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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, cul-

tures, 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 ref-

erences to visit. This research focuses on how tourism branding exists in 

Madura poetry by D. Zawawi Imron. Therefore, this study uses a quali-

tative 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, Kal-

ianget, Sumenep, and some vocabulary that reflects Madurese character-

istics 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 ap-

proximately 5,168 km 2 with a population 

of more than 4 million people. Madura Is-

land is divided into four districts, they are 

Bangkalan with an area of 1,144.75 km2 

and is divided into 8 sub-districts, Sam-

pang 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-dis-

tricts, 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, 

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and Sumenep district has Lombang Beach, 

Slopeng Beach, and others. With the exist-

ence of various cultural and historical tour-

ist objects that are interesting to visit in-

cluding 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 nature-

based tourism includes tourism that utilizes 

wild and undeveloped natural resources 

(Goodwin, 1996). 

 Tourism branding is needed to opti-

mize tourism potential. Branding strategy 

is not only designed to enhance the social 

and economic development of communi-

ties, 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 iden-

tify, describe, and differentiate a particular 

destination from others by its appeal char-

acteristics that make the destination dis-

tinctive 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 inter-

ested (Ryan, 2002). Tourism branding 

strategies also vary, such as the implemen-

tation 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 liter-

ature with a wider dimension and in a new 

way is not only facts of art and beauty, but 

also social facts and cultural facts. Litera-

ture 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 writ-

ten with a tourism approach but what is 

produced may unexpectedly have implica-

tions for making Bangka Belitung popular 

as a tourism destination. Furthermore, the 

novel Berujung Sakit contains tourism in-

formation 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 tour-

ism brand in Central Lombok. Thus, the 

source of inspiration for tourist destina-

tions 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-in-

duced 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 con-

ducted 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 Coim-

bra (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 

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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. fur-

thermore, 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 im-

portant role in education, historic preserva-

tion, 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 con-

struct the place. Furthermore, the readers 

have the desire to visit the places men-

tioned in the book. Literature enables visi-

tors to instantly objectify the view and rec-

ognize 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 fig-

ures, 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 inter-

disciplinary 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 cre-

ated by using language in literary works by 

relying on literary works of various genres, 

taking advantage of its popularity, the pub-

lic's appreciation of literary works in vari-

ous regions, and their aesthetic interests. 

Furthermore, Wang Meng (2018) states 

that the process of promoting tourism is re-

alized 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 con-

tribute to the aesthetic experiences and 

emotional sublimation of tourism subjects. 

Therefore, the contribution of literary stud-

ies to tourism studies is in the recognition 

of literary works or writers in the promo-

tion or provision of tourism destination 

brands thus tourism contributions can be 

given by literature (Putra, 2019). 

 

METHODS 

 

 The method used in this study is de-

scriptive qualitative to describe and exam-

ine the collection of data from selected po-

ems. Qualitative research is social science 

research that collects and analyzes non-nu-

meric data. According to Vibha Pathak 

(2013), qualitative research takes an ideal-

istic and humanistic approach to under-

standing the research question. This re-

search involves classification, analysis, 

and interpretation to obtain relevant infor-

mation about certain facts and phenomena. 

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It also assists authors in collecting data, in-

terpreting, 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 tech-

nique to find out important facts or the pur-

pose of the researcher dealing with the re-

search questions. 2) Identification, classifi-

cation, and documentation. Identify and 

classify data related to the research ques-

tions and make annotations or notes thus 

the research data is easier to describe. 3) 

Provide a code to make it easier for re-

searchers and readers to find the differ-

ences in data based on the research ques-

tions. 

This study applies data analysis to 

obtain appropriate and correct data accord-

ing to Miles, Huberman, and Saldana 

(2014). The interactive model by Miles et 

al (2014) guides the data analysis. There-

fore, this study will present three stages af-

ter the data collection process, namely data 

condensation, data display, and draw-

ing/verifying conclusions. 

 

RESULTS AND DISCUSSION 

 

 From the results of the research that 

has been done, it is found that the inspira-

tion for D. Zawawi Imron's poems is Ma-

dura which will be analyzed through the 

diction, idioms, and atmosphere presented 

in his poems. 

