the surrounding community, by knowing how to make games then children will be trained to think quickly and high spirits to find materials in nature, 2) knowing the rules of the game, toys that have been made should also be made rules, with the rules children will be trained to sportive in playing and avoid cheating, 3) activities in the game, children who have made toys and understand how to play then move according to the tools and rules, in this case various games have different benefits depending on the game played. traditional games are generally an expression of indigenous culture that contributes to the identity of humanity has been much lost, and even if there are still endangered due to the influence of globalization and harmonization of the diversity of the world's sporting heritage (boro, daimary and narzaree, 2015). therefore, the creation of a narrative about traditional game playing activities can be done as a conservation effort. traditional games must be preserved because of the nation's culture and ancestral heritage that is full of meaning and benefits that can be obtained from such traditional games. as good citizens we should preserve the traditional game to maintain its existence. traditional games are not just games, but there are cultural values and elements attached to them. in indonesia, every region has a traditional game that has the characteristics and deep meaning of the game. socialization of traditional games and narrative making of the game must often be done in an effort to preserve the culture that characterizes the region in indonesia. discussion children's basic abilities need to be developed and realized through positive activities, namely playing and learning, so that play activities are a need for great curiosity to learn both sensoryly, motorly, socially, and intellectually. children will get the full opportunity to play and learn in a way that is directed to the positive goal of developing active ability towards creative in aspects of personal development as well as a sense of moral and social responsibility. tourism that has a very profitable educational concept for the education and development of children can learn while recreation and gain new knowledge. children's educational and recreational rides are said to be good if they can make children themselves, comfortable and safe, comfort is meant when the child is happy when playing and learning and feels at home and has a sense of satisfaction, while security is meant by using materials that consider safety and environmentally friendly so that it will not harm the child. educational tourism becomes an activity that has the purpose of learning while playing, education is delivered through educational programs and seeks to change cognitive, participatory knowledge of learners, skills, and behaviors. through http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 99-109 http://ojs.unud.ac.id/index.php/eot 106 e-issn 2407-392x. p-issn 2541-0857 this tour, tourists can travel to the location and connect directly with tourism while getting a learning experience (bhuiyan et al., 2010). advances in technology provide convenience for some parties, but also have a negative impact on the development of children who use devices. the lack of motor movement of children in using gadgets, can be overcome by educational tourism in kampung adat banceuy which still maintains many traditional games with benefits. traditional games contain noble values, such as the value of life, cooperation, empathy, hard work, and many other interesting things. the preservation of traditional sundanese games that provide many life lessons to children can be supported by the village by holding special exhibitions and then displaying traditional games. an inventory of all traditional games owned along with rules and how to play them can be written so that they can be maintained for generations to come. the development of educational tourism needs to go through an optimal promotion process, especially through various media with the aim of being millennials. promotions must be spread in various media with high intensity spread and active spread massively. increased innovation in attractions by adding attraction so that tourists can visit eduwisata which has many variations of activities such as traditional games and feeding of farm animals. in addition, different types of plants can be offered for planting and harvesting packages to tourists. children's basic abilities need to be developed and realized through positive activities, namely playing and learning, so that play activities are a need for great curiosity to learn both sensoryly, motorly, socially, and intellectually. children will get the full opportunity to play and learn in a way that is directed to the positive goal of developing active ability towards creative in aspects of personal development as well as a sense of moral and social responsibility. tourism that has a very profitable educational concept for the education and development of children can learn while recreation and gain new knowledge. children's educational and recreational rides are said to be good if they can make children themselves, comfortable and safe, comfort is meant when the child is happy when playing and learning and feels at home and has a sense of satisfaction, while security is meant by using materials that consider safety and environmentally friendly so that it will not harm the child. educational tourism becomes an activity that has the purpose of learning while playing, education is delivered through educational programs and seeks to change cognitive, participatory knowledge of learners, skills, and behaviors. through this tour, tourists can travel to the location and connect directly with tourism while getting a learning experience (bhuiyan et al., 2010). advances in technology provide convenience for some parties, but also have a negative impact on the development of children who use devices. the lack of motor movement of children in using gadgets, can be overcome by educational tourism in kampung adat banceuy which still maintains many traditional games with benefits. traditional games contain noble values, such as the value of life, cooperation, empathy, hard work, and many other interesting things. the preservation of traditional sundanese games that provide many life lessons to children can be supported by the village by holding special exhibitions and then displaying traditional games. an inventory of all traditional games owned along with rules and how to play them can be written so that they can be maintained for generations to come. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 99-109 http://ojs.unud.ac.id/index.php/eot 107 e-issn 2407-392x. p-issn 2541-0857 the development of educational tourism needs to go through an optimal promotion process, especially through various media with the aim of being millennials. promotions must be spread in various media with high intensity spread and active spread massively. increased innovation in attractions by adding attraction so that tourists can visit eduwisata which has many variations of activities such as traditional games and feeding of farm animals. in addition, different types of plants can be offered for planting and harvesting packages to tourists. conclusion in conclusion, children's development and learning can be effectively fostered through positive activities such as playing and learning. by providing ample opportunities for children to engage in play and directed learning, their sensory, motor, social, and intellectual abilities can be fully realized. this approach not only promotes their active and creative development but also instills a sense of personal growth, moral values, and social responsibility. additionally, educational tourism offers a profitable concept for children's education and development, allowing them to learn while enjoying recreational activities and gaining new knowledge. it is essential to create educational and recreational environments that prioritize children's comfort and safety, using materials that are both child-friendly and environmentally sustainable. furthermore, technological advancements, although convenient, can have negative effects on children's development when excessive device usage limits their motor movements. however, educational tourism, such as the one offered in kampung adat banceuy, provides a solution by preserving traditional games that contain valuable life lessons. these games promote important values like cooperation, empathy, and hard work, addressing the drawbacks of excessive gadget use. to ensure the preservation of traditional games, the village can organize special exhibitions and document the rules and instructions for each game, ensuring their continuity for future generations. to facilitate the growth of educational tourism, a comprehensive promotion process is crucial, particularly targeting millennials through various media channels. intensive and extensive promotion efforts will raise awareness and attract more tourists to visit eduwisata sites. continuous innovation in attractions, such as incorporating traditional games and animal feeding experiences, can enhance the diversity of activities available for visitors. moreover, offering packages for planting and harvesting different types of plants can provide unique and engaging experiences for tourists. by implementing these strategies, educational tourism can flourish and contribute to the holistic development of children while promoting cultural heritage and environmental sustainability. acnowledgement researchers thanked the people of kampung adat banceuy and also the local government for the permits granted in this study. references abubakar, a. m., shneikat, b. h. t. and akile oday (2014) ‘case study motivational factors for educational tourism: a case study in northern cyprus’, economics and business administration. alif, m. z., sachari, a. and sabana, s. 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(2011) ‘management: a case of higher education institutions in jakarta’, restating the case for tourism in higher education, 7(3), p. 102. http://ojs.unud.ac.id/index.php/eot nyepi holiday package: e-journal of tourism vol.1. no.1. (2014): 25-34 http://ojs.unud.ac.id/index.php/eot 25 e-issn: 2407-392x. p-issn: 2541-0857 perception of justice, post service recovery satisfaction, intention to revisit and wom recommendations of foreign tourists visiting bali i nyoman sudiarta, ni wayan sri suprapti, and i putu gde sukaatmadja school of postgraduate study doctorate degree in tourism udayana university coressponding author: sudiarta.nyoman@yahoo.co.id article info received 28 november 2013 accepted 28 february 2014 available online 10 march 2014 abstract this study aims to determine the effect of perceptions of distributive, procedural and interactional justice on post-service recovery satisfaction and post-service recovery satisfaction effect on the intention to revisit and wom recommendations of foreign tourists to bali. the respondents of this study were foreign tourists who visited bali and ever experienced complaint. the number of eligible samples was 100 respondents. the questionnaire was given to tourists visiting tourist attractions of tanah lot, kintamani and besakih. data were analyzed using multivariate statistical analysis, namely structural equation modeling (sem). the results of this study indicated that the perception of distributive justice, procedural and interactional had a positive and significant effect on the post-service recovery satisfaction of foreign tourists who visited bali. the study also found a positive and significant effect of post-service recovery satisfaction on the intention to revisit and the intention of recommending positive wom of foreign tourists who visited bali. keywords: distributive justice, procedural, interactional, service recovery satisfaction, intention to revisit, wom recommendations, foreign tourists, bali. introduction background various attempts were made by service providers to maintain and increase repeat visits of tourists to a tourist destination, such as improving the quality of service so that customers become satisfied. if consumers get a satisfactory experience, then this may lead to re-purchase behavior and recommend the experience to others. engel et al (1995: 210 in badawi, 2012) state that consumer satisfaction is an evaluation of various alternative options provided by service providers, at least meeting or exceeding customer expectations. the foregoing description can be interpreted that a customer will conduct an evaluation of his/her experience, whether his/her experience is in line with expectations or not. if the expectations of the customer are in accordance with the fact then he/she will feel satisfied. conversely, if the expectations are not in accordance with reality, then the customer will feel discontent, which oliver (1980) refers to it as disconfirmation. expectation-disconfirmation model developed by oliver (1980) is a concept that is used as a reference in the literature of marketing and manufacturing services to evaluate consumer behavior. makens (2002) state that customer expectations are based on previous purchasing experience, even the opinion of friends and the promise of service providers. further, it is e-journal of tourism vol.1. no.1. (2014): 25-34 http://ojs.unud.ac.id/index.php/eot 26 e-issn: 2407-392x. p-issn: 2541-0857 stated that it is very important for service providers to maintain and improve services that meet or even exceed customer expectations. furthermore it is stated that satisfied customers will make repeat purchases, no matter with prices and become loyal customers (makens, 2002). dissatisfaction in some of the literatures is seen as a failure of the service (wirtz and mattila, 2004; lovelock, 2007; badawi, 2012). among the behaviors complained of by lovelock and wirtz (2011) are due to the failure of the service, such as product returning, moving quietly, not wanting to buy another and providing negative information to others. the cause of the failure of the service according to denham (1998 in badawi, 2012), includes (1) failure caused by the company itself (40 percent), (2) the behavior of employees, such as being rude and unfriendly (20 percent), and (3) caused by the customer himself/herself (40 percent). by understanding the concepts contained in the marketing that the customer is everything, then attempt to do is revamping the company's internal problems and provide training on how to handle customers well. several studies have examined the service failure and recovery services such as bell and zemke (1987 in badawi, 2012). further there are five strategies that can be used to handle complaints, such as: (1) to apologize, (2) empathy, (3) award, (4) and (5) information on service failure and continued with presenting a prize. in line with the above opinion, gautam (2011) in his study to identify strategies that can be used to restore the service as polite behavior (courtesy), honesty, providing explanations (offering explanations), empathy, endeavor, and an apology. furthermore, tax and brown (1998 in lovelock and wirtz, 2011), state that nearly 85 percent of variations in service recovery satisfaction are determined by three dimensions of justice, namely procedural justice, interactional justice and distributive justice or the outcome. something that can be done by service providers to deal with complaints is to provide services quickly, to control the delay and flexibility (del río-lanza, vázquez-casielles and díaz-martín, 2009; nikbin et al., 2011). service recovery can be done with service recovery strategy based on interpersonal interaction in the delivery of services to consumers (nikbin et al., 2010; gautam, 2011). further, the speed of treatment is also one strategy for dealing with complaints. the study on service recovery was also carried out by nikbin et al. (2010), which examines complaints made by iran air flight. the study found a positive effect of distributive and interactional justice perceptions on service recovery satisfaction, influence perceptions of distributive justice is higher than the perceptions of interactional justice. correspondingly, research conducted by gautam (2011) also found the perception of distributive and interactional justice had an effect on recovery satisfaction of customer service in the aviation industry in india. research on satisfaction and service recovery has been done a lot, but there is still little research conducted on service recovery satisfaction in tourism destinations as well as the consequences of the continued behavior as a desire to repurchase and to have wom information. meanwhile, nikbin et al. (2010); gautam (2011) only examine the influence of perceptions of fairness with service recovery satisfaction. the study on service failure was confirmed by the results of the research by mostert et al. (2009) which suggested a link between service failure and service recovery efforts. this has an impact on satisfaction and dissatisfaction with air travelers. dissatisfaction occurs because of a nonoptimal service recovery effort that led to consumers reducing the frequency to fly back. this study used a social exchange theory (homans, 1958), as the main theory and the theory of justice as an application theory. social exchange theory is used to evaluate the service provider's response to customer complaints. justice is the basis used to resolve conflicts between the customer and the service provider (rawls, 2011; pai, yeh and lin, 2012). some researchers using the theory of justice were (teo and lim, 2001; gautam, 2011; pai, yeh and lin, 2012). gautam (2011) used the theory of justice rawls (2011) and equity theories to evaluate the service failure. exchange implies that consumers expect compensation of costs incurred to acquire goods and services (ghalandari, 2013). furthermore, it is stated that there are three variables used to assess justice in the service e-journal of tourism vol.1. no.1. (2014): 25-34 http://ojs.unud.ac.id/index.php/eot 27 e-issn: 2407-392x. p-issn: 2541-0857 industry, namely: (1) the perception of distributive justice, (2) procedural justice, and (3) interactional justice (mccollough, berry and yadav, 2000; kuenzel and katsaris, 2009; lovelock and wirtz, 2011; pai, yeh and lin, 2012). distributive justice implies that when there is a failure of service and consumer grievances, then the consumer is entitled to compensation, such as discounts and rewards by service providers. compensation for consumers is a right which must be obtained and an obligation of service providers to give it. associated with this research, tourism destination managers or stakeholders in the tourism business are obliged to give a sense of fairness in the handling of complaints. while procedural fairness is the flexibility and efficiency of the handling of complaints, such as the ease and speed of the so-called procedural fairness. consumers want to get the ease when they have complaints and get treatment quickly. if the complaints are dealt with quickly, so consumers feel justice, on the contrary, if the complaint is not dealt with quickly, it is perceived as not getting justice. furthermore, interactional justice is in the form of a complaint handling done in a friendly and thoughtful manner and there is an apology from the service provider, in the handling of complaints due to the failure of the service. consumers will feel to get justice when there is an apology from service providers when dealing with complaints compared to not making an apology. the consequences of the grievance are the proposition in social exchange theory, namely the emergence of intention to make repeat purchases and reduce the negative wom (pai, yeh and lin, 2012). pai, yeh and lin (2012) states that satisfaction after service recovery is an essential element in maintaining and expecting consumers’ repeat visit. furthermore, they declare that distributive justice and interactional justice had a positive and significant effect on the post-service recovery satisfaction of customer that uses aviation services in taiwan. this indicates that the higher the distributive and interactional justice in the handling of complaints, the higher the customer satisfaction and causes a desire to repurcase and reduce the negative wom recommendations. associated with the study of post-service recovery, it was also conducted nikbin et al. (2010), who examined the iran air flight industry. this study found a positive and significant influence perceptions of distributive and interactional justice on satisfaction of post-service recovery, and influence perceptions of distributive justice, higher than the perceptions of interactional justice. this is confirmed by research conducted gautam (2011) who found that perceptions of distributive justice and interactional had an effect on post-service recovery satisfaction of customer in the aviation industry in india. to that end, this research seeks to explain the role of distributive justice, procedural justice and interactional justice in service recovery satisfaction and the role of service recovery satisfaction of the intention to revisit and wom recommendations. methodology this study was a survey of the unit of analysis in the form of individual or foreign tourists from countries with 10 big levels of visit to bali. sampling used non-probability, i.e. using purposive sampling (jennings, 2001). samples taken were as many as 150, but the number of eligible samples was 100 respondents. the 100 samples met the requirements of the sem analysis (hair et al., 1995). scale measurements used 5 point likert scale. data were analyzed using analysis techniques of structural equation modeling (sem). this study used a quantitative approach including: (1) descriptive statistical analysis needed to determine the frequency distribution of the answers from the questionnaire, and (2) inferential statistical analysis used to test the research hypothesis was structural equation modeling (hair et al., 1995; latan, 2012; dachlan, 2014; santoso, 2014). the variables used in this study were composed of the independent variables and the dependent variables. the independent variables consisted of: (1) the perception of distributive justice, (2) procedural justice, and (3) interactional justice, while the dependent variable consisted of: (1) the intention to revisit and (2) wom recommendations. the details variables can be described as follows. e-journal of tourism vol.1. no.1. (2014): 25-34 http://ojs.unud.ac.id/index.php/eot 28 e-issn: 2407-392x. p-issn: 2541-0857 distributive justice distributive justice is defined as the outcome or result perceived or received by tourists visiting the attractions in bali the indicators used in this study was adapted from research of kau and wan-yiun loh (2006); nikbin et al. (2010, 2011); abdullah, mohamad and mokhlis (2011); gautam (2011); pai, yeh and lin (2012) which consists of: a) need (x1.1) the definition of needs is the handling of complaints that are considered in accordance with the wishes and needs of tourists; b) justice (x1.2) the definition of justice is an effort of tourists’ complaints deemed to have given a sense of justice. the existence of fair treatment of the officers; c) compensation (x1.3) the definition of compensation is the handling of complaints made by way of compensation; and d) value (x1.4) the definition of value is an attempt of handling travelers’ complaints considered to be valuable or beneficial. procedural justice procedural justice is the service recovery process, which concentrates on flexibility and efficiency when tourists were visiting bali. the indicators used in this study were adapted from kau and wan-yiun loh (2006); gautam (2011); pai, yeh and lin (2012), which consists of: a) opportunity (x2.1), an opportunity is defined as an opportunity given to covey a complaint in the event of failure of the service at a tourist attraction in bali; b) the speed (x2.2), the speed is defined as speed of service provided when dealing with complaints; c) responsibility (x2.3) responsibility is the responsibility of the service provider in recovery services to tourists visiting tourists’ attraction in bali; and d) difficulty (x2.4), the meaning of the difficulty is the difficulty experienced by tourists in expressing their complaints to the interested parties, such as the staff at a tourist attraction, tourist guides and travel agency. interactional justice interactional justice is a personal interaction when the service occurred between consumers and producers. kim, kim and kim (2009) and ghalandari, babaeinia and jogh (2012) state that the indicators used to assess interactional justice are: (1) courtesy, (2) respect, (3) interest, (4) careful listening, (5) effort, ( 6) trust, (7) explanation, (8) empathy, (9) apology, and (10) communication (in wirtz and mattila, 2004). however, the indicators used in this study refer to the research by kau and wan-yiun loh (2006); nikbin et al. (2010, 2011) which consists of: a) communication (x3.1), the meaning of communication is the communication that occurs in the recovery service when visiting the tourist attraction in bali; b) hospitality (x3.2), the definition of hospitality is hospitality service providers in dealing with complaints to the tourists who visit the tourist attraction in bali; c) intention (x3.3), the meaning of intention is sincere intention of provider / officer in the service recovery when the tourists visit the tourist attraction in bali; and d) apology (x3.4), the definition of apology is the apology made by recovery service providers when tourists visit the tourist attraction in bali. satisfaction of post-services recovery this service satisfaction research is associated with restoration of services (service recovery) and failure (service failure), so that the term recovery satisfaction is introduced. the indicators or post-service recovery satisfaction attributes were adapted from research of maxham and netemeyer (2002); wirtz and mattila (2004); neale and murphy (2007); badawi (2012) which include: a) explanation / communication (y1.1) the definition of explanation/communication is the satisfaction of the explanations given by the service provider in the recovery service to tourists visiting bali; b) attitude / behavior (y1.2) the definition of attitude /behavior is satisfaction with the attitude or behavior of service providers in service recovery efforts undertaken to tourists visiting bali; e-journal of tourism vol.1. no.1. (2014): 25-34 http://ojs.unud.ac.id/index.php/eot 29 e-issn: 2407-392x. p-issn: 2541-0857 c) compensation (y1.3) compensation is the satisfaction with the compensation awarded in the restoration of services to tourists visiting bali; d) speed (y1.4). the definition of speed is satisfaction with the speed of service provided in the complaint handling for tourists when visiting bali; and e) overall (y1.5) the meaning of overall is the overall satisfaction with the services provided in the handling of complaints to the tourists visiting bali. intention of revisit intention of revisit describes the behavior of tourists who intend to visit again to bali tourism destinations because of satisfaction with service recovery that has been given. the indicators in this study were adapted from valle et al. (2006); kuenzel and katsaris (2009); pai, yeh and lin (2012) which consists of: a) revisit (y2.1), which meansthe intention of tourists coming back to bali; b) moving (y2.2), moving means the tourist intention to move when there is dissatisfaction in service recovery when visiting bali; and c) visiting although there is an increase in prices (y2.3) the definition of a visit even if there is a price increase is tourist intention to revisit to bali, despite the expensiveness price. intention of wom recommendations intention to provide recommendations or word of mouth is a post-service recovery satisfaction rating reaction after a visit to bali. the indicators wom in this study was adapted from kuenzel and katsaris (2009); pai, yeh and lin (2012), which consists of: a) telling others (y3.1) what is meant by telling others is tourists’ intention to inform positive aspects to others to visit bali; b) giving suggestions (y3.2) the definition of giving suggestions is tourists’ intention to suggest people visiting bali; and c) encouraging (y3.3) what is meant by encouraging is the intention of tourists to encourage others to visit bali. results and discussion demographic characteristics of respondents the results of data processing showed the demographic characteristics of respondents by age indicator, i.e. the majority of respondents aged 20-40 years totaling 40 percent. based on sex, 55 percent of the respondents were female while the remaining 45 percent were male. based on respondents' education, they were largely of bachelor levels. furthermore, based on the origin of the majority of respondents, or 49 percent were from asia, followed by those originating from australia. meanwhile, in terms of the occupation of the respondents, 36 percent of them were civil servants while private employees totaled 31 percent. in terms of the goal of the respondents visiting bali travel destinations, most travelers had educational and vocational goals totaling respectively 36 and 34 percent. in connection with the complaints filed, most of the complaints were submitted to the guides totaling 41 percent, the manager of a tourist attraction 10 percent and they did not file a complaint totaling 26 percent. foreign tourists respondent types of complaints were caused by street vendors totaling 22 percent, cleanliness at tourist attraction 24 percent, the friendliness of the local guide 17 percent and too many businesses or many stalls 22 percent. as for the period of the visit of the respondents, mostly those who had repeated visits, amounting to 65 percent, and the respondents who made the first visit 35 percent. testing of goodness of fit model the results of testing of the goodness of fit overalls models according to the results of sem analysis, the hypothetical model in this study was supported by empirical data, as presented in table 1 below. e-journal of tourism vol.1. no.1. (2014): 25-34 http://ojs.unud.ac.id/index.php/eot 30 e-issn: 2407-392x. p-issn: 2541-0857 table 1. test results of goodness of fit overall model criteria cutoff value result description chisquare small 234.410 good model p-value  0.05 0.320 cmn/df  2.00 1.042 good model gfi  0.90 0.839 marginal agfi  0.90 0.803 marginal tli  0.95 0.976 good model cfi  0.95 0.979 good model rmsea  0.08 0.021 good model goodness of fit overall test results based on table 1 indicated that 5 of the 7 criteria, namely p-value, tli, cfi, cmin / df and rmsea indicated good model. the best criteria used as an indication of goodness of a model is the value of chi square / df which was less than 2, and rmsea which was under 0, 08. in this study, the value cmin / df and rmsea had met the cut-off value. indicate that the structural model to test the causal relationship of justice constructs, post-service recovery satisfaction, intention to revisit, and wom recommendations could be regarded as a good structural model. thus sem models in this research were suitable and feasible to be used, so that interpretation could be made for further discussion (hair et al., 1995; widarjono, 2010). analysis of structural equation modeling (sem) in this structural model, it was tested five (5) hypothesized relationship between the variables (direct effect). the testing results of the relationship among the variables are presented in table 2 as follows. table 2. influence between variables in structural models relationship between variables coefficie nt pvalue descripti on perceptions of distributive justice (x1)  satisfaction of post-service recovery (y1) 0,386 0,000 * significa nt perceptions of procedural justice (x2)  satisfaction of post-service recovery (y1) 0,187 0,028 * significa nt interactional justice perceptions (x3)  satisfaction of post-service recovery (y1) 0,365 0,000 * significa nt post-service recovery satisfaction (y1)  intention to revisit (y2) 0,665 0,011 * significa nt post-service recovery satisfaction (y1)  wom recommendat ion (y3) 0,477 0,000 * significa nt developed from this research e-journal of tourism vol.1. no.1. (2014): 25-34 http://ojs.unud.ac.id/index.php/eot 31 e-issn: 2407-392x. p-issn: 2541-0857 figure 1. sem model of justice perceptions, satisfaction of post-service recovery, intention to revisit and wom recommendations. based on table 2 and figure 1 is presented the results of testing the structural model as follows: 1) perceptions of distributive justice have a positive and significant effect on the postservice recovery satisfaction with the significance at p = 0,000 (< 0,05) and a coefficient of 0.386. this means that there is a significant effect between the perceptions of distributive justice on postservice recovery satisfaction. the coefficient being positive indicates that the relationship is directly proportional. this means that the higher perceptions of distributive justice, the post-service recovery satisfaction will also be higher. conversely, the lower the perceived distributive justice is the lower the level of satisfaction after service recovery of tourists visiting bali. thus it can be stated that the hypothesis 1a is acceptable; 2) the perception of procedural justice has a positive and significant effect on the postservice recovery satisfaction with a significance of p = 0, 028 (< 0,05) and a coefficient of 0,187. this means that there is a significant effect between the perceptions of procedural justice on satisfaction post-service recovery. the coefficient being positive indicates that the relationship is directly proportional. this means that the higher the perception of procedural fairness, the postservice recovery satisfaction will also be higher. conversely the lower procedural justiceis then the lower the level of satisfaction after service recovery tourists visiting bali. therefore, hypothesis of 1b is acceptable; 3) perceptions of interactional justice has a positive and significant effect on post service recovery satisfaction with significance at p = 0, 000 (< 0,05) with a coefficient of 0,365. this means that there is a significant effect between the perceptions of interactional justice on satisfaction of post-service recovery. the coefficient being positive indicates that the relationship is directly proportional. this means that the higher perceptions of interactional justice, the post-service recovery satisfaction will also be higher and vice versa. thus, it can be stated that the hypothesis 1c is acceptable; 4) post-service recovery satisfaction has a positive and significant effect on intention to revisit with p = 0,011 (< 0,05) with a coefficient of 0,665. this means that there is a significant effect between the postservice recovery satisfaction on the intention to revisit.the coefficient being positive indicates that the relationship is directly proportional. this means that the higher the post-recovery satisfaction of services the intention to revisit also will be higher. conversely the lower the perceived satisfaction is then the lower the desire to come back. thus, it can be stated that the hypothesis 2a is acceptable; and 5) post-service recovery satisfaction has a positive and significant influence on the recommendation of wom with p = 0,000 (< 0,05) with a coefficient of 0,477. this means that there is a significant effect between the post-service recovery satisfactions on wom recommendation. the coefficient being positive indicates that the relationship is directly proportional. this means that the higher the satisfaction of the service recovery after wom recommendations will also be higher. in contrast the lower the postservice recovery satisfaction the lower the desire to provide a positive wom recommendation. thus, it can be stated that the hypothesis 2b is acceptable. x1 ,37 x1.4e4 ,61 ,49 x1.3e3 ,70 ,35 x1.2e2 ,59 ,32 x1.1e1 ,57 x2 ,52 x2.4e8 ,72 ,34 x2.3e7 ,59 ,27 x2.2e6 ,52 ,38 x2.1e5 ,62 x3 ,47 x3.4e12 ,68 ,42 x3.3e11 ,65 ,39 x3.2e10 ,63 ,29 x3.1e9 ,53 ,55 y1 ,22 y1.1 d1 ,47 ,52 y1.2 d2,72 ,24 y1.3 d3 ,49 ,42 y1.4 d4 ,65 ,33 y1.5 d5 ,58 ,13 y2 ,50 y2.1 d6,71 ,44 y2.2 d7 ,66 ,69 y2.3 d8 ,83 ,09 y3 ,75 y3.1 d9,86 ,24 y3.2 d10 ,49 ,45 y3.3 d11 ,67 u1 u2 u3 ,40 ,43 ,45 ,36 ,30 goodness of fit chi square =234,410 prob =,320 cmindf =1,042 rmsea =,021 gfi =,839 agfi =,803 tli =,976 cfi =,979 e-journal of tourism vol.1. no.1. (2014): 25-34 http://ojs.unud.ac.id/index.php/eot 32 e-issn: 2407-392x. p-issn: 2541-0857 based on table 1, 2 and figure 1 and the results of the descriptive analysis based on the demographics of the respondents some of the findings of the complaint behavior of foreign tourists visiting bali is still a reluctance of travelers to make a complaint directly (26 percent), this reinforces the results of research by lovelock and wirtz (2011) which states as much as 19 to 30 percent of customers are reluctant to make a complaint. this led to a situation that the complaint cannot be handled properly. the next finding of this study was in the form of a research model based on recovery services applied to tourism destinations. this finding is supported by the results of goodness of fit index qualified for fitness of model according to (hair et al., 1995). the main findings of the study are: (1) the effect of perceptions of justice on satisfaction of post-services recovery which confirmed study of kim, kim and kim (2009); nikbin et al. (2010); gautam (2011), (2) the effect of procedural justice perceptions on the satisfaction of the service recovery which supported research kim, kim and kim (2009); nikbin et al. (2010); badawi (2012); pai, yeh and lin (2012), (3) the effect of interactional justice on satisfaction after service recovery is consistent with the results of the study by kim, kim and kim (2009); nikbin et al. (2010); gautam (2011); badaw, (2012); pai, yeh and lin (2012), (4) effect of service recovery satisfaction of the intention to revisit in line with the results of kim, kim and kim (2009); pai, yeh and lin (2012), (5) the effect of perceptions of justice to the wom recommendations showed results consistent with the study of kim, kim and kim (2009); pai, yeh and lin (2012). conclusion and recommendation conclusion the perception of distributive justice has a positive and significant effect on the postservice recovery satisfaction. this means that the higher the perceptions of distributive justice, the post-recovery satisfaction service will also be higher and vice versa; the perception of procedural justice has a positive and significant effect on the post-service recovery satisfaction. this indicates that the higher the perception of procedural fairness, the post-service recovery satisfaction will also be higher and vice versa; the perception of interactional justice has a positive and significant effect on the postservic recovery satisfaction. it shows the higher perceptions of interactional justice; the postservice recovery satisfaction will also be higher and vice versa. post-service recovery satisfaction has a positive and significant effect on intention to revisit. this means that the higher the satisfaction of postservice recovery then intention to revisit also will be higher as well and vice versa. post-service recovery satisfaction has a positive and significant influence on the recommendation of wom. to that end, this research found that the higher the indicator of satisfaction post service recovery, the wom recommendations will also be higher and vice versa. recommendation to increase tourist satisfaction during post-service recovery by government and tourism players, there is a need to apply marketing strategies based on tourism destination perceptions of distributive justice by providing compensation in the event of service failure. applying procedural justice based strategy is to increase the speed of service in the event of service failure. applying a recovery strategy based on services interactional justice is done by making an apology if there are failures of service. to increase repeat visits and wom recommendations to foreign tourists visiting bali can be done by increasing the post-service recovery satisfaction. the strategies that can be used are as follows: (1) providing a good explanation to tourists when dealing with complaints, (2) handling complaints with a good attitude, such as greetings and expressing thanks, (3) providing adequate compensation based on the type of service failure, (4) dealing with complaints quickly so as to increase repeat visits and positive wom. 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(2023): 33-45 http://ojs.unud.ac.id/index.php/eot 33 e-issn 2407-392x. p-issn 2541-0857 how digital technology enhances hotel experience? examining experiential marketing of two four-star hotels in yogyakarta maryness patrick*, william msilu paulo, antonius sumarwan universitas sanata dharma, faculty of economics magister management program, yogyakartaindonesia *corresponding author: marynesspatrick1996@gmail.com doi: https://doi.org/10.24922/eot.v10i1.98359 article info submitted: february 17th 2023 accepted: march 10th 2023 published: march 30th 2023 abstract this study intends to understand how digital technology in particular digital marketing and e-commerce enhance hotel experience. there are few studies discussing how these aspects of technology enhances hotel experience through adoption of the sensory elements of experiential marketing. this is a qualitative study conducted through observation and authors’ individual experience of digital and e-commerce channels of the two four-star hotels in yogyakarta. content analysis was used to draw conclusion about the data obtained from observation, individual experience, and electronic media of professional publications. the results suggest that stimulating and enhancing hotel experience with digital marketing and e-commerce was inseparable with involving the sensory elements. moreover, the two hotels not only optimized the sensory elements, but also presented these elements interestingly, creatively, uniquely, and thoughtfully. those sensory elements were designed to communicate, persuade, and impact users of the hotels whilst observing consistency and clear purpose. this study extends the hotel sector digital and experiential marketing literature. moreover, the study’s results assist hotel service providers in understanding the importance of involving experiential aspects in their marketing. thus, the paper relieves hotel managers for more added values especially in marketing plans. however, this study focuses exclusively on four-star hotels in yogyakarta region in indonesia. keywords: digital technology; digital marketing; e-commerce; experience; experiential marketing; sensory elements. introduction background since the 1960s, the concept of experience has been the object of a great deal of marketing research (garcía et al., 2018). experiences are subjective, highly personal, and intangible phenomenon (o’dell and billing, 2005). they are a consumer response to the occurrence of a particular stimulating event, usually induced by direct observation or involvement in it (schmitt, 2000). the tourists’ experience remains in the memory, proceeded by motivations and expectations and a result is satisfaction or dissatisfaction (quinlan http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 33-45 http://ojs.unud.ac.id/index.php/eot 34 e-issn 2407-392x. p-issn 2541-0857 cutler et al., 2010). at the individual level, researchers correlate the experience with intrinsic aspects such as perception, learning, previous experiences, and memory (li, 2000). therefore, marketers in the hotel industry constantly seek to gain insights on service quality through investigation on customers’ experience such as on what customers like and what they dislike (cross et al., 2008). recent advances in the field of technology have led to the improvement of many aspects of tourism. in the hotel industry particularly, technology has been a catalyst to service provision. fyall et al. (2019) lament that from a general business perspective, technology is involved from the beginning to the end of marketing operations. with the intensified competition in the tourism marketplace, it has become paramount for businesses to explore the potential of technologies, not only to optimize existing processes, but also facilitate the creation of more meaningful and personalized services and experiences (neuhofer et al., 2015). it came to be known that technology increases the accuracy of product and service delivery. focusing on digital aspect of technology, particularly the famous digital marketing and e-commerce, carvalho (2020) laments, traditional marketing and commerce methods are obsolete to deal with these new necessities, where the requirements are always changing. digital marketing uses the electronic platform to promote services and products (mkwizu, 2020). on the other hand, electronic commerce (e-commerce), in a more technical definition would be digitally enabled commercial transactions between and among organizations and individuals/customers (bhalekar et al., 2014). hotels are a fundamental element in the tourism sector and tourists spend a great amount of time searching for information to select the hotel that best suits their tastes and needs (mcintosh and siggs, 2005). hotel clients are concerned with personalization of their experiences and fancy hotels to be unique and welcoming (mcintosh and siggs, 2005). currently, more than 50 percent book directly online (segittur, 2014). this makes the first contact between the customer and the hotel to be online. previous research has looked at digital technology on the side of the influence of social media sites and online apps on company performance and growth (chan et al., 2016). furthermore, most of the previous studies have concentrated on the advantages of digital marketing (yasmin et al., 2015), digital marketing strategy in the manufacturing industry (bang and roos, 2014), future trends in digital marketing (bala and verma, 2018), the power of ecommerce (hua et al, 2019) and the impacts of e-commerce (alsharayri, 2011). based on the previous research, there is little research on the digital technology and e-commerce aspects of technology in enhancing hotel experience. this study discusses this by examining how the two four-star hotel actors of this study (hyatt regency yogyakarta and manohara hotels in yogyakarta), involve experiential marketing concepts in their digital marketing and e-commerce channels particularly social media and websites. to examine this, the research question of this study is: how is the experiential marketing concept involved in the two four-star hotels’ digital marketing and e-commerce channels? literature review digital marketing & e-commerce the use of digital marketing in tourism is the most interesting and rapidly rising form of marketing in a changing world http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 33-45 http://ojs.unud.ac.id/index.php/eot 35 e-issn 2407-392x. p-issn 2541-0857 where service providers increase possession of necessary technology equipment which has boosted their access to e-marketing channels (chen and li, 2019). the business environment has changed as a result of digitalization, including how enterprises participate and compete in the marketplace (kannan and li, 2017). the way that tourism products are perceived, accessed, and consumed has also changed (mariani et al., 2016). digital marketing complements traditional marketing (postcards, billboards, newspapers, radio) and represents a continuous flow of communication through digital applications like the internet and smartphones (eze et al., 2020). the importance of digital marketing is growing with the growth of internet and smartphone users globally. in 2013, the global internet users’ rate was 38.1% (world bank, 2021), which increased by 66.2% in 2022 (internet world stats, 2022). however, asia is the most populous region of the world, and the internet use rate is almost 64.1% in this region. this represents that almost 2,762 million people in asia are now connected by the internet facility making indonesia amongst. digital marketing is the communication that interacts with customers despite their different locations (agostini and nosella, 2020). although there are unquestionably numerous risks related to digital technology, at the same time, tourists are heavily impacted by the aspects of trust while looking for appropriate information and seeking feedback in digital environment (xu et al., 2018). real time feedback helps to increase trust level and only digital marketing and e-commerce gives these opportunities to the business (kannan and li, 2017). tourist often accept technology because they recognize the usefulness and ease that this provides when doing travelrelated chores such as information search (no and kim, 2014), reservations or bookings (cunha, 2019), make payment for using services (fong et al., 2017) and know kinds of services taking place in the destination (cunha, 2019). it is with this concern, that the sensorial dimension of experiential marketing become a theoretical focus of this study in observing how digital marketing and ecommerce enhance hotel experience through the utilized digital marketing and ecommerce channels. theoretical focus sensorial marketing sensorial marketing is rather a new terminology which is being used by marketers in the past decade. this is a revolutionary new trend in the field of marketing by which marketers try to evoke emotions through different marketing activities into the mind of the customers (fyall et al., 2019). hultén (2011) assumes that the value of service, as a brand image, emerges when interactions occur through the customer’s sensory experiences in the valuegenerating processes. moreover, hospitality consumers are actually looking for an experience where they will live, feel, and sense it rather than just buying and taking home a product/service. considering that what takes place during the consumption itself is what customers are really looking for has changed the vision of marketing (fyall et al., 2019; barwise and meehan, 2018). holbrook and hirschman (1982) encourage researchers to turn towards the concepts of pleasure and memory as more realistic outcomes of the consumption experience. a brief multidisciplinary approach to the human senses shows that the knowledge of places and surrounding environments originates in bodily experience, generating multiple sensory experiences constituted not only by visual impressions, but also by the associated sounds, smells, tastes, and touch (bitner, 1992). http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 33-45 http://ojs.unud.ac.id/index.php/eot 36 e-issn 2407-392x. p-issn 2541-0857 figure 1. the five human senses source: fyall et al., (2019) sensory marketing has emerged as a tool to build a positive brand image and customer loyalty and experience as five senses of customer; visual, auditory, olfactory, tactile, and gustative are stimulated (spies, hesse, and loesch, 1997). this line of thought assumes that stimulating the human senses is crucial to engaging consumers emotionally and intellectually when interacting with products and services (pine and gilmore, 1998). although experiences are individual and internal, comprised of a constant flow of conscious thoughts and feelings (carlson, 1997), they can be designed (stamboulis and skayannis, 2003) and co-created by the visitor and the supplier (binkhorst and dekker, 2009), making the experience more valuable to the consumer and, consequently, benefiting the provider and the destination (scott, laws and boksberger, 2009). the presented theoretical focus of this study is supported by fyall et al.’s (2019) idea which entails that a successful experience should display at least three of the following key elements: develop an element of surprise/unusual/extraordinary, involve consumers within the consumption process, and develop some of the five senses and create sense. this idea encourages in-depth discussion related to the issues studied in this paper in understanding how the experiential marketing concept is involved in the two four-star hotel actors digital marketing and e-commerce channels, in particular, their social media and websites. figure 2. the key experience components source: fyall et al, (2019) methods this is a qualitative study which was conducted through observation and narrative individuals’ experience of the digital and e-commerce channels of the two fourstar hotels in yogyakarta. content analysis was used to draw conclusions about the data obtained from observation, individuals’ experience, and electronic media of professional publications. clarifying this, observation was done on instagram pages and websites of the two four-star hotels in yogyakarta, indonesia; hyatt regency yogyakarta and manohara hotels which were the main actors of this study, putting focus on the sensory features of experiential marketing in looking how digital marketing and e-commerce enhance hotel experience. these four-star hotels have sufficient resources to manage digital technology. also, they are hotel categories with the highest number of rooms and facilities http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 33-45 http://ojs.unud.ac.id/index.php/eot 37 e-issn 2407-392x. p-issn 2541-0857 to cater service to the huge population of consumers. another aspect for using these two actors is that both are four-star hotels but with different operations. one bases its operations internationally and another locally. results and discussion as per the analysis of websites and instagram pages of hyatt regency yogyakarta and manohara hotels, the following was deducted: hyatt regency and manohara hotel websites: https://www.hyatt.com/en-us/hotel/indonesia/hyattregencyyogyakarta/yogya?src=corp_lclb_gmb_seo_yog ya https://themanoharahotelyogyakarta.com/ first, the hotels’ websites display the names and logos of the hotels, promo videos of the hotels, contact information, rate of the hotels, location of the hotels and shows the direction with the google map of which the map shows directions and uses real-time traffic information to find the best route to the hotels. the directions are accompanied with voice navigation, which enable to hear traffic alerts, where to turn, which lane to use, and if there are better routes. then the websites display various options of which a guest can choose what information he or she demands. the general information options of the hotels from the location, amenities, facilities, services offered and booking options. to a more specific way, there is rooms option which displays the type of rooms the hotels have, the availability of the rooms accompanied with beautiful pictures of each room categories. another option is area of attraction option which shows other services offered near the hotels and other attractions near the hotels. this option helps guests who may want to sleep at the hotel but want to shop at the nearest market or do some day tours and even eat elsewhere. another option is the dining. this option shows the food plan catered accompanied with attracting content words and pictures such as “hyatt regency caters to the taste for the most discerning traveler. longing for comfort food with friendly atmosphere, kemangi bistro features an open show kitchen with a wood-burning pizza oven serving asian and western favorites in a casual atmosphere” and “expert culinary craftsmanship combined with fresh and wholesome ingredients for a dining experience that is guaranteed to be a pleasure to enjoy in our hotel. our menus featured a wide range of delectable food and beverage designed to always give everyone something to enjoy, all for a dining experience that no one will soon forget.” more to that, there is special events option which shows events venues available for meetings, conferences, weddings or corporate events and other functions. this option shows the number of event venues available both indoor and outdoor with different names accompanied by pictures of the rooms with facilities in it. convincing http://ojs.unud.ac.id/index.php/eot https://www.hyatt.com/en https://www.hyatt.com/en-us/hotel/indonesia/hyatt-regency-yogyakarta/yogya?src=corp_lclb_gmb_seo_yogya https://www.hyatt.com/en-us/hotel/indonesia/hyatt-regency-yogyakarta/yogya?src=corp_lclb_gmb_seo_yogya https://www.hyatt.com/en-us/hotel/indonesia/hyatt-regency-yogyakarta/yogya?src=corp_lclb_gmb_seo_yogya https://www.hyatt.com/en-us/hotel/indonesia/hyatt-regency-yogyakarta/yogya?src=corp_lclb_gmb_seo_yogya https://www.hyatt.com/en-us/hotel/indonesia/hyatt-regency-yogyakarta/yogya?src=corp_lclb_gmb_seo_yogya https://www.hyatt.com/en-us/hotel/indonesia/hyatt-regency-yogyakarta/yogya?src=corp_lclb_gmb_seo_yogya https://www.hyatt.com/en-us/hotel/indonesia/hyatt-regency-yogyakarta/yogya?src=corp_lclb_gmb_seo_yogya https://www.hyatt.com/en-us/hotel/indonesia/hyatt-regency-yogyakarta/yogya?src=corp_lclb_gmb_seo_yogya https://themanoharahotelyogyakarta.com/ e-journal of tourism vol.10. no.1. (2023): 33-45 http://ojs.unud.ac.id/index.php/eot 38 e-issn 2407-392x. p-issn 2541-0857 words are used such as, “be it meetings at the residence, conferences at ballroom, weddings at merapi garden, or birthdays at kemangi poolside. our plenty of venue choices, indoor and outdoor, are customizable to your personal themes and needs.” to a more attention capturing way, there is a photos and reviews option. this is an option of the photo gallery of all the services offered at the hotels. the options present a photo dump of the hotel’s rooms, dining, restaurants, golf course, meetings, weddings, and people engaging in various activities at the hotel facility. on a more concerning way, the review options show various reviews from customers who once were served by the hotels and frequently asked questions. reviews are the first thing someone sees when they search the hotel names. researchers’ perspective, reviews and frequently asked questions are important options on the websites. they help increase traffic and bookings, as well as make guests feel more confident about their decision to buy service at the hotels. reviews help bookers to confirm (or disprove) that credibility, so that they can make a well-considered decision whether to book a room or service. reviews speaks louder of any hotel. and lastly, is the offer options. these options show various offers the hotels are giving with very pulling words that create imagery of the offer to individual guests such as: “take a luxurious break at hyatt hotels and resorts across indonesia and get a very special deal; up to 20% off plus free breakfast with a qualifying stay when booking between dec.15, 2022 and jan.31, 2023, and staying between dec.16, 2022 to sept.30, 2023.” researchers’ deducted experience 1: according to the analysis of the two hotels’ websites, the websites both adopt experiential marketing involving visual, auditory, olfactive, tactile, and gustative elements although the most visible and powerful elements are visual and auditory. the other three elements are influenced by imagery which a person can obtain by looking at the pictures (aesthetic of the hotel premises) and videos, reading the visual language (contents) and hearing music and sounds. furthermore, both the websites display at least three of the following experiential elements: an element of surprise/unusual/extraordinary; involve consumers within the consumption process, develop some of the five senses and create sense which in general all this entails a successful experience. however, the level of which the sensory-experiential elements are used in the two websites differ in terms of creativity in expressing the content in such a way that the language and pictures, colors, animations can speak out the most to arose imagery hence enhance experience. in other words, the adoption of the sensory features from the websites, differs in terms of how the elements trigger persuasion, communication (delivering the intended message) and finally causing impact to the customers thus, the urge of purchasing the hotel’s services. hyatt regency hotel and manohara hotel instagram pages: the instagram pages of the two hotels have at most the same features. they both display the official names of the hotels, location, and contact information. the pages show pictures and video contents (famously known as “reels”) accompanied with music, colors and visualized words (famously known as captions) of the hotels properties, events held at the hotels like conferences, weddings and birthdays, the rooms, the events venues, amenity tours, room tours, the food catered, people engaging in various activities at the hotels such as swimming, golfing and dining, staff highlights in their uniforms, nearby http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 33-45 http://ojs.unud.ac.id/index.php/eot 39 e-issn 2407-392x. p-issn 2541-0857 attractions, nearby dining, nearby events, give away (this is an approach of offering free gifts to customers who meet certain criteria in a competition), guest interviews, special offers, surveys and polls on instagram stories, and guests’ feedback on the comment section. researchers’ deducted experience 2: just like the websites, the auditory and visual sensory elements of experiential marketing are the most pragmatic of the senses in the instagram pages of the two hotels. however, the level of creativity in expressing the elements varies between the hotels instagram pages from the choice of music, colors, visual language and even the engagement of people in activities. a picture or video of people engaging in activity, perhaps swimming, eating at the restaurant, golfing etc., speaks louder than pictures taken of only the swimming pool, golf course or a restaurant. https://instagram.com/hyattregencyyogya?igshid=ymmymta2m2y. https://instagram.com/themanoharahotelyogyakarta?igshid=ymmymta2m2y in a more comparative way, previous researchers explain that, when we think about digital marketing and e-commerce, the marketing approach should not ignore a massive part of human psychology and behavior. impressions of sound (auditory) have been analyzed empirically by garlin and owen (2006) as well as sweeney and wyber (2002). the sense of http://ojs.unud.ac.id/index.php/eot https://instagram.com/hyattregencyyogya?igshid=ymmymta2m2y https://instagram.com/hyattregencyyogya?igshid=ymmymta2m2y https://instagram.com/themanoharahotelyogyakarta?igshid=ymmymta2m2y https://instagram.com/themanoharahotelyogyakarta?igshid=ymmymta2m2y https://instagram.com/themanoharahotelyogyakarta?igshid=ymmymta2m2y e-journal of tourism vol.10. no.1. (2023): 33-45 http://ojs.unud.ac.id/index.php/eot 40 e-issn 2407-392x. p-issn 2541-0857 sound is linked to emotions and feelings and the sense impacts brand experiences and interpretations. impressions of smell (olfactive) have been discussed by goldkuhl and styfve´n (2007) and fiore et al. (2000). the sense of smell is related to pleasure and well-being and is closely connected to emotions and memories. taste (gustative) impressions have been analyzed empirically by biedekarken and henneberg (2006) and klosse et al. (2004). the sense of taste is the most distinct emotional sense and often interacts with other senses. the touch (tactile) impressions have been discussed by peck and wiggins (2006) and citrin et al. (2003), among others. the sense of touch is the tactile one, related to information and feelings about a product through physical and psychological interactions. finally, krishna and sokolova (2016) discussed sight which evokes an automatic imagery in consumer’s mind. compared to the previous research, this study’s findings of the two hotels websites and instagram pages show that these hotels’ digital channels do not ignore a massive part of human psychology and behavior. the two four-star hotel actors of this study adopt experiential marketing involving visual, auditory, olfactive, tactile, and gustative elements in their digital marketing and e-commerce hence create excitement and eagerness to consume the hotels’ products. the contents, pictures and videos with musical backgrounds posted on the two hotels’ websites and instagram pages, taps emotions when navigating through the websites and instagram pages. moreover, just like the previous research, this study also finds out that the visual and auditory elements of the experiential marketing are the most pragmatic elements appearing in the websites and instagram pages of the websites. the other three elements are deducted from looking at the pictures, videos, and visual language. the touch element on the appearance of the silk sheets, gustative on the appearance of food and drinks and olfactive from appearance of pictures that suggests smell such as flowers and décor and bed sheets accompanied with background music. however, this study’s findings differ from the findings of the previous research in a way that it found out it was not only about the experiential marketing elements appearing in the digital marketing and ecommerce channels of the hotels, but the creativity and uniqueness of presenting these elements matters for the effectiveness of the sensory elements communicate, persuade, and impacts the websites and instagram pages users. the digital channels might involve experiential marketing elements but if it is not presented creatively enough, the target of enhancing hotel experience might not be accomplished to the desired extent. creativity in colors, animations, choice of words in the contents which gives a more visualized language, arrangement of pictures and realistic/engagement of the contents matters. for example, nowadays people are driven by pictures of other people posing in front of beautiful hotel facilities, people eating good food at the hotel, people swimming and people engaging in other activities at the hotels. people love to picture or imagine themselves at the hotels engaging in various activities after seeing others do so. moreover, the study finds that, the sensoryexperiential marketing elements are used by the hotels in digital marketing to stand out in a crowded marketplace. conclusion and suggestion nowadays in the hotel sector, no matter the type of hotel operations (either domestic or international), building a strong hotel experience in this digital era is not at all easy. one of the most effective ways is to market and sale by utilizing technology and create a memorable http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 33-45 http://ojs.unud.ac.id/index.php/eot 41 e-issn 2407-392x. p-issn 2541-0857 experience. nonetheless, stimulating and enhancing hotel experience with digital marketing and e-commerce is inseparable with involving the sensory elements of experiential marketing in our approaches. using sensory elements in digital channels ensures better connectivity and experience to the customers. it means the sensory features should be felt. to improve the quality of hotel service experience in this digital era, it is necessary to invest in experiential marketing which optimizes the sensory elements technique that involves subconscious influence on the senses of customers. this marketing technique affects customers’ judgement, perception, and decision of the hotel’s product. to the final point, it is not possible to directly use scent, taste and touch sensory features in digital marketing and ecommerce channels such as hotel website, social media or email, but a customer can deduct the smell, touch and scent of hotel based on the appearance of food, rooms, facilities, and décor, ambiance of the hotel. to this point, the visual and hearing features are the most pragmatic experiential marketing elements in digital marketing and e-commerce. pictures with vivid colors and high resolution as well as high quality sounds are widely integrated into today’s hotels’ websites, social medias, and contents. they say a picture is worth a thousand words. moreover, it is not only about the appearing of the five senses and experiential elements in the digital marketing and ecommerce channels but also how these elements are interestingly, creatively, uniquely, and thoughtful presented matters too in enhancing hotel experience, meaning the extent how the sensory-experiential elements are designed to communicate, persuade and impact users of the hotels’ digital marketing and ecommerce channels. limitations/implications one among the limitations of this study is that it focuses exclusively on four star hotels in yogyakarta region in indonesia. although this category has the highest number of rooms, sufficient resources to manage digital technology and also being the hotel category that caters service to the huge population of consumers, the use of digital technology and e-commerce in enhancing hotel experience can change depending on hotel type/category and even geography. also, the small sample size may affect the accuracy of the findings. future studies should thus broaden the sample and expand into more geographic contexts and hotel categories. finally, the assessing of how digital marketing and e-commerce enhance hotels experience should be broaden rather than only taking sensory elements as the focus. however, this research study is of particular utility for the hotel industry, although the hotel sector for several years has integrated technology in its service provision, there is few research analyzing how digital technology in particular digital marketing and e-commerce enhances hotel experience. henceforth, this study is a good addition to the hotel sector digital technology and experiential marketing literature. this paper also relieves hotel managers for more added values especially in marketing plans to create a delighting experience. acknowledgement the previous draft of this paper was presented in international conference on intercultural humanity 2023 organized by sanata dharma university and sogang university, 2nd february 2023, in yogyakarta. our gratitude is extended to reviewers and participants of the conference for their constructive feedback. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. 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(2015): 55-61 http://ojs.unud.ac.id/index.php/eot 55 e-issn: 2407-392x. p-issn: 2541-0857 local community participation in the development of ecological tourism in west bali national park i nyoman sunarta faculty of tourism, university of udayana school of posgraduate study doctorate degree in tourism udayana university coressponding author: cairns54@yahoo.com article info received 15 february 2015 accepted 03 august 2015 available online 07 september 2015 abstract dependence of local communities on natural resources in the area of west bali national park (tnbb) showed low conservation awareness of local communities to support the area as ecological tourism resources, and showed lack of participation of the local community because of their powerlessness in decision-making and captures a wide range of benefits or contributions of ecological tourism. this study aims to determine the level of local participation in the development of products and markets of ecological tourism, by using deductive approach. during stage of analysis and synthesis, descriptive method is used to explain the causal link between the study variables. since 2008, tnbb changed its repressive approach to community development that previously looked into persuasive public relations with btnbb as " us vs. them " later changed into " we ", especially in the development of ecological tourism product, which is actualized in society called "manuk jegeg". participation of local communities in the development of ecological tourism is not entirely the local community initiatives. so that kind of participation can be classified into functional types of participation. participation is still a continuation of the existence of an external agent external interests of society. it is seen from the establishment of "manuk jegeg" community, where external parties are only facilitating and accommodating the aspirations of the community in decision making. keywords: participation, ecological tourism, “manuk jegeg” introduction ecological tourism or better known as ecotourism is developed as a reaction to the negative impacts of massive issue (mass tourism) of the conventional tourism development. the purpose of the development is to improve the quality of environmental services and quality of life in the surrounding communities (david, 1999). similarly, it happens in the development of ecotourism in west bali national park (tnbb). ecotourism of tnbb is also developed to protect biodiversity and as an important instrument to improve the well-being of local communities through the provision of public services, employment opportunities and business opportunities (balai taman nasional bali barat, 2009). but the surrounding communities directly adjacent to tnbb or in this case referred to the local community of sumber klampok village, have a high dependence on natural resources as a source of livelihood. dependence of the local communities on natural resources in the area of tnbb can be seen from the rampant mailto:cairns54@yahoo.com e-journal of tourism vol.2. no.2. (2015): 55-61 http://ojs.unud.ac.id/index.php/eot 56 e-issn: 2407-392x. p-issn: 2541-0857 logging, wildlife poaching endemic, land clearing for agriculture, environmentally unfriendly fishing, nursery plants, trimming the tree canopy to feed livestock, and wild herding area. on the other hand, the dependence shows low conservation awareness of the local communities to support conservation area as ecotourism resources. while on the other hand, it shows lack of participation of the local communities because of the powerlessness of the people in decisionmaking and captures a wide range of benefits or contribution of ecological tourism. based on this phenomenon, it is interesting to conduct a research on the type of local community participation in the development of products and markets of tnbb ecological tourism. the result of this study will provide direction to optimize the participation of the local communities in the development of ecological tourism of tnbb. research objectives the purpose of the study is to determine level of the local participation in the development of products and markets of the ecological tourism. the achievement of the objectives of this research will be able to provide benefits in preparation of the local community engagement strategy in the development of ecological tourism and also as an input to build model of the local participation in the development of ecological tourism. literature review ecological tourism ecological tourism or also known as ecotourism grows as a result of dissatisfaction with the nature and types of conventional tourism. conventional tourism regards tourism products as the same in spite of the uniqueness owned by each product; it is very profitoriented, neglecting the socio-cultural and environmental elements, and is anthropocentric in nature (david, 1999). ecotourism is said to be a natural tourism activity for the purpose of learning/research, which contributes directly to the protection of species and habitats as base attractions and indirectly provides economic benefits of tourism for local communities (goodwin, 1996; wallace and pierce, 1996; david, 1999). david (1999) stated that eco-tourism is a form of natural tourism sustainability that focuses mainly on experiences and learning about nature, in which its management can minimize its negative impacts; eco-tourism is not consumptive and it is local resources-oriented or local capital-oriented. unep/wto (2002) in (david, 2003). proposed several criteria to define eco-tourism, which are among others: 1) it has nature-based tourism products; 2) its management has minimal impacts on the physical, social and cultural aspects; 3) it includes learning experiences derived from the environment; 4) it contributes to the conservation of biological diversity and; 5) it provides benefits to local communities. community-based tourism community-based tourism is a type of tourism that incorporates community participation as a key element in tourism in order to achieve the goals of sustainable tourism development (telfer and sharpley, 2015). this definition is in line with the point of view of garrod, wilson and bruce (2001). timothy and boyd (2003) states that community-based tourism involves the community participation in tourism development. in this matter, community participation can be in two ways that are: getting involved in the decision-making process; and the distribution of benefits of tourism. mowforth and munt (1998) and ramukumba et al. (2011) divided the community participation into seven types, namely: manipulative participation; passive participation; consultation; participation for material incentives; functional participation; interactive participation; and mobilization. community-based tourism is often understood as tourism that is in contrast with large-scale tourism (enclave tourism), in the form of packages (all inclusive) and having mass tourism as well as minimal association with the local community. therefore, community-based tourism is also called as tourism built by local small-scale communities and involves a variety of elements such as employers, organizations, and local governments (hatton, 1999 in leslie, 2012; telfer and sharpley, 2015). e-journal of tourism vol.2. no.2. (2015): 55-61 http://ojs.unud.ac.id/index.php/eot 57 e-issn: 2407-392x. p-issn: 2541-0857 alternative tourism development that is called small-scale tourism development can directly provide a space for the greater participation of local communities (telfer and sharpley, 2015). in fact, the local community in a tourist destination is divided into different interplaying groups based on the social class, gender, and ethnicity (scheyvens, 2002). among the groups, some usually claim that they possess or have the most privilege to the existence of certain tourist resources. certain elite communities are often in a position to dominate the implementation of communitybased tourism, and monopolize the distribution or the gain of the benefits of tourism (mowforth and munt, 1998). society in general, does not adequitely have information, resources, and power in conjunction with various other decision-makers in the development of tourism; thus, this makes local communities vulnerable to exploitation (campbell, 1999). methodology research approach the research approach is using deductive method, which verifies the conceptual relationship of tourism on empirical conditions (veal, 1997). construction of the concept of community participation in ecotourism is based on literature review. empirical conditions is collected and known by various techniques, adapted to variables of the study. while in the stage of analysis and synthesis, descriptive method is used to explain the link or causal relationship between variables of the study. type and source of the data types of the data used are quantitative and qualitative data. the data in this study derived from primary and secondary data. primary data will be collected through observation and interviews. while secondary data is through relevant literature. data collection techniques this study is using multiple data collection techniques, that are literature review, observation, and interviews. observation and interview techniques are chosen to gain knowledge and understanding of the basic research questions related to the type of local community participation in the development of ecological tourism. to obtain the necessary data and information, there are steps to be performed in this study includes: 1) literature review. literature review is intended to gain an understanding of some basic concepts in this study that is about ecotourism, community participation, and community-based tourism. besides literature review, secondary data is also used for both qualitative and quantitative ones. 2) observation. observation is data collection efforts with direct observation studies on sites to validate and complement the data already obtained previously. 3) interview. interviews will be conducted with several informants at the sites that have necessary information to answer the research questions. as for some of these informants are: a. local community leaders, both official figures (dinas and adat) and village institutions of sumber klampok village. b. ecological tourism operators (btnbb) c. nature tourism businessman (ppa) in tnbb reasons for chosing the informants are their knowledge, understanding, and stature (purposive) that are expected to provide information on the participation of local communities in the development of the ecological tourism. results and discussion sumber klampok village is selected as the research sample based on some considerations. first,it is one of the villages located in the utilization zone of west bali national park (tnbb) and has a tendency of typical typology in its interaction with the management institution, which is the west bali national park authority (btnbb). e-journal of tourism vol.2. no.2. (2015): 55-61 http://ojs.unud.ac.id/index.php/eot 58 e-issn: 2407-392x. p-issn: 2541-0857 secondly, the typical characteristics of the community in the resistance against stigmatization attached to the community as looters of conservation areas: logging, hunting endemic species, land clearing for agriculture, environmentally unfriendly fishing, nursery plants, trimming the tree canopy for animal feed, and wild herding area. the third one is as a model of community-based ecotourism. sphere and social space of tnbb tourism area the conception of space referred to in this context is not a domain, but rather a locus of power, in which can be found many exist and dynamic potential. in other words there are individuals or groups who fight each other for the benefit of positions in the social space. social space itself implies a diverse set of domains that have a relationship between one and the other. this means that the social space is at higher level of abstraction than the sphere and can be understood based on its empirical observations. by using the concept of domains and social space, the phenomenon of ecological tourism in tnbb will be explored. based on conducted observations and interviews, it is found out some interesting facts. individuals or groups that interact in a social space tourism could be grouped into 2 (two) domains; direct and intensive intersect. both of these domains are bureaucrats of btnbb represented by rangers or park rangers as well as forestry enlighten workers and local community groups, “manuk jegeg”. between btnbb and local communities; from repressive towards persuasive approach. the second meeting of the sphere has a unique dynamic. as if has become a "public truth", that the relationship between these institutions often face diametrically issue because each have stereotypes, resulting in the exclusive groupings: "us" versus "them". btnbb party as formal legal institution has the state power in conservation and protection of biodiversity, tends to promote a repressive approach when interacting with the public. implicitly, this approach is based on prejudice that people who lives in the neighborhood of tnbb are as a destroyer and plunderer of natural resources and biodiversity. while conceptually, the arrangement of tnbb region is based on their distributional and functional activities to provide opportunities for social, cultural, economic, and especially outside the core zone and wilderness zone with certain fundamental rules. but de facto, tnbb area utilization for local communities is very limited, thus triggering a conflict that actualized through capture and arrest activity. while the local people themselves have the opposite viewpoint, which inclined to regard the presence of tnbb even depriving the forests areas that have been utilized by them for generations. local people would not take for granted when the presence btnbb even make the local community as the guilty party and get a negative stigma associated with conservation efforts. arrangement relationship with conflict issue is experiencing a turning point in 2008, when the btnbb attempt to change the perspective of the local community. stereotypes of the society began to be slowly changed in the mindset of the rangers and forestry enlighten officers who had been directly involved in the interaction with the local community. through a series of training programs, seminars, and workshops at internal btnbb aimed to initiate local community development approach, the pattern of repressive approach began to be abandoned, replaced by a persuasive approach. this paradigm shift cannot be separated from the paradigm shift of human relationships with the natural order. al along, this understanding of the relationship between man and nature rests on anthropocentric understanding, which gives special status of man as the center of the universe, to the understanding of eco-philosophy that sees humans as a part of the nature and have the ability of reflection to get better harmonization interaction with the nature. besides that, a shift in perspective is also caused by the phenomenon of the permeation of academic technical terms into public space, making it an inclusive term, meaning it is not merely used by academics, but also by general public. thus the term eco-philosophy, which was originally used by the intellectuals as a philosophical critique toward analytic mechanistic e-journal of tourism vol.2. no.2. (2015): 55-61 http://ojs.unud.ac.id/index.php/eot 59 e-issn: 2407-392x. p-issn: 2541-0857 modernism, became a popular term since the 1990s until the 2000s, especially as public terms in indonesia. it is very possible with massive media using the term to the phenomenon of environmental degradation by humans to cause natural disasters. btnbb initiative to change the relationships between stakeholders in the region of tnbb can be traced since 2010. intensive approach undertaken by the rangers and forestry enlighten officers to include local communities in joint management to utilize tnbb zone initially received suspicious responses. this can be understood as a former relationship that is built up formerly based on suspicious matters, which departs from the presumption of the existence of vested interests. through a series of informal meetings that begin to create relatively light communications, slowly began to grow mutual trust. interactions that were constructed through this type of informal meeting forums are considered quite effective, when compared with previous formal interactions. the local communities were also making an effort to change the attached negative image. beforehand there were formed community groups based professions, such as a group of fishermen and farmers. although the formation of these community groups are still a top-down, in the sense were not purely an initiative of the people themselves, but still related to the initiative of the enlighten officers of the government institutions. a bright idea to confront the two interests, between the interests of conservation with the interests of society to change the negative image of sumber klampok village appears when the activity of ecological tourism became a consideration. the ecological tourism activities are not still optimizing the participation of local communities, only exclusively managed by btnbb and ppa, so that access of the local people to actively participate in the development of products and market of ecotourism is still limited. this spirit of collaboration is further strengthened by the presence of environmental awareness in the local community. based on a series of informal meetings between btnbb and local communities, bear the idea to form a group of people who have economic activities without damaging natural resources in accordance with the existing potential in the local community. the community group is named "manuk jegeg". as the name implies, manuk jegeg aims to preserve white starling bird that is on the verge of extinction. preservation is done by giving permission of captivity and the wildness release to local communities. in addition to the conservation objectives, manuk jegeg also has the goal of community economic development through distribution license (white starling can be traded after fulfilling certain rules) and also as product of an alternative tourism for tourists who visit tnbb. "manuk jegeg" community becomes strategic, because it is a bridge forum of communication between the interests of local communities and btnbb in the context of public participation in the development of ecological tourism. it can be said there is an agreement that tourism is the answer to the problem of interaction at this time. the spirit to change the image on both sides is very clear, when the people submitted proposals to btnbb to provide white starling birds for breeding, and the provision of the cage is fully prepared by the local community. that means there has been a logic termination in aid of charity, which sometimes does not entirely a community needs and does not paying attention to aspects of sustainability. this relief aid model has proven unsuccessful and generally practiced by government agencies. actual betting is done by both sides. btnbb is at risk of losing a few pairs of white starling with estimated cost rp. 15.000.000 per pair. while the local people bets on the success or failure to be out from the negative image that had been attached. currently, the stakes won by both parties. breeding process is still ongoing, involving 17 members of the community who are members of the manuk jegeg. this group can be considered to represent the elements that exist in the sumber klampok village community, because the composition of its membership consists of people who work as fishermen, farmers, sellers, villagers and even the village chief joined the group. white starling breeding activities conducted by this community was relatively successful, and has two strategic significances, that are from the e-journal of tourism vol.2. no.2. (2015): 55-61 http://ojs.unud.ac.id/index.php/eot 60 e-issn: 2407-392x. p-issn: 2541-0857 perspective of conservation as efforts of starling white preservation, and from the perspective of tourism as a diversification product component of ecotourism. breeding activity and wilderness release has become a leading tourist attraction and even will be developed as a tourist village. now the group has introduced the community and organizing ecotourism products to the market. from 2010 until mid-2013, sumber klampok village has been visited by tourists who come from japan and the united states. besides japan and the united states, this product of alternative tourism is also very attractive to tourists who come from europe (france, germany, and the uk).best things that are certainly sold here are white starling bird breeding and thrill experience of rural life. even the local community has also provided accommodation and culinary facilities by utilizing their residence as a home stay for the tourists. type of participation with the existence of manuk jegeg community, it can be said that the participation of local communities in the development of tnbb ecological tourism belong to the functional participation. some indicators that indicate the presence of functional participation in local communities are: the existence of external interests of society btnbb have an interest to carry out the functions of conservation and local community development. as the chronological pattern of interaction between btnbb and local communities, information obtained from both parties that the initial initiative was initiated by btnbb to include the local community in the development of ecological tourism. the formation of community groups as interests representation in the case of sumber klampok village, "manuk jegeg" community was formed as a manifestation of the organization that brought together the interests of both parties. community involvement in decision making. in the decision-making process, local people began to be actively involved. it is conditioned when the function of btnbb is more as facilitators in community aspirations. following up of external programs. as a conservation area management, btnbb have a program aims to maintain the quality of the environment and quality of the communities‟ life. the establishment of manuk jegeg is also an implementation of such programs. co-optation by the external community. btnbb opportunity to co-optation is possible, because in this type of functional participation the local communities have not been entirely free from dependence of outside parties. limitations in terms of tourism facilities, knowledge, and operating funds by local village of sumber klampok state their not fully independent position. from some of these indicators, it can be stated that the participation of local communities in the development of ecological tourism is not entirely a community initiative. the condition is due to the type of current participation is being facilitated and as the follow up of ecotourism development program of external parties, that is btnbb. it shows that there are still challenges and barriers experienced by local communities to optimize their potential involvement in the development of ecological tourism of tnbb. conclusion begins in 2008, btnbb changed the community empowerment approach in protected areas of tnbb from repressive to persuasive approach. similarly in the local community of tnbb, which previously view their relations with btnbb as "we vs. them" later changed to "us", especially in the development of ecotourism products. the change into “us” is actualized in a community groups called manuk jegeg. e-journal of tourism vol.2. no.2. (2015): 55-61 http://ojs.unud.ac.id/index.php/eot 61 e-issn: 2407-392x. p-issn: 2541-0857 the change has contributed to the increase in number of tourist arrivals to tnbb especially in the last 3 years. besides the change in community empowerment approach,it has also formed embryo as an initial tourist conservation village, as adiversification of ecological tourism product of tnbb. the tourist conservation village embryo has long contained in manuk jegeg communities. participation of local communities in the development of ecological tourism is not entirely a local community initiative. so that kind of participation can be classified into functional types of participation. some evidences suggest the participation of local communities are still in the stage of functional participation including; presence of external interests of the community; formation of community groups called manuk jegeg as interests representation; community involvement in decision making, where external parties has only facilitate and accommodate the aspirations of the people; participation is a follow up of the program of external agents; existence of community cooption by the external party. references balai taman nasional bali barat (2009) „review zonasi taman nasional bali barat‟. jembrana-bali. campbell, l. m. (1999) „ecotourism in rural developing communities‟, annals of tourism research. elsevier, 26(3), pp. 534–553. david, f. a. (1999) „ecotourism: an introduction‟. routledge, london. david, f. a. (2003) ecotourism: an introduction second edition. london: routledge. garrod, b., wilson, j. and bruce, d. (2001) „planning for marine ecotourism in the eu atlantic area: good practice guidance: a summary‟. university of the west of england. goodwin, h. (1996) „in pursuit of ecotourism‟, biodiversity & conservation. springer, 5(3), pp. 277– 291. leslie, d. (2012) responsible tourism: concepts, theory and practice. cabi. mowforth, m. and munt, i. (1998) tourism and sustainability; new tourism in the third world. new york: routledge. ramukumba, t., pietersen, j., mmbengwa, v. m. and coetzee, w. (2011) „participatory development of periurban and rural poor communities in tourism in the garden route area of southern cape, south africa‟, african journal of hospitality, tourism and leisure, 1, pp. 1–9. scheyvens, r. (2002) tourism for development: empowering communities. pearson education. telfer, d. j. and sharpley, r. (2015) tourism and development in the developing world. routledge. timothy, d. j. and boyd, s. w. (2003) heritage tourism. pearson education. wallace, g. n. and pierce, s. m. (1996) „an evaluation of ecotourism in amazonas, brazil‟, annals of tourism research. elsevier, 23(4), pp. 843– 873. e-journal of tourism vol.10. no.1. (2023): 74-84 http://ojs.unud.ac.id/index.php/eot 74 e-issn 2407-392x. p-issn 2541-0857 pentahelix model in planning sport tourism and events in hambalang village, bogor regency elga hening arinil haq*, yustisia pasfatima mbulu, fetty nurmala rossi tourism faculty, pancasila university *corresponding author: elgahening15@gmail.com doi: https://doi.org/10.24922/eot.v10i1.93013 article info submitted: october 18th 2022 accepted: march 17th 2023 published: march 30th 2023 abstract this study aims to analyze sports tourism and tourism sport in hambalang village, analyze sport event planning in hambalang village and create a pentahelix model for planning sports tourism and events in hambalang village. this study uses a descriptive qualitative approach with an analysis of the event management cycle goldblatt. this research data collection method was obtained through observation and interviews with five stakeholders (academics, business, community, government, and media). based on the results of this study shows that sports tourism and tourism sports in hambalang village have developed quite rapidly. hambalang village, which has good geographical characteristics, namely its location on high land, has good natural and sport potential, being an alternative for recreational sports for some sports lovers. in the event planning that has been carried out, hambalang village has carried out event planning in a structural manner and by the three stages of event management, namely research design and planning. while the pentahelix model in planning sports tourism and events in hambalang village is currently running well, the collaboration is carried out by the functions and parts of each stakeholder: academia, business, community, government, and media, synergize in tourism development. so, the results of the analysis of sport and tourism and the study of the event management cycle can produce a pentahelix model for planning sports tourism and events in hambalang village. keywords: tourism village; sport tourism; tourism sport; event; pentahelix model. introduction background indonesian tourism is well known. however, developments continue to be made to improve the quality and tourists, both local and foreign. one particular interest in tourism that has garnered special attention is travel related to sports tourism. the world tourism organization and the international olympic committee held an international conference on sport and tourism in february 2001 in barcelona. this conference presented the link between sport and tourism by leading global organizations of sport and tourism (hinch and higham, 2004). tourism is one of the recreational experiences that has a positive impact on the economy in various countries; this is http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 74-84 http://ojs.unud.ac.id/index.php/eot 75 e-issn 2407-392x. p-issn 2541-0857 based on the research of the international world tourism organization (wto) in 2001, which shows that the contribution of sports to the domestic product of the country's gross industry itas ba is between 1 2%, causing the contribution of tourism between 4-6% (ritchie and adair, 2004). gammon and robinson (2003) divide the classification of sports and tourism consumers into 2 (two) definitions, namely sports tourism and tourism sports. sports tourism analyzes individuals and groups actively and passively participating in competitive or recreational sports while travelling or living in their usual environment. the main criterion of sport tourism is that sport is the primary purpose of travelling (travelling). at the same time, sports tourism is intended for tourists who travel and live in places outside their usual environment. therefore, it can be actively and passively involved, competitive sports or recreation with a secondary purpose of travel. in other words, involvement in sports activities is not the primary purpose of travelling (travelling). in its development, now there are many events defined as an activity or events intentionally created to build interaction with visitors to provide an exciting and impressive experience directly. the event is an activity held to commemorate important things throughout human life, either individually or in groups bound by custom, culture, tradition, and religion. it fits a specific purpose and involves the community environment, which is held at a particular time. (noor, 2009) the successful implementation of an event must have the support of good planning and preparation and meet the standard event indicators. related to event planning, joe goldblatt (2002) divides planning in organizing an event into several stages, namely research, design, planning, coordination, and evaluation. meanwhile, this study only uses 3 (three) phases, namely research, strategy and planning, because this research is a proposal and recommendation material to the local government, which can be helpful to see how event management is carried out in hambalang village. the tourism sector has the potential for developing sports tourism, namely in the tourism village, which has some potential for developing sports tourism and competitive events. one is located in hambalang village, citeureup district, bogor regency. hambalang village is situated in a hilly area with an altitude of 300-450 meters above sea level, between the jonggolhambalang mountain range. hambalang village has been designated as a tourist village through a decree issued by the village head. the development of tourism potential in hambalang village based on nature and religion that explores diversity, uniqueness and uniqueness makes this village worthy of being developed into a tourist village. its location, which is not far from the centre of bogor city and the capital city, makes the village development so fast. hambalang village has a lot of potential and adequate accessibility, namely a large area for vehicle parking and trekking routes that can be used for competitive activities or competitions such as motocross, cycling, running and others to serve as sports events. several small activities that have been carried out in hambalang village are the nusantara village league and hambalang village sports week (pordes). utilization of the potential and accessibility that is owned is still limited, so it is necessary to plan a more significant event aimed at improving the quality of tourism in hambalang village, bogor regency, and increasing regional competitiveness, including in the field of sport tourism. this sports tourism owned by hambalang village requires special attention and sustainable management. the presence of the government through its various policy strategies becomes a strategic thing in http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 74-84 http://ojs.unud.ac.id/index.php/eot 76 e-issn 2407-392x. p-issn 2541-0857 making tourism a mainstay sector in raising the standard of living of the community, especially local communities in the tourist village development area (rahu, 2021). optimizing tourism planning and management requires various elements to collaborate with stakeholders; this strategy is an idea inspired by several tourism managers (lumintuarso, 2005). these five strategies are known as the pentahelix model. the pentahelix model for tourism in indonesia is known as the abcgm strategy, which stands for. this research is a series of scientific research in 2021 with a village research scheme from the ministry of education, culture, research and technology, directorate general of higher education, research and technology. from some of the explanations above, the results of this study will produce new things or new findings that can be used as recommendations to local governments in the pentahelix model in hambalang village, bogor regency. there for it is necessary to research tourism planning and management in the industrial sector of hambalang village, bogor regency, to serve as sports tourism and events that can improve the regional economy. hambalang village has a lot of potential related to nature and religious tourism that can be developed and managed further. this pentahelix model approach is very much needed for managing and developing facilities and infrastructure in hambalang village by involving participation and various parties to realise tourism progress in hambalang village. in planning sports tourism and the event itself, it is necessary to collaborate between stakeholders and elements of the government who have political power on how to formulate a policy through quick decisions of the community or community, which is called social power. this collaboration is expected to increase productivity, innovation, creativity, and regional original income (pad) in hambalang village, bogor regency. based on the problems mentioned above, the researchers conducted a study entitled "pentahelix model in planning sport tourism and events in hambalang village, bogor regency" from (academic, business, community, government and media). methods the research was conducted in hambalang village, sentul-bogor, citeureup district, bogor regency. data were collected through observation, interviews, focus group discussion (fgd), and documentation studies. comments were made in hambalang village, bogor regency, to find out physically available tourism so that they can identify and make a point of view about how much the regional government and village communities contribute to planning and managing sports tourism and events in hambalang village. interviews were conducted with the local government consisting of the village head of hambalang and the sub-district head of citeureup, bogor district. the community consists of the head of tourism village, youth organization, bumdes, hambalang village community and msmes. in the academic field, the faculty of tourism, pancasila university. on the villa bukit hambalang agrotourism business, and tribun news media. in addition to collecting primary data, secondary data is also collected. the information is the profile of "hambalang village", regional data in general, and tourism data in search locations from books and other literature sources, as well as searches for various information published in both electronic and print media. researchers also collect visual data in the form of photos and videos. data validity was obtained through source triangulation. the data analysis of this study used descriptive qualitative research, which was http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 74-84 http://ojs.unud.ac.id/index.php/eot 77 e-issn 2407-392x. p-issn 2541-0857 analyzed with an emphasis on interactive data analysis miles and huberman (1984) said in lisa (2010) that the analysis consisted of 3 (three) flows of activities that co-occurred, namely: data reduction, data presentation, and conclusion drawing/verification. results and discussion hambalang village, located in the highlands makes hambalang village have various natural tourism potentials, including hills where every tourist who visits can enjoy beautiful natural scenery along the road to hambalang village. in addition, residents' green clove plantations and gardens, plus a relaxed atmosphere, can also be used as a tourist attraction in hambalang village. the number of residents in hambalang village every year has increased. this is influenced because investors have also ogled hambalang village; in this area, there are buildings owned by residents from outside the village; even in the future, it will be developed as a tourist area, making it possible for many migrants to reside and settle in the town. this communities in the hambalang village area mostly have several livelihood sectors: agriculture, plantation, animal husbandry, fisheries, forestry, small industry or household crafts, medium and large industries, trade and services. land in the hambalang village area is prioritized for use in the plantation sector. the plantation products cultivated by the hambalang village community include cloves, pineapple, salak, jackfruit and oranges. the dominance of livelihoods in the plantation sector shows that the hambalang village community highly depends on land resources. sports tourism and tourism sport in hambalang village sports tourism is devoted to analyzing individuals and/or groups of people who actively and passively participate in competitive or recreational sports while travelling or living in their usual environment. the main criterion of sport tourism is that sport is the primary purpose of travel (gammon and robinson, 2003). sports tourism is one type of tourism activity that is developing quite rapidly because more and more tourists are interested in sports. hambalang village has characteristics in the development of sports tourism, namely, hambalang mini stadium, trekking paths, accessibility, and a large parking area. it can be used as an alternative to sports tourism for sports lovers. sports tourism is currently developing because it has a positive influence on other sectors. in addition to its natural and religious tourist attractions, it also has the potential for sports tourism, namely having several attractions, namely trekking and paragliding. hambalang village is also expected to be a place for sports events, especially soccer, arrows, paragliding, and motocross, at the regional level so that it can become a tourist attraction to attract more tourists visiting hambalang village. before the construction of the mini stadium was carried out, hambalang village had hosted sporting events, such as the nusantara village league, which was attended by representatives of football groups from 12 sub-districts in bogor regency and pardes or hambalang village sports week, which 8 rw and 28 rt attended. several types of sport tourism in hambalang village can be developed and provide a significant tourism contribution to the community. the following are the potential and attractions of sport tourism in hambalang village: http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 74-84 http://ojs.unud.ac.id/index.php/eot 78 e-issn 2407-392x. p-issn 2541-0857 a. trekking physical potential in the form of natural conditions of trekking routes or paths and specific locations can be a tourist attraction for trekking (dpo prasiasa, 2019). trekking is a long journey that is carried out by walking from one place to another, such as for expeditions and others; trekking is usually carried out in the interior of an area that has not been touched by urban communities, with travel routes that are in areas with minimal facilities and infrastructure or not even there yet. (paseban consortium, 2022) hambalang village has hosted a sporting activity, the "grass track", a small-scale competition activity carried out by the hambalang trail community. this activity was carried out in 2014. b. paragliding based on the observations of hambalang village, the development of hambalang village into a tourism village now has a new attraction, namely paragliding. this paragliding is a collaboration between agrotourism villa bukit hambalang and ats (atang sanjaya). the purpose of the partnership is for members to do paragliding exercises in the air. in november 2021, a para-gliding trial was carried out by taking off from the top of the hambalang hill and landing on the field at villa bukit hambalang agrotourism. but for now, it cannot be opened 100% in general. but if visitors are interested in paragliding in hambalang village, it can be done in tandem. in addition, visitors can also see paragliding activities around villa bukit hambalang agrotourism or go up to the top of the hill to see how flying paragliding takes place. based on the interviews and observations above, the touch of sport tourism brings many benefits to the community's economy through sports tourism in the form of trekking and paragliding. moreover, the area can promote according to its potential so that a good marketing effect appears to invite investors or tourists in that direction through several events that have been held, such as the nusantara village league, pardes, and tribal affairs. sports activities cannot be separated from other activities and people's daily lives. sports activities have become a need humans must meet because they can make the body fitter than before. currently, sports activities have undergone many changes in progress. namely, it is not enough in sports aimed at physical fitness; recreational sports are developing very rapidly. more and more sports are becoming tourist destinations, especially sports that take advantage of natural facilities such as mountains, lakes, rivers, and oceans. tourism sport is intended for tourists who travel or live in places outside their usual environment. it can be actively and passively involved in competitive or recreational sports by making it a secondary destination of tourist travel (gammon and robinson 2003). in other words, tourists whose travels are partly involved in some form of sport or recreation on a purely incidental basis. currently, sports activities have undergone many changes in progress. namely, it is not enough for jokes aimed at physical fitness, but recreational sports are developing rapidly. as a result, more and more sports are becoming tourist destinations, especially sports that take advantage of natural facilities such as mountains, lakes, rivers, and oceans. based on the results of research through direct observation of hambalang village, citeureup district, it can be concluded that in its development into a tourist village, hambalang village continues to bring in many tourists from outside the area to outside the city to visit tourist attractions owned by hambalang village, especially in sport tourism activities or recreational sports. in addition, hambalang village also has facilities like a mini http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 74-84 http://ojs.unud.ac.id/index.php/eot 79 e-issn 2407-392x. p-issn 2541-0857 hambalang stadium and trekking trails. some of the findings of recreational sports facilities and activities from researchers during observations made by tourists in hambalang village are as follows: a. hambalang mini stadium based on the results of secondary data obtained through the article radar bogor rany sinaga (2021), the construction of the hambalang mini stadium is a manifestation of the tagline "the city of sport and tourism" in bogor regency, especially in hambalang village. as for the management of the mini stadium, it is handed over to bumdes by involving village institutions such as youth organizations and other youth organizations. b. trekking path the trekking path before as it is now is still only a small road that is usually used for the activities of cassava farmers carrying their harvests on their shoulders. this makes this road widening to facilitate the accessibility of the community; cassava farmers are no longer accepted but can use a car or motorbike. the trekking route has been operating for a long time and is often used for small-scale sporting events. these activities are usually carried out and organized by outside parties, namely the communities who want to hold a motocross sport event in hambalang village. c. bicycle cycling has become an active trend in this decade with the increasing sales of bicycles globally. cycling is defined by tourists as an integral part of excursions or holidays, a profitable way to improve the quality of vacation time (lumsdon, 2000 in wirawan, 2016). based on the results of interviews that have been carried out, tourists coming to hamba-lang village not only aim to have fun or travel to see the natural scenery of hambalang village but for sports while recreational, pampering the hobby of cycling with obstacles and also the stunning natural scenery that hambalang village has. they come to hambalang village not only on holidays but on weekdays they cycle in hambalang. d. hambalang trail bike dirt bike sport is one of the most popular sports for extreme sports lovers. a sport that uses a dirt bike as the main component that is carried out in nature for an adventure through a trajectory that flows from region a to region b and c in the form of roads, forest areas, slopes, hills, and others (otosia editor, 2019). based on the results of interviews, in addition to cycling and para-gliding, tourists also come to do trabas at the top of hambalang to try the trail path at the top of hambalang. furthermore, the ghalib garage community and many other communities visit hambalang to experience the trails in the area. based on the results of interviews that have been carried out, it can be concluded that tourism sport is one type of tourism activity that is developing quite rapidly, including in hambalang village. hambalang village, which has quite good geographical characteristics, namely its location on high land, has good natural and sport potential, becomes an alternative for recreational sports for some sports lovers such as cycling, trekking and tribal, as well as the availability of sports facilities that support activities such as stadiums. mini hambalang and trekking trails. seeing the natural conditions in hambalang village with various tourist activities, this sport tourism is indeed intended for tourists with great adrenaline because paragliding and trail bikes are sports that can be considered quite extreme. sport event planning in hambalang village the successful implementation of an event must have the support of good http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 74-84 http://ojs.unud.ac.id/index.php/eot 80 e-issn 2407-392x. p-issn 2541-0857 planning and preparation and meet standard sport event indicators starting from the formulation of goals and setting of the concept to how the efforts are made to achieve victory in the event bidding process successfully and when it reaches the implementation stage. first, activities can run according to what has been previously determined, then proceed with an evaluation to analyze whether everything is going according to expectations, at least going through a good planning process. all planning stages are running and well understood by all stakeholders. the researcher refers to an event management planning model by joe goldblatt (2002), which consists of 5 (five) stages, namely research, design, planning, coordination, and evaluation. however, this study only uses 3 (three) phases, namely research, strategy, and planning, because this research is a proposal and recommendation material to the local government, which can be helpful to see how event management is carried out during events in hambalang village. 1. research the formulation of the research process carried out by hambalang village is related to determining the needs, desires, and expectations of the target market based on the also research conducted by external parties. what is meant by internal parties is human resources in hambalang village, and what is meant by external is relationships with audience parties. based on the results of interviews conducted that the research process carried out by hambalang village in determining a concept at the beginning was comprehensive research and tended to be more objective rather than subjective as seen from the current market needs, namely, the research process that refers to market needs, in this case, is the audience of the event to be held. 2. design through the research process that has been carried out, the next step is the theme and material about the event concept that will be used as event packaging. in this case, it refers to a theory about the design process in which it explains about doing brainstorming related to concepts and themes or ideas about organizing events. based on the results of interviews, determining themes and concepts in an event organization in hambalang village does not take too long. however, from the eo's point of view, explaining the process of determining the concept that takes a long time refers to market needs, in this case, the event's audience. so, it can be concluded that the ideas or ideas about the concept of the event that resulted from the research process that occurred at the beginning were very diverse from some research results, which will then become the process of forming it into ideas or ideas that are generated. 3. planning based on the results of interviews conducted through the research and design processes that have been carried out, then the following method of supporting planning and preparation is suitable and meets standard event indicators starting from the formulation of goals, and setting concepts, to how efforts or strategies are to be successful in achieving the goals set. desired. we are planning an event is how to formulate strategies which are then ready to be implemented to support the success of an event. such as determining the target market, venue, and risk management scheme. the following event activities can be considered for making event activities in hambalang village based on event planning indicators, namely research, design and planning. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 74-84 http://ojs.unud.ac.id/index.php/eot 81 e-issn 2407-392x. p-issn 2541-0857 table 1. proposed event activities in hambalang village research design planning determine the needs of the target/audience by looking at what trending events are developing events that carry the theme of sport and culture by raising the culture in hambalang village. sports that can enjoy the natural scenery in hambalang village by post to post participants stay and participate in complete event activities from morning to night contest performing arts in each region opening remarks and closing of the event by community leaders in hambalang village planning: in planning, it is necessary to also look at market segmentation based on location, which will affect operational costs and the amount of demand differently. segmentation pursues young children of junior high, high school, college or under the age of 30 who are on the island of west java by prioritizing people who are close to the hambalang village location arrange programs such as invitations, venue arrangements, consumption, accommodation, transportation, and determination of winners create a risk management scheme source: researcher (2022) pentahelix model in planning sport tourism and events in hambalang village, bogor regency at the stage of the penatahelix model in planning sports tourism and events in hambalang village, what is seen is the involvement or role of various actors to work together in developing the hambalang village tourism village planning sports tourism and events. based on the results of observations and interviews, information regarding the role of academia, business, community, government and media in planning sports tourism and events in hambalang village is as follows: 1. academic academics on the penta helix model act as drafters. at this stage, the role of socialization and training in planning and managing sports tourism and events in hambalang village through the first stage, namely seeing the readiness of the community by taking approaches such as efforts to introduce tourism and other forms of sport tourism and events in hambalang village and training on how to organize events. next, the system, socialization and training are given to the community to open up insight about tourism from the good and evil and then provide an overview of tourism, including the potential for sports tourism in hambalang village in organizing an event, especially sporting events that focus on how to manage events well, how to handle diverse/critical situations, how to conduct briefings, how to cooperate and monitor, also what steps should be taken in terms of attracting visitors, funding, sponsoring, and sound risk management. 2. business private business/industry in the pentahelix model acts as an enabler or facilitator. at this stage, the agrotourism villa bukit hambalang has played a direct role in the activities of the hambalang village community, especially in sport tourism and event activities, including in terms of http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 74-84 http://ojs.unud.ac.id/index.php/eot 82 e-issn 2407-392x. p-issn 2541-0857 budget and providing sports facilities. however, it has not been maximized in building infrastructure for hambalang village. 3. community the community in the pentahelix model acts as an accelerator. hambalang village is in the process of being developed into a tourism village, forming a community, namely msmes. this community was created to strengthen coordination between msme actors and make it easier for them to develop their businesses. in addition, the existence of msmes has become a supporting facility in sport tourism and events in hambalang village. the role of msmes in the community in sport tourism and event activities in hambalang village is instrumental in supporting facilities such as food stalls, toilets, and resting places that are quite supportive for sport tourism activities and events in hambalang village. 4. government the government in the pentahelix model acts as a regulator and controller with regulations and responsibilities in developing businesses. the role of the regional government in developing hambalang village into a tourist village by creating the potential for sports tourism in hamba-lang village by realizing the tagline "bogor sport and tourism". in addition, the hambalang village government also acts as a facilitator by creating conducive conditions for the implementation of development to bridge various kinds of community interests in optimizing sports tourism and event planning in hambalang village. as a facilitator, the village government is engaged in providing facilities and licensing the use of places during the 2022 focus group discussion (fgd) activity organized by the faculty of tourism, pancasila university and will support subsequent mentoring activities through training, education and skills improvement. the hambalang village government, in planning sports tourism and events, also acts as a facilitator related to funding or capital through providing capital assistance to empowered communities. the form of contribution and support made to hambalang village regards security, order, and comfort to the village community in activities organized by hambalang village. 5. media media serves as a provider of information, education, entertainment, and social controller. in developing hambalang village into a tourist village, tribunnews acts as a media that publishes through online media related to the readiness of hambalang village to become a nature, religion, and sport tourism-based tourism village. for example, an article published on april 2, 2022, entitled "hambalang ready to be developed as a nature-based tourism village, religion and sport tourism", contains the readiness of hambalang village to become a nature-based tourism village, religion, and sports tourism through focus group discussion activities (fgd). figure 1. the role of tribunnews media in the development of tourism villages in hambalang village source: tribunnews, 2022 http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 74-84 http://ojs.unud.ac.id/index.php/eot 83 e-issn 2407-392x. p-issn 2541-0857 in addition, the purpose of tribunnews is to inform the general public about hambalang village. tribunnews is suitable for hambalang village because tribunnews has a humanist writing angle. a humanist is meant to be able to react to an article or an object that many people can consume. so, the angle is an angle for expanding people to read the news. with the ease of accessing social media by anyone, anytime and anywhere, people are starting to leave conventional promotional methods such as print and electronic media and switch to social media, which is considered adequate. conclusions sport tourism in hambalang village has developed quite rapidly. the touch of sport tourism brings many benefits to the community's economy in hambalang village. through sports tourism in the form of trekking and paragliding, it has attracted many tourists to come to hambalang village; the area can promote according to its potential so that a good marketing effect appears to invite investors or tourists in that direction through several events that have been held such as the nusantara village league, pardes, and tribal events. tourism sport is one type of tourism activity that is developing quite rapidly, including in hambalang village. hambalang village which has quite good geographical characteristics, namely its location on a high land, has good natural and sport potential, hambalang village is an alternative for recreational sports for some sports lovers such as cycling, trekking and trabas, as well as the availability of sports facilities being in hambalang village supports sports activities such as the hambalang mini stadium and trekking trails. seeing the natural conditions that exist in hambalang village with various tourist activities, this tourism sport is indeed intended for tourists who have a big adrenaline. because paragliding and dirt bikes are quite extreme sports. in the event planning that has been carried out, hambalang village has carried out event planning in a structured manner and by the three stages of event management, namely research design and planning. however, hambalang village, as a tourism village that emphasizes the balance of religious values with tourism development activities, sports activities can still be said to have not been widely carried out as sports tourism which prioritizes the value of the event. nevertheless, hambalang village in organizing an event such as a sporting event cannot be separated from a long process. the role of pentahelix in planning sports tourism and events in hambalang village is currently running well. the collaboration is carried out by the functions and parts of each stakeholder who synergize in the development of tourism in hambalang village towards planning sports tourism and events in hambalang village. the following results from the pentahelix model in planning sports tourism and events in hambalang village, bogor regency. figure 2. pentahelix model in planning sport tourism and events in hambalang village http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 74-84 http://ojs.unud.ac.id/index.php/eot 84 e-issn 2407-392x. p-issn 2541-0857 references gammon, s., & robinson, t. 2003. sport and tourism: a conceptual framework. journal of sport tourism. (891): 21-26. goldblatt, joe. 2014. special events: creating and sustaining a new world for celebration. new jersey: john wiley & sons hinch, t., higham, j., & sant, s. l. 2014. taking stock of sport tourism research. the wiley blackwell companion to tourism, 413-424. lindmark a., sturesson e., ross. 2009. difficulties of collaboration for innovation. new york (us): land university lisa, r. 2010. analisis data kualitatif model miles dan huberman. padang. universitas negeri padang. lumintuarso, r. 2005. potensi keolahragaan sebagai peluang industry menuju kemandirian. proceeding seminar nasional. (2005 desember 13). 