E-Journal of Tourism Vol.8. No.1. (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, especial- ly 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 actual- ize 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 col- lection techniques are carried out by observation and literature study, with a qualitative data analysis model based on theories of tourism de- velopment. 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 involve- ment between the industrial world and the stakeholders and the develop- ment 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 activi- ties that will give them more experiences while traveling. Development of the creative economy nowadays still faces many problems, chal- lenges, and obstacles. The Ministry of Tou- rism and Creative Economy of Indonesia came up with Rencana Induk Ekonomi Kre- atif: 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 hu- man resources, materials, industrial com- INTRODUCTION Nowadays, tourists have changed their tourism journey from buying products into buying experiences. Furthermore, the- re has been a change from mass tourism into responsible tourism. This tourism mo- del has developed from the mass tourism model that only goes to a destination to take pictures and pay the destination a vi- sit. 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 tra- ditional foods. In addition, shopping tou- rism centers, such as Beringharjo Market and Malioboro, are the centers of creative industries that have become shopping des- tinations. This shopping tourism destinati- on 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 tou- rism 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 exp- lanation. Figure 1. Self Development Require- ment 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 fulfill- ment 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 tou- rism motivation that will raise creative acti- vities 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 de- velopment have been made, and some of them have been prioritized for the deve- lopment of the creative economy as written in RPJM Nasional 2015-2019, which also established the Creative Economy Agency that will especially see through the deve- lopment 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 re- lated to tourism products, including crea- tivity 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 cre- ative elements from destinations that have led to innovations in its development. Ac- cording 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-creati- on).” With the terminology above, the ex- perts consider creative tourism to be a new generation of tourism which involves the tourists themselves and local residents in the manufacture of tourism products (co- creation). 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 Yogyakar- E-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 destina- tions, 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 he- ritage, these areas are still unable to deve- lop 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 Re- gency 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 Gu- nungkidul 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 exp- lored in this study are: How is the creative tourism development in Yogyakarta during the pandemic? And what are the factors (in- ternal and external) that influence the cre- ative tourism development in Yogyakarta and Borobudur area? METHODS This research will use a case approa- ch method (case study research). The rese- arch approach with the case study method is carried out intensively, in detail, and in depth on an individual, institution or cer- tain symptoms with symptoms or narrow areas (Arikunto in Gunawan, 2016). This research is intended to formulate a form of creative tourism development in Yogyakar- ta and the Borobudur area. Types and sour- ces 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 Meth- ods Primary Direct observation in art centrals in Yogyakarta Secondary Literature reviews on journals, government documents, geographic, demographic, social and economy data, govern- ment agency reports. Observation through Dinas Koperasi, UKM, Perindus- trian 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 pre- pared and planned in advance. In this in- terview 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 car- ried out by sampling technique through- snowball 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 publica- tions through journals, books, research re- ports related to creative industries, creative tourism or destination development mod- els. RESULTS AND DISCUSSION Internal factors that affect tourism development are attractions or tourist at- tractions in the process of making pottery and batik in 2019 and making visits. At that time, tourists were not interested in visit- ing. Next, many tourists are interested in buying products and other creative industry goods. During its development, many tour- ists are interested in witnessing the making of written batik, pottery and other indus- tries. The process of making hand-written batik and pottery by tourists, involves ac- tive participation of tourists, there is inter- action between local people and tourists because they act as guides. There is a cul- tural 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 Devel- opment of Tourism in Kasongan Tour- ism 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 Pro- files in Yogyakarta Special Region Province Socio-economic data, de- mographic data, history of regional regulations and governor regulations. Monitoring, observation, in- terview, litera- ture review. Bappeda. Management System for craft center activity sys- tems in destinations Stakeholders vision and mis- sion, institutional manage- ment, promotion, marketing, tour packages, number