 

The Influence of the Author's Back-

ground on His Work 

 D. Zawawi Imron as a legendary 

writer from Madura presents the Madurese 

setting in his works. This cannot be sepa-

rated from the fact that the author's 

biographies highlight goals, works, cul-

tures, 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. Gil-

man 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 cen-

tury. In 1884, Charlotte Perkins married 

and she already had within herself a rejec-

tion of the traditionally accepted rules spe-

cifically for married women. She refused 

to sacrifice her life which was completely 

devoted to domestic chores, raising chil-

dren, 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, Su-

menep. Zawawi had a strong Islamic edu-

cation he continued his education at the Is-

lamic boarding school after graduating 

from elementary school. Then he success-

fully took the exam for religious teacher 

education. From 1967-1983 Zawawi Imron 

worked as an Islamic teacher at an elemen-

tary 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 back-

ground 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 

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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 Seti-

jowati (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 devel-

ops 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 oth-

ers. 

1. Culture tourism 

Kerapan Sapi 

 It can be seen from the poem entitled 

Kerapan that presents the Madurese cul-

ture, namely Kerapan Sapi. Kerapan sapi 

is a characteristic of Madura as one of the 

Madura's wealth. Local culture is consid-

ered to have significant branding value 

because it can develop tourism. The poten-

tial 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 pre-

sented to celebrate after-harvesting. The 

visitors usually find the racing animal con-

trolled 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 Kera-

pan 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 provid-

ing 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 Kera-

pan Sapi in Madura. Thus, the poem of Ke-

rapan Sapi will eventually has a brand of 

Madura to be a tourism destination. 

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Saronen as a Local Musical Instruments 

 The Kerapan Sapi festival also in-

volves another Madurese culture, such as 

the Saronen or trumpet musical instrument 

to escort Kerapan Sapi. This aims to in-

crease 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 in-

struments such as gong, kempul, kenong, 

korca, and gendang. The introduction of 

Madurese art in Zawawi's poetry is ex-

pressed through the mention of typical Ma-

durese art tools, one of which is Saronen. 

 

2. Natural Tourism 

 Branding in tourism village in Ma-

dura is a tourism potential based on nature 

and culture. Tourism potential is some-

thing that can be developed into a tourist 

attraction (Pendit, 1986). In the poem De-

saku, he reveals the attractiveness of vil-

lage 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 cit-

ies. The advantages and uniqueness of this 

village in Madura to be developed will at-

tract tourists to visit this village destina-

tion. In (stanza 2, line 1) selamat datang 

tamu dari kota! (Welcome! guests from the 

city), it shows that tourists will be wel-

comed 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 charac-

teristics 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 se-

tiap hari mengolah zaman (Because every 

day cultivating the ages). 

 The village atmosphere is also suita-

ble for tourists to enjoy in the afternoon. In 

(stanza 2, lines 4-5) Nanti sore kuantar 

engkau ke kebun dan Nikmatilah buah-

buahan 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 at-

tractions. The simple atmosphere is further 

imagined in stanza 3, 

Inilah sawahku, daunan kangkung se-

dang 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 tour-

ism that displays natural beauty as in this 

poem can become agro-tourism that uti-

lizes agricultural businesses as a tourism 

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attraction. This village tourism branding 

means combining agricultural activities 

and tourism activities. Agrotourism is an 

activity to develop an area that has the po-

tential of natural resources in agriculture to 

become a tourism area. The area of a plan-

tation, vegetable producing, certain cattle 

producing, and village areas have great po-

tential 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), se-

manggi (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 agri-

cultural atmosphere. 

The poem of Malam di Dusun can 

also be used as tourism branding for village 

tourism. This poem describes the atmos-

phere 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 al-

ways associated with Arya Wiraraja. 

Therefore, in the Kerapan poem, the men-

tion of arya wiraraja! Perlukan aku me-

nang (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 con-

texts 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 de-

scribes the characteristics of Madura. 

Thus, the natural tourism potential con-

tained in Zawawi Imron's poems can be-

come 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 an-

alyzed through the diction, idioms, and at-

mosphere presented in his poems. The set-

ting 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 Madu-

rese color. 

There is potential for cultural and 

natural tourism in Zawawi Imron's poetry. 

It can be seen from the poem entitled Ke-

rapan that presents Madurese culture, 

namely Kerapan Sapi and Saronen. In the 

poem, he reveals the attractiveness of vil-

lage tourism which tells about the Madura 

that has village atmospheres such as gar-

dens, ripe fruits, rice fields. The poem of 

Malam di Dusun can also be used as tour-

ism branding for village tourism as the 

background of this poem is in Sumenep 

and Kalianget. Therefore, the selected po-

ems by Zawawi Imron contain the tourism 

branding of Madura. 

 

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