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(2022): 174-183 http://ojs.unud.ac.id/index.php/eot 174 e-issn 2407-392x. p-issn 2541-0857 sustainable tourism development strategy in manggarai regency i dewa gde satrya*, virginia felizia muljono tourism study program, ciputra university surabaya *corresponding author: dewa.gde@ciputra.ac.id doi: https://doi.org/10.24922/eot.v9i2.87706 article info submitted: june 17th 2022 accepted: september 17th 2022 published: september 30th 2022 abstract the tourism development in manggarai regency, east nusa tenggara province, on the one hand can improve the local economy, but on the other hand it needs to be carried out using the principles of sustainable tourism development. the purpose of this study is to describe the strategy of sustainable tourism development in manggarai district after the covid19 pandemic. the research method is qualitative. the conclusion of this study is that manggarai district has great potential for tourism development in aspects of culture, nature, and religion. the strategy for the development of sustainable tourism is first from the community perspective, using an emotional cultural approach to create a strong sense of belonging. in terms of infrastructure, it needs to be improved to increase the satisfaction of the community and tourists. keywords: development strategy; sustainable tourism; community based tourism. introduction background one of the provinces whose tourism aspects are being developed by the indonesian government is the province of east nusa tenggara or abbreviated as ntt. ntt province is one of the provinces whose tourism infrastructure is being developed by the government and is included in 10 new balis destinations, namely the city of labuan bajo, which is located in west manggarai regency, flores island. tourism development in the province of east nusa tenggara will certainly help boost the economy; the province of ntt can become a heaven for indonesian tourism, and the government needs to know the principles of sustainable destination development so that the results are obtained can be positive (toda, 2017). the city of labuan bajo is certainly very well known by tourists and researchers for its distinctive animal, namely the komodo dragon whose habitat is only in the province of east nusa tenggara, indonesia. besides komodo, the city of labuan bajo also has many natural beauties such as islands that can be explored by tourists. some of the islands in labuan bajo that can be visited are komodo island, kanawa island, rinca island, padar island, manta island, pink sand beach, and so on depending on the tour package taken by tourists. these are the main attractions of labuan bajo, so the government is very interested in developing the city of labuan bajo as one of the 10 new balis. the development of the city of labuan bajo is intensified by the government to become a sustainable tourism http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 174-183 http://ojs.unud.ac.id/index.php/eot 175 e-issn 2407-392x. p-issn 2541-0857 destination along with 10 other new bali destinations (madrid, 2019). in addition to the city of labuan bajo, the province of east nusa tenggara has many tourist destinations that can be explored and developed even more, such as sawah lingko or lodok, wae rebo village, and other destinations located in the manggarai district. however, of the many tourist destinations that can be developed and preserved on the island of flores, there are still not many destinations that attract the attention of the government and local and foreign tourists to develop. one of the districts that have tourism potential is the manggarai district, which is famous for the wae rebo tourist village or what is called the village above the clouds. not only wae rebo, but tourist destinations in manggarai district are very diverse and it is a pity if they are not developed and cared for properly. some destinations such as sawah lingko or lodok, have a unique shape like a spider's web. lately, lingko rice field is very popular with tourists and local people because of its shape like a spider's web, which is certainly different from the terraced rice fields in general. in addition, there is also the liang bua cave which is a prehistoric site that is often used for research purposes. few tourists know about the prehistoric site of the liang bua cave. currently, the manggarai district has as many as 43 tourist attractions that can be developed to be visited by national and foreign tourists (badan pusat statistik, 2021). of the 43 attractions, only a few have been developed and promoted by the government, also due to a lack of awareness of the importance of developing a tourist destination by the local community. in addition, the preservation of these destinations is arguably still not optimal, there are even attractions that are neglected and not cared for. the research, entitled "the strategies for sustainable tourism development in manggarai regency after the covid-19 pandemic," aims to further exploration of tourism destinations in manggarai regency so that they can be developed and preserved. in addition, due to the covid-19 pandemic, the tourism aspect has certainly decreased drastically so tourism revitalization activities are needed by the government and the community. the application of sustainable tourism will certainly be very important to do because manggarai has many attractions that can be developed and preserved by the government and the community so that it can bring prosperity. with the existence of sustainable tourism after the covid-19 pandemic, people can be more familiar with the potential that arise from tourist destinations or attractions to improve their welfare. the development and revitalization of a destination so that it can become sustainable tourism after the pandemic will not be perfect without the help of the local community. this research is expected to find out what strategies can be used to help to develop and preserve tourist destinations and can help local communities with a better understanding of what strategies can be used to develop these tourist destinations after the covid-19 pandemic. in the conducted research, the subject under the study is the local community of the manggarai district while the object under the study is the tourism destination of the manggarai district. the variables used in this study are sustainable tourism destinations and tourism after the covid-19 pandemic. the purpose of this study is to describe the strategy of sustainable tourism development in manggarai district after the covid-19 pandemic. literature review the sustainable tourism the research conducted by guzeloglu & gulc (2021) where they say that sustainable tourism is an approach that http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 174-183 http://ojs.unud.ac.id/index.php/eot 176 e-issn 2407-392x. p-issn 2541-0857 protects the integrity of culture, ecological processes, biodiversity, and living systems by protecting the environment where humans interact with the intact and unchanging environment. where all resources can meet the economic, social and aesthetic needs of the people and tourists in the area visited. this understanding agrees with the research of tahiri, kovaci, & bushi (2020) says that sustainable tourism is the opposite of mass tourism. sustainable tourism focuses on quality, sustainability, and balance. with quality in sustainable tourism, the values got by the tourists can improve the quality of community life. sustainable tourism cannot exist without the sustainability of natural resources, culture, and society. tourism aims to create a balance between all parties involved in the development of sustainable tourism so that there would be a promising long-term plan. sustainable tourism is a tourism practice responsible for managing the interests of current and future generations of tourists. conservation of nature, local culture and community involvement are important elements in sustainable tourism. this is in line with sunarta & arida (2017, p.17) who say that sustainable tourism is tourism that prioritizes the interests of the current generation without forgetting the interests of future generations. which means that there will be similarities in the fulfilment of the needs of the present generation and future generations. sustainable tourism minimizes negative impacts on the environment. this is in line with setiono et al. (2020) stating the accommodation and new investments in the tourism sector should not have a bad impact and can integrate with the environment. sustainable tourism is relevant and needed by manggarai district, because it is closely related to ecotourism as stated by baroroh (2019) to maintain economic and social interests that prioritize environmental sustainability involving the participation of local communities. in addition, natural and cultural conservation practices in manggarai must also be carried out to preserve natural resources while maintaining the integrity and authenticity of ecosystems in unspoiled areas as tourist destinations, as stated by kc (2017) and wiharso, yuliana & supriono (2020). in its implementation, sustainable tourism is inseparable from green tourism. as stated by prabawa (2017) that green tourism as one of the forms and labels of sustainable tourism encourages the realization of knowledge and experience-based tourist activities in an environmentally responsible manner, preserving local culture to encourage increased involvement of local communities through local businesses. and ultimately support the economic growth of local communities. this kind of tourism practice is appropriate to be implemented in manggarai regency. community involvement in tourism management in manggarai regency is a necessity because tourism is carried out entirely to improve the welfare of local communities. therefore, sustainable tourism requires the application of communitybased tourism, as stated by giampiccoli & saayman (2018) that community-based tourism (cbt) is a form of tourism that appears to offset the negative impacts of conventional or mass tourism such as leakage and the fall of local control over natural resources methods the approach that took by the researcher is qualitative. sugiyono (2017) said that qualitative research is a research method based on postpositivism or enterprise philosophy. this qualitative approach was carried out because the object of this research, namely the manggarai district is still rarely discussed in terms of its tourism development, tourist destinations are still not getting enough attention from the government, the community, and other tourism http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 174-183 http://ojs.unud.ac.id/index.php/eot 177 e-issn 2407-392x. p-issn 2541-0857 actors, and they still want to dig deeper into what strategies can be used for development. post-covid-19 sustainable tourism in manggarai district. the method that took by researchers is the case study method. the case study method is used in this research to find out the strategies that can be done for the development of sustainable tourism which of course must be investigated from various perspectives. this study uses purposive sampling (campbell et al., 2020) with 10 key informants from all elements of penta helix (government, academicians, business, society) (cabrera-flores et al., 2020) with the aim of getting a comprehensive perspective on sustainable tourism development strategies in manggarai regency, the 10 key informants are as follows: tabel 1. key informants in this study government temporary secretary of the manggarai tourism office society the co-founders of the live-in application, the regent of manggarai, and father inosensius sutam industry owner of spring hill resto and bungalow, secretariat of todo tourism village, owner of flores exotic tours, and sister of the good shepherd. academia the principal of the sadar wisata vocational school and ary suhandi (director of indonesian ecotourism network / indecon) result and discussion the manggarai regency is located on the island of flores, east nusa tenggara province. manggarai regency has a government center in ruteng city which is the capital of manggarai regency. the area is 7,136.4 km2 and has a population of 382,422 people. manggarai regency has a total of 12 sub-districts. most of the residents of the manggarai regency adhere to catholicism so there are many churches and monasteries, but they still preserve their traditional culture such as caci, weaving, burrows, traditional houses, and so on which have now become tourist attractions (mengenal manggarai n.d.). from the results of interviews and observations, an analysis of strategies that can be used for sustainable tourism development after the covid-19 pandemic in manggarai regency is following pentahelix, namely government, society, industry, and academia. the informants have answered most of the topics posed by the researchers, although some informants did not answer some questions due to limited time. there is a shift in tourist interest due to the covid-19 pandemic towards heritage or culture as much as 63% based on a report from the bop by the regent meldyanti's society, therefore manggarai regency is intensively building community-based sustainable tourism. in line with this development, the society of father ino said that there were 7 principles emphasized by the bishop of ruteng. first of all, tourism must respect human dignity and rights, and be friendly to human dignity and rights. then the second principle is the principle of local community participation while opening up to others so that they are friendly to others. the third is the cultural principle of respecting the development of local culture, of course, while opening yourself up to other cultures, yes here it must be culturally friendly. then the fourth, yes, respect or preservation of the environment, so it is environmentally friendly. then the fifth, tourism must respect moral and religious values, so be friendly to religion and ethics. then the sixth, there must be cooperation and transparency, so be friendly with justice and honesty. the seventh, of course, is the principle of using science and technology that http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 174-183 http://ojs.unud.ac.id/index.php/eot 178 e-issn 2407-392x. p-issn 2541-0857 is humane, so that it is friendly to science and technology from a human perspective. from the government itself, in line with the covid-19 pandemic, researchers found efforts to develop sustainable tourism strategies carried out by the government, especially the submission of chse certificates in hotels, restaurants, and other tourist attractions. it is very necessary to develop sops for tourism actors and a code of ethics for visitors as conveyed by academia, the founder and director of indecon pak ary, where he stated that apart from tourism actors or managers, visitors also need a code of ethics so that they do not damage the existing culture. this is also in line with several businesses such as spring hill resto and bungalow, where ms. carolyn is very passionate about cleanliness in restaurants and hotels, as well as the semi-outdoor concept which maintains good air circulation for guests' comfort. one thing that is crucial and needs to be considered is the basic understanding of tourism. according to the founder and director of indecon, mr. ary, the foundation of thinking that should be tourism is not making money or bringing in a lot of guests, but how the culture of the community can always be preserved so that guests do not damage, and the destination can always be sustainable. this is encouraged by taking the right and patient approach because building sustainable tourism cannot be instantaneous, it takes years for people to feel the value of tourism itself. culture is the main thing that must be fought for and preserved, profit and tourists are bonuses from hard work. during the pandemic, the government is also encouraging the creative economy of weaving, then there is the development of destinations based on nature and culture, local cuisine, and training of local people as tourism actors, in the marketing department. the current government's efforts are still very focused on developing destinations as sustainable tourism, as well as training and cognitive education for the community as tourism actors because there are still many local people who have not received a good education and still do not understand what the positive impacts of tourism development in manggarai regency are. this of course will greatly help the development of sustainable tourism in manggarai regency, because foreign tourists are often very disturbed by the attitude of the people who have not been educated and are considered impolite, such as begging for money when tourists come. the society for the regent of manggarai regency, ms. meldyanti, said that currently, to develop destinations in each region, an excavation of the history of manggarai had begun to be buried. this is also in line with the creative economy industry that is currently being worked on in several locations in manggarai regency, where people are taught to sing songket cloth. weaving, of course, already exists from ancestral heritage, but what is taught here is to weave cloth that has a deep meaning, whether it's telling the history of manggarai, a family, or the character of a person because the ancestors used to represent their language through weaving. mrs. meldyanti also collaborated with unika st. paulus, to obtain the copyright for mpig or the manggarai woven geographical indication protection society and cooperated with the ntt manggarai bank to register the motifs with the kemenkumham. apart from that, like what was conveyed by mr. adrianus husen, mrs. meldyanti is also intensively providing cognitive training to local communities and wants to use young people to carry out their interests and talents in the tourism area. industry secretariat of the todo tourism village, mr. adrianus in his village is aggressive in preserving the traditional village and handicrafts of the local community that has been around for generations, as well as highlighting the history of todo itself. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 174-183 http://ojs.unud.ac.id/index.php/eot 179 e-issn 2407-392x. p-issn 2541-0857 in line with what has been conveyed by the secretary of the department of culture and tourism, mr. adrianus husen, that a promotion will be carried out, and the submission of mrs. regent meldyanti who wants to use the interests and talents of young people in manggarai regency in the field of photography and video, very good in this regard for marketing tourism in manggarai regency with the talents of these millennial children. research conducted by santoso et al. (2021), showed that promotional videos greatly affect the desire to visit the brand image. promoting videos by inviting young people who have the desire to promote tourism in manggarai regency is highly recommended so that manggarai regency can further encourage other regencies in the new normal era. academia the head of the ruteng tourism awareness vocational school, pak wilhelmus also strives to encourage his students to have knowledge, skills, and competencies in the world of tourism by providing various five-star facilities needed for learning. this is very important to form awareness among young people in schools from an early age about the good impact of sustainable tourism development. industry secretariat of the todo tourism village, mr. adrianus or kak ardi is also intensively collaborating with swiss tour to promote the todo tourist village. society pak maulidan ceo livein also proposed a strategy for approaching village communities, where he said that it was very important for the community to have a sense of belonging to have the desire to do something, so there was a need for a cultural approach. where people need an emotional approach, how are they involved in each process? the same thing was said by academia, the founder and director of indecon, mr. ary, who said that what was preserved was the culture of the community itself, not building tourism that brought in a lot of guests, which could damage the destination. culture is certainly very closely related to local communities, and this cannot be forced on the community it takes a long process to build a strong community mentality. the approach process taken by indecon in each of its ecotourism projects includes planning, capacity building, product development, marketing, and institutions. 1. planning planning includes what the community needs, what areas cannot be disturbed, collaboration with anyone, required regulations, and so on. 2. capacity building capacity building includes training for cooking, what skills they need, and what kind of management they should know and learn. 3. product development product development includes tourism products that can be offered for tourism, whether it be crops, handicrafts, culinary, scenery, traditional ceremonies, and so on. 4. marketing how to market products that have been developed by the community and whether the marketing done is the same as what happened or is it just for promotion. 5. institutional institutions that can remind people of culture, of what brings prosperity to the place, and institutions that can help develop culture and tourism. are institutional, stakeholder, and community goals aligned? approaching the community through the church is also very helpful because the people of the manggarai regency are mostly catholic and are very loyal to what the church commands. this is also one of the obstacles for the government when it wants to enter the community http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 174-183 http://ojs.unud.ac.id/index.php/eot 180 e-issn 2407-392x. p-issn 2541-0857 because the community's perception of the government is a project. meanwhile, when the church enters, the community will perceive it as a service, so they are very hesitant to enter and direct the community. this needs cooperation between tourism stakeholders in manggarai regency. in addition, mr. maulidan also said about the importance of cooperation from every stakeholder involved in tourism in manggarai regency who has the same orientation. this is of course a very important point. the same orientation can unite the vision and mission when developing sustainable tourism because some of the obstacles that occur when tourism development is carried out in manggarai are the goals of different stakeholders because they have different understandings about what they want to bring. where is this tourism? the same thing was said by industry, the owner of spring hill resto and bungalow, carolyn's mother, where she said that cooperation and support from others are very much needed for business continuity. said industry pt. flores exoctic tours, mr. leonardus, it is very important to have a travel pattern to calculate all aspects of destination access from anywhere, length of trip, road conditions, what can be seen, what objects are traversed, uniqueness of the objects traversed, funds needed, and so on. this is because access in manggarai regency is still very lacking, especially access to small villages which are sometimes very rocky and can only be passed by walking or by motorbike. this was also explained by the good shepherd industry, sister natalia who was worried about the infrastructure that was still inadequate to be considered a tourist attraction because some safety had not been maintained, and there was still much that needed to be added and improved to maintain cleanliness as well. mr. maulidan also emphasized that when developing tourism, one cannot only focus on one or two things but also must be able to focus on all aspects. infrastructure development is very important, human empowerment is very important, and the preservation of culture and nature is also very important so all must work together. in line with education, carolyn's mother was also mentioned at the beginning, industry spring hill resto and bungalow, where she said that it was very important for local people to be educated about tourist destinations for tourists to these places. he also said that to educate tourists about a destination, a sign or information about the destination is needed. for liang bua, it will be very helpful if there is a small museum near liang bua and there are officers who can be guides so that the tourist experience can increase again. for religious tourism, the strategy thought by the society of father ino said that it would be better if church events were integrated with local culture such as a shared palm leaf procession, not just one parish, and so on. then there are nature tours that have been run by industry pt. flores exotic tours, mr. leonardus, where has several packages for his guests such as cycling, endemic bird watching, adventure tours, and others based on nature. in addition, the good shepherd industry also stated, sister natalia that coffee plantation tours will also be very interesting for tourists visiting the good shepherd because they will not only see coffee plantations, but they will also be invited to see the coffee processing process. conclusion conclusion based on the results of the study, it can be concluded that the manggarai regency has enormous potential for sustainable tourism development after the covid19 pandemic, especially in culture, nature, and religion, especially when covid-19 http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 174-183 http://ojs.unud.ac.id/index.php/eot 181 e-issn 2407-392x. p-issn 2541-0857 attacks the world, tourist interest has changed towards traveling in small groups with natural and cultural tourism destinations. • the culture of the manggarai regency really must be preserved, and its authenticity is maintained because it includes the history of ancestors, traditional ceremonies, weaving, culinary, traditional houses, and so on which are distinct values in the culture of the people of manggarai regency. • in addition to culture, manggarai regency also has potential in other fields such as nature, where manggarai regency is very rich in extraordinary natural scenery such as rice fields, waterfalls, rivers, animals, and so on which of course must be preserved so that these views do not disappear. in addition, there is also liang bua which is an ancient site in manggarai regency. • most of the people of the manggarai regency are also catholic and manggarai regency has many churches, presbyteries, monasteries, and also the maria cave so there is great potential for religious tourism. the role of local communities is certainly very large because they are the vanguard of any tourism development. the obstacle that often occurs is that people do not understand what tourism means and feel that tourism is not important in their lives. the local community is the subject and not the object where they are the ones who get the impact from the results of this sustainable tourism development. therefore, they must also have a sense of belonging along with this development so that they can realize the importance of preserving their culture and feel the impact of preservation itself. not only the community, but the government, business, academia, the tourism community, and other tourism actors must also be able to understand what the real foundation of tourism is so that they have one common goal of direction where sustainable tourism is to be developed. tourism is not only talking about how to bring in guests and earn profits to increase the economy but more about how tourism helps bring back the culture of the local community that is almost lost and preserves that culture, along with the natural surroundings. suggestion the suggestion from this research is, that the strategy for the development of sustainable tourism after the covid-19 pandemic is first from the community perspective, where people are still intensively encouraged for activities and training to prepare themselves to welcome tourism after the pandemic. the approach taken to the community should also be culturally emotional so that they can have a strong sense of belonging. second, in terms of history and culture, which are still being studied for history and culture that is almost extinct, as well as the culture that still exists until now is still being sought to be preserved so that it can become an added value for sustainable tourism. then not only the development of communities and destinations but also the supporting infrastructure to be improved so that the satisfaction of the community and tourists can increase. this of course must go according to good planning. with the right travel pattern, it will be easier to identify areas that need improvement and additional information and infrastructure. references badan pusat statistik. 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(2015): 74-83 http://ojs.unud.ac.id/index.php/eot 74 e-issn: 2407-392x. p-issn: 2541-0857 factors influencing brand equity of bali as a tourism destination i ketut surya diarta, i gde pitana, nyoman darma putra and agung suryawan wiranatha school of postgraduate study doctorate degree in tourism udayana university coressponding author: suryadiarta_unud@yahoo.com article info received 02 march 2015 accepted 14 august 2015 available online 07 september 2015 abstract globally, competition among tourism destinations is more stringent in getting foreign tourists, including bali. one effort to win the competition is increasing destination brand equity through maintaining its influencing factors and gaining tourist positive behavior toward destination. this effort, in long run, will increase and stabilize destination revenue and sustainability. this research aims to analyze factors influencing brand equity of bali as a tourism destination. this research was conducted in bali‟s five major tourism objects. the 240 foreign tourists were chosen as respondents through convenience sampling technique. data were analyzed using factor analysis. the results showed that factors that significantly influenced bali brand equity were: symbolic and experiential benefit factor, direct and indirect destinations attributes, destination reliability and tangibility, assurance and empathy, brand destinations recognition and recall, destinations common psychological attributes, destination common functional attributes, unique functional attributes, behavioral loyalty, destination awareness, and attitudinal loyalty. given the fluctuative nature of brand equity, bali needs a consistent effort to maintain or to enhance brand equity of bali as a tourism destination. maintaining the dominant factors that influence the strength of brand equity can be used as a basis to develop destination branding strategy to expand market segment, choose the right target market, and anchoring destination position in world market competition. keywords: brand, equity, bali, tourism, destination introduction background study of destination brand equity for indonesia becomes a very strategic agenda. this is because most of tourism destinations in indonesia are not yet becoming globally competitive tourism destination if foreign tourist arrivals used as the main criterion. in fact, world tourism industry has a very strong competition in gaining internasional tourists market share (chang, 2008). understanding on how tourism destination brand equity plays an important role in determining international tourist‟s arrival in destination becomes very important to develop destination competitiveness. lack of destination brand equity measurement in indonesia consequentially affects the lack of basic information in developing tourism destination attributes to support high destination brand equity. in fact, high destination brand equity is theoretically capable to influence tourist decision making to visit destination (konečnik, 2005). mailto:suryadiarta_unud@yahoo.com e-journal of tourism vol.2. no.2. (2015): 74-83 http://ojs.unud.ac.id/index.php/eot 75 e-issn: 2407-392x. p-issn: 2541-0857 anchored in the context of tourism destination marketing, a tourism destination must have high brand equity to attract international tourists visit. according to aaker (in chang, 2008), brand equity is defined as "a set of brand assets and liabilities linked to a brand, its name and symbol". thus, brand equity is a set of assets or the added value attached to product(s) or service(s) name or symbol. chang (2008) added that the purpose of brand equity in tourism destination is "maximizing the uniqueness of destinations to distinguish it from other destinations in reaching the target market". the importance of brand equity to win the competition among tourism destinations clearly stated by morgan et al. (in greaves and skinner, 2010) that "brand as the most powerful marketing weapon available to contemporary destination marketers". furthermore, according to morgan et al. (ibid), the primary function of brand destination is its ability to create tourists loyalty to destination. the main benefit of creating a tourism destination brand is to grow and to maintain the loyalty of tourists to destinations and eventually to increase tourism destinations revenue. bali, as a world tourism destination, does not have any empirical data related to its tourism destination brand equity, regarding to its status as a cultural tourism destination in accordance with bali cultural tourism act (perda no. 2/2012). research on factors that significantly affect the brand equity of bali as a tourism destination is very important to be conducted. in fact, having data on destination brand equity especially factors influencing its brand equity is essential in order to compete with other destinations in the world. this will be a strong justification for this research to be carried out. research purpose this research aims to analyze factors that influence of brand equity of bali as a tourism destination. literature review brand according to the american marketing association (kotler and gertner, 2004) brand is defined as: …name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition (kotler dan gertner, 2004). furthermore, kotler and gertner (2004) stated that "brand can differentiate one product to another and gives a certain value to the product". brand, therefore, is able to make the company builds a unique identity and gain greater market niche compared to other similar products or services (simmons, 2007). brand itself is not limited as tagline, but it may involve one or a combination of several factors (name, term, sign, symbol, picture, or design) to identify a product or service provided. tourism destination brand equity according to aaker (in chang, 2008) brand equity is defined as “a set of brand assets and liabilities linked to a brand, its name and symbol”. then, ming, ismail and rasiah (2011) define brand equity as “the incremental utility and value added to a product by its brand name”. thus, brand equity lies on how much asset or added value owned by a related product names and symbols attached to it. this happens because the brand value and asset will be increased or decreased depends on the consumer response to the product or service. according to aaker (in chang, 2008), brand equity includes five components, namely: (a) brand loyalty, (b) brand awareness, (c) perceived quality, (d) brand association, and (e) proprietary assets. aaker asserts that: …a good brand strategy should concentrate on attempts to achieve name awareness, perceived quality, and brand association in order to win high loyalty to the brand product. brand loyalty…can strengthen the other components of brand equity and increase the brands”s competitiveness on the target market (chang, 2008). aaker (in chang, 2008) concluded that “a well-performing brand owns superior quality, which affects customer’s perceptions, attitudes, and behaviors toward it” e-journal of tourism vol.2. no.2. (2015): 74-83 http://ojs.unud.ac.id/index.php/eot 76 e-issn: 2407-392x. p-issn: 2541-0857 aaker and keller (keller, 1993, 2001; chang, 2008; pike et al., 2010) introduced customer-based brand equity (cbbe). cbbe is a difference effect of consumers in response to the marketing of a specific product or service brand. a brand has has a positive (or negative) cbbe when consumers react positively (or negatively) to the marketing mix of a brand. the application of cbbe specifically for tourism destinations was introduced by konecnik (2005), followed by the subsequent publications by konecnik and gartner (2007) and konecnik (2010). according to konecnik (2010), a tourism destination brand built by: (a) destination awareness, (b) destination image, (c) perceived quality, and (d) destination loyalty. konecnick and gartner (2007) concluded “the interrelationship, plus the cumulative value of brand dimensions, are what gives rise to the creation of brand equity”. richie and richi (in jalilvand, esfahani and samiei, 2010) stated that brand equity should be able to communicate the promise of a memorable travel experience that is uniquely associated to the respective destinations. brand equity also should be able to be taken into consideration and persuade tourist to travel to the destination. methodology the survey of 240 foreign tourists as respondents carried out from january 2015 until november 2015 in five main tourism objects in bali namely: tanah lot (107 respondents), ulun danu beratan (44 respondents), uluwatu (43 respondents), penelokan batur (28 respondents ), and taman ayun (18 respondents). this research uses a quantitative research design. data were analyzed using factor analysis with spss 16.0 for windows software (santoso, 2014). brand equity of bali as a tourism destination is measured using five main variables measurement, namely: (1) destination brand awareness, (2) destination brand image, (3) destination brand association, (4) destination brand percieved quality, and (5) destination brand loyalty (jamal and naser, 2002; konečnik, 2005; konecnik and gartner, 2007; türkyılmaz and özkan, 2007; chen and tseng, 2010; konecnik ruzzier, 2013). before performing factor analysis, first the research instruments were tested concerning the reliability and validity of the questionnaire included the fit of estimator model. based on the research instrument reliability test was obtained cronbach's alpha of 0.917> 0.60 (reliable) as can be seen on appendix 1. furthermore, test of research instrument validity was obtained corrected item-total correlation > r table (0.11) (valid) as can be seen on appendix 2. based on both tests above can be concluded that the research instrument is feasible used in the factor analysis (santoso, 2014). the accuracy test of factor analysis model uses the kaiser-meyer-olkin measure of sampling adequacy (kmo) and the significance value (appendix 3). based on the analysis was obtained kmo value (0.818)> 0.6, falls into the meritorious criterion so the factor analysis deserves to be continued. barlett test of sphericity is (5.034) ≥ 0.90 at significance (0.000) <α (0.05) which means that there was a significant correlation between the parameters of observation. this will be a good model predictor for factor analysis. it is supported by all the anti-image correlation value measurement parameters > 0.6 that means it is feasible to be used for further factor analysis. results and discussion respondent characteristics of the 240 respondents, 42.50% were male and 57.5 % female, a difference of 15.0 %. the average age of respondents was 40.09 years with a range between 18 year old to 81 year old. a total of 76.67 percent of respondents visit bali as their first destination in this traveling time prior to other destinations in the world. while, the remaining 23.33 percent visited bali after other destinations, both destinations in indonesia and abroad. the average frequency of visiting bali was 5.48 times. the number of respondents who has his first traveling to bali is 39.2 percent while the remaining 60.8 percent are repeater guests. the average length of stay in e-journal of tourism vol.2. no.2. (2015): 74-83 http://ojs.unud.ac.id/index.php/eot 77 e-issn: 2407-392x. p-issn: 2541-0857 bali is 18.08 days and the average frequency of recommending bali tourism destinations as a travel destination to others is 7.33 times. related to travel arrangements to bali, 83.4 percent of respondents do personal travel arrangements while the remaining 16.7 percent arranged by travel agents. as many as 25.8 percent of respondents travel to bali alone, 50.0 percent was accompanied by family members, and 24.2 percent travel in the group. factors influencing brand equity of bali as a tourism destination factor analysis generates 11 new factors (figure 1) and is able to explain 68.835% of the total variance parameters (total variance explained) that constructs bali brand equity as a tourism destination. determination of the parameters included into particular factor depends on the criteria if the loading factor > 0.6. figure 1. factors influencing brand equity of bali as a tourism destination figure 1 gives the impression that factors that dominantly influence the formation of brand equity of bali as a tourism destination mainly come from the island interpretation of symbolic meaning for travelers. if we visit a particular place then we can satisfy such symbolic needs like prestige, exclusifity, and high-image impact to ourself both personaly and socially. in addition, traveling to bali for respondents is taking the chance in their life experiencing a unique cultural destination, having contact with people with other cultural background, sense of the aura of hinduism civilization in modern era and for some of them bali means adventuring the omnipresent paradise in the real wolrd. for some others, visiting bali as a tourism destination is not about that deep meaning but typical of mass tourists who travel for fun and seight seeing destination attributes: natural beauty, the beaches, the lakes, the mountains, agrotourism lanscapes and so on. of course, there are so many reasons why tourists travel to bali and all reason in such way develop factors influence the brand equity of bali as a tourism destination. for detail, those factors will be explained in detail as follow: a. factors of symbolic and experiential benefits this factor has eigen value 9.848 and total variance equal to 24.019% (appendix 4). symbolic benefits of bali as a tourism destination is the benefits and advantages of bali tourism destinations related to their association with the fulfillment of social needs and personal expression of foreign tourists like the feeling of prestige, exclusivity, or fashionability of having vacation to bali. this indicates that bali is a prestigious tourism destination and tourists feel proudly enough traveling to bali this time. exclusivity for tourists mainly associated with the peculiarities of exotic hindu culture different from other destinations. experiential benefits of bali as a tourism destination is the perceived benefits of travelers associated with needs of such an experiential sense of fun, high-image to the tourists, and other cognitive stimulations. according to respondents, bali as a tourism destination which is generally very pleasant and left a lasting impression, especially the hospitality of its people, culture, diverse tourism appeal, and has a religious aura. most of the respondents argued that bali is a tourism destination that is suitable for all family members. b. factors of direct and indirect attributes of destination this factor has eigen value 3.797 and total variance equal to 9.262% (appendix 4). direct destination attribute of bali as a tourism destination is a vital attribute that should be e-journal of tourism vol.2. no.2. (2015): 74-83 http://ojs.unud.ac.id/index.php/eot 78 e-issn: 2407-392x. p-issn: 2541-0857 there to be major destination associations. this attribute determines prospective tourists whether or not to choose bali to be visited. the main direct attribute of bali tourism destination is related to cultural tourism. other direct attributes are bali has many tourist objects and attractions that are becoming very important added value to strengthen brand equity of bali as a tourism destination. for example, bali has the attractiveness of the natural beauty, beautiful beach, exiting lakes, stunning mountains, nicely agrotourism lanscape, and terraced rice fields. this makes bali as a destination for cultural tourism with much “bonus” tourist attraction that attracts tourists around the world. indirect destination attribute of bali as a tourism destination is an aspect of destinations attribute that not directly connected physically to the destination but strongly support the existence of destinations such as the price information of travel packages to destinations, general information about the tourist attraction in the destination, the service information obtained during on the destination and alike. strength of brand equity bali as a tourism destination is strongly influenced by the availability of adequate information concerning prices, attractions, facilities, security, and so on. tourists that visit bali feel easily obtain information regarding to their trip to bali. this is what strengthens brand equity bali as a tourism destination. c. factor of reliability and tangibility of destination this factor has eigen value 2.643 and total variance equal to 6.447% (appendix 4). reliability of bali as a tourism destination is bali's ability to provide an accurate and a reliable service according to the needs of tourists mainly the needs of food, drink, and accommodation during the holidays. brand equity of bali as a tourism destination is also supported by the evidence of the promise offered. based on the analysis, the high rating on brand equity achieved by bali as a tourism destination indicated that bali is able to realize the promise given to the fact that is seen, felt and experienced during tourist holiday in bali. the tangibility of bali as a tourism destination is the bali's ability to provide physical facilities, supporting equipments, and the appearance or performance of tourism workers. bali has been able to provide supporting facilities of tourism (amenity elements) such as representative accommodation, good and hygienic restaurants, and food and drink stalls that are easy to be reached and so forth. bali is also capable of providing accessibility to reach the tourism objects easily such as tourism infrastructure, highways, transportation facilities, rest area, and directions to attractions. the brand equity of bali is also greatly influenced by the performance of tourism workers. tourism is related to its product as well as its service. the service in this context relates to the ability of tourism workers to perform good services to tourists. this will support bali tourism destination brand equity. d. factor of assurance and emphaty of destination this factor has eigen value 2.236 and total variance equal to 5.455% (appendix 4). assurance aspect of bali as a tourism destination related to hospitality, skills, and the ability of tourism workers to provide a feeling of safety, comfort, and belief to tourists during vacation. tourism is an industry that highly depends on the issues and images. advances in information technology help in enforcing these conditions. negative events in destinations will instantly be monitored by potential tourists who would intend to visit the destinations. based on the analysis, bali as a tourism destination is able to guarantee the hospitality of local community, the standard of tourism worker skills, the ability to provide a sense of security, convenient, and reliable so as to support the high brand equity of bali as a tourism destination. excellent service experienced by tourists in bali is also the key elements that make tourists satisfied with the destination, improve the image of the destination, and will eventually be able to increase bali brand equity as a tourism destination. e-journal of tourism vol.2. no.2. (2015): 74-83 http://ojs.unud.ac.id/index.php/eot 79 e-issn: 2407-392x. p-issn: 2541-0857 empathy is the personal attention and care given by tourism workers to tourists during their vacation in bali. the basis of empathy is the sense of care of others. tourists feel very empathetic with local community and tourism workers in bali and this only occurs since balinese develop an open minded way of thinking to others. associated with the tourism context, the attention and care of the tourism workers and the local community to the tourists during their vacation in bali is important because it will shape the brand image in the eyes of tourist destinations are geared towards brand equity of bali as tourism destination. e. factor of recognition and recall of destination this factor has eigen value 1.820 and total variance equal to 4.440% (appendix 4). destination brand recognition is the minimal level of tourists consciousness to bali as a tourism destination. before tourists choosing bali as a tourism destinations to be visited, usually prospective tourists will assess by the strength of bali brand value and make a decision based on the perception established related to bai as the tourism destination. high brand equity of bali is starting from a familiar destination name (“bali”) for prospective tourists arousing curiosity deeper, searching for information needed, perceived on the basis of the information obtained and finally assess how perceptions of the destination brand is concerned. bali, in this case has an advantage because the name of bali as a tourism destination brand is already strong among diverse tourism destination in the world. consequently, the strong brand destination name will increase the brand equity of bali as a tourism destination. generally, the destination is known for its distinctive uniqueness and different from other destinations and becomes destination identifier known as the destination icon that has the ability to represent the destination. bali as a world tourism destination has a nuance of hindu cultural icon that expressed in almost all tourist objects and attraction, for example the main tourism objects in bali like tanah lot temple, ulun danu beratan temple, uluwatu temple, taman ayun temple and others. the excellence of bali is having many cultural based tourim objects as bali icons. destination brand recall is the ability of tourists to remember bali as a tourism destination when tourists were asked to name brands in the category of tourism destination. it is the process of brand destination recalling and remembering in such situation that respondent did not need any help to remember the brand destination bali. the stronger level of brand recall the higher level of brand equity of bali as a tourism destination. f. factor of common psychological attributes of destination this factor has eigen value 1.717 and total variance equal to 4.189% (appendix 4). common psychological attributes of bali as a tourism destination consist of hospitality of local community and the natural beauty of the destination landscape that support the image of bali. generally, respondents who visit bali have certain psychological expectations before making decicion to travel. things that attract tourists to visit bali are usually come from the information about destinations attributes that easily obtained through electronic media, internet, or friends and family. beside of tourist attraction offered by the destination, tourist decision to visit bali is also driven by the host community that respect tourists, gives a friendly relationship, and warm towards foreigners. in bali, mainly tourism objects are managed by local people through customary village and this happens only if local community aware about the tourism and contribute to the strong brand equity of bali as a tourism destination. g. factor of common functional attributes of destination this factor has eigen value 1.512 and total variance equal to 3.688% (appendix 4). common functional attributes of bali related to price (value for money), the climate that is suitable for tourists, type of accommodation choices that are suit to various abilities of tourists that make bali has brand equity more competitive than others and will attract tourists to come. bali as a world tourism destination has an advantage in this aspects so that these factors streghten brand equity of bali as a tourism destination. e-journal of tourism vol.2. no.2. (2015): 74-83 http://ojs.unud.ac.id/index.php/eot 80 e-issn: 2407-392x. p-issn: 2541-0857 h. factor of unique functional attributes of destination this factor has eigen value 1.296 and total variance equal to 3.161% (appendix 4). the unique functional attributes of destination consists of icons and events that shape the image of the destination. bali has set cultural tourism as its direction in developing tourism industry which explicitly stated that the culture related to balinese hinduism. it is expressed through the way of life of local community in everyday activities, rituals, customary, arts, architectures, and so on. these will be unique functional attributes possessed by bali as a tourism destination that build the image of bali as a destination for cultural tourism and support the strong brand equity of bali as a tourism destination. i. factor of behavioral loyalty this factor has eigen value 1.197 and total variance equal to 2.919% (appendix 4). respondent‟s behavioral loyalty to bali occurs when respondents have a pattern of repeat their visit to bali, repeat their purchase of travel packages to bali, or recommend bali as tourism destination to others. this is the driver of the high brand equity of a destination. bali as a tourism destination is very strong in this regard. based on respondents‟ characteristics, the average repeated visits to bali is 5.48 times, average length of stay in bali is 18.08 days and frequency to recommend bali as a tourism destination to others is 7.33 times. seeing this data indicates that bali has strong brand equity as a tourism destination. j. factor of destination awareness this factor has eigen value 1.142 and total variance of 2.784% (appendix 4). this factor is a condition where the respondents are aware of bali as tourism destination and become a starting point to build a destination brand and compete with the competitors. however, the equity of brand destination depends on the confirmation between respondenys expectations and the reality in destination. furthermore this determines the level of respondent‟s satisfaction and loyalty toward bali as a tourism destination. instead, there will be no brand equity of tourism destination if the destination is not known at all by potential tourists. therefore, although this factor is not dominant in influencing destination brand equity but can not be disappeared in the process of building brand equity. it is not impossible that a tourism destination has a high leve of brand equity will not be able to compete with competitors if the destination does not receive attention anymore for the long time. maintaining destination brand awareness is a must since awareness is a foundation that affects the level of brand equity bali as a tourism destination. k. factor of attitudinal loyalty this factor has eigen value 1.014 and total variance equal to 2.472% (appendix 4). attitudinal loyalty is a desire of respondets to continue the relationship or association in the future with bali as their tourism destination. based on analysis, attitudinal loyalty to bali as tourism destination is significant affecting bali brand equity. it can be viewed as an attitudinal evaluation from respondents on bali as tourism destination. if respondents are satisfy then this will likely be the behavioral loyalty and realized into actual action like extend their length of stay in bali or recommend bali as a tourism destination that is worth to be visited to others. the consequence of this is the emergence of attitudinal loyalty will increase the brand equity of bali as a tourism destination. conclusion factors that significantly influence brand equity of bali as a tourism destination are: (a) symbolic and experiential benefit of destination, (b) direct and indirect destination attributes, (c) reliability and tangibility of destination, (d) assurance and empathy, (e) brand destinations recognition and recall, (f) destinations common psychological attributes, (g) destination common functional attributes, (h) unique functional attributes, (i) behavioral loyalty, (j) destination awareness, and (k) attitudinal loyalty. the strength of brand equity for tourism destination including bali depends on destination capability to enhace its uniqueness as a basis of competitive advantage compare to competitors. maintaining the dominant factors that influence the strength of brand equity can e-journal of tourism vol.2. no.2. 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(2015): 74-83 http://ojs.unud.ac.id/index.php/eot 82 e-issn: 2407-392x. p-issn: 2541-0857 appendixes appendix 1. reliabilitity test of questioner case processing summary n % cas es valid 240 100.0 excluded a 0 .0 total 240 100.0 a. listwise deletion based on all variables in the procedure. reliability statistics cronbach's alpha n of items .917 41 appendix 2. kmo and bartlett‟s test kmo and bartlett's test kaiser-meyer-olkin measure of sampling adequacy. .818 bartlett's test of sphericity approx. chi-square 5.034e3 df 820 sig. .000 appendix 3. validity test of questioner item-total statistics scale mean if item deleted scale variance if item deleted corrected item-total correlation cronbach's alpha if item deleted x1 171.40 170.333 .369 .916 x2 171.40 170.767 .323 .917 x3 171.32 170.170 .367 .916 x4 171.44 168.264 .412 .916 x5 171.33 169.119 .453 .915 x6 171.43 168.949 .432 .916 x7 171.56 164.942 .450 .916 x8 171.40 167.438 .517 .915 x9 171.67 165.001 .477 .915 x10 171.58 167.701 .466 .915 x11 171.69 166.909 .397 .916 x12 171.55 169.973 .308 .917 x13 171.50 168.686 .416 .916 x14 171.40 169.044 .388 .916 x15 171.54 165.120 .589 .914 x16 171.60 165.035 .602 .914 x17 171.57 166.019 .510 .915 x18 171.50 168.033 .470 .915 x19 171.69 164.115 .522 .914 x20 171.57 165.141 .564 .914 x21 171.55 167.638 .448 .915 x22 171.58 166.328 .519 .914 x23 171.72 165.785 .524 .914 x24 171.75 164.542 .572 .914 x25 171.65 165.652 .570 .914 x26 171.67 165.971 .581 .914 x27 171.46 167.890 .445 .915 x28 171.62 169.384 .414 .916 x29 171.71 168.348 .416 .916 x30 171.54 169.898 .344 .916 x31 171.60 171.236 .260 .917 x32 171.40 168.602 .436 .915 x33 171.46 168.258 .448 .915 x34 171.72 168.629 .370 .916 x35 171.58 170.069 .347 .916 x36 171.67 168.909 .337 .917 x37 171.52 168.393 .430 .916 x38 171.69 168.492 .337 .917 x39 171.53 168.769 .434 .915 x40 171.58 168.336 .429 .916 x41 171.69 166.241 .467 .915 e-journal of tourism vol.2. no.2. (2015): 74-83 http://ojs.unud.ac.id/index.php/eot 83 e-issn: 2407-392x. p-issn: 2541-0857 appendix 4. total variance explained total variance explained comp onent initial eigenvalues extraction sums of squared loadings rotation sums of squared loadings tot al % of varia nce cumul ative % tot al % of varia nce cumul ative % tot al % of varia nce cumul ative % 1 9.8 48 24.01 9 24.019 9.8 48 24.01 9 24.019 3.7 77 9.211 9.211 2 3.7 97 9.262 33.280 3.7 97 9.262 33.280 3.4 43 8.397 17.608 3 2.6 43 6.447 39.727 2.6 43 6.447 39.727 3.4 22 8.346 25.955 4 2.2 36 5.455 45.182 2.2 36 5.455 45.182 2.8 25 6.890 32.845 5 1.8 20 4.440 49.622 1.8 20 4.440 49.622 2.7 56 6.721 39.566 6 1.7 17 4.189 53.811 1.7 17 4.189 53.811 2.3 64 5.767 45.333 7 1.5 12 3.688 57.499 1.5 12 3.688 57.499 2.2 03 5.373 50.706 8 1.2 96 3.161 60.659 1.2 96 3.161 60.659 2.0 81 5.075 55.781 9 1.1 97 2.919 63.578 1.1 97 2.919 63.578 1.8 47 4.506 60.287 10 1.1 42 2.784 66.363 1.1 42 2.784 66.363 1.7 67 4.311 64.597 11 1.0 14 2.472 68.835 1.0 14 2.472 68.835 1.7 38 4.238 68.835 12 .88 6 2.162 70.997 . . . . . . . . . . . . 41 .11 0 .268 100.00 0 extraction method: principal component analysis. e-journal of tourism vol.9. no.2. (2022): 184-195 http://ojs.unud.ac.id/index.php/eot 184 e-issn 2407-392x. p-issn 2541-0857 social media (youtube) content analysis to 5 indonesian’s super priority destination study case: comparison from wishnutama and sandiaga’s tourism promotion candraning koes primastahta*, cakry lientang widyaninggar, la mani bina nusantara university, indonesia *corresponding author: cacan_primastahta@binus.ac.id doi: https://doi.org/10.24922/eot.v9i2.88982 article info submitted: july 13th 2022 accepted: september 19th 2022 published: september 30th 2022 abstract the covid-19 pandemic directly provided a huge answer to leaders. therefore, all countries and their respective countries must have various competent policies or strategies to overcome the impact of the covid19 pandemic, and of course these policies or strategies are implemented and adapted to developing conditions, one of which is virtual tourism innovation. a tourist activity that can be enjoyed anywhere and anytime, because it only requires an internet network, social media platforms and gadgets. with the emergence of this innovation, it is hoped that it can maintain tourism and reduce the impact of the covid-19 pandemic because it can be enjoyed at home. the purpose of the study was to determine the implementation of government policies in 5 super priority destinations (lake toba, labuan bajo, borobudur, mandalika and likupang) through social media (youtube) with a comparative case study of promotions conducted at wishnutama and sandiaga's tenure. quantitative descriptive research method using youtube videos collected since january 1st. 2020 to february 4, 2022. the number of samples used is 65 videos that meet the requirements of 5 super priority destinations. the testing tool used is nvivo 12 pro with several stages of node creation to a total comparison of the subject and object of research. the result of this study is that sandiaga is more communicative in promoting 5 super priority destinations with various new programs such as video content created and consistent upload schedules. both wishnutama and sandiaga have the same significant focus on the lake toba destination. the messages included in the uploaded youtube videos are dominated by communication policy messages as well as informative messages from each destination. in addition, to support the two messages also use advertising, persuasive and educational messages. keywords: content analysis; communication policy; 5 super priority destinations; tourism promotion; youtube. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 184-195 http://ojs.unud.ac.id/index.php/eot 185 e-issn 2407-392x. p-issn 2541-0857 introduction background tourism has become one of the sectors that directly got effect from the pandemic of covid 19. considering the significant slope of visitor to indonesia, this has made the ministry of tourism and creative economy takes a decision on changing the business model. from traditional tourism management to digital tourism management which has an opportunity for maintaining, also recovering tourism sector in indonesia (renstra, 2021). moreover, in the long-term planning, indonesia will develop these 5 super priority destinations, not only designed to be attractive to the tourist, but also developing the creative economic ecosystem that will involve the local people. these 5 super priority destinations are lake toba from north sumatera. this infamous lake is known as the biggest volcanic lake in the world, in the second spot there is borobudur temple from central java. this temple is a sole tourism object that has the most visitors. for the third spot is mandalika from west nusa tenggara, this destination has become the host of class world motogp event, for forth spot there is labuan bajo from east nusa tenggara. beside the eyes pleasing scenery, labuan bajo has the comodo island as the only original habitat in the world. the last destination is likupan from north sulawesi. likupang offers marine tourism with beaches and beautiful yet magnificent undersea scenery. covid 19 pandemic has directly giving a very huge demand to the leaders. therefore, all countries and their governments have to have various policies or strategies that competent to overcome the effect from covid 19 pandemic, and of course this policy or strategy is enforced and customized with the developing condition. (purwanto, e. a., kumorotomo, w., widaningrum, a., mas' udi, w., & astrina, a. r., 2020). the former ministry of tourism and creative economy, wishnutama kusubandio, in his term explain about the strategy of 5 super priority destination, which for the physical development will be postponed because of some obstacles, but for infrastructure related to the connectivity, airport still has to be running according to the plan that has been done and team up with pupr ministry and ministry of transportation (kemenparekraf, 2020). beside that, wishnutama also explaining that covid 19 pandemic also can be used with rearrange indonesian’s future tourism plan. this recovery will paying attention to 3a developing aspect (attractions, accessibility and amenities) in 5 super priority destinations. still, wishnutama also emphasize on increasing the 2p that are promotion and participation of the entrepreneur. on the other side, storynomich tourism approach that put forward the narration will be used, creative content, living culture and the power of culture, also utilise kpbu scheme in constructing the entertainment centers, such as theme park that can absorb a lot of tourist. according to wishnu tourism development is not only just building the infrastructure or making an event. there is also an important matter that is increasing interpretation toward a place or tourism destination. packing the indonesian tourism into a story become an important thing on planning to develop the tourism sector, especially on 5 super priority tourism destinations (inews.id, 2020). on december 23rd, 2020, there was a change in indonesian’s government cabinet. the next minister of tourism and creative economy is sandiaga uno, he explain that the development of 5 super priority destinations is a direct order from president jokowi. sandiaga has strategy on 5 super priority destinations this will be developed not only in building the infrastructure but also from the side of creative economy. furthermore, explained that this http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 184-195 http://ojs.unud.ac.id/index.php/eot 186 e-issn 2407-392x. p-issn 2541-0857 focus is expected to get quality from tourist visit, either domestic or international, so they can stay longer in indonesia. thinking that the tourist usually spends the vacation budget to buy creative products from the region they visit. if it’s well packed, the creative entrepreneur certainly will get a positive impact (kemenparekraf.com, 2021). start from infrastructure, the communication network quality, product of creative economy to preparing the superior human resource. because this is super priority, so the interconnection from infrastructure side has to be done seriously. like airports, ports, roads, all of them have to have world class quality. the ministry also considering the aspect of communication network in the super priority destinations. according to him, seeing the trend that tourist always want to be up to date in their media social, so telecommunication aspect is important in 5 super priority destinations (kemenparekraf.com, 2021). also do not forget to develop the creative product in the super priority destination. one of which the focus is the culinary from the destination. as we know, culinary from every destination always become the charm for tourist. like culinary from other destinations that very attached, like gudeg from yogjakarta, nasi liwet from solo or rawon from surabaya. also don’t forget that has to be prepare is the human resource quality that will welcome the tourist in the super priority destination. for example, minister sandiaga said that bali has the best hospitality in the world (kemenparekraf.com, 2021). to preparing tourism in the new normal era, the ministry also encourage quality tourism that taken with increasing the tourism quality also the comfort and security from each tourism destination. so, the ministry adjust the clean, health, safety and environment (chse) certification to all tourism entrepreneurs. the chse certification becomes an important thing where there is a pandemic, will change the community’s habit on traveling. also, comfort, security and cleanliness will be considered for overseas or domestic tourists to do the traveling. not only up to the application of chse certification on this digitalization ear, this is the perfect time for transforming the tourism ecosystem with using digital technology as much as possible. the high number of social media users in the world or in indonesia, by it’s nature to allow two ways communication, sharing contents and information, also the wide range making social media as one of the most ideal media to promote the tourism industry, especially for the ministry. through social media, ministry can do promotion/marketing campaign, spreading information related with a product, tourism event and tourism destination to the future tourist effectively and efficiently. one of the interesting innovation for supporting indonesian tourism in the middle of covid 19 pandemic is through virtual tour. reckoning our tourism sector is undergoing a decreasing, the utilization of digital platform can be uses to support the continuity of our tourism. in short, virtual tour is one of a new concept for vacationing in the middle of the pandemic. we can explore some interesting tourism destination in indonesia with only internet connection and gadget from home. virtual tour can be in a form of pictures, videos with other multimedia element like sound effect, narration and also texts. (muhammad, r., mutiarin, d., & damanik, j., 2021) http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 184-195 http://ojs.unud.ac.id/index.php/eot 187 e-issn 2407-392x. p-issn 2541-0857 figure 1. statistic of social media users in indonesia (source: dataeportal.com) january 2020, based on statistic data from datareportal.com, digital media users in indonesia, in total population of 272.1 million and with the number of internet users as big as 64% from the population, which is 175.4 million. and for social media user as big as 59% from population, is 160 million. more than half of indonesian population use social media. this showing that social media users in indonesia have a high presentation, with the statistical data, social media is suitable to use to do promotion through social media. the most used social media in indonesia is youtube, with the percentage as big as 88%. (datareportal.com, 2020). the purpose of the study was to determine the implementation of government policies in 5 super priority destinations (lake toba, labuan bajo, borobudur, mandalika and likupang) through social media (youtube) with a case study comparing promotions carried out at wishnutama and sandiaga's tenure. literature review super priority destination indonesia is one of the famous countries that know to have various customs, culture, tradition also the beautiful nature. the natural wealth that owned by indonesia is very various and having a tropical climate, has 16.766 islands (bps.go.id, 2021). aside from foreign exchange source, tourism also giving contribution and national income (pdb), the growth of private sector and also the infrastructure development. tourism also has potential to push the increase of state revenue from taxes, especially the indirect tax (nizar, 2015). pandemic covid-19 not only strike on tourism sector in indonesia, but also happen in global scale, where in every parts of the world, there are significant drop in the flight, hospitality, ground and sea transportation service. besides that, the sectors that directly connected with tourism will be affected by covid 19 pandemic, like processing industry, transportation, accommodation providers also large scale merchants and also retails (pambudi et al., 2020). there are a lot of research that has been conducted about the international tourism policy, but only small number of research that is done on how the adaptation of economy policy in a country can affected to the tourism (kim et al., 2018). reviewing the growth economic plan does not mean change the whole planning, but adding part according with the current condition with the more flexible (lew, 2014). the positive side from covid-19 pandemic is tourism destination management can start to innovate with increasing the service quality and the environment quality in creating the sustainable tourism growth (gössling et al., 2020). the effort on destination tourism management in giving online service on the adaptation of new habits is an opportunity form on creating smart tourism destination (novianti & wulung, 2020). the affected on tourism sector on covid-19 pandemic happen significantly, one of the attempt for tourism sector improvement that can be done by the government is making promotion through virtual visit. this approach can be used to socialize as early promotion to the potential prospective visitors. technology user always growing through times, virtual visit can be one of the effective strategies in promoting http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 184-195 http://ojs.unud.ac.id/index.php/eot 188 e-issn 2407-392x. p-issn 2541-0857 tourism destination (sulaiman et al., 2020). the growth tourism sector in indonesia during the covid 19 pandemic has become government’s spotlight. indonesian government has established 5 tourism destination with the predicate of super priority. consist of lake toba, labuan bajo, borobudur, mandalika and likupang. this program is expected can give attraction and a better life to the people around it (wiartha, 2020). government policy the decrease of visit from overseas tourists effect on foreign exchange income from tourism. indonesian government has assign policy package to accelerate the tourism sector performance also to attract tourist visit in the middle of covid 19 pandemic, that is to allocate additional national budget to the ministry of tourism and creative economy in the amount of 298.5 billion rupiah, giving insentive for airlines, travel agents on joint promotion scheme for tourism promotion, familiarization trip and influencer. also giving discount on domestic airline tickets that can be used by the domestic tourists as big as 51% for 25% seats capacity in one direct flight. this policy will be take place for 3 months and the discount applied to all domestic airlines with destination as such: denpasar, batam, bintan, manado, yogjakarta, labuan bajo, belitung, lombok, lake toba and malang (sugihamretha, 2020). giving support for incentive according to the association’s idea, that the tax fee for hotel and restaurant in 10 tourism destination will be zero. government will gives subsidy or grand to the regional government that get affected by the declining numbers of visitors. the tax rate for hotel and restaurant is 8.8 trillion rupiah. to push the domestic tourist with continuously giving a domestic tourism promotion campaign, encouraging the meetings from government institutes and corporations in domestic tourism destinations. promote the domestic events such as sport and music events. on the other hand, some efforts has been done to attract mice potential and international events to be held in indonesia (sugihamertha, 2020). the destination’s image as a save place and secure, where tourist will feel better (van et al., 2020). indonesian government has established new normal transition period in early june, 2020 (anies, dalam setyawan 2020). government uses this opportunity to build up interest and awaken positive emotion towards the tourism product. covid 19 has given information of uncertainty and constant changing so the needs of new information had become important. what it means that the information is not only from quality but also from the quantity (falcone & sapienza, 2020). the government policy that has been changed because of covid 19 needs to be inform immediately to the public and stakeholders. the information can give sense of secure to the public in term of the protection from covid 19 as well as how to minimalized the spread of the virus (gorfinkel et al., 2020) and might make the condition is easier to predict (falcone & sapienza, 2020). social media gives a good and effective chance to the public sector on promoting the policy and activities that are being done, other than that, also to sending message to interact with the public (hancubudui et al., 2020). social media is information tool that facilitated the authority to share information in real-time (bonsón et al., 2019). this has been one of tourism destination promotion policy that is effective and efficient to be used in the covid 19 situation. youtube youtube is a video sharing web that is very popular, where the users can make, http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 184-195 http://ojs.unud.ac.id/index.php/eot 189 e-issn 2407-392x. p-issn 2541-0857 watch and share a video freely. youtube itself was established on february, 2005 by 3 young ex paypal employee, they are chad hurley, steve chen and jawed karim. this platform also can be said as the most popular video database in the world because of the diversity and comprehensiveness of the videos. (fatty et al., 2016). as one of the social media platform, certainly youtube has its own characteristic, for youtube, there are some characteristics that will make the users feel comfortable when using it, that are, first there is no duration limit on the video when users want to upload their videos. this thing has become youtube’s supremacy from other platforms. the accuracy from the security system, youtube has made video restriction permit that will be uploaded by the users, like video that contain racist and illegal content. youtube provide honorarium system to all of the users, this make the users to be pushed to interesting contents to get the most viewers. beside that, there is offline system fiture that made by youtube to help the users for watching the video offline, with one condition that they have to download the video first before they can use this fiture. figure 2. most-used social media platforms in indonesia (source: dataeportal.com) according to statistical data from we are social and hootsuite on january 2020, about the overview, youtube in indonesia place on the first place with 88% from 272.1 million indonesian. this shows that youtube can be uses as media to do marketing communication strategy in indonesia, proved from on how many enthusiast and user in youtube (datareportal.com, 2020). youtube’s position that get the first position on the most used social media in indonesia is a media opportunity for government to promote the policy widely and equal, so that government can promote the destination’s image effectively in covid 19 pandemic. methods this analysis is a method to analyse content from various data, like visual and verbal. it might reduce the phenomenon or event into category that has been decided so it can be analysed and interpreted better. this paper gives description about analysing content from marketing perspective. concept and basic technique is served to be able to operate the content analysis. (harwood et al., 2003). so far, the data resource that commonly used for this analysis is written text (krippendorff, 2021). the next approach to content analysed which is in between lowered model pure empirically and pure theoretically is a model that known as code that emerged. this approach is lowered from quantitative research concept grounded theory (glase & strauss, 1967). so this analysis is about making valid conclusion, can be replicate and has objective message based on explicit rules. the content of analysis can be daily notes, newspaper articles, story, radio message, television, documents, textes or symbols (prasad, b. d., 2008). there are some steps that need to be done to do this analysis, that are: formulate the research matter; do the literature review; deciding on the observation unit and analysis unit; deciding on sample; http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 184-195 http://ojs.unud.ac.id/index.php/eot 190 e-issn 2407-392x. p-issn 2541-0857 deciding the variable; creating on category and coding guidelines; data collecting; do the data coding; data managing, data coding; presenting data and giving interpretation. dan the last one is compiling the research report. so it can be concluded that analysis with quantitative is focused on visible communication (written/manifest/real). while for explaining the written things, such as ideology or political language that contained in a news. (ahmad, j., 2018). data collection this research is using descriptive quantitative research method that is done with the help of a computer program called nvivo 12. subject in this research are wishnutama kusubandio as former minister of tourism and creative economy on 2019 – 2020 period term and sandiaga uno as minister of tourism and creative economy on term of office since 2020 until now. while the object from this research is the official social media from the ministry of tourism and creative economy, that is youtube. the social media is a primer data source. also in this research using direct observation method as the observation form on official youtube. the data collecting is been done with data study promoting policy on 5 super priority destination from each research subject that can already spread out through press conference with the source from official website of ministry of tourism and creative economy. next observation is through youtube that was used for research from january 1st, 2020 until january 1st, 2022, on 2 years period time to provide content that enough to be identified. result and discussion nvivo 12 pro is a tool that is used on data processing process in this research. data as tool that used in this research is obtained from official account of ministry of tourism and creative economy in youtube, and processed into nvivo software with category to helping on theme composing and exploring on how colleration between attribute or finding things on the field. the category was made on derivate from the finding on the field to the research subject and secondary data. in this research, nodes categorization based on the message type that included in the video’s description (caption). there are 5 nodes that found, such as informative, government policy, persuasive, educative and advertisement. analysis comparation on 5 super priority destination figure 3. analysis comparison on 5 super priority destinations (source: data processing result from nvivo 12 pro, 2022) picture 3 shows the whole comparison result for promoting 5 super priority destination on wishnutama period and http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 184-195 http://ojs.unud.ac.id/index.php/eot 191 e-issn 2407-392x. p-issn 2541-0857 sandiaga uno that obtained through ministry of tourism and creative economy youtube account. it can be seen from 5 nodes, such as informative, government policy, persuasive, educative and advertisement, only several destinations that has the 5 nodes on wishnutama’s term. the destination that has the 5 nodes are mandalika and labuan bajo. also, there is one super priority destination that does not have video in youtube in wishnutama period, that is likupang. while on sandiaga uno’s period, all the super priority destination has the 5 nodes on the uploaded videos on youtube. it can be seen from the various contents that was made like their unique food from each destination, tourism destination that can be references around the destination and the consistent time on uploading videos to promote the 5 super priority destinations. also, there is an additional special video that directly discuss about the 5 super priority destination on one video that was uploaded to youtube. tabel 1. analysis comparison on 5 super priority destionation name coverage danau toba_sandiaga 26.32% danau toba_wishnu 24.91% borobudur_sandiaga 22.94% labuan bajo_wishnu 22.31% mandalika_wishnu 21.77% mandalika_sandiaga 20.32% borobudur_wishnu 16.49% labuan bajo_sandiaga 16.08% 5 dsp_sandiaga 15.72% likupang_sandiaga 14.20% source: result from data processing nvivo 12 pro, 2022, but for both, either wishnutama and sandiaga uno has focus on lake toba with result showing from table 1, where the percentage coverage from sandiaga uno’s data is 26.32% and wishnutama is 24.91% for lake toba destination. on the second spot from the table, it is occupied by borobudur, with sandiaga uno’s percentage as 22.94% and labuan bajo for wishnutama with the percentage as 22.31%. there is a significant different on the number 2 spot from the data comparison. communication policy figure 4. comparison of communication policy (source: result from data processing nvivo 12 pro, 2022) picture 4 shows special comparison from communication policy between wishnutama and sandiaga. on wishnutama’s term there are only two destinations that has nodes in the form of communication policy related 5 super priority destination that was uploaded to youtube, that are labuan bajo and mandalika. content from communication policy to mandalika’s video as a form of earth revitalization program that already been done in 6 spots including central lombok, east lombok, south lombok and west lombok. dan the result, there were found a lot of processed wood waste, if sum up with bali’s outcome, at least 3.109 ton of ocean waste already been handled. next on labuan bajo, content from wishnutama’s communication policy is about some regency that located in east nusa tenggara, that is a border between http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 184-195 http://ojs.unud.ac.id/index.php/eot 192 e-issn 2407-392x. p-issn 2541-0857 indonesia and timor leste. this thing is in line with government’s program to build up indonesia from the border and attract tourist from the border, because there are a lot of destinations and tradition that can be enjoy there. different from wishnutama, communication policy nodes on sandiaga’s term is owned by all 5 super priority destinations. where the communication policy in sandiaga’s period discussing about the area that become government’s focus to be developed through: 1. building infrastructure; with renovating and fixing the road also spot or rest area is become an important step to recovering the tourism sector and beside that it is for increasing the wellbeing of the surrounding people because it will open a new employment. 2. communication networking. 3. creative economy marketing product: such as developing the special food from each destionations so they can enrich the culynari value in the destination, and program for increasing the up-skilling and the marketing through marketplace or e-commerce to widen the market and increasing the turnover of the businessmen. 4. preparing the superior human resource so the 5 super priority destination can be class world destination. beside that sandiaga keeps on reminding the people that wants to visit the destination to obey the safety guidelines that already strictly designed but also feel comfortable for the visitors and always remember about the chse (cleanliness, health, safety, environment sustainability). next there is another communication policy from sandiaga to promote the 5 super priority destinations with village tour. village tour has become feature program from ministry of tourism and creative economy in creating tourism that has quality and sustainable. did not stop with village tour program, sandiaga also have another program that is trail of civilizations , this program aiming for increasing the quality of tourism experience for the tourist. the next communication policy is to launch e-tourism ‘go mandalika’ as the effort to boost the digitalization from tourism sector in the middle of covid-19. e-tourism go mandalika is one of a digital platform that presented by the district government of central lombok to give easiness for tourist in getting information about central lombok. tabel 2. comparison of the communication policy source: result from data processing nvivo 12 pro, 2022. table 2 shows that communication policy nodes most explain in sandiaga’s term with the first position on lake toba destination videos, next is borobudur, mandalika, labuan bajo and likupang. meanwhile on whishnutama’s term, the first position is occupied by mandalika then labuan bajo. name coverage danau toba_sandiaga 12.61% borobudur_sandiaga 12.49% mandalika_sandiaga 6.80% labuan bajo_sandiaga 4.97% mandalika_wishnu 2.71% likupang_sandiaga 2.37% labuan bajo_wishnu 0.57% 5 dsp_sandiaga 0.01% http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 184-195 http://ojs.unud.ac.id/index.php/eot 193 e-issn 2407-392x. p-issn 2541-0857 nodes comparison figure 5. nodes comparison (source: result from data processing nvivo 12 pro, 2022) next, the comparison between nodes, it can be seen in picture 5 above that for both wishnutama and sandiaga on promoting 5 super priority destinations with explaining the message about the video that uploaded to youtube is dominated with communication policy message and also informative message from each destinations. besides that to support the two messages, they also using advertisement message like telling about event that is held in the 5 super priority destinations, persuasive message in a form of invitation to visit or to keep the applicable safety guideline, and the last one educative message where it gives interesting facts about the 5 super priority destinations. discussion this research did content analysis related with government policy on 5 super priority destinations with case study the comparison tourism promotion by wishnutama, the former minister of tourism and creative economy also sandiaga uno as the current minister of tourism and creative economy through the ministry’s official social media account. with using nvivo 12 pro software as tool that used to process the data in this research. getting the result that sandiaga is more communicative in promoting the 5 super priority destinations in social media youtube because of the content variations also the consistency of the upload schedule. besides that, there are a lot of new programs that was made by sandiaga on promoting tourism destination, like village tour, trail of civilization in the storytelling form, building up the infrastructure, communication networking, creative economy product marketing, preparing superior human resource. and also, the appeal of chse (cleanliness, health, safety, environment sustainability) to keep the safety guideline that already set at the time they visit the tourism destination. all of the communication policy already delivered by sandiaga on press on april 29th, 2021, in the official website of minister of tourism and creative economy on promoting the 5 super priority destination. next, for destination that has the most videos uploaded to youtube on wishnutama and sandiaga’s term is lake toba, this proves that on table 1 with coverage percentage from sandiaga uno’s data with 26.32% and wishnutama with 24.91%. conclusion the related messages with the videos that uploaded into official youtube account is dominated by the message of communication policy and also informative message from each destination. also, to support both message, the ministry of tourism and creative economy also using the advertisement message like telling about events that is happening in the 5 super priority destinations, persuasive message in a form of invitation to visit and to keep the safety guidelines that is applied and the last message is an educative message where it gives interesting message about the 5 super priority destinations. it is recommended that other destinations also has the approximately the same amount of videos to be uploaded to youtube. and also, invitation like persuasive message to visit the 5 super priority destination can be http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. 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(2014): 57-68 http://ojs.unud.ac.id/index.php/eot 57 e-issn: 2407-392x. p-issn: 2541-0857 environmental management at star rated hotel in bali jaya pramono, i ketut budi susrusa, and agung suryawan wiranatha school of postgraduate study doctorate degree in tourism udayana university coressponding author: jayapramono@gmail.com article info received 20 december 2013 accepted 28 february 2014 available online 10 march 2014 abstract the outcomes of tourism in relation to the environmental sustainability is to preserve nature, environment, and resources availability. therefore, the obligation to maintain sustainability of environmental are become a top agenda for the managers of the star-rated hotels. in line with this spirit the high growth of hotel and tourist arrival in bali correlated with the high of resources use to meet the demand of hotel guests, it will affect to the environment of hotel and the environmental of bali. this study surveyed 126 star hotels in bali (which consists of four (4) one-star hotels, ten (10) two-star hotels, thirty-nine (39) three-star hotels, twenty-four (24) four-star hotels, and forty-nine (49) five star hotels, using a questionnaire, where the alternative answer used the seven (7) options, and the data were analyzed using descriptive statistics, and structural equation modelling (sem). this study successfully established a significant model that describes the relationship between environmental issues, environmental management processes, and the benefits of environmental management processes in star rated hotels in bali. also the results of this research demonstrate that: 1. there is a significant relationship between environmental issues to the process of environmental management at star rated hotels in bali, and 2. there is a significant relationship between the process of environmental management to the the benefits of environmental management processes of the star rated hotels in bali. furthermore, the issues of environment is consists of: a. the issue of pressure from tour operator, b. the issue of customer and tourists‘ pressure, and c. the issue of climate change. then the environmental management process of hotel consists of: a. the wastewater management process, b. the solid waste management processes, and c. the chemical management processes, and finally the benefits of environmental management processes in star hotels are consists of: a. the sustaining the hospitality industry, b. the contribution to community development, and c. the satisfaction of the guests at star rated hotels in bali. in accordance with these results is it suggested that every hotels are encouraged to do the process of environmental management because through this process, hotel will have a better relationship with the community, it had the preferred of tourists trend, it had become more prudent in term of resources use as a sustainable environmental efforts, and finally these can contribute to preserving the assets of the world for future generations. keywords: environmental management, star-rated hotel, bali. e-journal of tourism vol.1. no.1. (2014): 57-68 http://ojs.unud.ac.id/index.php/eot 58 e-issn: 2407-392x. p-issn: 2541-0857 introduction background the benefits of tourism in relation to environmental sustainability are the preservation of nature, and existing resources. it is stated as one of several major principles where tourism should preserve the nature and the environment, and based on these consequently, every businessman and tourists obliged to preserve environment, hereafter the environment will be healthy, clean, beautiful, and sustainable (the laws of indonesian republic. no.10/2009 about tourism). in line with this spirit, the obligation to maintaining environmental sustainability becomes the main agenda for the managers of the hotels. hotel as mentioned growing in bali. according to bali tourism authority, until 2014 the number of star rated hotel as many as 217 hotels, and supplying the availability as many as 29,541 rooms, and is directly proportional to the number of foreign tourists who came to bali as many as 3,766,638 tourists (8.72% per year growth over the last 6 years). the high demand for rooms and the growth in the number of foreign tourists correlates with the high use of resources to meet the demands of these tourists. this trend could affect the environment, particularly around the hotel and finally the environmental conditions in bali as an island, so that environmentally friendly increasingly prominent issue in the management of the hotel in bali. carmona-moreno, céspedes-lorente and de burgos-jiménez (2004) noted that there are two main reasons behind this attention to environmental issues. first, the public and the government has realized that, hotel as a commercial establishment has financial resources, practical knowledge, skill or expertise, and vision, should develop ecological solutions to environmental problems. second, the ability to develop ecological solutions is closely related to the promotion of the hotel, because if hotel better to handling the environmental issues well and wisely, it will be a competitive advantage for the promotion of the hotel. bali as a tourist destination has already implementing the environmental management. environmental management has been done for some star rated hotel located in bali tourism development corporation (btdc) nusa dua. in addition, the research on the management of water and wastewater, has been conducted by utami (2004) in kuta; lensiana (2010) in ubud. waste management and environmental concerns in the area of seminyak, jimbaran and ubud, by solihin (2014) and hajjah and decelle (2011). dalem (2012) specifically explain some of the weaknesses in environmental management at star rated hotels in bali. in contrast to previous environmental studies, this study will discuss theoretically and contributes to the development concepts and tourism as a science, through the contribution of economics and environmental sciences, in particular how economics as a science will synergistic with the environment science will contribute to the environmental management process at star rated hotels and tourists satisfaction. this study also provides benefits in the field of environmental management practices particular in the operational activities and its organization in star rated hotels, such as the benefits to be received by the hotel from cutting operating costs, minimizing the consumption of resources, the water management, energy management, reduction of liquid and solid wastes management, and the management of purchasing of products for hotel operation, sspecially in terms of the process of environmental management at star rated hotels in bali, with the general objective of this research is to analyze the environmental management at the star hotels in bali. research objectives objectives of this study are: (1) testing the theoretical model that describes the relationship between issues, processes, and the benefits of environmental management processes in starrated hotels in bali supported by empirical data, (2) analyze the influence of environmental issues on the process of environmental management at the star hotels in bali, (3) analyze the influence the processes of environmental management to the benefit that perceived from environmental management processes at star rated hotels in bali. e-journal of tourism vol.1. no.1. (2014): 57-68 http://ojs.unud.ac.id/index.php/eot 59 e-issn: 2407-392x. p-issn: 2541-0857 literature review environmental management in hotels the study of environmental management includes the study of all the technical and organizational activities aimed at reducing the environmental impact caused by company operations (cramer, 1998). this definition at the hotel is a mission to reduce the environmental impact. therefore the emphasis is demanding hotel manager to intentionally make decisions to reducing environmental impacts at the hotel. environmental management involves various environmental initiatives that may differ in their implementation, depending on the type of industry, organizational characteristics, and their impact on the environment. environmental management initiatives can be classified in several different categories such as technical and organizational prevention category, or category of pollution and pollution control (russo and fouts, 1997; cramer, 1998). from the business strategy point of view, the hospitality industry relatively new industry emerging and attracted a lot of interest from industry practitioners and researchers, particularly in terms of environmental management. the hospitality industry has traditionally been regarded as one of the industry which does not have a huge impact on the natural environment as compared to other industries such as gas and oil, and other industry products manufacturing. however the hotel is one of the key business sectors in the hospitality industry leading to more negative impact on the environment rather than on the supposed by the public, consume large amounts of non-durable goods, both local and imported goods, energy and water, and also produces large amounts carbon dioxide (kirk, 1998; bohdanowicz, 2006). the efforts to identify the main motivation and incentives, in implementing environmentally friendly practices at the hotel has been done to improve the understanding of hotel management decision making, and determine the direction of environmental management in the hospitality industry. many previous studies have identified the main force which determines the hotel management increasingly friendly to the environment, and it appears on the hospitality industry that it has reached a consensus. therefore the vast area of environmental management in hotel, lead the manager of the hotel to understand, that the difference in implementation process of environmental management at hotel, as a result of the different situational contexts, such as government regulations, public awareness about environmental issues, and the characteristics of the hotel. issues, processes and benefits of environmental management in hotels kirk (1998) explore the benefits perceived by hotel managers from environmental management, based on these following indicators; improve profitability, increase customer and employee satisfaction, improved relations with the local community, public relations and marketing advantage over competitors, the results showed that the most significant benefit from the environmental management is the potential for increased public relations and better relations with local communities. furthermore bohdanowicz (2006) examined the environmental management at more than 600 hotels in europe, found that this process will reducing the cost of operation as the most significant thing of the hotel, followed by the requests from customers, and improving the image of hotel. mensah (2006) investigated the management practices that are environmentally friendly hotel, and assess what is perceived hoteliers in ghana. the result show that, providing a safe and healthy environment, quality of service of a clean environment, and reduce the costs of environmental hazards, are some of the main goals of environmental management. tzschentke, kirk and lynch (2008) through his research found that in hotels and small inns in europe, hotel management practices towards environmentally friendly industry primarily driven by ethics and the economic considerations. the economic benefits have been considered as one of the most visible advantages of environmental management. a large amount of literature has highlighted the economic benefits of environmentally friendly practices as one of the main drivers towards green industry and environmental organizations concerned have proved quantitatively about this cost savings. e-journal of tourism vol.1. no.1. (2014): 57-68 http://ojs.unud.ac.id/index.php/eot 60 e-issn: 2407-392x. p-issn: 2541-0857 academic research also found that many economic benefits through resource efficiency as one of the significant driver to carry out environmental management (iwanowski and rushmore, 1994; kirk, 1995; bohdanowicz, 2006; mensah, 2006). there are some research in general industry emphasizing stakeholder relations as one of the external forces the most significant to encourage environmental management in companies (banerjee, 2001; yol lee and rhee, 2007). some studies show empirical evidence where environmental management is driven by the influence of stakeholders such as governments, customers, and non-governmental organizations (ngos). government regulations are considered as one of the determinants where hotels in malaysia will conduct environmental management. this regulation provides guidelines for the management of the hotel environment and strive to incorporate environmental management into the rating system. this has proven to be an effective mechanism to motivate the hotels to improve the practice of environmental management processes (henriques and sadorsky, 1996; meegeren, 2001; winter and may, 2001). even when the rules have not been approved and no special penalties imposed (khanna and damon, 1999; h. raedeke charles h. nilon, andrew, 2001). related to customer participation bohdanowicz (2006) identify the customer demand as the most influential initiatives for hotel manager in europe to adopt environmentally friendly practices. manaktola and jauhari (2007) found that there is a significant relationship between customer attitudes and behavioral intentions for environmentally friendly industrial practices but does not indicate the willingness of customers to pay more for the management of environmentally friendly industry. gustin and weaver (1996) also found that the attitude of the hotel's customers, knowledge, and perceived self-efficacy has positive effect on customer behavior intention to stay in a hotel which is environmentally friendly. the majority of customers willing to participate in a reused towel program as a hotel customer participation in environmental programs. in 1995 the international hotel and restaurant association published a comprehensive environmental checklist and action guide development for small and medium-sized hotels. this publication helps hotels with more detailed information for environmental management systems. almost all hotels have implemented this program with varying degrees of intensity. surveys conducted on the implementation of this program shows that the most significant benefits of environmental management for the hotel is the improvement of public image and better relationships with the local community (kirk, 1995). however for the hotel workers environmental policy is more beneficial in its financial management. environmental management at the hotel should include all activities that have an impact on the environment and develop practices wider to reduce them. for example in reducing the use of energy hotel managers have to control and improve ventilation and cooling equipment, lighting, and other facilities, which requires energy which is used in different areas. similarly to reduce waste the hotel strives simultaneously minimizing the consumption of customers who use plastic wrapping, use of container that can be parsed again, reusable materials, such as glass, paper, and garbage collection were selected. however, as brown (1994) notes although in some practice the hospitality industry have environmental labels the main reason the hotel will be involved in environmental management is because of the importance of regulation, resource saving and pressure from the travel bureau as well as customer / tourists. conceptual framework and research hypotheses conceptual framework tourism as an industry also contribute to the destruction of the environment. carbon waste generated from the tourism sector and the sector of travel as much as 5% and is projected to reach 130% in the future (unwto, 2009). this waste will damages the environment and causes pollution (a negative externality on the concept of market imbalance), so that the social and environmental costs in the production of tourism greater than the cost of production e-journal of tourism vol.1. no.1. (2014): 57-68 http://ojs.unud.ac.id/index.php/eot 61 e-issn: 2407-392x. p-issn: 2541-0857 should be, or it can be said that for every tourism activity produced should including the social cost the costs incurred by the manufacturer coupled with the costs borne by society and the environment are exposed to pollution. this condition affects tourism trends and travel behavior because the tourism industry is very dependent on nature-based activities such as outdoor attractions and activities. comfortable climatic conditions and safe at the destination is the primary motivation for visitors, and this is a positive effect on demand. while changes in temperature, rainfall, season, and rising sea levels will have an impact on nature and biodiversity and finally also in the travel industry and tourism itself. on the other hand tourism activities also contribute to climate change through greenhouse gas emissions, waste from tourism activity, energy use, and the other thing which is generated by transport and accommodation for tourists (mycock and baker, 2008). accommodation sector (hotels), is known as an institution that is run commercially, and proved to have the financial resources, know-how, and a clear vision, should develop ecological solutions to various hotel environmental problems (feiertag, 1994). the solution of this environmental problem at the hotel can be done through some practical activities such as energy saving measures, water, have an environmental policy in action and operations, the use of environmentally friendly products, collaboration with communities and local organizations and practices of sustainable ecotourism, management air quality, noise pollution control, managing the disposal of chemical substances, and toxic or hazardous materials (alexander and kennedy, 2002; asean green hotel, 2012). according to cordeiro and sarkis (1997), the planning and implementation of consistent environmental management at the hotel associated with economic principles, which gave rise to the concept of costs. according to zhang, joglekar ph d and verma ph d (2010), by balancing productivity and environmental impact, environmentally sustainable operations, is one of the most promising measures, to control costs for the hotel. houdré (2008), also added that this relates to the competitive advantage for the hotel, and on the other hand, dealing with government regulations. therefore in order to become a sustainable tourism destination the management of star rated hotel in bali also must be sustainable, one of the things that needs to be done is to implement a process that embraces the hotel environmental management principles of sustainability the principles of sustainability occurs when environmental issues affect the process of environmental management, and further the process of managing this environment also affect the perceived benefits of the hotel, in terms of financial benefits, employee satisfaction, biodiversity and nature conservation, the advantage of the promotion and publicity, keeping the future of the hospitality industry, the development of the surrounding communities, and guest satisfaction that is felt by the customer at star hotels in bali. concept the concept of environmental management is related to effort of star rated hotels in bali to become more environmentally friendly. related to the formulation of the problem, the framework of concept of environmental management at star rated hotel is influenced by three main components namely; environmental issues, environmental management processes, and the perceived benefits of environmental management processes at star rated hotel. the environmental issues the environmental issues are the key issues of environment directly or indirectly can be caused by tourism, including hotel management or the others tourism activities affect. brown (1994), describes the main indicator or the main reason the hotel will be involved in environmental management is due to issues such as; the government regulations, the resource saving, the pressure of travel bureau, and customers or tourists. mycock and baker (2008) adds an indicator of other issues, climate change, and concerns in others global environmental problems. dief and font (2012), also added and other indicator such as; the benefits of cutting operational costs. environmental management process environmental management system playing very important role in sustainable development (dalem, 2012). environmental management at the hotel should include all e-journal of tourism vol.1. no.1. (2014): 57-68 http://ojs.unud.ac.id/index.php/eot 62 e-issn: 2407-392x. p-issn: 2541-0857 activities that have an impact on the environment and develop practices wider to reduce the environmental impact such as; reducing energy use, control and improve ventilation and cooling equipment, lighting, and other facilities that require energy. reducing waste such as simultaneously minimizing plastic consumption and packaging, use of a box that can be parsed again, reusable materials, such as glass, paper and garbage collection were selected. according to el dief and font (2010), environmental management is catagorized in four areas such as; water and waste water management, energy management, solid waste reduction, and the purchase of products with a green label. sweeting and sweeting (2003), draw up a practical guide to good practice environmental management in the accommodation sector, and add the chemicals management at the hotel. the benefits of environmental management process there are many benefits to be gained from the process of environmental management which is carried out at star rated hotel. however some literature noted that the main benefits gained from the process of environmental management is of financial benefit, employee satisfaction, guest satisfaction, biodiversity and nature conservation, the advantage of the promotion and publicity, keeping the future (sustainability) in hospitality industry, and development of surrounding communities (feiertag, 1994; kirk, 1995; cordeiro and sarkis, 1997; dobers, 1997; davies and cahill, 2000; sweeting and sweeting, 2003; carmonamoreno, céspedes-lorente and de burgosjiménez, 2004; mycock and baker, 2008). overall, the framework of the concept of environmental management at the star rated hotel is depicted in figure 3.2. methodology this research is a quantitative research, using of the survey design, conducted throughout the star rated hotel in bali, where the respondent is the manager of the hotel and guests/tourists who has stay, which spread almost throughout the district and cities in bali, except in the district of bangli and jembrana which does not have a star rated hotel. more information will be found in table 1. tabel 1. the dissemination star rated hotels in bali 2014 no district/cities disparda sampel type of star disparda sampel 1 denpasar 26 22 star rated i 2 4 2 badung 154 80 star rated ii 14 10 3 bangli 0 0 star rated iii 25 39 4 buleleng 11 5 star rated iv 49 24 5 gianyar 14 11 star rated v 46 49 6 jembrana 0 0 total 136 126 7 klungkung 1 1 source: phri bali. 2015 8 karangasem 7 6 9 tabanan 4 1 total 217 126 source: disparda bali. 2015 sampling techniques using purposive sampling approach and the size of the sample using saturated sampling (using the entire population star rated hotels in bali as respondents). variables and indicators of research seen in table 2. table 2. latent variables, exogenous, endogenous, manifest and variables error type of variab les remark latent constr uct exoge nous the issues of environment x11 the government regulations x12 the resource saving x13 the pressure of travel bureau x14 the pressure of customers or tourists x15 climate change x16 the concerns in others global environmental problems x17 the benefits of cutting operational costs latent constru ct endoge nous the processes of environmental management (y1) the benefits of processes environmental management (y2) y11 energy management y21 financial benefits y12 water management y22 employee satisfaction y13 waste water management y23 guest satisfaction y14 solid waste management y24 biodiversity and nature conservation y15 chamical waste management y25 the advantage of the promotion and publicity y16 purchasing of hotel operational products y26 sustainability of hospitality industry y27 development of communities surrounding e-journal of tourism vol.1. no.1. (2014): 57-68 http://ojs.unud.ac.id/index.php/eot 63 e-issn: 2407-392x. p-issn: 2541-0857 source: brown (1994); feiertag (1994); kirk (1995); cordeiro and sarkis (1997); dobers (1997); davies and cahill (2000); sweeting and sweeting (2003); carmonamoreno, céspedes-lorente and de burgos-jiménez (2004); mycock and baker (2008); dief and font (2012). data is collected using a questionnaire and the likert scale with a range of 1 to 7. the most positive responses (strongly agree) rated the highest (7) and the most negative responses (strongly disagree) rated lowest (1), where the range of 1.00 ≤ x ≤ 1.86 will be included in the first category is not very important, and so forth until the range of 6.16 ≤ x ≤ 7.00 will be included in the category vii extremely important. data were analyzed using descriptive statistics and analysis structural equation modelling (sem). results and discussion descriptive analysis of environmental management at the hotel star the following are descriptions of research data, which is processed using descriptive statistical analysis, which includes environmental issues, environmental management processes, and the benefits of environmental management at the five-star hotel in bali. environmental management issues environmental management issues are analyzed, actual issues of environmental management, which affects five-star hotel, to perform environmental management process. issues of this issue consists of seven variables, namely; government regulations, saving resources, pressure from travel agents, customer pressure and tourists, climate change (climate change), concerns in other global environmental problems, and the benefits of cutting operational costs. the all of the variables are in the category of very important. furthermore, the four-star hotel and five issues of environmental management is categorized as very important, while for five-star hotel one, two, and three this important category, with a few exceptions in some indicators. empirical data support for theoretical model results of sem analysis on environmental management at star rated hotels in bali are as follow. this distributed data have passed the test assumptions and requirements of sem analysis, and hypothesis testing models. exogenous latent variables of the issue of environmental management (x), consist of: x11 government regulations (according to the results of analysis of validity and reliability is invalid), x12 resource savings, x13 pressure from tour operator, x14 customer pressure and tourists, x15 climate change, x16 concerns in other global environmental problems, and x17 benefits of cutting operating costs. endogenous latent variable environmental management process (y1) in the star rated hotel in bali, consist of: y11 energy of management process, y12 water of management processes, y13 process of wastewater management, y14 solid waste management process, y15 chemical management process, and y16 product purchase management process for the operational of the hotel. endogenous latent variable of the benefits of environmental management at star rated hotels in bali, consist of: y21 financial benefits, y22 employee satisfaction, y23 contribution to biodiversity and nature conservation, y24 benefit from the promotional and publicity, y25 maintaining the sustainability of the hospitality industry, y26 contribute to the development of society, y27 guest satisfaction. based on the theoretical study of environmental management at hotel, then will be established a theoretical model. unfortunately this theoretical model after tested for star rated hotel in bali, using 126 primary data shows the test results do not meet with the criteria of the goodness of fit, as following indicators: chi-square (χ2) with p = 0.00 (<0.05); cfi amounted to 0.714 (<0.90); tli amounted to 0.674 (<0.90); rmsea with p equal to 0.145 (> 0.05). to get a good model, further modifications of models needed to do, with the confirmatory factor analysis for all variables, and also consider the suggestion by netmeyer et al. (2003) that any factor should can be represented consist of minimun three of variables, wherein the variables have the highest numbers weighting factor. furtheremore the final results of the modification model of this structural equation model shown in figure 1. e-journal of tourism vol.1. no.1. (2014): 57-68 http://ojs.unud.ac.id/index.php/eot 64 e-issn: 2407-392x. p-issn: 2541-0857 figure 1. structural equation model environmental management at rated hotels in bali these modified measurement model has met with the criteria for goodness of fit: chisquare (χ2) with p = 0.132 (> 0.05); cfi amounted to 0.983 (> 0.90); tli amounted to 0,974 (> 0.90); rmsea with p equal to 0.052 (approaching 0.05, actually should be less than 0.05). the fulfillment of the criteria for goodness of fit of this model, fortheremore it can be concluded that the theoretical concept model accordance with the existing empirical data. the influence of environmental issues (issues) to the environmental management process (processes) at rated hotels in bali. parameter estimation for testing the effect of the construct (x) environmental issues (issues) which is a major consideration for the hotel managers perform environmental management process to construct (y1) environmental management process (processes) which carried out the star rated hotel in bali, indicated by the value of cr and probability, wherein the threshold value of cr is ≥ 1.96, while the threshold probability is ≤ 0.05. cr value (critical ratio) is 3.378, and the probability is *** (zero). both of these values meet the requirements for admission h1 (alternative hypothesis) and reject ho. it can be concluded that there is a significant effect, between (x) on environmental issues (issues) which is a major consideration managers star hotels in bali to make the process of environmental management to (y1) environmental management process (processes) which is carried out at star rated hotels in bali. in other words there is a significant relationship between issues of environment which consists of; the issue of pressure from a travel bureau, customers and tourists pressure issues, and climate change issues to the process of environmental management at star hotels in bali, which consists of; the process wastewater management, solid waste and chemicals management in star rated hotels in bali. the influences of the process of environmental management (processes) to the benefits of environmental management (benefits) at star rated hotel in bali parameter estimation for testing the effect of the construct (y1) environmental management process (processes) conducted at star rated hotels in bali to construct (y2) the perceived benefits of environmental management processes (benefits) at star rated hotel in bali indicated by the value of cr and probability, wherein the threshold value of cr is ≥ 1.96, while the threshold probability is ≤ 0.05. cr value (critical ratio) amounted to 2,434, and probability 0.015. both of these values meet the requirements for admission h1 (alternative hypothesis) and reject ho. it can be concluded that there is significant influence between the constructs (y1) environmental management process (processes) conducted at star rated hotel in bali to construct (y2) perceived benefits of environmental management processes (benefits) at star rated hotel in bali. e-journal of tourism vol.1. no.1. (2014): 57-68 http://ojs.unud.ac.id/index.php/eot 65 e-issn: 2407-392x. p-issn: 2541-0857 in other words, stated that there is significant influence of process waste water management, solid waste management and chemicals against the benefits to the sustainability of the hospitality industry, contribute to the development of society, and guest satisfaction at star retad hotel in bali. the novelty or research findings of this study suggests a new model of the influence of environmental management issues to the process of environmental management, and to the benefits from the process of environmental managementat the star rated hotel in bali. the model findings of this study, has been through several stages of testing, and the model is declared fit with existing data, consist of such criteria; rmsea, gfi, agfi, tli and cfi has been declared fit with the requirements modeling, the structural equational models (sem). in simple terms, the findings of this study can be stated as follows: 1. there is a significant direct influence between environmental issues to the process of environmental management at star rated hotels in bali (swr = 0.36). 2. there is a significant influence between environmental management processes to the benefits of the environmental management process at star rated hotels in bali (swr = 0.262). 3. the indicators of environmental management issues consist of; the issue of pressure from travel agents, the pressure customers and tourists, and the climate change issues. 4. the indicators process of environmental management at star rated hotels in bali is consist of; wastewater management processes, the solid waste management processes, and of the chemicals management processes. 5. the indicators benefits of the process of environmental management at the star rated hotel in bali consist of: the maintaining of hospitality industry, the contribution to the development of society, and the guest satisfaction. limitations of the research the model of environmental management at star rated hotels in bali which is examined in this study showed good results and proved to fit with existing data. unfortunately there are some of the indicators that make up the constructs (latent variables that exist) to be eliminated when using structural equational models (sem), so that the formed construct does not fully represent the theoretical model. elimination of some indicator variables also caused elimination of some information, which should be able to enrich the studies in this research. also the indicator variable that is not valid (even though the indicators are reliable) also reduces the information, which should be enriched in this study. conclusion and recommendations conclusion this research has established the model of environmental management at star hotels in bali. the model shows that, the issues of environmental influencing the process of environmental management, and the environmental management processes influencing the benefits of the process of environmental management at the star rated hotel in bali. forming key indicators of environmental issues are 1) the issues about the pressure of travel bureau, 2) issues of customer pressure and tourists, and 3) climate change issues (climate change). while forming key indicators process of environmental management are 1) the process of wastewater management, 2) the process of solid waste management, and 3) the management of chemicals, and the key indicators benefits of environmental management processes are 1) maintain the sustainability of the hospitality industry, 2) contribute to the development of society, and 3) satisfaction of the guests. recommendation the results showed that the main reason star rated hotels are willing to engage in environmental management is due to pressure from; 1) travel bureau, and 2) customers or guests, also for 3) climate change (climate change). the government should be able to consider the role of travel agency and guests, e-journal of tourism vol.1. no.1. (2014): 57-68 http://ojs.unud.ac.id/index.php/eot 66 e-issn: 2407-392x. p-issn: 2541-0857 meaning that the government can educate travel bureau and guests on the importance of preserving the environment, and how to maintenance effort, as one of the medium effective for the government to approach the hotel manager to also will jointly carry out the process of environmental management at the five-star hotel in bali. this is a new approach in the implementation of the rules which indirectly put pressure on hotel managers to perform environmental management. it just requires a deeper study, and can be advanced research fields in the future. hotel should be encouraged to actively preserve the assets of the world for generations to come, particularly in the use of natural resources and sustainable environmental conservation efforts, because environmental management activities has potential to develop the ability of the hotel, in terms of integration of stakeholders, continuous innovation, learning processes higher, and consider the sustainability of the hospitality industry, destinations, competitiveness, interaction between stakeholders, and policy instruments to balance economic growth and environmental concerns. where economic development and environmental issues in relation to the assessment of stakeholders that need to be investigate deeper in advanced research in the future. the hotel should be push to do the process of environmental management, because the most significant benefits of environmental management for the hotel is a better relationship with the community (improvement of public image), it has become a trend, and tourists preferred. results of this study found the willingness of tourists to o pay for and educated on how to minimize their impact on the environment, and also can affect the hotel suppliers to provide products that are environmentally friendly. model of environmental management at star hotels in bali fit with existing data, but some indicators that make up the construct eliminated, so the construct that is formed is not fully represent the theoretical model. the elimination of indicators also eliminate some informations which should be able to enrich the study. therefore, it is advisable to carry out the selection of indicators that truly represents its latent variable by doing unidemensional test first before conducting a survey. it also needs to add a mixed methods approach because the various problems that exist around environmental management at the star rated hotel cannot be answered by a quantitative approach only, and this weakness can be covered by a qualitative approach. references alexander, s. and kennedy, c. 