of visits, tourism village in- come, partnership Observations, Interviews, Literature Re- views Dinas Pari- wisata, UPT Koperasi, District indus- trial offices, Dekranasda Tourism Tourism System (Attrac- tions, Amenities, Access, Ancillary) Institutions, Facilities, Infrastructure, Institutions, Transportation, Natural, Cultural and Artificial Attractions,Accommodations Observation, Interviews, Literature Re- views 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, aca- demics, and business / buyers); and 4) tour- ism 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 man- ner. Indonesia is one of the habitats with the largest biodiversity in the world. Indonesia also has a variety of tourism which is an at- traction for tourists. The World Economic Forum (WEF) Travel and Tourism Com- petitiveness 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 non- motorized means at the program location, and improve access to basic services and infrastructure that are important for tour- ists’ satisfaction in enjoying the tour expe- rience. This aims to improve the infrastruc- ture needed for the preservation of natural and cultural wealth. The results of observa- tions whether or not to improve the quality of infrastructure include components con- sisting of: There are external factors con- straints in the development of the creative industry, including: (i) poor access, qual- ity 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 Yogya- karta and the Borobudur area will be able to develop an international tourism industry. Marketing Promotion Strategy External factors besides the acces- sibility that have been built, marketing strategies also affect tourism develop- ment. 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 market- ing medium in the form on line. This digital media is a way of informing and obtaining information in a fast and cheap way. Activ- ities 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 individu- als of Product creative craftsmen who only produce handicrafts are indig- enous people who have been engaged in the business of making the handicraft industry from generation to generation (over generations) Crafters as: creative individu- als who create creative products and creative processes. producing creative industries by employing several craftsmen and having their own gallery or show- room and forming environmental patterns in shap- ing creativity. Crafters as creative individuals who create creative environ- ments 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 pat- terns 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 tour- ism, bridges, construction, widening, repair, reconstruction, rehabilitation and maintenance, to meet national standards and targets for steady road conditions by developing land transpor- tation infrastructure to improve the quality and maintenance of roads and bridges in accordance with standards national target with stable maintenance conditions. Infrastructure ser- vices 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, pe- destrian bridges, and others Not City parks and garden improvement activities and green open spaces to beau- tify 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, aca- demia, business / buyers) The third external factor that affects the development of tourism in Yogyakarta and the Borobudur area is the role of in- stitutions (government, private sector and universities), and art traders from abroad (buyers). The first factor based on the anal- ysis is the influence of several creators and observers of culture. Another factor is the existence and role of government, private and university institutions. The identifica- tion of the roles of these various institu- tions can be seen in the following Table 9. Another external factor that influenc- es the development of the creative indus- try 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 Ka- songan. They buy creative industries which are then attractive to their colleagues, and repeat purchases occur until they see pros- pects and business opportunities. They started to buy more and even used contain- er trucks, along with a graph of the devel- opment 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 (export- ers) from abroad has influenced the creativ- ity of craftsmen to produce products that suit the tastes of foreign markets. Ceramic crafts that function as table chairs in cylin- drical, rectangular, hexagonal, and octago- nal 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 de- mand by the European, Australian and Ca- nadian 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 de- velopment of creative tourism in the new era that can shape creativity to attract cre- ative tourism, namely; creative individual, creative environment, creative product and creative process. There is a process of cul- tural 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 de- velopment of the creative industry, includ- ing: poor access, quality of services and in- frastructure 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 Techno- logy/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 Yog- yakarta in 2017-2019. Available at: http://bappeda.jogjaprov.go.id/dataku/ pencarian_data/index?page=1&per- page=10. Gunawan, I. (2016) Metode Penelitian Kualitatif: Teori dan Praktik. Jakarta: Bumi Aksara. Lee, J. and Lee, H. (2015) ‘Deriving stra- tegic 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 connec- tions between the goals of sustainable development and creative tourism’. Richards, G. (2011) ‘Creativity and Tour- ism The State of the Art’, Annals of Tourism Research, 38(4), pp. 1225– 1253. Richards, G. and Marques, L. (2012) ‘Ex- ploring creative tourism: Editors intro- duction’. Richards, G. and Wilson, J. (2007) Tour- ism, creativity and development. Rout- ledge.