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(2014): 128-138 http://ojs.unud.ac.id/index.php/eot 128 e-issn: 2407-392x. p-issn: 2541-0857 the image of bali tourism in social networking media ni gusti ayu dewi paramita arisandi, i gede putu wirawan and linawati school of postgraduate study doctorate degree in tourism udayana university coressponding author: paramita_arisandi@yahoo.com article info received 17 march 2014 accepted 19 august 2014 available online 10 september 2014 abstract tourism is growing very rapidly with the development of technology, especially information technology. through information technology people can easily get access to information about various destinations and tourist attractions as well as hotel by online media communication. therefore, this study was trying to use social media such as facebook and twitter, where both social media were widely used by companies engaged in tourism in the world as well as in bali. internet consists of several websites, but the most effective one to conduct the research on tourism such as web series 2.0 or commonly called as social networking media. social medias facebook and twitter both were wildly used by the companies running in the sector of tourism in bali, such as hotels, villas, restaurants, spas, travel agents, airlines, and tourist attraction managements, to advertised their products and services in their respective field. through those social media, tourists will be able to access the comments or reviews about the companies. the problem raised in this research is how bali‟s tourism data in social networking media were used and considered, and how was the image of bali‟s tourism in their point of view based on the research. the method used here was descriptive qualitative method which describes this phenomenon descriptively by analyzing the obtained comments on social networking media such as facebook and twitter, and then classified in the form of comments positive, negative, and unidentified comment. afterwards comments were re-analyzed through 4a approach which consist of attraction, amenities, ancillary, and accessibility. data which has been obtained re-analyzed via the data obtained from the homepage of (trip advisor and agoda.com). in addition, to strengthen the research data obtained from the homepage of trip advisor and agoda.com, then it has been elaborated on the point rating system which indicated that the company were registered in both of those social networking media such as hotel, villa, spa, restaurants, travel agents, airlines, media, tourist attraction management has a good rating result, and it has represented that the image of bali tourism has a good rank in the eyes of local and international tourists. this data was also strengthened by the existence of empirical studies where there were the data from a hundred tourists came to bali both locally and internationally has filled out the questionnaire about bali in order to obtain maximum results on the image of bali tourism. the results showed that, social networking media were effectively used in this study. many companies in bali used facebook and twitter. in addition, bali tourism image placed in positive rank on both of social networking sites, and it was gained by the results of questionnaires spread towards the visitor. keywords: tourism image, social network website e-journal of tourism vol.1. no.2. (2014): 128-138 http://ojs.unud.ac.id/index.php/eot 129 e-issn: 2407-392x. p-issn: 2541-0857 introduction background tourism in bali was magnificent in the eyes of the international world, this beautiful island could attract millions of tourists both foreign and domestic, and this fact was annually obtained from the central bureau of statistics of bali province. kompastravel.com year 2015 states that bali in 2015 occupy the second rank as the best tourist destination after the galapagos islands of ecuador, this gives an assurance that bali is highly prioritized as the world tourist destinations by foreign tourists from all over the world. based on data from the central bureau of statistics of bali province stated that the arrival of foreign tourists to bali in april 2015 reached 313.763 people, with foreign tourists who come through the airport as many as 309.888 people, and that through sea ports amounted to 3,875 people. the number of foreign tourists to bali in april 2015 increased by 12.02 percent compared to april 2014 and increased by 2.78 percent compared to march 2015. the internet is a medium that is commonly used today both for promotion and commercial businesses in this modern era. in this study, the internet as the media is needed in order to be able to explore the public's perception about the image of tourism, because in this globalization era, image is a very important thing. the image is very influential in the development of a tourism destination in the future. the existence of the internet has an impact on the transformation of technology and the global economy where the virtual world can familiarize between consumers and the existence of the businessman in the tourism world as the providers of goods and services. this study will prioritize the role of facebook and twitter as a part of the social media in measuring the image of tourism in bali in the tourism world today. this research is using social networks facebook and twitter because both social networks can accessed some information about the products and services. social networking is an effective media to promote tourism. as revealed in the conference "web in travel" there are 65 million people using facebook each month in indonesia. the tourist got the information regarding tours through facebook. social media as a means of travel information "said e-commerce & travel strategist facebook. starting from its emergence in 2006 that could shift the dominance friendster, step by step facebook become the most popular social media. until now, the existence of facebook as the most popular social media still seems to be hard to shake off, facebook also has the following advantages. -using facebook is very easy. -can be used for an online business media through the friends owned in the network. -uploading images is easy and it can be uploaded into one photo album. -there chat application that makes user who are online to be able to chat with friends who are online as well. over the past year, facebook's stock surpassed the performance of the s & p 500, which increased 26 percent. shares of social networking company is also a favorite for investors who seeks investments in social media and technology sectors. currently, facebook's stock price has increased twice the current price. twitter is a micro-blogging service which is owned and operated by twitter inc. users can read and send messages or tweet along a maximum of 140 characters. users can see the tweets of other writers known as followers (followers). twitter increasingly established itself as one of the most popular social network in the world. twitter inc.'s stock price soared 92 percent on the first day of trading on the new york stock exchange, local time, because the enthusiasm of investors. these enhancements make the micro-blogging company's market value reach us $ 25 billion, or about rp 284.75 trillion. research objectives the general objective of this research is to know the portrait bali tourism image in the social networking site, which can be seen through the comments of the tourists who have used the service on products and services in tourism sector. e-journal of tourism vol.1. no.2. (2014): 128-138 http://ojs.unud.ac.id/index.php/eot 130 e-issn: 2407-392x. p-issn: 2541-0857 literature review kotler (2000) broadly defines that image as the number of convictions. a descriptionof an image that belongs to someone on an object. the object itself can be a person, organization, group or other people he knows. there are five types of images, the shadow image (mirror image), the image of the prevailing (current image), the image of the expected (wish image), the image of the company (corporate image), as well as the image of the compound ( multiple image). the development of advance technology today, especially information technology has facilitated the world community to gain the information of the image in one destination. internet technology especially social networking media such as facebook and twitter has been used to develop their partnership and even the promotions. bond et al. (2010) describes how the social networking media has a lot of the attention of traders and consumers in today's global era. it is of course also having an impact on changing the way we communicate in environment sellers who provide a new form of challenge. this research was conducted qualitatively by focusing on the consumers, to test how their perceptions of the ads on social networking media. through this social networking media it can provide significant impact on the rating for some brands being advertised. this study uses a number of criteria such as the characteristics of the target micro, use of facebook, sensitivity and reaction, where everything is a very important factor and can affect the response of the users of facebook itself. concept social networking media media is a necessity in the formation of an image of a tourist destination, there are many types of media, one of which is booming at the moment is the internet media. our internet media is able to recognize the web that serves a variety of the latest information we want. one of the webs that many loved today is a series of web 2.0 technologies that often we are familiar with the term "social networking media". tourism image as with any other service industry, tourism industry also has the properties of intangibility, inseparability, heterogeneity, and perishability. these natures cause the tourists to deal with the lack of attributes to evaluate whether or not a destination is good. however, because decisions must be made, the tourist uses the image of the tourist destination to conduct an evaluation tool (wallin andreassen and lindestad, 1998). of course, the existing image in the minds of tourists is not always in tune with the real conditions of the destination itself. thus, the image of the destination has the potential to affect the least competitive destinations (leblanc and nguyen, 1996). research model bali is a tourist destination, which is favored by both domestic and international tourist. bali is so famous for its tourism, because tourism in bali is a commodity sectors which provide a very large supply of foreign exchange for indonesia. this is evidenced by the presence of data from the bps that states within the last five years tourist that arrived in bali increased significantly which can certainly have a direct impact in increasing the rate of the economy of indonesia in the future. to know bali tourism image will require a medium that can represent a good image for the bali tourism destinations, because, once a lot of people know the condition of tourism in bali from mouth to mouth, or better known as word of mouth, but now with the advance technology there are many media that can be used to see how the condition of bali tourism, such as tv, radio, magazines, pamphlets, and the internet, but the media to be used in this research is the internet media. there are elements within the internet web 2.0 series technology which allows users to create personal homepages or more popularly known as social networking media. as it is known that today there are a lot of social networking media, social networking is a blend of lifestyle in modern society today that cannot be separated from our everyday lives. with the various social networking media, it can provide an option that allows accessing on how the condition of tourism in e-journal of tourism vol.1. no.2. (2014): 128-138 http://ojs.unud.ac.id/index.php/eot 131 e-issn: 2407-392x. p-issn: 2541-0857 bali, so that tourists who want to visit bali can have a definite reflection on the place they are going to visit. there are many existing social networking media, this research on bali tourism image chooses social networking media that is often used by people today such as, facebook, twiter, both of which have become so attached to part of the lifestyle of today's modern society. the performance of the two sites is also very quick in order to know how bali tourism image in bali, because both facebook twitter are showing comments from tourists who become consumers of the company that became a part of the tourism world, such as hotels, villas, restaurants, spas , bali tourism image in the social networking media, an observations is conducted on the comments of both social networking itself, where the comments of the tourists are a very important role to create a separate of bali tourism image. after all these comments obtained it will be classified into the comments which belong negative, positive, and do not know (unidentified comment) category, comments by category did not know this leads to the comments made by the tourists but it is very difficult to identify in order to enter into the category of positive or negative comments. while all comments from both social networks are successfully classified then it is analyzed based on the magnitude of the negative comments, positive, and the comments that go into such categories do not know. the results obtained in the positive, negative, and do not know (unidentified comments) comments on the social networks that have been selected can then be summed up and the first results indicate whether the results of the tourist‟s perception was positive or negative about the bali tourism image in social networking. after the analysis of social media is conducted, it shows wheatear the analysis of both the social networking media can fairly represent the image of the present condition of tourism in bali, so it is more likely to lead to positive or negative direction. the final result of this analysis is very important in determining bali tourism image in the future. image is very important for a tourist destination and it is this which should always be remembered by bali, because the tourism sector is this island has an active role in improving the economy of indonesia. the results from this study is not only for the present time but also the future must also receive the benefits, how society and government can work well together to build a sustainable tourism in bali, so it can be enjoyed by the next future generations. at least with the advance technology it could be a benchmark for measuring how the image of bali tourism in the social networking area, because it is very important to control whether the image of bali as a tourist destination preferred by the whole world is still shining and prosperous in the future. having obtained the results of calculations of data from facebook and twitter then it is supporting result is analyzed using the 4a approach which consist of amenities, attraction, ancillary, and accessibility, this approach serves to be able to identify the types of indicators that affects tourists coming to bali. besides, seen from the homepage analysis performed on tripadvisor and agoda.com, as well as to support the strength of the data obtained in the result of social networking and other online media, a research field is also conducted where the data obtained from the questionnaire distributed to one hundred tourists who was on holiday in bali. data from these tourists include data regarding the evaluation on accommodation, restaurants, spa, travel agents, money changer, media, airlines and tourist attraction, all the recorded data that has been obtained to determine how the perception of tourists in real conditions and the results of the data on the virtual world. methodology the approach of this research in general is to know about how the public perception is regarding the image of tourism in bali in the social networking site. implementation of this research is based on the descriptive qualitative method. this descriptive qualitative study ought to describe a social phenomenon. qualitative methods provide complete information so it is beneficial for the development of science and can be applied to a variety of social problems (rangkuti, 2002). it can be concluded that this descriptive qualitative method is a method that tells and e-journal of tourism vol.1. no.2. (2014): 128-138 http://ojs.unud.ac.id/index.php/eot 132 e-issn: 2407-392x. p-issn: 2541-0857 interpret the data, for example on the situation experienced in an activity, about the views and attitudes, or about the ongoing process, influence at work, emerging disorders, tendency visible, tapered conflict, and so on (rangkuti, 2002). research location this study used the internet virtual world exactly on social networking media to capture the public's perception regarding the image of tourism in bali tourism in social media, as well as most of the data obtained from some of the sights that is often visited by tourists in the area of nusa dua, jimbaran and kuta, sanur. sampling methods and data techniques the data collection techniques used purposive random sampling, this technique is done by taking a sample at a small population in the target population to represent the amount of the overall population with certain considerations (kemper, stringfield and teddlie, 2003). in this study, one hundred sample company engaged in the field of tourism in bali ware taken which consists of 50 companies that have an official account on facebook, and 50 companies that have an official account on twitter with the division on social networking account hotel 5-star, 3&4 star hotels, restaurant, media, spa, villas, airlines, travel agents and tourist attraction. all samples were taken based on the consideration that the company has an official account and active on both facebook and twitter social networks. this study also reinforced with data obtained using questionnaire to a number of tourists, where the number of tourists were used as a sample are one hundred people with the consideration that tourists who have been active in the social network both facebook and twitter as well as have leave a comment, or at least see how to review comments about bali on social networking sites. this is done so that the real facts can be produced and adjusted between the data in the virtual world and the data field. in the process of data collection through observation, observations was made on a number of comments on social networking media that has been selected for this study, ie, facebook and twitter. further comments obtained from both the social networking (facebook and twitter) site will be adapted and are classified into several categories such as positive comments, negative, and do not know (unidentified comment). once the classification is done it will be easier to identify the image of tourism in bali in the social networking site based on the facts obtained from both the social networking site. does the image of tourism in bali will tend towards the positive or negative perception. all the above companies have been chosen because they have an account on social networking as an effective promotional tool for the company and also because the company has a highly accurate data compared to other companies engaged in tourism services, therefore, all companies that have mentioned above used as a source of data for this study.besides the aforementioned company is used as a sample because there are only few companies that have the promotion on the two social networking accounts, facebook and twitter, this is done in order to facilitate the investigations on both the data about the image of tourism in bali in both social networking. every company that is used as a sample in this study have an important function in the realm of the research, because from each data of the company in the social networking media both facebook and twitter will be able to provide an input and the data is also important in the success of the course of this study. method and data analysis the numbers of techniques are implemented in this data analysis technique that includes: data obtained from social networking sites facebook and twitter will be classified into several classification they are positive comments, negative, and do not know (unidentified comment) criteria, then the data is summed up in order to determine the results whether it leads to positive or negative comments on each network social, after obtaining the result on each social networking sites used in this study, then all the data is classified using 4a approach that consists of attraction, amenities, ancillary, and accessibility, this is done to determine what factors support the arrival of tourists to bali based on the 4a approaches, after the results of the 4a classification approach is obtained e-journal of tourism vol.1. no.2. (2014): 128-138 http://ojs.unud.ac.id/index.php/eot 133 e-issn: 2407-392x. p-issn: 2541-0857 then a comparative analysis on the homepage is conducted so that it can show the image of tourism in bali in the social networking sites, and the final step is the analysis of the virtual data with the data questionnaire that has been distributed to a number of tourists who come to bali, data collection is done in order to provide a significant impact as well as finding a match between virtual data and field data, resulting in a proper matched of the data regarding the image of bali tourism both in social networking sites. result and discussion effectiveness of social networking media facebook and twitter to measure the image of bali tourism the media is a very important thing in creating an image of tourist destination. currently there are many types of media, one of them which is booming at the moment is internet media. through internet media it is possible to recognize the web that serves a variety of the latest information we want. one of the populer web today is a web series 2.0 or as well-known as "social networking media". this study used two tyoe of social networking media, namely facebook and twitter. based on the theory of effectiveness used and elaborated on the feasibility on both of social networking media in measuring the image of bali tourism. so it needed to be supported by the accuracy of the data, so it may show the level of effectiveness itself. sudirman (2002) explained the effectiveness theory which shown the fact that the effectiveness demonstrated the success of the goal of media in terms of reaching the targets. if the results is closer to the target, then its effectiveness has been achieved. based on this theory it takes a few facts on supporting the evidence as the term of research results to measure whether this study is working or not in selected two social networks were to be able to dig up the image of bali tourism in social networking sites. facebook and twitter were the two social networks and those were quite popular recently. there are many facts which has created this type of social networking media compared to other social networks. facebook is a social network that was established in 2004 and in 2011, the site already has 800 million members (piskorski et al., 2011). facebook offers a range of functions such as profile page, wall posts, group, tags, status updates, photos, chat, e -mail (hansen, shneiderman and smith, 2011). twitter is a micro-blog that was founded in 2006 (kierkegaard, 2010). this blog is very different from other blogs because of the limited used of characters which can be used on the news you are willing to deliver only. (hansen, shneiderman and smith, 2011). as releasd at the site of ebizmba the business savings in january 2015 states that facebook placed on the top ranked with a total of 900 million users. followed by twitter on the second placed with a total of 310 million users , the third position is linked it has about 225 million users , then followed by pinterest with 250 million users , google + many has about120 million users , tumbler 110 million , and instagram has about 100 million users. based on data reported by the www.evadollzz.com website has also mentions there are about ten most popular social networks by 2015 as follow: 1. facebook considered to be synonymous with “social media” by some, facebook is the one site where you‟re likely to find friends, colleagues, and relatives all floating around. although facebook is mainly centered around sharing photos, links, and quick thoughts of a personal nature, individuals can also show their support to brands or organizations by becoming fans. 2. twitter perhaps the simplest of all social media platforms, twitter also just happens to be one of the most fun and interesting. messages are limited to 140 characters or less, but that‟s more than enough to post a link, share an image, or even trade thoughts with your favorite celebrity or influencer. twitter‟s interface is easy to learn and use, and setting up a new profile only takes minutes. 3. google+ social media‟s big up-and-comer has really arrived over the past few years. by combining the best of facebook and twitter into one site – and backing it by the power of the world‟s largest search engine, google has given users a social site that has a little something for everyone. you can add new content, highlight http://www.facebook.com/ https://twitter.com/ e-journal of tourism vol.1. no.2. (2014): 128-138 http://ojs.unud.ac.id/index.php/eot 134 e-issn: 2407-392x. p-issn: 2541-0857 topics with hashtags, and even separate contacts into circles. and, a g+ profile only takes a few minutes to get set up. 4. instagram. if you‟re looking for a quick, convenient connection between the camera feature on your smart phone and all your social profiles, then instagram is the answer. not only will allow you to share via twitter, facebook, and the instagram website, you can choose from a variety of photo filters and invite friends to comment on your photos or ideas. 5. pinterest. serving as a giant virtual idea and inspiration board, pinterest has made a huge impact on social media in the last few years. especially popular with women and the do-it-yourself crowd, it lets you share pictures, creative thoughts, or (especially) before-and-after pictures of projects that others can pin, save, or duplicate 6. tumblr. this platform is different form many others in that it essentially hosts microblogs for its users. individuals and companies, in turn, can fill their blogs with multimedia (like images and short video clips). the fast-paced nature of tumblr makes it ideal for memes, gif‟s, and other forms of fun or viral content. 7. flickr is a popular photo-sharing and hosting service with advanced and powerful features. it supports an active and engaged community where people share and explore each other's photos. you can share and host hundreds of your own pictures on flickr without paying a dime 8. linkedin. one of the only mainstream social media sites that‟s actually geared towards business, linkedin is to cyberspace what networking groups once were to local business communities. it‟s great for meeting customers, getting in touch with vendors, recruiting new employees, and keeping up with the latest in business or industry news. if it matters to your company or career, you can probably do it on linkedin. 9. youtube. as a video sharing service, youtube has become so popular that its catalog of billions and billions of videos has become known as “the world‟s second-largest search engine” in some circles. the site has everything from first-person product reviews to promotional clips and “how-two” instruction on virtually any topic or discipline. users have the ability to share, rate, and comment on what they see. for the further ensure on the effectiveness of facebook and twitter to identify the image of bali tourism in soacial networking media, here are the following name of several companies engaged in sector of tourism in bali and has registered officially on facebook and twitter account. list of five stars hotel on facebook discovery hotel kartika plaza, the westin bali, ayodya resort bali, novotel benoa, the grand mulia hotel, hotel putri bali, nusa dua beach hotel, intercontinental hotel bali, pullman hotel bali, st. regis hotel bali. list of 3&4 stars hotel on facebook ozz hotel kuta bali,ibis hotel bali, sanurr plaza paradise hotel, haris hotel bali, aston hotel tuban, fontana hotel, puris santrian, all season hotel legian. list of villa on facebook villa hermosa, villa liliel, villa jepun, villa massila, villa adasa. list of restaurat on facebook bebek tepi sawah, bebek bengil, massimo italian restaurant, potato head, sushi tei, mtis restauranat. list of tourist attraction on facebook bedugul, garuda wisnu kencana, taman ujung karangasem, waterboom. list of media on facebook tvri bali, bali tv, hard rock radio bali, kuta radio. list of airlines on facebook garuda indonesia, lion air, air asia airlines list of spa on facebook rana spa, ayurweda spa, bali green spa, telaga spa, ayana spa http://www.instagram.com/ https://www.pinterest.com/ https://www.tumblr.com/ http://www.linkedin.com/ http://www.youtube.com/ e-journal of tourism vol.1. no.2. (2014): 128-138 http://ojs.unud.ac.id/index.php/eot 135 e-issn: 2407-392x. p-issn: 2541-0857 list of travel agencies on facebook panorama tour, rama duta tour, anta bali tour, lila tour & travel. here are the name of companies which working on tourism sector and officially registrated on twitter. list of five stars hotel on twitter grand hyatt, nusa dua beach hotel, four season hotel bali, ayana hotel bali, grand nikko hotel bali, pullman hotel bali, ayodya hotel bali, discovery kartika plaza hotel bali, the mulia hotel bali, pan pacific hotel, intercontinental hotel. list of 3&4 stars hotel on twitter hotel maya ubud, hard rock hotel bali, sanur plaza paradize hotel bali, harris hotel resort kuta, puri santrian, w hotel seminyak, harris hotel denpasar, patra jasa hotel bali. list of restaurants on twitter restaurant renon, metis restaurant, mozaic restaurant, bebek bengil, bebek tepi sawah, sekala bali restaurant, kudeta, potato head. list of villa on twitter dream villa, villa sanggah, blue point villa, villa tanjung. list of villa on twitter bali green spa, prana spa, ayana spa, telaga spa list of tourist attraction on twitter garuda wisnu kencana, bali zoo singapadu gianyar, waterboom. list travel agencies on twitter panorama tour&travel, lila tour and travel, anta tour list of media on twitter dewata tv, bali venue, tvri bali, bali tv, hard rock radio bali. list of airlines on twitter garuda indonesia, lion air dan air asia from a reliable source, mostly company whose engaged in tourism in bali are doing promotion on their goods and services through social networking media such as facebook and twitter. it can be concluded that both of the social networking are effectively in the processing and creating the future image of bali tourism. surely a company which does the promotion through the social networking sites facebook and twitter should has the accurate data which can be used as a source of research data in creating the image of bali tourism in the social networking media. the following data show in social networking media which represented effecttivity in creating the image of bali tourism , this is has represented on a comparison of classification data such as total like , positive comments , negative comments, and unidentify comment , or comment did not know at the data in 2013 and the data in 2015 total like: 509.050 total positive comment: 139.720 total negative comment: 20 total unidentified comment:148 (see figure 1). figure 1. list of each comment on facebookin the year of 2013 from graph above we can see that this graphs provide an overview of social networking capability of showing that there is a high level of "like" has display on the graph that followed by the level of positive comments on the second list and the rest is negative comment and unidentified comment at the bottom, this case illustrates there are many internet users who support the effectiveness of social media in exploring the image of bali tourism. total like: 886.006 total positive comment 1.603 total negative comment: 9 total unidentify comment: 153 (see figure 2). positive negative unidentify e-journal of tourism vol.1. no.2. (2014): 128-138 http://ojs.unud.ac.id/index.php/eot 136 e-issn: 2407-392x. p-issn: 2541-0857 figure 2. the facebook data 2015 data on the grapgh above has showing that the facebook anylisis data in 2015 has given an significant impact on the the efectiveness of sosial media for the improvement of bali tourism image in the future. afterwards will be continued by the fact of twitter data in 2013, and here are the factual data recorded from twitter analysis in 2013 total follower: 2.607.460 total positive commnets: 1344 total negative commnts: 13 total unidentified commnts: 26 (see figure 3). figure 3. twitter data analysis 2015 image of bali tourism social networking media images of bali tourism has been summarized the data obtained from data sources which has classified into two types of social networks, namely facebook, and twitter, as well as homepage, and field research data. one by one will be discussed here based on summary data that has been obtained. n the discussion this tourism image used a hypodermic needle theory where this theory explained that through mass media may give enormous impact on the society. if the goal is on the right tract then the results will be in satisfactory. through the media used on the internet media, precisely on social networking media that is the important part of internet. currently internet media has become a trending topic today in public. this is the fact that public cannot be separated from social media. figure 4. data analysis on facebook representing 4a approach from the graph above, it can be concluded that the graph obtain the data from the analysis of social networking media especially on facebook which includes hotel, villa, spa, restaurant, tourist attraction, airlines, a travel agencies can be seen from the chart of attraction which placed the highest rank. the second rating followed by amenities at the second position, then ancillary at the third position, the last one is accesible. this fact shows that facebook data acquisition in the analysis of 4 a approach indicating the image of bali tourism is strongly influenced by the attraction (tourist attraction), and in second image of bali tourism is strongly influenced by the hotel facilities (facilities) that support the performance of the tourism product itself. the relationship will be very important for both in supporting how the progress of bali tourism in the future. third is ancillary (institutional) in which it is becoming an important thing and also considered in the running of a company in engaged the tourism itself, due to cooperation among all areas both in terms of promotion and so on to be waged and balanced. at accesible level (transport) should also be considered a similar things in order to all can be harmonized in order to achieve a good relationship in managing the tourism product, because it is a means of transport should be positive negative unidentify positive negative unidentify e-journal of tourism vol.1. no.2. (2014): 128-138 http://ojs.unud.ac.id/index.php/eot 137 e-issn: 2407-392x. p-issn: 2541-0857 improved so that all issues can be clearly monitored and can provide results for the best services. figure 5. twitter data analysis based on 4a approach the figure above we can conclude that from 4a approach analysis can be obtained data on social networking media especially on twitter about tourism accommodation includes hotels, villas, spa, restaurant, tourist attraction, airlines, a travel agencies. the attraction data placed on the highest rank, then followed by amenity at the second position, then accesible to the third position, and the latter is ancillary the twitter data acquisition on 4a approach analysis has been indicating the image of bali tourism is strongly influenced by the attraction. on the second position the image of bali tourism is strongly influenced by amenity (facilities) that support the performance of the tourism product itself, and it is becoming one of the basic thing that greatly affects how the tourism product can influenced the tourists. this shown on how the traveler satisfaction can be reflected when they enjoy all forms of facilities they get while visiting bali, the relationship will be very important in supporting the bali tourism in the future progress. accessible (transport) as the third position should be kept as it is becoming very important in order to support the running of tourism in bali, because customer satisfaction is the main thing in the sector of bali tourism. in the final position can be seen that there is ancillary (institutional) in which this is represented the institutional to a company where the tourism product is very important because there will be a promotion, and all the forms of things that support the sustainability of the tourism product in the future. based on the data from questionnaire there are several things should be consider regarding the result of the company working on tourism sector. the result were gained from a hundred visitor who came to bali for holiday. the results were: 1. in accommodation sector the result is excellent 2. in restaurant sector the result is excellent 3. in spa sector the result is good 4. in travel agent sector the result is good 5. in money changer sector the result is good 6. in media the result is good 7. in airlines sector the result is very good 8. in tourist attraction sector the result is excellent conclusion and recommendation conclusion social media was effectively used in this reserach. social networking media was an instrumental in explored the data associated with a number of companies engaged in tourism sector in bali. many companies in the field of tourism in bali used the services of facebook and twitter. from the analysis of existing has been mentioned that positive comments was higher than negative comments or unidentify comment. the high number of positive comments represented the data on facebook and twitter were effective used in measuring the image of bali tourism in social networking media, and bali tourism is continously placed on positive rank. in accordance with the existed studies on the image of bali tourism on the social networking site has explaine that, with the 4a approach studies has provided an evidences that tourism in bali much influenced by the attraction (consists of scenery and its atmosphiere) that is able to attract many visitor to come to bali. besides it has followed by amenitiyt (facility and services). there are several things needs to be improved in tourism sector in bali, namely accessible (access to transport) and ancillary (institutional service). e-journal of tourism vol.1. no.2. (2014): 128-138 http://ojs.unud.ac.id/index.php/eot 138 e-issn: 2407-392x. p-issn: 2541-0857 based on the research has been conducted in the field research has also given an indication that tourism in bali still remains positive, it is obtained by the questionnaires filled by the hundred visitor who came to bali. recommendation tourism company in bali needs to improve the quality of services in the field of ancillary and accessibility because these two areas showed the lower data calculation, compare to the field of attraction and amenities. need to do the research on the effectiveness of social media due to examine the theory of mass media influenced by the society. research on smart tourism should be developed because tourists are getting smarter enough in choosing a tourism destination through online media. image of bali tourism could be measure using a social networking media and may collected a variety of public response / rating on the image of a tourist destination itself. references bond, c. et al. (2010) „social media advertising: an investigation of consumer perceptions, attitudes, and preferences for engagement‟, melbourne: monash university anzmac. hansen, d. l., shneiderman, b. and smith, m. a. (2011) analyzing social medianetworks with node xl:insight from a connectected world. boston: morgan kaufmann. kemper, e. a., stringfield, s. and teddlie, c. (2003) „mixed methods sampling strategies in social science research‟, handbook of mixed methods in social and behavioral research, pp. 273–296. kotler, p. (2000) marketing management. new jersey: prentice hall international, inc. leblanc, g. and nguyen, n. (1996) „cues used by customers evaluating corporate image in service firms: an empirical study in financial institutions‟, international journal of service industry management. mcb up ltd, 7(2), pp. 44–56. piskorski et al. (2011) „social network site: difinition and history‟, journal of computer mediated communication, 13(1). rangkuti, f. (2002) „measuring customer satisfaction‟, jakarta: pt gramedia pustaka utama. sudirman (2002) pengaruh motivasi kerja terhadap efektivitas pelayanan. universitas padjadjaran. wallin andreassen, t. and lindestad, b. (1998) „customer loyalty and complex services: the impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise‟, international journal of service industry management. mcb up ltd, 9(1), pp. 7–23. e-journal of tourism vol.9. no.2. (2022): 235-243 http://ojs.unud.ac.id/index.php/eot 235 e-issn 2407-392x. p-issn 2541-0857 the assessment of community participation in the development of marine tourism in the spermonde islands fajar aditya nugroho1*, ginta eldina2, nino wahyu novanda 3, nicola tesalonika br. ginting3, regita dwi putri3 1 postgraduate student in tourism planning, bandung institute of technology, bandung 2postgraduate student in strategic marketing communication, bina nusantara university, jakarta 3bachelor of tourism destination study, nhi bandung tourism polytechnic *corresponding author: fajaraditya113@gmail.com doi: https://doi.org/10.24922/eot.v9i2.89175 article info submitted: july 16th 2022 accepted: september 21th 2022 published: september 30th 2022 abstract as a type of mass tourism that continues to experience an increasing trend of market interest, marine tourism is a very prospective sector to be developed. especially in its role to improve the welfare of the community in tourism destinations. this can be a solution for many areas that have marine tourism potential but the community is still not developed, such as the spermonde islands in indonesia. by using quantitative descriptive research methods, measurable data in the form of public opinion on questions asked based on indicators collected, and the extent to which the spermonde islands community is involved in the development of marine tourism can be mapped. the results state that in general the people of the spermonde islands can be said to have participated in tourism activities even though they are still at a lower level. so, in the future, several strategies are needed to increase community participation. keywords: marine tourism; community participation; community development. introduction background since ancient times, tourism has been synonymous with sea, sun, and sand (3s) which has brought marine & coastal tourist attractions into mass tourism that has developed massively (marafa & chau, 2016). in fact, a number of literatures note a significantly faster growth than tourism in general (miller, 1990 in orams, 2002). from this growth rate, it is clear that the archipelagic countries are boldly focusing their economy on the development of marine and coastal tourism (orams, 2002). however, among these countries, most of them still have not balanced the projected development of marine tourism with a good and targeted destination development plan so that the benefits they receive are not optimal (pattulo, 1996 in orams, 2002). this is also the case in many coastal and marine tourism destinations in indonesia, including the spermonde islands. the spermonde islands are a group of islands located in the southern part of the makassar strait and are one of the marine tourism destinations in south sulawesi. it is recorded that more than 120 islands are included in the spermonde islands that http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 235-243 http://ojs.unud.ac.id/index.php/eot 236 e-issn 2407-392x. p-issn 2541-0857 offer various marine tourism activities such as snorkeling, diving, coral cultivation, and island-hopping. in the management and development of marine tourism in the spermonde islands, the pangkep regency tourism office launched a program called ”gerbang spermonde” which means ”the gate of spermonde”. this program is a community-based tourism development program, with the core of making camba cambang island the entry gate of 9 surrounding islands which will be used as new priority of tourist destinations. the nine islands are badi island, cangke island, kapoposang island, kulambing island, pajenekang island, sabutung island, salemo island, samatellu island, and saugi island. in its preparation, the "gate spermonde" program was directed to be able to improve the welfare of the archipelagic community through active and supportive involvement. however, according to data published by the bps of south sulawesi province in 2014, the percentage of poor people in pangkep regency was the highest among other regencies in south sulawesi province, especially in the islands. the high poverty rate in pangkep has started since 2010. this high poverty rate is certainly contrary to the concept by spillane (1994) that the development of the tourism sector will be related to sociocultural, political and economic aspects which are directed to improve people's welfare. this is also not in accordance with the characteristics of marine tourism which is mass tourism which should be able to become the foundation of the community's economy (darmadjati, 2007; orams, 2002). this is also supported by artha (2021) who explains that marine tourism is a potential form of activity included in the "clean industry". the implementation of marine tourism is successful if it fulfills various components, namely those related to the preservation of the natural environment, the welfare of the people who inhabit the area, the satisfaction of visitors who enjoy it and the integration of the community with its development area. because of this, the poverty ratio experienced by the pangkep community is not in accordance with the principles of tourism, especially marine tourism. judging from the problems above, that in developing tourism it is necessary to develop community-based tourism, so that people can feel the benefits of tourism development and become "hosts" in their own area. the form of tourism that involves the active participation of the community in its implementation is called community-based tourism/ cbt (hausler, 2000). it is necessary to examine the extent of community participation/involvement in the development of marine tourism so that stakeholders can review the policies that have been set. therefore, a research question arises, namely "how far does the community participate in tourism activities? and what are the implications?" literature review in general, participation is a symptom of democracy where people are included in the planning and implementation of everything that is centered on interests and also take responsibility according to their level of maturity and level of obligation (wijaya, 2004). this indicates that in involving the community in a development, it is necessary to pay attention to the holisticity of each process so that the community is not only partially involved. specifically referring to tourism activities, community participation in the tourism development process is expected to support and uphold local culture, traditions, knowledge and skills as well as create pride in the heritage of the community (lacy, et al. 2002). talk about how to measure the level of community participation in the development of the tourism sector, there are several experts explaining the typology of community participation, so the http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 235-243 http://ojs.unud.ac.id/index.php/eot 237 e-issn 2407-392x. p-issn 2541-0857 paraphrasing technique is used to several theories, namely the theory from cornwall (2008), pretty (1995), and veneklasen (2002) and produces 7 basic principles in the level of community participation. the seven levels or typologies in the participation typology are as follows: 1. token participation or manipulation participation, ie the community sits on an official committee, but they are not elected and have no real power. 2. passive participation, community participates as recipients of information. they were told what had been decided or what had happened. 3. participation by consultation, community participates by consulting or by answering questions asked. professionals are not obliged to pay attention to the public's point of view. 4. participation by material incentive, communities can participate by donating resources (eg labor), in exchange for food, cash or other material incentives. communities provide resources, but are not involved in what decisions are made. they have no interest in things when the incentive ends. from this level, it is a level that can be called community participation, while the previous three levels cannot be called participation (veneklasen, 2002). 5. functional participation, the community participates at the request of external institutions to fulfill predetermined objectives. there may be some joint decision making, but this usually only occurs after a major decision has been made by an external agency. 6. interactive participation, community participates in joint analysis and development of action plans. participation is seen as a right, not just a means to achieve project objectives. since the group is involved in decision making, they have a stake in sustaining the project. 7. self-mobilization, people participate by initiating actions independently of external agencies. they develop contacts with external agencies for the resources and technical advice they need, but control how resources are used. governments and ngos sometimes provide support for self-mobilization. methods in this research, descriptive research is used with a quantitative approach. descriptive research, namely, research conducted to determine the value of independent variables, either one or more variables (independent) without making comparisons, or connecting with other variables (arikunto, 2006; sugiyono, 2014). descriptive research in this study is intended to obtain an overview of the extent of community participation in marine tourism management in the spermonde islands, south sulawesi through the collection of quantitative homogeneous data which in the end can represent the overall level of community participation from the perspective of the community itself. in this study, the main data collection was carried out through the distribution of questionnaires. the questionnaire used is a questionnaire with ordinal data type and likert answer scale. and the analytical tool used is spss. the population in this study were all people on badi island, saugi island and samatellu pedda island. the samples taken were some people on badi island, saugi island and samatellu pedda island, using a nonprobability sampling technique, namely a sampling technique that does not provide the same opportunity/ opportunity for each element or member of the population to be selected as samples (sugiyono, 2014). the samples taken were 227 residents, with the following details, 47 residents of saugi island, 156 residents of badi island, and 24 residents of samatellu pedda island. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 235-243 http://ojs.unud.ac.id/index.php/eot 238 e-issn 2407-392x. p-issn 2541-0857 table 1. use of likert scale code meaning score sts very disagree 1 ts disagree 2 n neutral 3 s agree 4 ss very agree 5 source: processing result, 2022. from all valid data that has been obtained, the data is processed using descriptive statistical techniques with the help of the spss application. previously, the ordinal data obtained from the questionnaire with a likert scale was converted into interval data using the method of successive interval (msi) in the microsoft excel application to make it easier to map into classes that would represent the seven levels of community participation. the processing of the questionnaire data is through making answer intervals from all the collected data and classifying them into 7 classes from the lowest to the top in accordance with the principle of community participation. in addition, the main data is also supported by secondary data obtained through interviews with stakeholders, as well as literature studies. results and discussion result the following is a table of primary data processing results that have been distributed to 227 respondents and analyzed through spss. table 2. data processing results data class 4-48 49-53 54-58 59-63 64-68 69-73 74-78 category token/ manip ulation partici pation passive particip ation particip ation by consult ation participat ion by material incentive functional participati on interactive participati on selfmobiliza tion total frequency 8 34 67 78 30 7 3 227 valid percentation 3.5 14.6 29.6 34.5 13.3 3.1 1.3 100 source: processing result, 2022 the data above shows that the overall data collected from the respondents is valid and meets the requirements for further analysis. based on the table above, we can see that the people of the spermonde islands mostly occupy the 4th level of participation out of a total of 7 levels, namely at the participation by material incentive level, with the accumulated results of 78 respondents from a total of 227 respondents or 34.4%. however, the distribution of data is still mostly at the lower participation level, while at the upper participation level the figures tend to be small, even at the highest level (self-mobilization) the percentage is only 1.3% or only 3 of the total 227 respondents. discussion of the seven levels of community participation according to cornwall (2008), pretty (1995), and veneklasen (2002), it was found that the community occupies each level. in other words, the forms of community participation that occur in the spermonde islands vary and meet the overall level of community participation. from the primary and secondary data that we found while in the field, it can be concluded that: http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 235-243 http://ojs.unud.ac.id/index.php/eot 239 e-issn 2407-392x. p-issn 2541-0857 the actual condition of community participation in marine tourism activities in the spermonde islands is quite good. this is based on the findings and processing of research data, both primary and secondary, with the fact that there are forms of participation that meet each level of participation concepts. in more detail, the actual form of participation of the spermonde islands community at each level is as follows: figure 1. mapping of respondents based on level of participation (source: processing result, 2022) a. token / manipulation participation communities included in this level are the spermonde islands community, most of whom work as fishermen where they go to sea all day at night, while during the day they are active at home. some of the people have been invited or invited to discuss several times by the pangkep regional government, especially disparbud, to discuss the development of marine tourism, but only some people are randomly selected without any particular consideration, even though most fishermen do not have productive activities during the day. in fact, all of the communities we made as respondents admitted that they did not mind being invited to participate in marine tourism activities, even some residents hoped that the village government and local governments would invite all residents and not appoint the same number of residents to participate in marine tourism activities. this is a good opportunity, considering that in general the main obstacle in involving the community to participate in a program is the lack of self-awareness (gamble in weil, 2013). with the awareness that has emerged, the authorities can take advantage of it by involving the community optimally. b. passive participation at this level, some of the people of the spermonde islands have been tasked with doing certain things related to the development of marine tourism in the spermonde islands. one of them is the appointment of several residents as administrators of pokdarwis (tourism awareness groups) on each island. however, based on the results of our interviews with resource persons in the spermonde islands, pokdarwis' performance is considered not optimal. in addition, the people who are at this level are some residents who are given the mandate to entertain tourists who come, such as providing their homes as lodging and providing catering needs for tourists, although until now only certain residents have received this mandate. most of the residents who received the mandate were residents who had close relationships (such as relatives and neighbors) with the local village apparatus. c. participation by consultation the people of the spermonde islands belonging to this level of participation are dominated by local community leaders. this is done on the assumption that the village government hopes that by inviting these community leaders they can represent the entire community and the results of the meeting will be conveyed to the entire community. according to the people who became respondents, they stated that they knew that the community leaders held a meeting at the village office regarding the discussion of marine tourism, only that the results of the meeting were never distributed to the community so that the 3,5 14,6 29,6 34,5 13,3 3,1 1,3 0 10 20 30 40 http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 235-243 http://ojs.unud.ac.id/index.php/eot 240 e-issn 2407-392x. p-issn 2541-0857 community never gave feedback to the government. in the end, all kinds of policies related to marine tourism originating from local and village governments and the community did not have the opportunity to voice their aspirations. one example is the spermonde gate program, which in practice is rarely known by the people of the spermonde islands. d. participation by material incentive it is at this level that it can be said to be a form of participation according to pretty and cornwall's statement. this is because at this level the new community is active and carries out activities to participate in developing tourism activities in their area, especially in donating workers. in accordance with the results of the questionnaire questionnaire data, in general the people of the spermonde islands belong to this level with a percentage of 34.4%, which means that the level of participation of the people of the spermonde islands is good. actually, the form of community participation at this level gets the task/responsibility from disparbud as the manager of the islands in the spermonde islands. e. functional participation as many as 30 respondents that we studied were included in this level of participation. communities at this level participate in the development of marine tourism in the spermonde islands at the invitation/ envoy from other parties in the management of the spermonde islands such as cv. mars on badi island and the community empowerment group called “sekolah perempuan” on saugi island and samatellu pedda island. the existence of cv. mars actually has a goal to implement a csr (corporate social responsibility) program by empowering the community, especially on badi island and its surroundings. cv. mars focuses on training residents in seahorse cultivation and coral reef rehabilitation. in other side, sekolah perempuan group has a program that focuses on teaching mothers and postmarried women to read, write and count (calistung). this was done considering the low level of public education in the spermonde islands. the existence of these educational programs is certainly a good form of support in tourism development, especially marine tourism, because it is undeniable that the main obstacle in involving the community in various development programs is the low level of public education, both formal and nonformal (reisch in weil, 2013). f. interactive participation at this 6th level, we only met 7 respondents out of a total of 227 respondents that we studied. this is because there is still a lack of awareness of the people of the spermonde islands towards the importance of tourism activities, especially marine tourism and how marine tourism can improve the quality of life of the community. most of the people we studied still depend on fishing for their livelihoods even though they have the desire to join in tourism development. they claim to want to join in marine tourism activities if there is an invitation / invitation to join. however, until now there has been no invitation to them to join / participate in the implementation of marine tourism. as for the 7 respondents who we classified at this level, they have considered that it is appropriate for them to join in marine tourism activities. they already have an awareness that marine tourism activities can have a positive impact on their daily lives, especially in terms of the economy. g. self – mobilization this level is the highest level in the participation typology. broadly speaking, the characteristic of the community at this level is that they already have full power over the management and development of http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 235-243 http://ojs.unud.ac.id/index.php/eot 241 e-issn 2407-392x. p-issn 2541-0857 tourism in their area. meanwhile, the government and other parties only act as facilitators and counselors. in the spermonde islands itself, there are only 3 respondents out of a total of 227 respondents who are at this level. this indicates that in order to achieve a condition where the people of the spermonde islands can independently manage marine tourism in their area, it is necessary to increase other communities, especially those at lower levels. this is also in line with what was stated by tosun (2011) that the highest indicator of community participation in tourism activities is when the community can independently manage tourism, starting from the planning, implementation, evaluation, and program development stages. with the existence of a community that can independently manage tourism in their area, the implementation of the program will be maximized and the rate of tourism growth will occur rapidly. community participation in the spermonde islands is at the participation by material incentive level. in accordance with the concept of a typology of community participation according to cornwall which states that ".....it is very common to see this called participation, yet people have no stake in prolonging practices when the incentives end (participation by material incentive)." (cornwall, 2008) so that it can be concluded that the fourth and subsequent levels can be said to be participation, while the first to third levels have not been said to be participation. as described in the findings of the research data, we can conclude that in general the people of the spermonde islands belong to the fourth level of participation (participation by material incentive) or a form of participation where the community participates in marine tourism activities by donating labor, and they expect reciprocity. materially such as salary/wages, food, etc. most of the people of the spermonde islands, pangkep regency have participated in marine tourism activities. this statement can be seen from the percentage of people who are at the fourth level (participation by material incentive), the fifth level (functional participation), the sixth level (interactive participation), and the seventh level or the last level (self mobilization) which is 52%. so, if we refer to the cornwall concept, it can be said that the spermonde islands community has participated in marine tourism activities in their area. however, despite the participation rate of 52%, what is noteworthy is that the percentage with large numbers is still at levels 3 and 4 which indicates that although 52% have participated, the form of participation that has occurred has not been as expected where the two highest levels (level to -6 and 7) actually have the smallest percentage. another note obtained is that only certain communities participate and receive incentives from tourism activities, namely only residents who have close relationships with village government officials. this indicates that community involvement in general has not been fully facilitated by stakeholders. conclusion from the results of the research data analysis that has been carried out, conclusion that can be drawn from this research is that the pangkep regency government through the tourism office is developing tourism in the spermonde islands by launching a community-based tourism program, namely the 'gerbang spermonde.' in this program, it is planned to make 9 islands in the spermonde islands a tourist attraction, with camba cambang island as the entry gate. this research identified how community participation in tourism development is under the auspices of the 'gerbang spermonde' program. identification was carried out based on the theory and concept of the level of participation by http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 235-243 http://ojs.unud.ac.id/index.php/eot 242 e-issn 2407-392x. p-issn 2541-0857 theories from cornwall (2008), pretty (1995), and veneklasen (2002) to find out at what level of community participation in the spermonde islands. based on the results of primary data analysis, it can be concluded that the actual condition of community participation in the spermonde islands has met the seven levels according to the concept. the results of the spss analysis output indicate that most of the research respondents are at level 4 with a percentage of the total population of 34.4%. in other words, the people of the spermonde islands participate in marine tourism activities in their area at the 4th level or participation by material incentive, with the condition of the people who have participated by being dive guides, eating places and homestay businesses, and making souvenirs. overall, the people of the spermonde islands have participated in marine tourism activities in their area. however, regardless of the condition of the community that can be declared as participating, there are some notes that are underlined and produce some suggestions. the suggestions made include: 1. community involvement at the top level (functional participation, interactive participation, and selfmobilization) needs to be emphasized more deeply and needs to be facilitated by stakeholders, especially the government. in fact, from the results of field studies conducted, the willingness of the community to be further involved, such as in planning as well as in decision-making and evaluation is quite high. especially with the fact that there are some people who have a supportive background. 2. there is a need for training and socialization of better tourism skills, so that more people have mastered tourism knowledge and skills which they can use as capital to actively participate in tourism activities. stakeholders need to diversify marine tourism activities and map out the communities that can be involved, so that tourists who come can choose various tourism activities, which has implications for increased length of visit. references anonymous. (2013). sustainable tourism for development guidebook. unwto. arikunto, suharsimi. (2006). metodologi penelitian. bina aksara. artha ayu purnama, a. o. d. (2021). partisipasi masyarakat dalam pengembangan wisata bahari pulau kapoposang kabupaten pangkep sulawesi selatan. culture & society: journal of anthropological research, 3(2), 113-126. https://doi.org/10.24036/csjar.v3i2.84 cornwall, andrea. (2008). unpacking 'participation' models, meanings and practices. community dev j, 43. https://doi.org/10.1093/cdj/bsn010. geografi dan iklim kabupaten pangkajene dan kepulauan. http://pangkepkab.go.id/index.php/pr ofil/geografi-dan-iklim. (accessed on june 9, 2022). hausler, n & strasdas, w. (2002). training manual for community based tourism. inwen. lacy, t. d., battig, m., moore, s., & noakes, s. (2002). public / private partnerships for sustainable tourism. in delivering a sustainability strategy for tourism destinations: asia pacific economic cooperation apec tourism working group. marafa, l.m., & chau, k. (2016). framework for sustainable tourism development on coastal and marine zone environment. tourism, leisure and global change, 1, 1-11. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 235-243 http://ojs.unud.ac.id/index.php/eot 243 e-issn 2407-392x. p-issn 2541-0857 orams, mark. (2002). marine tourism: development, impacts and management. new york and london: routledge. pretty, j. (1995). participatory learning for sustainable agriculture. world development, 23(8), 1247–1263. https://doi.org/10.1016/0305750x(95)00046-f. r.s, damardjati. 2007. istilah-istilah dunia pariwisata. pradya paramita. rif'an, achmad & ragil, candra. (2020). partisipasi masyarakat dalam pengelolaan pariwisata pantai parangtritis. reka ruang, 2, 63-74. https://doi.org/10.33579/rkr.v2i2.147 6. spillane, jj. (1994). pariwisata indonesia. siasat ekonomi dan rekayasa kebudayaan. penerbit kanisius. suansri, potjana. (2003). community based tourism handbook. rest project. sugiyono. (2014). metode penelitian pendidikan pendekatan kuantitatif, kualitatif dan r&d. alfabeta. tosun, cevat. (2011). towards a typology of community participation in the tourism development process, anatolia, 10(2), 113-134. https://doi.org/10.1080/13032917.199 9.9686975. veneklasen, lisa & miller, valerie. (2002). a new weave of power, people & politics: the action guide for advocacy and citizen participation. stylus publishing. weil, marie & reisch, michael & gamble, dorothy. (2013). the handbook of community practice. https://doi.org/10.4135/97814522208 19. wijaya, willie. (2004). kamus lengkap inggris-indonesia. bintang jaya. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023) http://ojs.unud.ac.id/index.php/eot i e-issn: 2407-392x. p-issn: 2541-0857 e-journal of tourism vol.10. no.1. (2023) http://ojs.unud.ac.id/index.php/eot ii e-issn: 2407-392x. p-issn: 2541-0857 e-journal of tourism p-issn: 2541-0857, e-issn: 2407-392x volume 10, number 1, march 2023 founder prof. dr. i komang gde bendesa, universitas udayana (scopus id: 57193197621) dr. agung suryawan wiranatha, universitas udayana (scopus id: 56996123000) editor in chief prof. dr. i komang gde bendesa, universitas udayana (scopus id: 57193197621) editorial boards prof. dr. made budiarsa, universitas udayana (scopus id: 57193715077) prof. dr. terry de lacy, victoria university, australia (scopus id: 23073072700) prof. geoffrey lipman, hasselt university, belgium (scopus id: 55314553200) prof. christine petr, universite de bretagne-sud, france (scopus id: 14030556600) prof. patrick legoherel, université d’angers, france (scopus id: 6506067264) dr. agung suryawan wiranatha, universitas udayana (scopus id: 56996123000) managing editor prof. dr. i gusti ayu oka suryawardani, universitas udayana (scopus id: 57190262038) peer reviewers prof. dr. i wayan ardika, universitas udayana (scopus id: 6508090296) prof. dr. made antara, universitas udayana (scopus id: 57201540950) prof. dr. i nyoman darma putra, universitas udayana (scopus id: 24741071600) prof. dr. janianton damanik, gadjah mada university (scopus id: 57192676817) prof. dr. muhammad baiquni, gadjah mada university (scopus id: 57210758742) prof. dr. bet el silisna lagarense, politeknik negeri manado (scopus id: 55990881600) dr. devi roza k. kausar, universitas pancasila (scopus id: 35146005500) dr. hera oktadiana, james cook university, australia (scopus id: 57079190600) publisher centre of excellence in tourism, udayana university address centre of excellence in tourism, udayana university jalan p.b. sudirman denpasar bali 80232 email: ejournal.tourism@unud.ac.id; riset.pariwisata@unud.ac.id phone: +62 81237641918; website: https://ojs.unud.ac.id/index.php/eot/ https://ojs.unud.ac.id/index.php/eot/ e-journal of tourism vol.10. no.1. (2023) http://ojs.unud.ac.id/index.php/eot iii e-issn: 2407-392x. p-issn: 2541-0857 table of contents real demand survey (rds) on the development plan of jogya agro techno park (jatp) in kulon progo regency purwanto widodo, faizi ............................................................................. 1 – 12 the effect of firm size and sales growth on the capital structure and financial performance of the tourism industry in indonesia ida ayu putri widawati .............................................................................. 13 – 21 religious values of chefs in bali and food waste awareness: a preliminary study gde indra bhaskara..................................................................................... 22 – 32 how digital technology enhances hotel experience? examining experiential marketing of two four-star hotels in yogyakarta maryness patrick, william msilu paulo, antonius sumarwan .................. 33 – 45 recovery & survival strategies of the impact of covid-19 at hotel losari villas-legian and hotel losari sunset road bali ida ayu putri widawati, titien damayanti, ni ketut mareni, i wayan tuwi ............................................................................................. 46 – 59 the managing hotel employees achieving wow!: a conceptual paper kelik hastjarjo ............................................................................................ 60 – 73 pentahelix model in planning sport tourism and events in hambalang village, bogor regency elga hening arinil haq, yustisia pasfatima mbulu, fetty nurmala rossi ................................................................................... 74 – 84 the analysis of visitor behavior to sibetan tourism village, karangasem bali i kadek diana putra, i gusti ayu oka suryawardani, agung suryawan wiranatha ....................................................................... 85 – 98 e-journal of tourism vol.10. no.1. (2023) http://ojs.unud.ac.id/index.php/eot iv e-issn: 2407-392x. p-issn: 2541-0857 conservation of traditional games as wisdom value local and educational tourism attraction rini andari, beni ismarizal ....................................................................... 99 – 109 madura tourism branding through literature imron wakhid harits, putri nur diana, fatimah fatimah, stefan chudy, ulvia ika surya .................................................................. 110 – 117 farmer community-based river ecotourism model in gowa regency muhammad idrus taba, dian as parawansa, muhammad ismail ..................................................................................... 118 – 128 an analysis of prominent cultural values in indonesian folktale tourism spots through instagram caption cynantia rachmijati, sri supiah cahyati .................................................. 129 – 137 e-journal of tourism vol.10. no.1. (2023): 85-98 http://ojs.unud.ac.id/index.php/eot 85 e-issn 2407-392x. p-issn 2541-0857 the analysis of visitor behavior to sibetan tourism village, karangasem bali i kadek diana putra1*, i gusti ayu oka suryawardani2, agung suryawan wiranatha2 1 master program in tourism, udayana university, indonesia 2 center of excellence in tourism, udayana university, indonesia *corresponding author: dianaputra11@gmail.com doi: https://doi.org/10.24922/eot.v10i1.84469 article info submitted: march 18th 2022 accepted: march 19th 2023 published: march 30th 2023 abstract sibetan tourism village is a unique destination based on natural tourism attractions in bali. the beauty of natural scenery and salak agrotourism are excellent tourist attractions for visitors. the covid-19 pandemic had a significant impact on changes in visitor behavior when traveling. the competitiveness of tourist villages and the unknown reasons for visitors to travel to sibetan tourism village becomes an important to carry out a research related to visitors’ behavior analysis. this research aimed to analyze the behavior of visitors who traveled to sibetan tourism village based on six correlations between latent variables. this research method uses a quantitative approach with a sample of 100 respondent taken collected with accidental sampling method. the data analysis techniques included structural equation modeling (sem) with the smartpls 3.3.5 student version analysis tool and qualitative descriptive analysis technique. the results of the analysis of visitors’ behavior to sibetan tourism village in this study indicates that (1) visitor motivation has a significant effect on visitor satisfaction; (2) service quality has a significant effect on visitor satisfaction; (3) visitor satisfaction has a significant effect on the image of the destination; (4) the image of the destination has a significant effect on the intention to revisit; (5) visitor motivation has a significant effect on the intention to revisit; and (6) service quality has no significant effect on the intention to revisit. keywords: visitor behavior; motivation; service quality; satisfaction; destination image; revisit intention. introduction background the covid-19 pandemic had a significant impact on changes in visitor behavior when traveling. chebli & said, (2020) emphasized that the pandemic greatly affected the behavior of visitors in choosing tourism destinations. samarathunga & gamage (2020) research stated that reviving tourism in the midst of a pandemic can be done by prioritizing environmentally friendly tourism based on natural tourist attractions. therefore, tourist attraction in village area is ideal option to be developed during the covid-19 pandemic. sibetan tourism village is a unique http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 85-98 http://ojs.unud.ac.id/index.php/eot 86 e-issn 2407-392x. p-issn 2541-0857 tourism destination based on natural tourist attractions in bali. the beauty of the natural scenery and salak agrotourism make an excellent tourist attraction for visitors. the decline in tourist from overseas to sibetan tourism village, causes managers to tend to rely on local visitors, who lives in bali, for tours. until now, it is not known why visitors travel to sibetan tourism village. predicting visitor behavior can help design the right pattern that influence visitors to visit the place and offer the right tourism products to visitors (suprihatin, 2020). according to darumurti et al., (2019) visitor behavior patterns need to be analyzed to properly manage visits to tourist villages and to sustain the tourism. visitor behavior can be viewed from the perspective of visitor motivation and service quality so that it becomes important in shaping satisfaction, and satisfaction can create a positive destination image, which then creates revisit intentions. the competitiveness of tourist villages in bali requires the right strategy to attract and increase visits to sibetan tourism village by optimizing its tourism potential. based on the logical flow described above, it become interesting to gain better understanding on the behavior of visitors who travel to sibetan tourism village. previous research conducted in the sibetan tourism village tends to focus on the agricultural sector. there are no research that investigated the trends in visitor behavior during the covid-19 pandemic. it is hoped that with this research, problems and phenomena that cause visitors to choose to travel to sibetan tourism village that is not yet known can be identified. the differences in the results of previous studies also encourage this research to analysis the behavior of visitors who travel to sibetan tourism village. therefore, this problem needs to be studied because, if it is left unchecked, it is predicted that it will result in a mismatch between the target market in marketing sibetan tourism village and meeting the needs of visitors. the aims of this study include (1) to analyze the effect of visitor motivation on visitor satisfaction; (2) to analyze the effect of quality of service on visitor satisfaction; (3) to analyze the effect of visitor satisfaction on the image of the destination; (4) to analyze the effect of the destination image on the intention to revisit; (5) to analyze the effect of visitor motivation on the intention to revisit; and (6) to analyze the effect of quality of service on the intention to revisit. this phenomenon need attention both academically and practically to gain a better understanding on the behavior of visitors visited sibetan tourism village, karangasem, bali. literature review the covid-19 pandemic significantly influenced changes in visitor behavior patterns when traveling and choosing tourist destinations to visit. chebli & said (2020) confirms that changes in visitor behavior during pandemic, such as choosing close tourist destinations, tourist attractions that are far from the crowds and not so well known, paying attention to cleanliness and health, and choosing private trips. travel insurance is very important to them. understanding visitor behavior is important for tourism village managers (sangadji & sopiah, 2013). yhis then become an important issue to understand visitor behavior to be able to predict and control visitors. the analysis conducted on visitor behavior during the covid-19 pandemic found that having a good understanding and sensitivity to visitor motivation will make it easier for managers to identify visitor needs and satisfaction (suprihatin, 2020). this result is also supported by previous research, which significantly influences visitor motivation and visitor satisfaction (suryawardani et al., 2017; he & luo, 2020). the motivation of visitors is http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 85-98 http://ojs.unud.ac.id/index.php/eot 87 e-issn 2407-392x. p-issn 2541-0857 the basis in shaping the behavior of visitors in traveling. the higher the level of positive motivational behavior in the minds of visitors, the satisfaction felt by visitors will also increase. meanwhile, the research results by ummasyroh et al., (2017) stated that motivation of visitor had no significant effect on visitor satisfaction. creating visitor satisfaction, can be viewed from the quality of service. visitor behavior is also shown thru satisfaction with service quality. service quality measures how well the level of service provided can match visitors’ expectations, meaning that service quality is the needs and desires of visitors as determined by the company or tourist destination manager (purnami & suryawardani, 2018). previous research has stated that quality of service has a significant and positive influence on visitor satisfaction (ramdhani & astuti, 2019; dethan et al., 2020). the more delighted visitors are, the better the service quality they recieved. the behavior of satisfied visitors also plays an important key in enhancing the image of a destination. susanto's, (2017) research stated that visitor satisfaction behavior positively and significantly influences the image. according to khumeini et al., (2020), visitor satisfaction has a significant effect on the image of the destination. if visitors are satisfied, it will show the possibility of buying the same tourist product at a destination. in addition, if the customer is dissatisfied, it will damage the destination's image. meanwhile, research findings from setyaningsih & murwatiningsih (2017) stated that behavior that shows visitor satisfaction does not significantly influence a destination's image. a destination image can also create behavior to visit again. visitors who want to return to a tourist village consider the good and bad images of the tourist village. tourist village with a bad image tend to cause visitors not willing to visit the destination again. according by pratminingsih et al., (2014), it is understood that the level of the image perceived by visitors can lead to revisiting behavior. previous research has found that the image of destination has a significant and positive effect on the intention of returning visits pratminingsih et al. (2014); setyaningsih & murwatiningsih (2017). however, the research results by khansa & farida, (2016) prove that image of the destination do not affect the intention to return. creating the intention to visit again can be done thru the behavior of visitors' motivation or the quality of services offered by a destination. the motivational behavior of visitors who want to return to the tourist village is also considered in both the pull and push factors. the lower the motivation of visitors to travel, the relatively low behavior of visitors who are not willing to visit again. based on the research by pratminingsih et al. (2014), it is explained that the level of motivation that visitors have can cause a return visit. the results of previous studies stated that visitor motivation had a significant and positive relationship on the behavior of revisit intentions (setyaningsih & murwatiningsih, 2017 he & luo, 2020). meanwhile, the research results by hidayana et al., (2019) stated that motivation had no significant impact on the intention to revisit. according to dethan et al., (2020), there was a significant and positive effect of quality of service on intention to revisit. the better the quality of service, the higher intention for visitors to revisit. other studies also state that service quality has a significant and positive relationship on revisit intentions (purnami & suryawardani, 2018; dethan et al., 2020). however, the results of research kusyanda et al., (2020) show that service quality had no significant impact on revisit intentions. the inconsistent results of previous studies has trigger this research to strengthen previous research and produce new findings related to http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 85-98 http://ojs.unud.ac.id/index.php/eot 88 e-issn 2407-392x. p-issn 2541-0857 visitor behavior during the covid-19 pandemic. methods sibetan tourism village, loaddem district, karangasem regency, bali was the location chosen in this study. there are several basic considerations for choosing this location. sibetan tourism village is one of the tourist villages based on natural attractions in bali and is quite developed compared to other developing tourist villages in bali. in addition, sibetan tourism village is considered capable of representing nature-based tourism villages in bali in general with the uniqueness of the village that is still authentic. based on the trend of tourism development during the pandemic, tourists or visitors relatively choose to visit tourist attractions that are open and nuanced, so the sibetan tourism village was selected as the research location to develop the right marketing strategy. in addition, the consideration of determining the location of this research is that it is not yet known what the reason for visitors to travel to sibetan tourism village is. this research method uses a quantitative approach with a sample of 100 respondents from bali. the sampling technique in this study used accidental sampling and data were collected through questionnaires, interviews, observations, and literature studies. the questionnaires were distributed via a google form and were sent directly to the sibetan tourism village. qualitative and quantitative data are the two forms of data that are used, and the data sources used are secondary data and primary data. this study contains five variables consisting of visitor motivation, destination image, service quality, visitor satisfaction, and revisit intention using of 20 indicators. testing of research instruments is done by testing their validity and reliability. data analysis technique was based on the research objectives using structural equation modelling (sem) with the smartpls 3.3.5 student version and supported by analysis of qualitative descriptive techniques. results and discussion characteristics of visitors to sibetan tourism village based on the result of the study, it was determined that the characteristics of visitors who traveled to sibetan tourism village were those who traveled mostly from karangasem regency, with a percentage of 58%. in terms of gender, there were slightly more female visitors (51%) than male visitors (49%). visitors who travel to sibetan tourism village are dominated by visitors aged 17 to 24 years old, as much as 64%. from the aspect of profession, visitors who are student make up 51% of the total visitors. the education level is dominated by bachelor (s1) as much as 45%. this result can be related to the majority of young people. most visitors who travel to sibetan tourism village have unmarried status as much as 80%, and visitor income is relatively low, which is less than rp. 1 million, as much as 50%, considering that in the pandemic many visitors have lost their jobs or have not worked. visitors who travel to sibetan tourism village tend to be repeater guests, as evidenced by 33% visiting 2 times and 31% visiting more than 5 times. visitors get information about the sibetan tourism village mostly from friends or family, with a percentage reaching 66%. the result of structural equation modelling the results of the confirmatory analysis in this study could be seen in figure 1 below. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 85-98 http://ojs.unud.ac.id/index.php/eot 89 e-issn 2407-392x. p-issn 2541-0857 figure 1. output structural model analysis of visitor behavior to sibetan tourism village source: processed primary data, 2021 direct effect of exogenous variables to endogenous variables the results of the direct effects between exogenous variables and endogenous variables can be observed in table 1 below. table 1. direct effects of exogenous variables to endogenous variables hipo tesis exogenous variable → endogenous variable original sample standard deviation t satatistic p values h1 visitor motivation → visitor satisfaction 0,436 0,091 4,810 0,000 ** h2 service quality → visitor satisfaction 0,424 0,434 0,097 0,000 ** h3 visitor satisfaction → destination image 0,834 0,030 27,480 0,000 ** h4 destination image → revisit intention 0,443 0,113 3,916 0,000 ** h5 visitor motivation → revisit intention 0,370 0,088 4,204 0,000 ** h6 service quality → revisit intention 0,074 0,105 0,705 0,481 ns source: processed primary data, 2021 description: ns : not significant ** : significant http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 85-98 http://ojs.unud.ac.id/index.php/eot 90 e-issn 2407-392x. p-issn 2541-0857 based on the test results, six direct effects occur on the exogenous variable to the endogenous variable, namely, first, the visitor motivation variable has a significant and positive correlation on the visitor satisfaction variable with an original sample of 0,436 and a p-value of 0,000. second, the service quality variable has a significant and positive effect on the visitor satisfaction variable, with an original sample of 0,424 and a p-value of 0,000. third, the visitor satisfaction variable has a positive and significant effect on the destination image variable, with an original sample 0,834 and tha p-value 0,000. fourth, the destination image variabel has a positive and significant effect on the revisit intention variable, with an original sample of 0,443 and a p-value of 0,000. fifth, the variable of visitor motivation has a positive and significant effect on the variable of revisit intention, with the original sample 0,370 and p-value of 0,000. sixth, the service quality variable has a positive and insignificant effect on the revisit intention variable, with an original sample 0,074 and a p-value of 0,471. indirect effect exogenous variables to endogenous variables indirect effect analysis aims to determine the significance of the indirect correlation between the research variables. the test results of the direct influence analysis in this study consist of five indirect correlations, which can be seen in table 2 below. table 2. indirect effect exogenous variables to endogenous variables exogenous variable → endogenous variable original sample standard deviation t statistic p value visitor motivation → visitor satisfaction → destination image 0,363 0,079 4,613 0,000 ** service quality → visitor satisfaction → destination image 0,354 0,082 4,313 0,000 ** visitor satisfaction → destination image → revisit intention 0,369 0,095 3,880 0,000 ** visitor motivation → visitor satisfaction → destination image → revisit intention 0,161 0,048 3,371 0,001 ** service quality → visitor satisfaction → destination image → revisit intention 0,157 0,061 2,586 0,010 ** source: processed primary data, 2021 description: ** : significant based on the test results mentioned above, there are five indirect links between exogenous and endogenous factors. table 2 proves that all indirect correlation have a significant loading factor. although the direct effect of service quality on revisit intentions shows an insignificant relationship through the visitor satisfaction variables and destination image, the results of this study indicate a significant relationship with a path coefficient value of 0,157. the outcomes of this study show that if tourists are satisfied and have a favorable impression of sibetan tourism village, they are more likely to return. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 85-98 http://ojs.unud.ac.id/index.php/eot 91 e-issn 2407-392x. p-issn 2541-0857 total effect exogenous variables to endogenous variables the total effects in this study is the sum of the direct effects and indirect effects. the total influence significance test results in this study can be observed in table 3 below. table 3. total effect exogenous variables to endogenous variables variabel eksogen → variabel endogen original sample standard deviation t statistics p values visitor motivation → visitor satisfaction 0,436 0,091 4,810 0,000 ** service quality → visitor satisfaction 0, 424 0,097 4,383 0,000 ** visitor satisfaction → destination image 0,834 0,030 27.480 0,000 ** destination image → revisit intention 0,443 0,113 3,916 0,000 ** visitor motivation → revisit intention 0,351 0,076 6,964 0,000 ** service quality → revisit intention 0,230 0,087 2,652 0,000 ** visitor motivation → destination image 0,363 0,079 4,613 0,000 ** service quality → destination image 0,354 0,082 4,313 0,000 ** visitor satisfaction → revisit intention 0,369 0,095 3,880 0,000 ** source: processed primary data, 2021 description: ** : significant the test results presented in table 3 prove that all indirect correlation have a significant loading factor. the direct effect of service quality on the intention to revisit shows an insignificant correlation. still, the indirect effect through the variables of visitor satisfaction and destination image adds to the direct effect. the research findings prove a significant correlation. in addition, the effect of the total variable of visitor motivation on the revisit intention proves a significant result with a path coefficient value of 0,351. the path coefficient value is smaller than the direct influence value and greater than the indirect effect value. the correlation between visitor motivation and intention to revisit does not require variable visitor satisfaction or destination image to increase revisit intentions. before interpretation of the test results of structural analysis of visitors behavior, some researchers suggest that the significance of the structural model needs to be evaluated. the table 4 represents some outer or measurements that could be used to evaluation the significance of the developed structural equation modeling, which was analyzed by using the smartpls 3.3.5 student version. the measurement types models are coefficient determination (r2), composite reliability (cr), and average variance extracted (ave). http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 85-98 http://ojs.unud.ac.id/index.php/eot 92 e-issn 2407-392x. p-issn 2541-0857 table 4. results of measurement model of visitor behavior of sibetan tourism village latent variable type of variable indicators number composite reliability (cr) average variance extracted (ave) coefficient of determination (r2) visitor motivation exogenous 4 0,894 0,678 na service quality exogenous 5 0,893 0,628 na visitor satisfaction endogenous 5 0,903 0,652 0,618 destination image endogenous 3 0,870 0,691 0,695 revisit intention endogenous 3 0,908 0,767 0,674 average 0,683 0,662 source: processed primary data, 2021 description: na : not available value due to type of variable is exogenous variable the value received by the composite reliability must be above 0,6 to be said to be reliable (ghozali, 2014). refer on the data presented in table 4, it shows that all latent variables in this study have met the reliable criteria. this is shown by having a composite reliability above of 0,6 so that it can be concluded that all latent variables are said to be reliable. in order to have a good discriminant validity value, it is suggested that the ave value be greater than 0,5 (ghozali, 2014). refer to table 4, shows that the five variables have an ave value above of 0,5. the ave root is bigger than the correlation of the latent variable. this present that all latent variables in this study are said to be valid according to the discriminant validity testing criteria with ave roots. according to (ghozali, 2014), the value of the coefficient of determination is to see the effect of exogenous variables on endogenous variables in study. the strength of the effect between one latent variable and another could be categorized as follows. the correlation is said to be weak if the distance value is 0,19 to 0,32; the relationship-value of 0,33 to 0,66 is said to be moderately, and if the distance value is more than 0,67 the relationship is said to be substantial. based on table 4, the value of the visitor satisfaction variable is 0,618 which means that it is in the category of moderate, and the destination image and revisit intention variables are in the substantial category with values of 0,695 and 0,674 respectively. the average value of r2 represents that the model is in the category of moderate. analysis of visitors behavior to sibetan tourism village an analysis of visitor behavior to sibetan tourism village consists of six intervariable influences. in this discussion, the influence between variables will be described based on data analysis, hypothesis testing with the approach of previous research, and data collection results through questionnaires and interviews with informants either directly at the research site or online, which is explained as follows. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 85-98 http://ojs.unud.ac.id/index.php/eot 93 e-issn 2407-392x. p-issn 2541-0857 the effect of visitor motivation on visitor satisfaction to sibetan tourism village motivation is the main factor that encourages visitors to carry out tourism activities to a tourism destination. visitors will perceive a tourism destination that is possible to visit. this perception is generated by individual preferences, previous experience, and information that has been obtained. refer to the results of testing the first hypothesis, it is stated that visitors' motivation has a positive and significant relationship on the visitor satisfaction who travel to sibetan tourism village. the original sample this research of 0,436 (positive), and p-value of 0,000 is declared significant because the p-value is less than 0,05. the higher the level of positive motivation, the higher the satisfaction felt by visitors. the findings of this study are in line with the research findings by previous researchers who have previously related to the problems discussed, namely the behavior of visitors in this study, such as setyaningsih & murwatiningsih, (2017); suryawardani et al., (2017); hidayana et al., (2019); he & luo, (2020). the motivation of visitors will determine visitor satisfaction. therefore, the sibetan tourism village manager should pay attention to indicators that get low scores. specifically, by making innovations, whether it's a facility for taking selfies or adding places to relax and enjoy the beauty of nature sibetan tourism village, to make this village more comfortable to relax and a place to release the boredom of visitors. in addition, the tourism village manager can also explore the unique selling point of the sibetan tourism village so that visitors who travel there spend more time there and do not move on to other tourist attractions. the achievement of visitor motivation will positively affect the satisfaction of visitors who travel to sibetan tourism village. the effect of service quality on visitor satisfaction to sibetan tourism village to achieve visitor satisfaction, it requires tourism packaging and quality service so that visitors feel satisfied. the results of testing the second hypothesis state that quality of service has a significant and positive effect on visitor satisfaction with original sample a 0,436 (positive) and 4,383 is the t statistic value and the p-value of 0,000. this finding can be estimated, the better service quality in sibetan tourism village, the higher the level of satisfaction of visitors who travel to sibetan tourism village. the findings of this study are in the same direction with the results of several previous researchers, such as purnami & suryawardani, (2018); rahman et al., (2019); dethan et al., (2020). the results of the evidence above clearly show that service quality contributes to visitor behavior. without good service quality, visitors will not get new experiences and feel satisfied. therefore, it is very important to maintain service quality in sibetan tourism village in terms of empathy, hospitality, reliability, responsiveness, dan physical evidence. related to the implementation of the analysis of visitor behavior to sibetan tourism village, it is suggested to tourism stakeholders to build appropriate, measurable, and directed attention to improve service quality. good service quality plays a important role in shaping the visitors behavior who show a sense of satisfaction. if visitors are satisfied with their trip, the destination's image will become more positive and more well known, so that it will have implications for the behavior of the revisit intention to the sibetan tourism village. the effect of visitor satisfaction on destination image of the sibetan tourism village to improve the image of destination, visitor satisfaction is an important http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 85-98 http://ojs.unud.ac.id/index.php/eot 94 e-issn 2407-392x. p-issn 2541-0857 factor that needs to be considered. visitor satisfaction could have a significant and positive correlation on the image of a destination. the test results represent that visitor satisfaction has a significant and positive effect on the destination's image, with an original sample of 0,834 and 0,000 is the p-value. the results mean that p-value is less than 0,10 showing a significant effect. the significant effect can also be seen from the t statistic correlation between variables, which must be more than 1,96. in this study, the t statistic of the visitor satisfaction variable on the revisit intention was 27,480 so it was declared significant. this finding can be stated that the higher the satisfaction of visitors who travel to the sibetan tourism village, the more positive the sibetan tourism village destination's image. the findings of this research are in the same direction with several previous studies conducted by normasari et al., (2013); susanto, (2017); khumeini et al., (2020). in this study, it is shown that the visitors’ behavior in the aspect of satisfaction is proven to have significant effect on the destination's image. increasing visitor satisfaction must be done by improving the destination's image. in visitor behavior, the contribution of visitor satisfaction indicators has an interrelated relationship in shaping the image of the sibetan tourism village destination. the study results show that the facility indicator with a statement of satisfaction with the facilities in the sibetan tourism village has the lowest response value compared to the four satisfaction indicators. this is due to the lack of facilities in agrotourism and other tourist attractions in sibetan tourism village. therefore, it is important to coordinate and communicate between the management of the sibetan tourism village and the government to develop the required tourism facilities. the effect of destination image on revisit intention to sibetan tourism village the image of a tourist destination is an important factor for visiting decisions, which includes post-visit behavior to a tourism destination. in this study, the destination image plays a crucial role in understanding the visitors’ behavior in traveling to destination. the study results show a significant and positive effect of destination image on the intention to revisit to the sibetan tourism village. this statement is evidenced by the original sample of 0,443 (positive), the t statistic of 3,916 and 0,000 is the p-value. the t statistic value is above 1,69 andd the p-value is below the threshold of 0,10. this study proves that the greater the destination image, the higher revisit intention to the sibetan tourism village. vice versa, a bad image will reduce the intention to visit again. this finding supports the findings of previous studies conducted by several researchers such as pratminingsih et al. (2014), setyaningsih & murwatiningsih (2017), timur (2018). the covid-19 pandemic should not effect the intention to visit the sibetan tourism village. the application of health protocols is the key to safety when traveling. filling spare time by releasing fatigue, especially for students, should visit sibetan tourism village as an ideal option to visit because it has beautiful natural scenery and gets comfort. this study indicates that the tourists conduct in their perspective of the destination's image has a substantial relationship on the intention to revisit to sibetan tourism village. improving destination's image must be done to increase the enthusiasm of the visitor behavior who intend to visit again to become a priority tourist village to visit. increasing the image of the destination from the view of visitors will have a positive impact on the behavior of revisiting intentions and the sustainability of sibetan tourism village as a tourist http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 85-98 http://ojs.unud.ac.id/index.php/eot 95 e-issn 2407-392x. p-issn 2541-0857 village based on natural tourist attractions that visitors admire. the effect of visitor motivation on revisit intention to sibetan tourism village efforts to create revisit intentions at the final stage of visitor behavior must first be based on the motivation of visitors on the motivation of consumers in the early stages so that there will be a direct relationship between visitor motivation and the intention to revisit. based on the fifth hypothesis test results, it states that visitor motivation has a significant and positive effect on revisit intentions, an original sample of 0,370 and a p-value 0,000. the test results mean that the p-value is less than 0,10 showing a significant effect. in addition, it is also proven by the t statistic of 4.204, so it is declared significant. the t statistic relationship between variables was declared significant because it was more than 1,96. this finding shows that the greater the visitor motivation who travels to the sibetan tourism village, the greater the intention to visit again. the findings of this study are in agree with foregoing research managed by several researchers, including setyaningsih & murwatiningsih, (2017); he & luo, (2020). changes in visitor behavior for the time of the covid-19 pandemic have had a big impact. the sibetan tourism village manager relatively only relies on local visits. visitors who travel to sibetan tourism village are visitors who live in bali. moreover, during the covid-19 pandemic, visitors who traveled to sibetan tourism village mostly came from karangasem regency. this phenomenon is agree with chebli & said, (2020), which revealed that during this pandemic, potential visitors choose tourism destinations close to their homes, considering that potential visitors are very considerate of the health aspect of traveling. in developing a tourist village during a pandemic, it is necessary to have the right marketing strategy to attract visitors. encouraging the fulfillment of visitor motivation is one strategy that needs more attention by managers and the government to increase the revisit intention to the sibetan tourism village. so, motivation is very important in creating the revisit intention for the sibetan tourism village. the effect of service quality on revisit intention to sibetan tourism village service quality is one of the important factors in determining the revisit intention to a tourism destination. in contrast to the results of this study, the results of testing the sixth hypothesis stated that service quality at sibetan tourism village had no significant and positive effect on the variable of intention to revisit. this is stated in the original sample of 0,074 (positive), the t statistic of 0,705 and the pvalue of 0,471. the test results indicated that the greater service quality provided by the, will not necessarily have an impact on the increasing desire of visitors to visit sibetan tourism village again. this results are unidirectional with the findings of ramdhani & astuti, (2019); kusyanda et al., (2020). the visitors’ intention to revisit is not actually because of the quality-of-service quality, but rather towards the motivation of visitors, the satisfaction obtained, and the positive image of the sibetan tourism village destination that makes visitors willing to visit again during the covid-19 pandemic. so, good service quality will not necessarily affect the visitor's decision to return to the sibetan tourism village. most of the visitors who travel back to sibetan tourism village are satisfied with achieving their goals or visitors' motivation. based on data analysis, it shows the revisit intention is not based on the service quality. visitors who revisit sibetan tourism village came because of the satisfaction feeling they get on their previous trip and the image of the village itself. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 85-98 http://ojs.unud.ac.id/index.php/eot 96 e-issn 2407-392x. p-issn 2541-0857 conclusion changes in the behavior of visitors to the sibetan tourism village showed a significant impact during the covid-19 pandemic. some of the behavior of visitors who travel to the sibetan tourism village can be described as follows. first, visitors' motivation to the sibetan tourism village significantly affects visitor satisfaction, so it is necessary to innovate with esthetic tourist attractions to be able to expose on social media. second, service quality significantly affects visitor satisfaction, so it is important to improve the quality of human resources through training in providing services to visitors. third, visitor satisfaction significantly affects the image of the sibetan tourism village destination, and tourism facilities are the most important aspects to get attention so that development can be carried out immediately. fourth, the behavior of visitors in their view of the image of the destination of the sibetan tourism village has significant has a effect on the intention to revisit. the sibetan tourism village is expected to become a priority tourist village to visit. fifth, visitor motivation has a significant effect on the intention to return to sibetan tourism village, visitors will visit again and recommend it to family, friends, and others. sixth, the quality of service does not affect the intention to revisit to the sibetan tourism village, so it must first obtain satisfaction and the image of the destination before it has a significant relationship on the revisit intention. references chebli, a., & said, f. ben. 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(2022): 265-275 http://ojs.unud.ac.id/index.php/eot 265 e-issn 2407-392x. p-issn 2541-0857 the preference of domestic tourist towards the tourism destination during pandemic period in bali dheanita sekarini octanisa1*, i komang gde bendesa2, i gusti ayu oka suryawardani2, agung suryawan wiranatha2, 1master program in tourism, udayana university 2centre of excellence in tourism, udayana university *corresponding author: sekarini.octanisa@student.unud.ac.id doi: https://doi.org/10.24922/eot.v9i2.92882 article info submitted: august 28th 2022 accepted: september 26th 2022 published: september 30th 2022 abstract the covid-19 pandemic that occurred around the world had an impact on the decrease in people's income which has implications for changing behavior in choosing tourist destinations. this study aims to: 1) analyze the relative importance attribute from indonesian tourists who came to bali during the covid 19 pandemic 2.) get the most optimal combination of tourist destination products choice based on the preferences of indonesian tourists during the covid – 19 pandemic. the research was conducted at benoa harbour, i gusti ngurah rai airport and kuta beach from january to april 2021 through the dissemination of questionnaires to 160 indonesian tourists by accidental sampling. data analysis by conjoin method and analyzed with spss 2.0 program. the results showed that the relative importance attribute sorted from the highest value to the lowest value is cleanliness, price, attractiveness, service, recommendations, security, and promotion. tourists' preference is the willingness of hygiene facilities, the price of > rp.50.000, flexible artificial tour booking, friends/family, low case rates and discounts on airline tickets. keywords: importance; preferences; travel; bali. introduction background tourism is one of the industrial sectors that has been affected bycovid-19 pandemic. the paralysis that occurred in the tourism sector was caused by restrictions on activities, some destinations were closed, and some events such as concerts had to be cancelled, resulting in a decrease of tourist visits. the tourism industry itself is the main sector for the regional economy of bali province and many people depend on the tourism sector so that the tourism sector is a very important sector in supporting the welfare of the community. the drastic decline in tourist arrivals had a huge impact on the balinese economy and during the pandemic, many people lost their jobs and were forced to close their businesses. one solution to maintain people's income and economy is to rebuild the tourism sector by increasing tourist visits. according to horner and swarbrooke (2007) there are two main http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 265-275 http://ojs.unud.ac.id/index.php/eot 266 e-issn 2407-392x. p-issn 2541-0857 things that are considered by tourism consumers in choosing a destination, they are: 1) factors that determine whether consumers can take vacations or not and 2) factors that determine the type of trip and experience if the traveler decides to travel. besides finding out the motivational factors of tourists, it is further necessary to know the changes in tourist behavior caused by changes in habits during the covid-19 pandemic. according to kotler (2008), consumer behavior is a process and a person's activities related to the quest, selection, purchase, usage, and evaluation of products or services to meet consumer wants and needs so that in the process there is a form of preference from these consumers. consumer behavior can be influenced by the circumstances and situations of the surrounding community such as the place where consumers were born and raised. this means that consumers with different origins or environmental layers of society will have different assessments, needs, opinions, attitudes, and tastes, so that decision making in the buying stage will be influenced by several of these factors. one way to revive bali tourism is to make efforts to attract tourists to visit bali by understanding changes in tourist behavior and preferences during the visit. through information about the wishes, needs and priorities of tourists, it can be used as a basis for consideration in creating tourism products that are appropriate and needed by tourists currently. based on the existing problems and urgency, the research objectives are 1) obtaining the most optimal combination of tourist destination products based on the preferences of domestic tourists during covid-19 pandemic 2) analyzing the level of interest of domestic tourists who come to bali during covid-19 pandemic. literature review consumer behavior the definition and understanding of consumer behavior is quite difficult and very complex. this is because there are quite a number of factors that can influence and these factors tend to interact with each other. consumer behavior is a number of real actions of individuals or consumers that can be influenced by internal and external factors and then direct them to assess, choose, obtain and use the goods and services they want. consumer behavior (customer behavior) can be defined as the activities of an individual who is directly involved in the process of obtaining and using a product or service, including a decision-making process. conjoint analysis referring to the theory of hair, et al. (2010) stated that conjoint analysis is a multivariate technique that has been specifically developed to be able to understand a person's preferences regarding a type of object such as a product, service, or idea. in the conjoint analysis there are 9 stages, they are: 1) determine the purpose of conjoint analysis, 2) determine the attributes and level of research attributes, 3) design the conjoint model, 4) determine the presentation model, 5) design stimuli, 6) determine the estimation measurement technique, 7) evaluate the conjoint model, 8) perform interpretations results and 9) measuring the accuracy of predictions. traveler's preferences according to frank (2011) preference is the process of ranking all things that can be consumed with the aim of obtaining a preference for a product or service. according to schiffman and kanuk (2009), preference is defined as the way a person sees the world and its surroundings. tourist preferences appear at the alternative evaluation stage in the purchasing decision process where at that time tourists are faced with a variety of different product and http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 265-275 http://ojs.unud.ac.id/index.php/eot 267 e-issn 2407-392x. p-issn 2541-0857 service choices so that at this time tourists will rank priorities according to their wishes and needs. this study will focus on the preferences of domestic tourists in choosing tourist destinations in bali. having knowledge of these market patterns will produce an analysis that can be used as a strategy in increasing domestic tourist visits to bali. domestic tourist a domestic tourist is someone who travels in the territory of a country, in the area of indonesia with a trip duration of less than 6 months and does not aim to earn income at the place visited and is not a routine trip (school or work), to visit tourist objects, commercial accommodation, and/or stay in commercial accommodation, and/or travel distance greater than or equal to 100 (one hundred) kilometers round trip (report of nusantara tourist statistics, 2018). tourist characteristic according to seaton dan bennet (in suwena and widyatmaja, 2010) the matter concerning tourist can be categorized into two types, they are based on: 1.) trip descriptor the characteristic of travel such as recreation, visiting relative, business journey, and other trips 2) tourist descriptor, it is tourist characteristic based on socio demographic, geographical characteristic, and psychogeography characteristic. travel destinations according to the tourism law no. 10. year 2009 (article 1 paragraph 6) states that tourism destination areas, hereinafter referred to as tourism destinations, are geographical areas located within one or more administrative areas of public facilities, tourism facilities, accessibility, and communities that are interrelated and complement the realization of tourism. destination selection factors according to middleton & fyall (2009) there are several factors from tourist destinations that can affect tourists, namely attractiveness, availability of facilities, accessibility, image of tourist destinations, prices of tourist destinations, and promotions. these factors are adjusted to the wishes and needs of individual tourists in choosing the products/services they want. these factors will produce tourist preferences that are driven by their motivation. in this study the use of several attributes that are adapted to current conditions and needs, namely: (1) price, (2) tourist attraction, (3) recommendations, (4) security, (5) cleanliness (6) service and (7) promotion by taking into account changes in tourist behavior as a benchmark in making statements. methods the time of research was carried out from january to april 2021 in three strategic locations, the location was i gusti ngurah rai airport, gilimanuk harbor and kuta beach. the choice of location was based on considerations regarding the exit and entry of tourists, namely i gusti ngurah rai airport and gilimanuk harbor, while the consideration of choosing kuta beach was based on strategic locations and tourism favorites in bali. the process of determining the sample in this research is based on accidental sampling technique, which is a process of determining the sample which is carried out without careful planning (kusmayadi, 2004). tourists who were selected as research respondents had criteria, namely tourists who came to bali during covid19 pandemic. referring to the theory of hair et.al. (2010) that the best sample size has 100 samples or larger and according to general rules, the minimum number of respondents is fiove times more than the total number of question items that have been determined, and the sample size is acceptable if the sample uses a ratio of 5:1 to 10:1. in this study there were 16 total question items, so the sample size needed in this study was a minimum of 16 x 10 = 160 samples. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 265-275 http://ojs.unud.ac.id/index.php/eot 268 e-issn 2407-392x. p-issn 2541-0857 this study uses a quantitative descriptive approach which is supported by a qualitative descriptive analysis. the analytical method used is conjoint analysis technique. in the conjoint analysis there are several steps that must be done (hair et. al., 2010). 1. determining attribute and attribute level of research the attribute determination and attribute level of research refer to the theory and concept of research. table 1. attribute and research attribute level attribute level attribute remarks price 1 < rp.10.000 2 rp.10.000 rp.50.000 3 > rp.50.000 attraction 1 nature 2 culture 3 artificial recommendation 1 from friend/family 2 from social media security 1 chse certified 2 low zone infected with covid-19 cleanliness 1 cleanliness of a tourist destination maintained 2 availability of clean facilities service 1 order flexibility 2 accident insurance promotion 1 accommodation discount 2 airplane ticket discount source: primary data (processed data), 2021. 2. designing the conjoint model in this research, the presentation method applied was the traditional conjoint model, where the respondents assessed all attributes at the same time and give a value with a predetermined value scale. the method has criteria, namely the maximum number of attributes is 8 attributes, can be done manually or computerized and can produce individual data analysis. 3. determining the presentation model the presentation model used in this research is a full profile presentation model. through the use of this model, it is possible to reduce the number of stimuli by using the fractional factorial design method, which is a special class of fractional design, called an orthogonal array so that it is possible to estimate all the main effects. 4. designing stimuli the design of the combination of stimuli consists of a group of attributes and attribute levels that will be evaluated by the respondent. the process of designing the combination of stimuli will use the spss 2.0 program with the orthogonal design method so that the number of combinations of stimuli in this study is 16 combinations as follows. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 265-275 http://ojs.unud.ac.id/index.php/eot 269 e-issn 2407-392x. p-issn 2541-0857 table 2. stimuli combination result price attraction recommendation security cleanliness service promotion <10.000 nature tourism social media low case rate availability of clean facilities order flexibility accommodation discount 10.000 50.000 culture tourism social media low case rate cleanliness of a tourist destination maintained order flexibility accommodation discount <10.000 nature tourism social media chse certified cleanliness of a tourist destination maintained accident insurance accommodation discount <10.000 culture tourism social media chse certified availability of clean facilities accident insurance airplane ticket discount >50.000 nature tourism social media chse certified cleanliness of a tourist destination maintained accident insurance airplane ticket discount <10.000 culture tourism friend/family low case rate cleanliness of a tourist destination maintained accident insurance airplane ticket discount >50.000 artificial tourism friend/family low case rate cleanliness of a tourist destination maintained accident insurance accommodation discount <10.000 artificial tourism friend/family chse certified availability of clean facilities order flexibility airplane ticket discount 10.000 50.000 artificial social media chse certified availability of clean facilities accident insurance accommodation discount <10.000 nature tourism friend/family chse certified cleanliness of a tourist destination maintained order flexibility accommodation discount >50.000 cultural tourism friend/fam ily chse certified availability of clean facilities order flexibility accommodation discount >50.000 nature tourism social media low case rate availability of clean facilities order flexibility airplane ticket discount <10.000 artificial tourism social media low case rate cleanliness of a tourist destination maintained order flexibility airplane ticket discount 10.000 50.000 nature tourism friend/family low case rate availability of clean facilities accident insurance airplane ticket discount http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 265-275 http://ojs.unud.ac.id/index.php/eot 270 e-issn 2407-392x. p-issn 2541-0857 price attraction recommendation security cleanliness service promotion <10.000 nature tourism friend/family low case rate availability of clean facilities accident insurance accommodation discount 10.000 50.000 nature tourism friend/family chse certified cleanliness of a tourist destination maintained order flexibility airplane ticket discount source: primary data (processed data), 2021. 5. determine the estimation technique in this research, the estimation technique applied is a rating technique with a scale of 1 to 5 with the provisions of a value of 1 = least preferred and 5 = most preferred. 6. measuring the accuracy of predictions according to gudono, (2015) the measurement of predictive accuracy can be seen through the correlation between the actual value and the predicted value with kendall tau, and the pearson correlation. as for the assessment provisions, if the significance value is < 0.05 then each attribute has a strong significance relationship and if the correlation value is > 0.5 then there is a close relationship between the actual and predicted values. 7. measuring the accuracy of predictions according to gudono, (2015) the measurement of prediction accuracy can be seen through the correlation between the actual value and the predicted value with kendall tau, and the pearson correlation. the assessment provisions are if the significance value is <0.05 then each attribute has a strong significance relationship and if the correlation value is >0.5 then there is a close relationship between the actual and predicted values. result and discussion the main results of the conjoint analysis in the form of attribute utility values and attribute levels, the value of the importance of attributes either individually or as a whole (aggregate) then to determine the level of relationship between the actual value and the predicted value, the measurement of the level of kendall tau correlation or pearson's correlation can be used. as for the discussion of the analysis will be carried out as a whole (aggregate). the following is a complete interpretation of the results. attribute level utility analysis the utility value explains the respondent's choice of attribute levels in tourist destinations. the provisions of the utility value can be stated as follows. if a positive utility value states that the respondent chooses the level of an attribute, if a negative value states that the respondent does not choose or reject the level of an attribute, and if the utility value at an attribute level has a value of zero, it means that the attribute level is neutral with each other. or the attribute level does not affect the respondent. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 265-275 http://ojs.unud.ac.id/index.php/eot 271 e-issn 2407-392x. p-issn 2541-0857 table 3. level attribute utility analysis attribute attribute level utility values preference price <10.000 -.170 >50.000 10.000 50.000 .020 >50.000 .151 attraction nature tourism -.004 artificial tourism culture tourism -.018 artificial tourism .022 recommendation friend/family .082 friends/family social media -.082 security chse certified -.007 low case rate low case rate .007 cleanliness cleanliness of a tourist destination maintained -.317 the availability of clean facilities availability of clean facilities .317 service order flexibility .142 order flexibility accident insurance -.142 promotion accommodation discount -.028 airplane ticket discount airplane ticket discount .028 (constant) 4.036 source: primary data (processed data), 2021. based on table 3, the results of the attribute utility value analysis of 160 respondents who have evaluated the questionnaire show: 1. price attribute level utility. the results of the analysis of the utility value of the price attribute show that the price attribute level above rp. 50,000 gets a value of 151, the price attribute level of rp. 10,000 – 50,000 gets a value of 020 and the level of the price attribute less than rp. 10,000 gets a value of -170 then this shows that in general the responseen prefers destination entry prices above rp. 50,000 then likes destination entry prices with a price range of rp. 10,000 – rp. 50,000 and do not like the entry price for destinations below rp. 10,000. based on the results of the tourist questionnaire, it was argued that a tourist destination with an entry price above rp. 50,000 would be more promising for comfort, security and the experience that would be obtained such as garuda wisnu kencana. if it is associated with the characteristic profile of tourists who came during the covid-19 pandemic to bali, it can be concluded that the selection of a price attribute level above rp. 50,000 as the preferred level can be influenced by the characteristics of tourists who have an income above 7.2 million per month. 2. attractiveness attribute level utility value the results of the analysis of the utility level of the attraction attribute show that the attribute level of artificial tourist attraction gets a value of 022, the attribute level of natural tourist attraction gets a value of -004 and the attribute level of cultural tourist attraction gets a value of -018, so this shows that in general tourists prefer http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 265-275 http://ojs.unud.ac.id/index.php/eot 272 e-issn 2407-392x. p-issn 2541-0857 attractiveness. artificial tourism such as shopping centers, zoos, museums and so on, while for natural and cultural tourist attractions are not accepted or disliked by tourists. based on the results of the questionnaire, some tourists who choose artificial tourist attractions are based on joint decisions with their families and are more interested in artificial tourism that is providing discounted prices than natural tourist attractions that have been visited. 3. recommended attribute level utility the results of the utility analysis of the recommendation attribute level show that the recommendation attribute level from friends or family gets a value of 082 and the recommendation attribute level from social media gets a value of -082, this shows that tourists prefer recommendations given by their closest friends and family and do not really like the recommendations from social media. based on the results of the questionnaire, tourists think that assessments from closest friends and family are more appropriate and real when compared to assessments from social media. 4. security attribute level utility the results of the security attribute level utility analysis show that the security attribute level of destinations in the lowcase zone gets a value of 007 and the security attribute level of chse-certified destinations gets a value of -007, this shows that tourists prefer the security attribute level of destinations that are in the low-case zone and refuse or reject. disliked the level of security attribute of chse certified destinations. based on the questionnaire, tourists think that bali is a fairly safe tourist destination when compared to the location of origin of tourists and some tourists do not pay much attention to destinations that have been certified by chse. 5. cleanliness attribute level utility the results of the utility level analysis of the cleanliness attribute show that the level of the cleanliness attribute of the destination with the availability of clean facilities gets a value of 317 and the level of the cleanliness attribute of the destination that is maintained gets a value of -317, so this shows that tourists prefer destinations that have the availability of clean facilities and do not really like the cleanliness of destinations that are clean. based on the tourist opinion questionnaire, the selection of destinations that provide clean facilities such as hand sanitizers, sinks and disinfectants is more important during this covid-19 pandemic. 6. service attribute level utility the results of the service attribute level utility analysis show that the service attribute level in the form of ordering flexibility gets a value of 142 and the service attribute level in the form of accident insurance availability gets a value of -142, this shows that tourists prefer the service attribute level in the form of booking flexibility and do not really like the service attribute level in the form of availability of accident insurance. based on the questionnaire, tourists argue that in uncertain times such as today, the flexibility of ordering in the form of changes and cancellations of orders is very important to ensure that ordered products purchased by tourists can be refunded or rescheduled. 7. promotion attribute level utility the results of the utility level analysis of promotional attributes show that the attribute level in the form of discounted airline tickets gets a value of 028 and the attribute level in the form of discount accommodation gets a value of -028, so this shows that tourists prefer the attribute level in the form of discount airline tickets and do not really like the attribute level. accommodation discount. based on the results of the questionnaire, tourists think that they need a discount on airplane tickets because the expenditure is quite high for tourists. in addition, if you refer to the characteristics of the research respondents who are http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 265-275 http://ojs.unud.ac.id/index.php/eot 273 e-issn 2407-392x. p-issn 2541-0857 dominated by tourists from dki jakarta and surrounding areas, the selection of discounted flights is quite appropriate considering the distance from the location of origin of the tourists. based on the description above, it can be concluded that the most optimal combination of tourist destination attributes consists of destination entry prices above rp. 50,000, tourist destinations with artificial tourist attractions such as museums, shopping centers, sports venues and others, have been directed. recommended by close friends or family, the location of the destination is in a low-case area of covid-19, getting services in the form of easy bookings, cancellations and changes to tourist activities, and getting discounted flight tickets. attribute importance level analysis importance values analysis is used to see the results of respondents' evaluation of the importance value of a particular attribute, where the higher the value of the importance level of the attribute, the higher the influence of these attributes in influencing the choice of tourist destinations. table 4. attribute importance value importance values cleanliness 21.543 price 18.873 attraction 17.608 service 13.575 recommendation 9.871 security 9.609 promotion 8.922 source: primary data (processed data), 2021. based on table 4, the results obtained that the analysis of the level of importance of the attributes from the highest value to the lowest value are as follows: (1) the cleanliness attribute with the highest importance value, which is 21,543, (2) the price attribute with an importance value, which is 18,873. , (3) attractiveness attribute with an importance value of 17,608, (4) service attribute with an importance value of 13,575, (5) recommendation attribute with an importance value of 9,871, (6) security attribute with an importance value of 9,609, and (7) promotion attribute with an importance value of 8,922. based on this description, it can be concluded that there are three attributes that are highly preferred and considered by domestic tourists in choosing tourist destinations during the covid-19 pandemic, namely cleanliness attributes, price attributes and attractiveness attributes. the attribute of cleanliness is the most important attribute of the choice of tourists in choosing a tourist destination during the covid-19 pandemic. this is due to the increasing public attention to the cleanliness aspect to protect themselves from exposure to the corona virus. according to suprihatin, (2020) tourist behavior during the covid-19 pandemic is motivated by the motivation to get satisfaction from tourism products that pay attention to aspects of protection and comfort in the form of cleanliness, health, and safety as the main motivation in purchasing decision attitudes. . to be able to meet the needs of safe travel, the cleanliness of tourist destinations is a benchmark that is highly considered by tourists. according to glimpses of recovery journal, (2020) cleanliness is a driving force for material demand, differentiating, and supporting factors for the image of a product so that the cleanliness aspect can improve the image of the destination for the better to gain a sense of trust from tourists towards the destination. the price attribute is the second most important attribute for tourists in choosing a tourist destination. price itself is one of factors that influence tourists in choosing a tourist destination where there are considerations regarding the type of destination, the quality of the destination, and the suitability of the price with the http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 265-275 http://ojs.unud.ac.id/index.php/eot 274 e-issn 2407-392x. p-issn 2541-0857 destination to be visited. in the covid-19 pandemic situation, which has caused a decline in people's incomes and even a global economic downturn, many tourists consider the price aspect as a form of efficiency. this is supported by yuni's statement (2020) that financial considerations and travel costs are a major concern for almost all tourists. the attractiveness attribute is the third attribute that is an important consideration for tourists. according to middleton & fyall (2009) without an attraction it will be very difficult to make tourists go on vacation to a tourist destination, but in this study the attribute of attraction is in the third position in the level of tourist interest. this is due to the priority of tourist behavior which is adjusted to the needs during the covid-19 pandemic. correlation value the main purpose of calculating the accuracy of predictions is to get a significant and correlation value between the estimated results and the actual results. table 5. correlation analysis results value sig. pearson’s r .744 .000 kendall’s tau .567 .001 source: primary data (processed data), 2021. based on table 5, the results of the pearson's correlation value are 0.744 with a significant value of 0.000 and the results of the kendall's tau correlation value are 0.56 with a significance value of 0.001. the results of the correlation values from the two analyzes show a value of > 0.5 and a significance value of < 0.05, so it is concluded that there is a close relationship between the results of the study (actual value) and the expected preference (prediction value). conclusion and suggestion conclusion according to the results of the research conducted on 160 respondents, the results of tourist preferences for destination selection during the covid-19 pandemic in bali, can be concluded as follows: 1. based on the characteristics of tourists who came to bali during covid-19 pandemic, it was found that tourists from dki jakarta, were male, aged 26-55 years, with the last education of bachelor degree, worked as a private employee, are married, and have an income above rp. 7,200,000 per month are the characteristics of tourists who are the most respondents in this study. 2. based on the travel patterns of tourists who came to bali during covid-19 pandemic, it was found that tourists with a visit period during school holidays, with a visit length of 4-7 days, had visited 2-5 times, planning a trip personally, using air transportation, choosing five-star accommodation, having vacation with family, and the main purpose of travel is for vacation are the characteristics of tourists based on travel patterns who are the most respondents in this research. 3. the most optimal combination of attributes based on tourist preferences is destination entry prices above idr 50,000, tourist destinations with artificial tourist attractions such as museums, shopping centers, sports venues and others, have been recommended by close friends or family, the location of the destination is in an area with low cases of covid-19, getting services in the form of ease of ordering, canceling and changing tourism activities, as well as getting discounted flight tickets. 4. the level of importance of the attributes that are most preferred by tourists from the highest to the lowest are (1) cleanliness attributes, (2) price http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 265-275 http://ojs.unud.ac.id/index.php/eot 275 e-issn 2407-392x. p-issn 2541-0857 attributes, (3) attractiveness attributes, (4) service attributes, (5) recommendation attributes, (6) attributes security, and (7) promotional attributes. 5. the results of measuring the accuracy of predictions using the correlation test state that there is a close correlation between the results of the conjoint analysis (prediction value) and actual conditions. suggestion the preference is usually used to find out someone's desire or favorite for something so that preference is very important to form a marketing and development strategy, so suggestions that can be put forward for this research are as follows: 1. referring to the results of the assessment of 160 respondents, the attribute of cleanliness is the most important attribute, so it is hoped that stakeholders can pay attention to the cleanliness aspect around the destination and be supported by the provision of good cleaning facilities. 2. based on the results of the tourist assessment, the recommendations considered by tourists come from their closest friends and family, so it is important for tourism actors to provide the best service for tourists to feel satisfied and achieve their expectations. 3. this research is limited to seven attributes applied, they are price, attractiveness, recommendations, cleanliness, security, service and promotion, so that for further research it would be better to use other and more varied attributes. 4. the research is only limited to domestic tourists so that in the future they can use foreign tourists or combine both types of tourists to get more accurate results. 5. the scope of this research is quite wide, it is bali, it would be better if the coverage area per district or smaller to get more accurate results references danang, sunyoto. 2012. manajemen sumber daya manusia. jakarta: pt buku seru frank, robert h. 2011. microeconomics and behavior. eighth edition, mc.graw. hill international edition. gudono. 2015. analisis data multivariat. yogyakarta: bpfe – yogyakarta. hair, j.f., william c.b., barry j.b., rolph e.a., and ronald l.t. 2010. multivariate data analysis fifth edition. new jersey: pearson prentice hall. kotler, philip and gary amstrong. 2012. priciples of marketing global. 14 th edition. new jersey: prentice. kusmayadi. 2004. statistika pariwisata deskriptif. jakarta: gramedia pustaka utama. middleton, v. t., fyall, a., morgan, m., & ranchhod, a. 2009. marketingin travel and tourism. routledge. schiffman, leon and leslie lazar kanuk. 2009. perilaku konsumen, edisi ketujuh. suprihatin, w. 2020. analisis perilaku konsumen wisatawan era pandemi covid-19 (studi kasus pariwisata di nusa tenggara barat). bestari, 1(1), 56-66. suwena, i ketut dan i gusti ngurah widyatmaja. 2010. pengetahuan dasar ilmu pariwisata. denpasar: udayana university press. swarbrooke, j., & horner, s. 2007. consumer behaviour in tourism. routledge. http://ojs.unud.ac.id/index.php/eot nyepi holiday package: e-journal of tourism vol.2. no.1. (2015): 22-32 http://ojs.unud.ac.id/index.php/eot 22 e-issn: 2407-392x. p-issn: 2541-0857 balinese women in the cruise ships tourism industry i made darma oka, made antara and i gede mudana school of postgraduate study doctorate degree in tourism udayana university coressponding author: darmaokaimade@yahoo.com article info received 01 november 2014 accepted 10 february 2015 available online 10 march 2015 abstract as one of the most popular destinations for international tourists, bali has attracted a sizeable and growing labor force in the tourism sector of the economy. this fact has triggered balinese labor force to participate in such service industry. as a supplier of tourism labor force bali has been increasingly successful in promoting the number of workers to be employed on cruise ships. the participation rate of balinese women in cruise industry over the last four years has dramatically increased. the balinese women’s participation in cruise ship employment has brought major implications for their life and culture. generally, the present study aimed to provide an overview of balinese women employed on board of a cruise ship. more specifically, it examined (1) the strengths, weaknesses, opportunities, and threats faced by balinese women working in cruise industry, (2) factors influencing them to work in the industry, and (3) the implications brought by such employment for their life and society. the present study used quantitative and qualitative data collected through economic, social, and cultural approach. the sample was comprised of 200 respondents selected using accidental sampling method. to answer the research questions, data collection was conducted through observation, interviews, as well as focus group discussion (fgd). the data on the strengths, weaknesses, opportunities, and threats faced by balinese women on board of a cruise ship were analyzed using swot analysis, whereas the data on the factors influencing them to work in the cruise industry were analyzed using factor analysis. finally, qualitative analysis was employed to analyze the data on the economic, social, and cultural implications for their life. the analysis showed that: (1) balinese women were employed on board of a cruise linerpredominantly as support staff. the strengths of balinese women cruise ship workers included being friendly, always smiling, being honest, being loyal, being responsible, and being highly skilled. their weaknesses included having low motivation to get a high position, having low english proficiency level, and having insufficient self-confidence. the job opportunities were still high since women were generally reluctant to work in the cruise industry. the threats they faced included the lack of concern on the part of the government, agents providing poor services and unjustly treating applicants. (2) the factors influencing balinese women to work in the cruise industry were of economic, social, and cultural. (3) the implications brought by the cruise ship employment for balinese women were divided into three: economic implication, social implication, and cultural implication. economic implication refers to their ability to help increase their family income. (b) social implication refers to the fact that through employment in the cruise industry they could elevate their and their family social status. (3) cultural implication refers to their contribution to the preservation of their own culture (i.e. balinese culture). keywords: balinese women, tourism industry, cruise ships mailto:darmaokaimade@yahoo.com e-journal of tourism vol.2. no.1. (2015): 22-32 http://ojs.unud.ac.id/index.php/eot 23 e-issn: 2407-392x. p-issn: 2541-0857 introduction background working in a cruise ship is a trend today for the people of bali. balinese people have seen the fact that workers who work in the cruise ships have changed their standard of living and that of their families. this is evidenced by the fact that working in a cruise ship, they could meet their primary, secondary and tertiary needs more feasibly by building a more permanent home or buying a car. they realize that working in a cruise ship in addition to getting greater income than working in home country, they can travel out of the country, and are able to open their horizons. this fact motivates other balinese workforce to be able to also work in cruise ships. this is in line with the research by sunarsa (2010) which states that working in cruise ships has a promising prospect as long as they are able to do it because the salary received is greater than working in home country. however, lately there have been some cases causing concerns that struck balinese workers who work in cruise ships such as the cases of abuse and rape, as well as the death of a balinese labor while working in a cruise ship. bali as a tourism workforce producer has managed to increase the sending of bali labors to cruises in 2010-2013. in terms of percentage, the level of participation of balinese women who work in the cruise tourism industry from year to year has increased, although the level of participation is still less than 10%, when compared to the male workforce (bp3tki, 2014). balinese women's involvement in the cruise tourism industry certainly gives implications to the advancement of tourism and environment of life both in terms of economy, social, and culture. the involvement of women in the cruise ship industry is an interesting phenomenon, because generally this tourism sector belongs to the male domain. the participation of balinese women to work in the cruise tourism industry is influenced by social and economic factors. social factors include age group, marital status, and education. economic factors that can affect the motivation of women to work in the cruise tourism industry, for example, among others are due to the fact that women are forced to work out of economic necessities of their families or they want to help their husbands to supplement the family income. even with the success of the family in achieving economic establishment of the family can cause the exit of women from the field of employment (soedjono, 1986). empowerment of women in the cruise tourism industry is an interesting case because culturally tourism sector is in the public sector, which is based on the traditional division of labor (gender) a public sector is male-domain working area. the working area of women is in domestic sectors such as managing the household, washing, and cooking. sukeni (2006) stated that although there is division of labor in the conventional way, but in reality especially for women, bali is a lot different because since modern tourism is developed in bali, balinese women have participated in the public sector, such as working in the tourism industry. it is therefore interesting to study in depth about the implications of balinese women who work in the cruise tourism industry to the environment in terms of economy, social, and culture. research objectives in general, this study aimed to give a general idea of the existence of balinese women who work in the cruise tourism industry. specifically, the purposes of this research are to: 1) assess the presence of balinese women who work in the cruise tourism industry from the aspects of the strengths, weaknesses, opportunities and threats they face, 2) analyze the factors that motivate balinese women to work in cruise tourism industry, and 3) assess the economic, social, and cultural implications of balinese women who work in the cruise tourism industry to tourism and life environment. literature review balinese women's studies in the cruise ship industry interesting to discuss because of the involvement of women in the tourism sector is influenced by economic, social, and cultural factors. several studies related to the e-journal of tourism vol.2. no.1. (2015): 22-32 http://ojs.unud.ac.id/index.php/eot 24 e-issn: 2407-392x. p-issn: 2541-0857 issues discussed in the study include: wilkinson and pratiwi (1995) entitled "gender and tourism in an indonesian village"; kalpika (1999), entitled "women in tourism industry: a case study in the tourism area of kuta, ubud and kintamani" explained that tourism has shifted the pattern of household labor in society kuta, ubud and kintamani; sari (2008), entitled motivation of balinese women workers in melati hotels in ubud tourism area, gianyar, bali which examine the motivation of balinese female workers working on jasmine hotels, as well as the influence of age, education, household income, marital status, asset ownership and working conditions of the motivation balinese women in melati hotels in ubud tourism area; as well as in research by sadia and oka (2012) entitled "working motivation of balinese workforce working in mediterranean shipping company cruise" it is argued that the working motivation of balinese workforce to work in mediterranean shipping company cruise is dominant because of the economic motivation amounting to 91.58%, while the non-economic motivation is equal to 8.42%. in details, it is mentioned that labor bali working in mediterranean shipping company cruise for reasons of family economic necessity of 72.79%, to increase family income amounting to 15.79%, to improve the self social status and family 6.32%, and they work to continue their hobbies amounting to 2.11%. concepts in assessing the existence of balinese women in the cruise tourism industry, it describes some of the concepts related to the research namely tourism industry, cruise ships (floating hotel), gender equality, and balinese women. tourism industry the understanding of tourism industry in this study is a collection of diverse companies, either directly or indirectly required by tourists during travel. companies that include the tourism industry, according to leiper (in pitana and diarta, 2009: 63-65) consists of seven sectors, namely the marketing sector, transportation sector (the carrier sector), the accommodation sector, the attraction sector, the tour operator sector, the miscellaneous sector, and the coordinator sector. cruise (floating hotel) cruise ship (floating hotel) is a property that uses boat/ship which is commercially managed, providing facilities and lodging services, eating and drinking, as well as other services for tourists who stay within a certain period. cruise is a luxury hotel that can be found in the sea / ocean, which is often referred to as a cruiser or a floating hotel. perwani (1993) states that floating hotel is a form of accommodation that is contained in the local river, canal or ocean with special characteristics, such as using boats or ships that sail from one place to another, and have a certain number of guests during the trip which has been specified. (bagyono, 2012). mentions cruise ship (marine hotel) is a floating hotel providing room facilities, restaurants and bars which are similar to five-star hotels. gender equality gender equality in the context of tourism is to achieve justice and equality dimension role in everyday life between women and men in the cruise tourism industry in positions, wages and others. the concept of gender is different from sex which refers to the difference between the sexes, which in turn makes the natural differences between men and women, based on their gender, universally applicable and cannot be changed. but the division of labor between men and women in society is not determined by biological factors, but rather constructed by social and cultural factors, namely power relations that are hereditarily maintained by men. these values define the roles of women and men in private life and areas of life in community (marhumah, 2012). balinese women balinese women in this study were women of hindu balinese ethnics who used to work/are still working in the cruise tourism industry. they now continue to fight for justice and role equality in everyday dimension of life in the field of tourism. triguna (2011) states that the struggle for justice and role equality in the field of tourism is a challenge for bali hindu women in the future. arniati (2012) refers to injustice in the social structure, and then manifested through e-journal of tourism vol.2. no.1. (2015): 22-32 http://ojs.unud.ac.id/index.php/eot 25 e-issn: 2407-392x. p-issn: 2541-0857 economic, social, political and cultural life of the society. injustice suffered by women in society ultimately stimulates the birth of emancipatory movements, hereinafter referred to as feminism movement. theory of motivation motivation is the result of processes that are internal or external to an individual who raises enthusiastic attitude and persistence to follow the direction of certain actions. factors in a person can be in the form of personality, attitude, experience and education or the expectations / aspirations that reach out into the future. factors outside a person may include their neighborhood (winardi, 2001). maslow (1943) states that job needs and satisfactions are synonymous with biological and psychological needs, in the form of material and non-material. the basic theory is that humans are creatures who have unlimited or endless desires. the motivation tool is the unfulfiled satisfaction and tiered needs, these levels can be drawn from the lowest to the highest needs, namely: (1) physiological needs; (2) safety needs; (3) social needs; (4) the need for respect (esteem needs); and (5) heightening the need for self-actualization (self actualization needs). theory of feminism feminism according to various scholars is a theory that aims to fight for women to gain their rights in accordance with their functions in modern society, especially in the field of tourism. feminist theory according to ritzer and goodman (2012: 403-404) is a generalization of the various systems of ideas about social life and human experience developed from the perspective centered on women. feminist theory is developed by critical thinkers of activists or ‘fighters’ for the sake of women who tried to create a better life for women, hence according to critical thinkers, the struggle is for humanity. theory of deconstruction experts claim that deconstruction is a theory that leads to humans that there is no absolute or eternal truth, the truth will be amended in accordance with circumstances and changing times. derrida (in lubis, 2006) through deconstruction is looking for basis of a truth in accordance with the circumstances that occurred in people's lives. derrida is posmodernist hard liner, "strong posmodernist", who is trying to overhaul the modern world view of meaning, truth, knowledge and language in a novel way. with regard to the concept of deconstruction, derrida (in sutrisno and putranto, 2005) once again makes changes to something that he can produce himself; something that is not just taking from what is already available from a tradition of thought to be criticized. to fight arbitrariness way of thinking that has always tried to find the single meaning of a text, derrida argues that the concept of thought as a starting point of thought and effort to think of modern times should be changed totally, destroyed or deconstructed. the deconstruction of the thought building brings a new nuance. theory of strategic planning strategic planning is planning a business strategy to cope with the possibility of external threats and seize every existing opportunity. strategic planning is done so that the tourism operators can see objectively the internal and external conditions, so that managers can anticipate changes in the external environment. rangkuti (1998) states the analysis of strategic planning is one of the subject areas studied seriously in the academic field. this is done because every time there is a change. these changes can be seen from the increasingly tight competition, increasingly sophisticated technological changes, and changes in demographic conditions, which result in changes in consumer tastes rapidly. a good understanding of the concept of strategy and other related concepts largely determine the success of the strategy developed by the company (david, 2011). these concepts include: (1) distinctive competence: actions taken by the managers of tourism in order to perform the activities better than their competitors, (2) competitive advantage: the specific activities developed by tourism operators to be more superior compared to their competitors. e-journal of tourism vol.2. no.1. (2015): 22-32 http://ojs.unud.ac.id/index.php/eot 26 e-issn: 2407-392x. p-issn: 2541-0857 research model the research model used in to discuss the presence of balinese women in the cruise tourism industry is sketched in figure 1. methodology research location the research location was bali province, the research subjects were women who used to or were still working in the cruise tourism industry. type and source of data type of data collected in this study is quantitative and qualitative data. quantitative data is data that is in the form of figures such as data on the number of migrant workers of bali province, migrant workers who work in the cruise tourism industry as well as other related data. qualitative data are obtained under a variety of information from respondents stated in the research dimension as strengths, weaknesses, opportunities and threats of balinese women, as well as economic, social, and cultural factors that affect the motivations of balinese women to work in a cruise ship. the data sources used are primary sources and secondary sources. from the primary sources, secondary data is obtained, that is, the data obtained from the first source is used as a sample, such as data resulting from the questionnaire about the respondents. then, the results of the tabulated data would be displayed in tabular format. from secondary sources, secondary data was obtained, that is, the data was obtained from the competent authority such as disparda bali, bps, and bp3tki bali which were related to the research topic. figure 1 research model data collection methods methods of data collection conducted in the research were: observation, interviews, documentation, and fgd. population and sample research to examine the factors that motivate women bali to work in cruise tourism industry used factor analysis. the total sample was 200 women respondents out of a population of women who work in the cruise tourism industry in 2013 totaling 901 people. determination of the number of samples used solimun (2002) who revealed that the sample which is eligible to study through the analysis of factors is minimally as many as five times the number of variables. this study uses 21 variables of study, to be more representative, the sample of 200 respondents was used. kusmayadi (2000) said that in making the number of samples studied, the accidental sampling method is used, that is, the respondents asked for information are completely encountered by chance when doing research. e-journal of tourism vol.2. no.1. (2015): 22-32 http://ojs.unud.ac.id/index.php/eot 27 e-issn: 2407-392x. p-issn: 2541-0857 in assessing the existence of balinese woman, it is seen from the aspect of strengths, weaknesses, opportunities and threats faced and the economic, social, and cultural implications in the cruise tourism industry in tourism and environment of life in depth, informants whose amount are not completely specified will be sought. the data collection began from one of the women having got the experience of working on a cruise ship and then spread to the other women. data collection was considered sufficient after the information / data obtained was saturated. according to nasution (2003), initially, the indepth study does not specify the number of informants. selection of informants was initially done purposively, and then it was selected by means of snowball technique. types and variable measurement determination of variables is important to do. these research variables can describe the problems to be addressed in the object of research. variable serves as a differentiator in order to clear in each item under study and also serves to illustrate the interconnections or have a relationship between one variable and other variables and give an overview of aligned relationship with the theory used, in this case, the theory of factors motivating balinese women to work in the cruise tourism industry. variables motivating balinese women working in the cruise tourism industry are classified into three categories: economic factors as many as 7 variables (x1, x2, x3, x4, x5, x6, x7), social factors 7 variables (x8, x9, x10, x11, x12, x13, x14), and cultural factors 7 variables (x15, x16, x17, x18, x19, x20, x21). data analysis descriptive analysis to assess balinese women who work in the cruise tourism industry from the aspects of the position of women working in the cruise tourism industry used descriptive statistical analysis. the position of balinese women who work in the cruise tourism industry is described descriptively in the form of tables. description of the levels of management positions in the industry according to fayol (in handayaningrat, 1990). consists of crew positions, lower manager, midle manager, and top manager. the data obtained were then described systematically with the aim of making it easier to understand balinese women who work in the cruise tourism industry. analysis of factors in analyzing the problems of the factors that motivate balinese women working in cruise tourism industry, the research model has been described, that is, the analysis used for this study employs confirmatory factor analysis. the use of confirmatory factor analysis aims to confirm the factors that motivate balinese women working in cruise tourism industry in terms of economic, social and cultural aspects. in the data analysis a constructs model framework described in figure 3.1 is expressed in an equation through factor analysis process by following a few stages as disclosed by solimun (2002) as follows: formulation of the problem to be a model making the correlation matrix. to see whether or not there is a correlation, then do some testing among others test kaiser meyer olkin (kmo) to determine the the adequacy of the sample or measuring sample feasibility. analysis of the factors is considered feasible if the amount of kmo> 0.05 and barlett's test of spericity used to test that the variables in the sample vary. determining the accuracy of the model. preparation of a variable is based on the results of the process on the correlation matrix above. from the results of the matrix it will appear related variables based on root characteristic (eigen value) owned. factors that will be considered significant when eigen value of the factor is more than one (λ> = 0,600). interpretation of factors. at this stage, it is performed by grouping variables that have a loading factor (correlation between variables and the factors that shaped) high into the factor. for the interpretation of the factors in this study were assigned loading factor is minimally 0.05. variables that have a loading factor of less than 0.05 will be excluded from this model because it has no effect on these factors. results of the data test are then analyzed using factor analysis. factor analysis used in this study is confirmatory factor e-journal of tourism vol.2. no.1. (2015): 22-32 http://ojs.unud.ac.id/index.php/eot 28 e-issn: 2407-392x. p-issn: 2541-0857 analysis. as revealed by solimun (2002) that the confirmatory factor analysis is a priori based on theories and concepts that have been made against some of the factors that will be established, as well as latent variables included in these factors. qualitative analysis in analyzing the data of economic, social, and cultural implications of balinese women who work in the cruise tourism industry in the environment of life, it is done through the processing and interpretation of the data which is a series of periodic review, grouping, systematization, interpretation and reification of data so that a phenomenon has social academic and scientific value. the data analysis step according to suprayogo (2001) is an entity that is intertwined at the time before, during and after the collection of data in a form that should be to establish a general insight called "analysis". the data analysis was conducted to find the hidden reasons behind the actions of the perpetrators of social action or geared towards social significance (social meaning) of social phenomena. the focus is to find what kind of mindset that glows behind a social phenomenon or to find the rationality that lies behind the social phenomena (bungin, 2001). in assessing the opportunities and threats faced by women bali in cruises, they are analyzed using swot (strengths, weaknesses, opportunities, and threats) analysis. referring to rangkuti (1998), swot analysis is a way to identify the various factors systematically in order to formulate the company's strategy. this analysis based on logic can maximize the strengths and opportunities, but can simultaneously minimize the weaknesses and threats. swot analysis considers and compares between external factors, in the form of opportunities and threats to internal factors, such as the strengths and weaknesses, so that the results of the analysis can take a strategic decision in the empowerment of women in the cruise tourism industry. presentation of results of data analysis techniques the results of data analysis used in this study combine formal and informal methods. formal data obtained will be presented either in the form of tables, graphs, or photographs. informal data will be presented in the form of a narrative or description. presentation of the results of the data analysis combining formal and informal methods aims to facilitate the readers in understanding it. results and discussion presence of women bali in cruise the results showed that the presence of balinese women labor force who works in the cruise tourism industry using a sample of 200 respondents is dominated at the position or positions as crew totaling 193 people or 96.50%. the level of lower manager totals 5 people or 2.50% while the middle manager level positions totals 2 people or 1.00%. in more detail, the existence of balinese women labor respondents in the cruise tourism industry shows that the dominant position of balinese women is the position in bars / restaurants / cocktail waitress, as many as 83 persons or 41.50%. then, the post of housemaid is as many as 27 persons or 13.50%, cook as many as 18 persons or 9.00%, stateroom stewardess as many as 65 persons or 32.50%. the condition also shows that many balinese women work at the food and beverage service and the housekeeping section. the strengths owned by balinese women who work on cruise ships such as: having a friendly attitude, smile, honest and humble, obedient, do not like to complain, responsible, and high skill. the weaknesses of balinese women who work in the cruise tourism industry include: low motivation for the position, the ability to communicate in english is lower, confidence and managerial aspects of balinese women labor are less prominent. the opportunities of balinese women on a cruise ship is very high with the increasing number of cruise ships that operate, having a priority in the recruitment, and the interest of balinese women in working on a cruise ship is still minimal while the threats faced by balinese e-journal of tourism vol.2. no.1. (2015): 22-32 http://ojs.unud.ac.id/index.php/eot 29 e-issn: 2407-392x. p-issn: 2541-0857 women workers, among others: labor protection is still less from the government, the labor agencies seem to work like civil servants who tend to lack in services involving tki documents, and the agencies often provide the unfair treatment of workers who want to work on a cruise ship. with the study of the existence of balinese women in the cruise tourism industry in the above, and based on the strengths and opportunities of the alternative empowerment that are likely to be supportive of balinese women empowerment is preparing human resources in tourism synergically by all related stakeholders (government, tourism actors, community). these things can be done by providing counseling and training programs for balinese women workers who work on a cruise ship on the importance of career, mental attitude, and the ability to communicate in english so as to be able to take advantage of available opportunities optimally, and to provide a positive impact for themselves, family, nation and the state. furthermore, to encourage the government and tourism stakeholders (employment agency to cruise ship) so that it can work together effectively to implement labor laws on the workers who work on cruise ships. the aim is that the workers who work on a cruise ship feel appreciated and comfortable given their important role as a foreign exchange earner for the country. factors affecting balinese women working in cruise ship tourism industry factors that influence balinese women to work in cruise tourism industry are the economic, social, and cultural factors. these three factors have a significant effect on the motivation of balinese women to work in the cruise tourism industry. the statistical analysis shows that the economic factor is the most dominant factor that encourages or motivates balinese women to work in cruise tourism industry, then followed by cultural factor and the third is social factor. for economic factors, the seven variables set are as follows: the balinese are dependent on tourism (x1), cruise tourism industry contribute substantially to the economy of the people of bali (x2), opening opportunities of employment on cruise ships also create new job opportunities for women (x3), family economic pressure has forced balinese women to earn a living on cruise ship (x4), by working on cruise ships balinese women can increase family’s income (x5), women work on cruise ships because they want to be independent (x6), and women feel proud if they could help earn a living for the family (x7), it significantly affects the motivation of balinese women to work in the cruise tourism industry. for social factors, from the seven variables defined in the study, there is one factor that society considers taboo bali each woman working on a cruise ship (x13) did not significantly affect the motivation of balinese women to work in the cruise tourism industry, while the other six variables are: age globalization resulted in the opening of access for women working in the public sector (x8), there is a positive attitude of the society towards women working on a cruise ship (x9), the influence of friends (social interaction) encourages women to work on a cruise ship (x10), working on a cruise ship can improve the status (prestige) of women (x11), the self quality / women education has been able to anticipate the negative impact of working on a cruise ship (x12), and the role of government in empowering women still lacking in the cruise tourism industry (x14) has a significant effect. for cultural factors, from the seven variables defined in the study there are four variables that significantly influence the motivation of balinese women to work in the cruise tourism industry, namely: the positive impact of working on a cruise ship is able to increase the awareness of women in preserving the local culture (x15), women working on cruise ships are able to open horizons in looking at their own culture (x16), culturally women feel marginalized because of not being given the same opportunities as men on cruise ships (x17), thick traditional balinese culture hampers women to work on a cruise ship ( x18). while variable women want to hold a resistance to overly restrictive customs and culture (x19), working on a cruise ship can damage the morale of women's culture as well as causing negative behaviors (x20), the activities on cruise ships are loaded e-journal of tourism vol.2. no.1. (2015): 22-32 http://ojs.unud.ac.id/index.php/eot 30 e-issn: 2407-392x. p-issn: 2541-0857 with western culture that does not comply with the balinese culture (x21) it has no significant effect. economic, social, and cultural implications of balinese women working in cruise ships to their life environment implications of balinese women who work in the cruise tourism industry in the life environment can be divided into three, namely economic, social, and cultural implications. the economic implication in the lives of balinese women is that by working on a cruise ship they are able to help families to improve family’s income. the social implication in life environment of balinese women is that after they work on a cruise ship they able to improve their own social status / prestige and the family. the cultural implication in the lives of balinese women is that by working on a cruise ship balinese women are able to raise awareness in preserving their culture. limitations of research limitations of the study were: (1) distributing the questionnaires are limited to respondents balinese women who had worked on cruise ships which incidentally encountered when doing research in bali, (2) interviewing to informants in bali not be done directly on cruise ships where they work, (3) to test the consistency of the findings is advisable to conduct further research direct on cruise ships to get a detailed picture of balinese women’s life on a cruise ship. conclusion and recommendation conclusion based on the analysis or study above with reference to the formulation of the problem, it can be concluded that: 1. balinese women in the cruise tourism industry dominantly serve as crews, meaning that the quality of balinese women workers who work in the cruise tourism industry still lies in the technical nature being in direct contact with the tourist activity. the strength owned by balines women include being friendly, like smiling, being honest, diligent, obedient, do not like to complain, responsible, and having a high work skills. the weaknesses were having low motivation for a position, low ability of english communication, selfconfidence and managerial aspects are less obtrusive. job opportunities in cruise ships were very high, having a priority in recruitment. the threats were that the attention of the government was still lacking in labor protection of cruise ship and the agencies seemed to give less service. 2. the factors that motivated balinese women to work in cruise tourism industry are economic, social, and cultural factors. these three factors (economic, social, and cultural factors) had a significant effect on the motivation of balinese women to work in the cruise tourism industry. the statistic analysis showed that the economic factor was the most dominant factor which influenced or motivated balinese women to work in cruise tourism industry, then it was followed by cultural factors, and the third was social factors. 3. implications of balinese women who worked in the cruise tourism industry on the environment could be divided into three, namely the economic, social, and cultural implications. the economic implication on the lives of balinese women was that by working in a cruise ship balinese woman was able to help families to improve family income. the social implication for the environment of balinese women was that after they worked on a cruise ship they were able to improve their own social status / prestige and the family. the cultural implication on the lives of balinese women was that by working on a cruise ship balinese women were able to raise awareness in preserving the culture. recommendation based on the conclusions and findings above, the following suggestion can be made: 1. the government should pay attention to the existance of the indonesian workers (tki), especially women who work in cruise ships, to the protection of their rights as well as the relevant acts should be made clear, knowing that they serves as ambassadors of the nation that generate income for the country. e-journal of tourism vol.2. no.1. (2015): 22-32 http://ojs.unud.ac.id/index.php/eot 31 e-issn: 2407-392x. p-issn: 2541-0857 2. the government should provide support and equal opportunities to women in accordance with their potential and the skills possessed and monitor against people (agents) who are not interested/ who hamper the course of administrative processes and documents to work abroad. 3. women before plunging to work in cruise ships should prepare thoroughly both soft skills and hard skills to be able to win the competition on a competitive basis, given the heavy burden has been waiting to always maintain the good name of their own, family and the nation. 4. further research should be done related to the life of balinese women working on a cruise ship to be able to give a detailed picture of their lives. references arniati, i. a. k. 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(2014): 35-49 http://ojs.unud.ac.id/index.php/eot 35 e-issn: 2407-392x. p-issn: 2541-0857 destination marketing strategy in bali through optimizing the potential of local products i gusti ayu oka suryawardani, agung suryawan wiranatha, and christine petr school of postgraduate study doctorate degree in tourism udayana university coressponding author: gungdani@gmail.com article info received 08 december 2013 accepted 28 february 2014 available online 10 march 2014 abstract this study was designed to study destination marketing strategy in bali through optimizing the potential of local products. seventy nine of hotel managers were interviewed based on cluster sampling method to gain their point of view. the results show that destination must build their images around unique attributes that provide them sustainable competitive advantage including its attraction which should be designed to meet the needs of the target market and should be served by local products. the results also show that hotel managers thought that foreign tourists always preferred imported products, meanwhile previous statistical results indicate that foreign tourists significantly look for local products. there is a need to encourage hotel managers to change their perception and attitude about local and imported products. in fact, hoteliers expressed willingness to use local products as long as these meet the quality standard. as tourism involves four types of activities, namely something to see, something to do, something to buy, something to learn, destination product development could be focused in the above activities through offering foreign tourist, such as to stay in hotels, homestays or villas owned by balinese; to eat in restaurants owned by balinese by choosing the authentic local foods that are using local meat, seafood and vegetables, exotic local fruits and beverages; and to buy products that are produced by the balinese. by promoting vacation on the real balinese atmosphere such as stay in accommodations owned by the balinese supported by the authenticity of local balinese foods, fruits and beverages, these will strengthen the local economy, so the benefit of tourism development can be more beneficial to the local balinese. the results suggests that destination management related to improvement of service and hospitality are really important through improvement of human resource by giving training to their employees, educate consumers, and manage consumer expectations. physical evidence can be easily associated with the product by the customer. this includes the atmosphere of the service operation and any tangible evidence used to market the product. marketing through authenticity is precise approach for success in destination marketing of bali tourism. destination marketing strategy should then be focussed on promoting the physical evidences of the authenticity of the local products and excellent services offered to the visitors as well as participation of stakeholders in developing authenticity of local products at reasonable price which will differentiate the destination distinctively. keywords: destination marketing, authenticity, local products, bali. e-journal of tourism vol.1. no.1. (2014): 35-49 http://ojs.unud.ac.id/index.php/eot 36 e-issn: 2407-392x. p-issn: 2541-0857 introduction background the island of bali has made its culture and people as brand image of its tourist product thus bali has became one of the attractive destinations in the world. tourism has become the leading economic sector and a driving force in the economic development of bali province. as bali‟s economy has been developed mostly through tourism, it has resulted in changing in economic sectors of bali province from agricultural sector to service sector. the contribution of agricultural sector to the gross domestic product (gdp) of bali has decreased dramatically from 61.21% in 1969 to 16.84% in 2012 while the contribution of service sector (trade, hotels, and restaurants) have increased from 9.52% in 1969 to 30.66% in 2012. meanwhile, the contribution of industrial sector (such as handicraft industry, etc.) has fluctuated but showing a growth trend from 1.67% in 1969 to 9.97% in 2010 (erawan, 1994; bali statistical office, 2013). even though the contribution of agricultural sector has decreased, it still has a crucial role in bali‟s economy, as source of jobs and income, raw materials for industry, and foreign exchange earnings, and tourist attractions (antara, 1999; wiranatha, 2003). tourism in bali has been developed significantly. the number of direct arrivals of foreign visitors to bali increased dramatically from 23,340 visitors in 1970 to reach 3.278.598 visitors in 2013 (bali government tourism office, 2014). however, there were several downturns in number of foreign visitors visiting bali due to bali bombings on 12th october 2002 and in 1st october 2005. the bali bombs had the greatest impact on number of foreign visitors to bali than other crisis in the history of tourism in bali (putra and hitchcock, 2006). efforts were undertaken by the government to convince foreign visitors to visit bali after the bali bombing tragedy, it was resulted in gradual increases of foreign visitor direct arrivals since year 2007. during the period of 2007 up to 2013, the average growth rate of direct arrivals of foreign visitors to bali was 14.9 % per year (bali government tourism office, 2014). as a world-class tourist destination, bali is supported by the availability of various tourism facilities within the region. there were 2,212 units accommodation with total of 46,025 rooms registered in bali in 2012. these included 156 units star-rated hotel (20,269 rooms), 1,031 units of non star-rated hotels (21,114 rooms), and 1,025 unit homestays (4,642 rooms). however, bali hotel and restaurant association (phri bali) accounted 3,346 units accommodation (62,407 rooms) in bali in 2011, that was consisted of 165 units star-rated hotel (22,161 rooms), 1,371 units of non star-rated hotels (28,585 rooms), 1,760 unit homestays (9,282 rooms), 15 condotels (1,793 rooms), and 35 units rental house (586 rooms). it could be more accommodation available in bali than the above numbers as many more accommodations unregistered or operate illegally in bali in year 2013. in addition, the average tourist expenditure and length of stay had also increased. the average expenditure of foreign tourists per person per day increased from us$ 137.90 in 2009 to us$ 158.87 in 2011. the length of stay of foreign tourists also extended from 8.75 days in 2009 to 9.27 days in 2011 (bali government tourism office, 2014). regarding the growth of number of tourists, the average tourist expenditure, and the length of stay, it seems that tourism in bali will keep being promising as a source of household income for balinese inhabitants, contribute to the national exchange rate as well as increase the number of job opportunities. tourism stimulates development of other sectors which has implications on increasing business and job opportunities. income earned from visitors will become a source for local income. the amount of local income generated per unit of visitor expenditure will become multiplier for regional‟s economy through backward and forward linkages (fridgen, 1996). even though tourism brings about development for bali‟s economy for many years, however, the economic impacts of tourism development has not been convinced to be fully beneficial for balinese community (dermawan, 1999; susrami dewi, 2009). one of the reasons could be tourism leakage that occurs when the industry imports both products and services to support tourism industry in bali. in economic terms, leakage is defined as losses from the national income e-journal of tourism vol.1. no.1. (2014): 35-49 http://ojs.unud.ac.id/index.php/eot 37 e-issn: 2407-392x. p-issn: 2541-0857 flow which have been generated during the transition from the local/national consumption income cycle to the spending chain (adrian, 1991; lundberg, krishnamoorthy and stavenga, 1991). imports of products and services to support tourism industry are the major sources of leakage that limits the positive impact of expenditure on a destination (harrison, 2008). in bali, tourism facilities such as big accommodations and big travel agents have been mostly owned by investors from outside bali (national or international investors). in these cases, the economic benefits of tourism is likely to go mainly outside bali or other countries, with a small proportion trickling down to the local balinese community (dermawan, 1999). the amount of import leakage of international standard hotels in bali was estimated about 40% (based upon nusa dua project) and the import leakage of small economy standard hotels was assumed about 20% in 1977 rodenburg (1980). meanwhile, a research on tourism leakage based on micro analysis of accommodation sector in bali found that tourism leakage of accommodation sector in bali in year 2012 were 8.8% at nonstar rated hotels, 12.0% at 1,2&3 star-rated hotels, 22.7% at 4&5 star-rated non-chain hotels, and 51.0% at 4&5 star-rated chain hotels. the average leakage of all types of hotels was 18.8% (suryawardani et al., 2014). by promoting vacation on the real balinese atmosphere such as stay in accommodations owned by the balinese supported by the authenticity of local balinese foods, fruits and beverages, these will strengthen the local economy, so the benefit of tourism development can be more beneficial to the local balinese. research objectives objective of this research is to study destination marketing strategy in bali through optimizing the potential of local products, as destination marketing are attributes of the destination related to the values and actual needs of prospective tourists and have the opportunity to encourage an image which will stimulate tourist„s interest to visit a destination. it also has a strong position on the tourism market place. a successful destination marketing will be able to influence the destination preference and intention to travel of the potential visitors. literature review optimizing benefits through the use of local products the use of local products to substitute imported products is one of the reason to gain more benefit to the local people as the impact of tourism development. the use of imported products results in tourism leakage as it can decrease in multiplier effects of tourism which means that decrease in tourism benefit of economic development (ünlüönen, kiliçlar and yüksel, 2011). tourism multiplier is a ratio measuring the triple effects of tourist spending on the local. a higher multiplier suggests a greater augmentative impact of tourist expenditure on local economy (lundberg, krishnamoorthy and stavenga, 1991). so that, reduce leakage is crucially important to increase economic benefits of tourism in a destination. causes of leakage are namely: (i) import goods and services for consumption or investment in tourism; (ii) payments for foreign tour operators and agencies; (iii) payment to foreigners for management contract and royalties; (iv) profits which are paid to foreign stakeholders; (v) interest paid for external credits in the tourism sector; (vi) exchange costs for tourism investment; (vii) advertising in international marketing and promotion expenditures; (viii) commissions paid to foreign banks, credit cards and for agency used by tourists; (ix) savings of foreign employees; (x) education abroad and training costs of tourism employees; (xi) saving of employers, employees, and entrepreneurs; and (xii) taxes paid to government (hudman and hawkins, 1989). there are also „invisible‟ leakages, such as the physical effects of tourism, the depletion or destruction of a country‟s infrastructure, natural habitats, environments and historical as well as cultural heritage have a leakage effect on tourism receipts. according to unep, there are two main ways of leakage, namely import leakage and export leakage. import leakage occurs when tourists demand standards of equipment, food, and other products cannot be supplied by the host e-journal of tourism vol.1. no.1. (2014): 35-49 http://ojs.unud.ac.id/index.php/eot 38 e-issn: 2407-392x. p-issn: 2541-0857 country, especially in less-developed countries. much of the income from tourist expenditures leaves the country again to pay for these imports. on the other hand, export leakage arises when overseas investors who finance the resorts and hotels take their profits back to their country of origin (unep, 2011). the average import-related leakage for most developing countries was between 40% and 50% of gross tourism earnings for small economies, and between 10% and 20% for most advanced and diversified economies (unep, 2009). meanwhile, unwto estimated that on average of 55% of gross tourism revenue received by developing countries leaks out, but in some cases, leakage has reached as high as 90% (unwto, 2012). leakage tends to be highest when the local destination economy is weak and lack of the quantity and quality of inputs required by the tourism industry (meyer, 2007). the amount of leakage depends largely on how the tourist receipts are re-spent within the economy. the more receipts re-spent within the local economy, so that the smaller the leakage and the higher the multiplier will be. in the case of developing countries at their initial stage of tourism development, financial, structural and operational supports from foreign countries are important. therefore, tourism leakage is thus unavoidable (meyer, 2007). reduce leakage is important in order to increase economic benefits of tourism in a destination. to optimize economic benefits of tourism, leakage should be minimized (gu, 2000). leakage can be minimized by developing stronger links between tourism and other sectors in the local economy. moreover, government policy needs to concentrate on strengthening the economic linkages between tourism and agriculture to support import substitution (meyer, 2007). a study by lacher and nepal found that by using precise strategy based on the authenticity of a destination, therefore economic leakage can be reduced, improve economic development, balance distribution in all sectors and improve community participation in tourism development (lacher and nepal, 2010). in addition, it should be focused in using more local employees to reduce leakage. even though the capability of local employees in developing countries are generally low in terms of education, work experiences and the ability in communicate, therefore, tourism industry use educated employees for special position in management (hemmati and koehler, 2007). pull and push marketing strategy decision on marketing channel system is the most critical faced by management and the role of maketing channel must not just serve the markets, they must also make markets (kotler and armstrong, 2004). chanels decisions involve relatively long-term commitment to other firms. push and pull marketing strategy are really important in managing channels. push strategy is a promotion strategy that focused on using the sales force and trade promotion to push the products through channels. the producer promotes the products to wholesalers, the whosalers promote to retailers, and the retailers promote to consumers. pull strategy is a promotion strategy that call for spending a lot on advertising and consumer promotion to build up consumer demand (kotler and armstrong, 2004; kotler and keller, 2006). the nature of country of origin country of origin is one of the most important factors affecting competitive market. studies show that country of origin is one of the factors that most concerned by marketers as indicator of quality and respect of its impact on consumer purchase intention (lin and chen, 2006; ghazali et al., 2008; roth and diamantopoulos, 2009). although there are many parameters considered by consumers when decide to buy something, such as brand, colour and design, some researchers cannot ignore country of origin as an extrinsic factors in evaluating products. country of origin is closely linked to country image. the earliest definition of country image comes from the pioneer (roth and diamantopoulos, 2009) who defined it as the picture, the reputation, the stereotype that businessmen and consumers attach to products of a specific country. this image is created by such variables as representative products, national characteristics, economic and political background, history and traditions (roth and diamantopoulos, 2009) revealed that country of origin is overall perception of consumers e-journal of tourism vol.1. no.1. (2014): 35-49 http://ojs.unud.ac.id/index.php/eot 39 e-issn: 2407-392x. p-issn: 2541-0857 form of the products from a particular country, based on their prior perceptions of the country‟s production and marketing strengths and weaknesses. country of origin is usually abbreviated as “coo”, which refers to the country that manufactures, designs or assembles a product or brand with which it is associated, meanwhile geographical origin express overall perception of consumers about product from a particular (i) consumer group, (ii) industry representatif, or (iii) island representatif. there are various factors that have an impact on country of origin cues like product knowledge and country image. it has become a significant phenomenon in consumer behaviour studies. availability of heterogeneous food product has been convinced that marketers need to understand customer‟ experience on attributes. according to (akerlof, 1970), food labeling is viewed as a critical mechanism to help ensure consumers to correctly match with products, enable producers to adapt production to meet consumer demands and expectations. product labels is an important determinant to facilitate the resolution of market failures associated with the supply of high-quality goods. one particular category of labels that has recently received extensive attention among trade representatives are "geographical origin" labels. informing consumers of the origin of food products via labeling is motivated by the recognition that geography is often correlated with a product's overall quality or, in the stronger case, geography may even be a determinant of a product's ultimate realized quality (akerlof, 1970). loureiro and mccluskey (2000) also revealed that country of origin has been identified an important cue that might be used by global marketers to influence consumers‟ evaluation of the brand which effect on consumer‟ perceptions and purchase intention. the quality of agricultural products, consumer groups, industry representatives, and domestic and trade representatives have increasingly considered the potential role of geographical origin labels as consumer information and marketing tools. methodology research location a survey on foreign tourists was undertaken during the period of april to june 2013 in four main destinations in bali, i.e. kuta, nusa dua, sanur and ubud. locations of this research were selected purposively with consideration that the above destination are the main tourist destinations in bali. sample design there were 79 accommodation managers from various accommodation types interviewed in order to obtain their points of view regarding the use of imported products. the selection of accommodation managers was undertaken based on proportional to size sampling method, involving three clusters of accommodation, namely: (i) 1,2&3 star-rated hotels, (ii) 4&5 star-rated hotels either chain or non-chain hotels, and (iii) non-star rated hotels. the probability proportional to size (pps) sampling method proposed by kish (2004) and yamane (1973) was applied in this research. probability proportional to size (pps) is a sampling procedure under which the probability of a unit being selected is proportional to the size of the ultimate unit. all units in the population have the same probability of selection irrespective of the size of their cluster (yamane, 1973; kish, 2004). data analysis a qualitative analysis was undertaken to obtain points of view of hotel managers regarding the use of imported products. there were several different points of view gained from different types of hotel managers. the points of view of hotel managers are outlined into several parts, as follow: reasons to use imported products; quality and availability of local products; point of view of hotel managers about cause and impact of leakage in tourism and willingness in reducing the use of imported products and give the priority on local products. e-journal of tourism vol.1. no.1. (2014): 35-49 http://ojs.unud.ac.id/index.php/eot 40 e-issn: 2407-392x. p-issn: 2541-0857 results and discussion points of view of hotel managers regarding the reason for using imported products the results show that points of view of accommodation managers on the importance of imported products have not met the tourists‟ need on local products. the manager tends to behave by giving too much respect to the quality of imported products in comparison to the local products. therefore, they prefer to serve imported products to foreign tourists. hotel managers are willing to reduce the use of imported products as long as quality and continuity of local products meet foreign tourists‟s demand. the reasons were as follow: (1) quality reason. quality of imported products was the main reason for using imported products. most of star-rated hotels either 4&5 star-rated chain or non-chain hotels as well as 1,2&3 star-rated hotels tended to use imported products. hotel managers from star-rated chain hotels said that products must have a high standard of quality in order to fulfill the requirement of chain hotel standard. they thought that imported meats, dairy products and alcoholic beverages have a better quality in comparison to the local products. they firmly explained that star-rated hotels need a high quality of imported food, alcoholic beverage, and utensil as well as other equipment in order to fulfill the quality standard requirement. in term of utensils and equipment, most of 4&5 star-rated either chain or non-chain hotels used imported products for utensils, cutlery, beds and bath equipment as the compulsory for high standards quality of international chain hotel and this kind of imported products have better quality than local products. on the other hand, most of non-star rated hotel did not use imported utensil and equipment. furthermore, some imported room decorations had been used by 4&5 star-rated hotel. they used a combination of modern and local style for room decoration because they also desired to show the authentic balinese arts. (2) competition among hotels on presenting better quality of products and services. according to the hotel managers, there were a lot of star-rated hotels available in bali which offer variety of attractive restaurant‟s menus. they said that imported meat, dairy product and alcoholic beverage were compulsory for chain hotels in presenting a high quality cuisine. they argued that imported products have excellent quality and better than local products. (3) to avoid complaint. hotel managers thought that foreign tourists preferred imported products. according to the hotel managers, most of foreign tourists would like to consume imported meats, dairy products, and alcoholic beverages as they obtain in their home countries. the imported meats are particularly beef and lamb which have fatty and smooth texture, as well as fresh and durability dairy products, and variety of alcoholic beverages that had not been found in local products. by providing those imported products, it will meet the tourists‟ need. this study found that 4&5 star-rated chain hotels had the highest demand for imported products, followed by 4&5 starrated non-chain hotels and 1,2&3 star-rated hotels. meanwhile, most of non-star rated hotel preferred serving local products to their guests. this finding was gained from the information given by hotel managers in all types of hotels. points of view of hotel managers regarding the reason for using local products the reasons were as follow: (1) most of local foods could not fulfill the requirement by hotels either in term of quality or quantity. the hotel managers explained that some meats, especially beef and lamb need to be imported. however, they usually use some other local meats, such as chicken and pork, as the quality of these kinds of meat can fulfill tourist‟s need. fish products are also available abundantly in bali, because bali as a small island is surrounded by sea with many kinds of fish product. e-journal of tourism vol.1. no.1. (2014): 35-49 http://ojs.unud.ac.id/index.php/eot 41 e-issn: 2407-392x. p-issn: 2541-0857 (2) availability and seasonality of horticulture products. bali has variety of authentic fruits. however, availability of local fruits did not continue due to seasonality of the fruits. this situation encourages hotel managers to use imported fruits, such as apples, oranges, grapes, cherries, almond, etc. however, availability of local vegetables was sufficient to fulfill demand of hotels, even though 4&5 star-rated hotels imported several vegetable products which were not available locally or could not fulfill by local producers, such as dried spinach, sundried tomato, asparagus, fettuccini, sunflower lettuce, baby romaine, celery seed, berlotti bean, etc. furthermore, most star-rated hotels imported alcoholic beverage and dairy products in order to fulfill the requirement of hotels, as the variety and quality of local alcoholic beverages and local dairy products were not sufficient to fulfill the demand of tourists. (3) local furniture, room decoration and building style. managers of all type of hotels had similar points of view on the use of local furniture, building style, room decoration and architecture. the said that tourists mostly prefer authentic balinese furniture, room decoration, building style as well as balinese architecture which were artistic and unique. points of view of hotel managers regarding willingness in reducing imported products and giving the priority on local products regarding the willingness in reducing imported products, most of hotel managers agreed to reduce the use of imported products and to give priority on local products as long as the quality and availability of the local products could fulfill tourists' need. moreover, most of hotel managers really concerned regarding the use of local components in tourism by serving local products to foreign tourists. for example, creating variety of restaurant‟s menus by using local products was one of the solutions to improve the role of local products in tourism. however, most of hotel managers were really concern about the quality of all types of product, such as foods, beverages, dairy products, food stuffs, fruits and vegetables. they realized that the quality of local products were mostly poorer in comparison to imported products. they also suggested that the availability of local products as a substitute for imported product was also crucial. some suggestions had been given by some hotel managers to improve the quality of local products, such as: (i) to improve the ability of farmers in producing better quality of local products (including livestock and horticulture products such as fruits and vegetables) by giving the farmers a better education and training; (ii) to give some funding to farmers in order to improve the quality of farming system; and (iii) to suggest the local government to pay more attentions on development of agricultural products to fulfill requirement of quality standard needed by hotels in order to fulfill tourists‟ need. from points of view of hoteliers, enhancing the quality of human resources is also really important by working together between government, hotel associations, farmers and agricultural industry in order to improve quality of local products. destination marketing strategy through optimizing the use of local products optimizing the use of local products and reduction in using imported products and foreign employees are the way to promote the local products. integrated communication and coordination between government, tourism industry and communities are urgently needed. there is a crucial need to improve the quality of human resources through better education. moreover, hoteliers and government need to work together to create and improve the quality of tourism products, especially food and beverage. this requires such improvement the quality of agricultural products and livestock, as well as increasing the supply of local wines and liquors. there is also a need to create substitute products for replacing imported products in order to fulfill tourist‟s demand. as gu (2000) said that leakage can be minimized by developing stronger links between tourism and other sectors in the local economy. considering the results that foreign tourists significantly looked for local products, therefore the use of local products need to be encouraged in accommodation sector through the responsibility of hotel managers who are in charge in the operational of accommodation. in this point, “push marketing strategy” is e-journal of tourism vol.1. no.1. (2014): 35-49 http://ojs.unud.ac.id/index.php/eot 42 e-issn: 2407-392x. p-issn: 2541-0857 crucial to be implemented as push marketing strategy is a promotion strategy that focused on using the sales force and trade promotion to push the products to consumers (kotler and armstrong, 2004). this means that hotel managers need to optimize in offering and creating menu in hotels and restaurants based on authenticity of local products such as fisheries products as bali has abundant fresh fisheries products due to geographically bali is surrounded by the coast. in addition, local authentic fruits and vegetables are also potential local balinese agricultural products which need to be offered and promoted to the foreign tourists. however, the results show that foreign tourists prefer imported meet, beverages and dairy products. in this point, “pull marketing strategy” is crucial to be implemented by offering substitute products as pull strategy is a promotion strategy which focused on build up consumer demand (kotler and keller, 2012). the availability of substitute products to replace imported products are really important. in fact, bali has some beverage products which can be used as substitute products, particularly wines and alcoholic drinks which are locally produced in bali. in fact, there has already been the use of country of origin in balinese beverages such as “bali moon” which has been one of the famous alcoholic products consumed by foreign tourists during their visit in bali. another famous beverages products is “hatten wine”. improvement quality and variety of local wines and alchoholic drinks are also crucial to be focussed on. however, import of meet cannot be avoided as local meet doesn‟t meet foreign tourists‟ need. in terms of products development, country of origin and labelling strategy are important factors affecting the competitive market, although there are many parameters considered by consumers when decide to buy the products, such as brand, colour, design, etc. country of origin is closely linked to the country‟s image which is created by variables such as representative products, national characteristics, traditions and overall perception of consumers form of the products based on their prior perceptions of the country‟s production and marketing strengths and weaknesses. in addition, the use of food labeling as a critical mechanism to help ensure consumers to correctly match with products, enable producers to adapt production of the products to meet consumer‟s demands and expectations. regarding this research, creating more country of origin of balinese products and labels are crucial to be developed to strengthen balinese products positioning on fresh fisheries and authenticity of fruits and vegetables products. efforts and more integrated researches in marketing need to be focussed in this topic. variety of alternatives food labels of balinese agricultural and food products need to be developed. for fisheries products, alternative food labels could be as follows: (i) “bali bagus” which the meaning of “bali with good quality of products” , (ii) “bali fresh from the sea”. furthermore, labels could also be possible regarding the original production of products in a dictrict or village in a region of bali, such as “lovina fresh grape” for balinese original grape products and “bedugul fresh farm” for the labels of vegetables, (iii), “bali coconut” is another possibility as abundant coconut trees are available in bali to strengthen the labels of balinese products. in this terms label “bali coconut”, it is also possible to use this label not only for balinese coconut but also for bali as a destination as bali typically famous with beautiful beaches covered by white sand. coconut typically growth surrounding the beaches. as an example of the use of the label “coconut” can be seen in the advertisement on some of france‟s television channel, such as brtv, gulli, etc. it can be seen that the label “coconut” used by one of the famous destinations in the world, namely „tahiti” which used label “tahiti coconut” for labelling their coconut to promote coconut product and beaches destination of tahiti. another example is how france use the concept of country of origin approach for labelling and promote their destination, such as “vin de bordeaux” which means “wine from bordeaux” as a label of one of the original wine productions produced by one of the regions in france. so that, domestic and trade representatives have increasingly considered as the potential role of geographical origin labels as the quality trade representatives have increasingly considered the potential role of geographical origin labels as consumer information and marketing tools. e-journal of tourism vol.1. no.1. (2014): 35-49 http://ojs.unud.ac.id/index.php/eot 43 e-issn: 2407-392x. p-issn: 2541-0857 role of governmnet in developing and protecting local products is very important. regarding the role of bali ggovernment in minimizing tourism leakage, head of bali government tourism office, ida bagus kade subhiksu, said that there is no regulation regarding import restrictions of goods, such as food, beverages, furniture and other items to protect local agricultural products. government of bali province has only appealed to hoteliers to optimize the use of local products such as fruits and vegetables. problem has emerged, that the availability of tropical fruits cannot fulfill the demand due to seasonal in nature. demand for local fruits has increased not only to fulfill demand for tourists, but also for making offering by balinese community. in other hand, there was insufficient supply to fulfill the demand. so that, imported fruits cannot be avoided. he realized that to minimize leakage, cooperation between government, industry and farmer is crucially needed (personal communication, 4 th april 2013). several efforts have been undertaken by government of bali province to protect and develop local products especially local fruits. empowerment of local products has been undertaken by bali government through “regulation of bali government no. 3/2012 regarding empowerment, protection and development of small-scale industry”. ketut wija, one of key bali government‟s officials said that this regulation requires involvement of tourism industry and other related industry to give chance for local products to be promoted to and served for tourists. it was realised that the quality of local products was lower than imported products. so that, some efforts have been undertaken to improve the quantity, quality and continuity of local products. he also revealed that local community should participate in developing fruit farms in bali that can produce fruits similar to imported fruits. the tourism sector could also be enhanced through stronger linkages with regional handicraft producers and artisans. building synergies with such producers could enable them to become significant suppliers of interior design elements, such as handicrafts, paintings, and other furniture. this will be able to reduce leakage significantly. international trade policy regarding protection of local products is crucial. government needs to give subsidies to the local industries as well as to the farmer, cattlemen, fisheries and craftsmen to improve competitiveness and quality of local products. subsidies are also needed in term of improvement of quality of local employees through a better education and training. positive perception and perfect relationships between the perceived quality of local products and the preference of foreign tourists for those local products proving that bali tourism has competitive physical products which can be promoted to foreign tourists. beside these kinds of local products, bali tourism is really famous with its authentic culture. seven ps of marketing strategy are the basic concept used in explaining the important of destination marketing strategy for sustainable tourism in bali, which includes products, people, price, promotion, place, process and physical evidence. physical products is one of the destination product components, which include physical items such as attractions, facilities, transportation, infrastructure, accommodation, foods and beverages. suyawardani (2013) found that positive perception and perfect relationships between the perceived quality of local products and the preference of foreign tourists for the local products proving that bali tourism has competitive products which can be promoted to the foreign tourists. she also found that perfect positive relationships between the perceived quality of local products and the preference of foreign tourists on the local products which demonstrate that foreign tourists have a positive attitude towards local products available in bali. marketing the destination through promoting excellence events and authenthicity of local products are crucial as destination attributes have emerged from destination„s attractiveness. destination marketing strategy should then be focussed on promoting the physical evidences of the authenticity of the local products and excellent services offered to the visitors, and the participation of stakeholders in developing authenticity of local products at reasonable price which will differentiate the destination distinctively. e-journal of tourism vol.1. no.1. (2014): 35-49 http://ojs.unud.ac.id/index.php/eot 44 e-issn: 2407-392x. p-issn: 2541-0857 according to wiranatha (personal communication 3 rd march 2012), tourism involves four types of activities, namely: a. something to see (scenery, culture performances, heritage sites, etc.) b. something to do (tourists activities). a wide range of different activities for tourists is being offered, such as an observation of wildlife, fauna and flora at national parks, trekking, rafting, cycling, enjoy white sand at the beaches, jet ski, surfing, diving, and snorkeling. ecotourism trips could also be possible which are mainly based on nature experience. religious/spiritual, spa & wellness are other attractive activities as bali has been known as inspiring island which serves natural healing, reduce stress and emotional cooling down. night life could also be gorgeous activities for young people. however, challenges have been faced regarding the social impact for the local balinese. c. something to buy (to buy local foods, local fruits and vegetables, local beverages as well as authentic balinese handicrafts). doing shopping is also favourite activity for many target markets. increasing varieties of local culinary and handicrafts is really important. to create and develop varieties of the local culinary and handicrafts will support and strengthen the local economy. d. something to learn (workshops or courses about bali). balinese can set up a whole range of workshops or courses that could be offered to prospective tourists, such as: balinese and indonesia language, balinese cooking, balinese hinduism, making of offerings, making of monster‟s doll (ogohogoh), jewelry making (silversmithing and goldsmithing), traditional irrigation system (subak), painting, balinese dance, wood carving, basket weaving, shadow puppet making, weaving (tenun ikat), batik making, and gamelan playing. creating and developing varieties of courses about bali for foreign tourists will support and strengthen the local economies, as foreign tourists would be able to increase their length of stay in a destination. destination product development could be focused in the above activities through offering foreign tourist to: (1) to stay in accommodations (hotels, homestays or villas) owned by balinese; (2) to eat in restaurants owned by balinese by choosing the authentic local foods that are using local meat, seafood and vegetables, exotic local fruits and beverages; and (3) to buy products that are produced by the balinese. by promoting vacation on the real balinese atmosphere such as stay in accommodations owned by the balinese supported by the authenticity of local balinese foods, fruits and beverages, these will strengthen the local economy, so the benefit of tourism development can be more beneficial to the local balinese. another destination product development is the quality improvement in all aspects supported by government and tourism industry of bali regarding the availability, quantity and quality of local products in order to give better services and hospitality to the tourists who visit bali. authentic is the word which can be used to promote bali as a cultural destination by optimizing the competitiveness of vibration of balinese culture as bali has been known as one of the famous destinations in the world due to its unique cultural activity and beautiful of natural scenery. the competitiveness of authenticity products of bali which is expressed by the existential authenticity either intra-personal dimension includes sport and adventure and interpersonal dimension involves the body feelings, i.e. relaxation, rehabilitation, recreation, entertainment, refreshment, sensual pleasuresa and excitement. the use of the word “authenticity of the local products” as promotional tools of the uniqueness of balinese culture is precise as suggested by wang (1999:32) that “ ... authenticity is still relevant to some kinds of tourism such as ethnic, history or culture tourism, which involve the representation of objects or situation in the past ...” this idea is supported by the fact that bali culture is unique and famous especially for its rich and vibrant arts. hinduism as the main religion is the major influence behind its culture. traditional ritual of balinese can almost be seen daily, celebrating the cycle of birth, death and reborn. annual art festivals support bali as an attractive destination to be visited. music, e-journal of tourism vol.1. no.1. (2014): 35-49 http://ojs.unud.ac.id/index.php/eot 45 e-issn: 2407-392x. p-issn: 2541-0857 drama, dance and costumes become a feast for the senses during temple festivities. various forms of dance and music have made bali's arts and culture scene one of the most diverse in the world. people is also important destination product components. people/participants include all of human actors who involve in the delivery of products or service which can influence the visitor perceptions. the role of human resource management is really important in managing service performance outcomes which has the main purpose to satisfy consumers as different consumers have varieties of needs and wants (langeard et al., 1981). the involvement of local communities in tourism development cannot be overlooked due to their crucial roles in bridging up the gap between government and the use of resources in a tourist destination. the local community can create an effective environmental utilization based on indigenous, local knowledge, economic and social empowerment to protect cultural heritage and nature-based experiences and undertake cross-culture appreciation to visitor (clarke, 2002). local community is usually willing to participate in tourism development and regarded as legitimate stakeholders in tourism development because their interests affect the decision process of policy makers. price is a critical and important factor of marketing mix and plays an important role to influence demand in the competitive market. the role of price in tourism marketing is to reflect products as services which are the costs allocated to the responsible service and should be considered at short-term and long-term strategic including costs for environmental conservation and corporate social responsibility. pricing strategy in marketing mix of tourism industry is to put the premium price or setting up the price higher than similar products or services in order to represent exceptional quality and distinction service provided by tourism industry. it is suggested that determination of the premium price through putting higher price of foods and beverages in the price list of menus served by hotels and restaurants in bali which use imported products. high difference of price between dishes using imported products and local products will influence tourist‟s point of view and decision making process in choosing the type of dishes. however, educate the local chefs is crucial by giving training in term of creating dishes by using local products and served in the international way is really important to improve competitive of the local products. promotion in tourism industry is effort to inform, persuade, and communicate products or services to the consumers. the function of promotion is also as a marketing communications that represent the brand‟s voice and allow it to build relationships with customers and to communicate sustainability solutions provided by the company through its products and services and other stakeholders as a whole (kotler and keller, 2006; belz and peattie, 2009). all of the promotional mix is equally important including advertising, personal selling through words-of-mouth promotion, public relations and interactive promotion by using medias, such as online communications and social media. effective promotion related to the potential target market regarding bali tourism has been undertaken by individual or companies by using varieties of promotional tools. promotion is also a powerful tool to educate visitors related to the strengths and weaknesses of tourism products of bali in order to avoid complain regarding the quality of local products and services. regarding this study, effort to promote the new created brand called “balitruly” as creating tourism product development of bali to strengthen the achievement of sustainable tourism can be undertaken by using all of the above promotional models, such as advertising, personal selling through words-of-mouth promotion, and interactive promotion by using the medias such as online communication and other social medias. an example of the interactive promotion that was undertaken in bali regarding the implementation of marketing strategy to minimize tourism leakage in bali was undertaken in gianyar bali by the government of gianyar regency of bali province on 12th april 2015 through a talk show about “delicious farm to table” and was promoted through interactive promotion covered by tv channel, newspaper and other social medias. the purpose of this event was e-journal of tourism vol.1. no.1. (2014): 35-49 http://ojs.unud.ac.id/index.php/eot 46 e-issn: 2407-392x. p-issn: 2541-0857 to promote balinese culinary through empowerment of the local products. the theme was “localicious farm to table” means that delicious of balinese culinary by using local products. the speakers were the famous master of chef of indonesia, namely hendry alexie bloem, deddy soekartin and haryo pramoe, kelana and nadja azzura. in this event, there was a commitment of the indonesia chef association (ica) to use local meat in every cuisine cooked by the member of ica. it was a great effort optimize the use of local meat (bali post, 2013). place or marketing channels, is a wide range of independent organizations involved in the process of making a product or service available for used or consumed (kotler and keller, 2006). place is also described as distribution channels and determine where is the service of product going to be located. the choice of such channels is important as the variety of channels used. in the tourism industry, reid and bojanic (2009) reveal that place in tourism provide a guideline about different tourist spots. it also provide the appropriate tour time and distance from various spots, give ideas different travel routes, selecting attractions and support facilities along different travel routes, and informing potential tourists about alternative travel routes. regarding this study, availability of local transportation owned by the local balinese has emerged, such as local taxis which are owned and managed by the association of local people, such as in some destinations, namely nusa dua taxi and canggu taxi, etc. traditional boats and rowboats which are owned and managed by local balinese have been found at the destination of lake batur, and islands of lembongan, penida and ceningan. these type of transportations are really good business to the local people in these destinations. it shows that effort to empowerment of local community has been undertaken which means that the economic impact of tourism development can be more beneficial for local economy. process describes how the service is assembled and delivered to visitor. in the tourism context, process might describe such activities as follows: collaboration between tourism industry and local community are really important. local community can take responsibility as suppliers in delivering foods, beverages and other merchandise, such as souvenirs. it will not only reduce transportation costs and negative externalities but also build collaborative social capital and economic capacity with suppliers in the local community. supplying local produce and merchandise might also enhance the authenticity of the tourist‟s experience, adding value and satisfaction. in addition, visitors can learn how the tourism product is produced and delivered to the customers. feedbacks from customers are really important for the quality improvement. physical evidence means the situation in which the service is delivered in the nice and warm interaction between the firm and customers that facilitate performance or communication of the service (belz and peattie, 2009). physical evidence in the tourism industry is important at both the individual firm level and at the broader destination level (zeithaml, bitner and gremler, 1996). regarding tourism in bali, type of tourism products which give more benefits to the local balinese community are really important to be offered to the tourist such as cultural tourism, rural-based tourism, agrotourism, mountain tourism and marine tourism. for example, offering tourist‟ activities such as attractive experience and learning about art and culture of bali in the area of ubud which will give them unforgettable memories. this place is really famous as the centre of art and culture of bali such as balinese dance, painting and wood carving. tourist can also enjoy nice view and scenery based on typically traditional balinese life as well as enjoy exotic traditional food in many traditional restaurants. in addition, rural-based tourism can also be seen in the “penglipuran” which is a place of traditional balinese life in a typically balinese traditional village. moreover, agrotourism has been found in the area of bangli which has the tourism product namely ”agrotourism of balinese coffee plantation and processing”. other destinations called munduk and sidemen which are really famous destination to be visited. tourist can stay with the balinese family at their homestay and enjoy rural life of balinese daily life in a wonderful view of mount agung and marvelous rice field e-journal of tourism vol.1. no.1. (2014): 35-49 http://ojs.unud.ac.id/index.php/eot 47 e-issn: 2407-392x. p-issn: 2541-0857 plantation. bali is also really famous with the white sand of beaches for sun bathing, coral reefs for diving and snorkeling, big waves for surfing, etc. other attractive destinations in bali are small islands namely lembongan, ceningan and nusa penida which have typically marine tourism activities and the plantation of seaweededs. destination cannot easily change their physical attributes like the landscape or climate, so they must build their images around unique attributes that provide them sustainable competitive advantage. the destination including its attraction should be designed to meet the needs of the target market. therefore, the diagnosis of the destination‟s strengths and weaknesses is helpful in designing the tourism offerings and marketing programs as destination image refers to an impression a person holds about a destination. therefore, it is important for a destination to increase visitation to promote a coherent image (langeard et al., 1981). images can be formed through advertising and promotion, news accounts, discussions with friends or relatives, travel agents, and past experiences. destination management related to improvement of service and hospitality are really important through improvement of human resource by giving training to their employees, educate consumers, and manage consumer expectations. physical evidence can be easily associated with the product by the customer. this includes the atmosphere of the service operation and any tangible evidence used to market the product. lastly, it can be said that marketing through authenticity is precise approach for success in destination marketing of bali tourism. destination marketing strategy should then be focussed on promoting the physical evidences of the authenticity of the local products and excellent services offered to the visitors as well as participation of stakeholders in developing authenticity of local products at reasonable price which will differentiate the destination distinctively. conclusion and recommendation points of view of accommodation managers on the importance of imported products have not met the tourists‟ need on local products. the manager tends to behave by giving too much respect to the quality of imported products in comparison to the local products. therefore, they prefer to serve imported products to foreign tourists. hotel managers are willing to reduce the use of imported products as long as quality and continuity of local products meet foreign tourists‟s demand. push and pull marketing strategy are crucial to be developed through offering original menu based on authenticity of balinese fisheries, fruits, vegetables and substitute products in hotels and restaurants. development of local products based on geographical origin label is crucial through integrated communication and coordination between government, industry and balinese communities. as tourism involves four types of activities, namely something to see, something to do, something to buy, something to learn, destination product development could be focused in the above activities through offering foreign tourist, such as to stay in hotels, homestays or villas owned by balinese; to eat in restaurants owned by balinese by choosing the authentic local foods that are using local meat, seafood and vegetables, exotic local fruits and beverages; and to buy products that are produced by the balinese. promoting excellence events and authenthicity of local products are crucial as destination attributes have emerged from destination„s attractiveness. destination marketing strategy should then be focussed on promoting the physical evidences of the authenticity of the local products and excellent services offered to the visitors, and the participation of stakeholders in developing authenticity of local products at reasonable price which will differentiate the destination distinctively. references adrian, b. 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(2023): 129-137 http://ojs.unud.ac.id/index.php/eot 129 e-issn 2407-392x. p-issn 2541-0857 an analysis of prominent cultural values in indonesian folktale tourism spots through instagram caption cynantia rachmijati*, sri supiah cahyati ikip siliwangi, indonesia *corresponding author: cynantia.rachmijati@gmail.com doi: https://doi.org/10.24922/eot.v10i1.96300 article info submitted: january 3rd 2023 accepted: march 24th 2023 published: march 30th 2023 abstract this paper deals with the phenomenon of famous tourism spot in indonesia which were empowered by folktale through instagram, such as: malin kundang, sangkuriang, roro jonggrang/prambanan, danau toba, and many more. there was some research addressed the tourism spots, nevertheless there’s lack of research on cultural values of folktales in relation to tourism spots in indonesia and how its aspects deal with its popularity and its marketing. with the development of social media, e.g., instagram, it brings culture of tourism spot and literature works together and then uploaded it through series of pictures, captions, and stories. this research aimed to analyze the prominent cultural values of the famous tourism folktale spot in indonesia and employed qualitative method through content analysis studies. the identification towards the instagram captions on this research were categorized through cultural aspects based on “four senses of culture” by adaskou, britten, and fahsi. based on the cultural sense proposed, it is found 71.42% aesthetic culture sense, 42.85% sociological culture sense, 28.57% semantic culture sense, and last 14.28% pragmatic culture sense. from these findings it can be concluded that for the instagram and folklore related content, photos alone it isn’t sufficient. to be more eye catching, viewers content enjoyer needs to be seduced with good captions, good hashtags, and storytelling as well. further research might involve stories and music as background choice to be more precise and enticing in promoting folktale tourism. keywords: prominent cultural values; content analysis study; instagram caption. introduction background people love reading stories and children usually put them to sleep by reading bedtime stories to them. every country has its own unique story which is passed down from generation to generation and thus resulting in the birth of folk stories. this kind of story usually developed from mouth to mouth and the concept and aim of it is usually to entertain. folktales are also a perfect example of how people in communities work and how people share and develop their culture. by sharing folktales and folklore as oral tradition and as people share their stories, folktale and folklore, those habits and tradition also as a means of documenting, inventory, sharing cultural values. as http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 129-137 http://ojs.unud.ac.id/index.php/eot 130 e-issn 2407-392x. p-issn 2541-0857 stated by maharani (2018) a folktale, which is also written in folk tales, is one of a kind of traditional story which basically grows and develops within the society since a long long time ago and has been inherited from one generation to the next through oral tradition. nevertheless, in this era of coco melon, my little pony, netflix, spongebob, frozen, and many other popular movies and series for kids, folktales still haven’t lost its touch and still be used as learning materials and parents’ bedtimes stories even until today. folktale and folklore stories are useful to be used as learning and teaching materials for language lessons and character education. the reason it would be great as learning and teaching materials are because they are entertaining, insightful, teach about life, culture, and tradition. furthermore, syafrony & suwanpratest (2016) stated that most folklore consisted of these 7 values, they are: gratitude, good karma, supernatural beliefs, holy spirit, men dominant, inner virtue, and role of woman and children. these are based on asian folktales which are from thailand, myanmar, indonesia, china, and korea. meanwhile, it’s viewed differently by sarumpaet in sarahtika (2018) which stated that most folktales usually display themes such as obedience, men’s wrath, women’s loyalty, envy and sibling rivalry, trickery and childishness. she also added that folktales also tend to be sexist, brutal, and celebrate female passivity. on the other hand, literature folktales do not always have negative contexts. stories in literary folk tales tend to have additional moral depth over a simple one given by parents at home and classroom. the stories tell of moral issues; whereas good must be rewarded while evil does not and cannot pass unnoticed. moral lessons through stories engage students' thoughts and emotions and can even lead to the creation of mental images some famous literature works then created to be famous tourist spot such as sherlock holmes museum in london, harry potter museum in disneyland japan, shakespeare, and company in france and many more. some tourist spots also developed the folklore and folktale behind their tourism spot to garner the visits from tourist. stories vary from one region to another, from one people to the other: their kinds evanescence, or transform in the course of time. change comes, as well as new species, but stories are being told all the time; they are a part of human life and socializing. often, they are the soul of the place, that “something special” which makes the tourist destination in this ever-globalizing world differ from every other similar place, since more and more tourist destinations are becoming alike. that is material, true and authentic, created as a result of folk creativity, and that is what makes it unique. that is a part of a potential tourist destination’s personality. some famous tourism spot in indonesia which was “enriched” with folktale are malin kundang, sangkuriang, roro jonggrang/prambanan, danau toba, and many more. almost all regions in indonesia have attractive tourism potential, but not all of them are well narrated to tourists. whereas according to nur alam in bakti et al. (2019), the purpose of storytelling is to make a tourist attraction more attractive and make potential tourists curious. therefore, marketing techniques using tourism storytelling are considered to have the opportunity to increase the number of tourist visits and foreign exchange. the right use of media during the covid-19 pandemic is in digital media or online media forms. one of the social media that is widely used by indonesian people today is instagram. according to data released by napoleoncat (2020), instagram users in indonesia in may 2020 reached 69.2 million users. based on this http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 129-137 http://ojs.unud.ac.id/index.php/eot 131 e-issn 2407-392x. p-issn 2541-0857 data and information, it can be said that currently instagram is a social media that is very loved by the people of indonesia. the use of instagram in terms of business, of course instagram has features that can make it easy for business people to promote their products or services online with a wide reach. when it is used as tourism promoting business through captions, then instagram is one of the most popular places to do so. with the development of social media, ig or known as instagram is also one of the most popular platforms which brings culture of tourism spot and literature works together and then uploaded it through series of pictures, captions, and stories. the tourism spot and combined it with the allure of the folktale's material and fruit of creativity and that's what makes it unique. it's part of the personality of a tourist destination and that is interesting to see it from the point of view of cultural values. literature review folktale folktale is an example of folklore. definition taken from merriam-webster stated that folktale is characteristically anonymous, timeless, and place less tale circulated orally among a people. this story is passed from generation to generation without knowing who the original author is and is usually spread by word of mouth. the folktale structure itself because it is part of a narrative text usually consists of 3 parts, namely orientation which is the initial part, complication where the character faces a problem or conflict and closes with a resolution where the problem faced by the character is resolved properly (sayeef, 2019). related to the types of folklore, bascom (1965) divided its type into three: myth, legend, and folktale. a folk tale, which is also written in popular ones, is part of a kind of traditional story that grows basically develops within society for a long time and has been inherited from one generation to another the oral tradition. as the most common folk tale, folk is defined as a story, legend, or legend that is part of an oral tradition that has no single, identifiable author and the fact that it has been passed down from one generation to the next. orally, it changed over time, being reshaped by each storyteller, and often changed with each within a specific generation. thus, various versions of the same folktale exist as a result of reshaping and retelling. exactly how to define what is or is not a popular tale is up for debate, but stories that fall into this category usually feature very distinct, such as beginning with "there was once… ", end with "…and they all lived happily ever after". they traditionally feature fantastical elements as well as creatures such as giants, fairies, elves, and dwarfs. they are usually quite short, often taking only minutes to tell or read, and the plots often of melodramatic nature, featuring a hero and villain conflict where everything ends, good triumphs and justice is well served. instagram taken from instagram help center (instagram, 2022) it was stated that instagram is a free photo and video sharing app available on iphone and android. people can upload photos or videos to our service and share them with their followers or with a selected group of friends. they can also view, comment and like posts shared by their friends on instagram. anyone aged 13 and over can create an account by registering an email address and selecting a username. whereas instagram caption is something that you place next to your post that gives context to your images and allows you to share your brand voice. good instagram captions make posts more memorable by telling your followers how to http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 129-137 http://ojs.unud.ac.id/index.php/eot 132 e-issn 2407-392x. p-issn 2541-0857 take action or laying the foundations for a stronger relationship. the right instagram caption even makes your content more shareable. cultural values cultural resources become tourist attractions through a planned process, while the interpretative process and the design of the “packaging” were created to present the brand to the public. interpretation is the very essence or main content of one that is sold, while packaging is not merely transformation helping to promote or simplify. it is precise that stories and storytelling can become a “brand” during that process. unless it becomes a brand, heritage does not interest tourists. if designed and interpreted correctly, traditional heritage becomes a realistic tourist attraction and a reason for tourists to travel. this is why the experience must not only be one of entertainment, but it must also intrigue us with enigma, convey a message to us and offer us. the total experience is created only when you also include emotions (alic, 2020). promotion philip kotler (2000) defines promotion as an activity carried out by companies to communicate the benefits of their products and to convince consumers to buy. cummins (1991) defines promotion as a set of techniques used to achieve sales or marketing goals in a cost-effective manner, by providing added value to products or services either to intermediaries or direct users. it is usually not limited to a certain period of time. these things can be achieved by using promotional tools. moreover, shimp, et al. (2004) elaborates promotion has functions such as: informing (providing information), persuading (persuade), reminding (reminder), and adding value (adding value). eventually, this research aimed to analyze the prominent cultural values of the famous tourism folktale spot in indonesia. methods this research employed qualitative approach through content analysis studies. mohajan (2018) argues that research qualitative is one form of action social media that emphasizes how to interpret and understand experience as a way of understanding the social reality of the individual. neuman, et al. (2014) explains that researchers in the study of content analysis, doing collection and analysis of text content. as for researchable content consists of words, meaning, image, symbol, idea, theme, or message communicated. therefore, this research will use textual analysis and will look at the cultural values through instagram post and their captions which related to folktale of tourism spot. there are four dimensions of culture based on “four senses of culture” by adaskou, britten, and fahsi (adaskou, britten, & fahsi, 1990). the first dimension is called the aesthetic sense; the second is a sociological sense, the third is semantic sense, which refers to the conceptualized system that is incorporated in the language and the last is pragmatic sense. the last is sociolinguistic or pragmatic sense. it covers skills in social situations, background knowledge, and paralinguistic skills. therefore, the identification towards the instagram captions will be categorized through cultural aspects such as: the aesthetic sense (refers to media, cinema, music with popular or traditional genres, and literature.), the sociological sense (relates to the organization and nature of family, home life, interpersonal relations, material condition, work and leisure, customs, and finally, institutions), the semantic sense (refers to the conceptualized system that is incorporated in the language) and the http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 129-137 http://ojs.unud.ac.id/index.php/eot 133 e-issn 2407-392x. p-issn 2541-0857 pragmatic sense (it is covering skills in social situations, background knowledge, and paralinguistic skills). results and discussion like most other social media, instagram is also easily accessible from smartphones and has become an existence booster among young people. instagram is one form of the result of the advancement of the internet and is classified as one of the social media that is quite loved by today's audiences. by taking advantage of this, the opportunity to promote tourist attractions can be easier because of the large number of potential consumers who gather on instagram social media. one of the strengths in promotion through instagram as a business medium is to use hashtags where several features on instagram that can be used for promotion include: followers (followers) and follows (following), uploading photos/videos with captions (posting), instastory and others. instagram has a caption feature or captions in every photo that is posted. for tourists who visit tourist attractions with folklore appeal, they can use their own caption feature as detailed information that can be an attraction for each post on their respective instagram accounts. they tend to use informal language that is easy to understand and understand in their post captions. or even retell folktale stories that happened in that place. example is this caption used by someone who visited malin kundang tourism spot “don’t rebel towards your mother, then you will become a stone.” the results of findings the instagram captions cultural values related to the folktale of tourism spots are: the ig post which has clear caption, used hashtags, and depict the clear view of the related. tourism spot folktale in line with this, the tourism spots finding are: 1. malin kundang 2. sangkuriang 3. roro jonggrang / prambanan 4. danau toba 5. legenda batu menangis 6. legenda kawah sikidang 7. garuda wisnu kencana figure 1. instagram captions and posts related to indonesian folktale http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 129-137 http://ojs.unud.ac.id/index.php/eot 134 e-issn 2407-392x. p-issn 2541-0857 captions and photos provided based on the 7 tourism folklore spots were described and used based on the photos and the captions. from those captions and 7 posts it was found that: 5 captions have aesthetic sense,3 have sociological sense, 2 semantic sense and 1 pragmatic sense. table 1. analysis of instagram folktale captions related to its cultural values no tourism spot caption and hashtag cultural value 1 malin kundang don’t rebel towards your mother, then you will become a stone aesthetic sense -sociological sense 2 sangkuriang each time i go to tangkuban perahu, i always take photos at the youth tree. so, i can be as pretty and as youthful as dayang sumbi, who is always beautiful even though she ages”. -aesthetic sense 3 prambanan the cursed princess: roro jonggrang. is a folktale figure from central java who is famous for her request to make 1000 temples in 1 night for a man who wants to propose to her. however, when 999 temples had been built and 1 statue was missing to complete the temple, roro stopped bandung bondowoso's efforts not to propose to her, which finally made bandung angry and cursed roro jonggrang to be the 1000th temple statue. now the temple is one of the grandest buddhist temples. 2nd in indonesia. -aesthetic sense -pragmatic sense 4 danau toba i thought we were sour and salt, apparently, we are water and oil” -semantic sense 5 legenda batu menangis a spoli diva daughter love being lazy and admiring her reflection on the water all day yet her mother worked so hard earning money for them. wherever they go, the daughter always tells other people that her mother is a servant. as the mother can’t hold the pain anymore, she prays to god to punish her daughter. god then answer her prayer. slowly, the girl’s leg turns into stone. the process continues to the upper part of the girls’ body. “mother please forgive me!” she cries and asks her mother to forgive her. but it is too late. her whole body finally becomes a big stone. until now people still can see tears falling down the stone. people then call it the crying stone. aesthetic sense -sociological sense 6 legenda kawah sikidang in the past around this area there lived a girl named shinta dewi. shinta aesthetic sense -sociological sense http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 129-137 http://ojs.unud.ac.id/index.php/eot 135 e-issn 2407-392x. p-issn 2541-0857 no tourism spot caption and hashtag cultural value dewi's beauty spread throughout the area so that many young men wanted to propose to her but none of them succeeded because the beautiful girl asked for a large dowry. the beauty of this girl was heard by a rich prince named kidang garungan. the prince who has a human body but has the head of a deer. prince kidang sent envoys to deliver a large amount of dowry. this girl agreed to the proposal but was surprised to see the prince's true appearance. this girl then found a way to cancel the proposal and asked the prince to build a water well for the surrounding community. the prince then made a well using his horn. frustrated, shinta asked the people to bury the prince and ended up being buried alive in a well he dug himself. that anger formed the sikidang crater. 7 garuda wisnu kencana good afternoon, view the gwk bali statue from the german beach area of tuban bali. hopefully bali tourism will recover -semantic sense based on the four sense of culture framework proposed by adaskou, britten and fahsi (1990), the culture is categorized into four senses: the aesthetic sense, the sociological sense, the semantic sense, and the pragmatic sense. the aesthetic sense of culture refers to the media, the cinema, music, and above all literature-research. this is the most used in the instagram caption that were used because findings based on the hashtag or #. it was found that posts captioning hashtag related to the tourism spots of malin kundang, sangkuring, prambanan, legenda batu menangis and legenda kawah sikidang. all were retelling the story or behind the story of the folktale in their caption instagram posts. these captions clearly explain the folktale in their posts along with the picture or illustration of the folktale. whereas the sociological sense of culture refers to the organization and nature of family, home life, of interpersonal relations, material conditions, work, and leisure, custom, and institutions. sociological sense basically explaining about family and family ties, these culture sense can be found in the instagram caption content of malin kundang, legenda batu menangis, and legenda kawah sikidang because these folktales explaining about family ties and family relationship. whereas the semantic sense of culture refers to the conceptual system embodied in the language and conditioning all our perceptions and our thought process. this culture sense is found in instagram post captioning garuda wisnu kencana. because this tourism spot is located near the beach therefore for semantic sense the user captioning the post with post about beach and how the tourism spot is near the beach. the last, is the pragmatic sense refers to the background knowledge, social skills, and paralinguistic skills that, in http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 129-137 http://ojs.unud.ac.id/index.php/eot 136 e-issn 2407-392x. p-issn 2541-0857 addition to mastery of the language code, make possible successful communication. in this instagram caption post from prambanan where the user is explaining the story of prambanan and especially the lack of communication between roro and bandung bondowoso hence the pragmatic cultural sense is found on this caption. therefore, based on the cultural sense, it is found 71.42% aesthetic culture sense, 42.85% sociological culture sense, 28.57% semantic culture sense, and last 14.28% pragmatic culture sense. from these findings, we can conclude that aesthetic sense is the most frequently used in describing the tourist spot and also for using instagram captions. from the instagram caption aesthetic sense related and how its correlated to the promotion of the place stated by kotler (kotler, 2000) it can be depicted that: a) informing (providing information) for informing, instagram is a great and easy place to do so. for tourists who went there and put captions and photos and even illustration to explain and informing to others on how the place looks like. b) persuading (persuade) for other form of promotion, instagram caption to tourism related spot can persuade others to visit the place as well. c) reminding (reminder) whereas in reminding, this can be one way during pandemic. instagram captions posts serve as reminder for people when certain tourism spots are already open for public and such. d) adding value (adding value) in promoting part for adding value, parsi (parsi, 2021) stated that 48% of people choose their destination based on what they see on instagram and 35% of them discover new places to visit from instagram. therefore, the more tourism folklore related posts and its caption seen by people, the more people will come to the tourism spot as well. conclusion folktales and folklore continue to captivate society and remain a popular subject. this is evident through the growth of tourist spots inspired by folktales, although they may not be as well-known as other "instagrammable" locations. despite the challenges posed by the pandemic, instagram remains a widely used social media platform, particularly in indonesia. it can serve as a powerful promotional tool for folklore-related tourist destinations, as it allows users to share captivating visuals, thought-provoking captions, and relevant hashtags, thereby enticing more visitors to explore these places. the study emphasizes the significance of cultural values and content in folktales when promoting tourism spots through instagram. to create effective posts, clear and appealing photos should be accompanied by well-written captions that relate to the content. captions can range from summarizing the folktale or folklore to storytelling, while including interesting hashtags to enhance post visibility. furthermore, in order to further enhance promotion, instagram users can explore creative methods such as incorporating additional stories and music into their posts. overall, instagram offers a valuable platform for promoting tourism, and when combined with cultural sensibilities and creative approaches, it can significantly boost the visibility and appeal of folklorerelated tourist destinations acknowledgement the writers would like to express their gratitude to ikip siliwangi for providing the necessary facilities and to people who create the instagram caption using indonesian folktales that providing the necessary resources, eventually enables the effective completion of this research. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. 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(2014): 101-113 http://ojs.unud.ac.id/index.php/eot 101 e-issn: 2407-392x. p-issn: 2541-0857 tourism development impacts on water resources in northern kuta district of badung bali i nyoman sunarta, made sudiana mahendra, agung suryawan wiranatha and syamsul alam paturusi school of postgraduate study doctorate degree in tourism udayana university coressponding author: cairns54@yahoo.com article info received 27 february 2014 accepted 10 august 2014 available online 10 september 2014 abstract one of the problem in the development of bali tourism is declining carrying capacity supporting tourism resources, especially water. in the past, rural areas have never experienced a lack of water, by which presently facing a water crisis. this condition corresponds to the higher intensity of exploitation of water resources as a result of tourism development. the rapid development of business on accommodation facilities in north kuta district is potential to accupy rice paddy and water resources. if this development is not properly controlled can cause negative impacts not only on the existence of the fields, but also for the potential of water resources. tourism is significantly depend on adequacy of water resources to be able to function properly, thus in case of a water crisis in the tourist areas of bali in particular, then sooner or later will create the economic crisis and the crisis of tourism. the research was located in north kuta district aimed to know the impacts of the development of the tourism on water resources potential. in order to understand the impact on water resources used geography disciplines approach, and applying survey research methods. tourism development is determined by the interpretation of quickbird imagery in a different location. carrying capacity of water resources is determined by using the guidelines of per men lh. no. 17 year 2009. impact of tourism development on water resources was determined using comparative analysis of surface water and groundwater, both an quantity and quality. there were two patterns of land use change in north kuta district, namely from the rice fields to tourist accommodation and from the dryland/orchard land, to tourist accommodation. changes from rice field for about 16 years (1992-2008) in north kuta district was 1,218.44 ha. carrying capacity of water resources was considered deficit at all village in north kuta district. development of tourism, especially tourism accommodation has changed land cover in an resulting increase in coefficient of flow, so that more rain water flowing on the surface than into the ground water as a reserve. development of tourism in the northern district of kuta had a negative impact on potential water resources both quantity and quality. on quantity aspect, an increase in runoff discharge 3,255 lt/sec/year and declined of the water table resulting in resources from shallow groundwater to deep groundwater in. on quality, water resources have indication of pollution and salinity content in groundwater has reached at a distance of about 3 km from the beach, as an indication of the occurrence of seawater intrusion. keywords: tourism development, water resources, carrying capacity, northen kuta. e-journal of tourism vol.1. no.2. (2014): 101-113 http://ojs.unud.ac.id/index.php/eot 102 e-issn: 2407-392x. p-issn: 2541-0857 introduction background tourism is an industry whose operation requires resources and generates wastes. however, in need of resources, tourism tends to compete for scarce resources and often becomes the winner (wall and mathieson, 2006). this often results in an imbalance in resource utilization between the needs of tourism andthose of other sectors. in the end the quality of the resources will be damaged and the environment in general has its reduced quality. the development of tourism that can have an impact on the environment, including the impact of the construction of tourism facilities, the impact of the use of means of transportation, and the impact of the operation of the tourism industry (richardson and fluker, 2004). the development expansion of tourism infrastructure (hotels, villas, bungalows, restaurants, shops, golf courses, etc.) so quickly leads to dwindling agricultural land areas drastically. jica study estimates that during the period of 6 years (1997-2003) rice field areas in bali were reduced from 87,850 hectares to 82,644 hectares. that is, the rate of conversion of paddy fields reaches 870 hectares (1.0%) per year. these data give a sense of endangerment of the sustainability of subak, a traditional balinese farmer organizations that have been well-known throughout the world. changes in land use may affect the size of the water that seeps into the ground and flowing on the surface, thereby determining the availability of water in an area. one of the crucial issues in the development of tourism in bali is a change in the carrying capacity of the environment, particularly in the provision of clean water. rural areas that once almost never experienced a drought of water resourcesrecentlyhas had to face a crisis that is not classified as mild. it is associated with higher intensity of exploitation of water resources due to the development of infrastructure and tourism facilities. the volume of water consumed by the tourism accommodation in badung, which is 1,500 liters per room per day, far greater than the need for clean water which is only 120 liters per capita. even hotels in the tourist area of ubud, in particular in the village of kadewatan require 2,500 liters of water per room per day (sunarta, 1994). this shows that, the water needs for tourism varies greatly depending on the type of accommodation. hotels, villas, homestays, or cottage will require different water in the operation. development of villas as a means of tourism accommodation in bali seems to be used as one example of the development of tourism industry that is not planned in advance. it can be seen from itsfast development like without control. the existence of villas having several potentials receive considerable attention from many parties, eitherpositive or negative potential, such as physical growth, designation, licensing violation, seizure and exploitation of resources, pollution and so forth. accommodation business developments such as villa were growing rapidly, especially in the district of kuta, and even more in the district of north kuta. the development of this business property will certainly utilize rice fields and requires not littlewater resources. studieson the development of rice fields in bali show that from 1990 to 2020 the number of rice fields has decreased drastically. by using a high-growth strategy (strategy 5) rice fields in badung/denpasar are assumed to be finished in 2020 (wiranatha, 2003). it is also noted that, the comparison between the potential availability of clean water and total fresh water needs in badung/denpasar will be minus / deficit in 2020. the most interesting thing in the study is for all the strategies, starting from the basic strategy to the water balance high growth strategy in badung regency/denpasar will be minus/deficit. this condition will of course greatly affect the water system and irrigation in badung regency. tourism development and infrastructure could lead to a significant change on natural resources. this problem is often compounded by the fact that tourism often occurs in areas that have high biodiversity, thus becoming one of the major driving forces behind the destruction of resources in the region (unep, 2003). given the growing number of villas in badungregency of especially in north kuta district of north, it will certainly have an e-journal of tourism vol.1. no.2. (2014): 101-113 http://ojs.unud.ac.id/index.php/eot 103 e-issn: 2407-392x. p-issn: 2541-0857 impact on the socio-economic life of the community but also on natural resources, especially land and water, both in quantity and quality. this phenomenon is interesting to study, to reveal more about the impact of accommodation business development on water resources in north kuta district as the region with the most rapid development of tourism in comparison with four other districts in badung regency. components of water resources will be affected by tourism development such as groundwater and surface water, both in quantity and quality. a component of water resources which is of no less importance is the runoff that could potentially lead to flooding. in addition, the research further intends to identify negative impacts that arise as early as possible so that it can be known by all tourism stakeholders. the results of this study can also be used as a material consideration in planning the development of tourism in badung regency. research objectives in general, this study aims to assess the development of accommodation businesses and analyze the impact on water resources in the district of north kuta. in particular, this study aims to assess and analyze: 1) the development of business accommodation that occurred in the district of north kuta, especially hotels, villas, lodging, restaurants, and residential areas which could potentially cause impacts on water resources. 2) the amount of the carrying capacity of water resources in meeting the needs of residents and tourists in the district of north kuta. 3) the impact of the development of business accommodation on the component of surface runoff, potentially leading to flooding. 4) the impact of the development of business accommodation on potential ground water both in quantity and quality. literature review previous research studies several studies on the impact of tourism developments that have been undertaken and are considered relevant to this research, among others; development of tourism related to the existence and the essence of the development of villas; the impact of planning policies oftourism accommodation facilities of the development of villas; the impact of tourism on the development of the socio-cultural environment, the physical and economic environments; the impact of hotel and restaurant developments on groundwater quality. in addition, several literatures and some research findings that have been done by foreign researchers either conducted in bali or outside bali. wiranatha (2003) in his dissertation entitled “a system model for regional planning towards sustainable development in bali indonesia” much discussed the modeling related to sustainable development in bali. in chapter 6 on “modeling of natural resources and pollution” discussed a lot about land resources system and water resources system. by using five strategies starting from basic growth strategy (strategy 1) to the high-growth strategy (strategy 5) can estimate the development ofrice fields area and fresh water balance in the area of research. the development of rice fields in bali using the strategy 5 decreased from 105 705 ha in 1990 became 69 965 ha in 2020. using the same strategy, the estimated rice fields in badung/denpasar which will finish in 2020 for all levels of water balance strategy in badung regency/denpasar will undergo a deficit/minus in 2020. negara (2010), entitled "impact of tourism accommodation facilityplanning policy implementation onthe development of villas in badung regency. it was found that the level of awareness of accommodation businessmen was very low in terms of licensing. there were only 19.29% of legal villas, licensing violations reached 80.71%. villa development conditions before the policy tend to cause problems, such as violations of spatial planning, environmental pollution and sacred areas. cullen, 2003, entitled "tourism, e-journal of tourism vol.1. no.2. (2014): 101-113 http://ojs.unud.ac.id/index.php/eot 104 e-issn: 2407-392x. p-issn: 2541-0857 water and waste in westland: implications of increasing demand on infrastructure." this study presents several findings that the tourism development in tourism areas will require the supply of plenty of water and produce wastes that can damage the potential of groundwater and surface water. the cause is not only by touristbehaviorsbut also inadequate facilities and infrastructures. rathore (2012), on the impact of tourism development in rural india, opportunities and challenges. this study further strengthens the belief that the development of tourism in addition having itspositive impactsit also resultsin a negative impact. the negative impact is due to the fact that the development of tourism will always require infrastructure which in its development tends to exploit local resources so as to decrease the quality of the resource. what is interesting in this study is that the development of tourism in rural areas should not be made en masse. this shows that developing a product must really determine the specific and unique potentials owned by the village, without having to follow the willingness of most tourists. this strategy is part of the concept of sustainable and environmentally-basedtourism developments. tapper et al. (2011) in their study in 17 tourism destination countries suggested that tourism development has a negative impact on water resources. water demand which exceeds the available supply in many popular tourist destinationshas caused water shortages. it has serious effects on the surrounding community, natural habitats, and the tourism sector itself, as well as undermining the goal of sustainable development. all the tourism destination countries included in the study their water resources are under very serious pressure, the cause is a combination of interrelated factors, among others: physical scarcity, the causes include running out of supplies (malta, spain, greece), drought (the caribbean morocco), pollution (including tourism), and salt water intrusion caused by over-exploitation; economic scarcity, including a lack of infrastructure, poor water management and lack of demand management (e.g. kenya, egypt, the caribbean); rapid urbanization and unregulated tourism development, increased utilization of the scarce water resources and causing contamination of the supply of water resources by unmanaged waste (tunisia, egypt, yucatan); population growth and tourist fluctuation: including seasonal effects during the tourism season (caribbean). associated with the use of water in tourism particularlyby tourists, a study suggests that a tourist in grenada, spain generally use 7 times more water than local people and this difference is usually the case in many developing tourist areas. in tropical regions such as the mediterranean, the problem of water scarcity is of particular concern, because of the hot climate and tourists‟ tendency to consume more water when on holiday than they do at home. the amount used by tourists can reach 440 liters a day,it is nearly twice the average usage of spanishtownspeople. un secretary general, ban ki-moon in his speech delivered in commemoration of "world tourism day" 27 sept 2013 on the topic "tourism and water, protecting our common future" saying that: climate change and the unsustainable consumption threatens global water resources, and the responsibilities of the tourism industry to maintain and manage water properly. ban ki-moon encouraged tourism companies to reduce consumption and improve waste management and asked to play their part by making environmentally conscious choices when they travel. by doing water saving as a priority, then we can all help to build the future we want. theoretical basic in general, this dissertation raised the topic: the impact of tourism developmenton water resources in north kuta. in general, some of the theoretical foundationsare concerned with the life cycle of tourism, planning and development of tourism, the impact of tourism development, and the cycle of water resources. tourism destinations life cycle (life cycle tourism) as social and economic activities, tourism certainly has a life cycle. butler (2006) conceptualizes the life cycle tourism as a cycle that resembles the letter s, which consists of stages like the exploration stage, e-journal of tourism vol.1. no.2. (2014): 101-113 http://ojs.unud.ac.id/index.php/eot 105 e-issn: 2407-392x. p-issn: 2541-0857 involvement stage, development stage, consolidation stage, until finally entered the stagnation stage and then between rejuvenation (rejuvenation stage) and attenuation (decline stage). the theory offered by butler about the life cycle of tourism is still too common and difficult to be operationalized. it is quite difficult to determine at which stage a tourism condition is. but at least butler‟s theory can provide directions that tourism needs to be managed well, so it does not stagnate, but continues to experience rejuvenation. planning and development of tourism planning is a major step that starts a whole series of activities of a work organization which has the function of placing the starting point of the organization's activities further, as well as directing all the resources, facilities, processes and programs based on the specified policy to achieve the objectives of an organization. planning is the whole process of thinking and careful determination of the things that will be done in the future in order to achieve predetermined objectives. some important things to consider in planning, namely: a) planning is an activity that is comprehensive of a work organization, not just a part of the action; b) that planning is a process with several ongoing and continuous activities; c) planning is a result of thinking and determination that can be said to be a policy decision; d) that planning is something that is done in the future, but it can be determined at this time that is an act through high intellectual hunch; e) that planning is a means for the achievement of a goal, arguing that the purpose should be determined first, new planning can be made; f) that planning is a standard that provides a description of the objectives to be achieved. other experts say that planning is organizing the future to achieve a definite goal. related to tourism planning, gunn and var (2002) suggests that; if the objectives of the development of tourism is to obtain a better economic impact, then tourism should be well planned so that tourists feel comfortable, people are made involved and the important thing is to protect the resources so as not to degrade. tourism areaswill always experience growth. miossec analyzed the development of tourism with the use of four key characteristics, namely the resort, transportation, tourist behavior, and attitudes of decision making and residents in the destination area, which became known as the miossec model of tourist development. the model asa whole provides a perspective on the developmentand is shown by the development graphically in an interrelated way from a tourism stage to a very advanced stage in the fifth phase. in the early stages (0 and 1) the areas are still isolated, there is little progress, and tourists still have a vague idea of the destination area, while local residents tend to have polarized views on whether tourism can bring them to a better direction? the success of the pioneer areas leads to further development (stage 2). as tourism is growing,hierarchical systems are thus increasingly complex, resort and transportation networks develop. the development of tourism is a series of efforts to achieve coherence in the use of various tourism resources integrating all forms of outside tourism aspects relating directly or indirectly to the continuity of tourism development (swarbrooke, 1999). in tourism development some aspects are required to support the development, namely: 1). physical aspects, such as; geography, topography, geology, climatology, hydrology and vegetation; 2). aspects of tourism attraction, among other things, the appeal of nature (natural attraction) such as climate, landscape, flora and fauna; 3). accessibility aspects both physical and non-physical. 4) aspects of activities and facilities, such as accommodation, restaurants, art shop; 5) socio-economic and cultural aspects. impact of tourism development the development of tourism can cause negative impacts on the environment, especially when carried out without management standards designed to protect the environment (unep, 2003). the negative impact is mainly caused by activities such as infrastructure development, and use of resources. excessive resource use and waste generated resulting in damage to the quality of the resources, such as land and water. e-journal of tourism vol.1. no.2. (2014): 101-113 http://ojs.unud.ac.id/index.php/eot 106 e-issn: 2407-392x. p-issn: 2541-0857 tourism development usually requires some form of infrastructure, which may result in significant changes of natural resources. this condition is compounded by the fact that tourism often occurs in areas of high biodiversity, such as coastal areas, mountains and protected areas. tourism development can be concentrated using local resources in rural areas and undermine local resource management systems (unep, 2003). development of new infrastructure often increases pollution caused by waste water. this can have a negative impact on coastal biodiversity, particularly in areas that have the coral reefpotential. tourism produces 35 million tons of solid waste per year, roughly equivalent to the french state (unep, 2003). sonak, (2004) describes the general impact of tourism activities, especially in coastal areas. tourism activities will require water that is typically derived from groundwater, causing groundwater levels to decline. the decrease in groundwater levels indicates that groundwater discharge to undergoa decrease, so that sea water will get into the ground water which is called intrusion. this shows that the tourism activity has an impact on the aquifer of ground water.tourismactivitieswould also require land for the construction of hotels and the like, as well as other infrastructure, resulting in a change of use and land cover. if the change of land use from rice fields/ other plants into a physical building, then it is almost certain to result in run off that is likely to cause flood. tourism activities will need food, energy and transportation. this will affect the ecosystem in the surrounding area, and can damage the resource in the area. impact on water resources water resources is the gift of god almighty providing benefits for the welfare of the whole people of indonesia in all fields. article 33 paragraph 3 of the constitution of the republic of indonesia in 1945 states that water resources are controlled by the state and used for the welfare of the people fairly. this means that the state guarantees the right of every person to get water for the fulfillment of the basic daily needs and make arrangement for the rightsof water. state control over water resources is organized by the government while recognizing and respecting the units of customary law communities along with their traditional rights, such as the customary rights of local communities and other similar rights. this shows that the traditional rules that exist in an area has accommodated role in legislation, particularly the law of water resources. in line with the increasing development, human need for water is increasing as well. it encourages the increasing economic value of water in comparison with the value and its social function. the condition has the potential to create conflicts of interest between sectors, between regions and the various parties related to water resources. on the other hand, the management of water resources which reliesmore on the economic value will tend to favor the owners of capital and can ignore the social function of water resources. based on these considerations, it has also been stated in the law of water resources, about the management of water resources which are more concerned with weak economic groups by applying the principle of water resources management which are able to align social, environmental and economic functions. cycle of water resources/hydrology water as the source of people's lives naturally its presence is dynamic flowing to a lower place regardless of administrative area boundaries. the presence of water follows the hydrological cycle that is closely related to weather conditions in an area, causing uneven water availability in every time and every region. population growth and increasing community activity result in the changes of environmental functions impacting negatively on the preservation of water resources. it requires good management of water resources from upstream to downstream with the river basin basis in the pattern of water resource management without being affected by the boundaries of the administrative areas in its path. hydrology is the science which is a branch of physical geography related to water on earth, the occurrence, circulation and distribution, chemical properties, physical and relationship with its environment, including its relationship with hydrology as its basic e-journal of tourism vol.1. no.2. (2014): 101-113 http://ojs.unud.ac.id/index.php/eot 107 e-issn: 2407-392x. p-issn: 2541-0857 science (kodoatie and sjarief, 2010). the water in the hydrological cycle may be water in the air in the form of vapor and rain; on the mainland in the form of snow, and water on the surface, in rivers, canals, reservoirs, lakes, marshes, and sea water; as well as groundwater. the sea water has different characteristics and requires the handling as well as a separate regulation. utilization of sea water on land for the purposes of exploitation need to pay attention to the environmental function and must obtain government permission in accordance with their authority. framework of thinking and concepts the development of tourism, which is indicated by the development of the accommodation business, will require land and water resources, and generate waste. in need of land resources, tourism development will lead to changes in land use, especially of paddy fields into a hotel building and other supporting facilities. this will lead to changes in runoff coefficient and the amount of runoff. the change of rice fields into tourism facilities will result in ground water recharge decreases so that runoff increases and potentially leads to flooding. the development of tourism can cause a variety of negative impacts on natural resources, particularly when carried out without management standards designed to protect the environment (unep, 2003). the development effort will require accommodation of water large enough and can impact the carrying capacity of water is an important component in ensuring the sustainability of tourism. the development effort will require water accommodation which is generally taken from groundwater, causing groundwater levels to decline (sonak, 2004). the decrease in groundwater levels indicates that groundwater discharge undergoesa decrease, and the potential availability of groundwater is reduced. the decrease in ground water level, besides being caused by excessive ground water drilling, is also caused by reduced rainfall catchment area because of being covered byaccommodationbuildings, roads and other physical buildings. in coastal areas, the decline in ground water level by excessive drillings, will lead to sea water intrusion into the mainland. this situation occurs because the ground water pressure becomes smaller than the sea water pressure, so that over time the quality of the groundwater becomes polluted and unfit for consumption as drinking water. water pollution essentially occurs due to waste water directly discharged into water bodies or into the soil without processing it first, or the processing performed is inadequate. sources of water pollution can come from household waste, waste of accommodations /hotels, agricultural and industrial wastes. water that is used in the operation of most of the accommodation will be disposed of in the form of wastes. wastewater is generally discharged directly to surface water, such as irrigation channels, river basins, finally gets to the beach. disposal of this waste water can contaminate ecosystems that it passes by, including irrigation water, rivers and beaches, as well as brings a negative image for tourists and tourism in general. this dissertation research focuses on assessing the impact of business accommodation development in north kuta district. this study covers three issues, namely the development of business accommodation, the carrying capacity of water resources and the potential impact on water resources. the research problems were addressed by applying some theories, such as tourism area life cycles, water cycle theory, the theory of carrying capacity and the impact theory. results of the study were then interpreted and summarized and the suggestions were given for the preservation of water resources and the sustainability of tourism in bali methodology business accommodation development referred to in this study is all physical developments related to tourism such as; hotels, villas, home stays and houses which are functioned as houses for rent or lease/boarding, and private homes, which support tourism. while the definition of water resources is a condition of surface water and groundwater, both in quantity and quality. impact referred to in this study is the change in the potential of water caused by the development of tourism in the study area. e-journal of tourism vol.1. no.2. (2014): 101-113 http://ojs.unud.ac.id/index.php/eot 108 e-issn: 2407-392x. p-issn: 2541-0857 business accommodation development seen in this study of the development of business accommodation, settlements, fields, fields, and roads which is a component of land use changes that occurred in the study area with the assumption that the land use changes that occur as a result of tourism development. the data needed is a map and imagery/aerial photography in a different year to determine changes in land use in the study area. byoverlayingthe two aerial photographs, changes in land use were obtained, which is an indication of the development of tourism in the study area. with changes in land use, coefficient runoff changes can also be identified (coefficient runoff will be explained further in the method of water carrying capacity). coefficientrunoff would then be used for determining the magnitude and changes in surface runoff that occurs in the area of research, so that the impact of tourism development on surface runoff can be known. method of calculating water carrying capacity considers the availability and the need of water resources for residents and tourists in the area of research. the calculation result will be able to know in general whether the water resources in the study area in a state of surplus or deficit. the surplus state indicates that the availability of water is adequate, while the deficit state shows theinsufficiency of the need for water in the study areas. the determination of the impact of the development of business accommodation onthe potential of water resources will basically be seen from the quantity and qualitypotentials. development of business accommodation will be seen from land use maps in different years (after 2006 and before 2009). land use changes reflect changes in land utilization. changes in land utilization especially in the field of tourism, such as accommodation, restaurants, art shops, mini markets, and roads including settlements result from tourism development that occurred in the study area. the development is then able to change the runoff coefficient. the big change in runoff coefficient is later called the impact of the development of business accommodation on the water surface. the impacts on groundwater potential will be evaluated from the amount of water usage bythe accommodations in the area of research. utilization of ground water by the tourism activity can result in declines in soil water potential in the area of research, which can be seen from the drop in groundwater level in the wells of the local people, especially in the dry season while the impact of accommodation business development on water quality will be seen in terms of the quality of surface water/river and ground water caused by wastes generated and disposed of in the water bodies. results and discussion the results of this study can be expressed as follows. based on data from the badung regency it can be seen that the development of accommodation property in the district is very rapid. the growth of budget hotels within seven years (2006-2012) were at the average of 10.05%, i.e. from 347 hotels with the number of rooms was 8,618 in 2006, expanding rapidly into 667 pieces with the number of rooms was 22,684 in 2012. the growth of tourist lodge in the same period was at the average of 23.37%, i.e. 165 pieces with the number of rooms was 799 in 2006, developed into 688 pieces with the number of rooms was 3,013 in 2009. the property development would also take place in the district of north kuta which had 204 pieces of accommodations / inns in 2010. the development of accommodation will utilize the land in its development, so that land use cannot be avoided. the district of north kuta has the biggest land switch compared with other districts in badung regency. paddy land conversion that occurred in the district of north kuta has increased in the last three years. in 2010, 10 hectares of rice fields switched their functions, and increased to 29 hectares in 2012. the conversion of rice fields that occurred in the district of north kuta approaches 10 hectares per year. the change in land use in south kerobokan from rice fields into non rice fields was 21.25 hectares and the shrinkage of vacant land was 12.66 hectares. so there has been a total of 33.91 hectares of land that undergo changes of functioninto built spaces in south kerobokan for 3 years (average of 11.30 ha / e-journal of tourism vol.1. no.2. (2014): 101-113 http://ojs.unud.ac.id/index.php/eot 109 e-issn: 2407-392x. p-issn: 2541-0857 year). similarly, the ratio of built spaces with green land area in south kerobokan in 2009 shows an alarming rate, which reaches 68.9%, meaning that the area of built spaces has reached more than half of the available total green land areas/open areas. the changing dynamics of land in canggu is relatively slower. the rate of reduction of rice fieldshas been recorded only 0.94 ha, 0.09 ha farm lands, and 1.34 ha mixed farms. so totally there are about 2.37 hectares of rice fields, farm lands, and mixed farmsthat undergo a switch in function (an average of 0.79 ha/year). similarly, the increase of land area that serves isrelatively small, that is, 3.75 ha. however, if this data were linked to real rural context what would be happening in canggu already shows the development of a quite dynamic land use change. status of the water carrying capacity is derived from the ratio between the amount of water availability. in general, the status of water carrying capacity in north kuta district is deficit with the status value of the water carrying capacity below 1 or 0.27. the amount of water deficit for the district of north kuta was 79.55 million m 3 / year (only considering the population) and 149.357 million m 3 / year taking into account the water needs of residents and tourists. the status and the value are an accumulation of environmental factors that affect the amount of water availability and water level. the whole villages in the district of north kuta have undergone water deficit. looking at the value of the water carrying capacity, it is seen that the villagehaving dense settlements and large population, the value of its water carrying capacity is very small. as shown by north kerobokan village with water carrying capacity value of 0.14, followed by the dalung village which is 0.19. based on the comparison between land use map produced from the image quikbird in 2009 and the plan of land use in the south kerobokan village, it is clear that the development of tourism/accommodation planned was already not in accordance with the situation in 2009. the development of tourism/accommodation which was planned only along the beach turned out not to comply with the condition in 2009 in which the building development is almost evenly spread in all places in the village. something similar is found in the village of canggu, albeit with a lower rate of growth than in south kerobokan village. new buildings developed in accordance with the pattern of the existing roads in the village, which extends from the north to the south in accordance with the shape of the village. by referring to the overview of land use changes that occur in the two villages, there are three dominant land uses, namely buildings or properties, settlements, and rice fields. although the use of land for a swimming pool almost exists in each building/ accommodation, but because its area is relatively small, the changes are not visibly large or the changes are relatively small. changes in runoff discharge in south kerobokan village in 2006 and 2009 were relatively small. the changes in the same period in the village of canggu apparently showed a smaller number, even not visibly changed. village of south kerobokan with its more rapid development of tourism poses a greater impact than the village of canggu. the distribution of impact size per month is in accordance with the amount of precipitation that falls on that month. the months that have large amounts of rainfall (rainy season) have a greater impact than the months that have little rainfall (dry season). the average impact caused by the development of tourism on the surface of the stream in the village of south kerobokan is 0.48 m 3 /sec or equal to 480 liters/sec. this shows that the result of the development of tourism in the village of south kerobokan will cause an average increase in surfacerunoff of 480 liters/second. different conditions occurs in the village of canggu, where the impact of tourism on the development of surface runoff in the village is much smaller compared with what has happened in the village of south kerobokan. the average impact occurs in the village of canggu, 0.06 m 3 /sec or 60 liters/second. the increase in surface runoff of 60 liters/sec serves as the impact of tourism development that occurs in the village of canggu. e-journal of tourism vol.1. no.2. (2014): 101-113 http://ojs.unud.ac.id/index.php/eot 110 e-issn: 2407-392x. p-issn: 2541-0857 the impact that occurs in two villages reflects the impact of tourism development that occurs in the district of north kuta. by using the average impact that has occurred in the two villages, it can be argued that the impact of tourism on the development of surface runoff in the district of north kuta is 270 liters/second. the impact of tourism development on the surface runoff in the district of north kuta shows results that are not so great. this situation can be given reasons, among others; development of tourism in the district of north kuta is not yet so great; the use of land in the district of north kuta is still dominantly irrigated areas, so that the land is already relatively saturated with water; and changes that have occurred aremore dominantly in the form of villas whose coefficient runoff is not much different from the previous land use. development of tourism, followed by accommodation and population growth will not require little water resources, which can damage water resources themselves. based on field observations and interviews in south kerobokan village and the village of canggu, it can be seen that the average water demand for accommodation/lodging in the district of north kuta. the average water needs for accommodations / villas is 1,695 m 3 / day/room or 32.72 m 3 /month/villa. by using the data of accommodation/lodging amount of 204 pieces, the water demand for accommodations in north kuta district in 2010 amounted to 6674.88 m3/month or a total of 2.58 liters/sec. based on the survey results, people who use shallow wells for water complained that the well water has decreased, especially in the dry season. eventually the population shift to utilize groundwater (deep wells) with the range between 40-50 meters and/or utilize water from water taps. likewise for accommodation/lodging, which generally prefers utilize ground water with relative grounds easier to get and the quality is better than the free ground water/shallow. besides, the utilization of ground water free/shallow likely will be easier and faster known negative effects. development of accommodation and population is the dominant component in the development of tourism in the district of north kuta. in utilizing the water resources to meet their needs, these two components chosen to use permeableground water / at the amount of 123.71 liters/sec. 204 water needs accommodation/lodgings of 2.58 liter/sec and the needs of 61 926 inhabitants amounted to 121.13 liters/sec. by comparing the water needs of the residents of the property and the potential for ground water availability depressed by 8 million m3/year or 257.20 liters/sec, the water that is used by the provision of accommodation/lodging and the population is still below potential ground water availability in the area based on the comparison of the results of the analysis of the sea water quality standard for marine tourism (bali pergup no. 8 of 2007), there are three parameters that the levels are not in accordance with the quality standards established, namely po4 (phosphate), no3 (nitrites), cl (chlorine) and salinity (salt content). the range of phosphate levels in all three beaches is between 0.011 and 0.018 mg/lt. although relatively small, but the quality standards of coastal tourism does not allow the content of phosphate in sea water. phosphate contained in seawater is generally derived from the decomposition of dead organisms. this level is increasing with the influx of domestic and industrial waste, especially waste containing detergents; agricultural waste (manure) contains phosphatesverymuch. increased phosphate pollution results from over fertilization in agriculture and the rise of businesses that use a lot of laundry detergents. increased levels of phosphate in the sea would cause phytoplankton blasting and algae blasting on coral reefs. salinity levels based on the quality standards of coastal tourism in accordance with the recommended natural levels of seawater has a salinity level of 30-35 0 /oo. by looking at the results of the analysis, only the water in the canggu beach whose salinity level is 29.0 ‰, is below natural level of sea water. while the water in berawa beach and petitenget beach, its salinity levels remain slightly above the lower limit of the natural salinity levels, namely 30.7 ‰ and 30.1 ‰ respectively. e-journal of tourism vol.1. no.2. (2014): 101-113 http://ojs.unud.ac.id/index.php/eot 111 e-issn: 2407-392x. p-issn: 2541-0857 limitations of research in this research, the development of businesses accommodation is known by using secondary data and the image of quickbird in 2006 and 2009. this is believed that the development of accommodation after that will be more rapid so that the implications would result in a greater impact as well. in quickbird image analysis, all kinds of changes in land use are used to determine the impact on surface water. the potential impact on groundwater is known from decreased water level obtained from the interviews with the community. research implications theoretical implications based on the analysis of the relationship between variables,the theoretical implications of the research results can be described as follows: 1) the development of tourism in the district of north kuta indicated by the accommodation development has led to the deficit of rice fields and reduction in the carrying capacity of the water so that the water resources are becoming increasingly critical. these research results reinforce the research conducted by wiranatha (2001) which says that the rice field in badung/denpasar will finish in 2020, and there has been an imbalance between water availability and the needs of water, even water resources will be a deficit also in 2020. cullen et al. (2001), cullen, dakers and meyer hubbert (2004)and wall and mathieson (2006) claim that tourism development can reduce the potential of water resources in tourism areas. cole (2011) points out that the uncontrolled development of tourism will lead to lead to water crisis in bali. angela, h. (2011) says that the use of water and land in the area of the development of quality tourism dominated by the villa is bigger than the area of the development of mass tourism, which is dominated by five-star hotels. 2) the development shown by the tourism accommodation businesses in the district of north kuta has a negative impact on water resources. there has been a decrease in ground water level and water pollution. results of this study has reinforced unep (2003); sonak (2004); tapper et al. (2011) who maintain that the development of tourism has resulted in negative impacts on water resources. unwwd (2003, 2006) states that tourism; especially hotels and tourists consume a large amount of water, producing about 7% of wastewater pollution and generating180liters of waste water per tourist per day. development and infrastructure of accommodation in the tourist areas have resulted in pollution of ground water and surface water. utami (2004) states that the quality of groundwater as a source of water used by the tourism industry in bali kuta has been contaminated. managerial implications 1) the development of tourism in north kuta district indicated by the accommodation developments has resulted in a reduction of rice field and the deficit of water carrying capacity. governments can reinforce the implementation of the rules and tighten up building permits and permits for businessaccommodation and drilling of groundwater. the community can participate in monitoring and following up if found development and groundwater that violates the rules, and can damage the development of tourism in the region. 2) the development shown by the tourism accommodation businesses in the district of north kuta has a negative impact on water resources. there has been a decrease in ground water level and water pollution. the government can make a rule requiring employers to make accommodations infiltration wells and sewage treatment systems. the community preserves the water resources in the region. conclusion and recommendation conclusion development of tourism in the district of north kuta indicated by the accommodation developments has resulted in a reduction of rice fields. in south kerobokan village rice fields reduced toan average of 7.08 ha/year, in e-journal of tourism vol.1. no.2. (2014): 101-113 http://ojs.unud.ac.id/index.php/eot 112 e-issn: 2407-392x. p-issn: 2541-0857 line with the increase in the amount of tourism accommodation building at an average of 6.90 ha/year, while the paddy fields in the village of canggu just reduce to an average of 0.31 ha/year and an increase in the accommodation business buildings average only 1.25 ha/year. carrying capacity of water resources in the district of north kuta has been categorized as deficit, although it only considers the population. development of tourism which is followed by the increasing number of tourists, and other supporting facilities, has added pressure to water resources. therefore, the status of water carrying capacity in the district of north kuta which is already deficit will get its worse condition. accommodation business development in the district of north kuta has a negative impact on the potential of water resources. accommodation business development has changed land cover resulting in increased value of the coefficient runoff, so that the rain water flowing on the surface is more than it soaks into the ground as water reserves. the impact of accommodation business development onsurface runoff in north kuta district was 270 liters/second per month, or 3255 liters/sec per year. the decrease in ground water level has resulted in the tendency of people to deepen bucketwells, and divert its source into deep wells. the content of salinity in the water has exceeded the standard set. this situation indicates that the groundwater discharge has decreased due to the use of ground water that goes beyond its potential. recommendation badung regency government together with the community in the district of north kuta, should make an evaluation of the development of tourism in the region, because it is not in accordance with the plan that has been made, and has resulted in a decrease in rice field areas, as well as it has a negative impact on water resources in the study area. preventive action needs to be done to tighten up building permits and permits for groundwater, as well as an integrated supervision. all stakeholders in tourism, spearheaded by the government should make efforts that can reduce damage to water resources and the sustainability of tourism, such as re-arranging the utilization of water resources, efficient water use, making infiltration wells that are on target, and maintaining and preserving the catchment areas. it is expected to have further research that can strengthen the results of this research, by digging more primary data derived from the tourism industry and the public. the impact of the development of business accommodation needs to be expanded to other components of the tourism and not only see the physical impact, such as water and land, but also the social, economic and cultural impact. in addition, this research is also expected to be done in other tourism development areas in bali, so that the balance and continuity between the development of business accommodation and the potentialof water resources on the island of bali can be maintained. references butler, r. (2006) the tourism area life cycle, vol 1. applications and modifications. clevedon: the cromwell press. cole, s. (2011) „water and tourism in bali: a looming crisis countours‟, water in tourism, 21(1). cullen, r. et al. (2001) „tourism, water and waste in westland: implications of increasing demand on infrastructure‟. lincoln university. tourism recreation research and education centre. cullen, r., dakers, a. and meyer hubbert, g. (2004) „tourism, water, wastewater and waste services in small towns‟. lincoln university. tourism recreation research and education centre. gunn, c. a. and var, t. (2002) tourism planning: basics, concepts, cases. psychology press. e-journal of tourism vol.1. no.2. (2014): 101-113 http://ojs.unud.ac.id/index.php/eot 113 e-issn: 2407-392x. p-issn: 2541-0857 kodoatie, r. j. and sjarief, r. (2010) tata ruang air. penerbit andi. negara (2010) dampak pelaksanaan kebijakan penataan sarana akomodasi pariwisata terhadap perkembangan vila di kabupaten badung. udayana university. rathore, n. (2012) „rural tourism impact, challenges and opportunities‟, international journal of business economics and management research, 2(2), pp. 252–260. richardson, j. i. and fluker, m. (2004) understanding and managing tourism. pearson education australia. sonak, s. (2004) „ecological footprint of production: a tool to assess environmental impacts of tourism activity‟, journal of tourism studies. james cook university, school of business, 15(2), p. 2. sunarta (1994) tudi dampak perkembangan hotel terhadap potensi air sunga ayung di desa kedewatan, ubud, bali. gadjah mada university. swarbrooke, j. (1999) sustainable tourism management. cabi. tapper, r. et al. (2011) „the impact of the tourism industry on freshwater resources in countries in the caribbean, mediterranean, north africa and other regions‟, tourism concern and the environment business and development group, london, uk, research project for the travel foundation, see http://www. thetravelfoundation. org. uk/images/media/tourism __ water _resources_in_destinations_report_ aug_2011. pdf (accesse. unep (2003) „water supply and sanitation coverage in unep regional seas, need for regional wastewater emission targets? section ii: targets and indicators for domestic sanitation & wastewater treatment‟. unwwd (2003) „water for people, water for life‟. united nations world water development report. unwwd (2006) „water, a shared responsibility‟. united nations world water development report. utami, n. m. m. (2004) „dampak industri pariwisata terhadap kualitas air tanah di kuta, bali‟. pasca sarjana-ui. wall, g. and mathieson, a. (2006) „tourism: change‟, impact and opportunities. england: pearson education. wiranatha, a. a. p. a. s. (2003) „a systems model for regional planning towards sustainable development in bali, indonesia‟. e-journal of tourism vol.9. no.2. (2022): 196-209 http://ojs.unud.ac.id/index.php/eot 196 e-issn 2407-392x. p-issn 2541-0857 implementation of conservation tourism in supporting the protection of the essential turtle ecosystem area at taman kili kili beach wonocoyo, panggul herlina suksmawati, leily suci rahmatin*, praja firdaus universitas pembangunan nasional “veteran” jawa timur, indonesia *corresponding author: leily.suci.par@upnjatim.ac.id doi: https://doi.org/10.24922/eot.v9i2.91384 article info submitted: august 27th 2022 accepted: september 20th 2022 published: september 30th 2022 abstract conservation tourism was developed as an alternative to large-scale tourism activities that operate in nature without paying attention to ecological sustainability through natural resources. conservation management in tourism is a form of concern for the damage to the life of natural resource ecosystems, both caused by human activities and global climate change. analyzing the relevance of establishing the taman kili kili coastal turtle ecosystem reserve as a tourist destination, while prioritizing natural ecosystems and providing benefits for the livelihoods of the local community. the approach in this research is a descriptive qualitative method, describing the results of the study and relating each research data found. the data instrument used involved observation and in-depth interviews with the kili kili beach turtle conservation local community. conservation tourism activities at kili – kili beach prioritize educating visitors regarding turtle habitats and ecosystems, besides that the purpose of conservation tourism on the kili – kili coast is as one of the limited uses of natural resources and natural resources owned without having to exploit turtles. conservation tourism is carried out in accordance with the provisions in the management of conservation areas and also essential ecosystem areas, while still paying attention to the socio-cultural environment of the surrounding community so that the purpose of the function of utilizing the essential turtle ecosystem area can also be felt by the surrounding community. keywords: conservation tourism; turtle essential ecosystem areas. introduction background conservation tourism in general is a tourism activity by utilizing the concept of conservation, tourism is used as a commercial activity with conservation tools as a form of ecosystem preservation (buckley, 2010). conservation tourism was developed as an alternative form of mass tourism activities, with activities in nature without paying attention to the sustainability of natural resource ecosystems. in the development of conservation tourism as the beginning of the development of ecotourism, but with activities that focus on activities that interact with nature, reduce the impact on natural ecosystems and http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 196-209 http://ojs.unud.ac.id/index.php/eot 197 e-issn 2407-392x. p-issn 2541-0857 activities with the contribution of local communities (weaver and lawton, 2007). in indonesia, conservation tourism has begun to develop as one of the concepts of sustainable tourism in law no. 5 of 1990 concerning the conservation of living natural resources and their ecosystems. improve the quality of diversity and its value. conservation management in tourism is a form of concern for the destruction of natural resource ecosystems, both caused by human activities and global climate change. conservation areas in indonesia are divided into several conservation areas, national parks, grand forest parks and nature tourism parks, including water areas, both coastal areas and underwater ecosystems. utilization and determination of conservation areas, especially for limited activities in the form of tourism, is important so that the survival of the ecosystem is maintained, tourism development is controlled with the provisions of activities in conservation areas, it can also provide benefits for the surrounding buffer areas, especially economic movements and the socio-cultural life of the community. the diversity of regional and biological characteristics owned by indonesia is also the carrying capacity of the limited use of conservation areas as a resource and the uniqueness of conservation tourism in indonesia. the total area of land and waters of indonesia is 8.300,000 km². with tens of thousands of islands, indonesia's coastline is about 108,000 km which is equivalent to two and a half times the circumference of the earth at the equator. this fact explains that indonesia's waters and coastal areas are very wide, so that the wealth of aquatic ecosystems, especially the sea, is important to be maintained, especially the protection of marine habitats. one of the regions of indonesia that also has a coastline with a conservation area, namely panggul district, is located in trenggalek regency. the panggul administrative area is divided into several villages, wonocoyo village is an area with a conservation area that has been stipulated in wonocoyo village regulation number 3 of 2014 concerning turtle conservation areas. the coastline of wonocoyo village is a nesting area for several types of turtles, the hunting of turtles and turtle eggs en masse is the impetus for the village government and local communities to maintain the turtle population. the determination of conservation areas has a direct impact on reducing turtle hunting, besides that the wonocoyo village area which is also a regional tourism destination will directly limit the aspects of tourist visits and mass tourism development, so that conservation tourism or conservation tourism attraction becomes an alternative activity in the hope of providing impact on the social life of the community and also contribute to the sustainability of the ecosystem. this research is important to analyze the suitability of determining the conservation area as a tourist destination on one of the beaches of wonocoyo village, which is now a conservation tourism attraction, namely taman kili kili beach. the determination of conservation tourism is a combination of two activities that require important attention, tourism as an activity that prioritizes pleasure which is often associated with comfort with the carrying capacity of adequate infrastructure. while conservation is a form of management attention in maintaining the ecosystem as best as possible, without changing or adding infrastructure that will interfere with the function of the area. so that the analysis of the implementation of conservation tourism becomes the main aspect of tourism in taman kili kili beach as a turtle conservation area, while prioritizing natural ecosystems and still being able to provide benefits to the lives of local communities. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 196-209 http://ojs.unud.ac.id/index.php/eot 198 e-issn 2407-392x. p-issn 2541-0857 literature review tourist attractions everything that has uniqueness, beauty, and value in the form of diversity of natural, cultural, and man-made wealth which is the target or purpose of the visit. traveler. tourist attractions are also divided into three groups, namely: 1. objects that are available and contained in the universe, with the term natural amenity. 2. the result of human creation, manmade supply. 3. the way of life of the community, the way of life, the traditional way of life of a society (yoeti, 1996). tourist attractions in this study are intended to be able to analyze the types of tourist attractions at taman kili kili beach, thus tourism activities and attractions in the area become opportunities for the rise of natural tourism while still attaching importance to the characteristics of the area. conservation tourism tourism law number 10 of 2009 in general provisions conceptualizes tourism as various kinds of tourism activities and is supported by various facilities and services provided by the community, businessmen, the government, and local governments. tourism according to unwto tourism refers to the activities of visitors in tourism destinations. tourism is a phenomenon whose statistical representation has certain challenges due to its special nature. most tourism indicators are traditionally physical (non-monetary) and focus on the description and measurement of visitor flows associated with inbound tourism. conservation according to law no. 5 of 1990 concerning conservation of biological natural resources and their ecosystems, the notion of conservation of living natural resources is the management of living natural resources whose utilization is carried out wisely to ensure the continuity of their supply while maintaining and improving the quality of their diversity and value. conservation of living natural resources and their ecosystems aims to achieve the preservation of living natural resources and the balance of their ecosystems so that they can better support efforts to improve community welfare and the quality of human life. based on the understanding of the concepts of tourism and conservation, it can be interpreted that conservation tourism is a form of activity with the aim not only as an activity with the support of facilities to carry out all activities in tourist destinations to enjoy tourist attractions, but also to participate in the management and preservation of biological natural resources. tourism activities are also one of the carrying capacities of the utilization of the wealth of biological resources owned to improve the welfare of local communities. the conservation tourism area in this case is intended to analyze the existence of taman kili kili beach as a tourism destination for turtle conservation, so that every existing tourist attraction is guided by the concept of conservation tourism. essential ecosystem areas determination of essential ecosystem areas not only as an area outside of conservation, but also as an area with biological diversity, especially the presence of protected or endangered flora and fauna. according to the regulation of the director general of natural resources and ecosystem conservation number: p.1/ksdae/bpe2/ksa.4/2/2021 concerning http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 196-209 http://ojs.unud.ac.id/index.php/eot 199 e-issn 2407-392x. p-issn 2541-0857 technical instructions for assessing the effectiveness of management of essential ecosystem areas in the general provisions of article 1, it is stated that the essential ecosystem area, hereinafter referred to as kee is an area outside the nature reserve area, nature conservation area, and buru park which is ecologically important for biodiversity. kee typology consists of: a. wetland ecosystems; b. corridor; c. high conservation value area (abkt); d. heart park; e. landscapes / landscapes that have specialty; f. geology and geomorphology. kee is the basis for determining areas outside of conservation but has sensitivity to the impacts of human development and activities. so that the determination of kee as a protected area but can also be used to support the social life of the community, requires attention in its management. as the determination of taman kili – kili beach as kee by the governor of east java in the decree of the governor of east java number 188/121/kpts/013/2021 concerning management of the essential ecosystem area of taman kili kili beach, trenggalek regency, east java province. in this study, an analysis related to kee was carried out to see how the suitability of taman kili – kili beach as conservation tourism was carried out by taking into account the provisions of the characteristics of kee. methods the approach in this study uses qualitative descriptive qualitative methods, by describing the results of the study and connecting from any research data found. the research location was conducted at taman kili kili beach, wonocoyo village, pelang district, the location was chosen based on the determination of taman kili kili beach as a conservation area that has utilization in tourism activities. the instruments used in data collection involved observation, documentation and in-depth interviews, with the technique of determining primary and key informants. result and discussion trenggalek regency is part of east java province in the southern region, has a southern coastline of java island which is part of the indian ocean, with the characteristics of the area making trenggalek regency have the potential of a south coast ecosystem which can be an opportunity for the development of natural tourism, not limited to tourist attractions but also the culinary diversity of processed seafood. tourism development in trenggalek regency, especially in panggul district, is one of the leading regional destinations, the natural wealth of cultural heritage and infrastructure support are aspects of supporting tourism potential. panggul district tourism has semi-primitive regional characteristics where most activities should pay attention to environmental conditions and conditions, with the concept of naturebased tourism development that pays attention to the sustainability of every aspect of tourism support in the form of infrastructure, the number of visits and attractions developed (suksmawati, et al. 2021). tourism development in pelang district is still continuing to improve, as stated by the head of the trenggalek regency tourism office, "tourism development in coastal areas must be sustainable because it involves aspects of coastal ecosystems, and life under the sea. in addition, tourism development related to the need for infrastructure facilities in tourist attractions also needs to be addressed". in line with the head of the tourism office, the wonocoyo village head stated that "the village area which is currently a http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 196-209 http://ojs.unud.ac.id/index.php/eot 200 e-issn 2407-392x. p-issn 2541-0857 tourist destination in village management, namely taman kili kili beach, it is hoped that the potential and wealth of the beach can be maintained amidst the development of mass tourism, and can have an impact on the community. local". in wonocoyo village regulation number 3 of 2014 concerning turtle conservation areas in chapter ii article 2 states that the core zone of the wonocoyo village turtle conservation area includes coastal and marine areas with the following boundaries, boundary point i (north side) on the equivalent wonocoyo beach along 100 meters measured from the highest tide point. taman kili kili beach is one of the attractions for conservation tourism which is also included in the turtle kee, optimizing the management of the taman kili kili beach kee, trenggalek regency, as a form of contributing to the preservation of natural resources, sustainable development, education and research as well as community welfare so that in its development, it requires conformity with the concept of conservation tourism as shown in the regional figure 1 of the turtle essential ecosystem area. figure 1. turtle essential ecosystem area (source: trenggalekkab.go.id) determination of kee outside protected areas and/or conservation areas has important ecological values that can support the sustainability of life through efforts to conserve biodiversity for the benefit of the community and the quality of life of local residents where the environment around the place of residence is designated as a protected area. some of the kee criteria are wetland ecosystems, animal corridors, high conservation value areas (abkt) and conservation parks. 1. wetlands have a very important economic value for the people who live around them through the production of biological natural resources such as fish, rice, medicinal plants, forest wood and as a means of transportation (herman, 2021). the criteria for wetlands are areas with unique or distinctive http://ojs.unud.ac.id/index.php/eot https://wonocoyo-panggul.trenggalekkab.go.id/assets/files/artikel/sedang_15768255380001.jpg e-journal of tourism vol.9. no.2. (2022): 196-209 http://ojs.unud.ac.id/index.php/eot 201 e-issn 2407-392x. p-issn 2541-0857 ecosystems with various vegetation, habitats for waterbirds and migratory birds, habitats for endangered, endemic and protected flora and fauna species, as a place to reserve clean water for the surrounding area, areas with wet criteria also have economic value, scientific, spiritual or cultural and other ecosystem services. wetland criteria are also one of the areas that can be used as utilization areas, for example the existence of mangrove forests and brackish water rivers to be one of the potential tourist destinations that also apply the concept of conservation tourism. kee with wetland criteria in panggul district, especially in wonocoyo village, namely pelang beach, a tourist destination by utilizing the uniqueness and biodiversity of forest hills and waterfalls in the pelang beach area, pelang beach tourist attraction is one of the leading tourism destinations area, utilization as a tourism destination requires that in its development it adopts kee area criteria. pelang beach tourism destinations located in unspoiled areas require planning and development with the concept of nature-based tourism by paying attention to sustainable resources. sustainable development is designed to meet the needs of the present without losing its existence in the future (suksmawati, et al 2021). the determination of kee, especially in wetland areas, provides an opportunity for local communities to be able to take part in improving welfare, both in its implementation in the tourism industry, as well as limited use in the area such as as a means of agricultural land, plantations and ponds. pelang beach is also an area directly adjacent to taman kili kili beach which is also one of the tourist attractions that enter kee with different types of characteristics. 2. criteria corridor is a natural vegetation or vegetation node that can connect two ecosystems, either ecologically or physically. habitat paths for wild animals, endemic, protected rare, vulnerable and endangered, have social functions related to meeting the basic needs of local communities, cultural functions for ulayat rights communities and related to local wisdom in the use of resources and the environment, potential conflicts between humans and wildlife high, as an area with high carbon stock. the criteria for the corridor are more to provide a connecting space between one habitat and another so that the designated area is mostly an area between conservation areas so that the needs of animals between disconnected habitats do not become a conflict both in community social activities and the movement and fulfillment of animal feed in the area (purwanto et.al tropenbos indonesia, 2018). the determination of the corridor in the kee can provide an understanding of the area that becomes the habitat path, the taman kili – kili beach kee is one of the habitat lines that provides movement space for turtles for population sustainability, the turtle fauna biodiversity corridor is a line of native vegetation with a horizontal corridor that connects between water and land. the taman kili – kili coastal ecosystem corridor is part of the turtle conservation area, the function of the corridor provides opportunities for local communities to carry out restoration activities in the utilization area without destroying the habitat, the use of kee with corridor characteristics can also provide education for tourists to come visit to know the turtle ecosystem, as stated by the manager of taman kili kili beach who is included in the wonocoyo village community group "the footprints of turtles when they are about to lay eggs on the beach and how to dig sand determine the number of eggs in one ride to the land". the function of the corridor is also a response to environmental changes, seen when in direct observation the manager of taman kili kili beach explained http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 196-209 http://ojs.unud.ac.id/index.php/eot 202 e-issn 2407-392x. p-issn 2541-0857 related to the tides of sea water, typical plants and the weather climate in the coastal area to determine the turtle corridor when laying eggs, "the characteristics of the beach with pandanus trees and hot weather will provide a marker that the area is a corridor area and a place for turtles to lay eggs,” said sigit as the manager. corridor effectiveness is important in conservation areas and protection of endangered fauna in order to maintain land use in accordance with its designation and avoid conflict activities between local communities and the needs of fauna habitat in changing habitats. 3. the abkt criteria have criteria as areas with high biodiversity such as protected forest areas and conservation areas with natural vegetation, landscape elements that are important for the dynamics of natural ecological processes, distinctive ecosystems, abkt (high conservation value areas) during this has taken into account the condition of the surrounding landscape, but the determination is carried out exclusively at the management unit (mu) level which is not coordinated with each other. the implication is that abkt areas which are expected to be connected to each other to form ecological corridors both within and between mus often do not occur. the lack of abkt connectivity at the mu level makes the function of abkt as natural infrastructure to be minimal. the hcv or high conservation value (hcv) approach is aimed at maintaining or enhancing important local, regional and global ecological or environmental and social values in the production landscape, namely identifying biodiversity values (hcv 1), landscape level ecosystems (hcv 2 ), rare and threatened ecosystems or habitats (hcv 3), protection of environmental service providers (hcv 4), basic needs of local communities (hcv 5) and protection of cultural sites (hcv 6) (widayati et.al tropenbos indonesia, 2018). determination of the level of hcv based on indicators owned by the area, taman kili – kili beach as a turtle nesting area which is one of the protected and endangered fauna makes the kee of taman kili – kili beach as an hcv area 1. an area that provides a biodiversity support function for the area protection and/or conservation, areas with high biodiversity adjacent to protected and/or conservation areas. areas with endangered species, with the existence of habitats for species that are listed on the iucn red-list as critically endangered. there is a habitat for a population of species with limited or protected distribution that is able to survive (viable population) and is an area with habitat that has a carrying capacity for wildlife, such as a coastal area that is directly opposite the ocean which is a turtle migration route. in addition, taman kili – kili beach is also a habitat for species or a group of species that temporarily exist for breeding, nesting, migration routes, animal corridors, shelters, as well as beach characteristics in the form of sand with very low noise and light levels, making taman kili kili beach a turtle nesting habitat. 4. furthermore, the biodiversity park hereinafter referred to as the kehati park in the regulation of the director general of natural resources and ecosystem conservation number: p.1/ksdae/bpe2/ksa.4/2/2021 concerning technical guidelines for assessing the effectiveness of management of essential ecosystem areas, the determination of kee with the criteria that the kehati park is a reserve area for local biological natural resources outside the forest area that has in-situ and ex-situ conservation functions, especially for plants, whose pollination and seed dispersal must be assisted by animals with the structure and composition of the vegetation to support the preservation of animals. pollinators and seed dispersers. the kehati park area is http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 196-209 http://ojs.unud.ac.id/index.php/eot 203 e-issn 2407-392x. p-issn 2541-0857 outside (not) a forest area, legal ownership or control status (clear) and is not in dispute over ownership, control or management rights (clean), stated by the owner in writing and has legal force that the land is confirmed its designation for a wildlife park through a letter of determination, is at an altitude of 400-600 meters above sea level and close to water sources. kee taman kili – kili beach based on observations and involved observations are not included in the criteria for the biodiversity park, taman kili – kili beach mostly consists of coconut plantations and plantations produced by local communities, the highest tidal water border area of 100 meters is dominated by attracting plants sea turtles lay eggs, namely pandanus plants and sandy soil, and some are in the form of coconut production plantations. basically, the main function of the kehati park is not for tourism activities. the main function of this park is to preserve nature, especially flora, in certain areas. this means that the kehati park is designed to protect plants whose distribution is highly dependent on animals, such as birds or bats. because it functions as a protection, the kehati park was built based on the identification of local plants that exist in the area. its manufacture refers to the regulation of the state minister of the environment number 29 of 2009 concerning guidelines for conservation of biodiversity in the regions and the regulation of the state minister of the environment number 03 of 2012 concerning biodiversity parks (klhk, 2020). in a mini area, kehati park has the characteristics of an arboretum but with a larger area. 5. criteria for landscapes or landscapes that have geological and geomorphological specificities have intact forest cover and or natural vegetation, have a scientific function as an object of research and investigation for the development of science, function as a groundwater recharge area capable of being a medium for infiltrating surface water into the soil. soil and functions as a permanent (permanent) groundwater storage medium in the form of an aquifer whose existence is sufficient for its hydrological function. classification of landforms according to cristian and stewart in austin and margules, 1984 which was developed at csiro (australia) using a land system approach. this classification system is based on geomorphological, climatic and land cover aspects. therefore, the formation of the earth's surface with the same formation and evolution process, but in different climatic conditions and land cover, will constitute a different land system. in this system, place names are used as the name of the land system. taman kili kili beach with regional characteristics as spawning grounds can be interpreted as a landscape with geological and geomorphological specificity, an area with supratidal characteristics of fine or coarse sand that is broad and sloping and has plant species with coastal vegetation formations which are turtle nesting areas, some the types of turtles found in the taman kili – kili beach area are green turtles, krill and blimbing, but it is possible that there will be other species if the kee of taman kili – kili beach continues to improve in protecting land use functions as turtle nesting habitats. the concept of landscape ecology or geoecology can be applied in various fields (wiyono & sunarto, 2016) but indeed not all areas can be used as tourism activities, especially related to educational tourism, but tourism activities can be used as a means of conservation if tourism is made not based on tourist requests but following turtle nesting season. this concept can integrate environmental components and spatial aspects so as to provide comprehensive analysis results (ardian and eko, 2018) in tourism management requiring http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 196-209 http://ojs.unud.ac.id/index.php/eot 204 e-issn 2407-392x. p-issn 2541-0857 contributions from every stakeholder to meet conservation tourism goals. advances in science in the field of remote sensing and gis (geographic information system) provide useful tools to identify patterns and structures of landscape ecology (wu et al., 2015). landscape ecology can be used to assess habitat quality at specific spatial scales. it is used to increase the animal population (narce et al., 2012). heterogeneous landscapes affect ecological processes such as animal movement, population size, and interactions between species (turner, 2005). kee criteria at taman kili – kili beach are dominated by corridor areas, abkt and landscapes that have geological and geomorphological specificity of turtle habitat, turtles (lepidochelys olivacea) are animals in the reptile class whose lifespan is almost entirely in the ocean and includes oviparous and fertilization animals eggs take place in the body of the parent (panjaitan et al., 2012; yustina et al., 2004). turtles are reptiles that live in the sea and are able to migrate long distances to the indian ocean, pacific ocean, and southeast asia (apriandini, 2017). taman kili – kili beach as a place for turtles to lay eggs with characteristics that are easily accessible from the sea, its position is high enough to prevent the eggs from being submerged by the tide and the sand is relatively soft (loose) and of medium size to prevent the nest hole from collapsing during its formation (miller, 1997). the heterogeneous and relatively wide environment for nesting their eggs is a characteristic that turtles prefer to lay their eggs (bouchard & bjorndal, 2000; sheavtiyan et al., 2014), the policy of establishing taman kili – kili beach as kee provides protection for the habitat and population of flora and fauna in indonesia. the area is mainly for the sustainability of the turtle ecosystem. the complexity of the issue of sea turtles has an undeniable impact on the management and conservation of the area (rosalina and muji 2022). every rule in the implementation of activities should be the basis of the gap between every activity that utilizes the turtle ecosystem, both as kee and conservation tourism, so that the protection of the area from destruction can be minimized but also has an impact on the social welfare of the local community. the determination of taman kili – kili beach to become a tourism destination with the concept of conservation activities, making tourist attractions that exist side by side and are in kee. the suitability of tourism activities and area criteria is important to maintain the sustainability of tourism and turtle ecosystems. every year the turtle population continues to decline, due to natural factors and human activities that endanger the population directly or indirectly, because of this, turtles are categorized as endangered and protected species (nurhayati et al. 2020). red data book international union for conservation of nature and natural resources (iucn) which is included in appendix i of cites (convention on international trade in endangered species) which means that international trade in turtles for commercial purposes is prohibited (seminoff, 2002). efforts to maintain balance, use and preserve diversity provide opportunities for tourism activities which are currently being used not only as fun activities but also as a means of education and conservation to maintain the survival of biological ecosystems. conservation tourism trends according to several observations from the 2021 unwto scenario show that international tourist arrivals could grow by 30% to 78% in 2022 compared to 2021. however, this will still be 50% to 63% below pre-pandemic levels. according to experts, domestic tourism and travel close to home, as well as outdoor activities, nature-based products, and rural tourism are among the key travel trends that will continue to shape tourism in 2022. this suggests that natural tourist attractions are forecast to become a global trend in tourism recovery. tourist http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 196-209 http://ojs.unud.ac.id/index.php/eot 205 e-issn 2407-392x. p-issn 2541-0857 attractions that have uniqueness, beauty, and value in the form of diversity of natural wealth will become the target or destination of tourist visits. the determination of the tourist attraction of taman kili – kili beach as a conservation tourism area is an opportunity for tourism progress in tourism destinations in the trenggalek area, especially the strategic tourism area of the pelang area. taman kili kili beach with potential tourist attractions in the form of landscapes and as kee is designated as a natural tourist attraction, the characteristics of the area which is a turtle habitat for laying eggs make the uniqueness of kili kili beach, activities that intersect with nature become the main attraction. taman kili kili beach is designated as one of the tourist attractions that is included in the regional tourism strategic area according to trenggalek regulation no. 26 of 2016 concerning the master plan for regional tourism development for 2017-2031, so that both development and management must be based on the provisions of regional tourism development with the aim of creating sustainable tourism. in addition, the use of the taman kili kili beach kee as a tourist attraction with the concept of conservation tourism is also stated in the wonocoyo village regulation no. 3 of 2014, where the taman kili kili beach kee is a zone for the limited use and rescue of turtles through tourism activities. tourism is considered an industry that is not only expected to have an impact on improving the welfare of local communities, but also becomes a tourist attraction with conservation activities, education related to turtle habitat and turtle nesting patterns. application of the concept of conservation tourism at taman kili – kili beach in the regulation of the minister of maritime affairs and fisheries of the republic of indonesia number 31/permenkp/2020 concerning management of conservation areas. coastal parks are coastal areas whose functions must support the sustainability of ecological processes naturally and can be managed naturally. sustainably to maintain and improve the quality of biodiversity. such as the presence of turtles in the taman kili – kili beach area which rises ashore to lay eggs every year during the dry or dry season, so the characteristics of the sand area and the small amount of human activity along the coast must be maintained. coastal parks have criteria in the form of aquatic biodiversity, unique natural phenomena and natural local wisdom, and high attractiveness, and have great opportunities to support the development of sustainable marine natural tourism. the concept of sustainable tourism development should be built with due regard to conservation aspects, especially those included in conservation areas. so that it does not need to conflict with the spirit of conservation, but also needs to be a concern that as a conservation area every supporting aspect in it, both related to beauty, beauty, and cleanliness of tourist areas is an important priority (hidayati and audrey, 2021). taman kili kili beach as a conservation tourist attraction and also as a green turtle habitat area or green turtle (chelonia mydas), hawksbill turtle (eretmochelys imbricata) and leatherback turtle (dermochelys olivacea) which are protected and attract international attention, are expected to be a place for conservation activities through tourism, so that educational understanding related to turtles can become a trigger the reduced hunting of turtles and turtle eggs. at the beginning, before the development of tourism, turtle egg retrieval was often carried out by the community due to lack of knowledge and understanding so that it had an impact on uncontrolled exploitation in nature, community participation and public awareness of the balance and existence of turtle habitats gave rise to community groups who care about turtle habitats, so that empowerment interventions community and education make the turtle-laying sandy area no longer a consumption material but an opportunity to improve welfare through tourism activities http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 196-209 http://ojs.unud.ac.id/index.php/eot 206 e-issn 2407-392x. p-issn 2541-0857 which are also expected to have an impact on improving the welfare of local communities. based on the data obtained regarding the number of turtles that lay eggs and the number of eggs in the sands of taman kili – kili beach, it is proven that since turtle hunting began to decrease with education and regulations related to turtle hunting, the number of mother turtles laying eggs and the number of eggs increased even the species of turtles that were found. began to decrease up to lay eggs is currently increasing, as shown in table 1.1 data for turtles at taman kili – kili beach. table 1. data for turtles at taman kili – kili beach year number of turtles number of eggs hatching eggs not-hatching eggs 2012 37 3132 2524 599 2013 52 4074 3302 772 2014 35 3496 1529 1969 2015 27 2209 1519 690 2016 54 4810 3135 1675 2017 46 3301 2029 1209 2018 65 4668 4093 575 2019 79 5569 5252 317 2020 85 6115 5512 603 source: primary data processed in 2022. according to sigit manager “there are several factors that make turtles rise to lay eggs or not, ranging from the tide level to the beach atmosphere, as well as related to eggs hatching and not hatching, rainfall and climate change are natural factors that cause turtle eggs do not hatch, because hatching turtle eggs depends on the heat level of the sand or sand where the turtles lay their eggs". conservation tourism is an educational contribution not only for tourists who visit related to concern for sustainability of turtle life but also provides awareness to local communities that, with tourism in the multiple impact will also save the turtle's life due to the cost of retribution and conservation, in addition to providing accommodation, transportation and local restaurants around the kee taman kili – kili beach will have a direct impact on the local community. conservation of resources side by side with the development of the area into a tourism destination, will socially open new jobs for the community so that economically it can be used as a source of income for the surrounding community (hilyana et al, 2021). sigit as the manager and community group for turtle conservation also explained " our main goal is to build and incorporate turtle conservation not only as a turtle rescue at this time, but also to invite anyone who comes to taman kili kili beach to learn together and care about the existence of the turtle ecosystem and habitat. , because with conservation activities, humans will learn turtle egg laying patterns, and patience in watching the process of laying turtle eggs until the eggs hatch, visitors who come do not automatically see turtle eggs, turtle hatching because what we expect them to come only at certain times, namely when turtles lay eggs and indeed the purpose of visiting is to learn about turtles”. conservation tourism supports the purpose of the kee not http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 196-209 http://ojs.unud.ac.id/index.php/eot 207 e-issn 2407-392x. p-issn 2541-0857 only in the form of tourism activities but also as a means of conserving protected and endangered turtles, turtles in conservation areas as an educational tool so as to make visitors aware that the beauty and uniqueness of turtles can be enjoyed when the turtles live and breed. another hope for the local community is to change the mindset of the community in utilizing biological natural resources from the existence of turtles, the importance of protecting turtles for the benefit of the future, the use of turtles as an educational tourism attraction is an alternative solution as a protection effort that can simultaneously provide economic benefits to the community. community (setiawan et al, 2021). conclusion tourism and conservation are two activities that have become a trend in the last few decades, merging activities between tourism and conservation is an opportunity to increase education related to the preservation of living natural resources. conservation tourism is essentially a tourism activity with the main attraction in the form of tourist participation in the management and conservation of nature, in this study conservation tourism located at taman kili kili beach became one of the tourist attractions with the concept of conservation tourism. conservation tourism activities at taman kili – kili beach prioritize educating visitors regarding turtle habitats and ecosystems, besides that the purpose of conservation tourism on the kili – kili coast is as one of the limited uses of natural resources and natural resources owned without having to exploit turtles. conservation tourism is carried out in accordance with the provisions in the management of conservation areas and kee, while still paying attention to the socio-cultural environment of the surrounding community so that the purpose of the use of the turtle kee function can also be felt by the surrounding community, without causing conflicts over natural resources. the effectiveness of the use of kee at taman kili – kili beach is proven to be able to reduce the level of exploitation of turtles and hunting for turtle eggs, hopes for the sustainability of conservation tourism and implications for the welfare of local communities to be one of the main functions of the existence of conservation tourism at taman kili – kili beach. acknowledgments we would like to express our gratitude to all managers of taman kili – kili beach for their assistance during research observations, all informants who provided data and information. research and community service institute of the national development university "veteran" east java which has provided research funding grants so that this research journal is compiled, as well as the entire research team that supports the research so that it can run smoothly and produce this paper. references apriandini, n. 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(2015): 68-73 http://ojs.unud.ac.id/index.php/eot 68 e-issn: 2407-392x. p-issn: 2541-0857 popularity of tourist attraction in bali from the perspective of foreign tourists i nyoman sudiarta faculty of tourism, udayana university corresponding author: sudiarta.nyoman@yahoo.co.id article info received 27 february 2015 accepted 11 august 2015 available online 07 september 2015 abstract this study aims to determine the popularity of tourist attraction in bali, the position of a tourist attraction in bali respondents in this study were foreign tourists visiting bali, the number of samples taken by 100 respondents by purposive sampling. analysis of data using descriptive and statistical analysis of multidimensional scaling. the most popular attraction by tourists are kuta, sanur, nusa dua, jimbaran, tanah lot and ubud. group tourist attraction in bali positioned into four quadrant and two-dimensional. dimension 1 is the tourist attractions that have many similarity or close competitors and dimension 2 is illustrates attraction that has a lot of differences or distant competitors. keywords: position, attraction, bali, foreign tourist, multidimensional scaling analysis. introduction the era of globalization is interpreted vary by academics and practitioners of tourism. globalization on the one hand is believed to have a positive impact on the sustainability of a tourist attraction. however there who believe the era of globalization impacting negative for more open competition. bali as part of the tourism destinations in indonesia became one of the destinations that have a diversity of attractions, ranging from culture, nature and a combination of both. bali has 16 tourist destinations and has more than 150 attractions are spread evenly throughout in all regency and city in bali. (bali provincial regulation no. 16 year 2009, 2009). although it has many tourist attractions, but the number of visits at each tourist attraction varied. 10 the appeal which was visited by the highest according to the department of tourism province of bali in 2015 is tanah lot 3 million more tourists, foreign and domestic, followed tourist attraction ulu watu as many as 1.1 million tourists, ulun danu as many as 735 thousand tourists, kintamani only 500 thousand tourists in a year. botanical garden in bedugul visit as many as 463 thousand tourists, tirta empul visited by 443 thousand, hot water banjar as many as 303 thousand in singaraja. bali safari park is only 300 thousand and goa gajah in gianyar was visited 286 thousand foreign and domestic tourists in 2015. fluctuations visit the tourist attraction can be a sign of competition between attraction and perception of diverse travelers against the major tourist attraction. business travel appeal is required to be able to implement a strategy to maintain and even increase tourist visits and study the behavior of tourists through their perception of the power of a tourist attraction. various strategies are used academics and practitioners such as improving the quality of service, increase customer satisfaction and loyalty, enhancing the image of tourism destinations (crompton, 1979; baker and crompton, 2000; chen and tsai, 2007; mohamed et al., 2009; alegre and garau, 2010; li, 2011), as well as failure recovery services (nikbin et al., 2010; lo et al., 2012; sudiarta, suardana and ariana, 2014b). e-journal of tourism vol.2. no.2. (2015): 68-73 http://ojs.unud.ac.id/index.php/eot 69 e-issn: 2407-392x. p-issn: 2541-0857 research of competitive position and using multidimensional scaling analysis conducted by some researchers (shaw, 1992; power, haberlin and foley, 2005; mohamed et al., 2009; njuguna, 2009; sudiarta, suardana and ariana, 2014a). but there is still little that examines the competitive position of a tourist attraction, especially tourist attraction islands, such as bali (sudiarta, suardana and ariana, 2014a). methodology the design of the sample in this study using a non-probability sampling, (malhotra, 2010). the sampled population are foreign tourists, from three continents, namely: (1). europe, (2) american, and (3) asia because they are considered to represent the population of the fifteen countries of origin of tourists who come to bali. this research was conducted in bali, on 12 tourist attraction (kuta, tanjung benoa, jimbaran, nusa dua, sanur, medewi, tanah lot, ubud, kintamani, lembongan, tulamben and lovina. tourists who are targeted samples were tourists who visit and considered know the tourist attraction in bali. the variables in this study to adapt and adopt the results of previous studies (echtner and ritchie, 1991; mill and morisson, 2009; mohamed et al., 2009), which can be seen from the aspect (1) tourist atttractions (2) facilities, (3) infrastructure, (4) cost or price and (5) the hospitality of the people. after checking and tabulation of data, then analysed using multivariate analysis, namely multidimensional scaling (mds) and correspondence analysis or ca (hair et al., 1995). multidimensional scaling (mds) is also known as perceptual mapping procedure which provide the opportunity for researchers to specify the relative perception of an object such as company, product, idea, or a variety of items associated with perception (hair et al., 1995). the goal of mds is ratings about the similarities and preferences of tourists in a multi-dimensional scale. mds can be used as a strategy to market a tourist attraction based on the similarities and differences and preferences of travelers (kotler, 2000; kotler, keller and lu, 2009; kotler, bowen and makens, 2010; sudiarta, suardana and ariana, 2014a). results and discussion results and analysis of the study were divided into two, namely: a descriptive and statistical analysis. descriptive analysis includes: gender, level of education, the period of the visit and the popularity tourist attractions in bali. analysis statistical used multidimensional scaling (mds). characteristics of respondents among the respondents, the results show that the higest percentage of respondents were australian (25%), followed by chinese (12%), malaysian and japanese (6%), singapore, south korea, french and taiwanese (4%). american and german as well as indian, dutch, rusiian and new zealand represented the lowest percentage, i.e., 3% and 2% respectively (see figure 1). figure 1. nationality of foreign tourist visiting bali (source: primary reseacrh, 2014) sex of the 100 respondents, 68.7% were male and 31, 3 % female, a difference of 37.4 %. this suggests that male tourists to bali outnumbered males by a ratio of 7:3 education type of education respondents who visited the 12 tourist attraction in bali are mostly high school educated (56%), followed by postgraduate degree 19 percent, 16 percent of diplome three 3 years and doctoral degree about 8.7 percent. 0 20 40 60 80 100 a u st ra li a n m a la y si a s in g a p o re … f re n ch a m e ri ca n in d ia n r u ss ia n t o ta l 25 12 6 6 4 4 4 4 3 3 2 2 2 2 100 nationality of foreign tourist visiting bali percen… e-journal of tourism vol.2. no.2. (2015): 68-73 http://ojs.unud.ac.id/index.php/eot 70 e-issn: 2407-392x. p-issn: 2541-0857 period of visit periods of tourist arrivals in outline can be divided into two parts, namely, first-time visits and return visits. more than 80 percent foreign tourists visiting bali are those who've never been to bali. only 12 percent of tourists who visit the tourist attraction in bali was their first visit. the second visit until the third time it reaches 20 percent. more than 50 percent of respondents have been more than 5 times. this means that bali is a major tourist destination and a second home for them. popularity of tourist attractions in bali based on the questionnaire given to respondents in 12 major tourist attraction in bali, 100 respondents stated his views as follows: kuta, sanur, nusa dua and jimbaran is a tourist attraction that most known and visited by foreign tourists. i call the most popular tourist attraction. tourist attraction that is not widely known by foreign tourists is medewi beach is located in the district of jembrana. the location is far from city center denpasar and kuta as an exotic tourist attraction in bali. lack of promotion and information one of the causes of the lack of information and knowledge rating of medewi beach. as presented in table 1. table 1. foreign tourist knowledge of tourists attractions in bali name of tourist attractions amount percentages rangkings kuta 100 100 1 medewi 45 30,0 9 tanah lot 98 98. 7 3 tanjung benoa 97 95. 3 4 nusa dua 99 99. 3 2 jimbaran 99 99. 3 2 sanur 100 100 1 ubud 98 98, 7 3 lembongan 88 58,.7 7 kintamani 73 48. 7 8 tulamben 96 94.0 5 lovina 95 82. 7 6 source: primary data, 2014 multidimensional scaling (mds) analysis mds is one of multivariate techniques to analyze the relationship of interdependence or interrelationship between variables (hair et al., 1995). the software which is currently used for the analysis of spss with ability mds is making alscal and indscal. the range of steps in the analysis of mds include 1) the problem formulation, 2) the input data, the similarity and dissimilarity value of the object is assessed, 3) the selection procedures in the form of data mds metric and nonmetric, 4) the determination of dimensions based on researchprevious studies, 5) giving the name of the group or configuration and 6) test the validity and reliability by using the value of stress and r -square. mds analysis is used to determine the competitive position of tourist attraction to other tourist attraction. kuta in this case compared to 23 other tourist attractions. dimension 1 depicts a tourist attraction has much in common with others tourist attractions. meanwhile, the second dimension describes the position of a tourist attractions that has a different or far from each other. based on the research described the position of tourist attraction in the four quadrants. group tourist attraction that exist in the quadrant are: kuta, ubud, tanah lot and nusa dua. segment tourist attraction is competing with other groups that are in quadrant ii, iii and iv. quadrant nearest competitor group is an attraction in quadrant ii, followed by a tourist attraction in quadrant iv and iii. group of tourist attractions in quadrant ii is medewi beach, tanjung benoa and jimbaran. the nearest competitor tourist attraction in this quadrant are quadrant i and ii as well as competitors furthest is a tourist attraction in quadrant iv. group tourist attraction in quadrant iii is a tourist attraction lembongan, lovina and sanur. group tourist attraction will compete with some of the tourist attraction located in quadrant iv, namely tulamben and kintamani, tourist attraction will also compete with the major tourist attraction in quadrant ii and the farthest is in quadrant iv. while groups of tourist attraction in quadrant iv are a tourist attraction tulamben and kintamani, a tourist attraction it is a close e-journal of tourism vol.2. no.2. (2015): 68-73 http://ojs.unud.ac.id/index.php/eot 71 e-issn: 2407-392x. p-issn: 2541-0857 1.51.00.50.0-0.5-1.0-1.5 dimension 1 1.5 1.0 0.5 0.0 -0.5 -1.0 -1.5 d im e n s io n 2 lovina tulamben kintamani lembongan.island ubud sanur jimbaran nusa.dua tanjung.benoa tanah.lot medewikuta individual differences (weighted) euclidean distance model derived stimulus configuration competitor of the tourist attraction in a row sanur, lovina and lembongan, three is a tourist attraction that offers water. why compete with the kintamani tourist attraction that offers water attractions. tourists move or relocate in other tourism destinations because of several factors such as the quality of tourist attraction, satisfaction, satisfaction postrecovery services, as well as the image of the tourist attraction. kintamani within the last 5 years the negative spotlight for a few things like cleanliness, parking and also the friendliness of the local guides especially by street vendors. it is possible that tourist shift to another tourist attraction. as presented in figure 2. figure 2. position of tourists attractions in bali conclusion and recommendation conclusion based on the research objectives, namely to determine the popularity of a tourist attraction, determine the position of each tourist attractions in bali. kuta, sanur, nusa dua, jimbaran tanah lot and ubud are the most populer tourists’ atractions acoording to the foreign tourists. position tourist attraction can be described with two dimensions: one dimension is an attraction that has a lot of similarities and a second dimension is the attraction that has many differences. medewi beach, tanjung benoa and jimbaran are groups that has many similarities and also as a close competitor. recommendations after knowing the position of competitors then the next step is to determine the strategy being used either as a leader or a follower. because each a tourist attraction in bali has similar potency, namely the the potential of nature, culture and a combination of both. so the strategy that can be done is by means of improve infrastructure, increase the service satisfaction and of service recovery in the event of complaints as well as to build the image of a tourist attraction and satisfaction through the quality of service recovery (baker and crompton, 2000; saha and theingi, 2009; alegre and garau, 2010; sudiarta, suardana and ariana, 2014b). limitations each study has limitation. this study has limitations because it does not compare with the respondent tourists, which may have similarities or differences with this research. future research is expected to complement the weakness of this study. mds analysis does not provide a solution strategy, so it needs to be supplemented with the analysis such as the analysis of the correspondent so that it can be seen each tourist attraction competed in several indicators, such as culture, technology and so on. references alegre, j. and garau, j. 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(2023): 22-32 http://ojs.unud.ac.id/index.php/eot 22 e-issn 2407-392x. p-issn 2541-0857 religious values of chefs in bali and food waste awareness: a preliminary study gde indra bhaskara* faculty of tourism, udayana university *corresponding author: gbhaskara@unud.ac.id doi: https://doi.org/10.24922/eot.v10i1.100744 article info submitted: january 15th 2023 accepted: march 7th 2023 published: march 30th 2023 abstract this study examines the perspectives of chefs in bali on the influence of religion on their attitudes towards food waste management. this research is the initial research of a project called environmental habitus of chefs and food waste minimization in restaurant kitchens. environmental habitus of chefs and food waste minimization in restaurant kitchens itself has two main categories to study, namely past and current period. this study focuses on past event, which in this case is religious value as one of the other factors such as at home education, out of home education and on the job training. the sample studied was five chefs, and analyzed using a qualitative method approach. the result of this preliminary study is religious value to a greater or lesser extent affect the view of the chefs on their habit regarding to food waste management in kitchen’s restaurant. keywords: food waste; religious values; hospitality; bali. introduction background high levels of food waste can be observed in hotels, overproduction of food, traditional catering methods that use a high proportion of unprocessed foods, and offering extensive menus to customers are all factors that can contribute to high levels of food waste, and all three of these factors have the potential to contribute to high levels of food waste. for instance, due to the high price of the meal, customers of fine dining establishments have extremely high expectations for the taste as well as the presentation of the food that they receive. as a result, these restaurants may generate an excessive amount of waste while the food is being prepared because of these expectations (charlebois et al., 2015). previous research has shown that restaurants waste substantial quantities of food in their kitchen. most of the studies focus on the post kitchen stage. for example, customers will not finish their meals because of their preferences or because they think the portions are too large (li et al., 2020). the social component of dining out can also contribute to the excessive amounts of food waste that occur during this period. for example, the desire to socialize with and care for guests can lead to the incomplete consumption of food on the plate (filimonau et al., 2020). to the best of our knowledge, our research represents one of the first explorations into the relationship between religion and food waste from a chef perspective. there is relatively little empirical research exploring the relationship between these http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 22-32 http://ojs.unud.ac.id/index.php/eot 23 e-issn 2407-392x. p-issn 2541-0857 two, particularly in perspective of chefs at the restaurant kitchen. we focus specifically on the examination of religious values given that religion serve as ones of the deeper, more impactful core value systems that a chef can have on food waste management in the restaurant kitchen. literature review food waste in developing countries a lack of infrastructure is to blame for food waste in developing countries, while a culture of abundance and apathy is mostly to blame for food waste in industrialized countries. lack of infrastructures can be seen in poorly maintained road in developing countries and lack of processing facilities which can be found that food processing using hand-done instead of machines or advanced technologies. thus, in the absence of enough manpower, the process becomes slow, the crops are vulnerable to pests that lower their quality and quantity, and they are occasionally destroyed or left in the field. as gunders (2012) suggested that, in many circumstances, growers prefer not to collect or harvest crops to avoid incurring further expense. however, once the food reaches the market, very little of it is wasted since it is viewed as too valuable. this is counter to what happens in developed countries, when food is significantly underpriced. in developing countries, consumption losses are minimal. 5.68% of postharvest food was wasted; 7.16 in processing and packaging; 6.39 in distribution. all developing countries waste $310 billion in food. this is shocking because food waste strains production variables including energy and money, as well as land and water. (aamir et al., 2018) food waste in indonesia based on indonesia’s national development planning agency (bappenas) study in 2021, the potential for waste generated from food that is wasted before being processed (food loss) and food waste in indonesia in 2000-2019 reaches 23-48 million tons per year or equivalent to 115-184 kg per capita per year (wisanggeni et al., 2022). figure 1. waste composition by types of waste in indonesia source: sipsn (2022) http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 22-32 http://ojs.unud.ac.id/index.php/eot 24 e-issn 2407-392x. p-issn 2541-0857 according to the economist intelligence unit and the barilla center of foods and nutrition, indonesia is the world's second highest contributor to food loss and waste, with each citizen in the country losing or wasting an average of 300 kilos of food each year. jakarta, indonesia's capital, is expected to generate approximately 4,050 tons of food waste every day. this statistic represents approximately 54% of the total waste generated in the country on a daily basis. surprisingly, even though some of us waste a substantial amount of food, 19.4 million other indonesians are unable to meet their nutritional needs. (jakarta 2019). without recognizing it, the issue of leftover food has become very serious in indonesia. according to the united nations food agency's (fao) head of representative, mark smulde, indonesia contributed around 13 million tons of food waste food loss and food waste of the nearly 1.3 trillion tons of food that was lost or squandered (idris, 2016). every week, indonesians throw away approximately 10 million pieces of bread, cake, and cookies, resulting in 292 000 tons of co2 equivalent emissions each year in the country of indonesia. because of a lack of resources and infrastructure, most developing countries rely on antiquated technologies such as anaerobic digestion (ad) to manage their food wastes. because bread waste is a biologically formed organic waste, it poses a serious threat to human health and the environment, and it has the potential to cause pollution of natural ecosystems. understanding the process of waste formation and comprehensive techniques of dealing with these wastes at various points in the supply chain, either by reducing wastage or by recycling rubbish into valuable items, may make it feasible to strengthen the economy (susilo et al., 2021). based on the study conducted by lemmy et al. (2021), it can be stated that a significant number of members of generation z in the tangerang area of indonesia are already aware of the problem of food waste. however, this does not rule out the possibility of more issues requiring attention in the future. a greater knowledge of the ongoing food waste problem is required, as evidenced by the fact that there were 84 more respondents who were not aware of the ongoing food waste problem, representing a 45.90 percent awareness rate. furthermore, a study by susilo et al. (2021) found that among the challenges facing food waste management efforts among the indonesian people is that information about food in the media has not been widely disseminated by the public, owing to the fact that people do not understand much of the information provided by the media on food waste management and handling. in order to collect perceptions regarding the end process of food, it was necessary to conduct a survey to determine whether or not the research sample understood the process of recycling food into pet food when it becomes garbage. the sample in this study was dominated by people who were aware that food waste ended up in landfills rather than being recycled. this is consistent with previous researches. following an overview of the food waste problem in indonesia, we will now turn our attention to the food service industry, which is responsible for a substantial amount of the food losses that occur along the food value chain. food waste in restaurant although the threat posed by fw in global foodservices is widely known, there are no clear estimates of its prevalence. the literature does not provide aggregate global figures, but rather relies on regional evaluations to demonstrate the size of fw on a global scale (filimonau, 2021). for example, when discussing the proportion http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 22-32 http://ojs.unud.ac.id/index.php/eot 25 e-issn 2407-392x. p-issn 2541-0857 of food wasted in the worldwide food service sector, wrap (2020) and fusions (2016) statistics are frequently mentioned. these estimates indicate that the food sector in the united kingdom and the eu-28 countries produces approximately 1.1 and 11 mt of fw every year, respectively. this translates to 12% of the total fw generated by the country/food region's supply chain. if this figure is extrapolated from the worldwide food waste of 1.3 billion tonnes (fao 2019), the global foodservice sector may squander more than 150 million tons of food yearly. this extrapolated value is almost certainly an underestimate (filimonau and de coteau 2019). increasing research from developed, but especially developing, countries indicates that substantially more food is wasted in their national foodservices. for instance, refed (2018) reports a 16 mt annual number for fw in the us foodservice sector, which equals to more than 40% of the nation's total waste. in china, fw use in foodservices can reach up to 40 mt per year, or 50% of the country's total (wen et al., 2015). there is a need for more accurate evaluations of fw in different nations' national foodservice sectors in order to obtain a (more) realistic global estimate and establish a baseline for prevention and mitigation (filimonau et al., 2019a). the drivers of fw in foodservices can be classified according to the operating areas affected by wastage. food is thrown out during the pre-, in-, and post-kitchen stages of foodservice provision (papargyropoulou et al., 2019). around 21% of fw is consumed in the pre-kitchen stage (wrap, 2017). this wastage is a result of factors such as food damage during delivery and food deterioration on-site. spoilage is a significant contributor to fw throughout this stage, which is influenced by both human and non-human influences (christ and burritt, 2017). the human aspect is represented by employees who have a limited awareness of proper food storage techniques. this includes, but is not limited to, insufficient staff familiarity with the first-in-first-out (fifo) method to food utilization (charlebois et al., 2015). the non-human factor is linked to equipment breakdowns, such as a chilling unit going out of service (filimonau and sulyok, 2021). the kitchen stage creates 45% of fw, and the human factor is directly responsible for its occurrence (wrap, 2017). food is wasted in large quantities as a result of insufficient demand forecasts influenced by seasonality (hennchen, 2019). while certain patterns of demand can be identified within a business community, forecasting them remains difficult (filimonau et al., 2020b). inaccuracies in demand forecasting result in food being produced in excess or materials being underutilized. the human aspect is also connected to the culinary staff's competencies. inadequate cooking and plating abilities result in food orders being refused by clients, while insufficient trimming results in food orders being rejected. skill damage food and prompt its wastage (heikkila et al., 2016). the post-kitchen stage accounts for 34% of fw, with wastage being primarily caused by the human aspect (wrap, 2017). customers abandon meals due to personal preference or when amounts are deemed excessive (li et al., 2020). the social aspect of eating out can also contribute to fw in this period. for instance, the desire to socialize with and look after guests can result in unfinished plates (filimonau et al., 2020). in their study of food value losses in switzerland, beretta, stoessel, baier, and hellweg (2013) identify the food service industry as the third greatest source of food waste based on food input at each level of the value-added chain. total losses are expected to be 18% of food inputs, with avoidable losses accounting for 13.5%. overproduction of food, traditional catering methods that use a high http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 22-32 http://ojs.unud.ac.id/index.php/eot 26 e-issn 2407-392x. p-issn 2541-0857 proportion of unprocessed foods, and offering extensive menus to customers are all factors that can contribute to high levels of food waste, according to the findings of their study, which indicate that high levels of food waste can be observed in hotels. for instance, because the food provided in fine dining establishments is expected to meet extremely high standards of both flavor and presentation due to the high cost of the meal, these restaurants may produce an excessive amount of waste during the cooking process (charlebois et al., 2015). bharucha (2018) has evaluated the overall operating effectiveness of the system, researched the quantity of food lost in mumbai's eateries, and offered suggestions for reducing food waste. to properly dispose of food scraps, mumbai's restaurants have recognized the need to implement a scientific approach. stronger steps are needed to guarantee that proper waste management techniques are followed in the restaurant industry, but the real solution resides in raising awareness about these issues. it would be impossible to maintain progress with informal and irregular efforts (bharucha, 2018). food waste and religion food is heavily integrated into religious traditions, both in terms of supportive social events and messaging related to restricting food intake (e.g., with fasting or avoiding certain foods). it has been proven that religious customers are more charitable and concerned than nonreligious consumers, making the connection between religion and food waste one of the more interesting ones (midlarsky, mullin, and barkin, 2012). minton et al. (2020) say that due to moral instructions in religious texts to care for god's creation and to treat every living human or animal with the same amount of love and care as oneself, religious people exhibit higher levels of sustainability concern than less religious or non-religious consumers. that above statement in accordance with a study from qian et al. (2022) where they found that religious rural households waste less food than counterparts in rural china. this contrasts with consumers who are less religious or who are not religious at all (leary, minton, and mittelstaedt, 2016). according to the findings of some studies (minton, kahle, and kim, 2015; brandt and reyna, 2011), religious people tend to be less concerned about environmental issues than nonreligious people. this may be because they view religious texts as encouraging dominion behaviors, such as ruling over the earth and the animals that live on it, or because they have other concerns in life that take precede (minton et al., 2020). the hindu religion posits that divinity is present in food, and, therefore, the act of discarding it is considered impious (schmidt et al., 2014). despite this, food waste reduction initiatives may be limited by food safety regulations, similar to those practiced in monotheistic religions. for instance, the bhagavad gita advises against consuming food that has been prepared for more than three hours, owing to its potential lack of freshness and safety. subsequently, after three hours, food loses its satvic properties and some hindus may opt to abstain from consuming it until the following day (ganguly, 2017). buddha's teachings prohibit wasteful disposal of food as it reflects the interdependence of all phenomena and our own well-being (daniels, 2010). buddhists are naturally concerned about food waste due to this emphasis on interdependence (mick, 2017). food waste goes against buddhist principles that encourage using food to benefit others (minton et al., 2020). people who conceive of god as nature or the cosmos are more likely to support environmental protection initiatives than those with human-like conceptions of god (johnson et al., 2017). a viewpoint not dissimilar to this one is emphasized in the koran, which, according to one passage taken http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 22-32 http://ojs.unud.ac.id/index.php/eot 27 e-issn 2407-392x. p-issn 2541-0857 from an english translation of the book, says, "o children of adam! at all times and in all places of worship, adorn yourself with lovely garments; eat and drink, but do not waste by going to extremes, because allah does not appreciate those who do so.” (bloom 2010). methods qualitative research allows for a more in-depth understanding of the topic being studied by allowing for increased participant interaction. interviews, as a method of qualitative research, enhance connection by allowing study participants to express themselves freely (silverman 2013). interviews enable researchers to follow up on and delve deeper into expressed viewpoints (veal 2017). qualitative research is a frequently used method for collecting and analyzing primary data in studies on food waste and its management in foodservices (see, for example, vizzoto et al., 2020). a non-probability/purposive sampling technique is most frequently applied in case studies (burns 2000). a specific case is chosen because it facilitates fulfilling the purpose and achieving the objectives of the research and aims at discovering, obtaining insights, and understanding the selected phenomenon (ibid). in other words, researchers sample because they need to interview people directly related to the research questions (bryman, 2008). many qualitative advocates, including patton (2002), flick (2009), hennink et al. (2011) and silverman (2011), have supported the use of electronic software in analysis of qualitative data. computer-assisted qualitative analysis software, nvivo 12, is going to use and utilize to organize and store data and aid data analysis within this research. however, it is important to note that using qualitative data analysis software is not a substitute for the task of data analysis, rather the software is a device that helps the process. in this research, the implementation of nvivo 12 led to the data analysis being finished in a more appropriate way, as well as presenting better transparency to the analysis phase by recording each phase of data analysis. moreover, the software allowed for computerization of the physical tasks of cutting, pasting, segmenting, photocopying, and collecting the number of interview transcriptions. therefore, more time is available to connect and develop ideas and theory to address the research objectives. in line with bazeley and jackson (2013), the objective of this qualitative analysis is not merely to discover concepts and categories in order to describe the study but to deliver a root and branch review of the data, including assessment of patterns, identifying connections between concepts and categories and detailed explorative analysis of participants. data were generated through several in-depth semi-structured interviews with chef restaurants. for the purpose of this study, full-service restaurants are characterized as restaurants that operate with a full menu selection option and have seating for patrons. it does not include businesses like fast food restaurants, portable food kiosks, and cafeterias at work. table 1. research informants no name position workplace duration of interview 1 i nyoman s executive chef 5 star hotel 48 minutes 2 komang a.w. chef 5 star hotel 1 hour 56 minutes 3 yudha sous chef 5 star hotel 1 hour 1 minute 4 suma executive chef 2 star restaurant 36 minutes 5 angel executive chef/owner 1 star restaurant 29 minutes http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 22-32 http://ojs.unud.ac.id/index.php/eot 28 e-issn 2407-392x. p-issn 2541-0857 results and discussions regarding the relationship between religion and food waste management, the researchers found that religion influences chefs' views on food waste management. this can be seen from the following quote “well, if there is religion, balinese hinduism, especially the story of dewi sri, if you are given a meal, it must be eaten and finished, don't throw it away. then if you eat, even if a lot, please eat it up” (chef i nyoman s). according to pantheistic ideology, many hindus believe that god can be found anywhere and in anything, including their food (schmidt et al., 2014). given this, throwing food waste is practically the same as showing contempt for god. the god can be found anywhere and in anything is reflected on the following quote: “if i often tell other people that tat twam asi is what we use the most in our daily lives; i am you, you are me. so, if you could throw away food, then you would treat that person the same way as well. so, if i don't appreciate the food, then the food won't appreciate you. this means that, in quotes, one day we will be short of food because so far, we have not appreciated food. then one day the food also doesn't respect you, the view may later be tat twam asi too. according to minton et al. (2020), moral instructions in religious texts to care for god's creation and to treat every living human or animal with the same amount of love and care as oneself leads to higher levels of sustainability concern among religious people than among less religious or non-religious consumers. similar opinion is obtained about dewi sri, however does not specifically point to religion as an influence in the view of food waste management. “it is not specific to religion, it's never really. the most important is we have to be grateful for having food, before we eat we thank and pray. my parents said: it's not allowed to throw away the food. in terms of religion, rice was also said to not waste rice because it was dewi sri” (chef yudha). dewi sri is the indonesian equivalent of lakshmi. sri is the mother of the javanese. she is honored as the rice mother and rice bride in javanese harvest rites. even in semi-islamized places, she is revered as a benefactor who protects the people from famine. sri brings monsoon rain and gives advice in dreams. she is the only balinese deity not rooted in indian hinduism. she's wisnu's consort. dewi sri inspired bali's highly productive cooperative rice growing approach and is the island's master landscaper. farmers pray to her for a rich harvest because she protects and nurtures rice paddies. however, there are very different opinions about the influence of religion on food waste management, as it can be read from below quote: “i personally see a lot of waste that occurs with these ceremonies (hindu’s ceremony). because we can't use it fully. imagine, of all the offerings, those that are used in offering are materials that can turn into waste easily. people use dry rice in offering because it is cheap, thus it's been a waste because i don't understand how it can be eaten? (dry rice). it is not possible to consume it. but like tumpeng rice, tape, fruits, all of that is just thrown away as garbage, it can't be processed anymore” (chef suma). in addition to examining the perceptions of chefs who are hindu, this study also examines chefs who are muslim and their perspective on food waste management. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 22-32 http://ojs.unud.ac.id/index.php/eot 29 e-issn 2407-392x. p-issn 2541-0857 “food waste in islam is not allowed but it is not a sin, muslims say it is mubazir (redundant). that would be waste. we shouldn't throw it away. there is a name for that term call makruh, if you do it it's not a sin but if it is possible, don't do it. if you are able to resist it's better but if you are not and you, do it, it's not a sin”. conclusions this preliminary research was conducted to understand the environmental habitus of chefs. james (1914) and skinner (1965) argue that habits are formed in 3 stages: (1) context cue = a trigger of habit which can be embedded in the past and facilitated by the current events and circumstances; (2) behavioral repetition = habitual routine; and (3) reward (either psychological or material). here, the researcher conducted a preliminary study that only focused on the past section, namely the chef's religion and its influence on their attitude towards food waste management. in our conceptual model, religious values are a thing of the past along with at home and out home education as well as on the job training to form the socalled context cues that underlie how chefs will take an attitude towards food waste management today. references aamir, m., ahmad, h., javaid, q., hasan, s. m. 2018. waste not, want not: a case study on food waste in restaurants of lahore, pakistan. in journal of food products marketing 24 (5), pp. 591–610. doi: 10.1080/10454446.2018.1472695. bazeley, p. jackson, k. 2013. qualitative data analysis with nvivo. london: sage publications limited. beretta, c., stoessel, f., baier, u., & hellweg, s. 2013. quantifying food losses and the potential for reduction in switzerland. waste management, 33(3), 764–773. doi:10.1016/j. wasman.2012.11.007 bharucha, j. 2018. tackling the challenges of reducing and managing food waste in mumbai restaurants. in bfj 120 (3), pp. 639–649. doi: 10.1108/bfj06-2017-0324. bloom, j. 2010. american wasteland: how america throws away nearly half of its food (and what we can do about it). cambridge, ma: da capo press. bryman, a. 2008. social research method. 3rd edition. oxford: oxford university press. burns, r.b. 2000. introduction to research. london: sage. charlebois, s., creedy, a., massow, m.v. 2015. back of house”efocused study on food waste in fine dining: the case of delish restaurants. int. j. cult. tourism hospit. res. 9 (3), 278e291. christ, k. l., burritt, r. 2017. material flow cost accounting for food waste in the restaurant industry. br. food j. 119 (3), 600e612. daniels, peter l. 2010. climate change, economics and buddhism—part 2: new views and practices for sustainable world economies. ecological economics, 69 (5): 962-972. fao. 2022. food loss and waste. available online at https://www.fao.org/nutrition/capacity-development/foodloss-and-waste/en/, updated on 8/26/2022, checked on 8/26/2022. fao-food and agriculture organisation. 2019. the state of food and agriculture 2019. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. 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(2023): 60-73 http://ojs.unud.ac.id/index.php/eot 60 e-issn 2407-392x. p-issn 2541-0857 managing hotel employees achieving wow!: a conceptual paper kelik hastjarjo* sekolah tinggi pariwisata bogor *corresponding author: hastjarjo@stpbogor.ac.id doi: https://doi.org/10.24922/eot.v10i1.93658 article info submitted: november 4th 2022 accepted: march 17th 2023 published: march 30th 2023 abstract in the hotel business, humans are the ones who deliver service to the guests, so everyone must wow! this research develops a conceptual model that creates an excellent service cycle. the method is a systematic literature review that synthesizes hotel services theories and empirics from books and journals. results. the result is a conceptual model “managing hotel employees achieving wow! future research may be useful to select more or different practices to investigate the relationship with service quality, empirically. keywords: hospitality culture; hospitality people; hospitality service cycle. introduction background guestology is the study of guest behavior (in the hospitality industry). the behavior of guests is carefully observed, what are their wants, needs, abilities, and expectations about the experience during their stay at the hotel, so that hotel operators can adapt their service products to the current and future demands of their guests. guestology means that all hotel employees must treat customers like guests and manage the organization from the guest's point of view. the practice of guestology makes it possible to increase guest satisfaction, which leads to more repeat visits, which in turn increases revenue (ford et al. 2012). so, everyone must wow! then, a guestologist strives to understand and plan the expectations of the organization's targeted customers before they enter the service setting, so that everything is ready for each guest to have a successful and enjoyable experience. according to ford et al (2012), here is the basic equation that captures all the components of the customer experience that must be effectively managed by the guestologist: guest experience = service product + service setting + service delivery system. the human component (such as a restaurant server putting food on the table or a sound engineer at a rock concert, etc.) is included in the service delivery system, why is it so important? because humans are the ones who deliver service to the guests, without humans, service can only be received by guests with cold robots. that is why: geologist = guest experience. where is the geologist in the service-profit chain? if we look at the model, revenue and profitability growth start from internal http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 60-73 http://ojs.unud.ac.id/index.php/eot 61 e-issn 2407-392x. p-issn 2541-0857 service quality. internal quality is measured by employees' feelings towards work, co-workers, and the company. what do service employee value most in the workplace? if we looking at the process, service employees develop communication skills and learn to interact with customers in ways that add depth and dimension to their work. this is a skill or career development (heskett et al. 2008). figure 1. the component of career development for frontline service employee hotel managers must take a tailored approach to career development, companies must also be flexible, view career development as an open system that can be adapted to each employee's situation. research has provided evidence for a strong relationship between service employees' satisfaction with their training and development and their overall job satisfaction. thus, the effectiveness of career development programs is the sustainability of the company, because employee satisfaction = customer satisfaction. (heskett et al. 2008; jackson & sirianni, 2009). jackson & sirianni (2009) article provides a conceptual model of career development, providing a framework for bringing together many different career development areas. • step 1: identify strength and weakness the first component of the jackson jr. & sirianni (2009) model is the identification of individual strengths and weaknesses of employees. this assessment allows employees to choose a career direction that suits their personality, abilities, and level of ambition. these personal qualities and work skills may include customer service and decision-making competencies, as well as interpersonal skills in working with team members, supervisors, and other personnel. this allows service managers to work with their employees to highlight personal strengths and identify weaknesses that need to be addressed to achieve their career goals. • step 2:chart the appropriate course the second component is for managers to map out suitable programs for their staff members, which includes determining the type of long-term career the employee wants and identifying the steps they must take to achieve these career goals. some service employees may aspire to leave the front lines to work their way through the organization, while others are content to improve their performance in their current position. this phase helps http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 60-73 http://ojs.unud.ac.id/index.php/eot 62 e-issn 2407-392x. p-issn 2541-0857 managers better understand their workforce and their career aspirations, and provides service employees with outreach, career workshops, career counseling, and career information services. • step 3: take action to increase skills the third component consists of actions managers take to improve the skills of their employees and overcome their weaknesses, to prepare them for future opportunities—whether on or off the front lines. this phase includes mentoring, job enrichment, coaching, training programs, job rotations, and tuition assistance programs, all of which are intended to promote growth and self-improvement for service employees. based on the service-profit chain (heskett et al., 2008) and also on the model jackson jr. & sirianni (2009) development programs should provide benefits to employees, a positive impact on customers, and favorable outcomes for the company. wow! hr activities focus on developing tm (talent management) capabilities through better resources and learning systems, including their capacity to deal with tensions that arise. (francis & baum, 2018).what about the hotel and hospitality literature about managing its employees to achieve wow!? figure 2. model of managing hotel employees achieving wow! the purpose of this study is to review the literature to build a best practice framework for managing employees to achieve customer satisfaction in the hospitality industry. the research question is “how to manage hotel employees to achieve customer satisfaction in the hospitality industry based on the literature?” literature review way to wow!: train culture & culture train model managing hotel employees achieving wow! illustrated in figure 2. organizational culture can be a significant competitive advantage if it is of value to its members, is unique, and cannot be easily imitated by others. if an organization has a strong culture that cannot be easily http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 60-73 http://ojs.unud.ac.id/index.php/eot 63 e-issn 2407-392x. p-issn 2541-0857 imitated by others, it can use that culture to attract customers and employees. a good strategy is to identify other organizations with successful cultures and try to replicate the process used to create those cultures in your own. figure 3. the gold standards of ritz-carlton the key idea behind organizational development is that everyone should continue to grow and develop. the development of skills and knowledge is an ongoing process. it must be sustainable to meet the ongoing changes in guest expectations. it's a culture like a never-ending journey (ford et al. 2012) • the gold standards rules: lessons from ritz-carlton the ritz-carlton focuses its efforts on developing a prestigious and highly personalized hotel chain. for this reason, the ritz-carlton formulated a philosophy based on management's commitment to providing high-quality, uncompromising service to its guests. this philosophy is officially stated in the company's gold standard, which includes the credo, the motto, three steps of service, and the basics (fraiman et al. 2010). the first gold standard, the credo, embodies the characteristics of ritz-carlton products and services. the credo is more than a corporate mission; the credo influences the development and management of every ritz-carlton hotel which includes the attitudes and behavior of every member of the ritz-carlton organization. every ritz-carlton hotel is designed and operated using the credo as a guide. the second of the cold standards is the motto which is at the heart of the ritzcarlton philosophy and represents ritzcarlton's commitment to quality and excellence. employees are treated like guests. employees are taught that they are professional service providers, not waiters. every employee is trained as a ladies/gentlemen, and treats guests the same way. the three service steps detail the actions and decisions required for all interactions with customers, including "internal customers". the first step in providing service is greeting customers. the ritz-carlton philosophy believes that if customers are not welcomed, then employees are simply doing work not service. the second step is to anticipate customer needs. employees don't wait until customers have fully articulated their needs, but they must anticipate those needs and fulfill them. the http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 60-73 http://ojs.unud.ac.id/index.php/eot 64 e-issn 2407-392x. p-issn 2541-0857 third, the employee must say goodbye to the customer after completing the service. ritz-carlton management recognizes that in order to uniformly apply the gold standard in all the hotels it manages, senior management needs to transmit these values to all ritz-carlton employees personally. employees are empowered with the responsibility and autonomy to apply it in their day-to-day work. empowerment instills in employees a sense of belonging, and encourages them to assume responsibility and take the necessary steps to satisfy customers. ritz-carlton management takes four steps to ensure employees maintain the company's high standards for service quality and excellence, as articulated in the gold standard: (i) rigorous employee selection process, (ii) employee orientation, (iii) employee training certification, and (iv) continous coaching. according to research by huang & chen (2021) the ritz-carlton hotel culture has a positive impact on morale, dedication and employment of the new generation of employees. employee work commitment has a positive impact, meaning that the higher the cultural identity of the new generation with the ritz-carlton hotel, the higher the work engagement of the new generation of employees. • the golden rules: lessons from four seasons four seasons hotels and resorts is the world's leading luxury hotel operator, managing 53 properties in 24 countries. being able to standardize “consistently exceptional service” worldwide and across cultures is at the core of this chain's to be sustainable advantage. for four seasons, "consistently exceptional service" means providing a truly personalized, high-quality service that allows guests to maximize the value of their time. figure 4. four seasons goals, beliefs, and principles corporate culture contributes to a company's success in two ways. first, through the values adopted by the organization. for the four seasons, this is personified in the golden rule: "treat others as you would want them to treat you." the second is a set of behaviors displayed by employees and managers, which basically applies to the company's values. the organization's ability to translate core values into applicable behavior creates a competitive advantage at the four seasons (hallowell et al. 2002). the seven four seasons "service http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 60-73 http://ojs.unud.ac.id/index.php/eot 65 e-issn 2407-392x. p-issn 2541-0857 culture standards" expected of all staff all over the world at all times were: 1. smile: employees will actively greet guests, smile, and speak clearly in a friendly manner. 2. eye: employees will make eye contact, even in passing, with an acknowledgment. 3. recognition: all staff will create a sense of recognition by using the guest's name, when known, in a natural and discreet manner. 4. voice: staff will speak to guests in an attentive, natural, and courteous manner, avoiding pretension and in a clear voice. 5. informed: all guest contact staff will be well informed about their hotel, their product, will take ownership of simple requests, and will not refer guests elsewhere. 6. clean: staff will always appear clean, crisp, well-groomed, and well-fitted. 7. everyone: everyone, everywhere, all the time, show their care for our guests the golden rule is the key to the company's success, and is cherished in every village, town, and city around the world. basic human needs are the same everywhere. the figure 4 summarizes the company's goals, beliefs, and principles. in short, all elements of corporate culture can be thought of as threads in a sweater: when a thread comes out of a sweater, it is sometimes wisely clipped to preserve the overall appearance. however, sometimes cutting the thread will open the entire sweater. managers must determine which aspects of the corporate culture "stand out" in the new environment and whether modifying or eliminating them will enhance or weaken the organization. figure 5. why costumer experience management to hr hospitality? http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 60-73 http://ojs.unud.ac.id/index.php/eot 66 e-issn 2407-392x. p-issn 2541-0857 luxury hospitality is all about providing a unique experience for guests, and this type of experience requires employees who understand the culture of luxury and are trained at the highest level. luxury hotels compete not only for clients but also for the best talent. the talent gap is real, this luxury skills gap has become a significant threat to hotel managers, who are constantly struggling to recruit the necessary talent and operate their companies to a high standard. if they cannot recruit the talent they need, hoteliers should invest in employee training and develop ad hoc employee development strategies with a focus on cultural intelligence (dimanche & lo, 2022). make them wow!: hrm experience hospitality employees engage in frequent interactions with customers, therefore employees are in a key position to ensure customer satisfaction and customer loyalty. during service delivery, employees ensure service quality and meet customer expectations. employees also act as an interface that provides a positive customer experience and earns customer commitment. thus, employees are the main drivers of competitive advantage by providing memorable experiences (kandampully et al. 2018). cem analyzes point of sale data from the marketing department, whereas crm gets customer experience data with the customer's subjective thoughts about a particular thing. data about experiences is collected at "touch points". service interactions are more important when the core offering is service, because at each touch point, the gap between customer expectations and experience represents the difference between customer experience and employee experience. human resource management should develop a training strategy that conveys the economic rationale for cem. since the front line determines a large part of the customer experience, it's a good idea to study the individual capabilities, work processes, and attitudes of the employee (meyer & schwager, 2007). hrmexperience = hr hospitality + frontline staffing. • hr hospitality point of view hotel strategic hr. high-performance work practices are significantly related to the main indicators of unit performance, and the unit's "work mode". “commitment-based” practices (e.g., focus on rewards and recognition) were significantly associated with the utilization of more full-time staff, and “control-based” practices (e.g., focus on technical training) were significantly associated with the utilization of more part-time or external staff. hospitality staffing. hospitality staffing need to focus on measurement challenges, profiles of skills and competencies that may be useful in a variety of hospitality settings, as well as those that may be relevant to specific segments and/or locations. in addition, hospitality also needs to pay attention to the ways in which individual competencies can influence attitudes, behavior, and performance at various stages of a person's work and career. hospitality training. hospitality training requires a specific type of training on individual qualities which may be important for some types of hospitality jobs and work settings, and should thus be considered and incorporated into training programs that support the focus position. research shows the hr department's strong position, but working conditions in hotels are often “poor and abusive,” so hr departments must “pay special attention to the environment, understand needs, proactively resolve issues and adopt a culture that fosters growth and http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 60-73 http://ojs.unud.ac.id/index.php/eot 67 e-issn 2407-392x. p-issn 2541-0857 engagement.” the findings show that employees consistently evaluate the performance of the hr department and view it as a major factor influencing their job satisfaction (human resource management international digest, 2020). • frontline staffing customer service quality is falling. that's because today's reps aren't selected and trained to handle increasing complex customer issues. managers should abandon their preference for caring, supportive reps and instead recruit and develop outspoken, take-charge types who quickly and aggressively solve customers' problems. a global, cross-industry study of 1,440 frontline service representatives revealed distinct differences in personality and approach to the job. empathetic reps were by far the most common type, but controllers ranked number one in making interactions efficient and painless. figure 6. seven types of frontline staff in addition to better hiring, companies need to consider new approaches to talent development and performance management to help non-controllers act more like controllers. companies that have committed to providing controller skills need to change the training curriculum from teaching product knowledge, rote processes to handling calls, and procedures to using systems and tools. instead, what needs to be taught are listening techniques and frameworks that mimic the controller's instincts to quickly understand what the customer needs and how to provide it with optimal personal resolution. the controller solves the problem in a way that does not require strict adherence to rigid protocols. creating a climate— where representatives are allowed to conduct assessments and help identify problem-solving opportunities—requires new ways to manage individual performance http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 60-73 http://ojs.unud.ac.id/index.php/eot 68 e-issn 2407-392x. p-issn 2541-0857 and team engagement. to help improve the overall quality of service, the training of service workers must coordinate a sound understanding and a sound perspective. training can emphasize the need to examine service encounters from the customer's perspective, not just the worker's perspective, and also offer a cultural perspective, as cultural values influence the expression of emotions during service interactions. taken together, the coordinated application of sensemaking and sensegiving perspectives can enable service organizations to better cope with the complex emotional, cognitive, and decision burdens inherent in dealing with service recovery with customer-related issues. (gal et al. 2021). figure 7. the cycle of failure ow! to wow!: change failure to value putting effort into service recovery is good business. recovery is an important way to attract guests' attention with impressive service. when no one expects you to fix someone else's mistakes and you do it anyway, people will be wowed. • managing employee cycle most managers recognize that good service is a direct result of having effective and productive people in customer contact positions. however, most service companies perpetuate the cycle of failure by tolerating high turnover and expecting employee dissatisfaction. this continuous cycle of failure seems to ensure continued decline in service quality, managerial problems, and long-term declines in sales and profits. many managers have fallen into the loop of failure traps because of their assumptions about the workforce, their attitudes about technology, and the lack of relevant information about the costs of sustaining a failure cycle. the general elements of a strategy for breaking the cycle of failure are described below. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 60-73 http://ojs.unud.ac.id/index.php/eot 69 e-issn 2407-392x. p-issn 2541-0857 • careful selection. service organizations that have broken the cycle of failure have the luxury of being selective in hiring. • employee empowerment and latitude. several organizations have empowered frontline employees, especially those who care about customers, to go beyond the routine of doing their jobs. • employee awareness of its role in customer satisfaction and economic success. these companies continually provide information and rewards to show employees how they impact the entire company. • scorekeeping and feedback. in highperformance service organizations, employees and managers like to look at the performance "score," whether it's directly related to compensation or not. • employee integration into the winning team. "winners want to be with winners" is an old management adage. through job design and awards, many organizations have succeeded in building winning teams. • focus on aggregate labor costs instead of individual wage rates. every company we've discussed has succeeded in increasing employee wages, often dramatically, without degrading economic performance. • concentrate on quality at the core of service. this is especially important in services where quality can be neglected in pursuit of sales volume or other forms of productivity. the patterns that lead to success cycles include the basic assumptions that managers bring to a task and the way they operate the success cycle. common elements of strategy in a successful program include careful selection, a realistic review of the job and organization, and a concentration on quality at the core of service. figure 8. the cycle of success employee job satisfaction is influenced by the way managers lead their teams, due to the specific factor of human relations in hospitality. many other factors http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 60-73 http://ojs.unud.ac.id/index.php/eot 70 e-issn 2407-392x. p-issn 2541-0857 can also affect the job satisfaction of hotel employees. employees exhibit undesirable behavior when they feel intimidated by the possibility of losing their current job in the future (baquero, 2022). • value enhancement for customers, employees, and for the firm service recovery that leads to value enhancement takes the firm through three stages of service orientation. operational from the perspective of recovering from failure (the act of recovery itself from the customer's perspective): • undertake immediate recovery of the failure or offer alternative options so that customers' needs are met; • compensate customers for the service mishap and acknowledge their understanding; • provide immediate rewards for employees involved in successful recovery; and • provide further training to employees who may have contributed to the initial failure. figure 9. from service recovery management to value enhancement strategic from the perspective of organizational learning and realignment (involving learning and pre-planning for the future): • align the firm's external orientation with internal orientation; • undertake a systematic analysis and management of the entire service delivery system; • use the identified service problem and its remedy to realign the inner mechanisms of the service system; • nurture the culture of organization-wide learning through assimilation and dissemination of information; and • learn from failure and recovery information; and effect improvement that will reflect on the firm's competency and market performance. service vision aligning the goal, mission, and direction of the firm: • initiate innovative value enhancement that systematically progresses through the operation, strategy, and vision of the firm for the ultimate benefit of customers, employees, and the firm itself the proposed model also provides direction to service managers, in terms of orienting their firms to a value-driven organization and gaining a competitive advantage in the market. competitive advantage is related to strategic talent management rather than employee satisfaction. therefore, when an organization invests in hotel-specific talent, these skills or talents cannot be replicated by their competitors, leading to a higher sustainable competitive advantage (jibril & yeşiltas, 2022) . http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 60-73 http://ojs.unud.ac.id/index.php/eot 71 e-issn 2407-392x. p-issn 2541-0857 discussion model "managing hotel employees achieving wow!" starting with "way to wow!" namely training culture and cultivating training. organizational culture is a set of values, beliefs, and norms. hospitality must respect or believe that certain ways of conducting business, such as treating employees with respect and building customer relationships. a more specific customer service culture underscores the need to invest in employees who can provide excellent customer service and customers who never have a reason to do business with anyone else. the profits generated provide resources to be reinvested in the organization to ensure long-term success, that is the culture of training. building and maintaining service excellence requires "make them wow!: hrm experience". after building a culture and then coordinating service activities to stay strategically focused on implementing customer experience management to get a memorable experience for certain customers (target market). deciding whom to serve and whom not to serve is essential as the ritz-carlton focuses on the luxury, service-intensive hotel customer. "ow! to wow!: change failure to value" is "rotating" the model as an open system. the activities are linked as a cycle from employee management service design for experience customer management, aiming to improve the overall customer experience, and identify opportunities for success. each stage can be seen as a category of activities linked together to provide a great customer experience. wow! in a hotel service setting, employers can inform candidates about the specific service culture in the hospitality industry by recruiting and selecting, to appoint hotel employees instead of other jobs. like a good open system, if employees are hired through sophisticated recruitment and selection procedures to screen the best candidates, the employees obtained are employees who pay attention to guests because they are encouraged through service behavior (khassawneh & mohammad, 2021) the study of salama et al. (2022) sustainable hrm (shrm) in hotels. the application of shrm in such research can be adopted by service organizations. sem findings salama et al. (2022) is in line with his theoretical study which explores the hotel-employee relationship. the win-win approach shows that the right shrm application ensures positive business outcomes. the adoption of customer experience management in hr hospitality in this research is also expected to be successful. conclusion this research is conceptual research of best practices in the field of hospitality service staffing, which reviews; recruitment and selection; training and development; rewards and incentives; and internal career opportunities from the hospitality literature. future research may be useful to select more or different practices to investigate the relationship with service quality, empirically. acknowledgment we would like to thank all our colleagues and students at the bogor hotel institute who supported us in teaching and completing this paper. references baquero, a. 2022, "job insecurity and intention to quit: the role of psychological distress and resistance to change in the uae hotel industry", international journal of http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. 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(2023): 46-59 http://ojs.unud.ac.id/index.php/eot 46 e-issn 2407-392x. p-issn 2541-0857 recovery and survival strategies of the impact of covid-19 at hotel losari villas-legian and hotel losari sunset road bali ida ayu putri widawati, titien damayanti*, ni ketut mareni, i wayan tuwi bali tourism polytechnic *corresponding author: titiendamayanti17@ymail.com doi: https://doi.org/10.24922/eot.v10i1.98247 article info submitted: february 14th 2023 accepted: march 11th 2023 published: march 30th 2023 abstract the covid-19 pandemic outbreak has caused the economic sector to decline drastically and especially bali tourism on all fronts, because the tourism sector is the mainstay of the balinese economy. this impact was also experienced by the hotel industry with a decrease in thk. this research aims to explore how the impact of covid-19 has had on thk, adr and revpar hotel losari villas-legian and hotel losari sunset road bali, and how strategies for survival and recovery strategies have been implemented to survive. this hotel has a different target market, hotel losari villas legian with the target market for foreign tourists, and hotel losari second sunset road with the target market for wisdom. this exploratory qualitative research approach was carried out for the period august october 2021 through observation, interviews, literature study. qualitative and quantitative data are processed by means of data collection; data reduction; display data; figure conclusion and verification, obtained from cost controller, sales and marketing manager, human resource manager, revenue manager, general manager, and hotel owner. contingency plan theory includes incident response disaster, disaster recovery plan, business continuity plan, and rto, rpo, mtd, and wrt route maps to analyze how the stages of dealing with a hazard situation, and the ability to overcome a disaster or crisis that occurs. the results of this study indicate that thk, adr, revpar have decreased which resulted in decreased hotel revenue. also, carry out a survival strategy to maintain the resilience of the hotel business by carrying out strategies in marketing, hr, operations, finance, it and research and development; recovery strategy by developing a strategic recovery plan model with six stages of a strategic recovery plan. the implementation of the survival strategy and recovery strategy provides benefits for hotel management to continue to run hotel operations. keywords: room occupancy rate; average daily rate; revpar; hotel revenue; hotel business resilience. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 46-59 http://ojs.unud.ac.id/index.php/eot 47 e-issn 2407-392x. p-issn 2541-0857 introduction background the island of bali is one of the world's tourist destinations that is able to attract foreign tourists and wisdom and is the largest contributor to foreign exchange in indonesia. the development of bali tourism is increasingly advanced, it is hoped that it will be sustainable because of the support from all potential aspects that are optimized. the culture and uniqueness of balinese customs with various natural beauties that are owned have the potential to be managed in various packages so that bali tourism is increasingly in demand. the visits of foreign tourists and tourists to bali are increasing from year to year. tourists who visit are not only for vacation which causes the development of tourist visits to bali to increase, but the frequent holding of international events (mice) in bali is also one of the factors causing the increase in these visits. the number of visits by foreign tourists and foreign tourists in 2015 – 2019 has increased, proving that bali island remains a tourist destination, can be seen in table 1 below. table 1. number of foreign and domestic tourist visits to bali 2015-2019 year source: central bureau of statistics and bali provincial tourism office, november 2020 however, the covid-19 outbreak affected the level of visits by foreign tourists and tourists in 2020, which has decreased drastically and continuously compared to the last 5 years. the decline in the number of tourists affected the agricultural and plantation sectors, companies providing souvenirs, restaurants and hotel accommodation. foreign and domestic guests staying at the hotel have also experienced a decrease in impact on low room occupancy rates, which can be seen in table 2 below. table 2. number of foreign and domestic tourist visits to bali (january – december 2020) tourism total growth (%) description foreign countries 1.050.138 -69,6 update domestic 4.596.157 56,41 update total 5.646.295 -126, 01 update source: central bureau of statistics & bali province disparda, november 2020 year total growth (%) total growth (%) 2015 4.001.855 6,24 7.147.100 11,74 2016 4.927.937 23,14 8.643.680 20,94 2017 5.697.739 15,62 8.735.633 1,06 2018 6.070.473 6,54 9.757.991 11,70 2019 6.275.210 3,37 10.545.039 8,07 total 26.973.214 54,91 44.829.443 53,53 http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 46-59 http://ojs.unud.ac.id/index.php/eot 48 e-issn 2407-392x. p-issn 2541-0857 however, the covid-19 outbreak affected the level of visits by foreign tourists and tourists in 2020, which has decreased drastically and continuously compared to the last 5 years (appendix 2). the decline in the number of tourists affected the agricultural and plantation sectors, companies providing souvenirs, restaurants and hotel accommodation. foreign and domestic guests staying at the hotel have also experienced a decrease impacting on the low room occupancy rate. some of the cases that occurred during the covid-19 period from 2020 to march 21 2021 were as many as 1,460,000 people, 1,290,000 people recovered and 39,550 people died (source: jhu csse covid19/data). this has resulted in the cessation of operational activities of 1,139 hotels. several hotels in bandung have been turned into hospitals for covid-19 patients. hariyadi sukamdani (2022), chair of the hotel and restaurant association, believes that 1,226 hotels that previously existed have closed their hotels. also, property consultant colliers international indonesia assesses the impact of the covid-19 pandemic has made the hotel industry very down, forced to close operations and lay off employees, and layoffs. also, senior associate director of colliers international indonesia, ferry salanto said that covid19 had destroyed the hotel industry in jakarta and bali. however, in february 2020 the hotel industry in jakarta had not felt the effects of covid-19, even though the symptoms had started to be felt. several companies involving foreigners, began to slowly decline. the decline in performance began to be felt in march 2020 when the government announced that there was a case of covid-19 in indonesia, so that many activities were canceled (valda. s. r et al. 2020). the covid-19 case has not only affected hotels in jakarta and bandung but also hotels located in bali. hotels in bali are most affected by covid-19 because the orientation of hotel guests is foreign tourists. the direct impact experienced by hotels was a decrease in hotel room occupancy rates ranging from 60% 80% in the nusa dua area, which is a favorite place for chinese tourists to stay, apart from tuban, kuta and legian. chinese tourists are tourists who make the biggest contribution, namely an average occupancy rate of 30% 40% of the total hotel capacity. meanwhile, hotel occupancy in the ubud and sanur areas has decreased by around 20% -30%. this is because tourists who stay overnight tend to be tourists from europe and australia. another consequence was the cancellation of 40,000 hotel rooms with a total loss of idr 1 trillion. also, tourist arrivals from vietnam and thailand have decreased drastically (suci sandi wahyuni, et al. 2020). in the short term the covid-19 case has had a significant impact on low room occupancy rates, decreased average daily rate (adr) and revenue per available room (revpar) which resulted in termination of employment, changed operations and decreased service received by employees, which of course hampered recovery in the hospitality industry. meanwhile, in the medium to long term it is difficult to collect receivables, postpone investment plans or have difficulty paying debts and it is difficult to return to normal activities (jose m.r. et al, 2020). the results of the research by josé m. r. et al. (2020) shows that various crises have occurred which have had an impact on tourism, especially in the hotel industry along with the responses and strategies undertaken by business actors. it is concluded that the main strategies carried out are focusing on cost savings, encouraging and reactivating local markets, lowering prices, preparing contingency plans and implementing human resource policies. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 46-59 http://ojs.unud.ac.id/index.php/eot 49 e-issn 2407-392x. p-issn 2541-0857 the phenomenon due to covid -19 experienced by the hotel industry and some of the previous research results described above, the two hotels under the auspices of the losari group which were affected by covid-19, namely losari hotel & villas kuta bali and losari hotel sunset road, were still able to survive in 2020 – 2021. these two hotels have different target markets, where losari hotel & villas kuta bali has a target of foreign tourists, and losari hotel sunset road has a target of domestic tourists. the existence of losari hotel sunset road is still able to survive running hotel operations and has never closed, while losari hotel & villas kuta bali has been closed and occasionally opens. this condition affects management's attitude in acting which has a strategy on how to manage properties with different target markets to ensure business continuity and at the same time be able to get out of a crisis (disaster recovery plan). even though the covid-19 pandemic occurred, losari's management did not close the two properties in bali. losari group management has a certain strategy so that it can survive (business continuity) and carry out a recovery strategy (disaster recovery plan) simultaneously during the co-19 pandemic. this is what distinguishes the two losari group hotels from most other hotels which have closed their hotel operations in bali. the research question is how is the impact of covid-19 on the room occupancy rate, average daily rate and revpar at the losari villas-legian hotel and the losari sunset road hotel bali? and what are the recovery strategies and survival strategies implemented by the losari villas-legian hotel and the losari sunset road bali hotel so that they can continue to exist in the future? while the purpose of this study is to describe the impact of covid-19 on room occupancy rates, average daily rate (adr) and revenue per availabe room (revpar) at losari villas-legian hotels and losari sunset road bali hotels, and analyze how recovery strategies and survival strategies carried out by hotel losari villas-legian and hotel losari sunset road bali so that they can continue to exist in the future. the theory used in designing business continuity plans and disaster recovery plans is a hotel contingency plan that fits the needs of a recovery strategy and survives the impact of covid-19. this research contributes to the field of strategic management studies, and provides input on creative and innovative strategies that can be implemented by hotel management and owners as well as other accommodation business actors. methods this qualitative research reveals and discusses problems by describing, interpreting, and describing the circumstances and events that occurred during the research, then analyzed as a research result, but not used to make broad conclusions. the aim is to make systematic, factual and accurate descriptions, drawings or drawings of the facts, characteristics and relationships of the phenomena being investigated. this research not only provides an overview of the phenomenon but also explains the relationship, and obtains the meaning of a problem to be solved. the time for implementation is august – october 2021. qualitative data collection techniques using literature, observation and in-depth interviews with informants. the data analysis technique uses four steps according to burhan bungin (2003), namely data collection; data reduction; data displays; verification and confirmation of conclusions. these four analytical activities are interconnected and take place continuously throughout the http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 46-59 http://ojs.unud.ac.id/index.php/eot 50 e-issn 2407-392x. p-issn 2541-0857 research, so that the data obtained is not unequal or one-sided because one data with another data is interrelated. data were analyzed descriptively qualitatively by reviewing, explaining, analyzing, and explaining data obtained from hotels by providing an overview of the impact of covid-19 on room occupancy rates, average daily rate (adr) and revenue per available room (revpar) as well as recovery strategies for the impact of covid-19 carried out by the losari villaslegian hotel and the losari sunset road bali hotel. results and discussion general description of losari hotel & villas legian kuta bali losari hotel & villas legian is a 3star hotel with 5 floors located on jalan sahadewa, legian. the hotel market share is foreign tourists, especially australia. before the covid-19 pandemic, this hotel was quite busy with australian guests and domestic guests with a room occupancy rate of 60% 70%. this hotel has 10 standard rooms, 50 superior rooms, 18 deluxe poolside rooms, 3 suite rooms, 2 pent houses, 2 villas. facilities 2 swimming pools and children pool, laundry service, foreign exchange services, tour desk counter, doctor on call 24 hours, spa & massage services, safe deposit box, 24 hours bar & restaurant, 24 hours room service, credit card : visa and master cards, meeting room, elevator, free wi-fi. based on the interview results and the results of data analysis regarding the condition of this hotel before the covid-19 disaster, the covid-19 pandemic surviving strategy, and the covid-19 recovery strategy can be seen in table 3 below. table 3. before the covid-19 disaster, strategies for surviving the pandemic period covid-19, and the recovery strategy for the covid-19 period before the covid-19 pandemic disaster strategies for surviving the covid-19 pandemic recovery strategy during the covid-19 pandemic room statistics period 3 years before room occupancy 60-70% adr around idr 400,000/room/night revpar around idr 330,000,-/room/night room statistics room occupancy 0% adrna revpar na strategic finding always pay attention to competitors to research prices, and always pay attention to ongoing trends, such as co-hub working spaces (public areas can become offices) and become rooms or become offices, or rooms become apartments which can also be used for co-hub working spaces. strategy in marketing marketing strategy, sales obtained through offline travel agents, and sales calls to corporate and offline travel agents and online travel agents strategy in marketing • the hotel has been opened with a room rate of idr 200,000 during christmas 2020 new year 2021 but the occupancy market segment projection for the time being it is still the local market, and at a later time to return to the international market (especially australia) http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 46-59 http://ojs.unud.ac.id/index.php/eot 51 e-issn 2407-392x. p-issn 2541-0857 before the covid-19 pandemic disaster strategies for surviving the covid-19 pandemic recovery strategy during the covid-19 pandemic (channel of distribution), as well as promotion and branding through social media such as facebook and instagram was very low (around 1 room per day) so the hotel was closed again • target market from international, especially australia, to all local • marketing mix • previously complete products or facilities such as rooms, fb, mice, meetings, wedding events and group tours, currently only providing rooms and individuals (not tours), • product only rooms and the local market. market research and business strategy na strategy in the field of human resources in losari group's recruitment target as a hotelier, it is for junior hotelier training starting from trainees and front end such as receptionists, housekeepers and also waiters/waitresses so that they can quickly develop in all departments and also in the language field. all trainees as well as junior hoteliers are required to rotate in all departments and are always accompanied by a senior colleague. thus, they quickly gain insight and quickly develop. strategy in the field of human resources • reduction of employees/layoffs • from a total of around 30 employees, there are only 4 employees for losari legian and all the rest have completed their contract periods and workers are still on vacation for an unspecified period • salary reduction • salary reduction changed to 50% of the previous salary for employees who are residential teams (who live in). and for security guards who are assigned working days around 2-3 times a week, the salary is calculated per day • job desk adjustments • previously there were front office and housekeeping, now they are one, namely: junior hotelier • restrictions on working hours • working hours are limited for back office/accounting, such as being hired from 5 times per week to only 2 times, and calculated according to attendance continuing critical business functions currently, the most important business functions are front office and housekeeping http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 46-59 http://ojs.unud.ac.id/index.php/eot 52 e-issn 2407-392x. p-issn 2541-0857 before the covid-19 pandemic disaster strategies for surviving the covid-19 pandemic recovery strategy during the covid-19 pandemic strategy in financial since the beginning of the losari hotel & villas kuta bali hotel, it has always tried to cover costs and repay bank interest and principal debt by keeping costs as low as possible, and increasing sales (revenue). strategy in financial • tolerable loss • for the time being the loss is around idr 10,000,000 per month • how to generate revenue to cover operational costs • it is hoped that after the covid period, the economy will recover and be able to cover the costs of borrowing money from the head office so far • how to control costs all unimportant needs, for example if there is a room that is oo, and there are still other good rooms, other rooms are used and no longer need to be repaired, rooms that are oo millstones set for the time being, it is surviving with low operating costs if the economy returns to normal, try to repair damaged parts of the hotel, such as rooms and wall leaks efforts to minimize risk efforts to minimize risk, by being more careful in operations so that goods are not easily damaged and last longer strategy in the field of information technology all systems run normally both online and offline strategy in the field of information technology all systems are running normally, and promotions have been increased to online strategies, social media such as facebook, instagram strategy in research and development in the field of research and development, not yet strategy in research and development making eco-enzymes as optimal as possible to reduce the use of soap and cleaning chemicals (20% 50% cost savings, environmentally friendly) source: processed data (2021) general description of hotel losari sunset road bali during the pandemic crisis, understanding market segments is important for the hotel business to use as an important factor in the business strategic recovery plan being implemented. hotel losari sunset bali, indonesian becak museum, strategically located on jl. sunset road no. 169, sunset kuta, bali, is a 3-star hotel which was inaugurated in 2012. this hotel has 5 floors with 59 rooms consisting of superior and deluxe rooms. main facilities owned by a total of 59 guest rooms; daily room cleaning service; near kuta beach; restaurants and bars/lounge; full-service spa; outdoor swimming pool. for guests visiting with family, it is equipped with facilities such as a children's pool; extra bed (surcharge); connecting rooms available; private bathroom; free toiletries; park. the advantages of this hotel are that it is close to kuta beach; bali bombing memorial; legian beach; beachwalk shopping http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 46-59 http://ojs.unud.ac.id/index.php/eot 53 e-issn 2407-392x. p-issn 2541-0857 center; double six beach; carrefour plaza kuta; kuta galeria palace; krishna; legian street; mall bali galeria; to ngurah rai international airport only takes 10 minutes. other facilities include a shuttle to the airport and an area shuttle around the hotel location at the request of the guest. the losari sunset road bali hotel, with its strategic location, before the 19th pandemic, was in great demand by domestic tourists and tourists from china. based on the results of interviews and the results of data analysis regarding the condition of this hotel before the covid-19 disaster, the covid-19 pandemic surviving strategy, and the covid-19 recovery strategy can be seen in table 4 below. table 4. before the covid-19 disaster, strategies for surviving the pandemic period covid-19, and the recovery strategy for the covid-19 period before the covid-19 pandemic disaster strategies for surviving the covid-19 pandemic recovery strategy during the covid-19 pandemic room statistics period 3 years before the pandemic: room occupancy 60-70%; average daily rate idr 300,000/room/night revpar idr 230,000,/room/night room statistics period during the pandemic: room occupancy 1%; average daily rate idr 100,000,/room/night revpar idr 50,000,/room/night room rates have been reduced from idr 270,000 to as low as idr 180,000/room/night for superior room only and currently on agoda idr 105,000/room/night strategic finding always pay attention to competitors to research prices & always pay attention to current trends, such as co-hub working spaces (public areas can become offices) and rooms can become offices, or rooms can become apartments which can also be used for co-hub working spaces. strategy in marketing sales and marketing of hotels aimed at international and chinese and domestic tourists are carried out through offline travel agents, and sales calls to corporate (lion airlines), and online travel agents (channel of distributions), promotion and branding through social media such as facebook and instagram marketing mix products include rooms, fb, mice, meetings, weddings, and group tour packages strategy in marketing target market from international and china, to all domestic and full online marketing marketing mix currently only room and individual products (not tours) without f&b. market research and business strategy for the time being, only prioritizing ota and business strategy is always paying attention to competitors and prices must always be set at idr 10,000 below similar competitors. market segment projections for the time being it is still the local market, and at a later time to return to the international market and local market. i used to think http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 46-59 http://ojs.unud.ac.id/index.php/eot 54 e-issn 2407-392x. p-issn 2541-0857 before the covid-19 pandemic disaster strategies for surviving the covid-19 pandemic recovery strategy during the covid-19 pandemic about embracing the chinese group market (like before covid) but actually the chinese market is high cost and low profit while for local group it is low cost and high profit strategy in the field of human resources losari group's target as a hotelier is to conduct hotelier training for juniors starting from trainees and front end such as receptionists, housekeepers and waiters/waitresses so that they are able and quickly master the field of work in all departments and in foreign languages. the trainees and junior hoteliers are required to rotate in all departments and are always accompanied by seniors to gain insight and develop more quickly. strategy in the field of human resources • reduction of employees/ layoffs from a total of around 30 employees, there are 5 people, and the rest have completed the contract period and workers are still on vacation until the specified period • salary reduction the salary reduction changed to 50% of the previous salary for colleagues who are residential teams (who live in). for security guards assigned working hours 2-3 times a week, salary is calculated per day • jobdesc adjustments front office and housekeeping are combined as junior hotelier • restrictions on working hours working hours are limited for back office/accounting, such as 5 working days/week to 2 working days/week and calculated according to attendance continuing critical business functions currently, the important business functions are front office and housekeeping strategy in the field of operations even though there are supervisors and operational managers, to facilitate hotel operations, all employees are allowed to communicate directly smoothly with the owner representative so that existing problems can be quickly found and resolved. also to reduce strategy in the field of operations • evaluate the parts that must remain only front office & housekeeping previously there was a kitchen and restaurant. engineering is no longer there and is only called according to work needs • fixed cost reduction reduced electricity costs, work plan for the time being, this only revolves around the existing maintaining team and housekeeping. in the future, food and beverage & kitchen will be needed to normalize all operations again top priorities http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 46-59 http://ojs.unud.ac.id/index.php/eot 55 e-issn 2407-392x. p-issn 2541-0857 before the covid-19 pandemic disaster strategies for surviving the covid-19 pandemic recovery strategy during the covid-19 pandemic bureaucratic levels to inform a problem that occurs. changed from the pre-covid-19 period of around idr 13,000,000 low and idr 27,000,000 high to around idr 7,000,000 to idr 9,000,000 per month • reduction of maintenance costs maintenance costs are reduced due to damaged rooms such as oo; ac and others not used for a while the very first priority is checking rooms and repairing rooms if guests have started to come back (the economy has started to show progress) strategy in financial gm running hotel operations always tries to cover costs and pay back bank interest and principal debt by maintaining as low costs as possible, and increasing sales (revenue) strategy in financial • tolerable losses for the time being, losses range from idr 20,000,000 per month • how to get income to cover operational costs it is hoped that after the covid19 period, the economy will recover and be able to cover the costs of borrowing money from the head office so far • how to control costs all unimportant needs, for example if there is a room that is oo, and there are still other good rooms, other rooms are used and no longer need to be repaired, rooms that are oo efforts to minimize risk efforts to minimize risk, by being more careful in operations so that goods are not easily damaged and last longer. millstones set for the time being, it is surviving with low operating costs if the economy returns to normal, try to repair damaged parts of the hotel, such as rooms and wall leaks strategy in the field of information technology all systems were running normally before the pandemic-19 strategy in the field of information technology all systems are running normally, and promotions have been increased to online strategies, social media such as facebook, instagram strategy in research and development not done strategy in research and development making as much eco-enzyme as possible to reduce the cost of using soap and cleaning chemicals (20% 50% and good for the environment) source: processed data (2021) http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 46-59 http://ojs.unud.ac.id/index.php/eot 56 e-issn 2407-392x. p-issn 2541-0857 based on the conditions above, the flow that occurred at losari hotel and villas legian kuta, and hotel losari sunset road bali is as follows: stage 1: business as usual. at this stage all systems are running in production and working properly. stage 2: disaster occurs. at some point in time, a disaster occurs and the system needs to be restored. at this point, the recovery point objective (rpo) determines the maximum amount of acceptable loss measured in time. stage 3: recovery. at this stage the system recovers and is back online but not yet ready for production. the recovery time objective (rto) determines the maximum tolerable amount of time required to restart all critical systems. stage 4: resume production. at this stage all systems are restored. system or data integrity is verified and all critical systems can resume normal operation. all operational departments can carry out normal activities. in this study it was found that to determine best practices in preparing, deploying, and maintaining strategic recovery plans in the framework of resilience during the covid-19 pandemic. as for developing a strategic recovery plan is to collect all market information. phase 1. market research and business strategy. it is currently very difficult to accurately predict market behavior; assumptions will change based on the situation without proper preliminary information. therefore, market research will be more about assessing over time and monitoring all factors affecting the market itself, including government policies, travel restrictions, and industry announcements; travel requests and assessments; domestic market assessment; and review of market sentiment.the market situation can change quickly depending on the decisions taken by the government, and those decisions can also change according to the level of the pandemic. generally, the market prefers to take a wait and see position. this makes it difficult to foresee or predict business results. the general manager as well as the hotel owner must always update market research by following the latest situation. this allows hotel management to stay on top of changes in market behavior during the unforeseen conditions that hotels face. phase 2. top priority. the second phase of the strategic recovery plan which was developed at the losari hotel and villas legian kuta, and the losari sunset road bali hotel carried out room checks and repairs to room facilities when guests started to come back which could be monitored from the economy when it started to show progress in society. phase 3. strategic findings. after phase 1 market research and phase 2 top priorities are constantly updated, analyzed by the gm and compiled into a strategy of findings. this discovery strategy will help gm to decide on more detailed actions when opportunities suddenly become available in the market. strategic finding carried out by losari hotel and villas legian kuta, and hotel losari sunset road bali by always paying attention to competitors for price research & always paying attention to ongoing trends, such as co-hub working space (public areas can become offices) and turning rooms into offices, or a room into an apartment which can also be used as a co-hub working space. this is intended to continue to monitor business developments during a pandemic situation. based on the conditions of the two hotels above, even though they are under one management, because they have http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 46-59 http://ojs.unud.ac.id/index.php/eot 57 e-issn 2407-392x. p-issn 2541-0857 slightly different market segments, where the losari sunset road hotel targets domestic guests, they can still operate even with lower occupancy rates and room rates compared to before the covid-19 pandemic. period during the pandemic: room occupancy 1%; average daily rate idr 100,000/room/night, revpar idr 50,000/room/night. room rates have been reduced from idr 270,000 to as low as idr 180,000/room/night for superior room only and currently idr 105,000/room/night on agoda. only when the java-bali community activity restrictions were enforced, the hotel could not operate. meanwhile, losari hotel & villas legian, kuta bali, because the market segment is foreign guests, especially tourists from australia, automatically the hotel cannot accept foreign guests anymore because there are restrictions on travel between countries. conclusion the covid-19 pandemic has had a negative impact on the room occupancy rate, average daily rate and revpar at the losari villas-legian hotel and the losari sunset road bali hotel. hotel room occupancy rate, average daily rate, and hotel revpar decreased significantly. the negative impact of the hotel business due to the covid-19 pandemic prompted the hotel gm to develop a strategic recovery plan model to maintain the resilience of the hotel business and retain several hotel employees to keep the hotel running during uncertain situations. the gm hotel has formulated a six-stage strategic recovery plan consisting of market research and business strategy, top priorities, strategic findings, milestone sets, market segment projections and work plans. these six phases were created to focus business operations on necessary and realistic actions that can be implemented during challenging market conditions due to the ongoing co-19 pandemic. meanwhile, to ensure that the strategic recovery plan is sustainable and implemented in a sustainable manner at the losari villaslegian hotel and losari sunset road bali hotel, the hotel gm always pays attention to competitors to research prices & always pays attention to ongoing trends, such as co-hub working space (public area can be office) and a room into an office, or a room into an apartment which can also be used as a co-hub working space. there are differences between the two hotels, namely as a research locus that the hotel losari sunset road can still survive compared to losari hotel & villas legian due to different market segments, hotel losari sunset road because from the beginning it targeted domestic guests even though it also accepted chinese tourists, since the pandemic focus domestic guests. whereas the losari hotel & villas legian, because it is usually dominated by foreign tourists, especially guests from australia, could not survive, so it closed hotel operations for an unspecified time. the suggestion that can be given is to carry out further research using a sample of several star hotels in the same cluster to generalize the results of the research findings. the implications of implementing a survival strategy and recovery strategy provide benefits for hotel management to continue to run hotel operations. then the limitations of this research are due to case studies & conditions of ppkm level 3 in bali. references bejtlich, r. (2004). the tao of network security monitoring: beyond intrusion detection. boston, ma: addisonwesley professional. federal financial institutions examination council proses business continuity plan ffiec. diunduh 23 juli 2021. https://adoc.pub/. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.10. no.1. (2023): 46-59 http://ojs.unud.ac.id/index.php/eot 58 e-issn 2407-392x. p-issn 2541-0857 fernandes leão josé, francisco saldanha da gama. (2014). contingency planning: a literature review financial regulators revise business continuity management booklet to stress to examiners the value of resilience to avoid disruptions to operations. the business continuity management booklet is part of the ffiec information technology examination handbook (it handbook) and replaces the business continuity planning booklet issued in february 2015. diunduh 23 juli 2021. http://ithandbook.ffiec.gov/. gregg, m. 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(2023): 46-59 http://ojs.unud.ac.id/index.php/eot 59 e-issn 2407-392x. p-issn 2541-0857 valda shabrina rahma, gilang fadhilia arvianti. 2020. the impacts of covid19 pandemic in indonesia and china's hotel industry: how to overcome it? journal tourism and hospitality eissn 2685-094x vol. 2 no 1. vyshnavi jorrigala. (2017). business continuity and disaster recovery plan for information security. the repository at st. cloud university. wallace, michael, and lawrence webber. (2004). the disaster recoveryhandbook: a step-by-step plan to ensure business continuity and protect vital operations, facilities, and assets. diunduh 23 juli 2021. http://digilib.its.ac.id/. wallace, m dan webber. l. (2004). the disaster recovery handbook: a step-by-step plan to ensure business continuity and protect vital operations, facilities, and assets. diunduh 23 juli 2021. https://www.amazon.com/disaster-recovery-handbook-step-step. http://ojs.unud.ac.id/index.php/eot nyepi holiday package: e-journal of tourism vol.1. no.2. (2014): 91-100 http://ojs.unud.ac.id/index.php/eot 91 e-issn: 2407-392x. p-issn: 2541-0857 performance analysis on spa service at badung and gianyar regencies dewa ayu laksmiadi janapriati, i made sukarsa and nyoman adiputra school of postgraduate study doctorate degree in tourism udayana university coressponding author: laksmi.palguna@yahoo.com article info received 26 february 2014 accepted 07 august 2014 available online 10 september 2014 abstract over the last ten years, spa as one of the products of wellness tourism is growing very fast in bali, necessitating the development strategy in accordance with the conditions of bali. the rapid development momentum for the business of spa is opened in bali, although in the external side of the business will compete with the international trade environment to take advantage and create sustainable economic growth prospects. this will be an opportunity for bali as a destination spa in the future. in an effort to maintain and continue to develop quality as the best spa destinations in the world, we need the right strategy to make the creation and supporting product innovation spa in bali. this study aims to create an integrated assessment of the extent of the influence of the utilization of natural resources, human resources and local knowledge of the existence and essence of spa in bali and methods for utilizing natural resources, human resources and local knowledge of bali on development of spa in bali. research design and methods of approach to the problem that are done in this study using descriptive design, where the planning and execution of research conducted in the form of field data are collected in the form of surveys, questionnaires and statistical data processing. the target population in this study is divided into three, namely: the company or a place that offers spa services, spa services supporting manufacturers and both foreign and domestic tourists who use the services of spa services in badung and gianyar, by assuming the two districts can represent the tourist population to bali. based on several case studies found that the performance of spa services in terms of utilization of natural resources, human resources, and local wisdom of bali, particularly in terms of (1) the atmosphere (ambience), (2) equipment and design, (3) the qualifications and skills of the therapist, (4 ) treatment menu, and (5) the quality of services as a whole has shown good performance. consumer expectations of the spa service indicators in terms of utilization of natural resources, human resources, and local wisdom of bali, particularly in terms of (1) the atmosphere (ambience), (2) equipment and design, (3) the qualifications and skills of the therapist, ( 4). the treatment menu, and (5) the quality of services (service) as a whole have demonstrated the value of important categories. keywords: spa, local natural resources, development, bali. introduction background many researches have been done about the quality of services and satisfaction of marketing, but only a few attentions has been carried out to analyze the perception of service quality to customer satisfaction in the spa industry. it is very important for spa services industry in understanding and measuring the impact of service quality to customer satisfaction. the feedback obtained from these e-journal of tourism vol.1. no.2. (2014): 91-100 http://ojs.unud.ac.id/index.php/eot 92 e-issn: 2407-392x. p-issn: 2541-0857 practices can be used to make the strategy improvements in production services and that will have an impact on the business, and ultimately increase profitability. therefore, research is needed to determine the relationship between perception of service quality and improvement strategies that must be done in the spa industry in bali. bali as an international tourism destination has integrated health and wellness spa in particular as a unit of hotel services in the tour package. this refers to the reality in which most of the hotels in bali have to equip their products with the spa services, especially health and wellness spa should be developed and enhanced in accordance with the expectations of the tourists or consumers. efforts to develop and improve the quality of spa services that already exist in bali, a destination product differentiation and uniqueness of existing destinations, so expect the bali tourism destinations can be expanded both in service and management. although the spa is one of the market segments that are growing most rapidly in the hospitality and tourism industry, some of the studies mentioned above are still focused on the aspects of operational benefits and demographic profile of the spa. no attention is devoted to the perception of the benefits and influence the motivation of the spa customer. therefore, research is needed that focuses more on the theory of planned behavior as a theoretical framework to examine the behavior and motivation of the customer in assessing the performance of the spa. local wisdom bali as bali and cream massage techniques examined in this study, to determine its contribution in the development and determine the existence and essence as well as the performance of services in bali spa. bali as the best spa destinations in the world should be developed into spa capital of asia. spa business has been in a state of competitive international trade environment, so as to make this spa business as a real business opportunity, profitable, competitive and sustainable, it is necessary to integrated research, which includes research on the performance of services in terms of utilization spa natural resources, human resources, and local knowledge of bali and supporting product development services spa services. this study also analyzes the performance in terms of several indicators spa services to develop and improve the quality spa services in accordance with the expectations of the tourists, such as: the atmosphere (ambience), equipment and design, qualification and skills of therapists, treatment menu and quality of service (service). in order to maintain high professional standards in the spa industry and ensure that the performance of the spa in bali in accordance with international standards, some new indicators, in addition to the seven indicators mentioned above, is added which includes: (1) facilities and equipment, which is a spa should have governance planned layout with due consideration of privacy, security, cleanliness, and the other the other, especially should have a hydro-therapy facilities. (2) service, the spas should provide a variety of services, which include: massages, aroma therapy, hydro-therapy, beauty therapy, body wrap and scrub, spa-related product sales-products. (3) health services which may include diet and nutritional advice, health screening, as well as slimming services. at the end of the study, it will be assessed a few things, such as: management commitment, quality, communication, product development, business practices in general, promotion, business transactions, recruitment, training and staff development, professionalism, tangibles, the general environment, mastery of equipment, operational requirements, and operational procedures. the end result of this study is the integrated study of the extent of the effect of the utilization of natural resources, human resources and local knowledge on the performance of the spa services in bali and methods for utilizing natural resources, human resources and local knowledge in the development of spa in bali bali. research objectives 1. analyzing spa service performance in terms of utilization of natural resources, human resources, and local wisdom bali. 2. analyzing the effect of the utilization of natural resources, human resources and local knowledge of the existence and the essence of spa in bali. e-journal of tourism vol.1. no.2. (2014): 91-100 http://ojs.unud.ac.id/index.php/eot 93 e-issn: 2407-392x. p-issn: 2541-0857 literature review research on tourism are now widely performed by researchers in the country and abroad. some of these studies have been able to scientifically contribute ideas to support the field of tourism and science. however, if examined in depth there are still certain areas of space and still worthy to be studied. one is research on the number of spa increasing demand internationally. before describing the concept of research, first presented some research results related to the spa in bali and abroad so that the gap between previous studies and research more clearly visible. several cases of tourism destinations in bulgaria, canada, and portugal indicate that the business of health and wellness has an important role in tourism development. the role of business in the health and wellness destination has become an integral part of the main services in hospitality services. most services have rooms equipped with services, especially health and wellness spa as a package tour (supapol, barrows and barrows, 2007; quintela, correia and antunes, 2011). health concept contains elements of lifestyle, physical, mental, and spiritual well-being, and one's relationship to oneself, others, and the environment, welfare, happiness, quality of life, holistic practices and spiritual beliefs, therapies beauty, massage, spa, sauna, relaxation, energy balancing, art, music and a variety of treatments. fitness tourism concept containing products and services and has a wider meaning than the concept of health (schüler, sheldon and fröhlich, 2010; smith and puczkó, 2010). in some countries, wellness or fitness often located in rural or always associated with the natural environment, so the fitness tour is an important part of the natural environment, be it natural resources and natural scenery. the dominance of services in the spa industry, should pay attention to the problem of perception, quality of service and customer satisfaction. customer perception in spa services providers determine the success of spa services. from the standpoint of management, managers must systematically examine the type of service from their current customers and to innovate in perspective by redesigning their products and environmental services on which their services are presented as their target customers (oliver, 1981; mackay and fesenmaier, 2000). the availability of qualified spa services, is critical to customer satisfaction. in the spa services industry, offers a high quality, personal, tailormade, and the exclusive massage services and fitness, is the key to achieve customer satisfaction spa (zeithaml, bitner and gremler, 1996; mackay and fesenmaier, 2000). quality of care is focused evaluation which reflects the perception of customers, such as the quality of the interaction, the quality of the physical environment and the quality of the results. this service indicator in turn evaluated based on certain dimensions of service quality. quality of service as a measure of how well the level of service delivered according to the expectations of the customers. quality of service is regarded as the overall analysis of the attitude of service excellence (lewis and booms, 1983). quality of service is a comparison between the performance of perceptions with expectations while; or the comparison of performance against the standard or ideal; or a comparison between the technical quality (what is delivered) and the quality functional (how to run) as well as a comparison between the quality of the process (which is assessed during service) and quality of the output (rated after the service). quality in business services in terms of the size of the extent to which the services are carried out in accordance with the expectations of the customers. the quality of perception is influenced not only by the results of the service, but also by the service process (grönroos, 1984; parasuraman, zeithaml and berry, 1985; cronin jr and taylor, 1992). customer satisfaction is the fulfillment of the needs and expectations of customers, where customer expectations are the most direct determinant of customer satisfaction (oliver, 1981; zeithaml, bitner and gremler, 1996; kim, 2002). customer satisfaction varies from one person to another and from one product to another, depending on the psychological and physical variables of customers, and correlated with a particular behavior of the customer. judging from the psychological variables, the personal beliefs, attitudes and evaluations affect customer satisfaction. customer satisfaction is a reliable e-journal of tourism vol.1. no.2. (2014): 91-100 http://ojs.unud.ac.id/index.php/eot 94 e-issn: 2407-392x. p-issn: 2541-0857 indicator of where the customers interested in coming back. dissatisfied customers tend to be less committed and certainly will not return to the service providers. loyal customers or those who enjoy a positive experience of the services they receive can be used as a good basis to declare the level of customer satisfaction. this is because they tend to have better social interaction with the service provider and can create customer satisfaction, which in turn causes the customer's intention to come back. customer satisfaction has a stronger effect and more consistent on the intention to try a service compared to the quality of the service itself. business spa in the hotel and resort is a market segment that is growing most rapidly in the hospitality and tourism industry, with average growth an annual average of 20% in the last eight years. traveler profile distinguishes spa types, namely traditional spas, hotel spas and day spas. also built spa recreation, seaside resorts and thalassotherapy, and five other types of health, namely a holistic fitness center, yoga center, meditation fitness and wellness center (supapol, barrows and barrows, 2007). rapid growth and strong demand on spa tourism industry because consumers who have high incomes, seeks to indulge, seek better health and fitness. spa improving lifestyle, beauty and better health, revitalize the mind, body and soul. malaysia, as a multi-cultural country, has the capability and a large number of traditional spa treatments handed down from generation to generation. total spa in malaysia has grown more than 200% since 2002. the world economic crisis has changed the demographic and cultural attitudes of consumers towards the consumption culture component of health and wellness products are increasing. over the last decade, the spa and wellness has grown rapidly in bali and generate high income. spa services need to be measured performance to realize the satisfaction of tourists, tourism destinations must have the appropriate development strategy balinese culture (widjaya, 2011). services spa services increasingly complex because it is not limited to entertainment and recreation, the development of a healthy lifestyle also encourages the development of this spa services business. refers to some of these studies, so in this study will be reviewed by foreign tourists motivation to perform spa in bali and the performance of services as well as its development strategy in accordance spa balinese culture. local wisdom bali as bali and cream massage techniques examined in this study, to determine its contribution in the development and determine the existence and the essence of spa in bali. bali as the best spa destinations in the world should be developed into spa capital of asia. in general, consumer’s wellness according to barnes, goc karp and stoll (2008) is wellness-focused, moderate-to-active spa goers. this group includes people who have a very high interest in living, healthy lifestyle, and always improving or maintaining the health and fitness level. these consumers tend to be educated and relatively affluent, and their profiles parallel in many ways. they are open to new and different approaches to health, sports, and beauty; they have the time and disposable income to spend on these things; they did not see the spa and wellness services as a luxury, but has become a necessity and has special attention to the problem of aesthetic appearance and the effects of aging. both are sickness reactors, not active spa-goers. this group is looking for people with the disease and new alternative approach to treat disease or relieve the symptoms of the disease. this consumer frustrates with the inability of the current medical system to cure them. as a result, they are exploring alternative approaches. this segment is a segment of a much larger potential, and look for an alternative approach. this phenomenon is relatively similar to the kind of treatment both in bali. in the development of wellness tourism, tourist motivation to do a spa is to enjoy the beautiful nature for the purpose of leisure and look and feel the sensation of ingredients and spices for health tourists. research framework bali's image as a popular spa destination is supported by a number of factors, which are as follows. (1) bali has been able to offer spa services by utilizing natural resources, and local ingredients. (2) spa has become part of the culture of bali. (3) characteristics of local e-journal of tourism vol.1. no.2. (2014): 91-100 http://ojs.unud.ac.id/index.php/eot 95 e-issn: 2407-392x. p-issn: 2541-0857 balinese therapists are considered quite well. (3) spa bali is a holistic approach in dealing with tourists. (4) availability of native spices that give support to the spa industry. (5) bali has methods taru pramana usada and literature can be studied further to the development of local wisdom. the fifth of these advantages become an attraction for tourist to enjoy spa services during a vacation in bali. nonetheless, there are some things that should be observed and the rationale in this study. the basic idea is the following. (1) the low number of certified therapists’ profession. (2) the majority of spa personnel not formally educated and qualified spa. (3) lack of service standards spa. (3) permission and spa qualifications is less clear so as to establish spa services businesses still use permit from the local authorities. (4) there are still a lot of energy spa therapists who work in bali less quality because quality instead chose to work abroad. (5) spa in bali is not supported by the supporting industries spa, such as furniture, materials materials that are standardized and patented. (6) spa in bali has not been supported by high-tech equipment. (7) the number of available therapists are still not able to meet the needs of the market demand. (8) the majority of the spa managers have no formal training in governance spa. effort to maintain and develop bali as the best spa destinations in the world, required creativity and innovation to the spa products and its services. creation and innovation requires deep research related to quality spa products that have been developed at this time. the study is expected to see a number of indicators of the quality of the spa business traveler expectations in the decision to choose a service spa. these indicators are: (1) the atmosphere (ambience), (2) equipment and design, (3) the qualifications and skills of the therapist, (4) treatment menu, and (5) the quality of services. this line of thought can be described as in figure 3.1 below. in principle, the spa business is a business of care (treatment), which combines the atmosphere, media, natural materials, and therapy skills. development of spa tourism is charged locally to strengthen the position of bali as a world tourism destination. the development of creativity and innovation services (service) and spa products that utilize local resources requires research into the elements elements such as element spa business services and products that are expected by tourists in choosing a spa. the conduct an analysis of the elements that become tourist expectations can determine indicator an indicator of what do i need to be maintained, developed, and improved quality. this study also aimed to determine the performance of products and services based on the perception of tourists’ spa services. concepts efforts to develop spa tourism competitiveness can strengthen the image of bali as a destination spa in bali. effort effort requires a deep study, integrated research and thorough analysis of the elements elements forming spa products and services that have been developed in bali today. in the conditions of competition spa destination today, factors factors that affect customer satisfaction should be known, so that the spa industry in bali can be laid out better. this research was conducted in badung, in nusa dua, jimbaran and kuta, and in gianyar is located in the ubud area. this study was conducted using a survey of providers that offer spa services. survey of spa services providers are expected to know the various natural resources, human resources, and local technology that has been utilized in development efforts spa in bali. another expectation can be described about how the service providers utilizing the spa services of natural resources, human resources and local balinese massage techniques, to support the existence and essence of the spa and spa services performance in bali. results of this study were analyzed using analysis of the level of interest is expected to analyze the performance of the service spa in badung and gianyar in terms of utilization of natural resources, human resources, and local wisdom of bali, as well as its relationship with spa services that have been developed in bali. product performance and customer satisfaction of spa once the magnitude of the role of consumer satisfaction on consumer loyalty so important to know the factors factors that influence it. in the context of this study, the e-journal of tourism vol.1. no.2. (2014): 91-100 http://ojs.unud.ac.id/index.php/eot 96 e-issn: 2407-392x. p-issn: 2541-0857 hope consumer expectations reflected in the motivation of consumers to enjoy spa services so the motivation is important to investigate. in the business context, efforts to achieve customer satisfaction is a continued effort to achieve customer loyalty. to achieve customer satisfaction special on spa services business, various factors may include natural resources, service methods applied, and human resources. natural resource is anything that comes from nature that can be used to meet the needs of human life. in this study, the natural resource in question is a resource in the form of herbs and plants that are more commonly called spice spice that has been used as raw materials in products and services in bali spa. in this study, the definition of human resources workforce is competent and professional in the field of so-called spa therapists. the therapist plays an important role and be a key to the success of a spa service. the success of bali to be "the best destination spa in the world" is not supported by scientific basis of health in the country and internationally patented. local wisdom referred to in this study are a variety of unique spa services that can only be found in bali, such as traditional balinese massage techniques, services based hospitality of the balinese, and the uniqueness of others that affect the performance of services in bali spa. while the spa service indicators in this study was developed by considering the amount of local content elements have been applied in the industrial and business service spa. indicator an indicator of the spa services as follows: method bali in spa massage techniques, the latest methods in the technique of massage spa, balinese, physical care, surgery time, the realization of the promise, sympathy and attitude, characteristic of the balinese therapists, the accuracy of the service first , service time, accurate recording system, timeliness of service, speed of service, the performance of the workers and therapists, the ability of workers and therapists, the response of workers to the consumer, confidence in the workers and therapists, the feeling of payment transactions, courtesy workers , knowledge workers, cooperation between workers and consumers while providing services, personal attention to customers, understanding the special needs of workers to the consumer, menu bali in the process of treatment, the use of herbs and spices spices in the spa, bali product usage in the spa, the use of wellknown branded products in the spa, and the use of local technology in the spa. five aspects are used to measure performance and consumer expectations spa services in bali in this study, was adopted from the thermes marins bali indonesia is officially used to measure the performance of the spa destinations. the fifth aspect consists of (1) the atmosphere (ambience), (2) equipment and design, (3) the qualifications and skills of the therapist, (4) treatment menu, and (5) the quality of services (service). atmosphere of spa services atmosphere of spa services in this study is atmospheric ambience that indirectly influence the perception of tourists in assessing the performance of spa services. the ambiance / atmosphere can be an attraction for consumers, for example their resting place, space maintenance, cleanliness, and appearance of the officer at the spa. equipment and spa services design equipment and design of spa services in this study is the equipment and spa design that indirectly influence the perception of tourists in assessing the aesthetic and quality spa. hardware support is an important matter that can affect the perception of tourists to health care. designs can be the selection of spa services spa location, traffic conditions, environmental conditions and layout of the spa. qualifications and skills of spa therapist spa therapist qualifications and skills in this research is a skill that should be owned by the workers of the spa formal or informal education to meet competency as a spa therapist. skills can be the timeliness of service, speed of service, the performance of the workers and therapists, the response of workers to the consumer, confidence in the workers and therapists, courtesy of the workers, knowledge workers, cooperation between workers and consumers while providing service, attention personal to the consumer, and understanding the special needs of workers against consumers. e-journal of tourism vol.1. no.2. (2014): 91-100 http://ojs.unud.ac.id/index.php/eot 97 e-issn: 2407-392x. p-issn: 2541-0857 menu of spa treatment services menu of service spa treatment in this study are a number of methods and techniques of spa services that can be performed by spa therapists, which consists of a menu indicator bali in the process of treatment. menu treatment spa services can be of service with the use of herbs and spices spices, use of local products bali, and the use of well-known branded products in the spa. quality of spa services quality of spa services in this study is the performance of a number of indicators of spa services that can be the use of local technology, the latest technology, the use of materials materials that have been known in the spa whose quality has been recognized, including all aspects of the stage before treatment services, processes, and end services in the form of correspondence between the expectations of consumers with a performance that has been provided by the spa services for all product attributes. hypothesis based on the above literature review, then the research hypothesis formulated is "no difference between the performance and consumer expectations towards spa services in bali in terms of utilization of natural resources, human resources, and local knowledge of bali", and "there is no influence of the use of resources natural resources, human resources and local knowledge of the existence and the essence of spa in bali ". methodology research design this research is a quantitative research conducted by survey method. this research design applying methods methods to examine the relationship between variables. in the survey study, researchers identify the characteristics of the respondents in the form of traveler demographic data such as age, nationality, education, and how they recognized spa in bali, industry characteristics or spa businesses in obtaining data on the payload environment spa and local resources in running the spa business practices; and rating of data about the performance of services in terms of various indicators spa spa services. location and time of the research this research was conducted during the period of six months, which have been carried out from april to october 2014, located in two districts, namely badung regency especially the area of nusa dua, jimbaran, kuta. while in gianyar take place in ubud area. the reason only been two districts because only in two districts there are many businesses tersebutlah spa services. the next reason is badung has an atmosphere livelier, warmer and more location near the beach because it is part of the hotel service facilities. as well as ubud in gianyar in particular that has a cooler atmosphere, and the location is not just rely on the beauty of the beach, but also rice fields, rivers, and cliffs. variables of the research the research variables consisted of independent variables and the dependent variable. as independent variables are: the performance of the utilization of local natural resources, human resources, local, local techniques in spa services and local processing technology in making products supporting the spa. while the dependent variable is: the relationship between service indicators in utilizing local natural resources, human resources, local, local techniques in spa services and local processing technology in making products supporting the spa. results and discussion this research is located in two districts, namely badung especially nusa dua, jimbaran, kuta and gianyar regency especially in the area of ubud. this refers to the number of spas are scattered in the area and to determine whether the study was able to contribute to the improvement of natural resources and local human resources, per capita income, in an effort to improve the existence and essence of bali in the spa, and is not direct preserving, conserving local wisdom and culture. spa types to conduct a survey dominated by business type and partly day spa resort spa, totaling 237 spa is e-journal of tourism vol.1. no.2. (2014): 91-100 http://ojs.unud.ac.id/index.php/eot 98 e-issn: 2407-392x. p-issn: 2541-0857 located in jimbaran, nusa dua, jimbaran down, up jimbaran, kuta, kuta, legian, seminyak and ubud. questionnaires were distributed to foreign tourists on each spa is not the same because it is adjusted to the spa that made the object of research and depending percentage of the number of consumers who were treated at the spa. analysis of the results in shows that the assessment of perceptions and expectations of the travelers in bali spa service performance by using analysis of 16 indicators including servqual that ideal categories, and 12 including still less than ideal. average the average value of the perception of spa services in badung and gianyar was 3.98, while the average average value of expected tourists is 3.96, which means that the perception is still higher than the expected value that is equal to 0.02 so that the overall bali spa service performance in accordance with customer expectations. according to the analysis servqual, satisfaction is compatibility between the expectations of the performance of the service. based on the analysis that has been done, it is evident that the average average value for the perception / performance is higher than the expectation / expectations so that customer satisfaction can be said to have been achieved. from 28 indicators that were analyzed, there are 12 indicators that otherwise less than ideal or performance needs to be improved. the indicator is the realization of a promise, sympathy and atitude, the accuracy of the first service, timeliness of service, the performance of the workers and therapists, the ability of workers and therapists, the response of workers to the consumer, confidence in the workers and therapists, personal attention to consumers, workers understanding of the special needs of consumers, and the use of well-known branded products in the spa, and the use of local technology in the spa. conclusion and recommendation conclusion the survey has involved 400 consumers spa services in bali has managed to conclude that the overall performance of services spa in bali has been performed in accordance with customer expectations. performance has been in line with expectations of consumers have been able to realize customer satisfaction because there is no real difference between performance and perception of the consumer. conclusion the results of the analysis can be broken down as follows: 1. performance spa services in terms of utilization of natural resources, human resources, and local wisdom of bali, particularly in terms of (1) the atmosphere (ambience), (2) equipment and design, (3) the qualifications and skills of the therapist, (4 ) treatment menu, and (5) the quality of services (service) as a whole has shown good performance. however, consumer expectations of the spa service indicators in terms of utilization of natural resources, human resources, and local wisdom of bali, particularly in terms of (1) the atmosphere (ambience), (2) equipment and design, (3) the qualifications and skills of the therapist, (4) the treatment menu, and (5) the quality of services as a whole have demonstrated the value of important categories. 2. the effect of the utilization of natural resources, human resources and local knowledge of the existence and the essence of spa in bali, found there was no real difference between expectations and performance in bali spa services, especially in terms of (1) the atmosphere (ambience), ( 2) equipment and design, (3) the qualifications and skills of the therapist, (4) treatment menu, and (5) the quality of services. indicators performance that are categorized as less than ideal with consumer expectations, are: the realization of the promise, sympathy and attitude, the accuracy of the first service, timeliness of service, the performance of the workers and therapists, the ability of workers and therapists, the response of workers to the consumer, confidence in the workers and therapists, personal attention to customers, understanding the special needs of workers to the consumer, the use of wellknown branded products in the spa, and the use of local technology in the spa. meanwhile, indicators performance indicators that are e-journal of tourism vol.1. no.2. (2014): 91-100 http://ojs.unud.ac.id/index.php/eot 99 e-issn: 2407-392x. p-issn: 2541-0857 categorized as ideal and in accordance with customer expectations are: a method bali in spa massage techniques, the latest methods in the technique of massage spa, balinese, physical care, time of operation, characteristics of the balinese therapists, service time, recording system accurate, speed of service, the feeling of payment transactions, courtesy of the workers, knowledge workers, cooperation between workers and consumers while providing service, menu bali in the process of treatment, the use of herbs and spices spices in the spa, and use of the products in the spa bali. recommendation the results provide important suggestions as follows: increase consumer confidence in the workers and therapists by providing complete information about the skills possessed by workers or therapist of spa. this can be realized by performing the certification to the spa worker or therapist to increase the confidence of consumers to services. maintain the performance of some of the indicators that have been in accordance with the expectations of consumers. indicators indicators can be maintained by means of adopting it into material training program or training workers or therapists’ spa. indicators that should be maintained is as follows: (1) the realization of the promise, the realization of the promise, (2) the accuracy of the first services, (3) time of service, (4) the timeliness of services, (5) the speed of service, (6) show employment of workers and therapists, (7) the ability of workers and therapists, (8) the response of workers to the consumer, (9) the feeling of payment transactions, (10) courtesy of the workers, (11) the knowledge workers, and (12) the use of well-known branded products in the spa. references barnes, j., goc karp, g. g. and stoll, s. k. 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(1981) ‘measurement and evaluation of satisfaction processes in retail settings.’, journal of retailing. elsevier science. parasuraman, a., zeithaml, v. a. and berry, l. l. (1985) ‘a conceptual model of service quality and its implications for future research’, the journal of marketing. jstor, pp. 41–50. quintela, j. a., correia, a. g. and antunes, j. g. (2011) ‘service quality in health and wellness tourism–trends in portugal’, international journal of business, management and social sciences, 2(3), pp. 1–8. schüler, j., sheldon, k. m. and fröhlich, s. m. (2010) ‘implicit need for achievement moderates the relationship between competence need satisfaction and subsequent motivation’, journal of research in personality. elsevier, 44(1), pp. 1–12. smith, m. and puczkó, l. (2010) ‘taking your life into your own hands? new trends in european health tourism’, tourism recreation research. taylor & francis, 35(2), pp. 161–172. e-journal of tourism vol.1. no.2. (2014): 91-100 http://ojs.unud.ac.id/index.php/eot 100 e-issn: 2407-392x. p-issn: 2541-0857 supapol, a. b., barrows, d. and barrows, a. (2007) ‘canadian health and wellness tourism: obstacles impeding international competitiveness’, the innovation journal: the public sector innovation journal, 12(3), pp. 1–18. widjaya, l. (2011) ‘spa industry in bali’, guest lecturer in tourism doctoral program at udayana university. zeithaml, v., bitner, m. j. and gremler, d. d. (1996) ‘services marketing. series in marketing’. mcgraw-hill. nyepi holiday package: e-journal of tourism vol.2. no.1. (2015): 49-54 http://ojs.unud.ac.id/index.php/eot 49 e-issn: 2407-392x. p-issn: 2541-0857 the study on bali tourism village management towards four dimensions of experience economy widi hardini, ni luh putu agustini karta and jimmy harry putu suarthana school of postgraduate study doctorate degree in tourism udayana university coressponding author: widihardini@gmail.com article info received 24 november 2014 accepted 26 february 2015 available online 10 march 2015 abstract tourism as one of the largest industries in the world economy is now entering a new era, the experience economy. the concept adopted by pine and gilmore in 1998, where there was a shift in the company‟s economic orientation. this concept emphasizes the customer value and suitable in services industry, especially in tourism industry. in the new economic era, customer satisfaction is no longer the main things, but delivering comprehensive services to create a memorable experience. bali tourism industry focuses on cultural development and preservations. there is a linkage between the experience economy concept and tourism village concept, which is at the participation level of all components in the development (management, tourists and the society). therefore, the concept of experience economy is suitable to be applied in the development of tourism villages. this research conducted to elaborate and analyze the classification of tourism village product and the levels of tourist participation towards four dimensions of experience economy concept. through qualitative research methods will generate a depth understanding of managing tourism village by creating tourist memorable experience. keywords: experience economy, management, memorable experience, tourism village. introduction background the purpose of a person travelling essentially is to gain the experience. in the context of cultural tourism, richardson and fluker (2004) stated that “one of the most compelling motivations for people to travel is to see how other people live and to learn something of their cultural heritage”. a person who travels with cultural motivation will gain the cultural tourism experience from destination. cultural tourism defined as “the movement of persons to cultural attractions away from their normal place of residence, with the intention to gather new information and experiences to satisfy their cultural needs” (richards, 2007; cited in leslie and sigala, 2005). in the cultural management perspectives, it is important to fulfill the cultural needs of tourist through experience. stasiak (2013) said that “experience is considered a new value and the main source of consumer satisfaction”. refer to cultural tourism understanding, de cauter (1996; cited in richards, 2001) argued that the most important motivation for visiting cultural sites is „to experience new things‟, and the growth in cultural visitation can be interpreted as an attempt to satisfy the „experience hunger‟ which characterizes late modern society. the management of cultural tourism destination should be able to meet the needs of cultural tourist by interpreting a proper cultural product at sites. regardless of how sophisticated tourists‟ needs are, they always expect first of all a professionally prepared, all mailto:widihardini@gmail.com e-journal of tourism vol.2. no.1. (2015): 49-54 http://ojs.unud.ac.id/index.php/eot 50 e-issn: 2407-392x. p-issn: 2541-0857 inclusive offer, which will meet their expectations (stasiak, 2013). there is a shift paradigm of experience in the economy perspectives. according to pine and gilmore (1998), the economists have typically lumped experiences in with services, but experiences are a distinct economic offering, as different from services are from goods. the concept emphasizes the customer value and company‟s economic orientations. “experience represent an existing but previously unarticulated genre of economic output” (pine and gilmore, 2011). in the new economic era, customer satisfaction is no longer the main things, but delivering comprehensive services to create a memorable experience. tourism village is a kind of cultural product implementation in tourism industry. it lays on the purpose, by interpreting the cultural heritage product at sites might create tourist experience and delivered the understanding of history and real live of community activities. pine ii and gilmore (1999) argued that the economy has gone through a transition from extracting commodities to making goods, delivering services and currently staging experiences as the primary arena of value creation. the development of tourism village creates values among the stakeholders (especially for the local community) through economy and education. cultural tourism has become a vital means of economic support for traditional activities and local creativity (richards, 2007). picard (1996) stated that “culture is bali‟s defining feature, and balinese culture is renowned for its dynamic resilience”. bali is inseparable with its culture. bali tourism industry focuses on cultural development and environment preservations. according to the regulations of bali province about bali cultural tourism, the implementation of cultural tourism development based on the diversity, uniqueness of balinese culture and nature as well as the need for traveling (perda bali province, act no.2. iii. 5. 4, 2012). in the new economy era, it is important to develop a comprehensive cultural product presentation by involving the tourist participation in order to achieve a memorable experience. there are several numbers of bali cultural tourism research (in particularly tourism village) based on sustainability development, community-based, tourist satisfaction and marketing strategy. despite it there‟s not yet been found the approach of experience economy concept with tourism villages. therefore, this research conducted to elaborate and analyze the classification of tourism village product and the levels of tourist participation towards four dimensions of experience economy concept. this research conducted in three bali tourism village, bedulu tourism village (gianyar), buahan tourism village (bangli) and taman sari buwana tourism village (tabanan) based on previous research (continual case study). literature review cultural tourism can be means as an experiential tourism, involved in and stimulated by a great variety of things such as, performing arts, visual arts, festivals, cuisines, history, experiencing nostalgia and other ways of life (richardson and fluker, 2004). the implementation of cultural tourism through tourism village concept can be seen as the way of gaining tourist experience. by the cultural tourism concept, (richardson and fluker, 2004) viewed essentially as an opportunity for tourist to experience, understand and appreciate the character of a place, its richness and diversity. tourism village concept tourism village is a formed of cultural heritage development through tourism. besides exploring the culture and nature of destinations, it is an attempt to sustain the cultural heritage. ardika (2011) defined tourism village as a journey in order to enjoy the atmosphere of rural life, gain the mutual respect and cultures, values, traditions and natural environment, results in a two-way learning process between tourist and community, and improve the welfare of rural communities. within cultural tourism development in tourism village, there will be a commodification culture from its originality. it is the management effort or a way to interpret the cultural message for tourist. nevertheless, the core cultural of the origin destination may remain authentic. there are three components e-journal of tourism vol.2. no.1. (2015): 49-54 http://ojs.unud.ac.id/index.php/eot 51 e-issn: 2407-392x. p-issn: 2541-0857 in cultural tourism: travel, the tourist, and the sites (tighe, 1991; cited in leslie and sigala, 2005). experience economy concept there are two approaches within the experience economy concept, psychological (experience) and economical (economy). according to ju (2014), the aims of experience economy concept is to maximize the pursuit of customer satisfaction, to obtain economic benefits by the customer profound personalized experience. the mutual benefits between company and customer achieve through the implementation of experience economy concept. craven (1990:4; cited in page et al., 2001) define economics as a study methods of allocating scare resources and distributing the product of those resources, and the study of the consequences of those methods of allocation and distribution. in order to define experience concept is by elaborating the characteristic. boswijk et al. (2007; cited in bille and business, 2010) elaborate the characteristic of experience as: (1) a high degree of concentration and focus; (2) the involvement of all senses; (3) the perception of time is changed (made irrelevant); (4) one is affected emotionally; (5) the process is unique and has intrinsic value for the individual; (6) contact with “the real thing”; (7) one does and undergoes something; (8) there is an element and sense of play and expectation; (9) one feels in control of the situation; (10) there is a balance between the challenge and one‟s capacity to meet it; (11) there is a clear goal. the core concept of both understanding is at the process to create and deliver values. the intention of experience economy is equalize values of customer and company. in order to gain a deep understanding, pine and gilmore (1998) classified experience economy into four dimensions: (1) educational : customer as an active participation tends to involved in the activities, but they‟re likely still more outside the event. (2) escapist : customer as an active participation tends to greater involvement in the activities (immerse). (3) esthetic : customer as a passive participant immersed in the activities, but they have little or no effect on it. (4) entertainment : customer as a passive participant, their connection to the event is more likely one of absorption. figure 1. the four realms of an experience (pine & gilmore, 1998) by classifying the characteristic of customer participation, management can simplify to develop product strategies in order achieving the memorable experience for its customer and benefits to the companies. methodology this research use qualitative descriptive research methods with the orientation of research object purposing. researchers are the most important instrument in qualitative research. qualitative analysis research method used to conduct the dimensional experience economy concept in village tourism. this research use observations (video tapping, and photo taking), interview (direct interview with recorder and phone interview), and documentation study as a data collection method. research located at three different regency in bali: bedulu tourism village in gianyar, buahan tourism village in bangli and taman sari buwana tourism village in tabanan. through the varieties location selected it might strengthen the validation of findings. absorption passive participation immersion active participation entertainment educational esthetic escapist e-journal of tourism vol.2. no.1. (2015): 49-54 http://ojs.unud.ac.id/index.php/eot 52 e-issn: 2407-392x. p-issn: 2541-0857 results and discussion based on data collected in three tourism village activities (bedulu tourism village, buahan tourism village, and taman sari buwana tourism village), it describe below: table 1. the results of data collection method bali tourism villages experience economy dimensions bedulu tourism village (gianyar ) buahan tourism village (bangli) taman sari buwana tourism village (tabanan ) educational see the local communi ty daily routines on villages. see the local communi ty daily routines on villages. see the local communit y daily routines on villages. escapist balinese cooking class practice, balinese dancing class practice, learn to play gamelan instrume nt, learn to make offerings, pottery, eggs painting arts, teach foreign language to local children, and rice field nature tracking tour. harvestin g fruits and vegetable s, fishing at lake batur, farm and village bike tracking tour. rice field farming by buffalo riding („metekap ‟) and planting rice, making offerings (klatkat, klangsah, and tipat) in local village house, teach foreign language to local children, balinese cooking class practice, village and rice field nature tracking. esthetic visit „goa gajah‟ heritage site, yeh see the natural scenery of lake and see the natural scenery of rice field. pulu carving site, gedong arca houses (bedulu museum) , see the natural scenery of rice field. mount batur entertainme nt watching kecak dance. watching traditional dance by locals. figure 2 below shows that, bedulu tourism village varies in tourist participation activities. the cultural tourism product or activities of bedulu tourism village dominate by the actives tourist‟s participation (escapist and entertainment). figure 2. bedulu tourism village activities figure 3 below shows that, buahan tourism village lack of activities variation. it indicates of zero activities of entertainment in buahan tourism village. however, the cultural tourism product or activities of buahan tourism village still dominate by the actives tourist‟s participation (escapist). figure 3. buahan tourism village activities educatio nal escapist esthetic enter tain ment educatio nal escapist esthetic entertai nment e-journal of tourism vol.2. no.1. (2015): 49-54 http://ojs.unud.ac.id/index.php/eot 53 e-issn: 2407-392x. p-issn: 2541-0857 figure 4 below shows that, taman sari buwana tourism village varies in tourist participation activities. the cultural tourism product or activities in taman sari buwana tourism village dominate by the actives tourist‟s participation (escapist and entertainment). figure 4. taman sari buwana tourism village activities cultural tourism is not only for shown, but there also must be tourist participation and experience (stevensons, 2003; cited in wearing, stevenson and young, 2009). in this cultural tourism village case, results that the active participation activities is greater than the passive participation activities. it means that, the memorable experience could be able to achieve by implementing tourism village concept on cultural tourism destination. (richardson and fluker, 2004) stated that, cultural tourism offers personal contact with local people and those who have special knowledge of interesting features. tourists who travel to tourism village have possibility motivated by their cultural needs. they travel by purpose, to gain knowledge and experience of different culture. richards (2001) stated that, tourists are not just interest in the sights of modernity, but they want the sounds, smells, taste and touch a culture. figure 5. the comparisons of tourism village activities figure 5 above illustrate the level of cultural tourism product through the activities of three tourism village (bedulu tourism village, taman sari buwana tourism village, and buahan tourism village). among the three tourism village, bedulu tourism village has most product or activities variations, and buahan tourism village has the less product or activities variations. to improve the cultural product or activities through participations, stasiak (2013) elaborate the intensifying tourist thrills and emotions methods, such as: (1) transforming the tourism infrastructure to offer unique tourist attraction; (2) expanding older forms of a tourism product by elements of experience and emotion; (3) creating a socalled „augmented reality‟, new forms of recording tourism experience and sharing it; (4) discovering new tourism spaces, to provide unique, sometimes extreme experience; (5) developing new forms of tourism to provide original, extraordinary emotions and develop the tourists‟ skills, creativity and personality. conclusion and recommendation conclusion based on the study above, it concluded that the experience economy on the approach of 4e‟s (educational, escapist, esthetic and entertainment) perceived differently by tourists. it depending on (1) the kinds and the types of activities offered by the tourism village, (2) the extent to which the involvement of tourists in activity are packaged in the tourism village. educatio nal escapist esthetic entertai nment buahan tourism village… taman sari buwana… bedulu tourism village… 0 5 10 e-journal of tourism vol.2. no.1. (2015): 49-54 http://ojs.unud.ac.id/index.php/eot 54 e-issn: 2407-392x. p-issn: 2541-0857 the more memorable tourist experience that is felt on the activities undertaken, it is increasingly given the memory of them. value memories (memorable experience) justified the tourists to pay higher prices. experience economy positively in accordance with how much it paid. in tourism means, the greater memorize their tourism experience the greater the tourism companies sustain in the global market competition. recommendation the management of tourism village should consider the 4e‟s aspects equally in combining (packaging) the cultural tourism product or activities. therefore, the purpose of memorable experience could be achieved. references ardika, i. g. (2011) „wisata desa, konsep dan pengembangannya‟. bille, b. and business, c. (2010) „the nordic approach to the experience economy– does it make sense?‟, policy, 18(1), pp. 93–110. ju, h. 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(2014): 1-11 http://ojs.unud.ac.id/index.php/eot 1 e-issn: 2407-392x. p-issn: 2541-0857 factors influencing tourists revisit to bali as mice destination ni made eka mahadewi, i komang gede bendesa and made antara school of postgraduate study doctorate degree in tourism udayana university coressponding author: eka.mahadewi@gmail.com article info received 20 november 2013 accepted 28 february 2014 available online 10 march 2014 abstract plan to revisit of mice tourists has been highlighted as an important research topic in competitive market of tourism destinations especially in mice destination. despite the considerable number of research on mice tourists, it remains unclear why mice tourists undertake to plan their repeated visits and what kind of indicators influenced. this research aims to identify factors influencing mice tourists to revisit to bali, indonesia. by using sem (structural equation model), one of the results of this study indicated that mice destination’s attribute, promotion, satisfaction and image were the important factor to affect revisit of mice tourists to come again or revisit to bali as mice destination. concerning with mice tourists perception on revisit; tourist visit to bali for mice destination can be enhanced by promotion through image of bali. keywords: revisit, mice destination, bali tourism, structural equation modeling (sem) introduction background mice is an acronym of the meeting, incentive, conference and exhibition. monge and brandimarte (2011) states that mice is an acronym for meetings, incentives, conferences, and exhibitions; sometimes, the 'e' is associated with events and the 'c' with conventions. in indonesia mice activity is defined as tourism businesses holding meetings, incentive travel, conferences and exhibitions. mice tourism is an industry that is growing significantly throughout the year. mice industry involves various other tourism sectors such as accommodation, food and beverage industries, catering, convention services, convention facilities provider, transportation, tourism, retail and entertainment. mice industry capable as economic contributors to the destination image is both regionally and nationally. bali is one of the leading tourist destinations in the world. bali is still the icon of indonesian tourism up to the present. bali is again crowned as the best tourist destination (island destination of the year) in the event china travel & meeting industry awards 2013. this award is regarded as one of the forms of recognition by the international community to bali which has successfully managed tourism industry and mice (meetings, incentives, conference and exhibition) in excellent world-class. mice needs to be always developed, because (1) mice business market is a market that is not easily affected by fluctuations than leisure tourism; (2) mice tourists are generally classified into 'quality tourists' who tend to stay longer and spend more money than regular travelers, (3) mice travelers spending is 7 times more than ordinary travelers; (4) related to the effects of globalization, the competition of mice business has shifted from competition amongst firms becomes competition amongst destinations (govers and go, 2003). e-journal of tourism vol.1. no.1. (2014): 1-11 http://ojs.unud.ac.id/index.php/eot 2 e-issn: 2407-392x. p-issn: 2541-0857 in relation to bali as a mice destination, within a period of 6 years from 2008-2013, it was recorded that mice activities were only 3,85 % in 2008 with a ratio of the number of tourists both foreign and domestic, and the number of tourists visiting bali attending mice activities was about 2,20 % tourists in the year 2009, about 3,34 % tourists in 2010, about 1,73 % in 2011, about 4,20% in 2012 and 3,12% in 2013. referring to bali as one of the leading tourist destinations in the world, bali is still a national tourism icon until now. with various unique cultural attractions plus the nature which is still beautiful and the service provided, bali is able to attract tourists to visit. the activities of mice in bali, within the last ten years have increased in term of the number of participants. the mice activities in bali are dominated by events meetings and conference. for incentive and exhibition activity has not increased in term of activities. the objective of the research is to identify factors influencing mice tourists to revisit to bali, indonesia. literature review tourism scholars have concentrated on repeat visitation as an antecedent of destination loyalty. some empirical studies have acknowledged that many tourist destinations rely seriously on repeat visitors or revisit (woodside and lysonski, 1989; getz, 1991; oppermann and chon, 1997; gunn and var, 2002; correia, oom do valle and moço, 2007; yol lee and rhee, 2007; kim et al., 2011; lam et al., 2011; monge and brandimarte, 2011; som and badarneh, 2011). travel motivation between theory and practice showed that managers could drive more travelers to know the internal psychological needs when designing services/products. while crompton (1979) states that motivation is a critical factor trip and the driving force behind the tourist behavior. regarding the relation of decision making process of mice tourists, here are the theory concept in mice destination, satisfaction, promotion, image, revisit, planning and policy for mice. a. attributes mice destinations attributes in the visual meaning of word is the synonym of nature, signs, identification, uniqueness, emblem and explanatory. while destination pursuant to the tourism law no. 9/2010, article 1 stated as a tourism destination area, hereinafter is referred to as tourism destinations is a geographic region that is within one or more administrative regions in which there is a tourist attraction, public facilities, tourism facilities, accessibility, and interrelated society and complementary to the realization of tourism. mice is an acronym of meeting, incentive, conference, and exhibition. in tourism, a place can be said as a mice destination if it has a determinant indicator of mice destinations. getz (1991), in his book "festivals, special events and tourism", provides an overview of event tourism seen from the supply point of view. there are 7 (seven) elements existing within a mice tourism destination; the elements are: 1) infrastructure, 2) accommodation, 3) transportation, 4) attractions, 5) catering, 6) retailers, 7) recreational or entertainment facilities. these elements distinguish mice destination from tourist destinations as expressed by cooper. according to cooper et al. (2000), a tourism destination consists of attraction factors, accessibility, amenities (facilities), ancillary services; or often called as 4 a. b. promotions according to gunn and var (2002), promotion in tourism planning activities includes in the dominant category if compared with physical development. promotion is an important component and has strong linkages between components in destination planning. tourism promotion is a major policy which covers the activities of national, provincial, regional, local development, business and tourism. there are four components of tourism promotion activities, namely: advertising, publicity, public relations and incentives. while schmoll (1977) mentions three types of tourism promotion called as advertising, sales support, public relations. weaver and lawton (2006) proposed six factors of destination promotion, among others, presentation, personal selling, sales promotion, publicity, merchandising, advertising. in this research, the theory of gunn and var (2002) consisting of advertising, publicity, public relations, incentives is dominantly applied. e-journal of tourism vol.1. no.1. (2014): 1-11 http://ojs.unud.ac.id/index.php/eot 3 e-issn: 2407-392x. p-issn: 2541-0857 c. satisfaction tourist satisfaction is part of consumer behavior. according to schiffman and kanuk (2004) satisfaction is a part of the field of consumer behavior. satisfaction factor is influenced by the presence of a factor of visited destinations, activities at tourist destinations, modes of transport, food, accommodation, attractions, shopping and tourist locations. satisfaction will lead to a desire to perform future travelling (woodside and lysonski, 1989). satisfaction is a person's feeling of pleasure or disappointment emerging after comparing the performance (results) of products thought with the expected performance (or outcome). if the performance is below expectations, the customer is not satisfied. if the performance meets his/her expectations, the customer is satisfied. if performance exceeds expectations, the customer is very satisfied and happy (kotler, 2006). tourist satisfaction can be measured by how many travelers’ expectations are met. if tourists get they expect, it is said that they have reached their satisfaction. one way to measure tourist satisfaction is through customer satisfaction survey. customer satisfaction surveys can be done by phone or mail. through a survey, a destination can develop its products. the survey is conducted to obtain feedback directly from customers and at the same time to provide positive inputs for a destination. d. image the synonyms of image is pictures, figure, portrait that many people have about personal, company, organization, or products. schiffman & kanuk (2008) stated the image as part of behavior of an individual (self-image). image in various tourism researches have been carried out by opperman & chan (1997) in which the image is one of the main factors determining the convention participation in the decision making process. lertputtarak (2011) and som and badarneh (2011), are the researchers revealing the existence of image in tourist destinations, either for leisure or business. e. decision making of revisit the decision making to visit back or revisit is part of consumer behavior. decision making was revealed by schiffman and kanuk (2004), where decision-making was considered as a system consisting of input, process and output. the decision-making model by suryani (2013), emphasized that consumer and environmental affect decisionmaking. five-stage model of decision-making by kotler (2006) consists of 1) introduction to the problem, 2) information search, 3) alternative evaluation, 4) the decision to buy, 5) post-purchase behavior. and the sequence of decision-making is based on its sequence comprising of total collection, awareness collection, consideration collection, options collection, and decision. kotler and keller (2012) divided the decision making based on 4 factors, namely: culture, social, personal and psychology. revisit is a return visit. a return visit is determined by the decision-making factors. there are 5 key aspects of decision making, namely: 1) decision making based on intuition; 2) rational decision making; 3) fact-based decision making; 4) decision making based on experience; 5) decision making based on the authority. f. mice policy what is meant by mice policy in this research is the implementation of government policies which support mice activities in bali. mice policies involving government, provide effect to mice tourist visit to come to bali. the government policies which may support the growth of mice in bali are the opening of airport and sea port that can bring mice travelers; support in the form of organizing visa on board; facilitation of visas for certain countries to attend mice activities; security and comfort support for mice participants; ease of maintenance of luggage for the exhibition. various effects of mice policy to revisit is revealed by hall (2000). research and studies they do indicate that the policy of the government, associations and community involvement affect the tourist traffic to the destination. e-journal of tourism vol.1. no.1. (2014): 1-11 http://ojs.unud.ac.id/index.php/eot 4 e-issn: 2407-392x. p-issn: 2541-0857 g. mice planning mice planning as referred to in this research is the planning of tourists to revisit and attend mice activities in bali. tourists who have visited bali are given the opportunity to provide feedback and input; whether they wish to come back to bali in the next mice visit. the results of the study and research in terms of planning concepts related to mice conducted by oppermann and chon (1997) which revealed that past experiences may affect the revisit. gunn and var (2002) showed tourist travelling planning affects the visit to a destination. woodside and lysonski (1989) gave a positive and significant impact on the relationship between the decision to visit a destination. overall, this study include marketing research of theories, concepts and strategies. studied the image 3 tourist attractions in europe, namely italy, france and morocco as a tourist destination. in these studies revealed that the image plays an important role in bringing about the destinations for tourist visits. woodside and lysonski (1989) mentions that the image influence a person's decision to determine the decisions and choices. to compare the three destinations, the researchers used 17 factors that poured into the questionnaires addressed to students who are studying in italy, france and morocco. rating destinations with 17 factors assessed include: luxury (luxury); modern; infrastructure; night life/entertainment; the beauty of the city; reputation of the city; sports activities occasion; favorable weather; local residents were able to speak english; the history; price/good value; a place to relax; friendly society; exotic atmosphere; economical; gastronomic; adventure tourism. the use of the image affect a person's decision to determine the decisions and choices are used as a reference to determine the influence of factors in the study. all of the concepts used shown on tabel 1 and figure 1. the model is adopted from parasuraman, zeithaml and berry (1985); mill and morrison (1985); getz (1991); oppermann and chon (1997); buhalis (2000); cooper et al. (2000); kotler (2000); gunn and var (2002); schiffman and kanuk (2004); leiper (2004); swarbrooke and susan (2007); wagen (2007); goldblatt (2008); hall (2008). a. model of tourism system approach mice tourism businesses in tourism is part of artificial attraction (manmade attraction). the venue of holding mice as the selected destination is part of the research. figure conceptual framework is a research model with tourism approach. table 1. theoretical model the conceptual framework of the research model is an abstraction and synthesis of theories and research problems. this research refers to the concepts and theories which are aimed to determine the effect of mice destination attributes, promotion and satisfaction to image and revisit of mice travelers to bali. this model is expected to be able to answer the problems revealed previously. below is illustrated an overview of the research to be conducted with the approach of writing research, conceptual framework and research model (figure 1). e-journal of tourism vol.1. no.1. (2014): 1-11 http://ojs.unud.ac.id/index.php/eot 5 e-issn: 2407-392x. p-issn: 2541-0857 figure 1. conceptual framework – research model the model is adapted from parasuraman, zeithaml and berry (1985); mill and morrison (1985); getz (1991); oppermann and chon (1997); buhalis (2000); cooper et al. (2000); kotler (2000); gunn and var (2002); schiffman and kanuk (2004); leiper (2004); swarbrooke and susan (2007); wagen (2007); goldblatt (2008); hall (2008). hypotheses to compare the influence of mice destination attribute, satisfaction, promotion, mice policy, mice planning to image and revisit; the following hypothesis were examined: h1: there is a positive influence of attributes mice destinations to image h2: there is a positive influence of the promotion to the image h3: there is a positive influence of the image to satisfaction h4: there is a positive influence of the mice destination attribute to revisit decision making h5: there is a positive influence of promotion to revisit decision-making h6: there is a positive influence of the satisfaction to revisit decision making h7: there is a positive influence of the plan to visit bali mice destination to revisit decision making h8: there is a positive influence of the mice business policy to revisit decision making h9: there is a positive influence of image to revisit decision making h10: there is a total effect mice destination attributes, promotion and satisfaction to revisit decision making through the image. methodology a self administered survey questionnaire was developed to identify factors influencing mice tourits’ revisit to bali. the research was conducted in three (3) largest venues in bali. in this study, respondents used are mice participants. the questionnaires were distributed at two meeting venues, namely at the bali international convention center (bicc) and grand hyatt hotel nusa dua. 189 questionnaires were collected. results and discussion the biggest number of respondents came from asian countries about 84 persons (44.4 %); the countries in american territories about 39 persons (20.6 %); australian countries about 57 persons (30.2 %); european countries about 9 persons (4.8 %). for the age of respondents who were pleased to participate in this research ranged 4150 year about 50.8 %. for the age of older than 50 years occupied the second position with the number of 86 persons or about 45.5 %, and the age category of 30-40 years was about 7 persons or 3.7 %. the description of respondents is illustrated in table 2. bridging element tourist genera ting countr ies tourist receivi ng countr ies promo tion image revisit attribute mice destinati on satisfac tion planning for mice research area policy for mice e-journal of tourism vol.1. no.1. (2014): 1-11 http://ojs.unud.ac.id/index.php/eot 6 e-issn: 2407-392x. p-issn: 2541-0857 table 2. respondent description no. classification criteria total % 1. group country a. asia b. australia c. america d. europe 84 57 39 9 44 ,4 30 ,2 20 ,6 4, 8 2 age a. 30-40 years b. 41-50 years c. > 50 years 7 96 86 3, 7 50 ,8 45 ,5 3. job a. government b. business c. professional 48 89 48 25 ,4 47 ,1 25 ,4 4. length of stay a. 1-3 days b. 4-6 days c. 7-9 days 7 112 70 3, 7 59 ,3 37 ,0 5. expenditure a. < usd 1000 b. usd 10003000 c. > usd 3000 7 125 57 3, 7 66 ,1 30 ,2 source: processed data (2014) the variables observed in this research include 5 latent variable (unobservable variable), namely mice destination (x1), promotion (x2), convention tourist satisfaction (x3), image (y1) and decision making to visit back/revisit (y2), and 2 (two observable variable), namely, the plan to visit bali for mice purpose (x4), and mice business policy (x5). after all validity and reliability tests were conducted in each latent variable, some prerequisite to be complied in structural modeling are the assumption of normal multivariate, the assumption of no multikolinearitas or singularity and outlier. having tested the validity and reliability of all latent variables of which results are valid and reliable, the data are not normal multivariate, no multicollinearity and outlier occur below 5 percents, then the latent variables can be continued in the analysis in the form of a path diagram presented as follows. we look for the effects of mice destination (x1), promotion (x2), convention tourist satisfaction (x3), bali as mice destination (x4), and mice business policy (x5) to the decision-making to revisit (y2) through image (y1)(figure 2). figure 2. attribute of mice destination (x1), promotion (x2), mice tourist satisfaction (x3), planning for mice destination (x4), and mice business policy (x5) to decision-making to revisit (y2) through image (y1)the test results of the above complete model by the application of amos program can be completely seen in the following table 3: e-journal of tourism vol.1. no.1. (2014): 1-11 http://ojs.unud.ac.id/index.php/eot 7 e-issn: 2407-392x. p-issn: 2541-0857 table 3. the result of test for decision making model to revisit (y2) through image (y1) criteria cut-off value result of calculation remarks chi – square expected to be small 269,690  2 with df = 424 is 473,009 good significance probability  0,05 0,124 good rmsea  0,08 0,024 good gfi  0,90 0,900 good agfi  0,90 0,866 quite good cmin/df  2,00 1,105 good tli  0,90 0,987 good cfi  0,90 0,989 good the table 3 shows that 8 (eight) criteria used to assess the worth/not of a model reveals the remarks of good and quite good. it can be said that the model is acceptable, meaning that there is compliance between the model and data. of the compliance model, each path coefficient can be interpreted. the coefficients of this path are hypothesized in this research, which can be presented in the following structural equation: y1 = 0,151 x1 + 0,505 x2 + 0,282 x3 y2 = 0,147 x1 + 0,312 x2 + 0,180x3 + 0,142 x4 + 0,165 x5 + 0,366 y1 where, x1 = attribute of mice destination x2 = promotion x3 = mice tourist satisfaction x4 = planning for mice destination x5 = mice business policy y1 = image y2 = decision-making to revisit path coefisient test in figure 2 and the equation above are presented in detail in the following table 4: tabel 4. the result of test on model compliance pf decision-making to revisit (y2) variable coefi sient c.r. prob. remarks mice destination (x1) image (y1) 0.151 2.073 0.038 significant promotion (x2)  image (y1) 0.505 4.802 0.000 significant convention tourist satisfaction (x3) image (y1) 0.282 3.491 0.000 significant mice destination (x1) decisionmaking to revisit (y2) 0.147 2.181 0.029 significant promotion (x2) decision-making to revisit (y2) 0.312 2.949 0.003 significant convention tourist satisfaction (x3) decisionmaking to revisit (y2) 0.180 2.362 0.018 significant plan to visit bali for mice (x4) decision-making to revisit (y2) 0.142 2.051 0.040 significant mice business policy (x5) decision-making to revisit (y2) 0.165 2.377 0.017 significant image (y1) decision-making to revisit (y2) 0.366 3.348 0.000 significant source: processed data (2014) based on the tabel 4, the interpretation to each path coeficient are as follows: 1) attributes of mice destinations (x1) has a positive effect and significant on the image (y1). it can be seen from the path coefficient with positive sign in the value of 0.151 with cr of 2,073 and significance probability (p) of 0.038 which is smaller than significant level () which has been set at 0.05. thus mice destinations (x1) directly affect the image (y1) of 0.151. 2) promotion (x2) has a positive effect and significant on the image (y1). it can be seen from the path coefficient with positive sign in the value of 0.505 with cr of 4.802 and significance probability (p) of 0.000 which is smaller than significant level () which has been set at 0.05. thus promotion (x2) directly affects the image (y1) of 0.505. e-journal of tourism vol.1. no.1. (2014): 1-11 http://ojs.unud.ac.id/index.php/eot 8 e-issn: 2407-392x. p-issn: 2541-0857 3) mice tourist satisfaction (x3) has a positive effect and significant on the image (y1). it can be seen from the path coefficient with positive sign in the value of 0.282 with cr of 3,491 and significance probability (p) of 0.000 which is smaller than significant level () which has been set at 0.05. thus the convention tourist satisfaction (x3) directly affects the image (y1) of 0.282. 4) attributes of mice destinations (x1) has a positive effect and significant on decision making to return/revisit (y2). it can be seen from the path coefficient with positive sign in the value of 0.147 with cr of 2,181 and significance probability (p) of 0.029 which is smaller than significant level () which has been set at 0.05. thus mice destinations (x1) directly affects the decision-making to visit back/revisit (y2) of 0.147. 5) promotion (x2) has a positive effect and significant on decision making to return/revisit (y2). it can be seen from the path coefficient with positive sign in the value of 0.312 with a value of cr of 2.949 and significance probability (p) of 0.003 which is smaller than significant level () which has been set at 0.05. thus promotion (x2) directly affects the decision-making to visit back/ revisit (y2) of 0312. 6) mice tourist satisfaction (x3) has a positive effect and significant on decision making to return/revisit (y2). it can be seen from the path coefficient with positive sign in the value of 0.180 with a value of cr of 2,362 and significance probability (p) of 0.018 which is smaller than significant level () which has been set at 0.05. thus the convention tourist satisfaction (x3) directly affects the decision-making to revisit (y2) of 0.180. 7) mice planning or plan to visit bali for mice destination (x4) has a positive effect and significant on decision making to return/revisit (y2). it can be seen from the path coefficient with positive sign in the value of 0.142 with a value of cr of 2,051 and significance probability (p) of 0.040 which is smaller than significant level () which has been set at 0.05. thus, plan to visit bali for mice destination (x4) directly affects the decision making to return/revisit (y2) of 0.142. 8) mice business policy (x5) has a positive effect and significant on decision making to return/revisit (y2). it can be seen from the path coefficient with positive sign in the value of 0.165 with a value of cr of 2,377 and significance probability (p) of 0.017 which is smaller than significant level () which has been set at 0.05. thus, mice business policy (x5) directly affects the decision making to revisit (y2) of 0.165. 9) image (y1) has a positive effect and significant on decision making to return/revisit (y2). it can be seen from the path coefficient with positive sign in the value of 0.366 with a value of cr of 3,348 and significance probability (p) of 0.000 which is smaller than significant level () which has been set at 0.05. thus, image (y1) directly affects the decision-making to return/revisit (y2) of 0.366. direct relationship occurs between latent exogenous variables (attributes of mice destinations (x1), promotion (x2), mice tourist satisfaction (x3) and plan to visit bali for mice destination (x4), mice business policy (x5), with latent endogenous intervening variables (image (y1)) and latent endogenous variables (decision making to revisit (y2). table 5 presents the direct result of direct relationship occurs amongst the variables latent exogenous and endogenous variables: table 5. direct effect of research variables direct effect variabel intervening variabel endogen image (y1) decisionmaking to return/revisit (y2) exogenous variabels attribute of mice destination (x1) 0,151 0,147 promotion (x2) 0,505 0,312 mice tourist satisfaction (x3) 0,282 0,180 plan to visit bali for mice (x4) 0,000 0,142 mice business policy (x5) 0,000 0,165 intervening image (y1) 0,000 0,366 source: processed data (2014) e-journal of tourism vol.1. no.1. (2014): 1-11 http://ojs.unud.ac.id/index.php/eot 9 e-issn: 2407-392x. p-issn: 2541-0857 from the above table, it can be described that the direct effects of latent exogenous variables to latent endogenous variabels is high. x2 provides the highest direct effect to y1, then y1 to y2 and x2 to y1. indirect relationship occurs between latent exogenous variables (attributes of mice destinations (x1), promotion (x2), mice tourist satisfaction (x3) and plan to visit bali for mice destination (x4), mice business policy (x5), with latent endogenous intervening variables (image (y1)) and latent endogenous variables (decision making to return/revisit (y2)). the following table 6 presents the indirect result of indirect relationship occurs amongst the variables – latent exogenous and endogenous variables: table 6. indirect effect of research variables indirect effect variabel interveni ng variabel endogen image (y1) decisionmaking to return/rev isit (y2) exogenous variables attribute of mice destination (x1) 0,000 0,055 promotion (x2) 0,000 0,185 mice tourist satisfaction (x3) 0,000 0,103 plan to visit bali for mice (x4) 0,000 0,000 mice business policy (x5) 0,000 0,000 intervening image (y1) 0,000 0,000 source: processed data (2014) from the above table 6, it can be described that the indirect effects of latent exogenous variables to latent endogenous variabels is high. y1 provides the highest indirect effect on x2 to y2, then on x3 to y2. total effect constitutes the sum of direct and indirect effect between latent exogenous variables (attributes of mice destinations (x1), promotion (x2), mice tourist satisfaction (x3) and plan to visit bali for mice destination (x4), mice business policy (x5), with latent endogenous intervening variables (image (y1)) and latent endogenous variables (decision making to return/revisit (y2)). the following table 7 presents total result on the direct and indirect result of relationship occurring amongst the variables – latent exogenous and endogenous variables: table 7. total effect of research variable direct effect variabe l interven ing variabel endogen image (y1) decision -making to return/re visit (y2) exogenous variables attribute of mice destination (x1) 0,151 0,203 promotion (x2) 0,505 0,496 mice tourist satisfaction (x3) 0,282 0,283 plan to visit bali for mice (x4) 0,000 0,142 mice business policy (x5) 0,000 0,165 intervening image (y1) 0,000 0,366 sumber : processed data (2014) from the above table, it can be described that the total effects of latent exogenous variables to latent endogenous variabels is high. x2 provides the highest total effect to y1, then x2 to y2 and y1 to y2. conclusion and recommendation conclusion overall, tourists are interested in bali for leisure purposes. this is shown by the data of tourist arrivals to bali which are dominated by leisure travelers. mice tourists coming to bali e-journal of tourism vol.1. no.1. (2014): 1-11 http://ojs.unud.ac.id/index.php/eot 10 e-issn: 2407-392x. p-issn: 2541-0857 are continuously afforded to be able to revisit. bali has prepared services, facilities and infrastructure. various other attempts have been made to increase tourist visits bali for mice, namely by continuing to do promotion, service and good image. the result of research shows that promotion contributes the biggest effect to revisit, both directly as well as indirectly through image. it means that tourist visit to bali for mice destination can be enhanced through promotion. through promotion it is expected that the number of leisure and mice tourists will be more balanced. recommendation tourism stakeholder in indonesia, especially in bali should improve the promotion through online advertising, and conduct sales promotion to friends and relatives, in cooperation with the tourism industry at home and abroad. overseas tourism industry in question are the meeting planner, meeting organizer, tour operators, wholesalers and foreign governments target the mice market. in terms of mice business, the mice coordinator or government should improve their relation to professional exhibition/event organizer (peo), professional convention organizer (pco), sport association (koni) to create creative sport events, and the hotel industry in becoming mice tourists. references buhalis, d. 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(2022): 126-143 http://ojs.unud.ac.id/index.php/eot 126 e-issn 2407-392x. p-issn 2541-0857 resident perception of conflict with tourism enterprise: an investigation at a mountainous destination in vietnam duong thi hien1*, tran duc thanh2 1 hong duc university, vietnam 2 university of social science and humanities, vietnam national university, hanoi, vietnam *corresponding author: duongthihien@hdu.edu.vn doi: https://doi.org/10.24922/eot.v9i2.92113 article info submitted: june 14th 2022 accepted: september 15th 2022 published: september 30th 2022 abstract based on extended social exchange theory, the authors propose a framework to investigate the conflict of local residents with tourism businesses. the authors applied a random sampling method and approached 388 residents living in pu luong nature reserve, a renowned community based tourism destination in thanh hoa mountainous area, vietnam. the findings show that resident’s conflict with tourism business is influenced by latent variables: community’s involvement, perceived benefit and perceived cost. this study is an additional contribution to the theoretical perspective of tourism conflict. in addition, some practical implications are made for local authorities to promote sustainable tourism. keywords: conflict; mountainous destination; resident; stakeholder relationship; tourism enterprise. introduction background tourism is an essential tool for economic development. it is a power catalyst to alter many regions to become flourishing lands in the world. the tangible economic benefit gained from tourism industry has appealed to all authorities and stimulated them to give priority on the development of this sector. to promote tourism, there should be the cooperation and consensus of all stakeholders including government, resident, tourist, tourism enterprise, destination development organization, etc. among them, residents' support is a key component for sustainable development goals; especially at community based tourism destinations where the local community is considered as the center of all tourism activities and orientation (sebele, 2010; tosun, 2006). they are mentioned as the owners, operators, managers and beneficiaries of tourism activities (goodwin & santilli, 2009). in many remote areas, despite the plentiful tourism resources; the industry of tourism is hindered by unfavorable conditions, such as underdeveloped infrastructure, limited education capacity or lack of finance. in those cases, local authorities tend to call for investment from both locals and outsiders. the support of these units may help locations to upgrade tourism infrastructure, connect markets and bring tourists to location, build more entertainment facilities and provide necessary training for the local community (goodwin & http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 126-143 http://ojs.unud.ac.id/index.php/eot 127 e-issn 2407-392x. p-issn 2541-0857 santilli, 2009). nevertheless, the dark sides caused by tourism enterprises have been criticized at some destinations. they are biased policies, unfair benefit distribution, environmental pollution and traditional deterioration. tourism businesses have been criticized for the loss of local cultural value and the reduction of community cohesion, unfair benefit distribution, environmental pollution and natural landscape deterioration. those negative impacts have withdrawn resident support and led to hostile behaviors. residents marched and protested tourism business (jinsheng & siriphon, 2019), burnt tourists' coach, vandalized tourist boats (ebrahimi & khalifah, 2014), closed village gate to protest tourist to enter (wang & yotsumoto, 2019). those unfriendly actions not only worsen the destination image but also disrupt the development of tourism industry. they prevented resource integration, wasted resources, damaged tourism management attempts and negatively affected related benefits (apostolidis & brown, 2021; canavan, 2017; liu et al., 2017; prior & marcos-cuevas, 2016; yang et al., 2013); thereby, created barriers to tourism projects at community (lo & janta, 2020; tesfaye, 2017; wang, 2021). thus, one of the important issues to maintain and ensure the sustainability of a tourist destination is to identify the conflicts arisen between the local community and tourism businesses; clarify the antecedents of conflicts and then promote a conflict management model. effective conflict management strategies are essential to avoid devaluation, encourage cooperation and resource integration, which may support the destination to achieve sustainable development goals of the united nations for tourism (apostolidis & brown, 2021). this study will investigate the conflict of local residents with tourism businesses at pu luong nature reserve, an emerging community based tourism destination in thanh hoa mountainous area, vietnam. the finding is an additional contribution to the theoretical perspective of tourism conflict. it also offers valuable insights to policy-makers to propose strategic actions to avoid conflict and promote sustainable tourism. literature review residents tourism enterprises conflict the conflict between residents and tourism businesses has been mentioned in many studies. these two groups often dispute over some main issues: the ownership and access to public resources, unfair benefit distribution, polluted environment and traditional deterioration. tourism businesses have been criticized for cooperating with authorities to take over and control important resources (especially land resources) (engström & boluk, 2012; glasson, et al., 1995; lo & janta, 2020; wang & yotsumoto, 2019; xu et al., 2017; xue & kerstetter, 2018; yang et al., 2013). glasson et al. (1995) reported that the dominance of the industry by non-local investors can reduce residents’ control over local resources. engström & boluk (2012) also revealed that the most prominent conflict between resident and tourism company during the planning process was the unfair power relationship, the residents could not raise their voice while tourism business, accompanied by local government, gained most of the advantages in the use of local resources. xue & kerstetter (2018) confirmed that these two parties share the same development goal, but they have contradictions in values, attitudes and theory. the authors noted that residents are frustrated with tourism businesses because the investor cooperated with the government to abuse power and take over most of local resources. similarly, lo & janta (2020) asserted that community-based tourism brings local residents opportunities to http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 126-143 http://ojs.unud.ac.id/index.php/eot 128 e-issn 2407-392x. p-issn 2541-0857 promote economic development by utilizing community’s natural as well as cultural resources; however, when tourism is developed, it may create conflicts between residents and investors over resource ownership. residents reflected that their important lands had fallen into the hands of outside developers. many residents complained that tourism benefits mainly belong to the business while the residents receive little or get no economic benefit at all (jinsheng & siriphon, 2019; lo & janta, 2020; bussaba sitikarn, 2008). according to jinsheng & siriphon (2019), local residents believed that they as the true owners of the community's tourism resources, who play an important role in tourism projects should receive a larger distribution of tourism income. meanwhile, the investors insisted that the revenue from tourist tickets should be retained for the company. they explained that the tourism companies must be responsible for many important actions such as scenic management and marketing promotion, renovating destination landscape, constructing and maintaining infrastructure, paying taxes to the government; therefore, the profit must be theirs. with different points of view, these two groups had come to conflicting actions. residents gathered around the business gate area to protest and boycott tourism businesses. sitikarn (2008) also mentioned that more than 70% of revenue belongs to private entrepreneurs, which leads to frustration in community. tourism businesses are also criticized for environmental pollution (ebrahimi & khalifah, 2014; gascón, 2012; jinsheng & siriphon, 2019; mannon & glass-coffin, 2019) and deteriorate natural landscape (kreiner, shmueli, & gal, 2015). according to ebrahimi & khalifah (2014), non-participants often have a jealous attitude towards the neighbors who run businesses and take advantage of community’s resources to get individual economic benefits. moreover, problems of noise, air pollution, water pollution, resource degradation, etc., make non-participants feel more annoyed and criticize the tourism businesses. kreiner et al. (2015) revealed that residents felt threatened when there was interference in the construction process which disturbed and messed up natural landscape. in addition, enterprises’ infringement may threaten local religious, cultural and social values. the differences in cultural values and social norms led to conflict between the two parties and even provoked negative behaviors afterward. other studies also affirmed that the business of tourism enterprises causes the loss of local cultural value and the reduction of community cohesion (kinseng et al., 2018; xu et al., 2017; xue & kerstetter, 2018). conflict antecedents according to set, social interactions are essentially an exchange process, each individual will assess what they gain and lose. they will join in a relationship and do something when they receive benefits, if the cost outweighs the benefits, they tend to terminate or leave the relationship (homans, 1961). in tourism, set has been used by many scholars to analyze the attitudes and behaviors of related groups (such as: andereck et al., 2005; chen, 2018; choi & sirakaya, 2005; gan, 2020; jurowski & gursoy, 2004; ko & stewart, 2002; nunkoo et al., 2016; rasoolimanesh et al., 2017; sharpley, 2014). those studies suggested that when local people realize the perceived benefits are less than the cost, they may have anti attitudes and behaviors toward tourism development as well as specific groups who are promoting tourism development in their locality. sitikarn (2008), timur & getz (2008), mccool (2009) and mannon & glass-coffin, (2019) have also confirmed that the downsides of tourism are important reasons for the conflicts at destinations. mccool (2009) mentioned that the conflict http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 126-143 http://ojs.unud.ac.id/index.php/eot 129 e-issn 2407-392x. p-issn 2541-0857 arises when local people realize that tourism development causes negative effects on their living environment, change cultural values. inappropriate use or loss of resources is also an important cause of dispute and conflict in the tourism industry (liu et al., 2017; tao & wall, 2009; zhang et al., 2015). in other words, residents' perceptions may influence conflicts between residents and stakeholders. therefore, following research hypotheses were presented: h1: perceived benefits directly and negatively affects residents tourism enterprise conflict. h2: perceived cost directly and positively affects residents tourism enterprise conflict. according to lee (2013) and nugroho & numata (2020), the original set do not examine the mechanism on how resident perceives costs and benefits of tourism development in particular social circumstances. therefore, they proposed an additional framework, extended set, to clarify the mechanism of locals’ attitude and behavior. they found that residents' perceived cost and benefit may be influenced by other factors. an important one which has been mentioned in numerous studies is community involvement (choi & sirakaya, 2005; jurowski & gursoy, 2004; nicholas et al., 2009; nunkoo et al., 2016; presenza et al., 2013; rasoolimanesh et al., 2015; sekhar, 2003; sirivongs & tsuchiya, 2012). these scholars all implied that community involvement closely relates to resident’s perceived benefit, perceived cost as well as resident’s atitude. if the residents are involved in tourism, they have more chances to be beneficial from tourism (sebele, 2010). also, if residents participated in natural management, they have chance to understand and aware of natural protection. the involvement in management and decision-making may create incentives for residents to integrate tourism into the local economy (aas et al., 2005; simmons, 1994). a recent study by nugroho & numata (2020) also revealed that the more the community members are involved in tourism, the more they support tourism development. butler (1980), prosser (1994) and ceballos-lascurain (1996) have noted that resentment, antagonism, and alienation often arise between locals and tourism investors if the locals are not involved in the tourism business. to resolve conflicts, maximizing resident participation is a solution proposed by many researchers (bhalla et al., 2016; connor & gyan, 2020; curcija et al., 2019; fan et al., 2019). accordingly, the following hypotheses were proposed: h3. community involvement directly and negatively associated with residents tourism enterprise conflict. h4. community involvement indirectly and negatively associated with residents tourism enterprise conflict through perceived benefit. h5. community involvement indirectly and positively associated with residents tourism enterprise conflict through perceived cost. figure 1. research framework research methods study site pu luong nature reserve belongs to 2 mountainous districts of thanh hoa province (ba thuoc and quan hoa), about170 km from hanoi and 130 km from thanh hoa city. this place has favorable h2 h5 h4 community involvement perceived benefit resident – tourism enterprise conflict perceived cost h1 h3 http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 126-143 http://ojs.unud.ac.id/index.php/eot 130 e-issn 2407-392x. p-issn 2541-0857 conditions for tourism development: unspoiled nature, picturesque landscape, fresh atmosphere, unique and rustic lifestyle of ethnic minorities. with those potentials, pu luong nature reserve has attracted thousands of tourists since the early 2000s. to boost tourism economy, the local government has proposed various policies to attract investors to modernize infrastructure and promote destination. realizing the investment opportunities, along with the welcome of local government, many investors (both domestic and foreign ones) have come to start up business at locality. they buy potential area or rent local houses to build homestay resorts. so far, there have been hundreds of tourism enterprises at pu luong nature reserve. among them, dozens of accommodation establishments are owned by external investors. research process the research process was divided into two phases. firstly, a qualitative study was carried out to synthesize and adjust the theoretical model. beside literature review, the in-depth interviews were conducted to develop a scale used to measure related concepts, especially the concept of conflict between residents and tourism businesses. quantitative research will be conducted in the next step. residents who are living in selected areas will be interviewed and asked to complete a questionnaire with main content of community involvement, perceptions of benefit and cost, stakeholder conflicts. age, sex, education level, occupation and ethnic are also asked for sorting purpose. measures the concept of community involvement is based on the scale developed by lee, (2013) and nugroho & numata (2020) including 4 components. the concept of perceived benefits and perceived costs are obtained from previous research of gursoy & rutherford, (2004), consist of 18 variables (11 variables for measuring perceived benefits and 7 variables for measuring perceived costs). with the concept of conflict between residents and tourism businesses, the authors develop and modify based on 4-steps research process proposed by churchill (1979) and wang et al., (2007): 1. generate items, 2. collect data and purify measures, 3. collect data with other populations and reanalysis the measures, 4. confirm the scale (figure 2). as a result, a scale of six variables has been confirmed for empirical study. figure 2. scale generation process step 1. item generation according to churchill (1979), the first step in the procedure of scale development is to precisely specify the domain for constructs. the concept of conflict was defined by thomas (1976, p.891) as “the process which begins when one party perceives that another has frustrated, or is about to frustrate, some concern of his”. similarly, wall & callister (1995) stated: “conflict is a process in which one party perceives that its interests are being opposed or negatively affected by another item generation • specify domain for constructs • literature review • in-depth interviews • content analysis method data collection (one) and purification of measures • coefficient alpha • exploratory factor analysis data collection (two) and reanalysis of measures • coefficient alpha • confirmatory factor analysis • construct validity confirm the scale http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 126-143 http://ojs.unud.ac.id/index.php/eot 131 e-issn 2407-392x. p-issn 2541-0857 party”. so, the feeling of disagreement, negative emotions, and interference are three aspects to specify the concept of conflict. based on these three components, the author lists and arranges the conflicting contents mentioned in previous studies to create a variable pool. at the same time, these aspects are used to design interiew guide for in-depth interview with stakeholders. 14 residents, 4 enterprise managers and 4 local tourism management officials in pu luong nature reserve were purposely approached to reveal conflicting issues between residents and tourism business. maxqda software was used to analyze in-depth interview data afterward. all residents' expressions of disagreement, negative emotions, and interference with tourism enterprises were counted as a unit of analysis which were then coded and sorted into specific variables about conflict. from literature review, there were 45 analysis units referring to the conflict between residents and tourism businesses, these units were sorted into 7 items. however, an item may be retained when at least 6 experts mentioned (bearden et al., 1989, 2001). after screening, 2 components for the concept of conflict between residents and tourism businesses are retained. five components were mentioned by less than 6 experts and were excluded from the list. with in-depth interview data, 80 analytical units referring to conflicts between residents and businesses were obtained, sorted into 9 components. using the principle of bearden et al., (1989, 2001), a component is retained when 6 or more respondents mentioned, 6 components for the concept of residents tourism enterprises conflict between were retained. actually, all of these items had been mentioned in previous studies (table 1). table 1. components of residents tourism enterprise conflict from literature review and in-depth interviews items source (literature review) in-depth interview (frequency) residents receive very little economic share from tourism enterprises (feng & li, 2020; jinsheng & siriphon, 2019; lo & janta, 2020; bussaba sitikarn, 2008) 17 tourism enterprises changes the traditional culture of local residents (kinseng et al., 2018; kreiner et al., 2015; mccool, 2009; xue & kerstetter, 2018) 16 tourism enterprises pollute local environment (ceballos-lascurain, 1996; ebrahimi & khalifah, 2014; gascón, 2012; glasson et al., 1995; jinsheng & siriphon, 2019; mannon & glass-coffin, 2019; prosser, 1994) 9 the continuous construction of tourism enterprises disrupts the original landscape (kreiner et al., 2015) 9 external investors have controlled local tourism resources and activities (glasson et al., 1995; jinsheng & siriphon, 2019; kinseng et al., 2018; lo & janta, 2020; wang & yotsumoto, 2019; xu et al., 2017; xue & kerstetter, 2018; yang et al., 2013) 8 tourism business reduces cohesion in the community and change’s social structure in the community (kinseng et al., 2018; kreiner, et al., 2015; xue & kerstetter, 2018) 8 http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 126-143 http://ojs.unud.ac.id/index.php/eot 132 e-issn 2407-392x. p-issn 2541-0857 after developing an item pool for the scales, 7 experts who are researchers and managers in tourism industry were asked to evaluate the content validity and revise the wording. they were asked to offer suggestion to add or delete inappropriate, ambiguous, and non-representative items (hardesty & bearden, 2004; zaichkowsky, 1985). every expert was asked to score items using a scale from 1 (extremely unsuitable) to 5 (extremely suitable). any item that has a score lower than 3 would be deleted. as a result, 6 items were scored above 3 points and therefore were retained. some components were adjusted in terms of words so that the meaning of the sentence become clearer and more coherent. step 2. data collection and purification of measures to verify the clarity, reliability and relevance of the scale, a pilot test was conducted with a small sample size. the questionnaire was distributed to 150 local people in september 2021. 148 valid questionnaires were collected and analyzed for reliability (coefficient alpha) and exploratory factor analysis (efa). the result showed that all factors have cronbach's alpha (ca) value greater than 0.6 and were thus considered to be reasonably reliable (bagozzi & yi, 1988) and in conformance with the criteria for internal consistency (hair et al., 2010). for the result of efa, with varimax rotation, the eigenvalues and variance were extracted to 5 (groups) of main factors with eigenvalues > 1, the smallest eigenvalues was 1.202. the cumulative percentage of explained variance was 68.347% > 50%. one item of perceived benefit and one item of perceived cost had factor loadings lower than 0.5 and were thus excluded. all items of community involvement and resident – tourism enterprise conflict had factor loading greater than 0.5 and then were retained (hair et al., 2013). step 3. data collection (two) and reanalysis of measures although the scales have been refined and verified to be reliable, churchill (1979) suggested that the scales should be tested again with different samples. therefore, a second pilot survey was conducted in november 2021. the data then was reanalyzed for ca, efa, to ensure that the scale is valid and reliable. moreover, confirmatory factor analysis (cfa) was analysed to check whether the theoretical model is appropriate or not. the sample size of the second pilot survey was 150. the results of analysis of ca, efa, cfa of all scales were acceptable. specifically, all scales had cronbach's alpha coefficient greater than 0.8. all variables had the total correlation coefficient greater than 0.3. the value of efa showed that the kmo index was 0.866 > 0.5, the results of barlett's test was 4376.816 with the sig = 0.000 < 0.05; value of total variance extracted = 71.469% > 50%; the smallest eigenvalues of factors was 1.824>1, and were accepted. the composite reliability of each construct was greater than 0.7, indicating high internal consistency. moreover, the factor loading of each item was greater than 0.5; the ave of constructs was from 0.675 to 0.697 > 0.5, indicating that the scale possessed favorable convergent validity (hair et al., 2013). the square root of the ave of each construct was higher than the correlation coefficient between any two constructs, demonstrating the discriminant validity of the scale (fornell & larcker, 1981). all htmt coefficients were lower than 0.9 (the highest is 0.482); thus, the scales in the structures are all discriminatory (henseler et al., 2015). step 4. confirm the scale for empirical study the official scale for empirical study includes 22 items (4 items for community http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 126-143 http://ojs.unud.ac.id/index.php/eot 133 e-issn 2407-392x. p-issn 2541-0857 involvement, 10 items for perceived benefits, 6 items for perceived cost, and 6 items for resident – tourism enterprise conflict (table 2). sampling and survey procedures according to hair et al., (1998) the minimum sample is five for one variable. the total variable in the study is 22, so the minimum sample is 110. in the study, the authors randomly approached and collected 388 valid samples. respondents must be 18 years old or above. due to the low level of education in mountainous areas, many locals do not know how to use the internet and email, so the author used the face to face survey method to achieve the highest efficiency (neuman, 2014). in addition, with direct survey, the investigator may explain for residents in case they have any question. a group of students majoring in tourism at hong duc university, who are also locals, were trained to conduct the survey. respondents were introduced to the purpose of the survey, and whether they agreed to take part in the survey or not. if they agree, the respondent may read the questionnaire on their own or the investigator can help. after completing the questionnaire, respondents were given a small gift. the survey was conducted in 2 months, from december 2021 to january 2022. smartpls 3.3.7 software was used to process and evaluate data. the research model was tested using partial least squares structural equation modeling (pls-sem). findings demographic information regarding gender, 64.9% of the respondents were male and 35.1% were female. 36.6% were aged between 18 and 24 (gen z), 27.7% were aged between 24-40 (gen y), 26% were aged 41-55 (gen x), the rest were above 55. there are 4.6% of respondents who did not attend any training school, 14.4% had completed primary school, 37.1% had completed secondary school, 36.9% had graduated from high school, 4.6% had qualified with vocational degree and 2.8% had bachelor degree. most of the respondents have lived in the locality for more than 20 years. assessment of the measurement model table 2 shows the overall values of the latent variables in the questionnaire and they are all accepted. regarding the overall reliability, cronbach’s alpha values for community involvement (ci), perceived benefits (pb), perceived costs (pc), and resident tourism enterprise conflict (rec) are 0.902, 0.935, 0.905 and 0.903, respectively. composite reliability (cr) are all greater than 0.9>0.8 (daskalakis & mantas, 2008). variance inflation factor (vif) coefficients of all factors were less than 5 and are accepted (hair et al., 2017). http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 126-143 http://ojs.unud.ac.id/index.php/eot 134 e-issn 2407-392x. p-issn 2541-0857 table 2. measurement properties construct/items factor loading (>0.7) ca (>0.7) cr (>0.6) ave (>0.5) vif (<5) community involvement 0.902 0.932 0.773 i participate in tourism-related activities 0.861 0.749 2.444 i support research on tourism in the locality 0.891 0.793 2.816 i am involved in the planning and management of tourism in this community 0.886 0.792 2.924 i am involved in the decision-making for tourism development in this community 0.880 0.791 2.830 perceived benefit 0.910 0.925 0.552 tourism increase employment opportunities 0.761 0.676 2.017 tourism increase investment opportunities 0.758 0.671 4.364 tourism provide more business for local people and small businesses 0.758 0.674 4.062 tourism provide incentive for the preservation of local culture 0.711 0.626 1.968 tourism provide more parks and other recreational areas for locals 0.722 0.650 2.136 tourism provide an incentive for the restoration of historical buildings 0.758 0.707 3.931 tourism improve the standards of road and other public facilities 0.747 0.697 3.851 tourism develop cultural activities by local residents 0.737 0.677 2.004 tourism increase cultural exchange between tourists and residents 0.732 0.669 4.536 tourism have positive impact on cultural identity community 0.745 0.687 4.479 perceived cost 0.891 0.918 0.650 tourism increase in crime rate 0.758 0.659 2.033 tourism increase in traffic congestion 0.845 0.768 2.525 tourism increase in noise and pollution 0.762 0.682 2.036 tourism high spending tourist negatively affect local’s living style 0.819 0.724 2.337 tourism have negative effects on local culture 0.867 0.780 2.916 tourism locals suffers from living in a tourism destination 0.781 0.656 2.071 residents-tourism enterprises conflict 0.874 0.905 0.613 i feel annoyed as tourism business have changed local traditional lifestyle 0.761 0.648 2.154 i feel annoyed as tourism business have reduced community cohesion 0.788 0.666 2.152 http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 126-143 http://ojs.unud.ac.id/index.php/eot 135 e-issn 2407-392x. p-issn 2541-0857 construct/items factor loading (>0.7) ca (>0.7) cr (>0.6) ave (>0.5) vif (<5) tourism businesses must share more economic benefit with locals 0.791 0.683 2.282 i am frustrated as external investors have controlled local tourism resources and activities 0.733 0.625 1.722 i am frustrated as tourism business have polluted local environment 0.804 0.718 2.649 tourism businesses disrupts the original landscape 0.819 0.719 2.272 table 3. discriminant validity index for latent variables (fornell and larcker criterion) ci pb pc rec ci 0.879 pb 0.557 0.743 pc 0.293 0.021 0.806 rec -0.345 -0.411 0.049 0.783 note: the bold numbers represent the square root of ave value. table 4. discriminant validity index for latent variables (htmt value) ci pb pc rec cp pb 0.607 pc 0.316 0.111 rec 0.384 0.455 0.117 the convergent validity and discriminant validity of each latent variable were supported. average variance extracted (ave) were 0.772, 0.552, 0.650 and 0.613, respectively (table 2), greater than 0.5 and demonstrating a high level of internal consistency (chin, 1998; hock & ringle, 2010; wong, 2013). the discriminant validity was presented in table 3 and table 4. the square root of the ave of each construct was higher than the correlation coefficient between any two constructs, indicating discriminant validity of the scale (fornell & larcker, 1981); the htmt coefficients were lower than 0.9 (henseler et al., 2015). structural model in order to test the hypothesis, bootstrapping technique was performed on smart pls software. the repeat sample size was 5000 (henseler et al., 2009). the structural relationship and its impact are presented in table 5. http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 126-143 http://ojs.unud.ac.id/index.php/eot 136 e-issn 2407-392x. p-issn 2541-0857 table 5. results of the structural path model hypothesis path estimate t value p values h1 pb -> rec -0.293 5.117 0.000 h2 pc -> rec 0.119 2.291 0.022 h3 ci -> rec -0.216 3.501 0.000 h4 ci -> pb -> rec -0.163 4.856 0.000 h5 ci -> pc -> rec 0.035 2.038 0.042 the inner model suggests that: the perceived benefit directly, negatively and significantly affects resident tourism enterprise conflict (β = -0.293, t = 5.117 > 1.96; p value = 0.000 < 0.005). so, h1 is supported. the perceived cost directly, positively and significantly affects resident tourism enterprise conflict (β = -0.119, t = 2.291 > 1.96 and p value = 0.022 > 0.005). this means h2 is not supported. community involvement directly, positively and significantly affects resident tourism enterprise conflict (β = -0.216, t = 3.501 > 1.96 and p value = 0.000 < 0.005). this means h3 is supported. community involvement indirectly, negatively, and significantly affects resident tourism enterprise conflict through perceived benefit (β = -0.163, t = 4.856 > 1.96 and p value = 0.000 < 0.005). thus, h4 is supported. community involvement indirectly, positively, and insignificantly affects resident tourism enterprise conflict through perceived cost (β = 0.035, t = 2.038 > 1.96 and p value = 0.042 > 0.005). accordingly, h5 is not supported. conclusion and discussion based on extended set, the authors proposed a framework to analyse the antecedent factors of resident – tourism enterprise conflict. following research process suggested by churchill (1979) and wang et al., (2007), the study has developed a scale of conflict between residents and tourism businesses with 6 items. the study proved that the relationship between community involvement, residents’ perceived benefit and perceived cost with conflict between residents and tourism enterprises. the finding is the basis for following implication: the role of residents' perceptions residents' perceptions of tourism benefits have a strong impact on residents – tourism enterprise conflict. the more benefits residents perceive, the less likely they are to oppose tourism businesses. thus, to limit residents – tourism enterprise conflict, authorities should focus on actions to increase resident perceived benefits about tourism industry, and help them recognize the value of each other. to do this, the two groups must learn about the other party’ interest and come up with a mutual beneficial compromise. they may also ask a third party to act as an intermediary to find out the goals and interests of the parties, thereby to make proposals for beneficial cooperation (rubin, 1994). local authorities (who act as intermediaries between tourism businesses and local communities) are the best facilitators to connect the parties and help them understand each other, create consensus among groups, thereby to promote a more http://ojs.unud.ac.id/index.php/eot e-journal of tourism vol.9. no.2. (2022): 126-143 http://ojs.unud.ac.id/index.php/eot 137 e-issn 2407-392x. p-issn 2541-0857 effective cooperation or to form future alliances. local authorities need to understand the needs, interests and concerns of each party, thereby building an integrated mechanism and policy that can meet the aspirations of the stakeholders. each locality needs to have clear, consistent regulations and require the involved parties to comply. the government, with its power in the process of planning and attracting investment, needs to bear in mind that residents’ life quality must be their top concern. also, residents need to confer with tourism businesses on the cooperation mechanism and revenue sharing. the community will preserve natural landscapes along with traditional culture, protect natural environment, and create a beautiful destination image to attract tourists for businesses. in the reciprocation, tourism businesses who take advantage of local cultural values must share benefits with residents. they must help locals to preserve local culture and festivals, protect historical sites and natural landscapes. in addition, enterprises must strictly comply with regulations on environmental protection, train and recruit locals with reasonable remuneration. businesses should prioritize local labor to create job opportunities for locals and help them receive benefits from tourism development. the role of resident involvement residents involvement is the determinant of sustainable development. residents involvement has a direct and negative impact on residents tourism enterprises conflict. it also affects residents' perceptions of tourism benefits, thereby indirectly affects the conflict between residents and tourism businesses. therefore, in order to reduce conflicts between these two groups, maximizing resident’s involvement is a very important solution. this findings supports the conclusion of various studies, eg: (bhalla et al., 2016; connor & gyan, 2020; curcija et al., 2019; fan et al., 2019). when residents are involved in tourism (whether directly or indirectly), they have more opportunities to receive benefits, especially the economic ones (income, job opportunities, business start-up opportunities). this also contributes to improve residents’ life quality, especially in remote and mountainous areas. in short, residents and tourism enterprises are important stakeholders at each tourism destination. beside cooperation, there two groups may dispute with each other in all aspects of sociocultural, economic and environmental. this conflict may be just latent or have been exploded with hostile behaviors. to resolve conflicts, antecedent factors, including resident’s involvement, perceived benefit and perceived cost must be concerned seriously. references aas, c., ladkin, a., & fletcher, j. 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(2014): 50-56 http://ojs.unud.ac.id/index.php/eot 50 e-issn: 2407-392x. p-issn: 2541-0857 destination loyalty model of elderly foreign tourists visiting bali i gusti bagus rai utama, nyoman darma putra and i made suradnya school of postgraduate study doctorate degree in tourism udayana university coressponding author: igustibagusraiutama@gmail.com article info received 17 december 2013 accepted 28 february 2014 available online 10 march 2014 abstract research was designed to understand loyalty model of elderly foreign tourists visiitng bali which was undertaken in the main destinations in bali i.e., kuta, nusa dua, sanur, ubud and lovina. 400 respondents were determined purposively. the criteria were senior tourists aged 55 or over and tourists vacationing in one of bali‟s tourism destinations. descriptive statistical analysis and the sem-amos structural model analysis tools were undertaken to analyze statistically. the resuts show that (1) internal motivation does not have a significant effect on destination image. (2) external motivation has a significant effect on destination image and loyalty, but does not have a significant effect on tourist‟s satisfaction. (3) destination image has a significant effect on tourist‟s satisfaction. (4) tourist‟s satisfaction has a significant effect on destination loyalty. two loyalty models were formed: (1) destination loyalty is directly influenced by tourist‟s satisfaction, and indirectly influenced by destination image and external motivation. (2) destination loyalty is directly influenced by external motivation, but the influence is not as significant as the influence of tourist‟s satisfaction on loyalty. suggestions of the research are maintaining the joint approach to answer various questions through quantitative approach. improvement strong image of bali is crucial, such as: (1) improving uniqueness of culture, (2) welcoming local inhabitants, (3) improving tourism infrastructure, and (4) comfortable tourism atmosphere. keywords: elderly foreign tourists, internal motivation, external motivation, destination image, tourist‟s satisfaction, tourist‟s loyalty. introduction background the phenomenon that prompted this study is the rapid growth of the elderly population segment around the world. a person who has reached the age of 55 and above is considered elderly or senior. the continuous growth of this age group has created a new market segment for the tourism industry. two distinct profile characteristics considered attractive for the tourism industry are the high purchasing power and availability of leisure time because generally seniors have retired or are retiring. however, it should be noted that the elderly groups also have different motivation from other age groups, demanding more and better healthcare facilities and travel assistance especially for those in the 75 to 80 and the 80 and above age groups. in order for bali to capture this market opportunity of elderly travelers, a survey on elderly tourists visiting bali is deemed necessary. the lack of a theoretical study on motivation, destination image, tourist‟s satisfaction and destination loyalty of elderly foreign tourists is also the reason the study was conducted, because the factors affecting the loyalty of elderly foreign tourists on bali as a destination have yet to be explained in depth. e-journal of tourism vol.1. no.1. (2014): 50-56 http://ojs.unud.ac.id/index.php/eot 51 e-issn: 2407-392x. p-issn: 2541-0857 research objectives the general objective of this study is to analyze and determine the effects of motivation, destination image and tourist‟s satisfaction on the loyalty of elderly foreign tourists visiting bali. the specific objectives of the research are aimed at addressing some of the sub-issues that have been determined, which are as follows: 1) to analyze and determine the effects of internal motivation of elderly foreign tourists on the destination image of bali. 2) to analyze and determine the effects of external motivation of elderly foreign tourists on the destination image of bali. 3) to analyze and determine the effects of internal motivation on the satisfaction of elderly foreign tourists visiting bali. 4) to analyze and determine the effects of external motivation on the satisfaction of elderly foreign tourists visiting bali. 5) to analyze and determine the effects of internal motivation on the destination loyalty of elderly foreign tourists visiting bali. 6) to analyze and determine the effects of external motivation on the destination loyalty of elderly foreign tourists visiting bali. 7) to analyze and determine the effects of bali‟s destination image on the satisfaction of elderly foreign tourists visiting bali. 8) to analyze and determine the effects of tourist‟s satisfaction on the destination loyalty of elderly foreign tourists visiting bali. 9) to analyze and determine direct, indirect, and the combined effects of internal motivation, external motivation, destination image of bali, and tourist‟s satisfaction on the destination loyalty of elderly foreign tourists visiting bali. 10) to test and determine the feasibility of the loyalty model of elderly foreign tourists visiting bali. literature review elderly tourists the definition of “elderly” is still widely debated, particularly regards to the age at which a person is called elderly. according to patterson (2006) “older people” refers to people from the age of 55 and beyond. likewise, the definition of the world tourism organization (2005) explains that senior travelers are elderly tourists aged 55 years or more. the indonesian government also defines it such as that elderly foreign tourists are senior travelers who are foreign nationals who are at least 55 years of age. this definition is adopted from the presidential decree number 31 of 1998. in this study, the definition of elderly foreign tourist refers to the chronological age of 55 years and beyond. travel motivation travel motivation is divided into two types of motivation: internal and external. pitana and gayatri (2005) considered internal motivation as the push factor for people to travel, which means that they are driven by certain motives to travel. further, it was said that motivation is a basic foundation in the study of tourists and tourism, because motivation is the driving factor for the process of traveling. travel motivation is also considered part of psychological needs and wants, as well as biological ones, which include inseparable push and pull factors that drive people to do or conduct tourism activities (uysal and hagan, 1993; iso-ahola, 1991; yoon and uysal, 2003). destination image milman and pizam (1995) cognitively offered three components that make up the image of a tourism destination, namely: attraction, attitudes and behavior of the hosts, and the destination environment such as climate, facilities, and so on. meanwhile, hu and ritchie (1993) identified that cognitively, destination image comprises of psychological components, uniqueness, and destination attributes, which holistically make up the image of a destination. further, beerli and martin, 2004 (in chi, 2005) studied and classified nine attributes that affect the image of a destination, namely: (1) natural attributes, (2) opportunities for leisure and recreation, (3) natural environment , (4) public facilities, (5) culture, history, and art, (6) social environment, (7) tourism infrastructure, (8) economic and political conditions, and (9) atmosphere of the destination. e-journal of tourism vol.1. no.1. (2014): 50-56 http://ojs.unud.ac.id/index.php/eot 52 e-issn: 2407-392x. p-issn: 2541-0857 tourist’s satisfaction according to kotler (2003), customer satisfaction is a function of customer expectation on the service received. customers attain satisfaction from the services provided by a company if the service meets the expectation of quality and is in accordance with the customer‟s expectation. consumer satisfaction is one indicator that affects loyalty. the higher the level of satisfaction, the higher the level of loyalty. accordingly, zeithaml, bitner and gremler (1996) stated that customer satisfaction is the fulfillment of consumer response. oliver (1999) argued that customer satisfaction is the evaluation of the surprise inherent in the acquisition of a product or experience. simply put, satisfied customers are great assets for a company's survival. maintaining customer satisfaction should be done as a management of quality for the services offered so that customer satisfaction can be maintained. destination loyalty in the field of marketing, repeat purchases or willingness to recommend to potential buyers are good indicators of customer loyalty. the degree of consumer loyalty is one of the indicators used to measure the success of a marketing strategy (flavian, art nez and olo, 2001). the same is true in the field of tourism marketing. as a product tourists may come back (revisit) or recommend a destination to friends, family and others as potential tourists. in this context, the study of consumer loyalty is applicable in the field of tourism, in which tourism is a product or service marketed tourists in the increasingly competitive destination marketing competition (dimanche and havitz, 1995). contextualization of tourist‟s loyalty to a travel destination refers to the consistency of certain tourists in visiting a specific destination even though other competing destinations offer newer attractions with superior attributes or quality. in the tourism industry, there is empirical evidence indicating that satisfaction is a strong indicator of loyalty for tourists to come back again and again to a destination, and those loyal tourists are good marketers for the destination as they tend to share stories and recommendations to friends, family, relatives, and others to visit the destination they have visited (chi, 2005). conceptual framework there are five latent variables in this study, consisting of internal motivation (exogenous), external motivation (exogenous), destination image (endogenous), satisfaction (endogenous), and loyalty (endogenous). latent variables are non-measurable variables, so it is necessary to measure certain indicators in accordance to existing theories (ferdinand, 2002). the underlying concept in this study is the concept of tourist loyalty. this concept of loyalty has been built by previous studies (chi, 2005; yoon and uysal, 2005). the loyalty model constructed by yoon and uysal (2005) illustrated that loyalty is formed by tourist motivation mediated by satisfaction variable. while the loyalty model constructed by (chi (2005) illustrated that loyalty is formed by destination image mediated by destination attributes and overall satisfaction. from the two models, this researcher attempts to combine the previous models that have been confirmed by chi (2005) and yoon and uysal (2005), to form a new model illustrating that destination loyalty is formed by internal and external motivation through the variables of destination image and satisfaction of elderly foreign tourists. furthermore, the operationalization variable of loyalty is translated into two indicators: willingness to recommend and the desire for repeat visits (chi, 2005; yoon and uysal, 2005). the theoretical framework can be seen in figure 1. figure 1. theoretical framework (source: yoon and uysal, 2003; chi, 2005) e-journal of tourism vol.1. no.1. (2014): 50-56 http://ojs.unud.ac.id/index.php/eot 53 e-issn: 2407-392x. p-issn: 2541-0857 hypotheses 1) internal motivation of elderly foreign tourists affect the destination image of bali. 2) external motivation of elderly foreign tourists affect the destination image of bali. 3) internal motivation affect the satisfaction of elderly foreign tourists visiting bali. 4) external motivation affect the satisfaction of elderly foreign tourists visiting bali. 5) internal motivation of affect the destination loyalty of elderly foreign tourists visiting bali. 6) external motivation of affect the destination loyalty of elderly foreign tourists visiting bali. 7) the destination image of bali affect the satisfaction of elderly foreign tourists visiting bali. 8) tourist‟s satisfaction affect destination loyalty of elderly foreign tourists visiting bali. methodology this study is a confirmatory to the loyalty model developed by chi (2005) and yoon and uysal (2005), with a distinct focus on elderly foreign tourists. the research involved 400 purposively determined respondents, which referred to foreign nationals aged 55 years and above who were visiting one of five tourism areas in bali, namely: kuta, nusa dua, sanur, ubud and lovina. quantitative and qualitative analysis tools are used to process the data. the quantitative data analysis tools utilized in this study are descriptive statistical analysis and the sem-amos structural model analysis. meanwhile, the quantitative analysis tool utilized is descriptive qualitative analysis that aims to clarify and complement the quantitative analysis. the research variables and indicators can be seen in table 1. results and discussion description of data the number of respondents was 400, with 57 percent male respondents and 43 percent female, 73 percent aged between 55 to 65 years and 27 percent 65 years over, 41 percent came from australia and 59 came form others, and 81 percent of respondents were repeat visitors and 19 percent of first visitors. strong motives that push elderly foreign tourists to travel is the need for rest and relaxation, visiting new places, seeking new knowledge and experience, getting out of the routine, meeting new people and socializing. meanwhile, improving health and fitness, physical exercise, and visiting family and friends are not strong push motivation to encourage elderly foreign tourists to travel. strong pull factors that motivate elderly foreign tourists to travel to bali are the interests in balinese culture, natural beauty of bali, the history of bali, gains on holiday in bali, bali's diverse culinary, and the prices of goods/services in bali. meanwhile security, development of transportation, healthcare facilities, the quality of tour leaders and guides, the service of travel agencies, and the immigration procedures are not strong pull motivational factors that appeal elderly foreign tourists in choosing bali as a destination. table 1. definitions of variables and indicators variable code indicator x1 internal motivation x1.1 rest and relaxation x1.2 visiting new places x1.3 knowledge and experiences x1.4 escaping the routine x1.5 meeting new people and socializing x1.6 health and fitness x1.7 physical exercise x1.8 visiting friends and family x2 eksternal motivation x2.1 history of bali x2.2 culture of bali x2.3 nature of bali x2.4 prices in bali x2.5 events and festive x2.6 holiday or leisure x2.7 transportation x2.8 distance from home country x2.9 food and beverage x2.10 facilities and service x2.11 healthcare facilities x2.12 immigration procedure and service x2.13 security x2.14 service from travel agencies x2.15 tour leaders and guides destination image y1.1 tourism activities y1.2 natural beauty y1.3 culture of bali y1.4 people of bali y1.5 tourism infrastructure y1.6 political and economic stability y1.7 atmosphere of bali tourist‟s satisfaction y2.1 attraction y2.2 accessibility y2.3 tourism facilities y2.4 service loyalty y3.1 repeat visit y3.2 willingness to recommend sources: chi (2005); yoon and uysal (2005); esichaikul (2012) e-journal of tourism vol.1. no.1. (2014): 50-56 http://ojs.unud.ac.id/index.php/eot 54 e-issn: 2407-392x. p-issn: 2541-0857 until now, bali as a tourism destination still has a good image, such as, bali is positioned as a tourism destination with culture, history, and art. bali also has a positioning image as a good travel destination for vacation and recreation. another image of bali is that the island has a good social environment and a complete tourism infrastructure. however, certain image of bali is on the decline, including the natural environment of bali which is considered to be increasingly more, atmosphere of bali which is considered to increasingly crowded, as well as the political and economic stability of bali which is considered to be less supportive. related to satisfaction of elderly tourists, some attributes are considered adequate and in accordance to the expectations of elderly foreign tourists visiting bali. these attributes include tourism infrastructure, tourist attractions, travel experience to and within bali, tourist services throughout bali, and the availability of various tourism facilities. results of hypotheses and research findings the findings of this study are in contrast to the findings of chi (2005) and yoon and uysal (2005), although there are similar relationship between the variables in each model. figure 2 shows the model produced, which after going through several stages of testing have been declared eligible on several criteria to measure the model‟s goodness of fit, i.e., r sea, gfi, agfi, tli, and cfi. the value of direct effects are based on standardized regression weights, and the dotted arrows signify less significant relationships figure 2. relationships between research variables this study is able to address eight research questions, which can be explained as follows: (1) internal motivation does not have a significant effect on destination image, which means that in order to create a good destination image internal travel motivation alone is insufficient, but external motivation should create a wholesome appeal motivation factor to visit a destination. (2) external motivation of elderly foreign tourists has a significant effect the destination image of bali. strong pull indicators include is the appeal of culture, nature, history of bali, the benefits of vacationing in bali, bali's culinary diversity, and the prices of goods/services. (3) internal motivation of elderly foreign tourists does not have a significant effect on tourist this finding suggests that satisfying factors in the forms of tourism attributes in bali is not sufficient to satisfy the pull motivational factors for the elderly traveler respondents. (4) external motivation also does not have a significant effect on the satisfaction of elderly foreign tourists visiting bali. this indicates that bali‟s tourism attributes of destination are not yet in line with expectations (satisfaction) of elderly foreign tourists visiting bali. (5) internal motivation of elderly foreign tourists does not have a significant effect on loyalty because it the finding is not supported by empirical data so that the effect is considered insignificant. the direction of the relationship between internal motivation and tourist loyalty is negative, which signifies a negative relationship, or the higher the push factor then the lower the level of loyalty for bali as one specific destination. (6) external motivation factors (destination attributes) have a significant effect on tourist loyalty. (7) destination image has a significant effect on the satisfaction of the elderly foreign tourists visiting bali. positive image of bali as a tourism destinations including indicators such as uniqueness of balinese culture, friendly people, tourism infrastructure, facilities, and a comfortable atmosphere, were perceived positively by the elderly foreign respondents. (8) the satisfaction of elderly foreign tourists have a significant effect on destination loyalty. the findings of this study are a model of elderly foreign tourists‟ tourist‟s loyalty consisting of two paths. graphically, the findings on the loyalty model of elderly foreign tourists visiting bali can be represented as follows: e-journal of tourism vol.1. no.1. (2014): 50-56 http://ojs.unud.ac.id/index.php/eot 55 e-issn: 2407-392x. p-issn: 2541-0857 figure 3. loyalty model of elderly foreign tourists visiting bali in the first path, seen from the value of the standardized regression weights coefficients, destination image variable has the most significant effect on tourist satisfaction. then the external motivation variable has a significant influence on destination image, and tourist satisfaction variable has a significant effect on destination loyalty. whereas, in the second path, from the values of standardized regression weights coefficients, external motivation variables has a direct effect on destination loyalty, but the effect is not as strong as the destination image variable and tourist satisfaction. external motivation variable has direct and indirect effects on destination loyalty, so it can be concluded that external motivation is a variable that has an important role in forming destination loyalty. conclusion and recommendations conclusion the loyally model for elderly foreign tourists is associated with various dynamic variables and indicators in line with the dynamism of a tourism destination, so periodic research is advisable by continually carefully testing theoretical models and concepts using simulations to achieve a model with perfect goodness of fit. the results of the current study concluded that (1) the elderly foreign tourists are sensitive to the issues of environmental pollution, air and water pollution, social and cultural change, which require destination managers to closely consider these issues. (2) the dominant respondents in this study are repeat visitors who are knowledgeable on the development and changes in bali as a tourism destination. recommendations maintaining the use of a combined approach (mixed methods) is essential because this approach was able to address issues that are not sufficiently answered by quantitative approach alone. however, one thing to be improved is the selection real indicators that truly represent the latent variables, by first conducting unidimentionality analysis on all indicators before conducting field research so that the indicators are perfectly reliable to the latent variables. this advice is intended for stakeholders involved to be able to use these results as a secondary data, in order to fit the variety of needs, desires and expectations of elderly tourists visiting bali. some respondents argued that the uniqueness of balinese culture has experienced a decline with the rise of construction boom and tourism facilities, including hotels various types of accommodation that are not in accordance to the unique physical characteristics of balinese culture, so the government should make binding rules and policies to preserve the physical characteristics of balinese culture and architecture. addressing the problem of waste, traffic congestion, immigration services, these factors are considered less than optimum for a world-class travel destination. also, the number of charges and retributions outside the inclusive tourists‟ budget, the building and development of tourism facilities with distinct balinese cultural and architectural influences, and reduction in the use of materials derived from plastic, are some programs that should be prioritized by bali tourism policy makers and practitioners. the next suggestion is intended for all segments and levels of society, on the need to preserving the image of bali as a world-class tourism destination that has been perceived as good in the perspective of elderly foreign tourists visiting bali. this perceived image include: (1) bali as a tourism destination is considered to have a unique culture, (2) bali as a tourism destination is considered to have friendly local population, (3) bali is considered to have a complete tourism infrastructure, and (4) bali as a tourism destination is considered to have a comfortable atmosphere for traveling. e-journal of tourism vol.1. no.1. 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(2014): 12-24 http://ojs.unud.ac.id/index.php/eot 12 e-issn: 2407-392x. p-issn: 2541-0857 satisfaction as mediators of the relationship between motivation and loyalty of diving tourists to bali i wayan suardana, i komang gde bendesa, and made antara school of postgraduate study doctorate degree in tourism udayana university coressponding author: suar.dana@yahoo.co.id article info received 20 october 2013 accepted 28 february 2014 available online 10 march 2014 abstract this study was conducted to determine the relationship between extrinsic motivation, satisfaction with the product loyalty and loyalty to the service provider either directly or indirectly. intrinsic and extrinsic motivations of tourists were used as predictors in determining the tourist loyalty through satisfaction. the model adopted was tested on 250 travelers who had ever been diving in bali with structural equation modeling (sem). the empirical results showed that the causal relationship between intrinsic motivation, extrinsic motivation, and satisfaction with service loyalty and product loyalty could be confirmed. satisfaction became a full media on the relationship between motivation and loyalty. in this model, it could be proved that there was a positive effect of service loyalty on product loyalty. this study contributes to the development of tourist loyalty which should pay attention to tourist satisfaction arising from intrinsic and extrinsic motivation of tourists. tourist strong motivation to do diving would have an impact on the perceived satisfaction so that tourists have loyalty in service provider and loyal to the diving tourism product shown by intending to return to bali and would recommend it to others. keywords: motivation, satisfaction, product loyalty and service loyalty. introduction background diving is a popular marine tourism activity in countries that have the structure of the island nation and has coral reefs with diverse marine biota. diving becomes a tourist activity for someone who has a deep-sea diving expedition motivation. these tours directly or indirectly have a positive impact on the efforts of conservation of coral reefs and the benefits in improving the economy of coastal communities. although diving becomes one of the tourist attractions liked by tourists, but little information related to postpurchase behavior of divers or after the use of the diving tourist attractions. according to singh (2006), a satisfaction constitutes overall attitude of tourists towards the product and service providers, or emotional reactions of tourists to the difference between the expected and accepted reality. tourist satisfaction is realized from experience during his visit which is based on the motivation of his visit (yoon and uysal, 2005). in some cases tourist behavior proves to be a strong predictor of satisfaction in determining the satisfaction of tourists (correia, oom do valle and moço, 2007). one theory that could explain the relationship between motivation and satisfaction is the self-determination theory (schüler, sheldon and fröhlich, 2010). deci and ryan (2000), developed the self-determination theory to investigate how different types of motivation generate different levels of self-determination. e-journal of tourism vol.1. no.1. (2014): 12-24 http://ojs.unud.ac.id/index.php/eot 13 e-issn: 2407-392x. p-issn: 2541-0857 this theory is one multi dimentional framework, consisting of two motivations, intrinsic motivation and extrinsic motivation. this theory explains that the strong intention of a person in acting can be seen with real action to predict and identify behaviors (schüler, sheldon and fröhlich, 2010). intrinsic motivation shown by someone would make him interested in an activity and a sense of comfort when doing so and based on sincerity whereas extrinsic motivation is an activity undertaken by individuals because of pressure from outside parties. travelers will realize the motivation to achieve satisfaction (vallerand, 2007). motivation of individuals, especially the intrinsic motivation can make satisfaction for individuals when sharing their knowledge (gagné and deci, 2005). according to correia, oom do valle and moço (2007), motivation fosters loyalty to the service provider at the destination. travelers visit a destination because of the services provided by the service provider developing extrinsic motivation that gradually increases intrinsic motivation. in the context of tourist behavior, tourist satisfaction can provide improved traveler loyalty (chumpitaz caceres and paparoidamis, 2007). according to ünlüönen, kiliçlar and yüksel (2011) product loyalty is the result of a tourist destination for tourists which creates benefits that they will maintain or intend to visit again. loyalty to the service provider is commitment to re-use the same service consistently despite in the future situational influences have the potential to cause switching behavior (alegre and cladera, 2009). some researchers have linked the role of satisfaction in the relationship between motivation and loyalty of a tourist. yoon (2002) describes the research model that links between motivation, satisfaction, and loyalty. the analysis used is a structural equation model (sem). this study distinguishes motivation into intrinsic motivation and extrinsic motivation. the assumed models can be accepted. in understanding the tourist loyalty, satisfaction is very important role as mediating the relationship between motivation and loyalty products and loyalty to the service. meanwhile tourist satisfaction is formed out of motivation that comes from within the individual (intrinsic) and external (extrinsic) (yoon and uysal, 2005). the relationship between satisfaction and loyalty seems to be more complex than expected. this change in emphasis to the relational marketing has expanded predictor than loyalty (fullerton and taylor, 2000; chumpitaz caceres and paparoidamis, 2007). kim et al. (2011) warns that satisfaction is very important in maintaining the level of tourist loyalty, but not a guarantee that tourists will be loyal. satisfaction will measure how tourist expectations are met through a transaction, while loyalty measures how tourists are back into a destination partner. this phenomenon is important in the activity of special interest, that is, diving is a tourist activity at risk, where visitors really have to have the motivation to diving in bali, which has an influence on their loyalty to return or recommending diving product in bali to another person or the role of satisfaction is indirectly important in creating product loyalty. in this perspective, satisfaction is a mediator on the influence of motivation on loyalty (garbarino and johnson, 1999). so in building product loyalty and loyalty of service providers, the satisfaction is assumed to be the entry point. customers should be encouraged to delight zone, where tourists have to get satisfaction and feel happy or excited, so it will lead to loyalty (gnoth, bigné and andreu, 2006). the variation in the results of an empirical study on the relationship between the variables of motivation, satisfaction and loyalty encourage the need for research on tourist loyalty which is distinguished between product loyalty and loyalty of service providers in the field of diving. previous research in tourism has been approached with the concept of loyalty to the tourist destination from the perspective of the intention to repeat visits and recommend the destination to friends or relatives, but rule out the effect of relationship marketing and the value of the destinations that make up loyalty (forgas, et al 2012). while previous studies have shown that the influence on the decision made by travelers to visit again, none of the identified motivation in influencing satisfaction and tourists‟ loyalty in diving. to fill the existing gap in the literature, it is proposed to develop a theoretical model which allows explaining the role of satisfaction in relation to the motivation of product loyalty and service loyalty. the purpose of this study was 1) to develop models e-journal of tourism vol.1. no.1. (2014): 12-24 http://ojs.unud.ac.id/index.php/eot 14 e-issn: 2407-392x. p-issn: 2541-0857 of the effect of intrinsic motivation, extrinsic motivation, and satisfaction with loyalty of services and product loyalty of diving in bali; 2) to analyze the role of satisfaction as mediating the influence of motivation on tourist loyalty diving in bali. methodology this study used survey research design. therefore, the design and construct of a questionnaire were very important in determining the success of a survey. this study would identify and examine the causal relationship between one variable and another variable or search for a causal relationship between exogenous and endogenous variables so that this kind of research can be categorized into verificative, associational or correlational research. the experiment was conducted at development centers for diving in bali, they are sanur and benoa areas, west bali and pemuteran areas, area of nusa penida, tulamben area, and candidasa area. the data collection was conducted during the month of july 2013 june 2014. data collection for the study of intrinsic motivation variable (x1), extrinsic motivation (x2), satisfaction (x3), product loyalty (y1), as well as service loyalty (y2) used a questionnaire. the questionnaire contained a number of statements that were developed from the types of instruments. for the scale measurement, likert scale was used in the form of a statement expression strongly disagree to strongly agree with the score of the numbers 1 to 5. preparation of a questionnaire was based on the indicators that refer to the theory. the indicators used in this study are reflective indicators. in reflective models, manifest group variables associated with latent variables are assumed to measure indicators that manifest constructs. characteristics of the variables measured in the reflective scale are the togetherness between the measuring indicators (common factor) (hair et al., 2010). variables and indicators used in this study are presented in table 1. testing the validity and reliability of the data showed all the indicators had correlation values above 3.0, cronbach alpha coefficients above 0.7 so that the indicator could be said to be valid and reliable. this research is quantitative research. the research data were primary data conducted in the survey of 250 tourists diving in bali. the determination of the number of samples was carried out by quota sampling. the distribution of questionnaire was conducted in clusters based on the proportion of tourist visits in five diving locations, i.e. 53 respondents in the area of sanur and benoa, 50 respondents in region candi dasa, 54 respondents in tulamben area, 59 respondents in the area of nusa penida, and 34 respondents in the area of menjangan island and pemuteran. the relationship between the variables of motivation intrinsic motivation, extrinsic motivation, satisfaction with product loyalty and loyalty of services used the analysis of structural equation model (sem) with the analysis of moment structural (amos.6) and measurement of satisfaction mediating role in the relationship between motivation and loyalty was tested by sobel test. table 1. variable, indicator and measurement scale no variable number of indicators indicator source 1 intrinsic motivati on 4 1. for knowledge 2. to improve the competence of diving 3. to establish a relation or social cohesion 4. for sensation or relaxation adapted from (ryan and deci (2000); vallerand, et al, (1992); beggs and elkins (2010). 2 extrinsic motivati on 4 1. to improve diving achievemen t. 2. diving di bali gets adequate facilities 3. bali has underwater diversity. 4. following an invitation of a friend adapted from (correia and valle, 2007). 3 tourist satisfacti on 6 1. diving is a main choice in travelling 2. experience gained is precisely the same as expected, 3. on the whole adapted from szuster, (2011); gallarza and saura, (2006); musa (2002) e-journal of tourism vol.1. no.1. (2014): 12-24 http://ojs.unud.ac.id/index.php/eot 15 e-issn: 2407-392x. p-issn: 2541-0857 diving environmen t in bali is as expected, 4. on the whole the service given is as expected, 5. on the whole th need for diving is fulfilled 6. overall it is interesting to do diving in bali. 4 product loyalty 5 1. do not want to switch from diving in bali. 2. always choose diving when travelling in bali. 3. diving becomes life style 4. would recommend diving to others 5. would like to come back to the destination in 2 years‟ time adapted from jamaludin, et al, 2012; assael, 1992; gallarza and saura, 2006 5 service loyalty 4 1. do not be bored to go with the same service provider. 2. do not want to switch to another service provider. 3. would say positive things about the service from the service provider to others. 4. at the same situation still choose this service provider as the main option. sierra, and mcquitty (2005), martinez and guillen, 2006) results and discussion the result of the analysis on 250 respondents who did diving tours showed that bali has specific characteristics of diving and potentially develop in the future. the dominant tourists diving in bali came from europe (33,2%), australia (32%), and asia (21,6%) and america (13,2%). the dominant gender was male respondents (61,6%), and 38,4% female. travelers who dived in bali were the beginning divers category "picnicers" with the age of 28-37 years as many as 58,8%, aged 18-27 years were 38%, 38-47 years 3,6%. tourists who did diving had dominantly worked (74,8%) and the average level of education was that they already graduated from college (86%). based on the experience level of diving, onthe average the tourists already had a diving experience of 1-5 years (43,6%), the ones internationally certified l at the intermediate level (45,6%), advaced (36%), rescue 4,8%), the dive master (3,2%). tourists who were diving in bali were repeater tourists with lengh of stay of 4-5 days and the time spent to dive was an average of 1-2 hours. tourists chose to stay at five-star hotels and the visit pattern was in group with friends whose number was 3-4 people. effect of intrinsic motivation, extrinsic motivation, satisfaction with service loyalty and product loyalty models adopted in this study consisted of variables that include intrinsic motivation variable (x1), extrinsic motivation (x2), satisfaction (x3), product loyalty (y1), as well as loyalty to the service provider (y2). assumptions that must be met prior to sem analysis were the assumption of normality, the absence of outliers, and linearity. normality test results had been met with critical value z count for α 5% is equal to 1.96. mahalanobis distance was evaluated using a value of 128,565. mahalanobis distance to the most distant point of observation is the respondent to 175 with a value md = 87,069. when compared with the value of 150,7 to the value of md point of 175 th <128, 565, it was concluded that all points of observation were not an outlier. tests for the linearity assumption were conducted by curve fit method. linearity test results showed all linear models were significant because the value of sig <0,05 therefore it was concluded that the assumption of linearity had been fulfilled. the test results of goodness of fit overall models were according to the results of sem analysis, to determine whether hypothetical model was supported by empirical data, it is presented in table 2. e-journal of tourism vol.1. no.1. (2014): 12-24 http://ojs.unud.ac.id/index.php/eot 16 e-issn: 2407-392x. p-issn: 2541-0857 tabel 2. test results of goodness of fit overall model criteria cut-off value model result remaks khi square small 347,938 good model p-value  0,05 0,060 cmin/df ≤ 2,00 1,225 good model gfi  0,90 0,912 good model agfi  0,90 0,882 moderate tli  0,95 0,950 good model cfi  0,95 0,960 good model rmsea ≤ 0,05 0,030 good model source: processed data (2014) the testing results of model suitability (goodness of fit model) showed that x2 = 347, 938 with a probability value of 0,060 which is above the significance limit of 0,05. this indicates that the null hypothesis can be accepted. that is, there is no difference between the sample covariance matrix and population covariance matrix estimated and therefore this model is acceptable. measurement index of model suitability gfi, agfi, tli, cfi, rmsea, and cmin /df are in the expected range of values (hair et al., 2010). therefore sem models in this research are suitable and feasible to be used, so interpretation can be made for further discussion. structural models involving many variables and paths among variables contain influence among variables that include direct effect, indirect effect and total effect (ferdinand, 2002). the coefficient of each effect among variables is presented in table 3. tabel 3 effect of direct, indirect and total effects of inter variables variable r 2 direct effect indict effect total efect effect on satisfaction 0,511 intrinsic motivation 0,580 0,580 extrinsic motivation 0,411 0,411 effect on service loyalty 0,364 intrinsic motivation 0,325 0,325 satisfaction 0,556 0,125 0,567 effect on product loyalty 0,524 intrinsic motivation -0,001 0,398 0,344 extrinsic motivation 0,003 0,288 0,291 satisfaction 0,445 0,242 0,687 service loyalty 0,341 0,265 source: processed data (2014) based on those in table 3, it is known that satisfaction has a very important role in influencing loyalty. satisfaction in total accounted for 0,687 of the product loyalty. the significance of direct effect between variables is presented in table 4. tabel 4. structural model of sem results: direct effect relationship between variables std coefficient p-value remaks intrinsic motivation (x1)  satisfaction (x3) 0,580 0,000 significant intrinsick motivation (x1)  product loyalty (y1) -0,001 0,989 nonsignificant extrinsic motivation (x2)  satisfaction (x3) 0,411 0,000 significant satisfaction (x3)  product loyalty (y1) 0,445 0,002 significant satisfaction (x3)  service loyalty (y2) 0,556 0,000 significant service loyalty (y2)  product loyalty (y1) 0,341 0,002 significant source: processed data, 2014. graphically it is presented as follows: figure 1. structural models of sem results based on table 2, the results of hypothesis testing can be presented as follows: 1. intrinsic motivation has a positive and significant impact on satisfaction with p = 0,000 (<0,05) with a coefficient of 0,580. service loyalty intrinsic motivat product loyalty service loyalty satisfac tion extrinsic motivatio e-journal of tourism vol.1. no.1. (2014): 12-24 http://ojs.unud.ac.id/index.php/eot 17 e-issn: 2407-392x. p-issn: 2541-0857 this means that there is a significant relationship between intrinsic motivation and satisfaction. this also means that the higher the intrinsic motivation, the higher the satisfaction and vice versa. this research can confirm the findings of yoon and uysal (2005); lee (2009); lee and liu (2009), the effect of intrinsic motivation provides a strong influence on satisfaction. four indicators of intrinsic motivation are for knowledge, for a skill/competency, to relationships/social cohesion, and to feel the sensation of stimulation. in diving, motivation knowledge or wanting to get new things becomes the main motivation for tourists diving in bali. this study also reinforces the study results of aziz and ariffin (2009); esichaikul (2012), the determination of the behavior of tourists visiting tourist destinations is analyzed by individual behavior through motivation and satisfaction received at the destination. lee and liu (2009); schüler, sheldon and fröhlich (2010) who focus on a particular sub-competency of internal competencies contributes to the satisfaction level of the individual. this study also successfully developed the findings of gnoth, bigné and andreu (2006) in the social aspects of tourism, tourist behavior based on motives strengthen relationships psychologically and sociologically giving positive effect on satisfaction obtained during travelling and the decision of travelling back to the destination. 2. intrinsic motivation has no significant influence on product loyalty with p = 0,989 (> 0,10). this means there is no significant relationship between intrinsic motivation and product loyalty. this also means that the level of intrinsic motivation will not affect the level of product loyalty. this finding is contrary to the findings of yoon and uysal (2005) who find intrinsic motivation to have a significant direct effect on loyalty. tourist loyalty which is influenced by the strength of a strong motivational force has no effect in the absence of services that make people reach their goal, i.e. satisfaction. likewise coreaia and valle (2007), the results are tourist intrinsic motivation does not influence significantly tourists‟ intention to visit. tourists want to go again to a tourist destination for the need of stimuli to get away from their routines. generally, the things to do to maintain intrinsic motivation are to arouse interest in activities to be done (slavin, 2011: 124). tourists are not only based on the intrinsic stimulus but there is a need for evidence prior to the tour experience, in addition to the need for the attributes that affect the destination. the importance of feedback or information provided by the operator during the process of diving is very important to foster a sense of curiousity of tourists to the activity undertaken. 3. extrinsic motivation has a positive and significant impact on satisfaction with p = 0,000 (<0,05) with a coefficient of 0,411. this means that the higher the extrinsic motivation satisfaction will also be higher and vice versa. this study supports the results of kim, lee and klenosky (2003); lee (2009) the influence of external motivation can not be ignored and it has equally important influence in determining the satisfaction of tourists who traveled. the importance of understanding about a tourist destination of an advertisement, information from friends and also the existence of activities that must be followed in the tour is common in the tourism business. additionally setiadi (2010) emphasizes that tourists have extrinsic motivation, which is important to be rationally done by carefully determining the choice and the aim of travelling, then the perceived tendency is to be very satisfied. so this study found that the destination is very important attributes influencing tourist extrinsic motivation including uniqueness in the different dive sites from other locations. the uniqueness among others include lembongan with its manta and sunfish, tulamben with coral and ship wreck, candidasa with big fish, and menjangan island with a variety of ornamental fish habitat. 4. satisfaction has a positive and significant impact on product loyalty with p = 0,004 (<0,05) with a coefficient value of 0,445. this means that the higher the satisfaction, product loyalty will also be higher and vice versa. it supports research valle et al. (2006), who finds that tourist satisfaction is e-journal of tourism vol.1. no.1. (2014): 12-24 http://ojs.unud.ac.id/index.php/eot 18 e-issn: 2407-392x. p-issn: 2541-0857 one of the contributions of tourist loyalty intentions. valle et al. (2006) limits research only on loyalty intentions. the findings of this study focused on the actual loyalty, i.e. tourists who had come, even up to 3 times having been to bali. satisfaction received during the experience of diving became a reason to return to diving although in different areas of diving spots. these results also support the research of foster (1999); baker and crompton (2000); yoon and uysal (2005); gnoth, bigné and andreu (2006); um, chon and ro (2006); yüksel and yüksel (2007); hui, wan and ho (2007); jang and feng (2007); dmitrović et al. (2009); kim, kim and kim (2009); forgas-coll et al. (2012), that the tourist satisfaction has significant effect on destination loyalty. 5. satisfaction has a positive and significant impact on service loyalty with p = 0,000 (<0,05) with the value of the coefficient value of 0,556. this means that the higher the satisfaction, loyalty service providers will also be higher and vice versa. with positive emotions produce good satisfaction and loyalty to the service provider (sierra and mcquitty, 2005). this study also reinforces the findings of martínez and guillén (2006); salegna and fazel (2011); taleghani, choobeh and mousavian (2011) who reveal that there are significant satisfactions received by the consumer during the purchase which will result in increased loyalty to the service provider and wish to be serviced by the same provider. 6. service loyalty has a positive and significant impact on product loyalty with p = 0,002 (<0,05) with a coefficient value of 0341. this means that the higher the service provider loyalty, product loyalty will also be higher and vice versa. these results reinforce the results of sierra and mcquitty (2005) that the higher level of service loyalty will affect the emotions of the individual to a product. the important point of this study is to prove the concept of pepe, abratt and dion (2011); salegna and fazel (2011) that increased service loyalty with branding can also have a positive effect on the increase of loyalty to the product. this study corroborates findings of raj g. javalgi and moberg (1997), the implications of the service provider will have an impact on product loyalty. the greater the tourist intention to use the same services or recommend the same service providers to others gives an indication that the service provider has a good business and the potential to develop. the dimension of this attitude gives an indication that tourists will continue to use the same service provider or not. the role of satisfaction as mediation in the effect of intrinsic motivation, on product loyalty in addition to the test of direct effect on sem also known is its indirect effect. indirect effect is considred significant if two direct effects that shape them is significant. the results of the indirect effect are presented in table 4: table 4. structural model of sem results: indirect effect indire ct effect coefficient of direct effect coef. indire ct sig. descript ion x1 → x3 → y1 x1 →x 3 = 0,58 0* x3 → y1 = 0,44 5* 0,258 0,00 0 full significa nt mediatio n source: analysis results, 2014 effect of mediation traveler satisfaction on the relationship between intrinsic motivation and loyalty of the product. indirect effect between intrinsic motivation (x1) of the product loyalty (y1) through satisfaction (x3), obtained p value of 0,000 (<0.05) and the coefficient of indirect effect by 0258 it can be concluded that there is a significant indirect effect between intrinsic motivation (x1) to the loyalty of the product (y1) through satisfaction (x3). this means that the higher the value of intrinsic motivation (x1), will affect the value of loyalty products (y1) through satisfaction (x3). the mediating role of satisfaction is seen in the direct influence of intrinsic motivation to loyalty products, which is -0,001. compared with the indirect effect of the obtained value is smaller than the direct effect of the indirect effect (-0,258 <0,286), so e-journal of tourism vol.1. no.1. (2014): 12-24 http://ojs.unud.ac.id/index.php/eot 19 e-issn: 2407-392x. p-issn: 2541-0857 full of satisfaction as intrinsic motivation mediation with product loyalty. sobel test calculations at z = 2,846 value can be greater than z at the 0,05 level that is equal to 1,96. it shows that tourist satisfaction act as a full and significant mediating variable in the relationship of intrinsic motivation and loyalty products. this study provides empirical evidence that satisfaction becomes a mediator in building tourist intrinsic motivation to revisit their intention to diving in bali. these findings corroborate the theory of self-determinant (deci and ryan, 2000), social exchange theory (cropanzano and mitchell, 2005) and the concept of loyalty (jacoby and kyner, 1973). travelers expect any satisfaction to be assumed that if tourists are satisfied with the experience of traveling, they are willing to revisit their purpose and recommend their destination to others. in this context there has been a social transaction between the needs of tourists and tourism diving needs in the destination. mutually beneficial transaction will benefit in relationship marketing aspect. empirically, these findings corroborate the findings of yoon and uysal (2005), intrinsic motivation of tourists have an influence on tourist loyalty through satisfaction. tourism of special interest has specific characteristics that require special knowledge and motivation to dive with a variety of activities undertaken including to protect against underwater environment (barker and roberts, 2004). further mentioned that tourists who dive in diving tourism destination, in addition to having experience of diving they will look for a new challenge in an attempt to satisfy their desire. tourist satisfaction has the largest total effect of 0,687 to product loyalty. satisfaction with service loyalty has the value 0,562 meaning that the product and service loyalty are predominantly influenced by satisfaction during the tour. for the lowest value, it is shown on the total effect of extrinsic to loyalty (0,235). travelers interested in diving again in bali are not completely determined by destination factors such as the facilities, services, friends, and others but it is more determined by motivation arises from the tourists themselves. the model successfully developed in this research is a model of the behavior of diving tourists through a causal relationship between intrinsic and extrinsic motivation, satisfaction, service loyalty and product loyalty. the linkage between intrinsic and extrinsic motivation and loyalty has been investigated by several researchers (yoon and uysal, 2005; alegre and cladera, 2009; lee and liu, 2009). the relationship between satisfaction and loyalty in tourism products and loyalty to the service provider also has been done a lot (chow and holden, 1997; chumpitaz caceres and paparoidamis, 2007; sanchez-franco, 2009; kim et al., 2011). research on the relationship of loyalty and loyalty services on products was done by pepe, abratt and dion (2011); salegna and fazel (2011). this study examined the mediating role of satisfaction, the influence of intrinsic and extrinsic motivation with product loyalty and loyalty to the service provider. the model formed expands the understanding of the antecedent of loyalty to the product, especially to contribute to the study of diving tourist behavior from the perspective of the theory. an important finding of this study is indirect effect between intrinsic motivation and loyalty of the product. this result is contrary to the findings of yoon and uysal (2005); alegre and cladera (2009), motivation is considered as a perception that was brought from within him (lee, 2009), so that only the attributes that are under the control of the service provider or operator of diving is measured or perceived by tourists. diving becomes a unique form of tourism, sightseeing tours with knowledgeable and safety risks, so that intrinsic motivation becomes less important in predicting tourist loyalty directly, but a strong predictor on tourist satisfaction. likewise, extrinsic motivation is not important in fostering loyalty in service provider, but being a predictor of the satisfaction. travelers prefer the experience with diving, and wanting less demand for comfort (perera, 2011). for diving, the satisfaction derived from participation of tourists on the product is more important than the satisfaction that comes from service providers. experience gained in the form of satisfaction for diving will determine the decision to return or not to the same destination or recommend it to others. this finding is in line with the findings joynathsing and ramkissoon (2010), to foster e-journal of tourism vol.1. no.1. (2014): 12-24 http://ojs.unud.ac.id/index.php/eot 20 e-issn: 2407-392x. p-issn: 2541-0857 intention of tourist behavior to return to the destination, the role of intrinsic and extrinsic motivation has to be accumulated into a positive attitude towards the destination. the attitude may be perceived as the experience gained during the tour. another important finding of this study is tourist satisfaction; tourists tend to greatly affect the product loyalty and loyalty to the service provider. the direct effect of satisfaction is found greater than the direct influence of trust and indirect effect of motivation on product loyalty. these results confirm the findings of several researchers (gallarza and saura, 2006; martínez and guillén, 2006; um, chon and ro, 2006; jang and feng, 2007; yuksel, yuksel and bilim, 2010; forgas-coll et al., 2012), that satisfaction tends to affect tourist loyalty on the product or the service provider. effect of total satisfaction was found to contribute most to the creation of loyalty to products and loyalty to the service provider. however, kim et al. (2011) warn that satisfaction is very important in maintaining the level of tourist loyalty, but not a guarantee that tourists will be loyal. tourist satisfaction measures how tourist expectations are met through a particular transaction, while tourist loyalty measures how tourists can be back and want to become a partner provider of services or products such as recommending it to others. however there are some travelers who are not getting the satisfaction they will no longer diving in bali. so the findings of this study confirm that satisfaction as a mediating role for the development of the relationship between motivation and loyalty, so the development of diving tourism in bali continues to increase satisfaction as a precious value. at the end part of this model, it was found that travelers who have a loyalty to the service provider have a positive effect on product loyalty. these findings also prove the concept developed by salegna and fazel (2011), that trend occurred in loyalty to service providers has an impact on increasing the loyalty of the product. satisfaction and loyalty to the service for diving tourists are often related to the tourist intention to re-diving at the same destination and are willing to recommend the destination to others. travelers who are loyal to the service provider make service providers as mediation on the product to be used. in this model, it can be demonstrated more clearly that the service provider acts as mediation on travelers trust relationship with tourist loyalty to diving tourism products in bali. in confirmation with the previous tourism studies (kim, lee and klenosky, 2003; yoon and uysal, 2005; joynathsing and ramkissoon, 2010), this study shows that intrinsic motivation, extrinsic motivation, and satisfaction as an important predictor in determining the tourist loyalty to service providers and loyalty to bali tourism diving products. empirical model of this study proves the theory of relationship marketing (berry, 1983). long-term relationship that is mutually beneficial is created between product and service providers to tourists which becomes inseparable bond and interdependent. at this stage, loyalty is based on the high degree of satisfaction and tourists are personally involved with the service provider. this is in line with the opinion of yoon and uysal (2005); gnoth, bigné and andreu (2006); lee (2009) that the aspects that affect loyalty among others are emotion and motivation bonds, which means that tourists may be affected by a product which has developed its own charm. travelers can be identified in a product, because a product can reflect the characteristics of the tourist. bond that is created from a product is when tourists feel a strong bond with other consumers who use the same products or services. this is consistent with the findings of the characteristics of tourists that diving tourists have special characteristics as special interest tourists who have the same motivation to do diving. this motivation similarity is the strength of the relationship between tourists and diving products. conclusion and recommendation the whole findings of this study confirm positive and significant influence of motivation and loyalty of the product, except the relation of intrinsic motivation in product loyalty and extrinsic motivation on loyalty of services. intrinsic motivation affects tourist loyalty through satisfaction. extrinsic motivation affects service loyalty through e-journal of tourism vol.1. no.1. (2014): 12-24 http://ojs.unud.ac.id/index.php/eot 21 e-issn: 2407-392x. p-issn: 2541-0857 satisfaction. tourist satisfaction has largest contribution to the formation of the model of the relationship between motivation and product loyalty. this influence is the greatest influence after intrinsic motivation of tourists. this means that the product loyalty of tourists is predominantly influenced by tourist satisfaction formed from autonomous motivation of the tourists themselves. overall satisfaction factors have a role as a full mediating the relationship intrinsic motivation and loyalty. satisfaction factors, as a whole, have a role as a full mediation in the relationship of extrinsic motivation with loyalty to the service. based on this we can conclude that tourist satisfaction is very important in ensuring tourist loyalty to products and loyalty to the service. although in some studies, it is still a debate that satisfaction does not guarantee loyalty of tourists. thus, to increase the loyalty of tourists, the government and the service provider must maintain a good service by performing good control on diving spots and variation of the package has to be according to the characteristics of tourists, so the value of tourist satisfaction remain fulfilled. providers and the government focus on enhancing the satisfaction of self-esteem formed thereby building a good image of the tourism product. however, further research needs to be done in order to distinguish between domestic and foreign tourists to know the market trend loyal to diving products in bali. researchers in the future needs to pay attention to perceived risk as variables that affect tourist satisfaction (cheng and lee, 2011). acknowledgement thanks to the rector of udayana university, prof. komang bendesa, m.a.d.e. and prof. made antara, ms. for help, guidance and comments on the writing of this paper. references alegre, j. and cladera, m. 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(2015): 9-21 http://ojs.unud.ac.id/index.php/eot 9 e-issn: 2407-392x. p-issn: 2541-0857 the effect of service quality in international airport i gusti ngurah rai on satisfaction, image, and tourists loyalty who visited bali saroha manulang, i komang gde bendesa, and i nyoman darma putra school of postgraduate study doctorate degree in tourism udayana university coressponding author: sarohamanullang@yahoo.co.id article info received 23 october 2014 accepted 05 february 2015 available online 10 march 2015 abstract airport are the first and the last contact point for tourists when they arrive at their holiday destination. therefore, the airport facilities are a source of first impression that effect the quality expectations of the tourists on holiday activities. bali as a world class tourism destination to develop and renovate the ngurah rai international airport in order to improve quality of service in order to give higher satisfaction for tourists visiting bali. based on this study aims to determine (1) the effect of quality of service to tourists' satisfaction and the image of bali tourism; (2) the effect of the image of tourism and the quality of service to the loyalty of tourists visiting bali; (3) the effect of the satisfaction of tourists to the tourism image and loyalty of tourists visiting bali; (4) the effect of indirect tourism image of the traveler loyalty through satisfaction of tourists; (5) service quality indirectly traveler loyalty through tourism image; and (6) to determine the rating opinion on the quality of service bali's ngurah rai international airport. population of this research was all foreign tourists visiting bali through ngurah rai airport at the time of the research. the research samples included 348 respondents were chosen with nonprobability sampling. accidental sampling technique. data collected through questionnaires, interviews and observations. the collected data were analyzed with servqual, importance performance analysis (ipa), and structural equation modelling (sem) for hypothesis testing. the results showed (1) the quality of service bali's ngurah rai international airport is a positive effect on tourist satisfaction and the image of bali tourism; (2) the image of tourism and service quality bali's ngurah rai international airport is a positive effect on loyalty rating; (3) the traveler satisfaction positive effect on tourism image and loyalty of tourists visiting bali; (4) tourism image positive effect on loyalty through satisfaction of tourists; (5) service quality bali's ngurah rai international airport affect the tourist loyalty through tourism image; and (6) overall rating opinion on the quality of service in the high category, with the highest quality opinions contained in the tangible dimension and the opinion of the lowest quality is below average are in the dimension of reliability. keywords: service quality, satisfaction, tourism image, loyalty, i gusti ngurah rai international airport. introduction background service is a very important tool in tourism activities, not only as a departure and arrival facilities people travel frequently but also with regard to the image of a travel destination. bali's ngurah rai international airport has just completed the development and renovation. this was done because the airport is the first contact and the last tourists encountered while on vacation to a destination. mailto:sarohamanullang@yahoo.co.id e-journal of tourism vol.2. no.1. (2015): 9-21 http://ojs.unud.ac.id/index.php/eot 10 e-issn: 2407-392x. p-issn: 2541-0857 therefore, the airport facilities are a source of the first and last impression that affect the quality expectations of the tourists on holiday activities. increased tourist arrivals to bali occurs because the appeal of nature and culture for tourists. in addition, the increase also occurs because of infrastructure and other facilities continues to grow. ngurah rai airport just expand and improve its facilities with the funds of rp 2.8 trillion, which includes the expansion of arrival and departure terminals of domestic and international. with the completion of the renovation of the ngurah rai airport in 2013, increasing its capacity from 14 million passengers to 25 million passengers, an increase of 78.57%. this figure is the largest airport capacity in indonesia today. (special class i immigration office ngurah rai bali, 2013). bali as a world class tourism destination to develop and renovate the ngurah rai international airport in order to improve the quality of its services to provide a higher satisfaction for tourists visiting bali. besides improving the quality of service at bali's ngurah rai international airport is expected to raise the image of bali tourism, which in turn may increase the loyalty of tourists to visit bali. to continue to increase tourist arrivals, the government has issued presidential regulation no. 69 year 2015 regarding visa free visits. in the second article explained that the visit visa exemption granted to a foreigner nationals of certain countries and the government of the special administrative regions of certain countries with regard to the principle of reciprocity and the principle of benefit. according to this regulation, foreign nationals of certain countries are exempted from the obligation to have a visit visa to enter indonesian territory in order to visit travel. service is a very important tool in tourism activities, not only as a departure and arrival facilities people travel frequently but also with regard to the image of a travel destination. according to martín-cejas (2006) airport is not the final destination of the tour, but the airport is only a transit point between the place of origin of tourists to a tourist destination. thus, the airport will bring traveler's first impression will be a tourist destination visited. therefore, existing services at the airport as a whole, must be able to foster a positive image of a tourist destination and according to result of airport council international (aci) about airport service quality (asq) that’s ngurah rai international airport the best third in the world with category 15 million until 25 million passangers. the image of a tourist destination is one of the reasons tourists to visit these destinations. the existing image in the minds of tourists is not always in tune with the real conditions of the destination itself so, the image of the destination has the potential to affect the least competitive destination. (leblanc and nguyen, 1996). travel image actually can be formed from a set of beliefs, ideas, inspiration, perception and attitude of a person who obtained tourists on a tourist area (weisesa, 2008). research objectives research is an activity to search, explore, connect and predict an occurrence. every study conducted has a clear purpose and direction. the purpose of this study are: 1. to analyze the impact of service quality bali's ngurah rai international airport on tourist satisfaction and the image of bali tourism. 2. to analyze the effect of tourism image and service quality bali's ngurah rai international airport to the loyalty of tourists visiting bali. 3. to analyze the effect of tourist satisfaction and loyalty to the tourism image of tourists visiting bali. 4. to analyze the effect of indirect tourism image of the traveler loyalty through satisfaction of tourists. 5. to analyze the impact of service quality bali's ngurah rai international airport loyalty indirectly tourists through the tourism image. 6. to analyze the rating opinion on the quality of service bali's ngurah rai international airport. e-journal of tourism vol.2. no.1. (2015): 9-21 http://ojs.unud.ac.id/index.php/eot 11 e-issn: 2407-392x. p-issn: 2541-0857 literature review consumer satisfaction is a particular response from consumers as a result of the evaluation of the gap between expectations and performance products giesel & cote (cited by manurung, 2009). while mowen and minor (2002) states that consumer satisfaction is an overall attitude shown consumers for goods or services after they obtain and use. it is an evaluative assessment post-election caused by the selection of special purchase and experience of using the goods or services. quality of service service quality is how far the difference between expectations and reality of the customers for the services they receive. service quality can be determined by comparing the perception of customers for the services they actually receive the service they expect. quality of service becomes the main thing seriously considered by the company, which involves the entire resources of the company. to facilitate the assessment and measurement of service quality developed a service quality measurement tool called servqual (service quality). servqual is a multi-item scale that can be used to measure customer perceptions on the quality of services that includes five dimensions (zeithami and bitner, 2004).zeithami and bitner (2004) identified five (5 dimensions service quality are used by customers in evaluating quality of service. these five dimensions are tangible, empathy, reliability, responsiveness, and assurance. satisfaction traveler there are several definitions that are commonly used to describe customer satisfaction or customer satisfaction. sadeh et al. (2012) defines satisfaction as a postconsumption evaluation in which an alternative is selected at least meet or exceed expectations. in short, these alternatives should be carried out as good as or exceeds what is expected. according to archana and subha (2012); kotler and keller (2012), consumer satisfaction is feeling happy or upset someone who comes from a comparison between the impression of the performance (results) of a product with many hopes. citra tourism tourism image is a person's beliefs, thoughts and impressions based on the amount or specific information about the purpose, feeling, and as a reflection of the general perception in the mind of the individual (inan, 2010: 4). according konecnik (2004) the image of the tourist area destination is a set of beliefs, ideas, and impressions of people at the place and purpose of the tourist area. meanwhile, according to lopes (2011) the image of a tourist destination is an expression that includes all the knowledge, prejudices, imagination and emotional mind an individual or group on specific tourist sites. according konecnik (2004) image dimensions attractions include beliefs, ideas and concepts. trust is a belief that the other party statements can be relied upon to fulfill its obligations. distrust can occur in line with the lack of information in the planning and performance measurement. loyalty traveler what is meant by tourists loyalty is a commitment to defend in depth to re-purchase or come back to the area attractions or services consistently selected in the future, although the influence of the situation and marketing efforts have the potential to cause changes in traveler behavior (mosahab, mahamad and ramayah, 2010; som and badarneh, 2011; movafegh and movafegh, 2013). from these definitions it can be said that the loyal customers who have some kind of fanaticism that is relatively permanent in the long term for a product / service or a company that has become the choice. while saha and theingi (2009) stated that it has become apparent that customer satisfaction is now no longer the key factor of success the company but customer loyalty is the key to a successful dominant business. customer loyalty is defined as customers who are satisfied with the products or services of the company and they become a word-ofmouth advertisers who enthusiastically. he further expand the loyalty not only on the product or service, but also the whole portfolio products and services as part of a lifetime, or in other words, brand loyalty forever. e-journal of tourism vol.2. no.1. (2015): 9-21 http://ojs.unud.ac.id/index.php/eot 12 e-issn: 2407-392x. p-issn: 2541-0857 theoretical framework frame of mind is the result and synthesis of theory and literature review associated with the problems encountered in the formulation of the research problem. frame of mind in this study based on the premise that everything done by humans is always based on a certain motivation and interest, which will affect the individual's performance. according sugiono (2012) in forming a theory group that needs to be put forward in the preparation of the frame of mind to make a hypothesis must be determined first research variables. in this study, there are four (4) research variables consisted of airport service quality, tourism image, tourist satisfaction and loyalty rating. hypotheses h1: quality of service bali's ngurah rai international airport is a positive effect on tourist satisfaction and the image of bali tourism. h2: the image of the tourism and service quality bali's ngurah rai international airport is a positive effect on the loyalty of tourists visiting bali h3: traveler satisfaction has positive influence on the image of bali tourism. h4: citra tourism indirectly positive effect on the tourist loyalty through satisfaction of tourists. h5: the quality of service bali's ngurah rai international airport is indirectly positive effect on the tourist loyalty through tourism image. h6: onsidering the formulation of this problem is the formulation of the problem that does not have to be proved by testing the hypothesis, but explored through interviews to explain the rating opinion on the quality of service bali's ngurah rai international airport, making this the sixth problem formulation does not require hypothesis. methodology this study uses a quantitative research dat-supported by qualitative data. quantitative research methods used to obtain the results of in-depth evaluation and comprehensive, this approach is used to handle data that is quantitative (numbers). while qualitative methods are used to be based on the consideration that the symptoms of this research is a process that is done by studying the behavior or activities of the actors involved in it (sugiyono, 2012). while in tashakkori and teddlie creswell (2010: 77) argues that the results of quantitative research does not have to be a confirmation of qualitative research results, and vice versa. most studies that use this approach to generate numerical data and narrative data in the same answer research questions. the population in this study were all tourists visiting bali through ngurah rai airport at the time of the study conducted in august 2014 to march 2015. in accordance with modeling structural equation modeling (sem), has chosen sample of 348 respondents using purposive sampling technique. data used in this research is quantitative data and qualitative data. based on the source, the data of this study distinguished between primary data obtained from questionnaires, interviews and documentation as well as secondary data obtained from various sources. data were collected through questionnaires were analyzed using analysis techniques equation modeling structural equation modeling (sem) using amos program package spss version 22 and 21. after the data were analyzed with sem structural equation model, the qualitative analysis through interviews and analysis description servqual consists of analysis of the conformity level, the analysis of customer satisfaction index and importance performance analysis (ipa). results and discussion characteristics of respondents the results showed respondents with male gender as many as 185 people or 53.16%, while respondents with female sex as much as 163 people or 46.84%. this shows the male respondents is larger than the female respondents, but the difference was not significant. respondents age 17-26 years as many as 69 people or 19.83%, 27-36 years as many as 127 people or 36.49%, 37-46 years as many as 96 people or 27.59% and the 46 years and over as many as 56 people or 16.09%. e-journal of tourism vol.2. no.1. (2015): 9-21 http://ojs.unud.ac.id/index.php/eot 13 e-issn: 2407-392x. p-issn: 2541-0857 this shows that the majority of respondents in this study age was 27-36 years. the data show that the age of tourists who traveled in bali highest is aged 27-36 years is 36.49%, followed by the age of 37-46 years is 27.59%. if the age range of 27-46 years are summed into as many as 64.08%, which means that the majority of foreign tourists to bali has a productive age, which is trying to find a balance between work and leisure. respondents with a description of a visit to bali one time as many as 17 people or 4.89%, two times as many as 23 people or 6.61%, three times as many as 124 people or 35.63%, four times as many as 32 people or 9.20%, 5 times as many as 89 people or 25.57% and> 5 times as many as 63 people or 18.10%. this shows that the majority of respondents in this study has a description of a visit to bali three times, this is possible given the multiple increase in the quality of the existing infrastructure in the island tourist attraction, thus increasing the interest of tourists to visit. based on the above data it can be seen foreign tourists visiting bali more than 3 times in the top 89%. the reason they continue to visit bali, among others: the appeal of bali tourism and the improvement of facilities and infrastructure at bali's ngurah rai international airport. while the origin of tourists who were respondents in asia include as many as 84 people or 24.14%, australia 98 people or 28.16%, of europe as many as 77 people or 22.13%, usa as many as 53 people or 15.23% and the other 36 people sebnyak or 10.34%. based on this it can be concluded that the majority of respondents in this study merupawan tourists who come from australia, this is possible given the distance between bali and australia are not too far away, so tourists it easier to fill the vacation time. analysis results full sem model after the models were analyzed through confirmatory factor analysis and seen that each variable can be used to define a latent constructs, then a full-sem models can be analyzed. results of data processing with the amos program can be seen in figure 5.1 below: figure 1. structural equation model source: primary data are processed, 2015 results of testing the suitability of the model in figure 5.1 shows the chi-square value of 28.001 and the values of a probability of 0.64 which was above the limit of significance is 0.05. in addition, an index measuring the value of the suitability of the model include gfi (0.905), agfi (0.859), tli (0.999), cfi (0.943), rmsea (0.062), and cmin / df (1,316) are in the range of expected values (table 5.1). all this shows that there is no difference between the sample covariance matrix and covariance matrix estimated from the population so full model sem is acceptable. table 1. structural equation model testing results goodness of fit measure cut off value result s model evaluatio n model chi square (λ 2 ) expecte d to be small 28,001 good significanc e probability (p) > 0,05 0,064 good rmsea < 0,08 0,062 good gfi > 0,9 0,905 good agfi > 0,9 0,859 enough cmin/df < 2,00 1,316 good tli > 0,95 0,999 good cfi > 0,94 0,943 good source: primary data are processed, 2015. e-journal of tourism vol.2. no.1. (2015): 9-21 http://ojs.unud.ac.id/index.php/eot 14 e-issn: 2407-392x. p-issn: 2541-0857 hypotheses testing hypothesis testing is done by observing the probability (p) the estimation regression weight of structural equation models (appendix 5). estimates regression weight of structural equation model of service quality influence ngurah rai international airport good to tourist satisfaction, tourism image and tourist loyalty shown in table 5.2. if the p-value of more than 0.05, then the hypothesis is accepted. table 2. structural model hypothesis test results hypo thesis directions line regression coefficients c.r pvalue raw coefficient h1 quality service bali's ngurah rai international airport  satisfaction rating and citra tourism 0,591 5,190 0,000 0,811 0,867 6,217 0,000 0,620 h2 citra tourism and service quality bali ngurah rai international airport  loyalty traveler 0,054 2,220 0,023 0,100 0,217 2,407 0,016 0,188 h3 traveler satisfaction and loyalty tourism citra  travelers 0,243 5,234 0,000 0,707 0,044 2,536 0,015 0,153 h4 tourism image of loyalty traveler  through satisfaction rating 0,013 6,385 0,000 0,071 h5 quality service bali's ngurah rai international airport  loyalty travelers through citra tourism 0,012 5,344 0,000 0,019 based on the estimated regression weight of structural equation model in table 5.2, the results hypotheses can be summarized as follows: a. variable quality service bali's ngurah rai international airport is a positive effect on satisfaction travelers. this is reinforced by the value that is positive regression coefficient of 0.591 and 0.867, the value of the raw coefficient (standardize coefficient) of 0.811 and 0.620, the value of the critical ratio (cr) of 5.190 and 6.217 (greater than 2) as well as the probability value (p) of 0,000 which is smaller than the significance level () is set at 0.05. thus, the hypothesis 1 (h1): "quality of service bali's ngurah rai international airport is a positive effect on tourist satisfaction and the image of bali tourism" supported (unacceptable). the results support the research conducted rp and sinambela (2011) concluded that the quality of services provided snowbay waterpark tmii proved positive and significant impact on customer satisfaction snowbay waterpark this area. this means that the quality of services provided to the satisfaction felt by both customers snowbay waterpark. movafegh and movafegh research (2013) shows that service quality has positive influence on customer satisfaction in the tourism industry. the same is also evidenced by ali and howaidee (2012); hossain (2012); alabneh (2013) who concluded the service quality in the tourism destination affects the tourist satisfaction. parasuraman (2009)(parasuraman, 2009) noted with satisfaction as a customer evaluation of the service in relation to whether the service can meet the needs and expectations. satisfaction can be associated with feelings of pleasure (pleasure) to services. it means that customer satisfaction is the degree to which the perceived service quality to meet expectations if the quality of service below expectations, customers feel dissatisfied. if performance meets expectations, then the customer is satisfied. the results support the research conducted rahayu (2014) proved that koalitas services have a relationship with the image of the service provider. it is also raised by rahadhini (2013) who in his research concluded that e-journal of tourism vol.2. no.1. (2015): 9-21 http://ojs.unud.ac.id/index.php/eot 15 e-issn: 2407-392x. p-issn: 2541-0857 the quality of service received by tourists in sights pennant boyolali tratar positively associated with tourism image. b. tourism and variable image quality service international airport ngurah rai bali influence on loyalty traveler. this is reinforced by the regression coefficient is positive at 0.054 and 0.217, the value of the raw coefficient (standardize coefficient) of 0.100 and 0.188, the value of the critical ratio (cr) of 2,220 and 2,407 (greater than 2), as well as the probability value (p) amounting to 0,023 and 0,016 smaller than the significance level () is set at 0.05. thus, the hypothesis 2 (h2): "the image of the tourism and service quality bali's ngurah rai international airport is a positive effect on the loyalty of tourists visiting bali" supported (unacceptable). the results support the research conducted rahadhini (2013) shows the image of attraction positive effect on the tourist loyalty. likewise, the research rahayu (2014) shows the image of an effect on loyalty. attraction image is a complex perception of a consumer (visitors) to attributes that stand out from the attraction. good image of tourism is very important for the continuity of a tourist attraction, as it will lead to an influence on all the elements that exist in the tourist destination. tourism image is a good impression of the company formed from the process at any time information from a variety of trusted sources of information. c. travelers satisfaction variable positive effect on the image of tourism and loyalty travelers who viewed bali. this is reinforced by the regression coefficient is positive at 0,243 and 0,044, the value of the raw coefficient (standardize coefficient) of 0.707 and 0.153, the value of the critical ratio (cr) of 5,234 and 2,536 (greater than 2), as well as the probability value (p) 0,000 and 0,015 smaller than the significance level () is set at 0.05. thus, the hypothesis 3 (h3): "traveler satisfaction has positive influence on tourism image and loyalty travellers who viewed bali" supported (unacceptable). results of this study was supported by research sulistiyani (2010) concluded that the effect on loyalty traveler satisfaction rating. rahadhini (2013) shows the influence on loyalty traveler satisfaction rating. according wibowo and yuniawati (2007) the increasing number of tourists associated with the added value that they get in the form of knowledge and cultural experience and satisfaction, which ultimately may increase the chance to come back. according to dewi (2012: 39) various empirical research shows that tourist satisfaction can help increase the number of tourist arrivals to the destination. d. tourism citra variable positive effect on loyalty travelers through satisfaction rating. this is reinforced by the regression coefficient is positive at 0,013, the value of the raw coefficient (standardize coefficient) of 0.071, the value of the critical ratio (cr) of 6.385 (greater than 2), as well as the probability value (p) of 0.000 which is smaller than significance level () is set at 0.05. thus, the hypothesis 6 (h6): "the image of tourism indirectly positive effect on the tourist loyalty through satisfaction of tourists" supported (unacceptable). the results support the research conducted rahadhini (2013) states the importance of customer satisfaction as mediating variables become important information for the managers and entrepreneurs in optimizing visitor loyalty. customer loyalty (visitors) can occur when consumers were satisfied beforehand, and to realize that dissatisfied customers need for the formation of a positive image of the destination. research rahayu (2014) also shows the image of a positive effect on loyalty through satisfaction. e. variable quality service bali's ngurah rai international airport is a positive effect on loyalty travelers through tourism citra. this is reinforced by the regression coefficient is positive at 0,012, the value of the raw coefficient (standardize coefficient) of 0.019, the value of the critical ratio (cr) of 5.344 (greater than 2), as well as the probability value (p) of 0.000 which is smaller than significance level () is set at 0.05. thus, the hypothesis 7 (h7): "quality of service bali's ngurah rai international airport is indirectly positive effect on the loyalty of tourists through the tourism image" supported (unacceptable). the e-journal of tourism vol.2. no.1. (2015): 9-21 http://ojs.unud.ac.id/index.php/eot 16 e-issn: 2407-392x. p-issn: 2541-0857 results support the research conducted rahadhini (2013) showed that the image of the attraction bannerman tlatar boyolali significant impact on visitor satisfaction tlatar pennant boyolali. results of this study was supported by research rahayu (2012) which shows that the image has a positive influence on satisfaction. it has been mentioned in advance that service quality affects the loyalty rating (ali and howaidee, 2012; hossain, 2012; alabneh, 2013; movafegh and movafegh, 2013). meanwhile, in building a good image there are several relevant factors to be studied further. meenaghan and shipley (1999) pointed out the importance of communication in improving the image of tourism. it is also stated by graeff judith a (2006), which are more specifically discussed the importance of the promotion of tourism in building an image. effect of variable inter research in a structural equation involving many variables and paths between variables, there are significant among variables that include direct influence, indirect influence and total influence. between variables influence is reflected directly in the output modeling sem, the results of the standard value effect. influence between variables, namely direct influence, indirect influence and total influence is presented in table 3. table 3. between variables influence variables direct impact indirect influence effect of total independent dependent quality service bali's ngurah rai international airport satisfaction travelers 0,811 0,811 quality service bali's ngurah rai international airport citra tourism 0,620 0,620 citra tourism and service quality bali ngurah rai international airport loyalty travelers 0,100 0,013 0,113 0,188 0,012 0,200 satisfaction travelers citra tourism 0,707 0,707 satisfaction travelers loyalty travelers 0,153 0,153 in accordance with the results of the direct effect standardize, greatest direct influence on service quality variable bali's ngurah rai international airport to the satisfaction of tourists amounted to 0.811, then the effect on the image of the tourism traveler satisfaction by 0.707 and influence service quality bali's ngurah rai international airport on the image of tourism amounted to 0.620, in addition, it also occurs directly influence variables tourism image and service quality bali ngurah rai international airport to the loyalty rating of 0.100 and 0.188, and influence traveler loyalty satisfaction rating of 0.153. here we see that the variables that directly affect the most dominant is the variable quality of service bali's ngurah rai international airport to satisfaction (81.1%), while the weakest variables that have a direct effect on the tourism image is variable traveler loyalty (10%). based on the value standardize direct effect, it is known that the indirect effect between variables occurs at a variable positive effect on the tourism image of tourist loyalty through satisfaction rating of 0.071 and quality service bali's ngurah rai international airport is a positive effect on the loyalty of tourists through the tourism image of 0.019. here we see that the variables that influence most dominant indirect positive effect on the tourism image of tourist loyalty through satisfaction of tourists (7.1%). from this data, indicated that in an effort to increase the loyalty of tourists, then the variable quality of service bali ngurah rai international airport and tourist satisfaction has the most powerful influence of the other variables. analysis results servqual to determine the dimensions that should be corrected or improved in order to better satisfy tourists, then nikperformance and nikimportance mapped in a cartesian diagram. mapping to nikperformance and nikimportance research results can be seen in the following diagram: e-journal of tourism vol.2. no.1. (2015): 9-21 http://ojs.unud.ac.id/index.php/eot 17 e-issn: 2407-392x. p-issn: 2541-0857 figure 2. mapping service quality dimensions indicators i gusti ngurah rai airport bali source: data answer respondents were processed, 2015. based on cartesian diagram as shown in figure 5.2, it can be mapped indicators of quality of service bali's ngurah rai international airport as follows: quadrant iv the indicators are in quadrant iv consists of: a. t1 indicators: appearance airport employees who are ready to help and professional b. t2 indicator: equipment, fixtures and modern facilities c. t5 indicators: a comfortable waiting room d. indicator e1: officers airports can understand the needs of tourists e. e4 indicator: officers airports put the interests of tourists f. res1 indicators: readiness airport personnel in serving tourists g. indicators rel 1: officers airports can work quickly h. as2 indicators: tourists feel safe while in the airport quadrant iv shows that the level of importance (importance) or tourists expectations low, but the performance (performance) service bali's ngurah rai international airport is already high. thus the indicators in this quadrant have given satisfaction to tourists service users bali's ngurah rai international airport. quadrant iii indicators that are in quadrant iii consists of: a. indicators as1: officers airport was able to answer every question of foreign tourists b. indicators res4: officers airports provide information that is clear and easily understood by tourists c. indicator t4: board instructions (information board, desk, etc.) to help tourists quadrant iii shows that the level of importance (importance) or tourists expectations low, and performance (the performance) service bali's ngurah rai international airport is also low. thus the indicators in this quadrant is not very rewarding for tourists service users bali's ngurah rai international airport. but the tourists do not mind it, because it was considered not too important. quadrant ii the indicators are in quadrant ii consists of: a. indicators rel3: officers airports provide good information and clear b. indicators res3: officers respond quickly to complaints of tourists airports c. indicator e5: services in the state of origin of tourists do not differentiate d. indicator t3: condition airport environment clean e. indicator e2: officers airport attentively treat tourists f. indicators as4: officers airports demonstrated the ability and knowledge of things done g. indicators res2: willingness airport duty to help tourists h. as3 indicator: the clerk was friendly and courteous airport so travelers feel confident quadrant ii shows that the level of importance (interest) or the high expectations of tourists, and performance (the performance) service bali's ngurah rai international airport is also high. this means that the indicators in this quadrant is very important for tourists and the service users bali's ngurah rai international airport has given good service so as to satisfy the tourists. e-journal of tourism vol.2. no.1. (2015): 9-21 http://ojs.unud.ac.id/index.php/eot 18 e-issn: 2407-392x. p-issn: 2541-0857 quadrant i the indicators are in quadrant i is composed of: a. indicator e3: officers contacted the airport easily tourists b. indicators rel2: officers airports fulfill the promise (timely) quadrant i shows that the level of importance (importance) or tourists expectations high, but the performance (performance) service bali's ngurah rai international airport is still low. this means that the indicators in this quadrant is very important for tourists service users, but bali's ngurah rai international airport not give good service so as not to satisfy tourists. as previously noted, in particular the analysis of servqual analysis importance performance analysis (ipa) to determine the service quality indicators bali ngurah rai international airport anywhere that has not been in line with expectations of tourists. based on the results of ipa analysis that has been done, there are some indicators that do not meet the expectations of tourists, but the only indicators that are in quadrant 1 are to be improved. the indicators are in quadrant i is composed of: a. indicator e3: officers contacted the airport easily tourists b. indicators rel2: officers airports fulfill the promise (timely) both indicators have a level of importance (interest) or the high expectations of tourists, but the performance (performance) service bali's ngurah rai international airport is still low. this means that both indicators are very important for tourists, but bali's ngurah rai international airport not give good service so as not to satisfy tourists. given two indicators that are in quadrant i is that has been described above, have not given satisfaction to tourists, while foreign tourists consider important indicators of satisfaction. therefore, the expected service bali's ngurah rai international airport can improve both indicators are in quadrant i is not give satisfaction to tourists. efforts to improve the performance of the two indicators is that the added officers at the airport and placed at strategic places easily seen by tourists so that the tourists easily contact airport personnel in time of need assistance / help. besides that airport officials briefed so as not to give appointments or informs something to tourists that can not be fulfilled. limitations of the research in this research, there are various limitations, which are as follows: 1. this research was conducted variable quality of service, satisfaction of tourists, tourism image, and the loyalty of tourists visiting bali through ngurah rai international airport, the conclusions obtained from this study can not be generalized for the entire service. 2. this study focuses on service quality, especially with regard to internal resources and not extended to the external service coverage. 3. the results of hypothesis testing is only as a causal relationship between the construct of quality of service to the satisfaction of tourists, tourism image and tourist loyalty. these findings suggested that replication of research conducted by the experimental design so that the nature of the relationship will be more accurate. 4. resource persons in this study is limited to foreign tourists by taking the entire population of foreign tourists visiting bali through ngurah rai airport at the time of the study. to test the consistency of the findings is recommended for replication by using sources of domestic travelers and comparisons on some service in indonesia and overseas. conclusion and recommendation conclusion based on the results of research and discussion that has been raised, it can be concluded the following: 1. quality of service bali's ngurah rai international airport is a positive effect on tourist satisfaction and the image of bali e-journal of tourism vol.2. no.1. (2015): 9-21 http://ojs.unud.ac.id/index.php/eot 19 e-issn: 2407-392x. p-issn: 2541-0857 tourism. good service quality can provide a sense of satisfaction on tourists, besides good quality services which tend to form a positive image of tourism, so it is good for all parties. 2. the image of the tourism and service quality bali ngurah rai international airport positive effect on the tourist loyalty. it means that the quality of service coupled with a positive image of tourism can increase loyalty rating in a tourist area. this relates to the impressions of tourists during a tourist visit, so that tourists attraction can be improved. 3. traveler satisfaction positive effect on tourism image and loyalty of tourists visiting bali. this means that the tourist satisfaction is one of the factors that shape a positive image of tourism, so this should be maintained and enhanced. moreover, tourist satisfaction is the key towards loyalty, which if satisfied travelers to visit on a tourist attraction, then they will do revisit or recommend to others. 4. tourism citra positive effect on loyalty through satisfaction of tourists. this means that a positive image of tourism into loyalty trigger tourists to continue to visit. this means that in increasing the loyalty of tourists, not only oriented to the good image of tourism, but tourists should also be improved satisfaction for tourism destinations itself. 5. quality of service bali's ngurah rai international airport is an effect on tourist loyalty through tourism image. this means that good quality services have an impact on the tourist loyalty is high, so the quality of service should be improved and developed, and continue to work together with the various parties to give a good image of tourism. 6. overall rating opinion on the quality of service in the high category, with the highest quality opinions contained in the tangible dimension and the opinion of the lowest quality is below average are in the dimension of reliability. results of quantitative analysis supported by qualitative data analysis, for example tourists interviewed said that the quality of service at bali ngurah rai international airport is quite good and they promised to come back to bali. recommendation based on the results of research and discussion in mind that the indicator is contacted airport officials tourists (empathy) and airport officials to keep promises indicator (timely) (reliable) still not give satisfaction to tourists. considering both of these indicators are considered important by tourists, it is advisable to be pursued following improvements: 1. addition of officers at the airport and placed in strategic places easily seen by tourists so that tourists easily contact airport personnel when in need of help / aid and airport officials should also be briefed so as not to give appointments or informs something to the tourists who cannot fulfilled. 2. prepaid taxi counter that used to exist in order to be returned existence, given the many tourists who complain as if it had been squeezed by private taxi drivers are a lot of wandering in the area of international arrivals terminal bali's ngurah rai international airport. 3. in order for enhanced cooperation of various stakeholders be it government, airport management, investors and the community to work together in creating a positive image of bali tourism, so as to create a good tourism destination. academic suggestions to promote the development of science and benefits for the study, the researchers need to suggest things as follows: 1. further research is expected to examine the deeper is not limited to the variables that have been studied (quality of service, satisfaction of tourists, tourism image and tourist loyalty), but the need for the addition of other causes variables associated with satisfaction, image and loyalty such as marketing public relations , word of mouth communication, local knowledge and so forth. 2. in subsequent studies, in particular regarding the variable quality of service, is expected to be developed in terms of measurement as well as supporting the broader theory, is not limited to tangible, e-journal of tourism vol.2. no.1. 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(2015): 33-42 http://ojs.unud.ac.id/index.php/eot 33 e-issn: 2407-392x. p-issn: 2541-0857 study on the development of water crisis in bali island in 2009 and 2013 i nyoman sunarta 1 and abd. rahman as-syakur 2,3 1 the faculty of tourism of udayana university, bali 2 center for remote sensing and ocean science (cresos) of udayana university, bali 3 pthe study program of marine science of the faculty of marine science and fishery of udayana university, bali corresponding author: cairns54@yahoo.com article info received 06 november 2014 accepted 18 february 2015 available online 10 march 2015 abstract water resources are one of the most important natural resources for human life in carrying out their various activities. bali is a relatively a small island as well as a center for the development of tourism in indonesia. the population as well as the number of tourists keeps increasing every year which has resulted in the water crisis problem. the development of the water crisis derived from the ratio of the amount of water supply to the amount of water demand in the island of bali. water supply is determined by using the runoff coefficient method which was modified from the rational method. by co-relating the runoff coefficient with the average rainfall and the size of the island, the supply of water can be determined. the water demand is determined by using the variable of the population size and the falkenmark indicator. the development of the water crisis is determined by comparing the amount of supply and demand of water in 2009 and 2013. the result of the calculation showed that the total water supply in bali in 2009 amounted to 4.71 billion m3 / year and decreased to 3.57 billion m3 / year in 2013. during that period, the total water demand increased; in 2009 it amounted to 5.46 billion m3 / year and in 2013 it amounted to 6.23 billion m3 / year. thus, bali has experienced a water deficit in 2009 and in 2013. the condition of bali in 2009 showed that out of the 9 districts / cities, five experienced a water deficit, whereas in 2013 it increased to 8 districts / cities that have experienced a water deficit. therefore, bali should take serious steps to save water resources, not only to save the tourism development, which has become the mainstay of bali, but also for the sustainability of the balinese people’s lives. keywords: water resources, water crisis, bali island. introduction background with 5636.66 km2, bali is a relatively small province. the province of bali consists of the island of bali and several small islands located in the south and north of the island. given the small area of bali province, the water resources are one of the main problems in small islands. water resources are one of the most important resources for human life in a variety of activities that include construction activities. increasing population and development activities have increased the demands for water resources. on the other hand, the supply of water resources has become more limited, even in places that are categorized to be in critical condition. this is caused by various factors such as the narrowing of the water catchment area, decreased uptake of water in the soil, unprotected sources of spring water, disposal of water without optimum utilization, and degradation of water quality as a result of the e-journal of tourism vol.2. no.1. (2015): 33-42 http://ojs.unud.ac.id/index.php/eot 34 e-issn: 2407-392x. p-issn: 2541-0857 development and the diverse economic activities that take little account of environmental sustainability (the indonesian ministry of environment, 2010). water is an important resource for all life on earth, in other words, water is "the organ of the world". the water problem has become a serious matter due to the rise of tourism industries which have positive impacts, by increasing the income of local people and foreign exchange, but also have a negative impact in the form of uncontrolled use of water. according to hugon (2007), the complexity of water management has at least three dimensions: (1) the economic dimension, the distribution is a matter of price, and (2) the dimensions of the environment, such as pollution so that it takes an environmental management, (3) finally, water has become a social dimension, which is something that is essential for all life. in terms of quantity, the supply of water is relatively steady at times because of the hydrological cycle, but the water quality tends to fluctuate based on the local conditions. this situation affects the carrying capacity of water for life in which the ratio between the supply of water and the water demand of the community will illustrate the status of the water carrying capacity. carrying capacity is a picture of the maximum capacity of the system to support environmental or ecological conditions and the social activities (jin, 2006). the concept of carrying capacity under the law number 23 of 1997 on environmental management is the capability of the environment to support humans and other living creatures which entails three subjects, i.e. the population number, the condition of the population and the capability of the environment / resources. generally speaking, the method of calculating the carrying capacity of water is performed by the equations as specified in the regulation of the indonesian ministry of environment number 17 of 2009 (the ministry of environment, 2009). the equation takes into account the supply and the demand of water resources for the people who live in certain areas or regions. the function of the equation is to know in general whether water resources in a particular region are in a state of surplus or deficit. the state of surplus indicates that the supply of water is adequate; on the contrary, the state of deficit indicates that the demand for water is not adequate (suyono et al., 2006). the supply of water in relation to the carrying capacity of water is the amount of available water reserves for the purpose of human life on a daily basis (domestic) and human demand for water to produce one unit of product for a period of one year (ministry of environment, 2008). the supply of water is usually found on the surface such as lakes, rivers, marshes and on the subsurface, water which is in principle all the water that comes from rain water. the water demand in relation to the carrying capacity of water is an illustration of the amount of water demand for the purpose of human life on a daily basis (domestic) and human demand for water to produce one unit of product for a period of one year (moe, 2008). study locations this research was conducted in the province of bali which is located between 8 ° 3'40 "8 ° 50'48" of south latitude and 114 ° 25'53 "115 ° 42'40" of east longitude (see figure 1). the province of bali is divided into two parts (north and south); in the central part of bali mountain ranges stretch from the east to the west. the mountain ranges consist of two volcanoes (mount agung and mount batur) and some non-volcanic mountains, among others: mount seraya, mount patas, and mount merebuk. these mountain ranges make the central part of the area of the province of bali into the headwaters of the rivers that flow to the north, and those which flow to the south. the province of bali comprises four islands, of which bali is the main island. because bali is a small island, most of the water source is rainwater. in addition to rain, the main source of water in bali is groundwater and surface water. the average rainfall in bali is high enough ranging from 495-3359 mm / year. the lowest rainfall occurs in the northwest and southeast of the island of bali and the highest in the central part of the island (daryono, 2004). rainfall in bali is affected by the monsoon activity (aldrian and dwi susanto, 2003; daryono, 2004; as-syakur et al., 2013) as well as the e-journal of tourism vol.2. no.1. (2015): 33-42 http://ojs.unud.ac.id/index.php/eot 35 e-issn: 2407-392x. p-issn: 2541-0857 interaction of marine and atmospheric anomalies in the waters around indonesia, such as the incidence of iod (indian ocean dipole), el nino and la nina (silvers, 2007; as-syakur, 2010; as-syakur and prasetia, 2010). the amount of rainfall greatly affects the supply and the carrying capacity of water in bali. figure 1. the locations of the research methodology calculation of water supply the water supply calculation uses the runoff coefficient method, which is modified from the rational method. the calculation of equation of water supply of the runoff coefficient method is (ministry of environment, 2008): arcs 10 a  (1) where sa is water supply (m 3 / year), c is the weighted runoff coefficient, r is the average annual rainfall (mm / year), a is the size of area (hectare), and 10 is the conversion factor from mm/hectare to m 3 . value of c is the average value of the coefficient of runoff in an area. in the year 2009, the value of the runoff coefficient was calculated by using the following equation (ministry of environment, 2009):     i i1 ) ( a ac c (2) where ci is the runoff coefficient of land use i (table 1), while ai is the area of land use i. table 1. the value of the runoff coefficient for each type of land use type of land use the runoff coefficient (ci) body of water 0,8 (3) building 0,8 (3) forest 0,06 (1) plantation 0,52 (7) mangrove 0,3 (2) sand 0,1 (8) beach sand 0,1 (8) settlement 0,5 (6) salinity 0,8 (3) grasses 0,35 (5) irrigated rice fields 0,75 (3,4) rainfed lowland 0,52 (4) bushes 0,35 (2) fishfond 0,8 (3) uncultivated land 0,2 (3) moor / farm 0,3 (5) sources: (1) ward, a.d., s. t. trimble (2004) (2) tunich-nah consultants & engineering (2007) (3) jinno, et al. (2009) (4) yuge, et al. (2008) (5) moe (2008) (6) kadam, et al. (2009) (7) the state of queensland (2004) in the year 2013, the value of the runoff coefficient was calculated by remote sensing approach. the calculation of the coefficient of runoff with remote sensing image analysis approach was effected by assuming the spectral values on the channels of remote sensing data which have a relationship with the imperviousness area (schueler, 1994) as well as the condition and composition of vegetation density (puigdefabregas 2005). in simple terms, the coefficient of runoff was related to the land cover types, through the capacity level of the types of land cover in infiltrating the surface water. in its approach to remote sensing, the area of imperviousness and the conditions and composition of vegetation density were obtained from the transformation of the normalized difference vegetation index (ndvi). ndvi (tucker, 1979) is one of the very familiar indices used to map the distribution of vegetation rapidly, bali province e-journal of tourism vol.2. no.1. (2015): 33-42 http://ojs.unud.ac.id/index.php/eot 36 e-issn: 2407-392x. p-issn: 2541-0857 and a variety of conditions on the surface of land. ndvi has a very strong relationship with the conditions and the density of vegetation (carlson and ripley, 1997; purevdorj et al., 1998; ishiyama et al., 2001; glenn et al., 2008; as-syakur and adnyana, 2009; pettorelli et al., 2011). however, in addition to mapping the vegetated areas (quality and quantity), ndvi can also be used to map impervious areas. matthias and martin (2003) have always used ndvi to map impervious areas (imperviousness) in urban areas in germany, whereas wibowo and yuniawati (2007) found a strong correlation between ndvi with imperviousness area percentage in the citarum hulu watershed. the transformation of the landsat satellite imagery spectral values into ndvi uses the following equation (tucker, 1979): red nir red nir ndvi   (2) nir is the channel near infrared wavelengths and red is the red wavelength channel on the landsat imagery. in this study, landsat 8 was used in calculating the value of the runoff coefficient in the bali province. the estimated runoff coefficient by the ndvi approach used three approaches: two approaches by equation and one approach by coefficients. the equation approaches, namely the equation of the ndvi value relationship with the percentage of imperviousness area and the equation of the ndvi value relationship with the percentage of vegetation density. in its analysis, if the value of ndvi <-0.0607, then it was transformed into a flow coefficient value based on the percentage of imperviousness area (cip); if the ndvi values> 0.4202, then it was converted into flow coefficient value based on the vegetation density (cvp); and if the ndvi values between -0.0607 to 0.4202, then the value of a given flow coefficient was at 0.4903. to find the value of the flow coefficient based on the percentage of imperviousness area, it was calculated by using equation (3), while to find the value of the flow coefficient based on the percentage of imperviousness area, it was calculated by using equation (4). the equations are as follows: (wibowo and hadi, 2008): 100)) / 46,977) + i)116,66(ndv – 2 dvi)((-63,61(n * (0.91 0.05 ip c  (3) 1 100) / 2,4779) vi)(127,19(nd ( vp c  (4) in order to calculate the weighted average value of the runoff coefficient for each district, the raster data analysis results of remote sensing were truncated for each district by using the arcview gis software. furthermore, the state of the average runoff coefficient per district was calculated by using the following equation: ija ij jp ch  r (5) where c is the average value of coefficient of runoff, crij value is the value of the runoff coefficient on the pixelij (mm / year), and jpija is the number of the pixelij in region a. the average rainfall (r) was obtained from the analysis of the geographic information system (gis) based on the annual rainfall data such as those used by daryono (2002) in his research. the data were interpolated by using kriging method of the surfer 8.0 software. the interpolation was performed on the data of average annual rainfall in 58 rain posts in bali province; the data interval used was 10 to 22 years. in order to calculate the average rainfall per district, the raster data of interpolation were truncated for each district by using arcview gis software. after passing through the process of interpolation and truncation, the state of average annual rainfall per district was calculated by using the following equation: ija ij jp ch  r (6) where r is the average rainfall (mm / year), the value of chij is the rainfall on the pixelij (mm / year), and jpija is the number of pixelij in region a. e-journal of tourism vol.2. no.1. (2015): 33-42 http://ojs.unud.ac.id/index.php/eot 37 e-issn: 2407-392x. p-issn: 2541-0857 calculation of water demands calculation of the water demands in relation to the carrying capacity of water used the following equation (ministry of environment, 2008): aa khl n d  (7) where da is the total water demand (m 3 / year), n is the number of people (people), and khla is falkenmark indicator which is the minimum water demands for decent living based on the estimated water demands of households, agriculture, industry and energy, as well as environmental demand (falkenmark, 1989), in which the value assigned to indonesia amounted to 1,600 m 3 / capita / year (ministry of environment, 2008). the data of the population size per district of the bali province in 2008 and 2013 were obtained from the statistical books of ‘bali province in figures’, year 2008 and 2013 (bps, 2009, 2014). status determination of carrying capacity of water the status of the carrying capacity of water is obtained from the comparison between the water supply (sa) and the water demand (da) with the condition; sa > da, the carrying capacity of water is declared to be a surplus, if sa < da, the carrying capacity of water is declared to be a deficit (prastowo et al., 2006). results and discusion water supply the results of calculations showed that in 2009 and 2013 the supply of water for bali province amounted to 4.71 and 3.57 billion m 3 / year. specifically, in 2009, the supply of water for tabanan was the largest, the supply of water in the year 2008 in the amount of 1.07 billion m 3 / year, while the city of denpasar was an area that had the lowest water supply, which amounted to 0.13 billion m 3 / year. whereas in 2013 the supply of water for karangasem was the largest, amounting to 0.62 billion m 3 / year, the city of denpasar was an area that had the lowest water supply, which amounted to 0.10 billion m 3 / year. the level of water supply was influenced by three factors, namely rainfall, land cover type, and area. in 2009,tabanan had a fairly high rainfall followed by a weighted runoff coefficient, the same condition also occurred in the year 2013 in karangasem. in 2009 and 2013, the cities of denpasar and klungkung were among those with the lowest quantity of water supply. denpasar city had the smallest level of water supply due to the small land area size as well as the high value of the weighted runoff coefficient. klungkung had a low level of water supply due to the small amount of rainfall, especially in the subdistrict of nusa penida. the level of water supply for the bali province and districts in the province of bali can be seen in table 2, while its distribution for bali province is presented in figure 2. table 2. the size of area, the average rainfall, the average weighted runoff coefficient and the level of water supply in bali in 2009 and 2013. no district /city size of area (ha) rainfall (mm/year) weighted runoff coefficient water supply (in billion of m 3 /year) 2009 2013 2009 2013 2009 2013 1 district of jembra na 84,1 80 1,726 1,869 0.34 0.22 0.49 0.34 2 distri ct of taba nan 83,9 30 2,428 2,529 0.53 0.25 1.07 0.53 3 distri ct of badu ng 42,0 09 2,033 2,035 0.48 0.35 0.41 0.30 4 distri ct of gian yar 36,8 00 2,199 2,273 0.55 0.34 0.44 0.28 5 distri ct of klun gkun g 31,5 00 1,426 1,339 0.43 0.34 0.19 0.14 6 distri ct of bang li 52,0 81 2,219 2,171 0.44 0.35 0.51 0.40 7 distri ct of kara ngase m 83,9 54 1,989 2,158 0.42 0.34 0.70 0.62 8 distri ct of bulel eng 136, 588 1,727 1,750 0.36 0.23 0.85 0.55 9 city of denp asar 12,3 98 1,720 1,686 0.59 0.46 0.13 0.10 10 provi nce of bali 563, 666 1,955 1,979 0.43 0.32 4.71 3.57 e-journal of tourism vol.2. no.1. (2015): 33-42 http://ojs.unud.ac.id/index.php/eot 38 e-issn: 2407-392x. p-issn: 2541-0857 figure 2. distribution map of the amount of water supply per district in bali for year 2009 (left) and 2013 (right) water demand the total demand of water for the population of the province of bali in 2009 and 2013 reached 5.46 and 6.23 billion m 3 / year. water demand is increasing along with the increasing population number in the province of bali. in 2008, the highest level of water demand occurred in buleleng which reached 1.04 billion m 3 / year and klungkung was the region with the lowest level of water consumption, which amounted to 0.28 billion m 3 / year. the conditions in 2013 increased to 1.26 billion m 3 / year in the city of denpasar. in the meantime, klungkung was the region with the lowest level of water consumption, which amounted to 0.27 billion m 3 / year in the year of 2013. the high demand for water in the city of denpasar was due to the large population. based on the results of the 2010 census, the population of the city of denpasar reached 788,589 inhabitants. the lowest water demand in klungkung district was also due to its small population number. this suggests that the amount of water demand will increase along with the increasing number of population. the level of water demand for each district is presented in table 3, and its distribution for the province of bali can be seen in figure 3. table 3. the total population and the total water demand in bali in 2009 and 2013 figure 2. distribution map of the amount of water demand per district in bali for year 2009 (left) and 2013 (right) n o district/city falkenmark indicator total of populations (people) water demand (in billion of m 3 /year) 2009 2013 2009 2013 1 distric t of jembr ana 1.600 268, 269 261,638 0.43 0.42 2 district of tabanan 1.600 416, 743 420,913 0.67 0.67 3 distric t of badun g 1.600 383, 880 543,332 0.61 0.87 4 distric t of giany ar 1.600 394, 755 469,777 0.63 0.75 5 distric t of klung kung 1.600 176, 822 170,543 0.28 0.27 6 distric t of bangli 1.600 213, 808 215,353 0.34 0.34 7 distric t of karan gasem 1.600 430, 251 396,487 0.69 0.63 8 distric t of bulele ng 1.600 650, 237 624,125 1.04 1.00 9 city of denpa sar 1.600 475, 080 788,589 0.76 1.26 10 provin ce of bali 1.600 3,40 9,84 5 3,890,757 5.46 6.23 e-journal of tourism vol.2. no.1. (2015): 33-42 http://ojs.unud.ac.id/index.php/eot 39 e-issn: 2407-392x. p-issn: 2541-0857 status of water carrying capacity in general, the status of the water carrying capacity of bali province in 2009 was deficient with a status value below the carrying capacity of water or 0.86. meanwhile, in 2013 the conditions also remained deficient, with the value of the carrying capacity declined to 0.57. the amount of water deficit in bali in 2009 was 0.75 billion m 3 / year, and increased to 2.65 billion m 3 / year in 2013. the status of the water carrying capacity for each district in the province of bali in 2009 was quite evenly distributed between districts that experienced surplus status of water carrying capacity with those experiencing the deficit status of water carrying capacity. there were four districts which had the status of surplus water carrying capacity with values ranging from 1.59 to 1.02 or the amount of surplus water ranging from 0.40 to 0.01 billion m 3 / year. on the other hand, there were five districts / cities that had a deficient carrying capacity of water ranging from 0.81 to 0.16 or the amount of water deficit ranging from 0.09 to 0.63 billion m 3 / year. the district that had the highest surplus status of water carrying capacity was tabanan and the city that experienced the highest deficit status of water carrying capacity was denpasar. meanwhile in 2013, the status of the water carrying capacity for each district in the province of bali seemed to be uneven, with only one district that had a water surplus, namely the district of bangli, whereas the remaining 8 districts / cities have experienced water deficit conditions. the district of bangli has excess water of only 0.05 billion m3 / year, whereas the water deficit amounts of the eight districts / city range from 0.02 to 1.17 billion m 3 / year. in detail, the value of the water carrying capacity and its status can be seen in table 4 and figure 4. the distribution of the value and the status of water carrying capacity of bali province is presented in figure 5 and 6. under these conditions and in order to cope with the high rate of water deficit in the province of bali, it is necessary to reduce land conversion, especially the conversion of forests and agricultural areas into residential areas, because the impervious residential areas greatly affect the hydrological cycle in the form of the infiltration process of rainwater into groundwater and the amount of surface runoff. this condition will affect the mainstay discharge which is part of the water supply. in addition, it is necessary for the restoration of forest areas as they serve orological functions, by controlling land use changes in forest areas, reforesting areas that have critical or very critical areas, as well as maintaining and overseeing the critical potential areas. predicting the supply of water for the future also needs to be done, given the fluctuations in the water supply with a high enough variability of space and time. table 4. the value and the status of water carrying capacity of bali province figure 4. the graph of values, and the status of the water carrying capacity of bali province. n u m. district/city value of the carrying capacity of water status of the carrying capacity of water 2009 2013 2009 2013 1 district of jembrana 1.15 0.82 surplus deficit 2 district of tabanan 1.59 0.79 surplus deficit 3 district of badung 0.67 0.35 deficit deficit 4 district of gianyar 0.70 0.37 deficit deficit 5 district of klungkung 0.68 0.53 deficit deficit 6 district of bangli 1.48 1.16 surplus surplus 7 district of karangasem 1.02 0.98 surplus deficit 8 district of buleleng 0.81 0.55 deficit deficit 9 city of denpasar 0.16 0.08 deficit deficit 10 province of bali 0.86 0.57 deficit deficit 0,00 0,20 0,40 0,60 0,80 1,00 1,20 1,40 1,60 k a b . je m b ra n a k a b . t a b a n a n k a b . b a d u n g k a b . g ia n y a r k a b . k lu n g k u n g k a b . b a n g li k a b . k a ra n g a se m k a b . b u le le n g k o ta d e n p a sa r 2009 2013 e-journal of tourism vol.2. no.1. (2015): 33-42 http://ojs.unud.ac.id/index.php/eot 40 e-issn: 2407-392x. p-issn: 2541-0857 figure 5. distribution map of carrying capacity of water per district in bali figure 6. distribution map of the status of water carrying capacity of bali province in 2009 (left) and 2013 (right) conclusion and recommendation the calculation shows that the total water supply of the island of bali in 2009 amounted to 4.71 billion m 3 / year and decreased to 3.57 billion m 3 / year in 2013. during that period, the total water demand increased, in which in 2009 it was at 5.46 billion m3 / year, and in 2013 amounted to 6.23 billion m 3 / year. thus, the island of bali in 2009 and in 2013 experienced a water deficit. the condition of the island of bali in 2009 showed that of the 9 districts / cities, five of them experienced water shortages with the amount of water deficit ranging from 0.09 to 0.63 billion m 3 / year. whereas in 2013, it amounted to 8 districts / cities that experienced a water deficit which ranged from 0.02 to 1.17 billion m3 / year. therefore, bali should take serious steps to save water resources, not only to save tourism development which is a mainstay of the island of bali, but also the sustainability of the balinese people’s lives. references aldrian, e. and dwi susanto, r. 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(2014): 69-82 http://ojs.unud.ac.id/index.php/eot 69 e-issn: 2407-392x. p-issn: 2541-0857 human resources empowerment, working motivation and organization change in improving hotel business performance in bali gusti kade sutawa, i komang gde bendesa and i nyoman madiun school of postgraduate study doctorate degree in tourism udayana university coressponding author: gustikadesutawa@yahoo.com article info received 20 february 2014 accepted 02 august 2014 available online 10 september 2014 abstract this study aims to test and analyze impact of human resource development on working motivation of hotel business workers in bali, impact of human resource development on organizational changes of hotel business in bali, impact of human resource development on the performance of hotel business in bali, impact of working motivation against organizational changes in hotel business in bali, impact of working motivation on the organizations performance of the hotel business in bali, and impact of organizational changes against organizations performance of the hotel business in bali. there were 170 respondents of star-rated hotel employees which were selected through purposive sampling technique. structural equation modeling with the application analysis of moment structure was used to analyze the data. the results show that empowerment of human resources (hr) has positive and significant impact on working motivation, organizational changes, and the organization performance of hotel business in bali, working motivation has positive and significant impact on organizational changes and the organization performance of hotel business in bali and organizational changes have significant and positive impact on the organization performance of hotel business in bali. empowerment variables have the most powerful impact to support the improvement of organizational performance, followed by organizational changes and working motivation variables. the results indicate that human resource empowerment improves the performance of the hotel business in bali. therefore, human resource development need to be prioritized in order to improve organizational performance of star hotels in bali. keywords: human resource empowerment, working motivation, organizational changes, organizational performance. introduction background the dynamics of organizational management sector of tourism businesses in bali is generally associated with the era of globalization. the era of globalization is characterized by the presence of free competition that requires organization and rational fast action and requires the role of various components such as human resources, technology, and legal instruments so that organizational goals can be achieved. in line with today's era of tourism globalization, tourism industry will evolve into a thriving industry in the future. this has important value to the creation of employment and foreign exchange earnings. when the economy grows the level of income will also increase. most of the revenue comes from the tourism industry, especially in the developing countries (wto, 2007). mailto:gustikadesutawa@yahoo.com e-journal of tourism vol.1. no.2. (2014): 69-82 http://ojs.unud.ac.id/index.php/eot 70 e-issn: 2407-392x. p-issn: 2541-0857 bali is one of the famous tourist destinations in the world. several awards have been awarded, to this island, among others, the best island in asia pacific by leisure magazine and luxury travel magazine published in london (2007); the best island in asia pacific by the destin-asia magazine hong kong (2009); "island destination of the year" in the event of china travel and meetings industry award, 2013; and appreciation of world best awards 2014 in the category of the best island in asia from magazine of international tourism version, "travel + leisure". some of these awards have influence positively to the number of tourist visits. travelers who come will stay for a while in bali. the average length of stay of tourists in bali in the recent years is quite high, i.e. more than 9 days for foreign tourists and more than 3-4 days for tourists domestic. up to the year of 2014, there are 3.039 units of accommodation facilities in bali with 61.025 rooms. most rooms (48%) are star hotels, the remaining 40% are of non-star hotel rooms, and 12% are home stay rooms. the background of this study is due to the fact that bali has an excess of accommodation. in the last 4 years (years 2010-2014), the number of hotel rooms / inns in bali increased by 34%, from 45.408 rooms in 2010 to 61 015 rooms in 2014 (bali provincial tourism office, 2014). the increasing number of hotel rooms in badung in the period 2011-2014 has led to a price war that hotel room prices fell. in some hotels, room rates were initially sold at prices ranging from idr. 500,000 – up to idr. 750,000 reduced to idr. 250,000 idr. 350,000. it is considered by some parties as the phenomenon of unhealthy tourism businesses because in the long run it will hurt employers because the travel accommodation services re-investment value (return of investment / roi) will be very difficult. the increasing number of hotel rooms that lead to the hotel room occupancy rate decreased. with the decline in hotel room occupancy, automatically the service charge received by the hotel employees was also decreased, in turn causing the employee motivation decreased and performance of the hotel also declined. the management of the hotel needs to anticipate problems related to the needs of professional human resources, the need for increased skills and motivation of human resources, as well as creative hotel product marketing breakthrough using online media. empowerment of human resources and increase employee motivation are done for the organizational changes that occur can improve organizational performance of services business in the hospitality sector of bali. the research reported in this dissertation deliberately done in star (iii, iv, and v) hotels in bali in the hope that the study results are useful for the development of the hospitality business in all regencies / cities in bali. in addition, this study is expected to produce recommendations for the government in determining the investment policy in the hospitality services sector throughout bali. research objectives this study aims to examine and analyze problems of management organizations in hospitality services sector relating to empowerment of human resources, working motivation, organizational changes and organizational performance of hotel business in bali. specifically this study aims to assess and analyze: 1) the effect of empowerment of human resources for employee working motivation, organizational change, and organizational performance hospitality business in bali, 2) the effect of working motivation on organizational changes, and organizational performance of hospitality businesses in bali, 3) the effect of organizational changes on the performance of the hospitality business organization in bali. literature review previous studies some studies related to the development of the hospitality business management have been done, especially concerning human resource development, motivation, and performance of the company. first, the study conducted by suaedi (2005) about the organizational structure, innovation and organizational performance. it was concluded that the organizational structure had e-journal of tourism vol.1. no.2. (2014): 69-82 http://ojs.unud.ac.id/index.php/eot 71 e-issn: 2407-392x. p-issn: 2541-0857 significant positive direct effect on organizational innovation and organizational performance. second, rispati et al. (2013) examines the link between training and employee performance in semarang. the study, conducted at the hotel grasia semarang, shows that vocational training has the greatest influence on the performance of employees is 10.1% compared to the motivation that only 5%. the combination of job training and motivation has an influence on employee performance by 13.3%. third, research carried out by arimbawa and dewi (2013) involving 64 samples in hotel jimbaran puri bali. evaluative study on the performance of the employees of this hotel shows that 92.4% of employee performance of jimbaran puri bali hotel is influenced by organizational culture, leadership style, and working motivation. fourth, the study conducted by triatmanto et al. (2010) describes the positive relationship between the empowerment of human resources and organizational performance. from the studies conducted in 34 star hotels in east java, it is concluded that the performance of hotels is affected by the empowerment of human resources, namely their participation in achieving the goals, commitment, authority and responsibility in decision making. theoretical basis in general, this dissertation studies the topic of management of hospitality business services in bali. some grounding theoretical concerns empowerment of human resources, motivation, organizational changes, and organizational performance. empowerment of human resources human resources have a very central role in an organization. human resources must be managed properly and is part of the duty of managers to achieve organizational success (nawawi, 2005; rachmawati, 2008; rowley and jackson, 2012). according to noe et al. (in rokhman, 2002), the empowerment of human resources includes six indicators as follows: (1) provide an opportunity for employees to participate in policy making and determine the success of the company, (2) delegate important tasks to subordinates, (3) provide awards to staff / employees who excel, (4) provide for recognition of the existence of staff / employees, (5) creating an open communication system so as to create mutual understanding between employees and management, (6) maintain the credibility of the organization with the award and to develop a working environment which encourages healthy competition so as to create high organization performance. motivation of human resources motivation can be defined as an inner force that drives individuals to achieve personal and organizational goals (lindner, 1998). psychologists and economists have long studied what changes could lead to a lasting improvement in the quality of work and employee satisfaction. they try to explain what motivates people to achieve success not only for themselves but also for the company (ramlall, 2004). gibson et al. (1994) argued three needs theory from mcclelland (1973) as follows. (1) the need for achievement (need for achievement), namely the desire to do something better than the previous one. (2) the need for affiliation (need for affiliation), namely the need to be liked, develop or maintain friendships with others. (3) the need for power (need for power), namely the need for a stronger, more influential on others. organizational changes in accordance with the challenges of globalization, an organization / company can survive if it can make changes, including changes in the hospitality business organizations in bali. sobirin (2005) stated that there are two factors driving the change, i.e. external factors such as changes in technology and the increasing integration of international economic organizations as well as internal factors which include two main things: (1) changes in the organization hardware (hard system tools) or commonly called with structural changes, which include changes in strategy, organizational structure e-journal of tourism vol.1. no.2. (2014): 69-82 http://ojs.unud.ac.id/index.php/eot 72 e-issn: 2407-392x. p-issn: 2541-0857 and systems, and (2) changes in organization software (soft system tools) or cultural changes that include changes in human behavior in organizations, human resource policies and organizational culture. in general, changes in the bali hospitality organization in accordance with the formula robbins (2003) includes four indicators: (1) changes in the organizational structure, (2) changes in organizational strategy, (3) changes in human resource management, and (4) the application of assistive technologies organizational change. organizational performance in essence, the performance is a result of a work achieved in carrying out the tasks assigned to him based on skills, experience and sincerity as well as time (hasibuan, 1990). performance is the result of work achieved by a person in carrying out the tasks assigned to him in accordance with defined criteria. individual performance will affect the performance of the organization / company. the company's performance is the result of work by the quality and quantity can be achieved by an employee in carrying out duties in accordance with responsibilities given to him (mangkunagara, 2006). the company performance variables are operationally measured using four indicators adopted from brahmasari (2004), namely: (1) the ability of the company to improve the efficiency of its human resources, (2) the ability of the company to improve the efficiency of the use of all time allocated, (3) the company's ability to adapt to changes, and (4) the company's ability to achieve the set targets. hypotheses performance of hospitality business organizations is associated with different variables, i.e. the variables empowerment of human resources, working motivation and organizational change variables. based on respondents' perceptions of the research variables in this study there are six proposed hypothesis. h1: empowerment of human resources effects significant and positive on the motivation of employees working in hotel business in bali. h2: empowerment of human resources effects significant and positive on the hotel business organizational change in bali. h3: empowerment of human resources effects significant and positive on the performance of the hotel business organization in bali. h4: working motivation effect positive and significant on the hotel business organizational change in bali. h5: motivation effects positive and significant on the performance of the hotel business organization in bali. h6: organizational change effects significant and positive on organizational performance variables of hotel business in bali. methodology the population of this study is employee of star hotels throughout bali. in accordance with structural equation modeling (sem) modeling, total samples of 170 respondents have been taken through purposive sampling technique. the process of data collection is carried out through several techniques, namely: (1) a questionnaire filled out by the respondents; (2) study the documentation, reviewing the literature in the form of books, journals, policy documents (laws and regulations) and other literature related to the topic of the research, (3) observation participation, namely direct observation of researchers in the field of the studies reviewed issues; (4) in-depth interviews involving 13 informants coming from stakeholders (policymakers) in the field of tourism, tourism observers and practitioners of hospitality (tourism) in bali, and (5) focus group discussion (fgd) followed by 18 hotel managers and supervisors that aims to explore specific issues related to the topics discussed. the data collected through questionnaires were analyzed by using structural equation modeling analysis technique sem (structural equation modeling) assisted by the applications of analysis of moment structure (amos) version 18. sem analysis technique is applied to test the proposed research hypothesis. after the data were analyzed by structural equation modeling (structural equation modeling or sem), the triangulation was applied, i.e. validation, enrichment and e-journal of tourism vol.1. no.2. (2014): 69-82 http://ojs.unud.ac.id/index.php/eot 73 e-issn: 2407-392x. p-issn: 2541-0857 deepening further data, including data resulting from focus group discussions, interviews, and field observations. all the collected data were analyzed by applying the theory of human resource development, the theory of working motivation, organizational change theory and the theory of organizational performance. results and discussion overview of star hotel management in bali until the end of year 2014, the number of star hotels in bali is as many as 217 units and 3463 rooms. most of the star hotels buildings in bali are located in the district of badung. there are two districts that have not had star hotels, namely district of bangli and jembrana. in general, the organizational structure of star hotels is headed by a general manager who is assisted by several mid-level managers that are divided into several departments. the model of star hotel organizational structure is diverse. in general, the organizational structure of star hotel includes five up to seven departments. characteristics of respondents respondents who were included in this study amounted to 170 people. they are hotel workers who come from 95 star hotels (iii, vi, and v) in bali which were selected as the study sample. according to gender, respondents were male sex as much as 54.71% and 45.29% female. in terms of age groups, the majority of respondents aged 31-40 years (43.53%), followed by respondents in the age group 21-30 years (31.76%), 41-50 years (21.76%), 51 up (2:35%) and 15-20 years (0.59%). seen from the educational background, the majority of respondents (67.06%) have completed college-level education / diploma, followed by respondents who get sma / equal education back ground (18.24%) and as much as 14.71% have graduated from college. from this data, it is known that the majority of staff / employees of the hotel used as respondents are well-educated workers from college-level educational institutions / diploma, including educational institutions academy of hospitality and tourism. based on the time period or tenure, most respondents (57.65%) had been on the job as hotel worker for 2-4 years, followed by respondents who worked at the hotel for 5-9 years (18.24%) and 1 year (7.06%). most of the respondents claimed to have worked as a hotel employee in a relatively long period of time, namely 10-15 years (7.65%), even more than 15 years (9.41%). most of the respondents work in the front office (36.47%), followed by respondents who work in the human resources (20.00%), food and beverage (18.24%), housekeeping (12.35%), accounting (financial) (9.41%) and sales / marketing (3.53%). of the 170 respondents who filled out a questionnaire, also known that most of them (70.59%) claimed to earn a basic salary between idr 1, 5 million up to idr. 3 million, followed by the response obtaining basic salary of idr 1 million idr 1.5 million (14.71%), basic salary of more than idr 3 million (13.53%), as well as the basic salary is below idr. 1 million (1.18%). analysis results of full sem model after the measuring models were analyzed through confirmatory factor analysis and seen that each variable can be used to define a latent constructs, then a fullsem models can be analyzed. results of data processing with the amos program can be seen in figure 1. figure 1. structural equation model e-journal of tourism vol.1. no.2. (2014): 69-82 http://ojs.unud.ac.id/index.php/eot 74 e-issn: 2407-392x. p-issn: 2541-0857 the results of testing the suitability of the model in figure 5.1 shows the value of chi square as much as 133.223 and the value of the probability value of 0.94 which is above the limit of its significance 0.05. in addition, an index measuring the value of suitability models, which include gfi (0.917), agfi (0,887), tli (.988), cfi (0.990), rmsea (0.033), and cmin / df (1,179) are in the range of expected values (table 5.1). all this shows that there is no difference between the sample covariance matrix and population covariance matrix estimated so full model sem is acceptable. table 1. structural equation model testing results goodness of fit measure critical value (cut off value) results model of evaluation model chi square (λ2) expected small 133.223 good signifikance probability (p) ≥ 0,05 0,094 good rmsea ≤ 0,08 0,033 good gfi ≥ 0,9 0,917 good agfi ≥ 0,9 0,887 enough cmin/df ≤ 2,00 1.179 good tli ≥ 0,95 0,988 good cfi ≥ 0,94 0,990 good source: developed from this research effect of human resource empowerment against working motivation empowerment of human resources (hr) is a change in strategy that aims to improve individual and organizational performance. as stated by noe et al. (2004), there are six indicators of human resource development which contribute to increase the motivation of the hotel staff here, namely: (1) the involvement of the workforce, the level of labor involvement in the development of the company, (2) the delegation of tasks, namely level delegation of tasks to the work force for the progress of the company, (3) awards for workers, the level of the award given to the labor organization achievement, (4) recognition of the achievements of labor, i.e., the level of recognition and awards given to labor organizations achievers, (5) the existence of open communication, namely the level of open communication both among workforce as well as between labor and management and owners of the hotel, and (6) the credibility of the organization, namely credibility level of leadership of the organization. the management / operator of star hotels in bali implement the above six indicators in empowering workers. the workforce is involved as a compact team work in the development of the company. the process of delegating tasks in accordance with the competence of each worker is also applied. the management of the hotel also presented awards to outstanding workforce, provide recognition for the achievements of labor, and implement a system of open communication, good communication among workforce and between labor and management and hotel owners. moreover, as an organization, management backed up by the entire workforce strives to maintain credibility of the organization. table 2. structural model hypothesis test results hypo theses direction line regr essio n coef ficie nts c.r . pva lu e coeff icient stand ard h1 human resources empowerment  working motivation 0.799 9.1 38 0. 00 0 0.830 h2 human resource empowerment  organization change 0.404 3.0 23 0. 00 3 0.440 h3 human resources empowerment  organization performance 0.562 3.7 87 0. 00 0 0.450 h4 working motivation  organization change 0.377 2.5 60 0. 01 0 0.395 h5 working motivation  organization performance 0.350 2.0 91 0. 03 7 0.269 h6 organization change  organization peformance 0.323 2.5 19 0. 01 2 0.238 source: developed from this research e-journal of tourism vol.1. no.2. (2014): 69-82 http://ojs.unud.ac.id/index.php/eot 75 e-issn: 2407-392x. p-issn: 2541-0857 results of testing hypothesis 1 (h1) indicates that the empowerment of human resources (hr) proved positive and significant effect on work motivation hospitality industry workers in bali. empowerment direct influence on work motivation of human resources reflected in the results p-value less than 0.05, and the value of the raw coefficient (standardize coefficient) of 0.830. by looking at the value of loading factor (the raw coefficient) of 0.830, the efforts of human resource development has a positive influence for the improvement of employee motivation of the hotels by 83% (table 5.2). to that end, the improvement of employee motivation of star hotels in bali can be done through the empowerment of human resources. the more intensive the empowerment efforts, the higher workforce motivation of star hotels in bali will be. conversely, the weaker the efforts of empowerment done, the less their motivation will be. human resource development managed to increase employee motivation of star hotels in bali. this is in accordance with the david mcclelland three needs theory that human needs include three things, namely the achievement needs (need for achievement), namely the desire to do something better than before, the motivation of individuals to be willing to work hard and creativity in his work; need for affiliation (need for affiliation), namely the need to be liked, develop or maintain friendships with others, and the need for power (need for power), namely the need for a stronger, more influential on others, have power or position in certain company (gibson et al., 1994; saydam, 2005). the human resource development to increase the motivation of the staff in accordance with the results of rispati, hadi and rodhiyah (2013) research is that the job training has the most impact on employee performance. human resources (hr) have a central role and need to be well managed to achieve organizational success today and in the future (nawawi, 2005; rachmawati, 2008; rowley and jackson, 2012). human resource development is demanding the expansion of the role, authority and power, and increased flexibility on how the roles were performed (sedarmayanti, 2001; jarrar and zairi, 2002; chew, cheng and petrovic-lazarevic, 2006; stewart and o‟donnell, 2007; suwatno and priansa, 2011; rispati, hadi and rodhiyah, 2013). effect of human resource empowerment on organizational change the results of testing hypothesis 2 (h2) suggests that human resource development proved positive and significant impact on the hotel business organizational change in bali. it is supported by a p-value that is less than 0.05 and the value of direct influence (standardize direct effect) human resource development to organizational change by 0.440 and the value of indirect influence (standardize indirect effect) of human resource development to organizational change of 0.328. human resource development affects the organizational changes of star hotel business services sector in bali. the direct effect of human resource development to organizational change of 0.440 indicates that the human resource development efforts contribute to organizational change by 44%. organizational change of star hotels in bali can be done through empowerment of its workforce. in accordance with robbin conception (2003), organizational change of star hotels in bali includes four indicators, namely: (1) changes in the organizational structure, (2) changes in organizational strategy, (3) changes in human resource management, and (4) the application of technology supporting organizational change. the results also support the research conducted by (lashley, 1999; alwi, 2001; kotter and cohen, 2002; taplin, 2006; lam et al., 2011) which concluded that human resource development is a key factor in making organizational changes by adjusting the speed of the changes occurring in the external organization. empowerment of hr becomes a trigger and drive organizational change. however, these results differ from the opinion of hannan and freeman (1984), that human resource development is less significant in organizational change. according to them that organizational change is a consequence of a developmental process rather than as an option. capacity building of hr and the organization is the most appropriate way to support the organizational changes that have been planned and are used e-journal of tourism vol.1. no.2. (2014): 69-82 http://ojs.unud.ac.id/index.php/eot 76 e-issn: 2407-392x. p-issn: 2541-0857 to implement change strategies to improve organizational performance. effect of human resource empowerment on organizational performance results of testing hypothesis 3 (h3) showed that the empowerment of human resources effect significant and positive on the performance of the hotel business organization in bali. this is indicated by the value of coefficient loading raw (standardize coefficient) of 0.450. the influence of human resource development to organizational performance of 0.450 indicates that the human resource development efforts contribute to organizational performance by 45%. efforts to improve organizational performance of star hotels in bali can be done through empowerment of its workforce. the performance of the organization is the attainment of organizational goals that can take the form of quantitative and qualitative output, creativity, flexibility unreliable or other things desired by the organization. organizational performance can be realized in the form of an increase in achievement of the target occupancy. this is in accordance with robbins opinion of (2003), which suggests that human performance is the output that can be measured on productivity, absenteeism, turnover, citizenship and satisfaction. in this research, organizational performance indicators include: (1) the efficient use of human resources, the level of ability of the company to streamline the use of human resources, (2) efficient use of time, the company's ability to streamline the level of utilization of time, (3) the ability to adapt to changes, namely the level of enterprise adaptation to changes that occur, and (4) the ability to hit the target company, the company's ability to achieve the level of achievement of hotel room occupancy. in the last four years (years 2010-2014) the number of hotel rooms / inns in bali increased by 34% (from 45.408 rooms in 2010 to 61.015 rooms in 2014). the rapid development in bali has resulted in an excess number of rooms which further raises a variety of issues. among these is the emergence of unfair competition in the determination of hotel room rates, performance of star hotels in bali are less optimal. in an effort to maintain the organization's the optimal hotel performance in bali, fgd and all informants recommend that restrictions on the number of hotel rooms and dismiss temporarily the construction of new hotels in badung and denpasar city should be urgently done. restriction on building hotels in bali is also part of the strategy of the bali provincial government in implementing sustainable tourism development by involving widespread participation. participation of society could be built if the community empowerment is done. community empowerment is the key factor in the development of tourism because of the empowerment, the community will participate in maintaining attraction, and namely, the potential of their cultural and natural potential so that ultimately the development of sustainable tourism can be achieved (sutawa, 2012). theoretically, the findings of this study support the theory of noe et al. (2003) which states that human resource development affect the success of the company's management. the results of this study also support some of the results of previous studies, among others by lashley (1999); jarrar and zairi (2002); kotter and cohen (2002); suaedi (2005); rose and kumar (2006); triatmanto et al. (2010). human resource development has become an alternative for the development of the organization and strategies to improve organizational performance. effect of working motivation toward organizational change working motivation is a process that encourages, directs and maintains human behavior towards the achievement of organizational goals. labor motivation can be developed if the company gives awards for job performance, responsibilities, involvement of the entire workforce, and the company's commitment to employee career advancement. working motivation variable includes three indicators, namely (1) the motivation of workers to improve their performance, (2) the motivation of workers to be liked and make friends with others, and (3) the motivation of workers for the ruling (to have positions in his company). e-journal of tourism vol.1. no.2. (2014): 69-82 http://ojs.unud.ac.id/index.php/eot 77 e-issn: 2407-392x. p-issn: 2541-0857 results of hypothesis 4 (h4) testing indicated that working motivation effects positive and significant on the hotel business organizational change in bali. this conclusion is supported by a p-value less than 0.05 and the value of direct influence (standardize direct effect) efforts to increase working motivation on organizational changes by 0.395. statistical test results prove that the organizational changes of star hotels in bali affected by efforts to increase employee motivation of entire workforce by 40%. the direct effect of work motivation to organizational changes show relatively low, at 40%. however, if seen from the average value of the respondents' assessment of the working motivation of 4.03 with a standard deviation of 0.741, then the respondent's assessment indicates that overall respondents tend to give higher response to the statements indicator variable of working motivation. the increase in labor motivation can influence changes in business organization of hospitality services in bali. this is consistent with the results of jarrar and zairi (2002); taplin (2006); stewart and o‟donnell (2007); lam et al. (2011); arimbawa and dewi (2013), as well as luekitinan (2014) associated with responsibility, workers‟ participation and authority. improvement of motivation fosters responsibility and worker participation in managing the organization. furthermore, the growth of motivation as a result of human resource development will motivate a person to more advanced, achievement, has the authority and power to the company's progress. effect of work motivation for organizational performance the results of (h5) hypothesis 5 testing showed that working motivation effects positive and significant on the performance of the organization of hotel business in bali. it is supported by a p-value less than 0.05 and the value of direct influence (standardize direct effect) working motivation on organizational performance and value of 0.269 indirect effect (standardize indirect effect) working motivation on organizational performance by 0.094. statistical test results indicate that efforts to increase the motivation of hotel staff / employees directly affect on the performance of the organizations of star hotel accommodation service sector in bali by 27%, and efforts to increase the motivation of staff / hotel employees indirectly affect the performance of the organization of star hotels accommodation services sector in bali of 0.9%. contributions of working motivation on the performance of a relatively small organization take place because working motivation has not become the dominant factor for improving performance. however, motivation is still needed to support the organization's efforts to improve the performance of the hotel business in bali. according to the results of focus group discussions and in-depth interviews, motivation contributes relatively little to the performance of society together because motivation is commonplace (common) and become a basic requirement for all employees of the hotel in order to carry out its work in accordance with job description and standard operating procedures. motivation and employee morale can be maintained with optimal if their basic rights such as salaries, incentives and other rewards are met. motivation does not necessarily improve the performance of the organization because there are other factors, including marketing strategy factors, marketing network and limited authority of employees in improving organizational performance. in general working motivation in the staff / employee of star hotels in bali is conducted, among others, in the form of giving appropriate rewards and special attention to them. the management of the hotel also provides an opportunity for employees to improve job performance, as well as supporting them to build his career (career development) according to the available opportunities. the results are consistent with previous studies conducted by taplin (2006); usman (2006); lam et al. (2011); arimbawa and dewi (2013); muogbo (2013); rispati, hadi and rodhiyah (2013) which concluded that efforts to increase working motivation significantly affect the company's performance. with a strong motivation of the workforce will provide full participation to the advancement and improvement of organizational performance. e-journal of tourism vol.1. no.2. (2014): 69-82 http://ojs.unud.ac.id/index.php/eot 78 e-issn: 2407-392x. p-issn: 2541-0857 influence of organizational changes towards organizational performance organizational change is an organization's ability to respond and adapt to the changing demands both a result of external and internal factors. changes in the organization include structures, strategies, human resources and technology. organizational changes carried out as a form of organizations response to advocate for improvements to the organization's ability to adapt to environmental changes and to seek changes in employee behavior. in accordance with robbins (2003), organizational change includes four indicators, namely: (1) changes in the organizational structure, the adjustment of the organizational structure for the advancement of the company, (2) changes in the organization's strategy, namely the development of the organization's strategy for advancement of the company, (3) changes in human resources management, the human resources management changes for the betterment of the company, and (4) the application of technology supporting organizational change, namely the application of technology to support the company's progress. the results of hypotheses 6 (h6) testing show that organizational change effect positive and significant on the performance of the hotel business organization in bali. this conclusion is supported by a p-value less than 0.05 and the value of direct influence (standardize direct effect) organizational changes on organizational performance by 0.238. this condition proves that organizational change efforts can influence performance of organizations levels of hospitality business service sector in bali of 24%. the contribution of organizational changes to organizational performance is relatively small. according to the fgd, the contribution of this organizational change is relatively small because of organizational change is not a major factor for the increase in the performance of hospitality business services sector in bali. organizational change is a necessity to anticipate the hospitality business competition in today's global era, including the adjustment of organizational structure (additional revenue position of manager and e-commerce). although not a dominant factor, organizational change is still needed to support the improvement of organizational performance of hotel business in bali. to that end, efforts to improve organizational performance of star hotels in bali one of which can be reached through organizational change. the results of this study support the research conducted by lashley (1999); jarrar and zairi (2002); kotter and cohen (2002); suaedi (2005); chew, cheng and petroviclazarevic (2006); rose and kumar (2006); lam et al. (2011); thomas (2014) that changes in the organizational structure influence on organizational innovation and organizational performance. effect of human resources empowerment, working motivation and organizational changes to organizational performance hospitality business in bali continues to improve its performance. organizations performance of hospitality business in this research include: efficient use of human resources, efficient use of time, the ability to adapt to changes, and the company's ability to achieve its targets that have been set, namely the level of sales of hotel rooms (brahmasari, 2004). of the respondents' assessment towards the research inter-variable relationship is known that jointly together human resource development, motivation and organizational changes have implications for efforts to improve organizational performance of star hotels in bali. this is evidenced by the existence of influence between variables as follows. 1) the direct effect of human resource development variables on the performance of the organization by 45%, and the indirect influence of human resource development variables on the performance of the organization by 41% through working motivation and organizational change, so that the total effect of human resource development to organizational performance reach 86%. 2) the direct effect of working motivation to organizational performance through organizational change variables by 27% and indirect effects of working motivation e-journal of tourism vol.1. no.2. (2014): 69-82 http://ojs.unud.ac.id/index.php/eot 79 e-issn: 2407-392x. p-issn: 2541-0857 to organizational performance through organizational change variable by 09% so that the total effect of working motivation on organizational performance reach 36%. 3) the direct effect of organizational change variables on the performance of the organization by 24%. from the results of statistical tests on the relationship between the variables above, it appears that the most influential variable is the dominant variable of human resource development to organizational performance, while the weakest variables are variables of working motivation to organizational performance. based on the results of the focus group discussions and direct observation in the field can be understood that the dominant influence of human resource development to organizational performance by 86%, this occurred because of human resource development effort is driven directly by the leadership of the hotel. human resource development is actualized in the form of the practice of delegating tasks, engagement, recognition and awards to outstanding hotel employees are directly able to move all hotel employees to carry out the role and tasks in achieving the planned maximum target of the company. research limitations 1) this study population already includes star hotels throughout the district / city in bali, but the sample only includes iii, vi and v star hotels, while star hotel i and ii are not included as the study sample. to that end, the results of this study cannot complete hospitality management managerial portrait of star hotels in bali. 2) this study only examines the relationship variables influence organizational performance with variable empowerment of human resources (hr), motivation, and organizational change. in fact, there are variables or other factors that potentially effect directly or indirectly on the performance of the organization, including the factor of quality of service, as well as factors related to policies on the construction of new hotels, policy on hotel rooms‟ requirement restriction, and policy determination of hotel room rates. conclusion and recommendations conclusion 1) empowering hr has positive and significant effect (according to the statistical indicators) on working motivation (83%), changes in the organization (77%) and organizational performance (by 86%). the influence of human resource empowerment which is relatively high on working motivation, organizational change and organizational performance can be understood as management or operator of star hotels in bali view that the management and human resource development becomes the main thing. human resource development is done through improving the capacity and skills of hotel employees through training conducted consistently and continuously. 2) working motivation has positive and significant effect on organizational changes (by 40%), and the performance of organizations (36%) of hotel business in bali. working motivation influence on the performance of the organization is relatively small (36%) as motivation as a natural thing to manage employee morale. however, attempts to reward, career development plan can be implemented to maintain hotel employee motivation. 3) changes in organization positively and significantly affect the performance of the hotel business organization in bali (24%). although it is not the dominant factor, organizational change is still needed to support organizational performance improvement in hotel business in bali. 4) the performance of the hotel business organization in bali is affected by the human resource development (by 86%), motivation (36%), and organizational change (24%). human resource development is the most dominant influence on the performance organization, of the effect of working motivation and organizational change. e-journal of tourism vol.1. no.2. (2014): 69-82 http://ojs.unud.ac.id/index.php/eot 80 e-issn: 2407-392x. p-issn: 2541-0857 recommendations 1) recommendations for management and hotel owner a) the variable of human resource development has the strongest influence to support the improvement of the performance of the organization, followed by variable changes in organization and working motivation. to that end, human resource development indicators can be used as a priority by the management in improving organizational performance in star hotels in bali. b) empowerment of human resources and efforts to increase motivation to work is expected to improve quality service to hotel guests. every hotel employee is expected to perform as well as a sales interpersonal communication that is able to understand the character and culture of hotel guests so that quality services provided will be fruitful for the satisfaction of hotel customers. c) efforts to improve organizational performance of star hotels business in bali is supported by (1) an adequate factor of hotel facilities such as standard size hotel rooms (standard size of star hotel rooms at least 28 square meters), the avilable of pool, meeting room; (2) factor of hotel location which situated near to the objects and tourism suporting facilities such as bars, restaurants, shopping archades, etc. d) most hotel consumers have determined the choice of accommodation through online services. to that end, the development of marketing systems of star hotel accommodation services online (ecommerce) should be developed. e) performance (achievements occupancy) of star hotels in badung in the last three years (2010 to 2014) is quite high, around 60% to 80% and still to be improved. in an effort to anticipate the competition among service providers star accommodation in bali are increasingly stringent, the hotel management can implement dynamic pricing strategies in determining the price of the hotel room as enacted by some star hotels in bali. 2) recommendations for policy holders a) develop policies related to standards of competence, namely the certification of human resources for tourism personnel (hospitality). certification of hospitality is necessary to support reliable human resource development efforts in the field of services of star hotel accommodations in bali. b) restrictions on building new hotels and the number of hotel rooms are necessary for the hotel business in bali can be run healthily. c) in an effort to reduce unfair competition between service providers of accommodation services, standardization of prices (tariffs) of hotel room in bali need to be developed. 3) recommendations for academic institutions/universities a) support the development of training model (training) of human resources of star hotels in bali. b) develop module concerning the standardization of service quality of star hotel as a guideline for the management / operator of the hotel. c) develop module / curriculum that are used as a reference of education / training for capacity building and skills of human resource hospitality in bali. d) conducting studies / advanced research on organizational performance of star hotels in bali, particularly in relation to government policy factors on restrictions of building new hotels / number of hotel rooms, the determination of rates of hotel rooms, as well as studies related to the effectiveness of human resource development, motivation in improving star and non-stars hotel performance in bali. e-journal of tourism vol.1. no.2. 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(2014): 114-127 http://ojs.unud.ac.id/index.php/eot 114 e-issn: 2407-392x. p-issn: 2541-0857 museums as cultural tourism attractions in ubud ida bagus kade subhiksu, i wayan ardika, nyoman darma putra and i nyoman madiun school of postgraduate study doctorate degree in tourism udayana university coressponding author: bagusiastp5@yahoo.com article info received 10 march 2014 accepted 15 august 2014 available online 10 september 2014 abstract recently, there has been a shift in the attributes of several museums in ubud in order to attract more tourists to visit museums as cultural tourism attractions. some museums have expanded their collections and add other attributes to complement their main collections, which as the potential to alter the idealism, functions, and roles of museums. another challenge faced by museum operators is the development of other tourist attractions, such as the addition of tourism destination attributes in ubud, which was initially known as tourism destinations that offered art and culture such as dance performances and museums, and now have expanded into yoga destination, adventure destination, and so on. based on these factors, the problem statements in this research are formulated as follows: (1) how are museums as tourist attractions in ubud area, from the perspective of operators? (2) how are museums as tourist attractions in ubud area, from the perspective of visitors? (3) how is the relationship between museums and other tourism components when examined from the role of museums as cultural tourism attractions in ubud area?. this research on museums was conducted in the ubud area because ubud has made museums as the cultural tourism attractions in the area, which include the blanco museum, museum puri lukisan, agung rai museum of art (arma), the rudana museum, and neka art museum. this research is based on the theories of museum management, marketing, and theories on cultural tourism attraction. the research involved the participation of 82 foreign visitors and 79 domestic visitors as respondents, in addition to five museum owners and two museum professionals as informants. the conclusion of this research are as follows: (1) from the perspective of museum operators, museums function as cultural tourism attractions, as sources of historical information, as the media for cultural preservation, and the actualization of the noble objective of the museum founders, which is to take the role as preservers of culture particularly in the form of paintings and sculptures. (2) museums as cultural tourism attractions, according to visitors to the ubud area, have been well managed and in accordance to the visitors‟ expectations. the perception of visitors on cultural tourism attractions in this research is observed from the elements of museum architecture, collections, layout, service quality, cleanliness, beauty, and hospitality, which indicates that all eight factors have been satisfactory, for both foreign and domestic tourists visiting the ubud museums. (3) the museums have been able to sustain and improve the image of ubud. keywords: museums, tourism attractions, cultural tourism, visitors, museum operators e-journal of tourism vol.1. no.2. (2014): 114-127 http://ojs.unud.ac.id/index.php/eot 115 e-issn: 2407-392x. p-issn: 2541-0857 introduction background recently, there has been a shift in the attributes of several museums in ubud in order to attract more tourists to visit museums as cultural tourism attractions. some museums have expanded their collections and add other attributes to complement their main collections, which as the potential to alter the idealism, functions, and roles of museums. as institutions of cultural preservation, community education, and quality recreational facilities for tourists, the sustainability of museums must be maintained. from the viewpoint of museum operations as tourism destinations, operators are demanded to meet tourists‟ expectations as the main visitors of museums. on the other hand, operators fight to sustain their museums to keep their idealism as the institutions of cultural preservation, community education, and quality recreational facilities for tourists. another challenge faced by museum operators is the development of other tourist attractions, such as the addition of tourism destination attributes in ubud, which was initially known as a tourism destination that offered art and culture such as dance performances and museums, and now has expanded into yoga destination, adventure destination, and so on. reflecting from the current situation, a research on whether museums still exist as strong tourism attractions for ubud is warranted. based on this background information, several problem statements can be formulated as stated below. research objectives the general objective of this research is to analyze in general the existence of museums in ubud in order to paint a clear picture for society on the role of museums as tourism attractions. the next objective is to clarify the position of museums as cultural tourism attractions. the main specific objective of this research is to clarify the position of museums as cultural tourism attraction in the ubud area from the perspective of museum operators and visitors. consequently, the next specific objective is to construct the relationships between museums with other tourism components when seen from museums‟ role as cultural tourism attractions in the ubud area. literature review research on museums in bali research related to museums as cultural tourism attractions in bali is considered low in quantity. the research on museums conducted by the bali office for tourism (bali, 2011) on the analysis of the foreign tourist market segment visiting bali museums recorded that the main problem in analyzing the market for museum tourism in bali is the lack of comprehensive data. the data collected in this research was incomplete, segmented, and inaccurate. several big museums seem professional in their management but the visitor data is not comprehensively available, which raised the question and doubt on the sustainability of museums as cultural tourism attractions. the available data was also not classified by the visitors‟ country of origin. the findings in the research by the bali office for tourism (bali, 2011) recorded that tourist visits to museums in bali from 2000 to 2009 show a general decline. this is quite alarming because it is not in line with the general trend of the increasing number of visitors to bali in the same period, particularly after the bali bombing tragedies of 2002 and 2005. in 2010, the number of tourists visiting bali reached two million visitors. logically, if the number of visitors to bali shows an increasing trend, the number of visitors to museums in bali should also show an increasing trend. the available statistics shows that the general trend of growth in the number of tourists visiting bali is not felt or shown by the similar increase in the number of museum visitors. the number of visits to museums in bali is relatively low. the available figures indicate that the average visit by tourists to a particular museum in bali is lower than 10.000 visitors annually. when divided by 365, that museum only receives an average of 30 visitors per day. this alarmingly low figure raises the question on the availability of sufficient revenue for operational and maintenance costs. e-journal of tourism vol.1. no.2. (2014): 114-127 http://ojs.unud.ac.id/index.php/eot 116 e-issn: 2407-392x. p-issn: 2541-0857 the bali office for tourism (bali, 2011) also recorded that the number of visitors to a museum is determined by several internal and external factors. the internal factors relate to the quality of the museum‟s collections, the atmosphere and comfort of the exhibition chambers, service, general facilities for visitors, and museum popularity. external factor relates to the physical access to the location. tourists who visit museums are undoubtedly drawn by the curiosity to appreciate the museum collections, to appreciate the masterpieces that possibly only exist in a particular museum. the better the quality, uniqueness, and authenticity of a museum‟s collections, the stronger the museum‟s appeal for visitors. the more popular or famous a museum, the stronger the museum‟s appeal as well. some museums provide welcome drinks for visitors, already inclusive in the price of admissions. this type of service leaves a positive impression on the visitors and can be the basis for a deeper experience when viewing the museum‟s collections. another notable finding from the research by bali office for tourism (bali, 2011) relate to the prevalence of japanese tourists as the most dominant visitors of museums in bali. the available data indicates that tourist from japan dominated as the number one visitors by country of origin in at least three main museums in bali: the bali museum, the neka art museum, and museum puri lukisan. the high number of visitors is influence by both the internal factors (quality of collections, service, and facilities) and the external factors (location and parking area) that support the appeal of the museums. research on museums outside of bali this section describes several research studies on museums outside of bali, one of which is the research by markovic, raspor jankovic and komšić (2013) in croatia investigating the quality of service in museums. this research aimed to measure the expectation of museum visitors and their perception on the service received. conclusively, this research described the difference between visitors‟ expectation and the quality of museum service in croatia. the basis of the research by markovic, raspor jankovic and komšić (2013) is the study on consumer satisfaction, which belongs to the basic theory of consumer behavior. in this research, the analysis of consumer satisfaction was considered essential because of the increasingly tight competition between tourism destinations, the increasingly high visitor expectation, and the increasingly intense competition from tourism attractions other that museums. this research noted that the highest mark in visitor expectation was the expectation related to the freedom of access for the museum collections, which means that visitors had high expectations for the absence of restrictions to view and photograph the collections. visitors also expected to obtain complete information on the museum exhibits. seen from the perception of museum visitors, this research noted that the elderly visitors had the most difficulty in accessing museum collections. however, the use of technology in museums was perceived highly positively by visitors as an important factor in attracting visitors. as a whole, this research found disparity between visitors‟ perception and expectation. visitors‟ expectation was higher than the perception, thus it can be concluded that visitors were not completely satisfied with the services provided by museum operators in croatia. the factor analysis in this research formed five essential factors that determine visitors in visiting a museum. these five factors are: (1) museum facilities, (2) accessibility, (3) appearance and exhibitions, (4) empathy of operators, and (5) communication and information for visitors. concept tourism destination and tourism attractions the conceptual definition of tourism destination, in the scope of this research, is the strategic area within one or more geographic or administrative areas of ubud in which exists potentials for tourism attraction, high accessibility, the availability of public and tourism facilities, as well as socio-cultural activities in the communities that support tourism. the tourism attractions in this research refer to museums built and managed e-journal of tourism vol.1. no.2. (2014): 114-127 http://ojs.unud.ac.id/index.php/eot 117 e-issn: 2407-392x. p-issn: 2541-0857 in the ubud area to attract visitors. this conceptual definition is adopted from various sources, including the law of the republic of indonesia no. 10 of 2009 regarding tourism, as well as definitions from various tourism experts. museums as tourism attractions museums are institutions established for the general public. museums function to collect, preserve, display, and conserve cultural heritage of a society for the purpose of study, research, leisure, or entertainment. based on government regulation of the republic of indonesia no. 19 of 1995, museum refers to an institution that serves as a place to store, preserve, secure, and utilize objects that are artifacts of human cultural development as well as the surrounding nature and environment, in order to support the efforts of protection and preservation of a nation‟s cultural richness. meanwhile, according to the international council of museums code of ethics for museums (icom), museum is a permanent not-for-profit entity that serves the public and societal development, open to the public, whose tasks include acquiring, preserving, connecting, and exhibiting artifacts that portray man‟s true identity and the surrounding nature for the purposes of research, education, and recreation. theoretical framework museum management according to leiper (2005) management refers to a set of roles performed by an individual or a group of individuals, or could refer to specific functions affixed to those roles. the functions of management include: planning, organizing, directing, and controlling. pitana and diarta (2009) stressed that coordination is the main and most important function of management that should be separated and discussed on its own. the coordination function refers to the function of a manager to interpret certain information, such as information related to planning and controlling, and to apply such information in a systematic way into all managerial functions that can be translated into real actions in directing, planning, and controlling the organization. the management of an organization is depicted in an organizational structure, in which each part has its own tasks, functions, and authorities that relate to and support one another as one integrated unit. management theories in this research are used to understand the management of museums as cultural tourism attractions in ubud. museum marketing according to bradford (in seymour and moore, 2000), on the framework for museum marketing, there are several important categories in the study of museums and several important characteristics for successful curators. these categories point to three important orientations in successful museum activities: (1) museum management, (2) museum reputation, and (3) museum relationship with patrons. the term “patrons” is used for individual providing funds for a museum. this includes the local authorities, grant awarding body or a paying visitor. one of the characteristics of this categorization is the separation between those who determine museum reputation (“audience”) and those who provide funding (local authorities, sponsors, funding agencies, and benefactors). building reputation for the visitors is crucial. this is not necessary in convincing sources of funding and in determining the financial success of a museum, particularly for museums that do not charge any admission fees. this is direct contrast with the consumer goods sector, in which reputation among customers and high sales values are the foundations of financial success. for museums, financial success at least in viability depends largely on the patrons. this means that museums understand the importance of keeping positive relationships with patrons. e-journal of tourism vol.1. no.2. (2014): 114-127 http://ojs.unud.ac.id/index.php/eot 118 e-issn: 2407-392x. p-issn: 2541-0857 figure 1. diagram of integrative museum management source: bradford (in moore, 2000:47) the diagram in figure 1 shows sound museum management including the operational flow for patrons, curators, and awarding bodies that show that the roles of each in museum managements such as: (a) in terms of relationship management with patrons, this closely relates to the local authorities, sponsors providing funds, grand awarding bodies and trustees, all of which are patrons of museums that should be well managed so that museums procure adequate funding for its operations, (b) in terms of reputation management related to the media, the tourism boards, local authorities, and visitors, the media hold an important role in promotion and image building supported by tourism institutions and the community so that the sustainability of tourist visits is ensured in the form of new and repeat visitors, (c) museum management depends on the collections, exhibitions, purpose, and staff. all these parts support one another in reaching the success of a museum. the curators, as shown in the diagram above, hold an essential role in relationship management, reputation management and museum management itself. museum as tourism attractions neil leiper (2005) describe art museums as tourism attractions by applying theories related to: (1) structure and physical design, (2) causation, (3) process, (4) evolution, (5) hierarchy, and (6) originality, which can be described as follows: 1) structure and physical design it related to the structure and physical design of a cultural attraction, there are three important components to be considered: (1) nucleus, (2) inviolate belt and (3) zone of closure. firstly, the “nucleus” component related to the conceptualization of tourist attraction as the center of tourists‟ attention that becomes the basis of their creation or cultural experience. the nucleus of an art museum is the collection displayed as the reflection of reality, not only in terms of artworks being displayed but also in terms of museum as a place for recreation and cultural experience that can be focused on other phenomena. museum as a tourist attraction is not only focused on the display pieces but also on the surroundings, which is termed “inviolate belt” forming one “zone of closure”. for instance, in the neka art museum, one nucleus element is when a visitor thinks about the place that he visits in terms of garden, building, art collection, and staff hospitality that becomes the base of that visitor‟s experience. another nucleus is the entire art collection in that museum. nucleus is made of small parts such as the arrangement of art displays based on balinese traditional paintings in one chamber, paintings in the style of “young artist” in another, masterpieces of famed artist i gusti nyoman lempad in yet another chamber, and masterpieces of abdul azis in a separate chamber. museum as a tourist attraction draws visitors that make up the main element in the museum‟s attractiveness reciprocally: first, visitors observe other visitors and become interested in their behavior or appearance; second, the conversation that typically begins with foreign tourists who visit one museum in particular initially based on the attraction to one particularly famous masterpiece. secondly, the “inviolate belt” in a tourist attraction refers to things surrounding each nucleus, which has to be utilized effectively. several kinds of inviolate belt and its dual function can be seen in museums; one of its functions is to guard the nucleus and the other one is to help visitors attain certain cultural experience, for example: high value paintings must be properly guarded in a museum and require several types of security measures to e-journal of tourism vol.1. no.2. (2014): 114-127 http://ojs.unud.ac.id/index.php/eot 119 e-issn: 2407-392x. p-issn: 2541-0857 avoid damage and theft. thirdly, the “zone of closure” in a tourist attraction refers to the components of attractiveness outside of the inviolate belt that function as the right place and right time for commercial activities and supporting facilities to be used by visitors. for instance, in the neka art museum, the zone of closure includes spaces that connect one area to another such as the lobby to the information desk, areas that provide books and posters available for sale, the terrace of the café, public toilets, and parking area. none of these areas are essential for the visitors‟ experience, but they contribute to the visitor experience as a whole. 2) causation in tourism attractions tourists are interested in visiting a place if there is a phenomenon that motivates them. this motivation requires that the information received be true or accurate that can react positively on individual needs and create motivation. the attractiveness of one place could create a certain influence on potential tourists, for example someone who wants to visit a museum at the very least has had some information about that particular museum prior to visiting. if a tourists is interested in visiting the blanco renaissance museum, he would have learned about or gathered some information regarding the artist‟s erotic style of painting. 3) process in tourism attractions from the context of tourism, attractiveness does not happen in the literal sense, but rather is a process that cause tourists to point towards a nucleus or main tourist attraction. the process of attracting tourist involves three elements: a tourist, a sight, and a marker (referring to information about the sight received by a tourist). this relates to the information process, which is an important thing in tourism attractiveness. a sight becomes a marker that is an actionable information about a city or destination, for example a museum could act as a sight in a city or destination. 4) evolution in tourism attractions evolution in the context of tourist attraction generally involves five phases: naming, framing, elevation (placement of an object in such a position that it is easy to recognize), shrinement (a process in which a site is known as a shrine or holy relic), and duplication (in the form of replication, photography, poster, post card, or model). these phases are accumulative, such that in the fifth phase the tourist attraction already has a name, a frame, elevation, shrine, and duplication. 5) integrated tourism attractions and the hierarchy it may occur in a tourist‟s mind an experience centered on one particular attraction. it is also common for tourists to have multiple attractions in mind, prioritized from the primary, secondary, and tertiary attractions relevant for individual tourists or one stream of population. the primary attractions initially determine the decision to visit the place in which the nucleus exist in. this requires information received by potential tourists interacting with people who have certain stake to stimulate the potential tourists‟ motivation to make a decision visit a destination. 6) originality in tourism attractions the reputation of art museums relate to their originality, which is important in supporting the museums‟ reputation and success. in museums, tourists can attain knowledge, historical impressions, culture, and natural phenomena of the visited country or region. museum is an efficient source to satisfy the need to learn about a place or region, particularly in terms of culture and other things necessary to have an authentic experience. museum reputation is closely related to museum‟s role as an arbitrator of authentic city. valuable art to be placed in a museum is considered due to its originality or from several aspects: the originality in terms of style, intellectual quality, and original works of famed artists. e-journal of tourism vol.1. no.2. (2014): 114-127 http://ojs.unud.ac.id/index.php/eot 120 e-issn: 2407-392x. p-issn: 2541-0857 research model figure 2. research model of museums as cultural tourism attractions from the research questions, explored with various indicators and referring to theories and concepts as the basis of this research, the researcher expects to attain research output that can be used as the basis of recommendations to museum operators in managing museums sustainably as tourism attractions. figure 2 graphically illustrates the model adopted for this research, which depicts that museum as tourism attractions do not have commercial objective as its main reason for existence, but rather have a noble objectives such as educational, recreational, and cultural preservation objectives. ubud as a tourism destination has a particular uniqueness compared to other tourism destinations in bali because of the existence of museums in the area as main tourism attractions. the existence of museums in ubud attracts foreign and domestic visitors to the area, which possesses a certain uniqueness that warrants further research particularly on the roles of museums as tourism attractions. on the other hand, the roles of each museum in the development of tourism, as well as the relationships between museums with other tourism industry components, should be explored. the findings of this research is expected to answer three main points of concern: (1) museums as tourism attractions in the perspectives of operators, (2) museums as tourism attractions in the perspectives of visitors, and (3) the relationship patterns between museums and other tourism components in ubud. this research is expected to answer the main questions in order to attain findings that support museums as sustainable cultural tourism attractions, and is expected to create a pattern for the sustainable development of museums. this research is also expected to have theoretical and practical benefits for the continued existence of cultural tourism, particularly the culturally rich tourism in bali. methodology research design this research is qualitative by design, utilizing data collection techniques through direct observation, in depth interview, distribution of questionnaire, and review of literature. the analysis is presented formally through tables and graphs and informally through narratives. simple statistical analysis tools such as arithmetic means and frequency distribution are used to complement the qualitative analysis. this research also takes advantage of the established social phenomenon regarding the existence of museums in ubud as cultural tourism attractions. the research findings are expected to construct a pattern of relationship between museums as cultural tourism attraction with other tourism components to realize sustainable cultural tourism particularly in the ubud area. research location this research was conducted in the ubud area, located in the gianyar regency. ubud is located 10 km north of the gianyar city center and 25 km from denpasar, the capital city of bali. the consideration of ubud museums as the location for research includes the popularity of the ubud region as a cultural tourism destination, which already has several renowned museums for both domestic and foreign tourists. another strong consideration museum as cultural tourism attraction problem 3: relationships between museums and other tourism components problem 2: museums from the perspective of visitors methods: qualitative, supported by quantitative data theories: 1. museum management 2. tourism destination and tourism attractions 3. museums as tourism attractions qualitative analysis cultural tourism patterns of relationship between museums and other tourism components in ubud problem 1: museums from the perspective of operators museums as tourism attractions from the perspective of operators museums as tourism attractions from the perspective of visitors findings and novelty e-journal of tourism vol.1. no.2. (2014): 114-127 http://ojs.unud.ac.id/index.php/eot 121 e-issn: 2407-392x. p-issn: 2541-0857 is that ubud has been known as the center of balinese traditional painting since the 1930s (leiper, 2004). five museums are determined to be the research location: (1) agung rai museum of arts (arma), (2) the blanco museum, (3) the neka art museum, (4) museum puri lukisan, and (5) the rudana museum. types and sources of data this research utilized two types of data: qualitative and quantitative. the qualitative data is the main type, and quantitative data is the supporting data. the sources of data in this research comprise of primary and secondary data, which can be explained as follows: 1) primary data refers to the data obtained directly from the source, for example data from interviews with informants in this research. 2) secondary data refers to data obtained through other sources that support the research but are not obtained directly from first-hand collection techniques. secondary data includes books, literature reviews, scientific journals, and findings from previous research. research instruments the research instruments utilized for the data collection process in this research include: (1) researcher‟s direct participation, (2) questionnaire, (3) recorder for interviews, (4) digital camera to attain complete data from related stakeholders, so that the data obtained can fully answer the research questions. the interviews conducted in this research utilized the open-ended guided interview, which is a combination between open-ended and guided interview. data analysis the researcher descriptively describes the findings from each museum to be summarized in a brief consisting of empirical findings of museums as cultural tourism attractions in ubud area. descriptive qualitative analysis gave review and interpretation on the data and information collected, which is more meaningful than numerical representations only. data collection techniques data collection technique is a strategic step in research, which should be in line with the research at hand to collect data. data collection in this research was conducted through direct observation, distribution of questionnaires, interview, documentation, and data triangulation to obtain data validity. the specific techniques include: (1) directly observing five museums in the ubud area; (2) distributing questionnaires in each museum to obtain data from visitors of each museum; (3) conducting in depth interviews with owners or operators of museums; and (4) conducting field study documentation. results and discussion characteristics of museums as research objects based on the qualitative description of data on the history each museum‟s founding, types of collections in each museum, form of organizational structure in each museum, marketing strategy applied, and the development of tourist visits to five museums in ubud area, each of the five ubud area museums has similarities and differences that complement one another. these similarities and differences of museums as cultural tourism attractions in ubud area can be elaborated as follows: 1) based on the history of their founding: when observed from the history of each museum‟s founding, all museums in this research have similar characteristics as art museums, only the rudana museum portrays itself with its dual roles as an art museum and art gallery, while the blanco museum can be categorized as a single artist museum. 2) based on the naming of the museums: when observed from the name sign on each museum‟s entrance, the museums have similarities in the use of both indonesian and english. museum puri lukisan adds to the english version of its name to become “museum puri lukisan of balinese arts”. museum neka (in indonesian) also added another component to its english name equivalence to become “neka art e-journal of tourism vol.1. no.2. (2014): 114-127 http://ojs.unud.ac.id/index.php/eot 122 e-issn: 2407-392x. p-issn: 2541-0857 museum ubud bali”. museum rudana (in indonesian) becomes “museum rudana & rudana fine art gallery”, arma is an abbreviation of “agung rai museum of art”, and museum blanco (in indonesian) becomes “the blanco renaissance museum”. when seen from the naming strategy using dual languages, it is clear that the museum operators aim to showcase their museums to both domestic and foreign visitors. 3) based on the types of collections: when observed from the types of collections in each museum, all five museums have collections in the form of paintings, but museum puri lukisan adds to its painting collection with sculptures as additional attributes. meanwhile, the neka museum appears to be different than the other museums due to its keris (dagger) collection as an additional attribute for this museum. the blanco museum also displays uniqueness by adding a bird park as an additional attribute in the museum‟s area. 4) based on the application of promotional strategies: when observed from promotional strategies applied by the five museums in this research, all five museums utilize mixed promotional strategy particularly arma museum that adds integrated strategy with other business units owned by its owners. similarly, the blanco museum also applies mixed promotional strategy complemented by social media presence to increase visits to the museum. this research indicates that museum operators have applied its marketing functions in the management of museums as cultural tourism attractions in accordance to the assertion of neil, et al (1998), which stated that museum marketing should be conducted to support the long-term sustainability of the museum. the five museums that become cultural tourism attractions in ubud area have applied appropriate marketing functions including: (1) advertising, (2) positioning and branding, (3) public relations, and (4) direct marketing. 5) based on the types of visitors: when observed from the dominant type of visitors to these five museums, it appears that all five museums are mostly popular with foreign tourists. rudana and blanco museums are able to show their ability to attract a balanced proportion of domestic and foreign tourists. 6) based on the application of management functions: when observed from the application of management functions in the management of museums as cultural tourism attractions in ubud, it can be concluded that all five museums have applied appropriate management functions. compared to the assertion of wiludjeng (2007), the five museums in this research have been operated by managers or someone at the manager level in the application of museum management functions. these management functions include: (1) planning, as proven by the existence of vision and missions statements as well organizational objectives in all five museums, (2) organizing, as proven by the existence of job specifications in the form of organizational structure, resource allocation, organization, and coordination to implement the performance objectives of all five museums, (3) leadership, as proven by the presence of a director or manager in each museum to influence museum employees in contributing to the common objective and the goals of the museums, (4) controlling, as proven by the existence of “guest comment” questionnaires for visitors as an instrument for measuring and improvement of individual and organizational performance. 7) based on the application of museum information systems: when seen from the application of museum information systems, based on the assertion of szymansky, et al (1991), it can be concluded that all five museums as tourism attractions in ubud have applied museum information system in the form of information on collections, information on research, information on exhibitions, and information on conservation. the information system on the management of museum resources is also present in each museum, covering information relating to: marketing, human resource, finance, equipment, legal and organizational, education and training, documentation and archive, and museum planning. e-journal of tourism vol.1. no.2. (2014): 114-127 http://ojs.unud.ac.id/index.php/eot 123 e-issn: 2407-392x. p-issn: 2541-0857 public information supporting the information on museum services are also available in all five museums in the form of information services on museum activities, library and archive within the museum, information on museum communities, and interactive service given by the employees in charge of information services in each of the five museums. museums as cultural tourism attractions from the perspective of the operators museums as cultural tourism attractions from the perspective of the operator are seen to function not only as tourism attractions, but also as sources of historical information, as the media for cultural preservation, and the actualization of the noble objective of the museum founders, which is to take the role as preservers of culture particularly in the form of paintings and sculptures. each museum‟s operators have adequately displayed certain uniqueness that attracts tourists to visit. detailed conclusion regarding museums as cultural tourism attractions from the perspective of the operators can be elaborated as follows: 1) museum founder’s idealism each museum founder has his own noble idealism, even though there are noticeable difference among them but these differences depict a noble meaning, which is to sup-port the sustainability of tourism in ubud. the observed differences in idealism among the museum fouders are as follows: (1) the idealism of the rudana museum funders is to actualize art. (2) the idealism behind the founding of the arma museum is influenced by pragmatic values in answering real life challenges and with the goal of empowering the local community. (3) the idealism of the blanco museum is to actualize art masterpieces, particularly the paintings of don antonio blanco. (4) the idealism behind the founding of neka art museum is seen as the nearest to the perfectly ideal meaning of a museum, which is as a source of history, a source of information about the past, as a medium for preservation, and actualization of noble artworks, all of which are stated in the ideals and foundation of the neka art museum. (5) museum puri lukisan has a simple idealism, which is art preservation based on the fear of obliteration of local artworks. 2) museum uniqueness each museum that becomes a tourist attraction should have its own uniqueness to draw visitors. the uniqueness of each ubud museum in this study is described as follows: (1) the building of the rudana museum is attractive because it conceptually uses the metaphor of a human body consisting of the head, the torso, and the lower limbs. each building and chamber has distinct collections, which have different meanings and values. (2) the arma museum is distinct from the other museums in the sense that visitors not only can encounter artworks, but also herbs and plants with medicinal and economical value throughout the museum grounds. (3) the blanco museum has a distinct feature when compared to the other museums in ubud. this distinction is also the museum‟s uniqueness. the blanco museum is designed to be typically european, which may not be unique in europe but is very distinct in bali in order to accommodate its european style collections. (4) the art neka museum is unique because of its keris (dagger) collections. the museum consistently has collections from local balinese artists and the arrays of paintings are consistently themed depicting nature, culture, and the contexts of balinese lives. (5) museum puri lukisan is built on a distinct economic motive, thus the uniqueness of this museum is based on its practicality especially in the smaller sizes of paintings to be easily carried by visitors interested in purchasing. these artworks are the products of local ubud residents who still practice traditional paintings and sculptures. since 2010, museum puri lukisan added new attributes, namely museum marketing 3.0, a café, a gift shop, as well as other amenities and accommodation attributes to support the operational sustainability of museum puri lukisan. 3) cultural preservation efforts the motive of art preservation has based the founding of each museums studied in this research, but each operator also has alterior motives in founding the museum. (1) the e-journal of tourism vol.1. no.2. (2014): 114-127 http://ojs.unud.ac.id/index.php/eot 124 e-issn: 2407-392x. p-issn: 2541-0857 rudana museum was founded with the main goal of preservation particularly preserving arts and culture. (2) the arma museum was founded as a living culture, which means that the museum is not only visited dur-ing exhibitions but also can be visited anytime by the people in the community. (3) the role of museum as a source of knowledge and education is realized in the blanco museum, seen by the high number of visits from students each year. (4) the neka art museum was also founded to create an opportunity for society to learn, appreciate, and enjoy art, also as a long term investment for its owners to achieve solace and pride in the preservation of arts and culture. (5) museum puri lukisan was founded as a space for self-actualization of cultural philosophers and artists to keep working. museum puri lukisan explicitly stated its role as a preserver of arts and culture, particularly paintings and sculptures, in its vision and mission. 4) the role of museums for tourism the role of museums in ubud area is to become the main tourism attractions to draw tourists to visit ubud. the role of museums as tourism attractions is closely related to the development of accommodations in the ubud area. the cooperation between museum operators and other related tourism and hospitality operators in ubud has created a harmonious condition with the element of tourism amenities in the form of hotels and restaurants, which had developed by taking advantage of the role of museums as tourism attractions that had become the vision of tourism development in gianyar regency and the bali province. the five museums have performed their roles as cultural preservers and education providers for the general public including domestic and foreign tourists. in addition to their roles in cultural preservation, particularly the balinese culture, the five museums, i.e., museum puri lukisan, neka art museum, arma, rudana museum, and blanco museum have become cultural tourism attractions for the ubud area. the role of ubud area museums as institutions of cultural preservation is highly supported by the local authorities. various forms of support had been provided for museum operators in ubud, in terms of awards, provision of legal permits, protection, and other programs that relate to preservation of arts and culture. museums as tourism attractions have also been able to provide employment opportunities for the local community, directly and indirectly. the existence of museums has become a popular tourism draw for the ubud area, such that related business providing accommodation and travel services have grown tremendously and have also been able to absorb the local labor force. it can be explained that the role of museums is to become the cultural tourism attractions especially for the ubud area. another role is museum as institutions of cultural preservation and education, especially for the young generation, particularly for balinese arts and culture. museums as cultural tourism attractions from the perspective of the visitors the findings from the current research indicate that museums as cultural tourism attractions in the ubud area have met the visitors‟ expectations, seen from the five dimensions of service quality. in general, it can be concluded that museums as cultural tourism attractions have met the expectations of most visitors to the ubud area (see table 1). table 1. perception of visitors on museums as cultural tourism attractions operational elements foreign visitors domestic visitors recommen dations for operators 1. architecture very good very good maintain 2. collection very good very good maintain 3. layout very good very good maintain 4. supporting facilities good good improve 5. information accurate clear improve 6. service quality very good very good maintain 7. cleanliness very clean very clean maintain 8. beauty very beautiful very beautiful maintain 9. security secure secure improve 10. hospitality very hospitable very hospitable maintain source: research findings, 2014 in detail, the perception of visitors on museums as cultural tourism attractions in ubud can be illustrated as follows: [1] architecture: the perception of foreign and domestic visitors on the architectural element of ubud museums is very good, thus this element should be maintained in the management of museums as tourism e-journal of tourism vol.1. no.2. (2014): 114-127 http://ojs.unud.ac.id/index.php/eot 125 e-issn: 2407-392x. p-issn: 2541-0857 attractions, for example architecture that reflects the balinese philosophy. [2] collection: the perception of foreign and domestic visitors on the collection element of ubud museums is very good, thus this element should also be maintained in the management of museums as tourism attractions, for instance the classical, traditional, young artist, and modern styles of painting. [3] layout: the perception of foreign and domestic visitors on museum layout is very good, thus this element should also be maintained in the management of museums as tourism attractions, for example layout that reflects the cultural values relating to spatial arrangements, aesthetic values harmonious and coherent with the balinese philosophy. [4] auxiliary facilities: the perception of foreign and domestic visitors on museum auxiliary facilities is generally good but should be improved in the management of museums as tourism attractions, for instance parking areas, air conditioning, rest areas, and restaurants. [5] information: the perception of foreign and domestic visitors on museum information is accurate, thus this element should be improved in the management of museums as tourism attraction, for example by providing information on museum history, types of collections, books, and other supporting documents. [6] service quality: the perception of foreign and domestic visitors on service quality is very good, thus this element should also be maintained in the management of museums as tourism attractions, for example providing quick and friendly service, providing guides in viewing the collection and providing other information throughout the museum. [7] cleanliness: the perception of foreign and domestic visitors on museum cleanliness is very clean, thus this element should also be maintained in the management of museums as tourism attractions, for instance by improving the general cleanliness and maintenance of the museum and the collections. [8] beauty: the perception of foreign and domestic visitors on museum beauty is very beautiful, thus this element should also be maintained in the management of museums as tourism attractions, for instance by maintaining the beauty and aesthetics of the enclosed gardens and maintaining spatial aesthetics with balinese philosophical concepts. [9] security: the perception of foreign and domestic visitors on museum security is secure, but this element should be improved in the management of museums as tourism attraction, for example by providing safety and security markers for collections that should not be touched, should not be photographed, and so on. [10] hospitality: the perception of foreign and domestic visitors on museum hospitality is very friendly, thus this element should also be maintained in the management of museums as tourism attractions, for instance maintaining the habits of smiling, thanking the guests, and so on. the relationship between museums as cultural tourism attractions with other tourism components inubud area the relationship between museums as cultural tourism attractions with other tourism components in ubud in this research is the synthesis of qualitative data collected from interviews with several informants from tourism operators and tourism practitioners with extensive knowledge and experience in developing and marketing museums as tourism attractions especially in ubud area. according to neka (1989) museums should be managed just as a business in order to survive and thrive sustainably. sound human resource management, financial management, and marketing management are essential. depicted simply, the roles and relationships between museums and other tourism components as cultural tourism attractions in ubud is illustrated by figure 3 below: e-journal of tourism vol.1. no.2. (2014): 114-127 http://ojs.unud.ac.id/index.php/eot 126 e-issn: 2407-392x. p-issn: 2541-0857 figure 3. ideal model of museums as tourism attractions modified from postma (2002) figure 3 depicts the circle as museum in its role as an attraction offered to tourists, meanwhile the amenities, ancillaries, and accessibility are supporting factors and form the totality of a tourism product in which museum is the center. all the factors forming the totality of this tourism product involve the local community in all levels. there are three stakeholders interested in the sustained quality of this totality of tourism product: the local community that agrees to build the museum as a tourist attraction to improve the community‟s quality of life, the visitors who deserve quality tourist attraction in accordance to their expectations, and the investors (government or private) interested in quality profits. simply put, the relationship between museums as tourist attractions with other tourism components such as amenities, accessibility, community, and ancillaries have been maintained harmoniously to actualize the quality visitors‟ experience, quality of life for the local community, and quality investment in the ubud area. the utilization of museums as cultural tourism attractions in ubud has already met the visitors‟ expectations. museums as cultural tourism attractions, from the perspective of visitors, have met the expectations of most tourists visiting ubud. the existence of museums as tourist attractions have been able to draw visitors to come to ubud. the designation of ubud as art and cultural village is appropriate and supported by the existence of museums that have played their roles as institutions of art and cultural preservation, especially for paintings and sculptures, as the media for educating society on art history and cultural history, and as a place for recreation for tourists. the good relationship between the authorities and ubud area museums should be increased in order to be an effective regulator and evaluator, to avoid unhealthy competition among museum operators. aside from their roles as institutions of cultural preservation and as the main tourist attractions in ubud, museums also play another role in terms of community empowerment especially in providing employment for local labor and providing a space to store and display works of local artists. conclusion and recommendation conclusion 1) museums as cultural tourism attractions museum from the perspective of operators from the perspective of operators, museums function as tourist attractions and become the sources of historical information, as the media for cultural preservation, and the actualization of the noble objective of the museum founders, which is to take the role as preservers of culture particularly in the form of paintings and sculptures. each museum operator have exhibited each museum‟s own uniqueness to attract visitors to visit. 2) museums as cultural tourism attractions museum from the perspective of visitors museums as cultural tourism attractions, from the perspective of visitors to the ubud area, are considered well-managed and in accordance to the visitors‟ expectations. the perception of visitors on museums as cultural tourism attractions in this research is seen from the elements of architecture, collection, museums as cultural tourism attractions hotels in ubud area (amenities) transportation (accessibility) tour guides (ancillaries) cultural tourists (visitors) investors artists (community) e-journal of tourism vol.1. no.2. (2014): 114-127 http://ojs.unud.ac.id/index.php/eot 127 e-issn: 2407-392x. p-issn: 2541-0857 layout, service quality, cleanliness, beauty, and hospitality, which indicated that these elements have been sufficiently met the visitors‟ expectations, for both foreign and domestic tourists. several elements should be improved in quality, including auxiliary facilities, information on each museum and its collection, and museum security. 3) the relationship between museums as cultural tourism attractions with other tourism components in ubud area the relationships between the museums as cultural tourism attractions with other tourism components in ubud are associated collaborate. museums as cultural tourism attractions are closely related to the development of accommodations in ubud area, as proven by several museum operators offering packages in cooperation with area hotels to introduce or promote their museums as tourism attractions. recommendations the findings from the current research suggest that related stakeholders, including tour guides, tour operators, and the government agencies, should encourage the development museums as tourism attractions because museums have other noble purposes as institutions of cultural preservation, as institutions of learning for the young generation, and as institutions that empower local communities by providing employment. museum operators should station their most knowledgeable staff members regarding the museum‟s exhibits and history at an information center within the museum. providing other auxiliary facilities such as waiting rooms, sitting rooms, multimedia room, and internet connection, would increase the comfort level of visitors. in order to keep the changes in the roles and functions of museums within the corridor of tasks and functions of museums, museum operators should remain consistent to the idealism of museums‟ initial founders, which is keeping the roles of museums as institutions of preservation, conservation, education, and other roles as prescribed be museum institutions and regulators on the national and international levels. museum operators should always attempt to balance the needs for preservation and education because the two are complementary. museum operators should consider the recommendations from this research, by improving the cooperation system with operators of tours and travel as well as tour guides as the supplier of visitors to make museums as a part of tourism packages offered to tourists interested in visiting ubud. references bali, d. p. p. 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